Ref. Ares(2018)6549080 - 19/12/2018
ANNEX VI
COMMUNICATION AND VISIBILITY PLAN
Delegation Agreement 2017/389-418
When implementing the Action
“Helping Belarus Address the Phenomenon of Increasing
Numbers of Irregular Migrants” IOM will pursue a robust Communication and Visibility
Plan to ensure that project achievements and the support of the European Union (EU) are
properly recognized. In all actions, IOM will follow the Communication and Visibility
Manual for EU External Actions.1
The Action is divided into three interlinked, interdependent components:
• Policy development and strengthening of legal, institutional and operational capacities
• Establishment of an Assisted Voluntary Return and Reintegration (AVRR) system for
irregular migrants
• Establishment of MACs in line with EU and international standards and good
practices
The Action touches upon sensitive issues and requires carefully designed communication
activities/products.
A. Objectives
1. Overall communication objectives
The
overall objective of communication activities is to highlight the rationale and main
achievements of the project in developing and implementing irregular migration and asylum
policies and strategies of Belarus in compliance with international and EU standards.
The objective is, in particular:
• To ensure target groups’ understanding of the rationale of the project, the difference
between irregular migrants, asylum-seekers and refugees, as well as good knowledge
of the key issues addressed by the project (such as AVRR, MACs, readmission,
open/closed facilities etc.) with a view to achieve proper communication and
dissemination of credible information to the public
• To raise awareness among target groups about the main achievements of the project in
developing and implementing the country’s irregular migration and asylum policies
and strategies in compliance with international and EU standards
• To promote positive narrative of migration among the general public and mass media,
with a particular focus on migrants’ rights.
1 https://ec.europa.eu/europeaid/sites/devco/files/communication_and_visibility_manual_en_0.pdf
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2. Target groups and final beneficiaries for communication:
•
Project target groups (those directly positively affected by the project at the Project
Purpose level): The Ministry of the Interior (MoI) of the Republic of Belarus; the State
Border Committee (SBC) the Republic of Belarus; policy makers; the Office of the
United Nations High Commissioner for Refugees (UNHCR); the Belarusian
Movement of Medical Workers (BMMW); Belarus Red Cross Society (BRC);
Belarusian Young Christian Women Association (BYCWA).
•
Final beneficiaries (those benefiting from the project in the long term at the level of
the society or sector at large): migrants, especially the most vulnerable ones, including
irregular migrants, asylum-seekers and refugees; residents of Belarus, particularly of
the border regions;
•
Governmental agencies and NGOs not directly involved in the project
implementation but still related to migration field;
•
General public;
•
Media representatives and outlets.
3. Specific objectives for each target group, related to the action's objectives and the
phases of the project cycle
• Raise awareness among the above-mentioned target groups on how the EU and IOM
work together to develop and enhance the capacity of the Republic of Belarus in the
sphere of irregular migration management
• Ensure that all target groups are aware of the role of the EU and IOM in the project at
all levels;
• Raise awareness among governmental agencies not directly involved in the project
implementation of the possibilities and advantages of partnerships with EU and EU
support provided to the Republic of Belarus;
• Ensure that final beneficiaries understand how they will benefit from the project
implementation;
• Ensure that the project has a positive impact on the perception of migrants and
migration by the general public and media;
• Make sure that the public and media understand the rationale of the project (why it is
implemented, why it is important for EU and Belarus) and its positive impact and
contribution in general;
• Guarantee that media representatives understand the project purpose/rationale (why it
is implemented, why it is important for EU and Belarus), role of EU and IOM in the
project implementation, as well as the key issues addressed by the project (such as
AVRR, MACs, readmission, open/closed facilities), and cover project activities
providing credible information.
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B. Communication Activities
4. Main activities that will take place during the period covered by the Communication
and Visibility Plan
• Project opening and closing ceremonies, including press conferences or other press
events, inter alia press tours to MACs, as appropriate will be carried out to mark
major developments and update stakeholders, public and media on the progress of
MACs establishment;
• Press-releases will be issued on a regular basis to inform relevant above-mentioned
target groups on the project purposes, developments and milestones;
• Regular updates of the websites and social networks will reflect the progress of the
project implementation.
5. Communication tools chosen:
•
Key messages related to the purpose of the project, its benefits and other matters
will
be developed by the PMT for further dissemination in order to ensure consistent
communication at all levels
•
A series of
educating/interactive events for mass media will be organized to ensure
their understanding of all project-related termini and definitions, as well as
understanding of the project’s objectives and benefits, role of all key actors involved,
and correct presentation of the information related to the project activities. The events
will be organized both during the inception phase of the project and during later
stages, if needed.
