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IEC AND ADVOCACY PLANNING WORKSHOP
FOR PAWB-NEWCAPP
May 28-30, 2012
Imperial Palace Suites, Quezon City
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PREFACE
Advocates of biodiversity in the Philippines often encounter issues
impinging on the preservation and conservation of the country’s natural
resources. There is a need to accelerate and enhance campaign efforts to
protect key biodiversity areas in the country.
There are diverse and utterly stunning species in every corner of the
7,107 islands of the Philippines. This seeming paradise of thousands of flora
and fauna cannot be given guarantee for a long life. Threats have been
plaguing these key biodiversity areas.
With the existence of these threats, efforts are being initiated by
concerned groups of individuals to stem up the tide of this alarming
destruction of natural resources, which concern has reached the national
government.
Aware about the richness of the different areas in our country and the
eminent danger these are facing, the national government takes the first step
and takes charge in ensuring that this paradise will not be another ―has been‖.
The government arm that is in control of our natural resources, the
Department of Environment and Natural Resources, formed an organization
that is focusing on protecting these Key Biodiversity Areas (KBA). The
Protected Areas Welfare Bureau – New Conservation Areas of the Protected
People (NewCAPP) was created.
The PAWB-NewCAPP wants to capacitate its information and public affair
offices or advocates, who are key
persons in each KAB, to learn new
and effective modes of waging
advocacy and IEC programs. Thus,
the organization initiated the conduct
of a three-day workshop on IEC and
Advocacy Planning conducted last
May 28-30, 2012 at the Imperial
Palace Suites in Quezon City. This
workshop which aimed to give inputs
to the representatives of the six 6 sites
(Cebu, Mangatarem, Mt. Nacolod, Mt. Tapulao, Polillo and Tawi-tawi) resulted
in the preparation of a three-year Advocacy and IEC Plan.
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This report highlights the activities that transpired during the three-day
workshop. It consists of both lecture materials and workshop outputs of the
participants for each day. It also includes comments and critiques for each
output of the participants. The evaluation of the workshop as well as the
agreement between PAWB-NewCAPP and the participants can also be found at
the latter part of this document.
The outputs were organized based on the flow of the lectures and the
forms filled up by the participants. The following are the compiled outputs:
1) Identifying Biodiversity Conservation Advocacy Issues
2) Objective Setting
3) Audience Analysis
4) Message Packaging
5) Identification of Channels
6) Strategies to Build Support
7) Monitoring Plan
8) Evaluation Framework Table
9) The three year IEC Advocacy Plan
The lectures were also in accordance with the parts of an IEC and
Advocacy Plan. This is composed of the following topics:
1) IEC and Advocacy in the Context of NewCAPP
2) Considerations in Launching Effective Communication Program or
Campaign: for Biodiversity Conservation
3) Considerations in Message Development and Delivery Strategy
4) Basics of Knowledge Generation and Knowledge Management
5) Monitoring and Evaluation
At the end of the workshop, PAWB-NewCAPP and the representatives of
each site came into an agreement on the future of this endeavor. Everyone
expected that the learning obtained from the training-workshop would further
push this advocacy to the next level closer to achieving the goals of this
advocacy campaign.
To expand and strengthen the terrestrial PA system in the
Philippines by developing new conservation models and
building capacity for effective management of the system,
supported by improved systemic and institutional capacities
NewCAPP Objective:
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EXECUTIVE SUMMARY
The Department of Environment and National Resources has been in the
forefront in spearheading efforts and initiatives for maintaining the naturally
magnificent resources of the country by addressing and combating the dangers
and threats that plague these resources. One of the recent projects that is
being given focus by the DENR / PAWB is the NewCAPP. This is a product of
collaborative efforts by concerned organizations and stakeholders, which
include the Department of Environment and Natural Resources-PAWB, Global
Environment Facility, United Nations Development Program, National
Commission on Indigenous Peoples, Cebu Biodiversity Conservation
Foundation, Inc., Concerned Citizens of Abra for Good Governane, Haribon
Foundation for the Conservation of Natural Resources, Koalisyon ng
Katutubong Samahan ng Pilipinas, Philippine Association for Intercultural
Development, Philippine Biodiversity Conservation Foundation, Inc., World
Wide Fund for Nature Philippines, Anthrowatch.,and Department of
Environment and Natural Resources Regional Offices and Local Government
Units in the Project Sites. The project aims to expand the coverage of Protected
Areas where there is a recognized significant biodiversity through recognizing
the existing conservation efforts of communities in the site.
One way to achieve the goals of the NewCAPP is to put the LGUs in the
front-seat in implementing conservation and preservation projects.
The objectives of the workshop were the following:
a) Build common understanding of the IEC and Advocacy support
requirements of the NewCAPP for biodiversity conservation using
new governance model;
b) Enhance understanding of the requirements for launching an effective
IEC and Advocacy Program biodiversity conservation; and
c) Develop a three-year IEC and Advocacy Plan to aid in reducing threats
to biodiversity and towards increasing support for other types of
management models for biodiversity conservation.
The training provided avenues for each site to develop its three-year
Advocacy and IEC plan for KBA. This expected output hopes to address
important issues in their area as well as involve the LGUs in this endeavor.
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The first day of the
workshop consisted of
introductions, overview of the
workshop, and other
preliminaries, including an
orientation on the NewCAPP.
This was followed by a lecture on
the foundation and nature of IEC
and Advocacy Planning, backed
up by communication theories
and models. To orient everyone
about the differences of each site,
a representative from each KBA
site presented the following:
perception studies, the site's
profile, resource users and
stakeholders, information and
communication resources and
networks, needs, opportunities,
problems and solutions to
biodiversity conservation, current behavior patterns in relation to conservation,
and indicators of behavior-change or social changes
for Biodiversity Conservation Action. These are all
important baseline information in crafting a
Strategic IEC and Advocacy Plan.
The afternoon sessions tackled the basic
considerations in Advocacy Planning and other
related concepts. The difference between IEC and
Advocacy Planning lecture guided the participants,
along with workshop forms, on issue identification,
goal and objective setting and target audience
identification.
At the end of the day, each site presented its
output and received comments from the speakers.
On Day 2, the activities consisted of recap
from the host team, followed by Message Packaging
and Knowledge Management lectures. The rest of
the day was spent in applying the strategies about
message packaging and selection of channels as
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inputs to the advocacy plan of each site. Consultation with the two resource
speakers and NewCAPP officers helped to improve the Plans.
To complete the last part of planning, which was monitoring and
evaluation, the participants listened to the lecture on the importance and the
process of devising the monitoring and evaluation plan. Afterwards, each site
dedicated their time and effort in finishing the three-year IEC and Advocacy
Plan.
To cap the seminar-workshop, the PAWB-NewCAPP staff and the
participants agreed to revise and submit the three-year Advocacy and IEC
comprehensive plan on the first week of June. The participants were also
briefed on the NewCAPP ―branding‖ through the use of prescribed logos,
uniformity in the look of the websites and photos that will be used in IEC
materials.
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TABLE OF CONTENTS
Preface i
Executive Summary iii
I. Profiles and Expectations 1
A. Profile of the Participants 1
1. Functions of Participants in their respective offices 1
2. Trainings Attended 3
B. Expectations 4
II. Workshop Proceedings 9
A. Day 1 - IEC and Advocacy Planning Concepts 9
Advocacy Issue Identification
Goal and Objective Setting
Audience Identification
Workshop Outputs 13
a. Cebu 14
b. Mt. Nacolod 16
c. Mangatarem 18
d. Mt. Tapulao 20
e. Polillo 21
f. Tawi-Tawi 22
Open Forum and Critiquing 23
B. Day 2 - Message Packaging 26
Identification of Channels
Knowledge Management
Social Marketing and Mobilization
Workshop Outputs 28
a. Cebu 29
b. Mangatarem 32
c. Mt. Nacolod 34
d. Mt. Tapulao 40
e. Polillo 44
f. Tawi-Tawi 47
Open Forum and Critiquing 48
C. Day 3 - Monitoring and Evaluation 53
Three-Year IEC and Advocacy Planning
Workshop Outputs 54
a. Cebu 55
b. Mangatarem 60
c. Mt. Nacolod 62
d. Mt. Tapulao 78
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e. Polillo 86
f. Tawi-Tawi 94
Open Forum and Critiquing 97
III. Agreement 99
IV. Evaluation 100
References 102
Appendices 103
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List of Appendices
Number Title Page
1 Host Team Guidelines 103
2 NewCAPP Overview 104
3 Process and Elements in IEC and Advocacy 109
Communication Lecture
4 Cebu Site Profile 113
5 Mangatarem Site Profile 115
6 Mt. Nacolod Site Profile 119
7 Mt. Tapulao Site Profile 125
8 Polillo Site Profile 128
9 Tawi-Tawi Site Profile 130
10 Terms of Reference of Advocates Lecture 132
11 Target Audience /Stakeholder Lecture 135
12 Form: Identifying Biodiversity Conservation 137
Advocacy Issues
13 Form: Checklist for Choosing an Issue 137
14 Form: Identifying Advocacy Strategies 138
15 Form: Checklist for Selecting an Advocacy 139
Objective
16 Form: Formulating Issue-Based Advocacy 140
Objectives
17 Form: Objective Setting Worksheet 141
18 Form: Audience Analysis 141
19 Form: Primary and Secondary Audience 142
Analysis
20 Form: The Message Development Plan 142
21 Form: Message Development Worksheet 143
22 Form: Strategies to Build Support 143
23 Form: Evaluation 144
24 IEC and Advocacy in the Context of 147
NewCAPP: Framework and Concepts
25 Tips for Formulating Advocacy Objectives 151
26 Strategies for Knowledge Management, 152
Social Marketing and Mobilization
27 Monitoring and Evaluation Lecture 157
28 Form: Monitoring Development Plan 162
29 Form: Evaluation Framework Table 162
30 Form: The Advocacy Plan 163
31 Workshop’s Attendance 164
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I. PROFILES AND EXPECTATIONS
A. Profile of the Participants
There were 18 participants hailing from six sites: Cebu, Mangatarem, Mt.
Nacolod, Mt. Tapulao, Polillo and Tawi-Tawi. They are mostly 35 and above
years old with only two of them in their early 20s. They are a mixture of female
(9) and male (10) genders. Almost all of them obtained a college degree while
some even have postgraduate degrees or are currently taking post-graduate
courses. Most of them had previous exposure to this kind of workshop and
other seminars in line with their job, which is mostly related to
environment/nature.
1. Functions of Participants in their respective offices
The workshop appears to match the
duties and responsibilities that the
participants carry in their respective offices.
It implies that the training workshop would
be relevant and would contribute to the
improvement of their performance as
advocates, information and public affairs
officers.
Not a few of the participants are
writers doing editorials, news releases,
feature articles, radio scripts and position
papers.
Describing their work as technical, a
majority of the participants provide
technical assistance to the LGUs within the
pilot key biodiversity areas (KBA). Some also
provide support and assistance to Regional
Project Coordinators in the implementation of the Biodiversity Projects,
specifically in coordination with partners and in dissemination of information
and administrative concerns.
Since some of the participants are directly involved in advocacy and IEC
development, their work involves designing templates of IEC materials,
preparing plans and spearheading implementation of IEC activities for the
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region, assisting in the conduct of IEC for all PAWB programs and preparing
audio-visual and multimedia presentations for IEC.
As advocates undertaking multi-roles, most participants engage in
related activities such as being trainers and resource speakers during press
conferences, radio programs, TV interviews, interviews for print, etc. They
conduct lectures to various audiences on DENR concerns including climate
change.
Among their multifarious functions are:
- Photo and video documentation
- Representing DENR in interagency
meetings
- Coordinating with other agencies for
collaborative efforts on environmental
protection and natural resources
conservation
- Managing and supervising personnel of
the Regional Public Affairs Office
- Liaisoning work with various media
outlets, government agencies and other
civil-society groups
- Planning and coordinating campaigns
and advocacy-related activities
- Assisting the LGUs in the identification
of the different wildlife species found in the pilot KBA as an input to the
preparation of the plan;
- Guiding the LGUs and local stakeholders in capacity building, ensuring
regular financial allocation, formulation of local enabling policies and
institutional arrangements to support implementation of the approved
plan
- Implementing/ monitoring projects
- Overseeing the implementation of the program and activities of NewCAPP
sites consistent with the approved work and financial plan
- Performing administrative work
- Assisting in the management and development of protected areas
- Assisting in the preparation of PA management and ecotourism
development plans
- Assisting in the assessment and survey of protected areas, caves, critical
habitats and wetlands
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- Preparing work and financial plans of PAWD (NIPAS, IEC, Biodiversity
and Cave Management Programs, NewCAPP, PRCP)
- Preparing monthly, quarterly, semi-annual and annual physical and
narrative reports of PAWD
- Developing website content and maintaining the website
Given the above, the workshop proves to be an imperative activity
designed to further hone the effectiveness of the participants especially in the
area of Advocacy and IEC. The workshop will further affirm the
appropriateness of their activities vis-à-vis their roles and functions.
2. Trainings Attended
The participants are split in terms of trainings attended related to
Advocacy and IEC.
A few have had no training on advocacy and IEC. This reinforces the
importance and the need for this Advocacy and IEC Workshop.
However, about a third of them have
had training on Awareness building, IEC,
Social Marketing, Advocacy, Communication
Skills Training, and Mainstreaming Dalaw
Turo.
These trainings reveal that some
participants are not neophytes when it comes
to the workshop topic. This will be beneficial
to the other participants who are new to
Advocacy and IEC in that the sharing
sessions will consist of lessons from those
who have been into advocacy and IEC.
All of the participants are not new to
attending seminar workshops. Among the
trainings they have attended include: MDG-
F 1656: DENR Climate Change Adaptation
(CCA) and Capacity Self Assessment Roll-Out
cum CCA, Photography Workshop, MDG-F Integrated Competency
Development Program (ICDP) for CCA in the Philippines Project Module, Video
Production, Website Development and Management, Resource Mobilization
Strategy, Natural Resources Management.
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C. Expectations
To gauge the expectations of the participants, the trainers conducted a
preliminary survey about what they wanted to see, learn and experience in the
three-day workshop.
The following are the questions and subsequent answers to these:
What do you expect to achieve in the three-day IEC and Advocacy
Planning Workshop for the NewCAPP sites?
a) learn about, gain more in-depth information and be oriented on the NewCAPP, its objectives and other information about the program/project and the sites
b) formulate concrete advocacy plans for the NewCAPP sites based on
inputs from fellow participants and resource speakers/to come up with a three-year strategic IEC and Advocacy Plan with corresponding resource requirement for the site/preparation of IEC
plans to address local situations c) know IEC methodologies best suited to promote advocacy for the
sites/know simple, strategic, cost efficient site-based IEC that is understandable to stakeholders
d) know how to communicate
for project support
e) know applicable channels of
communication, identify target audiences/how to get the our target market
f) know how to categorize low
cost yet effective, doable and
applicable strategies
g) strategies on how to make communities strongly aware of the program
h) secretariat will handle the logistical part of the activity with ease and proper coordination
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What are your expectations of the design and content of the
Workshop?
a) would result to the achievement of the objectives at the end of the
three day workshop
b) participants will come up with an effective IEC and Advocacy Plan that will be implementable on the ground/adaptable to local Project site’s conditions
c) include concrete suggestions on strategies and techniques in doing advocacy work for the sites, include monitoring and evaluation strategies, IEC strategies and implementation plans
d) practical strategies on identifying target audience, messages and
necessary materials for a relevant and doable biodiversity management focused-communications plan
e) DENR IEC model framework for the project
f) Informative/simple, easy to understand and doable
g) objective and goal-oriented
h) sufficient in terms of the material that can be used for
formulating a future advocacy plan for the NewCAPP areas
i) it will be about biodiversity conservation, for those with low on consciousness on biodiversity
j) discussion and sharing on how we can explain and evangelize our
people in a simple way
What are your expectations of the Workshop process?
a) cohesive such that the different needs, capabilities and backgrounds
of the participants will be considered and tapped for successful IEC
and advocacy planning
b) a two-way learning process: participatory, lively, sensible discussions, democratic, and empowering for both participants and speakers and organizers; input – discussion and sharing
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c) sufficient in terms of the material that can be used for formulating a
future advocacy plan for the NewCAPP areas
d) will involve concrete suggestions on strategies and techniques in doing
advocacy work for the sites e) systematic and simple/with
clear guide (inputs & outputs)
f) balance between provision of
theoretical concepts and
venue for application/interaction
g) would facilitate the achievement of the objectives of the workshop
h) balance between provision of theoretical concepts and venue for application/interaction
What are your expectations from the Resource Persons and Facilitators?
a) knowledgeable technically on various IEC strategies for IP’s and
communities, interesting, competent about the specific topics that will be assigned to them
b) able to speak in an understandable manner (less technical terms, and the voice should be well-modulated), lively and enriching
discussion, with some sense of humor c) open minded, friendly and accommodating, approachable and open
to all suggestions, reasonably flexible, mindful and accommodating
to participants needs, requests and welfare.
d) share out- of- the box ideas/strategies
e) observe and ensure that the workshop process will be democratic,
participatory, and empowering for the participants
f) provide coaching, mentoring
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g) will share their expertise to build and enhance common understanding for launching an effective IEC and Advocacy
Program/ input from his/her experience on biodiversity conservation
What are your expectations for yourself during the Workshop?
a) participate actively throughout the workshop, should always be awake
and ready to share knowledge and learn from others, listen,
participate, cooperate in the discussion
b) to be attentive to lectures and discussions of Resource
Persons/speakers
c) eager to learn and deepen understanding on the subject matter
d) will learn many things in terms of doing advocacy work in general and doing advocacy work for the NewCAPP sites, in particular
e) be more knowledgeable on the formulation of IEC plan for specific projects
f) to meet new people who share the same interests and passion for the
environment, thus expanding my network for my advocacy work
What are your expectations from your co-participants during the
Workshop?
a) participative, cooperative and as
open to learning as I am
b) be punctual
c) those who are knowledgeable
should be willing to share their knowledge, ideas, experiences, but not in an arrogant way
d) be enthusiastic and appreciative about the things that will be
discussed during the workshop
e) respect other participant’s civil liberties/courteous
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f) better rapport especially on the sharing of knowledge and experiences on IEC plan implementation and lessons learned from experiences
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II. WORKSHOP PROCEEDINGS
DAY 1
IEC and Advocacy Planning Concepts
Advocacy Issue Identification
Goal and Objective Setting
Audience Identification
On the first day of the workshop, the NewCAPP manager started by
greeting the participants, thanking them for coming and explaining the
rationale of the seminar workshop. After her talk, the facilitation of the
workshop was turned over to the Training Team from the College of Mass
Communication, University of the Philippines. The team consisted of Dr. Jose
R. Lacson Jr., Dr. Lourdes M. Portus, Rea Rosario G. Malite, Princess Rocel A.
Ubongen, and Lia Bernadette M. Portus.
One of the resource persons, Dr. Lourdes M.Portus led the introduction
of the participants and training staff, gave an overview of the workshop,
discussed host teams guidelines (See Appendix 1) and formed three host
teams consisting of: 1)Mt. Nacolod and Tawi-Tawi, 2) Mangatarem and Mt.
Tapulao, and 3) Polillo and Cebu.
Dr. Portus presented the schedule for Day 1 as follows:
First Day AM Session
1. Preliminaries, Introductions and Expectations
2. Overview and Formation of Host Teams
3. New CAPP overview and Progress
4. Advocacy and IEC in the Context of the New CAPP: Frameworks and Concepts
5. Situationer or Perception Studies in New CAPP Sites
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First Day PM Session
1. Considerations for launching an effective communication program for
biodiversity conservation:
- TOR for advocates
- Assessing advocacy issues
- Formulating advocacy goals
- Formulating objectives
- Identifying audiences
2. Workshop
3. Presentation of Output and Critiquing
This was followed by the presentation about NewCAPP of Ms. Floradema
Eleazar which copy of powerpoint is attached as Appendix 2.
The lead resource person, Dr. Jose R. Lacson, provided an
overview/background about IEC and Advocacy Planning, backed up by
communication perspective through communication theories and models.
According to Dr. Lacson, crafting an IEC/Advocacy Plan requires proper
skills and training on the part of the advocate. As an advocate one should have
untainted credibility. In addition, an advocate should be ready to do tedious
tasks from planning of the plan up to the execution and evaluation.
To simplify the process of creating a plan, the basic steps of advocacy
planning were discussed. Dr. Lacson differentiated IEC Planning from Advocacy
Planning. He further identified and explained different elements that composed
either of the two types of planning. He also put this planning in the context of
NewCAPP to provide a clearer instruction to the delegates. Dr. Lacson’s
powerpoint presentation is attached as Appendix 3.
To orient everyone about the differences of each site, a representative
from each KBA discussed the site's profile, resource users and stakeholders,
information and communication resources and networks, perception of needs,
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opportunities, problems and solutions to biodiversity conservation, current
behavior patterns in relation to conservation, and indicators of behavior change
or social changes for Biodiversity Conservation Action. These are all important
baseline information in crafting a Strategic IEC and Advocacy Plan. (See
presentation of all six sites attached as Appendices 4, 5, 6, 7, 8, and 9).
After the sites' presentation, Dr. Portus started the discussion about who
an advocate is and what his or her Terms of Reference are. She proceeded to
discuss the basic considerations in preparing an Advocacy Plan. These
included the identification of Advocacy issues, Formulation of Advocacy Goals
and Objectives and targeting the audience. Dr. Portus’s powerpoint
presentations are attached as Appendices 10 and 11.
After understanding the important concepts about this topic, each site
was tasked to formulate their IEC and Advocacy Plan by filling up the forms
which were distributed as follows:
1) Identifying Biodiversity Conservation Advocacy Issues (See Appendix
12);
2) Checklist for Choosing an Issue (See Appendix 13);
3) Identifying Advocacy Strategies (See Appendix 14;
4) Checklist for Selecting an Advocacy Objective (See Appendix 15);
5) Formulating Issue-Based Advocacy Objectives (See Appendix 16;
6) Objective-Setting Worksheet (See Appendix 17);
7) Audience Analysis Form (See Appendix 18); and
8) Primary and Secondary Audience Analysis (See Appendix 19)
In addition to the identified issues of each site, Ms.
Eleazar suggested that another issue (part of the PAWB-
NewCAPP objectives), which involves the Local Government
Units, should be included in the plan.
After an ample time of working with these forms, each
site presented the first part of their three-year plan. They
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discussed the issues they wanted to focus on their campaigns as well as the
corresponding goals and target audience. The participants, PAWB-NewCAPP
staff and both resource speakers gave their comments and critiques for the
improvement and clarification of the outputs.
Some sites opted to focus on one issue while some tackled several issues.
This identification of issues stemmed
from the existence of diverse
situations in each site. The profile of
each site was discussed during the
first part of the workshop to enable
the participants, including the
resource persons, to obtain the
appropriate context from which the
outputs will be based on.
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SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
CEBU Low level of awareness
and knowledge on the
importance of
biodiversity conservation
such as food and water
security, climate change
and disaster risk
reduction
Improved conservation
effectiveness by enhancing
the level of awareness on
biodiversity conservation
among target audiences
After three years of IEC
implementation, the target
audiences shall have
achieved at least 80 %
increase level of awareness
and knowledge on the
importance of biodiversity
conservation.
Consequentially, the
existing threats shall have
been reduced.
