Can We Talk 13: How can we effectively communicate climate information?

Today’s rapidly changing climate has made effective communication of climate information more important than ever. We have seen cases where accurate forecasts and timely dissemination have made a huge difference in disaster-prone regions; safeguarding livelihoods, and it has enhanced resilience across sectors like agriculture, transport, health and disaster risk management. The question remains, how can we ensure that climate information is communicated effectively to empower communities and decision-makers?

Climate information is crucial for decision making across various sectors. Whether it is forecasting weather to help farmers in crop selection for planting and when to harvest; in order to minimize crop losses. In construction, the data will help schedule projects and for transport operators, in scheduling their activities. It enables governments to prepare for potential disasters, the accurate and timely dissemination of climate data is essential. Its importance extends to public health, where forecasts can inform communities about conditions conducive to disease outbreaks, such as mosquito breeding during heavy rains. At an individual level, it informs the mode of transport to use, the type of clothing and environment to visit and avoid.

At the IGAD Climate Prediction and Applications Centre (ICPAC) we employ a multifaceted approach to disseminate climate information. This includes having weekly, monthly, and seasonal forecasts which are tailored to the specific needs of different stakeholders. ICPAC uses a blend of digital platforms, traditional media and community-based outreach to ensure that climate information reaches all levels of society. The transition to digital platforms has enhanced the reach and efficiency of communication, but traditional methods are still in use to ensure comprehensive coverage.

Through digital platforms like Mailchimp, Instagram, Facebook, Telegram, X and WhatsApp, ICPAC has reached a wide range. These platforms are particularly effective in urban and semi-urban areas, where internet connectivity is more reliable. However, traditional methods of communication such as radio and TV remain vital in remote areas with limited internet access. For instance, Ethiopia’s national broadcaster (ENA) regularly disseminates ICPAC forecasts through TV and radio, reaching loads of people in rural regions.

Collaboration with a diverse array of partners brings forth effective dissemination of climate information, as it is not a solo endeavor. Case in point the partners we have in ICPAC projects and initiative include:

• Government ministries: especially those involved in water resources, agriculture, and disaster risk management, these ministries rely on accurate forecasts to implement preparedness plans and manage national infrastructure.
• Non-Governmental Organizations and civil society: they play a pivotal role in reaching grassroot communities, and would serve as intermediaries in disseminating climate information ensuring they are not left behind.
• UN Agencies: provide a broader framework for international cooperation to ensure there is alignment with global standards and frameworks like the Sendai Framework for Disaster Risk Reduction.
• Development partners: they aid in funding and supporting climate-related initiatives especially in areas prone to extreme climate events.
• Research and Academia: offer scientific insights and help in refining forecast models and advise on the best ways to communicate complex climate data.

When it comes to timely dissemination of climate information, one needs to consider that it is actionable and relevant. Basically, strike while it is still hot. For instance, the forecast about impending floods was shared well in advance to allow adequate preparation and response during the MAM Season 2024. ICPAC’s forecasts go out on Tuesday to keep stakeholders appraised though, flexibility is maintained to address unforeseen delays and ensure the information is still timely.

The timeliness of disseminating climate information is critical. For instance, forecasts about impending floods need to be shared well in advance to allow for adequate preparation and response. Striking the right balance in timing ensures the information is actionable and relevant. At ICPAC, forecasts typically go out on Tuesdays, but flexibility is maintained to address unforeseen delays and ensure the information is still timely.

Despite advancements in climate communication, several challenges persist that hinder the effectiveness of information dissemination. One major issue is the use of technical jargon. Climate forecasts often contain complex terminology that may be difficult for non-experts, especially local communities, to understand. Simplifying this language is essential to make the information more accessible and actionable for diverse audiences, such as farmers or disaster response teams. For instance, ‘probabilistic forecasting’ and ‘anomalies in sea surface temperatures’ can barely be understood hence reducing the likelihood of timely actions on warnings.

Consistency in communication is another challenge. Providing regular updates is crucial for building trust with stakeholders, but maintaining this consistency can be difficult due to operational constraints, such as delays in data processing or technical issues. Additionally, translation of forecasts into local languages is necessary to reach a wider audience across different regions, but this process is resource-intensive. During the locust crisis in East Africa, ICPAC had to translate critical climate forecasts into multiple languages; Swahili, Amharic, Somali, and French. However, translation can be costly and time-consuming particularly when there is a need for real-time updates.

Feedback mechanisms are vital for improving the relevance and accuracy of forecasts. Regular feedback from users, such as farmers or local governments, ensures that climate information services are meeting their needs. This feedback loop helps refine forecast models, making them more precise and user-friendly over time, but establishing and maintaining these channels can be a logistical challenge, especially in regions with limited communication infrastructure.

Feedback mechanisms are integral to refining climate services such as the annual surveys and platforms like GHACOF. Feedback is typically gathered through the ICPAC website, specific project tools, and direct communication channels. This feedback helps in identifying areas of improvement, such as the need for more translations and simpler presentations of the forecasts.

Therefore, effective communication of climate information is a complex but vital task. It involves timely dissemination, collaboration with a wide range of stakeholders, and continuous refinement based on feedback. By addressing challenges like technical jargon and translation, and by leveraging both digital and traditional media, organizations like ICPAC can enhance the usability and impact of their climate forecasts. This ensures that the information provided is not only accurate but also accessible and actionable for all stakeholders involved.

The future of climate communication lies in innovations and inclusivity through avenues like; having automated translations that use advanced machine learning allowing for real-time updates in multiple languages. The current mobile applications and SMS are being used to disseminate climate information directly to the end-users offering the ability to send geographical-specific warnings. For remote areas, using the local leaders and local media would play a crucial role in dissemination.