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Ministry of Water and Environment

Communications Strategy

This Communications Strategy is intended as a reference document that

will guide implementation of communications effort in the Lake Victoria
Environmental Management Project Phase II (LVEMP II) from 2014 to
2017. The development of the strategy has greatly benefitted from the in-
puts of the National Policy Steering Committee (NPSC), National Tech-
nical Steering Committee (NTSC), National Project Coordination Team
(NPCT), Development Partners, Implementing Agencies, Local

Governments and Community Driven Development Groups (CDD).

September 2014

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Lake Victoria is an important shared resource for the people of East Africa.
Over time, the Lake has suffered severe degradation resulting into dete-
riorating water quality, declining Lake Levels, overexploitation of natural
resources, resurgence of the water hyacinth and climate change.

Environmental stress that originates from the Lake, littoral zones espe-
cially near the shores, within the basin at upper watershed and outside the
basin have equally impacted on Lake Victoria Basin ecosystem and the com-
munities living around it.

The Communications Strategy, 2014-2017 of the Lake Victoria Environ-

mental Management Project Phase II is an outcome of extensive stakehold-
er consultations on how best to communicate and disseminate information
on the challenges facing the Lake Victoria Basin ecosystem, and the inter-
ventions undertaken to address them.

The strategy will help in communicating outputs and achievements of four

major project components that include: (i) strengthening institutional ca-
pacity for managing shared water and fisheries resources, (ii) controlling
and preventing point source pollution, (iii) managing watershed and, (iv)
coordinating and managing the project.

The broad objective of the strategy is to ensure that all stakeholders are
informed and are knowledgeable about the role of LVEMP II in managing,
conserving and protecting the Lake Victoria and its catchment.

The strategy will particularly contribute towards raising public awareness

on the role and contribution of LVEMP II on the management, conser-
vation and protection of the Lake Victoria Basin and its catchment areas;
strengthening capacities of national project teams, implementing agencies,
local governments and community driven development groups in effective-
ly communicating project goals, objectives and mission, as well as activities,
outputs and achievements ; and increasing project visibility and influence
conservation policies on environmental and natural resources management.

This strategy therefore is an evidence of Government of Ugandas contin-

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ued effort to fulfil her commitment to the citizens and provide a mechanism
for relaying government programmes and achievements, while meeting ba-
sic requirements for transparency and accountability for service delivery to
the people.

David O.O.Obong



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CDD Community Driven Development

DFP District Focal Persons

DWRM Directorate of Water Resources Management

FAQ Frequently Asked Questions

IDA International Development Association

IEC Information Education Communication

LVBC Lake Victoria Basin Commission

LVEMP Lake Victoria Environmental Management Project

MWE Ministry of Water and Environment

NEMA National Environment Management Authority

NFA National Forestry Authority

NGO Non-Governmental Organization

NPC National Project Coordinator

NPCT National Project Coordination Team

NPCU National Project Coordination Unit

NPSC National Policy Steering Committee

NTSC National Technical Steering Committee

NWSC National Water and Sewerage Corporation

SI Strategic Intervention

SPPWM Source Pollution and Prevention Watershed Management

UNMA Uganda National Meteorology Authority

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Table of Contents
Forward 2

Acronyms 3

Executive Summary 4

Background and Context... 6

Communications Strategy. 8

Key Communications Challenges and Opportunities........... 9

Target Audience...... 12

Analysis of Target Audience. .12

Core Messages, Design and Approachs. 17

Communications Mix... 18

Strategic Communications Approaches ... 22

Management and Coordination.. 24

Monitoring and Evaluation 25

Proposed Communications Activities 26

Implementation Plan Matrices 28

Communications Plan and Budget 29

Monitoring and Evaluation Plan. 35

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Executive Summary
The Lake Victoria Environmental Management Project Phase Two (LVE-
MP II) is a regional initiative of the East African Community (EAC) partner
states, coordinated by the Lake Victoria Basin Commission (LVBC) and
funded by the World Bank. In Uganda, the project is implemented by the
Ministry of Water and Environment (MWE), which provides an overall co-
ordination and guidance in consultation with other implementing Ministries.
The project aims at improving management of trans-bound-
ary natural resources and reducing environmental stress for
the improvement of livelihoods in the Lake Victoria Basin.

The project is further implemented through four broad compo-

nents: (i) strengthening institutional capacity for managing shared wa-
ter and fisheries resources, (ii) point source pollution and prevention,

(iii) watershed management and (iv) project coordination and management.

Fisher communities supported by LVEMPII in Namayingo District

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Although the project has multiple stakeholders with diverse expectations
and aspirations, there are limited level of awareness about project objec-
tives, outputs and achievements. There is therefore need for developing a
comprehensive communication strategy that will provide a mechanism for
conveying accurate and timely information to all stakeholders in the most
appropriate manner.

