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H
Department of Environment and Natural Resources
Asian Development Bank
Final Report
Report No: 10
Community Awareness Strategy
September 2003
FINAL REPORT
REPORT No: 10
COMMUNITY AWARENESS STRATEGY
Project Team
Neil Varey, AEA Technology, Project Director
Luis F. Diaz, CalRecovery, Inc., Technical Team Leader
Nick Allen, GlobalWorks, Disposal
Reynor Rollan, ENR Consultants, Disposal
Horace Crowe, AEA Technology, Institutional
Levi Buenafe, GlobalWorks, Institutional
Luis Diaz, CalRecovery, Inc., Medical Waste
Linda Eggerth, CalRecovery, Inc., Community Awareness
Grace Favila, ENR Consultants, Community Awareness
Richard Pook, AEA Technology, Financial
Agnes Palacio, GlobalWorks, Financial
Roger Lopez, ENR Consultants, Social
Manjit Kahlon, AEA Technology, Solid Waste
Joey Sta. Ana, GlobalWorks, Solid Waste
September 2003
Final Report
1.
INTRODUCTION............................................................................................................................... 1
2.
3.
4.
ANNEX1
ANNEX 2
ANNEX 3
ANNEX 4
ANNEX 5
ANNEX 6
ANNEX 7
ANNEX 8
ANNEX 9
Final Report
Final Report
Executive Summary
The proper management of solid wastes is essential to the protection of public health and the preservation of
the environment. Nevertheless, it is a topic that is rarely at the forefront of discussion, by the media or by the
general public. It is usually only during a crisis situation that much attention is given to waste management,
and then generally in a negative context. In the absence of a crisis or other significant event, people prefer
not to think about garbage about who collects it, where the waste is taken, or how it is handled at the
disposal site.
Public education is an essential part of an integrated solid waste management program. Integration of public
education with the other elements of a solid waste management program is critical. In order for an outreach
program to be effective, it must promote actions on the part of the audience that are available to him or her
and that are feasible.
Information, education and communication (IEC) activities need to present a clear message in a way that
encourages action by the recipient. They need to be designed with a goal and an audience in mind.
Depending on the purpose and the audience, the IEC activities may need to be informative/educational,
inspiring/persuasive, and/or entertaining. Furthermore, outreach activities should be conducted according to a
well-conceived plan, and their effectiveness must be monitored.
A comprehensive, integrated information, education, and communication (IEC) plan is critical to the successful
implementation of the Ecological Solid Waste Management Act (RA 9003) in the Philippines. The ADB project
team worked closely with representatives from the various entities involved in solid waste management in
Metro Manila to develop a communications strategy that addresses the needs of the communities and the
resources of the NSWMC.
Page i
Final Report
was undertaken; the development of a conceptual strategy, the preparation for and implementation of training
activities, implementation of short-term IEC activities, and the preparation of a three-year communications
plan.
Assessment of Existing Activities Meetings were held with representatives of the eight selected
LGUs, DENR, and MMDA to discuss what IEC activities/materials they have used in the past to
promote solid waste management, what the messages and the target audiences were, their
assessment of the materials effectivity, the financing of the materials production, and any constraints
or concerns they may have regarding IEC. An inventory of IEC activities was prepared.
Issues and Needs A number of issues were raised by representatives of national and regional
agencies, LGUs, and NGO's. These issues were taken into consideration in the preparation of the
communications plan.
o
o
o
o
o
o
o
Development of Elements of IEC Strategy and Short-term Plan Basic elements of an IEC strategy
were developed: concepts for messages, target audiences, and methods.
o
Message Concepts -- Two concepts for messages were developed, utilizing a combined approach
of education and motivation.
Waste Costs -- the cost associated with improper management of waste
Lives
Health
Resources (importance of source reduction, segregation, recycling, composting)
Money
Quality of life
RA 9003 the need to work together to solve the problem of waste management
Avoid creating waste (source reduction)
Paper, glass, plastic bottles should be recycled
Food waste should be composted (or used as animal feed in some cases)
Residual waste should be disposed in a proper disposal site
Target Audiences -- The initial focus of the IEC activities are on: influential groups (government
officials, civic organization, business leaders, and media); young school children, and the general
public. The focus will be expanded as the communications plan is implemented to include
religious groups and teachers.
Short-term Plan Using the concepts developed, a short-term communications plan was
prepared. The purpose of the short-term plan was to identify IEC activities that could be
conducted during the project, and to provide a basis for a longer-term communications plan.
Implementation of IEC Activities A number of IEC activities have been conducted, including the
following:
o
Preparation of a simplified version of RA 9003 and IRR; distribution to participants at the National
Conference of Barangays, industry associations, and LGUs.
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Final Report
Preparation of fact sheets on four topics (waste characterization, recycling, composting, and
residual wastes); distribution to participants at the National Conference of Barangays, industry
associations, and LGUs.
Conduct of a tour for children of a materials recovery facility on May 9, 2003. The event included
the tour, a lunch workshop, and a poster-making contest. A press kit was prepared for media that
attended.
Development of text messages to be designed by Wireless Services Asia (WSA) and broadcast
through the Globe Telecom.
Preparation of press releases about the activities of the project including: waste characterization
studies, the MOA signing with the local LGUs, the workshop/seminar on the 10-year SWM Plan
for the LGUs, and the MRF tour.
Contribution of an article on the role of business in solid waste management in the magazine
Business and Environment.
Preparation of Three-Year Communications Plan A three-year IEC strategy is being developed for
the NSWMC using the concepts developed under the project and building on the short-term IEC
activities.
Recommendations for Continuation of IEC Working Group The IEC Working Group should continue
to play an important role in solid waste management planning for Metro Manila. The ADB project team
recommends that the Working Group continue to meet on a regular basis. The primary objective of the
Group would be the development and implementation of an integrated IEC strategy in Metro Manila.
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Final Report
The consultants propose a three-phase IEC strategy, in which a target audience is addressed at each phase.
These audiences are:
Core national agencies mandated to regulate solid waste management (Phase 1);
Local government units which have the primary mandate to implement solid waste management
(Phase 2); and
The general public including non-government agencies and the business sector (Phase 3).
At each phase, the principal message consists of the key issues and proposed improvements identified by the
consultants, and are supplemented by core messages that address the specific concerns of the target
audience. For each phase, specific IEC activities for delivering the core message are also identified.
Problems associated with improper segregation -- Two key problems result from improper
segregation: (1) dangers resulting from disposal of untreated infectious wastes commingled with
general waste; and (2) additional cost resulting from treatment of general waste commingled with
infectious wastes by non-burn technologies.
Increasing public awareness and concern -- Public concern related to the collection, treatment and
final disposition of health care waste has increased considerably during the past few years. To
allay these concerns, it is important that public education regarding the strategy for managing
health care wastes be conducted.
Target Audiences Based on the issues and needs identified by the project team, two target
audiences were identified:
o
o
Hospital personnel doctors, nurses, laboratory technicians, aides, janitors, cafeteria personnel,
administrative staff, others
Non-hospital personnel patients, visitors, watchers (attendants)
Purpose
Training
Reminder
Non-hospital Personnel
Instruction, motivation
Strategy/Method
Guidance document
Trainer training
Personnel training
Interactive training guide
Posters
Fact sheets
Posters
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Final Report
Implementation of Activities Training and outreach activities that were implemented during the project
include the following:
o
Training Manual The project team assisted in revising the Manual of Hospital Waste
Management for the DOH.
Posters Layouts for four posters were developed, two targeted at hospital personnel and two at
non-hospital personnel.
Training A workshop is being held for health care personnel and for key members of the
Department of Health.
Page v
1.
Final Report
Introduction
The proper management of solid wastes is essential to the protection of public health and the preservation
of the environment. Nevertheless, it is a topic that is rarely at the forefront of discussion, by the media or
by the general public. It is usually only during a crisis situation that much attention is given to waste
management, and then generally in a negative context. The landslide at Payatas is an example of an
event that received widespread attention by the media, worldwide. Other events that have received media
coverage during the last few years are the protests by Antipolo residents urging the closure of the San
Mateo disposal site, the illegal dumping that occurred after the San Mateo site was closed, and the
protests against transport of waste to Semirara Island. In the absence of a crisis or other significant event,
people prefer not to think about garbage about who collects it, where the waste is taken, or how it is
handled at the disposal site.
Studies have demonstrated that improper waste management impacts air and water resources, and
ultimately the health and safety of the population. Currently, there are a number of solid waste issues
facing Metro Manila. Each day, over 6000 tons of waste are generated, much of which is disposed in open
dumpsites, absent of any environmental controls, or is illegally dumped. Despite the efforts of Linis Ganda
and other environmental groups, most of the recycling that takes place is done so by scavengers at the
dumpsites, with little or no protection for their health or safety. RA 9003 requires every community to
implement segregated collection and to encourage recycling and composting, yet few of the 1,810
barangays in Metro Manila have such programs, and those that do generally cover only a portion of the
barangay.
There clearly is an interest on the part of many top government officials in the Philippines in solving these
solid waste issues, as evidenced by the following examples of recent activities:
The Ecological Solid Waste Management Act (RA 9003) was the first bill that was signed into law
after President Gloria Macapagal Arroyo took office. The President has continued to show support
for waste management, as evidenced by the selection of Secretary Gozun to head DENR, and by
President Arroyos willingness to take part in a TV plug designed to encourage children to properly
manage their waste.
Since assuming office in December 2002, Secretary Gozun has made solid waste management
one of the priority issues for DENR. Sec. Gozun has pledged to deliver 50 cities and municipalities
with working SWM systems by the time she steps down in June 2004. The indicators of such
municipalities will include: (a) segregation at source, (b) segregated collection, (c) MRF, and (4)
composting.
President Arroyo has offered support and funding for the SWARMPLAN (Solid Waste Reduction
Master Plan for Metro Manila), initiated by civil society and the business sector in Metro Manila.
The goals of the plan are: (1) to reduce the waste that ends up in dumpsites, landfills, canals, and
streets; and (2) to maximize the return of recyclables to factories and of compostables to soil. The
Presidents Social Fund has provided funding for a two-year education and Metro Manila training
program.
The National Solid Waste Management Conference for barangays on April 14-15, 2003, was a
collaborative effort of DILG, DENR and the NSWMC together with LGUs and NGOs. The
Memorandum of DILG Secretary Lina was critical in drawing the 2,000 participants from barangays
nationwide who participated. The event demonstrated that more and more the LGUs are making
SWM a priority and that with a little help from central government, there is a tremendous LGU
response.
Programs are being developed and workshops are being conducted. It is critical that iinformation,
education, and communication (IEC) activities be conducted to support the programs that are being
developed.
IEC needs to be an integral part of solid waste management programs and activities. Those in influence
(e.g., government agencies, community leaders, teachers, media) need to be kept informed of important
issues and of technically sound practices to mitigate those issues. And the public needs to be educated
regarding acceptable and unacceptable practices, and motivated to change behavior.
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Community Awareness Strategy Report No: 10
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Integration of public education with the other elements of a solid waste management program is critical.
History has demonstrated that programs and projects that have been implemented without community
support and involvement have not been successful. In order for an outreach program to be effective, it
must promote actions on the part of the audience that are available to him or her and that are feasible. For
example, little value is gained if residents are encouraged to segregate their waste, but the collection
system for segregated collection has not been implemented.
Information, education and communication (IEC) activities need to present a clear message in a way that
encourages action by the recipient. They need to be designed with a goal and an audience in mind.
Depending on the purpose and the audience, the IEC activities may need to be informative/educational,
inspiring/persuasive, and/or entertaining.
Furthermore, outreach activities should be conducted according to a well-conceived plan, and their
effectiveness must be monitored.
A comprehensive, integrated information, education, and communication (IEC) plan is critical to the
successful implementation of the Ecological Solid Waste Management Act (RA 9003) in the Philippines.
The ADB project team worked closely with representatives from the various entities involved in solid waste
management in Metro Manila to develop a communications strategy that addresses the needs of the
communities and the resources of the NSWMC. Activities conducted by the consultants can be grouped
into the following four areas:
1. IEC Working Group A working group consisting of representatives from national, regional, and
local agencies and from the NGO sector was established. The working group met regularly
throughout the project and participated in the development of the IEC strategies.
2. Strategy for NSWMC and LGUs An evaluation of existing and prior IEC activities conducted by
national, regional, and local agencies was undertaken. Needs were identified and a conceptual
strategy was developed. A short-term implementation plan was prepared, and the IEC activities
outlined in the plan were implemented. In addition, a three-year communications plan was
prepared.
3. Strategy Related to Disposal The history related to locating solid waste disposal facilities was
evaluated in terms of the types of issues that were raised. This information, together with the
results of the disposal component of the ADB TA3848-PHI project, were used to develop
recommendations for IEC activities pertinent to communities in which a dump site is currently
located, as well as activities pertinent to locating of sanitary landfill facilities.
4. Strategy Related to Medical Wastes The results of the various activities conducted under the
medical waste component of the ADB TA3848-PHI project (e.g., workshops and meetings, waste
characterization, and facility survey) were used to identify IEC issues and needs related to medical
waste. A strategy was developed and IEC activities were implemented, including: assistance with
preparation of a training manual and the development of layouts for posters to instruct medical
personnel and non-medical individuals in segregation of medical wastes.
The activities undertaken, the results and findings, and recommendations are presented below.
2.
In November 2002, the project teams media/community relations specialists convened the IEC Working
Group. The first meeting was held on November18, 2002. Subsequent meetings were held on January
29, February 26, March 17, and May 6, 2003.
2.1
In constituting the IEC Working Group, the consultants tried to get a wide representation of the different
agencies and sectors involved but with the conscious effort to keep the size of the group as small as
possible in order to ensure substance and efficiency of discussion. The agencies/sectors represented in
the Working Group are as follows (see Annex 1 for the persons who represented these agencies at the
meetings):
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Community Awareness Strategy Report No: 10
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2.2
RESULTS OF MEETINGS
The first meeting was largely an orientation for the Group about the ADB-TA3848 project and a discussion
of the role the Group was expected to play both during and after the project. It was underscored that there
were already many IEC activities in Metro Manila conducted by the agencies/sectors represented in the
Working Group and others. During subsequent meetings, the framework for a 3-year communications plan
was established: core messages, target groups, and strategies. In addition, plans for specific IEC
activities were made (e.g., MRF tour), and discussions were held about the needed IEC strategies related
to disposal and to medical waste. Copies of discussion documents and minutes from the meetings are
included in Annex 1.