Farmers,
community folks,
tenurial instrument
holders, People’s
Organizations (POs)
Low level of
consciousness and
appreciation among local
chief executives and
other group of decision –
makers on biodiversity
conservation
Improved conservation
effectiveness by enhancing
the management capacities
of various key players
particularly in
conservation areas with
innovative governance
regimes
After three years of
advocacy implementation,
the decision-makers shall
have achieved at least 80
% increase level of
awareness and knowledge
on the importance of
Mayors, Municipal
Councilors,
Barangay captains
and Barangay
councillors, SK
leaders (Federation
President and
Barangay)
Minimal ―physical
presence‖ on the part of
DENR which is
attributed to inadequate
logistical support
Establish a supportive
institutional mechanism to
fully support the various
functions of DENR relevant
to biodiversity conservation
After a thorough and in-
depth discussion with the
DENR management on the
project, they would have
provided the needed
support in carrying out
successful implementation
of the project
DENR Management
CEBU OUTPUT1 – PART 1 OF 2
CEBU
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SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
CEBU biodiversity conservation. As a
consequence, they shall have
passed and approved policies
relevant to biodiversity
conservation, among others.
Minimal ―physical
presence‖ on the part
of DENR which is
attributed to
inadequate logistical
support
Establish a
supportive
institutional
mechanism to fully
support the various
functions of DENR
relevant to
biodiversity
conservation
After a thorough and in-depth
discussion with the DENR
management on the project, they
would have provided the needed
support in carrying out successful
implementation of the project
DENR Management
CEBU OUTPUT1 – PART 2 OF 2
CEBU
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SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
Mt. Nacolod Lack of understanding
and appreciation on
the value of
conservation of
habitat areas for
biodiversity resources
resulting in
conversion of habitat
areas to settlements
and agricultural uses
and wildlife hunting
and timber poaching.
To move the level of
awareness to
understanding the
value of conservation
of habitat areas for
biodiversity
resources.
By the end of three (3)
years: 1. 50% of the 32
barangays within Mt.
Nacolod have already
been organized/issued
with tenurial
instruments. 2. One (1)
Sangguniang
Panlalawigan (SP)
resolution has been
issued supporting the NewCAPP
3. 100% of the 32
barangays have already
issued resolutions
supporting the NewCAPP
4. 100% of the five (5) municipalities have
already issued SB
resolutions supporting
the NewCAPP
5. 80% of the 20,000 Mt. Nacolod
residents no longer
engaged in timber
poaching.
Primary:
1. Congressman/Governor
2. Local Chief Executives
3. Barangay Officials
4. Upland Communities
Secondary:
1. Upland communities
2. Elementary school
teachers
3. Wildlife hunters and traders
4. NGOs
5. Pos
6. Timber Poachers
MT. NACOLOD OUTPUT1 – PART 1 OF 2
MT. NACOLOD
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SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
Mt. Nacolod 6. 80% of the 20,000
Mt. Nacolod residents no longer engaged in wildlife
hunting.
7. 60% of 5,000
households are trained
on sustainable farming
technologies.
MT. NACOLOD
MT. NACOLOD OUTPUT1 – PART 2 OF 2
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SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
Mangatarem 1.Logging (wide-scale,
carabao)
-commercial purpose
-Charcoal making
(commercial and domestic)
2.Hunting
3.Kaingin and forest fire
Communication Issues
Limited/unsustainable
and not very effective
IEC activities/strategies
among the national and
local government offices,
civil society groups,
communities, decision
makers and other
stakeholders to promote
and practice
environmental protection
programs especially for
the elimination of wide
scale illegal logging
1. Enhanced/increased level
of mobilization of
environment groups,
communities,
stakeholders and decision makers on the richness of
biodiversity, importance of
forests, and ill-effects of
their logging activities
after 3 years.
2. Increased support from different sectors (communities,
religious groups, LGUs, FLUP
steering committee)
3. Capacitate LGUs and
communities on alternative environment-friendly livelihood
through networking with other
agencies (e.g. TESDA, DA, DTI,
etc.)
By end of the
project,
implementation of
effective IEC
strategies, putting
into practice the
increased
environmental
awareness by the
LGU, the
communities,
stakeholders,
forest-dependent
families; and
increased
participation of
environmental
advocates; more
environmental
champions
stepping up for the
protection and
conservation of
Mangatarem’s
biodiversity;
Primary:
FLUP steering
committee, LGU, SB
members, CBCP,
environmental
groups, media
Secondary:
local stakeholders,
CSOs, local
communities, POs,
and other agencies
MANGATAREM
MANGATAREM OUTPUT1 – PART 1 OF 2
19
By end of the
project, 50%
decrease on forest
resource
dependency of the
Forest Dependent
Families (FDF) and
improved economic
conditions through
community-based
ecotourism and
other environment-
friendly and
sustainable
livelihood projects.
MANGATAREM OUTPUT1 – PART 2 OF 2
20
SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
Mt.
Tapulao
Implementation of
the joint DENR-
DILG-LGU on
forest
management
functions (MOA)
1.By year 2015, Mt. Tapulao
was recognized as
conservation area managed by
LGU
2.By year 2015, at least
90% of the people dependent
on charcoal making is
minimized
3. After three years, at least
80% of the community have
reached an improved economic
condition/status through
alternative livelihood activities
To forge a Co-
Management
Agreement (MOA)
between DENR and
LGU
To enhance awareness
of the community on
the importance of
Biodiversity
Conservation
To capacitate the
LGU/P.O./Community
through sustainable
alternative livelihood
activities
DENR/LGU/DILG
PO/NGO/LGU/DENR/DTI/NEDA
Community/LGU/DILG/DTI
All stake holders
MT. TAPULAO
MT. TAPULAO OUTPUT1 – PART 1 OF 1
21
SITE ISSUES GOAL OBJECTIVES TARGET AUDIENCE
Polillo Absence of a multi-
sectoral plan on the
direction of
environmental
communication plan
for the Local
Conservation Areas
Involve different
sectors of the
community in
planning and
implementation for
a comprehensive
and multi-sectoral
approach for
environmental
communication
program
To create a multi-sectoral
group which will take the
lead in the formulation
and implementation of
the communication plan
for Local Conservation
Areas;
To develop a multi-
sectoral communication
plan on the direction of
advocacy program for the
LCAs; and
To encourage
participation of different
sectors for the
development of advocacy
and information
education and
communication campaign
for the LCAs
Policy makers (DENR,
LGUs Provincial,
Municipal and Barangay
Levels)
Academe
Community groups
POLILLO OUTPUT1 – PART 1 OF 1
POLILLO
22
Site Issue Goal Objectives Target Audience
Tawi-Tawi Continuing destruction
of Bud Bongao (i.e. through timber
poaching, improper
waste disposal etc.)
To stop the
destruction of Bud Bongao
To promote awareness
on biodiversity protection and
conservation
local stakeholders
(i.e. LGU, residents)
TAWI-TAWI
TAW-TAWI OUTPUT1 – PART 1 OF 1
23
OPEN FORUM AND CRITIQUING
The following concerns were expressed after the presentation:
1. Clarification on IEC and Advocacy
Judging from the presented advocacy goals and statements, the
participants expressed concern on the difference between Advocacy and
IEC. In response to this, Dr. Portus discussed the difference of the two
concepts as follows:
Difference of IEC and Advocacy
Level/Parameter IEC Advocacy
Goal/output Change in people's
knowledge, attitude and
practice
Change in public policy
and programme
Target audience Individuals, couples,
and families
Policymakers, political
and religious leaders,
programme managers,
and decisionmakers at
different levels of
administration and
management, etc.
Communication process Creating awareness,
providing knowledge,
changing attitudes,
changing practices
Creating awareness,
providing knowledge,
changing attitudes,
changing practices,
policies and
programmes
Levels of
communication
Interpersonal, group,
and mass
communication
Interpersonal, group,
and mass
communication
Communication
strategies/
channels/activities
Counseling, lectures,
seminars, workshops,
theatre/stage,
presentations, print,
radio, TV and film, etc.
Political lobbying,
dialogues, fora,
conferences building
alliances with other
sectors, including mass
media networking, etc.
Materials Comics, posters,
brochures, flipcharts,
news or feature articles,
books, films,
advertisements, etc.
Fact sheets, bulletins,
position papers,
audiovisual
presentations, etc.
24
2. General Goal of the Workshop vs. Site Plan
The identification of sites’ advocacy
objectives should be drawn from the New CAPP
goals, which are already given, instead of
reinventing new goals. To this end, the
NewCAPP objectives were reviewed and should
be considered in the formulation of the sites’
plan.
Dr. Portus likewise gave tips on how to
formulate objectives. These are the following:
TIPS FOR FORMULATING ADVOCACY OBJECTIVES
Analyze the verb used in your program objective; does it relate to a
communication activity?
Consider who you need to do what, then what you need them to do to get
them to do that – for example, educate, inform, promote, advocate, donate.
Think about the reasons why you communicate with different people or groups of people; what is it you want to achieve by engaging in that
communication.
Remember to clarify the nature of the desired change and the specific
knowledge, attitude, or behaviour you want to achieve.
TIPS FOR MEASURABLE OBJECTIVES
1. Set a target date.
2. Give numbers or percentages of an existing figure that can be counted
and/or measured along the way.
3. Identify the group where change is needed.
4. Be specific about what is you want to accomplish and put measures
around it. Define what would have to happen to indicate that something has
been accomplished with this group of individuals.
5. Issues focusing on negative aspects
25
There were observations from some participants that the issues were mostly
expressed in negative terms. Some participants explained that this is
inevitable since issues are really problems.
3. Communication campaign as awareness and education
Campaigns are meant to raise awareness and educate people. Thus,
advocacy plans almost always include information, education and
communication (IEC) materials.
4. Charcoal mining
Ms. Leonez reacted to identifying charcoal mining as a major advocacy
issue. This activity may be the result of a bigger issue tied up to economic
activities. The Mt. Tapulao Group should rethink this issue.
5. Biodiversity and Conservation
The words biodiversity and conservation seem to have diverse meanings.
The participants have to define these based on the situation existing in their
respective sites.
26
Workshop Proceedings
Day 2
Message Packaging
Identification of Channels
Knowledge Management
After carefully laying out the first part of an IEC and Advocacy Plan,
which is composed of issues, objectives and target audience, another
discussion was devoted to another element of an advocacy plan—message
packaging, channel identification and knowledge management.
Dr. Lacson discussed the importance of campaign messages and the
packaging of these through his powerpoint presentation. He emphasized some
strategic ways to produce messages in
order to achieve impact and ensure
satisfactory achievement of project
objectives. He also taught each site how to
select the proper medium or channel that
would best deliver the desired results. The
lecture also delved on ways to gain
support from important allies, including
ways to identify the opposing groups who
are also important targets in any campaign.
Dr. Lacson proceeded to provide inputs on Knowledge Management,
Social Marketing, Social Mobilization and Public Relations. These were
contained in his powerpoint presentation attached as Appendix 26.
With the inputs about crafting core messages, each site performed
another workshop activity, which contributed to the partial completion of the
advocacy plan. In the workshop, the participants were guided by the following
forms:
1) The Message Development Plan (See Appendix 20);
2) Message Development Worksheet (See Appendix 21) and;
3) Strategies to Build Support Form (See Appendix 22)
27
As this is a crucial part of the campaign, Dr. Lacson and Dr. Portus kept
themselves available for consultation
and mentoring. Through this, each site
was able to revise their earlier outputs
and improve their IEC and Advocacy
Plan, even as they added two more
columns in the plan, ie., their core
messages and the appropriate
channels.
The participants once again
presented these additions to their plan in the plenary session and received
comments and critiques from the people in the room. The enhanced plan of
each site and the comments and critiques can be found in the next part of this
report.
28
Second Day AM Session
1. Preliminaries, Energizers and Recap
2. Considerations in Message Development, Delivery Strategy
3. Channel selection
4. Identification of Spokesperson, Allies and Champions
5. Basics of Knowledge Generation: Knowledge management, Documentation, Social Marketing, Public Relations, Social Mobilization and other Related concepts
Second Day PM Session
1. Workshop and Consultation
2. Presentation of Output and Critiquing
29
SITE ISSUE GOAL TARGET AUDIENCE OBJECTIVES
Cebu Fragmented
approach to
biodiversity
conservation
efforts, coupled
with man-made
threats in LGUs
within Mts. Nug-
as and Lantoy
KBA
Promote a
coordinated
approach to
biodiversity through
an advocacy
program to minimize
threats to
biodiversity among
LGUs Alcoy
Dalaguete & Argao
LGUs (LCE, SB, MENRO,
TWG)
By 2012, to promote a
coordinated approach
(corridoring) to be adopted by
the LGUs for increased
understanding on the
importance of biodiversity
By 2014, to increase
understanding of the LGUs
on the optimal land uses in
the conservation corridor
TENURE
HOLDERS/COMMUNITIES/
FOREST OCUPANTS
By 2013, to persuade each
LGU to organize & capacitate
IEC Team
By 2013, to influence at least
70% of the brgys within
proposed corridor to enact
enabling biodiversity
conservation related policies
CEBU OUTPUT 2 – PART 1 OF 3
CEBU
30
SITE KEY ACTIVITIES KEY MESSAGES MESSAGE CHANNEL CORE MESSAGES
Cebu a) Conduct of
joint meetings &
orientations on
importance of
biodiversity & corridor
approach; b) Forging of
Joint MOA ; c) conduct
of joint analysis of
biodiversity
assessment results; d)
Development and
dissemination of
materials highlighting
the benefits of the
corridor approach
a) There is an urgent
demand for joint
protection of critically
endangered wildlife
species (black shama;
cebu flower pecker;
cinnamon) to enhance
biophysical
connectivity; b) Joint
biodiversity
conservation
management planning
& implementation will
help minimize
necessary costs.
Draft MOA; ppt.,
Posters, Brochures,
Local Festivals
By 2014, to influence
at least 70% of the
barangays within the
corridor to put in
place enforcement
systems. Biodiversity
is life. Support
biodiversity
conservation efforts
now! Let's protect our
Black Shama. Stop
wildlife hunting!
a) Conduct
orientation among the
3 LGUs on the different
land uses and its
relationship to
biodiversity
conservation &
livelihood
b)mentoring/coachi
ng of LGUs to conduct
a participatory
preparation of the
biodiversity mgt plan
a) There is a need to
identify protection &
production functions
of forestlands as
inputs to
implementation of
appropriate land uses;
b) Farm Conservation
planning will help
lessen biodiversity
threats.
Posters, Flip Charts,
Brochures, Duaw
Sangyaw
CEBU OUTPUT 2 – PART 2 OF 3
CEBU
31
SITE KEY ACTIVITIES KEY MESSAGES MESSAGE CHANNEL CORE
MESSAGES
Cebu a) Lobby to LCE to issue EOs
creating IEC Teams in three
LGUs ; b) Conduct of corridor-
wide IEC capacity bldg.
workshop
An accountable IEC Team
will contribute to
municipal and corridor-
wide advocacy program
Draft EO, Templates
Conduct orientation activities
(e.g., community assemblies;
public hearing) on DENR laws
related to biodiversity
conservation
Localized enforcement;
Accountability; Incentives
& disincentives
Duaw Sangyaw, Local
festival; Video clips, Big
Books; Mascots; Jingles
a) Conduct of roundtable
discussion with tenure holders
on the need to integrate
biodiversity conservation in
their management plans; b)
Conduct of orientation-
workshop on integration of
biodiversity management
planning in management
plans of tenure holders
Tenure Holders are
effective on-site managers
Printed material (Manuals;
Brochures; Flip Chart)
Strengthen enforcement
system (WEO, Bantay Lasang)
Community participation
in enforcement; Incentives
& disincentives
Printed material (Bulletin
boards, Patrol reports)
CEBU OUTPUT 2 – PART 3 OF 3
CEBU
32
SITE
STRATEGY
TO BUILD
SUPPORT
ACTIVITIES ORGANIZA
TIONS AND
GROUPS
INVOLVED
RESPONSI
BLE
PERSON(S
)
NEEDED RESOURCES TIMEFRAME
Mangatarem 1. To
strengthen
partnership
with LGU in
the
management
of the KBA
Dialogues,
conferences,
MOA signing,
passing of local
ordinances
LGU, SB,
Barangay
council, SK,
Congressm
an P.
Bataoil
DENR,
LRP
Resolution indorsing the
critical habitat
establishment in
Mangatarem
June to
December
2012
2.
Community
Empowerme
nt/
Capacitation
in promoting
KBA
Barangay
Assembly,
Training/Semin
ars on /Bio
Diversity, Cross
Visit
People's
Organizatio
n, SK,
Barangay
Councils
DENR,
LRP
Presentation, Tarpaulin
display, promotional
materials
June 2012 to
2015
MANGATAREM OUTPUT 2 – PART 1 OF 2
MANGATAREM
33
SITE ISSUE GOAL TARGET
AUDIENCE
OBJECTIVES SITE ISSUE
Mangatarem 3. Strengthen
Bantay Gubat
Team
(Enforcement)
Regular
meetings,
Trainings/Semi
nars
Mangatarem
BantayGubat
(MABAGU)
DENR, LRP,
LGU, Phil
Army, PNP,
Anti Illegal
Logging Task
Force, PAMB,
FLUP Steering
Comm
Bantay Gubat
Patrolling
Equipment, IEC
Materials
June 2012 to
2015
4. Partnership
with other
groups/
organizations
Meetings, MOA
Signing,
Resolutions
Media, KBP,
Women
Green
Initiatives,
ACADEME,
Student
Leaders
DENR, LRP,
LGU
Partnership
Agreements,
IEC Materials
June 2012 to
2015
MANGATAREM OUTPUT 2 – PART 2 OF 2
MANGATAREM
34
SITE ISSUE GOAL OBJECTIVES STRATEGIES
Mt. Nacolod Lack of appreciation
on the value and
importance of
biodiversity within Mt.
Nacolod which leads
to timber poaching,
wildlife hunting,
indiscriminate land
use (conversion to
settlements and
agricultural
development) by
informal settlers
Residents within
Mt. Nacolod are
engaged in
sustainable
practices, with
conservation and
protection
measures already
in place by the
end of 2015
1. To inform and
orient 70% of the
32 barangays within Mt. Nacolod
by 2015 on the
value and
importance of
biodiversity
resources and the need for the
protection of such.
Objective 1
Community meetings on importance and modes of
tenurial instruments, forest conservation and NewCAPP
Project updates, sustainable
farming practices.
Production and distribution of print information
materials re NewCAPP,
requirements for acquisition of tenurial instruments, etc.
Production and showing of video materials during
community meetings.
2. To persuade LCEs
(1 congressman, 1 governor, 5 mayors,
32 brgy chairmen)
to enact resolutions
at the end of 1 year
in support to the protection and
conservation of Mt.
Nacolod and its
resources
Objective 2
Attendance in Provincial,
Municipal, Barangay Sessions re: Orientation of
goals and objectives of Mt.
Nacolod as NewCAPP and
elicit their support on
program implementation thru resolutions, funding,
manpower complement,
equipment, etc.
MT. NACOLOD OUTPUT 2 – PART 1 OF 6
MT. NACOLOD
35
SITE ISSUE GOAL OBJECTIVES STRATEGIES
3. To dissuade illegal
loggers and wildlife
hunters from their
activities by
informing them of the consequences of
their actions,
thereby reducing
incidences of illegal
activities within Mt. Nacolod from June
2012 (as baseline)
by 80% at the end of
2015
Objective 3
Guesting or hosting a radio
program over DYSL and DYDM
Production and airing of radio and
TV plugs, audio visual
productions
Conduct of bandilyo
Conduct of media orientations,
project exposures, press
conferences
Exhibit and roadshows during
fiestas and special occasions
Production and distribution of
print materials – stickers, posters,
brochures
Request religious sector to issue
pastoral letters etc.
School visits – dalawturo
Orientation of law enforcers on
forest laws, rules and regulations
and their roles on apprehending
of forest products
Report violations thru text brigade
and social networks
MT. NACOLOD OUTPUT 2 – PART 2 OF 6
MT. NACOLOD
36
SITE CHANNEL INDICATORS TARGET AUDIENCES MESSSAGE TIME
FRAME
Mt. Nacolod Broadcast (radio, TV, bandilyo)
Audio-visual productions
Press releases
News conferences
Print IEC
materials
Exhibit materials
Event organizers
School officials
Religious leaders
PNP
AFP
Envt& Natural
Resources Officers (ENROs) -
provincial,
municipal
Deputized ENROs (DENROs)
Wildlife Enforcement Officers (WEOs)
Anti-Illegal Logging Task
Force
SMS, MMS, social networking sites
No. of guestings
No. of interviews accommodated
No. of press releases issued
No. of news conferences
conducted
No. of materials distributed
No. of exhibits/road-
shows held
No. of DT conducted
No. of student-
participants
No. of pastoral letters read
No. of training/ orientation
conducted
No. of participants
No. of violations
reported and acted
upon
Timber poachers
Wildlife hunters
Timber poachers
Wildlife hunters
Barangay constituents
Media
General Public
General Public
Priests and religious
leaders
Elementary school
teachers and pupils
Law enforcers (army
and police, deputized
officers)
General public
Kagubatan at
buhayilangnasi
nira, di
namaibabalik
sa dating
kalagayan.
Pang-aabuso
ng kayamanan
ng Mount
Nacolod,
tigilanna!
Jan. 2013-
Dec. 2015
MT. NACOLOD OUTPUT 2 – PART 3 OF 6
MT. NACOLOD
37
SITE OBJECTIVES TARGET AUDIENCES COURSE OF ACTION
STRATEGIES/ACTIVITIES
CORE MESSAGES
Mt. Nacolod By year 2015, Mt.
Tapulao will be
managed and
established a
conservation area
managed by LGU
Primary
Local Chief Executives
(Provincial, Municipal,
Barangay), Nearby
municipalities (Iba and
Botolan),
Congressman and the
Governor of Zambales
ADVOCACY
a. Creation of advocacy team or
network to oversee the process
involve in declaring Mt. Tapulao
as conservation area.
b. Lobby for the declaration of
Mt. Tapulao as Conservation area
(P/M/B)
- Development and
dissemination of advocacy and
IEC materials regarding the
conservation of Mt. Tapulao.
- Dialogue/discussion with
the SB for the passing of a
resolution for the integration
and adoption of the conservation
plan for Mt. Tapulao to CLUP
- Coordination and
involvement of nearby
municipalities such as Iba and
Botolan to increase their
appreciation of the biodiversity
significance of Mt. Tapulao
Overseeing the
process will
facilitate action on
the declaration of
Mt. tapulao
Conservation Area
That SB resolution
once passed shall
serve as the venue
for creating a
municipal
ordinance that
would support the
declaration
MT. NACOLOD OUTPUT 2 – PART 4 OF 6
MT. NACOLOD
38
SITE OBJECTIVES TARGET
AUDIENCES
COURSE OF ACTION
STRATEGIES/ACTIVITIES
CORE MESSAGES
- To facilitate
declaration of Mt.
Tapulao as a
Conservation Area
by DENR
Secondary
Peoples
organization, local
communities
c. Inclusion of the
biodiversity conservation
in their curriculum in-
school and out-of- school
education program.
d. Celebration of Palauig
Foundation day, a cause
for Mt. Tapulao (Concert)
at the Municipal level
e. Conduct seminar and
workshop on biodiversity
conservation among
stakeholders such as the
POs and LGUS to obtain
support from all other
stakeholders
That inclusion of BDC in their
curriculum will
increase the
awareness of the
students on the importance BD and
their responsibility
as young
Appreciation of the Mt.
TapulaoConsevation Area
That every individual should
be responsible in
protecting and
conserving
biodiversity because of its
significance.
