Post on 25-Jun-2022
APRIL 2019
This publication was produced for review by the United States Agency for
International Development. It was prepared by Tetra Tech.
USAID/PERU PRO-BOSQUES COMMUNICATIONS & OUTREACH STRATEGY
and 2019 IMPLEMENTATION PLAN
IMA
GE: U
SAID
/PER
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APRIL 2019
This publication was produced for review by the United States Agency for
International Development. It was prepared by Tetra Tech.
This publication was produced for review by the United States Agency for International
Development by Tetra Tech, through USAID Contract No. 72052718C00002.
Activity Start Date and End Date: September 25, 2018–September 24, 2023
This report was prepared by:
Tetra Tech
159 Bank Street, Suite 300
Burlington, Vermont 05401 USA
Telephone: (802) 495-0282
Fax: (802) 658-4247
Email: international.development@tetratech.com
Tetra Tech Contacts:
Dr. Hector Cisneros, Chief of Party
Email: Hector.Cisneros@ProBosquesPeru.org
Jason Girard, Project Manager
Telephone: (802) 495-0591
Email: Jason.Girard@tetratech.com
USAID/PERU PRO-BOSQUES COMMUNICATIONS & OUTREACH STRATEGY
AND 2019 IMPLEMENTATION PLAN
APRIL 2019
DISCLAIMER
This work plan is made possible by the support of the American People through the United States
Agency for International Development (USAID). The contents of this work plan are the sole
responsibility of Tetra Tech and do not necessarily reflect the views of USAID or the United States
Government.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy i
TABLE OF CONTENTS
TABLE OF CONTENTS ............................................................................................................... I
ACRONYMS AND ABBREVIATIONS ....................................................................................... 2
1.0 INTRODUCTION .................................................................................................................. 1
1.1. CONTEXT........................................................................................................................................................ 1
2.0 COMMUNICATIONS STRATEGY ...................................................................................... 2
2.1. TRANSFORMATIONAL COMMUNICATION ........................................................................................ 2 2.2. NEEDS-BASED APPROACH ......................................................................................................................... 3
3.0 STRATEGY DIMENSIONS ................................................................................................... 4
3.1 DIMENSION 1: GOVERNANCE AND SUSTAINABILITY .................................................................. 4 3.2 DIMENSION 2: PRIVATE SECTOR ENGAGEMENT............................................................................. 4 3.3 DIMENSION 3: STRENGTHENING INDIGENOUS COMMUNITIES’ RIGHTS AND
RESOURCES .................................................................................................................................................. 4
4.0 OBJECTIVES .......................................................................................................................... 6
4.1 STRATEGY DIMENSION 1 OBJECTIVE .................................................................................................. 6 4.2 STRATEGY DIMENSION 2 OBJECTIVE .................................................................................................. 6 4.3 STRATEGY DIMENSION 3 OBJECTIVE .................................................................................................. 6
5.0 AUDIENCES .......................................................................................................................... 9
5.1 PRIMARY TARGET AUDIENCE ................................................................................................................. 9 5.2 SECONDARY TARGET AUDIENCE ......................................................................................................... 9
6. MESSAGES ........................................................................................................................... 11
7. OUTREACH AND COMMUNICATIONS TECHNICAL ASSISTANCE ...................... 13
7.1 OUTREACH ................................................................................................................................................... 13 7.2 COMMUNICATIONS TECHNICAL ASSISTANCE ............................................................................. 13
8. IMPLEMENTATION PLAN ................................................................................................ 14
8.1 OBJECTIVES ................................................................................................................................................... 14 8.2 TOOLS & ACTIVITIES ................................................................................................................................. 14 8.3 ACTIVITIES MATRIX ................................................................................................................................... 15
9. CONTINUOUS LEARNING .............................................................................................. 18
ANNEX 1: ILLUSTRATIVE ITINERARIES FOR VIP & USAID FIELD TRIPS ..................... 19
ANNEX II: ILLUSTRATIVE PRO-BOSQUES DOCUMENT TEMPLATES .......................... 21
E-NEWSLETTER ......................................................................................................................................................... 22 SUCCESS STORY (EXPOSURE) .................................................................................................................................... 27 SUCCESS STORY (WORD): ....................................................................................................................................... 34 POWERPOINT HTTPS://ARDPROJECTS.EGNYTE.COM/FL/PKPKJINLTH ................................................................. 36 FACTSHEET HTTPS://ARDPROJECTS.EGNYTE.COM/FL/Z2OLUBAIF0 .................................................................... 37
ANNEX III: BIBLIOGRAPHY .................................................................................................... 39
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 2
ACRONYMS AND ABBREVIATIONS
ADEX Association of Peruvian Exporters
AIDER Research and Integral Development Association
CFM Community Forest Management
CLA Collaborating, Learning, and Adapting
CONAFOR Peru's National Forestry Confederation
COP Chief of Party
COS Communication and Outreach Strategy
DCOP Deputy Chief of Party
DT Design Thinking
FTA Free Trade Agreement (Peru-USA)
FOREST USAID-U.S. Forest Service Activity (Forest Oversight and Resource Strengthening)
FY Fiscal Year
GOLE Local Government
GOP Government of Peru
GORE Regional Government
HCD Human Centered Design
IEIFA Indigenous Empowerment Index for the Amazonian Forest Sector
IO Indigenous Organization
MC-SNIFFS Control Module of the National Forest & Wildlife Management Information System
MEF Ministry of Economy and Finance
MEL Monitoring, Evaluation, and Learning
MINAGRI Ministry of Agriculture and Irrigation
MINAM Ministry of Environment
NGO Nongovernmental Organization
NHLA National Hardwood Lumber Association
NTFP Non-Timber Forest Product
OSINFOR Forestry and Wildlife Resource Oversight Agency
Pro-Bosques USAID/Peru Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity
PRODUCE Ministry of Production
SERFOR Peruvian Forest and Wildlife National Service
TA Technical Assistance
USA United States of America
USAID United States Agency for International Development
USFS United States Forest Service
USG
VIP
United States Government
Very important person
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 1
1.0 INTRODUCTION
The Communication and Outreach Strategy (COS) of the United States Agency for International
Development (USAID)/Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity (Pro-
Bosques) in Peru is primarily designed as a project management tool to enable communication regarding
and achievement of Pro-Bosques’ goals. This document presents the overall COS for Pro-Bosques,
which covers Pro-Bosques’ entire duration (September 25. 2018, to September 24, 2023), as well as the
Implementation Plan for the period between April 1, 2019, through the end of USAID’s fiscal year
(September 30, 2019).