2.2.1
A major goal of the Group was to provide input in the development of an IEC plan for the NSWMC that is
integrated and that incorporates Metro-Manila-wide media strategies and local IEC strategies.
The following objectives were established for the IEC Working Group:
Assessment of effectiveness of previous and current IEC activities
Identification of needs (messages, purpose, targeted groups)
Development of themes, and determination of methods to disseminate the messages
Preparation of a long-term communications plan (messages, methods, implementation schedule,
financial plan) and means of monitoring effectiveness
Implementation of selected components of the communications plan and assessment of
effectiveness
2.2.2
Priority Messages
After some discussion, three main clusters of priority messages emerged, namely,
1. Responsibility -- In this cluster it was emphasized that the messages should show that solid waste
management is both a personal and a social responsibility. It takes leadership and individual
initiative but must be supported by community effort.
2. Financial Impact -- In this cluster the messages should show that poor solid waste management
costs society and individuals money as in the high cost of collection, storage and landfill
maintenance. On the other hand, proper solid waste management not only prevents these costs
but could also bring in additional income from sale of recyclables.
3. Health and Quality of Life -- In this cluster, the messages parallel that of the financial impact. Poor
solid waste management can cause polluted air; land and water giving rise to illnesses and
generally poor health. On the other hand, proper solid waste management results in cleaner and
safer environment, which safeguards health and secures a good quality of life.
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Community Awareness Strategy Report No: 10
2.2.3
Final Report
Target Audiences
The group identified two general sub-groups of target audiences, namely, the influential and the followers.
In the first group of top priority were the local government officials, civic organizations, business leaders,
media and children of the 4-12 years age group. Of second priority were religious group and teachers.
The group of followers were ranked third priority and they included the community and general public,
domestic helpers, and janitors.
2.2.4
Strategies
For each of these target audiences, the Working Group identified appropriate strategies for delivering the
message (see Table 1).
3.
The National Solid Waste Management Commission is responsible for the formulation of policies and the
development of a national program that will manage the control, transfer, transport, processing, and
disposal of solid waste in the Philippines. Under RA 9003, the NSWMC is given the responsibility for the
formulation of policies to effectively achieve the objectives of the Act. In addition, the Commission is
mandated to provide technical assistance aimed at enhancing the national and local governments
administrative and project management capabilities.
A primary emphasis of the work under the TA was to provide technical assistance to the NSWMC in the
development of an IEC strategy and in the implementation of activities. Various activities were undertaken
including: an evaluation of existing and prior IEC activities conducted by national, regional, and local
agencies; the development of a conceptual strategy, the preparation for and implementation of training
activities, implementation of short-term IEC activities, and the preparation of a three-year communications
plan. Each of these activities is discussed in the following sections.
3.1
The Media/Community Relations consultants visited the officials of the eight selected LGUs to discuss
what IEC activities/materials they have used in the past to promote solid waste management, what the
messages and the target audiences were, their assessment of the materials effectivity, the financing of the
materials production, and any constraints or concerns they may have regarding IEC. In addition, the
consultants met with representatives of regional and national agencies, including: Ms. Elsie Encarnacion
of the MMDA, Ms. Elenida Basug of the DENR-EMB Environmental Education and Information Office
which assists the NSWMC on IEC matters, and Ms. Irma Paulme of the DENR Public Affairs office.
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Community Awareness Strategy Report No: 10
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TARGET AUDIENCE
a. Influential
LGU officials
Civic organizations
Business leaders
Media
Children (4-12yrs)
2
2
3
Religious groups
Teachers
b. Followers
Community/general public
3
3
Domestic helpers
Janitors
STRATEGIES
Meetings
Circulars
Rewards/recognition
Meetings
Awareness/recognition
Partnership
Meetings/seminars
Partnership
Recognition/promotion/best practices
Tours to MRFs with workshop
Press releases
Press conference
Awards/recognition
Fun activities
Competition
TV/cinema spots
Print ads (including tabloids)
Text messaging
Bumper stickers
Billboards/posters
National and local agencies in Metro Manila have conducted numerous IEC activities related to solid waste
management during the last few years. NGOs have also been active in this area, particularly in providing
outreach to communities. In general, much has been done in terms of IEC on solid waste management at
the LGU level. Most LGUs have used a combination of approaches such as flyers, posters, slogans
painted on walls, comic strips, community meetings, training seminars, mascots, school-based ecology
clubs, contests, Public Address Systems, and door-to-door campaigns. Many use printed materials
produced by DENR-EMB, MMDA and some NGOs like Mother Earth to complement their own locally
produced IEC printed materials.
An inventory of IEC activities conducted by some of the entities in Metro Manila is provided in Annex 2. As
shown in the annex, DENR has been particularly active in this area, as has MMDA and the LGUs that
were visited. A wide variety of approaches have been used including: TV, radio, videos, newspapers,
periodicals, books/booklets, posters, flyers, workshops/training courses, contests, exhibits, and others.
The sections below describe some of the community awareness activities related to solid waste
management in Metro Manila.
3.1.1.
Television and radio can be effective tools for the dissemination of information, and are used by many
sectors, both to educate and to motivate the audience. To maximize effectiveness, the materials produced
should be carefully designed to convey the intended message in a clear and entertaining way, and should
be targeted at the intended audience. For example, depending on the targeted audience, a TV plug in
Metro Manila could be aired on ABS-CNB (general audience), ABS-CBN news channel (business people),
and/or Studio 23 (Gen-Xers).
Solid waste management outreach via television and radio can, and does, take many forms in Metro
Manila. The most common forms are talk show interviews, news stories, and plugs/commercials. In
addition, environmental topics (although not solid waste related specifically) have been incorporated into
sitcom story lines, e.g., Richard Loves Lucy, and as trivia questions on game shows.
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Community Awareness Strategy Report No: 10
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The number of TV and radio programs that regularly discuss environmental topics is limited. Bantay
Kalikasan airs a program on Sunday afternoon (Channel 21), Radyo ng Bayan is a government radio
network that addresses such issues of importance, and there are three or four radio talk shows during
which listeners are encouraged to call or text in comments. In addition, some cities (e.g., Makati) have a
regularly scheduled radio program in which issues of importance to the community are discussed,
including waste management.
Various agencies in Metro Manila (e.g., DENR-EMB, MMDA, and DOH) have produced TV/radio plugs on
waste management. As shown in Annex 2, the plugs are usually 15 seconds, 30 seconds, or 60 seconds
in length and have covered various topics including: how to segregate, how to set up an MRF, the need
for proper disposal, and the public health impacts of improper disposal. Often the plugs are aired through
the Philippine Information Agency (PIA). Although the PIA airs the plug at no cost, the plug can only be
shown for 3 weeks and the PIA cannot choose the time that the plug is aired. TV/radio plugs are relatively
expensive to produce and to air.
Quezon City is currently producing three TV plugs: 15 seconds, 30 seconds, and 60 seconds in length.
Filming has been started. The plugs will be shown at a film festival to be held in December, and will be
shown on TV.
3.1.2
Newspapers are also effective means for educating the public. Methods used in Metro Manila include:
news stories, press releases, regular columns, advertisements, and editorials. Newspapers, including
tabloids, have a reporter assigned to cover the environmental beat (see Table 2). Except for one NGO
that has a weekly newspaper column by one of its members, none of these methods are used on a
regular, on-going basis by the agencies or groups contacted.
Some cities (e.g., Muntinlupa) are producing a community newspaper. Other cities have produced
newspapers in the past, or would like to, but do not have the funds available for printing. Target audiences
are barangay officials, community leaders, schools, and the religious sector.
Information about waste management is addressed in a number of newsletters and periodicals produced
in Metro Manila. Examples are: Industry EnviroNews, Waste Bulletin, Environmental Education Bulletin,
Symbiosis, Waste Matters, Philippine Business for the Environment, and Patlepam News. The periodicals
reach a focused audience with informative articles.
3.1.3
Videos
The DENR and the MMDA have produced videos on several solid waste management topics. Videos
usually run between 15 and 60 minutes in length, and are shown at venues such as school classrooms,
community meetings, and training sessions. The following are examples of the videos produced by DENR
during the last few years:
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Community Awareness Strategy Report No: 10
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Media Agency
Today
Manila Bulletin
Philippine Daily Inquirer
Malaya
The Manila Times
The Daily Tribune
Manila Standard
The Philippine Star
Business World
Manila Star
0916-320-5354
0919-653-4794
0918-571-9127
0919-320-1614
0917-450-6817
0919-364-0214
0919-218-3532
0917-842-3044
0918-922-8419
0919-494-0988
0919-410-0165
0918-326-1419
0916-474-1473
0916-486-2357
0919-926-5462
0920-227-7509
0919-638-2039
0920-782-7842
0919-559-1756
0916-514-1018
0920-527-3543
0919-325-4567
0918-333-1667
0916-323-3163
0917-919-2616
0917-814-5813
0918-903-6438
0918-905-5241
0917-814-6602
0918-901-4158
811-5180
0917-608-7981
0917-343-9347
Printed Materials
The DENR and the MMDA produce materials that are used by the agencies themselves and that are
distributed to local government agencies for their use. The inventory of materials in Annex 2 demonstrates
the types of materials that have been produced, listed by name of organization and type of material.
Printed materials include books and booklets, posters, flyers, bumper stickers, folders, etc. Many of the
materials are prepared by DENR, MMDA, or another group and distributed to LGUs. In addition, cities
and NGOs prepare materials and distribute to the barangay officials and other community leaders. The
following are examples of printed materials:
Posters
Handouts/Flyers
Panahon na para maghiwalay! (Instructions for Segregation)
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Community Awareness Strategy Report No: 10
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Walang Sayang, Walang Basura: Know More About Wastes and Their
Benefits (No Waste, No Garbage)
Bawas Basura, Bawas Problema! (Reduce Garbage, Reduce Problem)
Wastong Pag-aayos ng mga Basura (The Right Way to Manage Solid
Waste)
Mga Dapat Tandaan sa Backyard o Household Composting (What One
Needs to Remember about Backyard or Household Composting)
Ecological Solid Waste Management
Bumper stickers
In addition, a number of books or booklets have been written in recent years by government (e.g., Primer
on the Clean Air Act by DENR), by NGOs (e.g., Doon Po sa Amin (in our Hometown) by Odette Alcantara),
and by associations (e.g., Trainers Training on the Establishment and Operations of a Material Recovery
Facility by SWAPP).
3.1.5
Community Outreach/Advocacy
Most community outreach activities are being conducted by the LGUs (with the support of the city) and by
NGOs. Cities are conducting training activities for barangay officials, and are working in cooperation with
them to inform residents of the communities about solid waste management programs. NGOs (e.g.,
Mother Earth) are active in conducting training at the community level. In addition, MMDA has been
working with selected communities under a program financed by UNDP.
Numerous approaches have been tried to reach the community when implementing a program, such as
segregated collection. The approaches that have been the most successful include most, if not all, of the
elements listed below. As stated previously, it is important to have the infrastructure for the program in
place before conducting training activities for residents.
Set up meetings with barangay officials. It is critical to have the support of barangay officials and
community leaders. In some areas, the city does not initiate the contact but waits for the barangay
officials to do so in order to ensure a level of interest.
Work with a group of local volunteers in establishing the program and setting up the training. It is
important that the barangay or community feels a sense of ownership of the program.
Conduct training activities at the community level for residents. Meetings are generally conducted in
Tagalog. Encourage the participants to inform others in their neighborhood. It is helpful to have a
handout for participants to take home. Mother Earth charges a nominal fee for the handout to ensure
that the recipient places a value on the material.
Continue to work with the residents to educate them during the implementation period. This can be
effectively done through a PA system. Door-to-door outreach is also important and can be conducted by
the volunteer group, by barangay health workers, street sweepers, Eco-Aides, or others.
On-going education and outreach at the community level is needed. The methods used by communities in
Metro Manila include: community meetings, training sessions, door-to-door outreach, flyers, posters at
barangay halls, announcements using a PA system and contests.
3.1.6
Schools
A number of approaches are being used to educate schoolchildren on the importance of proper solid
waste management. These include: environmental curriculum, clubs, contests, videos, and others.
Examples of some of the activities conducted by some of the communities are listed below.
Curriculum
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Community Awareness Strategy Report No: 10
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3.1.7
Clubs
ANGELS club (Agents of New Generation of Environmental Lovers) -project of Rotary Club
Young Environmentalists Club (YES)
WOW (War on Waste)
Contests
Mr. And Mrs. Ecology -- beauty contest with clothing made out of
recyclables
Art contests
Contests to bring recyclables
Competition for the school with the best environmental waste management
program: segregation, composting, creativity in using recyclables,
cleanliness of school, organic garden
Basura trade fair
Businesses
Because of the substantive exposure of the business sector to such programs as Cleaner Production,
Waste Minimization, Pollution Prevention, the 5S, and Environmental Management Systems (EMS), many
large and medium companies have imbibed the philosophy of proper SWM. Many industry associations
also advocate proper SWM, and some associations regularly conduct training workshops on this subject.
UNEP has developed attractive, well-illustrated posters on Cleaner Production. The Japanese-supported
Asian Productivity Organization has likewise developed attractive posters on the 5S.
The Philippine Business for the Environment (PBE) has featured articles on the above-mentioned
programs in its quarterly magazine. Also featured in the magazine is PBEs Industrial Waste Exchange
Program, in which companies can list either materials they need that are a by-product of other industries,
or materials that they produce as a by-product that can still be used by other companies. This waste
exchange has been in place since 1994.
PBE also operates an Environmental Information Center for business and industry, which carries many
titles on cleaner production, waste minimization, etc.
3.1.8
Other
Communities and agencies in Metro Manila have undertaken many types of IEC activities. In addition to
the ones described in previous sections, the following are examples of other types of outreach currently
being conducted:
Billboards are being used in some communities (e.g., Quezon City). Although billboards are
relatively expensive, they are larger, usually more prominent, and are more permanent than
posters.
Murals are being used effectively in Valenzuela and in other communities (see Figures 1 and 2).
