JUNE 2019 PACIFIC CLIMATE WARRIORS

PARTICIPATORY COMMUNICATION STRATEGY

Prepared by: Jeni Lee Participatory Development Communication : Assignment 2

Communication for Social Change University of Queensland

PARTICIPATORY // JUNE 2019 COMMUNICATION STRATEGY 0 2 CONTENTS

3. About Pacific Climate Warriors 3. Objectives 4. Stakeholders 5. Stakeholder analysis 7. Champions: Pacific Climate Warriors 8. 350 Pacific 9. Context: Climate Change 10. Context: Australian Industry 12. Context: Australian anti-coal movement 13. Background: Overview of previous campaigns 14. Newcastle Flotilla 16. #PrayForOurPacific 17. Australian tour 18. Exisiting Communication Strategy 19. Exisiting Website 20. Existing films 22. Storytelling for Social Change 23. Social Media 26. Analysis of communication functions: telling 29. Analysis of communication functions: sharing 33. The development cycle. 34. PCS Objectives 35. Participatory Communication Strategy Design Phase 1: diagnostic 37. Participatory Communication Strategy Design Phase 2: planning 39. Participatory Communication Strategy Design Phase 3: action 41. Participatory Communication Strategy Design Phase 4: change 44. Budget considerations 42. Conclusion

PARTICIPATORY // JUNE 2019 COMMUNICATION STRATEGY 0 3 ABOUT PACIFIC CLIMATE WARRIORS

The Pacific Climate Warriors campaign globally for a transition to 100% renewable energy, bringing an end to the use of fossil fuels. This is what will be required to limit global warning to 1.5°C. As is the number one exporter of coal, they target the voting public of Australia to put pressure on the Australian government to make radical changes, to 'kick the big polluters out of the climate talks' and support countries in the Pacific 'already facing irreversible loss and damage from climate change'. Their key message is:

We are not drowning. We are fighting.

OBJECTIVES

This Participatory Communication Strategy aims to bring clarity to the current Pacific Climate Warriors communication campaign, empower Pacific island communities by providing a platform for their stories to be heard, provide further advocacy tools, enhance connection with stakeholders, and communicate a clear call to action.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 0 4 STAKEHOLDERS:

Key & Primary Stakeholders 1. Pacific Climate Warriors & 350 Pacific 2. Fossil Fuel Industry 3. Australian mining workers 4. Australian Voting public

Secondary Stakeholders 5. Global public (Supportive and non supportive) 6. Australian Youth 7. Australian Government 8. Affiliated groups (includes School strikers, Stop Adani, Greens, Greenpeace) 9. Global Climate Justice Movement 9. PDC team (intervention)

External Stakeholders 10. Australian Media 11. Global Media PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 0 5 STAKEHOLDER ANALYSIS:

Key Stakeholders: Power and Influence Pacific Island communities are on the frontlines of climate change and already suffer devastating effects. Pacific Island communities are advocating for change that will benefit their communities, but ultimately also to benefit future generations globally. This is reflective of Paolo Frieres' belief: 'The great humanistic and historical task of the oppressed is to liberate themselves and their oppressors as well' (Freire, 1970, p.18).

Countries Involved:

American Samoa Cook Islands Federated States of Micronesia Nauru Niue Palau Samoa Solomon Islands PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 0 6 STAKEHOLDER ANALYSIS:

Key Stakeholders: Power and Influence

Implementing this participatory Communication Strategy with the ultimate Goal to achieve 100% renewable energy

Mining Industry

Australian Government

Aust. voting public Australian media Global media Global Public Global climate justice movement

Australian youth Pacific Island Pacific Climate communities Australian Warriors Power Mining workers

Interest PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 0 7 CHAMPIONS:

A wealth of local knowledge, energy, insight, resources, talent and problem solving capabilities are held by members of the Pacific Climate Warriors living in the Pacific, as well as Pacific Climate Warriors living outside of the Pacific Islands.

