Draft

Communication Strategy 2011 for UNFPA Nepal What to say to whom and why List of Contents:
Current Situation - highlights Whats new? Rationale External Communications Internal communications References Previous documents: Organizational priorities Programmatic priorities 1. Objectives - Setting the goals 2. Audiences - Narrowing audiences 3. Messages - Focusing on the message 4. Evidence based advocacy - Fostering sustainable changes 5. Tools for communication - Making the most of the resources available 6. Internal Communications - My UNFPA where I count! 7. Evaluation criteria 8. Joint Communications Plan 9. Human resources and Budget

Draft
Current Situation - highlights The most recent Communications Strategy for the Nepal Country Office (CO) was written in 2008 with support of the Senior Management and participation of Programme Officers (PO). Based on that, a joint communications plan was developed at the beginning of 2009 with participation of Programme Managers (PM). In November 2008, orientations on working with media took place in the Dang, Dadeldhura and Kapilvastu District offices. In December 2008, POs at the CO participated in one day practical media training. In April 2009, a Knowledge Share on Strategic Communications was organized for staff at the CO. At the end of 2008, the Gender component started a Gender Based Violence (GBV) themed partnership with a female journalists network1. The Nepal CO website was launched in May 2008 in English and the Nepali version has been created and was launched for public view in the first quarter of 2010. UNFPA has been an active member of the UN Communication Group and Radio Chautari Editorial Board. As a result, ICPD issues are covered regularly in the UNIC Monthly Newsletter and Radio Chautaris programmes and PSAs. Due to organizational arrangements programme communication was not a part of the 2008-2009 Communications Strategy and internal communication was very limited2. In 2008, stories related directly to UNFPAs work in Nepal appeared in the central media around 30 times and in 2009 the number was more than 50 with an increase in first page placements. At the beginning of 2008 UNFPAs full name was often unfamiliar to journalists and misquoted. Such cases have not been noted from the mid 2009 onwards. The 2010 staff survey highlighted the need for a stronger internal information flow. Whats new? The previous Communications Strategy included only an external aspect of communications with a focus on visibility. Subsequently the work plan developed for 2009 listed relevant activities with heavy focus on central activities. The current strategy aims to embrace more aspects of communications at UNFPA Nepal: y y y y Programme support communication (visibility, advocacy, resource mobilization) Programme communication (internal within and among units) New structure at district and regional levels Emphasis on influencing at District Offices

The work plan developed based on this strategy includes activities under these two types of communications. In 2011/2012, we need a strong focus on communications in order to: y Foster a better understanding of UNFPAs work y Maintain and build political support around UNFPAs mandate y Show donor countries the money contributed is well spent and well invested y Identify and solicit other funding sources from within the private and non conventional sectors
1 2

Sancharika Samuha The officers responsible for programme communication, external communication and internal communication were not under one unit

Draft
External Communications There are lots of issues, in Nepal political ones dominate, but also a good range of discussions on development. We need to keep ICPD in the media. Positive visibility and a clear identity are vital for UNFPA to thrive in today's competitive aid environment. Consciously designing messages that reach the outside world and making sure that we all speak with one voice is the first step towards creating the positive image necessary to be considered a leader in our chosen field and to strengthen our advocacy efforts resulting in policy changes. Everyone in the organization is responsible for enhancing media relations, disseminating strategic information to policy makers, key messages to partners and fostering better communication overall. In terms of external communications, we need to speak out authoritatively, with evidence and passion for ICPD, we need to showcase successful projects that are working so that our partners know we are using our funding effectively and making a difference in the lives of the people (mainly women and youth), their families and their communities that we are trying to help. By documenting these examples of best practices, our credibility is strengthened and our efforts validated and changes in attitudes and policies can be catalyzed. The media is an essential channel through which we can let everyone know the good work that UNFPA is doing. Coverage in the press, through effective marketing of our information, creates interest in the Funds activities, helps generate more money for ICPD and supports advocacy efforts for mainstreaming ICPD issues. Increased funding, in turn, means that more money can be channelized back into programmes that help those most at need. The Senior Management and the Communications Team will take the lead in supporting this effort but it is not one divisions sole responsibility. Improving communications is everybodys business. Each and every staff member is an integral part of UNFPAs information team, and it is essential that our core messages are understood within the agency, accurate conveyed and widely heard. Internal communications Good communication is not only about media and external relations, however. One of the continuing challenges is strengthening the internal communications in order to share good working dynamics among staff. Good internal communications will take on even greater importance with the recent reorganization of the field and regional support offices. UNFPA Nepal aims to improve the human resource management by maintaining motivated and capable staff. An annual staff survey is conducted to gather perceptions of job satisfaction and ideas for improvement of the organizational climate and personal development. In 2010, this on-line survey enabled all staff at Central/Regional (including districts) offices to participate. The questionnaire broadly covered overall satisfaction, human resources transition process, management performance and colleagues, security and trust, work-life balance and social committee and staff association. Respondents were asked to indicate whether they Strongly Agree, Agree, are Neutral, Disagree or Strongly Disagree with each of the survey items. The survey also included one open-ended question that ask respondents for their overall comments, suggestions and feedback they might have. The respondents had 9 days (17-26 January 2011) to complete the survey. The analyses of the results are as follows: Overall Satisfaction y Increase in satisfaction-from 71% (in 2009) to 79% (in 2010). y Motivated to make UNFPA successful-same overall (88%) but fewer strongly agree (from 71% down to 58%). y Increase in confidence of staffs future in UNFPA-from 46% to 60%. Clearly one or two respondents are not satisfied with decisions re staffing.

