项目成果推广策略和行动计划框架.doc

项目成果推广策略和行动计划China Watershed Management ProjectCWMP Communication Strategy and Action PlanCWMP ProjectMinistry of Water Resource of PRCNovember, 2006This document contains the Communication Strategy, the Action Plan and the Budget for the CWMP. The Communication Strategy, Task 2 of the TOR, has been prepared by the international expert, while Part 1 addresses Task 1 The initial policy, institutional and program mapping of the TOR and has been prepared by the national consultants in the team. Part 1 is submitted as annex 1 to this report. The Action Plan and the Budget in this document is composed and consolidated based upon the Communication Strategy and the Initial policy, institutional and program mapping.Table of Contents1Introduction42Challenges in Effective Watershed Management in China63The Role of Communication in Disseminating Effective Approaches in Watershed Management in China83.1Policies, Institutions and Stakeholders in Watershed Management in China93.2Strategic Approach153.2.1Linking Policy to People: “The Policy Life Cycle”153.2.2Link Integrated Watershed Management Messages to Actual and Current Issues in Each Sector173.2.3Integration of Channels of Communication183.2.4Managing Communication at Different Levels194The CWMP Communication Strategy Outline204.1The Communication Strategy Objectives214.2Target Audience224.3Message Content254.4Mix of Channels, Media and Communication Materials264.5Planning, Management and Monitoring the Communication Strategy305Communication Action Plan315.1Audience Segmentation and Potential Application Scope315.1.1Target Audience Segmentation315.1.2Potential Application Scope345.1.3Specific Objectives355.2Action Plans365.2.1Announcement & Initial Communications385.2.2Communication Execution and Attitude Change465.2.3Project Output Communication and Awareness Enhancement506Organization and Responsibilities527Evaluating Communication Effects521 IntroductionThe World Bank has supported two Loess Plateau Watershed Rehabilitation projects 1st Loess Plateau Watershed Rehabilitation Project (1994-1999) and the 2nd Loess Plateau Watershed Rehabilitation project 1999-2004, which have demonstrated that watershed rehabilitation in the Loess Plateau can be a viable economic investment and produce benefits for local communities. To evaluate the impact on poverty of the World Bank-supported Loess Plateau project interventions in a comprehensive way, and to ensure that future Chinese and other donor programmes draw on this experience to maximize contributions to poverty reduction, the China Watershed Management Project (CWMP) was designed and funded by the U.K. Department for International Development (DFID). The CWMP has three main outputs:(a) Output 1: Improved Systems for monitoring and evaluating (M&E) World Bank - supported Loess Plateau 2, with an emphasis on participatory approaches.(b) Output 2: Best and new practice models developed, which emphasize poverty reduction.(c) Output 3: Best and new practice models disseminated to relevant Chinese and donor programmes.This report represents a first step towards the achievement of output 3. It outlines a practical dissemination approach, to ensure that the experience from the Loess plateau projects can effectively reach those audiences who are in a position to improve the effectiveness of watershed management in China and abroad. While outputs 1 and 2 are being implemented, and as the information underpinning dissemination becomes available, the strategy will need to be further adapted to reflect changing circumstances and made correspondingly more specific. Although the TOR emphasizes the need for a dissemination strategy, we prefer to speak in this document of a communication strategy. Dissemination suggests a one-way process of distribution to various audiences, public airing and exposure, opening up a subject to wider discussion. While an important function, it is limited; it does not necessarily imply the dialogue and interaction that can lead to changes in perception and attitude, and over time to changes in behavior. We preferto use the term communication, as this has an inbuilt concept of interaction and exchanges between people and communities. This is not simply a theoretical point, because a communication strategy incorporates the notion of purpose: the reasons for undertaking and accepting an action that are needed if we are to formulate clear objectives and measure the success with which they have been achieved. The task of the International/Chinese consultant-team is to develop an effective dissemination strategy and action plan & and an initial policy study for the CWMP. The overall objective of the assignment is “to develop an effective project dissemination strategy and action plan for promoting project outcomes to all appropriate target audiences, in accessible formats, particularly for potential use in future formulation of Chinese policies, domestic and donor supported programmes and plans helping to maximize their contribution to sustainable watershed management and poverty reduction”. The assignment is composed of two tasks:(a) Task 1: an initial policy analysis, institutional and programme mapping, which has been undertaken mainly by the Chinese team-members.