Uganda National Climate Change Communications Strategy (2017/2021)

1.0 INTRODUCTION- ------------------------------------------------------------------------------ 1

1.1. Background--------------------------------------------------------------------------------------- 1 1.2. Linking Climate Change Policy to the Communication Strategy------------------------------ 1

1.3. Rationale of Strategy------------------------------------------------------------------------------ 3

1.4. Purpose of Strategy------------------------------------------------------------------------------- 3

1.5. Scope of the Strategy- ---------------------------------------------------------------------------- 3

1.6. Approach and Methodology--------------------------------------------------------------------- 3

1.7. Steps Undertaken in Developing Strategy------------------------------------------------------- 3

1.8. National Consultation on the Strategy- --------------------------------------------------------- 4

2.0 SITUATIONAL ASSESSMENT AND ANALYSIS---------------------------------------------- 5

2.1. Overview------------------------------------------------------------------------------------------ 5

2.2. Understanding the Situation--------------------------------------------------------------------- 5

2.2.1. Level of Understanding Key Climate Change Aspects--------------------------------- 5

2.2.2. Nature of Communicating Climate Change Issues------------------------------------ 6

2.2.3. Relevance of Climate Change Communication---------------------------------------- 8 2.2.4. Accessing Information on Climate Change Communications------------------------ 9 2.3. Development and Focal Problems to be Addressed by UNCCCS----------------------------10

3.0 COMMUNICATION STRATEGY AND ACTIVITY PLAN---------------------------------12

3.1. Introduction- ------------------------------------------------------------------------------------12

3.2. Guiding Principles of the Strategy--------------------------------------------------------------12

3.2.1. Overall Objective of UNCCCS---------------------------------------------------------13

3.2.2. Specific Objectives of UNCCCS- ------------------------------------------------------13 3.3. Overall Desired Outcomes (Key Issues and Behaviors, Attitudes, and Practices)- ----------14

3.4. Target Audiences and Characteristics----------------------------------------------------------14

3.5. Key Influencers (Means and Level of Influence)-----------------------------------------------15

3.6. Communication Entry Points-------------------------------------------------------------------15

3.7. Message Design----------------------------------------------------------------------------------16

3.7.1. Type of Messages and Attributes-------------------------------------------------------16

3.7.2. Salient Elements of Messages- ---------------------------------------------------------16

3.7.3. Messages Under UNCCCS-------------------------------------------------------------17

3.7.4. ADAPTATION MESSAGES (Agriculture Sector)------------------------------------18 iv NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.5. ADAPTATION MESSAGES (Other Sectors)-----------------------------------------24

3.7.6. MITIGATION MESSAGES------------------------------------------------------------37

3.7.7. Communication Tools/Materials and Channels--------------------------------------42

4.0 IMPLEMENTATION PLAN--------------------------------------------------------------------44

4.1. Key Institutions and Stakeholders--------------------------------------------------------------44

4.2. Information and Material Flow-----------------------------------------------------------------45

4.3. Reporting Arrangements------------------------------------------------------------------------45

4.4. Coordination of the Strategy--------------------------------------------------------------------45

4.5. Resource Mobilization- -------------------------------------------------------------------------45

4.6. Monitoring and Evaluation Plan----------------------------------------------------------------45

4.7. Implementation Budget (5-year 2017-2021)---------------------------------------------------47

5.0 APPENDICES- ----------------------------------------------------------------------------------49 5.1. Appendix 1: SWOT Analysis for Climate Change Communication in Uganda- ------------49

5.2. Appendix 2: Stakeholders for National Consultations-----------------------------------------50

6.0 REFERENCES-----------------------------------------------------------------------------------51 v NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) ABBREVIATIONS and ACRONYMS CBO Community Based Organization CCD Climate Change Department CCU Climate Change Unit CDM Clean Development Mechanism EAC East African Community EEA Feed the Future Uganda Enabling Environment for Agriculture Activity EIA Environmental Impact Assessment GHG Green House Gas GOU Government of Uganda IK Indigenous Knowledge INC Initial National Communication INDC Intended Nationally Determined Contributions IPCC Intergovernmental Panel on Climate Change KAP Knowledge, Attitudes and Practices KAPBs Knowledge Attitudes, Practices and Behaviours LDCs Least Developed Countries LPG Liquefied Petroleum Gas LULUCF Land Use, Land-Use Change and Forestry MAAIF Ministry of Agriculture, Animal Industry and Fisheries M&E Monitoring and Evaluation MDA Ministries, Departments and Agencies MDG Millennium Development Goal MOFPED Ministry of Finance, Planning and Economic Development MOH Ministry of Health MOLG Ministry of Local Government MRV Monitoring, Reporting and Verification MWE Ministry of Water and Environment MWT Ministry of Works and Transport NAADS National Agriculture Advisory Services NAP National Agricultural Policy NAPA National Adaptation Programme of Action NCCC National Climate Change Commission NCCP National Climate Change Policy NDP National Development Plan NEMA National Environment Management Authority NGO Non-Government Organization OVCs Orphans and Vulnerable Children PLWHAIDS People Living with HIV/AIDS PWDs People with Disabilities REDD+ Reduce Emissions from Deforestation and Forest Degradation UNCCCS Uganda National Climate Change Communications Strategy UNMA Uganda National Meteorological Authority USAID United States Agency for International Development vi NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) CHAPTER 1

1.0 INTRODUCTION

1.1. Background The Uganda National Climate Change Communication Strategy (UNCCCS) 2017-2021 is a result of a long-term partnership between the Ministry of Water and Environment (MWE); development partners; and line ministries, government departments and agencies. The key development partner involved in developing this UNCCCS 2017-2021 is the United States Agency for International Development (USAID) through its Feed the Future Uganda Enabling Environment for Agriculture Activity (EEA). The task to develop the strategy was executed by the MWE’s Climate Change Department (MWE-CCD). The strategy outlines a comprehensive action plan that should be followed while communicating about climate change issues in Uganda. The UNCCCS 2017-2021 derives its mandate from and is intended to communicate the objectives of the National Climate Change Policy (NCCP) framework. There has been growing realization by the Government of Uganda (GOU) and other stakeholders of the existing gap in communication, coordination, and dissemination of climate change adaptation and mitigation information. There is critical need to change communities’ attitudes and behaviors towards climate change to enhance sustainable development. However, there are several challenges in achieving effective communication of climate change issues to all target audiences. As such, the strategy is also intended place greater urgency on climate change impacts and responses to motivate desired behavior changes. MWE-CCD, working closely with the relevant ministries, departments and agencies, local governments, civil society and private sector organizations, and research institutions, the media, development partners, seeks to provide comprehensive action plan on how to communicate about climate change and how to respond to it through the UNCCCS. The implementation of this strategy will help to improve livelihoods throughout Uganda.

1.2. Linking Climate Change Policy to the Communication Strategy Uganda is a landlocked nation with substantial natural resources, including fertile soils, regular rainfall, and sizeable mineral deposits of copper, cobalt, gold and other minerals. Over 80 per cent of the population is rural and depends on rain-fed agriculture, which is vulnerable to the adverse impacts of climate change. The climate of Uganda is a widely available natural resource that directly impacts on other crucial natural resources such as water, forests, agriculture, ecotourism and wildlife. With the increased frequency of droughts and floods, which are serious extreme climate events, the threat to the national natural resource base is real with potentially negative impacts on social and economic development. This communication strategy strives to provide an avenue for interventions that will enable national adaptation to climate change to become a reality. As Uganda grapples with the challenges of curbing the effects of climate change at the national level, the entire global community is faced with the challenges that climate change poses to the world. Providing measures to mitigate the impacts of climate change requires collective action by the nations of the world under agreed principles of actionable intervention to reduce carbon and other green gas emissions to the atmosphere. For instance, the universally agreed National Adaptation Programmes of Action (NAPAs) provide a process for Least Developed Countries (LDCs) to identify priority 1 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) activities that respond to their urgent and immediate needs to adapt to climate change, especially for those where further delay would increase vulnerability and costs at a later stage. Uganda has already developed its NAPA, which require urgent implementation, to address the adaptation challenge summarized in two groups: Climate Related Hazards: flooding (flash) * drought and low flows * landslides * sand/dust storms * heat waves * forest fires Main Human Vulnerabilities and Livelihood Impacts: reduced agricultural production * water shortage and/or groundwater depletion * increased disease and/or other health problems * food security * loss of forest area or production * loss of land or degradation Priority adaptation projects derived from above are: a. Climate Change and Development Planning Project b. Community Tree Growing Project c. Community Water and Sanitation Project d. Drought Adaptation Project e. Indigenous Knowledge (IK) and Natural Resources Management Project f. Land Degradation Management Project g. Strengthening Meteorological Services h. Vectors, Pests and Disease Control Project i. Water for Production Project The UNCCCS will enhance the coordinated management of Uganda’s critical natural resources that affect the nation’s weather and climate. Uganda’s climate has historically been an important factor in the country’s development, but adverse changes are occurring. There is increased frequency of severe extreme weather events such as erratic rainfall, mudslides, landslides, floods, prolonged dry spell and drought leading to loss of lives, crops and damage to property. Climate change is affecting productivity. For instance, the growth rate of agriculture, a major sector of the economy, declined from 3.8 percent to 1.5 percent per annum during the period from 2004 to 2015. In 2016, the agriculture sector experienced significant crop losses at farm level, especially due to climate-related shocks. In addition, the UNFCCC report on Uganda’s implementation of the NAPAs report recognizes climate change as a cause of the persistent decline in agricultural performance in general. Furthermore, greenhouse gas (GHG) emissions are overriding the climate’s natural variability and leading to potentially irreversible climate change. There are efforts underway in Uganda and the global that are aimed at reducing pollution and greenhouse gases, but Uganda will need new technologies to achieve sustainable development and transition to a low-carbon economy. As part of development agenda, the NCCP was formulated to offer a framework for adapting to and mitigating climate change risks and vulnerabilities. The NCCP guides all activities and interventions aimed at adaptation and mitigation of climate change. The goal of the policy is to ensure a harmonized and coordinated approach towards a climate- resilient and low-carbon development path for sustainable development in Uganda. The UNCCCS is in line with the policy. The NCCP’s directions aim at addressing key concerns of adaptation, mitigation, research and observation. According to the policy, the most important strategies to address climate change are adaptation and mitigation. It should be noted that although the policy gives priority to climate change adaptation over mitigation, both are important. Under adaptation, the policy focuses on agriculture and livestock; water, fisheries and aquaculture; forestry; wetlands; biodiversity and ecosystem services; energy; health; wildlife and tourism; human settlements and social infrastructure; transport and works; disaster risk management; cross-cutting priority issues 2 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) and vulnerable groups. Under mitigation, the policy focuses on energy generation; energy utilization; waste management; land use and land-use change; reduced emissions from deforestation and forest degradation+ (REDD+); Industrial sector; transport; agriculture; forestry; wetlands; cross-cutting priority issues: technology transfer and the large-scale diffusion of clean, low carbon technologies; monitoring, detection, attribution and prediction.