Draft
y There has been slight increase in information flow, but not much. Human Resources Transition Process y 14% increase in staff confidence about their future in UNFPA y Substantial increase (by 24%) in staff who believe that completion of posts is fair in UNFPA. y Slight decrease in knowledge about UN reforms and working with sister agencies (which may be due to new staff). Management Performance & colleagues y Some increase (from 65% in 2009 to 72% in 2010) in communicating UNFPAs strategy, goals and priorities by management. However, one or two respondents not satisfied with senior management or managers communicating. y Increase in satisfaction with regard to managers. y Everyone feels that they are held accountable-big increase in percentage that strongly agrees (up to 82%). y Responses indicate that the office could improve opportunities for learning/career development. Security and Trust y Increase (up from 73% in 2009 to 87% in 2010) in awareness of security arrangements (and more feel that more could be done). y Equality, non-discrimination rated higher than last year, but several (new?) staff do not know where to turn to if there is conflict with supervisor. y Slight increase in % of staff comfortable reporting case of discrimination and harassment in office. y 100% of staff continues to report that they have not received any unwelcome sexual attention at work. y Five respondents reported verbal abuse and unethical behavior-needs attention. A relatively (and unacceptable) high number (29%) of staff who would do nothing if they received unwanted sexual attention. Workload y Work-load reasonable slight improvement. Big increase in number who strongly agree that leave requests are dealt with well. y Still some staff (probably new staff) not aware of using work-life policy though 76% staff expressed that their respective supervisor supports work and life programme. 74% feel that UNFPA is committed to help staff achieve appropriate work/life balance. y 97% of staff feel that they work beyond normal working hours ranging from sometime to often with majority reporting purely official reasons to do so i.e. volume of work, attending meetings and dealing with emails followed by office culture (in that order) y 32% staff reported meetings often outside normal working hours and 45% sometime. There is need to manage the meetings outside office hours. Social Committee y A slight decrease (from 91% in 2009 to 81% in 2010) in staff members who would like to have a Social Committee. 64% staff feels the appropriate contribution per month could range between NPR 200-300 per month. Any feedback on this strategy and on how information sharing and communication within UNFPA Nepal can be improved is welcome. Together, we can make sure that UNFPA is able to communicate more effectively -- because everyone counts. References This document is a framework within which a communication plan is created. It is based on several previous

Draft
documents3, organizational priorities for 20104, and programmatic priorities5 which are vital to the working we are doing until the extension of our current programme cycle. Previous documents: Organizational priorities: y Strengthening partnership to deliver better on Maternal Health, particularly MDG5b - Universal access to reproductive health y Investing in youth, their reproductive health and gender equality to accelerate economic growth and equitable development y Leveraging UNFPAs comparative advantage on Data for Development y Ensuring the provision of technical assistance through institutional delivery y Strengthening evaluation and results-based programme management y Maintaining safe, motivated and capable staff y Delivering on the managements results of the Strategic Plan & BSB 2010-2011 y Communicating internally as One UNFPA Programmatic priorities: y Systematic use of population dynamics analyses to guide increased investments in gender equality, youth participation and development, reproductive health and HIV/AIDS for improved quality of life and sustainable development and poverty reduction. y Universal access to reproductive health by 2015 and universal access to comprehensive HIV prevention for improved quality of life. y Gender equality advanced and women and young girls empowered to exercise their human rights, particularly their reproductive rights, and live free of discrimination and violence. y Strategic follow-up on ICPD/15 meetings outcomes and products, including the reports, Healthy Expectations and Adding it Up, for intensified advocacy, policy dialogue and partnership building at all levels. y More effective implementation of ICPD basing on the gaps identified during the ICPD/15 review. y Building on the resolution, adopted by the UN Human Rights Council (2009) recognizing maternal death and illness as a pressing human rights concern. y Feeding into the 2010 MDG+10 review data, analysis and lessons learned from ICPD/15. 1. Objectives - Setting the goals External Communication: y Build awareness among policy makers of the importance of maternal health for achieving the MDGs and about proven measures to reduce maternal mortality. y Improve the understanding of ICPD issues, especially understanding of right to family planning as informed and voluntarily choice among government officials and journalists.

