ASEAN Communication Master Plan 2018-2025

ASEAN Communication Master Plan
2018 – 2025

ASEAN: A Community of Opportunities for All

one vision
one identity
one community



ASEAN Communication Master Plan II
2018–2025

The ASEAN Secretariat
Jakarta

The Association of Southeast Asian Nations (ASEAN) was established on 8 August 1967. The Member
States of the Association are Brunei Darussalam, Cambodia, Indonesia, Lao PDR, Malaysia, Myanmar,
Philippines, Singapore, Thailand and Viet Nam.
The ASEAN Secretariat is based in Jakarta, Indonesia.

For inquiries, contact:
The ASEAN Secretariat
Community Relations Division (CRD)
70A Jalan Sisingamangaraja
Jakarta 12110
Indonesia
Phone : (62 21) 724-3372, 726-2991
Fax : (62 21) 739-8234, 724-3504
E-mail : [email protected]

Catalogue-in-Publication Data

ASEAN Communication Master Plan II 2018-2025
Jakarta: ASEAN Secretariat, January 2019

352.1159
1. ASEAN – ASEAN Community
2. Communication Plan – Strategy – Vision

ISBN 978-602-5798-26-9

Cover photo: Tim Gouw/Pexels.com

ASEAN: A Community of Opportunities for All

The text of this publication may be freely quoted or reprinted, provided proper acknowledgement is
given and a copy containing the reprinted material is sent to the Community Relations Division (CRD) of
the ASEAN Secretariat, Jakarta

General information on ASEAN appears online at the ASEAN Website: www.asean.org

Copyright Association of Southeast Asian Nations (ASEAN) 2019.
All rights reserved.

Supported by:

CONTENTS

Executive Summary 1
Vision and Purpose 5
Audiences 7
Messages 17
Strategy 27
Communication Tactics 35
Monitoring and Evaluation 45
The Future of ASEAN Communications 49
Appendix 51

ASEAN Communication Master Plan 2018-2025 iii

iv ASEAN Communication Master Plan 2018-2025

EXECUTIVE SUMMARY

The ASEAN Communication Master Plan II (ACMP II) provides the framework
to communicate messages about the organisation, development and 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 II has been developed through consultation and with inputs from the
ASEAN Secretariat (ASEC), the Committee of Permanent Representatives to ASEAN
(CPR), the ASEAN Ministers Responsible for Information (AMRI), the ASEAN Senior
Officials Responsible for Information (SOMRI), 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),
communication representatives from AMS, and representatives from ASEAN entities
and bodies.

The ACMP II is intended to provide a direction to aid local development and
implementation of detailed communication strategies by the ASEAN Community
Pillars and by the AMS, with the aim of achieving greater involvement from institutions
and people at the national level. The strategies are flexible to reflect the different
characteristics and needs of the local markets.

Since the launch of the original ASEAN Communication Master Plan (ACMP) in 2014,
a series of key milestones towards ASEAN 2025 have been achieved including:

• The formal establishment of the ASEAN Community comprising the ASEAN
Political-Security Community, the ASEAN Economic Community and the ASEAN
Socio-Cultural Community on 31 December 2015;

• Completion of the work of the High Level Task Force on the ASEAN Community’s
Post-2015 Vision, as well as the work of the High Level Task Force on ASEAN
Political-Security Community, the High Level Task Force on ASEAN Economic
Integration and the High Level Task Force on ASEAN Socio-Cultural Community,
supported by the ASEAN Secretariat, on the three Community Blueprints;

• Adoption of the ASEAN Community Vision 2025, the ASEAN Political-Security
Community Blueprint 2025, the ASEAN Economic Community Blueprint 2025 and
the ASEAN Socio-Cultural Community Blueprint 2025;

• Adoption of the Kuala Lumpur Declaration on ASEAN 2025: Forging Ahead
Together which incorporates the ASEAN Political-Security Community Blueprint
2025, the ASEAN Economic Community Blueprint 2025 and the ASEAN Socio-
Cultural Community Blueprint 2025, and together constitute the “ASEAN 2025:
Forging Ahead Together”;

ASEAN Communication Master Plan 2018-2025 1

• ASEAN’s 50th Anniversary which took place in 2017 under the Chairmanship of the
Philippines.

By incorporating these various considerations, ACMP II includes integrated
communications strategies and tactics that are:
1. Customised and targeted;
2. Prioritised and mapped to different audiences;
3. Closely aligned with the objectives set out by ASEAN Community Vision 2025.

The ACMP II also takes into account the key strategies of the ASEAN Strategic Plan
for Information and Media 2016-2025 that include:
• Advancing cooperation and ASEAN level agreements to provide regional

mechanisms to promote access to information;
• Encouraging the development of programmes and dissemination of information on

the benefits and opportunities offered by the ASEAN Community and promoting
mutual respect, appreciation of diversity and a sense of belonging in the ASEAN
region;
• Harnessing the use of information and communication technologies across different
groups as a means to connect with the regional and global communities; and
• Engaging media professionals, research, business and other entities in collaborative
development of ASEAN-relevant content.

ACMP II continues to leverage a wide spectrum of tactics across traditional media,
electronic and social media, and in-market events that can be implemented at the
AMS level as well as ASEAN-wide. It provides a framework that the AMS can adapt to
local needs where priorities, planning and communication channels may differ.

The aim is 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.

While the ACMP focused on creating a clear understanding of what it means to
be part of an integrated region where there are shared, equitable opportunities for
business, community and personal growth, ACMP II articulates the inclusive nature of
such opportunities, and the shared benefits and shared responsibilities to all ASEAN
peoples.

ACMP II brings this shared ASEAN vision to life through an overarching, inclusive
message, ASEAN: A Community of Opportunities for All. This aligns closely with
the rules-based, people-oriented, people-centred ASEAN of “One Vision, One Identity,
One Community”.

2 ASEAN Communication Master Plan 2018-2025

ASEAN Communication Master Plan 2018-2025 3

4 ASEAN Communication Master Plan 2018-2025

VISION AND PURPOSE

The primary purpose of ACMP II is to support the implementation of the Kuala
Lumpur Declaration on ASEAN Vision 2025, which aims to realise:

1. An ASEAN vision of an integrated, peaceful and stable community with shared
prosperity built upon the aspirations of and commitment to the ASEAN Charter,
ASEAN treaties and roadmaps.

