MULTI MEDIA CAMPAIGN 3
SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
DECEMBER 2006 This publication was produced by Development Alternatives, Inc. under USAID Contract No. 497-M-00-05-00005-00
Kredit Foto: Alwis Rustam, ESP Jakarta. Copy of “Ternyata ada berbagai cara mendapat air minum yang sehat. Tanya saya caranya… “ is a tagline for the MMC Safe Water Point of Use campaign conducted across ESP High Priority Provinces. This photo captured one of the momentums when students play games to understand water treatment at “Water Testing Day”, SD Al Izzah, Serang, Banten lead by two facilitators.
MULTI MEDIA CAMPAIGN 3
SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
Title:
Multi Media Campaign 3 Safe Water Point of Use Periode March – April 2006
Program, activity, or project number: DAI Project Number: 5300201.
Environmental Services Program,
Strategic objective number:
SO No. 2, Higher Quality Basic Human Services Utilized (BHS).
Sponsoring USAID office and contract number: 497-M-00-05-00005-00.
USAID/Indonesia,
Contractor name:
DAI.
Date of publication:
December 2006
DAFTAR ISI LIST OF FIGURE........................................................................................................................ 2 LIST OF TABLE ......................................................................................................................... 3 EXECUTIVE SUMMARY........................................................................................................... 4 RINGKASAN EKSEKUTIF ............................................................................................................. 5 1.
COMMUNICATIONS STRATEGY MMC ‘SAFE WATER POINT OF USE’.............. 6 1.1. 1.2. 1.3. 1.4. 1.5. 1.6. 1.7.
2.
BACKGROUND FACTS...............................................................................................................................6 COMMUNICATIONS OBJECTIVE................................................................................................................6 EXPECTED RESULT .....................................................................................................................................7 COMMUNICATIONS TARGET ....................................................................................................................7 COMMUNICATIONS STRATEGY ................................................................................................................7 ACTIVITY ....................................................................................................................................................7 IMPLEMENTATION ......................................................................................................................................8
MMC “SAFE WATER POINT OF USE” IMPLEMENTED ACTIVITY........................ 9 2.1. IMPLEMENTATION COVERAGE..............................................................................................................9 2.1.1. Aman Tirta and ESP partnership ...............................................................................................................9 2.2. IMPLEMENTED ACTIVITIES .........................................................................................................................9 2.3. COMMUNICATIONS MATERIALS ............................................................................................................ 15 2.4. MESSAGE CONSISTENCY ........................................................................................................................ 17
3.
MEDIA CAMPAIGN SCHEDULE .................................................................................. 18 3.1. 3.2.
4.
MMC SAFE WATER POINT OF USE ACTIVITY RESULT ....................................... 21 4.1. 4.2.
5.
BANDUNG, WEST JAVA ......................................................................................................................... 18 PADANG, WEST SUMATRA .................................................................................................................... 20 MEDIA COVERAGE .................................................................................................................................. 21 AUDIENCE INVOLVEMENT ...................................................................................................................... 26
CHALLENGES AND OPPORTUNITIES ...................................................................... 28 5.1. 5.2. 5.3.
CHALLENGES...................................................................................................................................... 28 ACTIONS FOR CHALLENGES .................................................................................................................. 28 OPPORTUNITY ........................................................................................................................................ 29
LIST OF FIGURE FIGURE 1 : HAVING FUN REVIEWING WATER TESTING RESULT. ............................................................................ 10 FIGURE 2: POSTERS PUT UP TO SUPPORT WATER TESTING EVENT PLACED AT SCHOOL. ............................... 15 FIGURE 3: REPRESENTATIVE FROM MINISTRY OF HEALTH OFFICE, WAN ALKADRI GAVE STATEMENT TO TV REPORTER AT JAKARTA. ......................................................................................................................... 26
2
LIST OF TABLE TABLE 1 MMC ACTIVITIES ACROSS REGIONS ......................................................................................................... 11 TABLE 2 COMMUNICATIONS MATERIALS ................................................................................................................. 15 TABLE 3 RADIO AND TV AD CAMPAIGN SCHEDULE ............................................................................................. 19 TABLE 4 PRINT AD CAMPAIGN SCHEDULE .............................................................................................................. 20 TABLE 5 MMC SAFE WATER POINT OF USE MEDIA COVERAGE........................................................................... 22 TABLE 6 JOURNALIST PARTICIPATED ON MMC SAFE WATER POINT OF USE ACTIVITIES ................................... 26
3
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. “Safe Water Point of Use” is the theme for the third MMC campaign and conducted at East Java, Banten/DKI Jakarta, 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 knowledge on safe drinking water availability needs in Indonesia and provisions of technology/initiative to provide safe drinking water for community along with proper water treatment, storage and handling. This is a program that was designed to support the launch of Air Rachmat, water purifier from AMAN TIRTA, a USAID-BHS program that promote safe water treatment in Indonesia. This as well used to maintain and develop relations with journalist and media. From the two months period of campaign, POC and its local implementing partner generated at least 70 news coverage at 54 print and electronic media both local and national coverage. It involved 42 activities across the regions where elementray school was the main venue used for message delivery. Dedicated activity to raise issue amongst decision makers was also developed to gain early understanding on many choices available to obtain safe drinking water for the community. This Multi Media Campaign was implemented in the High Priority Provinces of North Sumatra, West Sumatra, East Java, Banten/DKI Jakarta 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.
