MMC 4 Water Resources Conservation by ESP Indonesia

MULTI MEDIA CAMPAIGN 4

WATER RESOURCES CONSERVATION PERIODE MARCH - MAY 2006

DECEMBER 2006 This publication was produced by Development Alternatives, Inc. under USAID Contract No. 497-M-00-05-00005-00

Kredit Foto: Suko Widodo, ESP East Java. ESP East Java conducted workshop for students and media to increase understanding on water value through a traditional water calling ceremony at Kebun Raya Purwodadi, East Java.

MULTI MEDIA CAMPAIGN 4

WATER RESOURCES CONSERVATION PERIODE MARCH - MAY 2006

Title:

Multi Media Campaign 4 Water Resources Conservation Periode March â&#x20AC;&#x201C; May 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 TABLE ......................................................................................................................... II EXECUTIVE SUMMARY..........................................................................................................III RINGKASAN EKSEKUTIF .......................................................................................................IV 1.

STRATEGY - MMC “WATER RESOURCES CONSERVATION” ............................... 1

MMC “WATER RESOURCES CONSERVATION” IMPLEMENTED ACTIVITY ...... 3 2.1. 2.2. 2.3. 2.4. 2.5.

ACTIVITY RESULTS....................................................................................................... 10 3.1. 3.2.

ACTIVITIES IMPLEMENTATION ...................................................................................................................3 TYPE OF ACTIVITIES ...................................................................................................................................4 COMMUNICATIONS TOOLS ......................................................................................................................8 MEDIA CAMPAIGN SCHEDULE ..................................................................................................................9 REGIONAL MESSAGE FOCUS .....................................................................................................................9 NEWS COVERAGE ................................................................................................................................... 10 REACHING TARGET AUDIENCE .............................................................................................................. 13

LESSON LEARNED ......................................................................................................... 15 4.1. 4.2.

CHALLENGES ........................................................................................................................................... 15 RECOMMENDED ACTION TO TACKLE THE CHALLENGES .................................................................... 15

LIST OF TABLE TABLE 1 PROVINCIAL ACTIVITY ...................................................................................................................................5 TABLE 2 MMC 4 COMMUNICATION MATERIALS ......................................................................................................8 TABLE 3 WEST JAVA RADIO AND TV AD CAMPAIGN ...............................................................................................9 TABLE 4 DETAIL EARNED MEDIA COVERAGE .......................................................................................................... 11 TABLE 5 JOURNALIST ATTENDED MMC ACTIVITIES ............................................................................................... 13

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 Resources Conservation” is the theme for the fourth MMC campaign and conducted at East Java, Central 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. The activity and message design based on campaign specific objective, that is to raise awareness on upper and downstream water conservation importance in Indonesia amongst journalist, media and decision makers. The campaign implemented in May-Jun 2006 and resulted into at least 35 news coverage at 25 print and electronic media both local and national coverage and 12 radio/tv talkshows. It involved 24 activities across the regions. One prominent result is one edition of Pikiran Rakyat, the most read news paper in West Java dedicated a special edition on water related issue. West Java POC implementing partner, K3A played a crucial role into this achievement as they contributed on articles and facilitated Pikiran Rakyat partnership with ESP and K3A. 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.