Whereas the COS framework will be maintained throughout the life of Pro-Bosques Activity, the
Implementation Plan—which describes how the messages will be promoted and objectives achieved, as
well as any communications Technical Assistance (TA) provided—will vary according to the Activity’s
evolution and needs over the following five years. Therefore, and in accordance with the Pro-Bosques
contract, the Communications Implementation Plan will be updated biannually (April 30 and October
30). This update schedule is appropriate, given the dynamism of social interaction and calls for a flexible
and user-centered methodology that allows Pro-Bosques to hone its skills in delivering specific
messages, engaging particular stakeholders, and implementing outreach activities successfully.
Pro-Bosques has three intervention lines that aim to strengthen the Peruvian forest sector. These were
key to preparation of this COS, its dimensions, and its objectives. Some topics on which Pro-Bosques
communications efforts will focus include raising awareness about Amazonian forests; communicating
the Peruvian forest sector’s efforts and tools regarding forest governance; addressing/informing public
perceptions of the Peruvian forest sector, both domestically and internationally, on issues related to the
forest value chain for timber and non-timber products; and encouraging sustainable forest management
best practices that contribute to improvements in forest-dependent communities’ livelihoods and their
journey to self-reliance.
The COS will be implemented by the Pro-Bosques Communications and Learning unit, in coordination
with the team members in the Lima office, its partners, and the regional offices in Loreto and Ucayali.
1.1. CONTEXT
On September 25, 2018, USAID awarded Tetra Tech the five-year contract to implement the “USAID
Securing a Sustainable, Profitable and Inclusive Forest Sector in Peru” Activity (Pro-Bosques). The overall goal
of Pro-Bosques is to support sustainability, legality, inclusivity, and profitability, with intent to produce
scalable solutions for the forest sector with crosscutting gender and social inclusion. To achieve this
goal, Pro-Bosques has three integrated and complementary components:
1. Forest Governance and Sustainability
2. Private Sector Engagement
3. Strengthening of Indigenous Communities’ Rights and Resources
These three components of Pro-Bosques are detailed in Section 2.0.
Pro-Bosques is a part of the broader USAID/Peru’s Amazonia Verde Project, aimed at conserving
biodiversity, forests, and ecosystem services in priority areas of the Peruvian Amazon. Amazonia Verde
also includes USAID-U.S. Forest Service (USFS) Activity (Forest Oversight and Resource Strengthening)
(FOREST) and the Alianza Forestal Global Development Alliance (GDA) Activity (implemented by the
Research and Integral Development Association [AIDER] with support of the Althelia fund). This
overarching vision has been applied to the design of this Pro-Bosques COS because it exposes the
broader context of Pro-Bosques and its associations with other USAID interrelated activities.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 2
2.0 COMMUNICATIONS APPROACHES
Communicating the purpose of Pro-Bosques and its contribution to the Peruvian forest sector in a clear,
objective, and compelling way is crucial to every action contemplated for this COS. Working
collaboratively with stakeholders and like-minded organizations is also of utmost importance.
Consequently, our communications strategy will focus on building upon and jointly working toward
shared goals, while maintaining USAID’s communication standards, norms, and the Pro-Bosques
approved Branding Implementation and Marking Plan.
Strategic communication is a significant part of effective policy making and lies at the heart of sustainable
changes of knowledge, behavior, and habits. At the core of Pro-Bosques’ ambitious and inspiring goal is
need for those changes to catalyze a profound and long-lasting transformation in Peru’s environmental
governance that will contribute to thriving, prosperous forests in Peru. This COS will function as a
project management tool to support attainment of Pro-Bosques’ objectives, which in turn will facilitate
that transformation. Achievement of these aims will require an appropriate vision of Pro-Bosques
communication that must also align with USAID’s Collaborating, Learning, and Adapting (CLA)
framework.
2.1. TRANSFORMATIONAL COMMUNICATION
Transformation—a profound, long-term change in a new direction—requires three essential conditions:
addressing rationality, appealing to emotions, and enabling conditions for permanence of that
transformation (Heath 2010). Figure 1 illustrates the three elements that require attention for
transformation to occur. The rider, sitting atop the elephant and attempting to steer it, represents
human rationality and our need for clarity and direction. The elephant represents human emotions and
our need for gratification, and the path represents the need to shape and enable conditions for long-
lasting change.
Often, the rider dramatically fails at steering the elephant, whose force can easily overpower the rider’s
command. This represents the struggle experienced in our everyday lives (e.g., our inner rider wants to
be healthy, but our elephant wants ice cream), whereby decisions we make are greatly influenced by
emotional factors that feel more powerful than the rational ones. In essence, being right is seldom
enough for transformation to occur. Design of powerful emotional incentives for both the elephant and
the rider is necessary for them to proceed in the same direction.
Moreover, if the path is a steep, rocky, winding road, the elephant and the rider will not be able to go
far. Team-work, resources, alliances, and agreements should be considered as equally important factors
to ensure long-term change.
Rider: Rational side
Elephant: Emotional side
Path: Enabling conditions
Figure 1: Transformation Components (based on Haidt 2006)
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 3
Pro-Bosques considers these three elements in its COS, and prioritizes a Transformational
Communications approach to its crosscutting communication themes and actions. This results in a multi-
pronged communications strategy that addresses rationality, sparks empathy and emotions, and enables
change—catalyzing it by shaping public opinion, community outreach, and agendas.
