Professional Documents
Culture Documents
Environmental Communication For Sustainable Development. A P
Environmental Communication For Sustainable Development. A P
Environmental Communication For Sustainable Development. A P
44/99 - 29 e PVI
Environmental
Communication for
Sustainable Development
A Practical Orientation
Working Paper
of the Working Party on
Development Cooperation and Environment
Eschborn 1999
Impressum
Published by
Deutsche Gesellschaft für
Technische Zusammenarbeit (GTZ) GmbH
P. O. Box 5180, D-65726 Eschborn
Internet: http://www.gtz.de
2
Forword
Foreword
Since its beginning the GTZ Pilot Pro- The broschure in hand is the result of
gramme Institutional Development in several rounds of peer reviews of spe-
Environment (PVI) has been working cialists associated with the members
on the issue of ‘Environmental Com- of the interest group and will also be
munication’. Environmental Commu- available via OECD DAC’s webpage
nication deals with the planned and in the near future. We wish this pa-
strategic use of communication pro- per a wide dissimination and hope that
cesses and media products to support it will help people working in the field
effective policy making, public par- of environment to implement more
ticipation and project implementation successful projects.
geared towards environmental sustain-
ability. Technical co-operation has a
role to play in promoting this impor- Bonn, November 1999
tant and complementary policy instru-
ment, which is needed to make en- Winfried Hamacher
vironmental programs and projects Dr. Stephan Paulus
more effective.
GTZ-Pilot Programme Institutional
During an International Workshop on Development in Environment
Environmental Communication, orga-
nized by PVI in Bonn in December
1996, the proposal was made to put
this topic on the agenda of the OECD
DAC Working Party on Development
Cooperation and Environment, in or-
der to emphasize its importance at
the international level. During a Work-
ing Party meeting in 1997 the issue
was first raised by PVI. Members of
the Working Party expressed interest
in this subject. They agreed, that this
was a very important issue which
should be examined in greater depth
with a view to enhancing environmen-
tal programs. The Working Party
agreed to establish an interest group
led by Germany and joined by inter-
ested members (CIDA, SIDA, BADC,
UNEP and IUCN). For nearly two
years an intensive discussion on a draft
paper issued by PVI started.
3
4
Contents
Contents
Acknowledgement 6
Introduction 7
1 1 Executive Summary 8
2 2 What Environmental
Communication is all about
10
3 3 Environmental Communication
in Project Management
12
4
4 1o Steps towards an Effective 15
Communication Strategy
6 Resources 42
4 Selected Literature 42
4 Annotated Internet Bibliography 43
4 Selected Case Studies 45
4 Case Study Literature References 48
5
Acknowledgement
6
Introduction
Introduction
7
1 - Executive Summary
1 Executive Summary
8
EnvCom transforms the power gen-
erated by project managers and the
people concerned into action. It is
the missing link between the subject
matter of environmental issues and
the related socio-political processes
of policy making and public partici-
pation. EnvCom is intricately related
to education and training activities,
bridging ‘hard’ technical know-how
and ‘soft’ action-oriented behavioral Lessons Learned
change. from the Field
9
2 - What Environmental
Communication is all
2 What Environmental
about
10
Why Environmental Liebig’s Law
Communication is so on Plant Growth . . . or what Environmental Communication is not about
special
• Large-scale Intervenions
Environmental interventions, e.g.
in watershed management, often
require coordinated action by
large populations which, in
communication terms, cannot be
facilitated by individualistic or
small-group approaches.
11
3 - Enviromental
Communication in Project
3
Managment
Environmental Communication
in Project Management
12
Understanding where the project is in the mix of policy instruments • Communication Instruments
in its progression from identification, design of communication strategy • in the Project Cycle
formulation, implementation and communication with those involved
management is an essential basis for Knowing what should be changed has to be
determining which communication Solving combined with how change should be
Communication as a complementa- brought about.
instruments should be used.
ry instrument • information on other
Recognizing instruments (laws, incentives, etc.) •
Regular opinion/attitude surveys • Monitoring and Evaluation (M&E)
media content analysis • continuous through qualitative research
networking with NGOs, e.g. consum-
er groups • regular meetings with Maintaining control
interest groups Regular public information • report-
ing on changes in policy design and
Gaining control implementation • up-dated opinion/
Knowledge-Attitude-Practice (KAP) attitude surveys.
surveys • integrating communication
Case Study
The above can be illustrated by means of the role of various communication instruments in the
different phases of Protected Area System Planning for a marine conservation program in Indonesia.
15
Step 1 - Situation Analysis
and Problem Identification
10 Steps ...
STEP 1 Situation Analysis and Problem Identification
16
Participatory Rapid Appraisal - Mapping a Transect Walk
Transect from Kiboum, Cameroon showing natural resources and land use pattern
Transect Map
and other PRA tools
(see for example Chambers 1992,
Schönhuth 1994, IIED 1995)
17
Step 2 - Actors and Knowledge-
Attitude-Practice (KAP) - Analyses
10 Steps ...
STEP 2
Actors and Knowledge-Attitude-Practice (KAP) - Analyses
18
Actors and Interests
for example
· Households
· Waste Pickers OPPORTUNITIES = BENEFITS
· Industry
· Markets
Entry Points of
· Hotels intended change
· Real Estates Greatest Impact
· Shopping C.
· Office Bld. THREATS = COSTS
· Local Auth.
in recycling
19
10 Steps ...
STEP 2 Actors and Knowledge-Attitude-Practice (KAP) - Analyses
In order to narrow down the field of Understanding the key factors, moti-
practices potentially relevant to an ob- vational forces and influences relat-
served environmental problem, com- ed to critical behavior is the next step.
munities in cooperation with commu- In most cases, these include social,
nication specialists should consider cultural, economic and ecological de-
terminants: Potentially crucial factors
• the impact or importance of a are
particular form of behavior to the
problem, Social factors
• the feasibility of changing or • Knowledge
maintaining the behavior, • values
• whether the ideal behavior, or • social norms
similar forms, already exist in the • cultural or religious values
community concerned. • skills
• economics
• The practices which meet these • laws
criteria can be called critical • policies
behavior. In order to screen • gender, etc.
behavior that influences natural
resources and environmental Ecological factors
concerns it is useful • Vegetative productivity
• diversity
• to focus on specific types of • variability of physical environment
behaviors rather than general (e.g. climate, seasons, daily
categories, periodicity)
• to emphasize the positive in • history of disturbances
existing practices, • competition, etc.
