MMC 1 - Water for Life

MULTI MEDIA CAMPAIGN 1

WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005

OCTOBER 2005

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

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

MULTI MEDIA CAMPAIGN 1

WATER FOR LIFE PERIODE SEPTEMBER – OCTOBER 2005 Title: Multi Media Campaign 1

Water for Life Periode September – October 2005

Program, activity, or project number: Environmental Services Program,

DAI Project Number: 5300201.

Strategic objective number: SO No. 2, Higher Quality Basic Human Services Utilized (BHS).

Sponsoring USAID office and contract number: USAID/Indonesia,

497-M-00-05-00005-00.

Contractor name: DAI.

Date of publication: October 2005

TABLE OF CONTENTS

LIST OF TABLES ....................................................................................................................... II EXECUTIVE SUMMARY..........................................................................................................III RINGKASAN EKSEKUTIF .......................................................................................................IV 1. STRATEGY MMC “WATER FOR LIFE’ EDITION........................................................ 1

1.1. BACKGROUND ..........................................................................................................................................1 1.2. OBJECTIVE ..................................................................................................................................................2 1.3. TARGET AUDIENCE:...................................................................................................................................2 1.4. MESSAGE.....................................................................................................................................................2

1.4.1. MESSAGE Content.........................................................................................................................................2 1.4.2. Implementor.....................................................................................................................................................3

1.5. IMPLEMENTATION PERIOD.........................................................................................................................3 2. MMC “WATER FOR LIFE” IMPLEMENTED ACTIVITY AND RESULT ................... 1

2.1. ACTIVITIES IMPLEMENTATION AREA .........................................................................................................1 2.1.1. Provincial Activities..........................................................................................................................................1

2.2. COMMUNICATIONS MATERIAL PRODUCED..............................................................................................2 3. CAMPAIGN RESULTS...................................................................................................... 4

3.1.1. News coverage ................................................................................................................................................4 3.1.2. Other achievements .................................................................................................................................... 13

4. NEWS AND MEDIA ANALYSIS.................................................................................... 14 4.1. OVERVIEW............................................................................................................................................... 14 4.2. MAJOR FINDINGS AND THEMES.................................................................................................. 15 4.3. ANALYSIS RESULT ............................................................................................................................. 16

4.3.1. Media Outlet................................................................................................................................................. 16 4.3.2. Reaching the target audience................................................................................................................... 17 4.3.3. Article Analysis .............................................................................................................................................. 17 4.3.4. Article Type ................................................................................................................................................... 19 4.3.5. The topics ...................................................................................................................................................... 20 4.3.6. News source quoted ................................................................................................................................... 20

4.4. FUTURE CHALLENGES..................................................................................................................... 21 5. LESSON LEARNED......................................................................................................... 22

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

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

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

1. STRATEGY MMC “WATER FOR LIFE’ EDITION

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

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

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

1.2. OBJECTIVE • To raise awareness on the importance of water to humans life amongst

policy makers and general public • To develop relations with local journalist and local media

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

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

1.4.1. MESSAGE CONTENT 1.4.1.1. Global Content

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

Home/School

1.4.1.2. Local Content a. Local perspective of water in crisis

-- PDAM access -- A water conflict story

b. Government policy influencing water access c. ‘Happy’ story – some neat initiative about people & water from

each HPP

ENVIRONMENTAL SERVICES PROGRAM WWW.ESP.OR.ID 2


d. Opinion: Message to the Governor –quotes from people on the street about what they think regarding people and water

e. Household stories: Voices from the Village – Upstream/rural and downstream/urban perspectives of people and water issues

1.4.2. IMPLEMENTOR • Coordinator : POC Specialist North Sumatra • Implementor :

POC Specialist DKI Jakarta/Jawa Barat with Water Communications Working Group (K3A)

POC Specialist East Java POC Specialist West Sumatra, with AJI Padang POC Specialist North Sumatra, with AJI Medan

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

Table 1 Activity Matrix

Activities Out put Tools Target Audience Partner

Journalist Discussion

Capacity strengthening on water issue amongst local journalist

Credible resource persons. Journalist PDAM, Water Board, Academician, local government

Journalist visit Media coverage Journalist data base

Media kit. Good facilitator Credible re-source person

Journalist, policy maker

Local implementing partner, NGO

Public discussion Media coverage Stake holder data base

Press release. Media kit. Slide Presentation. Facilitator. Credible re-source person.

Journalist, policy maker


Above the line & below the line

Media coverage Resource person data base

In accordance to any activity concept

Journalist General public/ community group


Journalist follow up

Environmental/ Health Journalist network

Mailing list. Regular Contacts with journalist.

Journalist Local media

Local implementing partner, NGO, POC

Media monitoring & evaluation

News clipping Activity report Success story

Activity monitoring & documentation. News monitoring.