4 5 3 2008-2011 Strategic Plan; Framework For Strategic Communication in UNFPA (2006) 2008-2009 Nepal CO Communications Strategy EDs 2010 Statement to the Executive Board EDs ICPD@15 conclusion message to UNFPA staff EDs 2010 Planning Circular UNFPA Media Guide 2008 UNFPA Briefing Notes for Staff Office Management Plan 2011 Resource Management Plan 2011

As communicated by the previous Executive Director in her circular of 13 November 2009 As stated in the Strategic Plan and the previous EDs messages

Draft
y y y Raise awareness among journalists (through them to the wider public) and relevant government agencies on the importance of the quality of data to be obtained in the 2011 Census. Raise awareness among policy makers (central and local) and media on the importance of disaster preparedness with regard to specific needs of women and young people. Remind policy makers of the (international and regional) commitments they have made to improve the lives of young people and how young people are due their fair share of resources as they are central to achieving the MDGs Assess the status of implementation of the Programme of Action and renew political support for actions required for the full achievement of its goals and objects Increase communications capacity building of PMs and POs. Inform and motivate groups of people identified in the programme work plans to accept and use ideas and practices or to change harmful habits, lifestyles or ways of thinking as to achieve the programmes outcomes and improve their quality of life.

y y y

Internal Communication: y Empower staff with the information and knowledge they need in their daily work to deliver effectively on the priorities of the organization. y Establish a standard mechanism of documenting and disseminating best practices. y Improve team work and efficiency and strengthen communication channels between the CO and RSUs. 2. Audiences - Narrowing audiences UNFPA must communicate with multiple audiences: governments, sister agencies, other international organizations, NGOs, parliamentarians, local authorities, professional networks, the private sector, media and the general public. While different tools are required to communicate with different audiences, the core of the information the story, the images, the data, the facts - can be recycled and reinforced when different units tailor it for different audiences. This reinforces the message. For this to happen, internal/external information flow must be streamlined and there must be a mechanism for storage of the documentation about and by UNFPA. Basing on the organizational priorities formulated each year and stated objectives of communications strategy the prioritization of audiences is changing. However, it is always essential to consider the current or possible donors, media, policy makers and other UN agencies. This means: y Working closely with the Resource Mobilization Team to ensure that communication reinforces the fundraising strategy. y Involving media strategically in formulation of key policies where UNFPA wants to include key aspects of the ICPD agenda. y Balancing UNFPAs need to maintain a distinct identity while closely collaborating with sister UN agencies. As the system moves towards joint programming, we need to be actively involved in developing common approaches and messages because the need for contraceptive commodities, training, support and provision of reproductive healthcare is beyond UNFPAs potential for support to meet them. Primary target audience for external communications: y y y y y y Members of Parliament (MP) Ministry of Health and Population (MoHP) Ministry of Youth and Sports (MoYS) Ministry of Women, Children and Social Welfare (MoWCSW) Ministry of Education (MoE) Ministry of Local Development (MoLD)

Draft
y y y y y y y National Planning Commission (NPC) Line agencies of the above ministries Armed Forces and the National Police Central Television6 and Print7 Media Local media in regions with UNFPAs presence Current and potential UNFPAs donors All the EDPs, including other UN Agencies

Secondary target audience for external communications: y All other ministries y NGOs working in health, youth, gender and population y Researchers working in health, youth, gender and population y Medical staff other than working directly in RH y Media not mentioned above y Journalists organizations Audience for programme communications: y The audiences for programme communication are identified in the CPAP and AWPs. Primary audience for internal communication: y All UNFPA Nepal staff Secondary audience for internal communication: y HQ and APRO staff 3. Messages - Focusing on the message UNFPA has a broad mandate and very powerful (controversial) issues to present. The challenge is to choose a few issues where UNFPA has a distinct comparative advantage. But only by making some hard choicesand sticking to them for a period of timewill UNFPA be able to achieve a positioning breakthrough. Staffs are encouraged to reach out to the media but it is advised that all material is first cleared by the Representative. The PMs together with the Communications Team will actively lead the effort in developing messages, setting priorities and plans for media outreach, identifying themes and stories with media potential that best represent UNFPAs mandate and work for the communications plan. Prioritization of messages will reflect programmatic relevance, donor interests, potential for media coverage and partnership possibilities. Further, while formulating key messages for specific target audience a set of questions will be used as guidance: y y y y What is it that we want to change? What do we want the target audience to know? What do we want them to feel - what perception do we want to create? What do we want them to do - what action do we want as a result?

6
7

National News Agency, Government Radio and TV, Kantipur TV, Image Channel, Sagarmatha FM, Kantipur FM, Ujaalo Network (FMs Republica Daily, The Himalayan Times Daily, The Kathmandu Post daily, Kantipur Daily, Nagarik Daily, Nepali Times weekly, VOW monthly, BOSS monthly, ECS monthly, Naari Magazine

Draft
4. Evidence based advocacy - Fostering sustainable changes The aim of UNFPAs advocacy efforts is to promote or reinforce a change in policy, legislation, programme, resource allocation, and socio-cultural norms. Rather than providing support directly to individual beneficiaries, advocacy aims at winning support from influential people and pressure groups for ones agenda. In order to be successful in advocacy, UNFPA has to be able to set an agenda, by gaining attention of the media, public and policymakers for the ICPD issues in order to convince policy makers about the importance of these issues for bringing change in peoples lives. Advocacy efforts go beyond reaching policy makers through media (though media has an important role to play). Best Practices and Lessons Learnt will be documented from the districts and advocacy messages will be revised regularly in alignment with emerging For successful advocacy, identification of key stakeholders and building a strong network of powerful individuals and organizations (academia, media, interest/advocacy groups, etc.) who care about the issue is a must. There has be an agreement among theses stakeholders on how the problem should be solved and clear proposal on what to do (including costing). In a country where there are many social concerns, UNFPA and its allies have to be prepared to face constant competition among issues. UNFPA can build on what sets the Fund apart from other organizations: y y y y Expertise on a wide range of population-related issues Credibility as a source of information on topics related to our mandate Local knowledge and able staff working in the communities Access to areas, officials and beneficiaries