• to classify behavior based on
impacts it has on sustainability, Benefits
• to understand the feasibility of What is motivating, desirable, re-
influencing relevant behavior, warding or pleasant about a practiced
• to understand behavioral behavior or what the actors think they
flexibility. gain when changing their behavior
20
Tools that are useful in identifying such KAP Surveys
key factors among the many others that
may be relevant to a given environmen- Beneficiaries need to be consulted A tool for participatory
in the process of identifying problems strategic planning and evaluation
tal problem are, in general,
and/or needs regarding their require- (see for example Adhikarya et al.
ments or acceptability of a given in- 1987, FAO 1994)
checklists of potentially important
factors from: focus groups, community novation, i.e. a change in practice. A
gathering, decision trees, pair-wise suggested procedure for conducting
ranking, resource use trends, etc., a participatory assessment of prob-
techniques for identifying perceived lems and needs is through a baseline
benefits and prices: surveys, focus survey on beneficiaries’ Knowledge,
groups, comparisons of adopters and Attitude, and Practice (KAP) with re-
non-adopters, spect to specific and critical forms of
data acquisition on educational behaviors and key factors. KAP sur-
background, economic situation, veys are problem-solving oriented and
operate at a micro-level, with a fo- Tool Box
gender, media access and other
characteristics of the intended cus on determining at least three con-
(see e.g. IIED 1995,
beneficiaries, cost-benefit-compari- ceptual categories :
IUCN 1997, vol 2, denkmodell n.d.)
sons, etc.,
causal webs and wiring diagrams: • Knowledge, attitude and practice
Venn diagram, social network maps, (KAP) levels of audiences vis-à-vis
relationship wiring, etc., the critical elements of a given
systems analysis (such as SINFONIE): recommended or intended
influence matrix, effects and axis innovation.
diagram, force field analysis, etc. • The KAP survey seeks qualitative
information from respondents,
e.g. through focus group inter-
views, such as on the reasons for
causes of their negative attitudes
and non-adoption or inappropriate
practice with regard to the
environmental problem.
• Information provided by KAP
surveys is useful for campaign
objectives or goals formulation
and strategy development
21
10 Steps ...
STEP 2 Actors and Knowledge-Attitude-Practice (KAP) - Analyses
22
A B C - Model
In a nutshell, the various steps in situation, actor and KAP analyses can also be summarized in an
Applied Behavioral Change model which is often used in the context of social marketing approaches
integrated in the environmental communication strategy. The most crucial steps are outlined below.
1 - Observe Behavior Identify what people like and dont like about a
certain behavior that is to be changed. Dont
just ask questions. Look, count, record behav-
ior. Arrange for a few people to do what you
would like the whole community to do. Watch
their problems.
2 - Listen to People Ask what matters to them, talk about how your
target behavior fits into their daily life. Look
for what they get out of behavior as gain or
benefit and who matters to them.
3 - Decide What Matters Compare people who show the desired behav-
ior with people who dont. What are they like,
where do they live, how do they act out the
behavior you care about? Segmentize your au-
diences because they will have to be communi-
cated with differently.
23
10 Steps ...
STEP 2 Actors and Knowledge-Attitude-Practice (KAP) - Analyses
Social Marketing
24
In a Waste Picker-related Poverty Allevia- Case Study g
tion and Recycling Program in Indonesia,
an integrated communication strategy was Integrated Communication Strategy
used. The pickers social and legal status is for Waste Pickers and Recycling
in Indonesia
low despite their contributions to the envi-
ronment and their self-employment in the
informal sector. An NGO trained them in
street theater which they performed in their
neighborhoods in order to rally for recog-
nition and support. Their research for the
plays made them discover their own micro-
cosm in a more analytical way. Breaking
the culture of silence through theater, they
organized better, and articulated their needs
and aspirations with greater self-confi-
dence. Performances were recorded on vid-
eo by the same NGO, and later broadcast
on TV for environmental education. Expo-
sure workshops for journalists, local author-
ities and the private sector and a recycling
education component for schools were also
part of the integrated strategy. As a result of
the program and the use of media, the pub-
lic image of the pickers was improved. City
planners now consider their integration into
solid waste management schemes at the
municipal level (see Oepen 1992).
25
Step 3 - Communication
Objectives
10 Steps ...
STEP 3
Communication Objectives
Once the problems have been iden- The descriptions of both, project and
tified and the stakeholders analyzed, communication objectives should be
the communication objectives should made more comprehensive and spe-
Communication Objectives be defined. It should be pointed out, cific and reflect the actual scope of
should be very specific and aimed however, that communication objec- the program.
at increasing knowledge, tives are usually not the same as the
influencing attitudes, and changing
project or program goals which are In the case of an irrigation program,
practices of intended beneficiaries
with regard to a particular action expected to be the ultimate results examples of communication objec-
of the whole communication strate- tives which would support the
gy plus other supporting outputs. The achievement of general extension
achievement of the communication program goals could be:
Inadequate objectives is a necessary, but not a
To provide irrigation sufficient condition for achieving the • to inform at least 65 percent of
for rural people.
project or program goals. Hence, the small farmers in X, Y and Z
To drill 4,000 ring wells
communication objectives should districts about the procedures and
and 2,000 tube wells
by August 1994. benefits of an irrigation system
• reflect the environmental policy, using ring and tube wells within
Comprehensive project or program goals, one year,
To increase the number of • respond to the needs of the • to reduce the proportion of small
small farmers in districts X, Y and Z program and its target audience farmers in districts X, Y and Z
using water from the wells to • and help solve the problems who have misunderstandings and
irrigate their farmland from
encountered in achieving such misconceptions about the cost
the present 100,000 to 175,000
goals. and technical requirements of
small farmers within two years.