USAID, ESP, program partner




2. MMC “WATER FOR LIFE” IMPLEMENTED ACTIVITY AND RESULT

2.1. ACTIVITIES IMPLEMENTATION AREA

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

2.1.1. PROVINCIAL ACTIVITIES 2.1.1.1. West Java

1. Media gathering and visit, “2010 : Bandung without clean water” on Sept 22, 2005

2. Community campaign, on Oct 1, 2005, topic: “Let us keep our water” at Cicadas, Bandung.

3. Public meeting (town hall format) broadcasted live by Radio Maraghita FM, on Oct 15, 2005.

4. Media campaign: • Talk show Rase FM, on Sept 27, 2005 • Talk show Maraghita FM, on Sept 27, 2005, topic: “Water is

ours, for us to use.” • Talk show PRO 3 FM, on Sept 28, 2006, topic: “Clean

water crisis” • Talk show TV Bandung, on Oct 10, 2005 : “When women

doesn’t have water” • Talk show TV Bandung, on Oct 18, 2005 :”If the last water

spring is gone” – includes “Message to the governor” • Radio insert placement at Radio Shaf FM and Mara FM • “Message to the governor” placement at TV Bandung



2.1.1.2. East Java 1. Media briefing, promoting ‘Water for Life’ campaign in East Java,

on Sept 19, 2005 2. Community discussion on Sep 26, topic: Relation of mothers

and children with clean water and diarrhea 3. Community campaign on Sept 27-29, 2005, education targeted

SMP students and teachers related to clean water and impacts of pollution at Pring Woeloeng Environmental Garden, Purwodadi.

4. Media visit on Sept 28, to Pring Woeloeng 5. Media gathering on Sept 29, in Batu, Malang 6. Media campaign:

o Talk show on RRI on Sept 23, topic: “Water for Life” o Talk show on RRI on Sept 26, topic: “Women’s perspective

on water, health and hygiene” o Special Publications, on Sept 28 at Suara Ibu Makarti (PKK

publications) on “Water for Life”. o Talk show on JTV on Oct 2, on “Water for Life”.

2.1.1.3. West Sumatra 1. Roundtable discussion

• 16 September 2005. “Water management policy and institution”

• 20 September 2005. “The press talks on water” • 28 September 2005. “Clean water services in Padang”

2. Journalist Trip on 3 October 2005. 3. Media campaign:

• Talk show Pro News FM on Sept 24 on ”Water management services and policy in Padang”.

• Talk show Pro News FM on 3 October 2005, ”Clean water services to increase the quality of public health in Padang”.

2.1.1.4. North Sumatra 1. Journalist Discussion, 26 Agustus 2005 2. Journalist visit on 23 – 25 September 2005, to areas where ESP

works in North Sumatra. 3. Journalist training, 30 September – 2 Oktober 2005 4. Journalist involvement on activity, 15 -17 September 2005, pre

survey with Service Delivery team to 4 villages at Desa Tanah Karo, Deli Serdang.

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

o Fact sheet “MDG Indonesia 2004 – Achievement Report on house hold access to water.”

o Fact sheet Data on PDAM in Indonesia. o Fact sheet definition of clean water. o 10 principles on water management



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

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

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

community campaign in Bandung.



3. CAMPAIGN RESULTS

3.1.1. NEWS COVERAGE Through above mentioned activities implemented, ESP gained following: 1. Message distributed in print and electronic media during campaign period to

target audience. Total media coverage : 113 news coverage, 13 radio/TV talk shows/variety shows, at 52 media. Regional details: • West Java : 15 news coverage and 6 radio/TV program, at 15

media. • West Sumatra : 45 articles, 2 radio talk shows at 10 local media. • East Java : 18 news coverage, 4 TV talk shows/variety shows

at 10 local media. • North Sumatra : 31 news coverage, 1 radio talk shows, at 14 media