1.3. Rationale of Strategy Communicating climate change issues is mandated under the NCCP. As stated in the guiding policy principles, the policy calls for proper support for the information sharing, research, education, awareness raising and capacity development for a range of stakeholders (government, academics, civil society and private sector) contributing to the national development process, from the local level to the national level. As a response to the policy’s requirement, the UNCCCS is therefore intended to clearly define a roadmap for effective communication of climate change issues in Uganda.

1.4. Purpose of Strategy The primary goal of the UNCCCS is to establish a comprehensive hands-on plan for how to communicate climate change adaptation and mitigation issues to a heterogeneous national audience in a clear, concise and effective manner. The UNCCCS will help to mobilize action towards common climate change interests among the public, vulnerable communities and other stakeholders in Uganda.

1.5. Scope of the Strategy The scope of UNCCCS is linked to the implementation of the NCCP and its strategy, aimed at supporting behavioral change among various stakeholders in the country. The UNCCCS is aligned with the National Vision 2040, National Development Plan II, the National Communication Strategy, the NCCP and its Implementation Strategy and the Draft Communication Strategy for MWE.

1.6. Approach and Methodology The UNCCCS was developed using an integrated multi-disciplinary approach to development communications given the heterogeneity and diversity of the target audiences. The UNCCCS integrated aspects of social marketing, participation, communication for behavioral impact and action. The methodologies were aimed at ensuring that the process of developing the UNCCCS was participatory and engaging among stakeholders through national consultations; allowed for active participation in message design, tools and materials development, and in defining communication channels; and relevant, inclusive and gender responsive in terms of socio-cultural practices and levels of knowledge, attitudes, practices and behaviors (KAPBs).

1.7. Steps Undertaken in Developing Strategy The UNCCCS was developed through a series of actions. These included: 1) adoption of guiding principles; 2) review of literature (policy documents, action plans, reports, others related to climate change in Uganda); 3) conducting a situation assessment and analysis; 4) conducting national consultations with key stakeholders; 5) communication needs assessment; 6) drafting of the UNCCCS; 7) review, validation and adoption; and 8) planning for implementation, monitoring and evaluation. 3 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

1.8. National Consultation on the Strategy Several consultative workshops were held across the country. The purpose of the consultation was to collect views, comments, recommendations and discussions from stakeholders. Feedback received indicated that climate change communication is an urgent issue for Uganda, although there have been few efforts made to-date. Thus, there is urgent need for action in this direction. The consultative workshops were attended by key stakeholders from local governments, civil society, and experts from the environment and climate sectors in Uganda. As ways of collecting views, data collection was done using focus group discussions, online survey questionnaires and key informant interviews. These consultative workshops and online administered questionnaires provided the required input to complement the research and expert input that had already been done by the consultant. 4 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) CHAPTER 2

2.0 SITUATIONAL ASSESSMENT AND ANALYSIS

2.1. Overview This chapter gives a brief overview of the current situation about climate change communication. The situation analysis was conducted to deeply understand the underlying issues that affect effective communication about climate change and variability in Uganda. The findings indicate that there are existing opportunities but also gaps to address. Basing on a participatory development communication perspective, the findings are derived from participatory, qualitative and quantitative approaches.

2.2. Understanding the Situation The situation assessment and analysis helped in identifying key issues and needs among likely key target audiences. The key target audiences are categorized as follows policy (government ministries, departments and agencies – MDAs); international development agencies; academia and schools; district, municipal, town councils; civil society (NGOs, FBOs, CBOs); farmers and farmer groups; private sector (SMEs, business, trade and industry); media; youth, women and people with disabilities; residents; civic leaders; environmental professionals; cultural and religious leaders. The views and opinions expressed by the above categories of people, highlight a diverse and rich understanding of climate change communication in Uganda. Key focal issues and needs were identified and are categorized as: knowledge, attitude and practice (KAP) of how communication is being done; nature of communicating climate change issues (content, availability, frequency); relevance of communication (information, messages, barriers); accessing climate change communications (mode, access points, feedback loops); challenges and recommendations.

2.2.1. Level of Understanding Key Climate Change Aspects The findings explain the varying abilities and skills of stakeholders in terms of information, communication, and knowledge management of climate change issues. There is varying ability to communicate what climate change means by various stakeholders. 48.1 percent of the stakeholders have a high ability to communicate the meaning of climate change to their given audiences. A small number cannot. In terms of explaining what climate change risks are, 50 percent reported high ability and 1.9 percent said they have very low ability to do it. As a measure of simplifying technical information into usable information products, 51.9 percent have low ability while 32.7 percent said they have high ability to simplify the information. Simplifying this information involves turning climate change information into usable products for end users, especially farmers and the general public. The kind of information encompasses risk data and information on dry spell; crop failure; floods/landslides/death; soil erosion; pests and diseases; reduced /erratic rainfall; deforestation; and wetland destruction.55.8 percent reported high ability to communicate climate change risks to farmers. It should be noted that21.2 percent of stakeholders reported to have low ability to pass on information about climate smart agriculture. The table below shows the various responses by targeted stakeholders. 5 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Table 1: Level of Understanding Key Climate Change Communication Issues KAPBs: Knowledge, Attitude, Practices, Very high High Low Very low Not sure Behaviors Communicating what climate change means to 48.1% 44.2% 5.8% 1.9% 0.0% farmers in their diversity Explaining what climate change risks are 44.2% 50.0% 3.8% 1.9% 0.0% Simplifying tech info into usable info products 11.5% 32.7% 51.9% 3.8% 0.0% Ability to communicate risks to target audiences 32.7% 55.8% 9.6% 1.9% 0.0% Explaining to farmers to understand the problems 32.7% 50.0% 13.5% 3.8% 0.0% and apply mitigation and adaptation Explaining the expectations of desired behavior 21.2% 57.7% 15.4% 3.8% 1.9% change Passing on information about climate smart 32.7% 44.2% 21.2% 1.9% 0.0% agriculture Figure 1: Level of Understanding Key Climate Change Communication Issues

2.2.2. Nature of Communicating Climate Change Issues The situation findings further indicate that stakeholders had varying opinions about the nature of communicating climate change issues as far as sharing information; availability, frequency, and awareness are concerned. A high number of stakeholders, standing at 32 percent, reported that there was low availability of climate change information; 20 percent said very low, while 12 percent report high availability. Sharing of information also varies from one stakeholder to another. 48 percent reported low levels of sharing climate change information. The frequency of sharing the information is very low and low at 44 percent and 40 percent respectively. Access to climate change information for planning and decision making was low at 54 percent compared to 10 percent of stakeholders who said access was very high. 6 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) The ability to interpret the information accessed was low at 40 percent, either due to language or other reasons. Only 6 percent of the stakeholders are aware about any climate change vulnerability study ever conducted. 50 percent reported low awareness about the various types of climate information available. 4 percent of stakeholders reported very high availability of climate change services (weather and climate data). Only 6 percent reported very high availability of information on extreme weather conditions (floods, dry spells and mudslides); 2 percent reported high availability of information on soil erosion and water availability projections. 52 percent of stakeholders reported low availability of information on weather forecast events (temperature and rainfall) for end users such as farmers. About the content of information, in terms of high end value of text, statistics, info-graphics, imagery, audio-visuals, etc., findings show that only 4 percent of stakeholders acknowledged availability to be very high. 12 percent reported very high availability of various information materials on climate change for end users. 6 percent reported that there is very high availability of various source of information on climate change. It should be noted that the nature of communicating climate change in Uganda is grossly affected by these factors, as table below shows. Table 2: Stakeholder opinion on the nature of climate change communication in Uganda Nature of communicating climate change Very low Low High Very high Not sure issues Availability of climate services 20% 32% 36% 12% 0% Sharing information 18% 48% 22% 12% 0% Frequency of sharing information 40% 44% 8% 6% 2% Access to Climate Change Information 26% 54% 10% 10% 0% required for planning Ability to interpret the information accessed 26% 40% 18% 12% 4% Awareness about limitations to access 26% 34% 28% 2% 10% information Climate change vulnerability assessment 34% 32% 1% 6% 18% conducted Types of Information available 18% 50% 20% 4% 8% Availability of climate services (weather and 30% 46% 16% 4% 4% climate data) Information on Soil Erosion and water avail 34% 48% 14% 2% 2% projections information on Extreme Weather conditions 24% 46% 22% 6% 2% (floods, dry spells, mudslide) Information on Weather forecast events 16% 52% 26% 4% 2% (temp and rainfall) Content of information (Text, Statistics, 32% 44% 12% 4% 8% Info-graphics, Imagery, audio-visuals, etc.) Type of information materials available 28% 46% 12% 4% 10% Sources of Information 26% 46% 20% 6% 2% 7 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Figure 2: Stakeholder opinion on the nature of climate change communication in Uganda

2.2.3. Relevance of Climate Change Communication The situation findings indicated that the relevance of communicating climate change issues on adaptation and mitigation varied among stakeholders. The relevance of climate change information to the target audience has a direct impact on the behavioral change expected. According to the findings, 26 percent of the stakeholders rated that the relevance communications made to be good for target audiences. The level of engaging key influencers during communication actions was rated to be 74 percent poor and 4 percent good. In terms of defining and designing clear content and messages, 46 percent of stakeholders said it was poor compared to 30 percent who said it was good. On every communication made, there must be an expected outcome. The findings show that 36 percent of stakeholders rated the level of knowing what to expect from audience, i.e. the desired audience profile, to be good. Only 16 percent rated the level of knowing key message points to be good. 68 percent rated the level of knowing how to choose suitable channels and tools for communicating to their audiences. Other findings were on how to select a good channel of communication and weighing its viability vis-à-vis target audience; mixing and matching channels of communication; tools and materials to use in communicating and developing material for communication, as shown in table below. 8 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Table 3: Showing Level of Relevance of Climate Change Communication Relevance of communication Poor Average Good Relevant to target Audiences 28% 46% 26% Engaging Key Influencers of Target Audience 74% 22% 4% Defining and designing clear Message (Content Brief) 46% 24% 30% Plan to address communication barriers 22% 50% 28% Knowing Desired Audience Profile 16% 48% 36% Knowing the Key Message Points 20% 64% 16% Knowing and choosing suitable channels 16% 68% 16% How to select a good channel 16% 44% 40% Mixing and Matching Channels 26% 42% 32% Tools and Materials 42v 38% 20% Developing Material for communication 54% 38% 8% Figure 2: Showing Level of Relevance of Climate Change Communication