2. A rules-based, people-oriented, people-centred ASEAN Community, where the
peoples of ASEAN enjoy human rights and fundamental freedoms, higher quality
of life and the benefits of community-building, reinforcing a sense of togetherness
and common identity.

3. A peaceful, stable and resilient Community with enhanced capacity to respond
effectively to challenges, and ASEAN as an outward-looking region within a global
community of nations, while maintaining ASEAN centrality.

4. An ASEAN empowered with capabilities, to seize opportunities and address
challenges in the coming decade.

5. ASEAN community-building efforts to uplift the standards of living of our peoples,
as mapped out in the United Nations 2030 Agenda for Sustainable Development.

To achieve ASEAN Vision 2025, each of the ASEAN Community Pillars has its own
blueprints of activities and achievements over two stages; through 2020 and then from
2021 to 2025.

The ACMP II models this structure in support of Pillars’ goals and achievements and
the connectivity of communications across Pillars, in particular the inclusive nature of
these goals and the shared benefits to ASEAN citizens.

ASEAN Communication Master Plan 2018-2025 5

6 ASEAN Communication Master Plan 2018-2025

AUDIENCES

The ACMP II recognises a broad spectrum of audiences spanning the AMS,
but also takes into account their differing knowledge of ASEAN. That level of
awareness among audiences and their identification with the ASEAN Community
should influence programme strategies and tactics at a local level where there will be
greater understanding of the awareness gaps:

Awareness of ASEAN Communications Approach

Knowledgeable To strengthen this group as advocates and active
members of the ASEAN Community by keeping them
informed about developments in ASEAN and how
ASEAN provides opportunities to them, their families
and friends

Somewhat aware To help this group identify more strongly with ASEAN and
turn them into supporters of ASEAN by strengthening
their knowledge and understanding of ASEAN and the
positive impact it can make on their lives and the lives
of their families

Low awareness To raise awareness among this group about ASEAN
and the ASEAN Community’s impact on their lives

Zero awareness To ensure this group has a basic understanding about
ASEAN and the ASEAN Community and the ability to
strengthen their knowledge and ultimately identify with
the ASEAN Community

In planning communication campaigns at an ASEAN Community Pillar or AMS level, it is
recommended to focus on not more than three audience segments for each campaign
to increase the effectiveness of outreach efforts. Preferred communication channels
are based on audience research and will differ among AMS.

ASEAN Communication Master Plan 2018-2025 7

8 ASEAN Communication Master Plan 2018-2025 Audience Mapping and Perceptions

From 2014 through the celebration of ASEAN’s 50th Anniversary in
for the benefits of ASEAN among its citizens improved significantly
of the ASEAN Community that need to be addressed through the

Audience Examples of Perceived Examples of Benefits E
General Downsides of the of the ASEAN C
Public / ASEAN Community Community O
ASEAN
Citizens • The ASEAN Community • We are stronger as an ID
has little or no positive ASEAN Community • T
impact at all on Member than as a single country
States and citizens b
• ASEAN integration C
• There will be greater brings more job • T
competition for jobs opportunities and the w
from other ASEAN ability to work more a
nationals easily in other ASEAN c
countries • T
• Those who only speak o
one language may • It will be easier to travel f
be disadvantaged in within ASEAN countries t
obtaining employment • Greater integration will
• The elderly will benefit enable more people to AW
less from the ASEAN enjoy better quality in BU
Community than youth financial and societal • T
services
u
a
b
• T
r
b
t

n 2017, research identified that overall awareness of and appreciation
y. However, there are still perceived downsides or misunderstandings
e ACMP II. Examples are given in the table below:

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
Perception Differences Change

DENTITY-BUILDING IDENTITY-BUILDING RURAL
To strengthen feelings of • Make stronger use of • Word of Mouth
belonging to the ASEAN • Radio
Community ASEAN symbols and • TV
To help people identify logos in the daily lives of • Exhibitions
with ASEAN as much citizens e.g. through a • Roadshows
as they do to with their joint ASEAN passport • Community Events
country of nationality • Strengthen ASEAN • School Forums
To give people a sense identity-building through • Publications
of purpose about the the education process • Social Media
future of ASEAN and from age five onwards
their future in ASEAN • Develop a stronger URBAN
voice on the • TV
WARENESS- international stage by • Publications
UILDING asserting an ASEAN • Online/Social media
To help people position on major
understand different international topics (Facebook, Instagram,
aspects of ASEAN short videos on
better AWARENESS- YouTube)
To give young people a BUILDING • Advertising
reason to believe in the • Demonstrate how the • Mobile
benefits of being part of • Conferences
the ASEAN Community ASEAN Community is
creating an impact on
the lives of its citizens

Audience Examples of Perceived Examples of Benefits E
Downsides of the of the ASEAN C
ASEAN Community Community O

• T
a
A
a
t
o

• T
k
A
i

Women and • ASEAN lacks • The ASEAN Community • T
Children commitment to the recognises and actively t
welfare of women and promotes the rights of t
ASEAN Communication Master Plan 2018-2025 children women and children as t
important members of t
• ASEAN does not have the ASEAN Community
initiatives, projects, and • T
programmes on women • ASEAN is committed a
and children’s rights to combatting violence A
against women and
• ASEAN does not children
engage women and
children in decision-
making process

9

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
To create greater Perception Differences Change
awareness of how the
ASEAN Community has • Improve awareness of • Exhibitions
a positive impact on ASEAN Connectivity • Roadshows
their lives and the lives initiatives and the • Visual e.g. Display
of their families impact these will have
To provide facts and ASEAN Emblem/Flag
knowledge about • Highlight real-life alongside AMS Flag
ASEAN Community examples of positive in government offices/
initiatives ASEAN Community institutions and in times
advantages of crisis on relief goods,
To help women realise tents, etc.
that ASEAN is working • Demonstrate how • Social Media
to protect and promote ASEAN disaster relief • C onferences/Forums
their rights and those of efforts show collective • R adio
their children concern for Member • Communication Events
To build awareness States and peoples in
among children about need
ASEAN
• Expand knowledge • Radio
of social welfare and
protection under the • TV
ASCC blueprint • Roadshows