Table 2 News Coverage MMC Water for Life

No Jenis Media Media Title Date Sirkulasi ESP event Origin

1 Koran Tribun jabar Bandung, Krisis Air September 23, 2005

Media gathering

Bandung

2 Koran Radar Bandung

Permukaan Air Tanah Bandung terus menurun

September 23, 2005

Media gathering

Bandung

3 Koran Seputar Indonesia

Jangkauan Pelayanan PDAM Kota Bandung Baru Mampu 64%

September 23, 2005

Media gathering

Bandung

4 Koran Koran Tempo 2010, bandung kehabisan air bersih

September 23, 2005

Media gathering

Bandung

5 Koran Pikiran Rakyat Sumur di Cicadas Tercemar

September 24, 2005

Media visit Bandung

6 Koran Pikiran Rakyat Muka Tanah cenderung turun

September 24, 2005

Bandung

7 Koran Pikiran Rakyat Mimpikan lingkungan bandung kembali molek

September 23, 2005

Bandung

8 Koran Kompas Sumur Warga Tercemar, Penduduk Cikutra Tak mampu beli alat penyaring

October 6, 2005

Media visit Bandung

9 Koran Media Indonesia

Sungai Deli, riwayatmu kini

September 5, 2005

Medan

10 Koran Media Indonesia

Mata airmu, mata airku

September 5, 2005

Medan



11 Koran Radar Surabaya

USAID garap tujuh daerah

September 20, 2005

Press briefing

Surabaya

12 Koran Bisnis Indonesia

USAID matangkan kampanye ESP

September 20, 2005

Surabaya

13 Koran Radar Surabaya

September 27, 2005

Surabaya

14 Koran Singgalang Dewsn Desak PDAM atasi Krisis Air

September 17, 2005

Padang

15 Koran Singgalang BBM Langka, Air PDAM tak Mengalir

Padang

16 Koran Singgalang Padang perlu membentuk DSDA-SAS

September 19, 2005

Diskusi Publik

Padang

17 Koran Padang Ekspress

Media Perlu Beri Ruang Masalah Lingkungan

September 2, 2005

Diskusi Publik

Padang


Prioritaskan tunggakan program

September 18, 2005

Padang

19 Koran Pos Metro Air bersih prioritas utama

September 16, 2005

Padang

20 Koran Singgalang Tahun 2008 Mendatang, Seluruh Warga Kota Nikmati Air Bersih

September 16, 2005

Padang


Program Kerja Pemko Bukittinggi, Pelayanan Air Bersih Menjad Prioritas Utama

September 16, 2005

Padang

22 Koran Singgalang Isu air terbatas di media massa

September 23, 2005

Diskusi Publik

Padang

23 Koran Padang Ekspress.com

114 Usaha Tak Peduli Lingkungan

September 21, 2005

Padang


Warga lubukbasung kesulitan air bersih , salurang PDAM mati total

September 6, 2005

Padang


Program Kerja Pemko Bukittinggi, Pelayanan Air Bersih Menjad Prioritas Utama

September 16, 2005

Padang


PDAM up grade Instalasi Pangilun

September 17, 2005

Padang


Media Perlu Beri Ruang Masalah Lingkungan

September 2, 2005

Diskusi Publik

Padang




Air PDAM tak layak minum, kita akan cek ke lapangan

September 19, 2005

Padang

29 Kantor berita

antara news Pemerintah belum nilai air jadi komoditas penting

September 21, 2005

Diskusi Publik

Padang


PDAM Padang akan produksi air siap minum

September 15, 2005

Padang

31 Koran Padang ekspress

PDAM jadi holding company. Eko: itu ide cerdas

September 9, 2005

SD workshop

Padang

32 Koran Singgalang Eko Subowo: Persoalan PDAM Perlu Penanganan Serius

September 9, 2005

SD workshop

Padang


Hasil Studi Program Lingkungan ESP-USAID PDAM Layak Terapkan Corporate Plan

September 9, 2005

SD workshop

Padang


Perpamsi Sumbar akan bentuk holding

September 9, 2005

SD workshop

Padang

35 Koran Singgalang Walikota Drs. H. Djufri, Penggabungan PDAM harus didukung

September 9, 2005

SD workshop

Padang

36 Web news

Padang Ekspress.com

Banyak depot air minum tidak miliki izin

September 5, 2005

Padang

37 Web news

Padang Ekspress.com

Hasrir: pasca Banjir, Waspadai Diare

September 8, 2005

Padang

38 Web news

Padang Ekspress.com

AJI-ESP Gelar Lomba Foto Lingkungan

September 16, 2005

Padang, Clean & Green City

Padang

39 Web news

Tempo interaktif

PDAM Padang akan produksi air siap minum

September 29, 2005

Diskusi Publik

Padang

40 Koran haluan Perpamsi desak pemerintah hapus utang PDAM

September 29, 2005

Diskusi Publik

Padang

41 Koran Metro Pos Perpamsi desak pemerintah hapus utang PDAM

September 29, 2005

Diskusi Publik

Padang

42 Koran Singgalang PDAM Padang produksi air siap minum

September 29, 2005

Diskusi Publik

Padang




PDAM tekan kebocoran, akhir 2005 waiting list PDAM tuntas

September 29, 2005

Diskusi Publik

Padang

44 Koran Bisnis Indonesia.com

PDAM minta penghapusan utang

September 30, 2005

Padang

45 Koran Jakarta Post PDAM to produced distilled water

Padang

46 Koran Singgalang Sumur Made In Uwan Menyerap Banjir

October 4, 2005

Padang


PDAM bangun instalasi lubuk minturun

Journalist visit

Padang


Zukri Saad : cocok diterapkan di rumah

Journalist visit

Padang

49 Koran Singgalang PDAM Padang akan sesuaikan tarif

October 4, 2005

Journalist visit

