/ EUROPEAN COMMISSION
DIRECTORATE-GENERALENVIRONMENT
Directorate B - Nature, Biodiversity & Land Use
ENV.B.2 - Biodiversity
ENV.B.3 - Nature
CGBN
Co-ordination Group
for Biodiversity and Nature
11thmeeting – 15/11/11 /

Agenda item 6
Doc 6.1

Natura 2000 - Communication priorities and planned activities

This activity contributes to the implementation of the EU 2020 Biodiversity Strategy, Target 1, Action 3: Increase Stakeholder awareness and involvement and improve enforcement".

1. Celebration of 20 Years' anniversary of Habitats Directive/LIFE in 2012

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21 May 2012 is the 20th Anniversary of two major initiatives that have had real EU added value: the Habitats Directive which created the Natura 2000 network and the LIFE programme. The Commission isplanning a series of activities to celebrate this anniversary. This will provide an excellent opportunity to promote Natura 2000 and LIFE as success stories with real connections to stakeholders and local citizens.In order to reach the maximum number of citizens, the main approach for the celebrations will be local.

Some of the activities will be developed in synergy with the follow up of the Biodiversity Campaign in 2012, which will aim at building a positive image of Natura 2000, and which will be focused on celebrating 20 years of achievements of the Habitats Directive/ LIFE.

  • Natura 2000 live events: The plan is to initiate a select number (max 5) of events with a high media profile that would take place at emblematic Natura 2000/LIFE project sites. Ideally such events would involve national celebrities, national MEPs and/or Commissioners, as well as high level representatives for national administrations. One of these events is planned in Denmark on the sidelines of the Nature Directors' meeting.

The activities,which could be a high level event for stakeholders or a special day for the close by neighbours and/or the wider local community, will be dedicated to the benefits of nature conservation as carried out by the different initiatives that we celebrate.The local contractor teams will work with local NGOs and other partners to promote special European nature celebration days around 21st of May. The approaches for these events will be crafted in a way that makes the story relevant for the local and national media.

  • On line activities linked to the live events: Managers of Natura 2000 and LIFE projects will be involved. Our contractor suggests inviting managers to contribute to the Facebook pages, established for the purpose, and explain their project; they also suggest to announce and promote a competition, whereby site owners can submit their application to participate in the celebration.

As a unifying element for the celebration our contractor suggests to create a European Nature Academy – filming the exploration of different Natura 2000 sites and posting it on Facebook.

For the 5 countries / sites selected for special live events, one or more film makers would be identified to cover the event and make a short film.

The projects are suggested to be rated through Facebook and the best films will appear on the official celebration website / Facebook page. A special prize will be awarded to the best film

AFacebook platform, built around the sites of celebration in the selected countries could be developed to encourage people to discover the sites.

-> CGBN members are encouraged to express their interest in contributing to the organisation of one of these events to be hosted in their Country

  • LIFE events: Each LIFE project is asked to organise an open day next May with press coverage. We are confident that some 100 events will take place around the same time, thereby ensuring a critical mass to allow for good press coverage. Activities will cover all aspects of the environment, while obviously in light of the special role that LIFE Nature has played, giving special emphasis to Natura 2000.
  • Highlevel Conference/event: We are investigating the possibility of a high level Conference on the Habitats Directive and Natura 2000; the idea is to celebrate Natura 2000 (including LIFE) and to look forward.The Conference would presumably take place in Brussels where participants are easily available.
  • Brochure "Natura 2000 celebration" The commission is preparing a specific celebration brochure presenting success stories in the EU, covering all Member states and the different stakeholder perspective. The brochure will be produced in early 2012 and will provide an overview of the Habitats Directive's various provisions and achievements, illustrating these with a series of 20-30 case studies and practical examples ‘from the field’.

The target audience will be the interested public and the general public, and by carefully selecting the case studies, these should provide interest even for those who know the EU Directives well.

The brochure will provide a complete overview of the Habitats Directive and all of its main provisions (overall objective, site designation and management, new developments, species protection, financing, wider countryside, reporting, surveillance), illustrating each of these with a series of case studies or quotes.

Attention will be paid to emphasise the integration approach and the need to place the Habitats Directive in a wider policy context. Emphasis will also be given to the value of stakeholder participation and involvement in its implementation – through the selection of quotes from stakeholders and case studies that have led to success because people and nature have worked together.

The relationship with the Birds Directive, the LIFE fund will be brought out, and the fact that the Habitats Directive is central to achieving the wider objectives of the EU 2020 Biodiversity Strategy and global commitments to save biodiversity.

-> CGBN members will be contacted and are encouraged to contribute to this brochure with a selected success story.

