prezentacije sa treninga

Kampanja u borbi protiv 

klimatskih promjena 

Iskustva NVO Green Home 

Natasa Kovacevic 

NGO Green Home, December 2010.

Earth Hour – 

Sat za nasu planetu 

Globalna kampanja u borbi protiv klimatskih promjena 

prvi put organizovana 2007. u Sidneju (Australija) sa ucescem preko 2 

miliona ljudi 

znacajna nacionalna obiljezja zemalja (most Golden Gate u San 

Francisku, Kalifornija, Koloseum u Rimu, Italija, Opera kuca u Sidneju 

Australija…) 

2009 – 100 M ucesnika, 1.7. M podrzavaoca, 4088 gradova, 88 zemalja 

Cilj akcije podrska planeti u susret Samitu UN u Kopenhagenu u 

decembru 2009. 

NGO Green Home, September 2009.

Ciljna grupa: 

• Opstine (donosioci odluka) 

• Ministarstva 

• Gradjani 

• Privatne kompanije 

Aktivnosti/vremenski rokovi: 

• Januar: 

• 

Organizovanje 

kampanje 2009 

Postavljanje website informacija (Green Home sajt i Earth Hour 

Facebook) 

Sastanci i dogovor sa Ministarstvima i institucijama 

Komunikacija i dogovor sa privatnim kompanijama i drugim 

insitutcijama 

Februar: 

Raspodjela informacija prije dogadjaja 

Dogadjaj u noci 28 Marta 2009 

Izvjestaj 

NGO Green Home, December 2010

Organizovanje 

kampanje 2009 

Ocekivani rezultati: 

• Ucesce najmanje 10 privatnih kompanija 

• Ugasena svijetla na odabranim lokacijama 

• Ucesce preko 20 volontera 

• Ucesce oko 15 nevledinih organizacija 

• Preko 1 000 posjetioca sajta (Earth Hour i Green Home) 

• Informisano oko 20 000 gradjana o dogadjaju 

Rizici: 

• Lokacija okupljanja moze biti promjenjena zavisno od 

dopusta Opsine Podgorica 

• Kompanije mogu odustati od dogovorenih aktivnosti 

• Vremenski uslovi mogu ugroziti aktivnosti napolju 28 

(crtanje zvijezda) 

• Nezainteresovanost gradjana za dogadjaj 

• Izbori 29 Marta!!! 

NGO Green Home, December 2010

Aktivnosti 

kampanje 

• 

• 

• 

Sastanci: 

Opstina Podgorica: osoba za kontakt i 

komunikaciju 

Slavne licnosti (glumci, pjevaci, voditelji) 

Privatne kompanije – ProMonte 

Opstina Niksic: sopstveni Facebook i 

ucesce 

TV kuce: besplatno objavljivanje spotova 

Stampanje promomaterijala 

posteri 

Lifleti 

Majice 

solarne lampe 

Sirenje informacija 

Redovno azuriranje Facebook i GH site, 

uvezivanje sa globalnim dogadjajima 

Mail liste, bilten (mediji i NVO) 

Press konferencija 

Promocija u skolama: 

2 skole 

Predstavljanje EH 

Konkurs za literalni rad EH

Aktivnosti kampanje 

2009 

Prvi put organizovan u Crnoj Gori 

otežani uslovi: izbori, promjena lokacije, utakmica CG 

–IT 

Dogadjaju prisustvovalo 20 volontera i blizu 100 

građana. 

Grupa Krug dala podršku kampanji 

OŠ „Pavle Rovinski“: 

• Recitacija Sat za planetu zemlju posvećena Earth 

Hour. 

• ritmicki nastup učenica 

Predsjednik skupštine Glavnog grada dr. Đorđe 

Suhih 

Odbrojavanje do gasenja svjetala i performans EH sa 

solarnim lampama 

knjiga poruka, promotivni materijal EH (majice, 

lifleti, solarne lampe) i savjeti za uštedu energije. 

muzika DJ Chevallije

troskovi: 

Utroseno vrijeme – 20 

radnih dana, ukljucujuci 

dosta komunikacije 

(telefonski pozivi, 

sastanci,mediski nastupi, 

ukljucena 3-4 covjeka iz 

GH tima i jedan iz 

Opstine Podgorica). 

Doprinos Green Home, 

pokrivanjem 

kancelariskih troskova 

Materijall – EH posteri, 

lifleti, majice, GH brosure 

o ustedi energije i 

klimatskim promjenama 

EH knjiga poruka sa 

potpisima gradjana 

1066 eura! 

Troskovi i doprinosi 

Doprinos stakeholders: 

Opstina: osoba za snimanje, proslijedjivanje materijala Tv 

stanicama (TV MBC, RTVCG1, RTVCG2, Montena TV) 

Lokalna osoba zaduzena za rad sa GH (Danilo Kalezic, PR 

manager of Podgorica Municipality). 

Prisustvo predsjednika skupstine glavnog grada na dogadjaju, 

pozdravna rijec, simbolicno gase svjetala i odbrojavanje. 

KIC BUdo Tomovic, bina i ozvucenje, postavljenje 

Rok bend “Krug” i DJ Chevallie, muzicki nastup 

Recitacija posvecena EH i ritmiski nastup 6 ucenica OS “Pavle 

Rovinski”, 

JP Komunalno, kran za snimanje gasenja svijetala iz vazduha 

GH volonteri prisustvo na dogadjaju, dijeljenje materijala, lampi, 

majica, izvodjenje performansa 

Nas EH FB grupa 235 clanova, 7 zahtjeva za volonterizmom

Definsanje akcionog plana za 

dogadjaj u Podgorici i Niksicu 

Definisanje partnera i 

zainteresovanih strana(osnovne 

skole, NVO, Glavnim grad, Trzni 

centar Delta Siti) 

Uspostavljanje partnerstva sa 

lokalnim NVO i zainteresovanim 

stranama 

Izrada promo materijala (Majice, 

reklame u novinama, solarne 

lampe) 

Podjela informacija (website, 

facebook, e-lists) 

Organizovanje prezentacija u 

skolama o energetskoj efikasnosti u 

Niksicu (NVO Ozon) 

Raspodjela promotivnog materijala 

Aktivnosti 2010

Aktivnosti 2010 

Earth Hour dogadjaj 

27.marta 

Trzni centar Delta siti 

100 ucesnika (NVO, javne 

institucije, gradjani, 

privatna udruzenja, 

volonteri GH) 

Ucenici osnovnih skola sa 

ucescem u zabavnom dijelu 

programa 

Performans sa solarnim 

lampama

Dogadjaj podrzan od 

strane velikih 

kompanija (T-Mobile 

i Telenor) – 

ugasena 

svjetla 60 minuta u 

centralnim zgradama 

Visoka medijska 

zastupljenost (5 

najava dogadjaja i 

razgovora o temi i 

prisustvo 6 medija na 

samom dogadjaju)

Naucene lekcije 

Sa malim sredstvima je moguce 

postici velike rezultate 

Rezultate kampanje je moguce 

koristiti i nakon njenog zavrsetka 

Mediji su zainteresovani za 

dogadjaje sa performansima (npr. 

Solarne lampe) 

Postize se bolja saradnja sa 

privatnim sektorom, u velikom 

broju slucajeva po prvi put 

Najzahvalniji je rad s djecom 

Treba razmisljati o jasnim 

porukama koje zelimo uputiti i 

efektima koje zelimo postici 

(dugorocno i kratkorocno)

Thanks for 

attention!