The overall goal of the strategy is to provide an effective and informa-

tive communication approach that enhances stakeholder engagement and
builds public support for the project.

Specifically, the objectives of the strategy are to:

i) Raise public awareness about the role and contribution of LVEMP II on

the management, conservation and protection of the Lake Victoria Basin
and its catchment;

ii) Strengthen capacities of national project teams, implement-

ing agencies, local governments and community driven develop-
ment groups to effectively communicate project goals, objectives
and mission, as well as activities, outputs and achievements; and

iii) Increase project visibility and influence conservation policies on en-

vironmental and natural resources management in the three years.

In achieving the above objectives, the strategy has defined the target audi-
ence to be reached as primary , secondary and tertiary audiences; core mes-
sages to be delivered; communication mix required to reach intended audi-
ence; management and coordination approaches to implement the strategy;
mechanisms for monitoring and evaluation of the strategy and the budget
required to implement the strategy. A total of UgX 2.1 billion will be required
to implement the strategy within the next three years from 2014 to 2017

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1. Background and Context
The Lake Victoria Environmental Management Project Phase Two (LVE-
MP II) is a regional initiative by the five East African Community (EAC)
partner states, coordinated by the Lake Victoria Basin Commission (LVBC).
It is a follow up of LVEMP I which came to close in 2005 and generated
data, information and lessons that was used in the design of LVEMP II.

Lake Victoria as taken from Entebbe

The broad objective of LVEMP II is to contribute to the EAC vi-

sion and strategic framework for the management and de-
velopment of the Lake Victoria Basin, which aims at achiev-
ing: A prosperous population living in a healthy and sustainably
managed environment providing equitable opportunities and benefits.

The project also aims at contributing to the improvement of col-

laborative management of trans-boundary natural resourc-
es among partner states and reducing environmental stress for
the improvement of livelihoods in the Lake Victoria Basin.

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This objective is to be achieved through four broad components in-
cluding: Strengthening institutional capacity for managing shared wa-
ter and fisheries resources, point source pollution and prevention,
watershed management and project coordination and management.

In Uganda, the project is funded by the World Bank through Interna-

tional Development Association (IDA) and the Government of Ugan-
da. The Lead Agency or Focal Point Ministry in the implementation
of LVEMP II is the Ministry of Water and Environment (MWE). The
Ministry provides the overall coordination and guidance on the pro-
ject implementation in consultation with other implementing Ministries.

The project institutional structure is composed of the National Policy

Steering Committee (NPSC) at the apex, the National Technical Steering
Committee (NTSC), the National Project Coordination Team (NPCT),
Implementing Agencies (IA), District Focal Persons (DFP), Commu-
nity Driven Development (CDD) groups and Non-Governmental Or-
ganizations (NGOs). Other stakeholders involved in the project include
Universities, Research institutions and private Sectors through Memo-
randa of Understanding and other specific contractual arrangements.

The development of this Strategy therefore was informed by key com-

munication issues - such as limited communication about government
programmes, limited awareness about government projects, limited vis-
ibility about government institutions and projects, ineffective internal
communication and pressure on Lake Victoria because of man-made
activities as identified within the Government of Uganda Communica-
tion Strategy, 2011; Ministry of Water Resources Management, Directo-
rate of Water Resources Management Communications Strategy, 2009
2014 ; and the LVEMP II Regional Communications Plan , 2015 - 2017

2. Communications Strategy
2.1 Rationale
The LVEMP II project activities involve multiple stakeholders with

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diverse expectations and aspirations on the management and utili-
zation of natural resources. However there is limited level of aware-
ness about the project goals and objectives, as well as lack of uniform-
ity in communicating project outputs. There is therefore need for
developing a comprehensive communication strategy to address these
challenges and ensure sustainable management of the natural resources.

Currently, the project does not have a Communications Strategy. But in-
formation is disseminated through various channels, including print
media (newspapers, magazines, banners); broadcast media (radio, tele-
vision) and social media platforms (emails, Facebooks, twitter), which
should be strengthened through appropriate communications strategy.

The strategy shall therefore provide mechanisms and ways of conveying accu-
rate and timely information to all stakeholders in the most appropriate man-
ner who then shall be informed on the objectives, activities and outputs gen-
erated, as well as procedures that govern the implementation of LVEMP II.

2.2 Overall Goal

The overall goal of the strategy is to provide an efficient and effec-
tive communications tool that positively enhances public knowledge
and perception about the project, especially among the Government
ministries, departments and agencies; members of parliament; civ-
il society organizations; media; communities where the project is im-
plemented and the general public. It also aims at promoting an inter-
active, transparent, innovative and appropriate information sharing
mechanism that promotes natural resource management and improves com-
munity livelihoods within the Lake Victoria Basin and the catchment areas.