The murals can be painted by school children as part of a contest.
Mascots are used by MMDA and by some communities. They are particularly effective when
working with school children.
Crafts from recycled materials are made in some communities, e.g., Ugong (Pasig), Manila,
and Talayan (Quezon City). In addition to being a potential source of revenue, the making and
selling of crafts can serve as a motivational tool to the community.
More details on these activities are provided in Annex 2.
____________________________________________________________________________________
9
Community Awareness Strategy Report No: 10
Final Report
Most of the selected LGUs have conducted training activities for the barangay officials since their election
in June 2002. Although the substance of these seminars was governance, in general, waste management
was a particular section that was highlighted. Sometimes, however, the supplementary handout materials
on waste management given to the barangay officials consisted only of a copy of RA9003, which the city
officials suggested was too complicated and hard to read or understand.
3.2.2
Repeatedly, it was mentioned that right after a big campaign or training seminar, people are motivated to
segregate their household wastes but that their resolve often wanes after a few months. One principal
reason for this waning of motivation is the lack of infrastructure for SWM such that after segregating at
home, the haulers are seen mixing the materials at the time of collection. The success of the IEC is
dependent on the availability of an integrated SWM system, which should include segregated collection,
processing and proper disposal facility, as well as an IEC component.
3.2.3
The support of LGU officials is one of the most important factors in the degree of success in the
implementation of SWM programs. The support of the mayor and councilors is essential in the preparation
of solid waste plans, in the development of segregated collection programs, and in the establishment of
MRFs. Similarly, the support of barangay officials is important in the community outreach and training
activities. In communities where there are barangay officials whose political affiliations are different from
those of the city mayor, the officials are reluctant to cooperate with the citys SWM program.
3.2.4
Every IEC campaign requires financial and human resources. Even simple flyers cost money to produce,
duplicate, and disseminate. In some cases, flyers have been prepared but not distributed because of a
lack of funding to duplicate or print them. LGUs recognize the importance of a multi-faceted IEC strategy,
but often there is no budget allocation for IEC.
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10
Community Awareness Strategy Report No: 10
3.2.5
Final Report
Although much has been produced and launched in terms of IEC for SWM by the DENR and the MMDA,
there has been no coordinated long-term strategy or integrated plan for the agencies. A coordinated
strategy would allow the agencies to optimise available financial and production resources. In addition,
coordination of efforts would allow the promotion of a unified message throughout Metro Manila, and a
sharing of materials that would be produced.
3.2.6
A methodology for determining the effectivity of IEC campaigns is needed. Thus far, agencies rely mostly
on intuition and informal feedback to assess the effectiveness of messages and materials.
3.2.7
Because some LGUs and many barangays do not have access to the Internet, it is important that hard
copies of materials are available for use by barangay officials. Such information could include, for
example, directories of recyclers and junk shops; directories of SWM suppliers like those of waste bins,
trash bags, enzymes, compost bins, etc; examples with write-ups, pictures and contact numbers of good
SWM systems; copies of good IEC printed materials; and an index of radio/TV plugs and videos.
Focus of Messages
Two concepts for messages were developed for the IEC activities. These concepts utilize a combined
approach of education and motivation. An overview of the messages is provided below; the language for
the messages will be developed based on the medium and the intended audience.
Waste Costs -- the cost associated with improper management of waste
Lives (e.g., Payatas)
Health
Resources (importance of source reduction, segregation, recycling, composting)
Money
Quality of life
RA 9003 the need to work together to solve the problem of waste management
Avoid creating waste (source reduction)
Paper, glass, plastic bottles should be recycled
Food waste should be composted (or used as animal feed in some cases)
Residual waste should be disposed in a proper disposal site
3.3.2
Target Audiences
Final Report
The focus will be expanded as the communications plan is implemented to include religious groups and
teachers (i.e., the members of the influential group ranked as no. 2 by the Working Group, see Section
2.2.4).
3.3.3
Outreach Options
Various strategies were considered in developing the communications plan. The following list was used as
a basis for discussion, but was not meant to be all-inclusive.
TV spots, talk shows, story lines
Radio spots, talk shows
Cinema spots
Newspaper press releases, feature stories, ads
Videos (short spots) schools, barangay halls, public waiting areas
Videos (15 to 60 minutes) schools, barangay associations, street level meetings, community
associations
Website/resource center
Tours/seminars for representatives of the media
Community seminars, meetings
Billboards, walls, posters, bumper stickers, calendars
Flyers schools, businesses, barangay officials, households
Comics
RA 9003 information simplified version (in Tagalog) of barangay responsibilities for distribution to
barangay captains
Soliciting advocacy of religious sector
School clubs
Community volunteers
Contests schools, barangays, communities
Public address system
Text messages
Mascot/slogans
3.4
The project team developed a strategy for IEC activities that would be conducted during the project.
A list of the activities to be conducted during the project is provided in Table 3. The list is based on the
targeted groups and types of activities identified previously. These activities form the basis for a longterm communications plan.
Activity
Fact sheets on SWM to offices (part of on-going weekly program covering various
environmental topics)
Handout simplification of RA 9003 and IRR
Fact sheets - WACS, recycling, composting, residuals
LGU ecology center materials
Civic organizations
Business leaders
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12
Community Awareness Strategy Report No: 10
Media
Final Report
Tour to MRFs/workshop
Press releases
Press conferences
General public
TV spots
Radio spot
Subliminal TV messages on tela-novelas/game shows
Text messaging
Other
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13
Community Awareness Strategy Report No: 10
Final Report
As mentioned previously, as the consultants visited representatives of cities and municipalities in Metro
Manila involved in solid waste management, it became apparent that many officials at the barangay level
either had not read RA 9003 or did not have copies of the law. It was repeatedly mentioned that the law
and the IRR were too complicated.
Hence the consultants decided to prepare a simplified flowchart of those sections that were most relevant
to the barangay officials. The flowchart and supplementary materials are included in Figures 2 and 3 in
English, and in Figures 4 and 5 in Tagalog.
3.4.2
Fact Sheets
In order to meet the need for factual information, simply written, the consultants prepared fact sheets. The
fact sheets are one-page documents with photos and data that were intended to provide accurate
information in an easy-to-read format. Fact sheets have been prepared covering the following four topics:
waste characterization, recycling, composting, and residual wastes.
The fact sheets have been used as follows: (1) included in the conference kit for the National Solid Waste
Management Conference for Barangays held on April 14-15, 2003; (2) faxed or e-mailed to industry
associations in conjunction with Earth Day; and (3) provided to the NSWMC and the EEIO for duplication
and distribution as they saw fit.
Copies of the fact sheets are provided in Figures 6 through 9.
3.4.3
As part of the objective of helping the LGUs develop their 10-year SWM plan, the IEC consultants
participated in the seminar and workshop held March 10-13, 2003, in Antipolo. A presentation was made
at the seminar, and templates were distributed during the workshop (see Annex 3).
3.4.4
To raise awareness on proper solid waste management at the community level, a tour of a functioning
MRF was planned. The selected MRF was that in Marulas, Valenzuela, which is operated by the city
government. Twenty children of DENR employees who come from different schools in Metro-Manila were
invited. Their age range was from 7 to 12 years.
Members of media were invited to cover the event; 14 representatives from the print and radio/TV media
attended. The purpose of inviting media to participate was twofold: (1) to receive news coverage of the
event; and (2) to provide media with factual information regarding waste management through the media
kit and the workshop presentation. It is significant to note that some of the media representatives who
participated said that they indeed found the trip worthwhile and hoped that another one will be planned for
their colleagues who were not able to participate. A copy of the media kit that was distributed is included
in Annex 4.
The children were divided into four groups to tour the four stations set up by the MRF operators, namely
recycling, composting, residual waste and gardening. By rotation, each group was able to spend 15
minutes at each station, where the children participated in hands-on activities. Safety equipment was
provided. Children and media were invited to lunch, during which time a short workshop was given on the
importance of ecological solid waste management (see Annex 5).
Photos from the MRF tour and luncheon are presented in Figure 10.
____________________________________________________________________________________
14
Community Awareness Strategy Report No: 10
Final Report
Start
Example:
Composition of total city Waste
40% - Food Waste
10% - Plastic
10% - Garden Waste
10% - Metal Waste
10% - Paper
20% - Mixed
Example:
Collection:
Required segregation by July 2003
Reduction:
50% reduction by December 2003
65% by December 2004
80% by 2005
Identify Strategies
Allocate Funds
Set up MRF
Set up collection
/ transfer system
of recyclable &
biodegradables
Schedule
Get vehicles /
haulers
Training
Establish fees
Segregated materials
Inform public
Bulletins
Flyers
PA system
Posters
Text message
Set up
enforcement
mechanism
Pass Ordinance,
specify fines &
Penalties
Deputize SWM officers
Set up disposal
system
Tipping fee
Monthly reports
Im
ple
me
ntat
ion
Pha
se
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15
Community Awareness Strategy Report No: 10
Final Report
Source Reduction
Recycling
Composting
____________________________________________________________________________________
16
Community Awareness Strategy Report No: 10
4)
5)
Power to Collect SWM Fees
The local SWM Board/local SWM cluster Board shall
impose fees on the SWM services provided for by
the LGU or its authorized unit. In determining the
fees, the local board shall include those costs
directly related to the adoption and
implementation of the SWM Plan and the setting
and collection of the local fees. This power to
impose fees may be ceded to the private sector
and civil society groups.
The fees shall pay for the costs of preparing,
adopting and implementing a SWM Plan prepared
pursuant to the Act. Further, the fees shall also
be used to pay the actual costs incurred in
collecting the local fees and for project
sustainability.
Basis of SWM fees:
1) Types of solid waste to include special waste
2) Amount/volume of waste
3) Distance of the transfer station to the waste
management facility
4) Capacity or type of LGU constituency
5) Cost of construction
6) Cost of management
7) Type of technology
i.
ii.
iii.
iv.
6)
i.
7)
i.
ii.
Collection of Fees
The barangay may impose fees for collection and
segregation of biodegradable, compostable and
reusable wastes from household, commerce,
other sources of domestic wastes, and for the use
of barangay MRFs. The computation of the fees
shall be established by the respective SWM
boards. The manner of collection of the fees shall
be dependent on the style of administration of
respective Barangay Councils. All transactions
must follow the Commission on Audit rules on
collection of fees.
Final Report
iii.
iv.
v.
vi.
vii.
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17
Community Awareness Strategy Report No: 10
Final Report
Fines
Payment in the amount not
less than P300 but not more
than P1000.
Penalties
Rendering of community service
for not less than 1 day but not
more than 15 days to an LGU
where such prohibited acts are
committed or both.
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18
Community Awareness Strategy Report No: 10
Final Report
Lumikha ng Komite
para sa SWM
Halimbawa:
Magtalaga ng mga
pangkalahatang layunin
PAGBUO NG PROGRAMA
Makipag-ugnayan sa lungsod
Halimbawa:
Komposisyon ng lahat ng basura sa barangay
40% - Pagkain
10% - Halaman
10% - Papel
Magtalaga ng mga
progresibong na hangarin
10% - Plastik
10% - Metal
20% -Pinaghalong Basura
Halimbawa:
Koleksyon:
Kinakailangang mapagbukod-bukod sa Hulyo 2003.
Bawas:
10% bawas pagdating ng Disyembre 2003
90% bawas pagdating ng Disyembre 2004
100% bawas pagdating ng 2005
Halimbawa:
Magtatag ng Materials
Recovery Facility
Alamin ang
nakuhang lupa
Disenyo
Magkaroon ng mga gamit
Magtayo ng pasilidad
Magmintini ng talaan
Talaan ng mga Recyclables
Pasilidad para sa pataba
Pagsasanay
Magtatag ng isang
mekanismo ng
pagpapatupad
Bigyan kaalaman
ang madla
Talaan
Kumuha ng
sasakyang
panghakot
Pagsasanay
Maglagay ng upa
Pinaghiwahiwalay na
materyales
Bulitin
Public Address
system
Poster
Mensahe
sa Text
Magpasa ng
ordinansa,
karampatang
multa at parusa
Magtalaga ng
mga kinatawan
bilang SWM Officers
Bantayan
Bantayan ang
ang pagpapatupad
pagpapatupad
Makipag-ugnayan
sa lungsod o munisipyo
tungkol sa pagtatapon
Pabuya
Buwanang
ulat
BAHAGI NG PAGPAPATUPAD
Maglagay ng isang
sistema para
sa koleksyon
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19
Community Awareness Strategy Report No: 10
Final Report
Pagreresikio
Gumawa ng programa at
plano ng pagpapatupad
na nagpapatupad ng mga
hakbang king saan ang
mga layunin ay
maisasakatuparan
Pagbabawas sa
Pinanggagalingan ng Basura
Pumili ng stratehiya sa
pagbabawas ng basura
mula sa pinanggalingan
at ang hakbang sa
pagpapatupad ng mga
stratehiya
Pumili ng nararapat na
teknolohiya sa
pagbabawas ng basura
Composting
Gumawa ng programa at
plano ng pagpapatupad na
nagpapakita ng mga
hakbang upang
maisakatuparan ang mga
layunin
____________________________________________________________________________________
20
Community Awareness Strategy Report No: 10
4)
5)
i.
ii.
iii.
iv.
6)
i.
7)
i.
ii.
Koleksiyon ng Butaw
Ang barangay ay maaaring magtakda ng butaw para
sa koleksyon at paghihiwa-hiwalay ng mga
nabubulok at maaaring gamiting muli na basura
na galing sa tahanan, negosyo, at iba pang
pinanggagalingan ng galing sa basura, at sa
paggamit ng Barangay MRFs. Ang
komputasyon ng mga butaw ay gagawin ng mga
SWM boards. Ang paraan ng pangungulekta ng
butaw ay naaayon sa alituntunin ng Commission
on Audit sa koleksyon ng butaw.
Final Report
iii.
iv.
v.
vi.
vii.
____________________________________________________________________________________
21
Community Awareness Strategy Report No: 10
Final Report
Multa
Pagbabayad ng halagang di
bababa sa tatlong daang piso
(P300) at di lalagpas sa isang
libong piso (P1000).
Parusa
Pagsasagawa ng serbisyong
pangkomunidad na hindi bababa
sa isang (1) araw at hindi lalagpas
sa labing-limang (15) araw sa LGU
kung saan nagawa ang
ipinagbabawal, o pareho.