Padang

50 Koran Haluan PDAM sesuai program jangka pendek pengadaan air bersih telah dikerjakan

September 29, 2005

Journalist visit

Padang

51 Koran Singgalang September 25, 2005

Padang

52 Koran Singgalang Kapasitas produksi air meningkat

September 17, 2005

SD training Padang

53 Koran Singgalang PDAM up grade instalasi Pengilun

September 17, 2005

Padang

54 Koran Singgalang Pengunjung Calau keluhkan sarana air bersih

Padang

55 Koran Singgalang PT MPA Bangun Perumahan di Kota Solok, Ketersediaan air Bersih Dapat diatasi

September 13, 2005

Padang


Petani Koto XI Tarusan butuh irigasi

Padang

57 Koran Haluan PDAM Bukittingi Dikecam berbagai Pihak, Sungai Tanang minta kenaikan bagi hasil

Padang


Irigasi Panti Rao, sebuah Harapan Baru

September 13, 2005

Padang




Meningkatkan Produksi, PDAM Lakukan Rerating, Perpamsi USAID gelar Pelatihan

September 13, 2005

SD training Padang

60 Koran Haluan (Land without trees)

September 9, 2005

Padang

61 Koran Singgalang Tingkat kebocoran air mencapai 38%

Padang

62 Koran Singgalang Akibat Banjir Bandang, Fasilitas PDAM Tirta Antokan Rusak

September 9, 2005

Padang

63 Koran Analisa Air bersih merupakan kebutuhan samkin mahal nilainya

October 2, 2005

Journalist visit

Medan

64 Koran Analisa (water source) October 2, 2005

Journalist visit

Medan

65 Koran Berita sore 10 tahun ke depan medan tenggelam

October 6, 2005

Journalist training

Medan

66 Koran Moderator Raja Berneh, Kampung Tertinggal : Kekayaan Air Melimpah mengharapkan Perhatian Pemerintah

October 8, 2005

Journalist training

Medan

67 Koran Perjuangan 10 tahun ke depan , Medan tenggelam, Wakil Ketua Komisi DPRD Sumut akan usulkan pembuatan Perda Mengatur Pengelolaan Air

October 8, 2005

Journalist training

Medan

68 Koran Analisa Proses 'air' jadi Air Bersih

September 30, 2005

Journalist training

Medan

69 Koran Analisa Anak nelayan Bagan Belawan setiap hari terpaksa 'bermandikan' lumpur

October 2, 2005

Journalist visit

Medan

70 Koran Waspada Journalist Visit ESP North Sumatra, Warga DAS Belum Nikmati Air Bersih

September 28, 2005

Journalist visit

Medan

71 Koran Kompas Sungai Deli Tercemar: IPAL industri Sungai Deli dan Sungai Belwan Sulit Dipantau

September 28, 2005

Medan

72 Koran Perjuangan Medan Belawan Komplit Masalah di Bagan Deli

September 28, 2005

Journalist visit

Medan



73 Koran Waspada Masalah Sungai Belwan diseminarkan

September 26, 2005

Medan

74 Koran Analisa Air bersih tanggungjawab kita

September 30, 2005

Medan

75 Koran SIB Kurang dari 10 tahun, kota medan bakal krisis air

September 28, 2005

Journalist training

Medan

76 Koran Analisa Pencemaran Sungai Deli yang kian memprihatinkan

September 8, 2005

Medan

77 Koran Sumut Pos Sulitnya air bersih di Tana karo (1); Butuh Rp 18 ribu untuk mendapatkannya

September 20, 2005

Journalist visit

Medan

78 Koran Sumut Pos Sulitnya air bersih di Tana karo (2); Dikelola dengan swadaya masyarakat

September 21, 2005

Journalist visit

Medan

79 Koran Perjuangan Sekitar 58 dari 1000 Balita Meninggal Akibat Diare, Kota Medan Tenggelam Akibat Krisis air tanah

September 27, 2005

Journalist visit

Medan

80 Koran Portibi Air menyambung hidup manusia

September 28, 2005

Journalist visit

Medan

81 Koran Medan Bisnis USAID gelar diskusi air untuk kehidupan

August 24, 2005

Journalist discussion

Medan

82 Koran Analisa Kelestarian Lingkungan Sungai Deli Sudah sangat Terancam

August 29, 2005

Journalist discussion

Medan

83 Koran Analisa Tujuh puluh persen pencemaran di Sungai Deli akibat limbah domestik, DPRD-SU akan buat perda tentang air

October 9, 2005

Journalist training

Medan

84 Koran Analisa Desa Penghasil Air itu masih tertinggal

October 10, 2005

Journalist visit

Medan

85 Koran Analisa Remang-remang penegakan hukum lingkungan

October 17, 2005

Medan

86 Koran Analisa Krisis Air Bersih, Tarif dan Upaya Memuaskan Pelanggan

October 17, 2005

Medan



87 Koran Analisa Merindukan Medan Metropolitan Menjadi Kota Berkelanjutan - Sungai-sungai tercemari limbah industri dan limbah domestik

October 17, 2005

Medan

88 Koran Analisa Seiring pertambahan populasi : Masalah Keterbatasan Air meluas di China

October 10, 2005

Medan

89 Koran Analisa Limbah biomassa menjadi energi alternatif atasi mahalnya BBM

October 17, 2005

Medan

90 Koran Analisa Sektor air bersih,dari kehancuran menjangkau target

October 17, 2005

Medan

2. Initial steps to develop relations with journalist established where 86 journalist tapped by the message through the campaign.

3. Early steps to build partnership with local media developed to strengthen

environment and health issues exposures at respective area.