(b) Task 2 is the core of the assignment, the development of a project promotion and dissemination strategy and action plan, with a twofold goal: (i) enhancing awareness and understanding and (ii) enhanced commitment and acquisition of the basic knowledge and skills needed to be able to apply the lessons learned in the CWMP. Task 2 has been the main focus of the international expert in the team.In addition to a strategy, the team has been requested to prepare a practical action plan and budget for the implementation of the strategy, as well as some advice on organizational requirements for its implementation.Work undertaken by the consultant teamThe assignment began during a briefing session on 4 November 2005. Between 5 and 9 November a field visit to the Loess plateau was carried out, during which key agencies and stakeholders were met and project locations were visited. From 20 to 22 November 2005, the international expert participated in the International Seminar on Sustainable Small Watershed Management in China, in Beijing. During this seminar he met several key experts and officials from the Ministry of Water Resources.In addition some key-experts and representatives from relevant institutions were also visited in Beijing.In December 2005 an inception report was prepared and discussed at the MWR on Monday 19 December 2005, describing the Teams understanding of the assignment and the planning of activities envisaged.2 Challenges in Effective Watershed Management in ChinaAs watersheds are the basic unit of a river basin, watershed management is of crucial importance to basin management, especially in the upper and middle reaches of a large basin. It is of great importance to the health of the overall basin to strengthen watershed management, increase vegetation, reduce water and soil erosion and polluting sources, avoid overdraft of groundwater and improve water use efficiency. Being comparatively integrated ecological and geographical units, watersheds have played a decisive role in the origin and development of human civilization. China is an ancient civilization, which has been developed through reliance on the watersheds, and river basins have been the basis for the existence and development of hundreds of millions of people in China. The Yellow River basin includes nine provinces/autonomous regions of Qinghai, Ningxia, Shaanxi, and Shanxi, etc.; it is 1.19 million Mu in area, 8.3% of the national total and harbours 110 million people (being 8.7% of the countrys total population). In consequence, basin management impinges directly on the sustainable development of populations, resources, environment, ecology and economy within the whole basin. However, watershed degradation is a severe problem in China, and currently about 38% of land area in China is eroded. Causes of watershed degradation Achim Fock, Senior Economist at World Bank in China at MWR Small Watershed seminar 20-22 November 2005 are a combination of natural and human-induced factors (slope land farming, uncontrolled grazing, tree cutting etc). Degradation has many different impacts, such as (a) Eco-environmental impact: including reduction of water storage, loss of soil (productivity), loss of vegetation, climate change, increased pollution and sedimentation downstream, poor air quality, sandstorms, etc.(b) Economic impact: including lower yields & return, higher production cost, loss of grain production, decline of farm income and GDP, etc.(c) Social impact: including poverty, reduced food security, reduced public health, increased vulnerability and accelerated migration, etc.It follows that an ineffective watershed management becomes a significant obstacle to sustainable development in China. Unfortunately effectiveness is currently hampered by a series of factors:(a) Lack of integration in watershed planning and management;(b) A sectoral perspective is limiting, whether in the assessment and analysis of issues, or in planning interventions to mitigate a situation in a particular sector. A unisectoral approach, resisting intersectoral cooperation, is one of the main barriers to effective watershed management;(c) Lack of inter-agency collaboration;(d) A single disciplinary approach leads to a lack of shared intersectoral assessment and analysis, and seriously limits the awareness and understanding of the underlying issues;(e) Lack of participatory orientation;(f) Genuinely involving the inhabitants of watersheds in their rehabilitation and sustainable management is a key factor in effective watershed management;(g) Insufficient management capacity at different levels;(h) Poor supervision of physical and financial progress and incomplete or dysfunctional M&E systems lead to unsustainable grazing practice and land tenure.3 The Role of Communication in Disseminating Effective Approaches in Watershed Management in China China is experiencing huge changes throughout all aspects of public life. Economic growth is among the highest in the world, while government aims increasingly to share growth with less advantaged regions in China. These new challenges require drastic changes in all sectors of government, including water resources management, forestry, agriculture, land policy, poverty alleviation, ecology and environment, public administration and budgeting & public finance. They call for increased attention to the management of natural resources, measures to enhance soil and water conservation, to fight ongoing desertification and watershed degradation. In brief, in order to become effective a new paradigm is needed for soil and water conservation and watershed rehabilitation. More effective planning requires:(a) Comprehensive, multi-purpose, inter-sectoral collaboration, acknowledging the dynamic relationship and interaction of land, water and other natural resources;(b) A decentralised and participatory approach;(c) An iterative earning process, through effective M&E.Such changes do not have an automatic impact on stakeholders, but require their active involvement, which is only possible if the stakeholders:(a) Understand why the changes are happening and are necessary;(b) Understand their future role in this process and what is to be expected from them;(c) Are able to acquire the knowledge and skills required to fulfil their new roles.This is the entry point for communication. A strategic, comprehensive and planned approach can have a highly positive impact on the effectiveness of watershed management in China, if it is used (a) to place integrated planning on the agenda of decision makers in the water resources and related sectors;(b) to create a shared understanding among all stakeholders of the challenges to be faced by watershed management, including in certain cases an acceptance of the fact that watersheds can be saved and rehabilitated while at the same time reducing poverty;(c) to create a positive attitude towards the adoption of comprehensive planning approaches, transforming sectoral goals into multisectoral.To provide access to successful (and unsuccessful) examples and approaches, which may be used to enhance the effectiveness of administrators.3.1 Policies, Institutions and Stakeholders in Watershed Management in China In part 1 of the report, an overview is given of the main policies, institutions and stakeholders involved in watershed management in China. In this section, we focus on the priority audiences for the CWMP communication strategy. Watershed management functions within a multi-tier system, combining several vertical sectors with units established at different horizontal administrative levels.Among the vertical sectors involved in watershed management we can distinguish inter alia(a) Ministry of Water Resources(b) Ministry of Agriculture(c) Ministry of Land Resources(d) State Forestry Administration(e) State Environmental Protection Administration (SEPA)(f) State Leading Group on Poverty Alleviation(g) National Development and Research Commission (NDRC)(h) Ministry of FinanceAll sectors work at National, Provincial, County and in some cases even at Township levels, with specific units established at different levels. At the County level, we have the Water Conservancy Bureau, Animal Husbandry Bureau, Forestry, Poverty Bureau, etc. In addition to the governmental institutions, there is an increasing amount of interest in forming Non-Governmental Organisations (NGOs) in China, in the fields of nature and environment conservation and poverty alleviation. These are (or will soon become) important stakeholders in sustainable watershed management and should be in a position to function as intermediary organisations in disseminating messages to groups at watershed level or at county or provincial levels, helping to raise interest in effective watershed management.Furthermore, the media, including TV, Radio and the written press, are also becoming increasingly important in the public airing of issues where the government feels a broader public interest is necessary. In the field of environmental protection, for example, the use of media channels has increased significantly during recent years. However, one of the great limitations of using mass media is their limited potential for feedback and the lack of opportunities they provide for segmentation and targeting. For example, for remote watersheds, it is unlikely that we can reach people with specific watershed-related messages through County TV. County TV only reaches households connected by cable, which is not feasible for households located too far away from the county town, or from township relay stations. Therefore, in general it may be expected that mass media at provincial level can best be used for general awareness-raising about watersheds, whose aims should be very modest.In general, County level leadership is considered most influential in practical watershed management. The authority (and engine) for intersectoral coordination lies with the (Vice) County Chief, who has the task of stimulating and facilitating intersectoral cooperation and collaboration in watershed management. Experience on the LPPs has shown that the leadership quality of the County administration is a crucial factor in this respect. Although there are project/programme specific Leading Groups in which some or all of the agencies involved take part, these exhibit limited or negligible coordination across their M&E systems, and practise very little direct data sharing. Data are retained within the organisational hub of the organisation that funded the data collection (i.e. Forestry Bureau data are only used by and retained in the Forestry Bureau). But in principle the County Chief has the authority to promote and facilitate greater intersectoral exchange and cooperation.The County administrative organization responsible for soil and water conservation through various contractual arrangements with farmers includes: Soil and Water Conservation Office under the leadership of Soil and Water Conservation Committee of the County and the Department of Soil and Water Conservation of the Ministry of Water Resources of China through its Yellow River Commission (or through the Shaanxi Provincial Bureau of Water Conservancy and Hydroelectric Power?). The county chief heads the Committee, which consists of representatives of the Bureaus of Water Resources, Forest, Soil and Water Conservation Office, Agriculture, Financial, Public Security, Transportation, and the Judicial and Mining Committee. The Soil and Water Conservation Office of the county is set up in the Bureau of Water Resources of the county and is directly responsible for the countys soil and water conservation, including surveys of soil and water losses, watershed planning and annual work plan preparation, monitoring and evaluation of construction works, education on legislative aspects, water and soil conservation, the prevention of new soil loss, the organisation of scientific and research works, and synthesising and sharing the experience gained. A Soil and Water Conservation Office is also established in each of the townships. The Township leader is also the leader of the Township Soil and Water Conservation Office, while the water management head serves as deputy leader of the Township office. Members of the TS office are representatives from Water Management Division, Forest Station, Agriculture Station, Public Sec