MT. NACOLOD OUTPUT 2 – PART 5 OF 6
MT. NACOLOD
39
SITE OBJECTIVES TARGET
AUDIENCES
COURSE OF ACTION
STRATEGIES/ACTIVITIES
CORE MESSAGES
2. IEC
a. Orientation on NewCAPP and
biodiversity conservation
- Conduct environmental
awareness tours, lectures,
orientation, regarding the
conservation area.
Discussion/ forum on
biodiversity and NewCAPP
b. Launch a campaign on
biodiversity conservation through mass media (TV, radio,
newspaper, internet),
- Use of media video
magazines, newspaper, leaflets,
booklets and books
c. Produce and distribute IEC
materials on biodiversity and NEW CAPP
such as leaflets, posters.
That their
commitment would
not only show their
concern for the Mt
Tapulao but their
responsibility as an
individual in taking
care of the
environment much
that they are
dependent in terms
of the livelihood
activities catered by
Mt.Tapulao
MT. NACOLOD OUTPUT 2 – PART 6 OF 6
MT. NACOLOD
40
SITE CHANNELS/MEDIA MESSENGERS TIMELIME RESOURCE
REQUIREMENTS
Mt. Tapulao Meeting for the issuance of a
Regional Special Order to create
advocacy team/network
NewCAPP Focal
Person
August 2012,
DampaySalaza,
Palauig,
Zambales
Budget for the
Meetings/Workshop
Personal/interpersonal/Provision
of brochures
Advocacy Team Sept. 2012
Interpersonal (Meetings,
Orientation - Workshops),
information dissemination
Advocacy Team 2013
Meeting, Film showing, info
dissemination
Advocacy Team 2013
Meetings, provision of brochures,
flyers
Advocacy Team 2013
Video showing, provision of
brochures, Personal
/interpersonal, Radio broadcast,
(mass media Communication
Advocacy Team 2013
MT. TAPULAO OUTPUT 2 – PART 1 OF 4
MT. TAPULAO
41
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers
Primary Secondary
1. By 2013, local
community
members are able to
identify and
boundary of the
declared Local
Conservation Areas
Land
owners/claimants
within the buffer zone/
or inside declared
LCAs, community
members
Municipal and
Barangay Officials
within LCA areas
Coordination with the
Sangguniang Bayan
(specially through the
committee on
Environment) to secure
support, Presentation
to council session and
call for special meeting
within Barangay
Presentation
1) Representative from the SB
committee on
Environment
(ideally the father of the resolution
ratifying the final
TDs for the LCA);
2) If possible, representative from
LEP who conducted
the demarcation
and survey
3) PIBCFI/PBCFI representative
4) BantayKalikasan members who are
part of the
demarcation team
for the LCA
MT. TAPULAO OUTPUT 2 – PART 2 OF 4
MT. TAPULAO
42
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers Advocacy Objective
Primary Secondary
2. By the end of 2014,
local communities are
aware and are able to
appreciate importance
of LCA and
importantprovisions of
the LCA ordinance
including the reason
for their declaration,
the prohibited acts,
and accompanying
fines and penalities.
Residents of the
LCA Barangays
Barangay Council Production and
distribution of IEC
materials,
participation to
community events,
and coordination
with Barangay
Officials
1) Representative from
the Sangguniang
Bayan and Sanggunian Barangay
who are knowledgable
of the LCA ordinance
and process of
declaration; 2) PIBCFI/PBCFI involve
for the NewCAPP
3) Community
volunteers who are
doing forest
monitoring and protection (let farmers
talk to farmers
scheme)- the BK
members
MT. TAPULAO OUTPUT 2 – PART 3 OF 4
MT. TAPULAO
43
CORE MESSAGES CHANNELS/MEDIA TIMELINE
RESOURCE
REQUIREMENT
- The LCA had definite
boundary that is the extent of the conservation site.
- Respecting LCA boundary is
like respecting the extent of one’s home.
- They have markers that
needs to be respected.
- LCA is a management modality which means that
the areas identified are
sites that has to be conserved by locals since
the same are catchment
basin for locals. (Salulo
concept)
Interpersonal:
- Regular meetings, general assemblies, workshop, local
programs on cable
Intra-personal:
- Signages and tarpaulins
2012-2013 1)Transportation, food and
subsistence cost for team
and for participating locals
2) Fund allocation for
materialproduction including
signage defecting map of the
LCAs
- LCA areas are important sites because they are
catchment basin
- LCAs are where endemic
species can be found
- We have already used up
the land for agriculture,
isn’t it about time we set aside for wildlife (which are
co-homeowners of Polillo
Group of Islands)
- Do not risk your source of potable drinking water by
not engaging in prohibited
acts (i.e expansion of
kaingin)
Interpersonal:
- Community presentation
- Community celebration
Intra-personal:
- Komiks
- Tarpaulin/signage highlighting importance of LCA for local
community
- Poster defecting forest likened to a huge water jug which is a
where potable water is stock
4th quarter of
2012- 2nd
quarter 2014
1)Transportation, food and
subsistence cost for team
and for participating locals
during presentation and IEC
materials distribution
2) Fund allocation for
material komiks, tarpaulin
and signage and posters
MT. TAPULAO OUTPUT 2 – PART 4 OF 4
MT. TAPULAO
44
POLILLO OUTPUT 2 – PART 1 OF 3
POLILLO
SITE ISSUE GOAL TARGET AUDIENCE
OBJECTIVES
Polillo 1. Fragmented approach to biodiversity conservation efforts, coupled with man-made threats in LGUs within Mts. Nug-as and Lantoy KBA
Unified strategies and efforts for conservation communication campaigns of the different sectors
LGU NGO Academe DENR
To unify efforts and strategies of different sectors on conservation communication campaigns and come up with an action plan
Activities Messenger: Message: Channel:
Conduct a series meetings to come up with a unified strategy/communication plan on biodiversity conservation
NGO, DENR
One message, one plan
Meetings and workshops
45
POLILLO OUTPUT 2 – PART 2 OF 3
POLILLO
SITE ISSUE GOAL TARGET AUDIENCE OBJECTIVES
Polillo 2. Need for LGU to enact/formulate a policy on biodiversity conservation and forest management for Patnanungan and Jomalig
Clarify role/mandate of LGUs on biodiversity conservation and forest management
Primary: Local Chief Executives, Sangguniang Bayan Members Secondary: Community members
1. To increase awareness and appreciation of local policy makers on roles of LGUs for biodiversity conservation and forest management 2. To encourage public support on the passage of an ordinance for the establishment of LCAs from local communities
Activities Messenger: Message: Channel:
• Conduct of meetings with LGUs for information on biodiversity importance and threats to conservation;
• Obtain barangay endorsement
NGO, LGU, DENR
1. Importance, status and threats to biodiversity in Patnanungan and Jomalig;
2. Role of Local Government Unit in Biodiversity Conservation and Forest Management;
3. Establishment of Local Conservation Areas
Regular Sangguniang Bayan and Sangguniang Barangay Sessions, Special meetings, and general
assemblies
46
POLILLO OUTPUT 2 – PART 3 OF 3
POLILLO SITE ISSUE GOAL TARGET AUDIENCE OBJECTIVES
Polillo Need for more community members to support biodiversity conservation efforts
More local community members to be supportive towards biodiversity conservation efforts
• Local Government Unit (Municipal and Barangay) • Forest dependents (i.e poachers, kaingin farmers, and hunters)
Land owners and claimants (with or without tenure) within LCA areas
1. To increase awareness of more local community members on important provisions on the proposed ordinance for LCA; 2. To increase awareness of more local community members on the value of biodiversity and their role on biodiversity conservation; 3. To encourage formation of a team of community volunteers for habitat protection and monitoring; 4. To encourage adoption of sustainable farming activities (i.e agroforestry).
Activities Messenger: Message: Channel:
• Conduct of public forums, barangay meetings, and participation to community festivals • Conduct of trainings such as paralegal, agroforestry, and Evidenced Based Monitoring • Establishment of display area (i.e demonstration farm) for Agroforestry Production and distribution of information materials
NGO, LGU, DENR 1. Important provisions of the LCA ordinance 2. Biodiversity importance (i.e food, agricultural, medicine) 3. Importance of forest as watershed/water source 4. Agroforestry as a sustainable means of livelihood
Regular meetings, general assemblies, workshop, local programs on cable Posters, pamphlet, flyers and signage, Social media (facebook, twitter)
47
Site Issue Goal Objective Actions
Tawi-Tawi People are
knowledgeable on proper
waste disposal but do
not act upon it
accordingly
Proper waste
management
practiced
IEC
activities on waste
management
conducted
Project L.I.F.E /
school visits
(elementary, hi-
school, college),
coordinate with line
agencies (ie DENR,
DA, BFAR, DOST,
DILG, DPWH,
ARMY, PNP etc.) for
waste mgt activities,
Fatwa/sermons at
public mosque,
People are
knowledgeable on proper
waste disposal but do
not act upon it
accordingly
Existing waste
management laws
and ordinances are
strictly
implemented
Persuade LGUs to
strictly implement
existing laws and
ordinances on
waste
management
Review of existing
policies if it needs
updating or
revisions, barangay
wide assembly,
creation of
implementing rules
and regulations,
Involve (talk to
them, they also
promote? Or
convince?) 2nd
audience like Imams
and spouses and
other influential
people
TAWI-TAWI OUTPUT 2 – PART 1 OF 1
TAWI
-
TAWI
48
OPEN FORUM AND CRITIQUING
As each site presented their output one after the other, the resource
persons gave following comments:
a. Some presentations showed several issues and activities that appeared
overwhelming. The resource persons and NewCAPP staff cautioned the
participants to prioritize issues and objectives. Ms Leones mentioned the
Parreto Principle whereby, objectives that would bring about greater impact
should be given 80% effort. The Vital Few versus many but Trivial Principle
should be followed.
b. The participants should not aim at accomplishing numerous activities,
which may be impossible to achieve. Select those that will ensure better
results or that will bring in achievement of objectives closer. This would involve
arranging the issues and clarifying the priorities of each site.
c. It would help to create a slogan and tagline—
sort of branding of NewCAPP for better recall of the
advocacy program; in addition, a Tagline for
NewCAPP may be used by each site.
Comments on Tawi-Tawi Presentation:
a. With the presentation of Tawi-Tawi’s
garbage problem in Bud Bongao, Dr Lacson asked whether waste
management was really a major problem. He wondered why such would
merit attention in this workshop?
Paul Briones, the Tawi-Tawi presentor, supported by Ms Eleazar,
explained that the plastic issue is real and serious and part of the site’s
KBA. Bud Bongao is not an urban area, in fact a unique area that says a
lot about the culture of the residents. The tying of plastic in the trees
has become an eyesore and a major problem.
b. Dr. Lacson asked about the possibility of closing the place to tourists
or visitors. This would seem unlikely since it has been used for religious
purposes.
c. Some participants suggested the mobilization of Imams. As religious
leaders, they are credible and can influence fellow Muslims in cleaning
up the area.
WHEN WE MAKE A PLAN, LET'S A CHOOSE THE ONE THAT WILL REALLY MAKE A DIFFERENCE IN OUR WORLD
49
d. A possible strategy in the campaign is the use of fear attack, proven to
be effective in some cases.
e. A participant suggested the use of the Khalifa, a stewardship program
based on the Koran. He will share the document to Paul for his
reference.
f. One lesson learned in the presentation is that, people are
knowledgeable on what the issue may be but do not act on it—a case in
point for the need to complete the actions in the advocacy process, ie.,
inform, educate persuade and take action. The last part is always
forgotten.
g. Dr. Portus clarified that in the Channel column, ―school‖ and
―barangay halls‖ are not channels but venues and sites where one can
deliver the message. Channels are usually the type of communication
materials used, what format, etc. Examples of channels are media,
bulletin boards, flyers or posters.
h. The objective and the action should be related. For instance, the
message ―vote wisely‖ is not connected to any of the articulated
objectives.
i. For the column on ―Audience,‖ it would be better to identify and
specify who are the primary and secondary audiences.
Comments on Tapulao Presentation
a. For Tapulao, the body noted the preponderance of Filipino slogans
crafted by the presentors. However, there are no actions mentioned that
are linked to the objectives. While the messages in rhyme appear
interesting, an action message should be included, such as, "Let's sign
the MOU!‖
b. It is important to know who will
manage Mt. Tapulao? Will it be the
advocates or LGUs?
c. The creation of the advocacy
group will be led by the regional
50
office and based on a special order that will still need approval from the
DENR.
d. The group should think and decide who the Messenger of the
campaign will be: DENR? or the Advocacy team? If the team will be the
messenger, the DENR will be the target audience.
e. Asked on what is the feature of Tapulao that will make it a special
area, the presentor said that Tapulao has its unique characteristic that is
second to Baguio. It has a pine tree forest. It is famous for its endemic
species and eco tourism potential.
f. There are ways and means of declaring an area a KBA. These are found
in the Internet. The United Nations has a criteria or instructions on the
declaration of areas into special areas. Several approaches in declaring
an area as special area include identifying whether it will be a national
issue and not just regional one.
g. Sell the area into interested parties that would develop the area like
San Miguel Corporation, which will declare it as its own.
Comments on Mt. Nacolod Group Presentation
During their presentation, other participants and the resource speakers
gave the following comments:
a. There should be immersion and project exposure not just trainings
like this.
b. Religion plays an important role; it is influential.
c. Schools and barangays' involvement are key to achieving the campaign
plans.
d. It is very overwhelming. The plan has too many things to do which is
costly.
e. The resource speaker shared an example where distribution of flyers
was wasted because of the inappropriate language used.
51
f. In line with the issue of having too many projects without expected
outcome, the speakers suggested that each project should have
indicators that will measure for the impact or effect of the campaign.
h. The speakers also requested for specific details such as the case of
"kayamanan" or "buhay na dapat alagaan". This is because it would
make the message clear.
i. Another suggestion was to use one specie that will represent in the
place, such as the case of the tarsier in Bohol.
Comments on Mangatarem Group Presentation
a. The speakers said that this is an example of a communication issue.
LGUs are knowledgeable about the issues but they are still doing
nothing about biodiversity conservation. This can be addressed by
persuading the LGUs to act based on what they know.
b. The outcome that they expect in the advocacy plan should also be
indicated.
Comments on Cebu Group Presentation
a. The group was just asked to specify their channels like the following:
1) manual
2) printed materials like patrol reports
b. Resource speakers wanted a more creative theme for the group's
projects that would help them come up with a better message content that
is catchy and interesting
Comments on Polillo Group Presentation
a. The speakers wanted to know the
rationale for the creation of the habitat in
this area similar to the Palawan last
frontier message.
b. People in PolilLo are not aware
about biodiversity issues. Thus, their
message should focus on the
importance of biodiversity.
c. Message number one of the plan does not say much. They should use
a unified approach among the agencies and LGU to see the urgency of the
issue.
52
d. The speakers recommended including other actors, not only
government, in the goal to conserve local areas to achieve the objectives
faster. This shows the importance of networking as a strategy.
e. Local media will not be utilized because they are not accessible and
available in the area. This is an example of limitations created by
geographical location.
f. There are existing communication efforts but lacking in enactment.
This means the campaigns should focus on calling for action. This should be
the priority or main goal of the plans.
g. The group was asked to unify their campaigns on all the target
audiences.
53
Workshop Proceedings
Day 3
Monitoring and Evaluation
Three-Year IEC and Advocacy Planning
The schedule for the third day session:
Third Day AM Session
1. Preliminaries, Energizers and Recap
2. Monitoring and Evaluation
3. Workshop
4. Preparation of 3-year IEC and Advocacy Plan
Third Day PM Session
1. Presentation of 3-year IEC and Advocacy Plans and Critiquing
2. Agreements on immediate next steps per site
3. Closing Ceremonies
The last day of the workshop was used in finalizing the three-year IEC
and Advocacy Plan of the six (6) sites.
Dr. Portus gave inputs on the importance and nature of Monitoring and
Evaluation. She said that M and E are crucial in an advocacy plan as they
determined the success of the plan as well as provide indicators on the
improvements or changes needed in the plan. Dr. Portus gave essential tips on
conducting this last part of the plan.
After an array of lectures and group activities for three days, the
workshop concluded with the presentation of the three-year IEC and Advocacy
Plans of Cebu, Mangatarem, Mt. Nacolod, Mt. Tapulao, Polillo and Tawi-Tawi.
Additional comments and critiques were made to make the plans more realistic
and relevant. Likewise, praises were also given to each group for the devotion
and commitment given to the creation of their plans as well as the significant
improvements evident in the revised versions.
55
Issue Goal Target Audience Objectives Key Activities Key Messages
Fragmented
approach to
biodiversity
conservation
efforts, coupled
with man-made
threats in LGUs
within Mts. Nug-
as and Lantoy
KBA
Promote a
coordinated
approach to
biodiversity
through an
advocacy program
to minimize
threats to
biodiversity among
LGUs Alcoy
Dalaguete & Argao
LGUs (LCE, SB,
MENRO, TWG)
By 2012, to
promote a
coordinated
approach
(corridoring) to be
adopted by the
LGUs for
increased
understanding on
the importance of
biodivsersity
a) Conduct of joint
mtgs & orientations
on importance of
biodiversity &
corridor approach;
b) Forging of Joint
MOA ; c) conduct of
joint analysis of
biodiv assessment
results; d)
Development and
dissemination of
materials
highlighting the
benefits of the
corridor approach
a) There is an
urgent demand
for joint
protection of
critically
endangered
wildlife species
(black shama;
cebu
flowerpecker;
cinnamon) to
enhance
biophysical
connectivity; b)
Joint biodiversity
conservation mgt
planning &
implementation
will help minimize
necessary costs.
CEBU MT. LANTOY- PALINPINON RANGE-NUG-AS
FOREST
THE ADVOCACY PLAN OF CEBU PART 1 OF 5
56
Issue Goal Target
Audience
Objectives Key Activities Key Messages
By 2014, to
increase
understanding
of the LGUs on
the optimal
land uses in the
conservation
corridor
a) Conduct orientation among the
3 LGUs on the different land uses
and its relationship to biodiversity
conservation & livelihood b)
mentoring/coaching of LGUs to
conduct a participatory
preparation of the biodiversity mgt
plan
a) Protection &
production
functions of
forestlands as
inputs to
implementation of
appropriate land
uses; b) Farm
Conservation
planning will help
lessen biodiversity
threats.
By mid 2012, to
persuade each
LGU to organize
& capacitate
IEC Team
a) Lobby to LCE to issue EOs
creating IEC Teams in three LGUs ;
b) Conduct of corridor-wide IEC
capacity bldg workshop
An accountable
IEC Team will
contribute to
municipal and
corridor-wide
advocacy program.
THE ADVOCACY PLAN OF CEBU PART 2 OF 5
57
Issue Goal Target
Audience
Objectives Key Activities Key Messages
By 2014, to influence at
least 70% of the tenured
holders in the barangays
within proposed corridor
to integrate biodiversity
conservation in their mgt
plans
a) Conduct of roundtable discussion
with tenure holders on the need to
integrate biodiversity conservation in
their management plans; b)Conduct
of orientation-workshop on
integration of biodiversity
management planning in
management plans of tenure holders
Tenure Holders
are effective on-
site managers
By 2014, to influence at
least 70% of the barangays
within the corridor to put
in place enforcement
systems
Strengthen enforcement system
(WEO, Bantay Lasang)
Community
participation in
enforcement;
Incentives &
disincentives
THE ADVOCACY PLAN OF CEBU PART 3 OF 5
58
Message
Channel
Messengers Timeline Resource
Requirements
Monitoring Indicators
Draft MOA;
ppt., Posters,
Brochures,
Local Festivals
DENR, CBCFi, Dec 2012 budget for workshops Joint MOA signed; joint analysis
results; no. of IEC materials
developed & distributed; joint
biodiversity mgt plan formulated,
legitimized & approved; BIODIV
plan integrated to LGU AIP
Posters, Flip
Charts,
Brochures,
Duaw Sangyaw
DENR, CBCFi, LGU
Alcoy DuangSangyaw
Team
Dec 2014 budget for dev't of
posters
no. of workshops conducted; list
of identified alternative livelihood
& introduced to target partners
Sample prinrted
materials (Draft
EO, Templates)
DENR, CBCFi Sept 2012 budget for RTD EO creating IEC team issued;
work plan developed & adopted
by IEC team
THE ADVOCACY PLAN OF CEBU PART 4 OF 5
59
Message
Channel
Messengers Timeline Resource
Requirements
Monitoring Indicators
Duaw Sangyaw,
Local festival;
Video clips, Big
Books; Mascots;
Jingles
DENR, CBCFi July 2013 budget for dev't of
video clip, Mascot &
mobilization of IEC
"Duaw Snagyaw" team
orientation & public hearings
conducted in priority brgys; IEC
materials developed & distributed;
enabling local policies approved
Printed
materials (How
to's manual);
Brochures; Flip
Chart
DENR, CBCFi Dec 2014 Budget for workshops
& field activities
no. of tenure holders integrating
biodiversity in their approved mgt
plan;
Printed
materials
(Bulletin boards,
Patrol reports)
DENR, CBCFi Dec 2014 Budget for enforcers
training & acquisition
of equipment
no. of deputized enforcers; no. of
violations documented; regular
patrols conducted; monthly
violation reports submitted
THE ADVOCACY PLAN OF CEBU PART 5 OF 5
60
Title: ADVOCACY PLAN FOR THE IMPLEMENTATION OF NewCAPP WITHIN ZAMBALES MOUNTAIN RANGE (MANGATAREM) Description : The seeks to accelerate actions in addressing threats to biodiversity loss within Mangatarem
KBA through an effective IEC/advocacy program on biodiversity conservation.
Main thrust : Mangatarem forest as a successful NewCAPP pilot site through an effective and sustainable advocacy program
Key proponents : PAWB, DENR-1, LRP Proposed period of implementation:2013-2015 Expected impact/contributions to the community : Change in attitude of target audience towards the use
of forest resources; Heightened awareness on the importance of biodiversity conservation; active participation and involvement of target audiences
Anticipated constraints : Cultural attitudes (e.g. ningas cogon); change of political leadership; insufficient funds; limited manpower
Advocacy Issue : Limited knowledge of the community folks on the biodiverse environment hence, do not have the capacity to promote biodiversity conservation
THE ADVOCACY PLAN OF MANGATAREM PART 1 OF 2
ZAMBALES MOUNTAINS MANGATAREM, PANGASINAN
61
Objectives Primary target
audiences and
brief
description
Secondary target
audiences
Course of
Action/
Strategies and
Activities
Cores
Messages
(Content)
Channels/Media
To empower/
capacitate the
Community in
promoting KBA
conservation thru
trainings/seminar
thereby resulting
to practice
environment
friendly livelihood
activities
People’s
Organizations –
organized
groups for
upland
development,
protection and
maintenance
Women's groups Brarangay
Assembly,
Training/Seminars
on /Bio Diversity,
Cross Visit
"Mangatarem
biodiversity,
pangalaan, atin
ito!"