drilling and building ring or tube
Communication objectives should wells, from the present 54 to 20
specify some important elements or percent in one year,
characteristics of the policy, project • to increase the proportion of
or program activities which could help small farmers in districts X, Y and
to provide a clear operational direc- Z who have positive attitudes
A communication objective tion, and facilitate a meaningful eval- towards the practical and simple
describes an intended result of uation. Some of those elements are: use of the irrigation system to
the environmental communication
water their farmland, from the
activity rather than the process of
communication itself • the target beneficiaries present 32 to 50 percent within
and their location, two years,
• the outcome or behavior to • to persuade small farmers in
be observed or measured, districts X, Y and Z to use water
• the type and amount/percentage from the wells to irrigate their
of change from a given baseline farmland, and to increase this
figure expected from the practice from the present 20 to
beneficiaries, 35 percent in two years.
• the time-frame.
26
KAP - Pest Management Objectives
1 Low knowledge on pest identification and nec- To increase the percentage of farmers who have
essary action for pest control knowledge regarding:
a. Pest identification from 41% to 65% and,
b. Necessary action for pest control from 15.1% to 40%
2 Lack of sufficient knowledge on the importance To increase the percentage of farmers who know the identity of
and benefits of natural enemies natural enemies (good bugs) from 11.4% to 35%
3 Lack of sufficient knowledge on the importance To increase the percentage of farmers who have knowledge
and benefits of resistant rice varieties regarding the recognition and importance of resistant rice
varieties from 35.8% to 50%
4 Lack of awareness on Surveillance and Early To create awareness by increasing the percentage of farmers
Warning System (SEWS) programme and Pest having knowledge on SEWS from 13.2% to 50% and to increase
Surveillance (PS) form the percentage of farmers skilled in the use of Pest
Surveillance (PS) form from 10.1% to 30%
5 Farmers prefer broad-spectrum pesticides and To reduce the percentage of farmers using broad-spectrum
blanket spraying pesticides by:
a. Increasing the percentage of farmers who know how to
choose right chemicals from 5% to 16%
b. Decreasing the percentage of farmers who prefer broad-
spectrum pesticides from 65% to 50%
6 Farmers do not believe in the effectiveness of To reduce the percentage of farmers who do not believe that
natural enemies conservation of natural enemies can suppress pest population
from 36.5% to 25%
7 Farmers go to the edge of the field, but NOT into To increase the percentage of farmers who check their fields
the field to check for pests according to the according to the recommended procedure from 17% to 35%
recommended precedure and frequency
8 Farmers spray pesticides on sight of pests based on To reduce the percentage of farmers who believe in the need
their natural instinct for spraying pesticides as soon as pests are observed in the
field, without checking the field properly, from 69.8% to 55%
9 Farmers are aware of pesticide hazards, but DO To increase the number of farmers observing adequate safety
NOT apply safety precautions in pesticide handling, measures in using pesticides by increasing the percentage of
application and disposal farmers practising correct disposal of left-over pesticide from
10.7% to 25%
27
Step 4 - Communication
Strategy Development
10 Steps ...
STEP 4 Communication Strategy Development
Planning is defined as a process of At this point, enough baseline data To transform strategies into activities,
identifying or defining problems, formulating on problems, needs, actors, project management objectives must be
objectives or goals, thinking of ways to and communication objectives is identified clearly to include at least
accomplish goals and measuring progress available to put all information in a the following elements:
towards goal achievements
context. The effectiveness of an en-
vironmental communication strategy • what the action is,
depends very much on its planning • who is to carry out the action,
which should be specific and system- • how the action is to be
atic. Strategic planning reflects the carried out,
beneficiaries’ identified problems and • what resources will be needed
There are three kinds of
management activities for which needs and the way information, ed- and how to obtain such
regularly updated information is ucation, training and communication resources,
needed to make effective decisions: will be used in solving such problems • when the action is to
personnel, finance and logistics. or meeting the needs. Such a plan be accomplished,
must outline the management ac- • how to set standards for
Media and Material tions to be taken in implementing the measuring progress and impact
Posters and films are materials,
strategy. Strategic planning can be op- of implementation.
i.e. the carriers of your message
erationally defined simply as the best
while walls and TV are the media,
the vehicle that brings the possible use of available and/or limit- In addition to media performance
material with the message to the ed resources, i.e., time, funds, and and field implementation (step 9), and
target audience. staff, to achieve the greatest returns process documentation alongside
or pay-off, i.e., outcome, results, or Monitoring and Evaluation (step 10),
impact. other management tasks are
Planning has to include The process of developing a strategic • to develop an exit strategy for the
strategy planning extension plan can be divided into time after the program or project,
i.e. what to do and two major parts. The first part is the to which the communication
management planning process of strategy development plan- strategy is related, has been
i.e. how to make it happen
ning which comprises the first eight concluded,
steps of the communication strategy • to identify and meet needs of
as outlined above, i.e. up to and in- both field personnel and benefi-
cluding message design, media pro- ciaries in terms of training and
duction and pretesting. The second skills.
part is the process of management
planning. When a plan for a strategy The chart overleaf provides an orien-
is completed, it must be translated tation guideline on how to determine
into action. At that stage, the task of the general communication strategy
a communication planner shifts from direction and priority on the basis of
strategy development to management KAP survey findings. This general strat-
planning. Even though these steps will egy needs to be made more specific
not be implemented until later, they in steps 4, 5 and 6 of the planning
need to be planned at this stage. process. The guidelines should not be
used as a recipe but as a tool to con-
ceptualize and systematize commu-
nication strategy planning and devel-
opment.
