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    communicating carbon pricing

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    • 2017-07-18

    Assignment Description
    Developing and implementing carbon pricing is anything but easy. Very often, it can turn out to be not only technically challenging, but also politically risky. As the benefits of carbon pricing policies are not always self-evident, a strategic communication plan for awareness raising and risk management both within the government, among businesses and for the general public can be critical to ensure the successful adoption and implementation of such policies.

    Such a communication plan can include how to best communicate the evidence in support of a specific policy and how to customize the case for carbon pricing to different target audiences. The way a government communicates its policy choice can influence if not determine its success. Several countries and sub-national jurisdictions have ample experience with this. These lessons are important to share, particularly as a growing number of jurisdictions look at carbon pricing as a tool to achieve their Nationally Determined Contributions (NDCs). The same is true for businesses which have expressed explicit support for carbon pricing in their jurisdiction.

    In order to explore lessons learned from carbon pricing communications strategies, the World Bank Group (under the Secretariats of the Partnership for Market Readiness (PMR) and the Carbon Pricing Leadership Coalition (CPLC)) seeks external support to help develop and disseminate a Guide to Communicating Carbon Pricing (The Guide) along with a few executive briefs and a related dissemination strategy. The Guide is intended to share the existing knowledge, experiences and best practices with carbon pricing communication and to provide practical guidance on developing a communications strategy about carbon pricing. This will involve the identification of key audiences, their sensitivities concerning carbon pricing and the messages and language that could be most effective when communicating.

    The main objective should be to inform policy makers and government communication officers in countries interested in carbon pricing, particularly developing countries, on how to design an effective communication strategy for different target audiences in a way that fits the specific context of the jurisdiction under discussion. The Guide should also provide guidance to firms in the private sector, and civil society organisations, that wish to publicly support carbon pricing. The executive briefs, following the CPLC executive briefs model, would target a broader audience, focusing on very concrete advice (based on the results of the study) of the Dos and Donts in communicating about carbon pricing.

    Finally, an important part of the scope of this work will be the dissemination of The Guide, which should be far reaching and potentially be flexible enough to take various forms. This might include for example a printed format, a presentation format, but also audio-visual formats or online formats. The strategy for dissemination will be important to develop creative tools to increase outreach, including through CPLC and PMR events, webinars, and content for the websites (inspired by the the model for e-learnings developed under the PMR)

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