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. “Konservasi Sumber Air ” adalah tema keempat dari MMC yang dilaksanakan di lima propinsi prioritas ESP (Jawa Timur, Jawa Tengah, Jawa Barat, Sumatera Barat dan Sumatera Utara) oleh POC Specialist terkait. Kampanye dilaksanakan dengan menggunakan pendekatan public relations dan media relations. Kegiatan dan pesan kampanye dirancang sesuai dengan tujuan khusus kampanye ini yakni meningkatkan pemahaman tentang pentingnya konservasi air dari hulu sampai hilir di Indonesia bagi para pemegang kebijakan dan jurnalis. Kampanye ini dilaksanakan pada bulan Mei-Juni 2006 dan menghasilkan setidaknya 35 pemberitaan di 25 media lokal maupun nasional baik cetak dan elektronik serta 12 radio/TV talkshow. Kampanye ini melibatkan 24 kegiatan di seluruh propinsi pelaksana kampanye. Satu hasil utama adalah edisi khusus Pikiran Rakyat, koran paling banyak dibaca di Jawa Barat, tentang air. Partner kampanye POC Jawa Barat, K3A memiliki peran penting dalam pencapaian ini dimana mereka berkontribusi artikel dan memfasilitasi kerjasama Pikiran Rakyat dengan USAID-ESP/K3A. MMC ini dilaksanakan di Propinsi Sumatera Utara, Sumatera Barat, Jawa Timur, Jawa Tengah 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 RESOURCES CONSERVATION” The regular multi media campaign by ESP conducted at 4 HPP for local media exposure and one Jakarta based campaign where it will exposes the national media. The previous campaigns has able to develop basic foundation for further elaboration on media and decision makers understanding on the environment and health issues, linked with water. MMC 4 will maintain the presence of the issue to stimulate further awareness of target audience and engaged stake holders for program enabling environment purposes. At the moment, ESP under go a shifting period where it strives to strengthen its communications capacity to support overall program achievement through program evaluation and formative research. Hence continuation of multi media campaign with decreasing intensity both on frequency and quantity. Theme Water resource conservation Facts • 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. • Water availability in Indonesia covers 6% from total water stock in the word are 21% stock from Asia Pacific (KLH, 2003), though from year to year the water scarcity issue became more prominent. Total national water loss is 32,18%. • The Indonesia MDG report stipulated that community access to clean water facilities reached only half of total population, where three are 18% population with piped water. MDG also set objectives to reduced community without access to clean water by 50% by 2015. • The limited clean water access due to high cost of service and low service quality thus increased use of ground water. The over exploits ground water will potentially damage the environment hence water quality and quantity degradation. • Low public awareness on water conservation indicated by community behavior toward water which did not support effort in increasing access to clean water supply. • Mortality rate of infants due mostly to ISPA and diarhea is 35 per a thousand birth where there is 46 death amongst children under 5 per thousand birth. Diarhea in specific was spread by water. This 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. • Water related national policy has been produced in a scope of different aspects, includes No. 23/1992 on Health; No 7/2004 on Water Resources; No 32/2004 on Local Government where it stated that actions to provide needs for sanitation and

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

water access. Also Government Regulation No 10/2005 on Drinking Water and no. 27/1999 on Evaluation Environmental Assessment. Objective Raise understanding on upper and downstream link on water conservation importance in Indonesia. Communications target • Local and national journalist • Decision makers Strategy 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. Activity • Media campaign, stripping messages in selected and targeted media on water conservations at upper and down stream area to be executed at all ESP areas to maintain and develop wider awareness on related subject • “Journalist visit” to spots with water conservations initiative at the designated area with local wisdom based of actions. Implementation period March 20 – May 20, 2006 Implementer ESP POC specialist and its local partner Message “Lets save our water-catchments areas”

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MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

2. MMC “WATER RESOURCES CONSERVATION” IMPLEMENTED ACTIVITY 2.1. ACTIVITIES IMPLEMENTATION During April through June 2006, MMC implementation has affected by several important events in ESP. That is the additional province has been added into ESP sites, DI Yogyakarta/Central Java, where POC specialist also placed there to support program issues communication. The other event is Formative Research implementation on hygiene and water that was designed to provide data for developing ESP’ Strategic Communication for Behavior Change. This activity was supported by all POC and HH specialist at all regions. The third was an unfortunate earthquake incident at DI Yogyakarta. Starting this campaign period, ESP implemented MMC activities at major cities in the five HPP as ESP added DI Yogyakarta/Central Java as additional high priority province in the project However due to major earth quake happened in DI Yogyakarta, the program implementation was also affected, but the MMC implementation then was adjusted to this situation. Compare to previous MMCs, beside the unfortunate disaster in DI Yogyakarta, during the period, ESP is in progress conducting a Formative Research on hygiene and water at all ESP sites. All the POC and HH Specialist were involved in conducting the research to support national team in partnership with local partners. The effort in getting the message across was not as heavy as previous campaign, where most of the POC relied on media campaign instead of media relations activity. But West Java and Central Java managed to gained good support from their implementing partner, which enabled them to delivered messages across in both quality and quantity manner. DKI Jakarta did not have any activity during this period of campaign. This was due to availability of POC DKI Jakarta/West Java where she was focused in implementing Formative Research at the regions. The areas are: • Bandung Municipality, West Java • Surabaya Municipality, District Purwodadi, District of Batu, East java • Padang Municipality, West Sumatra • Medan Municipality, Deli Serdang District, North Sumatra. • DI Yogyakarta, Magelang District ESP’ work at the regions was supported by: • West Java : Kelompok Kerja Komunikasi Air (K3A), Pikiran Rakyat • DI Yogyakarta/Central java : HIJAU (NGO) • West Sumatra : Forum PEDAS ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