2.2.4. Accessing Information on Climate Change Communications The situation findings indicate that there are various modes used in climate change communication. The most commonly used modes are print materials, phone texts, phone call, radio, TV, audio-visual CD, word of mouth (one-on-one), community meetings and dialogues, websites, social media, computer based (offline), mixed channels and others. Findings further indicate that radio; word of mouth and community meetings were used very often to communicate climate change information, compared to TV, print materials, SMS, phone, and social media. Other modes that were used but not often include TV, print materials, and website, SMS, social media and audio-visual CD. Among the modes that were not used at all, were phone calls and offline computers. Modes of communications that can be made viable included SMS and use of mixed channels. 14 percent of stakeholders reported to be not sure on use of audio-visual CDs. 9 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Table 4: Modes Used to Access Climate Change Communications Information Level of accessing information Used very often Used but, Not used at Can be Not sure on climate change Not often all made viable communication Word of mouth (one on-one) 68% 20% 2% 6% 4% Community meeting 40% 44% 2% 12% 2% Radio 76% 18% 2% 2% 2% TV 26% 50% 16% 4% 4% Print materials 30% 46% 8% 10% 6% Phone call 10% 24% 38% 12% 16% SMS 8% 34% 30% 20% 8% Website 14% 36% 36% 10% 4% Social media 12% 44% 14% 12% 18% Audio- visual CD 8% 32% 32% 14% 14% Computer based (Offline) 4% 36% 34% 8% 18% Mixed channels 22% 36% 2% 26% 14%

2.3. Development and Focal Problems to be Addressed by UNCCCS The UNCCCS aims at addressing the development and focal problems faced in climate change communication in Uganda. The development problem is the overall major undesired situation under the NCCP. Additionally, the focal problems are causes of the main problem. The focal problems are highlighted in situation analysis framework above. In developing the UNCCCS, the above are directly linked to climate change communication interventions, objectives, activities, outputs and inputs. These directly translate into communication entry points, as categorized below: 10 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Table 5: Development and Focal Problems Identified DEVELOPMENT PROBLEMS based on FOCALPROBLEMS AND NEEDS in climate change Uganda National Climate Change Policy communication (identified during Situation Assessment directions, priorities and key actions and Analysis) • Low levels of adaptation • Poor skills and abilities in information, education and • Limited mitigation efforts communications (IEC) of climate change issues • Increased vulnerability and risk • Ineffective use of modes of communication (print materials, SMS, mobile, radio, TV, audio-visual CD, word • Limited awareness about national of mouth, community meeting, website, social media, policies, legislation, action plans and computer, mixed channels and others) strategies • Poor communication skills • Limited climate change education and training • Limited availability of climate change information • Limited public awareness • Poor content of information • Limited capacity development and • Limited availability of usable information products training • Inadequate information materials available • Poor communication, information and • Diverse audiences, with diverse preferences and needs knowledge management • Limited sources of Information • Poor access and utilization of climate • Limited awareness about type of information available information by decision makers • Limited dissemination and sharing of information • Limited use, transfer and diffusion of • Low frequency of sharing appropriate climate technology • Limited access to information for planning and decision • Low adoption of climate smart making agriculture • Inability to interpret and translate communications • Lack of climate information systems • Failure to understand the desired behaviors of audiences • Barriers faced by vulnerable communities • High communication barriers • Limited positive change in behaviors, • Limited access to climate services (weather and climate attitude, perception and practices data) • Inappropriate messages, tools and • Limited information on soil erosion and water availability channels of communication projections • Lack of two-way information, • Limited information on extreme weather conditions education and communications (IEC) • Poorly defined and designed messages (content briefs) system • Lack of simplicity of technical information • Poor information, content, medium/ • Limited relevance of communication to target Audiences language, materials and equipment • Negative impact of key Influencers and champions • Lack of functional strategy on climate • Limited skills to determine key message points and change communication discussion themes • Limited role of intermediary • Limited skills in identifying suitable channels and tools of mechanism (key influencers and communication champions) • Limited skills in mixing and matching channels of communication • Limited skills in developing materials The communication objectives of UNCCCS are based on the above development and focal problems explained. The above problems give the cause-effect relations as far as climate change communication is concerned in Uganda. 11 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) CHAPTER 3

3.0 COMMUNICATION STRATEGY AND ACTIVITY PLAN

3.1. Introduction The UNCCCS offers a coherent narrative of actions aimed at achieving specific objectives towards effective communication of climate change issues to members of the general public, particularly vulnerable communities. This strategy has therefore been developed to assist with how to address the communication gap. The strategy therefore responds to the findings of the situational analysis as well as the policy framework and is feasible in relation to the resources available , the timeframe; and effectiveness, i.e. it makes the best use of the available resources in order to achieve the set objectives.

3.2. Guiding Principles of the Strategy The communication strategy is based on the key principles of development communications. These principles are consistent with the UNFCCC Article 6, the NCCP, and Uganda’s development plans, i.e. NDP II and the sector plans. UNFCCC Article 6 Education, Training and Public Awareness • Promote and facilitate at the national and, as appropriate, sub regional and regional levels, and in accordance with national laws and regulations, and within their respective capacities: • The development and implementation of educational and public awareness programmes on climate change and its effects; • Public access to information on climate change and its effects; • Public participation in addressing climate change and its effects and developing adequate responses; and • Training of scientific, technical and managerial personnel; Cooperate in and promote, at the international level, and, where appro- priate, using existing bodies: • The development and exchange of educational and public awareness material on climate change and its effects; and • The development and implementation of education and training programmes, including the strengthening of national institutions and the exchange or recommendation of personnel to train experts in this field, in particular for developing countries. Uganda National Common Policy Priority 3: Climate Policy • Support education, awareness raising and capacity development for a range of stakeholders (government, academics, civil society and private sector) contributing to the national development process, from the local level to the national level Based on the above, the underlying communication focus of all the key players is to create awareness; behavioral change; information and knowledge; practice; and participation and action. Therefore, the guiding principles of the UNCCCS are as follows: 12 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Guiding Principle 1: The strategy aims at creating maximum awareness among the public and all niche audiences in Uganda. Create Awareness Guiding Principle 2: The strategy aims at achieving behavioral change. All the activities shall be focusing on achieving positive behavioral change among the public Achieve Behavior change and niche audiences in Uganda. Guiding Principle 3: All stakeholders shall share information, knowledge development and materials and tools among the public and niche audiences in Uganda. Share Information and Foster Knowledge Development Guiding Principle 4: The strategy aims at stimulating practice and building capacity and skills among public. It aims at making every Ugandan practice at least Stimulate Practice some aspect of adaptation and mitigation. Guiding Principle 5: The strategy promotes participation and action by various players at all levels within Uganda (international, national, regional, district, sub Promote Participation and county, parish, village). The strategy addresses the critical information, Action education and communication needs of all audiences. Guiding Principle 6: The strategy is consistent with the government commitment to national development and ensuring democracy, good governance and Promote National Development, accountability. The strategy is consistent with the laws of Uganda and Democracy, Good Governance Constitution. and Accountability

3.2.1. Overall Objective of UNCCCS To effectively increase and improve the level of awareness, interest, positive attitudes, behaviors and practices towards climate change adaptation and mitigation among the public, vulnerable communities and stakeholders in Uganda in next five years 2017/2021.

3.2.2. Specific Objectives of UNCCCS 1. To provide adequate information, education and communication services for effective management of climate change vulnerabilities and risks among the public, vulnerable communities and stakeholders in Uganda by 2021. 2. To increase access and utilization of climate change information, knowledge and learning among members of the public, particularly vulnerable communities and key stakeholders in Uganda by 2021. 3. To establish two-way communication mechanisms that are appropriate in terms of mode, channels, and language that is locally friendly at community, local and national level to benefit the public, vulnerable communities and stakeholders in Uganda by 2021. 4. To provide appropriate, relevant and accurate information, content and materials for diverse audiences on climate change among the public, vulnerable communities and stakeholders in Uganda by 2021. 5. To enhance the capacity, competences and skills of stakeholders in Uganda in climate change communication by 2021. 6. To effectively build collaborations, partnerships and coordination mechanisms for informing, educating and communicating about climate change adaptation and mitigation issues at community, district and national levels by 2021. 13 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.3. Overall Desired Outcomes (Key Issues and Behaviors, Attitudes, and Practices) The UNCCCS aims at achieving desired outcomes through changing behaviors, attitudes and practices among the target audiences. These desired outcomes include: • Highly motivated target audience that is aware, interested, with positive attitudes, better behaviors, good practices and willing to comply to government concerns about climate change adaptation and mitigation. • The public, vulnerable communities and stakeholders motivated and desiring to take action • Target audiences easily accessing, utilizing and sharing of climate information and products • Better decision making and improved practices among policy makers, local governments, farmers, and other end users • Proper feedback and learning among audiences • Competent and trained communicators that reach out to end users • Strong institutional communication systems that are transparent, accountable and demand- and solution-driven