This group includes young activists, artists, students and academics. They are already actively campaigning on social media, creating communication tools and media assets. Strengthening the capacity of these local champions will be key to escalating the campaign.

Photo: The Pacific Climate Warriors SPARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY

0 8 350 PACIFIC, AUSTRALIA

"350 Pacific is a youth-led grassroots network working with communities to fight climate change from the Pacific Islands" (350 Pacific n.d).

The people involved in 350 Pacific and the Pacific Climate Warriors are the same. They currently operate under two different names and have two interconnected websites. The Pacific Climate Warriors were born out of 350 Pacific (Harm, M, personal communication, June 4, 2019).

350 Pacific works across 15 Pacific Island nations, highlighting the vulnerabilities of Pacific island countries to climate change. The organisation was born out of 350.org, a global organisation that was started in 2008 by Bill McKibben (350 Pacific n.d).

The number 350 represents climate safety. Research shows the amount of CO2 in the atmosphere needs to be reduced from 400 parts per million to 350 ppm to reduce global warming to a safe level (350 Pacific. n.d.).

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 0 9 CONTEXT:CLIMATE CHANGE

Every morning, we wake up and the ocean is there, surrounding our island. But now the ocean, driven by climate change is creeping ever closer. Unless something changes, many of our Pacific Islands face losing everything to sea level rise.

Pacific Climate Warriors

Pacific island nations are some of the most vulnerable to the impacts of climate change. Many Islands are already suffering huge losses due to global greenhouse emissions. These impacts are compounded by the small size of the islands, remote locations and in many cases very low elevations. Impacts include:

- Beach erosion due to rising seas and changing weather patterns. - Increased number and severity of storms. - Coral bleaching impacting diversity of sea life and food security. - Rising ocean levels causing floods during king tides. - Rising saltwater tables impacting deep rooted food crops (eg. coconut and taro) and entering fresh water supplies. - Drier climate conditions reducing limited water resources (Pacific Climate Warriors, n.d). PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY CONTEXT:AUSTRALIAN 1 0 FOSSIL FUEL INDUSTRY

Australia is a “carbon bomb” country – the biggest exporter of coal and liquid natural gas on Earth. While many of our closest neighbours are directly threatened by climate change, the federal government acts as a powerful advocate for the coal industry, ignoring the existential threats our Pacific neighbours face.

Pacific Climate Warriors

We are currently experiencing global average temperatures that are 1 degree celcius hotter than ever before. 80% of fossil fuel reserves need to stay in the ground for us to stay below 2°C* of warming. Australia has a major role to play in meeting this target, but the Australian government and mining industry have plans to significantly increase exports of coal and gas (350 Pacific, n.d.)

It is often portrayed in the Australian press that there will be significant job losses if proposed coal mines in the Galilee basin don't go ahead. The number of jobs that would be affected by stopping the mines is not as large as the mining companies claim however and federal and state government subsidies for the mining industry are huge (350 Pacific, n.d). PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 1 1 CONTEXT:AUSTRALIAN FOSSIL FUEL INDUSTRY

Targeting the mining worker demographic could prove beneficial in this communication campaign.

One suggestion is to advocate for training programs and ways to assist workers to transition from the mining industry to sustainable industries.

Another possibility is for Climate Warriors to share stories with mining families and search for common ground.

Transitioning from coal to renewables needs to be managed and prepared for, but the potential is there. Climate Works report, that Australia could go to zero net emissions by 2050, without compromising prosperity and with new economic opportunities if the world goes low carbon' (cited in the Conversation, 2104).

Climate Works Australia, 2014 PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY AUSTRALIAN ANTI-COAL 1 2 MOVEMENT

The Pacific Climate Warriors are part of a well resourced Australian anti- coal movement as well as the global Climate Justice movement. The Australian anti-coal movement aims to 'build a nation-wide coal campaign that functions like an orchestra, with a large number of different voices combining together into a powerful symphony' and thus is formed of 'multiple projects that contribute to one another and overlap' (Burton et.al 2011, p.1).

