| Overview : PROJECT DESCRIPTION Papua New Guinea (PNG) has one of the most significant areas of largely-intact tropical forest in the world, although these forests appear to be facing acute and imminent threats. Forests are also a vital resource for the local population particularly in the remote rural areas of PNG, providing food, fibre, building materials, and support a variety of wildlife and ecosystem services. A mechanism for Reduced Emissions from Deforestation and Degradation (REDD+) being developed through the United Nations Framework Convention on Climate Change (UNFCCC) provides an opportunity to support PNG’s efforts to reduce levels of deforestation and help to maintain and protect its natural forest. PNG has been a leading proponent of REDD+ at the international level, and has made significant progress towards developing the capacity to engage in an international mechanism on REDD+. This progress has initially been supported by the UN-REDD Programme and is now being aided by the Forest Carbon Partnership Facility (FCPF) through a project that will run until the end of 2020. Increases in land clearance for agriculture are likely to increase in a country with population growth of over 2%, increasing global demand for agricultural commodities and only 4% of land area currently dedicated to agriculture when an estimated 30% is considered suitable for agriculture. Agriculture is a mainstay of the PNG economy and thus represents an important area for economic growth and stability. The sector accounted for 19% of total exports and 25% of GDP in 2010, as well as forming a major part of rural economy on which 80% of the population directly depend. As such there is a need to ensure that continued agricultural development not only supports economic growth and poverty alleviation, but is also socially and environmentally sustainable. A report on sustainable commodity production in PNG, commissioned by FCPF in 2016, found that sustainable agricultural commodities production can provide strong benefits for PNG's people, economy and the environment by increasing employment, protecting the environment and associated livelihoods and health benefits, helping to secure and diversify the exports market, and securing foreign exchange. Palm oil is the primary source of agricultural export revenue in the country and is likely to have the most impact on forest cover change in the short to medium term due to its currently unregulated expansion. It is therefore proposed that PNG’s National REDD+ strategy, which was endorsed by the Government of PNG in May 2017, will focus its efforts on abating the impacts of this sector. The sustainable commodities assessment, which was carried out in 2016 set out two recommendations: - development of a national policy for sustainable palm oil;
- establishment of a multi-stakeholder PNG Palm Oil Platform (PNGPOP).
In 2017, the FCPF project conducted a follow up assignment to take stock of the above recommendations and prepare a list of policy options through rigorous multi-stakeholder consultations and a high-level meeting. The participants of the high-level meeting agreed to the following vision for the palm oil sector: “To position PNG as the global leader for sustainable palm oil production, by producing palm oil in a way that sustains and advances economic growth, is respectful to the environment and landowner rights, yields social benefits and improves PNG’s market competitiveness for its primary agricultural export”. Thus, as a way forward, there is a need to establish PNGPOP to strengthen smallholders’ capacity through increased productivity, improved environmental management, support to government strategies to develop the agricultural sector, protect forests, enhance biodiversity conservation, mitigate and monitor greenhouse gas (GHG) emissions, facilitated social responsibility through empowering local communities and enhanced mediation systems, identification of standards for wider acceptance, and improved market access in the country and abroad. Communications has an important role to play in this endeavour. Strategic, well-planned and appropriately resourced communications will enable the consistent delivery of information to targeted groups, fostering on-going buy-in and growing support and momentum for the aims and objectives of PNGPOP. Strategic communications will also be important in positioning sustainable palm oil production as a national benefit, encouraging all aspects of society as well as the international community to support the development of this industry in a way that allows for economic benefits, while also protecting PNG’s globally unique natural heritage. SCOPE OF WORK Under the overall supervision of the FCPF Chief Technical Advisor (CTA), the Consultant will be responsible for developing a three-year communications strategy and a detailed implementation plan for year one. This will include working with the designated communications officer to help generate visibility around the PNGPOP launch and providing advice on the production of key communications tools in year one. Key elements of the work will include: Undertake research to inform the development of a strategic communications strategy The first phase of the assignment will involve conducting desk reviews, in-depth interviews with representatives from key stakeholder and targeted groups, broader surveys and workshop/s, both in PNG and remotely. The purpose is to gain consensus on a vision and key goals for the communications strategy; and to develop an in-depth understanding of key stakeholders and targeted groups, their information needs and the potential roles they could play in the successful delivery of a communications strategy. The research would also identify communications opportunities, especially where the traditional and social media is concerned, as well as the existing communications assets, gaps and most effective channels. Specifically, the consultant will: - In close consultation with key players, identify and articulate an overarching vision, principles and goals for the PNGPOP communications strategy.
- Map and prioritize stakeholders and targeted audiences in relation to their impact on the success of PNGPOP.
- Undertake an assessment of the existing knowledge, attitudes and perceptions around sustainable palm oil in PNG among key stakeholders and targeted audiences, alongside an analysis of which groups the communications strategy would seek to shift and in what way.
- Map and prioritize the most effective channels for consistently reaching key stakeholders and targeted audiences.
- Undertake an audit of existing communications assets and gaps within the PNGPOP network as well as the different roles and responsibilities that key stakeholders could potentially play in successfully delivering a coherent communications strategy.
- Undertake an audit of the national and international media landscape (including social media) to better understand how sustainable palm oil is currently reported, how PNGPOP might want to influence this and to identify key media engagement opportunities.
- Compile the key research findings and recommendations into a report, and in close collaboration with project management, identify and prioritize a series of strategic communications approaches to be undertaken over a three-year period.
Elaborate a strategic communications strategy that is widely understood and supported by key stakeholders With the vision for communications agreed, a solid understanding of the information needs of targeted stakeholders and audiences and a set of strategic approaches prioritized, in close consultation with project management, the consultant will elaborate the communications strategy and detailed one-year implementation plan. Specifically, the consultant will: - Articulate the key goals, activities and human plus financial resources needed over three years, including a means for monitoring and evaluating progress.
- Elaborate a detailed one-year implementation plan, identifying needed human and financial resources, timing, specific tools, actions and systems to be developed, alongside specific roles and responsibilities of different stakeholders.
- Identify any additional service providers that would be needed throughout the lifetime of the communications strategy implementation, such as videographers, graphic designers, writers etc.
- Ensure understanding and buy-in among key stakeholders as to their roles and responsibilities for the successful delivery of the communications strategy.
- As part of ‘year one’ implementation, develop a communications outreach plan specifically to support high visibility around the launch of PNGPOP.
Support to branding, messaging and product development - Develop a compelling narrative and key messages to clearly articulate what PNGPOP is; what it aims to achieve; and the value of sustainable palm oil.
- Support the designated communications officer/s and recruited service providers to develop a PNGPOP brand and to apply this as well as the messaging to key communications tools and products as identified for development under the communications strategy and implementation plan (e.g. website, brochure, standard presentation etc).
- Support the designated communications officer/s to implement the communications outreach plan to support the successful launch of PNGPOP.
- Support the communications officer and other communications stakeholders to create links to other REDD+ communications strategies and efforts in PNG.
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