Pagbabayad ng halagang di
bababa sa tatlong daang piso
(P300) at di lalagpas sa isang
libong piso (P1000).
Pagbabayad ng halagang di
bababa sa isang libong piso
(P1000) at di lalagpas sa
tatlong libong piso (P3000).
Pagbabayad ng halagang di
bababa sa sampung libong
piso (P10,000) at di lalagpas
sa dalawang daang libong
piso (P200,000).
Pagbabayad ng halagang di
bababa sa isandaang libong
piso (P100,000) at di lalagpas
sa isang milyong piso
(P1,000,000.00).
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Community Awareness Strategy Report No: 10
Final Report
Other Organic
10%
Other Inorganic
5%
Paper
11%
Yard Waste
11%
Glass
4%
Metal
4%
Kitchen/Food Waste
24%
Plastic
31%
Institutional:
91
Middle-Income Areas:
148
Markets:
325
Other Organic
10%
Paper
4%
Metal
1%
Kitchen/Food Waste
68%
Plastic
9%
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23
Community Awareness Strategy Report No: 10
Final Report
Recyclable Materials
Currently, recyclable materials are removed from the waste
stream and recycled at many points: prior to disposal at the
household, through segregated collection (e.g., by Eco-Aides),
during collection, at junk shops, at the disposal site, and others.
A wide range of materials are recycled. Nevertheless, large
quantities of potentially recyclable materials are still being
disposed. For example, the results of a waste characterization study conducted in Muntinlupa indicate that 16.7% of
the waste disposed by hotels and condominiums is paper, some
of which could be recycled.
RA 9003 states that recyclable materials should be segregated
at the source by residents, businesses, institutions, and
industry. Each barangay is responsible for promoting
segregated collection, and for identifying a facility to process
the recyclables a Materials Recovery Facility, or MRF. A MRF
is to be established in every barangay or cluster of barangays.
The design of a MRF may range from a small storage area to a
facility with mechanical equipment, such as conveyors, a baler,
and a shredder.
3.6%
Newspaper
2.5%
6.5%
Mixed Paper
GLASS
4.1%
1.1%
0.8%
Other Composite
0.3%
METALS
2.7%
Tin/Steel Cans
1.3%
Other Ferrous
0.7%
Aluminum Cans
0.7%
Other Non-Ferrous
PLASTIC
PET
HDPE
Film Plastic/LDPE
0.0%
29.2%
2.0%
0.8%
17.9%
Diapers
0.6%
Styrofoam
2.3%
PVC
2.1%
Other Composite
3.5%
OTHER ORGANIC
41.6%
Kitchen/Food Waste
21.0%
Yard/Landscape
15.9%
Wood
1.5%
Textiles
2.4%
Leather
0.0%
Tires/Rubber
0.2%
Animal Remains
0.0%
Foam
OTHER INORGANIC
0.6%
8.1%
Rock/Concrete/Brick
0.0%
Ceramic/Stone
0.9%
Soil/Sand
7.2%
Ash/Charcoal
0.0%
HAZARDOUS
0.8%
Small Batteries
16.7%
Cardboard/Paper Bags
Other Composite
SPECIAL
0.7%
0.1%
0.0%
Medical Wastes
0.0%
Electronic Appliances
0.0%
TOTAL
100.0%
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Community Awareness Strategy Report No: 10
Final Report
Biodegradable Materials
A high percentage of the waste generated and
disposed in the Philippines is readily
biodegradable, including:
kitchen/food waste
yard waste (garden waste)
wood scraps
natural-fiber textiles
animal remains
Uncontaminated kitchen/food
waste could be used:
as animal feed (onsite, or
offsite in some cases)
in composting for production
of a soil amendment
in biogasification for
production of gas
in other products or processes
Source of
Waste
Low-income areas
Middle-income areas
High-income areas
Offices
Industrial
Institutional
Markets
Kitchen/
Food
Waste
24.4%
17.2%
13.3%
21.0%
15.9%
9.8%
68.6%
Yard
Waste
10.8%
5.7%
30.9%
15.9%
4.4%
8.8%
7.6%
Other
Organic
Waste
9.6%
18.6%
5.1%
4.7%
18.9%
10.0%
10.0%
Totals
44.8%
41.5%
49.3%
41.6%
39.2%
28.6%
86.2%
Enclosed Trough
Windrows
Drum
Biodigester
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25
Community Awareness Strategy Report No: 10
Final Report
Residual Waste
Proper disposal of residual waste is essential
for the protection of public health and the
environment. RA 9003 requires that cities/
municipalities collect residual waste for proper
disposal. Residual waste may consist of:
non-biodegradable, non-recyclable waste
from generators (households, businesses,
etc.)
non-biodegradable, non-recyclable waste
from MRFs or other processing facilities
Communities should make every effort to
reduce the amount of waste going to disposal
sites.
Open Dump
Definitions in RA 9003
Open dump disposal area
wherein the solid wastes are
indiscriminately thrown or
disposed of without due planning
and consideration for
environmental and health
standards
Sanitary Landfill
Clay Cap
Active
AreaDaily Cover
Gas Production
Compaction
Topsoil
Waste Cell
Gravel Bed
Leachate Collection
Pipes
Liner (clay or synthetic)
Groundwater Monitoring Well
Collection
Leachate Collection
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Community Awareness Strategy Report No: 10
Final Report
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27
Community Awareness Strategy Report No: 10
Final Report
Figure 12. Winning Entries in the First Age Group (ages 11-12)
Figure 13. Winning Entries in the Second Age Group (ages 10 and below)
3.4.5
TV Plugs
The DENR Secretary and the NSWMC have identified the production of TV, radio, and cinema plugs as a
priority outreach strategy. The ADB team participated in revisions to an existing 60-second TV plug on
MRFs. The TV plug was scheduled to be shown on all free channels (8 channels) and aired prior to the
National Conference for Barangays held April 14-15, 2003.
In addition, the ADB project team has agreed to participate in the production of two TV plugs. The plugs
being considered are the first and second of four that the Secretary of DENR commissioned Bantay
Kalikasan, a foundation of the ABS-CBN Network that aims to help protect the environment, to prepare to
be aired in 2003. The themes will be:
1.
2.
3.
4.
SWM is my personal responsibility for which Sen. Jovito Salonga will be featured
President Gloria Macapagal Arroyo encouraging children to properly manage their waste
Local governments implementing solid waste management
Maids doing proper solid waste management at home
See Annex 6 for the tentative scripts. DENR is negotiating with PIA regarding the airing of the TV plugs,
and expects to air the plugs on Channels 2 and 26 of ABS-CBN, as well as Channels 4, 5, 7, 9, 13, 21 and
23. ABS-CBN has agreed to air the TV plug at no cost for a month.
The first TV plug (SWM is my personal responsibility) aired beginning in August 2003, and the second
(encouraging children to properly manage waste) is expected to air in during the fall of 2003.
3.4.6
Text Messaging
Text messaging is a very effective way of communicating in the Philippines. The consultants recognized
this and have negotiated with Wireless Services Asia (WSA) to develop a series of messages with
____________________________________________________________________________________
28
Community Awareness Strategy Report No: 10
Final Report
attractive icons that will be broadcast through the Globe Telecom system. Globe Telecom agreed to do so
for free, provided that they were allowed to promote their corporate name in the process.
The broadcasts were run from June 4 through June 30, from 8 am to 4 pm daily. Approximately 1 million
subscribers received the broadcast during the period, which featured solid waste management tips and a
menu of related content downloads for their handsets (the content of the text messages is provided in
Annex 7). Each of the subscribers received the three-part SMS at least four to five times, each time with
different tips and menus. The total number of DENR downloads for the month of June was 109,102, which
was considered by WSA to indicate a high level of interest.
Future broadcasts are planned for September 2003 in conjunction with World Clean-up Month, and in April
2004 in conjunction with Earth Month.
3.4.7
Press Releases
Press releases concerning the consultants activities such as the waste characterization studies, the MOA
signing with the local LGUs, the workshop/seminar on the 10-year SWM Plan for the LGUs, and the MRF
Tour were prepared. See Annex 8 for copies of articles that have been published about the activities of
the project team.
3.4.8
Refrigerator Magnet
The project team is sponsoring the production of refrigerator magnets promoting segregation. The
magnets were designed by DENR-EEI. DENR is funding the production of 2,000 magnets, and an
additional 4,000 are being sponsored by the ADB project. The magnets will be distributed to government
offices, LGUs, business leaders, and other community leaders. The design of the magnet is shown in
Figure 14.
Subliminal Messages
The consultants met with representatives of Bantay Kalikasan, a foundation of the ABS-CBN Network that
aims to help protect the environment, regarding the inclusion of on-going messages regarding waste
management in television programs that are widely viewed, such as telanovelas and game shows. The
foundation acknowledged the importance of using the television media to promote environmental
awareness and agreed that the messages would be more effective if they were presented as on-going
activities on the soap operas, e.g., a change in lifestyle, rather than a single episode focusing on the
subject. Various scenarios were discussed, including having recycling bins at the location and showing
the stars of the shows recycling materials rather than disposing of them, and having recycling posters
displayed on the set. In addition, Bantay Kalikasan indicated that they have included environmental
questions on game shows, and welcomed suggestions in that area.
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Community Awareness Strategy Report No: 10
Final Report
During the months after meeting with Bantay Kalikasan, these types of messages have been incorporated
into some television shows. The consultants have been the recipients of comments from people that they
have noticed some of the changes on the shows. The 3-year communications plan suggests that the work
with Bantay Kalikasan be continued and that other stations be contacted.
3.4.10 Journal Article
As part of the outreach towards business, the consultant contributed an article on the role of business in
solid waste management in the magazine, Business and Environment, published quarterly by the
Philippine Business for the Environment. The journals readership consists of corporate executives and
environmental management experts in industry. See Annex 9 for a copy of the article.
Strategies
A summary of the strategies for the communications plan is presented in Table 4. The consultants in
cooperation with the IEC WORKING GROUP developed the strategies. The strategies build on the issues
identified during the project, in particular the need of decision-makers for accurate, reliable information,
and the need to motivate the general public to action through increased awareness.
Table 4. Summary of Strategies for Communications Plan
Message Concepts
Waste Costs -- the cost associated with
improper management of waste
Lives
Health
Resources
Money
Quality of life
RA 9003 stressing the need to work
together to solve the problem of waste
management
Avoid creating waste (source reduction)
Paper, glass, plastic bottles should be
recycled
Food waste should be composted (or
used as animal feed in some cases)
Residual waste should be disposed in a
proper disposal site
Primary Purpose
Provide accurate
information
Heighten
awareness
General public
Increase
awareness,
motivation
A primary purpose of including the media as a primary target group is to provide them with unbiased,
factual information regarding waste management and, thereby, hopefully counteract some of the
misinformation that is prevalent. In the past, most of the coverage on waste management has been
negative, e.g., covering the landslide at Payatas, protests in Antipolo, the Semirara barge, etc. The goal is
to develop a relationship so that when questions arise, the media already have resources at their disposal
and also know whom to contact for information.
A secondary purpose is to gain exposure to the general public through the media. According to the Public
Affairs Office, it is difficult to gain extensive, front-page coverage without a crisis, scandal, or celebrity.
Efforts should be made to create events that the media will want to cover. The childrens MRF tour was
well attended by the media, and representatives indicated that they would like to see similar events in the
future.
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Community Awareness Strategy Report No: 10
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A framework for the communications plan was prepared by the consultants (see Table 5). The framework
incorporates current plans by DENR, recommendations from the IEC Working Group, and suggestions
made to the consultants by LGUs and others. It includes activities by the ADB team as part of the project,
as well as future activities to be undertaken by DENR. The document was presented to the Working
Group for comment.
Cost information for the various activities is presented in Table 6. The information was used to develop the
budget for the activities conducted under the TA, as well as to project the costs associated with the
communications plan.
A schedule of activities and estimated cost for the suggested communications plan are presented in Table
7.
3.5.2
Effectiveness Monitoring
It is important that the implementation of programs and IEC activities be monitored and the effectiveness of
the strategies assessed. The monitoring method depends on the purpose of the IEC activity and its
intended audience. IEC activities can generally be grouped into two categories:
General intended to increase awareness of an issue, to motivate the audience to a behavioral
change in lifestyle, etc.
Specific in conjunction with the implementation of a specific program or activity, and intended to
motivate the audience to a specific one-time or recurring action
Because of their very nature, it is more difficult to monitor the effectiveness of IEC activities that target a
lifestyle change rather than a specific action. Nevertheless, programs can be implemented to do so.
Although there are many methods that can be used to assess the impact of an IEC activity, they generally
are grouped into the following categories: (1) opinion survey of audience; (2) response to the IEC activity;
and (3) behavioral change.
Opinion survey of audience The most effective survey is one that assesses public opinion prior to
the outreach activity and after the IEC activity, or alternatively only after the IEC activity. The
participant is queried on attitude and knowledge of the subject. In addition, if more than one tool has
been used (e.g., billboards and TV spots), questions can be directed to identify which tools have
reached the participant and which have motivated a change in behavior. This method of assessment
is subjective because it is based on the responses from participants, and depending on how it is
structured may not be representative of the entire population. It is time consuming and can be costly,
but can be used to evaluate the effectiveness of both General and Specific IEC activities. Public
opinion can be assessed through other means, such as community meetings or focus groups.
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Community Awareness Strategy Report No: 10
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Activity
Fact sheets on SWM to
offices
Purpose
Provide factual
information on
SWM
Schedule
1 fact sheet every 2
months
Govt. agencies
Various aspects
of RA 9003
Various aspects
of RA 9003
Mar 03
Inform officials re
rqmts. of RA
9003
Inform officials re
rqmts. of RA
9003
Provide easy-toread information
on RA 9003
Assist LGUs in
preparing 10-yr
SWMPs
Provide
recognition of
efforts
Inform
community
leaders on
various aspects
of SWM
On-going, Feb/Mar
03
LGU officials
Fact sheets
(informative handouts)
Recognition program
Resource speakers
Business leaders
Provide
recognition of
efforts
Offer resource
speakers for
meetings
Fact sheets
(informative handouts)
Inform business
leaders on
various aspects
of SWM
Recognition program
Provide
recognition of
efforts
Offer resource
speakers for
meetings
Resource speakers
Inform business
leaders on
various aspects
of SWM
Sep 03
Responsible Entity
EMB EEI (ADB
team to assist
during Feb/Apr/Jun
03)
EMB EEI
EMB EEI (ADB
team to fund
additional magnets)
NSWMC
On-going, Feb/Mar
03
NSWMC
Apr 03 (in
conjunction with
seminar)
Mar 03
ADB team
Mar 03
distribution list
Apr 03
distribution of 1st
fact sheet, then
once/quarter
ADB team to
develop distribution
list and Apr/Jun fact
sheets. NSWMC to
continue.
