Inspire A Positive Future By Connecting People . - UNESCO

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inspire a positive futureby connecting people andnature todayUNESCO MAB Brand & Story ToolkitA guide to engaging people and telling our powerful story

Thank youThis guide and toolkit was made possible by thesupport and help of several passionate peopleacross the UNESCO MAB Council and EuroMABnetwork.Special thanks to our pilot biosphere reserves:Guy Pustelnik - Bassin de la DordogneRaphael Michau - Bassin de la DordogneRoland Thielke - Bassin de la DordogneMaryann Harris - Dublin BayLeslie Moore - Dublin BayJaione Lanborena - UrdaibaiPaula Caviedes - UrdaibaiDebbie Pella-Keen - Niagara EscarpmentLisa Grbinicek - Niagara EscarpmentDanielle D’Silva - Niagara EscarpmentBohdan Wynnycky - Niagara EscarpmentAnd to the Brand & Story Advisory Group:Arne AbrahamsenJeff BectellVanja DebevecIan DennisonCliff DrysdaleEve FergusonRich HowarthPeter KalandToomas KokovkinPernille KristianssonMartin PriceAntonio San BlasCarina WettemarkMartin PriceLisen SchultzPavlo CherinkoHiroyuki Matsuda and all the fantastic people we met in biosphere reservesacross the network who took part in our working sessions.UNESCO MAB - Brand & Story ToolkitPage 2 of 45

ContentsThe opportunityHow can a common approach help to engagepeople in biosphere reserves?Page 4Using this guideHow will you learn from the guide and what will youfind inside?Page 8Our story frameworkWhat is the purpose, values and story of thebiosphere reserve and the MAB network?Page 12Tools to engageHow can your create your own engagement plan?Page 27Tips & Frequently Asked QuestionsWhat common questions does the network haveabout our approach?Page 40UNESCO MAB - Brand & Story ToolkitPage 3 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQinspire a positive futureby connecting people andnature todayThe opportunityHow can a common approach across the network help to engage people in biosphere reserves?Brighton & Hove and Lewes Biosphere, UK

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQThe case for a commonapproachThe UNESCO MAB programme and network is afantastic idea. We connect people and nature inhundreds of places around the world. Our culturesand languages are diverse and different - yet weshare a common purpose and vision. And we haveone story that we can all tell.The MAB Council has identified communication asa key strategic opportunity. There are greatexamples of communication in the MAB, but wecan be better at engaging everyone across andwithin our network on what a biosphere reserve isand why its important. We can use new techniquesto bring people on the journey with us, and findmore ways to inspire others to be involved.UNESCO MAB - Brand & Story ToolkitConsumer brands are exceptional at buildingrelationships. They are in our homes and in ourlives. We not only understand clearly what they dofor us, but why they fulfil a need.Brands also have a consistency in how they telltheir story. Their communications aim to createconversations, to bring people in and engagerather than simply broadcast their messages.We can take inspiration from brands and the bestenvironmental campaigns to help every biospheretell a consistent, powerful story. This guide is onestep to a common approach for the MAB.Page 5 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQObjectives for this guideThis guide is for anyone who engages people inbiosphere reserves across the MAB network.Our aims for the guide are:To inspire a new and consistent way ofcommunication for UNESCO biosphere reservesTo build confidence across the network inconnecting with audiences in a more strategic wayby creating engagement plansTo encourage the network to share best practiceand learningUNESCO MAB - Brand & Story ToolkitPage 6 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQHow we worked togetherThe biosphere reserve brand and story has beendeveloped by the network, for the network. Weused an advisory group and four pilot biospherereserves to create the content and to test ourapproach. Each pilot has agreed to implement anengagement strategy from the toolkit.The Brand & StoryAdvisory Group met inParis to shape thefoundations of thebrandAs we learned along the journey, we adapted thecontent. We translated the story into French andSpanish to test how language might impact onmeaning. And we made the tools easy by creatingcontent that anyone in the network could downloadand use immediately.Members of theMAB council wereinterviewed to gettheir insight to thebrand storyFour pilot biospherereserves steppedforward to supportthe toolkit and help tobuild the approachThe Brand & StoryAdvisory Groupgave feedback tothe pilot workWe launchedthe guide atthe EuroMABconference inEstoniaNovember2014Nov 2014to Feb 2015March toApril 2015May2015October 2014UNESCO MAB - Brand & Story ToolkitPage 7 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQinspire a positive futureby connecting people andnature todayUsing this guideHow will you learn from the guide and what will you find inside?Biosphère du bassin de la Dordogne, France