N2000 & BIODIVERSITY PROTECTION – 

COMMUNICATING WITH DIFFERENT 

STAKEHOLDERS 

MONTENEGRO, 01-03 December 2010 

With the support of:

Training Agenda 

01.12 02.12 03.12h 9.00h ‐ Opening and introduction 

‐ Introduction 


Facilitation: Project team 

Session 4: Biodiversity protection and N2000 ‐ Session 8: Group/individual work‐ preparation of local 

how to talk to different stakeholders 

action project outline 

Lecture: Petra Boic Petrac, WWF 

MedPO,Communications Officer 


10.30h Break Break Break 

11.00h Session 1: Developing and delivering policy 

messages 

Lecture: Christoph Stein; WWF MedPO 

Session 5:Practical session with local journalists 

and/or other media 

Facilitation : Petra Boic Petrac, WWF 


12.45h Lunch Lunch Lunch 

14.00h Session 2: Earth Hour 



Session 6: Advocacy strategy and communication 



16.00h 

to 

17.00h 

Session 3: Building coalitions 


Session 7: Local actions on the ground – 

introduction to small grants 

Lecture: Project team 

Session 9:Presentation of action outline and peers 

review 

Facilitation: Christoph Stein; WWF MedPO 

Session 10: Evaluation & planning of next steps 


Departure

LEARNING OBJECTIVES 

1. Learn about key aspects of successful communicating with 

diverse stakeholder groups about N 2000 and biodiversity 

protection 

2. Define and work out a first outline of a successful 

communication action in your community 

3. Meet representatives of local media to understand their 

expectations and way of working

Opening and Introduction 

1. Presentation of participants: Why are you here? What do 

you expect from the training for you and for your 

organisation? 

2. Discussion of programme and way of working together

Introduction: What is advocacy? 

Working group exercise 1: constructing a definition of 

advocacy


Advocacy refers to organized efforts by citizens to 

influence the formulation and implementation of public 

policies and programs by persuading and pressuring state 

authorities, international financial institutions, and other 

powerful actors. (cedpa) 

Advocacy is an action directed at changing the policies, 

positions or programs of any type of institutions. (Ritu R. 

Sharma)


Advocacy is a tool for citizen participation 

It is one of the ways—together with elections, open forums, 

special commissions, and so on—that different sectors of 

civil society can put forward their agendas and have an 

impact on public policies.


Citizen participation requires: 

• Internal democracy 

• Human and economic resources 

• Consciousness 

• Willingness to struggle 

• Credibility 

• Ability to mobilize people 

• Good leaders 

• Alliances


Advocacy as the exercise of power 

• To the extent that the citizenry is able to influence 

decisions made by entities of the state, it is exercising its 

own power as civil society. Advocacy can be seen as the 

exercise of power by the citizenry in the face of the 

government’s power.


Why Engage in Advocacy? 

There are many reasons to engage in advocacy. The most 

important from a civil society perspective are: 

(a) to solve specific problems through concrete changes in 

public policies and programs; 

(b) to strengthen and empower civil society; 

(c) to promote and consolidate democracy.

Introduction: What is Advocacy? 

Conceptual framework for Advocacy: 

It is a dynamic process involving a changing set of actors, 

ideas, agendas and politics

Dimensions of Change in Advocacy 

STRUCTURAL 

CHANGES 

• Democratization of 

decision-making spaces 

• Ways of governing 

• Capacity for execution 

CULTURAL 

CHANGES 

• Values 

• Behaviors 

• Customs 

• Empowerment processes 

POLITICAL 

CHANGES 

• Public policies 

• Creation and reform of 

laws 

• Budgets 

• Programs


Factors within NGOs that increase capacity to do advocacy: 

• Internal democracy 

• Willingness to interact with the government 

• Willingness to build and consolidate alliances 

• Long term vision for societal transformation 

• A clear mission statement.


Advocacy step by step: 

1.Identify and analyse the problem 

2.Formulate the proposal: What do we want to achieve? 

3.Analyze the decision-making space: how and when, by whom a 

decision will be taken in response to our request? 

4.Analyze channels of influence: Who are the actors that can influence 

the decision-making process? 

5.Analyse the strength + weakness of your advocacy team/group: what 

are opportunities /threats to the initiative? 

6.Design advocacy strategy 

7.Develop activity plan:what must be done to carry out the chosen 

strategy 

8.Carry out continues evaluation: what has been done?

Policy Issue: 

Introduction- Identifying Policy Issues 

A problem or situation which an institution or organization 

could take action to solve

Introduction: Identifying Policy Issues 

The policy process is about selecting one policy option from 

among several choices, is essentially a negotiation among 

various actors. 

In order to be included in the negotiation process, data and 

research must be translated into information and presented 

in formats that policy makers can understand and use.


The advocacy team has to decide what problem it wishes to 

solve. The policy issue should: 

1.Relate to the mission of the group 

2.Be solvable through changes in public policy 

3.Deeply felt by a significant section of the 

community/society 

4.Motivating for the team/group


Once the problem to be solved has been identified starts a 

deeper analysis of causes and consequences: 

1.Why did the problem arise? What are the main causes? 

What are its consequences? 

2.Prioritization of the causes: which of the causes should be 

addressed first? Is there a cause blocking the resolution of 

the others? 

3.Detailed examination of the prioritized cause: seperating 

in different contributing factors

Criteria for 

prioritization of a 

problem 

Deeply felt by a 

significant 

section of 

society 

Politically and 

technically 

feasible to 

solve 

Motivating for 

the group


Lessons learned from advocacy experiences: 

1.Inadequate information is a common obstacle that impedes the analysis 

of problems. 

2. Confusion between causes and consequences is a constant danger 

3. Incomplete examination of a problem can lead a group to concentrate 

its efforts on resolving less-important issues 

4.In practice, many groups prioritize problems that are of little importance 

to the general population. This limits the possibility for mobilizing other 

groups in society to act and make it difficult to maintain momentum 

5. Another frequent mistake is to analyze a problem without consulting 

those groups in society that are most affected by it.

Step 1 –Resource 7 

Do not confuse 

causes and 

consequences 

Problems that are 

deeply felt tend to 

generate special power 

Obtain the information 

needed to formulate 

strategies 

LESSONS 

LEARNED 

Move beyond 

generalities 

Analyze specific 

aspects of the 

problem 

Get advices from 

others to pinpoint 

the problem 

Involve those who 

are affected by the 

problem



























16.00h 

to 

17.00h 







review 




Departure

Earth Hour 

NATURA 2000 & BIODIVERSITY PROTECTION – 

Global public campaigning 

With support of: 


STAKEHOLDERS 

Montenegro, 01-03 December 2010

On the last Saturday of 

March annually, 

households and 

businesses should turn 

off all 

What is Earth Hour 

lights for one hour 

to raise awareness 

towards the need to take 

action on climate 

change 

•1 person/ whole 

•Celebrations 

on the 

family/ business 

sector 

streets/ concerts 

•Debates on TV/ radio/ print/ web on 

climate change 

•Special 

way 

of advertising 

•Earth Hour symbolizes what we can do 

when the world acts together

Background on Earth Hour 

- Earth Hour began in one city, in Australia in 2007. More 

than 2.2 million households and businesses in Sydney 

- One year later, Earth Hour reached 370 cities and towns 

in more than 35 countries across 18 time zones - an 

estimated 50 to 100 million people around the world 

switched off their lights for Earth Hour in 2008 

-In its third year Earth Hour 2009 created history as the 

greatest voluntary action ever witnessed - 88 countries, 

4159 cities, more than 80 million people 

- In 2010 more than half billion people in more than 4500 

cities and towns in 128 countries turned off their lights for 

Earth Hour.