Presentation,
Tarpaulin display,
promotional
materials
Messengers Timeline Resource
Requirements
Outcome Person’s
Responsible
Media, KBP,
Women Green
Initiatives,
ACADEME,
Student Leaders,
DENR, LRP, LGU
2012-2015 Funds for the
conduct of trainings,
seminars, cross
visits
empowered community as evidenced
by good practices prevalent in the
area
DENR & LRP
THE ADVOCACY PLAN OF MANGATAREM PART 2 OF 2
62
Department of Environment and Natural Resources New Conservation Areas of the Philippine (NewCAPP) Project
Mount Nacolod, Southern Leyte (KBA Site)
IEC and Advocacy Plan (2012-2015)
Failing to plan is planning to fail”
Prepared by
FORESTER CRISOSTOMO E. BADEO JR NewCAPP Project Management Officer
MARISSA N. SOLITE PURIFICACION S. DALOOS NewCAPP Regional Focal Person DENR 8, Chief RPAO
THE ADVOCACY PLAN OF MT. NACOLOD PART 1 OF 16
MT. NACOLOD SOUTHERN LEYTE
63
Information Education and Communication (IEC) and Advocacy Plan for Mount Nacolod, Southern Leyte (Key Biodiversity Area) as Pilot Site for the New Conservation Areas of the Philippine
(NewCAPP) Project
Brief Description of the Plan
This IEC and Advocacy Plan was developed in order to effectively enhance project support and
action from the different stakeholders by increasing awareness, understanding, appreciation and
trust to the Mount Nacolod NewCAPP Project. The Project is a five-year project (2009-2014) with the
Country Programme Outcome: Key stakeholders are better able to manage environment and natural
resources, develop and use sustainable energy number of inconsistent environment and natural
resources policies harmonized/standardized.
The project title: Expanding and Diversifying the National System of Protected Areas in the
Philippines (PIMS No. 3530) piloting Mount Nacolod as one of the nine pilot area under LGU Land
Use Development Plan Management Arrangement covering an area of 14,000 hectares spanning five
municipalities of Silago, Hinunangan, Sugod, Saint Bernard, and Libagon all of Southern Leyte
Province , Philippines.
Preparation of this plan considered the issues prevailing in the area which were identified in
the log frame earlier formulated for the project. Same issues werealso identified in existing
perception and socio economic surveys conducted by academic institution and non-government
organization operating in the area.
Key proponents of this Plan are the members of the Department of Environment and Natural
Resources (DENR) specifically the Project Management Team for Mount Nacolod NewCAPP Site who
will directly work with the Local Project Steering Committee which will be organized soonest for the
project.
THE ADVOCACY PLAN OF MT. NACOLOD PART 2 OF 16
64
This three year plan (covering July 2012 to July 2015) will focus on two-way communication;
ensuring timely and accurate information dissemination of messages for understanding and
adoption by the target audiences.
It is hoped that the effective implementation of the plan will transform the mindsets of the
people directly residingin the area and those people not actually living in the area but are
responsible and contributory to the degradation of Mount Nacolod area will be conscious and
responsible stewards of bringing back the lost resources and maintaining the remaining natural
resources as source of pride of the Southern Leyteño and Eastern Visayas Region in general.
It is also hoped that proper implementation of the Plan will bring about the sense of ownership
among the people who are supposed to protect their very own habitat and resources not only for
themselves but also for the coming generation.
Prescribing policies thru IEC for banning the use of natural resources especially by the
marginal upland population who are dependent on the forest resources for their daily existence is
not easy. Alternative options should be provided for them otherwise, they will tend to have distrust
and will continue to have their business as usual.
Primary audience description
Local Chief Executives in Southern Leyte are considered as the primary target audiences
because they are directly responsible and credibly capable of mobilizing their constituents to support
the implementation of the Project.
THE ADVOCACY PLAN OF MT. NACOLOD PART 3 OF 16
65
Congressman/Governor – Congressman Roger Mercado who is now the incumbent
Congressman of the lone district of Southern Leyte is very instrumental in passing legislation for the
proclamation of Mount Nacolod as a conservation area.
Governor Damian Mercado is likewise needed for the vital role of enactment of the Provincial
resolution declaring Mount Nacolod as a protecte3d area under NewCAPP.
The Mayors of the five municipalities covered by the Mount Nacolod Area are also
instrumental in enactment of municipal resolutions expressing support for the project in terms of
funding and other forms of support before and during or even beyond project implementation.
Barangay Chairmen and their respective Councils in the 32 Barangays covered by the
Project shall also enact barangay resolutions, which would be necessary in the day-to-day
implementation of the project. They will also be the primary movers of their constituents to
implement regulations and announcements, which are geared towards protection and conservation
of Mt. Nacolod and its resources.
THE ADVOCACY PLAN OF MT. NACOLOD PART 4 OF 16
66
Components:
Advocacy issue 1: Absence of Mt. Nacolod Biodiversity Conservation Management Plan as guide to management of BD conservation areas.
Goal Objectives Primary Target Audiences Secondary
Target
Audiences
Course of Action/Strategies and
Activities
Mt. Nacolod
KBA, covering an
additional
14,000 has.,
established and
effectively co-
managed by
DENR and LGUs
with accelerated
actions in
addressing
threats to
biodiversity loss
and in
accordance with
Mt. Nacolod
BCMP
To
persuade 5
LGU
MunicipalR
esolutions
passage
adopting/a
pproving
the Mt.
Nacolod
BCMP by
the end of
June 2013
Mayors
V-Mayors
SB Chairs for ENR Committee
SB Members
LSC Governor (Chair of the
LSC)
PENRO (Co-Chair) 5 Mayors/
permanent
representatives
5 Barangay
Representatives within Mt. Nacolod (1 per
Mun.)
2 DENR (Region – RTD
for PAWCZMS & Chief,
PAWD)
1 Rep from women sector (chosen among 5
Mun. women’s group
1 Rep from the private
sector (chosen among 5
Mun. private group)
Mommy D.
One on one meeting with the 5 LCEs
One on one meeting with 5 Vice Mayors
One on one meeting with 5 Chairs of the SB for Environment and Natural
Resources Committee
Presentation in 5 Sangguniang Bayan (SB)
Establishment of the Local Steering Committee
THE ADVOCACY PLAN OF MT. NACOLOD PART 5 OF 16
67
Goal Objectives Primary
Target
Audiences
Secondary Target Audiences Course of Action/Strategies and
Activities
1 Rep from the
business sector
(chosen among 5 Mun. business group)
1 Rep from the
religious sector (social
action center)
1 rep from media 1 CENR Officer (San
Juan)
1 Representative from
the DepEd (district
supervisor)
1 Rep from the youth sector (chosen among
5 Mun. SKs)
1 Rep from women
sector (chosen among
5 Mun. women’s group 1 Rep from the private
sector (chosen among
5 Mun. private group)
1 Rep from the
business sector
(chosen among 5 Mun. business group)
1 Rep from the
religious sector (social
action center)
1 rep from media
THE ADVOCACY PLAN OF MT. NACOLOD PART 6 OF 16
68
Goal Objectives Primary Target
Audiences
Secondary Target
Audiences
Course of Action/Strategies and
Activities
To persuade 1
Inter-LGU
MOU/MOA
passage
adopting/approvin
g the Mt. Nacolod
BCMP by the end
of July, 2013
5 Mayors Governor
DILG
Presentation and signing of multipartite
MOU/MOA of the 5 LGUs within Mt.
Nacolod during LSC meeting
To persuade 1
Provincial
Resolution passage
adopting Mt.
Nacolod BCMP by
the end of August
2013
Governor
Vice Gov.
SP Chairs for ENR Com
SP Members
Provincial DILG
Bishop
One on one meeting with the Governor of So. Leyte
One on one meeting the Vice Governor of So. Leyte
One on one meeting with the Chair of the SP for Environment
and Natural Resources
Committee
Presentation in SP
THE ADVOCACY PLAN OF MT. NACOLOD PART 7 OF 16
69
Goal Objectives Primary Target
Audiences
Secondary
Target
Audiences
Course of Action/Strategies and
Activities
To persuade
5
MOU/MOAs
passage on
Partnership
Agreement
for the
implementati
on of the Mt.
Nacolod
BCMP
between
DENR, LGUs
and
Barangay
Representati
ves within
Mt. Nacolod
by the end of
September,
2013
LGUs
DENR (RED, RTD for PAWCZMS and
FMS, PENRO,
CENRO)
Barangay Representatives
within Mt.
Nacolod (1 per LGU)
Meeting with DENR, LGUs, and Brgy.
Representative of 5 municipalities
THE ADVOCACY PLAN OF MT. NACOLOD PART 8 OF 16
70
•Importance of BD resources for
ecological services (provisioning of
goods and services, regulatory
functions, cultural value, bequest
value)
Floral Diversity
65 families and 229 species, 31 (13.53%) endemic to the Philippines.
20 (8.73 percent) species were
classified as vulnerable species.
10 (4.37 percent) species were
classified as critically endangered Fauna Diversity
212 species of terrestrial vertebrates
were recorded
Birds 112 species, 55 species are
Philippine endemic
Herpetofauna – 69 species25 species are frogs (included 2 new species of
Platymantis spp.)
- 20 species snakes
- 23 species lizards (one potential
new species) - 1 species turtle
Mammals- 36 species, 17 are
Philippine endemic
- 13 species non-volant
- 22 specie Volant
- 1 remnant of cervus
Interpersonal/Inter-
organizational with the
use of the IEC Materials:
•Multi-media
presentation re
NewCAPP; results of
studies
•Information Kit
(NewCAPP Brochure,
Leaflets – BD
assessment and other,
Mt. Nacolod Calendar,
etc)
•Draft LGU Resolution
• Draft Manual of
Procedure
DENR-Project
Management
Team
June,
2013
DSA =
40,000
Supplies =
1,000
Fuels =
8,000
Cell Cards =
900
Interpersonal/Inter-
organizational with the
use of the IEC materials:
Multi-media presentation re:
NewCAPP; results of
studies
Information Kit
(NewCAPP Brochure, Leaflets – BD
assessment and other,
Mt. Nacolod Calendar,
etc)
Draft MOU/MOA
DENR-Project
Management
Team
July,
2013
DSA =
40,000
Supplies =
1,000
Fuels = 8,000
Cell Cards =
900
Misc. =
30,000
THE ADVOCACY PLAN OF MT. NACOLOD PART 9 OF 16
71
•Presence of endemic species in
Mt. Nacolod with global
significance (Platymantis sp.)
•Habitat for some critical
endangered species like Phil.
Eagle, wild boar, Deer)
•Opportunity for conservation
compatible livelihood
(Ecotourism Products and
Services)
Interpersonal/Inter-
organizational with the use of
the IEC materials
IEC Materials:
•Multi-media presentation re
NewCAPP; results of studies
•Information Kit (NewCAPP
Brochure, Leaflets – BD
assessment and other, Mt.
Nacolod Calendar, etc)
•Draft SP Resolution (when
requested)
DENR-Project
Management Team
August,
2013
DSA =
40,000
Supplies =
1,000
Fuels =
8,000
Cell Cards =
900
Misc. =
20,000
Inter-organizational with the use
of the IEC materials:
•Multi-media presentation re
NewCAPP; results of studies
•Information Kit (NewCAPP
Brochure, Leaflets – BD
assessment and other, Mt.
Nacolod Calendar, etc)
•Draft MOU/MOA
DENR-Project
Management Team
Septem
ber,
2013
DSA = 40,000
Supplies =
1,000
Fuels = 8,000
Cell Cards =
900
THE ADVOCACY PLAN OF MT. NACOLOD PART 10 OF 16
72
Advocacy Issue 2: Weak capacities of LGUs and local communities in conservation area management.
Goal Objectives Primary
Target
Audiences
Secondary Target
Audiences
Course of Action/Strategies
and Activities
Mt. Nacolod
KBA, covering
an additional
14,000 has.,
established
and
effectively co-
managed by
DENR and
LGUs with
accelerated
actions in
addressing
threats to
biodiversity
loss and in
accordance
with Mt.
Nacolod BCMP
To persuade Local Steering
Committee (LSC) for the
passage of 5 policies for
sustainable financing system
for Mt. Nacolod BD
conservation areas by the end
of December, 2013
Local Steering
Committee
(LSC)
Note: LSC
meeting
Secretariat –
PM Team
Representative from Water Districts
Water Consumers
Business Sector
Conduct PES Study
Presentation/ Consultation with key
resource users on the results
of the PES Study and
development of payment and
sharing scheme
Adoption/approval and implementation financial
system (payment scheme,
revenue sharing and uses of
funds)
To persuade Integration of Mt.
Nacolod BCMP into Annual
Investment Plan of 5 LGUs by
the end of June, 2013 (should
be included as one provision
of the LGU Resolutions)
MPDCs Mayor
DILG
LGU Budget Officers
Coordination with MPDCs of
5 LGUs to ensure integration
of Mt. Nacolod BCMP in their
respective AIP
To persuade MPDCs and
DENR to effect 50% increase
based on their initial Annual
budget allocation for Mt.
Nacolod BD conservation
areas beginning June, 2014
(should be included in the
LGU Resolutions and Co-
Management MOA)
MPDCs
DENR CENRO San
Juan Planning
Officer
PPDC
PENRO Maasin Planning Officer
Coordination with MPDCs of
5 LGUs and DENR on budget
allocation
THE ADVOCACY PLAN OF MT. NACOLOD PART 11 OF 16
73
Importance of resource users fee system (resource, developmental,
entrance and facilities users fees)
for sustainable financing in the implementation of Mt. Nacolod
Plans and Programs
Importance of BD resources for ecological services (provisioning of
goods and services, regulatory
functions, cultural value, bequest
value)
Opportunities for conservation compatible livelihood (ecotourism)
Inter-organizational with the
use of the IEC materials:
Multi-media presentation re NewCAPP; results of studies
Information Kit (NewCAPP Brochure, Leaflets – BD
assessment and other, Mt.
Nacolod Calendar, etc)
ToR for PES Study
Popularized version of the PES study results
Draft Financial System scheme
DENR-
Project
Manage
ment
Team
December,
2013
DSA =
60,000
Supplies =
2,000
Fuels =
8,000
Cell Cards =
900
Misc. =
60,000
Importance of sustainable financing for the implementation of Mt.
Nacolod Plans and programs
Partnership Agreement implies sharing of resources both human
and financial resources
ROI comes in form of share form the collection of fees and charges of ecotourism products and
services within Mt. Nacolod area
Interpersonal with the use of
the IEC materials:
Multi-media presentation re NewCAPP; results of studies
Information Kit (NewCAPP Brochure, Leaflets – BD
assessment and other, Mt.
Nacolod Calendar, etc)
ToR for PES Study
Popularized version of the PES study results
Signed MOU/MOA/Resolutions
DENR-
Project
Manage
ment
Team
June, 2013 DSA =
40,000
Supplies =
1,000
Fuels =
8,000
Cell Cards =
900
THE ADVOCACY PLAN OF MT. NACOLOD PART 12 OF 16
74
Importance of sustainable financing for the implementation of Mt. Nacolod Plans and programs
Partnership Agreement implies sharing of resources both human and
financial resources
ROI comes in form of share form the collection of fees and charges of
ecotourism products and services
within Mt. Nacolod area
Interpersonal with the
use of the IEC materials:
Multi-media presentation re
NewCAPP; results of
studies
Information Kit (NewCAPP Brochure,
Leaflets – BD
assessment and other,
Mt. Nacolod Calendar,
etc)
ToR for PES Study
Popularized version of the PES study results
Signed MOU/MOA/Resolution
s
DENR-Project
Management
Team
June, 2014 DSA =
40,000
Supplies =
1,000
Fuels =
8,000
Cell Cards =
900
THE ADVOCACY PLAN OF MT. NACOLOD PART 13 OF 16
75
MT. NACOLOD MONITORING PLAN
Advocacy issue 1: Absence of Mt. Nacolod Biodiversity Conservation Management Plan as guide to management
of BD conservation areas.
WHAT WHO HOW WHEN WHERE REMARKS
To secure 5 LGU
Municipal
Resolutions
adopting/approving
the Mt. Nacolod
BCMP
Mt. Nacolod
Project
Management
Team
Follow-up
visits/meetings
Once a month
from Feb.-April
2013
Municipal hall of
5 municipalities
Logistics
needed:
-DSA
-info kit
Establishment of the
Local Steering
Committee
-MNPMT -Consultative
Meetings
- forging of MOA
with the members
of the LSC
End of June
2013
Capitol Bldg.
Maasin, City
Invitations
Inter LGU MOA
Adopting/Approving
the BCMP
-do- Follow-up
visits/meetings
End of July
2013
Capitol Bldg.
Maasin City
Draft MOA
THE ADVOCACY PLAN OF MT. NACOLOD PART 14 OF 16
76
EVALUATION FRAMEWORK TABLE
OBJECTIVE INDICATORS DATA SOURCES BENCHMARKS
1. To secure 5 LGU Municipal
Resolutions
adopting/approving
the Mt. Nacolod
BCMP
5 municipal
resolutions
adopting/approving
Mt. Nacolod BCMP
Minutes of meetings
Copies of enacted resolutions
Resolutions of 5
municipalities adopting the
BCMP by June 2013
2. To secure 1 Inter-LGU MOU/MOA
forged
adopting/approving
the Mt. Nacolod BCMP
1 inter LGU MOA for
the 5 municipalities
Minutes of meetings
Copy of MOA
MOA of 5 municipalities
adopting BCMP by June
2013
3. To secure 1 Provincial
Resolution
adopting Mt.
Nacolod BCMP
1 provincial
resolution
Minutes of meetings
Copy of resolution
1 provincial resolution
adopting BCMP by August
2013
4. To secure 5 MOU/MOAs on
Partnership
Agreement for the
implementation of
the Mt. Nacolod
BCMP between DENR, LGUs and
Barangay
Representatives
within Mt.
5 MOA forged Previous MOA and resolutions
Minutes of meetings
5 MOA for partnership
agreement with each of the
5 LGUs by Sept. 2013
THE ADVOCACY PLAN OF MT. NACOLOD PART 15 OF 16
77
Advocacy Issue 2: Weak capacities of LGUs and local communities in conservation area management.
Objective Indicators Data Sources Benchmarks
To persuade LSC
to develop, adopt
and implement on
of capacity
development plan
for Mt. Nacolod
BD conservation
(should be
reflected in the
LGU Resolutions)
1 capacity assessment conducted
1 capacity development plan
developed/adopted/implemented
Capacity
assessment report
1 capacity development
plan for Mt. Nacolod
developed/adopted and
implemented by June
2014
Advocacy Issue 3: Limited mechanism for sustainable financing of Silago, Sogod, St. Bernard, Hinunangan, and
Libagon BD conservation areas.
To persuade Local Steering
Committee (LSC) for the
passage of policies for
sustainable financing system
for Mt. Nacolod BD
conservation areas by the
end of December, 2013
No. of policies passed on
sustainable financing system for
Mt. Nacolod for BD Conservation
Copy of the policies passed
THE ADVOCACY PLAN OF MT. NACOLOD PART 16 OF 16
78
TITLE: RECOGNITION OF MT. TAPULAO AS A LOCAL CONSERVATION AREA AND ITS SUSTAINABLE MANAGEMENT THRUST: Recognition of the biodiversity significance of Mt. Tapulao and its potential as an
ecotourism destination KEY PROPONENTS: DENR and LGU
PERIOD OF IMPLEMENTATION: 2013-2015 EXPECTED IMPACT/CONTRIBUTION TO THE COMMUNITY:
1. Conservation and protection of Mt. Tapulao will directly benefit the surrounding community through the high quality of ecological services such as purified atmosphere, fertility of soil and water supply.
2. Biodiversity enrichment encourages leisure and aesthetic activities such as hiking, bird watching or conduct of studies that will enhance tourism activities for added income of the LGUs and
its constituents. 3. Increased linkages with various organizations as partners in conservation
ANTICIPATED CONSTRAINTS 1. Coordination and participation of other members of the communities in the conservation
interventions. 2. Government transition specially with the LGUs 3. Perceived threats are the influx and garbage of visitors.
ADVOCACY ISSUE: Implementation of the joint DENR-DILG-LGU (MOU) on the management and conservation of Mt. Tapulao as an LCA
THE ADVOCACY PLAN OF MT. TAPULAO PART 1 OF 8
MT. TAPULAO
79
OBJECTIVES TARGET AUDIENCES COURSE OF ACTION
STRATEGIES/ACTIVI
TIES
CORE MESSAGES
PRIMARY SECONDARY
By year 2015, Mt. Tapulao
will be managed and
established a conservation
area managed by LGU
Local Chief
Executives
(Provincial,
Municipal,
Barangay),
Nearby
municipalitie
s (Iba and
Botolan),
Congressma
n and the
Governor of
Zambales
Peoples
organization,
local
communities
1. ADVOCACY
a. Creation of
advocacy team or
network to oversee the
process involve in
declaring Mt. Tapulao
as conservation area.
Overseeing the process will
facilitate action on the
declaration of Mt. tapulao
Conservation Area
- To facilitate
declaration of Mt. Tapulao as
a Conservation Area by DENR
b. Lobby for the
declaration of Mt.
Tapulao as
Conservation area
(P/M/B)
That SB resolution once passed
shall serve as the venue for
creating a municipal ordinance
that would support the
declaration
THE ADVOCACY PLAN OF MT. TAPULAO PART 2 OF 8
80
- Inform the LGUs and
the communities on the
results of the Biodiversity
Assessment of Mt.
Tapulao highlighting the
key species endemic in
the area.
- Development and
dissemination of advocacy
and IEC materials regarding
the conservation of Mt.
Tapulao.
- Dialogue/discussion
with the SB for the passing
of a resolution for the
integration and adoption of
the conservation plan for
Mt. Tapulao to CLUP
Coordination and
involvement of nearby
municipalities such as Iba
and Botolan to increase
their appreciation of the
biodiversity significance of
Mt. Tapulao
THE ADVOCACY PLAN OF MT. TAPULAO PART 3 OF 8
81
DepED School
Principals,
Faculty
c. Inclusion of the
biodiversity
conservation in their
curriculum in-school
and out-of- school
education program.
That inclusion of BDC in their
curriculum will increase the
awareness of the students on
the importance BD and their
responsibility as young
LGU Event
Organizers
d. Celebration of Palauig
Foundation day, a cause
for Mt. Tapulao (Concert)
at the Municipal level
Appreciation of the Mt. Tapulao
Consevation Area
To capacitate the LGU to
effectively manage the Mt.
Tapulao Conserved Area for
Biodiversity Conservation and
Sustainable Development.
LGU Peoples
Organization
e. Conduct seminar and
workshop on biodiversity
conservation among
stakeholders such as the
POs and LGUS to obtain
support from all other
stakeholders
That every individual should be
responsible in protecting and
conserving biodiversity because
of its significance.
THE ADVOCACY PLAN OF MT. TAPULAO PART 4 OF 8
82
2. IEC
LGU a. Orientation on NewCAPP and
biodiversity conservation
That their commitment would not only show
their concern for the Mt Tapulao but their
responsibility as an individual in taking care of
the environment much that they are
dependent in terms of the livelihood activities
catered by Mt.Tapulao
- Conduct environmental awareness
tours, lectures, orientation, regarding the
conservation area
- Discussion/ forum on biodiversity
and NewCAPP
b. Launch a campaign on biodiversity
conservation through mass media (TV,
radio, newspaper, internet),
- Use of media video magazines,
newspaper, leaflets, booklets and books
All
stake
holders
c. Produce and distribute IEC
materials on biodiversity and NEW CAPP
such as leaflets, posters.
