ADDIS BRT – B2

ENGAGEMENT PLAN BOOK

 Contents

Contents ............................................................................................................................................................. i
List of Acronyms ............................................................................................................................................. ii
Lists of Tables and Figures...........................................................................................................................iii
Executive Summary ....................................................................................................................................... iv
Introduction ......................................................................................................................................................1
Rationale ............................................................................................................................................................3
Stakeholders Identification ...........................................................................................................................7
Public Participation .......................................................................................................................................11
Tasks and Approaches ..................................................................................................................................11
Task 7: Engagement Plan preparation and implementation ........................................................ 12
Task 8: Preparation of the inauguration ceremony ..................................................................... 16
Task 9: Communication during the first twelve months of operation ........................................... 17
Task 15: Follow-up of management processes and monitoring .................................................. 18
Monitoring ......................................................................................................................................................19
Project Timeline.......................................................................................................................... 20

i
 List of Acronyms

AACRA Addis Ababa City Roads Authority

AATB Addis Ababa Road and Transport Bureau
AFD French Development Agency
AASOID Addis Ababa and Surrounding Oromia Integrated Development Plan
BRT Bus Rapid Transit
DIMTS Delhi Integrated Multi-Modal Transit System
ERC Ethiopian Railway Corporation
EBC Ethiopian Broadcast Corporation
EBS Ethiopian Broadcasting Service
FBC Fana Broadcasting Corporation
LRT Light Rail Transit

ii
 Lists of Tables and Figures

Figure 1: Map of BRT B2 Corridor………………………..……………………………..…….…………. 2

Table 1: Spectrum of Public Participation………………………………………….…………..………...5
Table 2: Project Timeline…………………………………….………………..…………..….………..….20

iii
Executive Summary
Addis Ababa, like any large city, is a complex ecosystem that is highly sensitive to change.
All of its residents will be impacted by the creation of the Bus Rapid Transit project (BRT-
B2), they will form opinions as to whether the project has benefited or harmed them
personally, and they will discuss their experiences with their neighbors. The city will quickly
form a consensus on the success of the project.
The consultant believes that the city of Addis Ababa will welcome the arrival of the BRT- B2
project if they are properly informed of its merits. This document outlines our recommended
engagement plan to accomplish that task. We have identified our goals and objectives,
identified the key stakeholder groups, and listed the most effective approaches.
As the project progresses, stakeholders will gradually learn more about the BRT-B2 project.
Through a mix of passive and active approaches, the Consultant will give the stakeholders
an accurate understanding of the project and explain its specific value to each niche group.
Of course, the everyday citizens of Addis Ababa, especially those living and working along
the BRT-B2 corridor, constitute the most important stakeholder group. The project will be
completed for their benefit, and they are the primary focus of the consultant’s engagement
plan. Our intention is to help the project adopt an attitude of service to the public, giving its
users a sense of ownership and belonging.
The consultant will use different means of community awareness programs, grievance
redress mechanisms, online distribution and other engagement tools to facilitate public
participation and consultation in the project.

The purpose of this plan is to create positive relations between the project and the
stakeholders by using engagement methods to give the stakeholders a sense of ownership of
the project. The engagement will ensure the inclusion of women and other vulnerable groups
by emphasizing activities that center on solving issues of gender and poverty.

iv
Introduction
Addis Ababa, capital city of Ethiopia, is currently facing rapid urbanization and high
population growth. Overall population is expected to grow from 3.46 million 1to 5.5 million
inhabitants by 2020 and reach double figures within the next two decades. Car ownership is
still significantly low in Addis Ababa2, though rapidly increasing mainly due to economic
growth and the introduction of low cost private vehicles into the local market. Non-
motorized transport, and particularly walking, still dominates the modal split for daily trips
in Addis Ababa with an approximate 62% of total trips, whereas public transport service is
not adequate to accommodate the respective demand.

As a response to Addis-Ababa’s increasing transport needs3, the city government of Addis

Ababa has adopted a city-wide transport plan in order to modernize public transport,
support the use of non-motorized transport and tackle the congestion that is generated from
the increasing use of private vehicles. The current transport plan includes the construction
of 15 Bus Rapid Transit (BRT) as well as improvements in pedestrian facilities, non-
motorized transport and parking management.