4
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. “Pengelolaan air minum yang aman di rumah tangga” adalah tema MMC ketiga yang dilaksanakan di lima propinsi prioritas ESP (Jawa Timur, Jawa Barat, Banten/DKI Jakarta, Sumatera Barat dan Sumatera Utara) oleh POC Specialist terkait. Kampanye dilaksanakan dengan menggunakan pendekatan public relations dan media relations. Tujuan khusus kampanye ini adalah meningkatkan pemahaman tentang kebutuhan air minum yang aman di Indonesia berikut teknologi/inisiatif yang ada untuk pengadaan air minum yang aman bagi masyarakat, termasuk didalamnya pengelolaan air minum dan penyimpanannya. Kampanye ini dirancang khusus untuk mendukung peluncuran produk Air Rahmat, pemurni air dari AMAN TIRTA, sebuah program USAID BHS yang mempromosikan pengelolaan air minum yang aman di Indonesia. Kampanye ini juga dimanfaatkan untuk memelihara dan membangun hubungan dengan jurnalis dan media. Dari tiga bulan pelaksanaan kampanye, POC didukung partnersnya menghasilkan setidaknya 70 pemberitaan di 54 media lokal maupun nasional baik cetak dan elektronik. Kampanye ini melibatkan 42 kegiatan di seluruh propinsi dimana sekolah dasar dipilih menjadi teras penyampai pesan utama. Kegiatan yang ditujukan bagi pemegang kebijakan juga dilakukan untuk menyampaikan pesan awal tentang berbagai pilihan teknologi yang ada untuk memperoleh air minum yang aman bagi masyarakat. MMC ini dilaksanakan di Propinsi Sumatera Utara, Sumatera Barat, Jawa Timur, DKI Jakarta/Banten 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. COMMUNICATIONS STRATEGY MMC ‘SAFE WATER POINT OF USE’ 1.1. BACKGROUND FACTS • • • • • • • • •
•
High incidence of diarrhea diseases in Indonesia adds into overall factor to high mortality rate on children under 5 years old in Indonesia. One of the contributing causes is contaminated water. More than half of Indonesian communities don’t have access to safe water. More than 70% of Indonesia’s population relies on water obtained from potentially contaminated sources. No available long term solution yet on above matter, even though there were already some initiatives and or projects to introduce alternatives in providing such need at certain community at certain areas. Boiling the water is the most recognized and believed way in getting the safe water for domestic use. There is significant rise in the fuel price, which highly influenced the economic condition amongst Indonesian. SWS and ESP will have intervention to provide such needs to reduce incidence of diarrhea diseases in Indonesia. SWS will be launching Air Rahmat in January 2005, in partnership with local product manufacturer & distributor, in Banten and Medan. There are already 5 PDAMs (Bogor, Subang, Malang and Medan) provided safe water services to certain community, the ZAMP (Zona Air Minum PDAM). This is the ultimate condition to be established by all PDAMs in Indonesia, as stipulated on PP No 16, 2005. But there are some believes that it will not be easily applied. There are already some available initiatives/projects relates to this needs such SODIS by Yayasan Dian Desa at Lombok – NTT, ceramic filtering, water chlorination by CARE in NAD, Air Minum Isi Ulang, and Air Rahmat by Aman Tirta.
1.2. COMMUNICATIONS OBJECTIVE • •
Raise knowledge on safe drinking water availability needs in Indonesia and provisions of technology/initiatives to provide safe drinking water for community along with proper water treatment, storage and handling. Build relations with journalist and media.
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
1.3. EXPECTED RESULT Safe water pint of use placed in the local/national agenda.
1.4. COMMUNICATIONS TARGET • • •
Local and national journalists Local and national decision makers Women with family (15+), all SES at designated community area.
1.5. COMMUNICATIONS STRATEGY 1. Media relations approach: • Using targeted media to spread the story using both relations based and paid space/slot to guarantee the issue placement. • Provide in depth understanding towards current problem and alternatives solution/initiatives by presenting real facts and witnessing the initiatives to the journalist • Partner up with government (ie. ministry of health, ministry of women empowerment, ministry of people’s welfare) to strengthen the issue credibility, by presenting real ‘face’ of the problem. 2. Social marketing approach: • To have a community campaign as our show case in giving ‘enabling environment’ for further safe water intervention in chosen community group (ie. SWS area, PDAM area) • Targeting the mothers.
1.6. ACTIVITY •
•
•
“Drinking Water Quality Testing Day” to be executed at all ESP areas to develop an issue on water quality. Presenting the school children to conduct the testing itself and witness the result together with related ‘dinas’ and journalist. Implementation date : 24 January 2006 at designated school. “Affordable technology to provide safe water for domestic use in Indonesia Seminar” to reach the policy makers, ie. Related government, NGOs, academician, women organization, etc. Implementation date : 26 January 2006. “Journalist visit” to spots with community problem and technology applied in the designated area. One groups of Jakarta’s journalist team will be travel to those areas. Implementation date : W/C 1-4 February 2006.
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
• •
•
Designated media : Kompas, Jakarta Post, Media Indonesia, Hidayah Magazine, Tempo Magazine, Metro TV. “Editor Visit” as part of program introduction effort in addition to sell our issue to the editor and gaining their support for our first national MMC in Jakarta. Implementation date : W/C January 2, 2006. “Water treatment Community Campaign” targeting mothers at designated communities (assessment at this community on water treatment by mothers might be needed). Implementation date : W/C February 7, 2006. “Air Rahmat” product launch Implementation date : February 15, 2006.
