Monitoring and evaluation report on the impact of communication and project activities : MAGICA project deliverable 5.5

Samenvatting

In addressing the community-wide challenge of competing for the attention of target audiences in an increasingly crowded communication landscape, MAGICA has established its newsletter and its expanding network of personal connections, including LinkedIn, as its most effective channels for communication, dissemination, and engagement.
Traditionally, communication, dissemination, and exploitation (CDE) activities are more effective in evidencing engagement than impact. During the first half of MAGICA’s lifetime, the team—comprising 24 organisations and institutions across 13 countries—has learned the critical importance of running events and evaluations concurrently. Improvements have already been implemented, including some of the recommendations identified during the preparation of this report.
The development of the Equinox Process, from its conception by JPI Climate to its prominent inclusion in three Blue Zone side events at COP29 (just beyond the reporting period), stands out as a particular success. The aim of the Equinox Process is to accelerate the transfer of knowledge from science and innovation to support policy and implementation of actions in Europe. A key factor in the success of this process has been the strategic use of discreet public communications around the Equinox Summits, allowing momentum to build. This culminated in broader visibility at the Climate Neutrality Forum and side events at COP28 and COP29, where reports delivered under the Equinox Process such as the assessment report on sea level rise were showcased on international stages.
Conversely, ECCA2023 represented a large-scale event with a broad and diverse audience, offering extensive opportunities for communication and engagement. Between these two extremes lies the ongoing need for internal CDE among MAGICA project members, European projects with overlapping objectives, and specific target audiences, including policymakers. Engaging the latter group, particularly within frequently changing ministerial offices, remains a challenge, requiring tailored and timely strategies.
Each of these contexts demands distinct and specialised approaches to CDE, underscoring the importance of carefully allocating resources and budgets in future climate research proposals. Additionally, consideration must be given to the expertise required for reaching specific audiences, which may for future similar project proposals, necessitate the involvement of different communication consultancies.
MAGICA’s proposed CDE strategy in 2022 was viewed when drafted as a working document, with its success depending on regular reviews and adjustments, which has proven to be the case.
The findings include:
• Develop a standardised template for documenting participant data and feedback to ensure consistency and usability across future events, including understanding participant profiles.
• Clearly articulate the purpose and target audience for each event during the planning phase to enhance communication focus and event design.
• Provide more detailed advanced communication about events and their programme content to help target audiences make informed decisions about participation, contingent on timely confirmation by organisers.
• Strengthen and expand monitoring efforts before, during, and after events.
• Leverage detailed analyses of MAGICA’s online platforms to maximise their impact on CDE activities.
• Refocus efforts on engaging overlooked groups and fostering cross-sectoral dialogue.
• Expand the MAGICA Newsletter subscriber base and cross-post to other projects’ newsletters, as this has proven to be the most effective communication channel. (Given the project’s remaining lifespan, further investment in increasing website traffic may not be the most resource-effective strategy.)
The updated CDE strategy, finalised in September 2024, already incorporates many of these proposed improvements.
Looking ahead, key CDE focus areas include the SRIA Strategy, ECCA2025 (June 2025), and the development of upcoming reports and open resources. The recommendations from this report will continue to be implemented to enhance the effectiveness of MAGICA’s CDE activities and to support the project’s overarching goals.
Finally, WP5, in its role as a CDE service to WPs1-4, depends on the timely sharing of plans and details for upcoming topics. As with all communication endeavours, internal collaboration remains vital for ensuring effective engagement with external audiences.