2.3 Strategic Objective

The strategy intends to meet the information needs of key stakeholders
and promote positive image of LVEMP II within and outside the coun-
try. It also intends to ensure that LVEMPII communicates effectively to
its stakeholders and obtain feedback to improve project implementation.

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2.4 Specific Objectives
The specific objectives of the strategy are:

a) To raise public awareness about the role and contribution of LVE-

MP II on the management, conservation and protection of the
Lake Victoria Basin and its catchment over the next three years.

b) To strengthen capacities of national project teams, implementing

agencies, local governments and community driven development groups
in effectively communicating project goals, objectives and mission, as
well as activities, outputs and achievements over the next three years.

c) To increase project visibility and influence conservation policies on en-

vironment and natural resources management over the next three years.

3. Key Communication Challenges and Opportunities

Communication as a function of good corporate governance and man-
agement requires that stakeholders receive timely and appropriate infor-
mation. This implies that the views and concerns of the stakeholders are
carefully considered while planning project implementation and designing
public educational campaigns. It also implies that communication is central
to the work and management of LVEMP II, and it must therefore of ne-
cessity communicate from time to time so as to account to its stakeholders.

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Degraded land of Mubende District that requires urgent intervention

LVEMP II stakeholders are diverse including both internal and external

publics. Situational analysis indicates that there is limited knowledge and un-
derstanding of the project goal, objectives and outcome indicators. There is
also limited flow of information between the project and other stakeholders
in such areas as biodiversity conservation, sustainable utilization of Lake
Victoria resources, land and water degradation, climatic conditions, energy
utilization, pollution and waste management, water resource management.

Again there is limited understanding about the different roles and contribu-
tion of LVEMP II towards the management and conservation of the Lake
Victoria Basin. Cases of poor coordination of expectation of the com-
munities, irregular feedback to the various audience groups, complacen-
cy on project implementation and difficulties in managing partnership, as
well as uncoordinated information dissemination have also been reported.

Albeit different interventions, project visibility still remains limited. The strategy
therefore attempts to address the aforementioned communication challenges.

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However there are also a number of opportunities that provide conducive
environment for the project to effectively implement the strategy. For in-
stance, there is available information for all key stakeholders. The most im-
portant aspect of which is to outline the process of mainstreaming and
disseminating the intended information to key stakeholders. Proper flow of
information will foster informed citizenry that is conscious on biodiversity
conservation, sustainable utilization of Lake Victoria resources, land and
water degradation issues. The public will also know how to address problems
emanating from such problems, and thus resulting into greater policy co-
herence and enhanced participatory development among key stakeholders.

At the same time, there are a number of partners within the pri-
vate and public sector engaged in the management and con-
servation of water resources. LVEMP II therefore will be re-
quired to form strategic partnerships with the aim of leveraging
resources, which should result in improved coordination and cooperation

4. Target Audience
The Lake Victoria Environmental Management Project Phase II is a
multi-sectoral environmental and natural resources management pro-
ject. It has diverse stakeholders that constitute the main target audi-
ence of the projects communication strategy and plan. These include
the local communities that earn a living from the Lake Victoria Basin
Resources, water and sewerage service providers, industrialists, fish-
ers, local authorities, relevant ministries and Development partners.

The diversity of audiences therefore imply there is need for different

communication approaches to reach them; and the overall Communica-
tions Strategy should aim at ensuring maximum inclusivity and outreach.

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Community training initiatives

5. Analysis of Target Audience

Stakeholder mapping for LVEMP II was done during the stakeholders
meeting in December 2014. Participants were identified on the basis of
their involvement, influence on project activities and interest in LVEMP
II issues. Key questions for considerations, among others included - what
influence, if any, did they have on issues? How influential were they and
who did they have influence on? Additional information on perceptions
and concerns were also gathered through interviews, mainly face to face.

5.1 Categories of Audiences

Three broad categories of audiences have been identified, including primary,
secondary and tertiary audiences. Key stakeholders under each category have
also been identified. Special messages shall be developed and channels identi-
fied for them through which such preferred messages shall be communicated.

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5.2 Primary Audiences
Legislators and Executive

Legislators are elected representatives at both national and regional levels.

They are important in managing shared water and fisheries resources, point
source pollution and watershed because they make laws or ratify international
treaties and agreements relating to the environment that affects peoples live-
lihoods. Because of this, their interest in water resources management and
conservation tend to be cross-cutting. They draw their power and appeal from
their constituents that elect them to office every five years. They are account-
able to the electorate and are often expected to be sensitive to them whenev-
er they are confronted with situations that invariably affect their livelihoods.

The Executive advises parliament on policies before they can be made into law
and is also responsible for monitoring the implementation policies and reg-
ulations. They command respect and influence among their followers, espe-
cially in the rural districts. They are expected to have a deep understanding of
traditional knowledge systems that relate to natural resources management.

