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Highlights of the Communication Strategy
A strategic communication plan has been developed to raise awareness, and to ensure effective communication and public support for such climate change policies as Türkiye’s Nationally Determined Contribution (NDC), the 2053 net zero emission target, the Long-Term Climate Change Strategy (LTS) and the Action Plan process.
The strategic communication plan aims to inform, caution, persuade and mobilize the masses to tackle the climate crisis, to identify solutions and to achieve the 2053 net zero emissions target.
Incomplete and inaccurate information and disinformation are some of the largest challenges of the communication age. Another objective of the communication strategy is to provide accurate information and to prevent disinformation about the fight against climate change.
To this end, training in media communication and negotiation methods is being planned and implemented within the scope of capacity-building activities for the representatives of appropriate public institutions, particularly the Climate Change Presidency, who serve as spokespersons on this issue.
In this regard, the aim is to improve the climate literacy competencies of the members of the media and social media influencers. Through the provision of climate literacy training, it is aimed to ensure that representatives of the media are better able to interpret technical issues so that issues related to climate change do not remain only in the category of disaster news. It is further aimed to ensure that such persons address and interpret the social, economic and environmental impacts of climate change along with its problems, solutions, risks and opportunities and convey them to the public in this context.
Explaining the science behind climate change can be complex in terms of public perception, but with the right content and comprehensible reporting, it is possible to draw the attention of the masses to the importance of the issue.
Young people make up a significant proportion of Türkiye’s population. Moreover, 16 percent of the young population is between the ages of 15 and 24. In addition, more than 80 percent of Türkiye’s population are internet and social media users. This is considerably higher than the global average, which is below 60 percent. The devised communication strategy aims to attract the attention of young people who use social media actively and effectively.
The Ministry of Environment, Urbanization and Climate Change has taken a highly important step in forming a “climate ambassadors” group with university students in different provinces.
Training and information meetings for climate ambassadors have been incorporated into the communication strategy to increase their capacities in matters related to climate change, to prevent misinformation and disinformation, to raise awareness of the issue, and to ensure that they accurately convey the importance of combating climate change and the achievement of the net zero target to their groups.
The Communication Strategy aims to support the dissemination of information by young people among their peers and friends.
The communication strategy places great importance on partnerships with the media, non-governmental organizations and academia, and such partnerships will also strengthen stakeholder engagement.
The communication strategy also aims to reach “Level-C” executives, as the decision-makers among the sectoral representatives that will be most affected by the green transformation, that will experience the transformation in the fastest manner and that will be responsible for this transformation.
What are the most prominent communication elements in the messages?
Emphasis on urgency…
First of all, it will be emphasized that the effects of climate change are not effects that will start to be seen in the future, and that the urgency of the issue should be recognized. The public will be informed about what needs to be done now to address the climate crisis and the urgency of action.
Opportunities…
Focus will be on opportunities in the transformation of the economy and industry with respect to climate change. Aiming to inform decision-makers and the public about the prospects for a sustainable world, the fight against climate change will focus on opportunities such as green jobs, cleaner air, renewable energy, food security, livable cities and healthy living. The messages will call for action now for a better future.
Making it relevant…
Technical discourse will be avoided in communication tools. Communication tools are designed to reach people “where they are” through social media or events.