What you get from Earth Hour 

 

 

Visibility 

New contacts 

in public 

and business 

sector 

Your campaign - Earth Hour is the platform to push local 

messages for environmental communications 

Opportunity 

to be 

part of global movement

Issues to be communicated 

The biggest threat to life on earth is climate change 

A way in which global warming can be slowed down is if 

individuals make small changes to the way they live 

To make a change we have to show how easy it can be 

for individuals

Detailed 

Best ways to communicate EH: 

communications 

Define target groups 

Objectives 

Think of activities 

Available funds 

Expected results 

Define possible risks 

strategy: 

You get campaign ready to use – 

it depends on you how 

it will look like

In 2008 the 

Success story - Portugal 

Portuguese 

were 

unaware 

of Earth 

Hour 

In 2009 first Earth Hour – 5 months of preparations; more 

than 500,000 persons switched off lights in their houses; 11 

cities involved leaded by Lisbon; 20 companies committed 

with EH message; The social networks were a good means 

of spreading the EH message; 4 media partners 

In 2010 second Earth Hour – 3 months of preparations; 

more than 1,000.000 people involved; 27 cities involved 

with the help of ANMP (biggest success in Porto – 54 

monuments were in dark); 2 major sponsors (IKEA, Coca- 

Cola) and many partners and supports; VIPs

Based on the 1st results of 2009 when the event was organized for 

the 1st time: 

- 

Overall objectives for EH 2010 in Western 

Balkans 

Increase number of participating cities 

- Increase public participation 

- Increase media presence 

- Get between 3 and 5 private companies on board 

- Organize an action that will last for the whole year, to give 

continuity and enable to maintain and develop our profile. 

- Get at least 2 celebrities supporting our actions.

Overall results in 2010 in the Western Balkans 

• Over 60 cities and towns participating (more than doubled from 2009) 

• Private companies, local NGOs involved 

• Over 300 media outputs 

• Huge visibility thanks to social media and web 

• Around 30 actions in the 4 countries on March 27, including open air 

concerts (Banjaluka, Sarajevo), competition in schools with traditional 

games to show how playing can be fun without playstation/electricity, 

children exhibitions, sending children’s messages to the government, 

gatherings with candles in front of emblematic monuments, poetry 

evenings, "bookcafés" and public debates, inauguration of the first solar 

kinder garden in Montenegro, etc. 30 000 leaflets were distributed in 

Croatia through local NGOs. 

Two objectives were not reached (actions running all year long and 

celebrities’ involvement)

Results per country 

Bosnia & Herzegovina

Strong media presence was established thanks to adapted advertising 

contents (TV spots, Print ads, Internet banners...). 

In addition free media space was obtained in all top media and on the 

main billboards in each participating city. 

Constant communication was maintained with relevant media, including 

interviews, guest appearances and feature stories, 

press releases, etc.

A special website was created 

in local language, giving in 

particular some tips on how to 

save energy tips. 

The Facebook profile for Earth hour 

in BiH had 4,894 followers daily 

during the campaign and 

discussions continue to this day. 

A twitter Earth hour profile was also 

developped which now has 257 

followers.

In kind support was obtained from Hypo Alpe-Adria-Bank, 

second largest banking corporation in the country. 

• 

• 

They placed EH 2010 

welcome screen ATM 

machines, effectively 

reaching thousands of 

people every day. 

On March 27 they emailed 

a reminder to all clients.

In kind support was also obtained from Mercator supermarket in Banjaluka city 

• 

• 

Mercator 

supermarket chain 

supported the 

event with 

promotional 

banners 

Leaflets were also 

handed out to 

customers by 

promoters dressed 

in EH shirts

On the night: Sarajevo

On the night: Banjaluka

On the night: Livno

Results per country 

Croatia

Among the successful actions: 

- involvement of many local NGOs, covering the whole 

territory 

- media work 

- visits to schools 

- the best response was in towns Biograd and Makarska (which 

was joined by the neighbouring municipalities along the sea coast 

– all in all, more than 27,000 inhabitants), where the complete 

street lights were switched off. 

- the same happened in Višnjan (whose mayor, interested in 

savings on the power bill, asked why not extend the action for a 

whole night or more)

And more … 

- The city of Šibenik joined in spontaneously, by turning lights off at their famous 

cathedral of St. Jacob. 

- In Zagreb, the lights were switched off in the Tkalčićeva street, The Regent 

Esplanade hotel also turned off the lights on the outside of the building. 

- In some places the organisations managed to have landmark buildings in the dark 

despite the non-cooperation of the city authorities (the Zadar bridge was dark from 

20:30 to 21:30). 

- In Osijek the city authorities agreed to turn off lights on the pedestrian bridge over 

the Drava river. 

- In Varaždin the lights went off on some of the main streets in the town. 

More than 12 cities participated

Media partners

On the night: Makarska

EARTH HOUR 2011 

video

EARTH HOUR 2011 

THE EARTH HOUR BRAND 

GROWS BEYOND THE 

HOUR TO 

EARTH HOUR + 

It’s not going to be only 1 

hour – let’s make it all year

EARTH HOUR 2011 – Global Key Messages 

1. Make an Earth Hour pledge for ongoing sustainable 

action 

2. Switch off your lights for one hour at 8.30pm, 

Saturday 26 March 2011 

3. Join the global pursuit for a better, healthier world 

4. Earth Hour symbolises the power of the individual, 

businesses and communities working together 

5. Everyone has responsibility, everyone has power, 

everyone can lead

EARTH HOUR 2011 - campaign 

print 

apps 

corporate 

tv

Thank you! 

Petra Boic 

Petrac 

WWF Mediterranean Programme

EARTH HOUR 

2010 

Serbia

2009 results in Serbia 

Local authorities in about 30 cities in Serbia has supported the 

action and switched off the lights 

4 national TV stations (B92, TV FOX, RTS, Studio B) and many 

local ones has invited people to participate 

Group on Facebook has reached 22 000 members

USP 

SER: Budite deo sveta u borbi protiv globalnog 

zagrevanja, iskljucite svetla na sat vremena 

ENG: Be a part of the world battle against global 

warming, turning of the lights for one hour

Target Audience 

 

 

 

Individuals and households: Our aim is to reach over 1 

million people in Serbia. Most broadly the general public 

especially in Belgrade and Novi Sad 

National and local governments: official support and if 

possible active involvement of government offices (e.g. 

Ministry of Environment) as well as city governments, 

particularly those of Belgrade and possibly Novi Sad – lights 

off on prominent historical landmarks like the Belgrade castle 

(addressed through direct contacts); 

Private companies and other organisations: at least 50 

companies officially signed up to actively support and promote 

Earth Hour (addressed through direct contacts, via chambers 

of commerce and other trade associations as well as through 

targeted media work);

Communication goals 

 

 

To promote public awareness of climate change and 

opportunities for reducing greenhouse gas emissions 

Increased awareness of the need for individuals to reduce CO2 

emissions 

Short term 

To engage as much people as possible to switch of the power for 

an hour during the defined period 

Long term 

To engage people to reduce power usage in everyday life in order 

to save the planet

IDEA 

2010 BRAND AMBASSADOR 

NIKOLA TESLA 

(10 July 1856 – 7 January 1943) was an Serbian inventor and a mechanical 

and electrical engineer. He was one of the most important contributors to the 

birth of commercial electricity, and is best known for his many revolutionary 

developments in the field of electromagnetism in the late 19th and early 20th 

centuries. Tesla's patents and theoretical work formed the basis of modern 

alternating current (AC) electric power systems, including the polyphase 

system of electrical distribution and the AC motor, with which he helped usher 

in the Second Industrial Revolution.

