Prey Lang: Cambodia National Forest
A story-focused branding and strategic communications initiative
Conceived and directed by Bjorn Turmann, Founding Director, SpeakingEnergy Ltd.
(with project funding from USAID Cambodia)
Covering over 3,600 square kilometres that stretch across four northern Cambodian provinces, Prey Lang is one of the world’s Top 10 most important biodiversity hotspots.
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In July 2015, I was asked to develop a communications campaign that would enable, among other things, a new way forward for lobbying the Cambodian government to sign a sub-decree protecting what remains of the vital Prey Lang national forest resource.
After decades of cutting valuable trees – some estimated at a thousand-years-old or more – Prey Lang became a symbol for the complex inter-mingling of politics and powerful local business interests. In early 2015, an NGO survey discovered that most Phnom Penh based Cambodians thought Prey Lang was clear-cut and dead – when in reality over 450,000 hectares still remained. Fueling the wide-spread public misunderstanding was Prey Lang’s reputation as a place that was largely dangerous and untouchable to those outside of politics and business. A new story was needed … but many hurdles lay ahead.
Upon conducting a seven-day, four province tour of Prey Lang, I was provided with crucial insights on the current state of the Prey Lang story: perspectives shared with me by village leaders, community networks, families, indigenous groups and a variety of NGOs.
Combining thorough field research with professional story analysis and 20 years of Cambodia work and travel experience, I started the process of crafting what ultimately became “The Louk Ta Prey Lang story.” What followed, was a series of consensus-building workshops, story labs and meetings aimed at driving local ownership of this project going forward. In place now, is a comprehensive long-term strategic storytelling plan that has the capacity to scale and expand beyond branding and related communications, and into a range of public-private partnership initiatives.
At the core of the storytelling requirements was the need to develop impactful creative imagery that gives Cambodians access to a story that will motivate new levels of Prey Lang participation*. The challenge was clear: bring them back to a story they had (seemingly) already rejected. Working from the foundation of storytelling for problem-solving, my task was to help solve a problem of national significance: protection of a forest that is linked to Cambodia’s environmental future. (*Fundamental strategic storytelling concepts of The SpeakingEnergy STAMP Methodology™.)
Character-driven storytelling that serves a relatable theme
I was fortunate to secure additional funding to bring one of Cambodia’s most uniquely talented young artists, Sokuntevy Oeur, back to Phnom Penh from her home in Berlin to help make Prey Lang’s personality come alive through art. Working from my ideas and character concepts, Tevy produced, in less than 40 days, a richly textured story scene that now forms the basis of the grand storytelling vision: Louk Ta Prey Lang, the wise, happy grandfather of undetermined age, flanked by his tree friends. A scene that sets a storytelling tone for Prey Lang, one that inspires curiosity and endless imagination for this truly fascinating forest. (The theme of “coming together as a family” is one of the most powerful in all of storytelling – particularly in Cambodia, a country still grappling with the deep scars of families lost during a genocidal past.)
In Tevy’s world-class art, we see a grandfather, a relatable character who represents a new voice for Prey Lang – a human voice of a very human forest that all Cambodians are connected to and can participate in. Of course, much more needs to be done, but my hope, indeed my goal, is for Prey Lang to be acknowledged alongside other Cambodian heritage sites, including the wondrous Angkor Wat.
From what I know, this is the first time a brand book has been created for a forest (see photo above). Long periods were spent with the dedicated translation team to ensure the essence of my English text – the five core brand messages – would be closely reflected in the Khmer translation. As a living document, the brand book has the potential to grow along with the exciting story of today’s re-energized Prey Lang … the ancient voice of a national brand.
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To view the Louk Ta Prey Lang Facebook page from Media One, a local development partner: https://www.facebook.com/loktapreylang/