28
KAP Results for Planning and Developing a Communication Strategy
If: Then:
Situation Position of people involved Priorities of an Environmental Education Fields of action and
concerning and Communication Strategy communication channels for
environmental education and
communication
low to low low informative awareness creation, increase of What + Why high low low
medium operational knowledge, identify
1 needs and advantages
medium medium low informative identify needs and advantages, Why high medium low
motivatingd Inform about and demonstrate
2 alternatives
medium medium medium motivating alternative problem view, discuss Why + How medium high medium
action solution approaches, explore roots
oriented and consequences of negative
3 activities, try out feasibility of
solution proposals participatorily
high medium medium motivating explore negative roots of atitudes, Why + How low medium high
action skills training through „learning by
oriented doing” for behavior change, correct
4 counter-productive practices
high high low action skills training through „learning by How low high high
medium oriented doing” for behavior change,
logistical assistance and
5 consulting, explore dissident
attitudes and tackle roots
29
Step 5 - Participation of
Strategic Groups
10 Steps ...
STEP 5 Participation of Strategic Groups
g Case Study
Traditional Media for Resource Appropriate Communication for the Devel- signed as infotainment of high credibility
Management in Indonesia opment of Communities (ACDC) is an Indo- and impact. In addition to traditional me-
nesian approach of using traditional media dia the farmers also used self-produced
for rural development and resource man- photo-stories to address decision-makers in
agement. In particular theater forms were the provincial capital for support and rec-
used by farmers in the Sunda highlands to ognition (see Oepen 1988).
motivate neighboring villages to join a
scheme which envisaged the terracing of
land and irrigation in an attempt to stop
soil erosion and land deterioration in the
watershed. The media formats were de-
30
GTZ - Burkina Faso As participation is vital, it is important to Tool Box
know how to measure and evaluate it.
Four Fields of Decision-Making Two approaches from Africa and Asia serve
to illustrate this.
A Project identification
B Determining the
terms of reference
C Decisions on local activities
D Organization of crucial tasks
Three Aspects
in consultations
3 and in decision-making.
Six-grade Scale
Aspects
no participation (0) to
autonomous decision (5) Fields
Planners
Participation Profile People
ACT - Indonesia
32
Audience segmentation, media selection and message design
33
Step 7 - Message
Design
10 Steps ...
STEP 7 Message Design
34
Media - Message - Audience Checklist
Motivational 1. Check your field planthoppers: spray only if you find 4, 7, 8 Farmers
poster B 40 hoppers in 4 plants or hills, and no spiders
Flipchart 1. Use of resistant varieties, identification of pest and natural 1-9 Extension Agents
enemies, steps in pest surveillance, safe-use of pesticides
Audio-cass. tape 1. Motivational radio spots and songs 1-9 Ex.Agents, Farm.
Comic sheet 1. Result of farmer checking field from dike only 7 School children
This checklist from a Pest Management sessment of the most appropriate media Tool Box
project in Thailand clearly indicates how in relation to the preferences of carefully
message design and media selection are segmented audiences. Whether or not all (see for example FAO 1994, Mody 1991)
closely related to the earlier stages of the media are employed later on, largely
communication strategy, e.g. problem depends on the financial and human re-
identification or KAP analysis. Making max- sources available to the respective project.
imum use of cost-effective ways of com-
munication may start from a detailed as-
35
Step 8 - Media
Production and
10 Steps ... Pretesting
STEP 8 Media Production and Pretesting
4content
4design
4persuasion
g Case Study 4memorability
36
Step 9 - Media Perfor-
mance and Field Imple-
10 Steps ... mentation
STEP 9 Media Performance and Field Implementation
This is the point in the strategy pro- Proper implementation of activities Be ready
cess where management planning within the estimated time period is when the people are
takes over from strategy development also essential. A delay in one of the
as the main task of a communication inter-related multi-media activities
specialist. One of the worst problems will often trigger chain-reaction ef-
in communication strategy imple- fects. Realistic time estimates should
mentation is the untimely delivery or therefore be considered carefully.
even unavailability of inputs or ser-
vices required for the adoption of the • Determine a time table per
recommended practice changes or media and social group
actions by the target beneficiaries
who have been motivated and per- • Consider the most appropriate
suaded before-hand. This may lead events, occasions, times and
to frustration among members of this places
group and ultimately undermine the
credibility of the strategy. 4if possible, coordinate with
mass media inputs
The implementation of a multi-me- 4if possible, reinforce your
dia communication strategy requires strategy with side effects,
a good management information sys- incentives, non-economic
tem that provides the organizers with benefits
rapid feedback on important strategy
activities and thus helps to readjust • ‘Cross-fertilize’ various media and
or change the strategy if necessary. communication channels (e.g.
the emotional appeal of radio
This information system should also with the factual impact of print
cover the proper coordination of var- media)
ious activities which often need to
be carried out simultaneously. • Plan for multiplier effects among
the various media used (e.g. a
radio show about a people’s
theater performance),
37
Step 10 - Process
Documentation and M&E
10 Steps ...
STEP 10 Process Documentation, Monitoring and Evaluation
38
Evaluation results from the Rat Control Campaign
39
40
5
5 - Checklist for Environ-
mental Communication in Checklist for Environmental
Projects
Communication in Projects
41
6 - Resources
Selected Literature
6 Resources
Selected Literature Adhikarya R (1996) Participatory Environment Haan G de ed. (1995) Umweltbewußtsein und
Education through Agricultural Training: Best Massenmedien, Berlin
Practices and Lessons Learned from Six Asian Haan G de, Kuckartz U (1996) Umweltbewußtsein.