Support 

We provided official support from: 

Ministry of Environmental and spatial planning, Republic of Serbia 

Secretariat for Environmental Protection , Belgrade 

Cabinet of the Deputy Prime Minister for European Integration 

Mayor of Novi Sad

The results 

 

 

 

 

 

Local authorities in over 40 cities & settlements in Serbia has 

supported the action and switched off the lights 

All national TV stations in Serbia and many local ones has invited 

people to participate 

Over 90 announcements in printed & online media 

Various local radio stations supported the project 

Active online activities (including Facebook group with over 20 000 

members with daily updates about the project)

PRINT ADS 

Magazines and daily 

newspapers that published print 

ad free of charge

• 

BILLBOARD 

Regular Billboard without lights on frequent location in town free of charge

NEWSLETTER

T-SHIRTS

• 

PRESS CONFERENCE 

Press Conference speakers 

Goran Trivan - City of Belgrade, Secretariat for Enviromental Protection 

Aleksandar Maruncic - Academician, a professor of Electrical Engineering in 

Belgrade. He studied the life and work of Nikola Tesla. He was the director of the 

Museum of Nikola Tesla from 1982. until 1996. year. 

Duska Dimovic – WWF DCP 

Milica Stefanovic – Communication Manager, Coca Cola, Serbia

• 

• 

• 

• 

• 

Folder 

CD in CD cover 

PRESS CONFERENCE PROMO 

MATERIAL 

Press Release on recycled paper 

Stickers 

Flayers

EARTH HOUR EVENT 

 

 

 

III PHASE - 

event 

Few hours before EH parade of 

“Eco musketeers", pupils from 

primary schools in Belgrade, and all 

supporters of Earth Hour gathered in 

front of big monument of Nikola 

Tesla . 

As a support to the project Nikola 

Tesla monument was dresses in 

oversized EH T-shirt 

That was starting point of our 

journey through the city.

III PHASE - 


 

 

 

 

 

event 

From the monument of Nikola Tesla parade headed to Nikola Tesla museum. 

They carried big EH box full of children's messages for better planet 

During the walk children distributed flayers and stickers to people on the streets. 

In museum we were welcomed by PR of museum who told a short story about 

Tesla, showed us a movies and Tesla’s experiments. 

As a evidence of choosing perfect brand ambassador for this project Museum 

asked for Nikola Tesla cut out to stay in museum and become part of Tesla’s 

legacy.


 

After museum, parade headed in front of City Hall to witness the lights go off and to 

give away box with over 260 messages to government representative.

Messages for better planet

Lights were switched off 

BEOGRAD – zgrade republičkih organa 

Zgrada predsedništva, Andrićev venac broj 1 

Zgrada vlade, ul. Nemanjina broj 11 

Zgrada pravosudnih organa, Nemanjina broj 9 

Zgrada ministarstava, Nemanjina 22-26 

Zgrada Ministarstva finansija, ul. Kneza Miloša broj 20 

Zgrada Ministarstva ekonomije i regionalnog razvoja, Bulevar Kralja Aleksandra broj 15 

Zgrada Vrhovnog saveta sudstva, Resavska broj 42 

Zgrada republičkih organa uprave, Trg, Nikole Pašića broj11 

Zgrada Ministarstva rudarstva i energetike, Kralja Milana 36 

Palata na Novom Beogradu, Bulevar Mihajla Pupina broj 2 

Zgrada republičkih organa uprave, Omladinskih brigada broj 1 

Zgrada republičkih organa uprave, Dečanska broj 8 

Kalemegdanska tvrđava (sa spomenikom Pobedniku i kulom Nebojša) 

Hram Svetog Save 

Crkva Svetog Marka 

Ruska crkva 

Muzej Nikole Tesle, ul. Krunska 51 

Etnografski muzej 

Brankov most 

Stari Savski most 

Novi Železnički most 

Delta City, Jurija Gagarina 16 

Gradska Opština Vračar, ul. Njegoševa 77 

Sportski centar „Vračar“, ul. Sjenička 1 

JP „Poslovni prostor Vračar“, ul. Njegoševa 77a 

Direkcija za gradsko građevinsko zemljište, ul. Njegoševa 84 

Narodni univerzitet „Božidar Adžija“, Ul. Radoslava Grujića 3 

Gradska opština Zvezdara ul. Bulevar kralja Aleksandra br.77, 

Ustanova kulture Vuk Karadžić ul.Bulevar kralja Aleksandra br.77a 

Sportski centar Olimp, ul. Vjekoslava Kovača br.11 bice (ugasiće se deo osvetljenja) 

Gradska opština Voždovac


NOVI SAD 

Gradska kuća i sve zgrade na Trgu slobode 

Srpsko Narodno Pozorište i Pozorišni trg 

Pravoslavna Saborna crkva 

Rimokatolička crkva Imena Marijina 

Petrovaradinska tvrđava 

(NIŠ) 

Trg Kralja Milana 

Sinđelićev trg 

Zgrada Skupštine Grada Niša u ul. Nikole Pašića 24, 

Zgrada Predsedništva u ul 7. juli 2 

Zgrada Uprave za komunalne poslove, energetiku i 

saobraćaj u ul. Generala Tranijea 11a, 

Zgrada Uprave za planiranje i izgradnju u ul. Generala 

Tranijea 10, 

Zgrada u ul. Vožda Karađorđa 16 

Zgrada Gradske Opštine Pantelej 

(ČAČAK) 

Svaka druga ulična sijalica. 

(KRAGUJEVAC) 

Pešačka zona od ulice 27. marta do Krsta 

(KRALJEVO) 

Centralni gradski trg 

Gradsko šetalište 

Kulturni centar Ribnica u Ribnici sa platoom 

(PRIJEPOLЈE) 

Valterova ulica i svi parkovi u gradu. 

(ZRENJANIN) 

Gradska upravea grada Zrenjanina, 

Gradska narodna biblioteka ''Žarko Zrenjanin'', 

Narodno pozorište ''Toša Jovanović'' 

Narodni muzej 

(PANČEVO) 

Gradski stadion, ul. Miloša Trebinjca br. 3 

Zgrada Gradske uprave grada Pančeva 

Volijera u parku "Narodna bašta" 

Kulturni centar Pančeva 

JKP „Vodovod i kanalizacija“: Sektor Vodovodna mreža, 

Braće Jovanovića bb, FCS- Luka Dunav, FCS- Misa, 

Vojvođanska bb, Sektor Kanalizacija, Moše Pijade 72 

Upravna zgrade, Izvorište- Sibnica, Pančevački put bb. 

