Preparatory Workshop for Fourth National Communications from Annex 1 Parties Chapter 6: Education,...
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Preparatory Workshop for Fourth National Communications from Annex 1 Parties Chapter 6: Education, Training and Public Awareness Dublin, Ireland September
Preparatory Workshop for Fourth National Communications from
Annex 1 Parties Chapter 6: Education, Training and Public Awareness
Dublin, Ireland September 30 - 1 October, 2004
Slide 2
Outline of Presentation Snapshot of Canadian PEO Programs Best
Practices In Measuring & Reporting An Approach to Measuring
& Reporting What is the One-Tonne Challenge? Measuring &
Reporting: The One-Tonne Challenge Canadian Efforts to Create A
Measurement Framework Across Policies & Measures Summary and
Conclusions
Slide 3
Snapshot of Canadian Programs & Initiatives Canada active
in all areas of Article 6 with programs and educational resources
Many federal, provincial agencies & NGOs involved Learning
resources for teachers, linked to provincial curriculum Training on
energy management for industrial/commercial & institutional
sectors Information targeted to health professionals Regional
Impacts posters for educators and NGOs Interactive web information
and tools on climate change, its impacts and what Canadians can
do
Slide 4
Snapshot (contd) 300 different energy efficiency and
alternative energy print publications provide how-to information
Funding for community groups on climate change and clean air
supports local initiatives Network of PEO Hubs co-funded between
provinces, territories & federal government, support &
coordinate regionally-tailored outreach Fact sheets created by
Meteorological Service of Canada explain science behind the issue
TV Documentaries, eg. The Great Warming and exhibits popularize
information Success stories of international cooperation &
support for capacity building provide models to others One-Tonne
Challenge encourages individual action
Slide 5
Best Practices in Measuring & Reporting PEO Programs Some
Ideas A baseline from which to measure progress is a critical
starting point Explicit targets for the program provide the basis
for measurement A logic chain should show how activities lead to
results Short term indicators needed to demonstrate early impact
-reach, awareness & recall of campaign, #s of partners, web
site visits, requests for info Important also to measure reach
& engagement of partners, intermediaries, participants Ongoing
communications with key players will facilitate easy capture of
their activities and results
Slide 6
Best Practices: Measurement & Reporting (contd) While many
activities can be quantified to show progress, eg. Publications
distributed, communities participating, visits to web site &
sign-ups, value of partner leverage Need to select 5-10 key
indicators for tracking purposes Important also to capture softer,
qualitative impacts in a PEO program These 5-10 key indicators,
tracked over time, mark progress towards long term outcomes
Increased understanding, changed attitudes, behaviour changes Long
term outcomes are the most difficult & most important to
measure & report
Slide 7
An Approach to Measuring & Reporting: The One-Tonne
Challenge What is the One-Tonne Challenge? A call to action for
Canadians to reduce their personal emissions, launched March 2004
Managed by Natural Resources Canada and Environment Canada, with
support from Transport Canada A social marketing program that
combines: a national marketing backdrop to create broad awareness
and partnerships with private sector, communities, youth and
educators to provide opportunities for action on the ground An
opportunity for all sectors of society to get involved in achieving
an important national and intl goal Flagship PEO program on climate
change
Slide 8
Measuring & Reporting: The One-Tonne Challenge Began with
Baseline Research Extensive Survey of adult Canadians completed
April 03 on awareness, understanding, attitudes, actions of
Canadians Added public opinion research, lessons learned & an
Intl Social Marketing Experts Forum to complete our research With
knowledge of barriers from our research, we developed objectives:
Create awareness, understanding & knowledge of benefits to
taking personal action Offer practical tools to make it easy
Provide prompts, recognition & support to those who act Improve
access to existing programs, incentives and services that help
Slide 9
Measuring & Reporting (contd) Our logic model works back
from ultimate outcome to activities Ultimate Outcome Contribute to
a Canada where lifestyle choices which reduce emissions and
minimize climate change are the norm Our Intermediate Outcomes are
steps towards the long term vision an increase (from baseline) in
specific, measurable, behaviour changes, for example: Driving less;
driving smarter Increasing home energy efficiency Buying energy
efficient appliances Installing compact fluorescent lights
Slide 10
Measuring & Reporting (contd) The next step down in our
logic model are Immediate Outcomes Awareness and recall of
campaigns (60% unaided and aided, 50% recall of advertising, 10,000
unique visitors monthly to web site, 10% of visitors pledging to
take the challenge) Increased understanding of importance of
action, opportunities, benefits, efficacy (% increase from baseline
TBD) Increased participation in community, youth and educational
efforts (% increase from baseline TBD) Reach through partners &
intermediaries (private sector, communities, youth, educators)
Slide 11
Challenges Still working on some specific targets and the 5-10
key indicators for OTC Complex set of many behaviours we are
seeking to influence (i.e. not like an anti-tobacco campaign)
Behaviour change is long term; most significant results will be
beyond current program duration In the short term, difficult to
report outcomes beyond awareness & recall, partner
participation Social marketing experts in Canada and
internationally struggle with measuring soft outcomes, particularly
from community engagement processes In programs such as OTC,
attribution is an issue, given the role to encourage uptake of
other targeted measures
Slide 12
Canadian Efforts to Create Measurement Framework Across
Policies & Measures Canadas Treasury Board developing a Results
Management & Accountability Framework (RMAF) Have built a
horizontal logic model across departments of all cc policies and
measures Engaged senior managers in developing performance
measurement strategies Asking departments to develop performance
stories for each area including outcomes, investments, drivers of
performance (or non-performance) Each department is responsible for
measuring and reporting its initiatives within this framework The
OTC logic model fits within this RMAF outcomes support broader cc
outcome This Framework provides consistency, transparency and
accountability in measuring progress a complex and demanding
initiative
Slide 13
Summary Telling the PEO Performance Story requires: Upfront
research & planning Setting goals based on research Creating a
clear logic that builds from activities to results Selecting the
5-10 key indicators to track Putting in place mechanisms to gather
both soft & hard data on a continuous basis (from all key
players) Ongoing communications with key players to facilitate easy
capture of their activities and results But, behaviour change
programs pose particular challenges: measuring soft outcomes;
showing short term results and linking these to long term outcomes;
and attributing results to program activities
Slide 14
Conclusions Tackling measuring & reporting takes dedicated
resources and commitment To be worth the time & effort,
measurement & reporting must serve a purpose for
decision-making Areas of discussion Are there similarities between
challenges and best practices in measuring & reporting PEO and
other climate change programs? How are you tackling these
challenges?