1.7. IMPLEMENTATION Campaign period : January 23 – February 28, 2005 Implementer: • ESP POC specialist and its local partner • Aman Tirta (SWS) team
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
2. MMC “SAFE WATER POINT OF USE” IMPLEMENTED ACTIVITY 2.1. IMPLEMENTATION COVERAGE This campaign theme was set to support Aman Tirta product launch in Medan and Banten hence collaboration amongst this two program team in the strategy development and acivity implementation. In accordance to Aman Tirta mission, ESP then expanded its coverage area to DKI Jakarta and Banten and in total MMC was present at 6 provinces in Java and Sumatra island. Through this partnership, the campaign gained resources support that contributes to the success of the campaign to achieve its objective. The implementation area covered • East Java : Malang, Surabaya, Batu • West Java : Bandung • Banten : Serang • DKI Jakarta : South Jakarta • North Sumatra : Padang • West Sumatra : Medan
2.1.1. AMAN TIRTA AND ESP PARTNERSHIP The team that delivered the MMC came from these two programs and jointly implemented the campaign for both program objectives. A fluid cooperation and integration were achieved through this campaign, by putting all effort with focus on campaign objective. Beyond this campaign, the team bonded which lead into further collaborations at many activities at different level.
2.2. IMPLEMENTED ACTIVITIES Based on strategy and activities designed to achieve the campaign goal, regional POC planned their activities in accordance to the umbrella strategy. In total, the campaign delivered messages through 42 activities that reaches communications target. Below is table with details activity implemented which in general consist of: • public discussion • school based event • media visit • media discussion • seminar • media campaign (talkshow, print ad campaign) • FGD • Training • Exhibition • Community event ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
Figure 1 : Having fun reviewing water testing result.
Alwis Rustam-ESP DKI Jakarta
The school based campaign: Water Testing Day; nationally designed as message delivery venue for the media to built water quality and point of use aspect. Edutainment approach applied to deliver the message that focus on easy drinking water treatment messages. With strong event management based on the campaign messages, the event presented to cater for the school children, the teachers, parents and media. This route picked up by the media as unique angle to cover proven by the high coverage at the national media on this issue through the event presented. This edutainment concept leaves room for improvement as it can be a tool to disseminate other ‘hygiene’ messages for school children. The adaptation of this concept to the regional level were successfully conducted, however for some considerations the adaptation process
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
Table 1 MMC Activities Across Regions No
Type of activity
Date
Title
Resource person
1
Diskusi multipihak
7 Februari 2006
“Air Sehat untuk Keluarga ”
2
Media Visit
15-16 Februari 2006
“Pengelolaan Air Minum untuk Keluarga ”
3
Community Campaign
18 Februari 2006 28 Februari 2006
“Air Bersih dan Air Sehat ”
1. Rohadji Tri Wahjono (K3A) 2. Dr. Gunadi Sukmabhinekas, M. Kes (Dinas Kesehatan) 3. Ibu Nani Rosada (Ketua Penggerak PKK Kota Bandung) 4. Drs. H.M Budiman (Dirut PDAM Kota Bandung) 1. Dede Mochamad Ansori, SE ( Direktur Umum PDAM Subang) 2. Ir Abdurahman ((Direktur Teknik PDAM Subang ) 3. Dine Andriani (K3A) KECAMATAN CIBEUNYING KIDUL 1. dr. Soni (Puskesmas Cibeunying Kidul) 2. Drs. Dedi Kusnaedi (Dinas Kesehatan Kota Bandung) 3. Wawan Karyawan, S.Pd
4
17 Februari 2006
“Sudah Sehatkah Air di Rumah Anda?”
5
Talkshow Radio 1. Shaf AM 2. Rase 102.3 FM
21 Februari 2006
“Pengelolaan Air dalam rumah tangga ”
6
3.RRI Pro I AM
23 Februari 2006
7
4.Antasalam FM
23 Februari 2006
“ Pengelolaan Air dalam Rumah Tangga di Pedesaan” “Cara Mudah Mendapat Air Sehat, Alternatif Mendapat Air Sehat”
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
KECAMATAN BANDUNG WETAN 1. Rohadji Tri Wahyono (K3A) 2. Drs. Agus Wachid Basri (Dinas Kesehatan Kota Bandung) 3. Dadan Ruswandi , Amd.Ling (Puskesmas Tamansari) 1. Dine Andriani (K3a) 2. Drs. Dedi Kusnaedi ( Dinkes Kota Bandung) 1. Rohadji Trie W (K3a ) 2. Nurdin Efrisani ( K3a) 1. Dine Andriani (K3a) 1. Drs. Dedi kusnaedi (Dinkes Kota Bandung) 2. Cecep Sukmara (K3A)
Region West Java
West Java
West Java
West Java West Java West Java West Java 11
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Type of activity
Date
Title
Resource person
Region
8
5. Shaf AM
28 Februari 2006
6. Mara FM
28 Februari 2006
10
Talkshow TV Bandung TV
22 Februari 2006
11
Water Testing Day
10-11 Maret 2006
“Yuk, Bareng-bareng Uji Air”
12 13
Water Testing Day Panel discussion
23 Feb 2006 8 Maret 2006
Air sehat untuk hidup sehat Adanya banyak cara untuk mendapatkan air siap minum
14
8 Feb 2006 21Feb 2006
Adanya banyak cara untuk mendapatkan air siap minum
15
Fokus Groups Discussion bersama ibu rumah tangga Radio talk show
1. Dr. Ir. Suprihanto (Teknik Lingkungan Itb) 2. Rike Setiawati (K3a) 1. Rohadji Trie W (K3a ) 2. Drs. Dadan H ( Pdam Kota Bandung ) 3. Deni Jasmara (Walhi Jabar) 1. DR. Ramalis (Puslitbang Pemukiman) 2. Drs. H.M. Budiman, M.Si (Direktur PDAM) 3. Drs. Cecep Suhaeli (K3A) 1. Meliana (PDAM Kota Bandung ) 2. Drs. Dedi Kusnaedi Dinkes Kota Bandung ) 3. (BPOM) 1. Febri Ani Sofyan 2. Rachmadi 3. Ratna Juita 4. Zon Boer 1. Lany Verayanti
West Java
9
“Upaya dan Alternatif meningkatkan Kualitas Air Minum di Rumah Tangga” “Kualitas Cai Bersih jeung Nginum teu nginumna masyarakat tanggungjawab pemerintah” “Telaah PP No. 16 Tahun 2005 – Siapkah Pemerintah?”