Zgrada Doma kulture “ 25. maj“, Dolovo 

Zgrada Doma kulture ,,3.oktobar", Banatsko Novo Selo 

(SOMBOR) 

Zgrada skupštine grada Sombora i plato 

Toranj gradske kuće 

Kronić palata - zgrada privrednog suda 

Dečije odeljenju gradske biblioteke "Karlo Bjelički" 

Hramu Svetog Georgija 

Javna rasveta dužinom cele glavne gradske ulice - 

pešačka zona u ulici "Kralja Petra prvog" 

(PIROT) 

Objekat Opštinske uprave Pirot 

Dom kulture 

Sportski centar 

Objekti PU Čika Jova Zmaj 

OŠ Dušan Radović 

OŠ Sveti Sava 

OŠ 8 septembar 

OŠ Vuk Karadžić 

ŠOSO Mladost 

Srednja stručna škola 

Tehnička škola 

Gimnazija 

Ekonomska škola 

Mlekarska škola "Dr Obren Pejić" 

Visoka škola strukovnih studija


(LESKOVAC) 

Zgrada Skupštine grada 

Zgrada Gradske uprave 

Zgrada Kulturnog centra 

Zgrada Narodnog pozorišta 

(PARAĆIN) 

Rasveta na platou kod spomenika Branku Krsmanoviću 

(DIMITROVGRAD) 

Redukovana javna rasveta za 50% u glavnoj ulici 

(GORNJI MILANOVAC) 

Zgrada Opštine Gornji Milanovac, ulica Takovska broj 2 

Zgrada Opštinske uprave opštine Gornji Milanovac, ulica 

Tihomira Matijevića broj 4 

Zgrada Okružnog načelstva, Knez Mihailov trg broj 1 

(SREMSKI KARLOVCI) 

Magistrat 

Gimnazija 

Saborna crkva 

Patrijaršijski dvor 

Bogoslovija 

Katolička crkva 

(VRANJE) 

Narodni muzej 

Zgrada gradske uprave 

Sedište Pčinjskog upravnog okruga 

(VRNJAČKA BANJA) 

Javna rasveta na teritoriji opštine 

(RUMA) 

40 % javne rasvete u gradu 

(KULA) 

JP "Zavod za izgradnju" Kula 

Opštinska uprava Kula 

JKP "Radnik" Sivac 

JKP "Vodovod" Crvenka 

Donjogradska praoslavna crkva 

Gornjogradska pravoslavna crkva 

Kapela mira 

SRC „Dvorska bašta“ 

(SMEDEREVSKA PALANKA) 

Javna rasveta na teritoriji opštine 

(KOVIN) 

Zgrada OU Kovin , deo ulicne rasvete u 

Kovinu i rasvete u naseljenim mestima 

(BAČ) 

Opština Bač – Trg dr. Zorana Đinđića br.2 

JP “Direkcija za izgradnju opštine Bač” iz 

Bapa ul. Bačka br.4 

Osnovna škola “Vuk Karadžič” – Školska br.1 

Sportska hala – Školska b.b. 

Predškolska ustanova ”Kolibri” – Školska br.3 

JKP ”Tvrđava” – Maršala Tita br.73 

Mesne zajednice po naseljenim mestima 

opštine Bač 

Kulturno propagandni centar Bač – Trg dr. 

Zorana Đinđića br.4 

(TRSTENIK) 

Zgrada Opstine, 

Crkva 

(PETROVAC NA MLAVI) 

Zgrada SO Petrovac na Mlavi (zaštićena kao 

spomenik kulture) 

Zgrada osnovne škole 

Zgrada srednje škole "Mladost" 

"Sunce", zabavni deo parka sa pozornicom i 

terenima za košarku


(KRŠUMLIJA) 

Zgrada Opštine Kuršumlija 

Zgrada JPKD Toplica Kuršumlija 

Zgrada JP Direkcija za izgradnju opštine 

Kuršumlije 

Zgrada OŠ Drinka Pavlović 

Zgrada OŠ Miloje Zakić 

Zgrade Ekonomske škole i gimnazije 

Kuršumlija 

Gradski park 

Manastir Sv. Nikola 

Celokupna gradska rasveta, tj.ulično 

osvetljenje u Kuršumliji 

(SOKOBANJA) 

Centralni gradski park 

Parku na "Banjici" 

Osvetljenje na igralištu "Mini pič" na Banjici u 

opštini Sokobanja. 

(BAČKI PETROVAC) 

Evangelistička crkva u ulici Maršala Tita 

Katolička crkva u ulici XIV VUSB. 

U Magliću - Evangelistička crkva u ulici Ivo 

Lola Ribara. 

U Gložanu - Evangelistička crkva u ulici 

Maršala Tita. 

U Kupinu - Pravoslavna i evangelistička crkva 

u ulici Maršala Tita. 

(ALIBUNAR) 

Zgrada Opštine Alibunar u Alibunaru, Trg 

slobode 4, 

Mesne zajednice u svim naseljima, 

Biblioteke u Alibunaru, Banatskom Karlovcu i 

Vladimirovcu, 

Pošte u Alibunaru, Banatskom Karlovcu i 

Vladimirovcu. 

(BOLJEVAC) 

Park u centru grada i plato istred pošte. 

(SRBOBRAN) 

Iskljucivanje javne rasvete u delu oko "žutog 

bunara” 

(LJUBOVIJA) 

Gerijatrijski centar Ljubovija 

Stambena zgrada blok 106-b 

Duvanov zanatski centar 

Osnovna škola „Petar Vragolić“ 

(RAČA) 

Zgrada skupštine opštine 

Gradska crkva "Svetog Petra i Pavla" 

Karađorđevom domu. 

(TOPOLA) 

Crkva Svetog Đorđa na Oplencu 

(BEOČIN) 

Zgrada SO Beočin 

Javna rasveta u većini ulica u MZ Beočin 

(KOVAČICA) 

Zgrada opštine SO Kovačica 

OŠ „Mlada Pokoljenja“ 

Gimnazija „Mihajlo Pupin“ 

Predškolska ustanova „Kolibri“ 

Dom kulture 

Opštinska biblioteka 

JKP Elan 

MZ Kovačica 

(PADINA) 

OŠ „Maršal Tito“ 

Dom kulture 

JKP Padina 

MZ Padina

(DEBELJAČA) 

OŠ „Moše Pijade“ 

Dom kulture 

JKP 4.Oktobar 

MZ Debeljača 

(CREPAJA) 

OŠ Sava Žebeljan 

Dom kulture 

JKP Rad 

MZ Crepaja 


(SAMOŠ) 

OŠ „Lukrecija Ankuc“ 

Dom kulture 

MZ Samoš 

(BEČEJ) 

Centar Bečeja – javna rasveta 

(UZDIN) 

OŠ Sveti Georgije 

Dom kulture 

JKP Banat 

MZ Uzdin 

(IDVOR) 

OŠ „Mihajlo Pupin“ 

Dom kulture 

MZ Idvor

• 

• 

IV phase 

Online contest for the best non professional photo with theme “Earth hour” 

Tickets for the museum of Nikola Tesla for the winners

Event photos

Thank you


COMMUNICATING WITH DIFFERENT STAKEHOLDERS 

Montenegro, 01-03 December 2010 

How to talk to different stakeholders? 


Session 4: Biodiversity protection and N2000 - how to talk to 

different stakeholders 

What is Natura 2000? 

-27 EU Member States work together on the same goal to conserve 

habitats and species across the whole EU 

-2 directives - Birds and Habitats Directive 

-Around 30,000 sites 

-Nature and people work best in partnership with one another 

-Natura 2000 is an obligation of all Member States 

September 2010 3



Basic principles for good communication 

Why do we want to communicate 

Who do we want to communicate with 

What messages do we want to pass on 

How do we want to achieve this 

What pitfalls should we watch out for 

How do we know if we have succeeded. 

September 2010 6



Why we need to communicate on Natura 2000? 

o Public doesn’t know enough about Natura 2000 

o Natura 2000 is a European initiative requiring exchange of experiences 

and networking 

o It can help create new opportunities and partnerships for rural areas 

o Much of Natura 2000 will be on private land 

o It Increases people’s possibilities to enjoy their natural heritage 

o You want people to be convinced of the importance of the network 

encouraging them to feel a sense of ownership and responsibility for N2K 

Communication is essential if the Natura 2000 network is to succeed 

September 2010 7



Who should we be 

communicating with? 