Countries, paper to a GTZ International Denken und Handeln in Umweltkrisen,
literature refering to
Conference on 'Communicating the Environ- Opladen
case studies
ment', Bonn, Germany: Dec 15-19 Hemert M v, Wiertsema W, Yperen M v (1995)
is listed on p. 48 Boafo K ed. (1993) Media and Environment in Reviving links. NGO experiences in environmen-
Africa, Nairobi: ACCE tal education and peoples participation in
Byers BA (1996) Understanding and Influencing environmental policies, Amsterdam
Behaviors in Conservation and Natural Reources Hines JM, Hungerford HR, Tomera AN (1987)
Management, African Biodiversity Series, No. 4, Analysis and Synthesis of Research on
Washington D.C.: USAID Responsible Environmental Behavior: A Meta-
Chambers R (1992) Participatory Rapid Appraisal - Analysis, in: Journal of Environmental
PRA, IDS Discussion Paper 311, Brighton Education, vol. 18, No 2, S. 1-9
Denkmodell (not dated) SINFONIE - Systemic IIED (1995) Participatory Learning and Action. A
Interpreation of the Nature of Factors Trainers Guide, London
Influencing Organizations and Networks in IUCN (1997) Beyond Fences. Seeking Social
Their Environment, Berlin n.d. Sustainability in Conservation, Gland
DSE-ZEL (1996) Community Communication for Mehers GM ed. (1998) Environmental Communica-
Rural Development. A Training Curriculum and tion Planning Handbook for the Mediterranean
Manual, Feldafing Region, IAE-Genf
DSE-ZÖV (1998)'Environmental Communication'. A Mody B (1991) Designing Messages for Development
Two-Week Training Course Module, Berlin Communication, Los Angeles
FAO (1994) Strategic Extension Campaign, Rome Oepen M (1988) Breaking the Culture of Silence. A
FAO (1995) Understanding farmers communication Development Support Communication Program
networks. An experience in the Philippines, in Indonesia, in: Sarilakas 3, Manila
Rome Oepen M (1992) Gold in the Garbage: Media
FAO (1996) Communication for rural development in Support to a Scavenger Development Program
Mexico, Rome in Indonesia, in: D+C 4/92, S. 26f
FAO (not dated) Guidelines on Communication for Oepen M ed. (1995) Media Support and
Rural Development. A brief for development Development Communication in a World of
planners and project formulators, Rome Change. Proceedings of a ACT/FU Berlin/WIF
Fortner R, Smith-Sebasto N, Mullins G (1994) conference in Berlin1993, Bad Honnef
Handbook for Environmental Communication in Oepen M, Fuhrke U, Krüger T (1994) Umweltbil-
Development, Columbus/Ohio dung und Umweltkommunikation - Erwartun-
Fraser C (1994) How Decision-Makers See gen, Erfahrungen, Erkenntnisse, Wedemark
'Communication for Development', Special Palmer J, Goldstein W, Curnow A eds. (1995)
Report in: Journal of Development Communica- Planning education to care for the earth, IUCN
tion, pp. 56-67 Richmond GM (1978) Some Outcomes of an
Fraser C, Restrepo-Estrada S (1998) Communicat- Environmental Knowledge and Attitude Survey
ing for Development. Human Change for in England, in: Science and Education, vol 8
Survival, London/New York Schneider H ed. (1993) Environmental Education,
GFA (1994) SWOT Analysis and Strategic Planning, Paris: OECD
Hamburg Schönhuth M, Kievelitz U (1994) Participatory
GreenCom-USAID (1997) What Works: A Donors Learning Approaches, GTZ
Guide to Environmental Education and Shrestha AM (1987) Conservation Communication in
Communication Projects, Washington D.C. Nepal, Kathmandu
GTZ-PVI (1994) Information, Bildung und Wolff HP (1997) Beurteilung der Zielgruppen-
Kommunikation im Umweltbereich, Bonn beteiligung in Entwicklungs-vorhaben, GTZ:
GTZ-PVI (1996) Umweltprojekte durch Kommunika- MA-CILSS, Ouagadougou
tion verbessern, Bonn
GTZ-PVI (1997) 'Communicating the Environment'.
International Conference Documentation, Bonn
Guerrero SH et al. (1993) Public Participation in
Environmental Impact Assessment. A Manual
on Communication, Manila
42
Annotated Internet
Bibliography
Annotated
Internet
Bibliography
www.umass.edu/wbt/envcom
43
Selected Case Studies
Resources
Selected Case Studies Madagaskar WWF: Environmental Educa- Kenya Kengo (Kenya Energy and
tion as national programme Environment Organisation):
Formal Education through teaching material and umbrella organization of 200
teacher´s training for primary environmental NGOs with own
and secondary schools, not much publication, seminars, lobbying,
broad effect (von Loebenstein training, community develop-
1993) ment; (OECD 1993: 48)
literature references Sahel EG+CINAM: Training and Kenya Wildlife Clubs of Kenya:
are listed on p. 42 Information Programmes on environment clubs at 1.500 (or
the Environment for teachers / 77% of all) secondary and
pupils/parents in nine west- primary schools with magazine,
african countries through cur- newsletter, publications,
ricula, teacher´s training, teacher´s training, similar to
learning material, community Chongololo/Zambia, Mila Hai
action; not much broad effect Clubs/Tanzania, Wildlife Clubs/
(Filho 1993) Uganda; (OECD 1993: 57)
World UNESCO: International Envi- Malaysia CAP (Consumers Association
ronmental Education Penang): indirect environmen-
Programme, offers regional tal education through seminars,
specific training material, cur- courses, media, lobbying, legal
ricula and teacher´s training to assistance, consumer´s education
interested member countries and consulting, consumer´s
(Oepen 1993) clubs, teacher´s training, expo-
sure for pupils, students, NGO,
public authorities, enterprises etc.