•
Forming a pool of journalists representing TV, radio, press and online media to
work with on a long-term basis.
•
Press events (press conferences, press briefings) to mark key achievements of the
project and regularly update the mass media representatives.
•
Press releases and joint statements by IOM, Government and/or the Donor to
ensure common and proper understanding of the purpose of the project and its
significance to Belarus. Due to the sensitivity of the topic, additional joint statements
and press releases may be issued particularly in case of a need to ensure adequate and
timely reaction to any misleading or wrong information that may be published or
misinterpreted in the media.
•
Spokesperson, represented by the Chief of IOM Minsk Mission, or National
Programme Officer, or Public Information Specialist who will a share information in
a timely manner in coordination with the Project Management Team, as appropriate.
•
Regular updates of relevant websites (www.iom.by and http://euprojects.by) as
well as websites of partner agencies through uploading press-releases, articles,
publications, leaflets, statements, etc. The Russian-English IOM Belarus website
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with an average of 1200 unique visitors per month will allow to reach wider
audience, thus contributing to the fulfilment of the Communication and Visibility
Plan objectives.
• Official profiles of IOM and its partners in
social networks to promote project
results and achievements, inter alia through the following activities:
-posting of photos and highlights videos illustrating key project activities and/or
events;
-‘tagging’ and ‘mentioning’ of all involved partner organizations, which will
guarantee a wider outreach to the target audience through their official accounts
-short-term campaigns consisting of a series of engaging posts dedicated to project
matters and developed by a hired digital agency
-involvement of national stakeholders in sharing and publishing posts on their
official accounts in social networks.
•
Project newsletter developed and shared with project partners as well as all other
relevant agencies and organizations on regular basis agreed by the PMT.
• Developing a series of
human stories about refugees and migrants, when
appropriate, with a view to contribute to forming the positive perception of refugees,
asylum-seekers, migrants and migration at large, through showing a human face of
migration and possible production of an exhibition based on the stories to be further
displayed at relevant places/venues
• Organization of discussions/debates at universities or other platforms on various
migration-related issues with the involvement of competent NGOs in order to engage
and educate the youth studying politics, journalism, international relationships and
other relevant fields;
•
Visibility and promotional materials developed and used during project events and
other relevant meetings, acknowledging the contribution of the Donor.
• Promotion of project achievements and benefits for the target groups and public at
large through the implementation of information campaigns under the project.
• Creation of videos on project matters (e.g. about MACs’ construction and operation)
with the help of hired media production company to be further used during various
project events, press-events, social-media, etc.
• Use of the existing IOM’s initiatives and campaigns such as “I am a migrant”
campaig
n (www.iamamigrant.org) or Global Migration Film Festival
(https://www.iom.int/global-migration-film-festival ) to raise and pay attention to
project-related issues, such as good governance in the migration field, advantages of
migration, etc.
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6. Completion of the communication objectives
All communication tools will be used based on the analysis of the context and the most
effective channels in the given situation carried out by the PMT to ensure most efficient
and most appropriate use of project funds in meeting the communication objectives.
Due regard will be paid to the sensitivity of some of the project components. Should
visibility and communication be not appropriate in certain cases, IOM will coordinate with
the Donor to agree on a specific message, format or tool to be chosen.
7. Provisions for feedback (when applicable)
• Target groups will be invited to provide feedback on newsletters, promotional
materials and other visibility events to further streamline key messages.
Recommendations made by the beneficiaries and partners will be used to make
relevant adjustments to the communication activities to follow.
• Media articles mentioning the project and related activities, especially building of
MACs, will be regularly monitored, collected and analysed by IOM with a view to
adjust the communication strategy and/or ensure prompt and adequate reaction to
inquiries from the media, public, civil society and other stakeholders.
C. Resources
8. Human Resources
• The PMT will be involved in designing, producing communication tools and
implementing communication activities in line with the project staff responsibilities
set forth by the project management structure, as well as in accordance with the
project implementation plan
• Advertising, digital and media production agencies may also be involved to produce
specific products, if appropriate.
• The PMT will also encourage local partners, including project beneficiaries, to take a
proactive role in the implementation of communication activities envisaged in the
framework of the project.
• A spokesperson(s) will take an active role in the dissemination of information on
project-related matters, ensuring timely reaction to media requests
9. Financial resources
Communication and visibility expenditures will be financed under the budget of the Action.
The Communication and Visibility Plan may be revised in course of the implementation
period of the action in order to more effectively contribute to the project objectives, fulfill
relevant contractual obligations as well as address the sensitivities involved.
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Document Outline