3.4. Target Audiences and Characteristics The UNCCCS addresses communication needs of two types of audiences, i.e. primary and secondary audiences. The primary audience includes those people whose behaviors contribute to the success of the climate change adaptation and mitigation. The secondary audience includes actors who cannot be ignored during communication such as key influencers, champions, barriers and institutions. Table 6: Target Audiences and Their Characteristics Primary target audience Audience characteristics • General public • Urban, rural, peri-urban, remote locations e.g. mountains, semi-arid areas • Farmers • Ethnicity diversity (56 tribes, diverse culture, language, preferences and • Fisher folk needs) • Vulnerable • Various literacy and education levels (reading, writing, listening) communities • Demographics (age, sex and gender; women, men, youth, disability, • Women children) • Youth • Social status (class, rich, poor) • People with disabilities • Occupation (farmers, non-farmers) • Men • Psychological and psychographic as follows • School going children »» Attitude: People with positive and negative attitudes • Policy makers »» Lifestyle: People who are conservative or liberal about climate change • Opinion Leaders »» Involvement: Low and high involvement e.g. leaders, civil servants • Scientists, researchers »» Motivation: People who are motivated and interested in climate • Civil servants; change • Business Community »» Perception: People who perceive climate change as critical or not »» Role players: Communicators, animators, change agents, (attitude, lifestyle, involvement, motivation, perception, role players) 14 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Secondary audience Audience characteristics • Development Partners • Actors who cannot be ignored during communication by communicators. • Media • They can be go-betweens. • Education institutions • They influence primary audiences. • Traditional leaders • They amplify the messages sent and they champion them • Opinion leaders • They can be barriers to communications • Cultural leaders • They are individuals or institutions • Law enforcement agencies

3.5. Key Influencers (Means and Level of Influence) The UNCCCS also focuses on communication needs of key influencers, who affect the behaviors of primary audiences with varying levels of influence. Table 7: Major Key Influencers on target audience Key Influencer Level of influence Means of influence / channels • Development partners • Extremely high • Funding terms and conditions (Donors) • Word of mouth • Interaction groups, e.g. workshops • Electronic, e.g. Internet, social media, TV, radio • Documentation / literature / research / partnership / academics • Media and Journalists • Extremely high • Electronic, e.g. Internet, social media, TV, radio • Word of mouth, expert opinions • Documentation (Print) /literature • Leaders (traditional • Extremely high • One-on-one interaction / word of mouth opinion, cultural, civic • Interaction groups e.g. social events, drama ,political, religious • Electronic, e.g. Internet, social media, TV, radio leaders) • Documentation (Print) / literature / oral history • Service providers • Extremely high • One-on-one interaction / word of mouth (Civil society, • Interaction groups, e.g. community events Civil servants, • Electronic, e.g. Internet, social media, TV, radio, etc. Educators, Trainers, Academicians, • Drama on environment teachers, researchers, • Documentation / literature / academic / research / schools, institutes, trends universities) • Enforcement, expert opinions, experience, etc.

3.6. Communication Entry Points All communications to be made will address underlying problems by identifying the major entry points. The UNCCCS focuses on the four levels of perceptions held by target audiences. All climate change communications shall build on the following perceptions vis-à-vis information to be communicated: 15 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) a. OPEN KNOWLEDGE (What we know and they know) b. THEIR HIDDEN KNOWLEDGE (What they know and we do not know) c. OUR HIDDEN KNOWLEDGE (What we know and they do not know) d. BLINDNESS (What we do not know and they do not know)

3.7. Message Design All messages shall be turned into discrete units of transmission through various sensory abilities of sight, sound, touch, taste, and smell. All messages will define the content (“what”) and the delivery (“how”).

3.7.1. Type of Messages and Attributes All communications shall have either a) primary messages or/and b) secondary messages. Primary messages are interpreted impression of data and information aimed at engaging, informing, educating, motivating, inspiring the target audiences to hear, understand, remember, and use, etc. Secondary messages are the “extra added” elements of visual aids to the message aimed at restating, clarifying, strengthening or illustrating the real primary message. They may include graphics, pictures, sounds, models, videotapes, info-graphics, etc. All messages shall have the following attributes: Table 8 Showing the Message Attributes Message Description of attribute Attribute Concise Focus on three to five key messages per topical issue. Write one to three sentences for each key message; should be read or spoken in 30 seconds or less. Strategic Define, differentiate, and address benefits Relevant Balance what you need to communicate with what your audience needs to know Compelling Design meaningful information to stimulate action Simple Use easy-to-understand language; avoid jargon and acronyms Memorable Ensure that messages are easy to recall and repeat; avoid long, run-on sentences Real Use active voice, not passive; do not use advertising slogans Tailored and User Communicate effectively with different target audiences by adapting language and Friendly depth of information, translation, visual aids were appropriate, indigenous knowledge

