Convention on Biological Diversity Global Initiative on Communication, Education and Public Awareness - CEPAWendy Goldstein Graduate School of the Environment Macquarie University, SydneyIUCN CEC Regional Chair Oceania

CBD Article 13 Public education and awareness

The contracting Parties shall:• Promote and encourage understanding of the

importance of, and the measures required for, the conservation of biological diversity, as well as its propagation through media, and the inclusion of these topics in educational programmes; and

• Cooperate, as appropriate, with other States and international organizations in developing educational and public awareness programmes, with respect to conservation and sustainable use of biological diversity.

Article 13 – tools CEPA supports change management

• C = Communication, Capacity, Connect

• E = Education, Empowerment • P = Public, Participation • A = Awareness, Action

CEPA: Communication

• Two way exchange of information • To gain cooperation of groups in society• Listen first, clarify why and how

decisions made• Instrumental approach – communication

with other instruments address economic constraints and motivate action

CEPA: Education

• Set of processes to inform, motivate, skill and empower people to support biodiversity conservation, by making changes in lifestyle and promoting change in the way business, government and institutions operate

CEPA: Public Awareness

• Brings biodiversity issues to the attention of key groups who have the power to influence outcomes.

• Awareness is an agenda setting and marketing exercise helping people to know what and why this is an important issue, the aspirations, and what is and can be done to achieve these

CEPA: Participation

• Public participation is an approach by governments, organisations and communities around the world to improve their decisions by involving those people who are affected by those decisions

Role CEPA

CEPA recognized as important but…

• Few governments give moral support, funding and human resources

• Most government decision makers recognize lack of support affects effectiveness

• Experts CEPA mostly limited to press and media officers – not strategic communication

• High spending on communication no guarantee of success

• Low spending almost always results in low citizen satisfaction

Biodiversity - Citizens want

• Who is responsible for biodiversity• Why decisions are made• Services available and future plans• How tax money is spent on biodiversity• Local biodiversity events• How to get in touch – how to complain

CBD CEPA toolkit draft

Good government communication

• Be corporate• Ensure focus• Be systematic• Sharpen the brand• Invest in communication with the local people• Prioritize internal communication• Invest in high quality staff• Be ambitious and benchmark against the best

CBD CEPA toolkit draft

Stimulating CEPA - CBD

• Consultative Group - COP 5

• Three consultations• Work program adopted

COP6 - 2002• Partners: CBD Secretariat,

UNESCO, UNEP, IUCN CEC, Parties

CEPA Work Program

• Priority program elements:– global CEPA network; – exchange of knowledge and expertise -

portal;– capacity-building for CEPA

• Communication strategy for CBD• COP also emphasis on CEPA in NBSAP

and themes

IUCN CEC role

• IUCN CEC research capacity needs - communication capacity building

CBD Communication Training Resource Manual – current project

• IUCN contracted by CBD to prepare communication kit

• Email survey biodiversity focal points, CEPA experts about needs (646/106)

• Analysis of the demand for support

Most important issues - kit

• Limited resources• Lack of integration in other policies• Lack of knowledge of marketing

biodiversity ….

Other issues - kit

• Lack of examples to get started• Limited communication and networking skills• Limited knowledge about how to

– Impact policy makers– CEPA planning, management and

evaluation– Link between biodiversity and human

welfare– Empower local communities

What are the most important issues for you?

• Your suggestions would be valuedThank you

• Email:wgoldstein@gse.mq.edu.au• www.iucn.org/cec• www.gse.mq.edu.au

What are the important issues for you?

• Limited resources• Lack of integration in other policies• Lack of knowledge of marketing biodiversity• Lack of examples to get started• Limited communication and networking skills• Limited knowledge about how to

– Impact policy makers– CEPA planning, management and evaluation– Link between biodiversity and human welfare– Empower local communities