It was noted that most members of parliament and executive are

not sufficiently informed about natural resource management is-
sues and how they relate to the community livelihoods. If they re-
ject things which are technical and for which they are not sufficient-
ly grounded, this could send the wrong message to the electorate.

Government implementing organs

This category include the staff of the Ministry of Water and Environment,
Directorate of Water Resources Management, National Project Coordi-
nation Team; Local Government; and Implementing Agencies, including
the Directorate of Fisheries Resources (DFR), Ministry of Agriculture,
Animal Industry and Fisheries (MAAIF); Department of Zoology, Mak-
erere University; Kampala Capital City Authority (KCCA); National Wa-
ter and Sewerage Corporation (NWSC); National Agricultural Research
Laboratories (NARL) Kawanda ; National Fisheries Resources Research
Institute (NaFIRRI) and Uganda Cleaner Production Centers (UCPC).

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Government ministries, departments and agencies are affected by natural
resource and sustainable land management issues. For purposes of draw-
ing up advocacy and communications strategy, stakeholders with specific
mandates in implementing policies that deal with environmental, or sus-
tainable resource utilization were sampled. Although ministries and de-
partments were aware about the natural resource issues in general, few
were aware about the role, activities and achievements of LVEMP II.

5.3 Secondary Audience

Private Sector

Secondary audiences comprise companies and institutions that have a direct

interest in the use of Lake Victoria resources such as water, land, waste
and energy and biodiversity. These include companies that extract or sell
portable water; those that are involved in the procurement of wildlife, fish,
forest and other natural resources; those that are involved in the sale of live-
stock or agricultural products; those that are involved in the collection and
management of wastes; those that are involved in the sale of renewable and
non-renewable energy sources and those that promote investment in envi-
ronment related businesses; those that are involved in sand mining and brick
laying. Private individuals and companies were therefore identified as the
biggest polluters and environmental degraders along the shores of the Lake
Victoria and the catchment areas. Given the upsurge of mining activities all
over the country in recent years, measures must be taken to address them.

Civil Society Organisations

Some civil society organisations are known to be active in environ-

mental conservation and poverty reduction issues. They work close-
ly with communities whose livelihoods depend directly or indirectly
on the Lake Victoria basin ecosystem, for example the fisher communi-
ties along the Lake and subsistence farmers cultivating along the shores
of the Lake. The CSOs are therefore good link between communities
and the project. They are interested in information about the projects
and how they can contribute to improved livelihoods of the communi-
ties. They are therefore good partners to reach out to the communities.

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Development Partners

Development partners include national institutions, bilateral and mul-

ti-lateral funding agencies. In case of LVEMP II, these include In-
ternational Development Agency of the World Bank, Swedish In-
ternational Development Agency (SIDA) and Global Environment
Facility (GEF). They are interested in providing funding support for re-
search and innovations for sustainable development. Their major con-
cerns are regular updates on project implementation and accountability.


The media comprises both electronic (radio, television) and print (newspa-
pers, magazines). They are important partners in raising public awareness,
reaching out to targeted audiences and promoting core messages about LVE-
MP II. They are always interested in accessing information about the project.

5.4 Tertiary Audiences


Champions are individuals or in some cases, organizations who occupy

a special place in society, play an advocacy role or who would normally
have passion for a particular cause. They can be used as partners in pro-
moting messages related o LVEMP II. The most important qualities of
a champion are commitment, passion and drive. In addition to this is the
ability for the champion to have an impact at all levels of society espe-
cially at community level. Another key quality is the ability for the individ-
ual to listen to and be receptive to the viewpoints of concerned groups.


These include individuals or community driven-development groups that

live along the shores of Lake Victoria, and are affected directly or in-di-
rectly by the activities that take place in Lake Victoria and the catch-
ment areas. These groups are sometimes opposed to policies that tend
to limit their socio-economic activities such as fisheries, wetland cultiva-
tion, constructions at the shores of the Lake, sand mining, bricklaying
and pollution of water bodies through dumping of polythene and plas-

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tic bags. This is mainly because they do not see evidence of such deg-
radation or pollution of the Lake and its impact on the communities.

Core Messages, Design and Approaches

Core messages shall be developed to provide simple, accurate and mem-
orable statements that capture key aspects of LVEMP II - Uganda. The
messages shall assist and guide the leadership of the Ministry of Water
and Environment, Directorate of Water Resources Management, Na-
tional Policy Steering Committee, National Technical Steering Commit-
tee, National Project Coordination Team, Implementing Agencies, Local
Governments, Community Driven Development Groups and Non-Gov-
ernmental Organizations in delivering consistent messages about LVE-
MP II to different audiences. Through these messages, the spokespersons
shall aim at positioning LVEMP II as an effective project for managing
environmental challenges and pollution affecting the Lake Victoria Basin.

