strategic action plan for information, education and communication

1STRATEGIC ACTION PLAN

FOR

INFORMATION, EDUCATION AND COMMUNICATION

(IEC) ACTIVITIES

FOR

ASIA AND THE PACIFIC REGION2008-2010

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United Nations Environment Programme (UNEP)

UNEP is the United Nations system’s designated entity for addressing environmental issues at the global and regional level. Its mandate is to coordinate the development of environmental policy consensus by keeping the global environment under review and bringing emerging issues to the attention of governments and the international community for action.

Montreal Protocol on Substances that Deplete the Ozone Layer

The Montreal Protocol on Substances that Deplete the Ozone Layer is an international treaty designated to protect the ozone layer by phasing out the production and consumption of a number of substances believed to be responsible for ozone depletion. The treaty was opened for signature on September 16, 1987 and entered into force on January 1, 1989. Since then, it has undergone five revisions, in 1990 (London), 1992 (Copenhagen), 1995 (Vienna), 1997 (Montreal), and 1999 (Beijing). Due to its widespread adoption and implementation it has been hailed as an example of exceptional international cooperation, “Perhaps the single most successful international agreement to date…”

About UNEP’s OzonAction The Montreal Protocol is at an advanced stage of implementation. Developing countries now operate under a «compliance

phase» which requires them to achieve and sustain compliance with specific obligations, promote a greater sense of country own-ership and implement the agreed Executive Committee framework for strategic planning. As an Implementing Agency of the Protocol>s Multilateral Fund, UNEP responded to this new compliance context by changing its mode of operation and structure to better assist developing countries with the implementation of the treaty. UNEP’s OzonAction Programme established a Compliance Assistance Programme (CAP) that moved from a project management approach to directly assisting countries with specific compliance challenges. The CAP is delivered through specialized staff located in four of UNEP’s Regional Offices and in the Paris office of the Division of Technology, Industry and Economics (DTIE).

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Consistent with the above approach the CAP team in the Regional Office for Asia and Pacific (ROAP) has developed to be the centre for policy advice, compliance guidance and conduct training to refrigeration technicians, customs officers and other relevant stakeholders on compliance issues, promote bilateral and multilateral cooperation and promote high-level awareness by utilizing UNEP’s staff.

FOR MORE INFORMATION:Regional Office for Asia and PacificUN Building, Rajdamnern AvenueBangkok 10200, ThailandTel: +66 2288 1662Fax: +66 2288 3041E-mail: [email protected]://www.roap.unep.org

UNEPDivision of Technology, Industry and Economics15 Rue de Milan75441 Paris Cedex 9, FranceTel : +33 1 44 37 14 50Fax : +33 1 44 37 14 74E-mail : [email protected]:// www.unep.fr/ozonaction

The Ozzy Ozone Character is a registered trademark of the Government of Barbados. UNEP would like to thank the Government of Barbados for its permission to use this character.

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ASIA AND THE PACIFICINFORMATION, EDUCATION AND COMMUNICATION (IEC)

STRATEGY

2008-2010

Design by: Behnaz [email protected]

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Contents And Priority Work Plan

Executive Summary Of “2010 And Beyond”Introduction ............................................................................................................................................................... 9

2010 & Beyond ......................................................................................................................................................... 14Summary Of UNEP Cap Team IEC Strategic Vision For 2008-2010(Generic IEC Activity Guide And Priority Work Plan Also Attached Separately)

• Section 1 : Background ..................................................................................................................... 16• Section 2 : Review of the past: IEC activity during 2004-2007 ....................................................... 19• Section 3 : Challenges of the next phase 2008 -2010 ..................................................................... 23• Section 4 : Prioritizing target groups and goals ............................................................................. 27• Section 5 : Defining key messages .................................................................................................. 35• Section 6 : Resource mobilisation .................................................................................................. 38• Section 7 : Strategic guiding principles for IEC activities ............................................................... 44

IEC Activity Guide ................................................................................................................................................... 47(Table of Ideas For Consideration at Regional and Nou Level)

1. Generic Guide For Outreach To The Media ..................................................................................... 502. Generic Activity Guide For Outreach To The General Public Through Partnership ...................... 583. Generic Activity Guide For Outreach To Youth And School Children ............................................ 664. Sector Specific IEC Strategy And Action Plan: RAC Sector ............................................................ 74

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5. Sector Specific IEC Strategy And Guide: HCFC Sector ...................................................................... 786. Sector Specific IEC Strategy And Guide: MDI Transition Challenge ................................................. 877. Sector Specific IEC Strategy And Guide: Illegal ODS Trade .............................................................. 858. Regional Prioritized IEC Work Plan For 2010 .................................................................................... 93

Table Correlating IEC Goals To Key Milestones On Montreal Protocol Time Line ................................................ 101

Annex 1 ..................................................................................................................................................................... 105Target Groups Defined By Global Communications Strategy For Compliance With The Montreal Protocol

Annex 2 ...................................................................................................................................................................... 108 14 Key Messages Defined By The Global Communications Strategy For Compliance With The Montreal Protocol

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EXECUTIVE SUMMARY OF

“2010 AND BEYOND”

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INTR

OD

UCTIO

N

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This document is intended to take forward the Global Communications Strategy for Compliance with the Montreal Protocol; and its application to the specific context of the Asia Pacific region, outlined in the booklet “Saving Our Sky”.

The objective of this document is not to redefine the existing strategic framework, but to review its practical implementation, and to define a clear direction for moving forward, taking into consideration the current status of the Montreal Protocol in the region and the key challenges of the next phase of compliance from 2008-2010.

Challenges for 2008-2010In defining an IEC plan for the next phase of compliance, some of the key compliance challenges for

the period 2008-2010 to be considered are:• Sustaining the momentum for complete phase out of CFCs, especially in the servicing sector:• Spreading awareness about the new policy on HCFCs and technology alternatives available• Addressing the complex issues involved with Metered Dose Inhalers phase out in Article 5 countries

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Spreading awareness among various stakeholder groups about the illegal ODS trade Priority target groups

Four priority target groups have been identified as the focus of IEC activities during 2008-2010, in order to strengthen the phase out effort.

Mediawith an increasing focus on broadcast media (TV and radio) and newly emerging digital media, par-

ticularly the internet.

Industrywith priority to users of ODS in the small and medium sector

General publicwith a greater focus on youth and schoolchildren in outreach activity to the general public

GovernmentAs the countdown to 2010 gets even closer, a specific subgroup of Government that needs to be

targeted more aggressively is parliamentarians, and senior policy makers, because of the influential leadership role they play in ensuring that action is taken.

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Key messagesThe Global Communications Strategy for Compliance with the Montreal Protocol has defined a set

of fourteen key messages, which in terms of content, continue to be relevant even today. But there is a need to focus more specifically on a few key messages that are of specific relevance to the next phase of compliance, and concentrate IEC activities around these core messages. To be most effective, thesemessages need to be simple and directly relate to compliance priorities and people’s lives.

Resource mobilisationIf IEC work is to have greater impact in the region, there is clearly a need to think beyond existing

resources, and devise innovative ways of raising additional resources, whether financial or otherwise.The Multilateral Fund resources should be seen as seed funding which can be used to develop inno-

vative project proposals and support efforts to generate additional resources.Some additional sources of funding that should be explored both at the NOU level and by the

Regional CAP team are other Implementing Agencies supported by the Multilateral Fund such as UNDP, UNIDO and the World Bank; bilateral & multilateral donors from developed countries; industry (both manufacturers of ozone friendly products and large multinationals interested in project-ing a green image); private philanthropic foundations: barter arrangements which involve non-financial kinds of support; and piggybacking ozone on other related sectors such as climate change and global warming.

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Strategic guiding principles 1. Theoretical frameworks need to be translated into a concrete and do-able action plan that is practi-cally implemented2. Priorities those activities and communications products which address unfinished agenda and major challenges of the next phase3. Don’t only produce materials: disseminate and publicise them too 4. Target messages that bring about concrete attitudinal and behaviour change5. Find innovative ways to mobilise resources for awareness and use existing resources innovatively6. Strengthen link with climate change/individual health/chemical safety to increase visibility of ozone issues7. Keep other NOUs in your region and UNEP CAP team informed about the status of your national awareness programs – new ideas and opportunity for cooperation might emerge

IEC Activity guideA separate activity guide attached with this main document provides a list of ideas for specific IEC

activities that NOUs could consider for implementation either as part of their national IEC programme or for participation by two or more countries at the regional level. These ideas were generated by media experts during a special brainstorming workshop held in January 2008.

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2010 AND BEYOND

SUMMARY OF UNEP CAP TEAM INFORMATION, EDUCATION AND COMMUNICATION (IEC) STRATEGIC VISION FOR 2008-2010

(Generic IEC Activity Guide Also Attached Separately)

• SECTION 1 :Background

• SECTION 2: Review Of The Past: IEC Activities During 2004-2007

• SECTION 3: Challenges Of The Next Phase 2008 -2010

• SECTION 4: Prioritising Target Groups And Goals

• SECTION 5: Defining Key Messages

• SECTION 6: Resource Mobilisation

• SECTION 7: Strategic Guiding Principles For IEC Activities

• SECTION 8: Regional Prioritized IEC Work Plan For 2010

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This document is intended to take forward the process that was first begun in 2002, when UNEP OzonAction developed the Global Communications Strategy for Compliance with the Montreal Protocol in cooperation with a team of international communications and media experts. The ROAP Compliance Assistance Programme (CAP) team subsequently applied that vision and its principles to the specific context of the Asia Pacific, resulting in the development of a Regional strategy for 2004-2007 which is described in the document Saving Our Sky.

The broad framework in terms of objectives, priority target groups and goals that was defined in both of these documents continues to be relevant even today. However, in the period since they were written, much progress has been made towards achieving Montreal Protocol targets on the compliance front. As a result, priorities of compliance efforts have shifted; and simultaneously, new issues and challenges have also emerged.