Publicized in
conjunction with
distribution of fact
sheets
May 03
distribution list
Jun 03
distribution of 1st
fact sheet,
once/quarter
thereafter
Publicized in
conjunction with
distribution of fact
sheets
Initiate Mar 03, ongoing thereafter.
ADB team
ADB team to
develop distribution
list and Jun fact
sheet. NSWMC to
continue.
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Community Awareness Strategy Report No: 10
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Activity
Press releases
Purpose
Inform media
about key issues
Press conferences
Promote interest
in positive SWM
activities
Inform media
about existing CB
SWM practices
Instructional
materials for use
in classrooms
Provide a fun
activity to
heighten
awareness
Tours to
MRFs/workshop
Children (4-12
years)
School module
Competition
Tour to MRF
School clubs
General public
TV spots
Cinema spots
Radio spots
Subliminal TV
messages on telanovellas and game
shows
Text messaging
Inform children
about existing CB
SWM practices
Provide medium
for hands-on
training
Increase
awareness,
motivation
Increase
awareness,
motivation
Increase
awareness,
motivation
Increase
awareness,
motivation
Increase
awareness among
Class A-C
Print ads
Billboards
Other
Website
National Ecology
Center
Provide resource
materials to all
sectors
Provide resource
materials to all
sectors
Schedule
On going, as
warranted. Goal is
at least 1 press
release per quarter
On-going, as
warranted
Responsible Entity
ADB team to initiate.
EMB EEI to continue.
Apr/Jun 03,
continue 1/yr
thereafter
Dec 03 (prototype
already prepared)
ADB team in
cooperation with
other entities
On-going, start w
release of school
module (Sep 03)
3 to be prepared
this year, 1 per yr
thereafter
Jun 03, 1 per yr
thereafter
EMB EEI
On-going effort;
provide suggestions
to Bantay Kalikasan
periodically (e.g.,
once each quarter)
Currently assessing
this as an option
Currently assessing
this as an option
Currently assessing
this as an option
Design is to begin
in Mar 03
Undergoing
evaluation
EMB EEI
ADB team
ADB team
ADB team
ADB team, NSWMC
Item
Billboards, 4x8, full colour, production
Bus rental
Description
G.I. sheet, double face
G.I. sheet, single face
Plywood, double face
Plywood, single face
Panaplex
Tarpaulin
33-seater, air-conditioned, 10 hrs,
Metro Manila only
55-seater, air-conditioned, 10 hrs,
Metro Manila only
PIA
Private
PIA
Private
Govt. rate
Private rate
Bulletin, Inquirer, Phil. Star, Business
World
Malaya, Standard, Manila Times
Peoples Tonight, Taliba, Balita
Bulletin, Inquirer, Phil. Star, Business
World
Malaya, Standard, Manila Times
Final Report
Response to IEC activity This method assesses the effectiveness of the IEC strategy through an
analysis of the responses to the activity itself. For example, the effectiveness of a resource speaker
bureau may be assessed by the number of requests for speakers, a school competition by the
number of participants, a media tour by the number of articles, text messaging by the number of
downloads. This method is an indication of interest in the activity itself or in the subject matter, and
may be useful if the goal of the IEC activity is to increase awareness. However, if the goal is a
behavioral change, this method may not present an accurate picture of the effectiveness of the IEC
activity.
Behavioral change Data is collected prior to and after the IEC activity, and the change in behavior is
determined, usually quantitatively. For example, if the IEC campaign target littering in the commercial
district in Makati, the quantity of waste collected by street sweepers is determined (either on a weight
basis or volume basis) prior to and after the campaign. Similarly, if an education campaign is
conducted in conjunction with the implementation of segregated collection in a barangay, an analysis
can be conducted of segregation efficiency. If different IEC strategies are used in two barangays
(e.g., door-to-door canvassing and community meetings), a comparative assessment can be made
assuming that other factors (e.g., income level) are equal.
It is important that the effectiveness of IEC activities be monitored, but it is also important that the
monitoring program be designed based on the type of IEC activity, the audience, and the goal of the
activity.
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Community Awareness Strategy Report No: 10
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Table 7. Schedule of Activities and Estimated Cost for Three-year Communications Plan
Activity
Calendar
Fact sheets
Fact sheets
Fact sheets
Audience
Govt. agencies,
LGUs
Govt. offices
Civic
organizations
Businesses
Materials for
LGUs
Ecology Centers
Press releases, Media
fact sheets,
photos, other
resources
Print ads
General public
Remarks
500 copies
200 copies
200 copies,
distribution
200 copies,
distribution
Copies of
updated
materials
To be sent
electronically
Frequency
alternatin
g years
6/yr-1
2/yr
2/yr
500
copies/ yr,
17 LGUs
4/yr
Unit
Price
(Php)
130
Cost
Year 1
(Php)
Cost
Cost Year
Year 2
3 (Php)
(Php)
65,000
200
1,000
1,200
4,000
1,200
4,000
1,200
4,000
1,000
4,000
4,000
4,000
500
8,500
8,500
8,500
15,000
60,000
60,000
60,000
7,000
50,000
28,000
28,000
50,000
28,000
50,000
20
40,000
50,000
50,000
600,000
600,000
25,000
50,000
50,000
50,000
80,000
160,000
160,000
160,000
50,000
50,000
50,000
50,000
21,000
21,000
21,000
21,000
1,076,700
40,000
50,000
50,000
600,000
551,700 1,126,700
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Community Awareness Strategy Report No: 10
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3.6 RECOMMENDATIONS
3.6.1
The IEC Working Group should continue to play an important role in solid waste management planning for
Metro Manila. The ADB project team recommends that the Working Group continue to meet on a regular
basis. The primary objective of the Group would be the development and implementation of an integrated
IEC strategy in Metro Manila.
Specific recommendations are as follows:
1. Continue to hold meetings of IEC Working Group at a frequency of one meeting every two months.
The Director of the DENR-EMB-Environmental Education & Information Office (EEIO) would chair
the Working Group.
2. Include representation from the following entities:
a.
b.
c.
d.
e.
f.
g.
h.
The Working Group should include one representative from each of the agencies in a-f, three
representatives from local government, and two representatives from NGOs.
3. Gradually expand the focus/role of the Working Group. The focus of the Working Group should
gradually be expanded towards the development and implementation of an integrated IEC strategy
for Metro Manila. Steps that could be taken towards this goal include:
a. Report on actual activities -- Members report at each meeting on IEC activities that have
been and are being conducted related to solid waste management. A summary of these
reports should be compiled and distributed to each agency.
b. Report on planned activities Reporting on activities (messages, strategies, and target
groups) before they are conducted would enable other agencies to plan activities that
would build on these activities.
c. Coordinate the planning process During this stage, members of the Working Group
would meet during the development stage of their individual IEC strategies.
d. Develop an integrated plan The goal would be an integrated communications plan in
which all of the agencies play a part. In the plan, a coordinated message would be
developed. The plan would identify: strategies, target groups, responsible entity,
schedule, and monitoring strategy.
3.6.2
General
Based on the results of the work conducted in preparing an IEC strategy for the NSWMC, the following
general recommendations are made related to community awareness:
IEC activities should be integrated with infrastructure that exists or being implemented. In order for
an outreach program to be effective, it must promote actions on the part of the audience that are
available to him or her and that are feasible. For example, little value is gained if residents are
encouraged to segregate their waste, but the collection system for segregated collection has not
been implemented.
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Community Awareness Strategy Report No: 10
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The message being disseminated needs to be coordinated among the agencies and entities
involved in waste management. Based on comments received, the messages currently being
disseminated by national, regional, and local agencies and by NGOs leads to confusion.
The IEC strategy adopted by the NSWMC needs to be realistic and sustainable. An on-going effort
is needed in order to promote a change in behavior that is long lasting. Consequently, the plan
needs to be well conceived, and adopt strategies that are realistic given the human and financial
resources available.
IEC materials prepared by the NSWMC and other agencies need to be made available to interested
LGUs, NGOs, and other stakeholders. Whenever possible, copies of the resources should be sent
to each of the LGUs for inclusion in their Ecology Centers. A listing of available resources should
be made available to all interested parties.
The outreach activities of the NSWMC need to be developed and implemented in cooperation with
stakeholders including other agencies, LGUs, and NGOs. Means of enhancing cooperation that
have been discussed previously, including inclusion of representatives in the IEC working group,
the conduct of seminars and workshops, dissemination of Fact Sheets and other relevant
information, implementation of a program to recognize efforts, and making a list of resource
speakers available.
4,1
KEY ISSUES
4.1.1
Of the 15 dumpsites visited, 6 are inactive but with no closure and post-closure maintenance programs.
Communities now live on one of these sites, facing acute public health and environmental risk. Of the
remaining sites that are still operating, a number have over-steep slopes and are critically unstable. The
open sites have inadequate fencing and signage, with about 4,000 waste pickers including children
allowed to operate without adequate protection. Leachate and gas emissions at these sites pose severe
public health risk to the surrounding communities in terms of air pollution and contamination of
groundwater and surface water -rivers, lagoons, or other water bodies.
4.1.2
The remaining capacity of the dumpsites is estimated to run out by 2004, leaving Rodriguez as the only
remaining dumpsite after that, and Rodriguez may reach capacity by end of 2005 or sooner due to
increased use following the closure of the other dumpsites. Moreover, RA9003 mandates that all
controlled dumpsites should be closed by 2006. Sanitary landfill initiatives take years before they become
operational. Urgent progress is required to develop sanitary landfill initiatives for Metro Manila in order to
avert another disposal crisis.
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Community Awareness Strategy Report No: 10
4.1.3
Final Report
The six cities and municipalities operating their own dumpsites need financial and technical support to
meet the controlled dumpsite requirements of RA9003. The remaining 11 cities and municipalities contract
out waste disposal to the private sector. Issues relating to this situation include: (i) the need for closer
monitoring of private sector operations, (ii) the need for improved record-keeping procedures, (iii) the need
for enhanced private-sector contracting procedures and performance reviews, and (iv) improved access to
data access.
4.2
Both the active and inactive dumpsites need significant improvement in order to mitigate public health,
environmental and social impacts as well as meet the standards of RA9003 and DAO 98-49. The disposal
report identifies three sets of actions for waste disposal improvement: (i) emergency actions, (ii) short-term
improvement actions, and (iii) longer-term actions.
4.2.3
Engineering assessments need to be undertaken immediately for the active dumpsites to accurately
estimate waste importation, available disposal capacity and remaining facility life. It should be noted that it
is critically important that longer-term regulatory-compliant sanitary landfill initiatives continue to be
pursued.
4.2.4
A web-based waste disposal facility database should be developed which could start with the data already
generated from the 15 dumpsites assessed by the ADB-TA project. The database should include
comprehensive technical documentation and be updated with ongoing inspection reports and actions. It
should be progressively expanded as additional sites are developed and identified.
Aside from the development of the database, a regulatory monitoring program should be established with
clear and measurable monitoring objectives, strategies and schedules. Technical resources should also
be developed to progressively build capacity to adequately enforce sanitary landfill regulations, which
require a higher level of technical proficiency.
4.2.5
Cities and municipalities operating dumpsites should build operational capacity to implement short-term
dumpsite improvements and maintain sites in regulatory compliance.
Cities and municipalities contracting waste disposal should build operational capacity to improve
contracting procedures, regulate private sector waste disposal performance, and improve record keeping
and access to information.
Final Report
An immediate response to the waste disposal report would be to publicize all the information to the general
public, hopefully to raise awareness about the current situation. One can argue that once people see the
horrors of the dumpsites they will respond by vigorously minimizing the waste that needs to be disposed
of. This strategy would be unrealistically optimistic and nave because it is also quite likely that most
people will react by blaming the government of neglect and incompetence for allowing the situation to
arise. These people would be content to pass the blame but not initiate anything substantial to solve the
problem. This scenario will put the government on the defensive, a situation in which valuable resources
would be diverted to public relations efforts, resources that could be better put in improving the situation.
The strategic IEC plan the ADB consultants propose is to first bring all relevant government agencies
together and to use the technical information and recommendations of the project to develop a clearly
defined disposal improvement program for Metro Manila. Only when that program is finalized and
committed to by the key players would it be presented to the general public with the general message:
The current waste disposal situation is unacceptable but we have a plan to reverse it. Please help us
implement it.
This IEC plan would comprise three phases with each phase having a different specific core message,
target audience, and communications activity. At each phase, the above-mentioned key issues and
corresponding recommended actions constitute the principal message. However, at each phase, there
would be a need to convince the specific target audience to accept the plan. Identified below are some
core messages that are intended to convince the target audience to adopt the plan and the corresponding
communications activity to deliver those messages.
The goal or the vision of the IEC plan is that within a very short time, the local government officials of
Metro Manila, with the guidance and support of the NSWMC, the DENR and MMDA, would be ready with a
strategic plan to mitigate the deficiencies of the current disposal system and can then solicit the support
and cooperation of the general public in implementing it.
4.3.1
Mandated to ensure that solid waste is managed properly, to accept the plan and the commitment
to implement it
Core Messages:
o The current situation related to waste disposal is unacceptable, your office is mandated to
ensure proper disposal, and your office must initiate a plan to reverse the situation.
o Based on the budgets currently available for waste disposal, there will be available
financing to carry out the plan. Depending on how well you convince the LGUs to realign
their budgets.
o The ADB technical data and recommendations can guide your office in developing the
rehabilitation plan.
o The principal role of your office is to facilitate the development of the plan and to monitor
the plan and its implementation; the principal actors are the LGU officials.
