Education for Sustainable Development Youth engagement & - - PowerPoint PPT Presentation

Education for Sustainable Development Youth engagement & communication campaign

Campaign purpose

• UNESCO will run a global campaign, encouraging young people to

take action to promote sustainable development, reflect on their actions, and share their learnings.

• Education is at the heart of this campaign, as UNESCO’s unique

added value to the sustainable development agenda, with litter- picking as an entry point to the campaign.

• This campaign will be focused on encouraging simple actions for

young people to partake in, with further actions pushed to those who have engaged and want to learn more.

Education for Sustainable Development Youth engagement & communication campaign

Campaign objectives

Provide young people with an opportunity to take concrete actions for sustainable development, reflect on their actions, and disseminate their reflections. Show the urgent need to respond and take action for sustainable development by making Education for Sustainable Development (ESD) a crucial aspect of that long-term response and motivate concrete actions among the target audience. In accordance with UNESCO’s new framework ESD for 2030, foster

• pportunities for individual transformation to happen, cultivating disruption,

courage and determination. Prove that concrete action is a powerful way to develop knowledge and foster changes at the community and individual levels. Fully exploit UNESCO’s role as a central, honest and neutral broker

• rganization, inclusive of partners and citizens.

Education for Sustainable Development Youth engagement & communication campaign

Target audience

Education for Sustainable Development Youth engagement & communication campaign

• For this campaign, our primary audience is young people, who will be encouraged to learn more about

sustainable development and take action to protect it.

• Our secondary audience are those who will be influenced by the actions of young people and youth groups

and can have a wider impact on sustainable development and the environment, e.g. policymakers.

• And thirdly, we have the enabling audience. This is an audience who will enable young people to hear more

about the campaign, learn about sustainable development, and take action to protect it.

Context

Education for Sustainable Development Youth engagement & communication campaign

Trash is the sustainability issue with the widest global engagement among youth

10% 1% 1% 2% 4% 6% 8% 10% 10% 11% 14% 14% 16% 18% 19% 20% 34% 34% 47% Other (please specify) None of the above Shifts in sea levels Soil degradation / erosion Extreme weather Corporate Social Responsibility Oceans Biodiversity Greenhouse gas emissions Environmental policy Water scarcity / drought Food waste Air pollution Energy Deforestation Water / marine pollution Global warming Environmental education Trash / litter / waste

• Prominent sustainability issues

amongst young people

UNESCO’s local experts and partners listed trash as the sustainability issue that young people were most engaged in.

Which sustainability issues are young people (aged 15-25) specifically most engaged with (e.g. taking interest in, speaking about, acting on) in your region / country / area? Please select up to three responses. Base: Africa, 26; Arab States, 20; Asia & the Pacific, 18; Europe & North America, 21; Latin America & The Caribbean, 8.

Context

Education for Sustainable Development Youth engagement & communication campaign

While the trash narrative cuts across all regions, connecting our cause to other problems will build interest

• Top three most prominent

sustainability issues by region

Latin America and the Caribbean Trash / litter / waste 48% Environmental education 48% Deforestation 41% Biodiversity Water / marine pollution Water scarcity / drought 50% 38% 25%

What are generally the most discussed sustainability issues in your region / country / area? Please select up to three responses.. Base: Africa, 29; Arab States, 21; Asia & the Pacific, 19; Europe & North America, 21; Latin America & The Caribbean, 8.

Trash / litter / waste 13%

• Trash is amongst the top

issues across four of our five regions, so it is an effective base to inspire action across the globe.

• However as it is not the

most prominent issue in every region, also linking

• ur campaign to the other

salient issues will help increase engagement.

Africa Arab States Asia and the Pacific Europe and North America Global warming Energy Trash / litter / waste 67% 33% 29% Water scarcity / drought Trash / litter / waste Air pollution; Energy 39% 32% Trash / litter / waste Air pollution

Water / marine pollution; Deforestation

44% 39% 28%

Context

Education for Sustainable Development Youth engagement & communication campaign

The most salient impacts of trash link directly to other issues

Top wider impacts of trash (% rated in top 2)

The negative impacts of trash link directly to other issues which are prominent concerns – particularly the contamination of water, and the effect on human health and biodiversity.

56% 43% 32%

WATER SYSTEMS HUMAN HEALTH WILDLIFE

Which impacts of trash / litter / waste on the environment have the highest profile in your region / country / area? Please rank each option from 1 (highest) to 6 (lowest).. Base: Africa, 12; Arab States, 16; Asia & the Pacific, 14; Europe & North America, 20; Latin America & The Caribbean, 6.

