Communication Strategies for Achieving Sustainable Development Goals

This article explores the critical role of communication in achieving the Sustainable Development Goals (SDGs), with reference to the communication strategies suggested by FAO, UNESCO & WHO. It emphasizes the importance of dialogue, participation, and knowledge sharing among people and institutions, highlighting how effective communication strategies, advocacy, and public engagement can drive progress towards a more sustainable and equitable future. The article outlines key objectives, activities, and messaging approaches to mobilize citizens and stakeholders, ensuring that no one is left behind in the pursuit of the 2030 Agenda.

The global COVID-19 pandemic has caused unprecedented disruption since 2020, underscoring the importance of communication for protection, survival, and collaboration. The crisis highlighted the value of communication technologies, global messaging, distance learning, scientific cooperation, and information support. Technology played a crucial role in maintaining connectivity and facilitating a return to normalcy. By adopting more sustainable practices, such as reducing travel and leveraging modern communication tools, we can accelerate progress towards the SDGs.

Communication for Sustainable Development Goals (SDGs)

The Food and Agriculture Organization (FAO), United Nations Educational, Scientific and Cultural Organization (UNESCO), and World Health Organization (WHO) recognize the importance of Communication for Sustainable Development and its potential to achieve lasting, positive impacts on education, economic prosperity, social inclusion, environmental protection, and a peaceful society. Communication for Sustainable Development Goals involves dialogue, participation, and the sharing of knowledge and information among people and institutions, considering the needs and capacities of all stakeholders. It is a social process that relies on communication media and interpersonal communication as essential tools.

Historically, elite groups controlled communication channels such as the press, broadcasting, education, and bureaucracy. However, with increased access to communication resources, more people can participate in communication processes. Initiating SDGs communication requires developing new narratives, understanding and listening to SDG audiences, forging new partnerships, utilizing digital technologies and innovations, and mobilizing resources for public engagement. The Agenda 2030, through specific targets on awareness-raising, education, and access to information, mandates the mobilization of citizens and stakeholders into action:

• SDG Target 4.7: Ensures that all learners acquire the knowledge and skills needed to promote sustainable development and global citizenship.
• Targets 12.8 & 13.3: Call for public awareness and education to promote sustainable consumption and production, and climate change mitigation.
• Targets 16.6 & 16.10: Require countries to establish accountable and transparent institutions and ensure public access to information.

Advocacy Strategy for SDGs

The United Nations Development Group (UNDG) envisions the SDGs encompassing education, environmental protection, women’s rights, and more. However, achieving these goals by the 2030 deadline requires significant effort. Education, advocacy, and social mobilization are crucial tools for realizing sustainable development goals, with communication and advocacy serving as key elements of implementation.

An advocacy strategy defines advocacy goals and how to achieve them. According to UNDG, an advocacy plan typically includes:

• Clearly defined advocacy goals and objectives for policy action and change.
• An analysis of the context and target audiences, including actors who can drive or influence relevant decision-makers.
• An analysis of channels to reach target audiences.
• Communication and advocacy products tailored to different audiences and engagement channels.

Advocacy & Communication Objectives

The UN provides a list of objectives to guide advocacy action plans:

• Objective 1: Engage specific actors, particularly excluded populations, to actively participate in Agenda 2030 and ensure no one is left behind.
• Objective 2: Build general public awareness of the 2030 Agenda and the importance of achieving the SDGs by 2030.
• Objective 3: Inform the public and other actors about achievements and challenges in implementing the 2030 Agenda and SDGs.
• Objective 4: Frame evidence-based national communication strategies and public campaigns on the 2030 Agenda at national and sub-national levels.

Messaging

Effective messaging is central to the 2030 Agenda, focusing on narrative and storytelling, according to UNDG. Effective SDG messaging operates on three levels:

• Highlighting the aspirations of the SDGs and their historic significance.
• Explaining the importance of each goal, such as the benefits of girls' education for both girls and the nation.
• Localizing universal messages to resonate with local situations.

Activities & Actions to Achieve the Objectives

Objective 1: Engage Specific Actors

• Activity 1: Map key civil society organizations at the country and regional levels to ensure a targeted communication plan.
• Activity 2: Reach out to key civil society organizations to brief them on the SDG progress report.
• Activity 3: Organize workshops to share the results of the report among civil society groups.
• Activity 4: Develop key communication products (fact sheets, presentations, etc.) to facilitate the conclusion process.

Objective 2: Build General Public Awareness

• Activity 1: Collaborate with the government and civil society organizations to reach key audiences.
• Activity 2: Implement a communication campaign ensuring a participatory approach.

Objective 3: Inform Public About Achievement and Challenges in Agenda 2030 Implementation

• Activity 1: Conduct national and regional media workshops to explain the reporting purposes and importance, and show journalists how to use the data for reporting.
• Activity 2: Establish a journalists' network in support of the 2030 Agenda.
• Activity 3: Collaborate with partners to identify human-interest stories related to the issues being addressed in the report and pitch them to the national media.

Objective 4: Frame Communication Strategies & Public Campaigns

• Activity 1: Identify key areas lagging behind according to the SDG results report and engage key ministries in discussing potential communication campaigns to change or enhance certain behaviors.

Engaging Government & Public

Governments are primarily responsible for implementing the 2030 Agenda. Effective, accountable, and inclusive institutions are essential for achieving the SDGs. Governments should take urgent action to change institutions, start implementing the SDGs, and review progress. Communication plays a crucial role in outreach to everyone. While reaching an audience is central to all communication, it involves complex matters that are not easy to present appealingly, according to DevCom. However, increasing public interest in SDGs and the emergence of creative and innovative channels and networks, such as mass media, social media, mobile phones, religious organizations, and teachers' unions, can bring about large-scale change. These media resources and interested groups can help achieve SDGs through online learning and global education.

Conclusion

SDGs communication begins with developing a plan of action, including messaging (how to discuss issues), activities and actions to achieve objectives, and evaluation of the strategic action plan. Communication for SDGs must be scientific, smart, powerful, and reliable, using data and evidence to reach as many people as possible. This can be achieved by leveraging advanced communication technologies like mass media, social media, and the internet.

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