Final Report. "Strengthening Fisheries Management in ACP Countries"

Transcription

1 "Strengthening Fisheries Management in ACP Countries" Final Report Preparation and implementation of a public awareness campaign to promote the Caribbean Community Common Fisheries Policy for the improvement of regional fisheries management Project ref. N CAR/1.2/B1 Region: Caribbean Country: Belize October 2013 :. This publication has been produced with the assistance of the European Union. The contents of this publication are the sole responsibility of name of the author and can in no way be taken to reflect the views of the European Union. The content of this document does not necessarily reflect the views of the concerned governments

2 Table of contents LIST OF TABLES, FIGURES AND PHOTOGRAPHS... 3 LIST OF ANNEXES... 3 ABBREVIATIONS AND ACRONYMS PROJECT SUMMARY BACKGROUND ABOUT THE CRFM ABOUT THE PROJECT RESULTS TO BE ACHIEVED BY THE CONSULTANT... 3 APPROACH TO THE ASSIGNMENT PHASE 1: INCEPTION DESK WORK PHASE 2: PRODUCTION DESK WORK II CAMPAIGN TOOL KITS CFO/FFO TOOL KIT MEDIA TOOL KIT GRAPHIC DESIGN LOGO BEFORE LOGO AFTER PHOTOGRAPHS COLORS FONTS CARIBBEAN MAP DISSEMINATION MEDIA MONITORING CHALLENGES PBLH International Consulting SPRL pg. 2

3 9 CONCLUSIONS RECOMMENDATIONS ANNEXES List of tables, figures and photographs Table 1: Tool kit contents on flash drives for CFOs/FFOs - Page 11 Table 2: Other campaign tools produced - Page 12 Table 3: Awareness Tools Hard Copy Distribution by Country - Page 18 Photograph 1: Fisherman - Page 14 Photograph 2: Family lunch - Page 14 Figure 1: Flash Drive content for CFOs & FFOs Page 16 Figure 2: Flash Drive content for Journalists Page 17 List of annexes ANNEX 1 - Institutions and individuals consulted ANNEX 2 - CD of campaign materials on flash drives ANNEX 3 - Paid media plan ANNEX 4 - CRFM banners ANNEX 5 - Artwork for CRFM-branded pens ANNEX 6 - Artwork for CRFM-branded flash drives ANNEX 7 Media Monitoring PBLH International Consulting SPRL pg. 3

4 PBLH International Consulting SPRL pg. 4

5 Acknowledgements The Project Team wishes to thank all those who provided assistance during field missions in setting up meetings and facilitating arrangements for filming on locations, with a special thanks to Mr. Alvin Cummins in Barbados. Of course, the outstanding cooperation and friendly collaboration of everyone at CRFM and ACP Fish II in Belize was greatly appreciated. Abbreviations and acronyms ACP BARNUFO CARICOM CFO CFP and CCCFP CRFM CU EC FFO GIS ICCAT IT KE OECS PAC PSA USD UWI African Caribbean Pacific Barbados National Union of Fisherfolk Organisation Caribbean Community Chief Fisheries Officer Caribbean Community Common Fisheries Policy Caribbean Regional Fisheries Mechanism Coordination Unit European Commission Fisher Folk Organisation Government Information Services International Commission for the Conservation of Atlantic Tunas Information Technologies Key Expert Organisation of Eastern Caribbean States Public Awareness Campaign plan Public Service Announcement (broadcast spot) United States Dollar University of the West Indies PBLH International Consulting SPRL pg. 5