• Promote more widely • Community Events
the ASEAN Commission • Family Forums
on the Promotion and • ASEAN Children’s
Protection of the Rights Forum
of Women and Children
and the ASEAN • Women’s Forums
Declaration on the • Social media
Elimination of Violence
Against Women and (Facebook, Instagram,
Children short videos on
YouTube)

• Social media influencers

• Education curriculum in
schools

10 ASEAN Communication Master Plan 2018-2025 Audience Examples of Perceived Examples of Benefits E
Downsides of the of the ASEAN C
ASEAN Community Community O

People with • Disabled people are • All AMS have ratified the • T
Disabilities discriminated against, UN Convention on the o
particularly in the Rights of Persons with t
workforce Disabilities C

• ASEAN is not doing • ASEAN Community • T
enough to foster the Vision 2025 articulates t
inclusion of people with ASEAN’s aspiration of d
disabilities an inclusive Community • T
• ASEAN is working to a
• People with disabilities mainstream the rights of c
in ASEAN do not have persons with disabilities o
any rights d

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
Perception Differences Change
To enhance awareness
of what ASEAN is doing • Raise awareness
to build an inclusive of ASEAN Human
Community Rights Declarations,
To strengthen outreach particularly protection of
to persons with mothers and the rights
disabilities in ASEAN of working mothers
To build Community
appreciation of the • Develop pre-school
contribution to society curriculum and TV
of persons with programming to support
disabilities ASEAN awareness
among children

• Profile the positive • Seminars
impact that persons • Profile the achievements
with disabilities are
having throughout of peoples with
ASEAN disabilities on ASEAN
websites and through
• Strengthen awareness the media
among other audiences • Joint speaking
of the needs of persons opportunities
with disabilities with associations
and community
• Provide persons with organisations
disabilities with the supporting peoples with
information they need disabilities
to help them make the • Annual event focused
most of opportunities on International
throughout the ASEAN Disabilities Day
Community

• Integrate persons
with disabilities into
the workforce and
into major events
such as ASEAN Day
celebrations

Audience Examples of Perceived Examples of Benefits E
Downsides of the of the ASEAN C
ASEAN Community Community O

Government • The ASEAN Community • Country developments • T
has little or no positive will make the ASEAN u
impact at all on AMS region stronger and A
and their citizens more able to compete g
within the global i
• Individual country community
cultural identities may • T
decline or be replaced • Unresolved conflicts b
by ASEAN have a better t
consultative platform P
• Local workforce/ for discussion and (
production will be resolution
adversely affected by • T
the ASEAN Community • Connectivity between g
/ ASEAN integration will ASEAN Member States c
have negative impact will be stronger m
on local employment p
• ASEAN common c
visa and Open Sky
ASEAN Communication Master Plan 2018-2025 policy will improve
the tourism industry
and will provide more
economic opportunities
for communities

• Strong regional banks,
competitive insurance
markets and deep,
liquid capital markets
will facilitate greater
ASEAN economic
growth

11

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
Perception Differences Change
To strengthen
understanding of • Improve understanding • Government forums
ASEAN across all of the overall benefits • Speaker platforms
government institutions of integrated regional • Direct contacts
in the AMS infrastructures • E-mail (Dissemination of
To strengthen ties
between ASEAN and • Demonstrate the educational electronic
the ASEAN Inter- positive impacts being direct mailers)
Parliamentary Assembly achieved by the ASEAN • Information Toolkit/
(AIPA) Community which adds Power Point
To deepen inter- to country culture and Presentation
government local identity • Public Service
cooperation and Announcements
multi-stakeholder • Highlight the • TV
participation in ASEAN advantages of the • Radio
community-building ASEAN Community, • Website (a robust
such as lower website with an
production costs from informational portal
free trade where key ASEAN-
related information is
• Build closer ties kept)
between Government
institutions and ASEAN
entities and bodies

12 ASEAN Communication Master Plan 2018-2025 Audience Examples of Perceived Examples of Benefits E
Business Downsides of the of the ASEAN C
ASEAN Community Community O

• Implementation of the • ASEAN companies will • T
ASEAN Economic have the opportunities b
Community may not be to expand regionally m
even across AMS more easily b
g
• Competition will • Business networking
increase with trade and information sharing • T
barriers declining opportunities will m
increase t
• Production within w
ASEAN may move to • There is a large o
lower cost countries consumer base of
more than 625 million • T
• The ASEAN Community consumers to which to a
has the same problems market e
as the European Union A
and other trading blocs • Lower tariffs and b
harmonised regulatory a
• Financial integration structures will attract
only benefits a small more companies to
number of business invest in ASEAN
sectors
• There is a strong pool
• The benefits will not be of talented workers in
equitably distributed ASEAN
to the various sectors
within each AMS • Developed regional
capital markets,
underpinned by
efficient payment and
settlement systems and
freer capital flows, will
benefit investors and
companies

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
Perception Differences Change
To demonstrate to
business leaders and • Provide more uniform • Seminars
managers that ASEAN knowledge about the • Sector-specific
benefits their business benefits and direct
goals impact of the AEC symposiums
To demonstrate to • Conferences
multinational companies • Create a clear • Exhibitions
that there are ASEAN- understanding of • Online communications
wide business business impacts
opportunities (seeding messages
To show small • Improved awareness through influential sites)
and medium-sized of ASEAN Connectivity • Website (a robust
enterprises how the initiatives and the website with an
ASEAN Community impact these will have informational portal
benefits their growth where key ASEAN-
and expansion goals • Develop a better related information is
understanding of parked)
ASEAN’s integration into • Speaker platforms
the global economy • Advertising
• Email (dissemination
• Raise awareness on of educational direct
specific business mailers)
advantages created by • Third party advocates
financial integration • Case studies
• Inflight magazines
• Highlight business
success stories across
ASEAN Community and
within AMS

Audience Examples of Perceived Examples of Benefits E
Downsides of the of the ASEAN C
ASEAN Community Community O

Civil Society • Less developed • With the narrowing • T
Organisations markets in ASEAN will of development m
not achieve the same gaps among ASEAN A
benefits as others economies through t
capacity building and l
• Cultural and national financial integration, the
identity conflicts may quality of services to
emerge those now under-served
markets will improve
• Environmental problems
may increase with more • There will be an easier
tourism pooling of resources to
provide assistance in
• ASEAN is not truly times of crisis
inclusive
• Teachers and
• There is no room for academics will be able
engagements among to work across ASEAN
the different ASEAN
stakeholders • Health and
environmental
ASEAN Communication Master Plan 2018-2025 conditions will improve
with new policies

