MMC 1 - Water for Life by ESP Indonesia

MULTI MEDIA CAMPAIGN 1

WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

OCTOBER 2005 This publication was produced by Development Alternatives, Inc. under USAID Contract No. 497-M-00-05-00005-00

Photo Credit: Ardita Caesari, ESP Jakarta. MMC Water for Life in West Java translated the theme into catchy campaign message “2010: Bandung Krisis Air” (2010: Bandung will face water crisis). The pictures grasped a media discussion on the topic presenting Ir. Satrito Hadipurwo, M. Eng (Provincial Office of Geology – West Java), Ir. Lita Endang S (BPLH City of Bandung), and Ir. Budiman (Dirut PDAM Kota Bandung).

MULTI MEDIA CAMPAIGN 1

WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

Title:

Multi Media Campaign 1 Water for Life Periode September – October 2005

Program, activity, or project number:

Environmental Services Program, DAI Project Number: 5300201.

Strategic objective number:

SO No. 2, Higher Quality Basic Human Services Utilized (BHS).

Sponsoring USAID office and contract number:

USAID/Indonesia, 497-M-00-05-00005-00.

Contractor name:

DAI.

Date of publication:

October 2005

TABLE OF CONTENTS LIST OF TABLES ....................................................................................................................... II EXECUTIVE SUMMARY..........................................................................................................III RINGKASAN EKSEKUTIF .......................................................................................................IV 1.

STRATEGY MMC “WATER FOR LIFE’ EDITION........................................................ 1 1.1. BACKGROUND ..........................................................................................................................................1 1.2. OBJECTIVE ..................................................................................................................................................2 1.3. TARGET AUDIENCE:...................................................................................................................................2 1.4. MESSAGE .....................................................................................................................................................2 1.4.1. MESSAGE Content.........................................................................................................................................2 1.4.2. Implementor.....................................................................................................................................................3 1.5. IMPLEMENTATION PERIOD .........................................................................................................................3

MMC “WATER FOR LIFE” IMPLEMENTED ACTIVITY AND RESULT ................... 1 2.1. ACTIVITIES IMPLEMENTATION AREA .........................................................................................................1 2.1.1. Provincial Activities..........................................................................................................................................1 2.2. COMMUNICATIONS MATERIAL PRODUCED..............................................................................................2

CAMPAIGN RESULTS ...................................................................................................... 4 3.1.1. 3.1.2.

News coverage ................................................................................................................................................4 Other achievements.................................................................................................................................... 13

NEWS AND MEDIA ANALYSIS.................................................................................... 14 4.1. OVERVIEW ............................................................................................................................................... 14 4.2. MAJOR FINDINGS AND THEMES.................................................................................................. 15 4.3. ANALYSIS RESULT ............................................................................................................................. 16 4.3.1. Media Outlet................................................................................................................................................. 16 4.3.2. Reaching the target audience................................................................................................................... 17 4.3.3. Article Analysis.............................................................................................................................................. 17 4.3.4. Article Type ................................................................................................................................................... 19 4.3.5. The topics ...................................................................................................................................................... 20 4.3.6. News source quoted ................................................................................................................................... 20 4.4. FUTURE CHALLENGES..................................................................................................................... 21

LESSON LEARNED ......................................................................................................... 22

LIST OF TABLES TABLE 1 ACTIVITY MATRIX ..........................................................................................................................................3 TABLE 2 NEWS COVERAGE MMC WATER FOR LIFE .................................................................................................4 TABLE 3 LIST OF JOURNALIST REACHED DURING MMC WATER FOR LIFE .......................................................... 10

EXECUTIVE SUMMARY ESP’s Public Outreach & Communications (POC) provides cross-cutting support to ESP High Priority Province (HPP) teams to communicate ESP principles and stimulate behavior change necessary to achieve overall ESP results. ESP achieves this through the implementation of three integrated activities (Health&Hygiene Campaign, Pride Campaign and POC) in High Priority Provinces as stated in USAID-ESP Year 1 Work Plan, on Public Outreach&Communications component (PM4.4), that is to conduct regular awareness campaign. One of POC activity is Multi-Media Campaigns (MMC), which implemented in partnership with local media and NGOs in each HPP capital on a bi-monthly basis. Regular ESP and BHS messages are communicated through these regular campaigns that communicate information and ‘calls for action’ through a range of electronic, print and community-based media. We will conduct 6 campaigns in total during period of September 2005 – September 2006. Over the next year, ESP looks forward to facilitating multi-media campaigns focusing on point-ofuse water management; environmental management and flood control; water resource conservation; rewards and incentives for environmental services; and various health and hygiene issues. “Water for life” is the theme for the first MMC campaign and conducted at East Java, West Java, West Sumatra and North Sumatra, by all respective POC Specialists. ESP combined public relations and media relations approach in implementing the campaign. Campaign specific objective is to raise awareness amongst journalist, media and policy makers on the importance of water to human life and at the same time develop relations with journalist and media. The campaign dedicated to generate support toward ESP works and issues from target audience that contributes to the effort in building enabling environment for ESP to achieve its objective. From the two months period of campaign, POC and its local implementing partner generated 113 news coverage and 13 radio/TV talkshows/variety shows programa. In total the theme was covered at 52 media across ESP regions. ESP also succesfully stimulated establishment of Environmental Journalist Forum in Medan, North Sumatra and Water Communcations Working Group in Bandung West Java. Through the campaign, ESP reached 86 journalist from both local and national media and the policy makers targeted through direct engagement as issue advocators at campaign activities and reached through the media exposure on issues presented. This Multi Media Campaign was implemented in the High Priority Provinces of North Sumatra, West Sumatra, East Java and West Java. Thanks to ESP Public Outreach and Communications Specialists, as well as ESP technical and regional staff involved in this campaign. Thanks also to NGO, community, government and journalist partners for making this a success.