Accordingly, the objective of this document is not so much to redefine the existing strategic framework, but rather to review the “on the ground” implementation of the objectives outlined in those earlier strategies, and to define a clear direction for moving forward, taking into consideration the current status of the Montreal Protocol in the region and the key challenges of the next phase of compliance from 2008-2010.

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Background

SECTION

1:

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The Montreal Protocol is now over two decades old. It has often been referred to as the world’s most successful multilateral environment agreement, because of its demonstrable achievement in eliminating the production and consumption of ozone depleting substances (ODS) and its global participation.

Since 1991, the date of the creation of the Protocol’s Multilateral Fund, UNEP has been one of the four Implementing Agencies playing a key role in fulfilling its mandate to assist developing countries to meet their compliance commitments under this multilateral environmental agreement.

In 2002, UNEP established the Compliance Assistance Programme (CAP) with specialized staff at the regional level to provide direct technical assistance for phase out to national governments on a continuing basis. This regionalised programme assists countries with diverse services needed for compliance, including those related to information, education and communication (IEC).

Although a certain amount of public awareness activity had already taken place in both countries and at the regional level, it was carried out in a somewhat ad-hoc manner; and it was felt that a special communications strategy needed to be developed to define clear guidelines and time-bound targets for IEC activities.

This led to the development of first a Global Communications Strategy for Compliance with the Montreal Protocol, and subsequently a regional elaboration of this strategy and action plan to imple-ment its objectives, which was published as the document “Saving Our Sky”.

Saving Our Sky spelt out a clear roadmap to guide IEC activities Programme for countries in the Asia Pacific for the period 2004-2007, and identified the role of CAP in facilitating those activities. To quote from the document:

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“ This Regional Action Plan is a response by the Asia Pacific region to adapt and implement the strategy on a regional, sub-regional and national basis, following the mandate given to UNEP under the Compliance Assistance Programme. Specifically, it looks at how information, education and communication activities can support and value add to other on-going activities and interventions, all of which are aimed at assisting the Article 5 countries to meet the phase out targets and commitments for 2010 under the Montreal Protocol. This document is primarily aimed at National Ozone Units, which form the operational link between UNEP and the Multilateral Fund and national governments. It is also meant to inspire IEC activities by other agencies within government, academic and civil society organizations, industry and communities.”

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Review Of The Past:

Information, EducationAnd

Communication (IEC)Activities During

2004-2007

SECTION

2:

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Saving Our Sky was prepared in the year 2004. In the three years since this document was approved by the Regional Network of Ozone Officers and an IEC action plan spelt out, much has been done both at the regional level and at the country level to put the plan into practice.

Some important highlights of the various IEC activities that were implemented during the period 2004-2007 are listed below:

• A guidebook for NOUs providing information on everything they need to know about the Montreal Protocol. This was given a special award on the occasion of the twentieth anniversary celebrations of the Montreal Protocol in Paris• A video documentary titled “Return of the Ozone Layer: Are we there yet?” which looks at the many remaining challenges in saving the ozone layer with specific reference to the Asia Pacific region. The video has been widely disseminated through DVDs and efforts are underway to get it telecast by TV networks in the region as well• Media training through workshops in 2006 and 2007 during which journalists from across the region were educated on ozone issues and motivated to write articles in their respective journals on various stories connected with ozone• Media networking through the OzonOrbit e-Forum started in 2006, which built an online network to reach out to journalists who had attended the media workshops• Collaboration with the Centre for Environment Education on the preparation of a comprehensive resource CD for journalists as well as defining national IEC strategy guidelines• Public awareness raising through International Ozone Day Celebrations both at the Regional

21 level and by individual NOUs with extensive media coverage• Assistance on implementation of national IEC strategies to NOUs of countries like Bhutan and Afghanistan • Schoolchildren awareness raising through the Regional Ozone quiz held in countries across the Asia Pacific region culminating in the finals held in Bangkok in 2007 • Translation and dissemination of the education pack and Ozzy Ozone comic books and cartoon film developed by Ozonaction Paris into several local languages of the region• Regular links on the Ozonaction newsletter “Ozonews” to online news stories relating to ozone depletion and the implementation of the Montreal Protocol in the Asia Pacific region

Some of the positive factors that have contributed to the success of the above activities have been:

Strengths• Wide regional participation• Increased strength and expertise of the CAP team• Team spirit amongst members of the Regional Network• Innovative use of limited resources• Partnerships with government and other implementing agencies that enhanced outputs in terms of quality/timeliness/coverage• Support network of media professionals to implement activities ozzy

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However, it is also important to recognize some of the weaknesses and constraints faced by the Network in implementation, as a useful first step to exploring ways of overcoming them:

Weaknesses / constraints• Limited funding / manpower resources for awareness and outreach• Scale and linguistic / cultural diversity of the region• Limited private sector involvement in awareness activity• Limited coordination between NOU awareness programmes and regional team• Limited outreach to public• Limited outreach to broadcast media• Short lived impact of media outreach• Limited dissemination of IEC material to target groups• Limited reporting and impact evaluation of IEC activity

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Challenges Of

The Next Phase 2008-2010

SECTION

3:

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Before embarking on an action plan for the next phase of compliance, it is important to identify what constitute some of the key challenges of the period 2008-2010 related to compliance tar-gets in various sectors of industry:

1. Sustaining the momentum for complete phase out of CFCs, especially in the servicing sector

Most of the large manufacturers of CFC-based equipment in the region have already switched to non-CFC based technologies. However, a vast amount of old CFC-based equipment continues to be in circulation, and awareness about the need for proper servicing, recovery and recycling is still very poor, particularly in the informal servicing sector. Training programmes have still not been able to reach out effectively to everyone working in this sector; and this is compounded by the large numbers of new technicians who join the sector every year. Neither is the end consumer really aware of the problem of servicing old CFC-based equipment and its environmental implications.

2. Spreading awareness about the new policy on HCFCs and technology alternatives availableThe decision to advance the date for freezing of HCFC production and consumption to 2013 taken at

the 19th Meeting of the Parties has taken many sectors of the industry by surprise, which have switched over quite recently to using these chemicals as alternatives to CFCs. These include the fast growing room air conditioning sector, whose product sales have been spiraling with expanding purchasing

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power in the Asia Pacific region. The problem is compounded by the fact that viable non-ODS technology alternatives are still not easily available, particularly in the Asia Pacific region. Higher costs of alternative technologies are also a strong deterrent against their adoption by manufacturers.

3. Addressing the complex issues involved with Metered Dose Inhalers phase out in Article 5 countriesWith the ever growing numbers of asthma patients in the region, the production and consumption

of CFC-based MDIs is still a major issue that needs to be tackled. Manufacturers who have made the transition have started some initiatives to spread awareness of the new products in their own markets; but there is still widespread ignorance of the issues involved among government regulatory agencies, health bodies and the medical profession.

4. Illegal ODS tradeWith the approach of the 2010 deadline, the quantity of illegal ODS chemicals being smuggled

across borders has increased dramatically in volume. Though the Green Customs Initiative and other public awareness activities such as investigative and press reports have already created a heightened awareness and capacity among officials involved in customs regulation, a larger climate of support needs to be facilitated among policy makers in Government as well as judicial and prosecuting authori-ties to ensure that the problem is taken more seriously, and those involved in the trade are brought to justice.

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5. Other ODS chemicalsThough relatively minor in volumes compared to CFCs and HCFCs, other ODS chemicals like

Methyl Bromide and CTCs remain a widespread and persistent problem that needs to be addressed. However, since the target phase out dates for these chemicals are still some years away (2015 for Methyl Bromide), the urgency to focus on special IEC activities to support their phaseout is a relatively low priority during the period 2008-2010.

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Prioritising Target Groups

And Goals

SECTION

4:

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The Global and Regional strategies have already listed and defined very comprehensively the differ-ent categories of target groups who are either direct or indirect stakeholders in Montreal Protocol com-pliance efforts. A table of these groups is given in Annex 1 for reference; and the same classification of categories continues to apply today.

Consultations with media and communications experts during the January 2008 workshop have identified four clear priority target groups who need to be addressed by IEC activities during 2008-2010 in order to strengthen the phase out effort. A note on what fresh directions need to be chart-ed for each of these groups is given below, based on discussions that took place during the brainstorm-ing workshop.

1. MediaThe importance of the media as a target group can never be overstressed. They act as messengers or

channels through whom all other categories of stakeholders can be reached most efficiently and cost effectively.

Through the media, the UNEP team is also able to publicise the compliance challenges and achievements of individual member countries of the Network, and the region as a whole. This group should continue to be the primary focus of IEC activity, both at the regional and country level.

While working with the media, however, we need to take into account the sweeping changes in themedia landscape, and adapt our dealings with them accordingly. Some important points to consider are:

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• Ensure that media coverage on ozone happens over a sustained period, and not just remain confined to special media workshops• Generate more broadcast media coverage on ozone for mass reach• Go beyond state run media organizations and build relationships with private media organizations, which often have a wider reach • Go beyond the English language media and reach out to local language media, as well as to sector specific trade publications. • Find innovative ways of using new media such as the internet and mobile phones to reach out to target groups• Encourage independent or “citizen” journalism (such as blogs and independent video documenta-ries) on ozone themes • Make greater use of traditional folk media to communicate aware-ness • Find ways of making stories on ozone more appealing and news-worthy

2. IndustryWhile the phase out of CFCs has already made significant progress,

the final phase out of 15% is perhaps the most difficult goal to achieve. Users of ODS especially in small and medium-sized enterprises (SMEs) are still not fully aware of the implications of the 2010 target, and that time is fast running out. These must continue to be the first priority of all awareness

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programs targeted at industry; and the goal should be to underline the need to phase out CFCs very emphatically.

There is also a secondary sector of industry, whose potential has not yet been adequately tapped byawareness programmes. This is the sector that manufactures CFC-free products, and which has a direct interest in promoting awareness of the environment-friendly nature of their products.

Such organizations could be approached by UNEP (in consultation with the Regional Network) to support public awareness campaigns about ozone-friendly products at the regional and/or national levels, which would in turn help spread mass public awareness of ozone layer issues.