THE ADVOCACY PLAN OF MT. TAPULAO PART 5 OF 8
83
CHANNELS/MEDIA MESSENGERS TIMELINE RESOURCE
REQUIREMENTS
Meeting for the issuance of a
Regional Special Order to create
advocacy team/network
NewCAPP Focal person August 2012,
Dampay Salaza,
Palauig, Zambales
Budget for the Meetings
/ Workshops
Personal/interpersonal/Provision of
brochures
Advocacy Team Sept. 2012
Interpersonal (Meetings, Orientation -
Workshops), information
dissemination
Advocacy Team January 2013
Meeting, Film showing, info
dissemination
Advocacy Team 2013
Meetings, provision of brochures,
flyers
Advocacy Team 2013
Video showing, provision of
brochures, Personal /interpersonal,
Radio broadcast, (mass media
Communication
Advocacy Team
THE ADVOCACY PLAN OF MT. TAPULAO PART 6 OF 8
84
PERSONS RESPONSIBLE MONITORING INDICATORS MONITORING PERIOD
DENR No. of Meetings conducted / Special
Order issued
August 2012, Dampay Salaza, Palauig,
Zambales
NewCAPP and DENR No. of Meetings conducted /LCA
Ordinance issued by the LGU
Sept. 2012
DENR No. of Meetings conducted June - Decemeber 2012
DENR No of IEC materials distributed June - December 2012
DENR No of Meetings conducted/ resolutions
passed for the integration and adoption
of the conservation plan for Mt. Tapulao
to the CLUP
DENR No of Meetings conducted/No. of joint
activities planned for the promotion of
Mt. Tapulao
THE ADVOCACY PLAN OF MT. TAPULAO PART 7 OF 8
85
EVALUATION
OBJECTIVES EVALUATION INDICATORS DATA SOURCES BENCHMARKS
To measure the effectiveness of
the Advocacy Team in advocating
the management and conservation
of Mt. Tapulao
Advocacy Team Formed / No.
of Meetings conducted /
Activities planned and
executed by the Team
Minutes of Meetings /
Reports on Progress
Absence of an Advocacy
Team
To increase the appreciation of
the LGUs on the biodiversity
importance of Mt. Tapulao
LCA Ordinance Absence of LCA
Ordinance
To increase the awareness on Mt.
Tapulao biodiversity especially
with the possible new species in
the area
Increased support of the
stakeholders to the Project and
the LCA
To ensure the integration and
adoption of the conservation plan
to the CLUP
Conservation plan integrated
in the CLUP
To ensure the cooperation of
nearby municipalities for the
protection of Mt. Tapulao
Increased support of the
nearby LGUs to the Project and
the LCA
THE ADVOCACY PLAN OF MT. TAPULAO PART 8 OF 8
86
Project Strategy: Security of threatened endemic species and habitats from destructive activities through a network of
diverse and local conservation regimes in the Polillo Group of Islands Title: Polillo Group of Islands Environmental Education Plan (PGIEEP)
Brief description of the plan:
Key proponents NewCAPPLRP (PBCFI) and local partner (PIBCFI), DENR Region IV-A
Proposed period of implementation 2012-2015
Expected impact/contributions to the community
- Poaching and wildlife trade stopped
- Habitats secured from destructive activities through a network of diverse and local conservation regimes in the Polillo Group of Islands
Anticipated constraints
Need for livelihood source to deviate attention from extractive Components:
THE ADVOCACY PLAN OF POLILLO PART 1 OF 8
POLILLO QUEZON PROVINCE
87
Advocacy issue 1: Local community members need to support the implementation of the LCA Ordinance to ensure and
sustain conservation efforts of these declared priority sites for conservation even after the conclusion of the NewCAPP
Project and other interventions from external institutions.
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers
Primary Secondary
1. By 2013, local
community
members are able to
identify and
boundary of the
declared Local
Conservation Areas
Land
owners/claimants
within the buffer zone/
or inside declared
LCAs, community
members
Municipal and
Barangay Officials
within LCA areas
Coordination with the
Sangguniang Bayan
(specially through the
committee on
Environment) to
secure support,
Presentation to council
session and call for
special meeting within
Barangay Presentation
5) Representative from the SB
committee on
Environment
(ideally the father of the resolution
ratifying the final
TDs for the LCA);
6) If possible, representative from
LEP who
conducted the
demarcation and
survey
7) PIBCFI/PBCFI
representative
8) Bantay Kalikasan members who are
part of the
demarcation team for the LCA
THE ADVOCACY PLAN OF POLILLO PART 2 OF 8
88
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers Target Audience
2. By the end of
2014, local
communities are
aware and are able
to appreciate
importance of LCA
and important
provisions of the
LCA ordinance
including the reason
for their declaration,
the prohibited acts,
and accompanying
fines and penalties.
Residents of the LCA
Barangays
Barangay Council Production and
distribution of IEC
materials, participation
to community events,
and coordination with
Barangay Officials
1) Representative
from the Sangguniang
Bayan and
Sanggunian
Barangay who are
knowledgeable of the LCA ordinance
and process of
declaration;
2) PIBCFI/PBCFI
involve for the
NewCAPP 3) Community
volunteers who are
doing forest
monitoring and
protection (let farmers talk to
farmers scheme)-
the BK members
THE ADVOCACY PLAN OF POLILLO PART 3 OF 8
89
Core Messages Channels/Media Timeline
Resource Requirement
- The LCA had definite boundary that is the extent of the
conservation site.
- Respecting LCA boundary is like respecting the extent of one’s
home.
- They have markers that need to be respected.
- LCA is a management modality which means that the areas
identified are sites that has to be
conserved by locals since the
same are catchment basin for
locals. (Salulo concept)
Interpersonal:
- Regular meetings, general
assemblies, workshop, local
programs on cable
Intra-personal:
- Signages and tarpaulins
2012-
2013
1)Transportation, food and
subsistence cost for team and
for participating locals
2) Fund allocation for
material production including
signage defecting map of the
LCAs
- LCA areas are important sites because they are catchment
basin
- LCAs are where endemic species can be found
- We have already used up the
land for agriculture, isn’t it about time we set aside for
wildlife (which are co-
homeowners of Polillo Group of
Islands)
- Do not risk your source of potable drinking water by not
engaging in prohibited acts (i.e
expansion of kaingin)
Interpersonal:
- Community presentation
- Community celebration
Intra-personal:
- Komiks
- Tarpaulin/signage highlighting importance of LCA for local
community
- Poster defecting forest likened to a huge water jug which is a
where potable water is stock
4th
quarter of
2012- 2nd
quarter
2014
1)Transportation, food and
subsistence cost for team and
for participating locals during
presentation and IEC
materials distribution
2) Fund allocation for
material komiks, tarpaulin
and signage and posters
THE ADVOCACY PLAN OF POLILLO PART 4 OF 8
90
Advocacy issue 2: Local community residing within the declared Local Conservation Areas (LCAs) sees biodiversity
conservation issues as something that doesn’t concern them (misconception on conservation as for the benefit of the birds
and the animals, but not of local people)
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers
Primary Secondary
By the end of 2015, has
informed atleast10% of
the population of the
LCA Barangays
municipalities within
the Polillo Group of
Islands (3,367
individuals)
Community members
within declared Local
Conservation Areas
Local community as
a whole
Conduct of participation
during community
festivals, organizing of
bio quiz bee, and reward
system
NewCAPPLRP and
local partner, LGU
through the office of
the chief executive,
office of the Municipal
Agriculturist and the
MENRO
Core Messages Channels/Media Timeline Resource Requirement
Sa kalikasaylibre (benefits from
ecological services that they take
for granted which are free i.e
water)
Dahilika’y may buhay- which
focuses on the message that
people are living creatures and so
how can they be apart from
biodiversity
Serbisyongtotoo- a set of
environmental services
performed by wildlife without
getting paid. For one the birds
and the animals have their own
NGPprogramme but how do we
pay them? Well, how about we
protect them?
Interpersonal:
Community events
- Palarongkalikasan (community) which will be represented by local
community who have talent on the
following: paghahabingpawid,
paggawanglambanog, paggawang
handicraft from NTFP and the likes
- Talinong likasyan (academe)- Bioquiz
- Likas na kahangahanga (local leaders and community members)-
awarding individual people who had
exemplary environmental agenda and
contribution
2013-
2015
Budget allocation for:
Transportation, food,
subsistence, production of
materials, venue rental for
events, and honoraria for
resource speakers
THE ADVOCACY PLAN OF POLILLO PART 5 OF 8
91
Advocacy Issue 3: Mono cropping practice within LCAareas which gives rise to low agricultural diversity of farm lots
which results to land capacity as being not maximized.
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers
Primary Secondary
By the end of 2015, at
least 80% (100+-)
farmers) within one
pilot site per
municipality (as
display attention) that
would defect how an
agroforestry farm will
be established
More or less 100
individual farm
owners within 3
LCAs for the
Municipalities
Polillo, Burdeos and
Panukulan
LCA claimants
(landowners) and
LGU (Municipal
and Barangay)
Exposure/site visit to
establish agroforestry
site within Polillo
BK groups who are
part of the agroforestry
farm establishment
Core Messages Channels/Media Timeline Resource Requirement
- Agroforestry is possible
- Agroforestry will maximize
land use
- Agroforestry is affordable
- Agroforestry will give more
economic benefit as opposed to monocropping
Site visit to establish
agroforestry farm within
Polillo, Burdeos and
Panukulan
2013 onward Transportation, food, and
subsistence cost to site visit
THE ADVOCACY PLAN OF POLILLO PART 6 OF 8
92
Advocacy issue 4: Efforts for environmental advocacy lead by different sectors (i.e Academe, DENR, LGU and
NewCAPPLRP and partners) are fragmented and therefore needs to be consolidated so as to arrive at a unified
environmental education plan
Advocacy Objective
Target Audience Course of Action/
Strategies and
Activities
Messengers
Primary Secondary
To unify efforts and
strategies of different
sectors on
conservation
communication
campaigns and come
up with an action plan)
LGU
NGO
Academe
DENR
Conduct a series
meetings to come up
with a unified
strategy/communicatio
n plan on biodiversity
conservation
Core Messages Channels/Media Timeline Resource Requirement
One message, one plan
Security of threatened endemic species
and habitats from destructive activities
through a network of diverse and local
conservation regimes in the Polillo
Group of Islands
THE ADVOCACY PLAN OF POLILLO PART 7 OF 8
93
Issue 5: Local community does not have access to results of researches conducted for Polillo Group of Islands and
therefore, information stay within academic institutions and individual researchers that conducted the research and are not shared to public even as reference that can increase their awareness of the importance of the Polillo Group of Islands
Advocacy Objective
Target Audience Course of Action/
Strategies and Activities
Messenger
s
Primary Secondary
To develop a biodiversity
databased for the municipalities
of Polillo, Burdeos, Panukulan,
Patnanungan and Jomalig
LGU, local
researchers
(academe)
Other community
members
Involvement of technical
expert that will develop the
biodiversity data base
To develop a website that will
make available the database
system and related
downloadable materials for their
reference
Local community
members living
within the Polillo
Group of Islands
Other people who
are interested
about PGI and at
the same time,
have internet
access
Development of website N.A
Core Messages Channels/Media Timeline Resource
Requirement
- There are a lot of researchers for the Polillo Group of Islands
that is the basis for declaration
o the same as a Key
Biodiversity Areas
- Polillo Group of Islands is an important iodiversity
conservation site
2012 FPE counterpart
N.A Internet/Website and social networking
sites
2012 FPE counterpart
THE ADVOCACY PLAN OF POLILLO PART 8 OF 8
94
Issue Goal Objectives Actions Target Audience Messages
Visitors and
residents of Bud
Bongao are
knowledgeable
on proper waste
disposal but do
not act upon it
accordingly
Proper waste
management
practiced
Waste
management
activities in
various levels
conducted
•Facilitate lecture
and workshop
series to schools
across different
levels • Coordinate
with line agencies
(i.e. DENR, DA,
BFAR, DOST,
DILG, DPWH,
ARMY, PNP etc.)
for technical
support on waste
management
activities• Get the
support of Imams
to include in the
Fatwa/Sermons to
the Muslim
communities the
value of
environmental
stewardship
•Elementary, High-
school, College students
•Visitors of Bud
Bongao• Local
residents/households •
Before and after
scenarios, show
negative effects of
pollution, Al
Kalifa (quote from
Quran about
environmental
stewardship and
how it relates and
impact our daily
lives and the
future generation
• Message to take
care our natural
resources because
we borrow nature
from our children
THE ADVOCACY PLAN OF TAWI-TAWI PART 1 OF 3
TAWI-TAWI
BUD BONGAO
95
LGU political will
is weak in
implementing
waste
management
mechanisms
Existing waste
management laws
and ordinances are
strictly
implemented
LGUs persuaded
to strictly
implement
existing laws and
ordinances on
waste
management
● Postion papers
presented to
P/M/BLGUs ●
Communicate with
Municipal LGU to
provide barangay
wide assembly ●
Provide support for
the creation of
implementing rules
and regulations on
waste managment
(IRR) ● Talk to 2nd
audience (i.e.
Imams, spouses
and other
influential people)
to advocate for the
project
•Municipal, Barangay
local government
•Provincial Tourism
•Tawi-Tawi Tourism
Council
Related to
persuasion (i.e.
importance of
implementing laws
and ordinances as
content), what will
happen? What are
the benefits.
THE ADVOCACY PLAN OF TAWI-TAWI PART 2 OF 3
96
Channels Timeline Resource
Requirements
Indicators Data Sources Benchmarks
Lectures,
workshops, radio,
print (i.e.
newsletters,
posters, flyers
etc.), Sermons
2012 Q3-
presentation
●Supplies like
different paper(i.e.
bond paper, manila
paper), coloring
materials, •
Equipement like
camera, lcd
projector,
computer/laptop •
Transportation /
fuel
• Less trash
found in Bud
Bongao •
Guards found at
the foot of the
mountain •
structures
established (i.e.
Materials
recycling facility)
• Plastics and
non-bio
materials
banned through
ordinances
• Mentioned in
the writing in
progress report
of MENRO / City
Government
(SLGR) • Visitor
Log going to Bud
Bongao
• Local PO/
Environmental
brigade (i.e. youth
group) formed
For a,
symposium,
stakeholder
workshop, visual
aids (i.e.
powerpoint
presentations,
primers etc.)
THE ADVOCACY PLAN OF TAWI-TAWI PART 3 OF 3
97
OPEN FORUM AND CRITIQUING
The resource persons reviewed the plans and gave the following
comments: Overall Comments
a. The participants should regard the LGUs either as internal or external publics depending on the situation of the areas. Local
Government Unit serves as the driving force in the achievement of the sites’ plan. At first, Local Government Unit may function only as a very strong external force; afterwards, they will take on the
lead role in the campaign.
b. It should be borne in mind that the function of protecting KBA is a national mandate. However, some of the functions of protected areas remain unclear in the local government code.
Comments on Tapulao Presentation
a. Expenses on meetings and workshops should be included.
However, these are not the only expenses to be considered. The Tapulao team should include other incidental expenses, such as in lobbying.
b. The team should reconsider the activities to meet the objectives.
For instance, it is impossible to achieve the declaration of an area as a KBA by just conducting meetings.
c. It is a recognizable fact that LGUs sometimes do not have the capacity to do certain tasks; they need to be capacitated. However, who will conduct the capacity building activities? While there are
skills that the advocates or NewCAPP, may share, it cannot be expected that they know everything. This is where the use of
resource persons and consultants becomes handy. The advocates should know how to tap these human resources.
d. Dr. Portus observed that there is a clear improvement in the presentation of the Team and she congratulated the Tapulao Team for a better advocacy plan.
Comments on Tawi-Tawi Presentation
a. Dr. Portus noticed that the presentation indicated the main trust,
objectives and output of the plan. She said these are important so
98
there will be a sense of rationalizing the plan and anyone who will continue the project will have a guide.
b. Evaluation should be output or outcome oriented. It should be an
end product of what one is advocating for.
c. Dr. Lacson suggested that the engineering part of the Bud Bongao
Advocacy Plan should be given more emphasis.
Comments on Mt. Nacolod Presentation
a. The group should be congratulated because they have a very good introduction. However, having enough resources/financial plan should be a main consideration. The Team said that resource
generation would be part of the plan. Maybe the NEWCAPP can help in identifying financial resources.
b. Dr. Portus suggested that in the column on Timeline, the Team
should include start and end of the project period.
c. The Team should make people or the audience realize that there
are endangered species in the area. It was suggested that
cinnamon and habitat be included in the messages.
d. Visual communication should be sparingly used. Comments on Mangatarem Presentation
a. If the team will emphasize and target the cultural situation of the audience, the advocate should ride on what is the existing condition
in the area.
b. The role of advocate is so broad. The advocate should remember that there are resources that may be tapped.
c. Anticipated constraints should be included but the anticipated solutions to these constraints should be indicated as well.
Comments on Polillo Presentation
a. The idea of emphasizing use of "phase-out" is good. Phase out is
an indicator of success and the sites may want to include this in their plan.
99
b. Conservation becomes conversation, meaning, the advocates of conservation should converse or communicate. This means
promoting the concept that is not really alien from the people.
c. Priorities become changeable depending on the assessment of projects.
III. AGREEMENT
The critiquing was followed by an agreement between the head office,
PAWB-NewCAPP, represented by Ms. Floradema Eleazar, Manager of NewCAPP
and Ms. Mary Ann Leones, IEC Specialist, on one hand and the representatives
of each site, on the other hand. They agreed on the following:
1) Submission of the final revised Advocacy and IEC Plan on the first week of
June;
2) All projects are subject to approval by concerned authorities;
3) Ms. Leones enjoined all concerned to use the approved logos of the
sponsoring agencies for uniform branding purposes.
100
IV. EVALUATION
Evaluation forms were distributed to get feedback from the participants
for the improvement of similar workshops in the future. The results are the
following:
The Evaluation Form was divided into three parts. The first part involves
the overall view of the participants’ understanding of the lectures, meeting of
expectations, achievement of goals, presentation of the speakers, flow of the
workshop, and materials used in the workshop. The second aimed to rate the
other elements of the workshop such as food and venue, among others. Their
comments and recommendations can be found on the last part of the
evaluation form (See Appendix 23).
The evaluation revealed that most of the participants grasped the
teachings from the workshops and deemed those knowledge as relevant in their
work as advocates. In terms of the
achievement of objectives, majority believed
that the three objectives were obtained. More
than half of them enjoyed the workshop and
felt that their expectations were met. They
also perceived the speakers positively as they
believed that their lectures were discussed
clearly. The materials used, such as the
audiovisual presentations, handouts and forms were rated as helpful to the
participants. Other than that, half of them seemed to agree that there was
enough time given for both lectures and workshops.
High ratings, which are 2 and 3, were given to almost all the elements of
workshop except for the quality of food, days allotted for the workshop and the
flow of the workshop, which obtained lower ratings.
The participants gave positive
feedback on the resource speakers, such
as, doing their job well and being
competent and experts in the workshop's
topic. Some suggested that a working
example using a certain issue should be
utilized. Others had wished that the
handouts and the way to fill these up
should have been explained. More
101
concrete examples should have been given, rather than simply presenting the
concepts in bullet forms. A follow-up workshop was also recommended.
A closing ceremony followed. It was facilitated by the host team from
Polillo and Cebu. Ms. Eleazar and Dr. Lacson gave closing remarks, while
Purificacion Daloos from Energy Development
Corporation, in behalf of the participants,
gave a response. She talked about their
learning in the workshop while at the same
time expressed difficulty in preparing the
plans. She said they were challenged and
made their learning more meaningful. She
said that the learning was likewise fun. She
thanked the NewCAPP staff, the resource
persons and co-participants for the learning and bonding moments with them.
Thanks yous and good luck wishes were exchanged among the
participants, PAWB-Staff and resource speakers.
102
References
Commission on Population and United Nations Population Fund. 2001.
Advocacy for Reproductive Health.
Gregory, Anne. 2nd ed., Planning and Managing Public Relations Campaigns,
CIPR, London, 2005.
King, Rachel. 1999. Sexual Behavioural change for HIV: Where have theories
taken us?, UNAIDS, Geneva.
Kotler, Philip and Eduardo Roberto. 1989. Social Marketing: Strategies for
Changing Public Behavior, The Free Press, New York.
International Planned Parenthood Federation. 1995. Advocacy Guide.
Israel, Ronald, Dennis Foote and Janet Tognetti. 1987. Operational Guidelines
for Social Marketing Projects in Public Health and Nutrition, UNESCO.
Littlejohn Stephen. 2005. Theories of Human Communication, 8th ed. ,
Wadsworth Publishing, Belmont.
Lacson Jose Jr. 2005. Filipino Communicative Behaviour (Concept Paper), UP
College of Mass Communication.
McQuail Dennis. 2005. Mass Communication Theories. 5th ed. Sage
Publications, London.
Putnis and Petilin, 1991. Professional Communication. Routledge Publishing,
Canberra.
Piotrow, Kincaid, Rimon, Rinehart. 1997. Health Communication, Johns
Hopkins University, Baltimore.
Simerly, Robert G. 1990. Planning and Marketing Conferences and Workshops.
Jossey-Bass Publishers, Oxford.
The Centre for Development and Population Activities. 1999. Advocacy Building
Skills for NGO leaders. The CEDPA Training Manual Series. Volume XI.
The Social Acceptance Project Family Planning. n.d. Advocacy Training Manual
for Social Acceptance of Family Planning in the Philippines.
Waisbord Silvio. 2000. Family Tree of theories, methodologies and strategies in
development communication. Rockefeller Foundation, Rutgers
University.
103
Appendix 1: Duties of Host Team
Duties and Responsibilities of the Host Team
Provide a creative BUT substantive 10-minute
recap of the previous day’s sessions
Introduce the resource speaker for each
module
Supply ice-breakers and energizers just before
the start of each AM and PM session as well as
after each coffee break
Act as time-keepers by reminding resource
speakers and/or the secretariat of breaks, as
needed
Assist in distributing and collecting the
Evaluation Forms for the day’s module/s
Advocacy and IEC Planning
104
Appendix 2: NewCAPP Background
I. NewCAPP Background
A. Project Context and Rationale
The Philippines currently has 239 protected areas (PAs):
3.86 Million hectares terrestrial and 1.38 Million hectares
marine;
The existing PAs cover only 59
(35%) of the 128 identified Key
Biodiversity Areas (KBAs); the
remaining 69 lack government
protection;
The NIPAS approach to establishing a PA takes
years -- it is influenced by the level of awareness of
lawmakers and parochial interest of some
legislators.
Barriers of Effective PA Management for biodiversity conservation:
• Biogeographical representativeness only 59 of 117 terrestrial KBAs are PAs; not all PA boundaries cover KBAs
• Expanding the existing PAs is impractical given the enormous areas in need of protection
• Limited capacity of DENR, PAWB, PAMB to manage the national PA system
• Inadequate systems for financial planning, budgetary management and revenue generation
Opportunities for Effective Biodiversity Conservation :
• Review of the NIPAS implementation • Potential types of new conservation areas and management regimes can be
promoted LGU-managed areas
IP-managed areas or Indigenous Community Conservation Areas (ICCAs)
Community-managed areas
• Financing mechanisms to support and sustain PA and new conservation areas exist
B. Project Objective
To expand and strengthen the terrestrial PA system in the Philippines by
developing new conservation models and building capacity for effective
management of the system, supported by improved systemic and institutional
capacities
105
C. Project Components
1. Expansion and diversification of PA system in the Philippines filling bio-
geographical gaps and improving overall coverage and connectivity of the current
system;
2. Capacity and institutional strengthening for the terrestrial PA system to
coordinate and harmonize management of the existing system and new conservation
areas; and
3. Enhancement of financial sustainability of the terrestrial PA system to improve
the cost effectiveness of PA financing.