In 2011, the city administration of Addis Ababa selected the B2 corridor as a pilot for the first
bus-based mass rapid transit (BRT) in East Africa. The corridor is 17.4 km in length and runs
from North to South from Wingate to Jemo (see map below). Primarily funded by the French
Development Agency (AFD) with additional technical support from UN Habitat and C40,
the BRT B2 pilot project is scheduled to be operational by mid-2023.

1 2014 National Census Report

2 380,000 cars were registered in Addis-Ababa (AARTB 2014 data)
3 Out of the current total demand of 4,096,000 trips per day, AA transport only has capacity to meet

2,282,918 trips per day

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Figure 1: Map of the BRT B2 Corridor

Source: BRT Feasibility study, DIMTS

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Rationale
‘The Soft Side of BRT – Lessons from Five Developing cities”4 study reveals that early
development and implementation of a formal, multimedia communications strategy which
addresses the spectrum of stakeholders and their concerns are fundamental to the success of
BRT.

Among the cities examined in the study, Johannesburg had the greatest challenges getting
its BRT system implemented and successfully operating. On the other hand, Lagos, under
similar if not more difficult circumstances, was able to bring its informal sector on board
relatively early in the development of its BRT Lite system, resulting in much quicker and less
problematic implementation. The significantly different results and approaches to
stakeholder engagement between Lagos and Johannesburg demonstrate the importance of
two-way communications, consultation, and stakeholder management.

In addition, two contrasting examples demonstrate the difference the presence or absence of
a good stakeholder engagement strategy can make:
• Delhi is in the process of removing its BRT corridor – the system did not have any public
or political buy-in and was perceived as an imposition rather than an improvement by
the public. The new administration in the city is finally responding to public cries to
remove the BRT, and is expected to make a formal announcement soon;
• In contrast, Buenos Aires has had extremely positive feedback on its early BRT corridors
(9 de Julio consistently rated as the best initiative undertaken by the government in the
recent past, and with the most impact on everyday life). This success was a result of
extensive public engagement, and has enabled the city to expand its BRT offering and
deliver corridors across the city.
(Appendix on Best Practices outline and additional examples)

Public Perception towards the LRT and BRT in Addis Ababa

Viewed as a source of national pride, the Addis-Ababa Light Rail Transit (LRT) system has
been widely covered by the media as a positive solution to the city’s transport challenges.
Over the last few years, the residents of Addis Ababa have been looking forward to taking
advantage of the LRT’s proposed benefits. “The irony is, on the flipside of the LRT

4 ‘The Soft Side of BRT – Lessons from Five Developing cities”, Kumar, Zimmerman and Agarwal – The
International Bank for Reconstruction and Development/The World Bank Group.

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anticipation and excitement, there are safety concerns, business disruptions and daily
inconveniences brought by the LRT itself.”5

These challenges have led to cautious and often negative reactions from the public. While
pedestrians often lack proper access to sidewalks and crossings, car owners need to drive
long distances to make turns. Businesses have also faced a decrease in customers due to road
access and safety issues.

Lessons from the Addis-Ababa Light Rail Transit (LRT) System have shown that the lack of
extensive public engagement throughout the development of a new transit system can result
in negative perceptions about how this new system will address the city’s technical, social
and economic challenges.

Within this context, the Addis Ababa Road and Transport Bureau (AARTB) has a critical and
timely opportunity to design and launch an extensive public engagement plan for the
proposed BRT B2 corridor. This plan will aim to provide the public, policy makers and key
stakeholders with opportunities for early and ongoing exchange of information and ideas
critical to the success of the BRT B2 pilot project. It is important that stakeholders and the
broader public have a voice in decisions that affect their lives and impact how public funds
will be invested in the future.