There is also a significant potential for raising resources for environment messaging from the CSR budgets of large companies, particularly those which are interested in enhancing their “green” image.

3. General publicAs the 2010 deadline for CFC phase-out approaches, it is increasingly important to create a climate

of informed public opinion to actively support compliance efforts. In spite of the Montreal Protocol having been in existence for twenty years now, mass public awareness about ozone depletion and the need to address the crisis through positive action is still very low. This is especially apparent when compared with climate change and global warming, both phrases which have now become common parlance.

We need to analyze why these issues have been able to capture public attention so successfully, and explore ways of doing the same with ozone as well; perhaps looking at Al Gore’s success in making the

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world wake up to the global warming issue.We also need to make our messages more relevant to public concerns, both by stressing the

contribution of ODS phase out to reduction of carbon emissions; as well as by relating the ozone issue more strongly to people’s lives and stressing its impact on health.

Within the general public, existing IEC activities have always focussed mainly on schoolchildren. But another important target group that needs to be more aggressively targeted is youth.

Particularly in the Asia Pacific region, it is they who are the drivers of the new emerging economies, and they can be important change agents and shapers of public opinion.

Consumers also need to be made to understand and relate to their own role in positively contributing to compliance efforts by choosing ozone friendly products and ensuring appropriate servicing of old ODS equipment. 4. Government

As the primary institution responsible for implementation of phase out, government and the highest political leaders need to be constantly reminded about compliance targets. As the countdown to 2010 gets even closer, a specific subgroup of Government that needs to be targeted more aggressively is parliamentarians, and senior policy makers, because of the influential leadership role they play in ensuring that action is taken.

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Officials especially at the lower levels in regulatory roles also need to be made more aware of the implications of the Montreal Protocol as it affects their particular sectors. Strategic departments to target would be those handling chemical safety, import and export officials and consumer protection.

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Target Group Goal Summary of Recommendations

Media To enlist as messengers and multipliers to reach all stakeholder groups

• Ensure that media coverage on ozone happens over a sustained period• Generate more broadcast media coverage for mass reach• Go beyond state run media organizations and build relationships with private media organizations • Go beyond the English language media and reach out to local language media, and trade publications. • Use new media such as the internet and mobile phones to reach out to target groups• Encourage independent or “citizen” journalism (such as blogs and independent video documentaries) on ozone themes • Make greater use of traditional folk media • Find ways of making stories on ozone more appealing and newsworthy

Industry To enlist as participants and supporters in compliance process

• Educate SMEs about CFC phaseout• Partner with manufacturers of ODS free products to raise awareness about ozone friendly products• Raise awareness among HCFC based product manufacturers about need to find alternatives• Partner with large companies to raise general public awareness on ozone issues

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General Public To mobilise mass public opinion to achieve 2010 targets

• Learn from the way climate change issues have captured global attention through celebrity ambassadors and sustained campaigning• Target youth as change agents• Educate consumers on 2010 implications

Government To constantly remind about compliance targets

• Target parliamentarians and policy makers• Target officials at all levels in departments connected with MP programmeimplementation

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Defining Key Messages

SECTION

5:

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The Global Communications Strategy for Compliance with the Montreal Protocol defined a set of fourteen key messages (Annex 2), which in terms of content, continue to be relevant even today.

However, we need to recognize that there is a huge clutter of messages out there bombarding people every day, and ozone is just one among a diverse number of important issues that need to be addressed.

Keeping this in mind, we need to make our messaging more effective by following certain essential principles, such as:

- Keep the messages simple- Humanize them by stressing how they affect people’s lives- Stress the positive, not just the negative - Communicate the science in understandable terms

Based on the above principles, listed below are proposed key messages based on the discussions at the January 2008 workshop that are especially important for the next phase of compliance:

For the public/media1. The ozone hole is still a serious environmental crisis that isn’t solved yet2. The Montreal Protocol has made a huge contribution to reduction of global warming by phasing out ODS, and by continuing to implement it, countries are contributing to additional climate protection3. Ozone layer depletion is a health danger to people in all countries, not just in the North4. Service your old appliances using ozone friendly methods

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For industry1. All global CFC production will stop by January 1st, 2010; no new CFC supplies will be avail-able after this date2. Stop the use of ozone depleting chemicals3. Switch to non–CFC alternative technologies wherever possible ; or use recovered and recycled CFCs 4. Like CFCs, HCFCs are now being phased out as well; start looking for energy efficient alternatives with minimum climate change impact

For government1. Learn from the example and experience of countries which have already achieved phase out targets2. Government needs to take a proactive role to ensure compliance with the 2010 CFC phase out target3. The trade in illegal ODS is a serious transnational environmental crime 4. Guard against backsliding on phase-out achievements

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Resource Mobalisation

SECTION

6:

39

The Regional Network receives a fixed amount of funding from the Multilateral Fund every year for regional IEC activities to support compliance. In addition, each country’s NOU is supposed to allocate a certain amount of the budgets allocated for its National Plan and for specific Institutional Strengthen-ing Projects towards awareness activities (ref : Excom Decision 35/57).

However, if IEC work is to have greater impact in the region, there is clearly a need to think beyond existing resources, and devise innovative ways of raising additional resources, whether financial or oth-erwise. The Multilateral Fund resources should be seen as seed funding which can be used to develop innovative project proposals and support efforts to generate additional resources.

Some additional sources of funding that should be explored both at the NOU level and by the Re-gional CAP team are:

1. Other Implementing Agencies supported by the Multilateral Fund such as UNIDO, UNDP or the World Bank

Agencies such as UNDP, UNIDO or the World Bank also work on ic ozone-related Institutional Strengthening Projects at the country level, and support National Phase-out Plans. Some proportion of these budgets is intended to be set aside for public awareness and education. If such funds could be combined with other sources of NOU funds or the Network’s annual Regional awareness funds on creating awareness materials or awareness events, better results could be achieved by such pooling of resoures.

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In addition, implementing agencies have in-house communications teams whose expertise could be tapped for developing specific IEC materials. Lists of existing materials prepared by such teams need to be compiled so that there is no unnecessary duplication of knowledge products. Experts in the network of Implementing Agency Country Offices could also help NOUs dialogue with their national / bilateral / multilateral / private sector partners to leverage funding or in kind contribu-tions for awareness programs.

A better understanding of what are the focus areas of such agencies in each country and at the national level must be developed to identify common ground for collaboration on awareness activities. At least one of the priority activities to be implemented at the regional level should be developed as a pilot collaborative effort with UNDP / UNIDO / World Bank partnership to set the stage for ongoing organizational collaboration. Similar initiatives should be undertaken by NOUs at the national level as well.

2. Bilateral & multilateral donors from developed countriesDonor agencies (both contributors to the Multilateral Fund, as well as those outside of the Multilat-

eral Fund) such as GTZ, SIDA etc invest large sums of money directly on country level institutional projects, especially on what they perceive as important thrust areas for the next phase of compliance. Tapping into such funds for awareness programs is something that needs to be actively done both by individual NOUs as well as at the regional level by the CAP team. One pilot project from among those listed in the action plan (for instance, the HCFC communications material) should be developed in

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detail and potential donor agencies approached to support such a program.

3. IndustryMany multinational companies and large national/regional companies have large budgets for Corpo-

rate Social Responsibility, which could potentially be leveraged to support “green” awareness activities (such as ozone protection) in their strategic markets. For example, an alliance of companies .

The Coca Cola Company, Mc Donald’s Corporation, and Unilever is promoting a shift in point-of-sale cooling technology in the food and drink, food service and retail sectors towards alternative refrigeration technology that protects the Earth’s climate and ozone layer. This partnership is supported by both UNEP and Greenpeace. Companies which have benefited from the Multilateral Fund or are manufacturers of ozone-friendly products are also natural partners on ozone awareness raising. At least two of the priority activities listed in the action plan should be developed with industry collaboration as a model to be taken forward.

4. Private philanthropic foundationsThere are a number of private philanthropic foundations (not only in developed countries, but also in

emerging Asian economies such as China, India and Malaysia) which may be willing to fund a mean-ingful programme that could strengthen compliance efforts. One of the suggested activities outlined in this document (such as the Ozone Journalists Fellowship Programme, for instance) could be developed in detail and various such foundations identified and approached to support such a program.

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5. Barter arrangementsDirect fund collection is often constrained by various rules and regulations. One way of getting over such restrictions is to propose resource barter arrangements, in which no

actual money changes hands. For instance, an “ozone friendly resort” and/ or airline could be asked to support a media workshop by providing free hospitality / air tickets. For example, Air India is cooper-ating with UNEP OzonAction Programme to promote awareness about ozone layer protection among the clients, partners and employees of Air India. At least two or three such ideas must be developed concretely and specific barter arrangements worked out with which such partners could be approached.

6. Piggybacking on other events / issuesEvery workshop, conference or training program organized either at the Regional level or by indi-

vidual NOUs should be seen as an opportunity to raise public awareness; whether it be byinviting the media or organizing some special event will raise the profile of ozone. For instance, the MDI workshop being organised in March 2008 or the annual meeting of parties to the Montreal Protocol could be key opportunities to get media attention through innovative and creative events designed around the main event.

We have to also recognize that the climate bandwagon is moving fast, and taking resources and attention away from every other major environmental issue. For the Montreal Protocol effort, this infact constitutes a major opportunity to spread awareness, based on the following facts:

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• By 2010, the Montreal Protocol will have prevented the equivalent of between 9.7 and 12.5 gigatonnes of CO2 from entering the atmosphere – five to six times the reductions target of the first commitment period of the Kyoto Protocol• Without the Montreal Protocol, the amount of heat trapped due to ODS would be double that of today.

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Strategic GuidingPrinciples

ForInformation, Education

AndCommunication (IEC)

Activities

SECTION

7:

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Given below is a short summary of some of the most important principles that need to be stressed to guide IEC activities, at both the national and regional levels, during the next phase of compliance i.e. 2008-2010.

