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7/28/2019 2013 National Year of Rice - Philippines
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NATIONAL YEAR OF RICE
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What is NYR
Communication strategy in support to the FSSP
Advocacy campaign that uses social marketing
Aims to enjoin the common public, the producers, andthe policy-makers (basically everybody) in the
endeavour to be rice-self-sufficient in 2013
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About the logo:
The lettersN,Y,R for theNational Year of Rice The rice plant Three persons - Producers,
Public, Policy-makers Colors of the Philippine flag
Key message:SAPAT naBIGAS, KAYA ngPINAS in 2013if the PRODUCERS, the PUBLIC, & thePOLICY MAKERS will work together.
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OVERALL PROJECT GOAL
Help achieve rice self-sufficiency
Promote better health among rice consumers; and
Improve the income of farmers
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OBJECTIVES
By the end of 2013...
1. For 50% of the rice-consuming public in the focus areas tocommit in being responsible rice consumers by eating just
the right amount of rice, not wasting rice, and eating othersources of carbohydrates
2. For 50% of the rice producers in the focus areas to beresponsible rice farmers by feeling more important in the
achievement of rice self-sufficiency and theadoption/adaptation of three (new) rice technologies
3. To place policy statements or ordinances advocating theNYR goal
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STRATEGIES
1. Strategic use of all possible media (TV, radio, internet,print, etc)
2. Strategic collaborations/partnerships with governmentinstrumentalities, NGOs, and private companies
3. Three different campaigns for each population segment(the 3 Ps public, producer, and policy-makers)
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Department of AgriculturePhilRice
PublicEncourage
responsible rice
consumption NYR2013
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WE ARE EATING
WAY TOO MUCH RICE
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On average, we eat around4 cupsof rice a daywhen at most3 cups is enough.
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A Recommended PlateA Typical Filipino Plate
We areeating more ricethan other food groupswhen rice and other grains should only be
of our meal plate.
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1 cups1/3 cup5/6 cup2/3 cup
1 cup5/6 cup1 cup
(205 kcal)
We restrict our energy source too much to rice.
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WE ARE WASTING
WAY TOO MUCH RICE
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Every Filipinowastesabout
tablespoonscooked rice2
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Every Filipinowastesabout
gramsuncooked rice9or DAILY
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In 2010, ourwasted rice wasequivalent to 13%
of the total riceimports of thesame year
That is equivalent
to PhP6.2B or theconsumption ofnearly 2.6MFilipinos a year
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CAMPAIGN for the PUBLIC
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Messages:
RESPONSIBLE RICE CONSUMPTION
Consume just the right amount of rice for better health
Try alternative food staples for better health
Eat brown rice for better health
Reduce food wastage for rice self-sufficiency
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Playing of rice conservation video everywhere possible
Sending of text messages to the general public
Inclusion of a rice conservation lecture in the healthcurriculum of students
Hanging of NYR tarps/streamers in allparticipating/collaborating agencies and installation of
billboards nationwide
Proposed activities:
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Proposed activities:
Meal preparation workshop for women to help themprepare meals with other sources of carbohydrate
Conference theme focused on rice
Exhibit (Agrilink) theme focused on rice
Rice-related theme on nutrition month and Buwan ng Wika Fun run
Concert for rice
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Department of AgriculturePhilRice
ProducersEncourage adoption ofefficient production
technologies
PublicEncourage
responsible rice
consumption NYR2013
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OUR PRODUCTIVITY
IS NOT OPTIMAL
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Huge gap between yield
in experiment stations
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CAMPAIGN for the PRODUCERS
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Boosting of
MORALE
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Better INBRED &
HYBRID Seeds
Inbredsfor the differentenvironments
Hybrids that also performwell during wet season;
can yield up to 12 t/ha
a minimum yield increase of1mt/ha using hybrid rice in the
800,000 ha irrigated rice areas inthe country can result in an
additional rice production of 1.6mtof palay(960,000 mt milled rice;
usual importation
is 600,000 mt)
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Better Crop Mgt Efficient use of fertilizer (& water) Use of farm machines
Use of PalayCheck system
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Proposed activities
fiestas
Sending of text messages to farmers (both to
boost their morale and promote technologies) Info caravan
Farmers
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Department of AgriculturePhilRice
ProducersEncourage adoption ofefficient production
technologies
PublicEncourage
responsible riceconsumption
Policy-makersNegotiate advocacy of policies
supporting NYR goals
NYR2013
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Policies to promoteproductivity and
responsible riceconsumption are not inplace
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CAMPAIGN for the POLICY-MAKERS
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Ordinances: no leftover rice on plates;half-cup rice servings;serving of brown rice
Incentives: farmers with highest yield
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Proposed activities
Distribution of Rice 101
To lobby with local politicians to include NYRgoals in their platforms
Lobbying of an ordinance that obliges thefoodservice industry (fast-food restaurants,canteens, etc) to have half cup of rice servings and
make them visible in their menu Short forum about rice for decision-makers
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OUTPUT/IMPACT
United country in achieving rice self-sufficiency
Confident/proud farmers and higher regard for Filipinofarmers
Increased productivity of farmers who lack access toinformation on latest rice technologies
Healthier rice consumers
Reduced rice wastage
RICE SELF-SUFFICIENCY
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Are you onewith us?
http://localhost/var/www/apps/conversion/tmp/scratch_5/TVC-NYR%20for%20presentation%20final.mp4http://localhost/var/www/apps/conversion/tmp/scratch_5/TVC-NYR%20for%20presentation%20final.mp4http://localhost/var/www/apps/conversion/tmp/scratch_5/TVC-NYR%20for%20presentation%20final.mp4http://localhost/var/www/apps/conversion/tmp/scratch_5/TVC-NYR%20for%20presentation%20final.mp47/28/2019 2013 National Year of Rice - Philippines
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