2.2. TYPE OF ACTIVITIES In summary, following are the implemented activities at all area, even though each region implemented different set of activities based on regional needs: • Media campaign – radio and TV talk shows, inserts, • Journalist briefing • Journalist discussion • Journalist visit • Workshop • Community campaign • Fact sheets productions • Exhibition

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MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

Table 1: Provincial Activity No

Activities

Date

Title

Resource Media

Region

Semiloka

5 Juli 2006

“Peran media dalam konservasi sumber daya air Jawa Barat”

West Java

Media Visit

11 Juli 2006

“Nyucruk jalan cai pikeun kahirupan balarea ”

Talkshow Radio MARA FM

21 Juni 2006

“Perempuan dan konservasi air”

MARA FM

24 Juni 2006

“Sedot lagi-sedot lagi…Air tanah pun habis ”

MARA FM

1 Juli 2006

“ Konservasi air ala masyarakat Bandung Utara”

MARAFM

4 Juli 2006

“Pengaruh Implementasi PP 16 terhadap Konservasi Air”

8 9

Sonata FM Talkshow TV Bandung TV

21 Juli 2006 3 Juli 2006

“Selamatkan kantung air kita” “Kantung air dan Kantung sampah”

1. Drs.H. Us Tiarsa (PWI Jabar) 2. Dr. Agus Rachmat (Kepala BPLHD Jabar) 3. Ir. Herdiwan (Direksi Majalah Surili) 1. Dine Andriani (K3A) 2. Dede Rukmana (Kaur lingkungan desa Cimenyan) 3. Drs. Dadan Kurnia (BPD Kec. Cimenyan) 4. Dr. Mubiar Purwasasmita (Dewan Pakar Lingkungan) 5. Ir. Tardan Setiawan (Dir. Air Bersih PDAM Kota Bandung) 1. Sri Mulyasari (LP3ES) 2. Dadang Sudarja (WALHI JABAR) 3. Dine Andriani (K3A) 1. Edy Sudarwanto (BPLH Kota Bandung) 2. Ir. Hardoyo (PLG) 3. Rohadji Tri Wahyono (K3A 1. Dr. Anang Sudarna (KA. BP DAS Cimanuk Citanduy) 2. Wawan (Masyarakat Kec. Cimenyan) 3. Cecep Sukmara (K3A) 1. Ir. Tardan Setiawan (Dir. Air Bersih PDAM Kota Bandung) 2. Dr. Chay Asdak (PPSDAL UNPAD) 3. Ir. Rohadji Tri Wahyono (K3a) 1. Ir. Nurdin Efrisani (K3A) 1. Ir. Ikin zaenal Mutaqien, MSi (Kepala BKSDA Jabar I) 2. Drs. Safrianus Yoseph (Humas PD Kebersihan) 3. Ir. Dine Andriani (K3A)

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West Java

West Java West Java

West Java

West Java West Java

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

Activities

Date

Title

Resource Media

Region

Media Visit

12 Juli 2006

“Nyucruk cai pikeun kahirupan balarea”