The following questions will be addressed to guide the implementation process:

• What outcomes are desired from the engagement?
o Getting broad positive perception from the citizens?
o Providing people with information on disruptions/ changes to their usual routes
and plans?
o Giving them an opportunity to feed into, and influence the BRT plans?
• What are the key issues that are informing public perception on the BRT B2 pilot project?
• What are the key messages that should be sent out to influence positive public
perception?
• What audiences within the broader public should be targeted?
• What communications approaches should be utilized, and how should they be organized
and carried out?
• How should public perceptions be managed?

5 Ethiopia: Is the Light Rail Safe” by Daniel B. http://allafrica.com/stories/201502110301.html

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Purpose/Goal of the Public Engagement Strategy
Public Engagement Goal
The goal of the Public Engagement Strategy is to engage the general public, policy makers
and other stakeholders about key aspects of the BRT development process. This process will
build on the strength of the situation on the ground and work to develop a widespread sense
of project ownership.

Strategic Objectives
This goal will be achieved through the following Strategic Objectives as follows:
• To improve understanding of the importance of the BRT and the opportunities it
presents to the City of Addis Ababa (including climate change and city sustainability)
• To work directly with the public throughout the BRT development process to ensure
that public concerns and aspirations are consistently understood and considered
• To partner with the public on key decisions taken under the BRT project including the
development of alternatives and identification of the preferred solution
The objectives listed above will involve decisions on the anticipated levels of
participation based on the table below.

Table 1: Spectrum of Public Participation

Goal Public Participation
Inform To provide the public with balanced
and objective information to assist
them in understanding the problem,
alternatives, opportunities, and/or
solutions
Consult To provide the public with feedback
on analysis, alternatives, and/or
decisions
Involve To work directly with the public
throughout the process to ensure
that public concerns and aspirations
are consistently understood and
considered
Promise to the Public
We will keep you informed
We will keep you informed,
listen to and acknowledge
concerns and aspirations, and
provide feedback on how
public input influenced
decision
We will work with you to
ensure that your concerns
and aspirations are directly
reflected in the alternatives
developed and provide
feedback on how public
input influenced the decision
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 Collaborate To partner with the public in each
aspect of the decision including the
development of alternatives and
identification of the preferred
solution
Source: International Association of Public Participation
We will look to you for
advice and innovation in
formulating solutions and
incorporate your advice and
recommendations into the
decisions to the maximum
extent possible

Specific Aspects of Public Engagement and Messaging Areas

Activities and messages at all stages will be influenced by the nature of the stage, elaborated
below:
• Planning - Specific pre-construction activities (i.e. detail design, developing BRT basic
facts) preparing for a streamlined and smooth construction phase
• Construction - Subsequent construction related activities to highlight timely
notification of impacts, activities, work progress
• Operations - Promotion of the opening of the BRT service, and educational activities
related to using BRT

Information on BRT and Related Social Issues and Impacts

Using audience-specific messages, basic information on BRT and related social, economic
and environmental impacts will be disseminated by using a number of communication
methods including word of mouth, stakeholders meetings, various media, and leaflets and
through renowned Champions/ambassadors such as Haile Gebre-Selassie and other
positive role models.

Detail Design
This will help the target audiences understand the key elements of the detail design of the
BRT including: name and slogan selection, bus and station naming standards and station
location attributes.

Branding
The BRT’s general image and visual identity will be designed to include a standard,
recognizable appearance and incorporate national elements of pride. This will also include
the architecture of stations which will reflect the history of Addis-Ababa’s distinct
neighborhoods with functional elements as well as aspects that brings people together.

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Construction Works
This will focus on providing information and general notices related to what is going on at
key constructions sites, how long it will take and provide apologies for inconveniences, etc.
It will also include communicating operations related decisions including information
related to the progress of the BRT, key things that need to be addressed etc.

Operations
This will focus on providing information related to using the BRT. This includes addressing
related challenges and questions from various stakeholders. During this phase, surveys will
be taken periodically to measure the use of the BRT by the public.