Context

Education for Sustainable Development Youth engagement & communication campaign

UNESCO and its partners already have a history of successfully communicating about trash across the world

51% 33% 27% 24% 18% 18% Environmental education Trash / litter / waste Global warmingWater / marine pollution Food Waste Air Pollution

UNESCO communication areas with most positive reaction After environmental education, trash is the sustainability theme which UNESCO offices and partners have had the most positive reaction to when communicating about it in the past.

Which sustainability issues / themes that you have communicated or advocated about in the past have received the best reaction? [Select up to three]. Base: Africa, 13; Arab States, 17; Asia & the Pacific, 14; Europe & North America, 19; Latin America & The Caribbean, 4.

Context

Education for Sustainable Development Youth engagement & communication campaign

Meaning young people are already taking a significant amount of direct action to tackle trash

Top ten actions young people are already taking There is an existing base of action that we can build on as young people are engaged in reducing, managing and clearing trash. This permits us a foundation for encouraging further action

• n the climate

52% 50% 48% 44% 38% 33% 31% 23% 19% 14% Educating themselves on environmental issues Volunteering with environmental initiatives Local grassroots activities (e.g. clean-ups) Reducing personal waste (e.g. using less plastic, reusing items) Engaging with local / community based environmental organizations Managing waste more carefully (e.g. recycling) Participating in school strikes / political actions / attending protests Speaking to friends and family about the environment Signing petitions or lobbying

• fficials / government

Shopping more sustainably

Which sustainability actions are most widely taken by young people (aged 15-25) in your region / country / area? Please select up to five options. Base: Africa, 24; Arab States, 19; Asia & the Pacific, 18; Europe & North America, 21; Latin America & The Caribbean, 8.

Take individual or group action Reflect on the action and share learnings with

• thers

Educate yourself (on a new or related area of sustainability) Re-engage and look for further

• pportunities for

action

Campaign fundamentals

Campaign concept

Campaign concept: Tagline

#TrashHack

Ideas for the planet Des idées pour la planète Ideas para el planeta

The concept of “life hacks” – clever tips or techniques to improve efficiency and make life easier) is popular online and easily understandable to youth around the globe. However, given UNESCO’s global remit, we have created the below slogans which can be used together with the hashtag to clarify the meaning of #TrashHack across different regions:

Campaign creative: website mock-up

Digital Talks Schools and partners

Given the global nature of this campaign, we will be activating young people through a range

• f channels and methods including social media, events, partners, and schools. This section

provides more detail on each activation.

Activation

Digital activation

• UNESCO & partners will use corporate social media accounts (mostly

Instagram and Facebook), to share #TrashHack content: Inspiring stories, examples of hacks that young people can easily replicate, calls to join local events, online challenges, etc.

• During local events and campaign activations, young people

testimonies (impressions, what the activity/experience has taught them, etc.) will be recorded by and shared on UNESCO + partners social media

• Young people will be encouraged to share their own hacks using

#TrashHack on social media

• A selection of the best #TrashHack submissions will be recurrently

curated and featured on the campaign site

• UNESCO will reach out to social media influencers and propose

engagement and story-telling narratives based on their personal brand.

Digital activation

Instagram filter Templates for easily replicable hacks

Talk #TrashHack

The idea Creating an opportunity for young people to take the stage (literally or figuratively) in education institutions, venues where public decisions are made or at UNESCO sites and offices. Young people would be invited to speak, or a present a creative performance around the theme of the campaign, similar to a speakers corner. For schools or organizations working with youth: A contest can be organized around the theme of the campaign to create an incentive for young people to participate. This platform will give young people a voice and an

• pportunity to share their own thoughts and ideas.

Professional recording could be organized to highlight

• utstanding talks, and a few young speakers could be

invited to the UNESCO World Conference on ESD in June 2020 in Berlin.

Schools & partners workshops

The idea With the help of its partners, UNESCO will tailor activity plans for schools and education institutions to encourage young people to critically consider their local environment and develop their own sustainable solutions. Key sessions could be:

• Photographing and mapping their local area to find

trash hotspots and consider the main sources;

• Comparing packaging on staple foods between local

stores and creating a ‘low-waste shop’ plan. These workshops will help educators introduce the issue

• f trash, invite classrooms to take tangible action, and to

summarize their learning so that it can be shared with

• thers around the world.

With a participatory approach, these activities will draw on the local knowledge of young people and their families, and give them ownership of coming up with community-specific trash hacks.

THANK YOU

#TrashHack. Ideas for the planet.