8 Maret 2006
Air sehat untuk hidup sehat
16
TV Talk show
22 Feb 2006
Air Mimun Sehat
17
Pemasangan iklan di media local Diskusi media Diskusi stakeholder
21 dan 22 Februari 2006.
Adanya banyak cara untuk mendapatkan air siap minum Diskusi Terbatas Dengan Media Diskusi Terbatas Dengan NGO dan Pemerintah
18 19
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
1. 2. 3. 4. 1. 2. 3. 4. -
Firdaus jamal Febri Ani Sofyan Dr. Bahroelim Bahry Harismen Dr. Bahroelim Bahry Firdaus jamal Tut Wuri handayani Hendra Makmur
West Java West Java West Java West Sumatra West Sumatra
West Sumatra West Sumatra
West Sumatra
West Sumatra East Java East Java
12
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Type of activity
Date
Title
Resource person
20
Water Testing Day
Water Test Day, di SD Gadel, Tandes Surabaya
East Java
21
Water Testing Day
East Java
22 23 24
Water Testing Day Community campaign Community campaign
Water Test Day and Student Presentation, Kebun Raya Purwodadi Water Test Day di Malang Program Hutan Sekolah, Mojokerto Kampanye Air Sehat dan Demonstrasi Produksi Air, Tandes Surabaya
25
Training
26
Community campaign
27
Seminar
28
Eksibisi
29 30 31
Media visit Talkshow Talkshow
32
Talkshow
33
Talkshow
Seminar Peringatan Hari Air Sedunia, Pasuruan Expo, Presentasi Karya Siswa, Penulisan Pesan Moral, Demonstrasi Produksi Air Sehat dan Pergelaran Musik Journalist Trip to Purwodadi Dialog Televisi, Surabaya Dialog Radio, di Pasuruan, Malang, Surabaya Dialog JTV, 30 second, Kembang Metropolis Cangkruan
34
Talkshow
Dialog
35
School campaign
East Java East Java East Java
Capacity Building bagi Kader Lingkungan, Malang Kampanye Air Sehat Untuk Masyarakat, Malang
3-4 February 2006
Ada banyak cara mendapatkan air minum sehat.
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
Region
East Java East Java East Java East Java East Java East Java East Java Information Source: Agus Hernadi
East Java
Information Source: Didik Suprayoga, Sekda Propinsi dan Dinas Kesehatan Information Source: 1. Balgis (ESP) 2. Eko Puwaningsih (Diknas) PDAM Serang Dinas Kesehatan Serang Laboratorium Kesehatan Daerah Banten
East Java East Java Banten
13
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Type of activity
Date
Title
Resource person
Region
36
School campaign
17-18 February 2006
Ada banyak cara mendapatkan air minum sehat.
DKI Jakarta
37
Seminar
27 February 2006
Pengolahan air di tingkat pengguna
38
Diskusi Jurnalis dan Multistakeholders
Menyiapkan Air Minum yang Sehat di Rumah Tangga
39
Field Day
Kamis, 10 Februari di ESP USAID North Sumatera Senin - Selasa, 27 – 28 Februari, Kota Medan dan Kabupaten Deliserdang
40
Dialog Interaktif
10 Maret, 22 Maret dan 6 April 2006
Menyiapkan Air Minum yang Sehat di Rumah Tangga
41
Water Testing Day
Sabtu, 25 Maret 2006
Banyak Cara Mudah dan Sehat Untuk Mendapatkan Air Minum Bebas Bakteri
Departemen Kesehatan RI Divisi Pengairan, Dinas Pekerjaan Umum PLHD DKI Jakarta FORKAMI Jakarta Laboratorium Kesehatan Daerah Banten Departemen Kesehatan RI FORKAMI Yayasan Dian Desa BPLHD DKI Jakarta Aman Tirta Thames PAM Jaya 1.Kasubsi Bina Penyehatan Kesehatan dan Penyakit Menular Dines Kota Medan, Dr Yohana 2. Kasubdis Bina Teknologi Lingkungan Bapedalda Sumut Ir Rosdiana Simarmata 1. Kasubdis Bina Penyehatan Lingkungan Hidup Dinas Kesehatan propinsi Sumatera Utara dr. Suherman SKM, 2. Kasubdis Bina Teknologi Lingkungan Bapedalda Sumut Ir Rosdiana Simarmata 3. Masyarakat basis - Kasubdis Bina Teknologi Lingkungan Bapedalda Sumut Ir Rosdiana - Kasubdis Bina Kesehatan Lingkungan Dinkes Prop Sumut, dr Suherman, SKM - Kasubdis Bina Kesehatan Lingkungan Dinkes Kota Medan, dr Libren Sihotang -. Kasubdis Bina Lingkungan Bapedalda Sumut Ir Indra -. Kasubdis Bina Kesehatan Lingkungan Dinkes Prop Sumut, dr Suherman, SKM -. Kepala Balai Laboratorium PDAM Tirtanadi Syafrita.