Messages to be delivered shall employ both modern and traditional ap-

proaches tailored to specific target audience. Critical messages and
themes shall include among others: (a) major economic and ecologi-
cal importance of Lake Victoria, (b) main environmental challenges
facing the Lake Victoria Basin ecosystem, (c) management interven-
tions, (d) roles and contribution of respective partners, (d) key project
components, (d) sources of funding, development partners and lend-
ing instruments, and (e) key project outputs, achievements and impacts.

Key messages shall also revolve around the need for protecting and conserving
the Lake Victoria and catchment areas from stresses within the lake, littoral
zone, the basin and outside the basin. The development of the messages shall
further be guided by the tagline: Conserving and protecting the Lake Victo-
ria and catchment areas for improved community livelihoods. All communi-
cation efforts shall ensure that the tag-line is contained in all key Informa-
tion Education Communication (IEC) material prepared under LVEMP II.

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6. Communications Mix
The target audience of LVEMP II shall be divided into three categories:
primary, secondary and tertiary audiences, with varying degree of sub-au-
dience levels. A Comprehensive Communications Mix, consisting of
various channels shall be used to reach each of the target audience, lev-
els and segments as spelt out in the table below: Roles and messages for
each target audience are indicated in Annex 2 of the strategy document.

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Table 1: Target Audience and Communication Channels

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7. Strategic Communication Approaches
Participatory approaches shall be used to ensure that LVEMP II ad-
dresses information needs and expectations of its stakeholders.
This approach shall help LVEMP II communicators and spokesper-
sons constantly review their communication plans, information ma-
terials and messages while interacting with various stakeholders. Ca-
pacity building efforts shall also adhere to the same principles. The
strategic communication approaches to be used shall include among others:

a) Interpersonal communication, which shall in-

volve face-to-face interactions with key stakeholders

b) Edutainment, involving use of participatory thea-

tre, music and drama, as well as showing of public documen-
taries and street campaigns on film vans at community levels.

c) Information, Education and Communication (IEC) materials,

shall involve use of e-newsletters, strategic publications, posters, bro-
chures, leaflets, calendars, dairies and seasonal cards to communicate
to key stakeholders. The IEC materials shall be produced based on pro-
fessional criteria of Seven Cs of Communication that commands at-
tention, clarity and consistence of messages, creation of trust, cater-
ing for the head and heart, conveyance of benefit and call for action.

d) Corporate Branding, which shall involve building and promoting

corporate identity of LVEMP II by increasing its visibility among key stake-
holders and the general public. In so doing, LVEMP II shall develop and
use such products as outdoor banners, pull- up banners, tear drops, bill-
boards, t-shirts, cups, pens, notebooks, wall clocks, stickers, key holders,
folders and umbrellas which carry important messages about the project.

e) Traditional and social media platforms: This approach shall

target large number of audiences at a go. It shall use such medi-
um as radio, television and social media platforms, including Face-
book, Twitter, You-tube and Blog when and where necessary.

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f) Indirect communication approaches: The project shall employ indi-
rect communication approaches to market itself. These shall include spon-
sorship of major tournaments and events such as football tournament, espe-
cially those that are popular, including marathon devoted to environmental
conservation; canoe racing on Lake Victoria, cultural festivals; essay, drama
and debate competitions through secondary schools; and support to radio
and televisions programs, youth programs; and social responsibility affairs.

g) Other strategies, shall include targeted environmental road shows,

media briefings and breakfast sessions with supportive environmental Jour-
nalists, and strategic media supplements to coincide with important calen-
dar of events, undertaking internal capacity building focusing on project
management and other staff, developing strategies for effective message
delivery and media tracking tools, holding radio and television talk shows,
and airing special LVEMP II documentaries on national television channels.

It is envisaged that during the second project implementation phase, commu-

nication efforts shall focus on different stakeholders based on the outcome
of stakeholder analysis. Intensity of engagement regarding who to engage
and when, shall be determined by the management and communications
team against expressed stakeholder communication and information needs

8. Management and Coordination

The overall management and coordination of the LVEMP II Communications
Strategy shall reside with the National Project Coordination Team (NPCT).
The strategy shall guide designated spokespersons to manage and deliver
appropriate messages to key stakeholders in a timely and consistent manner.

9.1 Governance of Communication

Effective internal communication within LVEMP II shall be considered a
prerequisite for effective external communications. This shall help in build-
ing consensus, consistency of message delivery and enhanced project profile.
The National Policy Steering Committee (NPSC), National Technical Steering
Committee (NTSC), National Project Coordination Team (NPCT) of LVE-
MP II, as well as Implementing Agencies shall be required to have a clear under-
standing and shared knowledge of overall strategic direction of the project.

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Communications Team shall be established to oversee the imple-
mentation of LVEMP II Communications Strategy. There shall
be a Communications Lead within the secretariat, who shall work
closely with all key stakeholders on matters of communication.