RINGKASAN EKSEKUTIF Public Outreach & Communications (POC) – ESP berfungsi memberikan dukungan lintas bidang bagi tim regional di propinsi dimana ESP berada untuk mengkomunikasikan prinsip-prinsip ESP serta merangsang perubahan perilaku untuk mendukung pencapaian tujuan ESP. ESP mencapainya melalui pelaksanaan tiga kegiatannya (Komunikasi Kesehatan, Kampanye Konservasi dan POC) secara terintegrasi di semua propinsi ESP sesuai yang tercantum dalam Rencana Kerja tahun 1USAID-ESP, di bagian Public Outreach&Communications tercantum dalam PM4.4, yakni pelaksanaan kampanye penyadaran secara rutin. Salah satu kegiatan POC adalah Multi-Media Campaigns (MMC), yang diselenggarakan dengan bekerja sama dengan media dan LSM di masing-masing propinsi prioritas setiap 2 bulan sekali di tiap ibukota propinsi. Pesan-pesan ESP dan Basic Human Services (BHS) dikomunikasikan melalui kampanye rutin ini yang menyampaikan informasi dan ajakan bertindak melalui media elektronik dan cetak. ESP akan melaksanakan 6 kampanye selama periode September 2005 – September 2006. Setahun ke depan ESP akan melaksanakan 6 MMC dengan fokus tema air untuk kehidupan, pengelolaan air minum di tingkat rumah tangga, pengelolaan lingkungan dan banjir; konservasi sumber air; jasa dan layanan lingkungan, serta tema yang terkait kesehatan dan higinitas. “Air untuk kehidupan” adalah tema MMC pertama yang dilaksanakan di empat propinsi prioritas ESP oleh POC Specialist terkait. Kampanye dilaksanakan dengan menggunakan pendekatan public relations dan media relations. Tujuan khusus kampanye ini adalahg meningkatkan pemahaman jurnalis, media dan pembuat kebijakan tentang pentingnya air bagi kehidupan manusia serta membangun hubungan dengan jurnalis dan media. Kampanye ini dilaksanakan untuk membantu menumbuhkan dukungan bagi kegiatan dan isu ESP di kalangan target komunikasi yang menciptakan lingkungan kondusif bagi pencapaian tujuan ESP. Dari dua bulan pelaksanaan kampanye, POC didukung partnersnya menghasilkan 113 pemberitaan dan 13 program radio/TV talkshows/variety shows. Secara total isu-isu terkait tema kampanye disampaikan lewat 52 media di propinsi priorita ESP, baik itu media lokal maupun nasional. ESP juga berhasil merangsang terbentuknya Jurnalis Peduli Lingkungan di Medan, Sumatera Utara dan Kelompok Kerja Komunikasi Air (K3A) di Bandung, Jaw Barat. Lewat kampanye ini, ESP menjangkau 86 jurnalis dari media lokal maupun nasional serta para pemegang kebijakan lewat pelibatan mereka secara langsung sebagai advokator dalam kegiatan-kegiatan kampanye serta penjangkauan lewat media. MMC ini dilaksanakan di Propinsi Sumatera Utara, Sumatera Barat, Jawa Timur dan Jawa Barat. Terima kasih kepada semua POC Specialists, juga staff teknis dan tim regional yang terlibat dalam kampanye ini. Juga kepada LSM, masyarakat, pemerintah dan jurnalis yang memungkinkan terlaksananya kampanye ini.

1. STRATEGY MMC “WATER FOR LIFE’ EDITION 1.1. BACKGROUND ESP launched its first Multi-Media Campaign (MMC), ‘Water for Life’ in the High Priority Provinces of East Java, West Java, West Sumatra and North Sumatra in September. The regular multi-media campaigns are implemented in partnership with local media and NGOs in each HPP capital on a bi-monthly basis. ESP and USAID/BHS partner messages are communicated through these regular campaigns that communicate information and ‘calls for action’ through a range of electronic, print and community-based media. ‘Water for life’ was a theme that can be a good entry to the journalist as we strive to present the issue of environment and health to people at large. There are many aspects to it which can be tap into at each region. It also able to present a link between ‘up stream and down stream’ link in regards to environment and health issues, with both global and local content. Some point of entry was based on the 10 water management principles which agreed by development countries as follow: 1. Water belongs to all human being on the earth. Human being acts as the decision maker to conserve the water, as they are also the one with the power to destruct water resources. 2. Each human being has the right to access water at any place and any time. 3. Water should be use economically. Each less developed and development country should acquire innovative ways to economic use of water to conserve the water in the future. 4. Provide solution to treat polluted water. The countries should treat the polluted water and stop land destruction to conserve the water. 5. Support and conserve water reserve at natural spring. 6. The public has the right to water and the government to manage. It means that water can not be privatized for any commercial purposes. Water also can not be exported in large volume for commercial purposes. 7. The rights to obtain access to water. Each and every human being has the right to obtain a clean water access. 8. The best water management scheme is by involving the community member. Though private sectors exist and supported the government, it will be best to get the community institution involvement on the water resources preservation. 9. Community should act as government partner in regards to water provision. This is the basic principle of water management in the future. Where public act as government partner should be motivated to solve any problem exist and support for changes in the new policy. The process should be involving the community i.e. labor community and others. 10. The Global economy policy should support water availability. The unlimited growth and expansion of international trade in the economy globalization is a situation that is currently contra productive to water resource threats solution.

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

All above translated into local context and presented in different way for journalist consumption. Where each campaign involves a seven-step process that includes media kit development and distribution; media gathering; journalist field visit to local story site; radio talk shows with interview guidelines; community- and school-based activities; regular contact with journalists to press the campaign issue; and ideas for additional activities with television and other media resources. Monitoring and evaluation is conducted during and after each campaign to sharpen the message and ensure impact. Prior to the campaign implementation, all POCs underwent initial process preparing the first roll out of the campaign. It involves identification and there is a case where we formed the local working partner at each area, select media to use for media campaign purposes, and draw local concept on each activity for each region.

1.2. OBJECTIVE • •

To raise awareness on the importance of water to humans life amongst policy makers and general public To develop relations with local journalist and local media

1.3. TARGET AUDIENCE: 1. Local journalist 2. Local media 3. Policy makers

1.4. MESSAGE Campaign theme: Water for Life Main message: • Link between people and water • Clean water demand exceeds supply of water, leading to conflict.

1.4.1. MESSAGE CONTENT 1.4.1.1.

Global Content a. b. c. d. e.

1.4.1.2.

Water as a human need/right Millennium Development Goals related to clean water Indonesia-specific water issues Women & Water Community/Children’s section: Conserving Water at Home/School

Local Content a. Local perspective of water in crisis -- PDAM access -- A water conflict story b. Government policy influencing water access c. ‘Happy’ story – some neat initiative about people & water from each HPP

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

d. Opinion: Message to the Governor –quotes from people on the street about what they think regarding people and water e. Household stories: Voices from the Village – Upstream/rural and downstream/urban perspectives of people and water issues

1.4.2. IMPLEMENTOR • •

Coordinator : POC Specialist North Sumatra Implementor : POC Specialist DKI Jakarta/Jawa Barat with Water Communications Working Group (K3A) POC Specialist East Java POC Specialist West Sumatra, with AJI Padang POC Specialist North Sumatra, with AJI Medan

1.5. IMPLEMENTATION PERIOD The campaign will run from September – October, covering activities as follow: 1. Media kits development : August 2. Journalist discussion : September – week 2 3. Journalist field visit : September – week 2 4. Public discussion : September - week 3 5. Radio campaign : September – week 3 6. Community/School based activities : September - week 4 7. Journalist follow-up : September - October 8. Monitoring & Evaluation : September – October Table 1 Activity Matrix Activities Journalist Discussion

Out put

Capacity strengthening on water issue amongst local journalist Journalist visit Media coverage Journalist data base Public discussion Media coverage Stake holder data base

