1. INFORMATION, EDUCATION AND COMMUNICATION STRATEGY FOR SANREM SOUTHEAST ASIA Dinah Q. Tabbada, Vel Suminguit and Lowela Valdez

2. objectivesgoals The goals of this IEC strategy are: To draw and test innovations in technology and information packaging and dissemination among SANREM partners. To effect increased awareness, develop positive attitude and persuade and motivate farmers to adopt technologies and practices towards sustainable agriculture and natural resource management.

3. goals This IEC strategy aims to: 1.popularize, package and disseminate project outputs using an innovative communication strategy. 2.provide timely and appropriate information that will help strengthen capacities for environmental decision making among communities, government and academic institutions. 3.mainstream research results into the formal curriculum in the Philippines and Vietnam. 4.provide scientific information that will help advance research in sustainable agriculture and natural resource management. 5.analyze and identify the salient innovative features that enhance IEC effectiveness. objectives

4. THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY This IEC strategy covers the whole of SANREM in Southeast Asia and the host country, the USA. It has eight categories of audiences, namely:  scientific community,  chief executives and technical staff,  policy makers ( at the municipal, provincial, and national levels ),  the academe,  local communities,  extension agents,  local/national NGOs, and  the private sector.

5. THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY 1.Science community US and PhilippinesPrincipal Investigators (PI) 2.Local executives and technical staff PhilippinesDulce Elazegui, Agnes Rola Tony Sumbalan, Jenny Liguton 3.Policy makers Philippines PIDS in Makati, ISPPS in UPLB SANREM 4.Academe US Philippines and Vietnam US-based PIs, Vicky Espaldon (UP Diliman), UPLB, Vel Suminguit (SANREM), CMU Audience CategorySpecific LocationPoint Persons/Institutions

6. THE AUDIENCE AND PARTICIPANTS OF THE IEC STRATEGY Audience CategorySpecific LocationPoint Persons/Institutions 5.Local communities PhilippinesAlex Tabbada (ICRAF) Jose Arances CMU-BIDANI 6.Development Facilitators, Agricultural Technicians/ Extension Agents PhilippinesAlex Tabbada (ICRAF) Jose Arances, CMU 7.Local/National NGOs Philippines UPLB/PIDS 8.Private sector Philippines UPLB/SANREM- SCO

7. STAGES IN THE IEC STRATEGY Stage 4. Media Use/Implementation/Documentation Stage 5. Monitoring and Evaluation Stage 1. Assessment and Audience Segmentation Stage 2. Planning Stage 3. Design, Production and Pretest

8. STAGES IN THE IEC STRATEGY Stage 1. Assessment and Audience Segmentation  anaylsis of audience  analysis of audience by information/training needs  audience segmentation

9. STAGES IN THE IEC STRATEGY Stage 2. Planning drawing of a communication strategy that spells out that steps, entry points, contact methods/modes, media selection and media mix, budget and schedule of activities

10. STAGES IN THE IEC STRATEGY Stage 3. Design, Production and Pretest Involves communication/training specialists and the subject matter specialists. Pretesting at prototype stage for clarity, attractiveness, gender sensitivity and cultural acceptability. Based on the results of the pretest, the prototype will be revised for final production.

11. STAGES IN THE IEC STRATEGY Stage 4. Media Use/Implementation/Documentation This refers to the implementation/and utilization of the IEC materials.

12. STAGES IN THE IEC STRATEGY Stage 5. Monitoring and Evaluation The IEC team will set its guide for the monitoring and criteria or indicators for assessing impact, but will assist the external evaluator, who may have a separate plan and a different strategy, in the conduct of impact/effects assessment.

13. THE CORE MESSAGES, APPROACHES, AND MEDIA Technologies/Processes/Tools Developed or Adapted and Used by SANREM 1.Agroforestry (ICRAF-SANREM) 2.Soil and Water Conservation (ICRAF) 3.Seed technology and Nursery Management (ICRAF-SANREM) 4.Geographical Information System (GIS)(c/o Dr. Antonio Sumbalan) 5.Water Erosion Prediction Project (WEPP) (Dr. Victor Ella) 6.PCARES (Dr. E. Paningbatan) 7.Simulation Model (Dr. Gerald Shively) 8.Water Quality Test Kit (Tigbantay Wahig/HPI/Auburn University) Technologies

14. THE CORE MESSAGES 1.Participatory Landscape Lifescape Appraisal(PLLA) 2.Natural Resource Management and Development Plan (NRMP) 3.Policy analysis(PIDS in Makati, ISPPS in UPLB SANREM) 4.Agroforestry Seed Association of Lantapan (ATSAL) 5.Landcare(Lantapan Landcare Association) 6.Community-based Water Watch (Tigbantay Wahig) Processes Developed or Adapted and Used by SANREM

15. SANREM Website and data bases Computer- based taining Computer-based simulation models GIS STAGES IN THE IEC STRATEGY – The Media Radio (SOA, spots/plugs) Farmers’ Forum Training Field Day Visits Comics Press releases Monographs Poster via (Warik warik, PUJ) Calendar Flyers Folders Peer Reviewed Publications print face to face interactive and film broadcast Figure 1. Media and media mix to carry messages for information, education and communication levels.