The Australian anti-coal strategy is to, ‘disrupt and delay key projects and infrastructure while gradually eroding public and political support for the industry' (Burton et.al, 2011, p.3). The Pacific Climate Warriors play their part in this web of organisations that have come together under a common goal. Each organisation brings their own angle and expertise to the movement. The Pacific Climate Warriors focus on stortelling and sharing personal stories from the heart.

A key asset for Pacific Climate Warrior Communication Campaign is being able to access the networks of affiliated organisations including Stop Adani, the Bob Brown Foundation and Greenpeace. These networks assist them to advocate for change and support for the Pacific region.

Photo: Stop Adani PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 1 3 BACKGROUND:OVERVIEW OF PREVIOUS CAMPAIGNS

For 20 years Pacific Islanders have asked world leaders to take action to stop polluting the atmosphere. But they cannot wait longer. Now, warriors of the Pacific are rising peacefully to protect the Pacific Islands from climate change.

The Pacific Climate Warriors have been hailed as 'The David Versus Goliath Campaign of the year'. Campaigns so far have included: Blocking coal exports for a day in Newcastle in 2014; A tour of Australia 'to see affects of the fossil fuel industry and to share their stories of their climate-affected islands' (350 Pacific, n.d); Grass roots mobilisation in the pacific region with the #PrayForOurPacific campaign; and training programmes in 'the ways of the Pacific Climate Warrior' (PCW. n.d.).

Photo: 350 Pacific PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY PREVIOUS CAMPAIGNS: 1 4 NEWCASTLE FLOTILLA

In 2014, Pacific Climate Warriors from 12 Pacific Islands entered the port of Newcastle in traditional hand-carved canoes. They were protesting federal governments plans to increase the capacity of the coal terminal by 70 million tonnes.They succeeded in blocking exports for a day and attracted significant media attention.

Much of the success of this campaign can be attributed to the visual impact of this action, which plays on the David vs Goliath theme: standing up to a corporate giant with the strength of traditional wisdom.

Photo: Mike Bowers/Guardian PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY PREVIOUS CAMPAIGNS: 1 5 NEWCASTLE FLOTILLA

Examples of the highly successful communication campaigns leading up to and following the Newcastle Flotilla can be seen below:

Photos: 350 Pacific PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY

1 6 PREVIOUS CAMPAIGNS: #PRAYFOROURPACIFIC

The #PrayForOurPacific Campaign launched in July 2016. Fenton Lutunatabua claims: 'This is by far the largest number of climate mobilisations across the region ever organised by the 350.org Pacific Climate Warriors, and as a truly grassroots shaped Pacific Climate Movement, it can only grow stronger'. The campaign has reached pockets of the community that otherwise would not have engaged in the climate change movement as well as attracting global media attention. Pictured below is a prayer circle at the Vatican in Rome.

Photo: TBC PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY PREVIOUS CAMPAIGNS: 1 7 AUSTRALIAN TOUR

In 2018 in the lead up to the 2019 federal election, the Pacific Climate Warriors toured Australia, advocating for policy change and sharing their stories of climate change in the

islands.

The election results were not favourable for the Climate Justice movement with the Coalition retaining power and moving ahead with new coal mine approvals in the Galilee basin.

The Pacific Climate Warriors are now in a phase of reflection and reassessment (Harm, M, personal communication, June 2019). It is certain however that they will not be stopping their fight: "The tour to Australia was just a start for the Warriors. We must continue to act now to protect our culture, our land and our oceans, and we need people all around the world to stand with us" (Pacific Climate Warriors, n.d)..

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY OVERVIEW: EXISTING 1 8 COMMUNICATION STRATEGY

The current PCW communication strategy includes:

A website, nested within the 350 Pacific site.

Social media campaigns on Facebook and Twitter.

Up-skilling and training new volunteers so they understand and can communicate effectively about the effects of climate change (Harm, M, personal communication, June 2019).