Tools

Target Audience Partner

Credible resource persons. Journalist

Media kit. Good facilitator Credible re-source person Press release. Media kit. Slide Presentation. Facilitator. Credible re-source person. Above the line & Media coverage In accordance to any Resource person activity concept below the line data base Journalist follow Environmental/ Mailing list. up Health Journalist Regular Contacts with journalist. network Media News clipping Activity monitoring & Activity report monitoring & documentation. Success story News monitoring. evaluation

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

PDAM, Water Board, Academician, local government

Journalist, policy maker

Local implementing partner, NGO

Journalist, policy maker

Local implementing partner, NGO

Journalist General public/ community group Journalist Local media

Local implementing partner, NGO

USAID, ESP, program partner

Local implementing partner, NGO, POC Local implementing partner, NGO

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

2. MMC “WATER FOR LIFE” IMPLEMENTED ACTIVITY AND RESULT 2.1. ACTIVITIES IMPLEMENTATION AREA ESP implemented MMC activities at major cities in the four HPP as follow: • Bandung Municipality, West Java • Surabaya Municipality, District Purwodadi, District of Batu, East java • Padang Municipality, West Sumatra • Medan Municipality, Deli Serdang District, North Sumatra. In summary, following are the implemented activities at all area, even though each region implemented different set of activities (due to local capacity and ability??): • Journalist briefing • Journalist discussion • Journalist visit • Journalist training • Media campaign – radio and TV talk shows, inserts, documentary. • Community campaign • Fact sheets productions • Radio guideline

2.1.1. PROVINCIAL ACTIVITIES 2.1.1.1.

West Java 1. Media gathering and visit, “2010 : Bandung without clean water” on Sept 22, 2005 2. Community campaign, on Oct 1, 2005, topic: “Let us keep our water” at Cicadas, Bandung. 3. Public meeting (town hall format) broadcasted live by Radio Maraghita FM, on Oct 15, 2005. 4. Media campaign: • Talk show Rase FM, on Sept 27, 2005 • Talk show Maraghita FM, on Sept 27, 2005, topic: “Water is ours, for us to use.” • Talk show PRO 3 FM, on Sept 28, 2006, topic: “Clean water crisis” • Talk show TV Bandung, on Oct 10, 2005 : “When women doesn’t have water” • Talk show TV Bandung, on Oct 18, 2005 :”If the last water spring is gone” – includes “Message to the governor” • Radio insert placement at Radio Shaf FM and Mara FM • “Message to the governor” placement at TV Bandung

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

2.1.1.2.

East Java 1. Media briefing, promoting ‘Water for Life’ campaign in East Java, on Sept 19, 2005 2. Community discussion on Sep 26, topic: Relation of mothers and children with clean water and diarrhea 3. Community campaign on Sept 27-29, 2005, education targeted SMP students and teachers related to clean water and impacts of pollution at Pring Woeloeng Environmental Garden, Purwodadi. 4. Media visit on Sept 28, to Pring Woeloeng 5. Media gathering on Sept 29, in Batu, Malang 6. Media campaign: o Talk show on RRI on Sept 23, topic: “Water for Life” o Talk show on RRI on Sept 26, topic: “Women’s perspective on water, health and hygiene” o Special Publications, on Sept 28 at Suara Ibu Makarti (PKK publications) on “Water for Life”. o Talk show on JTV on Oct 2, on “Water for Life”.

2.1.1.3.

West Sumatra 1. Roundtable discussion • 16 September 2005. “Water management policy and institution” • 20 September 2005. “The press talks on water” • 28 September 2005. “Clean water services in Padang” 2. Journalist Trip on 3 October 2005. 3. Media campaign: • Talk show Pro News FM on Sept 24 on ”Water management services and policy in Padang”. • Talk show Pro News FM on 3 October 2005, ”Clean water services to increase the quality of public health in Padang”.

2.1.1.4.

North Sumatra 1. Journalist Discussion, 26 Agustus 2005 2. Journalist visit on 23 – 25 September 2005, to areas where ESP works in North Sumatra. 3. Journalist training, 30 September – 2 Oktober 2005 4. Journalist involvement on activity, 15 -17 September 2005, pre survey with Service Delivery team to 4 villages at Desa Tanah Karo, Deli Serdang.

2.2. COMMUNICATIONS MATERIAL PRODUCED ESP also produced materials to support the activities in the field: •

National Fact sheets:

o o o o

Fact sheet “MDG Indonesia 2004 – Achievement Report on house hold access to water.” Fact sheet Data on PDAM in Indonesia. Fact sheet definition of clean water. 10 principles on water management

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

•

Local Fact sheets: o Profile ESP – West Sumatra o PDAM West Sumatra o PDAM Padang o River in the city of Padang o Drink water usage o Water source criteria o A critical note regarding policy on water management o News on water o Water for Health o Water for Life o Water availability o Sanitation and solid waste o ”Even the country of glasses needs water” (Story of Kampung Cicadas)

•

Local press release o Increase water access for the poor o Perpamsi push the government to wipe off PDAM’ debt o “2010:Bandung without clean water”

•

Electronic materials o Radio Feature on “water for life” - Surabaya o Radio Feature on “When its difficult to get water” - Bandung o TV insert on message to the governor “Safe the water now!” - Bandung o Poster, sticker and leaflet “Keep the water properly” to support community campaign in Bandung.

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

3. CAMPAIGN RESULTS 3.1.1. NEWS COVERAGE Through above mentioned activities implemented, ESP gained following: 1. Message distributed in print and electronic media during campaign period to target audience. Total media coverage shows, at 52 media. Regional details: • West Java media. • West Sumatra • East Java at 10 local media. • North Sumatra

: 113 news coverage, 13 radio/TV talk shows/variety

: 15 news coverage and 6 radio/TV program, at 15 : 45 articles, 2 radio talk shows at 10 local media. : 18 news coverage, 4 TV talk shows/variety shows : 31 news coverage, 1 radio talk shows, at 14 media

Table 2 News Coverage MMC Water for Life No

Jenis Media

Media

Title

Date

Koran

Tribun jabar

Bandung, Krisis Air

Koran

Radar Bandung

Koran

Seputar Indonesia

Koran

Koran Tempo

Koran

Pikiran Rakyat

Koran

Pikiran Rakyat

Koran

Pikiran Rakyat

Permukaan Air Tanah Bandung terus menurun Jangkauan Pelayanan PDAM Kota Bandung Baru Mampu 64% 2010, bandung kehabisan air bersih Sumur di Cicadas Tercemar Muka Tanah cenderung turun Mimpikan lingkungan bandung kembali molek

Koran

Kompas

Koran

Media Indonesia Media Indonesia

Sumur Warga Tercemar, Penduduk Cikutra Tak mampu beli alat penyaring Sungai Deli, riwayatmu kini Mata airmu, mata airku