PUBLIC 

AUTHORITIES 

STAKEHOLDERS 

COMMUNICATIONS 

NGOs 

CIVIL SOCIETY 

GROUPS 

media 

GENERAL 

PUBLIC 

September 2010 6



EXCERSISE – communications strategy 

description of target group 

how they communicate now 

key messages 

how to transfer key messages 

September 2010 6



STAKEHOLDERS 

Develops an understanding of each others’ interests 

Encourages the sharing of experiences in managing 

the natural values under threat 

Builds trust and confidence 

Creates a sense of pride and ‘ownership’ for the site 

Creates new socio-economic opportunities and partnerships 

September 2010 6



PUBLIC AUTHORITIES 

Leads to better integration of N2000 into 

other and government policies bodies 

Encourages a more coordinated 

approach to land use policies within the 

region 

Highlights areas of mutual interest and 

helps to plan strategically 

September 2010 6



GENERAL PUBLIC 

Addresses concerns over the loss of wildlife and Nature 

Raises the level of awareness of Europe’s diverse natural 

heritage and the need to conserve it 

Provides additional opportunities for learning, discovery, 

relaxation, recreation, health …. 

Encourages responsible behavior 

Gives individuals a chance to get involved and make a 

contribution 

September 2010 6



NGOs AND OTHERS 

Hold much of the scientific and management civil 

society groups expertise on nature 

Campaign for and help raise the profile of Natura 2000 

Raise funds for nature conservation 

Implement conservation actions on the ground 

Act as the ‘eyes and ears’ of society 

Mobilizes people through their membership 

September 2010 6



Key messages on Natura 2000 

o The nature angle: Natura 2000 safeguards the most 

important rare habitats and species in Europe 

o The people angle: Natura 2000 is ‘your’ nature. It allows 

sustainable development to proceed whilst protecting 

biodiversity 

o The European angle: Natura 2000 sites exist in 27 

countries, together they form part of a coordinated European 

Network of sensitively managed areas to protect species and 

habitats across their natural range and irrespective of political 

or national boundaries 

September 2010 7



Key messages on Natura 2000 

Key messages should be: 

o Positive 

o Simple to understand for all 

o Memorable 

o Accurate 

o Realistic 

Developing strong messages is a fundamental part 

of any communications process 

September 2010 7




STRATEGY 

Clear 

Clear 

objectives/ 

objectives/ 

key 

key 

messages/ 

messages/ 

target 

target 

groups 

groups 

Funding 

Funding 

Detailed 

Detailed 

analysis 

analysis 



STRATEGY 

STRATEGY 

Indicators 

Indicators 

of 

of 

success 

success 

Action 

Action 

plan 

plan 

September 2010 7



COMMUNICATIONS STRATEGY 

ON NATURA 2000 - Analysis 

• What are the main issues for nature conservation 

• What land use activities are practiced in and around the N2K sites 

•What other activities or land-use policies, laws, should be considered 

• Who are the primary stakeholders, who else should be targeted 

• What is their level of knowledge about nature and Natura 2000 

• What are their attitudes to nature conservation and Natura 2000 

• What actions have already been taken, were they successful, If not why not? 

September 2010 7




ON NATURA 2000 - Objectives 

• Make Natura 2000 known to all interest groups and the 

general public 

• Explain what Natura 2000 means in practice 

• Reassure the different audiences 

• Encourage participation 

September 2010 7




ON NATURA 2000 – Action plan 

• Best technique for different groups 

• How should they be done, when and where 

• Who will do them, what resources are required 

• Who will coordinate the work 

• How will the momentum be maintained 

September 2010 7




ON NATURA 2000 – Fundings 

• What are the estimated costs of implementing the action plan 

• Has enough money and resources been earmarked in the annual budget 


ON NATURA 2000 – Review 

• What are the success indicators for determining if the strategy has 

worked 

• How will these be assessed, by whom and when: opinion polls, 

interviews, surveys, observations 

• How will the information be used to refine and adjust the strategy 

September 2010 7

People remember: 

10% of what they hear 

30% of what they read 

50% of what they see 

90% of what they do 

Source: Provoke, Relate, Reveal, 

Scottish Natural Heritage 



TECHNIQUES for communicating on nature conservation 

one-way flow of information from you to your 

audience – MOST COMMON 

two-way flow of information between you and 

your audience – ESSENTIAL FOR 

MANAGEMENT PLANS 

Both can be delivered directly (through 

brochures, bilateral meetings etc) or 

indirectly (via the media, a third party or 

an intermediary such as a school or 

association 

September 2010 7



Common communications problems and their solutions 

Too much jargon 

Wrong choice of 

communications 

Strong focus on 

rare species and 

plants 

Use language that everyone can understand 

and keep the information simple 

Have in mind whom you want to communicate 

with and what you want them to understand or 

do. Keep repeating the messages 

Link the fact that habitats harbouring rare 

species also harbour many other natural 

features more familiar to people. Their 

nature is also an important part of the network 

September 2010 7



Elements to be included in any 

awareness raising material 

Natura 2000 

Network map 

Natura 2000 

logo, 

whenever 

possible with 

short description 

like: 

“Natura 2000 – Europe’s nature for you. 

This site is part of the European Natura 

2000 Network. It has been designated 

because it hosts some of Europe’s most 

threatened species and habitats” 

September 2010 7



Perceptions and attitudes towards Natura 2000 

It is crucial to understand how people view on Natura 2000 with: 

• hostility – conservation and Natura 2000 are seen as a clear 

threat to their livelihood 

• fear and suspicion – concerned that it could result in restrictions 

or interference in local activities 

• benign indifference – not concerned one way or another (often 

the most common reaction ) 

• approval – generally content with the designation 

• proud – proud that the site has been recognised internationally 

September 2010 7



Communicating with stakeholders 

The key to success when communicating with stakeholders is to ensure 

that they are correctly informed about the purpose of Natura 2000 

designation and its practical implications and, to associate them with 

decisions over the management of these areas. This can only be 

achieved if there is mutual trust and understanding between the 

different parties involved. 

CASE STUDIES 

Wolves in French Alps 

Raising the profile of the Natterjack toad in Estonia 

Landowners concerns of bears in Greece 

September 2010 7



Communicating with other public bodies 

It should be straightforward since Natura 2000 is a government policy 

enshrined in strong legislation. In practice, the situation may be more complex 

CASE STUDY 

The communication efforts need to focus first on raising 

awareness of Natura 2000 through interservice 

meetings and/or targeted information dissemination 

Integrating Natura 2000 into territorial land-use plans 

in Latvia 

September 2010 7



Communicating with the general public 

The key to success is to find ways of making nature 

conservation and Natura 2000 directly relevant to them 

CASE STUDIES 

Producing awareness raising material 

Gaining media attention for sea turtles in Lampedusa 

in Italy 

Theatre performances at Rambower Moor, eastern 

Germany 

Educational activities 

September 2010 7



THANK YOU! 

Petra Boic Petrac 

WWF Mediterranean Programme 

September 2010 7


COMMUNICATING WITH DIFFERENT STAKEHOLDERS 

Montenegro, 01-03 December 2010 

Practical session with local journalists and other media 

With the support of: 

September 2010 7

4 Dimensions of the Media 

RAW MEDIA 

GEOGRAPHY 

Session 5: Practical session with local journalists 

and other media 

Radio, TV, print, 

electronic media 

Local, regional, national, 

international, global 

FORMAT News, features 

PEOPLE 

Story side; bridges; production 

side; consumer side; 

owners and decision-makers 

September 2010 7

Regional media analysis 

Session 5: Practical session with local journalists 

and other media 

RADIO 

SOCIAL MEDIA 

PRINT MEDIA 

INTERNET 

TELEVISION 

September 2010 7

Session 5: Practical session with local journalists and other 

media 

How the media works? 