1. Theoretical frameworks are not enough; they need to be translated into a concrete and doable action plan

2. Don’t just plan: implement3. Priorities those activities and communications products which address unfinished agenda

and major challenges of the next phase4. Don’t only produce materials: disseminate and publicise them too 5. Target messages that bring about concrete attitudinal and behavior change6. Think beyond the print media to broadcast and new media such as the internet and mobile

phones7. Go beyond the English language media to vernacular media as well8. Reach out more to youth as a target group9. Aggressively pursue partnerships with industry to reach out to end consumer10. Encourage voluntary action by civil society groups11. Find innovative ways to mobilise resources for awareness12. Use existing resources innovatively13. Strengthen link with climate change/individual health/chemical safety to increase

visibility of ozone issues

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14. Keep other NOUs in your region and UNEP CAP team informed about the status of your national awareness programs – new ideas and opportunity for cooperation might emerge

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INFORMATION, EDUCATION AND COMMUNICATION (IEC) ACTIVITY GUIDE

(Table Of Ideas For Consideration At Regional And Nou Level)

1. Generic Guide For Outreach To The Media

2. Generic Activity Guide For Outreach To The General Public Through Partnerships

3. Generic Activity Guide For Outreach To Youth And School Children

4. Sector Specific IEC Strategy And Action Plan: RAC Sector

5. Sector Specific IEC Strategy And Guide: HCFC Sector

6. Sector Specific IEC Strategy And Guide: MDI Transition Challenges

7. Sector Specific IEC Strategy And Guide: Illegal ODS Trade

48

This table provides ideas for specific IEC activities that NOUs could consider for implementation at either the national level (as part of their national IEC programme) or for participation by two or more countries at the regional level. The ideas were generated by media experts during a special brainstorm-ing workshop held in January 2008.

These ideas are meant to inspire NOUs to think creatively about the objective and design of their IEC activities, and to inform them about IEC activities that could be considered during the next phase of compliance assistance i.e. from 2008-2010. Countries could adapt these activities to their local needs and context to come up with their own IEC plans.

NOUs are advised to discuss the activity guide in detail with their staff, and identify a set of at least five priority activities for implementation from among the various ideas suggested for the period 2008-2010.

Before doing so, they should first develop a broad strategic IEC framework that defines key stakeholder groups in their country who are important to achieve compliance goals; specific messages from among those listed in the regional strategy document that need to be communicated; specific kinds of activities or materials that would be able to communicate these messages most effectively and cost efficiently; and finally, the quantum of resources available in terms of both funding and manpower for implementation.

The UNEP CAP team can provide whatever guidance may be needed by individual NOUs on identifying priorities for individual countries; fleshing out project ideas in more detail; identifying pos-sible sources of funding for these projects , and providing media specialists who could help in

49

practical execution. The team could also help in building linkages between NOUs on specific projects that could be done at a regional or sub-regional level; and share materials developed in one country with other countries in the region.

50

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GENERIC GUIDE

FOR

OUTREACH TO THE

MEDIA

51

Source Of Funding Regional Team /Nou LevelDetailed DescriptionProject TitleRef.

noSeed funding from Regional awareness funds; remaining money to come from philanthropic foundation

Regional level; NOUs to facilitate entries from their individual countries

An annual fellowship programme for five journal-ists (print and TV) from the Asia Pacific region under the age of 35 who will be paid a special grant to research and write on ozone themes and attend key events connected with compliance activities in the region. The grant will be given subject to a specified output that they must agree to submit by the end of the year. (See http://www.seapabkk.org/fellowships/fel2005.html for an example of how such a fellow-ship programme can be designed)

Ozone Journalist fellowship programme

1-01

Seed funding from Regional awareness funds; remaining money from industry partner

Regional levelBlogging is a whole new kind of democratic media space that has mushroomed in recent years through the internet. To encourage blog-ging on the ozone issue, a special award could be instituted in collaboration with a major blog hosting service for the most interesting and inno-vative blog on the ozone issue. The prize offered could be selection for the journalist fellowship programme (refer to 1.01) .The winning blogs could be linked to the existing UNEP ozone blog http://www.unep.fr/ozonaction/blog.htm and also published in the mainstream press as well.

Environment blog contest

1-02

52

Seed funding from Regional awareness funds; remaining money to come from commissioningTV channel

Regional level; NOUs to explore at countrylevel

New formats like reality shows/ talk shows / public debates are fast emerging as popular formats on television channels. The Regional Network should approach key producers of such shows across the Asia Pacific and explore the possibility of developing a TV series (or at least a special episode) that connects with theozone issue

Introducing ozone themes in popularTV formats

1-03

Regional awareness funds; channels to partner byproviding free airtime

Regional level; NOUs to help disseminate atcountry level

One of the big problems of getting the ozone issue onto TV screens is the fact that it is hard to visualize in terms of real pictures or stories that connect with people’s lives. The Regional Network could produce a series of regular video news releases on human interest aspects of theozone story (for instance, ozone and skin can-cer, ozone and asthma, ozone and global warm-

ing, ozone and home appliances) and distribute such releases to channels across Asia Pacific for them to use in their own news programming. These could also be uploaded on the UNEPwebsite for greater dissemination

Video News Releases on ozonelayer themes

1-04

53

Regional awareness funds; channels to provide free airtime

Regional level; NOUs to help disseminate at country level and priority work plan

Are we there yet? My Ozone Wish Public Service Announcements

Distribution of existing video materials such as “Return of the Ozone layer” etc.

1-05

Seed funding from Regional awareness funds; awards to be sponsored by industry partner

Regional level; broadcasters association to partner; NOU’s to facilitate country level participation

A special contest could be or-ganised for the production of 30 second PSAs on the ozone layer in partnership with a major broad-casters association across the Asia Pacific region, and an industry partner. The winning PSAs could be awarded, and could bedisseminated through all partici-pating networks.

PSA contest for broadcasters

1-06

54

Seed funding from NOU awareness funds

NOU level; radio networks to partner

Radio, particularly FM radio, is still an impor-tant medium that has a big reach. Various innovative kinds of radio programmes like PSAs, lectures, discussions etc. could be facilitated and supported by NOUs through local radio networks on special occasions like Regional Ozone Day, or during some big inter-national ozone or climate change event

Ozone on the radio

1-07

Seed funding from Regional awareness funds; awards to be sponsored by industry partner

Regional levelThe popularity of social networking sites can be tapped by creating a special “Friends of the Ozone Layer” network on a site like Facebook. This could be done by enlisting advocates from within the Facebook space, such as existing groups dedicated to global warming and climate change. Strategies could then be devised for how to increase traffic to the network by having spe-cial sponsored contests and prizes for visitors to the site. Funds for a specific ozone related cause could also be generated via this network.

Special ozone layer page on social networking site

1-08

55

Seed funding from Regional awareness funds for pilot project

Regional levelWeb 2.0 is an all encompassing phrase that refers to all the new second generation of web based communities and hosted services, which aim to facilitate creatitity, collaboration, and sharing between users. A good example is “Second Life”, in which users can create a virtual world and inter-act online in a way that simulates real life interaction. The Regional Network could partner with experts to use these new tools for spreading awareness about ozone issues (see http://www.web2fordev.net/ for more information)

Web 2.0 and ozone1-09

Seed funding from Regional awareness funds for pilot project

Regional levelA new and fast growing trend on the internet is the use of innovative ways of in-creasing traffic to your website, by placing links strategically on other high traffic sites. Regional Network could approach big international portals which may be willing to allow ozone page linkages on their web pages or chat boxes. Yahoo / Google /You-tube / MSN/ Hotmail are potential starting points..

Ozone and lift media

1-10

56

Regional IEC fundsRegional levelThe Ozonorbit e-forum started in 2006 has not been able to generate much active participation. Innovative met ods of revital-izing this forum need to be developed, perhaps by re-inventing it as a multiple user blog.

Revitalizing Ozonorbit e-forum

1-11

Seed funding fromRegional awareness funds for pilot project

NOU levelIn many Asia Pacific countries, traditional folk performing arts continue to be aninte-gral part of community culture. Proposals can be invited from such groups for street shows on ozone issues, along with a detailed plan for dissemination to target groups like service technicians or schoolchil-dren. The most innovative or cost effec-tive proposal could then be selected for production supported by funding from NOU funds or in partnership with industry. The performance could also be videotaped and distributed on DVD for greater reach.

Ozone and street shows using traditional folk media

1-12

57

Seed funding fromRegional awareness funds

Regional level; NOUsto help disseminateat country level

The Vital Ozone Graphics and the associated website provides journalists with essential visuals, facts, figures and contacts they need to start developing their own ozone story ideas. This material could inspire journal-ists to further investigate and then tell the ozone story. Vital Ozone Graphics was produced jointly by the OzonAction Branch of UNEP DTIE and UNEP/GRID-Arendal with support provided by the Multilateral Fund for the Implementation of the Montreal Protocol.

Make use of the publication “Vital Ozone Graphics: resource kit for journalists”

1-13

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GENERIC ACTIVITY GUIDE

FOR

OUTREACH

TO THE GENERAL PUBLIC

THROUGH

PARTNERSHIPS

59

Source Of Funding Regional Team /Nou Level

Detailed DescriptionProject TitleRef.no

Not applicableRegional levelIn the course of its global communications activities, UNEP has developed a very popular brand in the character Ozzy Ozone.There is a huge potential to develop the value of this brand to raise resources for ozone communications in the Asia Pacific region. Concrete ideas for doing this could be identified by the Regional team and the dialogue taken forward with Ozonaction on making this possible through its ongoing dialogue with the copyright owners

Franchis-ing of Ozzy Ozone brand

2-01

Seed funding from Regional awareness funds; remaining money to come from sponsors

Regional level“Sporting events offers opportunities to reach out to mass public. •Specific tie ups between UNEP and the Sporting events’organizers could include:• Remove bullet point 1• Bullet point 2: remove “participating in the Olympics, promot-ing the Games’ ozone friendly image;

Using sporting events as platforms for ozone messaging

2-02

60

Seed funding from Regional awareness funds; remaining money to come from industry partners in RAC / Sun-safe products sector

Regional/NOU level

At least one or more major cross-media public service campaigns should be developed to promote awareness of ozone issues among consumers in important target countries all over the Asia Pacific. This could be based on one of the key messages referred to earlier in the strategy, which could be creatively designed and adapted for use across an entire range of media. Funding support for the campaign could come from big multinational companies in the region manufacturing ozone friendly products, who have an interest in promoting such technologies. Similar campaigns could also be undertaken at a national level in partnership with local industries.