2.2. NEEDS-BASED APPROACH
To design and implement transformational communication, Pro-Bosques will follow a needs-based
approach that helps define the three components required for transformation to occur. A Human
Centered Design (HCD) framework is utilized, which starts by exploring people’s needs and pain points,
aiming to produce innovative solutions to complex
problems.
HCD considers three aspects: desirability, viability,
and feasibility. Identification of user needs and what
users find desirable is the first step, and will
spearhead the design process, followed by
identification of limits related to resources, scope,
technology, and other factors inherent to a specific
organization tackling the challenge and working to
design the transformation.
Using this framework will help ensure that Pro-
Bosques focuses on the three key elements for
transformation (rational side or what is viable,
emotional side or what users desire, and feasibility
of conditions) when designing cross-cutting
communications consistent with the COS’s role as a project management tool for achievement of Pro-
Bosques goals.
In addition, a design thinking (DT) toolkit will serve to broadly identify stakeholder needs and pain
points. DT allows for complex problem-solving through creativity by use of tools and elements from the
world of design such as prototyping, storyboards, journey-mapping, and the like to alternate mental
divergence and convergence for creating and making choices, respectively.
DT requires empathy and ability to truly connect with user needs and pain points—necessary to strike
the right balance between appealing to the “rider” and the “elephant” of Pro-Bosques’ mapped
stakeholders, and thus identify solutions that are desired, viable, and feasible.
On a broader level, considering empathy as a significant part of this COS will be necessary for successful
story-telling to induce awareness, outreach activities, and
stakeholder mapping. Empathy removes or reduces all of the
following that are detrimental to human-centered design:
judgement; assumptions based on expertise, past experiences, and
word-of-mouth; and confirmation bias (belief that because a
solution to a similar problem or the problem at hand worked
previously, it will necessarily work again in the present or the
future).
COMMUNICATIONS &
OUTREACH STRATEGY
Vision: Transformational Communication
Needs-based Approach:
Human Centered
Design
Methodology: Design
Thinking Innovative, sustainable
solutions for Pro-Bosques’s complex
problems
Figure 2: Human Centered Design (IDEO 2015).
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 4
3.0 STRATEGY DIMENSIONS
Within USAID’s Amazonia Verde Project, Pro-Bosques collaborates with other USAID implementing
partners to strengthen forest governance; increase production and efficiency in use of forest resources
by the private sector and civil society; and improve indigenous peoples’ benefits from Community Forest
Management (CFM) and forest value chains on their lands.
In consideration of Pro-Bosques’ broad scope of work, the COS is triply divided in a manner that
corresponds to Pro-Bosques’ three components. This will ensure our communications initiatives are
always linked to specific themes of intervention and with each other, guided by Pro-Bosques’ overall
goal, and consistent with Amazonia Verde’s vision.
The first COS dimension will address Governance and Sustainability, the second one will tackle Private
Sector Participation and its role in increasing competitiveness and new markets, and the third dimension
will touch upon Strengthening of Indigenous Communities’ Rights and Resources.
3.1 DIMENSION 1: GOVERNANCE AND SUSTAINABILITY
Pro-Bosques’ first component, Governance and Sustainability, concerns strengthening of monitoring
activities and application of forest legislation, chiefly to increase legal wood products in domestic and
international markets.
Communications efforts in this dimension will focus first on defining/raising awareness
of/showcasing benefits and challenges of:
• The Control Module of the National Forest & Wildlife Management Information System
(MC-SNIFFS)
• Community Control and Oversight
• Sustainability for Forest Governance.
3.2 DIMENSION 2: PRIVATE SECTOR ENGAGEMENT
The second component is to improve private sector engagement in the use, transformation, and
commercialization of forest timber and non-timber resources and the private sector’s role in increasing
competitiveness.
This communications dimension will primarily address:
• Uplifting the perception of Peru’s forest sector
• Fostering platforms and alliances among private sector stakeholders to increase their
engagement in the sector (concessions, processing centers, service suppliers, exporters, buyers)
• Evidencing Peru’s Amazonian forests’ untapped economic, social, economic, cultural, and
environmental potential.
3.3 DIMENSION 3: STRENGTHENING INDIGENOUS COMMUNITIES’ RIGHTS AND
RESOURCES
The third component addresses strengthening of rights and resources of native communities through
sustainable forest management—specifically, designing interventions to increase gender and social
inclusion and equality.
Communications related to this dimension will be dedicated to:
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 5
• Raise awareness of indigenous communities and CFM in the Peruvian Amazon.
• Direct policymaking to improve forest-dependent livelihoods.
• Include in the agenda gender and social inclusion initiatives pertaining to the forest sector.
The Strategy Dimensions cited above shape the COS’s objectives, detailed in the next section.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 6
4.0 OBJECTIVES
Although the Strategy Dimensions presented in Section 3.0 will govern the COS for the entirety of Pro-
Bosques, the objectives are subject to modification as Pro-Bosques progresses toward its goals.
Objectives specified in this section govern messages, audiences, tools, channels, and indicators for Pro-
Bosques’ Implementation Plan (Section 8.0). These objectives have been identified by use of the
framework described in Section 2.1 above (Transformational Communication).
4.1 STRATEGY DIMENSION 1 OBJECTIVE
The most pressing communicational need of Strategy Dimension 1 (Governance and Sustainability) is
clarity, specifically about MC-SNIFFS. The objective for this dimension therefore is:
• Communicating and raising awareness about forest-sector governance—its components,
stakeholders, challenges, and opportunities—to maintain sustainable, prosperous, and inclusive
forests in Peru.