Field Day and Water Testing on Water Drinking Sources non PDAM
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
DKI Jakarta
North Sumatra
North Sumatra
North Sumatra
North Sumatra
14
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
2.3. COMMUNICATIONS MATERIALS This campaign was supported by communications materials which add value to message delivery effort to target audience. All of the materials developed at the regions carrying campaign messages distributed to campaign participants and audience, journalist and the stakeholder. In total, there were 14 types of materials, where mostly used in the activities as media information and media reminder for the audiences.
Donald Bason – ESP Jakarta
Figure 2: Posters put up to support Water Testing Event Placed at School.
There were national material for regions use and reference produced by POC DKI Jakarta, for example : T-Shirts, poster and flyer. Regions based materials were adapted this material for their wider use. Table 2 Communications Materials No Type of activity Message
Amount
Communications target
1
Sticker Mug/ Gelas
1.500 1.500 200
Student
2
1. Hidup Sehat Dengan Air Sehat 2. Air Sehat Untuk Semua Hidup sehat dengan air sehat
3 4
Spanduk Factsheet
20 Banyak Cara Memperoleh Air Sehat 2000
5 6
Baliho T-Shirt
Air Sehat Untuk Semua
ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID
4 400
NGO,organisasi social, staff Pemerintah Daerah, Journalist Publik Student, teacher, aktivis NGO, staf Pemerintah Daerah, Journalist, DPRD Publik Student, teacher, aktivis NGO, staf Pemerintah Daerah, Journalist 15
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No Type of activity Message
Amount
7. 8. 9.
Fact sheets Fact sheets Fact sheets
Kebutuhan air minum sehat MDGs dan air sehat, Cara mempersiapkan air minum
1500 2 buah 1.000 pcs
10. 11 12 13 14 1 16
Pin Poster Sticker Block note Pen Plastic bag Iklan
1000 500 850 500 75 30 1 exp
17
Factsheet
18
Factsheet
19
Factsheet
Air sehat untuk hidup sehat Air sehat untuk hidup sehat Air sehat untuk hidup sehat Air sehat untuk hidup sehat Air sehat untuk hidup sehat Air sehat untuk hidup sehat Adanya banyak cara untuk mendapatkan air siap minum Menyiapkan Air Minum Sehat Dalam Rumah Tangga Selamatkan Air Untuk Melanjutkan Hidup Yang Lebih Baik Sulitnya Air Bagi Kita
20
Factsheet
1
21
Poster
22 23
Flyer T-Shirt
Menyiapkan Air Minum Dalam Rumah Tangga Berbagai Cara Mudah Mendapatkan Air minum yang sehat Air Minum Sehat untuk Indonesia Ternyata ada berbagai cara mudah mendapatkan air minum sehat, Tanya saya caranya.
24
Press Release
25
Banner
26
Press Release
27
Factsheet
28 29 30
Insert radio feature Soundbyte Factsheet
31
Factsheet
32
Factsheet
33 34
Leaflet Poster
Communications target
1 buah 1 2
1
Event attendance
1 1
Students, parents, journalist Students
Mau tahu berbagai cara mudah mendapat air sehat? Tanya saja anak-anak SD Al Izzah, Serang
1
Journalist
Temukan berbagai cara mudah mendapatkan air minum sehat Ternyata ada berbagai cara mudah mendapat air minum sehat! Bagaimana caranya? Tanya saja murid-murid SDN Rawa Barat 07 – Jaksel
1
Event attendance
1
Journalist
Cara Mudah Mendapatkan Air Minum Yang Sehat “ Air bersih air sehat “.
1
Journalist
6 min 10 sec 67 sec
Public
Sehatkah air minum Anda? Manajemen Penggunaan Air dalam Rumah Tangga Bahkan Air Bersih pun Tak Gratis lagi Empat cara mendapat Air Minum Sehat Cai Sehat Ngariksa Kahirupan! Sehatkah Air Minum Anda?!
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Public Journalist Journalist
1000 500
Journalist Journalist 16
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
2.4. MESSAGE CONSISTENCY The campaign theme translated into campaign title : ’ Clean Water, Healthy Life, there are many easy ways to get safe drinking water’. All this messages were conveyed consistently across activities and regions. Some communications materials were using similar design for different purposes. Compare to previous campaigns, the 3rd MMC shown more uniformity on message theme and direction both at communications material and activities across the regions.
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17
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
3. MEDIA CAMPAIGN SCHEDULE 3.1. BANDUNG, WEST JAVA Bandung, West Java worked through the campaign as accordance to the strategy. K3A, the local implementing partner, under supervision of DKI Jakarta/West Java POC Specialist uses Mara FM, Radio SHAF and Bandung TV to spreads the message reaching their target audience. The two radio has potentiality to reach decision makers (Mara FM) and mothers (SHAF FM). This three media supported MMC since the beginning of the campaign and at MMC 3, SHAF FM is K3A partner to conduct public meeting attended by 400 mothers of PKK. The discussion presented the City of Bandung – Mayors wife, Head of Health Biro, Director of PDAM and TARKIM. The show was presented live to their audience too.
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
Table 3 Radio and TV Ad Campaign Schedule No Material 1 2
Inserts radio feature: Air Bersih dan Air Sehat Message to the governor: Sehatkah air minum anda?!