West Java

Media discussion

17 Juli

Pembentukan tim media kampanye

Media visit

22-23 Juli

Kunjungan ke masyarakat Ngablak

Exhibition

21-23 Juli

Lestari Alamku Bangkit Pertanianku

1. Dine Andriani (K3A) 2. Dede Rukmana (Kaur lingkungan desa Cimenyan) 3. Drs. Dadan Kurnia (BPD Kec. Cimenyan) 4. Dr. Mubiar Purwasasmita (Dewan Pakar Lingkungan) 5. Ir. Tardan Setiawan (Dir. Air Bersih PDAM Kota Bandung) 1. Rahayu (LKMBP-Komunikasi UGM) 2. Tri Hastuti Nur (Komunikasi UMY) Panji Kusumah & Tim Hijau Pemandu Desa Tim Pemda Magelang & Masyarakat Ngablak

14 15

Round Table Discussion” Talkshow

Talkshow

17 18

Radio Ad campaign Community campaign

Community campaign

Kontak rutin dengan media dan wartawan TV Talkshow TVRI Padang,

“Media dan Lingkungan ”Peraturan Daerah tentang Lingkunagn untuk Penylematan Sumber Air” Dialog Interaktif Hari Anak dengan Tema ”Anak Jatim Peduli Sungai” “Selamatkan Air Sungai”(Lomba lukis anak – Hari Anak Nasional) Permainan Ular Tangga bertema “Peduli Lingkungan” Padang, 26 – 31 /6/06 30/6/06

Dr. Suparto Wijoyo (Anggota Dewan Lingkungan Jawa Timur) Ibu Lita (Ketua Panitia HAN, Dewan Pendidikan Jawa Timur)

Yogyakarta/Central Java Yogyakarta/Central Java Yogyakarta/Central Java Yogyakarta/Central Java East Java East Java East Java East Java

Guru, Siswa/ Anak, Orangtua, dlsb

East Java West Sumatra

Selamatkan Kantong Air Kota Padang

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1. Prof. Ir. Isril Berd, SU (Akademisi Unand bidang Konservasi Daerah Aliran Sungai) 2. Hanafi (Ketua Forum PEDAS Kota Padang) 3. Ir. Asnel (Kepala Dinas Peternakan, Pertanian dan Kehutanan Kota Padang)

West Sumatra

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

Activities

Date

Title

Resource Media

Region

Radio Talkshow Radio ProNews FM,

30/6/06

Selamatkan Kantong Air Kota Padang

West Sumatra

Radio Talkshiow Radio Lite FM Dialog interaktif Radio City FM

5 – 14 Juli 2006

Selamatkan Kantong Air kita!

North Sumatra

7 dan 18 Juli 2006

Selamatkan Kantong Air kita!

North Sumatra

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MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

From above details activity, the most implemented activities are media campaign (talk shows). This was intended as limited effort from POC to conduct many activities as most they were active contributing to Formative Research process at respective regions. However, West Java was able to pull the campaign on with good message presence as K3A, local implementing partner, was there to support the overall implementation. Major result was 4 pages of water issues placed at Pikiran Rakyat and series of talk shows disbursing campaign message to target audience. East Java were counting on partner contribution to support campaign implementation, where Yogyakarta/Central Java successfully formed media and NGO commitment as implementation partner at this period for long term campaign support. This initial steps were also followed by some news exposure at local media despite the unfortunate earthquake happened in the respective area. Both North and West Sumatra relies more dedicated slot to convey the messages, additionally they still maintain media relations with each journalist for message disbursement in non formal manner, some resulted into articles related to campaign theme.

2.3. COMMUNICATIONS TOOLS ESP also produced materials to support the activities at the region which was developed by the respective POCs. Half of the materials developed were gimmick materials dedicated as message reminder and event tools to use for the activity. While the rest of the materials dedicated to media campaign. North Sumatra and West Sumatra are two areas that are lacking on such materials as they are relying on talk shows at local radio stations. Table 2: MMC 4 Communication Materials No

Tanggal

Produk

Judul

Keterangan

4 Juli 2006

“Save Water Resources”

West Java

11 Juli 2006

Topi

“Save Water Resources”

West Java

12 Juli 2006

Fact Sheet

“Cimenyan dari mata air menuju air mata”

West Java

30 Juni 2006

Insert radio feature

“Selamatkan kantung-kantung air kita“.