We have to find ways to keep coal and gas in the ground. People all around the world are recognising this and taking action to challenge the power of the fossil fuel industry. For us Pacific Islanders, there is nothing more urgent or necessary.

Mikaele Maiava, Tokelau Climate Warrior

The next 7 pages of this report are a visual survey of existing communication assets. This is followed by an analysis of the communication functions and the design of a new Participatory Communication Strategy, following the 4 phases of the development cycle.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 1 9 EXISTING WEBSITE:

Stop Adani

......

The current website configuration is confusing as it spans two organisations, the Pacific Climate Warriors pictured above and 350 pacific pictured below, both with separate branding. Locating past events is difficult and the historical timeline only covers 2014. This confusion could be easily rectified when budget priorities permit. PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 0 EXISTING FILMS:

The video page on the Pacific Climate Warrior website features 5 short films:

1.Ta Reo, The Voice of Vanuatu: 350 Pacific Climate Warriors 2. Pacific Climate Warriors – Stand Up for the Pacific! 3. As Australians we stand with the Pacific Climate Warriors 4. Marshallese poet Kathy Jetnil-Kijiner speaking at the UN Climate Leaders Summit in 2014 5. RMI President Address to the World: “A clarion call from the climate change frontline” PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 1 EXISTING FILMS:

The video page on the 350 Pacific Australia website includes 7 short films:

1. “We are not drowning. We are fighting” (2013) Launched at the Global Powershift in Istanbul, Turkey.

2. “Stand up for the Pacific” (2014) Launched in the build up to the Newcastle Flotilla.

3. “Canoe Project” (2014) Video by Isso Nihmei, 350 Vanuatu Coordinator, explaining the Canoe Project.

4. “Ta Reo: The Voice of Vanuatu” (2014) Video of 350 Vanuatu’s canoe build for the “Stand Up For The Pacific” campaign.

5. “Canoes vs Coal” (2014) The Pacific Warriors Newcastle Flotilla at Horseshoe Beach, Friday 17th of October 2014.

6. Melbourne Solidarity Action (2014) Footage taken from the dockland ANZ protest on Wednesday the 22nd of October 2014. Over 80 people peacefully entered this public space to speak up for the Pacific in solidarity with the Climate Warriors.

7. Tokelau Canoe Build (2014) Follow this link for all the videos documenting the Tokelau Canoe Build.

*Collectively there is a significant amount of video assets that could potentially be repurposed into a long form film.

*Organising video assets on an easily navigated platform would allow for more exposure.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 2 STORYTELLING FOR SOCIAL CHANGE

The Pacific Climate Warriors rightly proclaim storytelling is their strength and have toured Australia to share their stories, reaching out to people with their personal testimonials.

The Australian tour was an opportunity to 'hear the Pacific story'. Unfortunately if you missed the speaking events in Brisbane, Canberra, Perth, Sydney and Melbourne there is no way to easily access these stories.

*This highlights a key gap in the the PCW communication strategy to be filled.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 3 SOCIAL MEDIA:TWITTER

*Twitter is a great tool for connecting with global and Australian media.

350 Pacific have a twitter account pictured below with the Pacific Climate Warrior logo. They currently have over 3,300 followers.

Individual members of the Pacific Climate Warriors also have twitter accounts, including Fenton Lutunatabua, below, who has over 2200 followers.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 4 SOCIAL MEDIA:FACEBOOK

350 Pacific Australia have the facebook account below, featuring the Pacific Climate Warrior logo.

They currently have 1800 followers.

Media on the facebook site that is not featured on the official website includes 350 videos. The videos cover Q & A's and storytelling events along with promotional films and community created content.

*Video content currently only featured on the facebook site is an asset which could be repurposed in the making of a longer form film or for an impact film campaign.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY 2 5 SOCIAL MEDIA: PARTNER SITES

There are a number city specific Pacific Climate Warrior facebook pages

The international 350 Pacific facebook page is pictured below and currently has over 18,400 followers. * A great asset for audience reach

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 2 6 COMMUNICATION FUNCTIONS: TELLING

Functions come under the broad categories of telling and sharing.

