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UDP's EA Campaign Plan

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UDP's EA Campaign Plan Deparment of Agriculture UPLAND DEVELOPMENT PROGRAMME IN SOUTHERN MNDANAO (UDP) ALA/97/68 Environmental Awareness Campaign Plan Christina B. Banluta Consultant/ Environmental Awareness Campaign Specialist May 2000 UDP is a special project of the Department of Agriculture in Southern Mindanao Supported by the European Union Table of Contents 1. Foreword ---------------------------------------------------------------------- 3 2. Objectives ---------------------------------------------------------------------- 3 3. Summary and Recommendations ------------------------------------------------------------- 4-5 4. Implementation Strategies 4.1 Approaches 4.1.1 Community-based environmental awareness campaign --------------- 5 4.1.2 Institutional environmental awareness campaign ------------------ 7 4.2 Major Activities 4.2.1 Formal ------------------------------------ 7 4.2.2 Non-Formal ------------------------------------ 8 4.3 Target Groups ------------------------------------ 9 4.4 Types of Communication Methods ------------------------------------ 10 5. Campaign Modes and Focus of Messages ------------------------------------ 11 6. Steps in Environmental Awareness Campaign ------------------------------------- 14-15 7. Module for an EA Workshop ------------------------------------- 16 8. Schedule of Activities for CY 2000 ------------------------------------- 17 9. Schedule of Activities for CY2001 – CY2004 ------------------------------------- 18 10. Budget Estimate for EA Activities CY 2000 -------------------------------------- 19 11. Budget Estimate for EA Activities CY 2001-2004 --------------------------------------- 20 Figures Fig. 1 Community-based environmental awareness campaign flow ---------- 6 Fig. 2 Institutional environmental awareness campaign flow ---------- 7 Fig. 3 Target groups and campaign approaches flow ---------- 9 Fig. 4 Environmental awareness campaign and message focus framework --------- 11 Fig. 5 Strategic Campaign and Sustainability flow of environmental awareness campaign ---------- 13 Annexes A. Maps ------ 1. Barangays with elementary schools 2. Barangays covered by interpersonal/print 3. Barangays covered by radio stations 4. Barangays (lowland only) covered by TV/cable stations B. Available Media in Southern Mindanao C. Establishing and Operating a Community Radio Station D. Sample Environmental Audio and Video Scripts 2 1. Foreword Environmental awareness (EA) as part of the whole effort in communication process in any development-conservation work is not new in the Philippines. Today, many agencies involved in helping communities change, be it on community development, upland development or environmental protection, include environmental awareness campaign in their programme of activities. The campaign, through interpersonal or the mass media, is essential for it is through this process, that people are informed on environmental issues, are motivated and empowered to take part and make decisions for themselves and their communities. The Upland Development Programme in Southern Mindanao (UDP) shall undertake environmental awareness campaign in the effort to protect upland natural resources in five (5) provinces of Southern Mindanao namely: Davao del Sur, South Cotabato, Sarangani, Compostela Valley and Davao Oriental. The campaign shall also cover the whole of Region XI as target audiences range from communities within and outside the watershed areas, students, partner-organisations of UDP, LGUs, and the policy makers of the municipalities and provinces covered by the Programme. The campaign differs from other communication activities of the Programme as it specifically focuses on the understanding of environmental issues as a basic foundation for a sustainable management of natural resources. Though EA maybe integrated in one way or another in other communication activities of the Programme, the campaign shall be targeting all sectors involved in community development to ensure the sustainability of the activities. Understanding Environmental Awareness Environmental is helping individual and communities acquire sensitivity awareness to the total environment and its related issues and problems. A successful awareness campaign can be Obtaining basic understanding of the environment and attained when Knowledge problems and humanity’s critical presence and role efforts be exerted to elevate environmental: Acquiring social values, strong concern for the environment and the motivation to actively participate in the environmental Attitude protection activities Developing a sense of responsibility and urgency regarding the Participation environment 2. Objectives As one of the support units of the Resource Management Component and in the effort to achieve the over-all goal of the Upland Development Programme, the environmental awareness activities shall embark on a campaign to increase the environmental awareness level of identified target groups in UDP areas of the need to properly manage the natural resources in upland Southern Mindanao. The campaign shall also be initiated to raise the awareness on environmental issues among UDP’s partner organisations, the Local Government Units, and the municipal and provincial policy makers. The activities shall be geared towards fully understanding the environmental issues including production and sustainable land use - confronted by communities and those directly working and influencing the lives of the communities. This campaign shall support in achieving the objective of the Resource Management Component which is to develop a model for sustainable 3 management of natural resources being adopted and implemented by LGUs and communities in the uplands of Southern Mindanao. In view of the above, it is emphasized that understanding environmental issues plays an essential part in the whole planning process of the watershed management which will be undertaken by the communities and the people working in the communities. Realization of the importance of protecting the upland ecosystem is a fundamental part in the interventions of UDP in communities to improve their living standards. 3. Summary and Recommendations Implementing Strategies and Approaches Ø Environmental awareness (EA) campaign shall be undertaken hand-in-hand with the community development organising activities as the campaign will be a built-in task of all the UDP staff. Ø EA campaign shall target the following groups: community-based organisation, community, supporting institutions and UDP. Ø The EA activities, one of the support units of the Resources Management Component of UDP shall be categorised into two (2) strategies/approaches for various target audiences. These are: community- based environmental awareness (EA) campaign and the institutional environmental awareness (EA) campaign. Ø These approaches shall underline two (2) major activities: the formal and the non-formal EA activities. Ø The substantive areas of focus in the environmental awareness campaign shall be the following: environmental education, environmental values and ethics, and environmental action/advocacy. These integrated messages which shall be the substantive focus of the three (3) campaign modes: participatory, community media; project promotion and support; and communication as intervention. EA Activities Ø The inter-personal activities (IPA) such as house to house visit and small group discussion is still considered as the most reliable approach given enough time and manpower. This activity can be intensified for the purpose of fully understanding issues by distributing printed materials and video showing. Ø Printed materials such as brochure, leaflets, flyers, and comics are seen as effective tools in the dissemination information. Drawings and pictures with less words should be emphasized. Ø Radio, the most commonly used medium in Southern Mindanao, shall be utilised to reinforce environmental messages to target groups utilising local radio stations popular or most listened to in the area. This medium can reach a wider audience and thus, effective for short environmental messages to reinforce the EA activities in the area. Ø Environmental video materials in Filipino and local dialects shall also be produced for the various target groups. Ø For policy makers, partner-organisations and LGUs, the Programme shall use video as its primary medium and shall be supported by using the radio and distribution of printed materials. Ø Two (2) community radio stations are recommended to be set-up in two (2) yet to be identified and assessed areas with no access to media. Ø Recommended partner-organisations are the Department of Agriculture, the Department of Environment and Natural Resources – Public Affairs and Information Office, the Philippine Information Agency, the Provincial and Municipal Information Offices. Initial discussion with these agencies has been undertaken. Ø Production of EA materials – printed, audio and video – shall be undertaken in collaboration with the identified partner-organisations. Environmental Education Ø The Department of Education, Culture and Sports (DECS) has the necessary mandate, manpower resources and extensive geographical coverage that should be enhanced to effectively increase the level of environmental awareness and education of the Southern Mindanao residents. It is recommended that UDP will assist the capability of DECS in the integration of environmental education in the existing curricula. The Local Government Units may also play a vital role in this effort through the Local School
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