What the Peruvian Forest and Wildlife National Service (SERFOR) can and should address currently is
not understood. Forest governance also rests on shaky ground, as the sector has undergone tumultuous
political change over the last decade. While Pro-Bosques cannot impose political stability, it can
influence agendas and insights by informing the public and related stakeholders about Peru’s possibilities
to capitalize on its forests sustainably, inclusively, and profitably.
4.2 STRATEGY DIMENSION 2 OBJECTIVE
Strategy Dimension 2 (Private Sector Engagement) prioritizes improvement in perception of the
Peruvian forest sector. Thus, the objective for this dimension is:
Revamping perception of the forest sector among domestic and international stakeholders to
improve competitiveness, foster new markets and investments, and favorably position the forest
value chain and the Peruvian Amazon’s yet untapped potential.
The country is missing out on multiple opportunities because of false or misleading perceptions of its
forest sector. Addressing this challenge must involve a number of fronts and communication tactics to
illuminate possible beneficial and profitable uses of Peru’s forests.
4.3 STRATEGY DIMENSION 3 OBJECTIVE
Strategy Dimension 3 (Strengthening Indigenous Communities’ Rights and Resources) is first and
foremost to raise awareness of indigenous and other forest-dependent Amazonian communities. Thus,
the objective of this dimension is to:
Improve awareness of indigenous communities and their livelihoods, foster gender and social
inclusion in Peru’s Amazonian forests, and expose possibilities of CFM to these ends.
Peru does not yet stand out for policy-making achievements to benefit the Amazon and advance its
inhabitants’ livelihoods. Communications regarding these objectives will apply story-telling techniques to
produce engaging narratives portraying this significant part of the country and the important
contributions of native communities to forest governance and prosperity.
Table 1 lists activities that could enable Pro-Bosques to achieve COS objectives and satisfy
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 7
COS-identified needs.
Given the sizeable alteration in behavior these objectives imply and the timeframe of this project, an
approach emphasizing continuous learning (described in Section 9.0) is paramount to maintain agility,
resilience, and focus. Pro-Bosques must generate long-lasting impacts within its prioritized landscape
areas and in stakeholders’ behaviors.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 8
TABLE 1: COMMUNICATIONS OBJECTIVES & SUGGESTED ACTIVITIES
STRATEGY
DIMENSION
IDENTIFIED
NEED
COMMUNICATIONS
OBJECTIVE
PAIN POINT
(EXAMPLE)
PRO-
BOSQUES’
GOAL
AUDIENCE MESSAGE SUGGESTED
ACTIVITY DESCRIPTION
Governance &
Sustainability
Provide
Clarity
Informing and raising
awareness of forest-
sector governance and its
components,
stakeholders, challenges,
and opportunities to
advance prosperous
forests in Peru
The legal origin
of wood is not
yet traceable.
Promote MC-SNIFFS as the
best tool to
certify legal
timber.
• Producers
• Government
of Peru
(GOP)
• Indigenous
Communitie
s
MC-SNIFFS
enables
“clean”
timber,
100%
traceable
and
verifiable.
Media Briefing
on Site
Invite a group of
journalists to
personally see
how the specific
community/area is
successfully
implementing
MC-SNIFFS.
Private Sector
Participation
Improve
Perception
Revamping the forest
sector perception among
domestic and international
stakeholders to improve
competitiveness, foster
new markets and
investments, and favorably
position the forest value
chain and the Peruvian
Amazon’s yet untapped
potential
The sector’s
reputation
negatively
impacts
international
business
opportunities.
Change
perception of
the sector
180°.
• Consumers
• Buyers
Peru
produces
legal, fair,
and high-
quality
timber.
Timber/Forestry
Supplement for
Local and
Regional
Newspapers
Regularly publish
the timber
supplement on
local and regional
media to inform
and address
related topics by
means of expert
columns, success
stories,
infographics, etc.
Strengthening
Indigenous
Communities’
Rights and
Resources
Raise
Awareness
Improving awareness of
indigenous communities
and their livelihoods,
fostering gender and
social inclusion in Peru’s
Amazonian forests, and
possibilities of CFM to
these ends
Peru’s
Amazonian
cultural heritage
is disappearing
because of lack
of knowledge
about indigenous
peoples’
livelihoods.
Bridge the
knowledge
gap between
Peruvians and
Amazonian
forest-
dependent
native
communities.
• General
public
Meet
Peru’s
Amazonian
forest’s
heroines
and heroes.
“Heroines and
Heroes” ad
spots for social
media
Use USAID’s
social media
platforms to
present the
Amazon’s heroines
& heroes (e.g.,
community
authorities, forest-
sector success
stories, producers,
concessionaries)
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 9
5.0 AUDIENCES
Pro-Bosques applies a multi-level approach to implement its components. This approach allows for
stakeholder mapping influenced by two factors: geographical intervention levels or landscapes, and
potential allies for attainment of objectives. Figure 3 illustrates this interaction, showing geographical
landscapes, desired results, and key stakeholders.
This approach also helps demonstrate how audiences might change over time, depending on their
landscape level and, often, presence in multiple organizational entities (e.g., SERFOR and the Regional
Government). This is important to consider because stakeholder mapping will not be static throughout
Pro-Bosques’ period.
At this point, Pro-Bosques will target the primary and secondary audiences listed below.
5.1 PRIMARY TARGET AUDIENCE
Public Sector Private Sector
SERFOR Indigenous Communities
Forestry and Wildlife Resource Oversight Agency
(OSINFOR) Exporters
Ministry of Environment (MINAM) Buyers
Ministry of Agriculture and Irrigation (MINAGRI) Media (Peru and United States of America [USA])
Ministry of Economy and Finance (MEF) General Public
Ministry of Production (PRODUCE)
Regional Governments
Local Governments
Financial Institutions
USAID
5.2 SECONDARY TARGET AUDIENCE
Public Sector Private Sector
Government of Peru (GOP) Grassroots organizations working on related
topics of interest
United States Congress Academia (research centers, academics)
USFS National Hardwood Lumber Association (NHLA)
Broader United States Government (USG)
community, including the Embassy Municipalities Association
Other international governmental organizations
or donors addressing similar topics
Section 6.0 and Section 8.0 convey specific examples of how some of these stakeholders will be
addressed during Fiscal Year (FY) 1.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 10
FIELD-CORRIDOR
LOCAL (BASINS, MUNICIPALITIES)
REGIONAL
NATIONAL-AMAZONIAN
INTERNATIONAL
Figure 3: Landscape Level Stakeholders for Pro-Bosques
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 11
6. MESSAGES
Messaging for Pro-Bosques is rooted in COS’ strategy objectives, which in turn arise from the
dimensions that respond to Pro-Bosques’ three components.