West Java

3 Juli 2006

Soundbyte Message Banner/ Spanduk

West Java East Java

T-Shirt

“ Selamatkan sumber daya air” Selamatkan Air Sungai untuk Demi Anak kita di Masa Mendatang Lestarikan Sumber Air Kita

Radio Ad

“Air kita milik kita”

Jingle

“Byur dan Hutanku Hidupku

10.

Radio Ad

11.

“Bukankah Air seharusnya bersih dan sehat?“ Sungai bersih kehidupanku, banyuku nguripi, Airku hidupku masa depanku, Selamatkan air bersih

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East Java Central Java/ DI Yogyakarta Central Java/ DI Yogyakarta Central Java/ DI Yogyakarta Central Java/ DI Yogyakarta

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

2.4. MEDIA CAMPAIGN SCHEDULE West Java used a regular placement ad related to the campaign message by using both radio and television. The message tapped into 3 messages: • water catchments conservation – public ad • water catchments conservation – advocacy ad (message to the governor) • water conservation at home The ad frequency where quite intense for two weeks period of campaign, further analysis on campaign affectivity required hence better result. Table 3: West Java Radio and TV Ad Campaign No Material

Insert radio feature : “Selamatkan kantung-kantung air kita “. Message to the governor: Selamatkan sumber daya air “Bagaimana kita menghemat air di keseharian kita”

Duration Media

60 sec

Radio Mara

63 sec

Bandung TV GCD FM

July

Total

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

2 2 2 2 2 2 2 2 2 2

2 2 2 2 2 2 1

3 3 3 3 3 3 3 3 3 3

2.5. REGIONAL MESSAGE FOCUS The umbrella theme “Water Resources Conservation” was translated into campaign message as “Lets Protect Our Water Catchments area!” This message was successfully carried out at the regions by focusing into ESP working area as part of campaign message with different angles. This was strongly addressed at North Sumatra, West Sumatra and Central Java/Yogyakarta. As West Java and East Java, the message direction goes at policy and community role. Some POCs translated the issue through many facets of problem attached to it by linking it with ESP working areas. Padang highlighted TAHURA Bung Hatta and Suaka Alam Barisan 1, Medan profiled Deli Watershed and Yogyakarta used up stream Tangsi Program Watershed to showcase the message. Details message focus: • West Sumatra • North Sumatra • Yogyakarta/Central Java • West Java •

East Java

: saving our catchments area -> up stream area focus : saving our catchments area -> up stream area focus : saving our catchments area -> up stream area focus : saving our water catchments: the role of media and community : saving our water catchments and river of Brantas -> focus more on river conditions.

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MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

3. ACTIVITY RESULTS Through above mentioned activities implemented, ESP gained following: 1. Implemented 24 activities across Java and Sumatra to carry campaign messages. 2. Yogyakarta/Central Java paved some early steps to build partnership with local media to strengthen environment and health issues exposures at respective area. 3. Special coverage on Pikiran Rakyat on water issues in Jawa Barat as result of ESP partnership with K3A. 4. K3A as local implementer formed by ESP gained recognition from media 5. Through the campaign, some new involvement materialized as support to the message delivery, that is Pikiran Rakyat (West Java) and NGO: HIjau (DI Yogyakarta).

3.1. NEWS COVERAGE Message distributed in print and electronic media during campaign period to target audience. Total media coverage: 35 news coverage, 12 radio/TV talk shows/variety shows, at 25 media. Regional details: • West Java • • • •

: 22 print article, 1 tv news, 5 radio news, 6 talkshows, at 14 local/national media. West Sumatra : 1 radio talk show and 1 tv talkshow at 2 local media. East Java : North Sumatra : 4 radio talk shows, at 2 media Yogyakarta/Central Java : 7 news coverage at 3 news paper, 2 TV and 2 radio

The major earner of news coverage is West Java as this province has the most comprehensive activities with total support from Pikiran Rakyat, the major news paper in West Java. Yogyakarta, despite the earthquake, still managed to gained exposures through events and relationship building with local leading media, Kedaulatan Rakyat. Sumatra island relies mostly on placing the issue directly to media whilst East Java has a lack of news record during this campaign, even though they did performed series of events. News clipping attached to this report.