D. Project Outcomes
PA system of Philippines expanded under new and diverse management regimes
• covering an additional 400,000 ha. of KBAs • at least 3 new conservation governance types recognized • accelerated expansion program for biodiversity conservation developed
Improved conservation effectiveness through enhanced systemic, institutional and
individual capacities
• Baseline METT scores increased to 20% on the average • Increased support from key stakeholders and decision-makers in managing
and conserving biodiversity Enhanced financial sustainability of the terrestrial PA system
• Conducted economic valuation studies of 3 conservation areas • Sustainable financing and resource mobilization tools developed
E. Other Matters 1. Expansion of the Terrestrial PA System: What do we mean? - we will not add new protected areas, as prescribed under the NIPAS - we will recognize/establish conservation areas and make this part of the ―National
106
PA System‖ - conservation areas refer to those within important KBAs, defined in the same way as protected areas, but managed under diverse governance regimes 2. Recognition of New Conservation Areas What is pushing for the recognition? CBD Program of Work on Protected Areas (PoWPA) ―Recognize and promote a broad set of protected area governance types related to their potential for achieving biodiversity conservation goals…‖ 3. Expanding the Terrestrial PA System Three Modes of Expansion: 1. Recognition of conservation areas within ancestral domains (indigenous community conservation areas – ICCAs) 2. Establishment of LGU managed conservation areas within KBAs 3. Establishment of local community managed conservation areas Recognition/establishment of CAs to be covered by a proposed EO to set up a registry in PAWB 4. Expansion through recognition of ICCAs a) What are ICCAs? Natural and/or modified ecosystems containing significant biodiversity values, ecological services and cultural values, voluntarily conserved by indigenous peoples and local communities— both sedentary and mobile— through customary laws or other effective means. Source: CEESP Briefing Note 9, Sept 09 b) Three Defining Characteristics of ICCA
i.. One or more communities closely relate to the ecosystems and species
culturally and/or because of survival and dependence for livelihood.
ii. The communities are the major players in decision-making and
implementation regarding the management of the site, implying that community
institutions have the de facto and/or the de jure capacity to enforce regulations.
Often there are other stakeholders in collaboration or partnership, and in several
cases the land is officially owned by the state; in all cases, however, the decisions and
management efforts of the communities are essential.
iii. The community management decisions and efforts lead to the
conservation of habitats, species, ecological services and associated cultural values,
although the conscious objective of management may be different than conservation
of biodiversity alone or per se (e.g., it may be livelihood, water security,
safeguarding of places important for cultural and spiritual reasons, etc.).
107
5. Establishment of LGU Managed Conservation Areas
a) Basic Information
b) Devolved Functions
YES: Forest management functions, i.e. those relating to forest lands.
NO: Protected area functions, i.e. those relating to NIPAS areas
Express empowered to create PAs?
ýProvinces
þCities and Municipalities
ý Barangays
c) Recommendations for LGU-managed protected areas
d) NewCAPP Approach to Establishment of LGU Managed Conservation Areas
1. Engagement with LGUs
2. Conduct of BD Assessments
3. Preparation of conservation management
plans following BD assessment results
FLUP/CLUPsConservation
Areas
Networking of LGU-managed
areas
Legal Basis State Policies Key concepts
RA 7160 or Local
Government Code
General Welfare Clause
and specific powers and
duties of LGU officials
RA 9147 or Wildlife Act
§ 25 Critical Habitats
Local autonomy
Empowerment of LGUs
Biodiversity
conservation
Conservation of wildlife
resources and habitats
Devolution
Shared responsibility to
maintain ecological
balance
Forest Land Use Plan
Co-management
Critical habitats
108
4. Issuance of local legislation
5. Integration into FLUPs/CLUPs
6. Capacity building of LGUs and local stakeholders
7. Linkaging with FMB to strengthen policy in establishment of conservation areas
in forest lands
8. Strengthen DENR-DILG JMC to cover LGU responsibility in establishment and
management of conservation areas
e) Pilots Sites
LGU Managed CAs
1. Mt. Tapulao in Zambales KBA
2. Mangatarem Forests – expansion of MSPL
3. Nug-as, Dalaguete and Alcoy in Cebu
4. Mt. Nacolod KBA
5. Polillo islands
6. Bongao Peak in tawi tawi islands
7. Mt Hilong hilong KBA and Irid Angelo KBA
f) Communication Challenges
National Level
• Changing mind sets - objectives of forest land management should include BD conservation in areas not declared as PAs;
• Conflicts in land use allocation and management objectives (protection, BD conservation, sustainable uses, extractive uses)
• Fixation with production value of forests – establishment of conservation areas will ―diminish‖ production forests
• Limited opportunity given to ―expand‖ delegated authorities to LGUs to establish and manage conservation areas
• Too much focus on strength of DENR powers to supervise, control and monitor LGU ENR initiatives
Local Level
• Convincing LGUs to play key roles in BD conservation
• Changing perceptions on ―conflicts‖ between conservation and sustainable use; too much focus on ―protected areas‖
• Socio economic drivers of BD loss • Lack of information on BD significance,
and their contributions to overall well being of communities, opportunities for wealth creation, etc.
109
Appendix 3: Process and Elements in IEC and Advocacy Communication DENR-PAWB
Communication Models
Transmission – the traditional one way, one to many, broadcast, education, religion type – source oriented
Ritual – the communication act - performance and consummation
Display-attention – advertising - ratings
Reception – audience centered
Basic Elements in the IEC/Advocacy Campaign Process
Sources/Messengers
Channels/Medium/Conduits
Messages
Audiences/Stakeholders
IEC vs. Advocacy
Difference of IEC and Advocacy
Level/Parameter IEC Advocacy
Goal/output Change in people's
knowledge, attitude and
practice
Change in public policy
and programme
Target audience Individuals, couples, and Policymakers, political
For Advocacy Purposes:
Figure 1. Basic Communication Model for Advocacy Purposes
For IEC Purposes:
Figure 2. Basic Communication Model for IEC Purposes
advocate persuades influentials
champion Informs
motivates
Target
Public With expected
Response
Intended
results
110
families and religious leaders,
programme managers,
and decisionmakers at
different levels of
administration and
management, etc.
Communication process Creating awareness,
providing knowledge,
changing attitudes,
changing practices
Creating awareness,
providing knowledge,
changing attitudes,
changing practices,
policies and programmes
Levels of communication Interpersonal, group, and
mass communication
Interpersonal, group, and
mass communication
Communication
strategies/
channels/activities
Counseling, lectures,
seminars, workshops,
theatre/stage,
presentations, print, radio,
TV and film, etc.
Political lobbying,
dialogues, fora,
conferences building
alliances with other
sectors, including mass
media networking, etc.
Materials Comics, posters,
brochures, flipcharts,
news or feature articles,
books, films,
advertisements, etc.
Fact sheets, bulletins,
position papers,
audiovisual presentations,
etc.
Source
interpersonal
Group/institutional
mass
111
Messenger
Channel/Medium/Conduit
Delivery of Message/s:
Via Face-to face
Group Communication - networks
Mass Communication
Digital Means
Special Media
Messages
Concept of Core Messages – what are the essentials to be promoted
core vs. auxiliary (support to core) or secondary messages
Concept tree for messages – from general to specific
Menu type – several to choose from, suitable for various types of audiences
Message Packaging
Message strategies:
Issue based/Driven
Audience Profile based/driven
Advocate of a
concept/s
With
network
Excellent communication skills
credible
112
Theory based/driven
FCB based/culture driven
Context and message content determine actual phraseology of message
Some message characteristics (from Motivating Health Behaviour, p. 171-172, Elder, Geller, et al, Delmar, 1994)
Content – information contained
Product Position – what are they doing now or before
Tone – the emotion, approach
Source of information and messenger
Visual appeal, recognition value and meaningfulness
Phasing of the messages (thru time)
Audience/Stakeholder
Audience/Stakeholder analysis – audience segmentation
Demographics
Psychographics
Environment-related Practices, rituals
Communication habits and practices
113
Appendix 4: Mt. Lantoy-Cebu
1. Site Profile
2. Biodiversity
a. Threatened Biodiversity
Threatened Birds
Common Name Scientific Name Status
Cebu flowerpecker Dicaeum quadricolor Critically
endangered
Black Shama Copsychus cebuensis Endangered
Streak-breasted Bulbul Ixos siquijorensis monticola Endangered
Threatened Mammals
Philippine tube-nosed fruit bat Nyctimene rabori Endangered
Golden-crowned Flying Fox Acerodon jubatus Endangered
Leopard Cat Prionailurus bengalensis Endangered
Threatened Plants
Kalingag, Cebu cinnamon Cinnamomum cebuense Critically
endangered
Lady Slipper orchid Phaphiopedelium
hennisianum
Critically
endangered
Cebu Flowerpecker (Diceaum quadricolor) Critically Endangered
Kalingag (Cinanmumum cebuense) Critically Endangered
Siloy, Black Shama (Copsychus cebuensis Critically Endangered
* located southeastern portion of Cebu province
* estimated 15,579 ha straddling the brgys of Alcoy, Dalaguete & Argao LGUs ;
* belongs to Panay- Negros biogeographic zone
*
114
Mala-bituon; Kappa-kappa Medinilla magnifica Endangered
Ipil Intsia bijuga Endangered
b. Threats to Biodiversity
Firewood gathering
Timber poaching
Wildlife gathering and hunting
Kaining Making
Land use conversion
Forest fire
Small scale mining
Unsecured tenure rights
3. Efforts to fend existing threats
Duaw Sangyaw in schools and organizing local festivals to promote habitat protection of endangered species;
Deployment of trained forest wardens (43 in Alcoy & 36 in Dalaguete)
Training of Wildlife Enforcer Officers (WEO);
Partnerships with private sector to support LGU initiatives in habitat restoration;
Enactment of local policies declaring brgys as bird sanctuary & organizing local council;
Implementation of FLUP & Co-Management ;
Provision of regular annual budget to support law enforcement;
Triad LGUs agree to jointly support biodiversity conservation corridor approach;
NewCAPP Joint MOA signing between LGUs Argao Alcoy & Dalaguete & DENR PAWB DENR 7 & CBCFi Photo by RSYbanez CBCFi
Duaw Sangyaw at San Agustin Elem school , Alcoy, Cebu
115
Appendix 5: Mangatarem
1. Site Profile
2. Biodiversity
More than 90% of birds, and almost all species of mammals and herpetofaunas
recorded in the area are forest dependent species. Thus, the area would provide
shelter and refuge necessary to the survival of these forest dependent species, many
of which are endemic and threatened.
3. Issues/Problems • Human pressure such as charcoal making, logging, collection of non-timber
forest products and hunting highly erodes the status of the forest and distribution of faunal species in the area.
• Presence of extractive industries such as mining and proposed Napier/rubber tree plantation
• The site supports a significantly diverse and unique assemblage of floral and faunal species some of which are restricted-range species. With relatively high diversity of species, a significant number is also in status facing extinction promoted by the loss of their habitat and due to hunting.
4 5 6
7 8 9
116
• NGP • Two titled lots inside the PA •Presence of rice and mango plantation inside
the PA by a private individual • Alleged commercial logging inside the PA and in forest area targeted for
expansion • No policy to regulate collection and transport of seedlings/wildings
4. Efforts a. LGU i. Inputs
Awareness Raising: BEO Elaws Forest
Devolution forum Orientation on
Climate Change and REDD
Capacity Building: Rainforestation
technology Cross visit in
Kitanglad on PA Mgt FLUP IBAMS
ii. Outputs
Yearly increase in budget allocation for conservation
Support for sustainable community livelihood (tilapia, vermi composting, use of shredder)
Ordinances supporting conservation (Saksakulap festival, flagship species, Creation of TWG for FLUP, instutionalized nursery establishment of native tree species)
Roving IYB exhibit
LGU is exploring co-management of adjacent forest to MSPL
b. PAMB Haribon - MOA i. Inputs
Awareness Raising
BEO Elaws Orientation on NIPAS
law Capacity Building: Rainforestation
technology Cross visit in Kitanglad on PA Mgt FLUP IBAMS
Capacity Building:
Review and enhancement of IPAP
ii. Outputs
PA allocated and delineated 200 has. for restoration
6 has planted
Initiated reconstitution of the PAMB members
Design of Visitor Center
Installed billboards for MSPL
c. Community i. Inputs
Awareness Raising:
BEO
Elaws Orientation on Climate Change & REDD+
Capacity Building:
Rainforestation technology
Cross visit in Ktanglad
on PA Mgt Cross visit in Caliraya on forest restoration
Goat raising
Free range chicken
Bamboo production IBAMS
System Rice Intensification (SRI)
Natural mushroom
117
culture
Vermicomposting Organic pesticide
IBAMS
BIG
Soap making Project development
Proposal making and writeshop
Basic leadership
Organizational Mgt Training (Financial Mgt and recording, organizational polices)
Livelihood Identification
ii. Outputs • Nurseries established
with capacity of 100,000 seedlings • Planted 18 hectares • Wide support by local communities for a livelihood activity directly linked with restoration (livelihood-conservation agreements) • Majority of income for Malabobo community derived from livelihood activities
• Increase in PO membership
• Development of 6 Para-technicians
d. Schools i. Inputs
Awareness Raising
BEO
Orientation on Climate Change & REDD+
Capacity Building: Training of Trainers
Quiz Bee school level
Tree planting activities
4. Plans
a. LGU Finalization of FLUP
Institutionalization of IBAMS Sustainability Planning (initiatives on livelihood, restoration, FLUP, resource mgt.) Explore co management of forest land adjacent to the PA
b. PMAB
• Finalization of IPAP • Assist in Reconsitution of PAMB members • Sustainability Planning (restoration, IPAP) • Initiate formation of Bantay Gubat • Project development training • Funders Forum • Para legal training
c. Community • Fire prevention and fire fighting training • Para legal training • Training on food processing •Workshop on how to sustain livelihood (livelihood-restoration agreement, SAPA or other mechanism,
institutionalize partnership with business sector, ecotourism, etc.) •Explore innovative ways in reducint threats to PA by community
d. Schools
Rainforestation training
118
Appendix 6: Mt. Nacolod
1. Site Profile
• Mt Nacolod is in Southern, Leyte, Philippines
• Rises up to 1,007m.
• It covers approximately 14,000 hectares (Proc. 121)
• It belongs to the greater Mindanao biogeographic zone.
• There are two significant areas within Mount Nacolod mountain: Buac Watershed Forest Reserve and Hinabian-Lawigan Watershed Reservation.
• The Buac Watershed Forest Reserve (5,934 hectares) was proposed as a natural park under the NIPAS. It has a flat to severely sloping terrain.
• It is a municipal watershed and is the source of water for surrounding towns.
- 4,392 has. or 74% is Forested
- 771 has or 13% is Cultivated
- 771 has. or 13% is Brushland
• The Hinabian-Lawigan Watershed Reservation (4,536 hectares) which is part of the Nocolod Reserve was declared on 23 November 1992 by Proclamation No. 107.
- 2,177 has. or 48% is Cultivated
- 1,134 has. or 25% is Second Growth
- 544 has. or 12% is Mossy Forest
- 454 has. or 10% is Old Growth
- 227 has. or 5% is Brushland
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2. Biodiversity
a. Flora
• 65 families and 229 species, 31 (13.53%) endemic to the Philippines.
• 20 (8.73 percent) species were classified as vulnerable species.
• 10 (4.37 percent) species were classified as critically endangered b. Fauna
• 212 speecies of terrestrial vertibrates were recorded
• Birds 112 species, 55 species are Philippine endemic
• Herpetofauna – 69 species 25 species are frogs (included 2
new species of Platymantis spp.)
20 species snakes
23 species lizards (one potential
new species)
1 species turtle
Mammals- 36 species, 17 are Philippine endemic 13 species non-volant
22 specie volant
1 remnant of cervus
2. Main Issue Problem
a. Dependence on Biodiversity
Upland communities such as those occupying Mt. Nacolod are engaged in activities that are directly affecting the KBA site
shifting cultivation; cutting of timber; gathering of non-timber forest products like rattan, bamboo, and abaca; gathering of wild plants like orchids and other ornamental plants; wildlife hunting particularly monitor lizard, birds, civets; collection of firewood ; and permanent agriculture. Upland families have very meager incomes with an average monthly income
of PhP 3,744.87 Poverty incidence among the households is low with an average household
income of less than PhP 44,935.50 annually About 87% of them are largely dependent on the forest and other natural
resources for livelihood
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b. Threats to Biodiversity
1. LOGGING/TIMBER POACHING. Buac Watershed Forest Reserve and
Hinabian-Lawigan Watershed Reservation lies within the license area of the Timber
Producers Marketing Corporation (TPMC), with Timber License Agreement (TLA)
No. 375.
2. ILLEGAL HUNTING AND TRADING OF WILDLIFE. Buac Watershed
Forest Reserve and Hinabian-Lawigan Watershed Reservation harbors 212 species of
terrestrial vertebrates, hunting ground of wildlife species for subsistence and illegal
trading.
3. LAND CONVERSION AND SETTLEMENTS. Illegal logging/timber
poaching and kaingin making are widespread in the area, and land-use conflicts
exist such as tenurial problems, illegal settlement, illegal clearing and conversion of
land into agricultural lots by settlers. In addition to the indigenous community,
people from other parts of the visayas are settling in the area.
4. GEO-HAZARD AREA. In 1995, a one year Soil Conservation and
Watershed Management Project was implemented. This area lies on the Philippine
Fault and is subject to numerous earthquakes, and the presence of forest is therefore
important in protecting against potential mudslides.
c. Communication Issue Related to Biodiversity Problem CONTENTIOUS ISSUES ON BIODIVERSITY CONSERVATION
• Will impose limitation on their wood gathering activities; • Loss of livelihood opportunities; • Less income for people who are dependent on forest for
livelihood; • Gathering of firewood will be limited; • Possibility of economic dislocation once KBA is established.
3. Previous Efforts esp. Communication Plan Biodiversity Conservation Tagline: “Biodiversity is life, Once it’s gone it’s gone forever” Materials Used:
• Kapaligiran (Asin) • Haring Ibon (Joey Ayala) • I wanna live (John Denver) • NewCAPP Video • Samar’s Last Frontier (SINP Video)
Channels Used: • Email • Facebook • Txt Messaging • Pastoral Message/Letter • Radio Plugs and Advertisement
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4. Important Data Needed for Communication Plan A. Stakeholders 1. Primary
Mayor’s League Women’s Health Organization Mass Media Channels (DYDM/DYSL)
Councilor’s League Cooperative Local Cable TV
Association of Barangay
Chairman
Irrigator’s Association Philippine Information Agency
(PIA)
Farmer’s Association Religious Organization Print Local Publications
CBRMP Señior Citizen’s Organization Brgy. Announcement (Bandilyo)
Barangay/Health Workers SK Federation
Parents and Teacher
Association
Water System Association
2. Influential People
a. Sources of information
• LGU (Provincial/Municipal/Barangay) • Government Employees (DENR, DepEd, DA, etc.) • Relatives • Friends • Elders
b. Role Models • Congressman • Governors & Board Members • Mayors & Councilors • Barangay Chairman &
Councilors • SK Presidents & Councilors
B. Preferred Media • Internet/Social Network • TV • Radio • Newspaper • Video
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C. Perception/Baseline Information a. Perceived Importance of Biodiversity
• Encompasses upper catchment of river systems – impacts on downstream areas • Provides multiple products and ecological services • Reservoir of genetic resources • Carbon Sink
b. Perceived Importance of Conserving Biodiversity • Conserve soil and water regulation • Reduces soil erosion and sedimentation • Regulation of stream flow • Reduces occurrence of destructive floods • Provides goods and services • Preserve cultural value • Preserve bequest value
c. Perceived Threats to Biodiversity • Illegal Settlers • Illegal Hunting and Collection of Wildlife Species • Timber Poaching
d. Perceived Hindrances in Curtailing Biodiversity • Lack of Conservation Compatible Livelihood Opportunities
e. Perceived Opportunities for Conserving Biodiversity • Promotion of Unique Bio-Physical Features and Biodiversity Resources of Mt. Nacolod
for Sustainable Ecotourism • Payment for Ecological Services for Financial Sustainability of the project • Permitted resource use of Non-Timber Forest Products (NTFPs) such as rattan, resin,
and others • Opportunities for stakeholders for investment and project activity implementation
f. Perceived Roles of various Organizations • Harmonized implementation of NewCAPP project activities with their plans and
programs • Takers of Mt. Nacolod NewCAPP Business and activity proposals • Policy support for sustainable management of Mt. NewCAPP project • Advocacy support • Funding support
g. Perceived Reception i. LOCAL DENR AND LGUs IN LOCALIZING THE MANAGEMENT OF NEW CONSERVATION AREAS (MT. NACOLOD, SOUTHERN, LEYTE)
• Co-Management Scheme will solidify its efforts in the Protection, Conservation, and Management of Mt. Nacolod NewCAPP Project Site
• Avenue for sharing of resources both human and financial in the implementation of NewCAPP Project Plans and Programs
• Bolster harmonious relationship among key project implementers ii. LGU-MANAGED GOVERNANCE OF CONSERVATION AREA/COMMUNITY-MANAGED AREA:
Empowerment of LGUs over conservation area/community managed area
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6. Current Status of Support from selected stakeholders
Stakeholder Support
DENR Creation of NewCAPP Project Management Team
Technical Assistance on the Co-Management
Agreement
Implementation of developmental project consistent
with Mt. Nacolod NewCAPP project objectives such as
Upland Developments Program, National Greening
Programs, and Community-Based Forest
Management Agreements (CBFMA)
LGU Implementation of developmental project consistent
with Mt. Nacolod NewCAPP project objectives such as
Community-Based Resource Management Project
(CBRMP)
4 Municipal Resolutions supporting Mt. Nacolod
NewCAPP Project
19 Barangay Resolutions supporting Mt. Nacolod
NewCAPP Project
GIZ/VSU Climate-relevant modernization of forest policy and
piloting of REDD in the Philippines: Pilot activities in
Southern Leyte
MoAs with LGUs (REDD+ /forest conservation
agreements)
FLUP in 5 municipalities/cities
model MRV System (forest cover change assessment,
FRA, biodiversity/socio-economic survey)
Enhancement of carbon stocks with LGUs and POs
(Refo, ANR, and AgrFo total of 2185 ha)
Reduced planned deforestation
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FPE-USAID/VSU FPE-USAID: ―Upscaling Forest Restoration Efforts in Key Biodiversity Areas‖
Project Components
Natural Resources Management
Partnership Building
Knowledge Management
Sustainability
In partnership with local site partners in
Strengthening protection of existing forest habitats = 170,000 has.
Forest rehabilitation = 480 has.