Duration Media 7 min
Radio Shaf
4
5
6
7
8
Februari 9 10 11 12 13 14 20 21 22 23 24 25 26 27 28 1
5
5
5
5
5
5
5
5
4
4
Bandung TV
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3
Maret 4 5 6
Total 7
8
4
52
Radio Mara 67 sec
2
2
2
2
1
3
3
2
2
2
2
1
1
1
1
1
1
2
2
1
1
20 2
19
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
3.2. PADANG, WEST SUMATRA The use of print ads campaign at 2 major news papers in Padang was done mostly to promote safe water point of use to the wader audience. The material used was flyer design on many ways to obtain safe drinking water (ad design attached on appendix). Table 4 Print Ad Campaign Schedule Material
Media
There are many ways to obtain safe drinking water includes TV talkshow promotion
Harian Umum Singgalang Padang Ekspres
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Jumlah spot 2 pada tanggal 21 dan 22 Februari 2006 2 pada tanggal 21 dan 22 Februari 2006
20
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
4. MMC SAFE WATER POINT OF USE ACTIVITY RESULT 4.1. MEDIA COVERAGE From the 2 months activity across the regions, following are the media coverage resulted from MMC: West Java Total news coverage Total media
: 20 news article, 2 TV news at TV (Bandung TV, TVRI Jabar-Banten) : 10 news papers, 2 TV
West Sumatra Total news coverage Total media
: 4 news article, 1 radio and 1 television talkshow, 1 TV news : 4 news papers, 1 TV, 1 radio
East Java Total news coverage Total media
: 35 news article, 3 TV talk show : 7 news papers, 2 TV, 11 radios, 3 e-news
Banten/DKI Jakarta Total news coverage : 14 news article, with 8 photos Total media : 5 national news paper, 5 local news paper, 2 national TV channels and 1 local TV channels. North Sumatra Total news coverage Total media
: data N/A : data N/A
Total news coverage is 70 news coverage (excluding North Sumatra) at 54 print and electronic media covering national and local area.
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
Table 5 MMC Safe Water Point of Use Media Coverage No
Media
Name
Title
Date
Rating/Circulation
Note
1
Koran
Seputar Indonesia
“Selalu mencari Mata Air”
8-Feb-06
3.000
2
Koran
Seputar Indonesia
“Ilegal,Disegel BPLHD”
8-Feb-06
3.000
3
Koran
Republika
8-Feb-06
12.000
4 5
Koran Koran
Koran Tempo Media Indonesia
9-Feb-06 11-Feb-06
7.000 6.000
6
Koran
Media Indonesia
11-Feb-06
6.000
7
Koran
Galamedia
16-Feb-06
101.000
Media Visit 15 Feb 2006
West Java
8
Tabloid
Galura
Minggu I Maret 06
2.500
Media Visit 15 Feb 2006
West Java
9 10 11 12
Koran Koran Koran Koran
Pikiran Rakyat Pikiran Rakyat Tribun Jabar Tribun Jabar
17-Feb-06 17-Feb-06 01-Mar -06 01-Mar -06
468.000 468.000 76.300 76.300
Media Visit 15 Feb 2006
West Java West Java West Java West Java
13
Koran
KOMPAS
"PDAM belum berencana naikkan tarif" 22 Proyek Air minum ditenderkan Dahaga Berkepanjangan di Lahan Subur Krisis Air Bersih, Rutin Antre Jatah di PAbrik PDAM Membangun Air Siap Minum PDAM Subang Rek Ngalirkeun Cai nu Kari Nginum "PDAM Uji Coba Air Siap Minum" "Hutan, Air dan Udara" Rentan Terserang Diare Lebih Murah dibandingkan Memasak, Amerika danai produksi alat pemurni air Kampanye Air Bersih di Tamansari
Diskusi Multipihak – 8 Feb 2006 Diskusi Multipihak – 8 Feb 2006 Diskusi Multipihak – 8 Feb 2006
01-Mar -06
1.721.000
West Java
14
Tabloid
Mitra Bisnis
Minggu I Maret 06
2.500
Community Campaign, 28 Februari 2006 Media Visit 15 Feb 2006
West Java
15 16
Koran Koran
KOMPAS KOMPAS
09-Mar -06 09-Mar -06
1.721.000 1.721.000
Direct Interview Direct Interview
West Java West Java
PDAM Subang Produksi Air Siap Minum Minim RTH, Banjir Datang Sulit capai RTH 20 Persen Punclut seharusnya dijadikan kawasan konservasi
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Direct Interview
Region West Java West Java West Java West Java West Java West Java
22
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Media
Name
Title
Date
Rating/Circulation
17
Koran
KOMPAS
21-Mar -06
1.721.000
18 19
Koran Tabloid
Tribun Jabar Mitra Bisnis
Tabloid
Galura
21
Televisi
Bandung TV
21-Mar -06 Minggu ke 4 Maret 2006 Minggu ke 4 Maret 2006 11-Mar -06
76.300 2500
20
Konsumsi Air Terkontaminasi Dirasakan 70 Persen Warga Indonesia Mata Air Tinggal Empat K3A, Olah Air Baku Jadi Siap Minum Ngolah Cai Baku Jadi Cai Kari Nginum "Lintasan Peristiwa"
650.000
22
Televisi
TVRI Jabar-Banten
"Berita Daerah"
11-Mar -06
750.000
23
Radio
Radio Kosmonita FM,
February, 25
300.000
24
Radio
Radio Republik Indonesia, Surabaya
February, 25
500.000
Berita Siang
East Java
25
Radio
Radio Jawa Timur FM
February, 25
600.000
Berita Sore
East Java
26
Radio
Radio Kosmonita FM
February, 28
300.000
Laporan Langsung
East Java
27
Radio
Radio Republik Indonesia, Surabaya
Information Source: Suryo (Pring Woeloeng), Staff Kebun Raya, ESP Information Source: Pring Woeloeng, ESP, Student and Teacher Information Source: Suryo and Sigfried (Pring Woeloeng), Student and Teacher Information Source: Dyah Katarina Bambang DH, Didik (Water expert), Ibu PKK Information Source: Dyah Katarina Bambang DH, Didik (Water expert), Ibu PKK, student