ESP event

Origin

September 23, 2005 September 23, 2005

Media gathering Media gathering

Bandung

September 23, 2005

Media gathering

Bandung

September 23, 2005

Media gathering

Bandung

September 24, 2005 September 24, 2005 September 23, 2005

Media visit

Bandung

October 6, 2005

Media visit

September 5, 2005 September 5, 2005

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Sirkulasi

Bandung

Bandung Bandung

Bandung

Medan Medan 4

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Radar Surabaya Bisnis Indonesia Radar Surabaya Singgalang

Koran

Singgalang

Koran

Singgalang

Koran

Padang Ekspress

Koran

Padang Ekspress Pos Metro

Koran

Singgalang

Koran

Padang Ekspress

Koran

Singgalang

Koran

Padang Ekspress.com

Koran

Padang Ekspress.com

Koran

Padang Ekspress

Koran

Padang Ekspress.com

Koran

Padang Ekspress.com

USAID garap tujuh daerah USAID matangkan kampanye ESP

Dewsn Desak PDAM atasi Krisis Air BBM Langka, Air PDAM tak Mengalir Padang perlu membentuk DSDA-SAS Media Perlu Beri Ruang Masalah Lingkungan Prioritaskan tunggakan program Air bersih prioritas utama Tahun 2008 Mendatang, Seluruh Warga Kota Nikmati Air Bersih Program Kerja Pemko Bukittinggi, Pelayanan Air Bersih Menjad Prioritas Utama Isu air terbatas di media massa 114 Usaha Tak Peduli Lingkungan

September 20, 2005 September 20, 2005 September 27, 2005 September 17, 2005

Press briefing

Surabaya Surabaya Surabaya Padang Padang

September 19, 2005

Diskusi Publik

Padang

September 2, 2005

Diskusi Publik

Padang

September 18, 2005 September 16, 2005 September 16, 2005

Padang

September 16, 2005

Padang

September 23, 2005 September 21, 2005

Padang Padang

Diskusi Publik

Padang Padang

Warga lubukbasung kesulitan air bersih , salurang PDAM mati total Program Kerja Pemko Bukittinggi, Pelayanan Air Bersih Menjad Prioritas Utama PDAM up grade Instalasi Pangilun

September 6, 2005

Padang

September 16, 2005

Padang

September 17, 2005

Padang

Media Perlu Beri Ruang Masalah Lingkungan

September 2, 2005

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Diskusi Publik

Padang

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Padang Ekspress.com

Kantor berita

antara news

Koran

Bisnis Indonesia

Koran

Padang ekspress

Koran

Singgalang

Koran

Padang Ekspress

Koran

Bisnis Indonesia

Koran

Singgalang

Web news

Padang Ekspress.com

Web news

Padang Ekspress.com

Web news

Air PDAM tak layak minum, kita akan cek ke lapangan Pemerintah belum nilai air jadi komoditas penting PDAM Padang akan produksi air siap minum PDAM jadi holding company. Eko: itu ide cerdas

September 19, 2005

September 9, 2005

SD workshop

Padang

Eko Subowo: Persoalan PDAM Perlu Penanganan Serius Hasil Studi Program Lingkungan ESPUSAID PDAM Layak Terapkan Corporate Plan Perpamsi Sumbar akan bentuk holding Walikota Drs. H. Djufri, Penggabungan PDAM harus didukung Banyak depot air minum tidak miliki izin

September 9, 2005

SD workshop

Padang

September 9, 2005

SD workshop

Padang

September 9, 2005

SD workshop

Padang

September 9, 2005

SD workshop

Padang

September 21, 2005

Padang

Diskusi Publik

September 15, 2005

Padang Padang

September 5, 2005

Padang

Hasrir: pasca Banjir, Waspadai Diare

September 8, 2005

Padang

Padang Ekspress.com

AJI-ESP Gelar Lomba Foto Lingkungan

September 16, 2005

Padang, Clean & Green City

Padang

Web news

Tempo interaktif

September 29, 2005

Diskusi Publik

Padang

Koran

haluan

PDAM Padang akan produksi air siap minum Perpamsi desak pemerintah hapus utang PDAM

September 29, 2005

Diskusi Publik

Padang

Koran

Metro Pos

Perpamsi desak pemerintah hapus utang PDAM

September 29, 2005

Diskusi Publik

Padang

Koran

Singgalang

PDAM Padang produksi air siap minum

September 29, 2005

Diskusi Publik

Padang

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Padang Ekspress

Koran

Bisnis Indonesia.com

Koran

Jakarta Post

Koran

Singgalang

Koran

Padang Ekspress

Koran

Padang Ekspress

Koran

Singgalang

Koran

Haluan

Koran

Singgalang

Koran

Singgalang

Koran

Singgalang

Koran

Singgalang

Koran

Singgalang

Koran

Padang ekspress

Koran

Haluan

Koran

Padang ekspress

PDAM tekan kebocoran, akhir 2005 waiting list PDAM tuntas PDAM minta penghapusan utang PDAM to produced distilled water Sumur Made In Uwan Menyerap Banjir PDAM bangun instalasi lubuk minturun Zukri Saad : cocok diterapkan di rumah PDAM Padang akan sesuaikan tarif PDAM sesuai program jangka pendek pengadaan air bersih telah dikerjakan Kapasitas produksi air meningkat PDAM up grade instalasi Pengilun Pengunjung Calau keluhkan sarana air bersih PT MPA Bangun Perumahan di Kota Solok, Ketersediaan air Bersih Dapat diatasi Petani Koto XI Tarusan butuh irigasi PDAM Bukittingi Dikecam berbagai Pihak, Sungai Tanang minta kenaikan bagi hasil Irigasi Panti Rao, sebuah Harapan Baru

September 29, 2005

Diskusi Publik

September 30, 2005

Padang

Padang October 4, 2005

October 4, 2005 September 29, 2005

September 25, 2005 September 17, 2005 September 17, 2005

Padang Journalist visit

Padang

Journalist visit

Padang

Journalist visit Journalist visit

Padang Padang

Padang SD training

Padang Padang Padang

September 13, 2005

Padang

Padang Padang

September 13, 2005

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Padang

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Padang ekspress

Koran

Haluan

Koran

Singgalang

Koran

Singgalang

Koran

Analisa

Koran

Analisa

Koran

Berita sore

Koran

Moderator

Koran

Perjuangan

Koran

Analisa

Koran

Analisa

Koran

Waspada

Koran

Kompas

Koran

Perjuangan

Meningkatkan Produksi, PDAM Lakukan Rerating, Perpamsi USAID gelar Pelatihan (Land without trees) Tingkat kebocoran air mencapai 38% Akibat Banjir Bandang, Fasilitas PDAM Tirta Antokan Rusak Air bersih merupakan kebutuhan samkin mahal nilainya (water source) 10 tahun ke depan medan tenggelam Raja Berneh, Kampung Tertinggal : Kekayaan Air Melimpah mengharapkan Perhatian Pemerintah 10 tahun ke depan , Medan tenggelam, Wakil Ketua Komisi DPRD Sumut akan usulkan pembuatan Perda Mengatur Pengelolaan Air Proses 'air' jadi Air Bersih Anak nelayan Bagan Belawan setiap hari terpaksa 'bermandikan' lumpur Journalist Visit ESP North Sumatra, Warga DAS Belum Nikmati Air Bersih Sungai Deli Tercemar: IPAL industri Sungai Deli dan Sungai Belwan Sulit Dipantau Medan Belawan Komplit Masalah di Bagan Deli

