ASEAN Communication Master Plan

1/13/2015

​​​EXECUTIVE SUMMARY

The ASEAN Communication Master Plan (ACMP) provides the framework to communicate messages about the character, structure and overall vision of ASEAN and the ASEAN Community to key audiences including local communities of ASEAN Member States (AMS), women and children, youth, governments, businesses, Civil Society Organisations (CSOs), influencers, media and global audiences.

The ACMP has been developed through consultation and with inputs from the ASEAN Secretariat (ASEC), the Committee of Permanent Representatives to ASEAN (CPR) and its Working Group, as well as Sectoral Bodies under the three ASEAN Community Pillars – ASEAN Political-Security Community (APSC), ASEAN Economic Community (AEC) and ASEAN Socio-Cultural Community (ASCC). The ACMP is also guided by source materials, in particular the “Surveys on ASEAN Community Building Efforts 2012” (The Survey) and the existing Communication Plans of ASEAN’s three Community Pillars. Details of source materials are provided in Appendix.

The ACMP articulates an overarching message for ASEAN as “ASEAN: A Community of Opportunities.” This message identifies ASEAN as a community that aims to instil a sense of belonging and identity among its citizens, and that brings new opportunities to the people of ASEAN and the broader global community. The overarching message also provides the connectivity to aid the coherence and convergence of ASEAN’s three Community Pillars and the implementation of their own communications initiatives.

The overall goal of the ACMP is to provide fact-based and compelling communications that clearly demonstrate the relevance and benefits of the ASEAN Community to audiences inside and outside AMS, and recognise that the ASEAN Community is unique and different from other country integration models.

ASEAN Communication Master PlanThe ACMP is intended to provide a direction to aid local development and implementation of detailed communication strategies by the three Community Pillars and by the AMS. Those strategies may reflect the different characteristics and needs of the AMS and include perspectives from appropriate stakeholders.

The ACMP is not grounded in a single moment of time. It is designed to be a living plan that supports the conception and implementation of policies over time.

The launch of the ASEAN Community in 2015 and the 50 th Anniversary in 2017 of ASEAN’s founding are important milestones for community building and provide a basis for communication planning.

The ACMP outlines a series of integrated communications strategies and tactics aimed at achieving heightened awareness of the initiatives that create a shared community of opportunities and benefits across ASEAN’s governments, peoples and dialogue partners. Tactically, the ACMP provides direction on a spectrum of communications activities across traditional media, electronic and social media, and in- market events, to access stakeholders of all groups and ages and which can be implemented at the AMS level as well as ASEAN-wide.

The ACMP also recognises contributions in support of implementation that can be made in collaboration between the ASEAN Foundation and the relevant ASEAN bodies.

The needs, aspirations and futures of the ASEAN Community are central to the ACMP, which also aims to engender a collective sense of pride in ASEAN heritage and achievement; and to further this sense of pride by engaging with citizens and overseas audiences to demonstrate the range of opportunities and benefits offered by the ASEAN Community.