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQHow to use this guideThis guide will help you to understand the MABbiosphere reserve brand and story, and to createyour own engagement plan.Step 1:Step 2:Step 3:Step 4:Read through theentire guide to get agood understanding ofthe brand and story.Look for ways youmight change thestory you are tellingnow.Download thepresentation deck andsession worksheets you’ll find the link hereand in the relevantsection in the guide.Invite a group ofstakeholders and hosta session to build yourengagement plan withyour audiences. Orrun a session withyour team to come upwith new ideas.Implement yourengagement plan, andshare the learningwith the rest of thenetwork on ESCO MAB - Brand & Story ToolkitPage 9 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQUse the navigation bar to see whereyou are in the guideWhat you’ll find insideWe have designed this guide to be as easy to useas possible.There is a navigation bar at the top to help youthrough the guide.There are tips and tactics throughout the guide tohelp you learn quickly.We’ve includedimplementationexamples andoutcomes fromstakeholder sessionsfrom our pilotsUse the links to download presentations andworksheets for the toolkit.We have included case studies of our pilotbiosphere reserves to help inspire you to createyour own engagement plans.TipsLook out for the tip arrow to give youideas and point you to resourcesUNESCO MAB - Brand & Story ToolkitPage 10 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQTelling your own storyMaking an engagement planwith your stakeholdersBiosphere reserves across the network are alreadydoing a great job at communicating. Eachbiosphere reserve is unique and has their ownstory - this guide is designed to give you a commonframework and foundation to talk about the MABnetwork and biosphere reserves idea.The guide sets out a new approach tocommunication that encourages you to createengagement plans by asking your stakeholders toparticipate in the process.You are invited to review the story that you aretelling about your biosphere reserve, and use theguidance to make your story even more powerful.Review the Our story section to findrecommendations on common content that everybiosphere reserve can include when explaining thenetwork.UNESCO MAB - Brand & Story ToolkitThis method is highly effective as it ensures thatyou are acting strategically and have takenstakeholder voices under consideration before youcommunicate.We use the word “engagement” because it betterreflects our values of involving and connectingpeople to the biosphere, rather than simply tellingthem about it. Visit the Tools to engage section tofind out more.Page 11 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQinspire a positive futureby connecting people andnature todayOur story frameworkWhat is the purpose, values and story of the biosphere reserve and the MAB network?Urdaibai Biosphere, Spain

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQA brand for the biospherereserveThe UNESCO biosphere reserve brand has beencreated based on a very simple concept. Designedby Simon Sinek, the WHY-HOW-WHAT frameworkhelps to structure the way we communicate aboutbiosphere reserves.This section explains the brand framework, andgives you some guidance on how the pieces fittogether to tell a more powerful story about thebiosphere reserve and the network.“People don’t buy what you do- they buy why you do it”- Simon SinekAt the end of the section are some things toremember when telling your own story.UNESCO MAB - Brand & Story ToolkitPage 13 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQBiosphere reserve brand:What it gives us:WHYOur PurposeThe core of communication - theconsistent understanding of whybiosphere reserves exist and areimportant to peopleThe "North Star" of thebiosphere reserveWHYHOWOur ValuesDescribes our unique wayof doing thingsThe behaviours common toevery biosphere reserveHOWWHATWHATOur PropositionDescribes the biospherereserve and the networkUNESCO MAB - Brand & Story ToolkitPage 14 of 45The easy to remember, relevantand engaging way to describewhat a biosphere reserve is andwhat the network does