Key messages will vary throughout the life of the Pro-Bosques as indicators and goals are achieved and
audiences’ perceptions and motivations shift. Final wording and delivery will therefore be dynamic in
adapting to stakeholder needs, audiences, circumstances, and national and international contexts.
Some topics that will inform key messaging for Pro-Bosques are:
• Showcasing the barely tapped potential of Peruvian Amazonian forests
• Strengthening monitoring and application of forest legislation through MC-SNIFFS
• Stressing timber forest activity as a socio-economic driver
• Exposing the possibility of “Clean” timber
• Increasing competitiveness of forest value chains through private sector participation in
transformation and commercialization of forest resources
• Sharing sustainable forest management best practices
• Empowering indigenous communities via CFM
• Fostering gender and social inclusion in forestry in the Peruvian Amazon
• Improving livelihoods of forest-dependent communities
• Following Amazonia Verde’s multi-pronged approach to advance biodiversity and conserve
ecosystem services
• Emphasizing the importance of Peruvian Amazonian forests as a world resource and shared asset.
These topics will mutually reinforce efforts of the project and attempts to fulfill the purpose of Amazonia
Verde. This linkage and approach of “seeing the whole picture” will endure throughout
Pro-Bosques’ duration.
Table 2 below lists examples of messages to be conveyed during this first year. Final wording of messages
will depend on the communications channel/tool chosen.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 12
TABLE 2: EXAMPLES OF KEY MESSAGES DURING PRO-BOSQUES’ FY1
OBJECTIVE PRIMARY
AUDIENCE MESSAGE TOPIC KEY MESSAGE
Informing and raising awareness of
forest-sector governance and its
components, stakeholders,
challenges, and opportunities to
advance prosperous forests in Peru
Forest users
(concession
holders, forest
title holders)
Strengthening monitoring
and application of forest
legislation through
MC-SNIFFS
Pro-Bosques and the National Forest
Authority are making legality
profitable through implementation of a
traceability system for timber.
Revamping the forest sector
perception among domestic and
international stakeholders to
improve competitiveness, foster
new markets and investments, and
favorably position the forest value
chain and the Peruvian Amazon’s
yet untapped potential
Buyers
(exporters,
local sawmills,
consumers)
Increasing forest value
chain competitiveness
through private sector
participation in
transformation and
commercialization of
forest resources
Pro-Bosques is increasing forest value
chain competitiveness, positioning
Amazonian forests as an ecosystem to
explore and in which to invest.
Improving awareness of indigenous
communities and their livelihoods,
need to foster gender and social
inclusion in Peru’s Amazonian
forests, and possibilities of CFM to
these ends.
Public opinion.
Empowering indigenous
communities through
community forest
management
Implementation of CFM is enabling
advancement of indigenous
communities’ forest-based livelihoods
and promoting opportunities for
gender and social inclusion.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 13
7. OUTREACH AND COMMUNICATIONS
TECHNICAL ASSISTANCE
7.1 OUTREACH
A systemic communications approach is necessary to increase the impact of USAID’s Amazonia Verde
intervention in Peru, and to increase its effect on advancement of the Free-Trade Agreement between
Peru and USA (FTA) Forestry Annex. Effective community outreach can increase visibility of USAID’s
interventions, raise awareness of topics the components emphasize, better position Pro-Bosques among
stakeholders and public opinion, and spark much-needed empathy with the forest sector.
Some community outreach activities Pro-Bosques will promote at this point pertain mainly to Objective
3 (Raising Awareness). For example, photo-exhibits in public spaces such as squares and boardwalks
in Lima, Loreto, and Ucayali can expose issues regarding Amazonian forests and their inhabitant’s
livelihoods’ to urban audiences, many of whom are unaware of their own connection to the Amazon and
thus take it for granted.
Another way Pro-Bosques will conduct community outreach is by supporting and empowering existing
organizations already dedicated to communication with the public on the topic. For example, Pro-
Bosques can ally with an Amazonian Movie Festival hosted by the Amazonian Film School based in
Pucallpa (Ucayali) to promote cultural activities in which diverse stakeholders can participate to achieve
common goals.
From a broader perspective, as part of Amazonia Verde, a larger advocacy campaign could be designed in
cooperation with other Amazonia Verde activities to stress the status of the Peruvian Amazon as a world
resource and encourage conservation of it via captivating narrative techniques that appeal to both the
“rider” and the “elephant.” The Marca Perú campaign, which successfully positioned Peru internationally
as an alluring destination, could be an inspiration for this advocacy effort.
7.2 COMMUNICATIONS TECHNICAL ASSISTANCE
During the life of its activity, Pro-Bosques will have unique opportunities to advance its goals through
implementation of communications-related TA. Examples of this could include (1) SERFOR requesting
assistance in designing the script for its institutional video, (2) a Regional Government with which Pro-
Bosques works closely requesting media training for its designated spokesperson, or (3) local sawmills
asking for assistance in broadcasting radio spots to advertise their best practices and foster exchanges
of experience.