Stakeholders Identification
Identifying, mapping and analyzing the stakeholders of the Addis Ababa BRT project is the
first step towards attaining the goals and objectives of the communication plan. The resulting
engagement plan should ensure that all stakeholders are aware of the project and understand
its benefits.
In collaboration with Addis Ababa Transport Bureau, 60 stakeholders have been identified,
including government offices, NGOs, public transport providers, commuters, media outlets,
members of the private sector, academics, operators and environmental groups.

Throughout the implementation of the BRT project, the role and the involvement of the
stakeholders will evolve. To better understand the relevant institutions and people, Zeleman
has classified the stakeholders into three tiers, organized in order of importance:

Tier 1

1 Addis Ababa City Administration

2 Addis Ababa Transport Bureau

3 Addis Ababa Road Traffic Management Agency

4 Addis Ababa City Road Authority

5 Addis Ababa Public and Freight Transport Authority

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 6 Sheger Public Transport Service Enterprise

7 AFD (Agence Francaise de Development)

8 Addis Ababa Environmental Protection Agency

9 Addis Ababa City Administration Land Management Office

10 Addis Ababa City Administration Land Renewal Agency

11 Sub cities Land Management Offices

12 ITDP( Institute for Transportation Development Policy)

Tier 2

1 Anbessa Public Transport Service Enterprise

2 Addis Ababa Driver and Vehicle Licensing and Control Authority

3 Ministry of Finance (MOF)

4 Ministry of Transport

5 Woredas

6 WRI ( World Resource Institute)

7 C40

8 Addis Ababa City Light Rail Transit Office

9 Addis Ababa City Government Code Enforcement Service Office

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10 Addis Ababa Police Commission

11 Addis Ababa Traffic Police Office

12 Safege SAS (BRT 2-Consulting Firm)

13 Ethiopian National Association of the Deaf (ENAD)

14 Ethiopian National Association of the Deaf-Blind (ENADB)

15 Ethiopian National Association of the Blind (ENAB)

16 National Development Association of Persons with physical

Disabilities

17 Radio, Television and Printing media networks

18 Ethio-Telecom

19 Federal Integrated Infrastructure Development Coordination

Agency

20 Ethiopian Electricity Utility

21 Addis Ababa Water and Sewerage Authority

22 Ministry of Urban Development and Housing

23 Contractors and Workers

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Tier 3

1 Anbessa Public Transport Service Enterprise

2 UN-Habitat

3 National Environmental Protection Authority

4 Affected People by the Project

5 Mini Bus Taxi Owners

6 Taxi Service Providers

7 Road Users(Pedestrians and drivers)

8 General Public

9 Addis Ababa City Government Code Enforcement Service Office

10 Addis Ababa City Plan Commission

11 Para-Transit Operators

12 Addis Ababa University, AAIT

13 Addis Ababa University, EiABC

14 Ministry of Women and Children

15 City green area Agency

16 Kotebe Metropolitan University

17 Religious Institutes

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 18 Community Leaders/Public Figures

19 Schools

20 Environmental (NGOs)

Public Participation
Based on its knowledge and deep understanding of Ethiopian culture, Consultant plans to
invite public participation using two methods:

1) Recording stakeholder’s opinions – With the most cost-effective method of gathering

information, surveys will help the client understand how the BRT-B2 system is being
perceived by the residents of Addis.

2) Consultation forums - In order to establish two-way communication between the

system and the public, neighborhood committees should be formed.
a) The neighborhoods most affected by the BRT-B2 system will be identified
b) A charter will be formed that explains how the group should conduct itself

c) Volunteers will be sought out and chief representatives will be identified

3) Neighborhood committees will give residents a way to express their opinions and a
method of receiving quality information about the system. Though potentially more
difficult to organize, committees are also an excellent method of engaging the public.
SOCIAL MEDIA and BLOG FORUMS- To reach out to a mass audience and garner
real-time feedback, the social media blog forums will be used. The social media pages
will be boosted to reach out to residents of Addis Ababa and the content will be
formulated an away that encourages them to give their opinion.

Tasks and Approaches

Consultant will be responsible for implementing the four tasks (Task 6 - 9) which are mission
2 of the project TOR. These tasks are aimed at creating awareness, engaging the public and
celebrating milestone achievements through different activities.