The telling functions are listed below. Each function begins with a short definition, then an assessment of current performance regarding this communication function. Recommendations are then outlined for strengthening this function.

Policy Communication: Policy Communication functions to inform people of policy, and makes rules and rights known.

Collectively the two websites pictured on page 14 of this report have published fact sheets on Australian and Global policy around climate change and interest of the mining industry. In this case government policy information is shared as an advocacy tool. Thus advocacy and policy functions overlap.

Communication rights are not included at this stage.

The key recommendation is for policy information to be updated and included in a redesign of the website(s).

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 2 7 COMMUNICATION FUNCTIONS: TELLING

Educational communication:

Educational communication involves sharing information, knowledge and innovations leading to behaviour change. This function includes capacity building.

Collectively the two websites offer excellent educational material. Detailed information is included about the effects of climate change on American Samoa, Cook Islands, Federated States of Micronesia, Fiji, Kiribati, Marshall Islands, Nauru, Niue, Palau, Samoa, Solomon Islands, Tokelau, Tonga, Tuvalu and Vanuatu. Fact sheets are provided as well as links to relevant government documents.

Capacity building has also been offered at a local level within the Pacific island nations and Australia, where volunteers have been trained in 'what it means to be a Pacific Climate Warrior' (PCW, n.d.). This involves being informed and also able to communicate climate issues effectively (Harm, M, personal communication, June 2019). 350.org have training materials freely available online providing another excellent tool for capacity building.

Some churches have played an educational role in the islands with the #PrayForOurPacific campaign. This is sometimes complicated, as there are sensitive issues at stake. Interpersonal and group methods have also been used externally to educate the Australian public in The Australian Speaking Tour.

The key recommendation is to conduct a Participatory Situation Analysis to determine priority aspects of educational communication to continue.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 2 8 COMMUNICATION FUNCTIONS: TELLING

Strategic Communication:

Strategic communication (also known as PR) functions to inform the general public of the campaign and maintain good relations externally.

PCW campaigns so far have attracted significant media exposure, testament to the PCW and 350 Pacific media teams, as well as the media appeal of the events they have staged. The two organisations together have succeeded in generating significant energy around the PCW movement.

Social marketing campaigns have mostly targeted likeminded Australians in efforts to raise awareness and funds as well as put pressure on the Australian government.

It can be observed however, some Australians feel threatened and even vilified by climate justice movements.

Recommendations include: Conduct a PSA to determine future strategic communication priorities. Explore ways to connect with sectors of the Australian population who feel threatened by the movement.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 2 9 COMMUNICATION FUNCTIONS: SHARING

Participatory Communication:

Participatory communication functions aim to give agency to stakeholders to negotiate complex issues and be involved in decision making. This is achieved by facilitating engagement and empowerment. Participatory methodologies are used to achieve this.

The local champions of this project (young Pasifika diaspora in Australia and young activists that still live in the Pacific), are responsible for the current communication campaign design and outcomes. They collaborate where required with consultants, facilitators and skilled workers.

The Pacific Climate Warriors is a grass-roots organisation and employs collective decision making (Harm, M, personal communication, June 2019).

Educational communication has supported the partcipatory communication function, which serves to empower the community and drive change at a grass roots level. 350.org have provided train the trainer materials and there have been significant efforts to train Pacific Islanders to be confident, informed and articulate champions of the climate change cause.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 3 0 COMMUNICATION FUNCTIONS: SHARING

Participatory Communication continued:

Recommendations are: Conduct a participatory situation analysis to determine participatory communication efforts and successes so far.

Continue training and capacity building programmes in the Pacific.

Continue Capacity building with Pacific Diaspora in Australia and New Zealand.