6 Final Report 1. Project summary The purpose of this assignment was to raise awareness of the Caribbean Community Common Fisheries Policy (CFP or CCCFP) as an instrument to achieve conservation, management and sustainable utilization of the region's fisheries resources. Intended ancillary outcomes were to encourage final ratification of the CFP, to enhance the CRFM s image and raise its profile, and to support protection and preservation of the fisheries resource. Project activities began in Belize City on July 18, 2013 with Key Experts 1 and 2 meeting with CRFM and ACP Fish II officials several times over the next week while producing the Inception Report and a revised work plan. Next came desk work at home in preliminary design and draft copy writing. Work on campaign tools production was concentrated in Barbados, where filming, recording, photography, copy editing, scriptwriting, design, printing and shipping were carried out. The project produced a wide variety of communication tools for CRFM on the CFP, including two PSA spots for placement on television and radio (one generic PSA and a second PSA which urged CFP ratification), a newspaper advert placed in several newspapers, a news release and an opinion-editorial piece for dissemination, a PowerPoint presentation, and other materials such as an event/press kit folder, poster, pamphlet, fact sheet, branded pens and flash drives. It also produced capacity building information to be utilised by fisher folk organisations (FFOs) and governmental communicators in the form of a How-To manual on conducting media relations, event planning and speechwriting/making. Main campaign materials repeated several key points on the overall value of the fisheries resource to families and the importance of the CFP to a wide cross-section of Caribbean societies: Promoting wealth Providing good nutrition Protecting livelihoods Preserving the resource PBLH International Consulting SPRL pg. 6

7 The campaign tag line used in the radio and television PSAs and in some of the printed materials was Caribbean Fisheries Our Treasure Our Life. Most of the communication materials (tools) were printed and then distributed to member states Chief Fisheries Officers (CFOs) by either LIAT courier service or Fedex. The CFOs then further disseminated them to FFOs, government communicators or other organisations as they deemed appropriate. Certain of the tools were translated into Dutch, French or Haitian Creole. A significant portion of materials was made available for the Week of Caribbean Agriculture meetings in Guyana in early October, when the campaign began. All awareness campaign materials were loaded onto CRFM-branded flash drives for the CFOs and FFOs. Capacity building How-To materials on event planning, conducting media relations and writing/making speeches were included so that the FFOs will be better able to produce informational materials such as a press release and plan/manage events on their own. Key interested and affected ministries communication officers also may use the materials as they wish. The portion of awareness materials more suited for journalists was loaded onto flash drives for the CRFM to dispense to journalists at the Guyana meetings, while media outlets were provided with a link on the CRFM website where all campaign materials are accessible to journalists. The project also improved the CRFM logo, making it more legible and adding all CARICOM nations flags. Further, the project produced two hanging banners (one for walls or tables and a smaller version for the front of a podium) and two retractable banners (rollups) to further enhance the CRFM corporate image and visibility. The new banners were first used during the Caribbean Week of Agriculture meetings in Guyana in early October and will continue to be widely used by CRFM. Lastly, the project transitioned the CRFM addresses and web address to a more consistent, corporate appearance. PBLH International Consulting SPRL pg. 7

8 2. Background 2.1 About the CRFM The Caribbean Regional Fisheries Mechanism (CRFM) was officially inaugurated on 27 March 2003, following the signing of the Agreement Establishing the CRFM on February 4, The goal of this inter-governmental organization is To promote and facilitate the responsible utilization of the region's fisheries and other aquatic resources for the economic and social benefits of the current and future population of the region. The CRFM consists of three bodies the Ministerial Council, the Caribbean Fisheries Forum and the CRFM Secretariat. Its mission is to promote and facilitate the responsible utilisation of the region s fisheries and other aquatic resources for the economic and social benefits of the current and future population of the region. The CRFM has two offices (Belize and St. Vincent), with staff split between them. There is a part-time communications advisor/consultant in Belize, the home of the CRFM Secretariat. 2.2 About the project According to the ToRs, the overall objective of this project was to contribute to the sustainable and equitable management of fisheries in ACP regions, thus leading to poverty alleviation and improving food security in ACP States. The purpose was to enhance public appreciation of the benefits of the Caribbean Community Common Fisheries Policy as an instrument to achieve conservation, management and sustainable utilization of the region's fisheries resources. Building support for and then achieving final signature into force of the CCFP by at least eight member states is the end game. 2.3 Results to be achieved by the Consultant The Consultant was expected to achieve the following results as part of this contract: 1) a Public Awareness Campaign (PAC) plan for the CCCFP prepared; 2) appropriate media tools (graphic materials, Public Service Announcements (PSAs), event planning tool kit) developed; 3) Public Awareness Campaign implemented; and, 4) Media Tool-Kits developed and disseminated PBLH International Consulting SPRL pg. 8