Table 3 List of Journalist Reached during MMC Water For Life

No Nama Media Jenis Media L/P No Telp Region

1 Syofiardi Bachyul JB The Jakarta Post Cetak/koran L 081363411335 Padang

2 Yosnofrizal Tabloid Suara AFTA Cetak/Tabloid L 0751442531 Padang

3 Hendri Ikhsan RK Kuranji FM Elaktronik L 081363430867 Padang

4 Erna Lisnan Radio Arbes FM Elaktronik P 08153508694 Padang

5 Syawaldi Harian Singgalang Cetak/koran L 085263017525 Padang

6 Yuafriza Tabloid Puailiggoubat Cetak/Tabloid P 08126724502 Padang

7 Tularji Harian Bisnis Indonesia Cetak/koran L 08197508535 Padang

8 Aji Kurnia Radio ProNews FM Elaktronik L 08197588537 Padang

9 Feraneldi Tabloid Puailiggoubat Cetak/Tabloid L 0811666713 Padang

10 S. Metron. M Harian Padang Ekspres Cetak/koran L 0816352400 Padang

11 Frislidia LKBN Antara Kantor berita P 081363078751 Padang

12 Gusli Yanti Harian Singgalang Cetak/koran P 081363439657 Padang

13 David Harian Haluan Cetak/koran L 081363447705 Padang

14 Dian Citra. A Radio ProNews FM Elaktronik P 081535265475 Padang

15 Boy Harian Posmetro Cetak/koran L 0751841159 Padang

16 Yurnaldi Harian Kompas Cetak/koran L Padang

17 A. Derizal Tabloid Tribun Sumbar Cetak/Tabloid L Padang




18 Amrizal Tabloid Tribun Sumbar Cetak/Tabloid L Padang

19 Yuni Harian Singgalang Cetak/koran P 081363408615 Padang

20 Leny Suryani Radio Classy FM Elaktronik P 08126605477 Padang

21 Andrizal RRI Padang Elaktronik L 081535213636 Padang

22 Defri Mulyadi Harian Padang Ekspres Cetak/koran L Padang

23 Al Imran Harian Posmetro Cetak/koran L 081363083672 Padang

24 Rus Akbar Tabloid Puailiggoubat Cetak/Tabloid L 081374172273 Padang

25 Rommy Harian Padang Ekspres Cetak/koran L Padang

26 Jhonny Harian Media Indonesia Cetak/koran L Padang

27 Effendi Harian Singgalang Cetak/koran L 08126798531 Padang

28 Rachmadi Tabloid Puailiggoubat Cetak/Tabloid L 08153505627 Padang

29 Nuning Hernuni RRI Surabaya Radio P 7047791 Surabaya

30 Ria R RRI Surabaya Radio P 818303439 Surabaya

31 Yeyen Kosmonita Radio P 60200559 Surabaya

32 Wahyu Mercury Radio L 81331114001 Surabaya

33 Choirul/ Rully Suara Surabaya Radio L 811347466 Surabaya

34 Bendot Harijadi RRI Malang Radio L Surabaya

35 Agnes Suharningsih Kompas Cetak/koran P 70251785 Surabaya

36 Amro Kompas Cetak/koran L 81553133293 Surabaya

37 Heti Palestina Radar Surabaya Cetak/koran P 71126869 Surabaya

38 Marta Surya Cetak/koran P 81330773540 Surabaya

39 Aji Republika Malang Cetak/koran L 7051826 Surabaya

40 Anto Republika Surabaya Cetak/koran L 70316728 Surabaya

41 Roni Mustamu Surabaya Post Cetak/koran L 8155212155 Surabaya

42 Yuristiarso H Bisnis Indonesia Cetak/koran L 818593433 Surabaya

43 Otong Wahyudi JTV TV L 70998499 Surabaya

44 Vita JTV TV P 70113678 Surabaya

45 Erri Manto Damanik Harian Andalas Cetak/koran L Medan

46 Dedi Afrizal Harian Mediator Cetak/koran L 061- 7030751/ 081370850630

Medan

47 Jalal Ibrahim Syahputra

Radio KISS FM Radio L 081533173881 Medan

48 Riana Sari Harian Berita Sore Cetak/koran P 061-77416021 Medan

49 M Felix Sidabutar Harian Sumatera Cetak/koran L 061- 4512229/ 061-4523029/ 081361289329

Medan

50 Sastroy Bangun Harian Perjuangan Cetak/koran L 061-77460495/ 08153011207

Medan

51 Ucok Iswandi Harian Potibi DNP Cetak/koran L 08126478904 Medan

52 Erlina Sari Nasution Harian Sumut Pos Cetak/koran P 085261320494 Medan

53 Odjie Radja Harian Sinar Harapan Cetak/koran L 08153072570 Medan

54 Deborah Sonata Harian Sumut Pos Cetak/koran P Medan




55 Uliyansyah Harian Gaya Medan Cetak/koran L Medan

56 Richard Sidabutar Harian Medan Bisnis Cetak/koran L Medan

57 Mahbubah Lubis Harian Mimbar Umum Cetak/koran P Medan

58 Muhammad Said Radio Prapanca FM Radio L 061-6892821/ 08126495635

Medan

59 Haslan Madi Tambunan

Harian Mandiri Cetak/koran L Medan

60 Bobby Harian Bersama Cetak/koran L 8153158422 Medan

61 Rana Koran tempo Cetak/koran L 08122119501/ 4261548

Bandung

62 Heni Firdawati dan Fifi

MQ FM Radio P Bandung

63 Iim Busrol Karim Tatar Sunda Cetak/koran L 7504411/ 08122255329/ 081322017272

Bandung

64 Adi M Suara Pembaharuan Cetak/koran L Bandung

65 Didit Sinar Harapan Cetak/koran L 4200123 Bandung

66 Yuli Jakarta Post Cetak/koran P 5350050 Bandung

67 Siwi dan Atty Shaf Radio L 7217834 / 91274838 siwi hp: 08888062137

Bandung

68 Roni Rase FM Radio L 2038390 Bandung

69 Reza LKBN Antara Radio L 4234839 Bandung

70 Jauhari dan Adam TVRI Jabar-Banten Televisi L 5406182 Bandung

71 Wiwit RRI Pro 3 Bandung Radio L 7218075 Bandung