Research providing facts and figures serve as irrefutable evidence to back UNFPAs attempts to achieve lasting changes in policy and its implementation. The challenge is to collect the right set of data that would provide strategic information to the right people. The need for and importance of research is often ignored by policy makers because of: y y y y y y y Inadequate supply of, and lack of access to, relevant information Researchers poor comprehension of policy processes and unrealistic recommendations Ineffective communication of research Ignorance and inadequate capacity of politicians Politicization of research, using it selectively to legitimize some decisions Gaps in understanding between researchers, policy makers and the public Time lag between dissemination of research and impact on policy

The above gaps can be addressed by:

Draft
y y y y y y y y y Understanding the policy process Aligning researches with national policy priorities Raising funds for such studies/researches Interpreting results and identifying clear policy implications (info/data packaging) Having access to and promoting active communication with policymakers Developing a user-friendly dissemination strategy Improving communication skills of the POs Promoting cooperation with data users Building the capacity of key institutions

What is understood by research are not only big-scale studies and surveys but grassroots research and collection of well documented best practices coming from UNFPAs field work and partners. To this end, under the guidance of the Senior Management the Communications Team will work closely with the M&E team and field officers to test the best practices documenting template, collect and disseminate the documented cases, revise and improve the template at the end of the year. Sources of data available in 2011/12: y y y y y Nepal Demographic and Health Survey (NDHS) National Population and Housing Census District Poverty Monitoring and Analysis System (DPMAS) Health Management Information System (HMIS) National Adolescent and Youth Survey (NAYS)

Key advocacy days: y 8 March - United Nations Day for Womens Rights and International Peace (International Womens Day)

y y y
y y y

7 April World Health Day (message) 5 May: International Day of Midwives (message) 15 May International Day of Families
11 July - World Population Day 12 August - International Youth Day October- November - State of the World Population Report launch

y y
y y y

17 October International Day for the Eradication of Poverty 24 October United Nations Day
25 November International Day for the Elimination of Violence against Women (message) 1 December World AIDS Day (message) 10 December Human Rights Day (message)

Baselines conducted and reports available of the following: y y y y Mapping of service providers for the Sexual Violence project Baseline study on Elimination of Violence against Women Suicide Study Baseline study for UNFPA Nepal 6th Country Programme 2008-10

5. Tools for communication - Making the most of the resources available

Draft
There is a range of communication tools to be used separately or, more often, as a mix. The choice will depend on what we want to achieve, the level and type of message we want to convey, the profile of the audience and resources (human, technical, financial, time, etc.) available. The decision on the selection of tools will be taken by the PCMs in cooperation with the Communications Team and will be reflected in the annual UNFPA Nepal communication plans. These tools include the following, more details can be found in the Annex: y y y y y y y y y y The Representative Online communication and Social mobilization Press releases Op-eds (Opinion Editorials) The State of World Population (SWoP), other publications and new data Translation Radio Photos and Video Advertising/Partnering Press and other trips o UN Media o UN Radio United Nations Information Center (UNIC) UNFPA Media Calendar Events/Campaigns Other Products

y y y y

6. Internal Communications - My UNFPA where I count! In order to carry out a successful communication strategy, it is imperative to foster an internal communication culture among all staff, starting at the highest level. We must improve the internal flow of information about issues that are newsworthy which will enhance our ability to promote our issues by providing interesting and relevant stories to the media in a timely manner. Some staff members view communications as an added burden. It needs to be consistently reinforced that with very little effort promoting good information sharing increases visibility, building credibility with donors and governments and ultimately generating funding. To fully take advantage of newsworthy events, data or initiatives before they become outdated, PMs should conduct the following actions: y Include communication aspects on the agenda in all internal planning meetings y Include a budget line for communications in all projects y Include communication achievements as part of the performance assessment To move UNFPA towards a culture of communication will require active and sustained support from Senior Management. Appropriate and timely communication of information will ultimately lessen workload and increase efficiency. More transparency and information sharing must be encouraged from all levels of the agency and enforced by management. The development of an internal communications code of ethics that for example emphasizes the importance of responding to e-mails in a timely and professional manner could go a long way towards preventing organizational fragmentation. It would re-emphasize to all staff that the future of UNFPA will depend on how effectively we

10

Draft
communicateboth amongst ourselves and to the outside world. Again, it is hard to put ourselves forward as credible experts on the various issues we work in if we are not perceived to be effective communicators within our own organization. Reorganization The reorganization of our presence in the field and working modality has been an opportunity for UNFPA in Nepal. Good systems for internal and external communication will be vital to ensure that we continue as one team and convey one message. The new office structure will necessitate better and timelier internal information sharing to facilitate communication. Senior Management and the Communications Team will exercise leadership in shaping UNFPAs messages and thematic priorities for communications. Integration of external and internal communication can enable the organization to foster unity of purpose, teamwork and speak with one voice. In order to run a strategic, pro-active communication operation, it is necessary that the Regional Programme Support Units provide media outreach in their respective coverage areas. In this regard they should be able to provide newsworthy programme information to the Communications Team to enable further dissemination of UNFPArelated stories. Regional Development Co-ordinators (RDCs) duties related to Communications would include: y y y y y y Identify possible best practices, feature and news stories on UNFPA supported activities, policies and achievements in the region. Maintain frequent personal contact with reporters in the region to establish strong relationships and enhance their understanding of UNFPAs priority themes and the organizations country programme. Assist the CO in organizing media events, such as press conferences, report launches, media breakfasts and international/national press visits to the region. When necessary, provide daily updates to CO on major events, such as humanitarian emergencies and/or post-crisis situations. Monitor media coverage of UNFPA in the region and report findings to Communications Team. Identify the communication needs of the local staff and IPs and request technical assistance if necessary.