• Financial integration
allows for crucial
information on financial
services to reach
ASEAN groups that may
lack access to financial
education

• ASEAN Provides
opportunities for
multi-stakeholder
engagement

13

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
To demonstrate the Perception Differences Change
many benefits of
ASEAN integration and • Improve understanding • Direct contact
their impact on people’s of ASEAN Community
lives and its equitable • Seminars
philosophy • Third party advocates

• Expand awareness of • Targeted media
the role of the AMS • TV
within the ASEAN
Community and regional • Radio
accord
• Online Communications
• Provide information (e.g. the ASEAN
remittance database
to help people and website)
improve their financial
understanding • Pre-departure
orientation programmes
• Increase knowledge of for migrant workers,
human development, where applicable
social welfare and
environmental
sustainability initiatives
and their impact

14 ASEAN Communication Master Plan 2018-2025 Audience Examples of Perceived Examples of Benefits E
Key Downsides of the of the ASEAN C
Influencers ASEAN Community Community O
(online and
offline) • Aspects of integration • The ASEAN Community • T
may advantage some underlines the region’s i
Media members of the ASEAN growing importance a
Community over others on the international A
business and economic
• ASEAN initiatives have stages • T
little tangible impact on m
the lives of the people • Peace and stability l
are more likely to be a
• The ASEAN Community realised under ASEAN
has little or no positive Community • T
impact at all on the A
region • Conflict resolution will
be easier • T
• The ASEAN Community t
will only benefit • ASEAN promotes m
businesses and not peoples’ welfare and p
ordinary people cultural development in
the region • T
f
• The ASEAN Community t
will be good for the A
people of ASEAN

• All ASEAN citizens have
opportunities for better
jobs and better pay with
the ASEAN Community

• ASEAN has contributed
to the maintenance
of peace and
stability, economic
advancement, and
cultural development in
the region

Examples of Examples of Options for
Communication Communication Communication
Objectives Strategies to Narrow Channels to Facilitate
Perception Differences Change
To cultivate key
influencers as • Provide more detailed • Seminars
advocates for the understanding of the • E-mail
ASEAN Community ASEAN Community and • Speaker platforms
To garner support for its equitable philosophy • Specific symposiums
major initiatives from • Newspaper articles
local community leaders • Strengthen relationships • TV programmes
and influencers with online influencers • Direct contact /
who are interested in
ASEAN meetings
• Blogs
• Social media platforms

(Facebook, Twitter,
YouTube)

To inform media about • Improve knowledge • Direct contact/ briefings
ASEAN about the commitment • Interviews
To build trust and of putting people at the • Third party advocates
transparency with the heart of the ASEAN • Speaker platforms
media about ASEAN Community • Media cultivation tours
policies and actions • Media forums, briefings
To garner support • Improve understanding
from media to spread of the economic,
the good news about political and socio-
ASEAN cultural aspects of the
ASEAN Community

ASEAN Communication Master Plan 2018-2025 15

16 ASEAN Communication Master Plan 2018-2025

MESSAGES

The overarching message for communications is ASEAN: A Community of
Opportunities for All.

This should resonate throughout ASEAN Community Pillar-specific messages and
programmes, while further cross-cutting elements of community building and ASEAN
Connectivity will provide a bond across all three ASEAN Community Pillars.

This overarching message is designed to be used as the overlay for communications,
with supporting messages clustered into a ‘message house’. A message house is
a communications method used to focus and prioritise messages and ensure that
messages are supported by proof points. On the following pages message houses have
been developed for ASEAN as a whole and for each of the ASEAN Community Pillars.
These messages and proof points will change over time as the different phases of the
programme develop, making the message houses living documents. These should
be updated in 2020 for the second period of ASEAN Vision 2025 implementation from
2021-2025.

Each message underneath the overarching message should be people-focused and
illustrate fact-based benefits, together with supporting evidence of actual experiences,
proof points and ASEAN Community Pillar connectivity that creates or contributes to
these benefits. Ideally there should be no more than three key messages at any one
time to promote clarity in communication.

Messages are supported by a series of proof points. Examples of real life, people-
based benefits should be used to illustrate these proof points. This will help create
lively storytelling and stress the tangible benefits felt by people and communities.

Messages can then be tailored to the specific requirements by each AMS and specific
audience need, with translation to appropriate languages. Consideration should also
be given to the varying educational levels and occupational status of people within
each AMS. This is particularly relevant when planning activities to take place in either
metropolitan or rural communities.

ASEAN Communication Master Plan 2018-2025 17

Guidelines on development and use of messages:
• Message houses should be used as part of annual communication planning by

sectoral bodies and AMS to help focus priority communications.
• Message houses should also be used to support campaigns and initiatives at a local

level.
• Adaptation of message houses by AMS for use in local language and with relevant

local proof points is encouraged.
• The content of message houses and proof points can be incorporated into interviews,

speeches, talks, articles and storytelling.
• The aim of message houses is to provide clarity and focus in communication to all

audiences.

18 ASEAN Communication Master Plan 2018-2025

ASEAN:
OVERARCHING MESSAGE HOUSE

A
COMMUNITY OF
OPPORTUNITIES FOR ALL

We will realise a rules-based, people-oriented, people-centred ASEAN Community,
where people enjoy human rights and fundamental freedoms, higher quality of life
and the benefits of community-building, reinforced by a sense of togetherness and

common identity.

Key Message Key Message Key Message

ASEAN has its own identity Greater integration brings Peace and stability are
and we are stronger as an more opportunities for some of the greatest
ASEAN Community than as everyone. benefits of the ASEAN
a single country. Community.

Proof Points Proof Points Proof Points

• As a community we have • An integrated regional • For more than 50 years,
an enhanced role and economy supports ASEAN has helped to
voice internationally sustained high economic maintain peace among
growth by increasing member states.
• As a resilient Community trade investment and job
we help each other creation. • Peace enables economic
adapt and respond to growth and development
social and economic • As an inclusive to happen rapidly,
vulnerabilities, disasters community we promote benefiting everyone in
and climate change. high quality of life and ASEAN.
equitable access to
• By focusing collectively opportunities for all. • A stable community
on political, security, enables us to respond
economic, and socio- • Integrated economies quickly to challenges
cultural issues we can across ASEAN provide both internally and
positively impact the lives more opportunities for externally.
of all people in ASEAN. our citizens and help
narrow the development • As a region we resolve
gap. differences and disputes
by peaceful means.