72 Endang Puji Hartati, S.Sos.

RRI Pro 3 Bandung Radio P 7212300 / 0818610954

Bandung

73 Asep GP Mangle Cetak L 7309720 Bandung

74 Syawal Maraghita FM Radio L 7307471 Bandung

75 Zoraya Antasalam FM Radio P 81808562725 Bandung

76 Fahmi dan Dani Bandung TV Televisi L 2005112 Bandung

77 Yedi Pikiran Rakyat Cetak L 6031004/ 4204720

Bandung

78 Fatimah Tribun Jabar Cetak/koran P 7334980 Bandung

79 Denay Elsinta Radio L 021-5859000 Bandung

80 Erry Greeners Cetak/majalah L 8121426817 Bandung

81 M.Malik Galura Cetak/koran L Bandung

82 Erna Bisnis Indonesia Cetak/koran P 7304866 Bandung

83 Ridho Eisy Galamedia Cetak/koran L 7505009 / 7511286

Bandung

84 Deni Mulyana Sasmita

Seputar Indonesia Cetak/koran L 08122110198 / 022-70124298

Bandung

85 Andi M.S. PRSSNI Bandung Radio L 2038362 Bandung



3.1.2. OTHER ACHIEVEMENTS • The participants of intensive journalist training on environment in Medan,

North Sumatra, agreed to establish an environmental journalist forum as a communication channel and action to act together to advocates environmental issues.

• Good relations building with journalist in Padang, West Sumatra and Medan, North Sumatra resulted to heavy frequency of articles wrote by the local journalist covered related theme issues based on event conducted and stimulated individual writing related to presented issue.

• Formed Water Communications Working Group in Bandung, West Java



4. NEWS AND MEDIA ANALYSIS

4.1. OVERVIEW The “Water for Life” campaign presented as the main issue of where ESP works, with its many facets linked to ESP program components. It also acted as another entry point to open relationship with local media and policy makers. ESP wants to build understanding on ‘ridges to reef’’ link in regards to water, as this is how ESP works.

In this analysis, we covered the print medium and internet based coverage, as there is minimum documentation on the radio and television coverage. In addition to the low number of coverage from this medium. We conduct the analysis based on the period of MMC 1 campaign implementation (August – October 2005), that it linked or resulted by our campaign.

In general ‘water crisis’ has been the selling issue in each region where the campaign implemented. Mostly due to man’ negative behaviour toward its water, forest, river, water source against the urbanization problem. PDAM, as the major clean water supplier in the country placed significant present in the overall picture. Local initiative, opinion, policy, problem and solution also portrayed in similar ways through out the program at all regions.

Local media responded positively to the campaign, shown on the news coverage to MMC Water for Life. In depth news and features about water crisis conveyed by the reporters, even though there was still several of ceremonial news. They gained good understanding toward presented issues, and delivered balanced story at most articles wrote. This closely related to the ways of series of activity thrown by all POC at respective areas, mostly the reporter visit, reporter training (Medan) and reporter gathering, where they provided balanced story from different credible site and

Involving local partner at most of the program implementation is also a way of developing local understanding, capacity and commitment to raise environment issues at each area for public awareness. This understanding will play important role in supporting ESP program in the future as people then understand on the importance of our work.

In sum, we have undertaken this analysis to determine the following:

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

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

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



4.2. MAJOR FINDINGS AND THEMES By targeting the local decision makers, the ‘Water for Life’ campaign issue managed to be placed at major local news paper, to name but a view, Sumut Pos, Kompas (on local supplements), Padang Pos, and Pikiran Rakyat. It also applied to some major local/national electronic media has also been exposed to the campaign, ie. Prapanca FM (Medan) – as part of the National Radio Trijaya Network and RRI.

The campaign borne 113 news coverage and 13 radio/TV talk shows/variety shows, at 52 media across the region both at local and national media. Padang has the most outstanding print articles, mostly at local media follow by Medan, East Java and West Java.

