Developing a Disaster Risk Reduction Strategy

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					Proposed ISDR Five Year Strategic Communication Plan:
          Building a People-based Culture of Prevention

                                 Presentation to IATF/DR
                                             12th Session
                                    22-24 November 2005
                               Geneva, Palais des Nations


    I. Context
    II. Rationale
    II. A « people-based » approach
    IV. Five Year Communication Plan Overview
              a) Vision, Goal, Objectives
              b) Annual Campaign Themes
              c) Audiences
              d) Proposed Framework
              e) Important Considerations
    V. Challenges
    VI. Budget
    VII. Proposed Task Force Involvement & Questions
I. Context

      Hyogo Framework for Action:

      -ISDR secretariat and ISDR partners have a major role in
      communicating the goals and priorities for action

      Multi-Stakeholder Workshop on Strengthening the

      -called for the ISDR secretariat to raise the profile of
      disaster risk reduction through public awareness
II. Rationale

The momentum for disaster risk
reduction is building…

-recent disasters, and broad media
coverage, have raised public
awareness of vulnerability

-governments are strengthening
their commitment
to implement the
Hyogo Framework

-opinion leaders are becoming
involved (e.g.President Clinton.
Prime Minister Blair, at G8 )
III. Making disaster risk reduction real through
a « people-based » approach

        risk reduction must become part of our daily lives
and behaviour

-giving « a face » to the Hyogo framework

-raising awareness about practical actions that individuals
and communities can take to reduce disaster losses will be
a major focus of the five-year communication strategy
IV. Five Year Communication Plan

a) Vision, Goal, Objectives

Change behaviour, so that there is a movement from a
culture of reaction to a culture of prevention.

Inform communities and individuals about disaster risk
reduction, and empower them to take practical action to
reduce disaster losses. Informing them that DR is possible,
cost effective and in their best interest.
Objectives of Communication Plan

1. Increase political commitment to disaster risk reduction,
particularly at the local level.

2. Strengthen the media’s understanding and role in
providing information to the public.

3. Stimulate the dissemination of information at national
and local levels.

4. Highlight partnerships and activities supporting
community initiatives
b) Annual Campaign Themes

Five annual campaigns will be developed, reflecting priority areas for action
from the Hyogo Framework, and practical disaster risk reduction actions that
have immediate relevance to individuals and communities.

YEAR 1: Prevention Starts at School (2006)

          (a) Promoting disaster risk reduction in school curricula, formal,
informal, and non-formal education
          (b) Building schools that can withstand natural hazards
          (c) Schools as community resource centres for disaster risk reduction
Annual Campaign Themes
The ISDR secretariat is seeking input to further develop the campaign themes
for 2007-2010.

YEAR 2: Theme related to the health sector (2007)

        (a) Protecting health facilities- avoiding a
        second disaster
        (b) Health workers promoting disaster risk reduction
        (c) …

YEAR 3: Safer Cities (2008)

        (a) Integrating disaster risk reduction in city policies, planning, and
        (b) …
        (c)     …
Annual Campaign Themes

YEAR 4: Preparing your home and community for
        disasters (2009)

       (a) Protecting housing, livelihoods, and animals
       (b) …
       (c) …

YEAR 5: Protecting the environment to reduce
        disaster risks (2010)

       (a)   Contributions of science and technology
       (b)   Energy and risk reduction
       (c)   …
c) Audiences for Communications Activities
 Audiences                              e.g. 2006 Campaign
 National and local political leaders   -ministers/key decision makers in
                                        education, finance, planning, public
                                        works, social affairs ministries
                                        -mayors and associations of mayors
                                        -national opinion leaders

 Media                                  -broadcasting unions
                                        -national editorial boards
                                        -national and local newspapers and
 Civil Society                          -teachers’, parents’, and students’
                                        -Global Alliance of Youth
                                        -education-related NGOs, e.g. Global
                                        Campaign for Education
 Private Sector                         -Private schools
                                        -Private building companies
d) Proposed Framework

The following framework is proposed for developing the annual
campaigns. The framework is structured into three phases,
which would be repeated each year.

I. Preparation and pre-positioning
   (October-December of year prior to

II. Launch and Implementation
    (January launch, implementation of
     communication activities on-going)

III. Assessment
    (final quarter of year)
Proposed Framework
I. Preparation & Pre-   -finalize details of campaign, e.g. key messages,
                        champions, partners, experts for media interviews
                        -design web page, and products (e.g. « SIM-cities »
(October-December)      type video game)
                        -revise budget and identify potential donors
                        -plan launch and notify media
                        -seek opportunities to pre-position campaign (e.g.
                        Tilly Smith interview)
Proposed Framework
II. Launch and            -launch in mid-January
implementation            -co-organize country-level events with campaign
(January - December)      -raise visibility of innovative national initiatives, via
                          articles, ISDR website
                          -prepare 3 to 4 video demonstrating best practices
                          -organize workshops with international broadcasting
                          -develop feature story with national and local TV
                          networks, and special events with MTV or other big
                          children networks
                          -use Sasakawa Award to crown innovative project
                          related to theme
                          -prepare International Day
                          -explore private sector partnership (statistics
                          brochure, billboards)

III. Assessment           -evaluation of activities
                          -revision of plans for subsequent year
(final quarter of year)
                          -yearly progress report for donors
Approach to Implementation:

-Focus efforts at the national and community levels, in
disaster-prone regions;

- Identify “champions of disaster reduction”, representing
different cultures and experiences.

-Work in partnership across sectors and with a wide variety
of stakeholders;

-Leverage the communications potential of existing
coalitions and organizations to effectively and efficiently
convey messages and distribute products;
e) Important Considerations

    -Multi-hazard approach

    -Gender perspective and cultural diversity

    -Multi-sector partnerships

    -Least developed, disaster-prone countries

    -Links to Millennium Development Goals
V. Challenges

-target audiences are numerous and diverse

-information is abundant, but not widely available or useful
for all audiences

-media attention is largely focused on the consequences of
disaster, rather than disaster risk reduction initiatives

-limited resources
VI. Estimated Budget


-two full-time Geneva-based staff members
-full engagement from regional ISDR offices
-budget to be discussed
VII. Proposed Task Force Involvement

1. Consider acting as a key partner for relevant theme areas, for
     Campaign Theme                   Examples of Potential Partners

     2006, Prevention Starts at       UNESCO, UNDP, IFRC, ADPC, Action
     School                           Aid, CRED

     2007, Theme related to health    WHO (PAHO), IFRC

     2008, Safer Cities               UN-Habitat, EMI

     2009, Preparing your home and UN-Habitat
     community for disaster risks

     2010, Protecting the             UNEP, FAO, ICSU
     environment to reduce disaster
Proposed Task Force Involvement

2. Include articles in organization newsletters and

3. Inform ISDR secretariat about relevant events and
opportunities for conveying campaign messages

4. Assist with dissemination of campaign material

5. Provide experts and spokespeople for key events, media
interviews, press conferences

6. Provide guidance on campaign themes
VII. Questions for Task Force

1. Does the Task Force agree with the goal, objectives,
and approach of the strategy?

2. Does the Task Force have any views on the secretariat’s
proposed themes and/or activities?

3. Does the Task Force have any views regarding timing,
leverage, audiences, partners and outreach?
Next Steps

-finalize strategy based on Task Force input

-finalize 2006 Action Plan (meet with key partners, develop
products and messages, etc.)

-finalize budget and financing
For further information, please contact:

Brigitte Leoni
Media Relations Officer & Campaign Coordinator
ISDR secretariat

**Copies of Proposed Five Year Strategic Communication Plan are available
on request.