Transcript Tabbada - Virginia Tech

INFORMATION, EDUCATION AND COMMUNICATION
STRATEGY FOR SANREM SOUTHEAST ASIA
Dinah Q. Tabbada, Vel Suminguit and Lowela Valdez
goals
The goals of this
IEC strategy
objectives
are:
To draw and test innovations in technology and
information packaging and dissemination among
SANREM partners.
To effect increased awareness, develop positive
attitude and persuade and motivate farmers to adopt
technologies and practices towards sustainable
agriculture and natural resource management.
goals
This
IEC strategy
objectives
aims to:
1. popularize, package and disseminate project
outputs using an innovative communication
strategy.
2. provide timely and appropriate information that
will help strengthen capacities for environmental
decision making among communities, government and
academic institutions.
3. mainstream research results into the formal
curriculum in the Philippines and Vietnam.
4. provide scientific information that will help
advance research in sustainable agriculture and
natural resource management.
5. analyze and identify the salient innovative
features that enhance IEC effectiveness.
THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY
This IEC strategy covers the whole of SANREM in
Southeast Asia and the host country, the USA. It has
eight categories of audiences, namely:
scientific community,
chief executives and technical staff,
policy makers (at the municipal, provincial, and
national levels),
the academe,
local communities,
extension agents,
local/national NGOs, and
the private sector.
THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY
Audience Category
Specific Location Point Persons/Institutions
1. Science community
US and Philippines
Principal Investigators (PI)
2. Local executives
and technical staff
Philippines
Dulce Elazegui, Agnes Rola
Tony Sumbalan, Jenny
Liguton
3. Policy makers
Philippines
PIDS in Makati, ISPPS in UPLB
SANREM
4. Academe
US
Philippines and
Vietnam
US-based PIs , Vicky Espaldon (UP
Diliman), UPLB, Vel Suminguit
(SANREM), CMU
THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY
Audience Category
Specific Location Point Persons/Institutions
5. Local communities
Philippines
Alex Tabbada (ICRAF)
Jose Arances CMU-BIDANI
6.
Philippines
Alex Tabbada (ICRAF)
Jose Arances, CMU
7. Local/National NGOs
Philippines
UPLB/PIDS
8. Private sector
Philippines
UPLB/SANREM- SCO
Development Facilitators,
Agricultural Technicians/
Extension Agents
STAGES IN THE IEC STRATEGY
Stage 1. Assessment and Audience Segmentation
Stage 2. Planning
Stage 3. Design, Production and Pretest
Stage 4. Media Use/Implementation/Documentation
Stage 5. Monitoring and Evaluation
STAGES IN THE IEC STRATEGY
Stage 1. Assessment and Audience Segmentation
anaylsis of audience
analysis of audience by information/training
needs
audience segmentation
STAGES IN THE IEC STRATEGY
Stage 2. Planning
drawing of a communication strategy that spells
out that steps, entry points, contact
methods/modes, media selection and media mix,
budget and schedule of activities
STAGES IN THE IEC STRATEGY
Stage 3. Design, Production and Pretest
Involves communication/training specialists and the
subject matter specialists.
Pretesting at prototype stage for clarity,
attractiveness, gender sensitivity and cultural
acceptability.
Based on the results of the pretest, the prototype
will be revised for final production.
STAGES IN THE IEC STRATEGY
Stage 4. Media Use/Implementation/Documentation
This refers to the implementation/and utilization
of the IEC materials.
STAGES IN THE IEC STRATEGY
Stage 5. Monitoring and Evaluation
The IEC team will set its guide for the monitoring
and criteria or indicators for assessing impact,
but will assist the external evaluator, who may
have a separate plan and a different strategy, in
the conduct of impact/effects assessment.
THE CORE MESSAGES, APPROACHES, AND MEDIA
Technologies/Processes/Tools Developed or
Adapted and Used by SANREM
Technologies
1. Agroforestry (ICRAF-SANREM)
2. Soil and Water Conservation (ICRAF)
3. Seed technology and Nursery Management
(ICRAF-SANREM)
4. Geographical Information System (GIS)(c/o
Dr. Antonio Sumbalan)
5. Water Erosion Prediction Project (WEPP)
(Dr. Victor Ella)
6. PCARES (Dr. E. Paningbatan)
7. Simulation Model (Dr. Gerald Shively)
8. Water Quality Test Kit (Tigbantay
Wahig/HPI/Auburn University)
THE CORE MESSAGES
Processes Developed or Adapted and Used by SANREM
1. Participatory Landscape Lifescape
Appraisal(PLLA)
2. Natural Resource Management and Development
Plan (NRMP)
3. Policy analysis(PIDS in Makati, ISPPS in UPLB
SANREM)
4. Agroforestry Seed Association of Lantapan
(ATSAL)
5. Landcare(Lantapan Landcare Association)
6.Community-based Water Watch (Tigbantay Wahig)
STAGES IN THE IEC STRATEGY – The Media
Peer Reviewed
Publications
Comics
Farmers’ Forum
Press releases
Training
Flyers
Field Day
face to
face
Visits
Computerbased taining
Folders
print
Monographs
interactive
and film
SANREM
Website and
data bases
Calendar
broadcast
Poster via
(Warik warik,
PUJ)
Computer-based
simulation models
GIS
Figure 1.
Radio (SOA,
spots/plugs)
Media and media mix to carry messages for information, education and
communication levels.