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MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

Table 4: Detail Earned Media Coverage No

Media

Name

Title

Date

Rating/Circulation

Koran

KOMPAS

26-Jun-06

800.000

2 3

Televisi Radio

5-Jul -06 5-Jul -06

650.000 7.000

Radio

Bandung TV Ganesha Walagri 93.3 FM RRI Pro 3 FM

5-Jul -06

1.000.000

Radio

Shaf AM

5 Jul-06

7.000

Koran

KOMPAS

6 Jul-06

Koran

Seputar Indonesia

Koran

Galamedia

9 10 11 12 13

Koran Koran Koran Koran Tabloid

Pikiran Rakyat Galamedia Republika Tadjuk Galura

Koran

KOMPAS

15 16

Koran Radio

Radar Bandung RRI Pro 3 FM

Radio

Koran

Ganesha walagri 93.3 FM Pikiran Rakyat

Sumur artesis debitnya tergantung resapan air Lintasan Peristiwa Peran Media dalam Konservasi Sumber daya air Jawa Barat Peran Media dalam Konservasi Sumber daya air Jawa Barat Peran Media dalam Konservasi Sumber daya air Jawa Barat Media dalam Konservasi Pemberdayaan air Air tanah di kota Bandung : Kondisinya sangat memprihatinkan Pabrik pengolahan sampah diharapkan direalisasikan TPA Sarimukti jadi solusi sementara PDAM Membangun Air Siap Minum TPA Gunung Hejo batal digunakan Krisis air akibat dieksploitasi bisnis Usum halodo ayeuna Jawa Barat baris tigerat ku cai Kesadaran petani menggalakkan Konservasi Rendah Pelanggan PDAM turun hingga 2 ribu Nyucruk Jalan Cai pikeun kahirupan Balarea Nyucruk Jalan Cai pikeun kahirupan Balarea Perlu Penggalangan Kampanye dan Usaha Antisipasi Krisis Air, Sumber Air tinggal 10 %”

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Event

Region Bandung

530.000

Semiloka – 5 Juli 2006 Live interview, Semiloka – 5 Juli 2006 Live interview, Semiloka – 5 Juli 2006 Live interview, Semiloka – 5 Juli 2006 Semiloka – 5 Juli 2006

Bandung Bandung

Bandung

6 Jul-06

3.000

Semiloka – 5 Juli 2006

Bandung

6 Jul-06

101.000

Semiloka – 5 Juli 2006

Bandung

6 Jul-06 6 Jul-06 6 Jul-06 10-Juli-2006 Minggu II Juli 06

468.000 101.000 12.000 2.000 2.500

Semiloka – 5 Juli 2006 Semiloka – 5 Juli 2006 Semiloka – 5 Juli 2006 Semiloka – 5 Juli 2006 Semiloka – 5 Juli 2006

Bandung Bandung Bandung Bandung Bandung

12-Jul-06

530.000

Media Visit - 11 Juli 2006

Bandung

12- Jul-06 12-Jul -06

3.000 1.000.000

Bandung Bandung

12-Jul -06

7.000

13-Jul-06

561.000

Media Visit - 11 Juli 2006 Siaran Tunda, Media Visit 11 Juli 2006 Live interview, Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006

Bandung Bandung

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH â&#x20AC;&#x201C; MAY 2006