Water Testing Day, 10-11 Maret 2006 Water Testing Day, 10-11 Maret 2006 Water Testing Day, 10-11 Maret 2006 Water Testing Day, 10-11 Maret 2006 Laporan Langsung
February, 28
500.000
Berita Sore
East Java
28 29
Radio Radio
February, 28 March, 1
600.000 300.000
Berita Sore Laporan Langsung
East Java East Java
30
Radio
Radio JT FM Radio Kosmonita FM Radio Republik Indonesia, Surabaya
March, 1
500.000
Berita Siang
East Java
Information Source: Wilis Arief Affandi, Teachers Information Source: Wilis Arief Affandi, Teachers, ESP
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2500
Note
Region West Java West Java West Java West Java West Java West Java East Java
23
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Media
Name
Title
Date
Rating/Circulation
Note
Region
31
Radio
Dinas LH, Pakar Air ITS
March, 22
500.000
Dialog Pagi
East Java
32
Radio
Radio Republik Indonesia, Surabaya Delta FM
March, 22
350.000
Dialog
East Java
33 34
Radio Radio
Suara Surabaya RRI Surabaya
March, 22 March, 24
700.000 500.000
Berita Kota Reportase
East Java East Java
35
Radio
Kosmonita
March, 24
300.000
Reportase dan Wawancara
East Java
36
Radio
Mercury
March, 24
300.000
Reportase dan Wawancara
East Java
37
Radio
Delta FM
March, 24
350.000
Reportase Langsung
East Java
38
Radio
Suara Surabaya
March, 24
700.000
Reportase Langsung
East Java
39
Radio
JT FM
March, 24
600.000
Reportase Langsung
East Java
40 41 42 43 44 45
Radio Radio Radio Radio Koran Koran
Suara Mitra Komonita Malang Kosmonita Malang RRI Malang Padang Ekspres Singgalang
March, 24 March, 25 March, 25 March, 25 24/2/06 25/2/06
350.000 175.000 175.000 225.000
Dialog Pagi Dialog Reportase dan Wawancara Reportase dan Wawancara Water Testing Day Water Testing Day
East Java East Java East Java East Java West Sumatra West Sumatra
46
Koran
The Jakarta Post
27/2/06
Water Testing Day
West Sumatra
47 48 49 50 51
Koran Televisi Televisi Radio Koran
Media Indonesia TVRI Sumbar TVRI Sumbar ProNews FM Radar Surabaya
Dyah Katarina (PKK Kota Surabaya) dan Maribeth Polley (Konjen USA di Surabaya) Reportase kegiatan Hari Air Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Reportase Peringatan Hari Air dan Expo ESP di Balai Pemuda Hari Air dan Expo Hari Air Sedunia Hari Air Sedunia Kampanye Air Sehat ESP SMPN 10 Gelar WTD Cara Anak-anak Memperoleh Air Bersih Padang Student Learn How To Treat Water Mengelola Air Siap Diminum Hari Uji Air TV Talkshow Radio Talk Show 2.450 Kg Sampah Jadi Rp. 876.000
24/3/06 23/2/06 22/2/06 8/3/06 Maret, 15
Water Testing Day Water Testing Day TV Talk Show Radio Talk Show
West Sumatra West Sumatra West Sumatra West Sumatra East Java
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No
Media
Name
Title
Date
52
Koran
Radar Surabaya
Maret, 17
East Java
53
Koran
Radar Surabaya
Maret, 17
East Java
54
Koran
Radar Surabaya
Maret, 25
East Java
55
Koran
Radar Surabaya
February, 20
East Java
56 57
Koran Koran
Surabaya Post Surabaya Post
Februari, 26 Maret, 1
East Java East Java
58
Koran
Surabaya Post
Maret, 20
East Java
59
Koran
Surabaya Post
Maret, 24
East Java
60
Koran
Jawa Post
Maret, 1
East Java
61 62
Koran Koran
Jawa Post Surya
Maret, 25 Maret, 25
East Java East Java
63 64 65
Koran Koran Koran
Surya Bisnis Indonesia Jaya Baya
Koran Koran E news
69
E news
Kompas Kompas SuaraSurabaya Online Mercury Online
Maret, 20 Maret, 20 Maret, Minnggu ke3 February, 26 Maret, 22 Maret, 24
East Java East Java East Java
66 67 68
Kelurahan Wonokromo Dikunjungi Staff Menko Kesra Penyadaran Air Sejat Dikampanyekan Longmaech Peringati ”Wafatnya” Tetes Air ESP Kampanyekan Air Sehat Untuk Semua Karya Siswa Menyelematkan Air Mendorong Penyelamatan Air Sehat Kampanye Air Sehat di Seoankang Kalimas Peringati Hari Air Sedunia: Digelar Expo dan Parade Musik Mahasiswa KKN Unair Kampanyekan Air Sehat Jangan Cemari Airku Ada MCK Bisa Ubah Air Keruh Jadi Bening Air Sehat Kurangi Sakit Diare Air Rahmat Untuk Semua Kebun Raya Purwodadi: Ngajak Ngombe Banyu Sehat Siswa pun Peduli Krisis Air Menyelamatkan Air Selamatkan Air Untuk Kita Semua
Maret, 24
East Java
70
E news
Jatim Online
Maret, 24
East Java
ESP Gandeng NGO Kembangkan Usaha Penyelamatan Air Sehat Peringatan Hari Air Sedunia dengan Pameran Karya Siswa se Jatim
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Rating/Circulation
Note
Region
East Java East Java East Java
25
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
4.2. AUDIENCE INVOLVEMENT From the monitored activities, the media selection to place the issues targeted to campaign target audience (media, decision makers and local leaders). The campaign at least reached 47 journalist which came from West Java (as there are no available date from other region). Dedicated exposures were designed through Safe Water Point of Use Seminar in Jakarta attended by representative from government sectors, NGO (local /international), water companies and academician.