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Appendix 7: Mt. Tapulao
1. Site Profile
2. Biodiversity
a. Flora
Adequately stock of mossy and pine forest above 1900 m.asl and below this elevation is thick Dipterocarp Forest
Other vegetation types are Old Growth Forest (2,900 ha), Second Growth Forest (892 ha) and Cogonal/Grassland (90 ha
b. Fauna – total of 85 faunal species which composed of:
a. 26 birds species
b. 28 mammals species
c. 8 herpetofauna species
d. 4 freshwater species
e. 19 invertebrate species
1. Situated at N 173˚05’56.96” and E 15˚29’19.59”
2. North-Eastern portion of the Municipality of Palauig, Zambales and the central portion of the Zambales Mountain Range
3. Visible from the National Highway going to and from the Municipality of Masinloc
4. Area: 5,982 hectares
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3. Main Issue/Problem
a. Dependence on Biodiversity
Haven to mountain climbers and nature lovers as well as for researcher b. Threats to Biodiversity
C-Square Consolidated Mines
Garbage and influx of visitors
Charcoal maker 4. Important Data
A. Resource Users 1. Communities from Brgy. Salaza and Pagulingan
B. Stakeholders 1. DENR 6. DOT 2. LGU 7. NCIP 3. Community 8. NEDA 4. POs 9. Mountain Climbers 5. NGO 10. Visitors
C. Support Groups 1. GEF-UNDP thru NewCAPP
D. Information and Communication Resources and Networks 1. LGUs 2. DENR 3. Peoples Organization 4. Research Institutions
5. Previous Efforts a. Partnerships
• LGU Palauig had established linkages with the following: 1. Aetas ng Dampay 2. TREES 3. KALAKBAY-Kabataang Lakas ng Kalikasan at Bayan 4. Metropolitan Mountaineering Society 5. DTI- Development Products, 6. UST Post Graduate Botany Dept. (Dr. Gracebio) b. Support from key stakeholders
a. Creation of Regulation Officers (RO) b. Conduct of community and RO meetings c. Creation of MOA for Co-Management, SB Resolutions and policies pertaining to
the conservation and protection of Mt. Tapulao d. Provision of tour guide and porters for the visitors in certain amount e. Installation of billboards and dissemination of fliers with information regarding
Mt. Tapulao f. Creation of Commitment of Support for the communities
c. Policies, Ordinances, Resolutions or Administrative regulations
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a. SB Resolution No. 2011-38 – ―Supporting the DENR thru PAWB and Endorsing the EDNSTPAP/NewCAPP within Zambales Mountain Range Particularly Mt. Tapulao, Barangay Salaza, Palauig, Zambales‖
b. SB Resolution No. 018-2008 - ―Declaring Mt. Tapulao as Mining Free Zone‖
c. SB Resolution No. 2008-27-A – ―Moratorium on the issuance of Mining Permit‖
d. SP Resolution No. 019-2008 - ―Expressing, Manifesting and Interposing Strong Objection to Whatever Favorable Action That Any Government Agency or Office may Grant Relative to any Proposed Mining Activity of C-Square Mining and Realty Development, Incorporated; Any other concessionaire, Firm or Company; and Other Similar or Related Entities‖
e. SB Resolution No. 04-2011 – ―Imposition of Policies for Mt. Tapulao Climbers‖
6. Perception
1. Unique characteristic of Mt. Tapulao.
2. Mt. Tapulao serves as sanctuary for many flora and fauna including those endemic and highly threatened species and because of the richness and diverse in all life forms, cool and invigorating climate, the Pine Forest Plantation and Mossy Forest as well, the vegetative cover of the area, these all important features of Mt. Tapulao made to realize that it must be protected and conserved.
3. Proper waste management
4. No acceptance of mining application.
5. Lack of coordination and participation of other members of the communities in the conservation interventions
6. Enrichment of biodiversity, conserved forest resources, increasing attractions to tourists/visitors
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Appendix 8: Polillo Group of Islands
1. Site Profile
The Polillo Islands are situated in Lamon Bay off the eastern coast of Luzon Island facing the
Pacific Ocean.
The islands are situated 30 km off the coast of Quezon Province
The Polillos are a
group of 27 islands
and islets.
Politically, 5 towns
comprised the Polillo
archipelago
The bigger islands of
Polillo, Patnanungan
and Jomalig account
for more than 90% of
the total archipelagic
land area.
The name Polillo is derived from the Chinese word Pu-li-lu, which means ―beautiful island with
plenty of food‖.
2. Biodiversity
a. Mammals
Polillo Island
Patnanungan Island
Philippine warty pig
Common palm civet
Jomalig Island
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b. Birds
The Philippine Cockatoo is a globally threatened species. It is assigned the highest threat
category of Critically Endangered by the IUCN.
c. Reptiles
The Butaan Monitor Lizard (Varanus
olivaceus), locally known as butaan, is a
globally threatened species with a highly
restricted range - it is known only from
eastern Luzon, Catanduanes and the
Polillo Islands. The only vegetarian lizard
in the world, it is listed as Vulnerable by
the IUCN. The main causes of threat are
habitat loss from deforestation and hunting.
d. Amphibians
The Polillo Forest Frog (Platymantis polillensis) is
endemic only to the Polillo Islands. Long
believed to be extinct it was rediscovered during
biological surveys in 1999. Its very restricted
range and high vulnerability to even slight
changes in its habitat make the Polillo Forest
Frog a globally threatened species. The IUCN
listed it as a Critically Endangered species.
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Appendix 9:Tawi-Tawi Bud Bongao
1. Site Profile
2. Biodiversity
A. Flora and Fauna
A total of 15 species of birds were recorded. Of the total birds recorded in the two sites, 4 species are considered to be threatened and have restricted range.
There were also reptiles, primate, rodents, odonatan and lepitopteran recorded.
One species of snake (Dendrelaphis pictus), one species of skink (Lampropholis delicata), one species of monitor lizard (Varanus salvator), one species of monkey (Macaqa fascicularis), one species of bat (Cynopterus brachyotis), 3 species of rats, including the endangered Tawi-Tawi Island Forest Rat (Rattus tawitawiensis) and unique species of butterfly (Apias nephele) and dragonfly (Camacinia gigantea) believed to be endemic in Tawi-Tawi.
Floristic resources were also recorded in both sites.
A total of 45 identified tree species were recorded. Of these, 10 species in Bud Kabugan, which are common fast growing species and fruits trees such as Mango, Marang, Santol, Ipil-Ipil, Narra and Mahogany and other trees with medicinal values like Kayumanis (Clausena anisum-olens).
Most of the hardwood species are found in Bud Bongao including the endangered Dao (Dracontomelon dao) and vulnerable to be threatened Molave (Vitex parviflora) and Dungon (Heritierra sylvatica), which are endemic in Tawi-Tawi.
There is also one species of fruit tree, Rambutan (Nephelium lappaceum), naturally grown in the area recorded.
Bongao is a 2nd class municipality in the province of Tawi-tawi
Total population as of 20067 census is 95055
Bud Bongao and Bud Kabugan is situated at Bongao, Tawi-Tawi circumnavigating the six covered barangay namely; Pahut, Pasiagan, Simandagit, Nalil, Pag-asa and Tubig Boh
Bud Bongao is a sub-montane limestone forest and a home of the largest Molave tree in the Philippines. It is covered with loosely dense patches of forests consisting of veteran and emergent trees with average diameter of 60 cms and average height of 30 meters. It is also a home of the white monkeys ((Macaqa fascicularis)
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One species of cycad (Cycas edentata) which is recorded in the IUCN Redlist as CITES II,
4 species of palms with one climbing palm, Sumulid (Daemonorops ochrolepis), one Yucca spp., 21 species of ferns and fern allies, including the unknown one species, 14 species of herbs which are predominated by Chromolaena odorata and Lantana camara in Bud Kabugan and others are still unidentified.
Twelve species of grasses were also recorded. Of these total graminae species, 2 species are erect bamboos, Giant Bamboo (Dendrocalamus asper), which is under threat of extinction at Bud Bongao due to bamboo collection either for personal use or for sale, and Hedge Bamboo (Bambusa multiplex) and one species of climbing bamboo, Tagisi (Dinochloa acutiflora).
B. Threats
Presence of timber poaching.
Unrestrained visitation.
Improper waste disposal
Existing trails leading to different directions within the mountain, which could disturbed the growth and prevent propagation of plants along and near the trails; and
The present of cell site which may augment habitat disturbance of fauna due to noise pollution or sound vibration coming from its generator-machine
3. Efforts
Management Intervention
Creation of Bud Bongao Management Council (BBMC) at the municipal level to decides on matters relating to planning, administration, protection and enforcement in Bud Bongao and Mt. Kabugan
IEC
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Appendix 10: Terms of Reference Advocates Lecture by Dr. Lourdes M. Portus
Terms of Reference of Advocates
• Terms of Reference of Advocates
• Conduct information dissemination / IEC and resource utilization to increase public awareness and appreciation of ENVIRONMENTAL issues
• Develop and implement the Provincial /Municipal Advocacy Plan
Terms of Reference of Advocates
• Network with partners and sustain alliances
• Provide inputs on proposed policy change
• Monitor and evaluate the implementation of the advocacy plan
Advocates as Trainers
• Develop and implement the initial Provincial Advocacy Plan together with the Provincial Advocacy Team
• Develop an entry plan/ training plan for roll-out training of pilot municipalities
• Serve as resource person/ member of training management team for roll-out advocacy training
Terms of Reference of Trainers
• As part of the Advocacy Team/ Committee, conduct monitoring and evaluation of the advocacy activities in the province
• Provide technical assistance in the implementation of the local advocacy plans of the pilot municipalities under the DENR NEW CAPP
Steps in the Advocacy Process
Step 1: The advocacy issue is specified.
Step 2: The advocacy goals and objectives are stated based on the issue.
Step 3: The key policy audience is identified.
Step 4: A compelling advocacy message is developed.
Step 5: Appropriate communication channels are selected.
Step 6: Networks and linkages are built or strengthened.
Step 7: Resources are raised to support the advocacy work.
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Step 8: The advocacy strategy is implemented.
Step 9: Information is gathered.
Step 10: Monitoring and evaluation are planned and conducted.
• Specifying The Advocacy or IEC Issue
Environmental Scanning
Situation Analysis
SWOT Analysis
Problem Identification
Needs Assessment
Conduct research
Gather data
Examine the internal and external environment
Socio-Economic Profiling:
Demographics
Socio-Cultural
Economic
Technological Developments
Political
Stating Advocacy Goals
Goal:
- Grows out of your mandate (vision and mission)
- What you hope to accomplish over a long term period, usually 3 to 5 years
- Outcomes that guide your advocacy activities, program decisions and management functions
Goal:
- Provides the backbone of your activities, a wish list, end result of your activities
- Provides a big picture from which to design your advocacy campaign
- What you want to happen and who will be affected by this work
What are objectives:
- Smaller, measurable change that occurs within specific time
- Benchmarks that can be used to evaluate your effectiveness
• Stating Advocacy Objectives
Effective objectives are:
-Specific
-Measureable
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-Achieveable
-Realistic
-Time-bound
• Stating Advocacy Objectives
Tips for formulating objectives:
- Set realistic targets dates for completion
- Identify the group where the change is needed
- Be specific on what you want to accomplish by putting measures in it. / Give numbers or percentages
Tips for formulating objectives:
Quantify and qualify the goal into manageable parts
- Define what would have to happen to indicate that something has been accomplished .
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Appendix 11: Target Audience/Stakeholder Analysis by Dr. Lourdes M. Portus
Target Audience / Stakeholders • There are 2 basic tasks to be accomplished which concern the audiences / stakeholders 1. Identifying the audiences / stakeholders and dividing them into specific target groups 2. Collecting baseline information about these audiences /stakeholders around which an
advocacy strategy can be built Target Audience / Stakeholders Who are they? key players involved in the advocacy process groups or individuals who support or oppose your proposal Categories of Target Audience / Stakeholders: 1. Beneficiaries 2. Partners and Allies 3. Decision-makers / Policy-makers 4. Adversaries makers You can identify your target audiences as: Primary - decision makers with the authority to approve the policy change Secondary - individuals and groups that can influence the primary audience; may also include oppositional forces Who should be our intended audience / stakeholders? PRIMARY Legislators (senators, congressmen, Sanggunian members (SK and Federation presidents) Executives (President and his Cabinet, regional directors, local chief executives and department heads) Religious / ministry leaders (priests, ministers, ulamas) Community Leaders (datus, elders, et al.) Business Sectors SECONDARY Media (broadcasters, columnists, editors) Youth Leaders Academic institutions such as universities Professional groups Non-governmental organizations People’s Organizations / community-based groups Socio-civic groups Professional Associations Indigenous groups Political parties and leaders Opposition parties and leaders Spouses of political leaders Women’s groups Environmental Groups International organizations Multi-lateral funding organizations Multi-national corporations
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Informal opinion leaders Other influential people Understanding audiences: Policy Mapping For each audience segment identified, it is important to chart the following information:
– what the audience knows about the advocacy issue – what their beliefs and attitudes are about the advocacy issue – what other issues related or unrelated to the advocacy issue they care about
Steps in the identification of audiences / stakeholders and division into specific target groups:
– Study of existing documentation and reports / RRL – Surveys – Interviews – Group discussion – Consultation with knowledgeable persons – Observations / field trips – Document personal experiences – Socio-anthropological approaches
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Appendix 12 Workshop: Identifying Biodiversity Conservation Advocacy Issues
In this workshop, your group’s task is to identify the 1) major biodiversity issues in your area/province, and 2) specific courses of action that can be taken to address these issues. Think of as many courses of action that can be taken but make sure that they are realistic, doable, and challenging. Enter all information in the matrix provided.
Item Issues Courses of action to address issues
1. 2.
a) b) etc. a) b)
Appendix 13
Checklist for Choosing an Issue A good advocacy issue is one that matches most of these criteria. Rank your three priority issues against the criteria (HIGH, MEDIUM, LOW).
Issue 1: Issue 2: Issue 3: CRITERIA
1. Does the issue/problem affect many people in the population, community or sector?
2. Is there broad support for action to address the issue/problem?
3. Do sound data support the existence of the problem?
4. Is the issue easily understood?
5. Does the issue involve solutions that will result in real improvement in people’s lives?
6. Does the issue involve solutions that are achievable?
7. Does the issue help the group or network build alliances with other groups?
8. Does the issue have a clear timeframe?
9. Can working on the issue build grassroots leadership?
10. Can the issue strengthen linkages among groups in civil society?
11. Will advocating for the issue be consistent with the network’s values and mission?
12. Will advocating for the issue respond to the expressed needs of the sector or constituents?
High- Always or almost always meets the criterion Medium- Often meets the criterion Low- Rarely or never meets the criterion
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Appendix 14 Identifying Advocacy Strategies
Biodiversity Issue: ____________________________________________________________________ Objective: ____________________________________________________________________ Stakeholders: ____________________________________________________________________ Possible strategies #1: _________________ _________________ _________________ How will this strategy affect the message? ____________________________________________________________________ ____________________________________________________________________ How will it affect the audience’s perception? ____________________________________________________________________ ____________________________________________________________________ Will it have a positive, negative, or neutral impact on other audiences? Positive Negative Neutral For other considerations, you may use the matrix below: Variables Rating scale* Responsiveness to audience reach _______________________________________ Effects on audience perception ________________________________________ Effects on message _________________________________________ Facility to implement _________________________________________ Cost effectiveness _________________________________________ Impact _________________________________________
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Appendix 15 CHECKLIST FOR SELECTING AN ADVOCACY OBJECTIVE
This checklist is taken from the SARA/AED Advocacy Training Guide and adapted from Midwest
Academy’s Organizing for Social Change. It is designed to help advocacy groups develop and choose
sound objectives for policy change.
CRITERIA OBJECTIVE 1 OBJECTIVE 2
Do qualitative or quantitative data exist to show that the
objective will improve the situation?
Is the objective achievable? Even with opposition?
Will the objective gain the support of many people? Do people
care about the objective deeply enough to take action?
Will you be able to raise money or other resources to support
your work on the objective?
Can you briefly identify the target decision-makers? What are
their names or positions?
Is the objective easy to understand?
Does the advocacy objective have a clear time frame that is
realistic?
Do you have the necessary alliances with key individuals or
organizations to reach your advocacy objective? How will the
objective help build alliances with other NGOs, leaders, or
stakeholders?
Will working on the advocacy objective provide people with
opportunities to learn about and become involved with the
decision-making process?
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Appendix 15 Attachment 2B
Checklist for Selecting an Advocacy Objective Using this checklist, your group is expected to: First, review each of your stated objectives and analyze it according to the five criteria enumerated
below. Second, compare the objectives and select which of them the group should pursue, and why.
Criteria Objective 1 Objective 2 Etc.
1. Will you be able to raise money or other resources to support your work on the objective?
2. Can you clearly identify the target decision-makers? What are their names and/or positions?
3. Is the objective easy to understand?
4. Does the objective have a clear time frame that is realistic?
5. Do you have the necessary alliances with key individuals or organizations to reach your objective?
Appendix 16 Workshop: Formulating Issue-Based Advocacy Objectives
Your workshop tasks are as follows:
1) Fill up the Objective Setting Worksheet (see Attachment 2A). 2) Review the courses of action that you have selected by applying the questions found below.
These questions will help you clarify your advocacy tasks and anticipate their logistical requirements.
a) Do qualitative and quantitative data exist to show that the course of action will improve
the situation? b) Is the course of action achievable? Even with opposition? c) Will the course of action gain the support of many people?
3) Evaluate each advocacy objective using the Checklist for Selecting an Advocacy Objective (see
Attachment 2B).
4) Write your final advocacy objective/s per issue chosen on the matrix found in Attachment 2C.
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Appendix 17 Attachment 2A
Objective Setting Worksheet
ISSUE:
Elements
Which courses of action identified in Workshop 1 will need the intervention of individuals/bodies with decision-making authority?
1) 2) .
For each course of action:
WHO are these individuals/bodies?
WHAT do you want them to do?
BY WHEN (target date)?
Now, state the objectives by combining the elements stated above
1) 2) .
Appendix 18
AUDIENCE ANALYSIS FORM Target Audience ___________________________________________________________ Advocacy Issue ___________________________________________________________ Evaluate the target audience’s: Level of familiarity with your network/organization 1 2 3 4 5 Level of knowledge about your advocacy issue 1 2 3 4 5 Level of agreement with your position on the issue 1 2 3 4 5 Level of previous, demonstrated support for your issue 1 2 3 4 5 Identify your target audience’s:
Potential interests/benefits related to the issue
Influentials: (Secondary audiences who can exert influence over your target audience)
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Appendix 19
Primary and Secondary Audience Analysis Form PRIMARY AUDIENCE.
The individuals
and/or body with
decision-making
authority or great
influence in the
community
Level of
knowledge
about the issue
(Rank1-5)
1- Low; 5-High
Level of
Previous
Support
Demonstrated
1-Low; 5-High
Level of
Previous
Resistance
Demonstrated
1-Low;5-High
Undecided or
Position
Unknown
Potential
Benefits to
Audience
Related to the
Issue
SECONDARY
AUDIENCE:
The individuals
and/or bodies that
can influence the
primary audience
Advocacy Objective no. __: ___________________________________________________________
Appendix 20 The Message Development Plan
Title: ________________________________________________________________________ Components: For each objective, supply the information asked for. Objective: _______________________________________________________________
a) Primary target audiences and a brief description of each b) Secondary target audience/s c) Policy solutions (if applicable) d) Messages (Content), Channels/Media, Messengers
Messages Media/Channels Messengers
1st message
2nd message
Etc.
Messages: _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Other comments/remarks: ________________________________________________________________________________________________________________________________________________
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Appendix 21 Message Development Worksheet
Target Audience ___________________________________________________________ Action that you want the ___________________________________________________________ Target audience to take ___________________________________________________________ Message Content ___________________________________________________________ Format (s) ___________________________________________________________ Messengers __________________________________________________________ Time and place of delivery ___________________________________________________________
Appendix 22 Strategy to Build Support
Advocacy Objective: Urban poor groups and other civil society organizations and community leaders publicity support the establishment of FP/RH clinics in five most densely population and most depressed barangays in the metropolis.
Strategy to
build support
Activities Organizations
and groups
involved
Responsible
Person(s)
Needed
Resources
Timeframe
e.g. Solicit the
support of
urban poor
organizations
in the targeted
metropolis
a. Organize a
community forum
on the issue.
b. Contact
resource persons
c. Contact leaders
of community
organizations
d. Solicit
signatures or
endorsements
a. Together with
urban poor reps.
meet with other
groups
e.g. Solicit the
support of
other civil
society
b. Solicit
signatures or
endorsements
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organizations
in the
metropolis
Appendix 23
Strategic Advocacy and IEC Planning for New Conservation Areas / PAWB-DENR May 28 to 30, 2012 Imperial Suites, Quezon City
Evaluation Form
Instruction: Lagyan ng check () ang iyong napiling sagot.
A. Pangkalahatang Pananaw
LS - Lubos na Sumasang-ayon
N - Neutral
LHS – Lubos na Hindi Sumasang-ayon
Statements LS N LHS NO ANSWER
1. Marami akong natutuhan at naintindihan mula sa workshop na ito.
15 1
2. Mahalaga angmga natutuhan ko sa workshop na ito para sa aking trabaho.
16
3. Lahat ng layunin ng workshop na ito ay naisakatuparan. Pakimarkahan kung naisakatuparan ang mga sumusunod na layunin: a. Build common understanding of the IEC and
Advocacy support requirements of the New CAPP for biodiversity conservation using new governance model;
b. Enhance understanding of the requirements for launching an effective IEC and Advocacy Program for biodiversity conservation; and
c. Develop a three-year IEC and Advocacy Plan to
aid in reducing threats to biodiversity and towards increasing support for other types of management models for biodiversity conservation.
10 4 1 1
10 5 1
8 6 1 1
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B. Elemento ng Workshop
Pakibigyan ng marka ang mga sumusunod (1-pinakamababa; 3-pinakamataas):
Elemento 1 2 3
1. Completeness of the content 1 5 10
2. Relevance of the content 1 5 10
3. Flow of the workshop 8 8
4. Competence of the speakers 1 1 14
5. Active Participation 1 2 13
6. Days allotted for the workshop 4 8 4
7. Convenience and comfort of the venue
1 2 13
8. Appropriateness of the venue 2 1 13
9. Quality of food 9 7
4. Lahat ng aking expectations sa workshop na ito ay nangyari.
10 5 1
5. Bukod sa pagkatuto, nag-enjoy din ako sa workshop na ito.
13 2 1
6. Maliwanag ang pagkakapaliwanag ng mga speakers sa mga topics.
11 3
7. Malinaw at malakas magsalita ang mga speakers. 14 1 1
8. Nakakaantok ang mga lectures ng mga speakers. 2 3 11
9. Kulang ang oras na inilaan sa mga workshops. 7 6 3
10. Tama lang ang inilaan na oras sa lectures.
6 7 3
Statements LS N LHS
11. Angkop ang ginamit na audiovisual presentations ng mga speakers.
13 3
12. Irerekomendako ang workshop na ito sa aking mga katrabaho.
14 2
13. Malaking tulong ang binigay na handouts at forms. 12 3 1
14. Irerekomenda ko na imbitahin muli ang mga speakers na magsagawa ng ganitong workshop.
14 5 1 1
15. Nakatulong ang mga workshops para mas maintidihan pa ang mga topics.
11 5
16. Maayos ang pagpapadaloy ng workshop. 14 6 1
17. Hindi na kinakailangana ng pagkakaroonng host teams.
3 8 4 1
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C. Iba pang komento at rekomendasyon:
The speakers delivered really good. Dr. Joey Lacson highly intelligent and the most
special thing I like about him is that he is very jolly and loves to deliver jokes while
teaching lectures which is really good. Dr. Lourdes Portus on the other hand, also very
intelligent and really helped us to come up with a comprehensive IEC plan for our site
and also with the help of NewCAPP-PMN. Also their assistants assisted very well.
Participant from different sites was also very good in terms of group participation and
presentation of reports, etc. Good Job to All!!!
Thanks for the wisdom of the speakers. They are great!
Follow up workshop
Give concrete example in the power point presentation for theories/concepts
(something written or chart etc.)
Although the venue is excellent, may we request white lighting instead of day light
(different light) it makes the audience sleepy.
Speakers are indeed competent. They are really experts. Thanks.
Need for local application specially on processing of workshop outputs.
We should have been handed handouts of the presentations and reference, so that we
would not take too much notes and for our reference during workshop.
There should have been 1 working example for the different workshop so that we would
better understand what to do and so that we could have a common understanding.
The participants were willing to learn and interact with each other. Just the right number
of participants.