3.7.2. Salient Elements of Messages All messages shall contain four salient elements: a) key facts; b) desired change; c) key message point and theme (support statement); and d) ultimate lasting impression of message, i.e. a take away message. (Please Note: A take away message is not a slogan. Rather, it is a clear, obvious and easily understood full range of thoughts, feelings and attitudes about the behavior, attitude, perception, product, service proposed in the message. It is a belief and feeling that the audience will get from the communication.) 16 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.3. Messages Under UNCCCS The messages under the UNCCCS are categorized into two types: a. Messages for communicating climate change adaptation, and b. Messages for communicating climate change mitigation The tables below give detailed descriptions of the take-away messages under UNCCCS. 17 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.4. ADAPTATION MESSAGES (Agriculture Sector) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Key fact • Land is • Quality seeds are • Poor • Poor pest • Poor post • Failure to Current issue, underutilized scarce. agronomic and disease harvesting practices maximize market problem, situation below its • Planting practices. surveillance. (drying, storage, opportunities about climate potential. materials are not • Untimely • Limited application clean, prevention (immediate, change vis-à-vis • Land is yielding enough. weeding. of pesticides and of pests, organic / medium, distant adaptation less, land getting • Cost of seed is • Poor and fungicides. inorganic materials, markets). scarce. too high and non-existent • Limited bio control seed moisture, • Poor product • Soils are old and unaffordable fertilizer practices. appropriate standards (quality tired, fertility is • Poor application for • Poor quality storage). output, exchange reducing. germination of both organic adulterated • High post-harvest information, prices, • Limited land seed. and inorganic pesticides. losses. trends, packaging ownership and • Poor timing of types. • Indiscriminate for market, poor land use. purchase and • Non-existing application. confidence and • Limited water planting. irrigation. trust. for production, • Poor breeds. • Too high plant • Market changing • Credibility of the population information. rainfall sources of seed. (density). patterns and • Poor mulching. temperatures. • Poor timing of • Poor pastures harvesting. Limited • Untimely emphasis of planting and indigenous weeding. knowledge (IK) by extensions officers and planners. 18 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Desired Change • Learn how to • Access good • Timely • Integrated pests • Adopt better post- • Value addition. in Behavior, utilize your quality seeds and planting. and diseases harvest technology. • Good financial Attitude, land better: breeds. • Irrigation. management. • Learn good management. Knowledge and climate smart • Strengthening • Good and • Learn to control methods of • Get good markets Practice agriculture. seeds system; modern pests and diseases managing your for your products. • Restore soil breeding, farming • Use modern eco- harvest. fertility using multiplication, practices give friendly practices. modern and distribution. better yields. technologies. • Get proper • Avoid land quality seeds and fragmentation. breeds. • Reinvest to conserve your land for to produce better. • Get accurate rainfall forecasts in time. • Use conservation agriculture approach. • Sustainable Agricultural practices. 19 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Key Message • Using your land • Competitive • Learn to use • Get involved, fight • For better profit, • Produce for Point and Theme better increases farmers use irrigation to pests and diseases. you need to market. (Statement) yields, your quality seeds and improve yields. • Learn good pest manage your farm income breeds. • Learn modern and disease control harvest well. and family life • Get reliable farming measures. • Add value. improves suppliers of practices. Understanding seeds and breeds. rainfall patterns and forecasts helps you produce more and better quality products. 20 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Nature of Information, Information, Information, Information, Information, Information, Message Content Knowledge, Knowledge, Facts Knowledge, Facts Knowledge, Facts Knowledge, Facts Knowledge, Facts (Ultimate and Facts and Truth and Truth (figures, and Truth (skills, and Truth (figures, and Truth (figures, and Truth (buyers, Lasting Impression (figures, farm plans, varieties, prices, best practices, brands, history, estimated yields, export market, prices, of the message) trends, projections, source/ suppliers, farm plans, organic trends, projections, methods, trends, trends, projections, skills) on farm advise, trends, skills, indigenous skills, prices, source projections, skills). skills, prices, standards, land, soil, rainfall, projections, skills, knowledge, / suppliers, methods, requirements). temperature, forecasts, situation forecasts, situation applications). pastures, indigenous reports, future reports, future knowledge, timely scenarios, news, scenarios, news, forecasts, situation events, policy, law events, policy). reports, future and regulation). scenarios, news, events, policy, law and regulation). Visual Aids Visual Aids Visual Aids Visual Aids (Posters, Visual Aids (Posters, Visual Aids (Posters, (Posters, Leaflets, (Posters, Leaflets, (Posters, Leaflets, Leaflets, TV, Banners) Leaflets, TV, Banners) Leaflets, TV, Banners) TV, Banners) TV, Banners) TV, Banners) 21 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Target audience Primary Audience: Primary Audience: Primary Audience: Primary Audience: Primary Audience: Primary Audience: Farmers, Farmers, Pastoralists, Farmers, Farmers, Pastoralists, Farmers, Pastoralists, Farmers, Pastoralists, Pastoralists, 11 Eco- 11 Eco-zones, Pastoralists, 11 Eco-zones, 11 Eco-zones, 11 Eco-zones, zones, Vulnerable Vulnerable groups. 11 Eco-zones, Vulnerable groups. Vulnerable groups. Vulnerable groups. groups. Vulnerable groups. Key influencers: Key influencers: Key influencers: Key influencers: Key influencers: Key influencers: NGOs, CBOs, NGOs, CBOs, NGOs, CBOs, NGOs, CBOs, NGOs, CBOs, NGOs, CBOs, extension staff, extension staff, extension extension staff, extension staff, extension staff, ministry, parastatals, ministry, parastatals, staff, ministry, ministry, parastatals, ministry, parastatals, ministry, parastatals, donors, dealers, donors, dealers, parastatals, donors, donors, dealers. donors, dealers. donors, dealers. seed companies, agro-input dealers. dealers, law influencers. enforcers, agro- input dealers. 22 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) AGRICULTURE PRODUCTION SEEDS AGRONOMY PESTS and DISEASES POST HARVEST MARKETS SECTOR Communication In all message content, state: Message / Content briefs Entry Points What WE know and THEY know? For every communication or materials to be made, the communicator will What THEY know and WE do not know? use a message brief or content brief. What WE know and THEY do not know? What WE do not know and THEY do not know? • The Key Message: Key issue the message is addressing. • The Promise: Most important benefit delivered in message. Is the Message: • The Support: Major Reason(s) why to believe the promise. Concise, Strategic, Relevant, Compelling, Simple, Memorable, • The statement of Ultimate and Lasting Impression: What the Real, Tailored, and User Friendly? audience will ideally have after hearing the message. • The Desired User Profile: How intended audience perceives someone who changes behavior towards waste). • The Key Message Points: Key pointers / words to appear in all communications. 23 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.5. ADAPTATION MESSAGES (Other Sectors) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) LIVESTOCK Primary Audience: • Over grazing. • Reduced over grazing. • Stop overgrazing. Information, Knowledge, Pastoralists, public, private • Land pressure. • Better use of grazing • Invest in modern Facts and Truth (predictions, sector, schools, farmers, • Decreased communal pastoral lands. livestock business. future scenarios, news, weather selected eco-zones, cattle land. • Well managed. • Use your communal land forecast, climate forecasts, corridor, vulnerable groups, • Increased pests and diseases. communal pastoral well. indigenous knowledge, events, industrialists, miners, • Droughts and dry spells. lands. • Learn modern farming Information on pests and refugees. • Inadequate early warning • Better coping. skills. diseases that affect livestock, Key influencers: systems. behaviors towards policy, law and regulation). pest and diseases. NGOs, CBOs, extension staff, • Better coping towards Visual Aids (Posters, Leaflets, ministry, parastatals, donors, drought. TV, Banners, etc.) dealers, law enforcement, • Well-functioning and Music, dance and drama, skits, local governments, utilized early warning radio, community meetings, politicians, religious and system. community leaders (religious, cultural leaders. opinion, political and cultural). 24 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) WATER Primary Audience: • Reducing availability of safe • Increased knowledge • Harvest rain water using Information, Knowledge, Public, private sector, water (quality, quantity and in water harnessing locally efficient and Facts and Truth (predictions, schools, fisher folks, farmers, security); water scarcity and harvesting. affordable technologies. future scenarios, news, weather pastoralists, 11 eco- affecting production and • Use of efficient • Use water properly for forecast, climate forecasts, zones, vulnerable groups, domestic use. ways to harvest and your needs e.g. drip indigenous knowledge, events, industrialists, miners, • Population growth, conserve water. irrigation. policy, law and regulation). refugees. environmental degradation and • Proper utilization of • Floods can be avoided climate change. water resources for through conservation of Visual Aids (Posters, Leaflets, • Limited and inadequate water both production and water catchment areas) TV, Banners, etc.) harvesting; inefficient water domestic use. • Drought is a disaster, Music, dance and drama, skits, utilization. • Coping with extreme plant more trees. radio, community meetings, • Limited conservation and weather conditions • Use unwritten laws community leaders (religious, protection against degradation like floods, drought. towards water protection opinion, political and cultural). of watersheds and/or catchment • Include indigenous and access. areas, river banks and water knowledge in bodies. planning for climate • Limited knowledge of and change adaptation. coping mechanism for extreme events such as floods and drought. Key influencers: NGOs, CBOs, NEMA, extension staff, ministry, parastatals, donors, dealers, law enforcement, local governments, politicians, religious and cultural leaders 25 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) FISHERIES AND Primary Audience: AQUACULTURE • Increasing degradation, • Communities • Fish is wealth, learn to Information, Knowledge, Facts Public, Fisher folks, Farmers, decreasing water levels, water protecting water fish responsibly. and Truth (Figures, Trends, Pastoralists, 11 Eco- weeds (hyacinth), pollution resources. • Stop water pollution. Predictions, Future scenarios, zones, Vulnerable groups, of Aquatic ecosystems (lakes, • Strengthening Beach • Stop Illegal Fishing news, weather forecast, climate Industrialists, Miners, rivers, fish). Management Units Invest in fish farming, its forecasts, indigenous knowledge, Refugees. • Declining fish catches and fish (BMUs). profitable (Grow more Events, Policy, Law and stocks. • Stopping polluting fish). Regulation). • Increased illegal fishing water. including poisoning. • Stopping illegal Visual Aids (Posters, Leaflets, • Slow adoption of aquaculture, fishing. TV, Banners, etc.) cage farming and resilient • Using modern Music, dance and drama ,Skits, fishing practices. fishing methods and Radio, Community meetings, • Underutilization of economic practices. Community leaders (Religious, incentives to diversify • Investing in fish Opinion, Political and Cultural), livelihood options. farming (Growing Setting up on-farm demos. more fish). Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Dealers, Law Enforcement, Local governments, Politicians, Religious and Cultural Leaders. 26 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) FORESTRY Primary Audience: • Decreasing forest cover; • Reduced tree cutting. • Plant more trees. Information, Knowledge, Facts Public, Foresters, Fisher Reduced forest products; Over- • Planting more trees. • Stop cutting trees. and Truth (Figures, Trends, folks, Farmers, Pastoralists, exploitation of wood resources. • Using alternative non- • Preserve environment. Predictions, Future Scenarios, 11 Eco-zones, Vulnerable • Loss of indigenous tree species wood energy. Use other alternatives at News, Weather Forecast, groups, Industrialists, Miners, • Stopping bush burning. and biodiversity. home and at work. Climate Forecasts, Indigenous Refugees. • Stopping overgrazing. • Increased adoption of aliens • Protecting forest cover. • Stop overgrazing. Knowledge, Events, Policy, Law (invasiveness). • Using conservation • Stop bush burning. and Regulation). • Clearing for settlements and forest practices. • Invest in modern agro cultivation; Overgrazing; • Using green solutions. forestry. Visual Aids (Posters, Leaflets, Wildfires; Charcoal burning • Trading in carbon. • Learn green skills. TV, Banners, etc) urban forest degradation. • More gender inclusive • Cut a tree and plant two. Music, dance and drama, Skits, • Slow adoption of farm forest land tenure laws. Radio, Community meetings, conservation. • Encourage use of Community leaders (Religious, • Slow biomass energy. renewable energy Opinion, Political and Cultural), (energy saving stoves, • Pests and diseases out breaks. Setting up demonstration sites. solar and biogas) in • Extreme events. institutions and homes. • Land tenure and gender issues. • Encourage use of renewable energy (energy saving stoves, solar and biogas) in institutions and homes. • Carry out enrichment planting for indigenous Key influencers: species (e.g. Ficus natalensis, Musizi, NGOs, CBOs, Extension staff, Muvule, Mahogany, Ministry, Parastatals, Donors, Prunus Africans). Dealers, Law Enforcement, Local governments. 27 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) WETLANDS Primary Audience: • Decreasing wetlands cover • Protecting wetlands. • Protect wetlands. Information, Knowledge, Facts Public, Foresters, Fisher • Increased encroachment • Stopping • Restore wetlands. and Truth (Figures, Trends, folks, Farmers, Pastoralists, • Poor wetland protection and encroachment. • Stop encroachment. Predictions, Future Scenarios, 11 Eco-zones, Vulnerable restoration. • Restoring wetlands. • Conserve birds and News, Weather Forecast, groups, Industrialists, Miners, • Poor conservation of • Conserve ecosystem insects. Climate Forecasts, Indigenous Refugees. ecosystems. resources (birds, Knowledge, Events, Policy, Law • Over harvesting of wetland insects). and Regulation). resources. • Reclamation of wetland Visual Aids (Posters, Leaflets, resources. TV, Banners, etc) Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites. Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Dealers, Law Enforcement, Local governments. 28 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) DISASTER RISK Primary Audience: MANAGEMENT • Frequent and extreme events • Better ways of managing emergencies. Public, Vulnerable such as droughts, floods and • Coping with effects of floods, landslides, drought. communities, women, landslides. • Reducing conflicts . men, youth, PWDs, Fisher • Prevalence of socio- • Improving human survival. folks, Farmers, Pastoralists, environmental conflicts. • Improving early-warning and preparedness . Refugees. • Increased human insecurity . • Supporting affected communities. • Inefficient early-warning • Learn to prepare yourself in cases of disasters. systems and preparedness. • We can avoid floods. • Limited relief and community • Resolve conflicts, Live in Harmony. support in emergencies. • Donate to victims. • Limited capacity to manage risk. Information, Knowledge, Facts and Truth (Figures, Trends, Predictions, Future Scenarios, News, Weather Forecast, Climate Forecasts, Indigenous Knowledge, Events, Policy, Law and Regulation). Key influencers: NGOs, CBOs, Extension staff, Visual Aids (Posters, Leaflets, TV, Banners, etc) Ministry, Parastatals, Donors, Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Dealers, Law Enforcement, Opinion, Political and Cultural), Setting up demonstration sites. Local governments. Media. 29 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) ENERGY Primary Audience: • Predominant use of biomass • Reduced use of • Stop using charcoal, Information, Knowledge, Public, Farmers, energy (firewood, charcoal). firewood and save Environment. Facts and Truth (Benefits, Vulnerable communities, • Increasing energy demand. charcoal. • Protect lakes. Opportunities, Types, Figures, women, men, youth, • Electricity supply affected by • Saving electricity • Use solar. Trends, Predictions, Future PWDs, Fisher folks, reduced water levels in dams • Protecting water • Use biogas. Scenarios, News, Weather Farmers, Pastoralists, and reservoirs. catchment areas. • Use energy saving Forecast, Climate Forecasts, Refugees. • Limited protection of Water • Using renewable stoves. Indigenous Knowledge, catchments. energy. • Use of slogans e.g Events, Policy, Law and • Very limited use of • Using solar energy. preserve trees for the Regulation). alternative renewable energy • Using biogas. environment. sources (solar, biomass, • Using wind energy. Visual Aids (Posters, mini-hydro, geothermal and • Using geothermal. Leaflets, TV, Banners, wind). • Using energy saving Stickers, etc) • Limited use of energy- stoves. Music, dance and drama, efficient cook stoves and • Buying and using Skits, Radio, Community LPG. LPG. meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites. Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Dealers, Law Enforcement. 30 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) BIODIVERSITY AND Primary Audience: ECOSYSTEM SERVICES • Affected biodiversity hotspots. • Protect biodiversity. • Protect mountain Information, Knowledge, Public, Farmers, Vulnerable • Violation of restricted • Responsible resources. Facts and Truth (Benefits, communities, women, areas in fragile ecosystems utilization of • Report abuse. Opportunities, Figures, Trends, men, youth, PWDs, Fisher e.g. rangelands, hills and grasslands, hills, Predictions, Future Scenarios, folks, Farmers, Pastoralists, mountains. mountains. News, Weather Forecast, Refugees. • Limited payment for ecosystem • Protecting restricted Climate Forecasts, Indigenous services. areas. Knowledge, Events, Policy, Law • Compromising integrity of • Reporting bad and Regulation). ecosystems. practices and violations. Visual Aids (Posters, Leaflets, • Enforcing law and TV, Banners, etc) order. Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites. Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Dealers, Law Enforcement, Local governments. 31 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) WILDLIFE AND TOURISM Primary Audience: • Increasingly affected national • Protecting national • Protect Wildlife. Information, Knowledge, Public, Tourists, Farmers, parks, wildlife reserves, parks. • Promote Tourism. Facts and Truth (Benefits, Vulnerable communities, community wildlife areas, • Protecting wildlife. • Invest in Eco-Tourism. Opportunities, Figures, Trends, women, men, youth, PWDs, historical sites. • Conserving historical Predictions, Future Scenarios, Fisher folks, Farmers, • Threatened wildlife and sites. News, Weather Forecast, Pastoralists, Refugees. biological diversity. • Protect animals and Climate Forecasts, Indigenous • Fragmented ecosystem birds. Knowledge, Events, Policy, Law Affected habitats of animal and • Prevent conflicts. and Regulation, Guides). bird species. • Preserve Your • Disruptive utilization of Culture, Protect Visual Aids (Posters, Leaflets, resources. Environment. TV, Banners, etc) • Rampant conflicts. Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites. Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Dealers, Law Enforcement, Local governments. 32 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) VULNERABLE GROUPS Primary Audience: • Limited adaptability • Learning to cope and • Be empowered, live Information, Knowledge, Facts Poor, PWDs, Youth, among Poor, PWDs, Youth, adapt to impacts safely with changing and Truth (Figures, Trends, PLWHAIDS, Older persons, PLWHAIDS, Older persons, • Becoming empowered environment Predictions, Future Scenarios, Elderly, OVCs, Refugees, Elderly, OVCs, Refugees, (Voice, skills, • Voice your concerns, News, Weather Forecast, women, men, youth, ethnic marginalized communities resources) speak out Climate Forecasts, Indigenous grouping , Fisher folks, (Isolated, remote areas e.g. • Plan for vulnerable to Knowledge, Events, Policy, Law Farmers, Pastoralists islands, mountains, semi-arid) live smart and Regulation) • Limited empowerment to adapt • Limited skills to cope. Visual Aids (Posters, Leaflets, TV, Banners, etc) Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Law Enforcement, Local governments 33 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) HEALTH Primary Audience: • Increased impacts human • Improved human • Be healthy, Live in Safe Information, Knowledge, Facts Poor, PWDs, Youth, health and wellbeing health and wellbeing Environment and Truth (Diseases, Figures, PLWHAIDS, Older persons, • Incidences of disease outbreaks • Reduced disease • You can prevent Cholera Trends, Predictions, Future Elderly, OVCs, Refugees, e.g. cholera outbreaks • Use clean and safe water Scenarios, News, Weather women, men, youth, ethnic • Limited rapid responses to • Accessing and using • Build a Pit Latrine Forecast, Climate Forecasts, grouping , Fisher folks, control epidemics clean water • Be clean, Clean Your Indigenous Knowledge, Events, Farmers, Pastoralists • Limited supply of safe water • Having proper Environment Policy, Law and Regulation, • Poor sanitation and hygiene sanitation and Guides) hygiene Visual Aids (Posters, Leaflets, TV, Banners, etc) Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Law Enforcement, Local governments 34 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) HUMAN SETTLEMENTS AND Primary Audience: SOCIAL INFRASTRUCTURE • Poorly planned housing and • Well planned housing • Plan your house in a Information, Knowledge, Facts Poor, PWDs, Youth, infrastructure Disorderly • Using green better and safe way and Truth (Diseases, Figures, PLWHAIDS, Older persons, human settlements and land technologies • Use environmentally Trends, Predictions, Future Elderly, OVCs, Refugees, utilization • Orderly settlements friendly technologies Scenarios, News, Weather women, men, youth, ethnic • Affected human life, animals and human habitants • Live in orderly Forecast, Climate Forecasts, grouping , Fisher folks, and property • Proper drainage settlements Indigenous Knowledge, Events, Farmers, Pastoralists, Slums • Limited efforts to relocate • Relocating vulnerable • Plan your town and city, Policy, Law and Regulation, dwellers vulnerable communities communities to better Get Involved Guides) areas • Well plan towns and Visual Aids (Posters, Leaflets, cities TV, Banners, etc) Music, dance and drama ,Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Law Enforcement, Local governments 35 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Key Message Point and Nature of Message Content Target audience Behavior, Attitude, Themes (Statement) (Current issue, problem, situation Knowledge, Practice (Ultimate and Lasting about climate change vis-à-vis Impression of the message) adaptation) TRANSPORTAND WORKS Primary Audience: • Threatened transport • Well planned • Planned Transport is Information, Knowledge, Facts Poor, PWDs, Youth, infrastructure such as roads, transport systems. Good for everyone. and Truth (Diseases, Figures, PLWHAIDS, Older persons, bridges, railways. • Using safe roads. • Safe Roads, Better Trends, Predictions, Future Elderly, OVCs, Refugees, • Demand for cheaper, more • Using Lifestyles. Scenarios, News, Weather women, men, youth, ethnic efficient and more reliable environmentally • Use environmentally Forecast, Climate Forecasts, grouping , Fisher folks, transport services. friendly transport. friendly transport. Indigenous Knowledge, Events, Farmers, Pastoralists, Slums • Adopt green solutions . Policy, Law and Regulation, and urban dwellers, travelers. Guides). Visual Aids (Posters, Leaflets, TV, Banners, etc) Music, dance and drama, Skits, Radio, Community meetings, Community leaders (Religious, Opinion, Political and Cultural), Setting up demonstration sites. Key influencers: NGOs, CBOs, Extension staff, Ministry, Parastatals, Donors, Law Enforcement, Local governments. 36 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.6. MITIGATION MESSAGES Key fact Desired Change in Behavior, Key Message Point and Nature of Message Target audience Attitude, Knowledge, Themes (Statement) Content (Current issue, problem, situation Practice about climate change vis-à-vis (Ultimate and Lasting adaptation) Impression of the message) LULUCF (Land Use, Land-Use Primary Audience: Change and Forestry) sector • Increasing GHG emissions • Reduced GHG emissions. • REDUCE emissions. Information, Public, Fisher • Emissions from conversion • Increased use of green • Protect Human lives. Knowledge, Facts and folks, Farmers, of forests to agricultural land technology. • Use your Land Properly Truth (Opportunities Pastoralists, Slums among others. • Increased research • Practice conservation Figures, Trends, and urban dwellers, • Limited technology for GHG • Managing human activity agriculture. Predictions, Future rich, industrialists, emissions. against GHG. • Practice sustainable land Scenarios, News, drivers, vulnerable • Limited research. • Planning industrial and use management. Weather Forecast, communities, • Human activity increases urban areas. • Conserve protected zones Climate Forecasts, Refugees, women, GHG emission. • Increased practice of • Stop encroachment of Indigenous Knowledge, men, youth, ethnic • Limited demarcation for conservation agriculture, fragile ecosystem. Events, Policy, Law and groupings. industrial use Poor urban better land use • Stop Bush Burning Regulation, Guides). planning. management. • Alternative Livelihoods Key influencers: • Ineffective laws, regulations • Increased conservation of Visual Aids (Posters, and enforcement. protected zones. Leaflets, TV, Banners, NGOs, CBOs, • Reduction and stopping MAPs, Photos, FBOs Extension encroachment of fragile documentaries, stories, staff, Ministry, ecosystem. drama, Info-graphics, Parastatals, Donors, • Reduced bush burning. Animations, Simulations, Law Enforcement, Illustrations, Arts, etc. Local governments , Cultural and religious leaders. 37 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Behavior, Key Message Point and Nature of Message Target audience Attitude, Knowledge, Themes (Statement) Content (Current issue, problem, situation Practice about climate change vis-à-vis (Ultimate and Lasting adaptation) Impression of the message) Reduced Emissions from Primary Audience: Deforestation and Forest Degradation+ (REDD+) • Limited conservation of • Protecting existing natural • Protect Natural Forests Information, Public, industrialists, existing forests (natural forests. • Restore Natural forests Knowledge, Facts and Fisher folks, Farmers, forests). • Regulating REDD+. • Seek funds and support Truth (Opportunities Pastoralists, Slums • Ineffective regulation • Funding REDD+. • Share information on Figures, Trends, and urban dwellers, • Less implementation of • Investing in carbon REDD+ Predictions, Future rich, industrialists, REDD+ programmes. markets. • Practice agro-forestry Scenarios, News, drivers, vulnerable • Limited funding from carbon • Sharing information on • Practice forest based Weather Forecast, communities, markets. REDD+ enterprises Climate Forecasts, Refugees, women, • Ineffective mechanisms to • Sharing opportunities on • Plant more tree Indigenous Knowledge, men, youth, regulate the implementation REDD+? • Community participation Events, Policy, Law and ethnic groupings, of REDD+ projects. • Sustainable incentives for Regulation, Guides). Forest Adjacent • Limited equitable benefit REDD+ Communities. sharing schemes. • Use fuel saving stoves. Visual Aids (Posters, • Limited information about • Stop bush burning. Leaflets, TV, Banners, Key influencers: REDD+ initiatives. • Alternative livelihoods. MAPs, Photos, documentaries, stories, NGOs, CBOs, drama, Info-graphics, FBOs Extension Animations, Simulations, staff, Ministry, Illustrations, Arts, etc. Parastatals, Donors, Law Enforcement, Local governments, Cultural and religious leaders. 38 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Behavior, Key Message Point and Nature of Message Target audience Attitude, Knowledge, Themes (Statement) Content (Current issue, problem, situation Practice about climate change vis-à-vis (Ultimate and Lasting adaptation) Impression of the message) ENERGY GENERATION Primary Audience: • Limited investment in clean • Investing in clean energy. • Invest in clean energy. Information, Public, farmers, energy. • Creating public–private • Make good partnerships. Knowledge, Facts and Fisher folks, • Limited public–private partnerships. • Utilize incentives. Truth (Opportunities Pastoralists, Slums partnerships. • Accessing incentives for • Buy from clean industries. Figures, Trends, and urban dwellers, • Limited access to incentives clean industries. Waste is Wealth Predictions, Future rich, industrialists, for industries. • Advocating for tax Scenarios, News, drivers, vulnerable • Limited tax incentives to incentives. Weather Forecast, communities, invest in cleaner energy • Supporting clean Climate Forecasts, Refugees, women, generation. industries. Indigenous Knowledge, men, youth, ethnic • Limited use of alternative • Using alternative Events, Policy, Law and groupings. renewable energy sources renewable energy. Regulation, Guides). such as solar, biomass, wind Key influencers: and bio-fuels, as well as their Visual Aids (Posters, NGOs, CBOs, associated technologies. Leaflets, TV, Banners, Extension staff, • Need to regulate the oil MAPs, Photos, Ministry, Parastatals, and gas sector and use of documentaries, stories, Donors, Law fossil fuels to reduce GHG drama, Info-graphics, Enforcement, Local emissions. Animations, Simulations, governments. Illustrations, Arts, etc. 39 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Behavior, Key Message Point and Nature of Message Target audience Attitude, Knowledge, Themes (Statement) Content (Current issue, problem, situation Practice about climate change vis-à-vis (Ultimate and Lasting adaptation) Impression of the message) ENERGY UTILIZATION Primary Audience: • Limited energy conservation • Conserving energy at • Use energy saving lights Information, Public, farmers, • Limited use of efficient home and work • USE ENERGY SAVING Knowledge, Facts and Fisher folks, building technologies • Applying eco-friendly STOVES Truth (Opportunities Pastoralists, Slums • Poor enforcement of building building solutions • Use Efficient cars Figures, Trends, and urban dwellers, codes e.g. maximizing natural • Enforcing building codes • Energy saving lights are Predictions, Future rich, industrialists, daylight in buildings • Using energy saving good for your health Scenarios, News, drivers, vulnerable • Limited use of energy saving solutions at home and • Build your house on plan, Weather Forecast, communities, lighting work save the environment Climate Forecasts, Refugees, women, • Limited use of efficient • Using energy saving • SUSTAINABLE Indigenous Knowledge, men, youth, ethnic firewood, charcoal stoves cooking solutions MANAGEMENT OF Events, Policy, Law and groupings, Estate • Limited subsidies or tax • Reducing deforestation TREES Regulation, Guides) Developers waivers for homes • DON’T cut down trees, • Need to reduce deforestation plant more trees Visual Aids (Posters, Key influencers: by providing alternative • GREEN the environment Leaflets, TV, Banners, NGOs, CBOs, clean energy sources and MAPs, Photos, Extension staff, efficient appliances for documentaries, stories, Ministry, Parastatals, energy use, management and drama, Info-graphics, Donors, Law conservation. Animations, Simulations, Enforcement, Local Illustrations, Arts, etc. governments, Estate Developers 40 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Key fact Desired Change in Behavior, Key Message Point and Nature of Message Target audience Attitude, Knowledge, Themes (Statement) Content (Current issue, problem, situation Practice about climate change vis-à-vis (Ultimate and Lasting adaptation) Impression of the message) COMMUNICATION ENTRY In all message content, state: Message / content briefs POINTS What WE know and THEY know? For every communication or materials to be What THEY know and WE do not know? made, the communicator will use a message brief What WE know and THEY do not know? or content brief. What WE do not know and THEY do not know? • The Key Message: Key issue the message is Is the Message: addressing Concise, Strategic, Relevant, Compelling, Simple, Memorable, • The Promise: Most important benefit Real, Tailored, and User Friendly? delivered in message • The Support: Major Reason(s) why to believe the promise • The statement of Ultimate and Lasting Impression: What the audience will ideally have after hearing the message • The Desired User Profile: How intended audience perceives someone who changes behavior towards waste) • The Key Message Points: Key pointers / words to appear in all communications 41 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