7. Evaluation Evaluation of the strategy is important to assess its results and identify lessons learnt in order to be able to revise and improve Nepal COs communications in the future. a. We should conduct an evaluation before 2013, the next UNDAF and CP cycle b. Regular evaluation will be conducted throughout the year through the Quarterly Reports and tracking of the OMP progress External outcomes y Have the objectives been achieved? y Was the right audience reached? y Were the right tools used? y Were decisions taken as a result? y Were the activities within the budget? If not- why?

11

Draft
Internal outcomes y Were the right people within the organization reached? y Did they understand what the message was - did they do what had to be done? y Were the right tools used? y Were decisions taken as a result?

12

Draft
8. JOINT COMMUNICATIONS PLAN FOR UNFPA NEPAL *Youth, ICPD, GBV -related activities, can appear across the matrix **All ED statements are posted on UNFPA Nepal Website *** Activities can be added later, as opportunities arise (those not conducted will be commented on under lessons learnt and remarks)

AWP output no (if not specified otherwise)

Objective of the activity

Communication activities/tools in support of AWP/OMP activity (or celebrations as per UN/national calendar)

Budget for communicatio n activities (in USD)

Completi on date/time frame

Partners/sup port (inhouse, consultant, outsourced)

Com. Activity Output indicators

Outcome, lessons learnt and remarks

Population and Development This year focus: ICPD; Youth; Census-disaggregated data, Results Based Management Quarter 3 Output 1.1 Activity 01 Output 2.1 Activity 01

Support to CBS for implementation of the Population and Housing Census 2011 Support to LGCDP/MOLD in integration of P&D and social audit in local planning, monitoring and budgeting Support to Population Division/MOHP in integration of PPP at sectoral plans, programs and budgets Support to the national youth network on integration of ICPD into local planning and monitoring for youth participation and programmes (A7)

Awareness raising on Census at the national and community level Awareness raising on LGCDP at the community level Awareness raising on PPP at the community level

N/A N/A

BT, TMT BT, TMT

Op-Ed printed in the 1st week of June National Debates conducted Media Campaign/Natio nal Debates conducted Factsheets disseminated, interaction with the media on findings conducted Film series, Debate series, monthly meetings conducted Tools available

Output 2.1 Activity 02

5000

BT, TMT

Output 2.1 Activity 03

Awareness raising of ICPD and WPAY/Sharing of findings of the district monitoring of 22 districts

1500

AG,AYON

Output 2.1 Activity 04

Output 2.1 Activity 08

WPD Support for the World Population Day celebration activities

Support to UNYAP activities for advocating youth mobilization in UNCT strategic planning, monitoring and programme implementation (A7) Support for development and use of Communication Tools for Advocacy on Youth Issues (participation and policy) in the districts (A7) Raise awareness on interconnection of issues such as: population, youth, RH, gender, social inclusion and peace building

Awareness raising on young peoples issues at the national and community levels

N/A

AG/UNYFPs, UNYAP

N/A

AG

a. b.

c. d.

Press release, fact sheets and backgrounder translation of fact sheets and backgrounder dissemination of factsheet and backgrounder among the media (also through districtsRSOs and DOs) posters and leaflets- translation, design, reproduction, printing and disseminating t-shirts (1500) and wind breakers (1000) with slogans

a. N/A b. 120 (9 pages and printing) c. 1500 d. 8500 (tshirts) and 5600 (wingbrea kers) e. 1300 f. N/A

July

a. AG b. AG, ST, Operations c. AG, BT, Operations d. AG, Operations e. AG, BT, Operations f. AG g. BT, TMT, R DCs

Fact sheets and backgrounder disseminated at least 2 weeks before the event; posters and leaflet printed and disseminated to as many districts as possible (possible through FPAN); paid materials

13

Draft
e. f. g. ads (press release/statement and poster) op-ed (IM/Deputy) district level debates on Population issues g. N/A published; op-ed published in a major daily/weekly; press release disseminated; all texts posted on the websites with photos Fact sheets and backgrounder disseminated at least 2 weeks before the event; posters and leaflet printed and disseminated to as many districts as possible (possible through FPAN); paid materials published; op-ed published in a major daily/weekly; press release disseminated; all texts posted on the websites with photos Coverage in local and central media Contact Beatriz Martinez (distribution) in July requesting at least 300 copies

International Youth Day

Raise awareness on interconnection of issues such as: population, youth, RH, gender, social inclusion and peace building

a. b. c. d. e. f.