Target Audience:
o DENR Secretary
o EMB Director
o NSWMCmembers
o NSWMC Secretariat Executive Director
o MMDA Chair
Activities
o Separate study and analysis of the disposal report
o Interagency discussion and analysis of the report
o Identification of the specific actions that need to be done and the key parties to undertake
them
o Identification of the financial needs and the corresponding source of funds
4.3.2
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Community Awareness Strategy Report No: 10
o
o
o
o
Final Report
The current disposal situation is unacceptable, a catastrophic crisis is very likely, we need
to prevent it or we will have to answer to the people.
The financing requirements can be sourced from the current hauling and disposal budgets
of the LGUs after careful realignment.
The ADB study results can guide us in developing a plan to correct the situation including
the technical, legislative and financial aspects.
The officials of both LGUs that use the dumpsites and the LGUs that host the dumpsites
are the key players of this plan.
5.1
The passage of the Clean Air Act (RA 8749) is having a significant impact on the management of health
care wastes. RA 8749 requires the phasing out by July 2003 of medical waste incinerators, which has
historically been the primary means of treating infectious medical wastes. Alternatives to incineration are
being considered, but these will obviously require additional investment.
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Community Awareness Strategy Report No: 10
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Two key issues related to medical waste management have been identified, which demonstrate the need
for additional IEC activities: (1) problems associated with improper segregation; and (2) an increase in
public awareness and concern.
5.1.1
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Community Awareness Strategy Report No: 10
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Additional training of hospital personnel is needed, as well as education of non-hospital personnel (e.g.,
patients, visitors, and watchers).
5.1.2
Public concern related to the collection, treatment and final disposition of health care waste has increased
considerably during the past few years. The publics concern is related to the potential risk related to the
transmission of human immunodeficiency virus (HIV) and hepatitis B virus (HBV), and other agents
associated with blood-borne diseases. Furthermore, the public in several countries has reacted negatively
to emissions from incinerators that are used to treat health care waste, and are concerned that these
emissions may contain high concentrations of toxic compounds and viable microorganisms.
To allay these concerns, it is important that public education regarding the strategy for managing health
care wastes be conducted.
5.2
DEVELOPMENT OF STRATEGY
Based on the issues and needs identified by the project team, two key target audiences were identified:
Hospital personnel doctors, nurses, laboratory technicians, aides, janitors, cafeteria personnel,
administrative staff, others
Non-hospital personnel patients, visitors, watchers (attendants)
A series of activities is presented in Table 6. The strategies build upon practices that have been proven to
be effective in the past (e.g., posters, manuals). In addition, the project team recommends that the DOH
guidance document be developed into an interactive learning tool. The computer-learning module could
be developed by the Department of Health.
Table 6. Recommended IEC Strategies Related to Medical Waste
Target Audience
Hospital Personnel
Purpose
Training
Reminder
Non-hospital Personnel
5.3
Instruction, motivation
Strategy/Method
Guidance document
Trainer training
Personnel training
Interactive training guide
Posters
Fact sheets
Posters
IMPLEMENTATION OF ACTIVITIES
Training and outreach activities that were implemented during the project are described in the following
sections.
5.3.1
Training Manual
The project team assisted in revising the Manual of Hospital Waste Management for the DOH, originally
published by the Environmental Health Service of the DOH in 1997. The revision was carried out in a
write-shop in cooperation with several representatives from the DOH and other entities. The final version
of the Manual is now ready for printing and distribution.
5.3.2
Posters
Layouts for four posters were developed under the project. Two of the posters are targeted at hospital
personnel and two at non-hospital personnel. The rationale in developing the posters is outlined in Table
7.
Each of the concepts is discussed below:
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Community Awareness Strategy Report No: 10
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Table 7. Rationale for Posters on Waste Management for Health Care Facilities
Audience
Hospital Personnel
Non-hospital Personnel
Characteristics
Know medical/hospital
terminology
Have received prior training
Would follow hospital rules and
regulations
Busy people when inside
hospital
Do not know anything about
segregation of medical waste
Do not know why segregation is
important
Not familiar with medical/hospital
terms
May not know how to read, or to
read English
Will not handle all types of health
care waste
Concept 1, ICONS targeted at hospital personnel. The layout of the poster is clean (no clutter,
reader friendly) and professional (use of icons and medical terms). The use of the color read as a
highlight draws attention and gives a sense of authority.
Concept 2, LETS SAVE LIVES targeted at hospital personnel. This layout is warmer than
Concept 1, and is intended to appeal to the sense of social responsibility of hospital personnel.
Thus, the layout is a mix of professional and personal, professional in terms of no clutter and use of
technical terms, and personal in terms of colour and the manner the message is going to be
delivered. As a secondary effect, the layout gives hospitals an incentive to post the posters
because it provides an image that the hospital takes every step to take care of its patients.
Concept 3, YOUR LIFE IS AT RISK targeted at non-hospital personnel. The overall impact is a
warning about immediate danger. This concept places immediacy of danger as well as saying that
the danger will affect the reader directly. This layout is also informative in nature, to better educate
the reader on the facts about segregation.
Concept 4, ALL I NEED TO KNOW ABOUT SEGREGATION targeted at non-hospital personnel.
The overall approach is friendly and approachable. The layout is intended to be light; simple, cool
to look at with use of pastel colours, and easy to understand. This is the more traditional of the two
layouts for non-hospital personnel. The layout is also informative, answering the questions of
what and why.
Layouts of the four posters are presented in Figures 16 through 19.
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5.3.3
Final Report
Fact Sheets
Two fact sheets were prepared for distribution to health care facilities. The first one (Figure 20) presents
the results of the waste characterization analysis and facility data, described in the report, Medical Waste
Management (Report No. 11). The second fact sheet (Figure 21) provides information on non-burn
alternatives for treating infectious medical waste.
T y pe of Fa cility
A c cr edited H o spitals
G over nm ent (no . of b ed s)
Pr ivate (no. of b ed s)
H ealth C enter s
M ed ical C linic s
D ental C linic s
V eterin ar y C linics
Ph ar m aceutical L ab s
B loo d B ank s
F uner al Par lors
M ed ical S c hools
R esear ch Institutions
T otals
N o. of
Be d s
Infectio us
W aste
(k g/d ay )
N onInfec tious
W aste
(kg/d ay )
5 ,9 7 1
3 ,9 9 6
802
2 ,5 8 0
5 ,8 8 0
372
5 ,7 7 2
204
1,17 6
13 2
48
2 6 ,9 3 3
6 ,85 0
4 ,58 4
1,20 3
3 ,87 0
1,96 0
93
1,44 3
51
19 6
33
12
2 0,29 4
T otals
(k g/d ay)
19 7
17 ,5 6 3
11,7 5 3
401
1,2 9 0
980
93
481
17
19 6
11
4
3,6 7 0
12,8 2 1
8 ,5 8 0
2 ,0 0 5
6 ,4 5 0
7 ,8 4 0
4 65
7,2 15
2 55
1,3 72
16 5
60
4 7 ,2 28
Textiles
10.2%
Diapers
0.0%
Food/Vegetables
28.8%
Plastics
27.5%
Paper/Cardboard
17.5%
Wood
1.2%
Metal/Cans
2.1%
Glass
3.4%
60,000
Rubber/Leather
7.1%
Average Composition of
ER-Surgery Waste
50,000
40,000
30,000
20,000
10,000
0
2002
2004
2006
Infectious waste
Non-infectious waste
2008
2010
____________________________________________________________________________________
49
Community Awareness Strategy Report No: 10
Final Report
Land disposal
20%
Incineration-on site
12%
Incineration-off site
28%
Incinerator
Autoclave
Microwave
38%
Microwave
Figure 21. Fact Sheet Alternative Technologies for Treating Health Care Waste
____________________________________________________________________________________
50
Community Awareness Strategy Report No: 10
ANNEX 1
Final Report
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 1
Final Report
1) Linda Eggerth started the meeting with an overview of the 4 main components of TA-3848 and
highlighted the role of Media/Community relations in each of the components. She then went on to
enumerate the anticipated outputs of the IEC working group. (cf. attached meeting handouts).
2)
Albert Magalang expressed appreciation for the formation of the IEC working group, in spite of the
long delay, citing that IEC is one of the most important elements of the TA. He underscored his
expectation that, through the TA, DENR-EMB would be able to improve its ability to spread information
on SWM and motivate people to really do proper SWM.
Theres a need to strengthen the capability of IEC agencies for the assessment and monitoring of
the effectivity of IEC activities/materials. The EMB-EEI Division would like very much to be
capacitated in this area.
g) As reported by the Pulse Asia surveys, theres already a high level of awareness for the need of
proper SWM but there is still a need to disseminate instructional IEC materials. The DENR
secretary and the MMDA Chair have separately expressed this opinion.
4) Some recommendations
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 2
Final Report
In planning an IEC project first be specific on the objective and general message, then
determine the audience, specific message and the type of activity. Include monitoring and
assessment activities in the plan.
ii) Harmonize RA9003 and the MMDA policies
iii) IEC materials intended for barangays and communities must show details, including why some
projects failed.
The basis for assessment must be clear from the start. What are the messages, who are the
audience, etc.
c) Identify the communications barriers. Two examples mentioned were economic and political
d) Address the sustainability of IEC programs. How can the IEC offices in the national, regional and
LGU levels be helped in sustaining their advocacy.
(i)
(ii)
(iii)
(iv)
(v)
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 3
Final Report
MEETING/VISIT:
PRESENT:
Daniel Santos-PIA, Zorayda Aquende-DILG, Irma PaulmeDENR-PAO, Juan De La Cruz-DPS-Manila, Harry Quiaoit-EMB-EEID, Jannet
S. Yanto-NSWMC-Secretariat, Napoleon R. Lopez-NSWMC-Secretariat,
Linda Eggerth-ADB TA,Grace Favila-ADB TA; Luis Diaz-TA Team
Leader; Elenida Basug-EMB-EEID; Ritchie Anne Guzman-EMB-EEID;
Elsie Encarnacion-MMDA; Albert Magalang-NSWMC
WHERE:
DATE:
1) L. Eggerth started the meeting by presenting the agenda . (See attached) She especially pointed out
that the work schedule in item #3 is quite ambitious, and we may need to expedite the tasks even
more. There was no objection from the group. The agenda for the WG meeting includes identification
of priority messages, target groups, and IEC methods.
2) She pointed out that a major output of the group is a 3-year communications plan for the NSWMC for
which many valuable ideas were previously generated at a workshop in April 2002. A table of issues,
messages, target audiences and strategies based on the output of that meeting was distributed. She
emphasized that the group could start with these ideas. Theres no need to start again from scratch.
(see attached)
PRIORITY MESSAGES
3) She then proceeded to start the discussion on priority messages that the plan could focus on.
a)
b)
c)
d)
e)
f)
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 4
Final Report
hardly changed. Theres a need to analyse the message the subject and the target audience of
these messages. If we want action, lets focus on specific targets.
g) L. Diaz suggested that the message of the cost of not doing SWM could be a hook to get people to
change their behaviours.
h) A. Magalang suggested to emphasize the effects of not segregating on waterways and even inside
the home.
i) E. Encarnacion pointed the need for a champion to exert pressure. She also wanted the message
of cleanliness emphasized, which is the case in MMDAs unified approach.
j) J. de la Cruz wanted to emphasize the message of the importance of segregating, especially
among informal settlers.
4) L. Eggerth cited that all the above messages could generally be clustered into 3 main
messages/topics, namely
leadership
Responsibility
social
positive
Financial impact
negative
security
Health/quality of life
fear
5) The group suggested that the three topics could be incorporated into one message of solid waste
management with emphasis on 3 aspects:
Social responsibility
financial
Quality of life
It was subsequently discussed, that solid waste management is the subject area, and not a
message/topic for an IEC campaign.
TARGET AUDIENCES
6) On the matter of target audiences, D. Santos suggested 2 categories: (a) the influential (from the
governing sector) and (b) the followers (the governed). The group proceeded to list target audiences
that would fall into these two categories, rank the target audiences in terms of priority for the
communications plan, and then suggest strategies for the Priority 1 audiences and for the General
Public.
7) The meeting concluded with the agreement that the minutes of the discussion will be sent to the
members who will be requested to give more thought to the messages and strategies for further
enrichment of the communications plan.
8) The next meeting was set for Wednesday, February 19 at 9:00 a.m. A quieter venue will be sought,
but in case theres none, it would be in the same room.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 5
RANK
1
TARGET AUDIENCE
a. Influential
LGU officials
Civic organizations
Business leaders
Media
Children(4-12yrs)
2
2
3
Religious groups
Teachers
b. Followers
Community/general public
3
3
Domestic helpers
Janitors
Final Report
MEDIUM/STRATEGIES
Meetings
Circulars
Rewards/recognition
Meetings
Awareness/recognition
Partnership
Meetings/seminars
Partnership
Recognition/promotion/best practices
Tours to MRFs with workshop
Press releases
Press conference
Awards/recognition
Fun activities
Competition
TV/cinema spots
Print ads. (including tabloids)
Text messaging
Bumper stickers
Billboards/posters
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 6
Final Report
Daniel Santos-PIA, Zorayda Aquende-DILG, Irma PaulmeDENR-PAO, Juan De La Cruz-DPS-Manila, Harry QuiaoitEMB-EEID, Albert Magalang-NSWMC-Secretariat,
Elenida Basug-EMB-EEID, Linda Eggerth-ADB TA,
Grace Favila-ADB TA; Luis Diaz-Technical Team Leader; Daniel
Diaz-Observer; Elsie Encarnacion-MMDA; Ritchie Ann
Guzman-EMB-EEID
WHERE:
DATE:
Highlights
1. Ms. Grace Favila started the meeting by asking if there were any corrections noted in the minutes
of the previous meeting, which were distributed in advance. Elen Basug noted that she had
commented at the last meeting that there should be an NGO representative in the Working Group.
G. Favila answered that Ms. Beth Roxas was supposed to be that person, representing the
Environment Broadcast Circle.
There were no other corrections raised and so the minutes were considered passed.