Public service advertising campaigns

2-03

Seed funding from Regional awareness funds

Regional / NOU level

Mass products which have some brand association with “ozone friendliness” may be willing to allow placement of ozone messages on their packaging or product itself. One possibility already being explored is Dilmah Tea in Sri Lanka, which has phased out the use of Methyl Bromide in their plantations.Likewise, there are many other opportunities which can be exploited not only in the food products sector, but in other sectors too (for instance, the cosmetics industry, other UV pro-tection products like sunglasses, public transport companies, airlines etc.).At least one such tie- up should be developed by the Regional Network as a pilot initiative, which can then be used as a model to build partnerships with other companies, both at the regional level as well as in individual countries.

Messaging on company products

2-04

61


NOU levelThis is a potential way to raise additional resources for fund-ing awareness programs at the regional level. UNEP could develop an “ozone friendly” logo (perhaps through a contest with schools of graphic art and design) and explore innovative mechanisms can be developed to exploit this brand for dissemi-nating ozone messages to mass audiences. Potential vehicles for this could be credit card receipts, supermarket bills, public transport tickets etc. One pilot project should be developed by UNEP which could then be used to replicate the model with other companies, both at the regional level as well as in individual countries.

UNEP Ozone friendly or Ozone safe logo

2-05


NOU levelA mass public SMS campaign could be launched in partnership with telecom service provider. One possibility would be to ask the service provider to disseminate an ozone message to all their customers, on a special occasion like Regional Ozone Day. A model for raising funding for ozone awareness through such a campaign could also be explored, depending on the individual country and service provider.

Ozone SMS tie up with telecom service providers

2-06

62

Seed funding from Regional awareness or NOU funds

Regional/ NOU level

This could be a special fund instituted by the Regional Network to raise resources for ozone awareness activities, along the lines of UNICEF fund raising methods, bearing in mind the constraints of UN legal restric-tions.For instance, donation boxes placed at strategic points in hotels and airports, or even sites where religious communities congregate (like UNICEF’s Jar of Grace campaign); ozone layer greeting cards; ozone causes could be introduced into charity fund raising events like the major city Marathons; and many other possibilities.

UNEP “Save the Ozone Layer” Fund

2-07


NOU levelAs with many other UN organizations, UNEP could enroll the services of celebrities as “ozone brand ambassadors”. The celebrities appearing in the PSAs could be officially appoint-ed to propagate awareness of ozone issues during their public appearances.In the same way, NOUs could also enroll national celebrities in their own countries for the ozone cause.

Ozone celebrity brand ambassadors

2-08

Seed funding from NOU funds

NOU levelThe shut down of industrial plants using ODS chemicals could be publicized and commemorated for future generations by install-ing a memorial plaque at the site. A pilot project of this kind has already been done by SRF in India when its halon plant was shut down in 2006. A small museum exhibiting photographs of the machinery and narrating the story of how the plant was shut down could also be set up at such sites to add to the interest.

Commemo-rating phase out sites

2-09

63


NOU levelA well known public building like Parliament House, or the official residence of the Head of State, could be declared ozone friendly, to set an example for other public buildings to emulate.The event could be publicized through the media to maximize the impact.

Declaring public buildings ozone friendly

2-10

Regional / NOU awareness funds


A simple brochure could be prepared at the regional level, presenting calculations of how much CAP has contributed to reduction of global warming gases through its phase out work in each country.Similar brochures could be prepared by each NOU at the coun-try level as well.These could be distributed to the news media (particularly at major climate change events), to ensure that the link between global warming and ozone is publicized as widely as possible.

Climate change and the Montreal Protocol

2-11

64

Seed funding from Regional awareness fundst

NOU level16th September provides a good opportunity for motivating all kinds of public institutions and industries connected in some way with the Montreal Protocol to observe the day with special events. Symbolic gestures such as a voluntary pledge to stop the use of Ozone Depleting Substances could be taken at a special function held on the occasion; or special supplements on ozone featured in industry publications (such as airline in-flight maga-zines).

Celebration of International Ozone Day and other days of international awareness, such as World Health Day, International Customs Day, World COPD Day etc.(http://www.unac.org/en/news_events/un_days/international_days.asp for list of some of these days)

2-12

Regional / NOUawareness funds


World Environment Day also offers possibility of organizing a special event with an ozone focus. Linkage could be made to link the World Environment Day theme with ozone issues.

Ozone Calendars and diaries

2-13

65

Regional aware-ness funds / industry sponsor

Regional levelIn 2008 World Environment Day is being celebrated in New Zealand, with the theme “Kick the habit: towards a low carbon economy”. Both the theme of the celebrations and the proxim-ity to the Antarctica offer the possibility of organizing a special event with an ozone focus – perhaps the contribution of the Montreal Protocol to “kicking the carbon habit”. There is also a possible link that could be made to Edmund Hillary, the famous New Zealand mountaineer who also did a lot of exploration of the Antarctic region.

World Environment Day Celebrations

2-14

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-3-

GENERIC ACTIVITY GUIDE

FOR OUTREACH

TO

YOUTH

AND

SCHOOL CHILDREN

67

Source Of Funding Regional Team /Nou LevelDetailed DescriptionProject TitleRef.

NoSeed funding from Regional awareness funds; remaining resources to come from industry partners


Large youth clothing brands could be approached to incorpo-rate ozone messaging on a range of their products (particularly eco-friendly product lines) which would also give them an environment friendly image This could be done both at the regional level, and by individual NOUs with country level brands.

Ozone messaging through youth based consumer products

3-1

Seed funding from Regional awareness funds; remaining resources to come from part-ners


Music celebrities could be approached to compose a special ozone song which can be downloaded off the internet.They could also be asked publicly endorse ozone messaging as “ozone layer envoys” during their road shows and events. A tie up with a regional music channel like MTV could be explored to find ways in which ozone messaging can be done at big music events in the region that they are organizing or featuring on their channel.Similar tie ups could be done with local music channels by NOUs.

Ozone messaging through music

3-2

68

Seed funding from Regional awareness funds; remaining re-sources to come from partners


TUNZA is an in-house UNEP initiative to involve youth in environ-mental activities, which could be an extremely effective partner in reaching out to youth across the region. TUNZA has five sub-regional networks in the Asia Pacific region, and focal points in each country, who work on a whole range of environmental activities. The membership of these networks consist of young people with a strong commitment to work on environment, who could be enlisted as partners on ozone awareness activities, both at the regional and country level. Similar youth environment groups could be enlisted by NOUs as partners to raise awareness on ozone issues as part of their activities.

Ozone messaging through TUNZA and other youth environment networks

3-3

69

Seed funding from Regional awareness funds;remaining resources to come from partners


Online video sites like Youtube have started to pose a strong challenge to the monopoly of broadcast television, and are likely to grow even further in popularity as access to digital tech-nologies grows. A good way to use the popularity of such sites would be to institute a special award for the production of 30 second PSAs on the ozone layer on Youtube, with the prize of a good quality camcorder or an editing set up to the winner. Prizes could be sponsored by a camcorder manufactur-ing company like Canon or Panasonic or a manufacturer/ sup-plier of editing hardware / software like Apple. Google (the com-pany that recently bought over Youtube) could also be enlisted as a potential partner, as their philanthropic arm has recently announced prioritization of support to climate change related initiatives. The contest could be publicized through school and colleges across the region (particularly those technologically equipped with digital video resources) to ensure widespread participation by young people.

PSA contest on Youtube

3-4

70

Seed funding from Regional awareness funds; remaining resources to come from partners


There are certain categories of websites which get high youth traffic–particularly those of youth icons like musicians or actors. A list of ten such websites specifically popular in the Asia Pacific region could be identified and efforts set into motion to explore ways of placing ozone messages on these sites. For instance, on the website of popular film actor Leonardo Di Caprio, there is a short film on Global Warming that many visitors to the site view; something similar could be done with the Regional Network produced ozone PSAs and documentaries as well, on shortlisted youth sites.

Ozone messaging online

3-5



This is a simple and interesting interactive activity that can be done by schoolchildren with extensive access to the resources of the internet under the supervision of a knowledgeable teacher. A wiki is a web page which allows posting and contribu-tions from multiple users on a particular theme. A pilot project of this kind could be taken up in which students of two schools partner with each other to create such a page; one of these being a school with access to computer and internet resources; and the other being a resource poor school. This could then become a model project that could be replicated by NOUs at the country level as well, in local languages. If the project is successful, a special contest could be organized by the Regional Network with certificates awarded to the best wiki.

Creating a Wiki page on ozone forchoolchildren

3-6

71



This is another simple school based activity that could be done by any school in the region, without the need for sophisticated resources. The idea is that children conduct a survey of their school or neighbourhood to estimate what the quantum of usage of ODS is and devise an action plan for phasing this out. A contest could be organized at the local / national / regional levels, along the lines of the Regional Ozone Quiz.(refer to: http://www.meteo.lv/public/28980.html)

“Ozone friendly school/ neigh-bourhood” project

3-7


NOU levelThere is a huge potential to raise ozone awareness among schoolchildren by strategically placing ozone messages on materials used by schoolchildren such as pens and pencils, notebooks and covers, schoolbags etc. A pilot project could be initiated with one such company which could then be replicated with other companies. Similar initiatives could be implemented by NOUs at the country level as well.

Ozone messaging onschool products

3-8

Seed funding from Regional awareness funds; remaining resources to come from sponsors


This is an extremely effective programme that was organized by the regional CAP team last year, which involved the participa-tion of school children from every single country in the region, and received significant media coverage. This should be an activity that is organized annually by CAP, with sponsorship of expenses being raised from private companies which make children’s products (for instance, a manufacturer of malted milk drinks for children).