Sharing of outcome of HL meeting on youth through dissemination of fact sheets in the districts Sharing of work conducted during IYY through a consolidated report Celebration Concert on 12/08 for IYY in Kathmandu Op-Ed (IM/Deputy) Printing of EDs statement/RCO statement and poster in national daily District level debates on youth issues

a. b. c. d. e. f.

500 N/A 5000 N/A 1300 N/A

12 August

AG

Quarter 4 State of World Population Launch

Do, with focus on Environment

Translation of Press summary Localized press release Translation of press release Dissemination of embargoed reports+ press summary+ embargoed PR e. Production of souvenir (notepad/?) f. Speech for IM g. Speaking notes for Gov speakers h. Launch (short program and high tea/?) To be considered: y Translation of the whole report- if provided in advanced y Redesign of cover-localized y Publication of translated report y Publication of additional copies of original report Dissemination of evaluation findings through a meeting with the stakeholders

a. b. c. d.

a. b. c. d. e. f. g. h.

20 N/A 20 500 1000 N/A N/A 3500

November

BT, AG,

Output 1.2 Activity 01

CP6 End of Programme Evaluation

N/A

BRB, BT, TMT

Final report available and

14

Draft
dissemination completed Ongoing Joint field monitoring visits with Implementing partners under P&D component; with journalists; potential donors; other UN agencies Raise awareness about the importance and availability of proper population data and UNFPAs support to GoN in this regard a) participation in one field visit b) local press meets/coffee briefings with participants of the visits a. 400 b. 50 TBD a) AG b) DCs Improved awareness and visibility

Sub Total for P&D Gender This year focus: GBV/EVAW; 1325/1820, including support to CA and Transitional Justice AWP output no/ UN/UNFPA/Nation al Calendar/OMP Objective of the activity Communication activities/tools in support of AWP/OMP activity or celebrations as per calendar)

35, 810

Budget of communicatio n activities

Completi on date/time frame

Partners/sup port (inhouse, consultant, outsourced) SP SP

Com. Activity Output indicators

Outcome, lessons learnt and remarks

Quarter 3 Output 1.1 Activity 03 Output 1.2 Activity 02

Assessment of out of school adolescent girls development programme and development of tools and guidelines Support to the NAP on UNSCR 1325 and 1820 Media Advocacy on SGBV

Dissemination of evaluation findings through a meeting with the stakeholders Development of a Media Strategy by the MoWCSW with the support tof the PSWG/Training to journalists

N/A N/A

N/A N/A

Output 1.1 Activity 02 Quarter 4 International Day for the Elimination of Violence against Women and 16 Days of Activism Output 2.1 Activity 04 Output 2.1 Activity TBD Output 2.2 Activity 03

N/A

N/A

SP

Raising awareness on GBV as a violation of human rights

UNCT

10, 000

November 25 to December 10 N/A September December SP Report available and 1 OpEd/article about Gender Audit printed in a national daily Report available SP

GBV tracking study Dissemination of the suicide study Gender Audit of the Ministry of Health and Population including printing and dissemination

Dissemination of evaluation findings through a meeting with the stakeholders Dissemination of evaluation findings through a meeting with the stakeholders Dissemination of the findings among stakeholders

N/A NAA N/A

Output 2.2 Activity 05 Ongoing Joint field monitoring visits with

Review of Key National Policies from a gender perspective Raise awareness about the importance and availability of proper population data and

Dissemination of the findings among stakeholders a. participation in one field visit Gender PO, SV PO and Intern with

N/A

December

SP

a. b.

1000 50

TBD

a.

SP/UM/ AC

Improved awareness and

15

Draft
Implementing partners under Gender component; with journalists; potential donors; other UN agencies Sub Total for Gender UNFPAs support to GoN in this regard b. journalists local press meets/coffee briefings with participants of the visits b. RDCs/D Os visibility

11, 500

Reproductive Health This year focus: Making MDG 5 Meaningful for the Marginalized AWP output no/ UN/UNFPA/Nation al Calendar/OMP Objective the activity Communication activities/tools in support of AWP/OMP activity or celebrations as per calendar) Budget Completi on date/time frame Partners/sup port (inhouse, consultant, outsourced) ADRA KLC, MK and AG Output indicators Outcome, lessons learnt and remarks

Quarter 2 NPL6R21J: ECHO-V International Day of Midwives

IEC/BCC activities during RH Camp Raising awareness on importance of SBAs for MDG5

1. Localized PR- Eng and Nepali 2. Support to SBA workshop and participation in MIDSON celebration

N/A N/A

November May 5 10-11 May

Sharing of Durban experience

To share the lessons learnt and best practices from the International Confederation of Midwives in Durban, South Africa and publicity through national printed media

Interaction with the press and partners

N/A

June

KLC, Bibek Bhandari (Journalist going to Durban)

PR disseminated at central level and in working districts and OpEd printed in national daily Press meet conducted/ visibility in the UNFPA website and at International and national level % of target audience who know three danger signs during pregnancy.