The Communications Team in consultation with the management

shall approve the use of any communication tactics, press releases,
contents for the website, brochures, newsletters, and corporate ma-
terials, as well as time frames for communication. Messages shall be
prepared and shared across teams to reflect strategic interest of the pro-
ject. Ground rules for handling confidentiality shall be developed and
shared by LVEMP II. Items considered confidential may include do-
nor project conditions and management decisions over some issues.

9.2 Key Communicators

Communications Teams shall determine spokespersons that are the best suited
for and appropriate for specific audience or outreach programs. Where neces-
sary, this shall be done in consultation with the LVEMP II management team.

9.3 Issues Management

Issues Management Team shall be established to help Communications
Team respond quickly to issues or incidences that may affect, or ruin the
reputation of the project. Issues or incidences that may require emer-
gency communication shall include among others: negative or inaccurate
media reports, negative project results, bad-mouthing among staff, nega-
tive political statements and other worse case scenarios about the project.

The following steps shall be taken if an issue or incident is identified:

a) LVEMP II management shall first be alerted by phone or email;

b) The Communications Team shall also be alerted through email or phone;

c) They shall jointly assess whether or not a response is necessary;

d) They shall jointly determine the nature of response and make sure it is

e) They shall jointly implement the response.

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The Communications Team shall survey the media and social media, includ-
ing Blogs, Facebooks, Twitter and YouTube for potentially harmful activities.

9.4 Communication Methodology

Communication Teams shall decide on the best communica-
tion methods for each form of outreach. In general, these meth-
ods shall include information sharing on a website, press brief-
ings, press releases, face-to-face meetings, brochures, posters,
factsheets, Frequently Asked Questions (FAQs), other print materi-
als and information packs for partners, as well as translated materials.

LVEMP II Uganda shall have an independent website to increase its visibil-

ity. However, it shall be linked to the Ministry of Water and Environment and
the Government of Uganda, web portal in the Office of the Prime Minister.

9. Monitoring and Evaluation

Monitoring and evaluation shall be essential to objectively estab-
lish the progress towards the achievements of LVEMP II Com-
munications Strategy and track performance of implementation.

Key performance indicators shall be agreed between the Man-

agement and the Communications Team. However some key as-
pects of monitoring and evaluation framework shall include,
a brief monitoring and evaluation matrix that shall include:

a) Monitoring and assessment of planned communication activities and

outcomes at regular intervals

b) Assessment of communications contribution to Project Development

Objectives (PDO)

c) Assessment of changes in human behaviour, practice, attitude and


d) Systematic documentation of experiences, lessons learned and tacit

knowledge gained and shared with key stakeholders during the implemen-
tation of the communication strategy.

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Some of the instruments to measure the impact of the Communications
Strategy shall include:

a) Public opinion surveys that could be done through a quick appraisal dur-
ing stakeholder analysis

b) Surveys of external demand for LVEMP II publications and information


c) User surveys on LVEMP II webpage

d) One-on- one visits to LVEMP II project sites or facility visit

e) Administration of an evaluation questionnaire during an annual stake-

holder workshops and other public events

f) Media monitoring and content analysis among others

10. Proposed Communication Activities

The proposed communication activities are planned for execution, from for
FY2014/2017. The LVEMP II Communications Strategy shall adopt a proactive
communications approach as opposed to reactive communications approach.

Broadly speaking, the strategy shall aim at reducing organizational dam-

age by providing timely, accurate and balanced information before dis-
torted stories appear in the media, or reach out to key stakeholders.

Importantly, the approach shall ensure that various stake-

holders are carried along as the project is implement-
ed. Some of the key communication activities shall be to:

a) Develop and implement project communications strategy

b) Develop and manage functional project website and social media plat-

c) Arrange public appearances, exhibitions, contests and facility visits to

increase project visibility and obtain goodwill

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d) Maintain regular contacts with the media representatives, key stake-
holders, staff, communities and public interest groups

e) Plan and develop information, education and communication materi-


f) Promote production of strategic publications, outputs and monthly

targeted messages

g) Develop and disseminate corporate materials and project documents

to target audiences

h) Conduct stakeholder analysis and net-mapping exercise to inform de-

velopment of a defined stakeholder groups to achieve desired outcomes

i) Build capacities of the national project coordination team, im-

plementing teams and districts in handling media and man-
aging issues that may affect the reputation of the project

j) Engage in social corporate responsibility affairs in order to

create an understanding between the communities and the project .

11. Implementation Plan

The Strategy shall be guided by the Implementation Plan as
shown in the matrix below. It captures various elements of
the Communications Strategy including objectives, planned ac-
tivities, resource required, expected outputs, responsible per-
sons and means of verification as well as monitorable indicators.

LVEMP II and other stakeholders shall provide the requisite re-

sources to operationalize and implement the Strategy. It is there-
fore proposed that the Communications Strategy shall have a
separate budget for effective implementation of the strategy.