Regional Ozone Quiz

3-9

72



Painting and essay contests for schoolchildren have always been successful ways of getting children to express their views on issues. As a variation on this, a drama or video contest could be organized for schoolchildren for a ten minute presentation on the ozone theme. This could be organized first at the national and then at the regional level, along the same lines as the Regional Ozone Quiz. Here too, a potential children’s product sponsor could be involved.

Drama / Storytelling / Video contests

3-10

Seed funding fromRegional awareness funds; remaining resources to come from sponsors


An Ozzy Ozone board game has already been developed by Ozonaction Paris. A life sized version of this board can be painted in school yards and played by schoolchildren.A pilot project to do this in one schoolyard in every country could be facilitated by the CAP team through the NOU network.Also, given the popularity of video and mobile phone games among schoolchildren, a company that produces such games could also be approached to develop a special game on the ozone layer that could be downloaded free off the internet.

Children’s games with ozone theme

3-11

73



This is a very popular activity in schools across the region, whereby students come together and simulate the function-ing of UN bodies. Such a forum could be used to simulate a model UNEP discussion on the Montreal Protocol policy and compliance targets. A pilot initiative could be tried out in one school and then replicated in other schools across the region where the model UN program is already being conducted.

Model United Nations for schoolchildren

3-12

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SECTOR SPECIFIC INFORMATION EDUCATION and COMMUNICATION (IEC)

STRATEGY

AND

ACTION PLAN:

Refrigeration And Air-Conditioning (RAC) Sector

75

ContextThe Regional Network has been promoting good practices in the servicing sector for many years

by organizing training programmes through the NOU network. Several other agencies have also been working on the establishment of the recovery/recycling network at the national level.

Who and why: Priorities

While a great deal of training material has already been disseminated through vocational training and direct programs, it is the informal servicing sector in which technicians are trained on the job that is most difficult to reach.A few NOUs have instituted a system of awarding certificates to technicians / workshops which are following good practices. This is a process that needs to be further strengthened by spreading aware-ness about this certification both to servicemen and dealer associations and encouraging technicians to participate in this certification.

End users also need to be encouraged to send their equipment only to certified workshops, and un-derstand some of the essential elements of what constitutes ozone friendly servicing practice.

76

Source Of Funding Regional Team /Nou LevelDetailed DescriptionRef.

NoProject Title

No funding needed

Regional/ NOU awareness funds /other IAs to partner




Regional level





A current thrust area in the RAC sector is integrating ozone friendly service practices into the curriculum of technician vocational training institutes. The training manual already developed by the regional team should be used by individual NOUs to take forward this process more effectively.

A simple illustrated information booklet explaining the certifi-cation program that could be distributed to NOUs across the region who have not yet adopted the program.

A simple poster in countries where the certification program already exists to inform technicians of its value. This could be disseminated through vocational training institutes as well as through servicing or dealer associations

A simple poster or flyer at servicing workshops explaining to consumers that they should service their equipment only by a certified technician; also explaining what constitutes “good” (ozone friendly) practice for their old equipment. This should be designed in such a way that it can be easily adapted into different languages.

To promote greater sharing of training materials developed by individual NOUs, a sample pack of a few such materials should be compiled and copies of this circulated to each NOU

4-1

4-2

4-3

4-4

4-5

RAC sectorIEC package

77

How Funding support for the production and dissemination of the materials listed above could come from

other implementing agencies doing country level programs in this sector such as UNDP / UNIDO / World Bank.

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SECTOR-SPECIFIC INFORMATION, EDUCATION AND COMMUNICATION (IEC)

STRATEGY

AND

GUIDE:

Hydro Chlorofluorocarbon (HCFC) Sector

79

ContextThe new phase out targets for HCFCs agreed upon in September 2007 poses a huge new challenge for

compliance efforts. The challenge is especially daunting in the Asia Pacific region, where the growing use of refrigerators and air conditioning has led to a massive rise in the consumption of HCFCs.

The big unresolved issues with HCFCs are the following:• Most alternatives are HFC based with high global warming potential as well being toxic and

flammable• Commercially available alternatives and know-how are patent protected, and there are no regional

legal suppliers • Demand for HCFC based products in this region is still growing along with the fast economic

development Who and why

The Regional Network has already taken up several awareness related activities on HCFCs such as including the HCFC issue into its network meeting agenda; a regional resource database that provides a forum for exchange of ideas about HCFC issues; an online help desk at the global level, on the OzonAc-tion website and assisting some countries with the development of awareness component for the HCFC Phase out Management Plan.

But much more needs to be done to inform industry of the stepped up phase-out schedule, and the need to follow up on alternatives and develop a viable financial plan for transition. Moreover, as the switch over is made, public awareness would also need to be raised that this technology change might

80

lead to higher priced products like refrigerators or air conditioners.


NoProject Title

No funds needed

Regional IEC funds

Regional / NOU IEC funds

Regional/ NOU IEC funds

Regional level

Regional level

Regional level


A database should be prepared of whatever IEC materi-als already exist on HCFCs, produced by OzonAction, other Implementing Agencies of the Montreal Protocol like UNDP and other sources. A sample kit of such materials should be circulated to NOUs for use in their country level programs.

A video film aimed at manufacturers of HCFC based appliances demonstrating through actual case studies that the switchover from HCFC is viable, and a decision that makes long term business sense.

Advertisements placed in strategic trade publications informing relevant industry sectors about new HCFC phase out schedules

Poster for general public awareness about how HCFCs threaten the ozone layer and what implications it has in terms of products and appliance

5-1

5-2

5-3

5-4

HCFC awareness package

81

Regional/ NOU IEC funds

Regional IEC funds

Regional level

Regional level

A detailed brochure that provides a concise and clear overview of the HCFC phase-out issue that will be valu-able for industry members, equipment owners and the public.(Ref: http://www.hrai.ca/hcfcphaseout/index.html )

A media workshop to be organized during a big conference or event being organized by the Regional Network for manufacturers of HCFCs and HCFC based products

5-5

5-6

HCFC aware-ness package

HowFunding support for the production and dissemination of the materials listed above could be sought

from industry associations and donor agencies promoting the use of alternatives to HCFC.Partnerships with other implementing agencies doing country level programs in this sector such as

UNDP, UNIDO or the World Bank and bilateral agencies like GTZ should also be explored.Dissemination of these materials could be done through associations of industries that are HCFC

based, through their association meetings and trade publications. Strategies to disseminate these materials to the general public could be done through dealer networks of relevant products.

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SECTOR SPECIFIC INFORMATION, EDUCATION AND COMMUNICATION (IEC)

STRATEGY

AND

GUIDE:

Challenges For A Smooth Transition To CFC-Free

Metered Dose Inhaler (MDI)

83

ContextThe phase out of CFC free Metered Dose Inhalers in the Asia Pacific is emerging as another highly

significant issue to be addressed by IEC activities in the countdown to 2010. Regional estimates of the numbers of asthma patients are over a 100 million, with a growth rate of more than 20-25% per annum, as per industry sources. MDI usage has also been increasing at a corre-sponding rate, further fuelled by higher economic growth rates and increasing afford ability.

Who and whyThe main CFC MDI manufacturing companies are located in Bangladesh, China, India, Iran and

Pakistan. A few companies such as CIPLA (India), Beximco (Bangladesh) etc.) are already manufac-turing and selling CFC free alternatives to CFC MDIs. These manufacturers already have an interest in promoting CFC free alternatives, and have access to a strong network of medical representatives to promote outreach of these products.

It is in import dependent countries, however, that the problem is most acute, because interfaces with Governments and health regulatory agencies are still evolving , and there is very limited awareness work that has been taken up by NOUs on the issue . The main target groups would be public health ministries, drug

regulatory authorities and the medical profession (covering both doctors and medical representa-tives).

84


NoProject Title

Regional IEC funds/ MDI industry partner

Regional / NOU IEC funds/ MDI industry partner


Not applicable

Regional level

Regional level



A training video film aimed at medical colleges and nurse training programs explaining what are CFC free inhalers.

Handbook / Poster/ Website aimed at drug regulatory agencies/doctors/pharmacies explaining what the new CFC MDIs are ; why they have changed; what impact it has on treatment of asthma; and how the usage of CFC free inhalers will contribute to saving the ozone layer

Pamphlet aimed at MDI manufacturers still using CFCs explaining they they must switch to non CFC alternatives and demonstrating the viability of such a switchover by testimonials from manufacturers who have already done so

Pamphlet/ Poster for hospitals / clinics aimed at the end consumer educating him or her about CFC free MDI

6-1

6-2

6-3

6-4

MDI transition phase out IEC package

85

Not applicable


Regional / NOU IEC funds/MDI industry partner

Regional level

Regional level

Regional level/ NOU level

Introducing discussion and debate about the MDI issue into popular radio and TV shows across the region

PSA for telecast across region to spread awareness about the need to switchover to CFC free inhalers

Make use of the “Transition to CFC-free inhalers: Aware-ness package for National Ozone Units in developing countries”.The package was developed by UNEP in association with the National Asthma Council (NAC), Australia to as-sist National Ozone Units (NOUs) and other key national stakeholders in developing countries to develop appro-priate materials to ensure the seamless transition to CFC-free inhalers in each country. NOUs are encouraged to translate the package into their local language(s).More information:http://www.unep.fr/ozonaction/information/mmc/lib_detail.asp?r=5310

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6-6

6-7

MDI transition phase out IEC package

86

HowFunding support for the production and dissemination of the materials listed above could be sought

from large manufacturers of CFC free MDIs in the region. NOUs too can provide support from their Institutional Strengthening funds. Partnerships with other implementing agencies doing country level programs in this sector such as UNIDO, UNDP, the World Bank and bilateral agencies like GTZ should also be explored.

To disseminate these materials, a strategic tie-up with WHO could be explored at the regional level; as well as with NGO networks focused on health or air pollution issues, such as the Clean Air Initiative for Asian Cities.

