integrating sustainability themes into media - Collaborating Centre ...

www.scp-centre.org
(2) Initiate kick-off meetings with different partners that can assist with (a) bringing
focus to topics of interest for potential funding programs, (b) managing the proposal
evaluation process, and (c) implementing projects in partnership with successful
applicants.
(3) Analyse and evaluate existing financial support mechanisms and integrate lessons
learned from this exercise when developing new financial support tools. For
each tool consider the conceptual framework, structure, content, level of support
and aspects of projects eligible for financial support.
(4) Create incentive systems to motivate different stakeholders to participate in the
development process and to implement the tools.
4.4.4 Strategic Area IV: Fostering Research and Development
Concept/idea
The integration of sustainability content in media can only be enhanced and financially
supported over time when the actual impact of this content is understood.
Three different research approaches are proposed: impact evaluation (see
tool 1), sustainability content analysis (see tool 2) and a committee of media
experts (see tool 3).
Rationales
• Can provide results on the cause and effect of different media sustainability
initiatives and the influence on media users.
• Can indicate the aspects of sustainability communication that require
change/improvement to achieve desired effects.
• Can assist with building partnerships among diverse media and sustainability
organisations.
Tools
TOOL 1 - Impact evaluation, including formative, process and summative evaluation
of different formats/messages and impacts on media users (see tool 2, strategy
area III, Sponsorship and Financial Support).
60