September 13, 2005

SD training

September 9, 2005

Padang

Padang Padang

September 9, 2005

Padang

October 2, 2005

Journalist visit

Medan

October 2, 2005 October 6, 2005 October 8, 2005

Journalist visit Journalist training Journalist training

Medan

October 8, 2005

Journalist training

Medan

September 30, 2005 October 2, 2005

Journalist training Journalist visit

Medan

September 28, 2005

Journalist visit

Medan

September 28, 2005

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Medan Medan

Medan

Journalist visit

Medan

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Waspada

Koran

Analisa

Koran

SIB

Koran

Analisa

Koran

Sumut Pos

Koran

Sumut Pos

Koran

Perjuangan

Koran

Portibi

Koran

Medan Bisnis

Koran

Analisa

Koran

Analisa

Koran

Analisa

Koran

Analisa

Koran

Analisa

Masalah Sungai Belwan diseminarkan Air bersih tanggungjawab kita Kurang dari 10 tahun, kota medan bakal krisis air Pencemaran Sungai Deli yang kian memprihatinkan Sulitnya air bersih di Tana karo (1); Butuh Rp 18 ribu untuk mendapatkannya Sulitnya air bersih di Tana karo (2); Dikelola dengan swadaya masyarakat Sekitar 58 dari 1000 Balita Meninggal Akibat Diare, Kota Medan Tenggelam Akibat Krisis air tanah Air menyambung hidup manusia USAID gelar diskusi air untuk kehidupan

September 26, 2005

Medan

September 30, 2005 September 28, 2005

Medan Journalist training

September 8, 2005

Medan Medan

September 20, 2005

Journalist visit

Medan

September 21, 2005

Journalist visit

Medan

September 27, 2005

Journalist visit

Medan

September 28, 2005 August 24, 2005

Journalist visit Journalist discussion

Medan

Kelestarian Lingkungan Sungai Deli Sudah sangat Terancam Tujuh puluh persen pencemaran di Sungai Deli akibat limbah domestik, DPRD-SU akan buat perda tentang air Desa Penghasil Air itu masih tertinggal Remang-remang penegakan hukum lingkungan

August 29, 2005

Journalist discussion

Medan

October 9, 2005

Journalist training

Medan

October 10, 2005 October 17, 2005

Journalist visit

Medan

Krisis Air Bersih, Tarif dan Upaya Memuaskan Pelanggan

October 17, 2005

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Medan

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Koran

Analisa

Koran

Analisa

Koran

Analisa

Koran

Analisa

Merindukan Medan Metropolitan Menjadi Kota Berkelanjutan Sungai-sungai tercemari limbah industri dan limbah domestik Seiring pertambahan populasi : Masalah Keterbatasan Air meluas di China Limbah biomassa menjadi energi alternatif atasi mahalnya BBM Sektor air bersih,dari kehancuran menjangkau target

October 17, 2005

Medan

October 10, 2005

Medan

October 17, 2005

Medan

October 17, 2005

Medan

2. Initial steps to develop relations with journalist established where 86 journalist tapped by the message through the campaign. 3. Early steps to build partnership with local media developed to strengthen environment and health issues exposures at respective area. Table 3 List of Journalist Reached during MMC Water For Life No