2. Ms. Favila then went on to the discussion of the draft IEC framework and IEC schedule prepared
by Linda Eggerth. She reminded the group that although its not reflected in the drafts, it is
presumed that the main messages for the activities cited are those that the group identified in the
Feb. ___ meeting. Specifically these are:
Responsibility
leadership
social
Financial
Health/Quality of Life
positive
negative
security
fear
3. The Metro Manila SWM-IEC Plan, as discussed further by the body, elicited the following
developments:
DENR offices, as per instruction of the DENR Secretary, will publish a weekly one-page
fact sheet on certain issues and related concerns. For SWM matters, said data sheet will
come out every 2 months.
Production of the EMB 2003 Calendar-poster with initial 2000 copies featuring SWM and
the RA 9003 is underway. E. Encarnacion of MMDA and J. dela Cruz of the City of Manila
pledged to buy into the project by adding to the no. of copies to be ordered. It was noted
that politicians could ride on these materials but it was pointed out that this could not be
stopped and that in fact it could be beneficial to the groups efforts because information will
be disseminated.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 7
Final Report
EMB also announced that it will produce refrigerator magnet with SWM messages with
the support of sponsoring organizations such as the MMSWM project, This will be
launched in September, 2003. MMDA and the City of Manila also expressed interest in this
project too.
For the LGUs based in Metro Manila, the ADB-TA4838 has scheduled a 4-day workshop
on their 10-year SWM plan. It will be held in Villa Cristina, Antipolo City on March 11-14,
2003. Villa Cristina. Similar SWM trainings were also conducted by the Commission where
their first targets were Makati and Valenzuela and the program is on-going for other
government organizations including those members of the Commission. Likewise, MMDA
does the same but they are focused on barangay units.
For civic organizations, they could use the fact sheets as handouts in their advocacy..
Among the business groups, the fact sheets will also be useful. In communicating to the
business sector, the Philippine Business for the Environment(especially through their
magazine Business and Environment) and the Management Association of the Philippines
can be requested to assist. Ms. Favila also informed the group that a business desk will
also be established in DENR under the Special concerns office. It will serve as window for
partnership between the department and the business sector.
For the media group, DENR-PAO will take care of press releases/conferences. A Media
Tour to working MRF models like Bacoor, Sun Valley, Guadalupe, Mother Earth, Escopa is
being planned. In terms of over-all coordination, Ms. Paulme was assigned to take charge
of pre-arrangements on transportation, food and other perks. It was also agreed that the
site tour will fall on a Friday, not on a weekend. It was also suggested that the tour should
be done twice a year.
For the childrens' sector, the MMDA will share copies of the JICA-SWM learning module.
Other contests for them were suggested like Name a Mascot Contest, poster making
contests, creative products out of recyclables contest, etc.
Mr. Danny Diaz further suggested that children will appreciate it if part of their contest
prizes is a meet the President in person strategy and for the older ages, on their workparticipations, be given due recognitions such as scholarships. He stressed further that in
order to entice media to be involved, the journalists have to be fed with lots of media
materials and be given much exposure to the subject for them to come-up with articles or
radio-TV features. They can bank photos, Aerial photos, stories and reports that they can
draw from to fill up space whenever the need arises. They can be fed this info through web
sites, e-mails or fax. If budgets will allow it, it would be good to engage professional PR
groups who can test IEC materials on a focused group first, before any full-blown
undertaking.
Mr. Diaz also advised the group to analyse their materials well so that these items can
draw positive responses and to develop them in a way that their value will last for long
periods of time. They should not be thrown away.
For the General Public, theres a need to avail of mass media like radio/TV and cinema
trailers. For radio/TV spots the project should aim for prime times game shows,
telenovelas and other popular shows. It was noted that popular TV sitcoms now do feature
environmental concerns.
In terms of costing E.Encarnacion cited her experience with PIA in 2001 in connection with
their film production of Hiwalay kung hiwalay. For a total cost of P457,000.00, the IEC
package included the production of a radio/TV spot and a cinema spot and the airing on
radio/TV for 1 month and in all Metro Manila cinemas for longer than a month. The
package included the scripts, shooting scenes, arranging for the talents and voice-over
tapings.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 8
Final Report
The body also discussed the possibility of getting the proper permits to voice over Filipino
dialects on a cartoon video, which Mr. Johnny de la Cruz uses.
Text messaging can also be used. G. Favila shared that according to a producer of text
messages with graphics, companies such as his do not charge any production fee. They
earn a commission from the mobile phone companies.
Print ads and billboards are too costly and considered to be a least priority. Besides, these
will end up as solid waste very quickly due to wear and tear.
The development of a web site for SWM is underway. A team of PSDN people is doing a
project on this now.
The establishment of a National Ecology Center is also underway to be launched on Earth
Day. It will be located in an area in front of the Heart Center next to the Central Bank
Minting Facility.
It was pointed out that a call-in or text-DENR project on SWM would be very costly because
people will be hired to respond intelligently to the calls. Otherwise, such a project will flop
for lack of interest from the public. The experiences of Bantay Kalikasan and of the
Partnership for Clean Air were cited. These 2 groups have the funds to sustain the
project.
For the next meeting, G. Favila requested that it be held in March during the time that Ms.
Linda Eggerth will be in town. The body agreed to set the next meeting on March 17, same
time.
There being no other important items to discuss, the body adjourned at 11:0 AM.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 9
Final Report
Daniel Santos-PIA, Zorayda Aquende-DILG, Irma PaulmeENR-PAO, Juan De La Cruz-DPS-Manila, Harry QuiaoitEMB-EEID, Rachel Cabigas-NSWMC-Secretariat,
Marissa Nabua-NSWMC-Secretariat, Linda Eggerth-ADB TA,
Grace Favila-ADB TA
WHERE:
DATE:
1. L. Eggerth asked if there were any further comments on the discussions at the last meeting. G. Favila
reported corrections on the minutes that E. Encarnacion faxed to the ADB-TA Office.
Item 3, bullet 2 should read that E. Encarnacion would look into the possibility of MMDA riding on
the IEC materials already produced. She pointed out that she did not use the word pledge as
she does not have the authority to do so.
Item No. 3, bullet 12 E. Encarnacion wished to correct the figures she cited regarding the cost of
the Hiwalay kung Hiwalay campaign. PIA charged a total cost of P437,700 in 2001 for 5
exposures/day for one month at each of the following outlets:
Sll KBP member TV stations and 3 cable stations
80 cinema theatres
40 radio stations
MMDA provided the basic script and the talents, namely Joey Marquez, Alma Moreno and then MMDA
Chair Ben Abalos.
For Item 3, bullet 7, I. Paulma wanted it clear in the minutes that when the media is invited for the tour
of MRFs, they will be told beforehand about the planned program of activities.
2. L. Eggerth gave a brief report on the seminar-workshop on SWM for LGUs held in Antipolo the
previous week. It was noted that some members of the IEC Work Group were able to attend. She
mentioned that the IEC component in the preparation of the LGU 10-year SWM Plan was stressed.
3. L. Eggerth then proceeded to ask for further comments on the draft ComPlan that was discussed in the
previous meeting. She expressed her desire to move on to specific messages if there were no more
comments.
4. I. Paulme raised the question of handling controversial issues. A system is needed -- how and who
should handle such issues. She suggested that there should be a list of resource people readily
available to speak on such matters. There should be a list of potential crisis-issues on which the PAO
can readily get a fact sheet. It was recommended that if DENR people are asked about such issues
and no official position or statement has been forwarded, the questions must be answered
theoretically.
G. Favila underscored that a proactive strategy is better. DENR and the NSWMC must keep abreast
of current issues.
It was noted that the present monitoring procedures of DENR has SWM officers in every region
submitting reports to the office of the Secretary everyday at 8:00 a.m. As to questions or reports from
outsiders, G.Favila stressed that a bright person must answer and act on all of these. He/she should
not just refer these questions to the relevant bureau. That one person must pursue the answer and
report back to the caller. In the area of SWM, that one person must come from the NSWMC. He/she
must get reports on upcoming issues everyday and prepare a 1-page report on all issues.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 10
Final Report
D. Santos added that an Issues Management/Monitoring system must be set up. A proforma onepager can be designed to make the daily reporting easier.
Z. Aquende shared information about the DILG system. The Office of Public Affairs has two shifts
such that at 4:00a.m. A report is prepared for the secretary on matters reported by the different
regions. By 5:00 the Office of the Secretary is kept abreast of all current issues. His assistant then
gives these issues to all of the 5 bureaus for their reaction. At 8:00a.m. the Office of the Secretary
receives all the reactions from the bureaus. These are collated and referred to the legal department
for their opinion. By 9:00a.m. the Secretary receives all reports and opinions and is ready to answer
questions from anyone, especially the media.
5. D. Santos emphasized that the core messages should be developed by the IEC Work Group and the
LGUs can disseminate them using various media available to them.
6. I. Paulme asked about the possibility of having all SWM key plays guest in a TV talk show. L. Eggerth
cautioned that before organizing that, the IEC working group must first make sure that there is synergy.
Rachel assured the group that the government is on top of the issues because the people in the
NSWMC secretariat coordinate with different sectors. L. Eggerth requested Rachel to make a list of all
activities that the NSWMC is doing that can be featured in the media. H. Quiaoit added that somebody
who knows the law must also be featured.
7. It was clarified that the fact sheets must be both motivational and informative aimed at changing
behaviours.
8. It was also stressed that the talk shows, fact sheets, media exposure, communications with religious
and civic organizations must be well coordinated and synchronized.
9. A Primer on RA 9003 for the barangays is needed. There are 42,000 barangays in the country.
10. Plans for the Media Tour were discussed.
It will be in the week of May 5, depending on the preference of the media people to be invited
The MRF at Barangay Marulas, Valenzuela will be visited, and then a brief seminar cum lunch will
be organized at a restaurant near the Valenzuela City.
A video of the dumpsites at Pier 18 and Lingunan (Valenzuela) will be shown, with the permission
of Manila.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 11
MEETING/VISIT:
PERSONS VISITED:
DATE:
Final Report
th
1. Updates
L. Eggerth started the meeting with an update on the IEC activities under the ADB-TA, which will last
until June, 2003. (See meeting handout: Table 1: Proposed MMSWMP IEC Activities). She
underscored the insertion of the following info materials in the conference kit in the National SWM
Conference for Barangays last April 14-15:
Fact sheets on recycling, waste characterization, composting and residual waste
Flowchart which is a simplification of the RA9003
L. Eggerth mentioned that the meeting would be the last under the project but that the consultants
strongly recommend that the IEC Work Group continue. She added that Ms. Elen Basug of the EMBEEIO has agreed to chair the committee. The other members present voiced their support for the
continuation of the Work Group and for the leadership of Elen Basug.
2. Update on the MRF Tour
L. Eggerth reported that a tour of a functioning MRF was planned for the media on May 9, 2003 but
because of poor response from reporters, the plans were modified. It will instead be a childrens tour
of the MRF in Marulas, Valenzuela that is operated by the city government. Twenty children of DENR
employees have been invited. After the tour a Poster-Making contest will be held at the Parks and
Wildlife Bureau complex on Quezon Ave. The children will be divided into 4 groups and each group will
have time to visit 4 stations in the MRF where they would have hands-on activities on composting,
recycling, gardening and handling residual waste.
The media people are still invited so that they could cover the event. Paulme reported that to date 5
media representatives from Manila Times, Business World, RP Express, Malaya and Bantay Kalikasan
of ABS-CBN Network have confirmed.
It was agreed that a press kit will be prepared containing the following:
A write-up of the event and of Valenzuela
The fact sheets
The SWM Flowchart for the Barangays
3. IEC plans on Disposal
L. Eggerth sought suggestions on how to educate the public regarding sanitary landfills. J. Yanto
suggested that the public be taught how to differentiate between open dump and sanitary landfills
because today they think they are one and the same. J. de la Cruz added that people generally
associate the Smokey Mountain to sanitary landfill. This situation has to be cleared. J. Yanto cited the
need to educate the media because sometimes they show pictures of the open dump and call it a
sanitary landfill.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 12
Final Report
Paulme suggested that the assistance of the clergy and civic organizations be sought. L. Eggerth
agreed to prepare a fact sheet about open dumping but this will merely inform the public about the
hazards but will not give an alternative. She will also prepare a fact sheet about sanitary landfill, which
can start the educational process on what appropriate alternative can be done.
Luis Diaz showed some pictures of dumpsites located in Metro Manila and highlighted the hazards
they pose. He also showed pictures of the controlled dump in Montalban and highlighted the
improvements over the open dumps and also the hazards the site still poses. G. Favila asked the
group for suggestions on how these pictures can be used to convince the public to accept sanitary
landfills. E. Encarnacion suggested that the people be approached as partners, not as
unreasonable critics. L. Diaz suggested that the IEC be addressed to parents because of the
health impact. He believes parents will do anything to protect their children.
4. IEC plans on Medical Waste
L. Eggerth also cited the need to address medical waste in the IEC plan. She underscored the
importance of segregating general waste from infectious waste because doing so can greatly
reduce the volume of infectious waste that needs to be treated. This reduces both the health risk
and the financial cost.
R. Guzman suggested using the testimony of hospitals that have effective SWM like that of San
Juan de Dios hospital. I. Paulme also suggested following the posters and signages of the heart
Center. G. Favila reminded the group that most hospitals have a SWM on paper but the problem
lies in the actual implementation and monitoring.
The meeting adjourned at 11:30a.m. with the understanding that Ms. Elen Basug will call the next
meeting.
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 13
Final Report
NAME OF REPRESENTATIVE
Albert A. Magalang, Executive Director
Jannet S. Yanto
Rachel F. Cabigas
Division (EEID)
Harry Quiaoit
Ritchie Ann Guzman
Daniel Santos
Zorayda Aquende
Elsie Encarnacion
Beth Roxas
Linda Eggerth
Grace Favila
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 1 page 14
ANNEX 2
Final Report
I. By DENR-EMB
a.
Videos
i. Basura Dapat Pakinabangan(Waste is a resource), 15 min. VHS
ii. Galit sa Basura(Mad at Solid Waste), 15 min. VHS
iii. Waste no Time, May Solusyon(Theres a Solution), 2-hr telethon reduced to 30min. video, April 2002
b.
Radio/TV Plugs
i. Libingan(Cemetery), with celebrity endorsee Celeste Legaspi, 1-min, 2001
ii. Mag-MRF Tayo(Lets MRF), with celebrity endorsees ChinChin Gutierrez and
Nonoy Zuniga, 1-min, 2002, produced by PIA, broadcast on public and private
stations
c.