3.7.7. Communication Tools/Materials and Channels Primary target Communication Channels of Source of Frequency and audience tools and materials communication information timing General public, • Reading materials • Word of mouth MDAs Before, during, farmers, pastoralists, (fliers, banners, (one on-one) after seasons, fisher folk, vulnerable reports, posters, District school terms, communities, calendar, • Community and departments financial year, women, children, brochures, guides, social events (meetings, CSOs Hourly youth, people with handbooks, disabilities, traders, stickers, info- burials, public Development celebrations, Daily exporters, ethnic graphics, pictures, partners groupings, slum- images) exhibitions, fairs, Weekly and urban dwellers, etc) Research rich, industrialists, • Promotional institutes Monthly materials • Television and drivers, refugees, radio Online Quarterly women, men, youth, o Arm bands databases, estate developers, • Printed materials websites Annually forest adjacent o Stationery communities, • Outdoor displays Mobile APPs Every 2 years indigenous o Outdoor displays • Social Media communities, the (Whatsapp, poor o Signage Facebook, etc) o Billboards • Community meeting o Talking Compounds • Radio, TV and audio- visual CD • Phone call, SMS, • Mobile phone • Face-to-face and (call, SMS, help personal talk lines, APPs) • Online • Websites, social • Audio-visuals, media documentaries • Computer-based • Talk shows, (Offline) announcements, • Mixed channels adverts, notices • Music, dance and drama • Curricula 42 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Secondary audience Communication Channels of Source of Frequency and Tools and materials Communication information Timing Key influencers: • Reading materials • Word of mouth MDAs Before, During, (fliers, banners, (one on-one) After seasons, CSOs (NGOs reports, posters, Universities school terms, and CBOs, FBOs, calendar, • Community and financial year, pressure groups, social events Lead agencies brochures, guides, e.g. projects etc), extension staff, handbooks, (exhibitions, Hourly ministry, parastatals, stickers, Info- fairs, workshops, Research donors, dealers, conferences, etc) Daily graphics, pictures, institutes policymakers, images) Weekly political leaders, • Television and Enforcement religious leaders, • Promotional radio agencies Monthly opinion leaders, materials • Printed materials scientists and Online Quarterly researchers, civil o Arm bands • Websites and databases, websites Annually servants, media o Stationery social media and journalists, Mobile APPs Every 2 years traditional leaders, o Outdoor • Radio, TV and and schools and displays audio- visual CD/ Policy and Law tertiary institutions DVD o Signage • Mobile phone o Billboards (call, SMS, help lines, mobile o Talking APPs) Compounds • Computer-based • Phone call, SMS (Offline) • Face-to-face and • Mixed channels Personal talk • Online • Audio-visuals, Documentaries • Talk shows, announcements, adverts, notices • Music, dance and drama • Curricula 43 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) CHAPTER 4:

4.0 IMPLEMENTATION PLAN

4.1. Key Institutions and Stakeholders No Institutions and Key functions played in communicating climate change information stakeholders 1 Ministries, Information generation; be authentic source of information, content and Departments and materials; create appropriate channels of communication; Translate; Regulate Agencies (MDAs) and implement policy obligations; be consumers and users; monitor and evaluate 2 Local Government Generate and re-generate information at lower government levels (village, Authorities (LGAs) parish, sub county, district, county / region, LC1, 2, 3, 4). Be authentic source of information, content and materials; create appropriate channels of communication; translate; regulate and implement policy obligations at lower governments; be consumers and users 3 Development Regenerate information; be supporting authentic source of information, Partners content and materials; create appropriate channels of communication; Catalyze and rebrand information for specific audiences; be consumers and users 4 Civil Society Regenerate information; be supporting authentic source of information, Organizations content and materials; create appropriate channels of communication; Catalyze and rebrand information for specific audiences; be consumers and users 5 Private sector Regenerate information; be supporting authentic source of information, content and materials; create appropriate channels of communication; Catalyze and rebrand information for specific audiences; be consumers and users 6 Media Regenerate information; be supporting authentic source of information, content and materials; create appropriate channels of communication; Catalyze and rebrand information for specific audiences; be consumers and users 7 Academic and Information generation; be authentic source of information, content and research institutions materials; create appropriate channels of communication; translate; regulate and implement policy obligations; be consumers and users 8 Individuals, Responsible users, sharing, feedback (1 or 2 way sided) Households, Communities, Institutions 9 Cultural and Provide or/and enhance indigenous knowledge, re-generate information, Religious Leaders disseminate and mobilization 10 Opinion Leaders and Provide or/and enhance indigenous knowledge, re-generate information, Elders disseminate and mobilization 11 Youth, Women, Access and utilize the information, education and communication materials, Farmers, Vulnerable tools, channels, and information products. Make positive behaviors, practice, groups; Schools attitudes, practice, skills, knowledge, participation and action towards climate change adaption and mitigation. 44 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

4.2. Information and Material Flow All information shall have a source and users, who are the target audiences. The major sources of climate change information will be ministry, departments and agencies (MDAs). As a two-way communication, appropriate channels that enable interaction and feedback shall be used (as shown above). The respective MDAs and stakeholders shall manage the following during communication: • What information (basing on message, content and context as shown above); • Size and type of information • Production and conveyance of information; • Timing the production, release and receipt of information; • Information movement—how information is sent; • How feedback is received; • Where are the materials made? By who? When? Where does it come from? Where does it go? At what cost?

4.3. Reporting Arrangements All reporting shall be based on the current government reporting systems for both central and local governments, policy frameworks and laws. The key line ministries shall manage the reporting details of specific tasks in communicating climate change.

4.4. Coordination of the Strategy The overall responsibility to coordinate the UNCCCS falls under MWE and respective departments of local governments. The focal point is MWE-CCD. At local government level the Natural Resources Department will be the focal point. The focal point will ensure creation of proper synergies and mechanisms in implementing the strategy.

4.5. Resource Mobilization The GOU shall mobilize resources for putting into operation the strategy. The Government shall lead the mobilization of financial, human and physical resources. Other sources of resources shall include private sector, international funding mechanisms, development partners, civil society and communities.