To properly track the progress of the strategy, a base-

line study for communication needs shall be conduct-
ed prior to the commencement of operations of this strategy.

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1) Ministry of Water and Environment, Directorate of Water Resources

Management, Communication Strategy, 2009-2014

2) The Government Communication Strategy, September 2011

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Communications Budget FY 2014/2017

Annex 1: Communications Implementation Plan and Budget FY2014-17

Output Key Planned Output Budget Estimates UGX 000

Code Communi- Activities Indicators
cations FY14-15 FY 15-16 FY16-17 Total
Objective 1: Raising public awareness about the role and contribution of LVEMP II on the management, conservation and
protection of the Lake Victoria Basin and its catchment areas over three years
Output 1 LVEMP II Develop draft Number of draft 52,000 0 0 52,000
communica- communications strategy devel-
tions strategy strategy oped
and imple-
Hold key stake- Number of 50,000 0 0 50,000
holder consultative meetings held
meeting to review
and stake-
and adopt draft
and final commu- holders in-
nications strategy volved

Incorporate Number of cop- 50,000 25000 0 75000

changes, print ies printed and
and distribute distributed
2,000 copies of
the strategy to key
Develop ToR Number of 20,000 20000 20000 60000
for provision ToR devel-
of short term oped for
consultancy consultancy
for developing and consultant
and produc- hired
ing knowledge
Function- Develop ToR for Number of 52000 20000 10,000 82,000
al project provision of short ToR developed
term consultancy and consultant
for reviewing and hired
and so- updating project
cial media website
and man-
Objective 2: To strengthen capacities of national project teams, implementing agencies, local governments and community driven de-
velopment groups in effectively communicating project goals, objectives and mission, as well as activities, outputs and achievements
over two years.
Output 3 Commu- Participate in at Number of 80,000 90,000 80000 250,000
nity en- least 10 special special public
gagement: events (Refer to
events partici-
knowledge Annex 3 for details
of special event pated in
of commu-
days) , including
nity, pub-
World Wetlands
lic, minis-
Day, World Water
try, project Day, World En-
staff and vironment Day,
other Biodiversity day,
stakehold- Agricultural Show,
ers im- World Food Day,
proved World Fisheries
Day, National Tree
Planting Day, Re-
gional Exchange
Visits and Joint
Publicity Event
Develop ToR Number 50,000 30,000 0 80,000
for provision of ToR de-
of short term veloped for
Consultancy consultancy
for producing a & consultant
video documen- hired
tary Number of
videos pro-
of translated

Produce trans- Number of 15,000 15000 150000

lated IEC ma- translated
terials for com- materials pro-
munity outreach duced
Output 4 Media en- Hold breakfast o Number 20000 20000 20000 60000
gagement: meetings with of breakfast
regular the environ- meetings held
contacts mental science o Number of
with media editors media con-
houses and tacts estab-
individual lished
Hold press Number of 10,000 10,000 10,000 30,000
conferences press confer-
ences held and
journalists in
Arrange at least o Number of 35000 35000 35000 105,000
6 media facility media facility
visits arranged
visits( At least 2
o Number of
per year) journalists in
Share important Number of 10000 8000 10000 28000
information about pieces of infor-
project activities mation shared
using various
channels - reports,
minutes, social
media platform,
Support me- Number of 20,000 15,000 15,000 50,000
dia awards for media awards
environmental supported
science report-
Hold at least Number of 50,000 50,000 50,000 150,000
4 radio and 4 radios and TV
TV phone in phone in talk
talk shows at shows held
both national
and community
Output 5 Capacity Conduct quar- Number of 40,000 40,000 40,000 120,000
building of terly trainings stakeholders
staff and on media han- trained
project im- dling and issues
plementers management
Number of 30,000 35,000 40,000 105,000

driven devel-
opment groups

Objective 3: To increase project visibility and influence conservation policies on environmental and natural re-
sources management over two years
Output 6 Strategic Produce & print at Number of e-news- 20,000 20,000 20,000 60,000
publications least 12 e- newsletters, letters produced and
promoted, 15 newspaper articles, printed
including 4 topical booklets Number of newspa-
communica- per articles pub-
tion notes, lished
booklets, Number of topical
press releases, booklets produced
newspaper and printed
Organize debates Number of De- 52,000 30,000 0
for different target bates conducted 82,000
groups( university,
school, media, NGOs,

Organize dissemina- Number of media 100,000 50,000 0 150,000

tion through radio, TV messages dissemi-
and Digital Platforms nated through TV
and digital plat-

Output 7 Corporate and Develop at least 15 Number of pull-up 20,000 20,000 20,000 60,000
branded mate- corporate pull-up banners, outdoor
rials developed banners, 15 outdoor banners and tear
for increased banners & 15 tear drops developed
project visibility drops