Non-formal Education Burkina Faso Patecore: positive example of the (Oepen 1993; Keiper 1985; CAP
role of NGO and participation 1989)
for the improvement of village Nepal GTZ: Media Support for Waste
land use (Funke 1992) Management via campaigns,
Ecuador Fundacion Natura: Longterm horizontal communication with
lobby and sensitization mea- citizens´s participation; (Waste
sures in several steps for 1992)
industrial and political decision Nepal KMTNC: Formal und Informal
makers in environmental and Environmental Communication
consumer´s protection; curricula via home visits, seminars, visual
development, teacher´s training, media, adult education, curricula
150 radio programmes, visual 6th-8th grade in Annapurna
media, community development Conservation Area Project; (von
(OECD 1993: 215) Loebenstein 1993)
Ghana EPC+IEED: Environmental Peru several NGO: Environmental
Education Strategy for Ghana, Education and
concluding formal and informal Awarenessbuilding via in-
education, community develop- service teacher´s training and
ment, NGO, media, advisory network (APECO). School, Ecology
services, religious institutions and and the Peasant Community
a catalogue of aims and with radio-campaigns for teach-
acitivities. Governmental, little ers, pupils, daily 1 hour rural
participation (Education o.J.) radio, Andean Rural School for
India Centre for Environment Educa- peasant leaders, cadres; action
tion: formal and non-formal oriented; (OECD 1993: 233)
environmental education e.g.
News and Feature-Service for
1.000 periodica and a journalist
network, curricula, teacher´s
training, (OECD 1993: 53)
44
Sahel IUCN: Environmental Educa- Bolivien SEMTA+GTZ: Comics and Awareness raising
tion and Communication, Picture Stories with high
through Walia-Magazine (5.000 identification value and mobiliza-
issues) from/for pupils/teachers tion to bridge the intercultural
(5.000/400) in order to make gap between peasants and
pupils nature protectors and consultants; (gate 2/93, S.
reach adults via them. Redaction 12+ 22)
meeting twice per year with 25 Cote dIvoire WWF: In vain PR for Tai Na-
schools and action oriented tional Park in Buffer Zone and
nature clubs; similar IUCN- for tourists with slide-voice-show,
approaches in Niger, Burkina video, film and T-shirts, to protect
Faso, Senegal; (OECD 1993:159) the park from environment
Senegal ENDA: Micro-project Approach destructing use; (WWF Environ-
to Environmental Education, mental Education Dossier 1992)
rural youth organizations and 12 Ecuador Fundacion Natura: Longterm
primary schools with workshops lobby and sensitization mea-
resulting in mini-projects on sures in several steps for
hygiene, health, agro-forestry, industrial and political decision
stock-farming and on social makers in environmental and
aspects; (OECD 1993: 137) consumer´s protection; curricula
Thailand PDA: Environmental Education development, teacher´s training,
and youth work via seminars, 150 radio programmes, visual
visual media, video at schools media, community development
and in the project center of Rural (OECD 1993: 215)
Development for Conservation India Dasholi Gram Swarajya
Project; (von Loebenstein) Mandal: Eco-development
Thailand/Nepal GTZ: Manual for Urban Envi- camps 3-4 times p.a. for 250-
ronmental Management Nepal 300 concerned people, planers,
includes in the action plan govenment, fieldworker, NGO,
training for administrative academics, teachers in damaged
bodies, NGO, teachers, research- mountain regions for mutual
ers, electronic and traditional experience exchange and new
media, NGO-networks; (Manual action orientation; (OECD 1993:
1993) 59)
World NGO-co-operation with School Indonesien YHI: Environment Sensitization
Sector and Journalists as e.g. at Environmental Centre
Fundacion Natura/Ecuador, Seloliman through sensual
Living Earth/Cameroon for formal experience, seminars and train-
education, CAP/Malaysia, YIH/ ing for different social groups;
Indonesia for non-formal educa- (WWF Environmental Education
tion, Panos, Worldview Interna- Dossier 1992)
tional Foundation, Centre for Togo CFSME: Environment Analysis
Environment Education/India for via picture stories with high
media reporting; (OECD 1993: identification value and mobiliza-
45; Worldview 1992) tion potential; identical with
World School Magazine: Action/ GRAPP-method in Westafrica;
Southern Africa, Chongololo/ (Thioune 1993: 67, Hoffmann
WCSZ-Zambia, Piedcrow/CARE- 1991; Albrecht 1987: 2. Bd)
Kenya, Walia/IUCN-Mali, Tor- Zimbabwe IUCN: Zimbabwe Environmen-
toise/Ghana etc; (OECD 1993) tal Awareness Support
Zimbabwe Zimtrust: Campfire. Role of Programme supports NGO in
participation, NGO and legal conceptualizing and implement-
title for resource management by ing of Environmental Awareness
rural population and district Camps for teachers/pupil groups;
administration; (von Loebenstein additionally a pupil´s magazine
1993) with 100.000 issues; (unpub.)
45
Resources
Communication Bolivien SEMTA+GTZ: Comics and India Chipko Movement with the-
Picture Stories with high ater, traditional Media.