Though we cannot yet detail these activities in this Implementation Plan, Pro-Bosques will aim to
respond to every request for communications TA considered to align with COS’s objectives, and that
could help advance any Pro-Bosques goal. Pro-Bosques will assess these TA opportunities in
coordination with USAID, local and regional technical teams, the Deputy Chief of Party (DCOP), and
the Chief of Party (COP) to align work strategy with messages, and to specify allocation of resources to
implement TA, if necessary and only when deemed suitable.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 14
8. IMPLEMENTATION PLAN
The purpose of the Implementation Plan is to describe how, by what means, and when Pro-Bosques will
bring its Communications and Outreach Strategy to life. This section details communications-related
objectives, tools, and actions that Pro-Bosques will implement.
8.1 OBJECTIVES
The guiding objectives for this plan are:
1. PROVIDE CLARITY
Informing and raising awareness of forest sector governance, its components,
stakeholders, challenges, and opportunities to advance prosperous forests in Peru.
2. IMPROVE PERCEPTION
Revamping perceptions of the forest sector among domestic and international
shareholders to improve competitiveness, foster new markets and investments, and
favorably position the forest value chain and untapped potential of Peru’s Amazon.
3. RAISE AWARENESS
Improving awareness of indigenous communities and their livelihoods, of benefits of
gender and social inclusion in Peru’s Amazonian forests, and of possibilities CFM can
provide to these ends.
8.2 TOOLS & ACTIVITIES
Some tools that Pro-Bosques will use to convey its messages successfully are as follows:
• Media briefings
• Press conferences / releases
• Interviews with media
• Site visits
• Fact sheets
• Success stories
• “Exposure” pieces on USAID’s and/or Tetra Tech’s Exposure Platforms
• Beneficiary testimonies
• Professional photography
• Public service announcements
• Videos, radio spots
• Social Media updates and posts on USAID’s accounts (e.g., Facebook, Twitter, Instagram)
• Targeted newsletters
• Webinars (seminars/online courses).
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 15
8.3 ACTIVITIES MATRIX
Strategy
Dimension
Communications
Objective Activity Audience Expected Result
Month
April May June July Aug Sept
1: Governance
and
Sustainability
Need: Provide
Clarity
Informing and raising
awareness of forest
sector governance,
and its components,
stakeholders,
challenges, and
opportunities to
advance prosperous
forests in Peru
Branding,
Communications,
and Outreach
Training
Pro-Bosques
Team
The Pro-Bosques team is aligned
on key communications messages
and works to secure a
sustainable, profitable, and
inclusive forest sector in Peru,
under Amazonia Verde’s
overarching purpose.
USAID Pro-Bosques
Newsletter
Primary and
secondary
stakeholders
Regular updates on how Pro-
Bosques works to strengthen
forest governance, increase
forest value chain
competitiveness, and strengthen
indigenous communities’ rights
and resources, with a cross-
cutting gender and social
inclusion approach in its
prioritized landscape areas.
Infographics design
and publication
General
Public
Better understanding and
dissemination of the following
topics that touch upon complex
sector realities is occurring via a
variety of communication
platforms, along with increasing
attention to these by the GOP:
the route of timber, MC-SNIFFS,
Community Control and
Oversight and Traceability in the
Peruvian Amazon, among others.
Webinar content
design and launch Media
Radio Spots script
preparation and
national / regional
broadcast
General
Public
Press releases on
traditional and digital
platforms of local,
regional, and
international media
• Media
• General
Public
Pro-Bosques is perceived as an
active contributor to
strengthening of Peru's forest
sector by timely communicating alliances, milestones, and
important events related to the
sector and/or implementation of
Pro-Bosques.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 16
Strategy
Dimension
Communications
Objective Activity Audience Expected Result
Month
April May June July Aug Sept
2: Private
Sector
Participation
Need:
Improve
Perception
Revamping
perceptions of the
forest sector among
domestic and
international
stakeholders to
improve
competitiveness,
foster new markets
and investments, and
favorably position
the forest value chain
and the Peruvian
Amazon’s yet
untapped potential
Social Media Posts /
Updates
General
Public
Pro-Bosques permanently
showcases the Peruvian
Amazon's economic,
environmental, social, and
cultural potential in an enticing
and entertaining way.
Expert conference at ExpoForestal
Specialized
audience:
• Exporters
• Buyers
• Concession
aries
• Experts
• Public-
sector
Pro-Bosques is positioned as a
knowledgeable and trustworthy
stakeholder in Peru's forest
sector that can help foster new
markets for timber and non-
timber forest products.
Participation at
ExpoAmazónica
Issue digital version
of the "Timber
Supplement" for local
and regional
newspapers
General
Public
Perception of Peru as a country
that produces legal, fair, and high-
quality timber is spreading.
Media Briefing on
Site with journalists Media
Perception of MC-SNIFFS as a
tool that enables “clean” timber,
100% traceable and verifiable, is
spreading.
Short internships in
transformation
centers and forest
concessions
Loreto and
Ucayali
producers
Platforms are provided for
learning and exchanging timber
manufacturing benchmarks
between neighboring regions, to
enhance competitiveness and
access better markets and
livelihoods.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 17
Strategy
Dimension
Communications
Objective Activity Audience Expected Result
Month
April May June July Aug Sept
3: Strengthening
Indigenous
Communities'
Rights and
Resources
Need: Raise
Awareness
Improving awareness
of indigenous
communities and
their livelihoods,
fostering gender and
social inclusion in
Peru’s Amazonian
forests, and the
possibilities of CFM to these ends
Photo Exhibits General
Public
Community Outreach activities
build relationships with the
general public and raise their
awareness of topics related to
Pro-Bosques and to the country's
development.
Amazonia Verde
Launch
Specialized
audiences: • GOP
• Priv. Sector
• NGOs
• USAID
Partners
• International
Cooperation
• Civil Society
Amazonia Verde is positioned as
the flagship alliance between Peru
and the United States—
successfully conserving
biodiversity and Peru's Amazonian ecosystem services,
and promoting alliances and
initiatives that further contribute
to this purpose.