ASEAN Communication Master Plan 2018-2025 19

1. ASEAN Political-Security Community Pillar

Our ASEAN Political-Security Community by 2025 will be a united, inclusive and resilient
community, with peoples living in a safe, harmonious and secure environment, embracing
the values of tolerance and moderation as well as upholding ASEAN fundamental
principles, shared values and norms. ASEAN will remain cohesive, responsive and
relevant in addressing challenges to regional peace and security as well as play a central
role in shaping the evolving regional architecture, while deepening our engagement
with external parties and contributing collectively to global peace, security and stability.

Based on these objectives, ASEAN has undertaken to achieve:

1.1. A rules-based community that fully adheres to ASEAN fundamental principles,
shared values and norms as well as principles of international law governing the
peaceful conduct of relations among states;

1.2. An inclusive and responsive community that ensures our peoples enjoy human
rights and fundamental freedoms as well as thrive in a just, democratic, harmonious
and gender-sensitive environment in accordance with the principles of democracy,
good governance and the rule of law;

1.3. A community that embraces tolerance and moderation, fully respects the different
religions, cultures and languages of our peoples, upholds common values in the
spirit of unity in diversity as well as addresses the threat of violent extremism in all
its forms and manifestations;

1.4. A community that adopts a comprehensive approach to security which enhances
our capacity to address effectively and in a timely manner existing and emerging
challenges, including non-traditional security issues, particularly transnational crimes
and transboundary challenges;

1.5. A region that resolves differences and disputes by peaceful means, including
refraining from the threat or use of force and adopting peaceful dispute settlement
mechanisms while strengthening confidence-building measures, promoting preventive
diplomacy activities and conflict resolution initiatives;

1.6. A region that remains free of nuclear weapons and other weapons of mass destruction,
as well as contributes to global efforts on disarmament, non-proliferation and
peaceful uses of nuclear energy;

1.7. A community that enhances maritime security and maritime cooperation for peace
and stability in the region and beyond, through ASEAN and ASEAN-led mechanisms
and adopts internationally-accepted maritime conventions and principles;

1.8. A community that strengthens our unity, cohesiveness and ASEAN centrality as well
as remains the primary driving force in shaping the evolving regional architecture
that is built upon ASEAN-led mechanisms; and

1.9. A community, in the interest of developing friendly and mutually beneficial relations,
that deepens cooperation with Dialogue Partners, strengthens engagement with
other external parties, reaches out to potential partners, as well as responds
collectively and constructively to global developments and issues of common
concern.

20 ASEAN Communication Master Plan 2018-2025

The following message house supports these goals of the APSC.

APSC MESSAGE HOUSE

A
COMMUNITY OF
OPPORTUNITIES FOR ALL

We will realise a rules-based, people-oriented, people-centred ASEAN Community,
where people enjoy human rights and fundamental freedoms, higher quality of life
and the benefits of community-building, reinforced by a sense of togetherness and

common identity.

Key Message Key Message Key Message
ASEAN provides a ASEAN is an inclusive ASEAN is a Community that
peaceful environment and responsive adopts a comprehensive
for its citizens because Community that ensures approach to security to help
it resolves differences its peoples enjoy human protect its citizens.
and disputes between rights and fundamental
countries by peaceful freedoms.
means.

Proof Points Proof Points Proof Points
• For more than 50 • Domestic legislation • Close cooperation through

years, ASEAN has in AMS is being the ASEAN Defence Ministers’
helped to maintain strengthened to Meeting, ASEAN Defence
peace among member promote human rights Ministers’ Meeting-Plus,
nations, enabling education. ASEAN Chiefs of Defence
countries to grow in • Establishment Forces’ Meeting and ASEAN
stability and people to of the ASEAN Chiefs of Armed Forces’
prosper. Intergovernmental Meeting to address common
• ASEAN maintains a Commission on defence and security issues.
strong rules-based Human Rights to • ASEAN is tackling existing
approach toward the enhance promotion and emerging non-traditional
peaceful settlement of and protection of security challenges through
disputes. human rights. cooperation, such as
humanitarian assistance
and disaster relief, counter
terrorism, peacekeeping
operations, military medicine,
maritime security, humanitarian
mine action and cybersecurity
to ensure a comprehensive
response.
• Cooperation between the
ASEAN Member States to
counter terrorism, violent
extremism and radicalism in
ASEAN.

ASEAN Communication Master Plan 2018-2025 21

2. ASEAN Economic Community Pillar

Our ASEAN Economic Community by 2025 will be highly integrated and cohesive;
competitive, innovative and dynamic; with enhanced connectivity and sectoral
cooperation; and a more resilient, inclusive, and people-oriented, people-centred
community, integrated with the global economy.

Based on these objectives, ASEAN has undertaken to achieve:

2.1. A highly integrated and cohesive regional economy that supports sustained high
economic growth by increasing trade, investment, and job creation; improving
regional capacity to respond to global challenges and mega trends; advancing
a single market agenda through enhanced commitments in trade in goods, and
through an effective resolution of non-tariff barriers; deeper integration in trade in
services; and a more seamless movement of investment, skilled labour, business
persons, and capital;

2.2. A competitive, innovative and dynamic community which fosters competitiveness
of the region through effective competition policy; robust productivity growth
including through the creation and practical application of knowledge, supportive
policies towards innovation, science-based approach to green technology and
development, and by embracing the evolving digital technology; promotion of
good governance, transparency and responsive regulations; effective dispute
resolution; and a view towards enhanced participation in global value chains;

2.3. Enhanced connectivity and sectoral cooperation with improvements in
regional frameworks, including strategic sectoral policies vital to the effective
operationalisation of the economic community;

2.4. A resilient, inclusive, people-oriented and people-centred community that
engenders equitable development and inclusive growth; a community with
enhanced micro, small and medium enterprise development policies and
cooperation to narrow the development gaps; and a community with effective
business and stakeholder engagement, sub-regional development cooperation
and projects, that improve overall economic conditions; and a global ASEAN that
fosters a more systematic and coherent approach towards its external economic
relations; a central and foremost facilitator and driver of regional economic
integration in East Asia; and a united ASEAN with an enhanced role and voice in
global economic forums in addressing international economic issues.