Such materials could also be distributed at regular conferences held both nationally and regionally on asthma and lung diseases. Most importantly, there are several existing institutions working on asthma research and treatment like Centres of Excellence or Associations of Allergy and Clinical Immunology who could also be used as channels to disseminate awareness materials both to the medical profession and to the end consumer about CFC free MDIs.

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SECTOR SPECIFIC INFORMATION, EDUCATION AND COMMUNICATION (IEC)

STRATEGY

AND

GUIDE:

Illegal Ozone Depleting Substances (ODS)Trade

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ContextThe OzonAction division of UNEP has already been actively involved for several years in activities to

control the illegal trade of ODS chemicals,. As the phaseout deadline for CFCs of 2010 approaches, the rise in volumes of such illegal substances is likely to increase substantially. With its high profit potential and the low risk of punishment, it remains an attractive activity for transnational crime syndicates.

It is also important to understand that the trade in illegal ODS cannot be looked at in isolation from trade in other “environmentally sensitive commodities” such as toxic chemicals and hazardous wastes. Accordingly, efforts to control it or raise awareness of the problem need to acknowledge these linkages and devise appropriate ways of addressing the issue holistically.

Who and whyIn addressing the issue, the most important group to be made aware about the trade is clearly customs

officers, who are directly involved in monitoring and regulating the import and export of commodities. UNEP’s “Green Customs Initiative” and the Sida’s ozone-custom officer cooperation workshop have already been working for several years on training customs officers; and a range of training materials such as factsheets and guidebooks have already been developed for these groups. Other activities that have also contributed to raising awareness are special reports on the illegal trade prepared by the Envi-ronmental Investigative Agency (EIA), and press articles on actual seizures done by several countries in the region.

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But to make this initiative more effective, support is needed at several other levels to ensure that the necessary resources are available to enforce legislation, control shipments, investigate, prosecute and convict offenders.

Accordingly, the creation of awareness materials needs to shift focus from customs officers alone to the following additional priority categories who would help provide such support to customs initiatives:

- Parliamentarians, to facilitate the formulation of laws and allocation of budgets that will strength-en customs intiatives

- Prosecutors and judges, who can ensure that ODS chemical smugglers caught by customs officers are penalised adequately

- The public, especially communities living in border areas, to motivate them to alert enforcement authorities to specific cases of ODS smuggling or illegal ODS supply in the market

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NoProject Title

Regional IEC funds as seed funding / partnership with EIA/ bilateral donor agencies

Regional A major investigative TV journalistic initiative covering both those countries where the volume of ODS trade is highest and those countries which are used as transit routes for the smuggling of such commodities. This would involve first developing a team that works across these countries and tracks the story through actual case studies and under-cover investigations; and then putting together this material in the form of a powerful report or docu-mentary that could be disseminated both through the mainstream media, as well as used to strengthen the Regional Enforcement Networking Initiative. To justify the large volume of resources that such a project would require, it could focus not just on illegal ODS, but also banned chemicals covered by other Multilateral Chemical Agreements. The project could be done in partnership with the EIA, which has already done extensive research and reporting on ODS trade in the region.

7-1Illegal ODS trade IEC package

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Regional / NOU

A simple non-technical brochure aimed at parliamentarians and policy planners across the region explaining in simple terms what is transnational environment crime; why it is as serious as other forms of smuggling, such as drugs or arms smuggling; citing statistics of its volumes and consequences; and also providing examples of specific cases that clearly show how it operates on the ground and what laws need to be formulated or used to bring offenders to justice

A poster/ billboard aimed at public in border areas and servicing technicians, providing basic information about the illegal trade in ODS chemicals, and making a plea for them to report any such cases they come across

7-2

7-3

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HowFunding for the above could be sought from bilateral donor agencies supporting the Regional

Networking of Enforcement Agencies program.Dissemination of material could also be done through the team working both at the regional and sub-

regional levels on the networking program.Networks of other international agencies involved in regulating transnational environment crime like

Interpol or UNODC could also be used as channels to reach prosecuting and judicial authorities.The CAP team can also partner with other initiatives within the UN system such as the Division of Envi-ronment Law and Conventions Judges Program; and other UNEP initiatives of the Nairobi office.

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REGIONAL PRIORITIZED

INFORMATION, EDUCATION AND COMMUNICATION (IEC) WORK PLAN

FOR 2010

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Based on the list of ideas outlined in the IEC activity guide, the following additional IEC activities have been short-listed as priorities to be implemented during the year 2010 by the Regional CAP team.The UNEP CAP team will assist the Regional Network with the implementation, monitor-ing and reporting of this workplan. A member of the team will be specially assigned to handle this responsibility, working in close consultation with the Network, UNEP CAP team technical specialists, the Regional Information Officer and the Ozonaction team in Paris. This person will identify specific competent agencies or institutions for practical implementation of each activity; finalise Terms of Reference and budgets for each activ-ity; monitor the process of each activity to ensure that it conforms with the ToR; coordi-nate between hired agencies and the UNEP CAP team for provision of their inputs; ensure that proper timelines are followed; and that the final activity or output achieves the desired quality and objectives.

Given the limitation on resources available for IEC, the model suggested is that a resource partner be involved wherever possible, so as to enlarge the scope of each project / activity, and enhance impact.

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Proposed Project Title Details

Dissemination of publication “Ozone Protection and National Security: A Military Perspective-Toolkit for Defence Forces”

Ozone Protection and National Security: A Military Perspective, Toolkit for Defence Forces was funded by the Multilateral Fund, written by officers of the Indian Air Force together with UNEP’s OzonAction Compliance Assistance Programme team in Bangkok, and reviewed by a peer group of defence experts. This publication was launched during the 21st Meeting of the Parties in Egypt, November 2009. UNEP, in collaboration with defence force contributors, has developed this tool-kit for national security and the environment focusing on ozone issues. It has drawn inputs from workshops and international conferences held on military and environ-ment protection, as well as real life experiences and good practices from different parts of the world. The main purpose of this document is to provide information to defence establish-ments across the globe so that they can design and implement ozone-friendly approaches in their regular equipment operation and maintenance activities.

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Production of e-training module on ozone protection and national securityfor Defence Forces

The “Sub regional Workshop on ODS Phase out in Military Applications” which took place in Colombo, Sri Lanka during 16-17 April 2009 was attended by the defence forces and the ozone officers of Bangladesh, India, Iran, Indonesia, Malaysia, Pakistan and Sri Lanka. It was agreed that UNEP would develop an e-training module on ozone protection focusing on defence forces’ needs. This initiative follows the development of the “Ozone Protection and National Security: A military Perspective-Toolkit for Defence Forces” which was developed by a panel of defence experts including senior officers from CAPS.It has been agreed that international cooperation among the Defence Forces of many coun-tries is well established. The main role of Defence Forces main is to protect their nation from threats. Threats are not only military but also environmental. Economic and social insecurity through adverse environmental impacts on humans, land, air and water, and environmen-tal refugees inside and from outside are threats to security that are as important as military threats. Defence Forces will have to be pro-active to counter such threats for national security reasons and for maintaining their military readiness. The Defence Forces have a high technical talent and this can be used to advance environmental causes.In this context, with the existing strengths and experience of both CAPS and UNEP, UNEP Re-gional Office for Asia and the Pacific agrees to co-operate with CAPS to develop an “e-training module on ozone protection and national security for Defence Forces”. The main purpose of this e-training module is to provide guidance and practices to military establishments across the globe so that they can design and implement environment-friendly approaches in their regular equipment operation and maintenance activities. This e-training module will be developed by drawing inputs from workshops/international conferences held on military and environment protection, real life experiences, good practices observed in different parts of the world, as well as from the recently produced “Ozone Protection and National Security: A Mili-tary Perspective-Toolkit for Defence forces” Publication. The e-training module is proposed to be produced and distributed to countries across the Globe for their use.

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Organizing a regional media workshop at the 2010 Asia Media Summit, Beijing, China

Asia- Pacific Institute for Broadcasting Development (AIBD) in collaboration with its partners and international organizations is organizing the Asia Media Summit (AMS). The conference provides a unique opportunity for broadcasters in the region to share their thoughts on Broadcasting and Information. UNEP Compliance Assistance Programme Regional Office for Asia and the Pacific (CAP ROAP) is proposing to organize an awareness workshop on HCFC Phase out, Ozone issues and the Montreal Protocol as one of the pre-Summit workshop of the Asia Media Summit 2010, in Beijing, China to raise awareness on the issues among media professionals in the Asia and the Pacific and in other regions. This one-day seminar organized as a pre Asia Media Summit event, will aim to support UNEP and other international bodies [partners TBD] on communicating ODS phase-out strategies in the Asia Pacific region, through raising awareness and understanding of the issues in media. Additionally, the seminar can be linked up with awareness activities that China will be carrying out, as well as the draft communication strategy for China can be discussed and used as an example for a HCFC phase out plan. Moreover, the “Perfectly Cool” Earth Report documentary on HCFCs that UNEP developed with various partners will be screened at the workshop. The film focuses on the use of residential air conditioning units in China, highlighting the increasing use of HCFCs and the search for an environmental friendly

refrigerant substitute.

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The Music and the Environment Initiative

There can be few things which touch the soul like music. This applies to both the music as such and those creating and performing it. Music is a powerful tool which can play an important role in reaching people’s hearts and minds.UNEP DTIE OzonAction CAP ROAP is cooperating with the Swedish Environmental Swedish Environmental Secretariat for Asia (SENSA) in taking the first steps in working together on a Music and the Environment Initiative. It is a regional programme in its pilot phase. UNEP DTIE CAP ROAP and SENSA are doing this within the concept of sustainable development to raise public awareness, especially amongst youth, about ozone layer protection and climate change. The initiative will also strengthen the hand of decision-makers and others who are struggling and fighting every day for a better environment.The Music and the Environment initiative should also be seen in the light of the Millennium De-velopment Goals established at the United Nations Millennium Summit in 2000. Two of these goals, relative to this initiative, i.e. the eradication of extreme poverty and the promotion of gender equality of women, should be attained by the year 2015. Other deadlines were also set

for environmental sustainability.