Amazonia Verde
Launch (Pre-
Campaign Activities)
Amazonia Verde
Launch (Post-
Campaign Activities)
Very important
persons (VIP) /
USAID
Site Visits
• US
Congress
• USAID VIP
Staff
Challenges, learning
opportunities, and success stories
of Pro-Bosques’ implementation
are showcased, expose
knowledge of the Amazon more
directly and meaningfully to
specific stakeholders, serve to
inspire, and help better design
similar interventions.
Success Stories
General
Public
Increased consciousness and
interest about the Amazon and
Pro-Bosques induces work to
increase prosperity from and
preservation of forests, and
understanding of how the
objectives are being achieved.
Social Media ad spots
(Meet the Heroines &
Heroes of the Peruvian
Amazon Campaign)
Gender and Social
Inclusion Workshops
Pro-Bosques
Team
Gender and social inclusion are
fostered by Pro-Bosques' efforts
to address inequalities that
hinder vulnerable populations'
rights and self-reliance.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 18
9. CONTINUOUS LEARNING
The ultimate goal of this COS is to serve as a project management tool to support achievement of Pro-
Bosques’ objectives. This vision requires focus on user needs, appeal to stakeholders’ rational (rider)
and emotional (elephant) sides, and work to develop the conditions for sustainable, scalable impact.
USAID’s CLA Framework facilitates this transformation. Pro-Bosques seeks to transform Peru’s forest
sector into a thriving ecosystem, where governance and institutions are robust, lawful, and efficient; the
private sector is engaged in forest activities and contributes in an inclusive way to the sector’s market
competitiveness; and indigenous communities have a leading role in sustainably harvesting and managing
the forests upon which their livelihoods depend.
These kinds of complex challenges that Pro-Bosques must address require creative solutions that do not
emerge by accident. Intentional effort is necessary to develop such solutions, as well as resilience to and
tolerance for failure (expectedly part of the Pro-Bosques journey). Indeed, challenges and failures can be
valuable for learning and iteration. COS’s methodology can be a tool to meet these challenges by aiding
identification, mitigation, and elimination of obstacles.
In addition to its Monitoring, Evaluation, and Learning (MEL)-related activities, the Communications and
Learning Unit will be including two other learning tools to foster continuous learning and creative
confidence in Pro-Bosques team, as depicted on Figure 4 below:
Agile Mindset and Design Challenges will build on core competencies to stimulate creativity and
innovation, pushing the team to use design tools and constantly interact with primary and secondary
target audiences to ensure that activities and designed solutions focus on addressing the needs of these
audiences, and on engaging these audiences in implementation of those solutions.
Figure 4: Pro-Bosques’ Continuous Learning Tools
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 19
ANNEX 1: ILLUSTRATIVE ITINERARIES FOR
VIP & USAID FIELD TRIPS
PRO-BOSQUES VIP/USAID VISIT: Understanding the Challenges and Opportunities for
Community Forest Management & Wood Manufacturing in the Ucayali And Loreto Regions
I. Context
The importance of the Amazon biome to our planet’s health has become more evident in the last few
decades. In the context of the Free Trade Agreement between Peru and USA (FTA) Forestry Annex,
Peru and the United States seek to strengthen Peru’s forest sector as a means to safeguard biodiversity,
increase competitiveness, and combat security threats related to illegal logging. Pro-Bosques is part of
this effort, working to advance sustainable forest management initiatives in prioritized regions across the
Peruvian Amazon.
II. Objective
Showcase Pro-Bosques’ challenges and opportunities in community forest management and wood
manufacturing in the regions of Ucayali and Loreto.
III. Implementation
Prior coordination will be required to ready proper equipment and transportation for the guests. Each
visit will include participation of the following team members / logistics assistance crew:
• COP or DCOP
• Regional Coordinator
• Technical Specialist
IV. Outline
• Timing: September 2019
• Duration: 3-hour or 8-hour visit
• Location: Ucayali or Loreto Region, Peru
• Transportation: motor vehicle and boat (“chalupita”)
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 20
V. Sample Itineraries:
1. 3-4 hour VIP / USAID visit (could be either morning or afternoon)
Region: Ucayali
Start time End time Activities
09:00 09:45 Transport from Pucallpa airport to Manantay district along the Urubamba river
9:45 10:30
Guided Sawmill Tour
• The timber journey: from forest to tree to lumber
• Wood manufacturing & transformation process
• Pro-Bosques challenges and opportunities
10:30 11:10 Transport from Manantay district to Pucallpa city (road)
11:10 12:00
Meeting with Indigenous Organizations (IO)—ORAU and
ACONAMAC—and Indigenous Leaders
• Welcoming by leaders of IOs
• Progress of indigenous communities: life plans and community forest
management activities
• Next steps and agreements (IOs and Pro-Bosques)
12:00 12:10 Transport (by road) from ORAU offices to next destination/activity (luncheon,
airport, hotel, other Pro-Bosques site, etc.)
2. 8-hour VIP / USAID visit
Region: Loreto
Start time End time Activities
06:00 07:30 Transport from Iquitos to Nauta port (road)
07:30 10:40
Transport from Nauta port to Requena port (river)
Expert-led discussion about:
• Forest Livelihoods: a glimpse into the forest, indigenous peoples, and wood
manufacturing processes
• Pro-Bosques’ challenges and opportunities
10:40 10:50 Transport from Requena port to Local Municipality (road)
10:50 11:50
Meeting with IOs (FECORITAYB, ORPIO, and AIDESEP) and
Indigenous Leaders
• Welcoming by leaders of IOs
• Progress of indigenous communities: life plans and community forest
management activities
• Questions and answers
11:50 12:00 Transport from local municipality to Requena port (road)
12:00 15:00 Transport from Requena port to Nauta port (river)
• Local fruit-based refreshments onboard
15:00 16:30 Transport from Nauta port to Iquitos (road)
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 21
ANNEX II: ILLUSTRATIVE PRO-BOSQUES
DOCUMENT TEMPLATES
The following examples of publications of the United States Agency for International Development
(USAID)/Peru Securing a Sustainable, Profitable, and Inclusive Forest Sector Activity (Pro-Bosques) are
illustrative. They are included in the Pro-Bosques Communications & Outreach Strategy to present the
format, style, and branding of each. When the various formats are approved, Pro-Bosques will produce
specific content for USAID’s review and approval.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 22
E-NEWSLETTER
(Link: https://ardprojects.egnyte.com/fl/cmudpp1m1g)
Mother and daughter, España Indigenous Community, Blanco river basin (Loreto, Peru). Omar Lucas, 2019.