A participatory video campaign may be a good way to create a platform for stories to be heard.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 3 1 COMMUNICATION FUNCTIONS: SHARING

Advocacy Communication:

Advocacy Communication involves lobbying for change in policy. Communication can play an intermediary role, facilitating that the voices of intended beneficiaries are heard.

The PCW do a significant amount of advocacy work. They are fighting to halt mining approvals and to have governments (especially the Australian government) transition to 100% renewable energy sources.

In the Pacific they are using storytelling, dance and songs as well as petitions and social media to advocate for change. They are also reviving traditional crafts such as boat building to use in their battle against the coal industry (Pacific Climate Warriors, n.d).

In Australia the Climate Warriors use social media and petitions to advocate for policy change. They also stage powerful provocative actions including blocking the Newcastle port with traditional canoes. They also use dance, song and storytelling. Many short films have been made of all of these events to advocate for change.

Recommendations include: Conducting a PSA. I propose if funds can be raised through a variety of efforts including film funding, a long form impact film campaign could harness all of the assets so far. This would leverage on successes up until now, while scaling up the impact.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY ANALYSIS OF 3 2 COMMUNICATION FUNCTIONS: SHARING

Organisational communication:

Organisational communication involves communication mechanisms within organisations.

At this stage 350 Pacific and the Pacific Climate Warriors are based accross 15 island nations as well as Autralia, New Zealand and the US. Their organisational communication is predominately online which presents some challenges (Harm, M, personal communication, June 2019).

Commenting further on organisational communication is beyond the scope of this report.

PARTICIPATORY // JUNE 2020 COMMUNICATION STRATEGY THE DEVELOPMENT CYCLE 3 3

Participatory development communication ideally happens in all of the phases of the development cycle. Following the recent Pacific Climate Warrior campaigns leading up the the federal Australian election, the organisation is currently in a reflection phase.

It is timely for a Participatory Situation Analysis to be conducted for the next diagnostic phase, exploring all five communication functions: Policy, educational, strategic, participatory, advocacy and organisational.

Diagram by Elske Van de Fliert. SOCIAL MEDIA REPORT // JUNE 2020 3 4 Participatory Communication Strategy: OBJECTIVES

This Participatory Communication Strategy aims to use Participatory methodologies to:

Bring Clarity to existing communication tools, including the two websites.

Empower Pacific island communities by providing a platform for their stories to be heard.

Generate further advocacy tools.

Enhance connection with the youth and voting public of Australia.

Communicate a clear call to action.

My research suggests two key areas to target:

. #1 Strengthen Participatory Communication function during the current diagnostic phase and future planning, action and impact assessment phases.

#2 Strengthen Educational and Advocacy communication functions between the Pacific Climate Warriors and the general Australian Public, including the group of people who stand to lose employment if the Pacific Climate Warriors achieved their objective. These functions will be addressed during the planning, action and evaluation phases. SOCIAL MEDIA REPORT // JUNE 2020 3 5 COMMUNICATION STRATEGY DESIGN:

PHASE 1: DIAGNOSTIC

Consultation, providing a platform for voice.

I propose conducting a Participatory Situation Analysis (PSA) with key members of the Pacific Climate Warriors (PCW).

This provides an opportunity for the PCW team to reflect on what they have learnt so far and identify key needs and opportunities. The results of the PSA will feed into each subsequent stage of the Participatory Communication Strategy.

I suggest an experienced facilitator is employed to act in a consultative role and work together with the PCW team. Visual methodologies stimulate meaningful reflection and create a conducive space for sharing. LEGO® SERIOUS PLAY® would enable a 'hands-on, minds-on' way of producing meaningful dialogue.

The PSA will perform a diagnostic role as well as relationship building and is intended to facilitate conscientisation as the participants realise the assets they have access to, and the challenges they hope to confront.

SOCIAL MEDIA REPORT // JUNE 2020 3 6

COMMUNICATION STRATEGY DESIGN:

PHASE 2: PLANNING

Participatory Communication:

The planning stage of this communication strategy would be created in dialogue with a key PCW team who would liase with their active members.