9 3 Approach to the assignment 3.1 Phase 1: Inception phase - Consultations, analysis and report/plan drafting The first inception / field mission to Belize in July 2013 included: Multiple meetings at the CRFM office in Belize The review of documents and other materials Drafting and submitting the Inception Report Revising the work plan Beginning to draft the public awareness campaign (PAC) plan To start the 1st field mission, the key experts (KEs) held a kick-off meeting (and several subsequent meetings over the next week) at the CRFM office in Belize with the participation of CRFM top management and technical staff as well as the ACP FISH II Regional Manager. During the kick-off meeting, a list of key stakeholders was developed, including regional governmental officials, CFOs, FFOs, media, civil society organisations and the CRFM Eastern Caribbean Office in Saint Vincent and the Grenadines. Annex 1 indicates the contacts made. Lengthy discussions were held with the CRFM Executive Director, other CRFM staff, the ACP-Fish II Regional Manager, a local journalist who doubles as a communications adviser to CRFM, and the project consortium partner based in Barbados. The KEs also reviewed assorted documents, including reports of past CRFM communication needs assessments and recommendations. Among the documents reviewed: Agreement establishing the Caribbean Community Common Fisheries Policy CRFM Communication Strategy (Carmel L. Haynes, 2010) ICT component strategy and action plan for the implementation of the CRFM Communication Strategy (Yacine Khelladi and Vladimir Abramytchev) Sinking or Swimming, seven Youtube.com videos from 2010 UWI conference Belize Department of Fishery PSAs Consultations with CRFM and the document review enabled the experts to assess the following points: PBLH International Consulting SPRL pg. 9

10 Stakeholder identification Early stages of message development Relationships and communication processes amongst key stakeholders Assessment of possible distribution channels Communication tools currently used by stakeholders 3.2 Desk work After this first field mission, the experts carried out home-based work to: Continue drafting, then submitting the PAC Further review of documents collected during first field mission Begin drafting campaign tools Begin media planning Revise the campaign pamphlet Follow up on additional contacts by Skype calls and mail) 3.3 Phase 2: Production phase This phase was two-pronged for KE1, who first returned to Belize in August for: Continued tools drafting/editing Campaign planning Final discussions with the CRFM Executive Director and several visiting fisheries officers on campaign messaging KE1 then travelled from Belize to Barbados, where he rejoined KE2 and the two KEs teamed with the PBLH Barbados media planning and production consortium partners. During this intense period, the PBLH project team: Met with BARNUFO and Fisheries Division officials to request their assistance with PSA location filming permission Conducted PSA location scouting Acquired PSA talent (actors and voices) Filmed and photographed two PSAs at various locations in Barbados Procured voices in English, Dutch and Haitian Creole for the PSA voiceovers PBLH International Consulting SPRL pg. 10

11 Drafted, edited and designed the PSA scripts, campaign news release, op-ed piece, fact sheet, pamphlet, poster, PowerPoint presentation, newspaper adverts and created the artwork for pens and flash drives Arranged procurement for all campaign raw materials Procured translation into Dutch, or French of Haitian Creole of selected tools Arranged print production of all campaign tools Arranged shipment of final printed materials to 15 countries 3.4 Desk Work II After KEs 1 and 2 had returned to their home bases in September, they continued their final design and copy editing efforts apace with the progression of printing production in Barbados. Four new CRFM banners were designed and printed. PBLH consultants also produced an introductory note for the CRFM to alert the regional CFOs to the fact that a shipment of campaign materials was headed their way, and drafted, then designed the How-To capacity building manuals. Finally, the finished products were distributed throughout the Caribbean region via two courier services according to the CRFM allotment preference. PBLH International Consulting SPRL pg. 11