Develop at least Number of 25,000 25,000 25,000 75,000

6,000 brochures, brochures,
6,000 fact sheets, factsheets,
6,000 posters, posters and
6,000 paper paper folders
Develop at least Number of 45,000 45,000 45,000 135,000
1,500 seasonal seasonal cards,
cards, 3,000 calendars and
calendars and diaries devel-
1,500 diaries oped
Design and Number of 50,000 30,000 0 80,000
procure at least t-shirts pro-
1000 t-shirts, cured
500 ladies
blouses, 1000
Design and Number of 35,000 35,000 0 70000
procure at least corporate
4,000 corpo- materials pro-
rate notebooks, cured
4,000 pens, 4,
000 key holders
Develop 70 Number 50,000 0 0 50,000
project la- project labels
bels/ posters developed
II secretariat
and community
driven develop-
ment groups
Total 981,000 648,000 455,000 2,077,000

Annex 2: Key stakeholders and messages with respect to environment pro-
tection, management and conservation water and fisheries resources and
other issues identified

The perennial message for project shall be communicated to key stakeholders at the
beginning of project implementation. While specific messages shall be crafted to
address knowledge, attitude and practice or behavior of target audiences. The mes-
sages shall include project vision, mission, objectives and goals, as well as project
components. Public campaigns may include messages such as Lake Victoria your
fortune; Lake Victoria Environment A sanctuary of natural wealth or Your water, your health

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N o . Target Au- Role of M e s s a g e M a t e r i a l P a r t n e r Assump-
dience/Key Target Au- tion
stakeholder dience/Key

1. Policy and Provide Lake Vic- Regional Partner Regional and

Decision them with toria your and Na- Research National
information fortune tional Par- Parliamentary
Makers( and lake liamentary
institu- committees,
Legislators, on LVEMP tions
Victoria commit- news media,
II ;
Executive Environ- tees, news Commu- special events
Engage ment A media,
and Judici- them on the
sanctuary special
ary) desirability experts
of natural
of hav- wealth
events and
ing policy Sound en- champi-
coherence vironmen-
on issues tal man-
environment agement
of lake
and con-
servation, and trans-
to poverty boundary
and natural makes Lake
resource Victoria
manage- productive
ment. for region
Appraise and attrac-
them about tive tourism
new legis-
lation or
thereof and
elicit their
support re-
lating to lake
and trans

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issues, bio-
diversity and
resource use,
energy re-
sources wa-
ter resources
or climate
2. LVEMP II Coor- Sound As Politi- As
and MWE environ- Table 1 cians
dinate, above
super- mental and
vise and laws and policy
monitor regu- makers,
lations local
relating authori-
to pol- ties, en-
menta- lution viron-
tion of man- mental
LVEMP agement CBOs/
II and NGOs,
control private
for Lake sector
ria and

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3. Implementing Responsible Proper .As LVEMP
Agencies for direct conser- above II, MWE,
project vation, environ-
implemen- manage- mental
tation and ment and CBOs/
reporting use of NGOs;
clean tech- Commu-
nologies nities and
and the politi-
planting cians
of trees
to achieve
vision and

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4. Non Govern- Improve Efficient As LVEMP As above
ment Actors( public manage- II, MWE,
CSOs, PSOs understand- above environ-
ment of
Media etc) ing of the waste, mental
project CBOs/
conserva- devel-
tion and opment
man- organi-
agement zations,
water financial
resources institu-
stim- tions (e.g.
on pro- World
ducing Bank
com- Group,
mercial UNDP
pects for etc.)
neurs and
and fish-
ing in the
cheap sup-
plies of
of Lake
water for

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5. Champion Identified Proper As LVEMP II,
MWE, im-
As above
as the key manage-
ment, above plementing
influential conserva-
partners en-
ambassa- tion and CBOs/
dors for protect- NGOs,
The media,
promoting ing the households
vision, resource / citizens,
base on opinion
mission, which leaders,
and mes- over 35
in industry
sages of million and big
the LVE- people businesses,
depend is members of
MPII parliament,
of course international
vital and and nation-
must be al events,
accorded workshops
and semi-
at higher nars
profile. As above

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6. Directly Directly Lake Vic- As Media, spe-
cial events,
As above
implement implement toria your
above workshops
the project the project fortune and semi-
and lake nars
at commu- at commu-
nity levels nity levels Victoria
to reduce to reduce
ment A
pressure on pressure sanctu-
the lake on the ary of
lake natural
nities will
from the
use of
es and
tion of
the scant

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Event Date
World Wetlands Day February 2
International Womens Day March 8
World Forestry Day March 21
World Water Day March 22
World Meteorological Day March 23
World Biodiversity Day May 22
World Environment Day June 5
World Population Day July 11
World Tourism Day September 27
World Fisheries Day November 21
World Food Day October 16
World AIDS Day December 1

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