Collaboration with Tata Young and Sony music to raise awareness on ozone layer protection

Tata Young and Sony Music have been collaborating with UNEP DTIE OzonAction CAP ROAP in a number of activities, including featuring in a shot public service announcement about ozone layer protection, launching Ozzy Ozone booklet, performing at EU Green Days concert and promoting ozone layer protection among the audience. UNEP also designed a sticker on ozone layer protection and put it on the CD cover of Tata Young’s new album. Possibilities will be explored to involve Tata Young and Sony Music awareness activities that will take place in 2010, especially in the Music and the Environment Initiative.

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UNEP-RIS Ozone friendly school project

Since 2008, UNEP DTIE OzonAction CAP ROAP has been working with Ruamrudee Internation-al School (RIS) to organize Ozone Layer Protection awareness raising activities among schools in Asia and the Pacific region. The activities include:• To promote the use of OzonAction Education Pack for Secondary Schools. As a pilot activity, RIS used activities suggested in the Education Pack in one of the supplemental elective course in the Middle School section in RIS. The students can develop projects based on the education pack such as exhibitions, films and articles;• With UNESCO’s, UNICEF’s and WHO’s experiences and existing projects related to education, to approach UNESCO, UNICEF and WHO regional office to partner in the UNEP- RIS Ozone-friendly School project in order to get their national committees’ support in the activities in different countries in the region; • To develop a presentation on ozone-related issues and share information on the issues to the Middle School in RIS so that ozone issues would be considered one of the topics discussed in the “Global Issue Network Conference” which will take place in Bangkok in March 2009. Global Issues Groups have been formed in many international schools throughout the world empowering international school students to help understand urgent global problems. The conference includes: Student led initiatives, Guest speakers, Information tables and display booths and Nomination of a global citizen award. More than 300 students from the Asia Pacific region will attend this conference;• To celebrate the International Ozone Day, 16 September 2009 at a school-wide assembly with former students of the OzonAction elective course by presenting their learning to their peers and to members of the Parents’ Auxiliary. ;• To establish a website specifically for OzonAction education and to promote the website through the NOU’s website, RIS’ website, UNEP’s website etc;

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• To create an ozone-theme section on social networking websites such as Hi5, Facebook, Youtube etc. for further outreach ozone related issues to internet users, especially to younger audience and students; • To invite international schools and local schools from the Asia-Pacific region to participate in developing Ozone Awareness Programmes through RIS’ networks in the region; and• To assist other schools and students in different developing countries in the Asia-Pacific region developing ozone-friendly projects, in case they do not have the technology required. The project will continue in the year 2010 with special focus on outreaching to other school in Thailand and in Asia and the Pacific region.

Dissemination of “Earth Report:Perfectly cool”

Outreaching HCFC phase out in Asia Pacific region is a challenging task. 70% of the global HCFC production and consumption are in the region. UNEP DTIE OzonAction CAP ROAP has been trying to create an informative as well as entertaining tool to reach out a technical issue such as HCFC phase out to the public during the HCFC phase out management plan (HPMP) prepara-tion. Earth Report: Perfectly Cool, a 22 minute documentary looks at the challenges faced in trying to phase out HCFCs, coolant gas used in air conditioners across the developing world which is the main ozone depleting substance that also contributes to climate change. The audience will have a better understanding on the issue through opinions of various stake-holders including industry association, Air Conditioning Company, NGO, celebrity and general public on the work towards a solution. This programme has been developed by UNEP, UNDP, UNIDO, World Bank, GTZ-Proklima, IN-ECE and TVE. The programme was first launched and broadcast on BBC during the week of the 2009 International Ozone Day. NOUs are encouraged to translate and utilize this documentary to raise public awareness on HCFC phase out in their country.

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TABLE CORRELATING IEC GOALS

TO

KEY MILESTONES

ON

MONTREAL PROTOCOL TIME LINE

102

The below table links priority IEC actions and goals identified for the Asia Pacific region to key milestones on the Montreal Protocol timeline in a simple graphical format that NOUs can use as a ref-erence. Individual NOUs are also advised to add to this table any specific activities that they consider impor-tant in the context of their own national MP implementation priorities.

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IEC actions needed 2008 2009 2010 2011 2012 2013 2014 2015▲ 100% phase out of CFCs, CTC halons

10% re-duction of HCFC baseline

▲ HCFC freeze of consumption and

production

Make CFC servicing technicians aware of cut off of virgin CFC supplies

Make CFC servicing technicians aware of ozone friendly service training programmes and the benefits of certification

Make end consumer aware of the problems of servicing old CFC-based equipment and its environmental implications

Raise awareness and provide information to government and industry on approved ODS destruction technologies, facilities and processes

▲ 100% phase out of CFCs,

CTC halons

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Make various stakeholder groups such as manufacturers, health regulatory agencies, the medical profession and asthma patients of the complex issues involved in the transition to CFC free MDIs

Make customs officers as well as support groups like parliamentarians, prosecutors and judges aware of the need to curb the illegal ODS trade

Raise awareness of company owners about need to convert to HCFC alternatives

Raise general public awareness about the environmental and health costs of ozone depletion and the need to protect the ozone layer

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Annex 1:

TARGET GROUPS DEFINED BY GLOBAL COMMUNICATIONS STRATEGY

FOR

COMPLIANCE

WITH THE

MONTREAL PROTOCOL

106

Target Audience Category Main Groups Involved

A. Those directly involved in activities that damage the ozone layer (by releasing ODS)

Industries that produce ODS

Industries, including SMEs, that use ODS

Technicians repairing, installing and servicing

B. Those with a financial stake in phasing out ODS, reducing ozone depletion and minimising impacts on health and environment.

Healthcare systems in every country

Health insurance companies

Companies manufacturing and/or marketing

C. Government officials who either implement ODS phase-out activities, or are involved in law enforcement related to ODS production, transportation or use.

National Ozone Units (focal points for Montreal Protocol implementation at national level)

Parliamentarians /legislators

Customs officers

Consumer protection officers

Import and export officials

Armed forces personnel

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D. General public Consumers

Shapers or holders of public opinion

Children and youth

E. Multipliers who can spread the message on ODS phase out and benefits of the ozone layer

Journalists in all types of mass media outlets

Business leaders and trade union leaders

Non-governmental organizations/civil society groups

Consumer associations, activists and groups

Professional groups in health and medical sectors

Scientists in natural and social sciences (including meteorologists)

University teachers and researchers

Schoolchildren (as bearers of messages to their parents, and future citizens themselves)

F. High-risks groups who are most affected by ozone depletion (through exposure to ultraviolet rays)

Schoolchildren

All outdoor workers (farmers, herdsmen, fishermen, policemen)

Those engaging in outdoor sports

Users of beaches, parks and other open spaces

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Annex 2:

14 KEY MESSAGES DEFINED BY THE GLOBAL COMMUNICATIONS STRATEGY

FOR

COMPLIANCE

WITH THE

MONTREAL PROTOCOL

109

110

The Ozone Layer

In The Upper Atmosphere is A Filter

Preventing Harmful

Quantities Of The Sun’s

Ultraviolet (UV) Rays From Reaching Us

1

111

112

A Few Dozen Man-Made Chemicals

When Released To The Air Damage

The Protective Ozone Layer.

When Ozone Layer Is Thinned,

More Harmful UV Will Fall On The Earth

2

113

114

These Ozone-Damaging Chemicals Are Used In

Refrigerators, Air Conditioning

And

Fire Fighting Equipment.

Some Are Used In Industrial Processes And Also In Agriculture

3

115

116

Ultraviolet Causes Skin Cancer,

And

Can Also Wrinkle Your Skin To Make You Look

Older Than You Are

4

117

118

Ultraviolet Causes Cataracts,

And

Can Lead To Preventable Blindness

5

119

120

Ultraviolet Rays Weaken

The Human Body’s Natural Resistance

To Disease (Immunity)

6

121

122

Children Are

Particularly At Risk Of Cancer,

Blindness

And

Illness From Ultraviolet Rays

7

123

124

Ultraviolet Rays Harm

Plants -Particularly Food Crops-

As Well As Animals8

125

126

Alternative, Affordable Chemicals Exist

For

All The Ozone-Damaging Chemicals,

And

These Substitutes Don’t Harm The Ozone Layer

9

127

128

Countries Of The World Have Made A Legal

Commitment To Phase-Out Using All

Main Types Of Ozone-Damaging

Chemicals Through The Montreal Protocol.

Industrialized Countries Have Already Met These Targets,

And

Developing Countries Have Time Till 2010.

10

129

130

The Ozone Layer Will Heal In About 50 Years

If No Further Ozone-Damaging Chemicals

Are Released To The Atmosphere.

Meanwhile,

We All Need To Cut Down On Time Spent

In The Sun, Or Cover Ourselves As Much As Possible

When We Have To Work Or Play Outdoors.

Sunglasses, Sun Protection Lotions And Large Hats Can All Help

Protect Us From Harmful Ultraviolet Rays

11

131

132

The Montreal Protocol Is Succeeding,

But It Is Not Yet A Final “Success”:

There Is Still Much Work Left To Do

Before

This Environmental Treaty Is “Finished”

12

133

134The Montreal Protocol is

An Example Of An International Environmental

Treaty That Works.

It Has Many Lessons That Could Be Shared

With Other Environmental Issue Areas.

These Include:

Meaningful Commitment By Both Developing And

Developed Countries,

Avoiding Problems By Taking Precautionary Measures,

And

The Providing International Support For National Actions

13

135

136

The Benefits Of The Montreal Protocol,

Including Avoided Cancers,

Cataracts And Crop Damage, Exceed

The Cost Of The Investments In This Issue

By The International Community

14

137

138

The Ozzy Ozone Character is a registered trademark of the Government of Barbados. UNEP would like to thank the Government of Barbados for its permission to use this character.

- The photographs displayed in this IEC strategy are from Persian manuscript extracted from the following book:

Masterpieces of Persian Painting,Tehran Museum of Contemporary Art, 2004

139

Documents

strategic action plan for information, education and communication