12 4 Campaign Tool Kits The project created an array of tools designed for both near-term and longer-term use by CRFM, the CFOs and FFOs. Soft versions of 99% of the products were loaded onto flash drives. The only items produced that did not go onto flash drives were the banner designs and artwork for pens and flash drives. 4.1 CFO/FFO Tool Kit Two tool kits were produced. One is for use by CRFM s two most important stakeholder advocate groups: 1. The top technical advisors concerned with fisheries in Caribbean Ministries of Agriculture, generally Chief Fisheries Officers or their equivalent, and by extension, their ministry communicators. The campaign relies on the CFOs to distribute in the most appropriate and beneficial manner, particularly to the FFOs. 2. Fishermen, key fisher folk organization (FFO) leaders and other civil society leaders to be determined. The kits are designed for use in meetings, workshops, town halls and other events, plus for Internet dissemination and for providing information to journalists. Soft versions on flash drives to be passed to the CFOs and FFOs by CRFM are intended for ongoing printing and dissemination. Table 1: Tool kit contents on flash drives for CFOs/FFOs Event folder/press kit Pamphlet Poster Press release Fact sheet PowerPoint presentation Opinion-editorial piece Newspaper advertisement PBLH International Consulting SPRL pg. 12

13 PSAs-video & radio How-To manual on media relations, writing/making a speech, news release anatomy A listing of useful links for further web dissemination of CCCFP information The above items convey similar information and messages, with slightly different packaging. Thus, part of the planning process with CRFM involved prioritization, which resulted in the elimination of some prospective tools that had been mentioned in the Inception Report. 4.2 Media Tool Kit A second tool kit was devised for the media and placed on an easily accessible link at the CRFM website. That kit is comprised of essentially all the awareness campaign materials, minus the How-To materials intended for use only by the CFOs and FFOs. For the journalists, a listing of urls for obtaining additional resource information pertinent to CRFM interests and the CCCFP was also provided. Table 2: Other campaign tools produced CRFM-branded Pens CRFM-branded flash drives CRFM banners (4-wall, podium, two retractable) 5 Graphic Design As this was the first region-wide campaign for CRFM, it presented an opportunity to also increase CRFM s profile and build out its corporate image. The project began by working to optimize the CRFM logo, harmonizing its letters to make it easier to see. Colors were unified and the shape and proportions of the different components were improved. A block was then constructed to include the logo, the full title of the CRFM, the CARICOM member nations flags and the CRFM website url. This block should be used in all broadcasts and PBLH International Consulting SPRL pg. 13

14 printed matter in order to bring greater consistency to the campaign and greater overall visual recognition for CRFM well beyond any campaign. 5.1 Logo before 5.2 Logo after 5.3 Photographs The main pictures and models from the video PSAs were also used to illustrate the printed tools. Thus, when the various scenes were filmed, still photos were also taken of the main actors in action. This consistency of images brings a greater synergy to the campaign materials. Photos of people related to the fisheries sector are placed as one strip to give the idea of interdependence. The photo of the fisherman, the main character, is placed on both the pamphlet and the folder covers. The fisherman may also be found on one of the retractable banners. PBLH International Consulting SPRL pg. 14

15 5.4 Colors A color chart inspired from the CRFM logo was used for the campaign. 5.5 Fonts Helvetica family sans serif font was one font selection because it includes a range of useful variations (Roman, italic, narrow, bold, black, etc.). For the main campaign message, we used a manuscript font to illustrate its claiming aspect. 5.6 Caribbean Map The project customized a Caribbean map highlighting all the participating nations. PBLH International Consulting SPRL pg. 15

16 All final artwork and artwork components utilized in the design of the tools were provided to CRFM so that it will be able to reproduce more materials as needed in the future. PBLH International Consulting SPRL pg. 16