Media

Name

Title

Date

Rating/Circulation

Event

Region

19 20 21 22 23

Koran Koran Koran Koran Koran

Republika Pikiran Rakyat Pikiran Rakyat Pikiran Rakyat Pikiran Rakyat

12 Jul-06 13-Jul-06 13-Jul-06 13-Jul-06 13-Jul-06

12.000 561.000 561.000 561.000 561.000

Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006

Bandung Bandung Bandung Bandung Bandung

Koran

Pikiran Rakyat

13-Jul-06

561.000

Media Visit - 11 Juli 2006

Bandung

Koran

Pikiran Rakyat

13-Jul-06

561.000

Media Visit - 11 Juli 2006

Bandung

26 27

Koran Koran

Pikiran Rakyat Pikiran Rakyat

13-Jul-06 13-Jul-06

561.000 561.000

Media Visit - 11 Juli 2006 Media Visit - 11 Juli 2006

Bandung Bandung

Koran

Bernas

Hasil diskusi informal

Koran

Bernas

Mediasi Aset PDAM tak Efektif Selamatkan Air! Pulus Binong Mata Air Terakhir? Tanah tak lagi Menyimpan air Hujan pun tak akan datang begitu saja Perempuan sangat vital dalam konservasi air Tanamkan perilaku konservasi sejak dini Air,Bersih saja tak Cukup ! Beberapa cara mudah mendapatkan air minum sehat. Bida direbus, bisa juga dijemur Hilangkan Lelah di sungai yang terancam sampah 12 Kecamatan Rawan Krisis Air

Koran

Bernas

Hari Krida Pertanian, ESP sosialisasikan cuci tangan pakai sabun

22 Juli 2006

DI Yogyakarta /Jateng DI Yogyakarta /Jateng DI Yogyakarta /Jateng

Koran

Suara Merdeka

Jeruk Keprok di Hari Krida

24 Juli 2006

376.000

Koran

Kedaulatan Rakyat

5 Aug 2006

520.000

Koran

Kedaulatan Rakyat

Selamatkan Air, Kembalikan Fungsi Hutan Sekolah Lapangan Selamatkan Air

8 Aug 2006

520.000

Hasil tatap muka dengan Pemred KR Hasil press tour

Koran

Kedaulatan Rakyat

Orang Desa Juga Harus Pintar

13 Aug 2006

520.000

Hasil press tour

Majalah

Forum Keadilan

Belajar Pelestarian Alam ala Sambak

9 Sept 06

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

18 Juni 2006 13 Juli 2006

Community visit Ngablak & Pameran bersama Pemda

Journalist interview

DI Yogyakarta /Jateng DI Yogyakarta /Jateng DI Yogyakarta /Jateng DI Yogyakarta /Jateng DI Yogyakarta /Jateng

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH – MAY 2006

3.2. REACHING TARGET AUDIENCE 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 44 journalists from all regions. However, there is still slots that reaches public at large, this happened as regional POC intended the campaign to still reach the public at large. East Java, for example, was still using the children to convey the message, where Hari Anak Nasional used as campaign hook. This message venue used to support message delivery on river water protection. Yogyakarta/Central Java use different angle that lead into campaign messages with stripping messages related to forest, river protection, drinking water and solid waste. Details journalist reach: • West Sumatra : 6 journalists • North Sumatra : 19 journalists • Yogyakarta/Central Java : 9 journalists • West Java : (data N/A) • East Java : 10 journalists Table 5 Journalist Attended MMC activities No Nama