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This plan assumes the task 6 activities will be kicked off in January 2022.

DURING CONSTRUCTION PHASE

Task 7: Engagement Plan preparation and implementation

• Engagement Plan Preparation
Consultant will produce an engagement plan that can bring every stakeholder on
board and to enable them to have a say on the project.
Based on the plan the document will be prepared the engagement plan after
approval of the communication plan.
• Community Awareness: How residents are affected by the BRT project depends
largely on where they reside within Addis. Those living in the outskirts of the city
to the North and South will benefit from the addition of a more efficient
transportation system. Those living far from the city’s center to the East and West
have also LRT report and with the BRT the city will have a reliable transport
system. Those living along the planned route may be negatively affected. For the
purpose of “facilitating a functional relationship with the community,” the
neighborhoods most critical to the project will be identified and engaged.

Consultant will organize 24 consultative meetings to engage the public at the

beginning of the BRT project. The engagements including focus group discussions,
university lectures and meetings with project affected people. The consultative
meetings will also bring rights groups, elderlies, paratransit operators aboard.
Approach:
● Identifying areas of special concern with the ADDIS ABABA
TRANSPORT BUREAU (AATB)
● Identifying participants will be done in collaboration with ADDIS
ABABA TRANSPORT BUREAU (AATB)
● Inviting the participants through sub-cities and branch office of TMA
● Inviting participants and managing event
• These meetings will cover:
■ Project objectives and its activities
■ The importance of improved transportation
■ Engineering designs and service plans for the project
■ Access to transport (especially for women)
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 ■ Urban environment (including walkability)
■ Levels of disturbance and impacts to be expected during
construction;
■ Provisions in the project to address impacts, including
resettlement impacts, safety during construction, etc
■ Important messages for vendors and local businesses
■ Employment opportunities under the project

● Developing a Grievance Redress Mechanism:

Consultant will develop a brief grievance redress mechanism effective remedies

to affected parties who perceive that their rights have been adversely affected by
the project.

In addition to the individual efforts from all stakeholders, Consultant will also
work on a day to day communicating and updating the public on social media and
via the website.

The mechanism will have the following content:

• Giving a voice to the public: With the live comment feed from digital
media
• Addressing minor complaints
• Every grievance needs to address in a tailored manner.
• Consultant will also put some questions for the public to better
understand the opinion, so as to prevent grievance and complaints
beforehand.

The following is a breakdown of the grievance redress mechanism:

1. Stakeholders share grievances through online media platforms or during
physical sessions.
2. Zeleman team will monitor all stakeholder grievances and forward these
grievances to the AATB communication officer.
3. After a decision has been reached, AATB communication officer will inform
Zeleman’s team of the solution.
4. Zeleman will communicate this solution back to the stakeholders.

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 Zeleman
Zeleman
forwards
Stakeholders AATB addresses communicates
grievances to
share grievance greivances solutions to
AATB
stakeholders
communication

GRM Flowchart

● Hotline Service: as a part of the grievance mechanism, the consultant will manage
the hotline service that will be used as a dedicated call center.
The consultant will cover the cost of the management for 12 months, including
trainings and appointment of dedicated officer.

● Project Website: the website will be the home of all content created for the BRT as
well as disclosing key project-related information, including the scope, cost, and
financial and institutional arrangements of the Project, project safeguard reports such
as E&S and Resettlement Action Plan, and project progress such as procurement,
contract award and disbursement.

● Outreach to Contractors and Workers:

For the purpose of “informing the community,” training the workers of the
contractor and the operator so that they have a basic understanding of the
project is recommended. When members of the community see the new
construction project their most immediate source of information will be the
nearest worker or his supervisor. Through basic training sessions, on-site
leadership will be able to express the benefits of the project to anyone who asks.
Consultant will need the unreserved support of the operator and contractor in
bringing supervisors and midlevel workers to the training.
Approach:
● Developing a training presentation
● Organize 3 training events
● Meeting with key supervisors and contractors
● Government Relations
Consultant will survey and record the key representative’s main interests,
opinions, and participation in the project during the construction phase. This
will be accomplished using surveys and one-to-one interviews. The first, most

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 important tier of stakeholders will be interviewed, while the second and third
tier stakeholders will receive questionnaires.
The government relation will be done 24 months including the works and
operations part of the project. These tasks will be implemented with the
following activities.
○ Recording stakeholders’ opinions: Consultant will record opinions of
stakeholders by interviewing the Tier One and distributing a
questionnaire to the others.
This will be implemented in quarterly bases by recording the opinion of
each stakeholders depending on the project phase.