Quarter 3 NPL6R42B and NPl6G13A: Radio drama and magazine programme NPL6R21J/NPL6R21 C, NPL6G13A NPL6R21S:HSTF NPL6R13A: UNPFSGBV Quarter 4 NPL6R11A: National FCHV Day, World AIDs Day, Condom Day NPL6R42B Radio drama and magazine

Deliver RH and gender Based Violence related messages through local FM radios

Radio programme

N/A

December

JB/ST

Distribution of IEC/BCC, drama, ASRH Corner Advocacy campaign on health care education Radio programme and IEC material

Drama, distribution of IEC materials Detailed activities to be worked out FM radio communication, IEC material visibility

N/A N/A N/A

December Jan-Dec Jan-Dec

ADRA, HHESS UNFPA ADRA

Role and importance of FCHV in primary health care services

Celebration of National FCHV day

N/A

December

JB, MK

Deliver RH and gender Based Violence related messages through local FM radios

Radio programme

N/A

December

JB/ST

visibility in the UNFPA website and at International and national level % of target audience who

16

Draft
programme know three danger signs during pregnancy. a. b. Participation in one field visit Local press meets/coffee briefings with participants of the visits a. b. 400 50 TBD a. GR b. RDCs/D Os Improved awareness and visibility

Ongoing Joint field monitoring visits with Implementing partners under RH component; journalists; other UN agencies; potential donors Sub Total for RH Humanitarian Assistance ECHO V EC support visibility

450

As per visibility plan in the proposal

TBD

MK, HAWG

Joint field visits with Implementing partners; journalists; other UN agencies; potential donors Sub Total for Humanitarian Assistance AWP output no/ UN/UNFPA/Nation al Calendar/OMP Objective of the activity

a) participation in one field visit b) local press meets/coffee briefings with participants of the visits

a. 400 b. 50

TBD

a. MK b. RDCs/D Os

Improved knowledge among the journalists (reporter level) on what UNFPA is doing in emergencies Improved awareness and visibility

450 Communication activities/tools in support of AWP/OMP activity or celebrations as per calendar) Budget Completi on date/time frame Partners/sup port (inhouse, consultant, outsourced) IM, AG Output indicators Outcome, lessons learnt and remarks

OMP Output 7: Ensured sustainable resources for and visibility of UNFPA

Implement UNFPA Communication Strategy

a. b.

c. d.

e. Total for Communication activities

Develop and disseminate branded/advocacy materials Develop and facilitate communication work plan and capacity building of POs based on AWPs Update website at least once a month including press releases/statements Organize events and facilitate delegations to establish good relations with the media and other stake holders Participate in UN communication group

PCA (as per the sum allocated already in PCA roject)

Q 2,4

% of activities of Communications Strategy implemented

48, 210

17

Draft
9. Human resources and Budget The Communications Team will comprise of the following staff to lead the Communications Strategy under the supervision of the Representative/Deputy Representative: o o o o o o Shyam Thapa Anju Shrestha Aradhana Gurung Operations Team member (TBD) District Officer (TBD) RSO staff (TBD)

The tentative budget for the Communications Strategy is proposed as follows: S.No. 1. 2. Item Website Work plan Total Estimated Cost (in USD) 2500 48, 210 50, 710 Remarks Annual charge for hosting and maintenance For 2011 this would be an Annual expense

Annex
Tools for Communication: The Representative The term tool should not be misunderstood in this case it is a fact that the Representative is a valuable commodity for media outreach, visibility and fundraising. Political, fundraising and media activities involving the Representative should therefore be carefully planned to maximize his/her interviews, meetings and donor visits. The Representative represents neither her/himself, nor even UNFPA, but the people we are trying to reach. He provides a voice for them and brings a spotlight on their issues, problems and needs to the media. Online communication and Social mobilization The UNFPA website is arguably among the most important means of communication for the organization and certainly one of which UNFPA has total control. It is the first point of entry to many potential donors, supporters and journalists. As well as being a window into our organization, a library, search engine and fundraising vehicle, it is a dynamic multimedia tool with many still untapped possibilities. The importance of the website in keeping UNFPA staff informed of policies, priorities and programmes should also not be overlooked. The ultimate goal of our external online communications is to provide the right content to the right audiences at the right time. We serve our audiences better by promoting our issues, programmes and activities in a logical and cohesive manner. Given the increasing demand for multilingual content, all POs need to understand how crucial their contribution is and collective ownership of the website should be strengthened. UNFPA Nepal should also have a presence on social mobilization/networking sites that provide free tools and boast of a large audience for the following reasons: y y Facebook: to convey short updates of our work and dialogue with young people to get a better understanding of emerging trends and their issues. This website consists of 4 million members. YouTube: to display stories in video form of our work. This website provides free hosting and also

