Page 98 - Special Topic Session (STS) - Volume 2

STSS461 Sara F. et al.
 Diverse target group calls for broad involvement
Another challenge is that the intended audience of the follow-up and is
very diverse. Basically, the target group consists of all those actors that need
to be involved in achieving the goals of the 2030 Agenda: civil servants,
politicians, civil society organisations, businesses, and the general public. This
further stresses the importance of broad involvement.
A key factor to succeed in informing and sparking engagement is the close
collaboration between statisticians and communication specialists at
Statistics Sweden. This way, we can make sure to adapt the communication
to different user groups and for a wide target audience.

 Engage with the users
Another important aspect is user engagement. In the step by step
approach that Statistics Sweden applies, we have been able to use the fact
that the Swedish statistical system is highly decentralised to our advantage.
One effect of the decentralisation is that producers and users of official
statistics often reside within the same government agencies and that statistics
producers often have a thorough understanding of the subject matter areas
they are involved in.
Looking ahead Statistics Sweden plans to invite the most important users
to work together with representatives from the production side to develop
the first follow-up of the baseline report. This work is planned for October
2019. Our intention is to develop this interaction further and broaden the
scope to other user groups in the future.

5. Conclusions
In conclusion, we see great benefits with also coordinating the
communication as part of our assignment to coordinate the follow-up of the
2030 Agenda. Only then can our communication work contribute to
Sweden’s actions towards reaching the targets and goals of the 2030
Agenda. In our experience so far, some important requirements for creating
well-coordinated, effective communication are:
 data and statistics that underpin evidence based decision making but also
supports and facilitates actors possibilities to exact accountability;
 trustworthy and objective data and statistics;
 broad involvement across different actors and levels of society;
 collaboration between professionals in different areas such as
statisticians and communication specialists.

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