DEFRA – finding a common focus and communication strategy

DEFRA asked Scaramanga to …

… Create an overarching communications strategy for Sustainable Development and address the lack of clarity of message and coordination that were hindering this key Government initiative.

DEFRA is the department responsible for the Government’s Sustainable Development strategy. Sustainable Development is development encompassing social progress which recognizes the needs of everyone, effective protection of the environment, prudent use of natural resources, and the maintenance of high and stable levels of economic growth and employment.

We put our thinking hats on …

We started off by consulting with a wide number of policy advisors and communications team members, as well as NGOs working in the field of sustainable development. We were then able to identify all the wide ranging audience segments (including Government, NGOs, businesses, the general public). We developed an overarching brand and messaging strategy, then tailored and developed a communications strategy for each segment to educate and change behaviour over time.

And delivered these results …

We presented a five year communications strategy for Sustainable Development, which included the setting and scheduling of goals and clear milestones. We obtained complete buy-in at all levels and the feedback from our client was that the plan provided the framework for the ongoing detailed implementation by DEFRA.

Claire Scaramanga helped us to develop a more strategic approach to our climate change communications. She brought a high level of strategic skills and an ability to assimilate complex information, leading to a set of proposals that were pragmatic, realistic in the timeframes available and extremely cost effective. Claire was honest, approachable, open to constructive debate and good fun to have around. She has particular strategic skills which will be of interest to the public sector. I wholeheartedly commend her.

Kelly Freeman, Acting Director of Communications, DEFRA
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