18

Draft
provides statistics of number of views. Press releases Press releases to announce new reports, data, humanitarian disasters, policy change or other news are one of the key communication tools of an international organization. To be effective, however, they need to be written and pitched in a manner that will capture media interest, as well as please donors so they need to be timely and contain solid information, preferably data. With 90% of press releases issued by the Nepal CO scheduled it is important to understand these prerequisites by the POs who are the primary source of information and data for these statements. Writing and issuing press releases is only one part of the equation: UNFPA needs to routinely update its contact lists and where possible, follow-up press releases with a willingness to be interviewed and a thorough knowledge of the issue being promoted. The e-mail and distribution lists should be updated regularly to ensure that the widest possible dissemination of information to the correct recipients is achieved. Op-eds (Opinion Editorials) Opinion pieces originating directly from UNFPA are effective even though not published often. Apart from the fact that obtaining free space in a major paper requires some negotiations they are also not considered credible by audiences. Editorials written by friendly researchers, opinion makers or politicians advocating ICPD issues are more valuable in terms of advocacy. The State of World Population (SWoP), other publications and new data Studies show that one of the surest ways to capture media attention is to present new data and more specifically call attention to emerging trends. In addition, policymakers need data to justify funding decisions. The release of new datasets is always an opportunity for media and policy outreach. The challenge is to devise a way to effectively manage and communicate such data into an appealing and clear package. Tapping into country reports is one method of mobilizing data. Another is to commission independent surveys from within UNFPA or with partners. Till date, the annual State of World Population report has been the main vehicle for UNFPAs media advocacy. UNFPAs flagship report generates significant media coverage in major media. However, it is possible that the report could even surpass the current level of coverage if it is promoted more compellingly, with concrete arguments for change, backed by solid localized data. Translation Quality translation of media materials into local languages and dialects is an essential component of UNFPAs ability to properly communicate to our multiple constituencies. Translators should be identified who understand our issues and audiences. The original tone and messages of materials must be accurately conveyed in an equivalent and culturally sensitive manner. Editors should refine that process further by ensuring that translated texts are reader-friendly and technically accurate. Ideally, translated texts should be thoroughly proofread to maintain quality standards by a native speaker familiar with UNFPAs glossary. Radio In the developing world, radio is often the primary source of news and entertainment. In Nepal local FM and community radios are especially popular. Regionalization offers an opportunity to reach out to broadcasters and revisit this channel to draw attention to our issues. In Nepal, the UNCT maintains a radio production team that produces programmes broadcast throughout the country in several local languages. This opportunity has been fully utilized by UNFPA that is an active member of the editorial board. UNFPAs technical and logistical support to the UN Radio (Radio Chautari) team should continue.

19

Draft
Photos and Video Commissioning documentaries is an expensive undertaking and may ultimately not be aired. Partnering with media organizations and other agencies or co-financing filmmakers whose productions resonate with our issues is a more practical solution. Although hiring professional photographers and cameramen may seem like a costly investment, they are ultimately more cost-effective as they ensure higher quality content, a longer shelf-life and more newsworthiness. If resources are not available, it is better to forgo this mode of communication for one that is less expensive. It is also important to encourage staff to contribute photos and videos that they take during their field visits and interactions at relevant meetings. Staff should be encouraged to use the audio visual equipment that UNFPA owns. This is a very cost effective solution to gathering materials but also sharing stories and experiences that staffs have to share. Advertising/Partnering Partnership with the private sector can enable additional exposure and funding for visibility initiatives. Such partnerships can really move a campaign forward. However, private partnerships can be labour intensive, require a lot of negotiation and may be risky if the donor drives the initiative. Press and other trips Press trips are guaranteed to generate good coverage. UNFPA can offer access, human stories and expertise, if not necessarily hard news. Press trips also help build network relationships between reporters and the Fund. Press trips that include celebrities are guaranteed to generate free publicity however they require extensive involvement of several POs, senior management, other UN partners and as such are not recommended to be undertaken too often. UNFPA in Nepal receives many requests for facilitating study tours in relation to UNFPAs programmes. Coordinating foreign delegations is labour and time consuming so the decision about who to invite should be taken strategically considering current programme priorities, partners and context. UN Media y UN Radio UNCT in Nepal offers a unique opportunity to the agencies to put forward their issues through the UN Radio (Radio Chautari). UN Radio produces a half-an hour magazine type of programme weekly that is broadcast through a network of FM stations in Nepalese and three other local dialects. The financial resources for radio functioning are looked after by the Resident Coordinators Office and the individual agencies do not bear any monetary costs. However its success depends on the involvement of the agencies in content production technical and logistical support. The cooperation with UN Radio has proven to be mutually beneficial and costeffective and should be continued. y United Nations Information Center (UNIC) As UNFPA in Nepal operates a regularly updated website it does not publish newsletters. Monthly newsletters on behalf of the UNCT are compiled and disseminated by UNIC. UNFPA has been a regular contributor to the bulletins and this mutually beneficial cooperation should also be continued. UNFPA Media Calendar A regional media calendar has been coordinated by the Regional Information Advisor stationed at the Asia Pacific Regional Office (APRO) in Bangkok. The monthly country inputs enable the Communications Team to review with the POs whats newsworthy, relevant and worthy of the resources (sometimes in addition to already planned activities or in view of possible modification of already planned activities). Optimization of the utility

20

Draft
of the calendar, requires good internal communication among the communications staff and other colleagues so opportunities are identified as early as possible. Events/Campaigns UNFPAs Campaign to End Fistula is a successful example of how one issue can grab the media spotlight thus raising the profile of an entire organization. In order to highlight some of our main issues UNFPA CO might be wise to plan on major event/campaign every one or two years. To be able to pull off major, labour intensive events and plan them properly, private partnerships would be key. Other Products T-shirts, mugs, cotton bags, computer cases, backpacks, stickers and key rings are all terrific advertising vehicles. Distributing such practical items that carry our logo and/or our mission statement is a cheap and effective way of both saying thank you to supporters and advertising our mandate. In the production of these products, local home based businesses should be partnered with as much as possible.

21