identification value and mobiliza- Marshes in Ghandi-Trad. (vio-
tion to bridge over intercultural lent-free opposition) with 170
barriers between peasants and NGO over 400km with meetings,
consultants; (gate 2/93, S. theatre, singing on resource
12+ 22) protection in mountain region,
Brasil WWF: Communication for followed up by concrete lokal
Conservation. In vain trial to community development- and
protect a park from destructive environmental care-
use by using slide-voice-shows, measures;(Baskaran 1990)
movies and T-shirts (Dietz 1992) Indien Link Society (NGO) with street
China China Environment News: theatre 1989 on a 1.000km-
national daily newspaper 3x/ marsh through 300 villages and
week with 1/2 Mio no. of copies 8 cities on resource protection
since 1984 and 400 associated themes followed up by concrete
journalists; (OECD 1993: 49) local community development-
Costa Rica Broadcasting and Education and environmental care-mea-
Ministry: Environment Educa- sures; (OECD 1993: 61)
tion via Adult Education on Indien SAC-DECU: 2000 traditional
Broadcast; (Thioune 1993: 52) theatre programme for markets
Dominican Broadcast: Environment Edu- to environment problems through
cation via Interactive Radio urbanization; (Baskaran 1990)
for schools and audition clubs; Indonesien GTZ: Integrated Media Strategy
Republic (Thioune 1993: 53) towards waste disposal/recycling
Gambia WIF: Sensitization of rural via theatre, video, TV under
population for Environment participation of affected people;
Protection via traditional media, (Oepen 1992)
video, horizontal communication; Indonesien PPLH: ACDC - Traditional
teacher/pupil as motivators; theatre for proliferation of
(Worldview 1992) adopted land use methods for
India Centre for Environment Educa- peasants within a participatory
tion: Formal and non-formal Area Development Programm;
Environment Education, e.g. (Oepen 1986)
News and Feature-Service for Kenya WIF: Social Marketing for
1.000 periodica und a journalist Indigenous Food Plant
network, curricula, teacher´s Programme and biodiversity
training; (OECD 1993: 53) through traditional media, video,
India Kerala Sastra Sahitya bulletins, schools und community
Parishad/KSSP: Environmental development; (Worldview 1992)
Sensibilization and Lobby Malawi GTZ: Traditional Theatre in-
Work through street theatre stead of Video for Health
(250 times per month), village Education; (Hollenbach 1993)
study circle, media campaigns, Malaysia WWF: Mobile Unit Conserva-
traditional scrolls etc. followed up tion Programme. in vain trial
by concrete local community related to the National Park in
development- und environmen- Saba, to convince 50 villages
tal care-measures, representation within three years to adapt
of interest around Silent Valley; environmental sound landuse via
(OECD 1993: 49; Baskaran slide-voice-shows, discussions and
1990) films; (OECD 1993: 60)
Nigeria National Conservation Foun-
dation und TV Authority:
Environmental Education via
TV-doll theatre, although as
british import; (Doran 1994)
46
Pakistan IUCN: Journalist Resource World Journalist Associations: Envi-
Centre for the Environment ronmentally engaged Journal-
with News and Feature-Service ist Networks, normally mass
for journalist network, seminars, media on national (e.g. Nepal/
training, media campaign, prize Zimbabwe/Zambia Association of
competition, quiz, etc. (OECD Environmental Journalists),
1993: 53) regional (Asia-Pacific Forum) and
Ruanda GRAPP: Picture Stories with international level; (Oepen 1993)
high identification value and World Panos Institute, London: With
mobilization potential also for Down to Earth, Panoscope,
participative environment analy- Panos Feature Service a
sis at and from rural population world-wide net on production,
groups; similar to CFSME/Togo distribution und publication of
and Westafrica; (Hoffmann 1991; environmental informations
Gabathuler 1991) (unpublished Mission-Report of
Sri Lanka WIF: Environmental Education BMZ)
via TV Quiz, school calendar and Zambia Wildlife Conservation Society
books, NGO-media training Zambia: Environment Maga-
(Worldview 1992) zine and Broadcast plus
Southern Africa Action Magazine: Environment auditor´s clubs for pupils/
Magazine for pupils/teacher, teachers partly with follow-up via
80.000 number of copies, comics, local media (unpublished.
quiz etc, partly with follow-up via Mission-Report of BMZ)
local media (WWF Environmental
Education Dossier 1992)
Southern Africa IUCN: Communicating the
Environment via Mass Media,
Databank, NGO network for
decision makers, multiplikators
(unpublished mission-report of
1994)
Thailand Thai Environment and Commu-
nity Development Association:
Magic Eyes-Multimedia
Campagne 1987 about urban
environment pollution and waste
reduction, later in rural areas
about forest destruction; similar
to Bangladesh Government on
World Environment Day 1989
about tree plantings, environ-
ment protection; (OECD 1993:
61)
Thailand WIF: Broad- and
narrowcasting for Highland
Development. Environment
protection through auditor´s
clubs in Dialects, 2-way-communi-
cation between villages and
administrative bodies, video,
NGO-mediatraining (Worldview
1992)
47
Case Study Literature References
Resources
Case Study Abraham et al., 1990 Can media educate about the environment ?
Literature References in: Media Development, 2/1990, S. 6f
Abril/Olivera, 1987 How Groups Can Make Themselves Alive.
A Group Communications Manual, Manila 1987
Adhikarya et al., 1987 Motivating farmers for action. How strategic multi-media campaigns can help,
Eschborn: GTZ, 1987
AIJ, 1983 Community Media, in: A Course Guide in Planning the Use of Communication
Technology, Manila: AIJ 1983
Albrecht et al., 1987 Handbuch Landwirtschaftliche Beratung, Bd 1+2, Eschborn: GTZ, 1987
Balit, 1988 Rethinking development support communication, in: dcr 3/1988, S. 7f
Baskaran, 1990 The rise of the environmental movement in India,
in: Media Development, 2/1990, S. 13-16
Bauer, 1992 Schwachstellen und Lösungsansätze in Beratungsprojekten der Technischen
Zusammenarbeit im ländlichen Raum, Eschborn/GTZ 1992
Bauer, 1994 Beraten Berater?, in: E+Z 2/1994, 47f
Berrigan, 1979 The Role of Community Communications, Paris 1979
Beyer, 1988 Umweltbezogene Aus- und Fortbildung für Länder der Dritten Welt, Berlin 1989
Boafo, 1989 Communication and culture: African perspective, Nairobi 1989
Bordenave, 1977 Communication and rural development, Paris 1979
Borrini (ed), 1991 Lessons Learned in Community-based Environmental Management, Rome
1991
Bruckmeier et al.,1992 Trägerentwicklung im Umweltbereich, Berlin: WZB 1992
CAP, 1983 State of the Malaysian Environment -
Towards Greater Environmental Awareness, CAP 1983
CAP,1984 Environment, Development, Natural Resources Crisis
in Asia and the Pacific, CAP 1984
CAP, 1989 Development and the Environmental Crisis. The Malaysian Case, CAP 1989
Colle, 1993 The pragmatics of development communication,
paper to a Berlin conference by FU Berlin, ACT and WIF on 'Media Support and
Development Communication in a World of Change', Nov 19-20, 1993
Colletta/Kidd(eds), 1981 Tradition for Development, Bonn: DSE 1981
Conference, 1977 Intergovernmental Conference on Environmental Education. Report, Tbilisi/
USSR, Oct 14-26, 1977
Dietz et al.,1992 Communication for Conservation,
in: Development Communication Report, 1/1992 S. 4-6
Doran, 1994 Pulling the Strings. Spreading the environmental message in Nigeria, in: Out-
reach, 1/1994, S. 63-67
Dubey et al.,1990 Indian media fail to take environmental issues seriously,
in: Media Development, 2/1990, S. 23-24
Epskamp, 1989 Theatre in search for social change, The Hague 1989
Epskamp, 1991 Popular theatre and the media: the empowerment of culture in development
communication, The Hague 1991
FAO Guidelines on Communication for Development,
FAO guidelines 1, Rome undated
Festa, 1993 Alternative video and democratization in Brazil,
in: Lewis (ed): Alternatice Media: Linking Global and Local, Paris: UNESCO 1993,
S. 107-116
Filho (ed), 1993 Priorities for Environmental Education in the Commonwealth, Bradford, 9/1993
Floquet , 1992 Le diagnostic concerte des modes de question des ressources naturelle.