REPRISE 

STORY DISSAPEARS FROM MEDIA 

STORY EVOLVES 

STORY IS REPORTED 

MEDIA PROCESS 

SHARE WITH MEDIA / MEDIA FINDS OUT 

STORY 

September 2010 7

The story 


media 

WHO did this story happen to? 

WHAT happened? 

WHERE did it happen? 

WHEN did it happen? 

WHY did it happen? 

WHO wants to read it? 

WHAT will happen next? 

WHERE will the effects be felt? 

WHEN did the story appear? 

WHY is it important news? 

September 2010 7

News values 


media 

EXCLUSIVITY 

VIP 

EXPECTED- 

NESS 

SIZE 

PERSONA- 

LITY 

NEGATIVITY 

VALUE 

SIMPLIICITY 

CLOSENESS 

TO HOME 

UNIQUENESS 

RECENCY 

CURRENCY 

CONTINUITY 

Source: Galtung J and Holmboe 

Ruge, M. 1965: The Structure of 

Foreign News. 

September 2010 7


media 

Get to know the media 

Marijana Bojanic,TV Vijesti 

Milica Krgovic, Daily news Dan 

September 2010 7


media 

Effective press release 

Skadarsko jezero proglašeno područjem Natura 2000 

•Have a story 

•Who is the target audience? 

•Appearance of press release 

•Sending it out 

•Content 

•Notes to editor, contacts 

•Hit rate 

September 2010 7

Parternske akcije za zaštitu biodiveziteta u regionu Zapadnog 

Balkana 

podrška organizacijama i razvoj partnerstava 

kroz projekte 

Podgorica, 2. decembar 2010.godine

Podgorica, 2. decembar 2010.godine 

Partnerske akcije za zaštitu biodiverziteta u 

regionu zapadnog Balkana 

Cilj projekta je da se osnaži rad na zaštiti biodiverziteta u 

Srbiji i u Crnoj Gori kroz promociju i podršku primeni 

ključnih politika EU za zaštitu prirode, uključujući mrežu 

Natura 2000 i podršku regionalnim inicijativama za 

podizanje svesti o klimatskim promenama (kao što je Sat za 

Planetu).

Partnerske akcije za zaštitu biodiverziteta u 

regionu zapadnog Balkana 

- 

- 

Projekat traje do januara 2012. godine i finansiran je od 

strane Evropske komisije, Generalnog direktorata za 

proširenja u okviru IPA Civil Society Facility (regionalni 

projekti) 


Ciljna grupa su nevladine organizacije koje se bave životnom 

sredinom

Partnerske akcije za zaštitu 

biodiverziteta u regionu zapadnog 

Balkana 


Šta je do sada urađeno: 

- izradnja kapaciteta (trening o umrežavanju, trening o lobiranju 

i zagovaranju, studijska poseta Briselu) 

- komunikacija (newsletter, blog) 

- sastanci NVO u Srbiji i u Crnoj Gori 

- aktivnosti Mreža NVO na lokalnom i nacionalnom nivou 

- radionica o komunikaciji

Podgorica, 2. decembar 

2010.godine 

REGIONALNI PROGRAM 

MALIH GRANTOVA


Regionalni program malih grantova 

Šta ćemo postići projektima? 

- podstići saradnju među NVO, sardnju NVO i lokalnog 

stanovništva, saradnju NVO i institucija 

- kroz aktivnosti na lokalnom nivou uključiti što više pojedinaca 

u očuvanje biodiverziteta i promociju i primenu energetske 

efikasnosti. 

- jedan od prioriteta je i podrška globalnoj akciji Earth Hour 

- podrška stručnjaka WWF u cilju jačanja kapaciteta NVO za 

zagovaranje i komunikaciju


- 

- 

- 


u 2011. godini 

10 organizacija iz Srbije i 5 organizacija iz Crne Gore 

maksimalan iznos granta 3000 eura


Aktivnosti koje mogu biti podržane su: 

• 

• 

• 

• 

• 


Osmišljavanje i izrada edukativnih i promotivnih materijala, 

uključujući audio-vizuelne materijale kao i one bazirane na 

korišćenju interneta. 

Organizovanje okruglih stolova, radionica, predavanja u lokalnim 

zajednicama 

Organizacija uličnih akcija, izložbi, dogadjaja 

Akcija usmerenih na rešavanje definisanih problema u zaštiti 

prirode 

Druge aktivnosti koje doprinose razvoju svesti i odgovornosti o 

potrebi aktivnog uključivanja građana u zaštitu prirode



Materijali koji će biti pripremljeni i korišćeni treba da 

doprinesu: 

- razumevanju značaja biološke raznovrsnosti 

- promociji EU integracija, odnosno Natura 2000 mreže 

- razumevanju veze između očuvanja biološke raznovrsnosti i 

potrošnje energije


vremenski okvir 

Decembar: otvoranje poziva za podnošenje predloga projekata 

Januar : Mladi istraživači Srbije i Green Home organizuju konsultativne 

sastanke 

Mart: odluka o projektima 

April-Septembar: realizacija projekata-lokalnih aktivnosti 

Septembar: izveštavanje 

Oktobar-novembar: follow up radionica 




Pravila – do sada definisana sa EC 

NVO treba da bude registrovana na teritoriji Srbije ili na 

teritoriji Crne Gore 

Troškovi projekta moraju biti racionalni i prihvatljivi po 

standardima donatora-Evropske komisije 

Honorari osoba angažovanih na projektu mogu biti do 10% od 

ukupne vrednosti projekta 

NVO se obavezuje da će posabna pažnja biti posvećena 

vidljivosti projekta, poštujući pravila EU


VAŠA PITANJA 




STAKEHOLDERS 





























16.00h 

to 

17.00h 







review 




Departure

SESSION 1: Developing and delivering 

policy messages 

Exercise 1 : we got green light….



What is a message? 

A message is a concise and persuasive statement 

about your advocacy goal that captures what you want to 

achieve, why and how. 

Since the underlying purpose of a message is to create 

action, your message should also include the specific 

action you would like the audience to take.



Five Key Elements of Messages 

1.Content/Ideas: What ideas do you want to convey? What 

arguments will you use to persuade your audience? 

2.Language: What words will you choose to get your message 

across clearly and effectively? Are there words you should or should 

not use? 

3. Source/Messenger: Who will the audience respond to and find 

credible?



Five Key Elements of Messages 

4.Format: Which way(s) will you deliver your message for maximum 

impact? e.g., a meeting, letter, brochure, or radio ad? 

5.Time and Place: When is the best time to deliver the message? 

Is there a place to deliver your message that will enhance 

its credibility or give it more political impact?



Elements of Message Content 

1.What you want to achieve; 

2.Why you want to achieve it (the positive result of taking 

action and/or the negative consequence of inaction) 

3.How you propose to achieve it 

4.What action you want the audience to take.



Exercise 2 : Analyse the letter to Mr. Maker



Three . Tips for Message Development and Delivery 

1. Deliver a consistent message to an audience through a 

variety of channels over an extended period of time 

2. Make sure that your message is being delivered by a 

source that the audience finds credible. 

3. Create a message that the audience will understand



Exercise 3: Analyse video (6 min) – Blue Fin Cites













11.00h Session 1: Developing and delivering policy Session 5:Practical session with local journalists Session 9:Presentation of action outline and peers 



review 

Lecture: Christoph Stein; WWF MedPO Facilitation : Petra Boic Petrac, WWF 












16.00h 

to 

17.00h 






Departure



STAKEHOLDERS 





























16.00h 

to 

17.00h 







review 




Departure

SESSION 3: Building Coalitions 

Advocates constantly build networks among people and 

sometimes coalitions among organizations in order to 

bring about change. 