22 ASEAN Communication Master Plan 2018-2025

The following message house supports these goals of the AEC.

AEC MESSAGE HOUSE

A
COMMUNITY OF
OPPORTUNITIES FOR ALL

We will realise a rules-based, people-oriented, people-centred ASEAN Community,
where people enjoy human rights and fundamental freedoms, higher quality of life
and the benefits of community-building, reinforced by a sense of togetherness and

common identity.

Key Message Key Message Key Message

The ASEAN Community ASEAN provides a ASEAN looks to grow and
provides its citizens with competitive, innovative strengthen its ties with
greater opportunities for and dynamic Community external partners to benefit
employment across the that presents unparalleled the ASEAN Community as
region. opportunities for a whole.
businesses and enterprises
of any size.

Proof Points Proof Points Proof Points

• Greater movement of • Exclusive steps have • Streamlining of
skilled labour within been taken to eliminate competition policy and
ASEAN is allowed. tariffs, facilitate trade, law will encourage
liberalise and facilitate greater investment.
• Further steps are being investment, streamline
taken to support micro, capital market and • Strengthen intellectual
small and medium-sized regulatory procedures. property rights
enterprises to encourage cooperation in ASEAN
them to grow. • Development of will encourage the
regional frameworks transfer of technology
in competition policy, and stimulate innovation
consumer protection and creativity.
and intellectual property
rights. • Free trade agreements
and comprehensive
• Enhanced economic economic partnerships
connectivity in transport, are helping to integrate
telecommunications the region into the global
and energy will create economy.
an integrated and
sustainable economic
region.

ASEAN Communication Master Plan 2018-2025 23

3. ASEAN Socio-Cultural Community Pillar

Our ASEAN Socio-Cultural Community by 2025 will be one that engages and benefits
the peoples of ASEAN, and is inclusive, sustainable, resilient, and dynamic.
Based on these objectives ASEAN has undertaken to achieve:
3.1. A committed, participative and socially-responsible community through an

accountable and inclusive mechanism for the benefit of our peoples, upheld by
the principles of good governance;
3.2. An inclusive community that promotes high quality of life, equitable access to
opportunities for all and promotes and protects human rights of women, children,
youth, the elderly/older persons, persons with disabilities, migrant workers, and
vulnerable and marginalised groups;
3.3. A sustainable community that promotes social development and environmental
protection through effective mechanisms to meet the current and future needs
of our peoples;
3.4. A resilient community with enhanced capacity and capability to adapt and
respond to social and economic vulnerabilities, disasters, climate change as well
as emerging threats and challenges; and
3.5. A dynamic and harmonious community that is aware and proud of its identity,
culture, and heritage with the strengthened ability to innovate and proactively
contribute to the global community.

24 ASEAN Communication Master Plan 2018-2025

The following message house supports these goals of the ASCC.

ASCC MESSAGE HOUSE

A
COMMUNITY OF
OPPORTUNITIES FOR ALL

We will realise a rules-based, people-oriented, people-centred ASEAN Community,
where people enjoy human rights and fundamental freedoms, higher quality of life
and the benefits of community-building, reinforced by a sense of togetherness and

common identity.

Key Message Key Message Key Message
The ASEAN Community is focused on Through the ASEAN The ASEAN
its citizens and how we can improve Community we can Community engages
their lives and the lives of our future respond faster and its citizens in
generations. more effectively to processes that benefit
social and economic them and deepen
vulnerabilities, disasters, their sense of ASEAN
climate change, as well identity.
as emerging threats and
challenges.

Proof Points Proof Points Proof Points
• ASEAN promotes non-discriminatory • Through the ASEAN • The ASEAN

laws, policies and practices. Coordinating Centre Foundation and
• ASEAN is working to ensure safe for Humanitarian other bodies
Assistance, ASEAN promote ASEAN
and decent work that is derived from can help member awareness among
productive employment, a harmonious states in times of government officials,
and progressive workplace and natural disasters. students, children,
adequate social protection for ASEAN • The ASEAN Centre youth and other
workers. for Biodiversity is the stakeholders as part
• ASEAN is building and sustaining a high centre of excellence of building ASEAN
performing, dynamic and citizen-centric in conservation and identity and make
civil service for ASEAN peoples. sustainable use of people aware of the
• ASEAN is working toward achieving biodiversity. benefits of being
gender equality and the empowerment • ASEAN is addressing part of ASEAN.
of all women and girls. environmental issues, • The showcase of
• The ability for students from ASEAN such as air and water ASEAN through
nations to study anywhere in ASEAN quality, to improve the cultural and other
provides more choice and opportunities. lives of its citizens. visible activities
• ASEAN is focused on poverty reflects our unity
eradication across all AMS. despite diversity and
• ASEAN is mainstreaming the idea of instils pride in our
sustainable development into all ASEAN common identity.
Community Pillars. • The encouragement
• ASEAN takes into consideration the of volunteerism
needs of the disadvantaged and among AMS to
marginalized in society, such as women, strengthen the
children, people with disabilities, elderly, ASEAN Community.
etc.
• ASEAN cares about the health and
wellness of its citizens.
• ASEAN encourages the growth of sport
to help develop stronger and more
cohesive communities.

ASEAN Communication Master Plan 2018-2025 25

26 ASEAN Communication Master Plan 2018-2025

STRATEGY

To communicate the message of ASEAN as A Community of Opportunities
for All, ASEAN recognises the need to communicate more consistently, more
often, with more people, and in different and appropriate ways depending on
each AMS.

Much progress has been made in recent years, both by the communications function
at the ASEAN Secretariat as well as in the Member States. This has included better use
of social media as well as more traditional forms of communication.

However, with 2025 not far off, a more specific, targeted and measurable strategy is
required. This becomes even more crucial when taking into consideration the purpose
of the ACMP II of contributing to ASEAN Community 2025.

A framework has been developed to empower ASEAN bodies to assess their needs
and determine the most relevant resources and tactics required to achieve this shared
goal.

ASEAN Communication Master Plan 2018-2025 27

ASEAN Communication Planning Template

This template is designed to help ASEAN entities and bodies, ASEAN Community
Pillars and AMS plan communications campaigns.