L/P

Media

Kota

Jalaluddin Syahputra

KISS FM

jalal_area@yahoo.com

North Sumatra

Roby Karo-karo

Radio Prapanca Trijaya FM

robyayat@yahoo.com

North Sumatra

Diana S

Hr. Sumut Pos

sj-buteto@yahoo.co.id

North Sumatra

Rijan Irnando Purba

Hr. Medan Bisnis

bajingan_berseragam@yahoo.com

North Sumatra

Andy

Hr. Kompas

perilang@yahoo.co.id dan ndy@kompas.com

North Sumatra

Boby P

Deli TV

North Sumatra

Yusran Yunus

Hr. Bisnis Indonesia

yusran.yunus@yahoo.co.id

North Sumatra

Dian K Tarigan

Hr. Global

theekuz_ku@yahoo.com

North Sumatra

Desi Yanthi

Hr. Sumatra

North Sumatra

Asril

Hr. Waspada

North Sumatra

Budi Alimuddin

Hr. Sumut Pos

arok_dedes@yahoo.com

North Sumatra

John Parlyn Sinaga

Medan Bisnis

johnparlyn@yahoo.com

North Sumatra

Apriadi Gunawan

The Jakarta Post

apriadi_gun@yahoo.com

North Sumatra

Ken Norton

Media Indonesia

kennorn@yahoo.com

North Sumatra

Bambang Soedjiartono

Tempo

bbsoed@yahoo.com

North Sumatra

Hendry Sitinjak

Suara Pembaruan

henrysitinjak@yahoo.com

North Sumatra

Andy

Kompas

perilang@yahoo.com

North Sumatra

Odjie Nasution

Sinar Harapan

radja_ojie@yahoo.com

North Sumatra

Yulhasni

Sumut Pos

yulhasni@yahoo.com

North Sumatra

Adi Prasetio

Kompas Yogya

DI Yogyakarta/ Central Java

Agung Setiahadi

Kompas Yogya

DI Yogyakarta/ Central Java

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH â&#x20AC;&#x201C; MAY 2006

No Nama

L/P

Media

Kota

Effi Widjono Putro

Kedaulatan Rakyat

DI Yogyakarta/ Central Java

Ekky

Kompas Solo

DI Yogyakarta/ Central Java

Kristiadi

TVRI

DI Yogyakarta/ Central Java

Octo Lampito

Kedaulatan Rakyat

DI Yogyakarta/ Central Java

Bayu

NGI

DI Yogyakarta/ Central Java

Madina Nusrat

Kompas Magelang

DI Yogyakarta/ Central Java

C Kurniawati

Bernas Magelang

DI Yogyakarta/ Central Java

Yuafriza

Tabloid Puailiggoubat

Tularji

Harian Bisnis Indonesia/ProNews FM

Feraneldi

Tabloid Puailiggoubat

West Sumatra

Hendra Makmur

Media Indonesia

West Sumatra

Aim Zein

ProNews FM

West Sumatra alpapali@yahoo.com

West Sumatra

pronews@fastmail.fm

West Sumatra

Fuad

TVRI Padang

Nina

Kompas

kompas@kompas.co.id

East Java

West Sumatra

Aris

Jawa Pos

editor@jawapos.co.id

East Java

Rachmat

Bhirawa

East Java

Seger

Duta Masyarakat

East Java

Heti Palestina

Radar Surabaya

heti_p@yahoo.com

East Java

Alam

Mercury FM

ari_mer@yahoo.com

East Java

Yeyen

Kosmonita FM

East Java

Yunan

Surya

East Java

Endang

Jayabaya

East Java

Yeni

Gapura Surabaya

l2_34@yahoo.com

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID

East Java

MULTI MEDIA CAMPAIGN 4 - WATER RESOURCES CONSERVATION PERIODE MARCH â&#x20AC;&#x201C; MAY 2006

4. LESSON LEARNED 4.1. CHALLENGES 1. The ability to wrap the issue into a selling issue to the media is a challenge that needs to be overcome by gaining confidence and skill to do so. 2. Tight time line to conduct the campaign where mostly affected by other important events occurred at ESP and the Yogya Earthquake. This also has implications to media respond toward issue presented as they have other important issue in focus, specially for Yogyakarta/Central Java, where the earthquake took place as media major concern. 3. There were gaps on journalist/editor understanding toward current issue, a capacity building on health and environment issue suggested. 4. Short campaign period provided for this campaign was not in favor to the quality of campaign activities and materials.

4.2. RECOMMENDED ACTION TO TACKLE THE CHALLENGES 1. To continue improving local partnerâ&#x20AC;&#x2122; capacity in media relations and its implementation for better campaign implementation at local level. 2. Improve the media planning aspect in order to reach the target audience. 3. 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. 4. 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. 5. 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. 6. To continue maintain relationship with journalists by strengthening data supply and news angle related to ESP issues, hence maintained issue interest aiming into news as an output.

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