Addressing Peru's Forest Sector Needs USAID Securing a Sustainable, Profitable, and Inclusive Forest Sector in Peru was launched on
October 1, 2018, with a clear purpose: to help transform the country's forest sector. Under
the Amazonia Verde Project umbrella, Pro-Bosques addresses three specific objectives
intended to support and modernize the Peruvian forest sector, prioritizing Pro-Bosques’
governance dimension by working hand in hand with the Government of Peru (GOP) and
other key stakeholders to strengthen monitoring of the forest sector and enforcement of
provisions to protect the forest sector.
This newsletter will share Pro-Bosques' news, results, and impacts pertaining to its three
components. Because it is an information platform, we encourage people to share it, and will
welcome any feedback or questions people may have.
Feel free to contact us here:
hola@ProBosquesperu.org
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 23
Presentation to Regional Authorities In February, the Pro-Bosques team visited Loreto and Ucayali to present Pro-Bosques
to regional authorities (Gobiernos Regionales), their advisors, IOs, and other potential
allies. The capital cities of Loreto and Ucayali—Iquitos and Pucallpa—are key points of
intervention, where Pro-Bosques has also set up its permanent regional offices.
Our Chief of Party (COP), Héctor Cisneros, shared Pro-Bosques' objectives,
components. and road map with the audience, and presented Pro-Bosques' core team.
The participants also had opportunity to ask questions to our USAID Project
Manager, Marisel Allende, who participated with the Pro-Bosques team in this
introductory round of presentations.
Indigenous Empowerment Index
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 24
What is the IEIFA and what is its
objective?
Pro-Bosques has designed an Indigenous
Empowerment Index for the Amazonian
Forest Sector (IEIFA, by its initials in
Spanish), with the objective of
measuring Pro-Bosques' positive
impacts on participating indigenous
communities throughout the life of the
project, by relying on a
solid methodology validated by
experts in the field.
Dimensions of the Index
The IEIFA measures community
empowerment based on three
dimensions:
1. Development Management Capacity
2. Effective Use and Control of the
Communal Territory
3. Sustainable Management of Natural
Resources
FEEDBACK WORKSHOP Experts in community forest management
and indigenous communities in the forest
sector at the workshop Pro-Bosques held
in March, giving us their valuable feedback
on the index.
Control Module of the National Forest and Wildlife Management Information System
(MC-SNIFFS)
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 25
What is MC-SNIFFS?
MC-SNIFFS is Peruvian Forest and
Wildlife National Service’s (SERFOR)
online timber traceability system.
Its goal is to generate and curate
information to accurately and securely
identify the legal origin of wood, at a
standard consistent with Peru's forest
sector regulations and certifiable by
international norms required for legal
timber.
Achieving its implementation will be
key to legal and sustainable
management of timber, and will
open the possibility of integrating
management of other forest non-
timber and wildlife resources in the
near future.
What will be the contribution of
Pro-Bosques to the MC-SNIFFS?
Pro-Bosques will contribute to full
implementation of an efficient and
sustainable mechanism that allows
control of the legal origin of forest
products, from the moment of their
extraction to their commercialization in
markets.
For this purpose, Pro-Bosques and
SERFOR have developed a MC-SNIFFS
Implementation Plan to guide
provision of related forest governance
and monitoring assistance throughout
the Pro-Bosques implementation
period.
Subscribe
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USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 26
Pro-Bosques is an initiative that works to strengthen Peru's forest sector.
Pro-Bosques contributes to advancements in sustainability, legality, inclusiveness, and
profitability needed to support and modernize the forest sector, addressing the following
objectives:
1. Strengthening Monitoring and Enforcement of the Law.
2. Engaging the Private Sector in Use and Transformation of Forest Resources.
3. Strengthening Indigenous Communities' Rights and Resources.
Production of this newsletter is possible thanks to the support of the people of the United States, through its Agency for
International Development (USAID).
Note: The content expressed does not necessarily represent the views of USAID or the Government of the United States of
America.
Copyright © 2019 USAID Pro-Bosques Activity, All rights reserved.
You are receiving this email because you opted in via our website.
Our address is:
USAID Pro-Bosques Activity Av. República de Colombia 643, Piso 7
San Isidro, Lima 15046
Peru
Add us to your address book
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 27
SUCCESS STORY (EXPOSURE)
Link: https://ardprojects.egnyte.com/fl/saptciuo48
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 28
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 29
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 30
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 31
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 32
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 33
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 34
SUCCESS STORY (WORD):
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 35
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 36
POWERPOINT https://ardprojects.egnyte.com/fl/pkpkjinlth
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 37
FACTSHEET https://ardprojects.egnyte.com/fl/z2olubaif0
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 38
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 39
ANNEX III: BIBLIOGRAPHY
Haidt, J. 2006. The Happiness Hypothesis.
Heath, C. and D. Heath. 2010. Switch: How to Change Things When Change Is Hard.
IDEO. 2015. The Field Guide to Human-Centered Design.
USAID/PERU PRO-BOSQUES: Communications and Outreach Strategy 40
U.S. Agency for International Development
1300 Pennsylvania Avenue, NW
Washington, DC 20523
Tel: (202) 712-0000
Fax: (202) 216-3524
www.usaid.gov