communicating climate change adaptation_shubhkal undp_14 october 2014

Communicating Climate Change Adaptation :Experiences of Radio

Bundelkhand

BundelkhandAn Extremely Climate Sensitive Region in India

Increasing poverty

Acute water shortage

Decreasing agricultural production

Rising socio-economic issues

Need for Climate Change Communication

• Extremely low climate change risk perception

amongst the rural community • Resistance to change• Lack of information about climate change and

appropriate adaptation options

A campaign to educate the rural community about the risk of climate change and possible adaptation

measures

Location – Bundelkhand

Launched – 2008

Objectives – Shubh Kal Campaign

Create awareness

Provide information

Prepare communities

Increase people’s participation

Inspire behaviour change

• Communicate the risk of climate change with solutions

• The messages are informative but positive

• The tools used are participatory

• The critical risk is communicated stage-wise

• The strategy is to prepare communities

Methods Used: Risk Communication

Combination of traditional communication tools and mass media

Tools Used

Rural Reality Show

Objective: Create awareness by empowering rural women and youth to be change agents for climate change adaptation through a rural reality show in Bundelkhand.

Results:

• 100 villages reached

• 25 climate change agents created • 855 households adopted at least one measure of adaptation

• 100000 + villagers understand the need of adopting climate change adaptation

Rural Reality Show

Lessons from the Grassroots

• Challenges in communicating scientific knowledge to the community in a simplified manner

• Inadequate influence of voices from the ground in policy development

Shubh Kal CampaignFrom Information to Knowledge to Action

• Strengthen the understanding of climate change knowledge amongst communities and communicators

• Increase the role of intermediaries (community radios) in linking community voices to scientific research and climate change policy

Pilot a communication model for bridging the gap between stakeholder groups (Community, Scientists and Policy makers)

Build capacities of local community radios to broadcast climate research and provide a platform for communities to share their experiences in coping with and adapting to climate change

Share outcomes with the wider climate change world

Communication Strategy

Communication Strategy Model

Capacity Building Exercises:Practical Experience

Capacity Building Exercises:Theoretical Experience

A/V clip

Voice from the community

“Jab gaon main pani hoga, khet main fasal hogi aur angan mein ped poudhe honge tab hi hoga humara Shubh Kal. Tabhi toh hum bachon ko school bhejh payenge, tabhi toh hum seher nahin jayenge, Rojgari, sukh, santi sab hume humri gaon mein milegi”