1 The opportunity2 Using this guideOur purposeThe purpose statement sets outwhy a biosphere reserve and thenetwork exists. It is core to ourstory and to inspiring all audiencesabout UNESCO’s programme andyour biosphere reserveUNESCO MAB - Brand & Story Toolkit3 Our story4 Tools to engage 5 Tips & FAQInspire a positivefuture byconnecting peopleand nature todayPage 15 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQThe impact we have is to create asecure future that we can lookforward toOur role is to use the power ofscience and the wonder of nature toinspire changeInspire a positivefuture byconnecting peopleand nature todayOur purposeThere is meaning behind thewords in our purpose statement.The words have been carefullychosen to reflect what we want ourstory to convey.From our network to our sites, our role isto reconnect people and the economywith their environmentUNESCO MAB - Brand & Story ToolkitPage 16 of 45We’re making this future real nowand everyday

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQBiosphere reserves areabout connectionOur purposeLife is an amazing series of connections.Our purpose outlines the role thatwe play in solving one ofsustainable development’s biggestissues - disconnection betweenpeople and nature.Between people, between people and nature,between knowledge and action, across timeand place.TipYou can use this text as a simple wayto help people understand ourpurpose.UNESCO MAB - Brand & Story ToolkitIf these connections break, we put ourcollective quality of life at risk. If we keepthem strong, we build a future that inspiresus.UNESCO biosphere reserves connect peopleand nature to inspire a positive future today.Page 17 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQCelebrate lifeThe “positivity” valueWe celebrate people and natureOur valuesEmpower peopleThe “participation” valueWe enable participationWe have four core values thatdescribe the behaviours of thenetwork and how a biospherereserve works.Model solutionsThe “innovation” valueWe explore new ways everydayBelong togetherThe “collective” valueWe are part of something biggerUNESCO MAB - Brand & Story ToolkitPage 18 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQCelebrate lifeEmpower peopleWe shine a light on positive examples of peopleand nature to thriving together.We are a movement of people building a future thatwe can trust.We believe that people’s quality of life and thehealth and diversity of nature are inextricablylinked.We know that people are most powerful when theyare informed, inspired, and have the tools to makechange happen.People are a part of their environments which havein turn been shaped by local cultures.The only way to build a future that is self-sufficient,secure and happy is to help people believe it ispossible, and help them to make it happen.So we find ways to celebrate and advance culture,nature and economy together.This is the “positivity” value. It reminds us thatbiosphere reserves are about the diversity of life andto find ways to celebrate people, environments andeconomic development together.UNESCO MAB - Brand & Story ToolkitThis is the “participation” value. As a network weneed to inspire action in others. This value remindsus to get people involved.Page 19 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQModel solutionsBelong togetherWe explore new ways of living everyday that solveglobal challenges.Our success depends on the strength of therelationships we create.Our solutions are built on a strong scientificfoundation and understanding of local cultures,traditions and ecology, which we translate it intoactions everyday.It’s these powerful connections that mean we canachieve outcomes together that we could notachieve alone and be part of something bigger.This allows us to make the most of local expertise,and live in a way that tackles global challenges. Bydoing this, we model the future we want to see.Connecting people across disciplines, cultures andborders. Reconnecting people to each other, andto nature. Connecting the values and heritage fromour past with hopes we have for our future.This is the “innovation” value. Biosphere reservesare places where sustainable development ishappening now in our way of living. We are anexample.This is the “collective” value. It is a reminder that weare about connections and that we cannot besuccessful without great relationships inside andoutside of our network.UNESCO MAB - Brand & Story ToolkitPage 20 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQBiosphere reserves are:About people, by people, for peopleA vehicle for people to organise aroundFeaturesIn listening to people across thenetwork, we outlined the commonfeatures of biosphere reserves:Connect people across the worldConnecting culture, nature and economyUnderstand heritage, create futureExplore better solutions in practiceWays of living, not only ways of conservingShared values and languageFuelled by passionUNESCO MAB - Brand & Story ToolkitPage 21 of 45

