Campaign to Elevate Concern and Motivate Actions to Protect Indonesia s Forests

Transcription

1 Campaign to Elevate Concern and Motivate Actions to Protect Indonesia s Forests

2 Indonesia Forest and Media Project (INFORM) Emergency response measure with little government support GEF MSP $940K from GEF; $292K co-financing (increased to $433K)

3 Implemention CI-Indonesia on behalf of a consortium of NGOs. The first time the major NGOs had worked together in this way. *

4 Rationale Indonesia s forests: 10% of world s tropical forest 20% of world s biodiversity Rate of deforestation: 2 million+ ha/year Sumatra s lowland forest predicted to have been lost by 2005 and Kalimantan in 2010 First direct presidential elections (2004) as window of opportunity

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6 Strategy Multilevel: national and regional Mix of media tools: print media, television, radio, direct meetings Hook dates/events (e.g. election) Response Unit Network of Consortium and other partners include strategic alliance with GreenCOM (illegal logging project financed by USAID)

7 Objectives The immediate objectives of the project were to: Increase media coverage of critical forest loss issues in Indonesia by enhancing the role of journalists as responsible information and communication agents Contribute to public debate on emerging forest loss issues in order to influence and monitor policy development. Increase public awareness of the forest loss issue in Indonesia and its social and environmental consequences.

8 Expected Outcomes and Indicators Project outcomes: a. Targeted and accurate information widely disseminated b. General public and others able to seek further accurate and relevant information c. New awareness translates into action directed d. Monitoring procedures and surveys Indicators: a. Increase in media space/time b. Project Response Unit receives requests for more information c. Increased action d. Objective confirmation through surveys

9 Target Groups Media and journalists Community leaders Governments Local NGOs Religious leaders Political parties General public

10 Messages Provide information on the magnitude of deforestation to create concern Tagline: Area equivalent to 6 football fields being destroyed every minute Show the impact of deforestation to human life Tagline: Don t wait for disaster protect the forest before it disappears! Encourage public participation by voting for leaders with a deep concern for the issue Tagline: Your voice (vote) decides the future of our forests

11 Media Main Activities Activities: TV Radio Print Advertisement in national media News and features in national and local media Talk shows News Releases Documentary Journalists field visits Journalist fellowships Media Award* Journalist trainings Media monitoring +* - + * with GreenCOM

12 Outputs 220 spots of two 30-second public service announcement appeared on five TV stations prior to parliamentary elections and the first round of presidential elections. Three 3-minute video news releases aired on national and local TV stations with no airtime cost added. Three interactive talk shows on two TV stations. During the shows, viewers called in to participate in the on-air discussion. Forty-eight 7-minute features and two 1-hour features were broadcast by 152 radio stations throughout the country. The shows were produced to call political parties attention to forest issues prior to the parliamentary elections in April A two-page insert was published in Tempo magazine. In addition, collaboration with media and journalists created additional free coverage of Tempo s insert. Campaign taglines were used by media, government officials, NGOs, religious leaders, and others who were not directly involved in the campaigns.

13 Strategic Alliance with USAID s GreenCOM Created four additional series of 30-second public service announcements in the media from February to July The ads appeared: 597 times on televisions (RCTI, SCTV, TransTV, Metro TV, TVRI). 83 times in print (Kompas, Suara Pembaruan, Koran Tempo) 1,645 times in radio stations in Jakarta and nationwide.

14 Increase in Media Coverage Print Media Monitoring Forestry and Illegal Logging Print News October July Campaign launch PSAs started Jul-04 Oct-02 Nov-02 Dec-02 Jan-03 Feb-03 Mar-03 Apr-03 May-03 Jun-03 Jul-03 Aug-03 Sep-03 Oct-03 Nov-03 Dec-03 Jan-04 Feb-04 Mar-04 Apr-04 May-04 Jun-04 Number of news Month Illegal logging issue General forestry issues

15 Media Outreach Television Radio Web Print Target groups Largest (50% of population) Local (60% of population) Limited (<10 of population) Limited (7.5% of population) Target audience Depends on program Depends on the program Educated Educated Area coverage Major cities Remote areas Major cities Major cities Ads (<1 min.) All All - All Interactive Call in talk Call in talk List serve show show * Letters to editor

16 Response Center Toll Free INFORM Provide information to the public Offer a means to voice public concerns regarding forest conservation actions Provide monitoring and evaluation of the campaign through response given by public 519 calls received during campaign (Web site got 400,000 hits)

17 Response Center Strengths Provides contact point for public Provides additional information on issue, campaign, and consortium members Provides indicator/response to the media campaign Provides data on who is interested in and what they are interested in Had the material and personnel to handle the responses Helps create network Improvements Develop tracking system between Info and Response Centers to ensure requests are filled quickly and efficiently Provide operators with complete info and background on issues raised by callers. E.g.: Government policy and stances, Party stances, all essential contact points Follow up on reports/cases of illegal logging or poor forest management

18 Activities to Encourage Action Meetings/discussions with community leaders, local government, member of DPRD, national goverment, NGOs, academicians, military, police, court, journalists, media editor, Islamic leaders, head of MPR, political parties, tim sukses, candidates of president (with GreenCOM) Legal drafting training for local government in Central Kalimantan Field visits for journalists, community leaders, and key local government Special events and activities: exhibitions, competitions, tours

19 Partnering with Religious Leaders Publicized statement from Islamic leaders to urge the government and public to act upon the deforestation issue was published in Republika, Radar Bogor, Media Indonesia and Sinar Harapan newspaper. Workshop of Islamic leaders on teachings leading to a book.

20 Results of Survey Recognition of INFORM identity % of recognition Commercial: 15% N.Sumatra Jambi Jabotabek C.Kalimantan INFORM mentioned Logo show n

21 Results of Survey Recognition of INFORM taglines % of recognition Taglines 6 football fields disappear every minute Don't w ait for disaster! Time to save the forest Your voice determine the future of the forest

22 Results of Survey Recognition of INFORM products % of recognition Print: Guard forests before they are gone Print: 6 football fields per minute Ad: Impact of deforestation Print: Your voice determines future of forest Print: Forest fire not natural disaster Ad: Public participation

23 Results of Survey Willingness to take action Plant trees Call on others to stop forest destruction Report to authorities Join anti-forest destruction movement Assist in investigating forest destruction Sign petition/direct actions Others Do not know Informed Not Informed

24 Campaign Impacts Commitment from: Local Government (e.g. support for establishment new conservation area in Aceh) Public Figures (e.g. Amien Rais commitment) Islamic leaders (petition from 30 Islamic leaders) Community leaders (e.g. community leaders in 6 Kabupaten in Aceh support the establishment of conservation area)

25 Campaign Impacts Increased attention of public on deforestation Increased attention of media on shaping public opinion on deforestation Broadened the network of media/journalists, non-environment organizations, political parties, religious leaders, local government, community leaders, and other groups Skills development for journalists and consortium (social capital for future cooperation)

26 Elevation of forestry and illegal logging onto the national agenda The project held discussions with presidential campaign teams ( tim sukses ) and brought the deforestation and illegal logging forward as a main issue in each candidate s platform. Forest questions raised on televised political debates A first for an Indonesian presidential debate/presentation - Susilo Bambang Yudhoyono (who was then elected President) publicly stated his stand against illegal logging and poor forest management We believe this was partially a result of INFORM (as well as efforts by other groups)