17 6 Dissemination Rolling out the campaign involved actions on several fronts, via various media and methods of distribution. Beneficiary countries for the project were Antigua and Barbuda, Barbados, The Bahamas, Belize, Dominica, Grenada, Guyana, Haiti, Jamaica, St. Kitts and Nevis, Saint Lucia, St. Vincent and the Grenadines, Suriname, and Trinidad and Tobago. Hard and soft copies Packets of hard copies as allotted by CRFM were sent from Barbados, the point of print production, to the CFOs in the above-mentioned nations (see Table 3 below for a listing of which countries received how many of each tool). Due to the wide distances involved, the cost of shipping by bulk, and the limited project budget, each country received a limited supply of hard copies. The intent all along was that the flash drives fully loaded with the awareness campaign materials would serve as the source for more copies that could be printed on site by recipients in each country. Figure 1: Flash Drive content for CFOs & FFOs PBLH International Consulting SPRL pg. 17

18 PBLH International Consulting SPRL pg. 18

19 Figure 2: Flash Drive content for Journalists Broadcast media The two PSAs were sent to Government Information Services (GIS) agencies in beneficiary nations for repeated television broadcast during prime time at no cost, and also some free radio through GIS. The campaign paid for radio broadcast of the PSAs in most of the beneficiary nations (see Annex 3: Paid Media Plan). Print media Also to be found on the paid media plan is a selection of newspapers in the region in which the campaign ran advertisements which advocated for signature of the CCCFP. News release A news release was disseminated by the campaign to media outlets to announce the campaign startup as well as to advocate for signature of the CCCFP. PBLH International Consulting SPRL pg. 19

20 Opinion editorial piece The project penned an op-ed piece for the CRFM Executive Director to send to media outlets throughout the region. The theme was that the time has come for the CCCFP to be brought into force. CCCFP PowerPoint Presentation The project created this slide show for repeated use for presentations and as handouts by the CRFM and its affiliates, the CFOs and FFOs or any other friendly civil society organisations. Caribbean Week of Agriculture Meetings in Guyana, October 7-11, 2013 A substantial shipment of hard copies and flash drives with campaign materials was sent to Guyana for the CRFM Executive Director to pass out at the CRFM exhibit booth and elsewhere as he saw fit. Table 3: Awareness Tools Hard Copy Distribution by Country PBLH International Consulting SPRL pg. 20

21 7 Media monitoring At the time of this report's compilation, media monitoring was ongoing. Broadcast certificates from broadcasters were still outstanding. What is presented in Annex 7, Media Monitoring, is not a complete collection of media exposure. PBLH International Consulting SPRL pg. 21

22 8 Challenges Given the variety of materials produced, plus the need for translation of selected tools into either the French, Dutch or Haitian Creole languages, and shipping or transmission of tool packets to 15 different countries, with consultants based in three countries and the beneficiary in a fourth, some logistical challenges were to be expected. However, the majority of materials shipped were delivered on time, with the exception of three nations whose deliveries were somewhat delayed by their Customs authorities. There was also difficulty communicating with and then obtaining responses from officials and media outlets in Haiti, to the point where no media buys were made in Haiti. However, the Haiti CFO s package of materials included the PSAs so that the CFOs might make its own arrangements there for free broadcast exposure if possible. PBLH International Consulting SPRL pg. 22

23 9 Conclusions The project was also challenged by a limited budget and a shortened calendar. A larger budget and more time would have permitted extended stakeholder consultation that just was not possible, given the time and funding restrictions. In spite of all that, a great deal of informative advocacy content was produced to a high quality of design and disseminated through a wide variety of media as well as via hand-to-hand. Through the How-To manuals, resources have been made available to build communication and event planning capacity within the FFOs, enabling them to have a greater say and selfdetermine their own messaging and media relations to a great extent than before. It should be just a matter of a few short months, at most, before the CCCFP is signed into force. PBLH International Consulting SPRL pg. 23