I suggest a communication strategy combining Participatory video methodologies with an Impact Film Campaign.

A collaborative design process is suggested to plan an Impact Film Campaign utilising all of the assets the team has on offer. Impact Film campaigns combine long-form film, social media and advocacy tools with the aim to ‘get the film to the people who really need to see it…to make the most impact’ (Britdoc, n.d.). Consultant Film makers partner with the PCW team and potentially the film subjects themselves, as agents of change. Together they raise funds, grow audiences and advocate for social change.

Impact distribution involves outreach using social media, film screenings and interpersonal communication such as speaking tours.

SOCIAL MEDIA REPORT // JUNE 2020 3 7 COMMUNICATION STRATEGY DESIGN:

PHASE 2: PLANNING

Participatory communication:

Every Impact Film Campaign is context specific. The model allows for film subjects to participate in the creating of media, and to contribute to social media platforms. The Pacific Climate Warriors are artists, activists, academics, radio announcers and trained communication specialists. Designing an impact film campaign together allows for all of the participants talents to be incorporated.

Britdoc claim: ‘Instead of seeking to change structures at the elite level of policy, the fullest version of bottom up change seeks instead to work at the level of relationships between the very people and communities most affected by the issue in question…without these communities becoming stronger and understanding themselves better in their own right, no real change will ever be possible’. (n.d. p.26)

SOCIAL MEDIA REPORT // JUNE 2020 3 8

COMMUNICATION STRATEGY DESIGN:

PHASE 2: PLANNING

Strategic communication:

I suggest targeting the mainstream media with key actions and stunts.

I also propose the possibility of meeting with mining families and engaging in open dialogue.

Advocacy:

A key objective of the Impact Film Campaign, is advocating for policy change. The Pacific Island community is known for the strength of their heart-felt storytelling. In this campaign, the impact of story will be used to change hearts and minds.

I propose a re-design of the PCW website to include a platform for participatory media content that advocates for policy change. SOCIAL MEDIA REPORT // JUNE 2020 3 9 COMMUNICATION STRATEGY DESIGN:

PHASE 3: ACTION

Co-innovation

Collaborative action:

The implementation of a participatory Impact Film Campaign will actively involve a diversity of stakeholders. Local community members within the pacific region will share their stories with participatory video content. This content will be screened and discussed locally enhancing the process of conscientization in the community.

Media:

The suggestion is to collaboratively create a long form film, with film making professionals, and also utilise community generated media assets to leverage support from the community and advocate for policy change. These assets include short films, photography, posters and storytelling on radio.

SOCIAL MEDIA REPORT // JUNE 2020 4 0 COMMUNICATION STRATEGY DESIGN:

PHASE 3: ACTION

Co-innovation

Educational communication:

It is proposed that the PCW website will be updated during the course of the Impact Film Campaign in collaboration with communication professionals and set up as an effective global platform for sharing media assets with educational as well as advocacy goals. These assets will assist in learning and awareness raising.

Advocacy:

Participatory video content, published on a re- designed platform, will enable researchers and influencers to directly access climate change challenges and potential solutions from the communities on the frontlines. In the action phase it is important to ensure this content is reaching researchers and decision makers.

I suggest additional targeted advocacy includes radio shows and representation at key speaking events on Climate Change.

SOCIAL MEDIA REPORT // JUNE 2020 4 1 COMMUNICATION STRATEGY DESIGN:

PHASE 4: CHANGE

Impact assessment, Monitoring and Evaluation:

Observing: This PCW campaign builds on the successes, challenges and insight gleaned from previous campaigns. Impact assessment will be ongoing throughout the development cycle. At regular intervals feedback will be incorporated into the impact film campaign design.

Measuring: Regular meetings will be scheduled with team members to ensure we stay on track. I propose weekly half hour reflection exercises with the key PCW team.

Documenting Change: I propose PCW weekly reflections are written up and used for reporting purposes. Change can also be recorded on film and subsequently transcribed and analysed by team members and consultants.