Nama

Media

Jenis Media

L/P

No Telp

Region

Syofiardi Bachyul JB

The Jakarta Post

Cetak/koran

081363411335

Padang

Yosnofrizal

Tabloid Suara AFTA

Cetak/Tabloid

0751442531

Padang

Hendri Ikhsan

RK Kuranji FM

Elaktronik

081363430867

Padang

Erna Lisnan

Radio Arbes FM

Elaktronik

08153508694

Padang

Syawaldi

Harian Singgalang

Cetak/koran

085263017525

Padang

Yuafriza

Tabloid Puailiggoubat

Cetak/Tabloid

08126724502

Padang

Tularji

Harian Bisnis Indonesia

Cetak/koran

08197508535

Padang

Aji Kurnia

Radio ProNews FM

Elaktronik

08197588537

Padang

Feraneldi

Tabloid Puailiggoubat

Cetak/Tabloid

0811666713

Padang

S. Metron. M

Harian Padang Ekspres

Cetak/koran

0816352400

Padang

Frislidia

LKBN Antara

Kantor berita

081363078751

Padang

Gusli Yanti

Harian Singgalang

Cetak/koran

081363439657

Padang

David

Harian Haluan

Cetak/koran

081363447705

Padang

Dian Citra. A

Radio ProNews FM

Elaktronik

081535265475

Padang

Boy

Harian Posmetro

Cetak/koran

0751841159

Padang

Yurnaldi

Harian Kompas

Cetak/koran

Padang

A. Derizal

Tabloid Tribun Sumbar

Cetak/Tabloid

Padang

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Nama

Media

Jenis Media

L/P

Amrizal

Tabloid Tribun Sumbar

Cetak/Tabloid

Yuni

Harian Singgalang

Cetak/koran

081363408615

Padang

Leny Suryani

Radio Classy FM

Elaktronik

08126605477

Padang

Andrizal

RRI Padang

Elaktronik

081535213636

Padang

Defri Mulyadi

Harian Padang Ekspres

Cetak/koran

Al Imran

Harian Posmetro

Cetak/koran

081363083672

Padang

Rus Akbar

Tabloid Puailiggoubat

Cetak/Tabloid

081374172273

Padang

Rommy

Harian Padang Ekspres

Cetak/koran

Padang

Jhonny

Harian Media Indonesia

Cetak/koran

Padang

Effendi

Harian Singgalang

Cetak/koran

08126798531

Padang

Rachmadi

Tabloid Puailiggoubat

Cetak/Tabloid

08153505627

Padang

Nuning Hernuni

RRI Surabaya

Radio

7047791

Surabaya

Ria R

RRI Surabaya

Radio

818303439

Surabaya

Yeyen

Kosmonita

Radio

60200559

Surabaya

Wahyu

Mercury

Radio

81331114001

Surabaya

Choirul/ Rully

Suara Surabaya

Radio

811347466

Surabaya

Bendot Harijadi

RRI Malang

Radio

Agnes Suharningsih

Kompas

Cetak/koran

70251785

Surabaya

Amro

Kompas

Cetak/koran

81553133293

Surabaya

Heti Palestina

Radar Surabaya

Cetak/koran

71126869

Surabaya

Marta

Surya

Cetak/koran

81330773540

Surabaya

Aji

Republika Malang

Cetak/koran

7051826

Surabaya

Anto

Republika Surabaya

Cetak/koran

70316728

Surabaya

Roni Mustamu

Surabaya Post

Cetak/koran

8155212155

Surabaya

Yuristiarso H

Bisnis Indonesia

Cetak/koran

818593433

Surabaya

Otong Wahyudi

JTV

70998499

Surabaya

Vita

JTV

70113678

Surabaya

Erri Manto Damanik

Harian Andalas

Cetak/koran

Dedi Afrizal

Harian Mediator

Cetak/koran

061- 7030751/ 081370850630

Medan

Jalal Ibrahim Syahputra

Radio KISS FM

Radio

081533173881

Medan

Riana Sari

Harian Berita Sore

Cetak/koran

061-77416021

Medan

M Felix Sidabutar

Harian Sumatera

Cetak/koran

061- 4512229/ 061-4523029/ 081361289329

Medan

Sastroy Bangun

Harian Perjuangan

Cetak/koran

061-77460495/ 08153011207

Medan

Ucok Iswandi

Harian Potibi DNP

Cetak/koran

08126478904

Medan

Erlina Sari Nasution

Harian Sumut Pos

Cetak/koran

085261320494

Medan

Odjie Radja

Harian Sinar Harapan

Cetak/koran

08153072570

Medan

Deborah Sonata

Harian Sumut Pos

Cetak/koran

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

No Telp

Region Padang

Padang

Surabaya

Medan

Medan 11

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

Nama

Media

Jenis Media

L/P

Uliyansyah

Harian Gaya Medan

Cetak/koran

Medan

Richard Sidabutar

Harian Medan Bisnis

Cetak/koran

Medan

Mahbubah Lubis

Harian Mimbar Umum

Cetak/koran

Medan

Muhammad Said

Radio Prapanca FM

Radio

Haslan Madi Tambunan

Harian Mandiri

Cetak/koran

Bobby

Harian Bersama

Cetak/koran

8153158422

Medan

Rana

Koran tempo

Cetak/koran

08122119501/ 4261548

Bandung

Heni Firdawati dan Fifi

MQ FM

Radio

Iim Busrol Karim

Tatar Sunda

Cetak/koran

Adi M

Suara Pembaharuan

Cetak/koran

Didit

Sinar Harapan

Cetak/koran

4200123

Bandung

Yuli

Jakarta Post

Cetak/koran

5350050

Bandung

Siwi dan Atty

Shaf

Radio

7217834 / 91274838 siwi hp: 08888062137

Bandung

Roni

Rase FM

Radio

2038390

Bandung

Reza

LKBN Antara

Radio

4234839

Bandung

Jauhari dan Adam

TVRI Jabar-Banten

Televisi

5406182

Bandung

Wiwit

RRI Pro 3 Bandung

Radio

7218075

Bandung

Endang Puji Hartati, S.Sos.

RRI Pro 3 Bandung

Radio

7212300 / 0818610954

Bandung

Asep GP

Mangle

Cetak

7309720

Bandung

Syawal

Maraghita FM

Radio

7307471

Bandung

Zoraya

Antasalam FM

Radio

81808562725

Bandung

Fahmi dan Dani

Bandung TV

Televisi

2005112

Bandung

Yedi

Pikiran Rakyat

Cetak

6031004/ 4204720

Bandung

Fatimah

Tribun Jabar

Cetak/koran

7334980

Bandung

Denay

Elsinta

Radio

021-5859000

Bandung

Erry

Greeners

Cetak/majalah

8121426817

Bandung

M.Malik

Galura

Cetak/koran

Erna

Bisnis Indonesia

Cetak/koran

7304866

Bandung

Ridho Eisy

Galamedia

Cetak/koran

7505009 / 7511286

Bandung

Deni Mulyana Sasmita

Seputar Indonesia

Cetak/koran

08122110198 / 022-70124298

Bandung

Andi M.S.

PRSSNI Bandung

Radio

2038362

Bandung

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

No Telp

061-6892821/ 08126495635

Region

Medan Medan

Bandung 7504411/ 08122255329/ 081322017272

Bandung

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

3.1.2. OTHER ACHIEVEMENTS •

•

The participants of intensive journalist training on environment in Medan, North Sumatra, agreed to establish an environmental journalist forum as a communication channel and action to act together to advocates environmental issues. Good relations building with journalist in Padang, West Sumatra and Medan, North Sumatra resulted to heavy frequency of articles wrote by the local journalist covered related theme issues based on event conducted and stimulated individual writing related to presented issue. Formed Water Communications Working Group in Bandung, West Java

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

4. NEWS AND MEDIA ANALYSIS 4.1. OVERVIEW The “Water for Life” campaign presented as the main issue of where ESP works, with its many facets linked to ESP program components. It also acted as another entry point to open relationship with local media and policy makers. ESP wants to build understanding on ‘ridges to reef’’ link in regards to water, as this is how ESP works. In this analysis, we covered the print medium and internet based coverage, as there is minimum documentation on the radio and television coverage. In addition to the low number of coverage from this medium. We conduct the analysis based on the period of MMC 1 campaign implementation (August – October 2005), that it linked or resulted by our campaign. In general ‘water crisis’ has been the selling issue in each region where the campaign implemented. Mostly due to man’ negative behaviour toward its water, forest, river, water source against the urbanization problem. PDAM, as the major clean water supplier in the country placed significant present in the overall picture. Local initiative, opinion, policy, problem and solution also portrayed in similar ways through out the program at all regions. Local media responded positively to the campaign, shown on the news coverage to MMC Water for Life. In depth news and features about water crisis conveyed by the reporters, even though there was still several of ceremonial news. They gained good understanding toward presented issues, and delivered balanced story at most articles wrote. This closely related to the ways of series of activity thrown by all POC at respective areas, mostly the reporter visit, reporter training (Medan) and reporter gathering, where they provided balanced story from different credible site and Involving local partner at most of the program implementation is also a way of developing local understanding, capacity and commitment to raise environment issues at each area for public awareness. This understanding will play important role in supporting ESP program in the future as people then understand on the importance of our work. In sum, we have undertaken this analysis to determine the following: • • • •

The extent media coverage of Water for Life Which messages are being communicated through media coverage Which spokespeople are identified and quoted in the stories Which outlets are covering the issues

To these ends, the media analysis will be used to: • • •

Specify how existing media coverage could be improved or expanded Identify which messages, if any, are being missed by the media Specify how MMC could be improved