4.6. Monitoring and Evaluation Plan Given that all respective MDAs and local governments have their own monitoring and evaluation plans, the UNCCCS shall be implemented basing on the existing M&E frameworks under MWE. The proposed M&E plan for UNCCCS is aimed at streamlining the key IEC outputs, outcomes and impact in all monitoring and evaluation frameworks. The key M&E indicators of UNCCCS as follows: 45 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Table 9: Indicator Plan for UNCCCS Indicators Indicator plans (Definition / Breakdown) Outputs, Outcomes and Impact Frequent, timely, Information materials generated and shared per intended audiences, by monthly, appropriate and quarterly, annually, bimodal user-friendly communications • Type of information materials (Volume in number, Translated, Disability; made Nature- verbal, non-verbal, face-to-face e.g. workshops) • Frequency of disbursement of this information • Channels used (by Region, Languages, Gender, Location); Events, etc • Type of users (Disaggregated – sex, age, gender, location e.g. district and region, Occupation, Social status Effective capacity Human Capacity related activities conducted (Training workshops, seminars, building and conferences, field visits, Media programs, projects, etc) training undertaken to achieve UNCCCS • Baseline activities e.g. needs assessment goals and objectives • Name of activity; No. of beneficiaries; resources used; Disaggregated – sex, age, gender, location e.g. district and region, Occupation, Social status; amount; etc) • Infrastructural capacity related activities conducted (Equipment, Materials, Sites e.g. centers; Vehicles, etc) • Name, location, no of beneficiaries, funds (Disaggregated – region, district, users’ profiles • Technical capacity related (organizational systems e.g. M and E system, funding, etc) Well informed Ugandan based users of climate change information well informed in time and – satisfied users satisfied with services offered who make better decisions at all levels • No. of users satisfied with climate change communications (Disaggregated – sex, to enhance domestic gender, occupation, sector, location, year, etc) and production use • Level of impact caused by UNCCCS of climate change information 46 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

4.7. Implementation Budget (5-year 2017-2021) Table 10 Action Plan No Key actions Cost (thousand UGX) Year 1 Year 2 Year 3 Year 4 Year 5 TOTAL 1 Develop ministerial and sub sector communication action plans 375,000 50,000 25,000 25,000 25,000 500,000 2 Support local governments to develop their action plans 424,000 424,000 424,000 424,000 424,000 2,120,000 3 Strengthen communication capacity of units in MDAs and LGs (equipment and 1,710,000 1,710,000 1,710,000 1,710,000 1,710,000 8,550,000 tools, training personnel, financing). 4 Build infrastructures for climate change communication (content production 1,312,000 1,312,000 1,312,000 1,312,000 1,312,000 6,560,000 units) in underserved areas (esp. Karamoja, Albertine Region, Kalangala Islands, Mt. Elgon, Mt Rwenzori, etc.) 5 Develop and disseminate communication contents, materials and new channels e.g. mobile Apps, Web Apps for each climate change response-strategy (adaptation and mitigation). a)Agriculture and Livestock Sector (Production, Seeds, Agronomy, Pest and 10,000,000 10,000,000 10,000,000 10,000,000 10,000,000 50,000,000 Diseases, Post-Harvest, Markets) Livestock; Water; Fisheries and Aquaculture; Forestry; Wetlands; Disaster Risk Management; Energy; Biodiversity and Ecosystem Services; Wildlife and Tourism; Vulnerable Groups; Health; Human Settlements and Social Infrastructure; Transport and Works b) LULUCF (Land Use, Land-Use Change and Forestry); Reduced Emissions 5,000,000 5,000,000 5,000,000 5,000,000 5,000,000 25,000,000 from Deforestation and Forest Degradation+ (REDD+); Energy Generation; Energy Utilization; Transport; Waste Management; Industrial Sector c) Establish a content and material development unit under Climate Change 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 6,000,000 Department and intermediary units at local governments 6 Translate critical information, content, materials into all 56 languages in Uganda 1,178,000 1,178,000 1,178,000 1,178,000 1,178,000 5,890,000 7 Support and Establish new public and private information access points (Physical 1,424,000 1,424,000 1,424,000 1,424,000 1,424,000 7,120,000 and virtual points e.g. websites integrated with Databases, Mobile and Social Media, Cafes, Hubs, libraries, social networks, etc. 8 Mainstream climate change communication in all MDAs and LLGs 560,000 560,000 560,000 560,000 560,000 2,800,000 9 Establish and operate a conditional grant for Local Governments in Climate change 7,120,000 7,120,000 7,120,000 7,120,000 7,120,000 35,600,000 communications 10 Establish Public-Private-Partnership funding mechanism on communication for 3,902,400 3,902,400 3,902,400 3,902,400 3,902,400 19,512,000 CSOs, private sector, education institutions, farmers, TOTAL in Uganda Shillings / UGX 34,205,400 33,880,400 33,855,400 33,855,400 33,855,400 169,652,000 Total in US Dollars (1 USD = 3,600 UGX) 9,502,000 9,411,000 9,404,000 9,404,000 9,404,000 47,126,000 47 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) In summary, the UNCCCS is a simplified framework on which climate change communications in Uganda should be based. The UNCCCS derives from the NCCP. With support from USAID through EEA, the process of developing this strategy was well conducted to identify all the opinions and views of stakeholders across the country. It should be noted that the UNCCCS will enhance farmers’ productivity through improved communications. The UNCCCS serves as pipeline on which all communications should pass through. To make the UNCCCS operational, there is need to implement the action plan stated herewith together with accompanying commitments to allocate resources. The most critical aspect is of developing materials at all varying target audiences basing on the UNCCCS. The strategy in its self enables the specific communication material developers to pick key message points and themes. Its therefore of great importance to build capacity of local governments, civil society and private sector to in communicating climate change in Uganda. 48 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

5.0 APPENDICES

5.1. Appendix 1: SWOT Analysis for Climate Change Communication in Uganda STRENGTH (Internal) WEAKNESS (Internal) • Availability of climate change • Climate change action is usually unfunded priority. adaptation and mitigation • Climate change issues are not mainstreamed in the information on better practices. government’ s plans and budgets. • Numerous channels of • Lack of enough technical personnel for climate change communication. communication. • Readiness of the masses to change • Diversion of resources meant for climate change adaptation attitudes, behaviors and practices and mitigation to other sectors. if effective and efficient climate • Lack of convincing and cheap alternatives to those involved in change communication is done. activities that adversely affect the environment. • Availability of technical personnel • Limited internal capacity to mobilize resources for climate in climate change communication. change action. • Political will to support climate change communication. OPPORTUNITIES (External) THREATS (External) • Availability of climate funds that • Least appreciation of climate change issues by influencers and can be tapped in to support climate champions. change communication in Uganda. • Misconception and misrepresentation of climate change by • Ready technology from partners for some politicians and religious leaders. replication in Uganda. • Climate change deniers. • Development partners ready to • Over reliance on indigenous and traditional knowledge by support climate change related some sections of the society for climate action and prediction. efforts in the country. • Negative perceptions by the public about the meteorologists in • Trainable human resource for Uganda. climate change communication action. 49 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

5.2. Appendix 2: Stakeholders for National Consultations Zone District Category Zone 1-Central, Wakiso, Kampala, Nakasongola, Media, District Local governments, Near Estern and Mukono, Buikwe, Kayunga, CSOs, Private sector enterprises, large West Nile regions Kyankwanzi , Lugazi, Nakaseke, scale farming estates, Meteorological Kalangala, Kiboga, Luweero, experts, Production department, natural Hoima, Masindi , Adjumani, resources, local leaders, communication Koboko, Maracha, Nebbi, Zombo departments, Administration, Jinja, Luuka, Kamuli Community Outreach, Agriculture, Research and Innovation, Training Zone 2- Western Isingiro, Kasese, Kabale, Hoima, Media, District Local governments, and South- Rukungiri, Bundibugyo, Kagadi, CSOs, Private sector enterprises, large western Uganda Kibaale, Kakumiro, Mbarara, scale farming estates, Meteorological Bushenyi, Kabarole, Kamwenge, experts, Production department, natural Kasese resources, local leaders, communication departments, Administration, Community Outreach, Agriculture, Research and Innovation, Training Zone 3- Far Lira, Gulu, Alebtong, Agago, Media, District Local governments, Eastern and Lamwo, Dokolo, Moroto, Abim, CSOs, Private sector enterprises, large North East and Kotido Mbale, Soroti, Serere, scale farming estates, Meteorological Northern Uganda Nakapiripirit, Kapchorwa, experts, Production department, natural Kween, resources, local leaders, communication departments, Administration, Community Outreach, Agriculture, Research and Innovation, Training Zone 4 Civil Society Organizations Mainly CSO working within climate, agriculture, health and livelihoods development in rural areas Sector Broad sector including public Media, District Local governments, CSOs, interviews through online survey Private sector enterprises, large scale and face to face interviews with farming estates, Meteorological experts, Focus Group Discussions widely conducted All sectors Broad participatory validation of Experts and active sector specialists in for validation the consultation process farming, communication, health, and meeting local governments 50 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)

6.0 REFERENCES a. Uganda National Climate Change Policy 2015; Ministry of Water and Environment b. Uganda Constitution 1995 c. The Intergovernmental Panel on Climate Change 5th Assessment Report IPCC 5AR d. The IPCC Working Group III on Mitigation-Assessment Reports on Decision Making Framework 2010 e. Uganda Outreach event on IPCC 5th Assessment Report in Kampala 2014 f. Uganda Climate Action Reports 2015 g. United Nations Framework Convention on Climate Change (UNFCCC) Progress Reports on Uganda NAPAs development progress 2010 Report. h. Uganda NAPAs Stakeholders Consultation Meeting Report -CCAFS and CGIAR 2010 i. Semi-Annual Budget Performance Report FY 2016/17; Ministry of Finance, Planning and Economic Development, February 2017 j. Decentralization and implementation of climate change policy in Uganda Esbern Friis- Hansen, Bernard Bashaasha and Charles Aben-DIIS Working Paper 2013:17 k. Disaster and Climate Risk Management: Capacity Assessment and Plan in Uganda Office of the Prime Minister (OPM) l. Capacity Development Plan for Disaster Risk management in Uganda 2015-2020. Office of the Prime Minister m. UGANDA- Feed the Future Zone of Influence Baseline Report, December 2013 n. Uganda CC Costed Implementation Strategy Final Version for Approval, 2013 o. Ministry of Finance, Planning and Economic Development (MOFPED)BMAU Briefing Paper, April 2017). 51 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) Notes ............................................................................................................................................................................. ............................................................................................................................................................................. ............................................................................................................................................................................. ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. ............................................................................................................................................................................ ............................................................................................................................................................................. 52 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) 53 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021) MINISTRY OF WATER AND ENVIRONMENT P.O. Box 20026, Kampala, Uganda Tel: +256 414 505 942 Website: www.mwe.go.ug 54 NATIONAL CLIMATE CHANGE COMMUNICATION STRATEGY (2017/2021)