Often you can do together what no one can do alone. 

Networks and coalitions take time and energy to develop 

and maintain because they involve building relationships of 

trust with other people. 

Many advocates find this aspect of their work to be both 

the most difficult as well as the most rewarding 

professionally and personally


• Why do organisations come together? 

• common or mutually beneficial goals 

• Higher input/output ratio 

• Overcome uncertainty through risk sharing 

• Enhancing reputation&prestige of members 

• obligation through regulation or law 

• Share experiences, learn and avoid 

duplication


• Networks are the loosest form of collaboration.The primary 

function is information sharing 

• Alliances take collaboration a stage further. Participants 

sychronise their efforts and resources 

• Partnership is a cross-sector collaboration in which 

organisations work together in a transparent, equitable and 

mutually beneficial way


• Formal network: interrelated group of several independent 

institutions/organisations established for a specific need. 

Members have common activities, meet regulary and have 

often legal arrangements. They share a goal of achieving 

specific changes.

• What makes a good partner? 


• Are you a good partner? What could you make better?


• wants the partnership to succeed 

• seeks win-win solutions 

• is open and clear about their own goals 

• listens well and responds to other views 

• is prepared to trust 

• has integrity and acts consistently 

• effectively carries out their tasks and responsibilities 

• respects others and their contributions 

• is not prepared to sweep difficulties under the carpet 

• can be flexible but retains focus 

• understands how partners depend on one another 

• leads their colleagues in support of collaboration 

What makes a good 

partner? 

ARE YOU A GOOD 

PARTNER?? 

Source: 

www.intrac.org

Characteristics of networks 


1. Culture of “giving and receiving”. Members are providers 

and receivers of services to/from other network members 

1. Decentralisation: networks can be global, regional, national 

or local 

2. Networks are dynamic and complex. Members influence 

management and focus.


To network or not to network- Risks 

• The issue becomes more important and may lead the 

members to neglect other tasks 

• Alliance may only be as strong as it weakest link, and this 

inbalance may creat tensions 

• Organisation may have different views on the appropriate 

tactics to be used 

• Conflict concerning access and sharing of resources 

• Organisations providing a lot of resources may get 

frustrated with other members shortcomings

Strong foundations 


• The strongest foundation for joint working will be the developpment of a 

shared understanding of the problem and a clear idea what you want to 

do together 

• Potential partners should analyse their own strengths and weakness, in 

relation to both the issue and inter-organisational working. 

• Identifying shared capacities as well as gaps early in the process can 

avoid missunderstandings and wrong expectations


• After having defined your goals (WHAT) and the needed 

actions (HOW) we need to define the way the network will 

work together as a group of organisations. We need: 

• Guiding principales: how the group will work together based 

on shared values and objectives 

• Common strategy: what we need to do to make the 

organisations work as a network













11.00h Session 1: Developing and delivering policy Session 5:Practical session with local journalists Session 9:Presentation of action outline and peers 



review 

Lecture: Christoph Stein; WWF MedPO Facilitation : Petra Boic Petrac, WWF 












16.00h 

to 

17.00h 






Departure



STAKEHOLDERS 


























Session 6: Advocacy strategy and 

communication 



16.00h 

to 

17.00h 







review 




Departure

• 1. What Is a Strategy? 

SESSION 6: Advocacy Strategy and 

communication 

• A strategy is a set of activities directed toward the accomplishment of a 

concrete objective. 

• In the case of advocacy efforts, the objective is to convince or persuade 

the decision-maker targeted by the campaign to approve the proposal. 

• The strategies and activities of an advocacy campaign should be as 

varied and creative as possible. 

• The choice of advocacy strategies should also be based on the 

interests and motivations of the decision-maker and other key actors

Persuade the 

decision-maker 

to approve the 

proposal? 

Convince 

people 

who are 

undecided 

to be 

supportive 

? 

CRITERIA FOR 

ADVOCACY 

STRATEGIES 

To what extent 

do they…. 

Neutralize 

opponents? 

Motivate allies to 

take action?


communication 

2. Types of Advocacy Strategies 

Many different kinds of activities need to be carried out to try to 

influence the decision-making space and get a public policy proposal 

approved. These activities fall into five principal categories

Lobbying 

Press Work 

ADVOCACY 

STRATEGIES 

Education and 

sensitivity-raising 

Organizing 

support 

Mobilization

Lobbying 

SESSION 6: Advocacy Strategy 

and communication 

Lobbying is a face-to-face effort to persuade the person with decision- 

making power to favour the proposal, to motivate allies to take concrete 

action in support of the initiative, to convince undecided persons, and to 

neutralize opponents. Normally it involves direct visits. 

• Lobbying allows organizers to fine-tune the power map and evaluate the 

impact that the initiative’s arguments and activities have on key actors. 

Lobbying can open up possibilities for negotiation.

Organizing support 


communication 

• Organizational work serves to broaden and strengthen the group of 

people who will participate in an advocacy initiative, and builds an 

internal structure for the campaign that is responsive to the needs of the 

initiative. 

• Organizing should also serve to motivate and involve the population that 

is affected by the problem the group is seeking to address. If this does 

not happen, the advocacy campaign will have little credibility, little social 

power, and little probability of being successful.

Education 


communication 

• The group or coalition needs to educate the public and the decision- 

maker about the problem that it seeks to solve and the solution it is 

proposing. 

• This strategy can be applied in many different ways, but its immediate 

objective is almost always to convince people to take concrete actions 

in support of the initiative by informing them and by raising their 

sensitivity to the problem

Press work 


communication 

Press work is closely related to education and sensitivity-raising efforts. 

In an advocacy initiative, a press strategy is critical because of the 

important role that public opinion plays in efforts to persuade 

government officials to change public policies or programs. 

The objective of a press strategy is to place the topic of the advocacy 

initiative on the public agenda, to gain credibility for the group or 

coalition as a source of information about the issue, and to shape public 

opinion in favour of the proposal.

Mobilization 


communication 

The mobilization of social power, especially mobilization of the 

population affected by the problem that the group or coalition seeks to 

solve, is necessary to get the attention of the press, generate political 

will on the part of government representatives, and open spaces for 

lobbying and negotiation.


communication 

Summary - Advocacy step by step: 

1. Identify and analyse the problem 

2. Formulate the proposal: What do we want to achieve? 

3. Analyze the decision-making space: how and when, by whom a 

decision will be taken in response to our request? 

4. Analyze channels of influence: Who are the actors that can influence 

the decision-making process? 

5. Analyse the strength + weakness of your advocacy team/group: what 

are opportunities /threats to the initiative? 

6. Design advocacy strategy 

7. Develop activity plan:what must be done to carry out the chosen 

strategy 

8. Carry out continues evaluation: what has been done?


communication 

Main background documents used for the training preparation 

• Ritu R. Sharma: An Introduction to Advocacy. 

• WOLA, Brot für die Welt, CEDPA: Manual for Facilitators of Advocacy 

Training sessions.


communication 

Exercise: role play (tbd-depending on time available)
























Session 6: Advocacy strategy and 

communication 



16.00h 

to 

17.00h 







review 




Departure

WWF Mediterranean Programme 

Christoph Stein 

cstein@atw-wwf.org 

© 2005, WWF. All photographs used in the footers of this presentations are copyright protected and courtesy of the WWF-Canon Photo Database and the respective photographers. 

-16-

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