Presented the “Water for life” campaign to the journalist using different activities and issue’ angles were, in general, provides good in dept story presented by the journalist. Some of it resulted into series of articles by one journalist. It also stimulates further articles born by the journalist during the campaign period.

The media has found that clean water availability problem has existed and became a threat at major cities and small villages. This was captured at several articles, quoting current data, numbers of news sources underlining the problem plus conveying alternatives solution to undertake. This theme also used by reporter to emphasize stake holder incompetence in failing to effectively tackle the problems that would improve water availability and access.

The most topic displayed in the media is water crisis (38%) and water related topic (26%) , while 36% consist of other news (ranging from PDAM training, ESP program exposed, government policy for PDAM, PDAM infrastructure, etc).

PDAM service quality and issues around their performance highlighted across the coverage. Being the major and of clean water, they are one of the most credible source of the news. It was placed in honest manner, realizing the many problems face by PDAM and the complexity of the water access problem.

Reporters still turn to public officials (44%) and PDAM (30%) than to the community (18%) in writing stories about water. This relates strongly to their credibility and capacity in data information and technical ability in addressing the specific issues. It may also derive from news sources that were preliminary arranged to give balanced angle to journalist.

Local media is the main media to cover throughout MMC 1. Most media to cover is Singgalang (Padang) – 18%, Padang Ekspress (Padang) – 11% and Analisa (Medan)- 8%.Where as national media placed the issues in the local section for provincial distribution only (KOMPAS). Jakarta Post and Media Indonesia are the two national distribution media which covered the campaign.

Hard news is the most type of article use by reporter to present the story (69%). Some column were placed in the local media (7%) wrote by local experts displayed different variety angle of water problem in the country, ranging from policy, water and human well being. Two pictures were displayed related to the issue.

Most media uses village stories, by capturing their very own problem of scarce water and their effort and or initiatives to handle the problem. The reporter seemed to care about the well being of the people related to water access. The head of the village and mothers are the most quoted person on this story.



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

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

Following are the estimated potential audience reach during the campaign:

• Surabaya : 6,796,000 • Medan : 764,000 • Padang : 206,700 • Bandung : 893,000

The high number on potential reach in Surabaya contributed by JTV, prominent local TV station owned by Jawa Pos Group, covers Greater Surabaya (Surabaya municipalities and surrounding districts) area. Where other areas, such reach is not available through existing local media, even though prominent local media already contributed in form of media coverage, but the reach number still relatively average.

There was a lack of data on readership/listenership on media based in Padang, West Sumatra as Media Scene 2004-2005 provided no reference on this data. To note, the overall estimated reach was based on available data (see news coverage) where not all media has data on audience reach.

The campaign borne 113 news coverage and 13 radio/TV talk shows/variety shows, at 52 media across the region both at local and national media. Padang has the most outstanding print articles, mostly at local media follow by Medan, East Java and West Java.

Coverage details as follow:

• West Java : 15 news coverage and 6 radio/TV program, at 15 local media.

• West Sumatra : 45 articles, 2 radio talk shows at 10 local media. • East Java : 18 news coverage, 4 TV talk shows/variety shows at 10

local media. • North Sumatra : 31 news coverage, 1 radio talk shows, at 14 local media.

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



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

Bandung…….....................24 journalist

Medan…………...............19 journalist

Surabaya………………..15 journalist

Padang………………….28 journalist

TOTAL : 86 journalists

The media coverage reached both national and local (regional) geographical area.

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

4.3.3. ARTICLE ANALYSIS This analysis mainly focuses on the print and internet based media coverage in Bandung, Padang, Surabaya and Medan. We evaluated 30 local print media, 15 media national media, and one wire service. The news was collected based on regional news clipping report, as a result from MMC implemented, during period of August –October 2005.

Different set of activities on Multi Media Campaign was use as tools to connect the problems directly to reporters, to become one of their issues to write. This resulted into different form of articles at above media.

Based on the compiled article clips, we then categorized the article topic, article format, news resource, media outlet and visual output. There were 90 articles evaluated with 35 media outlets involved.