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

4.2. MAJOR FINDINGS AND THEMES By targeting the local decision makers, the ‘Water for Life’ campaign issue managed to be placed at major local news paper, to name but a view, Sumut Pos, Kompas (on local supplements), Padang Pos, and Pikiran Rakyat. It also applied to some major local/national electronic media has also been exposed to the campaign, ie. Prapanca FM (Medan) – as part of the National Radio Trijaya Network and RRI. The campaign borne 113 news coverage and 13 radio/TV talk shows/variety shows, at 52 media across the region both at local and national media. Padang has the most outstanding print articles, mostly at local media follow by Medan, East Java and West Java. Presented the “Water for life” campaign to the journalist using different activities and issue’ angles were, in general, provides good in dept story presented by the journalist. Some of it resulted into series of articles by one journalist. It also stimulates further articles born by the journalist during the campaign period. The media has found that clean water availability problem has existed and became a threat at major cities and small villages. This was captured at several articles, quoting current data, numbers of news sources underlining the problem plus conveying alternatives solution to undertake. This theme also used by reporter to emphasize stake holder incompetence in failing to effectively tackle the problems that would improve water availability and access. The most topic displayed in the media is water crisis (38%) and water related topic (26%) , while 36% consist of other news (ranging from PDAM training, ESP program exposed, government policy for PDAM, PDAM infrastructure, etc). PDAM service quality and issues around their performance highlighted across the coverage. Being the major and of clean water, they are one of the most credible source of the news. It was placed in honest manner, realizing the many problems face by PDAM and the complexity of the water access problem. Reporters still turn to public officials (44%) and PDAM (30%) than to the community (18%) in writing stories about water. This relates strongly to their credibility and capacity in data information and technical ability in addressing the specific issues. It may also derive from news sources that were preliminary arranged to give balanced angle to journalist. Local media is the main media to cover throughout MMC 1. Most media to cover is Singgalang (Padang) – 18%, Padang Ekspress (Padang) – 11% and Analisa (Medan)- 8%.Where as national media placed the issues in the local section for provincial distribution only (KOMPAS). Jakarta Post and Media Indonesia are the two national distribution media which covered the campaign. Hard news is the most type of article use by reporter to present the story (69%). Some column were placed in the local media (7%) wrote by local experts displayed different variety angle of water problem in the country, ranging from policy, water and human well being. Two pictures were displayed related to the issue. Most media uses village stories, by capturing their very own problem of scarce water and their effort and or initiatives to handle the problem. The reporter seemed to care about the well being of the people related to water access. The head of the village and mothers are the most quoted person on this story. ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

At other side, program name and implementing partner has been mentioned at several articles. This is, in a way, contribute to the effort on building program and partner awareness at each High Priority Provinces.

4.3. ANALYSIS RESULT 4.3.1. MEDIA OUTLET In addition to the Media Scene 2004-2005, we have no sufficient data on reach and readership of all media in the MMC 1. Even we managed to obtained data on circulation from several local media, there still required secondary data to be able to evaluate on reach and coverage of the campaign. Following are the estimated potential audience reach during the campaign: • • • •

Surabaya Medan Padang Bandung

: : : :

6,796,000 764,000 206,700 893,000

The high number on potential reach in Surabaya contributed by JTV, prominent local TV station owned by Jawa Pos Group, covers Greater Surabaya (Surabaya municipalities and surrounding districts) area. Where other areas, such reach is not available through existing local media, even though prominent local media already contributed in form of media coverage, but the reach number still relatively average. There was a lack of data on readership/listenership on media based in Padang, West Sumatra as Media Scene 2004-2005 provided no reference on this data. To note, the overall estimated reach was based on available data (see news coverage) where not all media has data on audience reach. The campaign borne 113 news coverage and 13 radio/TV talk shows/variety shows, at 52 media across the region both at local and national media. Padang has the most outstanding print articles, mostly at local media follow by Medan, East Java and West Java. Coverage details as follow: • West Java media. • West Sumatra • East Java local media. • North Sumatra

: 15 news coverage and 6 radio/TV program, at 15 local : 45 articles, 2 radio talk shows at 10 local media. : 18 news coverage, 4 TV talk shows/variety shows at 10 : 31 news coverage, 1 radio talk shows, at 14 local media.

The media selection to boost reach and coverage is critical, both in targeting the decision makers and journalist with high coverage media. Beside dedicated some paid slot in form of talk show and or inserts program in selected media, selecting journalist (from selected media) needs to be done, hence focus relations building for greater access in coverage in selected media.

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

4.3.2. REACHING THE TARGET AUDIENCE The two main target audience reached by the campaign are the reporters and policy makers. Reporters reached using targeted activity toward them, using different method, ie , partnership, journalist training, and event participation on media visit and media gathering. As this was the first campaign, then it is our first attempt to paste our name on their list of partner. Data base on the local journalist still needs to be further developed and relations need to be nurture for establishing our goal in getting their commitment to write and place more environmental issues on their media. This is all will be paving our way in getting more journalist and media to supports the issues. From this campaign, we made contact to 86 journalist at all provinces. Bandung…….....................24 journalist Medan…………...............19 journalist Surabaya………………..15 journalist Padang………………….28 journalist TOTAL :

86 journalists

The media coverage reached both national and local (regional) geographical area. The policy makers reached through the articles wrote by the reporters in their respective media, and partnership during the campaign, where they were involves as the credible source and or implementing partner. The community campaign and public meeting also brought along several local government officials related to the issue. However, we will not be able to provide specific results to show campaign’ impact to this group, as lack of data on target audience concerning the issue. However, based on our media analysis, the news coverage managed to send across the message to the print media readers where it potentially reached this group at both local and national level.

4.3.3. ARTICLE ANALYSIS This analysis mainly focuses on the print and internet based media coverage in Bandung, Padang, Surabaya and Medan. We evaluated 30 local print media, 15 media national media, and one wire service. The news was collected based on regional news clipping report, as a result from MMC implemented, during period of August –October 2005. Different set of activities on Multi Media Campaign was use as tools to connect the problems directly to reporters, to become one of their issues to write. This resulted into different form of articles at above media. Based on the compiled article clips, we then categorized the article topic, article format, news resource, media outlet and visual output. There were 90 articles evaluated with 35 media outlets involved.

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER â&#x20AC;&#x201C; OCTOBER 2005