○ Updating tier-one stakeholders and keeping them informed

■ In collaboration with the ADDIS ABABA TRANSPORT
BUREAU (AATB), Consultant will identify stakeholders:
government officials and institutions
■ Consultant will develop a database for the contact of all
stakeholders
■ Consultant will create a consistent monthly email
communication platform and update the stakeholders on a
website. Text content will be developed by Consultant. A blog
format will also be developed and incorporated into the design
of the website for stakeholders to express feedback and/or
complaints.

● Project House and Information Kiosk

Three non-permanent kiosks will be placed in key neighborhoods and
locations that receive a high amount of foot traffic. Consultant will advise the
client on the placement of the information kiosk.
Consultant will develop the one concept for the development of the info center
in collaboration with the client. In addition, Consultant will train staff from the
operating company to smooth the communication in the center. The
consultant will provide one staff for 12 months and the other two staff will be
provided by the client.
The information kiosks will be set up during the operations phase.

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 Consultant will also coordinate with technical consultants to collect
information and disseminate up-to-date information.
The consultant will cover the cost of construction of the three temporary
information kiosks.
Consultant will be in charge of the following tasks:
■ Training the staff on BRT and ethics
■ Consultant will also give trainings to BRT operator, Sheger Bus
personnel’s
■ Setting up evaluation and reporting system

● Stakeholder Engagement and Public Education

During the construction phase, Consultant will be in charge of organizing
different public engagement in collaboration with the client forums including
for stakeholders to share ideas.
○ 6 Stakeholder meetings
■ A Public Consultation at Mayor Office
■ Seminar and workshop
■ Familiarization training
■ 3 Focus Group Discussions

Task 8: Preparation of the inauguration ceremony

● Inauguration Ceremony
Celebrating the conclusion of the construction phase, and kicking off
operations, the Inauguration Ceremony will be attended by government
officials and the public. Consultant will organize a creative and efficient event
with the client’s support.

The inauguration ceremony will be held at Jemmo Site where the journey of the
bus starts. While this give a real-time experience to the participants, it will also
create a chance for the guests to be a part of the first ever ride by BRT.

Consultant will manage the invitation of the 200 VIP guests. Other guests will
be invited through digital media and/or other stakeholders. Consultant will
also manage the branding of the inauguration and entertainment in some
forms.

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 Approach:
○ Consultant will brand the event with backdrop banners, teardrop and
rollups.
○ Consultant will invite VIP guests
○ Consultant will announce the event to the large public using social
media.
○ Consultant will bring tents, chairs and tables
○ Consultant will help the client with media management
○ Consultant will hire a DJ and sound system for entertainment
○ Consultant will document the event with video and photography.
○ Consultant will prepare press release and press package
○ Consultant will provide a famous singer to prepare

DURING OPERATION PHASE

Task 9: Communication during the first twelve months of operation

For the first 12 months after the inauguration, Consultant will implement some
communication activities to sustain the conversation around the BRT usage and garner the
feedback of the users.

● Stakeholder Engagement and Public Education

After the operation starts Consultant will be in charge of organizing different
public engagement in collaboration with the client forums including for
stakeholders to share ideas.
○ 6 Stakeholder meetings
■ A Public Consultation at Mayor Office
■ Seminar and workshop
■ Familiarization training
■ 3 Focus Group Discussions

• Marketing Activities:
After the kick-off of the operation, Consultant will continue marketing the BRT
through websites and other communication materials.
▪ Disseminating information through the website. The client will
provide visuals and other previous activities.