Alwis Rustam - ESP Jakarta
Figure 3: Representative from Ministry of Health Office, Wan Alkadri gave statement to TV reporter at Jakarta. Table 6 Journalist participated on MMC Safe Water Point of Use Activities No Nama
Media
Jenis Media L/P
1
Didit Putra
KOMPAS
cetak
L
2
M. Faiq
KOMPAS
cetak
L
3
Sugeng
Media Indonesia
cetak
L
4
Robert
Media Indonesia
cetak
L
5
Reno
Media Indonesia
cetak
L
6
Agus
Media Indonesia
cetak
L
7
Agung
Media Indonesia
cetak
L
8
Erika
TVRI Jabar Banten
audio visual
P
9
Diana
Bandung TV
audio visual
P
10
Firman
Bandung TV
Audio visual
L
11
Siwi
Radio Shaf
Audio
P
12
Atty
Radio Shaf
Audio
P
022-7217834/ 9274838 081802159127
13
Christine
RRI
Audio
P
022-70208761
14
Madroyani
RRI
Audio
P
022- 7218075
15
Waryono
RRI
Audio
L
022- 7218075
16
Sandi
RRI
Audio
L
022- 7218075
17
Lestari
RRI
Audio
P
081321927887
18
Teguh
Seputar Indonesia
Cetak
L
08122195514
19
Dudih
Tatar Sunda
Cetak
L
20
Eman
Tatar Sunda
Cetak
L
21
Rahmat Kurnia
Tatar Sunda
Cetak
L
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Alamat email
No Telp
08122451455
08122400062
26
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
No Nama
Media
Jenis Media L/P
Alamat email
No Telp
22
Sisca
Pikiran Rakyat
cetak
P
info@pikiranrakyat.com
23
Taufik Ilyas
Pikiran Rakyat Subang
cetak
L
24
Roni
Radio Rase
Audio
L
08881419154
25
Romel
Radio Antasalam
Audio
L
0818219485
26
Soraya
Radio Antasalam
Audio
P
081808562725
27
M. Malik
Galura
Cetak
L
28
Cecep S
Mitra Bisnis
cetak
L
29
Dally A
Galamedia
cetak
L
30
Buddy E
31
Asep Rinaldie
TV Zona Cakrawala audio visual L Subang TV/Radio Zona Subang Audio Visual L
32
Fatimah
Tribun Jabar
cetak
L
33
Arie
Republika
cetak
L
022-4205911
34
Rita
Radio MORA
Audio
P
022-6005780
35
Sahman
Bandung POS
Cetak
L
36
Ihsan
Bandung POS
Cetak
L
37
Suhendang
TVRI Jabar Banten
audio visual
L
38
Yuli Saputra
Trijaya FM
Audio
P
39
Endang
Koran Tempo
Cetak
L
40
Anita
Koran Tempo
Cetak
P
41
Riesty
Koran Tempo
Cetak
P
42
Edi SH
Pers Subang
cetak
L
43
Jajang Haryasasmita Radio Benpas
Audio
L
44
Dimas AS
Radio Benpas
Audio
L
45
Alim Munandar
Harian Mitra Dialog
Cetak
L
46
Budi Santosa
PWI
47
Eman
Radio Sonata
081321089058
0260-416033, 0815607936 rily_alsih@plasa.com
L Audio
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L
022-70286694
27
MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
5. CHALLENGES AND OPPORTUNITIES 5.1. CHALLENGES 1. Message consistency has been implemented in the campaign, where most of the materials use to communicate the message already reflecting the message. However, message delivery through events required stronger message management. As event (especially school based) concept were not easily grabbed by the regional team, mostly due to technical issue on water quality, mechanism on the water testing and angle to present which suitable for media consumption. Hence different method applied to carry this through school based activity. 2. The strategy of MMC was absorbed as ‘promoting Air Rachmat’ by the regional team, whilst the campaign intention was to introduce the new treatment category that are available in Indonesia, without a strong branding presence of Air Rachmat. As a result, there was community activity conducted in Surabaya with strong presence of Air Rachmat. 3. Message development remains a challenge here. The campaign tagline developed based on the facts and condition that Air Rachmat is not yet in the market. The campaign mandate was to support the product launch by raising awareness on the provision of safe water point of use and the benefit of it for decision makers and media. Translating the communications objective into actions at the field is an area to improve. Prediction on ‘issue that sells’ is lacking, especially at the regions, as the difficulties on getting media attention using the message. 4. Event management that able to convey the campaign messages is also an area to improve, as MMC tends to use event as tools to create understanding on campaign messages.
5.2. ACTIONS FOR CHALLENGES 1. Stronger communications to be in place to create common understanding on strategy and approaches taken for the up coming campaign amongst POCs 2. Capacity building on message development in communications and event management to guarantee quality of product produced by all POC at both national and regional. 3. POC required stronger advance knowledge on any campaign related issue to enrich their ideas, hence stronger message understanding and delivery to develop message credibility.
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MULTI MEDIA CAMPAIGN 3 - SAFE WATER POINT OF USE PERIODE MARCH – APRIL 2006
5.3. OPPORTUNITY 1. Aman Tirta and ESP partnership formalized through this campaign, where the team both at national and regional offices created good relationship that leads into ‘support each other’ attitude. This positive relationship should be a foundation for further concrete partnership ‘in campaign’ or other program related matter. 2. To expand edutainment concept for school intervention for comprehensive message and event design. This can be use for other activity in ESP and Aman Tirta for future campaign at school.
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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