Premiere etape dune strategie de sensibilisation des populations rurales et des
intervenants en matiere environnementale, Hohenheim 1992
Gabathuler, 1991 Contribution a la methodologie et a la didactique de vulgarisation,
Bern 1991
GTZ Manual for Urban Environmental Management, Eschborn: GTZ, o.J.
GTZ, 1992 Solid Waste Management with Peoples Participation, Kathmandu/Nepal:
GTZ, 1992
48
GTZ, 1992 Handlungsfelder der Technischen Zusammenarbeit im Naturschutz, Eschborn:
GTZ, 1992
GTZ, 1992 Der Funke ist übergesprungen. Fallstudie eines Projekts zur Verbesserung der
dörflichen Landnutzung in Burkina Faso, Eschborn: GTZ, 1992
GTZ, 1992 Entwicklungschancen sichern, Eschborn,GTZ,1992
GTZ, 1993 Nyabisindu - Eine ökologische Landwirtschaftsalternative, Eschborn: GTZ,
1993
Heidorn, 1993 Umweltbildung in Sarawak: Lernziel 'Tropenwaldschutz',
in: WWF-Journal 1/93, S.15
Hoffmann (ed), 1992 Beratung als Lebenshilfe. Humane Konzepte für eine ländliche Entwicklung,
Hohenheim 1992
Hoffmann, 1991 Bildgestützte Kommunikation in Schwarz-Afrika, Hohenheim 1991
Hollenbach, 1993 Modern Media. Not necessarily appropriate, in: gate 2/93, S. 7-11
IIED Environmental Education Strategy for Ghana,
Environmental Protection Council, Accra/Ghana (mit IIED), o.J.
IUCN, 1991 Walia - The Approach and Practical Guidelines. Schools Environmental Educa-
tion Project, Mali of the IUCN Sahel Programme, Gland: IUCN 1991
IUCN, 1993 Education for Sustainability - a practical guide to preparing national strategies,
Gland: IUCN, 1993
Jaycox, 1993 Capacity building: The missing link in African development, Reston 1993
Keiper, 1985 Internationale Vernetzung. Die 'Consumer Association of Penang', in: EPK 3/85,
S. 21-23
Kidd, 1982 The Popular Performing Arts, Non-formal Education and Social Change in the
Third World, Den Haag 1982
Krimsky et al., 1988 Environmental Hazards: Communicating Risks as a Social Process, Dover 1988
Labrador, 1988 Community Communications for Self-help Mobilization in the Philippines, in:
Oepen (ed): Development Support Communication in Indonesia, Jakarta 1988, 38-
45
Loebenstein et al.,1993 Kompensation und Interessenausgleich in der Pufferzonenentwicklung Bd.I/
II, Bonn, GTZ, 1993
Lohmeier, 1994 Früher Fachspezialisten - heute Berater?, in: E+Z, 2/1994, 44ff
Merkle, 1991 Umwelt und Gesundheit. Gesundheitsökologie in Entwicklungsländern, GTZ 1991
Merz, G., 1993 Umwelterziehung in Ländern der Dritten Welt - ein Schwerpunkt der interna-
tionalen WWF-Arbeit, in: WWF-Journal 1/93, S. 13f
Meyer, A.J., 1992 Environmental Education and Communication:
Pulling it All Together, in: Development Communication Report 76(1992)1, S. 1-3
Mody, 1991 Designing messages for development communication: an audience participa-
tion-based approach, New Delhi 1991
Müller, 1985 Untersuchungen zur Sensibilisierung der lokalen Bevölkerung für eine aktive
Beteiligung an agroforstlichen Maßnahmen, Göttingen 1985
Müller-Glodde, 1994 Der Runde Tisch als Programm? Möglichkeiten und Grenzen der Institutionen-
förderung im Spannungsfeld von Umwelt und Entwicklung, Bonn: GTZ, 1994
OSullivan et al. 1979 Communication Methods to Promote Grassroots Participation, Paris 1979
OECD, 1991 Environment, Schools and Active Learning, OECD Centre for Educational Re-
search and Innovation, Paris 1991
OECD, 1993 Environmental Education. An Approach to Sustainable Development, ed. by
Schneider, H. , Development Center Document, Paris 1993
Oepen, 1986 ACDC - Appropriate Communication in Community Development, in: Communicatio
Socialis Yearbook 5/1986, 87-102
Oepen, 1989 Communicating with the grassroots: a practice-oriented seminar series of DSE-
ZEL, in: Group Media Journal 3/1990, S. 3-5
Oepen, 1990 Community Communication: The Missing Link between the Old and the New
Paradigm?, in: Development Communication Journal, 1(1990)1, S. 52-63
Oepen, 1992 Gold in the garbage. Media support to Indonesian scavengers, in: development
communication report, 76(1992)1, S. 16f
49
Resources
50