SOCIAL MEDIA REPORT // JUNE 2020 4 2 COMMUNICATION STRATEGY DESIGN:

PHASE 4: CHANGE

Impact assessment, Monitoring and Evaluation:

Reporting: It will be necessary to report to funding agencies at key milestones which will provide a good opportunity for periodic reflection. BritDoc suggest a file is created of every politician who acknowledges the film and each email quote of support. This is then written up in a final report (n.d).

Relations with external stakeholders: I suggest monitoring with website analytics and analysis of social media. Surveys could be used at key film screenings.

Advocacy: The best measure of advocacy work would be policy change! But of course a film campaign could rarely be credited as causing policy change. If policy does change, Steven LaFrance of Learning for Action encourage: 'look for a correlation among the reach of your media, degree of engagement, and evidence of impact to infer that a contribution has been made to the change' (BritDoc, n.d).

SOCIAL MEDIA REPORT // JUNE 2020 4 3 COMMUNICATION STRATEGY DESIGN:

PHASE 4: CHANGE

Impact assessment, Monitoring and Evaluation:

'The two big questions we should be asking are 'how big is the boulder, and how far did

it move?’ Ricken Patel, Avaaz

Let's be honest the boulder is pretty big. The aim is incremental and sustainable social change. Walton and Heeks recommend:

"Climate change adaptation is a long haul activity where the focus needs to be on building lasting resilience and capacity. One – consumption oriented – perspective on PV focuses on immediate actional impacts; asking how the information generated by PV has been used. While this is clearly important, it should be balanced by a production oriented perspective that asks how the process of creating PV builds skills, knowledge, confidence, etc within communities. It is these latter which empower communities and contribute to the resilience and capacity to adapt to climate change long term" (cited in Lemaire, & Muniz, S, 2011).

SOCIAL MEDIA REPORT // JUNE 2020 4 4

BUDGET CONSIDERATIONS:

TOTAL: $450,000

Impact Film Campaign Budget will be raised through: Philanthropy: Documentary Australia Foundation (DAF) Grant money: Screen Queensland Screen Australia Crowd funding Campaign Presale: ABC or SBS

SOCIAL MEDIA REPORT // JUNE 2020 4 5 CONCLUSION:

PARTICIPATION, CONSCIENTISATION...

Storytelling is a strength in the Pacific Island community that has been previously harnessed by the Pacific Climate Warriors.

Currently there is no cohesive platform for these stories to reach a global audience. This highlights a key gap in the the PCW communication strategy to be filled.

Capacity building and training are key strengths in the organisation who have a growing network of trained and articulate speakers.

Key recommendations are: Conduct a participatory situation analysis to determine participatory communication efforts and successes so far. Continue training and capacity building programmes in the Pacific and with diaspora in Australia and New Zealand.

A participatory video campaign is suggested to create a platform for stories to be heard.

Collectively there is a significant amount of video assets that could potentially be repurposed into a long form film. Additional content would follow a strong story arc: Where to now that the election results were unfavourable?

SOCIAL MEDIA REPORT // JUNE 2020 4 6 SOCIAL MEDIA REPORT // JUNE 2020 4 7 REFERENCES:

Burton, B, Hardy, S Hepburn, J, Stopping the Australian Coal Export Boom. Greenpeace Australia Pacific, Coals warm and Graeme Wood Foundation. Retrieved from: https://www.abc.net.au/mediawatch/transcripts/1 206_greenpeace.pdf. Viewed June 2019.

Climate Works, (2014). Pathways to deep decarbonisation in 2050. retrieved from: https://www.climateworksaustralia.org/sites/default/file s/documents/publications/climateworks_pdd2050_initia lreport_20140923.pdf. Viewed June 2019.

Lennie, J & Tachi, J (2013) Evaluating communication for development – A framework for social change. Routledge. London.

Pacific Climate Warriors, (n.d). https://350pacific.org/pacific-climate-warriors/. Viewed June 2019.

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