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 ▪ Consultant will provide the client with a monthly report on the
community feedback.
▪ Consultant will post two contents monthly using available visuals or
free off right images for the Facebook page.
▪ Consultant will also implement 30 mins of community management
on the weekdays for the social media accounts.
▪ Consultant will help in delivering free trial execution for the
prototype works. The client will provide free trial tickets.

● Customer Service
For the first 12 months of the operation, Consultant will work on bringing all
stakeholders on board and delivering customer service through digital
platforms. This will result in feedback on the success of the project, by
increasing the amount of information each stakeholder has.
○ Create blog/online forum platform on the website
○ Develop blog content
○ Upload BRT information on Wikipedia and other similar sites
○ To engage the users, Consultant will post three questions every quarter
and report back to the client.
○
Task 15: Follow-up of management processes and monitoring
● Provide inputs on communication measuring mechanisms during the first year
of operation

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Monitoring
Monitoring the success of communications helps to identify whether we are meeting our
objectives or whether further communication or different strategies are necessary.

A number of measuring mechanisms will include:

▪ Numbers of stakeholders participating in various activities listed above;
▪ Formal or informal research of target audiences and written and spoken comments
from stakeholder gatherings;
▪ Interviews and distribution of surveys to existing riders periodically to gauge project
knowledge and reaction;
▪ Logs of questions and comments received from the public following distribution of
BRT factual information;
▪ Keeping a track of media coverage and public engagement on the issue e.g.
newspaper clippings, talkback monitoring, TV and radio shows, social media
commentary;
▪ Emails and other comments related to media coverage
▪ Testimonials by BRT users from social media

These engagement techniques and tools will be considered a success if:

• Understanding of BRT facts increased by 50%
o Survey
o Logs of questions and comments
• Positive feedback received from stakeholders and businesses on social media
o Social media monitoring
• Online engagement increased by 50% and mobile devices utilize the new website
(checked website stats)
• Number of likes on Facebook – Number of Twitter account followers
o Social media monitoring
• Information video receives over 1000 views online
o Social media monitoring
• The Public openly celebrates the operation launch of BRT
o Social media monitoring
o Legacy media monitoring
• Users know how to use BRT properly (loading, ticket purchase, traffic regulations etc.)
o Survey
o Logs of questions and comments
• A noticeable increase in ridership is seen once BRT begins service

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Project Timeline

ACTIVITY
Planning Construction Phase Operations Phase

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

Task 6

1 Communication Plan

2 Website

3 Social Media

4 Record of Opinoin of all Stakholders

5 Communication documents English and Amharic

6 Information Kiosk Concept Design and Material Preparation

7 Event 1

8 Event 2

9 Event 3

10 Reports of Events

Task 7: Engagement Preparation and Implementation (Construction Phase)

11 Community Awareness and Outreach// Consultative Meetings (2 per
month)

12 Engagement Plan Preparation

13 Hotline

14 Outreach to Contractors and Workers

Task 8: Preparation of Inauguration Ceremony

ACTIVITY
15 Inauguration Ceremony Planning Construction Phase Operations Phase

16 Guest List 3 Months before Launch of BRT Services 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28

17 Press Release and Press Pack

18 Event Organization

19 Event Report and PR Coverage Report

Task 9

20 Stakeholder Meeting 1: Public Consultation at Mayor Office

21 Stakeholder Meeting 2: Seminar and Workshop

22 Stakeholder Meeting 3: Familiaring Training

23 Stakeholder Meeting 4: Focus Group Discussion I

24 Stakeholder Meeting 5: Focus Group Discussion II

25 Stakeholder Meeting 6: Focus Group Discussion III

26 Social media - second round

27 Distribute Posters, OOH, Pamphlets

28 Information Kiosk

29 Website

30 TV and Radio Interviews (1 Per month for first 3 months)

31 Media Relations ( Quarterly Press Release)

32 Journalist Training

Task 13: In Support of SYSTRA: Production of TV, radio, billboard

33 TV Commercial (30 Seconds)

34 Radio Advert Production (30 Seconds)

35 TV, Radio on air (2 Placements TV, 3 Placements Radio

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