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Scenario: Pescaville

1. Understand - Life and risk in "Pacha-Pacha"

Your desk research revealed the following:

In the fictitious area of Pacha-Pacha the natural environment consists of a long coastline, open plains and high mountain cliffs. Natural hazards include seasonal storms and flooding, earthquakes, and tsunamis.

The built environment in coastal towns consists of relatively strong buildings, paved roads, and a number of boat docks of varying grade. Further inland, roads are mostly unpaved and buildings are mostly weak.

In society, gender norms are relatively traditional, favouring men, and collectivist approaches are preferred. People are not outwardly religious but believe God protects the good.

The governance system is democratic, but increasingly heavy-handed with opponents. Risk governance is relatively strong, but rural areas are neglected. 

Your desk research revealed the following:

Public sector organisations (schools, hospitals, etc.): The Met Office monitors and communicates about climate and weather information with impact-based forecasting, but it’s jargon heavy and hard to find online. When hazardous conditions are expected, the National Disaster Management Agency communicates warnings, especially on storms, heavy rainfall, severe winds and high temperatures.

Media organisations include a state broadcaster, but most are commercially driven. Practitioners across these sectors are moderately skilled. Many are motivated to serve the public although business demands limit their ability to do so. Most stations relay weather forecasts to their audiences word-for-word at least once a day, but they don’t always understand the content. Some stations don’t include forecasts because they’re not seen as useful enough for audiences. During severe conditions, media practitioners may comment informally about the announcements and run hazard-related stories that also appear online.  When they’re ill-informed, their comments can generate misinformation.

You determined that fisherfolk were particularly vulnerable to storms due to the nature of their work on the sea and inconsistent access to early warning systems while out.

You conducted primary research among fisherfolk and learned the following:

Community networks among fisherfolk are particularly strong. They enjoy a bond as a trade, look out for each other’s safety, especially as storms near, are highly cautious to not pass on false or misleading information, and are generous sharing profits with the community. 

On issues of disaster risk, fisherfolk are trusted and influential among their interpersonal networks (such as close friends and family) because they are seen to have a strong understanding of weather systems and good judgement on risk-taking.

Individuals in the fisherfolk community are cautious about threats from natural hazards that could jeopardise their lives or livelihoods and are moderate in risk taking.

Many (but not all) invest in radios that will give them access to early warnings out at sea, but boats that go far off shore struggle to get good reception.

Divers will note changes among the sea creatures that indicate approaching storms.

Young fisherfolk lack knowledge (technical and indigenous) that impact their risk perception and decisions.

2. Plan - Planning to communicate with fisherfolk in Pacha-Pacha

Based on the research described in the scenario above, you and peers in other sectors have agreed on the following goal and objectives:

Goal: To increase the number of fisherfolk in Pacha-Pacha who report they received early warnings that helped them make decisions and take actions to stay safe.

• Objective 1: Organisations and collaboration - To improve the connections among practitioners from different sectors, including government (Met Services and Emergency Management), media (public and private), and civil society (fisher associations) to identify ways of improving communication and early warning with fisherfolk.
• Objective 2: Organisations and skills – To improve practitioners’ ability to communicate more effectively about hazards, eg How to convey complicated terms, how to deliver these on broadcast media with clarity, and how to reach fisherfolk face-to-face.
• Objective 3: Organisations and reach – To increase the number of radio stations with large broadcast footprints that include weather forecasting tailored to fisherfolk. (Facilitated by greater access to forecasts that are appealing to their audiences – from Objective 2).
• Objective 4: Individuals – Fisherfolk – To increase the number of fisherfolk who prioritise  having good quality radios when they go to sea.  Eg They have purchased, or are saving to purchase, or expect boats to have them before boarding.
• Objective 5: Interpersonal – To increase the exchange of knowledge between older and younger fisherfolk about weather forecasts, early warning, and risk reduction.

You will reach these aims by connecting with target groups on the following topics:

Target Groups	Connector	Talking Points
Practitioners – Government, Media, Civil Society	Face-to-Face: workshops, job-swaps, roundtable discussions	What makes it difficult for you to communicate early warnings for fisherfolk? What would make it easier? How can you work better together?
Met and Media practitioners	On-the-job mentoring	How will you present forecasts and other information that appeals to fisherfolk? How will this bring in audience figures?
Fisherfolk	Radio: Daily programme Social media: To comment,  share and expand on radio content Face-to-face: Discussions in bars and cafes, facilitated by local leaders, to build on radio discussions Radio: alerts and early warnings Mobile phones in range	How are fishing practices changing? How sustainable is it? What new technology is available? How does that help us earn more, protect the sea, stay safe, etc?  How much do you spend on a good radio? Would you buy your partner a cheaper anniversary gift to afford a better radio? Why? What knowledge do older fisherfolk have from generations past? What about tsunami? Impact-based forecasts and what actions should be taken in response

3. Do - Creating content for fisherfolk in Pescaville

The workshops for practitioners are entrusted to an experienced group and are underway. The media content is taking your attention right now. Guided by media expertise, you conclude:

• A music and discussion programme for fisherfolk to listen to while out at sea would be a good way to engage them. It would cover a wide range of interests in the sector – from market prices to trends and technology (including radios) to indigenous knowledge
• Experts in radio programming alongside specialists from the Met Service, Ministry of Fisheries, civil society, and the private sector will inform the episodes.

You plan IMPACTFUL communication: The show will be interactive (I) by including regular interviews and enabling social media and phone-in contributions. It will be multi-channel (M), available via live broadcast, podcast, and through clips on social media. Contributions from fellow fisherfolk and their networks will personalise (P) the content for their needs. The content is informed by experts so it’s accurate (A) and represents real-life experiences. You pick skilled presenters and programme makers who are clear, concise and consistent (C) with important information. Broadcasting daily at lunchtime will be timely (T) for fisherfolk to listen with less distraction. (Urgent warnings can go out any time). The tone will be fun (F): Co-hosts (one old, one young) will be lively and entertaining yet practical and useful (U). The hosts and the content will represent a range of groups and challenge negative social norms, leaving no one out (L).

4. Improve - Learning what works in Pescaville

At various points during your time on-air, you conducted research among fisherfolk to understand your reach, relevance, engagement, trust, and impact.You measure if people felt better informed about the issues you listed for your talking points, including how to receive early warnings and stay safe, and whether they took any actions as a result.You saw marked progress against most of your objectives, but less so on some. You reflect on why this might be and you share it with the stakeholders to improve a new round of communication.