  • Other activities:

-Possible:Factsheet "Benefits of Natura 2000" (summary of outcome of scientific report provided under 'TEEB for Natura 2000 contract')

- Brochure "LIFE projects 20 years after" (ex post articles, interviews with persons "What LIFE did for me, my site, my company, my commune")

  • Other LIFE activities :

-LIFE Photo competition

-LIFE 20 Words per project competition: "What LIFE means to me"

2. NATURA 2000 branding

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The Commission has initiated a contract on Natura 2000 promotion, which included a Scopingstudy. The goal of the field research for this scoping study was to seek the opinion of the Natura 2000 community on the current and future communication of the Natura 2000. For this purpose a quantitative online survey, based on a questionnaire, and a qualitative survey, based on interviews, was carried out.

2.1 Results of surveys – Natura 2000 Promotion contract

Quantitative Study

The Quantitative Study was running from 27 April until 6th May 2011. A database of 1600 people involved with Natura 2000 - local authorities, site managers, volunteers, employees at environmental NGOs, academics, journalists and other key persons working with raising awareness for Natura 2000 - were invited to participate. 617 participants shared their opinion by responding to the questionnaire – a response rate of 39%.

Among the respondents, the largest group of professionals work at a national government or government authority relating to Natura 2000, followed by employees at an environmental NGO (20%). 14% of the respondents worked at a Natura 2000 site.

Findings:

  • Of these respondents, 71% believed that Natura 2000 is not well known among the general public.
  • The respondents mostly chose only positive terms to describe Natura 2000.
  • 84% of participants considered that there is not sufficient communication on Natura 2000 for the general public.
  • When targeting the general public for communication, it seemed that the respondents were most interested in using traditional media such as television, radio and newspapers.
  • While respondents stated that there is a need to communicate at all three levels, there was a preference for local, then national, then European communication.

Qualitative Study

The qualitative study followed the quantitative study, which aimed to map attitudes towards Natura 2000, as well as the communicational needs of the community. In-depth interviews were executed with 22 respondents that previously indicated to be interested in participating in the Qualitative Study.

Findings:

  • All respondents had a very positive feeling towards Natura 2000 and its goals, and the replies were enthusiastic and supporting. At the same time negative aspects regarding Natura 2000 were often mentioned, such as slow implementation and the complexity of the concept.
  • The European aspect of Natura 2000 is on the one hand a benefit, and on the other hand a problem (in countries where the European Union still appears to be a vague and unappreciated concept, and is preferably avoided).
  • Respondents were frustrated about the fact that many still see Natura 2000 as an intrusion of their freedom and growth and do not see the benefits.
  • Over half of the interviewees agreed that Natura 2000 is not only unknown by the public but also badly understood. They felt that negative media coverage strengthens a wrong image of Natura 2000 in the minds of citizens. There was an urgent need for the media to also mention Natura 2000 when positive results are met.
  • Almost all respondents agreed that there is a lack of communication on Natura 2000, and that there is a lack of consistent communication. Respondents tried to communicate on Natura 2000 themselves, but they feltthat the Commission should be responsible for the general promotion of the network.
  • Most of the participants use leaflets and brochures, sinceit is possible to determine the local content and the cost is acceptable. The willingness to communicate more and more efficiently was certainly present, although budget, time and personnel were lacking. Enthusiasm for a toolbox (see below) was clearly noticeable.
  • Almost a third of the respondents agreed that school kits or educational material would be a good avenue to explore, since children/youth are the future and they should be aware about biodiversity and the role of Natura 2000 to protect it.
  • 16 respondents (out of 22) felt that television would be the best medium to spread the Natura 2000 message to the general public. They did however understand that this medium has a high production cost.

2.2 Toolbox for the promotion of Natura 2000

The contract on Natura 2000 Promotion also included the development of a toolbox.

The target group of the communication toolbox is broad. It entails people directly or indirectly involved in Natura 2000: stakeholders, citizens that live in a Natura 2000 area, volunteers, governmental employees, employees of an environmental NGO, site managers -everyone who knows about Natura 2000 and is interested in communicating on Natura 2000.

The toolbox comprises multiple elements:

  • A toolbox guide is provided to explain the proper use of all tools provided, but also to show examples of what the Natura 2000 communication could look like. The guide explains that the toolbox is simply there to inspire tofurther communication.
  • The toolbox itself is a collection of templates that cover all possible communication means such as: brochures, flyers, posters, website, banner, letters.
  • Templates could be available on the website to be downloaded in InDesign files for rework on a national or local level.

The aim of the toolbox is twofold:

  1. To refresh the graphic design identity of Natura 2000, including the Natura 2000 logo. The refreshment serves to install a clear and consistent corporate identity to improve recognition of the 'brand' and to create a distinctive 'brand' image.
  2. To assist andencourage stakeholders to communicate more on Natura 2000 by offering templates and examples on communication on Natura 2000.Stakeholders that organise a Natura event, who wants to produce a tourist brochure or create a new website,can use the communication toolbox.

-> CGBN members are welcome to comment on the design identity of Natura 2000, suggested in the toolbox, including the refreshed Natura 2000 logo. The elements will be presented at the meeting.

-> CGBN members are welcome to express their interest inthe setting up of a dedicated meeting on celebration of the Habitats Directive and Communication on Natura 2000.

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