No Media City Area coverage Article

1 Radar Bandung Bandung Local 1

2 Koran Tempo Bandung National 1

3 Tribun Jabar Bandung Local 1

4 Seputar Indonesia Bandung National 1

5 Pikiran rakyat Bandung National 3

6 Galura Bandung Local 1

7 Kompas (Jabar) Bandung National 1

8 Padang Ekspres Padang Local 10

9 Singgalang Padang Local 19

10 Haluan Padang Local 5

11 Posmetro Padang National 2

12 Bisnis Indonesia Padang National 3

13 Jakarta Post Padang National 2

14 Suara Afta Padang Local 3

15 Antara Padang National 1

16 Tempo interaktif Padang National 1

17 Media Indonesia Medan National 1

18 Sumut Pos Medan Local 2

19 Harian Perjuangan Medan Local 2

20 Harian SIB Medan Local 2

21 Harian Portibi Medan Local 1

22 Harian Analisa Medan Local 14

23 Harian Medan Bisnis Medan Local 1

24 Harian Waspada Medan Local 2

25 Harian Kompas (Sumut) Medan National 3

26 Berita Sore Medan Local 1

27 Moderator Medan Local 1

28 Radar Surabaya Surabaya Local 2

29 Bisnis Indonesia Surabaya National 1

30 Surabaya Post Surabaya Local 1

31 Pelita Surabaya Nasional 1

32 Malang Post Surabaya Local 2

33 Radar Malang Surabaya Local 2

34 Kompas (Jatim) Surabaya National 1



4.3.4. ARTICLE TYPE

Type No Of stories % of total

News 62 68.89%

Opinion 6 6.6%

Feature 20 22.22%

Picture 2 2.22%

The high number of hard news format represent a successful indicator toward the campaign, where in typical media analysis findings, news stories usually represents 75% of stories found. What we have here is close to this standard. In addition to that, we also have the 22.22% feature stories born by the reporter.

It also conveyed that we presented many hooks for reporter to write on, such as angle on water access, community problem and initiative, PDAM services, local policy, environmental condition at large, river condition and health (diarrhea) facts.

Directing the reporters to the issue that we set was successfully conducted during this campaign. At several areas, the issue managed to be placed as headline by the reporter, specifically for campaign in Bandung and Medan, ie. “Bandung, krisis air” and “10 Tahun ke Depan Medan Tenggelam”. Many of feature articles elaborated water crisis problem capturing the presented problem. Two pictures also display at 2 news papers, Analisa (Medan) and Haluan (Padang) related to water. There were also 29 pictures and 2 illustrations used in the article vary from size and colour and there were articles with 2 to 3 pictures at one title. This pictures support the article in giving better impact compare to non picture article.

On top of news, there were visual illustrations used in the articles enhancing the story presents. It range from data illustration, picture of human and water activity, environment condition, event snap shot, living areas condition, to pictures of the news source. There were 2 photos found as stand alone picture delivered water and environment related issue.

Visual presentation


Illustration 2 2.2 %

Photo 29 32.2%



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


Water crisis 34 37.78%

Health & water 1 1.1%

Land & water 4 4.4%

Water policy 1 1.1%

PDAM services 17 18.89%

Other 33 36.67%

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

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


Government 40 44.4 %

PDAM 27 30 %

Community 16 17.8 %

ESP 8 8.9 %

Others 11 13.3 %



ESP, as the program source also became one of the credible news source mostly if its concern with the activity conducted. ‘Others’ category represents type of several source, i.e. the private sector, NGO representative, academician, journalist, and

Based on above findings, the MMC 1 succeeded in laying some ground for ESP agenda in the regions, amongst journalist, media and related partners in specific. Where at the same time, the campaign also able to paste the issues in local’ agenda. Some challenges are there to overcome for the next MMC where a focus message to be translated into activities which clearly related to the message, as an effort to guard the issue, at both presentations package and campaign outcome. Strengthening the monitoring and evaluation capacity to provide better impact measurement to achieved campaign target outcome.

4.4. FUTURE CHALLENGES To these ends, there are several challenges before the MMC implementation, and based on the above analysis, following some points to note for MMC

• Improving media coverage by: o Focus in fostering relations with the targeted journalist and media (the top five

at local/national level) to strengthen media support toward future issues brought by the program and or its partner.

o Only use the high audience rate media, which target the decision makers. o Develop and intensify media/journalist involvement in the program to create

further support toward future campaign and program. o Spread the program reach to wider journalist audience at local level. o To have plan media activity using the right media and communications tools

• Improving quality of media coverage by o Present strong message oriented activities and topics to the journalist. o Present creative activities that still focus on the theme in presenting the issue for

journalist consumption. o Journalist capacity building on environmental issues (water and health).

• Overall performance could be improved with the support of: o Good theme (issue) understanding includes data, policy, news trend and any

related background information to the campaign theme, both national and local scope could provide strong message to pitch and presented to the journalist.

o Data on media and audience availability could enhance reach measurement on the campaign.

o Reporting guideline to be produce for POCs reference. o Capacity building for POCs and implementing partner.

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



5. LESSON LEARNED

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

Working together with journalist group is always a good way to implement such

campaign as shown in Medan and Padang. The challenge is to keep them interested in the issue and stimulates journalist forum on environment at other areas beside Medan. Hence improved commitment to environmental and health issues coverage in the media.

To continue improving local partner’ capacity in media relations and its

implementation for better campaign implementation at local level. Improve the media planning aspect in order to reach the target audience.

Improve the management of monitoring and evaluation for the campaign plus

add more data reference for media coverage, audience data and content analysis post activity.

An up grade on the issue direction for every campaign along with the umbrella

strategy will be an advantage to implement the MMC across the region to enhance the quality campaign performance. Thus uniformity on campaign tools and issues can be delivered by also guarantying local content and creativity.

Intensive approach to targeted journalist (from major local news paper) and

media is recommended as part of the effort in advocating the media to place higher frequency and space in their media for ESP/BHS issues.


ENVIRONMENTAL SERVICES PROGRAM 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

Documents

MMC 1 - Water for Life