1 The opportunity2 Using this guidePlace and networkBecause we are a place with away of living, and a networkaround the world, we need to beclear about how we describeourselvesTipYou can use this text when you needto differentiate between the biospherereserve and the networkUNESCO MAB - Brand & Story Toolkit3 Our story4 Tools to engage 5 Tips & FAQA UNESCO biosphere reserve is aplace where people share a wayof living with nature that builds afuture we’re proud of.The UNESCO biosphere reservenetwork connects communitiesaround the world who arepioneering a positive future forpeople and nature.Page 22 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQThe biosphere brandWHYOur PurposeThe "North Star" of thebiosphere reserveHOWOur ValuesDescribes our unique wayof doing thingsWHATOur PropositionDescribes the biospherereserve and the networkUNESCO MAB - Brand & Story ToolkitInspire a positive future by connectingpeople and nature todayCelebrate lifeEmpowerpeopleModelsolutionsBelongtogetherA UNESCO biosphere reserve is a place wherepeople share a way of living with nature that builds afuture we’re proud ofPage 23 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQExample: A biospherereserve storyThis story to explain the bassin de la Dordognebiosphere reserve does a great job of integratingthe purpose of the biosphere reserve, our valuesand our proposition.Nous pensons que la Dordogne et l'ensemble descours d’eau qui l’alimente représentent un élémentfondamental de la vie des populations du bassin.Quoi de mieux qu’un fleuve pour comprendre lasolidarité nécessaire entre l’amont et l’aval ? Entreson propre petit ruisseau et l’ensemble du bassinhydrographique ? Entre la nature et les hommes ?Entre le passé, le présent et l’avenir ?UNESCO MAB - Brand & Story ToolkitWe believe that the Dordogne and all of itsconnections represent the fundamentals of life foreveryone in the river basin.What better metaphor than a river to make clearlinks between life upstream and downstream?Between a river’s own small creek and thewatershed that surrounds it? Between nature andpeople? Between the past, the present and thefuture?Page 24 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQExample:Introducing thebiospherereserveNiagara Escarpmentbiosphere reserve used thekey messaging from thebiosphere brand on a displaystand created for aconference on biodiversity.UNESCO MAB - Brand & Story ToolkitPage 25 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQRemember:Start with WHYOur purpose is important to inspire people on thestory of UNESCO MAB and the network.We have one purposeThe purpose of the biosphere reserve and thenetwork are the same - we are the biosphere!Our values make us specialThe behaviours common to every biospherereserve make us special and will help peopleunderstand what to expect from the network.Biosphere reserves are about peopleTelling personal stories helps people to connect.Always put people in the picture when talking aboutthe biosphere reserve.Blekinge Archipelago, SwedenUNESCO MAB - Brand & Story ToolkitPage 26 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQinspire a positive futureby connecting people andnature todayTools to engageHow can you create your own engagement plan?Dublin Bay Biosphere, Ireland

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQChanging how we engage:The big shiftThe way we tell our story canchange to more effectivelyengage people on what abiosphere reserve is, why it isimportant to them and how theycan get involved.Consider each of these shiftswhen you are creating yourengagement plans.BroadcastConversationLess talking to, more talking withExplainInspireLess words and justification, more inspiration and imagesPlacePeopleLess geography, more humanFactsStoriesLess data sharing, more storytellingRegulationOpportunityLess about things people can’t do, more about what they canUNESCO MAB - Brand & Story ToolkitPage 28 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQCreating a plan with yourstakeholdersAn important step forward for communication of theUNESCO MAB and biosphere reserves is our shiftfrom talking to stakeholders to engaging them inconversation.This ethos is in our values and our approach tocreating engagement plans. Building strategieswith your stakeholders is the most effective way ofconsidering their needs and getting them on-boardwith your objectives.This section sets out an approach and a set oftools to help you create an engagement plan bybringing stakeholders together in one session.Stakeholder workshop, Dublin Bay Biosphere ReserveUNESCO MAB - Brand & Story ToolkitPage 29 of 45

1 The opportunity2 Using this guide3 Our story4 Tools to engage 5 Tips & FAQAgenda for a stakeholdersessionSet expectationsExplain why the participants have been invitedand how their help will support betterengagement in the biosphere reserveFollow this agenda for arranging and running yourstakeholder or team planning session.Share the br

about UNESCO’s programme and your biosphere reserve . Inspire a positive future by connecting people and nature today . UNESCO MAB - Brand & Story Toolkit . Page 15 of 45 . 1 The opportunity . 2 Using this guide . 3 Our story . 4 Tools to engage . 5 T

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