Development and Implementation of
a Corporate Communication Strategy

In response to paragraph 4(e) of decision VI/19, the Secretariat developed a draft corporate communication strategy for the Secretariat. The Secretariat established a partnership with a private sector promotional agency specifically to, inter alia, revamp the corporate strategy and provide better focus for its implementation. The long-term objectives of the partnership were defined to include the following:

(a)	Foundation: Build the Secretariat's communications infrastructure to support global media, education and public awareness activities;

(b)	Profile: Raise the visibility of the Convention as the key instrument for preservation and promotion of biodiversity;

(c)	Relevancy: Enhance the Secretariat's focal role as global facilitator of the implementation of the Convention;

(d)	Awareness: Educate key publics on the importance of biodiversity, the ecosystem approach to conservation and the need for fair and equitable sharing of benefits from the use of genetic resources;

(e)	Funding: Increase availability of financial resources to the Secretariat for implementation of its CEPA functions.

As a first step, the Secretariat, in collaboration with the private sector partner, initiated a pilot phase of implementing key elements of the corporate communication strategy with a priority focus on increasing visibility and awareness, whilst developing industry commitment to support initiatives that address biodiversity and the Convention and its Cartagena Protocol on Biosafety. The priority activities undertaken in this pilot phase included:

(a)	Definition of target groups, priorities and activities required to effectively carry out CEPA activities as directed by the Parties;

(b)	Creation of key messages on biodiversity, the Convention, the Cartagena Protocol and the 2010 biodiversity target to be conveyed to different target audiences;

(c)	Building of lasting relationships with the media to promote biodiversity, the Convention, the Protocol and the 2010 target;

(d)	Building a strong case for the value of biodiversity and the Convention to increase the stakeholders' commitment;

(e)	Development of communication models that can be adapted and used by the National Focal Points to build their CEPA capacities and carry out CEPA activities for their local (national) stakeholders, civil society and the general public.