24 10 Recommendations The project team can make the following recommendations: Extend the campaign into schools throughout the region via CFOs, FFOs and Civil Society organisations Keep the campaign prominently placed on the CRFM home page for an extended period of time Harmonize the logo the project has made needed improvements to the CRFM logo. The new logo appears in the campaign materials but cannot appear on anything else until the CRFM Ministerial Council approves of the changes. This should not require yet another awareness/advocacy campaign (internal)! CRFM should continue to capitalize on the campaign by repeating the same messaging, pictures, themes and color schemes in their coming communication materials. The campaign tag line or slogan, Caribbean Fisheries, Our treasure Our life. should be prominently displayed as the CRFM web page banner. If funds can be sourced, CRFM should create Our treasure Our life stickers suitable for application to car bumpers and children s notebooks. CRFM would be well-advised to seriously seek out a cost-effective way to localize printing in each country in order to cut expenses, shipping time and Customs delays. PBLH International Consulting SPRL pg. 24

25 11 Annexes ANNEX 1 - INSTITUTIONS AND INDIVIDUALS CONSULTED ANNEX 2 - CD OF CAMPAIGN MATERIALS ON FLASH DRIVES ANNEX 3 - PAID MEDIA PLAN ANNEX 4 - CRFM BANNERS ANNEX 5 - ARTWORK FOR BRANDED PEN ANNEX 6 - ARTWORK FOR BRANDED FLASH DRIVE ANNEX 7 - MEDIA MONITORING PBLH International Consulting SPRL pg. 25

26 ANNEX 1 INSTITUTIONS AND INDIVIDUALS CONSULTED BELIZE: July 17- August 4 CRFM and ACP Fish II Date, Location July 18, h00 Fisheries Compound Princess Margaret Drive, Belize City, Belize, Central America Tel: Persons -Mr Milton Haughton, CRFM Executive Director -Mr Delmar Lanza, CRFM Finance and Administration Manager -Ms Sherlene Audinett, CRFM Senior Secretary Ms. Sandra Grant, ACP Fish II Regional Manager-Caribbean Office Morning CRFM and ACP Fish II July 19, 2013 Fisheries Compound -Ms Sandra Grant -Mr Milton Haughton Afternoon -Ms. Adele Ramos, CRFM Communications Adviser CRFM and ACP Fish II July several more meetings at the Fisheries Compound -Ms Sandra Grant -Mr Milton Haughton CARICOM Communications Planning actions with SOJE Lonsdale, consortium partner BELIZE: August July 22, 2013 Fisheries Compound July Fisheries Compound Date, Location Mr Leonard Robertson, Communications Advisor ( ) -Mr Matthew Pilgrim, Production Director -Ms Veoma Ali, Media Coordinator (Skype, telephone and ) Persons CRFM August 14-17, 2013 Fisheries Compound Several meetings with CRFM Executive Director -Mr Milton Haughton -consultations with several visiting regional Fisheries Officers BARBADOS August 19- September 6 Production planning meeting Date, Location August 19, 2013 Premises of SOJE Lonsdale, Bridgetown Persons -Mr Matthew Pilgrim, Production Director PBLH International Consulting SPRL pg. 26

27 -Ms Veoma Ali, Media Coordinator Mr Stephen Willoughby, Executive Director, Fisheries Division Arranging PSA filming permission Barbados National Union of Fisherfolk Organizations (BARNUFO) Telephone call August 20, 2013 Ministry of Agriculture and Rural Development, Fisheries Division, Princess Alice Highway, Bridgetown, Barbados Fisheries Division -Mr Alvin Cummins, Microbiologist/Consultant, standing in for Vernell Nicholls, President -Mr Leslie -Mr Sherlock King Dr. the Honourable David C. Estwick M.P. Minister of Agriculture, Food, Fisheries, and Water Resource Management Location scouting Location scouting PSA filming & editing PSA English voiceover recordings August 20, 2013 Fisheries Division, Retail Marketing Fisheries Division, Bridgetown Fisheries Division, Oistins Morgan s Seafood Packing, Oistins Bridgetown Harbor August 21-30, 2013 Various locations August 28, 2013 Recording studio Mr Graves, Manager -Mr Kirtin, Supervisor -Ms Jaqueline Wilkinson -Mr Morgan, owner -Charter fishing boat -Mr Andrew Hulsmeier, VIDIM, Inc. Videographer/photographer Mr. Anthony Lowhar PBLH International Consulting SPRL pg. 27