Section Content Questions to help with
planning

Overall Plan

Name of • Provide name of project/ • Will the project/campaign leverage
Communication campaign. existing sectoral initiatives?
Project/Campaign • Example: 6-month project
to improve perceptions of
ASEAN integration among
Indonesian university
students through social
media channels and direct
engagement.

Duration of • Indicate duration of project/ • Is the project tied to a specific
communication campaign. event?
plan • Example: 6 months from July • Does it need to be completed by
a certain date to meet funding
2018 to December 2018. deadlines?

• Does the completion date of this
project impact other activities or
campaigns?

Key Pillar • Indicate the relevant key pillar: • Does the project benefit more than
AEC/APSC/ASCC. one pillar?

• Have you discussed the project
with the pillar/s it will impact?

• Are there other ASEAN entities or
bodies that this project can help?
Are they aware of your plans?

Target Country • Indicate the ASEAN member • Is the campaign relevant to more
state where this project/ than one market?
campaign will be executed.
• Have you discussed the campaign
• Brunei / Cambodia/ Indonesia with other countries?
/ Lao PDR/ Malaysia /
Myanmar / Philippines
/ Singapore / Thailand /
Vietnam.

28 ASEAN Communication Master Plan 2018-2025

Section Content Questions to help with
planning

Target Audience • List each specific target • What do you know about the
audience and rationale for audiences you are trying to reach
selection. and their likely receptivity to the
project?
• Example: Freshmen and
sophomore university • Does your target audience
students (year 1 and year 2 have zero/limited/sufficient
university students). understanding of ASEAN?

• Do your targeted audiences have a
positive view of ASEAN, or a more
sceptical one?

• Is your target audience more urban
or rural?

Strategy and Execution

Objectives • List key project/campaign • How will your project support
objectives. ASEAN Vision 2025?
• In what way does the project
• Example: Improve support the activities of ASEAN
perceptions of ASEAN
integration among Indonesian pillars?
university students. • Does the project support identity-
building or awareness-building
• Example: Raise awareness goals?
of ASEAN’s efforts and • Is the objective for the project
successes in addressing measurable?
climate change among • Are there steps that need to be
Indonesian university measured at various stages before
students. the project completes?

Desired • List expected project/ • Are the outcomes measurable?
Outcomes campaign outcomes or • Have you differentiated between
results.
outcomes (campaign results) and
• Example: Percentage outputs (campaign activities)?
of Indonesian university • Are the outcomes going to address
students who view ASEAN some of the questions raised
integration positively rose by above about the knowledge of the
2% (among those surveyed). audiences?
• How will the outcomes benefit
• Example: Percentage ASEAN Vision 2025?
of Indonesian university
students who are aware
of ASEAN’s efforts and
successes in addressing
climate change rose from
10% to 12%.

ASEAN Communication Master Plan 2018-2025 29

Section Content Questions to help with
Key Messages • List of key messages planning

Communication customised for the target • Have you considered the project
Activities and audience (s) and aligned with from the perspective of the
Tactics the objectives. audiences you want to reach?
• Messages should interest the
target audience(s). • What are the simple, take away
messages that you would like the
• List main activities that audiences to understand from this
will take place during the project?
period covered by the
communication plan. Include • Are those messages embedded in
details and rationale for each the communication activities and
planned activity. For example, tactics?
mobile exhibition on ASEAN
culture. • Are the messages aligned with
ASEAN Pillar communications
• List primary tactics that messaging or with messaging
will be used during the directly linked to ASEAN Vision
period covered by the 2025?
communication plan. Include
details and rationale for each • Are the strategies and activities
tactic. For example, social appropriate for the audiences
media, advertising, etc. identified?

• Information used must be • Are the activities measurable?
accurate. • If these activities are repeat

• Activities and tactics need to activities, what results were
be timely. achieved before?
• Can tactics be multiplied i.e. if a
• Activities and tactics should tactic is media coverage, will there
be appropriate in terms of also be social media and online
resources spent, timing and amplification?
expected impact.

30 ASEAN Communication Master Plan 2018-2025

Section Content Questions to help with
planning

Timeline • Include estimated timeline and • Does the timeline include reporting
project/campaign milestones. needs?
At a minimum there should • Has the timeline been designed
be an interim and final report, to take into account reporting
including measurement and needs for ASEAN Pillar meetings or
evaluation. deadlines?
• Who will be responsible for
ensuring the timeline is adhered to?

Resources

Roles and • List the specific project/ • Do you have the right resources
Responsibilities campaign responsibilities and in place to implement the
tasks. programme?

• Assign ownership of each • What other resources do you
responsibility and task to need?
different personnel.
• Are there resources from other
ASEAN entities and bodies that
can help you?

• Have you discussed with them
your need?

Budget Allocation • Indicate total budget • Have you based your budgeting on
allocated. previous similar activities?

• Provide a breakdown of • Have you undertaken a bottom-up
budget allocated for each budget preparation for the project?
specific activity.
• Have you sought competitive
quotations as appropriate?

• Has your budget been reviewed to
ensure best use of resources?

Measurement and Evaluation

Metrics • Include evaluation methods • Do the evaluation methods fit with
for each proposed activity and the proposed activities?
tactic. • Will the evaluation metrics help
you achieve/measure the desired
outcomes?

Feedback • Include assessment form
for obtaining feedback from
teams and participants if
relevant.

ASEAN Communication Master Plan 2018-2025 31

To support these initiatives a rolling two-year ASEAN Communication Implementation
Plan should be developed that ties together planned initiatives at the Secretariat
level and within AMS and provides continuity of purpose in support of ASEAN: A
Community of Opportunities for All.

In all communications, emphasis is laid on benefits made available by the ASEAN
Community; providing proof of opportunities with real examples of benefits achieved
by businesses and individuals.

Communications activities must involve APSC, AEC and ASCC, both individually and
in connectivity for a broad-based ASEAN approach.

This approach also serves to demonstrate linkage to the ASEAN Community Pillar
communications plans, ASEAN Connectivity communications initiatives, programmes
of the ASEAN entities and bodies, and AMS programmes, that all sit below the ACMP II

The ACMP II’s communication strategies depend on individual application in each
AMS, using appropriate resources, channels and languages for effective outreach,
particularly among rural audiences.