Periodicals
i. Industry EnviroNews, quarterly, articles on all aspects of the environment including
solid waste Waste Bulletin, DENR-EMB, Published annually
ii. Tech Forum, DENR-EMB, special issue on wastes
iii. Symbiosis, DENR, Technical journal tackling special environmental issues
iv. Recycletron(comics)
d.
Books/Booklets
i. Curriculum Guide, DECS AND DENR, intended for use by educators responsible
for the promotion of EE in schools and communities, 1999
e.
Posters
i. Bawasan ang Basurang Itinatapon! Magsegregate
ii. Shes on Top of a Garbage Heap. Minimize Waste. She deserves more.
f.
Workshops/Training Courses
i. Communications and Education Planning Workshop on the Ecological Solid Waste
Management Act, April 2002
ii. Proper Solid Waste Management Techniques, intended for LGUs
iii. Ecological Waste Management
iv. Sharing of Experiences on Best Practices in Solid Waste Management
v. Essential Elements of an Effective Solid Waste Management System
vi. Documentation of Promising/success Stories on Waste Management, started for
the school systems, NGOs, Communities, industries, DENR/EMB regional
Offices
g.
Contests
i. Photography, Citizenry participation in Environmental Protection
ii. Crosstich Design , Solid Waste management
iii. Television Spot Competition, Environmental Issues
iv. Poster-making, Environmentally Sound Development
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 2 page 1
Final Report
Exhibits
i. Solid Waste Management
ii. Recycling of Styrofoam
II. By MMDA
a.
TV Plug/shows
i. Hiwalay kung Hiwalay(Separate, if Separate it must), 60-seconder with celebrity
couple Joey Marquez and Alma Moreno, on waste segregation, Oct 2001,
produced by Phil. Information Agency and shown on KBP Channels.
ii. Special feature on TV program Jessica Soho Presents, Basura Palit Bigas(Rice in
exchange for solid Waste, 10 min
iii. Special feature on Community-based Solid waste management of Bgy. Vitas
shown on TV program Community Wish Ko Lang, November 2002
iv. Regular TV guesting on Breakfast ng Bayani(Breakfast of Heroes{play on name
of MMDA Chair}), 15 min. with anchorman Bam Aquino on Studio 23, 7:30a.m.,
discusses Metro Manila problems including solid waste.
v. Regular guesting on Magandang Umaga, Bayan(Good Morning, Nation(or
community)), 8:30a.m. on Channel 2, discusses MMDA problems including solid
waste
vi. MMDA on the Road, 10:00-11:00p.m., Channel 4, discusses MMDA problems
including solid waste
vii. TV coverage of reduction of wastes in markets through shredding of market
vegetable and fruit wastes in EDSA Central and Farmers Markets, 1999
b.
Radio Program/Plugs
i. MMDA sa GMA (MMDA on GMA[radio/tv network]), 594AM), 9:00-10:00a.m.
every Sunday with anchorman Arnold Clavio, discusses MMDA problems including
solid waste
ii. Hiwalay kung Hiwalay, 60 seconder with celebrity couple Joey Marquez and Alma
Moreno, played in 80 station in Oct 2001
c.
Cinema Plugs
i. Hiwalay kung Hiwalay, 60 seconder with celebrity couple Joey Marquez and Alma
Moreno, played in 60 movie houses in Oct 2001
d.
Roaming PA system
i. To introduce new projects and to announce activities, including those for SWM
e.
Contests
i. Parade of Recyclables showcased recycling initiatives in MM, 1999
ii. Mascot drawing contest, funded by JICA, 1999
iii. Mascot-naming contest, current
____________________________________________________________________________________
Community Awareness Strategy Report No: 10
Annex 2 page 2
f.
Final Report
Video
i. On community based recycling, produced in 1999 and issued to all LGUs
ii. On improvement of collection system in inaccessible areas, produced in 1999 and
issued to all LGUs
g.
Books
i. SWM Learning Modules for Grades 4,5,6, funded by JICA, 2001
h.
i.
j.
Newsletter on SWM, 8 issues published in 1999 with funding from JICA, written in English
k.
Rolling vans
i. With signs Basura-palit-bigas (Rice in exchange for garbage), an advocacy
program for segregation and recycling
l.
Dialogues
i. Between Chairman and 17LGUs and all barangays regarding RA9003 and waste
reduction on community level, March-May2001
m.
n.
Press Releases
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Community Awareness Strategy Report No: 10
Annex 2 page 3
Final Report
IV. By LGUs
a.
Valenzuela
i. One-page flyers in Filipino
1.
Araw ng Pagkuha ng Basura(Days of Garbage Collection)- with illustrations
and tips on segregation, composting
2.
The provisions of RA9003 in bulleted question and Answer format
3.
The Rules according to RA9003 that apply to subdivisions or village
4.
Wastong Pag-aayos ng mga Basura(the Right way to manage Solid Waste,
a community approach, in flowchart format
5.
Similar to #4 but for school-based approach
ii. One-page flyers in English, illustrated, published by Clean and Green
1.
Waste Segregation
2.
Composting
iii. Paintings on walls with illustrations of slogans
b.
Malabon
i. One-page flyer in Filipino
1.
2.
3.
4.
5.
6.
7.
c.
Memo, signed by mayor, dated Feb 1, 1999 identifying the prohibited acts
under MMDA Ordinance No. 96-009 and the corresponding fines and
numbers of days of community service
Patalastas/Panawagan(Announcement) about MMDA waste segregation
policy and Malabon policy that unsegregated waste will not be collected.
MMDAs flyer Bawas Basura, Bawas Problema that illustrates waste
segregation and includes penalties for violation. Flyer has added Malabon
City Hall telephone number for reporting violations.
Unsigned letter from barangay council of Niugan on the barangays
implementation of MMDA Regulation No. 96-009
memo, signed by City Mayor Amado Vicencio outlining the citys
implementation of RA9003, no illustrations
Unsigned letter from city government to citizens regarding citys
implementation of RA9003, with illustration
bi-fold flyer from Linis Ganda dated Feb 14, 2000 signed by Dr. Loi Ejercito
Estrada and Mrs. Florinda Vicencio(mayors wife), with illustrations on
waste segregation and pricelist of recyclables
Muntinlupa
i. Training Module on Ecological Solid Waste Management: Anon? Bakit? Sino?
Saan? Kailan? Paano? ( What, why, who, where, when, How)
ii. One-page flyer in Filipino
1.
Muntinlupa City Ecological Waste Management, illustrated guide on
segregation, adapted from MMDA flyer, using face of mayor.
2.
3.
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Community Awareness Strategy Report No: 10
Annex 2 page 4
Final Report
iv. Bi-fold brochure on Ecological Solid waste Management, Livelihood and Training
Center(Eco-Center) for the pilot project in Sto. Nino Village.
v. Newsletter Ang Bagong Lingkod Bayan features articles on solid waste
management
d.
Makati
i. 4-page brochure on Makati Solid waste Management Program in Filipino
emphasizing segregation, re-use and composting, mentions the laws and
ordinances related to solid waste, and back cover is a jingle 3B=3K where
3Bs:bawasan(reduce), balik-gamitin(re-use) and Baguhin(recycle) are equated to
Kalinisan(cleanliness) Kalusugan(health), and kayamanan(wealth).
ii. 18-page comic book, At Yur Serbis, in full colour, illustrates segregation, re-use,
composting and recycling.
e.
Pasig
i. 1-page flyer in Filipino
1.
Linis-Ganda flyer with pricelist, flowchart of segregation, and directory of
Linis Ganda outlets; signed by Mayor Soledad Eusebio
2.
Infor-Aide, guide on PD 825 and the corresponding city ordinance,
highlighting prohibitions and the corresponding fines and penalties
f.
Manila
i. One-page flyer in Tagalog/English on waste segregation and schedule of collection
ii. 2-color bi-fold with illustrations on cover and inside pages, IBUKOD-BUKOD AND
BASURA(SEGREGATE)
g.
Quezon City
i. One-page flyer in English
1.
iii. Training module for Barangay officials, highlighting legal basis and collection
system
h.
By Marikina
i. Posters
1.
2.
ii. Handouts(pictorial)
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Community Awareness Strategy Report No: 10
Annex 2 page 5
1.
Final Report
V. By NGOs
a.
b.
Videos
i. Hiwalay Kung Hiwalay(Separate if Separation is necessary), by the National
Coalition for Urban Transformation, 35 min, in VHS and in CD versions, 2001
c.
Brochures
i. The Waste Xchange, Phil. Business for the Environment (Jan 2002)
d.
Periodical
i. Patlepam News, Phil. Associ. Of Tertiary Level Educational Institutions in
Environmental Protection and Management, published by DENR-EMB, Articles on
all aspects of the environment, including solid waste
ii. Business and Environment, Philippine Business for the Environment, regular
column on Waste Exchange and articles on solid waste, quarterly, Waste
Exchange column moderately effective
e.
Books
i. Doon Po Sa Amin, Published by Earth Day Network, 100 success stories about
SWM
f.
Cavite, April 2002; Tagaytay City, Los Banos, Laguna and San Mateo
Rizal, June 2002, June 2002
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Community Awareness Strategy Report No: 10
Annex 2 page 6
ANNEX 3
Final Report
Important Considerations
Print media
Broadcast media
Other govt. agencies in municipality
Curriculum in schools
Primary, secondary and college
students
Role of DECS and Commission on
Higher Education
Development of strategy
Problems/issues
Need (purpose of IEC activity)
Information dissemination
Education
Motivation
Advocacy
Target audiences
Specific
Message may vary by sector
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Community Awareness Strategy Report No: 10
Annex 3 page 1
Development of strategy
Development of strategy
Approach
Method/Medium
Positive
Negative
Subject of message
Straightforward, simple
Coordinated with other agencies
Evolving over time
Final Report
Purpose
Target audience
Subject of message
Method
Responsible party
Monitoring plan
Key Issues
Focused approach need, purpose,
audience, message, strategy
Integration with infrastructure
Implementable
Schedule
Cost
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Community Awareness Strategy Report No: 10
Annex 3 page 2
Final Report
Identify activities and medium to deliver the message to the target audience
Examples:
I.
g. Identify available resources
Examples:
I. Junk shops in the area
II. NGOs that do training
III.
h. Estimate costs
i. Identify potential barriers/concerns[IEC-related]
II. Planning Proper
List activities, target audience, budget, resources/partners, point person, timeframe
activity
Target audience
cost
Resources/Partners
Time frame
Pointperson
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Community Awareness Strategy Report No: 10
Annex 3 page 3
ANNEX 4
Final Report
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Community Awareness Strategy Report No: 10
Annex 4 page2
Final Report
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Community Awareness Strategy Report No: 10
Annex 4 page2
ANNEX 5
Final Report
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Community Awareness Strategy Report No: 10
Annex 5, Page 1
Final Report
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Community Awareness Strategy Report No: 10
Annex 5, Page 2
Final Report
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Community Awareness Strategy Report No: 10
Annex 5, Page 3
Final Report
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Community Awareness Strategy Report No: 10
Annex 5, Page 4
Final Report
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Community Awareness Strategy Report No: 10
Annex 5, Page 5
ANNEX 6
Script 1
Final Report
DENR Basura(garbage)
Jovito Salonga
AUDIO
VIDEO
Salonga interview
V.O.
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Community Awareness Strategy Report No: 10
Annex 6, Page 1
DENR Basura
GMA 1
(GMA= Pres. Gloria Macapagal Arroyo)
AUDIO
VIDEO
School shot
Slightly chubby chills is seen
on stage delivering a poem
in front of his classmates.
Others are standing, the rest
Are sitting and eating but
Eagerly listening to the kid.
(I have a poem,
About solid waste.
You say yuck,
Disgusting, etc.
What my teacher taught me is
Dispose of it properly, ditch your garbage
The non-biodegradable you go together
The biodegradeable.. you stay here
..segregation is what you call this
Proper solid waste management,
Lets make this a habit now.)
GMA: Yan ang batang magaling.
Malusog at malinis, karapat-dapat
Na gayahin
Ang galing noh?!
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Community Awareness Strategy Report No: 10
Annex 6, Page 2
ANNEX 7
Set No.
Set 1
Introductory Message
Working together, we can conquer
the garbage problem - Waste can
be a valuable resource.
Secondary Message
Help save d environment!
Practice waste management
2day.
Set 2
Set 3
Set 4
Set 5
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Community Awareness Strategy Report No: 10
Annex 7, Page 1
D1 Nipa Hut
D2 Grass N Flowers
D3 Cactus in Desert
D4 3 Flowers
D5 Butterfly
D6 Baby Angel
D1 Carabao
D2 Mushroom
D3 Save Water
D4 Coral
D5 Cottage
D6 Doggie
D1 Camera n Film
D2 Cute Dog
D3 Fishing
D4 Enjoy the Rain
D5 Field of Flowers
D6 Kite
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Community Awareness Strategy Report No: 10
Annex 7, Page 2
D1 Web
D2 Palm Tree
D3 Luv D Earth
D4 Coffee Aroma
D5 Cute Fish
D6 Flower Love You
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Community Awareness Strategy Report No: 10
Annex 7, Page 3
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Community Awareness Strategy Report No: 10
Annex 7, Page 4
Final Report
AEA Technology
Annex 8
, Page 1
AEA Technology
Final Report
Annex 8
, Page 2
AEA Technology
Final Report
Annex 8
, Page 3
AEA Technology
Final Report
Annex 8
, Page 4
AEA Technology
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Annex 8
, Page 5
AEA Technology
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Annex 8
, Page 6
AEA Technology
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Annex 8
, Page 7
AEA Technology
Final Report
Annex 8
, Page 8
Final Report
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AEA Technology
Annex 8, Page 9
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Community Awareness Strategy Report No: 10
AEA Technology
Annex 9, Page 1
Final Report
Figure 4. Weighing of
Sorted Components
AEA Technology
Final Report
AEA Technology
Final Report
70%
60%
50%
40%
30%
20%
10%
0%
Malls
Paper
Glass
Offices
Metal
Plastic
Restaurants
Food Waste
Hotels/
Condominiums
Yard/Green Waste
Organic
Markets
Inorganic
Industrial
Hazardous/Special
AEA Technology
AEA Technology
Final Report
Final Report