Again on workshop: we should just have been told to work on 1 particular issue for
purposes of exercises and which the participants could improve on when they get back
to their areas.
The handouts given were templates but were not explained.
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Appendix 24 IEC and Advocacy in the Context of NewCAPP: Framework and Concepts
by Dr. Jose R. Lacson CAMPAIGN PLAN OUTLINE
I. RATIONALE Why the campaign is going to be conducted Who is going to benefit from it What problem/s (identified and analyzed) is it trying to solve (must be solvable by
communication means/interventions) Other significant factors for conducting the IEC/Advocacy campaign
II. OBJECTIVES Are Statements of purpose and goals With the following characteristics: Specific, Measurable, Attainable (doable), Realistic,
Time-bound (within campaign time frame) Can serve as basis for setting or formulating campaign messages
III. AUDIENCE RESEARCH Identify target audiences/beneficiaries Determine characteristics – demographics, psychographics, cultural practices, habits and
other important/relevant information Segment audience based on research and evidence gathered Prioritize segments by rank or hierarchy of significance
AUDIENCE SEGMENTATION Environment and Culture surrounding audiences Communication habits and behaviour Channels and media exposed to Competing communication – display and attention levels
SYNERGY OF Target Audience based on segmentation Message Packages Channels and Media to connect Context and Stage Desired Impact or Effect
IV. COMMUNICATION PLAN STRATEGY Audience Attention Levels
Demographics and Psychographics Selective Perception/Exposure/Recall Information Processing capabilities Competing Stimuli/communication (Messages from other sectors, influences of other interest groups, distractions, etc.) Opinion Leadership/Influence Centers Motivation to attend to message/s Note: All these may be determined thru research and observation.
Channel and Media Selection: Factors for Consideration Communication Habits and Behaviour of target audience with respect to Biodiversity Conservation practices Media Habits and Exposure of target audience
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Broadcasting (Shotgun) vs. Narrow-casting (Rifle) Framework or Schema as Strategy Guide
Established communication practices – Traditional communication modes of prevailing culture, Tri-Media use Established communication models – SMCR and AKAP concept – development communication model, Ritual and display-attention models Talking vs. Listening Mode
V. MESSAGE PACKAGING Designing Messages
Presentation of content and linguistic (language) considerations The SWOT Approach for selling or promoting BioDiversity Conservation Unusual, unfamiliar and novel presentation of content – attention-getting potential of area or site Use of Humor and other entertaining devices
Menu type of message packages Ex.
For awareness and information For mobilization and participation For getting support from policy or decision-makers (advocacy)
Content based on specific Audience: For People who are opposed to program/s For People who are supportive but reluctant For People who would like to support but do not know how to For People who are not aware but can be asked to be supportive
Messages can be formulated and classified based on stage of campaign, developments in policy and methods of implementation
Messages must be packaged based on channel and media characteristics For Interpersonal channels (face-to-face)
Verbal communication (scripted), supported by visual aids such as handouts, charts, giveaways
Messages may incorporate appeals appropriate to target audience such as rewards or punishments
Approach may be light, humorous, serious, anecdotal, friendly or even reprimanding
MESSAGE PACKAGING VENUES For Group or organizational channels
Ordinary Manila Paper or PowerPoint presentations Community meetings, briefings and conferences Bulletin Boards and Bill Boards Educational activities such as trips, office and field visits, exchanges via e-mail, newsletters, news packages Interagency collaborations such as news conferences, field experiments and activities Joint training and planning activities or events
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Informal gatherings, parties or occasions where people come together such as fiestas, funerals, weddings, birthday parties, graduations, etc.
For mass media channels Press Kits for tri-media coverage Joint (Bi and multilateral) briefings and conferences Field reports and coverage Print articles Documentaries Note: Carry only positive items in messages, for MM channels are only designed for awareness and information purposes
For Special media/Hi-Tech channels (laptops, tablets, cell phones and internet) Short but catchy text, with logos and images Can be packaged in form of reminders, announcements and ticklers For chat rooms and blog sites, staff may be assigned to carry messages in discussion and narrative form Facebook/Twitter/Linked-in/Four Square MESSAGE PACKAGES Based on the four P’s:
Product - the offer made to the target adopters (including services, quality, features, options, style, brand name, packaging, sizes, warranties and returns)
Price - the costs that target adopters have to bear (including the list price, discounts, allowances, payment period, and credit terms, as well as the non monetary costs of time, effort and stress)
Place - the means by which the social product is delivered to the target adopters (including distribution outlets and channels for delivering services, both governmental and in the private sector; location, inventory and transport).
Promotion - the means by which the social product is promoted to the target adopters (including advertising, personal selling, sales promotion and public relations).
THREE ADDITIONAL P's Specific to the delivery of services:
1. Personnel - those who sell and deliver the social product to the target adopters 2. Presentation - the visible sensory elements of the setting in which the target adopters
acquire or use the social product 3. Process - the steps through which target adopters go to acquire the social product.
THE MESSENGER Favored characteristics
We are a star struck people (use of celebrities) Light skinned attraction Out of the extra-ordinary
Display/Attention Nasa bihis at dating May dalang regalo o pera/biyaya Mukhang may sinasabi PROGRAM SOURCES/CHAMPIONS
Persons of Authority (National, Regional, Provincial, Municipal levels)
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Respectable Personages Persons of dignity and honor Personal Acquaintances – persons we trust and seek advice from (pls pass on network) Kapuso/Kapamilya
IEC MATERIALS FOR GENERAL PUBLIC AND TARGETED AUDIENCES Broadcast (TV and Radio) Print Special Media
Note: These IEC materials for usually conceptualized, produced and disseminated at the national level of IEC/Advocacy campaign implementation for reasons of expertise, reach and resources (budget). BROADCAST IEC MATERIALS
News – interviews, features, panel discussions Press Conferences Public Service Announcements Advertisements Documentaries Music Drama and comedy shows Other forms
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Appendix 25 Tips for Formulating Advocacy Objectives
by Dr. Lourdes M. Portus
TIPS FOR FORMULATING ADVOCACY OBJECTIVES
Analyze the verb used in your program objective; does it relate to a communication activity?
Consider who you need to do what, then what you need them to do to get them to do that – for example, educate, inform, promote, advocate, donate.
Think about the reasons why you communicate with different people or groups of people; what is it you want to achieve by engaging in that communication.
Remember to clarify the nature of the desired change and the specific knowledge, attitude, or behaviour you want to achieve.
TIPS FOR MEASURABLE OBJECTIVES
1. Set a target date.
2. Give numbers or percentages of an existing figure that can be counted and/or measured
along the way.
3. Identify the group where change is needed.
4. Be specific about what is you want to accomplish and put measures around it. Define
what would have to happen to indicate that something has been accomplished with this
group of individuals.
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Appendix 26 Strategies for Knowledge Management, Social Marketing/ Mobilization
by Dr. Jose R. Lacson
Knowledge Management (Source: Knowledge Management forum/Brian Newman, 1991)
Offered Definition: Knowledge management is the collection of processes that govern the creation, dissemination, and utilization of knowledge (Newman, 1991).
Knowledge management comprises a range of strategies and practices used in an organization to identify, create, represent, distribute and enable adoption of insights and experiences.
(Source: Knowledge Management forum/Brian Newman, 1991)
NewCAPP requires this initiative (KM) to attain sufficient and adequate competencies to address vital and urgent issues on program management and implementation.
Knowledge Domains for NewCAPP
• adequate capacities on the part of PAWB as the key management agency to manage the expanded national PA system,
• provide technical and policy support to the effective functioning of Protected Area Management Board (PAMBs) and management bodies of new conservation areas; and
• improved management effectiveness of PAMBs and other site management bodies. Need to correct perceived Misimpressions on NewCAPP
• The incentives behind the active promotion of mining and infrastructure development stem from the perceived inferior economic values of non-monetary benefits of biodiversity conservation.
• Decision making has largely taken into account the direct and immediate financial and economic benefits of extractive activities and unsustainable land use planning, while ignoring the longer term benefits of conservation programs.
• Learning as knowledge management
Dimensions/Sources of learning:
• We learn from Nature • We learn from our environment • We learn from the culture – ours and that of others • We learn from school • We learn from our organizations • We learn from others
Documentation
A. Scan and Study your site and environment B. Document your observations C. Analyze the information/knowledge D. Prepare the information/knowledge for sharing (IEC and Advocacy)
Sharing Knowledge/Learning Communication is sharing:
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• Meanings • Experiences • Knowledge • Attitudes/Beliefs/Values • Practices/Behaviour/Skills • Tools/Technology/Innovations
Definition of SocMob Social Mobilization – the mobilization of a society to achieve various goals like a high literacy rate and nutritional food for all. SocMob is a process of engaging all sectors of society to act and work for the welfare of an intended group. It is a process of generating and sustaining the active and coordinated participation of all sectors at various levels to facilitate and accelerate the improvement of the situation of : ex. children, women and other vulnerable groups (UNICEF def.) Social Mobilization Essentials THE FIVE COMPONENTS OF SOCIAL MOBILIZATION
A. ADVOCACY B. INFORMATION/EDUCATION/COMMUNICATION (IEC) – Communication
Research and Campaigns C. COMMUNITY ORGANIZING D. TRAINING E. MONITORING AND EVALUATION
Functions of components
Advocacy –ensures the continuation of support. IEC sustains the awareness of the problems and solutions. CO allows the community to unify and seek solutions to problems.
Training maintains the commitment and cooperation of program implementers as it integrates new techniques and approaches in the solution.
M&E shows us how to improve our techniques. SocMob Aims at:
Committing key decision-makers to provide financial and political support for effective and sustained delivery services;
Motivating service providers to increase the quality and effectiveness of services with more concern for the users;
Empowering communities to demand satisfaction of their needs; Modifying behavior of individuals for the adoption of appropriate practices and
technology. Communication Strategy
For Social Mobilization, a communication strategy is a plan which integrates information about
the major actors (DENR-PAWB, Constituencies and Stakeholders), channels and messengers to
link these actors, message packages to achieve a common and mutual understanding about
what has to be accomplished in a particular time frame and setting and a common goal to
achieve within the community.
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Behaviour Change Communication
Social Marketing
Definition - the use of marketing principles and the techniques to advance a social cause, idea or behavior. Another definition - a social change management technology involving the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters. Utilizes concepts of:
1. Market segmentation 2. Consumer research 3. Product concept development and testing 4. Directed communication 5. Facilitation 6. Incentives 7. Exchange theory to maximize the target adopter’s response
The Four P’s of Marketing
• PRODUCT • PRICE • PLACE • PROMOTIONS
1. Awareness of desired behavior change
and knowledge of how to perform it 2. Approval of the recommended behavior
change
3. Intention to try out the recommended behavior
4. Practice and maintenance of the new
behavior 5. Advocacy of the new behavior to others
Figure 1. Five stage change process
Figure 2. BCC Behaviour Model
Advocacy
Intention
Knowledge
Approval
Practice
Practice
Knowledge
They
don’t do
We must understand why by using research to: Determine program strengths, weaknesses, opportunities, and threats Determine community health situation Determine specific audience health perceptions, behaviors, needs
We provide a program that features: Services, products, features that people want Easy access to what they need Information they understand From sources they
trust
They do
Why? So that Then
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Social Product
These are ideas and behaviors.
Question - What would you want your target adopters to do or feel or think?
A. Social Idea - this may take the form of a belief, attitude or value. B. Social Practice - doing something desirable
Tangible object - a product or artifact which symbolizes the desired behavior
Concept Testing
Asking target adopters a series of questions:
1. Do they understand the proposed new behavior or product concept? 2. Do they understand the benefits of the proposed product? 3. Do they believe that the benefits will accrue to them? 4. Does the proposed product meet a real need? 5. Could they improve on the design of the new product? 6. Who in the family will be responsible for the decision to adopt/purchase it? 7. Is the proposed product perceived as more or less desirable than more traditional ways
of satisfying the same need? 8. Does the consumer think that under ordinary circumstances he or she would actually
purchase or adopt the product being proposed? Communications Strategy • Synergy of Messages, Channels/ Media, Messengers and most importantly, Target
Adopters or destinations. • An effective social marketing message is a carefully crafted communication - generally a
single idea - designed to sensitize, inform or motivate a target audience and/or promote a health-enhancing product, service or practice.
PUBLIC RELATIONS Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its good publics. Public relations is about reputation - the result of what you do, what you say and what others say about you.
Planning for PR Basic questions in PR Planning:
What do I want to achieve? (What are my objectives?)
Who do I want to talk to? (Who are my publics?)
What do I want to say? (What are the messages I want to get across?)
How shall I say It? How do I know I’ve got it right?
(What mechanisms shall I use to get my messages across?)(How will I evaluate my work?)
Assessing the PR Environment
THE SWOT APPROACH
• Strengths • Weaknesses
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• Opportunities • Threats
The Communication Chain
• Communicating with individuals - the Convergence Model - sharing of meanings and mutual understanding
• Communicating with groups • Communicating with mass audiences or via the mass media • Communicating thru special media - internet, cell phones Timescales and Resources
• Money! Money! Money! • Money determines everything - priorities, resources, time lines.
References:
Kotler, Philip and Eduardo Roberto. Social Marketing: Strategies for Changing Public Behavior,
The Free Press, New York, 1989.
Israel, Ronald, Dennis Foote and Janet Tognetti. Operational Guidelines for Social Marketing
Projects in Public Health and Nutrition, UNESCO, 1987.
Gregory Anne, 2nd ed., Planning and Managing Public Relations Campaigns, CIPR, London,
2005.
Lacson Jose Jr. Filipino Communicative Behaviour (Concept Paper), UP College of Mass
Communication, 2005.
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Appendix 27 MONITORING AND EVALUATION
by Dr. Lourdes M. Portus
A. INTRODUCTION 1. WHY CONDUCT MONITORING AND EVALUATION?
Monitoring and evaluation enable you to check the bottom line of advocacy, IEC and
development work
NOT : are we making a profit?
BUT: are we making a difference?
Figure 1. Communication Plan Cycle
B. MONITORING
1. What is Monitoring?
It is the regular observation and recording of activities taking place in a project or program.
To monitor is to check on how project activities are progressing.
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2. Purposes of Monitoring
Monitoring provides information that will be useful in: ► Analyzing the situation in the community and its project;
► Determining whether the inputs in the project are well utilized;
► Identifying problems facing the community or project and finding solutions;
►Ensuring all activities are carried out properly by the right people and in time;
► Using lessons from one project experience on to another; and
► Determining whether the way the project was planned is the most appropriate way of
solving the problem at hand.
3. Data Gathering ► Qualitative Methods Documents review Discussions with individuals, specific groups and the community as a whole Interviews (Focus Interviews and Focus group Discussion) Observations Listening to people (Indigenous Methods) Brainstorming Informal conversations Village social, resources, services and opportunities
Problem tree
► Quantitative Method Surveys
Situation analysis should be continuous, in order to provide additional information during project implementation, monitoring and re-planning.
The goals and objectives provide the basis for monitoring and evaluating a project. They are the yardsticks upon which project success or failure is measured.
4. Generating Structures and Strategies
This aspect asks the key question, "How do we get here?" (How do we get what we want with what we have?)
Discussing and agreeing on that activities to be undertaken during implementation;
The implementers and planners have to agree on monitoring indicators. Monitoring indicators are quantitative and qualitative signs (criteria) for measuring or
assessing the achievement of project activities and objectives. The indicators will show the extent to which the objectives of every activity have been
achieved. Monitoring indicators should be explicit, pertinent and objectively verifiable.
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5. Types of Indicators 1. Input indicators: - describe what goes on in the project (e.g. number of volunteers trained and amount of money spent) 2. Output indicators: - describe the project activity (e.g., number of persons visited) 3. Outcome indicators - describe the product of the activity (e.g., number of persons supporting the issue) 4. Impact indicators - measure change in conditions of the community (e.g., reduced number of illegal loggers in the community).
Monitoring is important at this implementation phase to ensure that the project is implemented as scheduled.
The monitoring activities should appear on the work plan and should involve all stakeholders.
6. Summary of the Relationship between monitoring, planning and implementation
Planning describes ways which implementation and monitoring should be done. Implementation and monitoring are guided by the project work plan In order to maximize your efforts, you need to:
Prepare reporting formats that include measurement, either quantitative or qualitative, of important indicators.
Record information in such a way that it is possible to work out what you need to know.
What activity will be monitored? Who will monitor? Where? (monitoring venue) When? (monitoring period)
How?
C. EVALUATION
1. Definition
Evaluation is a process of judging value on what a project or program has achieved particularly in relation to activities planned
It is an assessment of programs and people… running these programs
beneficiaries or intended audiences
2. Purposes of Evaluation
Identify the constraints or bottlenecks that hinder the project in achieving its objectives
Assess the benefits and costs that accrue to the intended direct and indirect beneficiaries
of the project.
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Draw lessons from the project implementation experience and using the lessons in re-
planning of projects in that community and elsewhere
Provide a clear picture of the extent to which the intended objectives of the activities and
project have been realized.
Key evaluation questions:
Who is currently benefiting from the project and in what ways?
Do the inputs (in money and time) justify the outputs and, if so/if not, on what
basis is this claim justified?
What would improve the efficiency, effectiveness and impact of the current
project?
What are the lessons that can be learned from this project in terms of
replicability?
3. Approaches of Evaluation
Formal Approaches of Evaluation: Those emphasizing INPUTS.
Those emphasizing OUTPUTS.
1. Input-Oriented Evaluation
Input variables:
Program activities : no. of trainings conducted, type and no. of IEC materials
produced
2. Output-Oriented Evaluation
Program outcomes -
Clients’ KAP towards the program principles, quality of trained clients
3. Four Categories of Evaluation
Effort (amount of action)
Effects (results of effort)
Process (how an effect was achieved)
Efficiency (effects in relation to cost)
4. Types of Evaluation
Formative Evaluation Designed to improve a program while it is still fluid.
Appropriate for new programs.
Also known as Process Evaluation.
Summative Evaluation Designed to appraise a program, service or product after it is
well established.
D. SUMMARY 1. Monitoring involves: Establishing indicators of efficiency, effectiveness and impact; Setting up systems to collect information relating to these
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indicators; Collecting and recording the information; Analyzing the information; Using the information to inform day-to-day management. 2. Evaluation involves: Looking at what the project or organization intended to achieve. ► What difference did it want to make? ► What impact did it want to make? Assessing its progress towards what it wanted to achieve, its impact targets. 3. Looking at the strategy of the project or organization. ► Did it have a strategy? ► Was it effective in following its strategy? ► Did the strategy work? If not, why not? 4. Looking at how it worked ► Was there an efficient use of resources? ► What were the opportunity costs of the way it chose to work? ► How sustainable is the way in which the project or
organization works? ► What are the implications for the various stakeholders in the way the
organization works.
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Appendix 28 Workshop: Designing the Monitoring Plan
In this workshop, your group’s task is to design/ prepare the monitoring plan for each desired action or advocacy activity identified in earlier sessions by following the matrix below:
What
Activity to be
monitored
Who
Persons
responsible
How
Monitoring
Indicators
When
Monitoring
period
Where
Monitoring
Venue
Remarks/
Comments
Appendix 29 Evaluation Framework Table
Objective Indicators Data Sources Benchmarks
Objective 1.
___________________
___________________
(e.g. Increased number
of NGO members of the
network advocating for
the RH Bill)
(e.g. Number and type
of new NGO members
of the network)
(e.g. Network records,
Collaboration
agreement)
(e.g. 5 new NGO/Pos
joining the network by
May 2004)
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Appendix 30 The Advocacy Plan
NOTE: This plan is the main output that the participants are expected to present at the end of the three-day planning seminar. The plan builds on the different workshop outputs; i.e., each workshop output corresponds to a particular component of the plan. Title: _______________________________________________________________________________ Brief description of the plan (in narrative or bullet form):
Its main thrust Its key proponent/s Proposed period of implementation Expected impact/contributions to the community Anticipated constraints
Components:
Advocacy Issue 1 ___________________________________________________________________________
Objectives Primary target audiences and a brief description of each
Secondary target
audiences
Course of Action/Strategies
and Activities
Core Messages (Content)
Channels/ Media
Messengers Timeline Resource Requirements
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Appendix 31: Attendance
A. Participants
Name Position Organization
1. Ferdinand S. Garma Project
Coordinator
Mangatarem, PAWCZMS, DENR Region 1
2. Cora Pugal None Mangatarem, PAWCZMS, DENR Region 1
3. Evangeline Aquino Chief RPAO, DENR Region 1
4. Minerva Martinez Chief Zambales Mountain Range PAWCZMS,
DENR Region 3 Regional Government
Center Maimpis
5. Dolores Santos Chief RPAO, DENR Region 3
6. Cer Jay Jimenez None Mts. Irid-Angelo PAWCZMS, DENR Region
4A
7. Gaudencio dela
Cruz
Chief RPAO, DENR Region 4A
8. Chamberlain
Barbiera
Chief Mt. Nug-as & Lantoy PAWCZMS, DENR
Region 7
9. Eddie Llamedo Chief RPAO, DENR Region 7
10. Marissa Solite Site
Coordinator
Mt. Nacolod KBA PAWCZMS, DENR Region
8
11. Crisostomo Badeo Jr. Project
Management
Mt. Nacolod KBA PAWCZMS, DENR Region 8
12. Purificacion Daloos Chief Energy Development Corporation
13. Ben Muni Advocacy
Specialist
Mangatarem
Haribon Foundation, Inc.
14. Justin Briones None Mts. Nug-as & Lantoy Cebu Biodiversity
Conservation Foundation, Inc.
15. George Chu Accountant Mts. Nug-as & Lantoy Cebu Biodiversity
Conservation Foundation, Inc.
16. Leajim Villanueva None Polillo Group of Islands Polillo Island
Biodiversity Conservation Foundation, Inc.
17. Paul Saludar None World Wildlife Fund-Philippines
18. Astrid Villanueva Comm-CID Haribon Foundation, Inc.
19. Juan Valdez Site Action Haribon Foundation, Inc.
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B. Facilitators and Organizers
Name Position Organization
1. Norma Molinyawe OIC Chief Biodiversity Management Division – PAWB
2. Teresita Blastique Section Chief Resource Assessment Division, BMD-PAWB
3. Meriden Maranan OIC Chief NRED-PAWB
4. Floradema Eleazar Project Manager NewCAPP-BMD-PAWB
5. Alma Navarro Planning Specialist NewCAPP-BMD-PAWB
6. Ariel Erasga PA Specialist NewCAPP-BMD-PAWB
7. Dreama Tolosa Finance Assistant NewCAPP-BMD-PAWB
8. Eric Faeldan Admin/Finance Assistant
NewCAPP-BMD-PAWB
9. Marita Cisneros M & E Specialist NewCAPP-BMD-PAWB
10. Ma. Theresa Espino-Yap
Economist NewCAPP-BMD-PAWB
11. Mary Ann Leones IEC Specialist NewCAPP-BMD-PAWB
12. Deborah Anne Dayao PAWB
13. Mitch Confesor
14. Robert Cruz Admin/Procurement Specialist
NewCAPP-BMD-PAWB
15. Ysmin Rosielle Caparas
Public Affairs Office- DENRCentral Office
Resource Persons
16. Dr. Jose Lacson Jr. Chairperson Graduate Studies UP College of Mass Communication (UPCMC)
17,. Dr. Lourdes Portus Chairperson Department of Communication Research UP College of Mass Communication (UPCMC)
18. Rea Rosario Malite Assistant Department of Communication Research (UPCMC)
19. Princess Rocel Ubongen
Assistant Department of Communication Research (UP-CMC)
20. Lia Portus Photographer UP CMC