Changing Communication Channels

How to communicate and engage with people is critical. Communications with the
peoples of ASEAN has changed enormously in the past three years and will transform
again by 2025.

Internet penetration across ASEAN, at 58%, already exceeds the global average, while
several ASEAN countries have internet penetration rates exceeding 80%. We should
expect these numbers to continue to rise in the coming years.

The impact of high internet penetration is that mobile connectivity exceeds 100%
across ASEAN, and social media penetration is more than 55% with Facebook in 2018
being the preferred social media platform across all ASEAN countries.

However, communications across ASEAN is enormously varied and in planning
communications there is as much need to take into account traditional media, such as
TV, radio, newspapers, print media, and word of mouth, as well as a need to emphasise
social and digital communications.

In the ‘Audiences’ section we recommended a selection of communication channels to
reach different stakeholders and the emphasis on which one to use will differ between
AMS. Consideration should therefore be given to a range of communication channels
that will best fit the desired outcomes for the campaign. These could include:
Paid media – advertising, print advertorials, promotions, paid partnerships, digital
advertising.
Earned media – news releases, interviews, speeches, thought leadership, social
media, traditional media.
Owned media  –  ASEAN websites, events and sponsorships.
Shared media  –  social and online, influencer community.

32 ASEAN Communication Master Plan 2018-2025

ASEAN Communication Master Plan 2018-2025 33

34 ASEAN Communication Master Plan 2018-2025

COMMUNICATION
TACTICS

This section sets out how different communication tactics can be used to support
an overall communications programme. It is not expected that all will be used by
everyone.

1. Spokesperson Identification and Training

The role of the spokesperson is to be able to speak confidently, knowledgeably,
and succinctly about ASEAN, the ASEAN Community, and to be able to bring alive
with examples and through storytelling from a layman’s perspective how ASEAN is a
community of opportunities for everyone.

At a minimum the following spokespersons should be identified internally based on their
subject matter knowledge and ability to connect and communicate with key audiences:

ASEAN Secretariat: Secretary General (SG), all Deputy Secretary Generals (DSGs), at least
one additional spokesperson from each ASEAN Community Pillar, one spokesperson
from ASEAN Connectivity, one spokesperson from Community Affairs Directorate (CAD).

AMS: at least one ASEAN spokesperson from each AMS.

ASEAN Entities and Bodies: at least one spokesperson from each entity and body.

The spokesperson role is an addition to their normal function within ASEAN, however,
for continuity and knowledge-sharing purposes, it is recommended that each year a
meeting of all ASEAN spokespersons is held and that spokespersons undergo both
media and speaker training (or refresher training) annually. Information to support ASEAN
spokespersons in their role would come from ASEC, ASEAN Pillars, entities and bodies
as well as from AMS.

ASEAN Communication Master Plan 2018-2025 35

In terms of scope and expectations for these people as ASEAN spokespersons, the
following is recommended:

Spokesperson Scope of Knowledge Annual expectations for role
as spokesperson

SG ASEAN policy and strategy. One tier 1 media interview per

quarter.

Speeches as per ASEC calendar.

DSGs ASEAN Community Pillar policy Three media interviews per year
and strategy as it relates to the each.
Peoples of ASEAN. Speeches and other events as per
ASEC calendar.

ASEAN Specialist ASEAN Community Ad hoc interviews and statements as
needed by CRD to assist with media
Community Pillar Pillar policy and strategy. enquiries.

Spokespersons

ASEAN Pillar connectivity and policy. Two media interviews per year.
Connectivity

Community All day-to-day aspects of ASEC. Statements (on- or off-record) in

Affairs Directorate response to media enquiries,

(ASEC) Ad hoc interviews as appropriate.

AMS Knowledgeable on how ASEAN Three local media interviews per year.

policies are being implemented in Statements to local media.

their country. Coordination with CRD for responses

and information.

ASEAN Entities Spokesperson for their entity or Two interviews per year on the work
and Bodies body. of their entity/body.
Reactive responses to media
enquiries.

2. Messaging

In general, there are two ways in which ASEAN is currently giving people information;
by explaining what it does, or by explaining how it helps people. The latter is strongly
preferred as a way to connect with the citizens of ASEAN and already modelled by the
ASEAN Foundation, the AHA Centre, AIPA and the ASEAN Centre for Biodiversity.

Communications and websites should focus on emphasising the peoples of ASEAN
and how ASEAN benefits them, rather than reporting on meetings. This then becomes
an outcomes-focused message rather than one that focuses on outputs.

36 ASEAN Communication Master Plan 2018-2025

Some key questions to consider that can help with this emphasis for messaging are:

People-focused Business-focused Government-focused

• How is ASEAN making • How has/will my business • What has been achieved in
things better for me?
grown because of ASEAN? the past 50 years?
• How will my family’s future
be better because of • How will ASEAN help • What is our vision for the
ASEAN?
me achieve my business future of ASEAN and how
• How can I support
ASEAN? objectives? will we make this a reality?

• How do we see ASEAN 10

years, 50 years down the

road?

The perception analysis earlier in this document can also be helpful in establishing the
best tone for some of the messaging, as well as initial message houses for each of the
ASEAN Community Pillars and ASEAN as a whole.

Message houses should be developed and reviewed regularly. The following chart
provides a recommended course of action for handling this. All message houses should
be shared with CID for consolidation and disseminated centrally to AMRI, SOMRI and
the ASEAN Foundation for reference in information dissemination activities.

Area Message House Development
ASEC
ASEAN Community • Overall Message House for ASEAN to be reviewed and updated
Pillars annually and posted on ASEAN website.

ASEAN Bodies and • Each Pillar to develop a message house along the lines of the
Entities message house in this document and review at least once a year
with new proof points and/or messaging. CRD to help share these
AMS with AMS.

• Each entity and body to develop a message house that captures
the main objective, messages and proof points for their entity or
body. Message house to be updated annually and shared through
CRD/CID.

• To ensure appropriate messaging is incorporated into campaigns,
news releases, speeches, websites and interviews.

• Each AMS to develop a message house annually that sets out the
proof points for their country for each of the three pillars. Message
house to be in English and local language.

• AMS to translate main ASEAN message house into local language
and to update when advised by ASEC.

• AMS to update real-life examples to amplify the proof points in the
message house at least once a year.

ASEAN Communication Master Plan 2018-2025 37