No Media

City

Area coverage

1 Radar Bandung

Bandung

Local

2 Koran Tempo

Bandung

National

3 Tribun Jabar

Bandung

Local

4 Seputar Indonesia

Bandung

National

5 Pikiran rakyat

Bandung

National

6 Galura

Bandung

Local

7 Kompas (Jabar)

Bandung

National

8 Padang Ekspres

Padang

Local

9 Singgalang

Padang

Local

10 Haluan

Padang

Local

11 Posmetro

Padang

National

12 Bisnis Indonesia

Padang

National

13 Jakarta Post

Padang

National

14 Suara Afta

Padang

Local

15 Antara

Padang

National

16 Tempo interaktif

Padang

National

17 Media Indonesia

Medan

National

18 Sumut Pos

Medan

Local

19 Harian Perjuangan

Medan

Local

20 Harian SIB

Medan

Local

21 Harian Portibi

Medan

Local

22 Harian Analisa

Medan

Local

23 Harian Medan Bisnis

Medan

Local

24 Harian Waspada

Medan

Local

25 Harian Kompas (Sumut)

Medan

National

26 Berita Sore

Medan

Local

27 Moderator

Medan

Local

28 Radar Surabaya

Surabaya

Local

29 Bisnis Indonesia

Surabaya

National

30 Surabaya Post

Surabaya

Local

31 Pelita

Surabaya

Nasional

32 Malang Post

Surabaya

Local

33 Radar Malang

Surabaya

Local

34 Kompas (Jatim)

Surabaya

National

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

Article

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

4.3.4. ARTICLE TYPE Type

No Of stories

% of total

News

68.89%

Opinion

6.6%

Feature

22.22%

Picture

2.22%

The high number of hard news format represent a successful indicator toward the campaign, where in typical media analysis findings, news stories usually represents 75% of stories found. What we have here is close to this standard. In addition to that, we also have the 22.22% feature stories born by the reporter. It also conveyed that we presented many hooks for reporter to write on, such as angle on water access, community problem and initiative, PDAM services, local policy, environmental condition at large, river condition and health (diarrhea) facts. Directing the reporters to the issue that we set was successfully conducted during this campaign. At several areas, the issue managed to be placed as headline by the reporter, specifically for campaign in Bandung and Medan, ie. “Bandung, krisis air” and “10 Tahun ke Depan Medan Tenggelam”. Many of feature articles elaborated water crisis problem capturing the presented problem. Two pictures also display at 2 news papers, Analisa (Medan) and Haluan (Padang) related to water. There were also 29 pictures and 2 illustrations used in the article vary from size and colour and there were articles with 2 to 3 pictures at one title. This pictures support the article in giving better impact compare to non picture article. On top of news, there were visual illustrations used in the articles enhancing the story presents. It range from data illustration, picture of human and water activity, environment condition, event snap shot, living areas condition, to pictures of the news source. There were 2 photos found as stand alone picture delivered water and environment related issue. Visual presentation Type

No Of stories

% of total

Illustration

2.2 %

Photo

32.2%

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

4.3.5. THE TOPICS The 88 stories that composed our issues covered wide range of topics: Type

No Of stories

% of total

Water crisis

37.78%

Health & water

1.1%

Land & water

4.4%

Water policy

1.1%

PDAM services

18.89%

Other

36.67%

Although on every story contained several aspect of issues, but the general focus will be as outlined above. Most of the articles discussed water at large, mainly on water crisis at both up and down stream angle. Noting there were 36,67% accounts for ‘other’ topic, it explains there might be different news angle presented in the media by ESP. This happens a lot when, one, we present many credible news sources for reporter to refer to. It then creates opportunities of different story angle to write, as they found more ‘topics’ to be portrayed. As an example, the case of environment at large, with no specific relation to water itself, PDAM tariff adjustment, and ESP program promotion. Two, there might be different issues presented to reporters; even it is linked, but not clearly focused on the ‘Water for Life’ campaign strategy outlined.

4.3.6. NEWS SOURCE QUOTED In writing stories around Water for Life, reporters quoted more on public officials and PDAM officers. Public official represents 44.44% of all quoted in the article, while PDAM officers accounted for 30%. This is related to the resources we presented during the campaign and that they still hold credibility of conveying any information related to the issue. It reflected in the content of articles where the public officials treated as the source of getting current land, water, water source and environment in general. Community holds its own credibility when it comes to domestic water problem and scarcity. Type

No Of stories

% of total

Government

44.4 %

PDAM

30 %

Community

17.8 %

ESP

8.9 %

Others

13.3 %

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

ESP, as the program source also became one of the credible news source mostly if its concern with the activity conducted. ‘Others’ category represents type of several source, i.e. the private sector, NGO representative, academician, journalist, and Based on above findings, the MMC 1 succeeded in laying some ground for ESP agenda in the regions, amongst journalist, media and related partners in specific. Where at the same time, the campaign also able to paste the issues in local’ agenda. Some challenges are there to overcome for the next MMC where a focus message to be translated into activities which clearly related to the message, as an effort to guard the issue, at both presentations package and campaign outcome. Strengthening the monitoring and evaluation capacity to provide better impact measurement to achieved campaign target outcome.

4.4. FUTURE CHALLENGES To these ends, there are several challenges before the MMC implementation, and based on the above analysis, following some points to note for MMC • Improving media coverage by: o Focus in fostering relations with the targeted journalist and media (the top five at local/national level) to strengthen media support toward future issues brought by the program and or its partner. o Only use the high audience rate media, which target the decision makers. o Develop and intensify media/journalist involvement in the program to create further support toward future campaign and program. o Spread the program reach to wider journalist audience at local level. o To have plan media activity using the right media and communications tools •

Improving quality of media coverage by o Present strong message oriented activities and topics to the journalist. o Present creative activities that still focus on the theme in presenting the issue for journalist consumption. o Journalist capacity building on environmental issues (water and health).

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Overall performance could be improved with the support of: o Good theme (issue) understanding includes data, policy, news trend and any related background information to the campaign theme, both national and local scope could provide strong message to pitch and presented to the journalist. o Data on media and audience availability could enhance reach measurement on the campaign. o Reporting guideline to be produce for POCs reference. o Capacity building for POCs and implementing partner.

In addition to the overall media analysis, other set of tools which was implemented as part of the MMC was the community campaign that serves as point of issue for journalist and designated community. Social marketing approaches were use in implementing such campaign, where further consolidated and focus activity refer to campaign theme will need to be formulated, integrates with the overall campaign.

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 1 - WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

5. LESSON LEARNED

As the ‘Water for Life’ campaign has demonstrated, a multi-media campaign is a good tool for generating local awareness of environmental and other basic human services issues, and stimulating change at the provincial to household level. Understanding of the current issues, linking it to local problem and needs will enhance the issue credibility in each area. The challenge is to have issue disbursement across the activities in an integrated manner. Strong and focus campaign strategy is another way to do it.

Working together with journalist group is always a good way to implement such campaign as shown in Medan and Padang. The challenge is to keep them interested in the issue and stimulates journalist forum on environment at other areas beside Medan. Hence improved commitment to environmental and health issues coverage in the media.

To continue improving local partner’ capacity in media relations and its implementation for better campaign implementation at local level.

Improve the media planning aspect in order to reach the target audience.

Improve the management of monitoring and evaluation for the campaign plus add more data reference for media coverage, audience data and content analysis post activity.

An up grade on the issue direction for every campaign along with the umbrella strategy will be an advantage to implement the MMC across the region to enhance the quality campaign performance. Thus uniformity on campaign tools and issues can be delivered by also guarantying local content and creativity.

Intensive approach to targeted journalist (from major local news paper) and media is recommended as part of the effort in advocating the media to place higher frequency and space in their media for ESP/BHS issues.

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

ENVIRONMENTAL SERVICES PROGRAM Ratu Plaza Building, 17th. Fl. Jl. Jend. Sudirman No. 9 Jakarta 10270 Indonesia Tel. +62-21-720-9594 Fax. +62-21-720-4546 www.esp.or.id