Education for Sustainable Development Youth engagement & communication campaign
Campaign purpose • UNESCO will run a global campaign, encouraging young people to take action to promote sustainable development, reflect on their actions, and share their learnings. • Education is at the heart of this campaign, as UNESCO’s unique added value to the sustainable development agenda, with litter- picking as an entry point to the campaign. • This campaign will be focused on encouraging simple actions for young people to partake in, with further actions pushed to those who have engaged and want to learn more. Education for Sustainable Development Youth engagement & communication campaign
Campaign objectives Provide young people with an opportunity to take concrete actions for sustainable development, reflect on their actions, and disseminate their reflections. Show the urgent need to respond and take action for sustainable development by making Education for Sustainable Development (ESD) a crucial aspect of that long-term response and motivate concrete actions among the target audience. In accordance with UNESCO’s new framework ESD for 2030 , foster opportunities for individual transformation to happen, cultivating disruption, courage and determination. Prove that concrete action is a powerful way to develop knowledge and foster changes at the community and individual levels. Fully exploit UNESCO’s role as a central, honest and neutral broker organization, inclusive of partners and citizens. Education for Sustainable Development Youth engagement & communication campaign
Target audience • For this campaign, our primary audience is young people , who will be encouraged to learn more about sustainable development and take action to protect it. • Our secondary audience are those who will be influenced by the actions of young people and youth groups and can have a wider impact on sustainable development and the environment, e.g. policymakers. • And thirdly, we have the enabling audience . This is an audience who will enable young people to hear more about the campaign, learn about sustainable development, and take action to protect it. Education for Sustainable Development Youth engagement & communication campaign
Context Trash is the sustainability issue with the widest global engagement among youth • Prominent sustainability issues Trash / litter / waste 47% amongst young people Environmental education 34% Global warming 34% Water / marine pollution 20% Deforestation 19% UNESCO’s local experts and partners Energy 18% listed trash as the sustainability issue Air pollution 16% that young people were most engaged Food waste 14% in. Water scarcity / drought 14% Environmental policy 11% Greenhouse gas emissions 10% Biodiversity 10% Oceans 8% Corporate Social Responsibility 6% Extreme weather 4% Soil degradation / erosion 2% Shifts in sea levels 1% Which sustainability issues are young people (aged 15-25) specifically most engaged with (e.g. None of the above 1% taking interest in, speaking about, acting on) in your region / country / area? Please select up to three responses. Base: Africa, 26; Arab States, 20; Asia & the Pacific, 18; Europe & North Other (please specify) 10% America, 21; Latin America & The Caribbean, 8. Education for Sustainable Development Youth engagement & communication campaign
Context While the trash narrative cuts across all regions, connecting our cause to other problems will build interest Europe and North America Arab States Asia and the Pacific • Top three most prominent sustainability issues by 67% Global warming 39% 44% region Trash / litter / waste Trash / litter / waste Water scarcity / • Trash is amongst the top 33% Energy 39% Air pollution drought issues across four of our five regions, so it is an Water / marine pollution; 32% 29% Trash / litter / waste 28% Air pollution; Energy effective base to inspire Deforestation action across the globe. • However as it is not the Latin America and the Caribbean Africa most prominent issue in every region, also linking our campaign to the other 50% 48% Trash / litter / waste Biodiversity salient issues will help increase engagement. Water / marine Environmental 38% 48% pollution education Water scarcity / What are generally the most discussed sustainability 25% 13% Trash / litter / waste 41% Deforestation issues in your region / country / area? Please select up drought to three responses.. Base: Africa, 29; Arab States, 21; Asia & the Pacific, 19; Europe & North America, 21; Latin America & The Caribbean, 8. Education for Sustainable Development Youth engagement & communication campaign
Context The most salient impacts of trash link directly to other issues Top wider impacts of trash (% rated in top 2) The negative impacts of trash link directly to other issues which are prominent WATER SYSTEMS HUMAN HEALTH WILDLIFE concerns – particularly the contamination of water, and the effect on human health and biodiversity. 56% 43% 32% Which impacts of trash / litter / waste on the environment have the highest profile in your region / country / area? Please rank each option from 1 (highest) to 6 (lowest).. Base: Africa, 12; Arab States, 16; Asia & the Pacific, 14; Europe & North America, 20; Latin America & The Caribbean, 6. Education for Sustainable Development Youth engagement & communication campaign
Context UNESCO and its partners already have a history of successfully communicating about trash across the world 51% UNESCO communication areas with most positive reaction 33% After environmental 27% education, trash is the 24% sustainability theme which 18% 18% UNESCO offices and partners have had the most positive reaction to when communicating about it in the past. Environmental Trash / litter / Global warmingWater / marine Food Waste Air Pollution education waste pollution Which sustainability issues / themes that you have communicated or advocated about in the past have received the best reaction? [Select up to three]. Base: Africa, 13; Arab States, 17; Asia & the Pacific, 14; Europe & North America, 19; Latin America & The Caribbean, 4. Education for Sustainable Development Youth engagement & communication campaign
Context Meaning young people are already taking a significant amount of direct action to tackle trash 52% Top ten actions young people 50% 48% 44% are already taking 38% 33% 31% 23% 19% There is an existing base of 14% action that we can build on as young people are engaged in reducing, managing and clearing trash. Educating themselves on environmental initiatives Local grassroots activities Reducing personal waste environmental organizations carefully (e.g. recycling) strikes / political actions / Speaking to friends and Signing petitions or lobbying Shopping more sustainably Managing waste more (e.g. using less plastic, environmental issues Participating in school officials / government Volunteering with attending protests family about the Engaging with local / This permits us a foundation (e.g. clean-ups) environment reusing items) community based for encouraging further action on the climate Which sustainability actions are most widely taken by young people (aged 15-25) in your region / country / area? Please select up to five options. Base: Africa, 24; Arab States, 19; Asia & the Pacific, 18; Europe & North America, 21; Latin America & The Caribbean, 8. Education for Sustainable Development Youth engagement & communication campaign
Campaign fundamentals Take individual or group action Educate yourself Reflect on the (on a new or related action and share area of learnings with sustainability) others Re-engage and look for further opportunities for action
Campaign concept
Campaign concept: Tagline The concept of “life hacks” – clever tips or techniques to improve efficiency and make life easier) is popular online and easily understandable to youth around the globe. However, given UNESCO’s global remit, we have created the below slogans which can be used together with the hashtag to clarify the meaning of #TrashHack across different regions: Ideas for the planet #TrashHack Des idées pour la planète Ideas para el planeta
Campaign creative: website mock-up
Activation Digital Schools and partners Talks Given the global nature of this campaign, we will be activating young people through a range of channels and methods including social media, events, partners, and schools. This section provides more detail on each activation.
Digital activation • UNESCO & partners will use corporate social media accounts (mostly Instagram and Facebook), to share #TrashHack content: Inspiring stories, examples of hacks that young people can easily replicate, calls to join local events, online challenges, etc. • During local events and campaign activations, young people testimonies (impressions, what the activity/experience has taught them, etc.) will be recorded by and shared on UNESCO + partners social media • Young people will be encouraged to share their own hacks using #TrashHack on social media • A selection of the best #TrashHack submissions will be recurrently curated and featured on the campaign site • UNESCO will reach out to social media influencers and propose engagement and story-telling narratives based on their personal brand.
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