FOREST Project Component 1 COMMUNICATION STRATEGY A. INTRODUCTION This is the people component of the FOREST Project. According to official estimates, approximately eight out ten fires in the Russia Far East (RFE) and Siberia are caused by human actions. ‘The goal of this component is to enhance the process of reducing the number of human-caused fires in the regions covered by the project. It is critical that stakeholders and the public understand that forest fire prevention is much cheaper and safer than forest fire fighting A systematic and scientific approach is being taken to design and implement the forest fire prevention education/communication program. Tt builds upon the work that had already been done by many Russian groups such as the forest services and ‘educational institutions at the federal and regional levels, NGOs, and the mass media, The initial goal is to put forest fire prevention on the “public agenda” by making stakeholders and the public aware of the social, economic and health concems of forest fires; the causes of fires; and what they can do to prevent forest fires. Through a series of coordinated communications programs, the plan is to move from general awareness to changing behaviors of targeted groups who are known to cause forest, fires. The behavioral change phase of the Component | program will involve and mobilize professional foresters and encourage as many influential groups as possible to become advocates of forest fire prevention. It is intended that these groups—forest services, mass media, schools, NGOs, associations, extra curricula school “organizations, private sector organizations, community leaders, and others—will continue being advocates after the FOREST Project is finished, thus sustaining the forest fire prevention program over the long-term. ‘The five target areas for the FOREST Project are: Khabarovskii Krai, Krasnoyarkii Krai, Primorskii Krai, Kakhalinskaya Oblast and Irkutskaya Oblast. During the first year krai/oblast coordinators were appointed in the five target areas and work began in establishing the Contact Groups in each project area. Information is being provided to the Contact Groups for them to disseminate to the public and targeted groups. The original Component | Communication Strategy was completed in November 2000 and served as the base for developing the work plans for years 1 and 2. In April and May 2002 the experience gained during the first year-and-a-half of implementing the project—actually involving one full fire season—was reviewed which served as a base for revising this strategy. Section H contains an overview of the tasks that will be done during the life of the FOREST Project.B. RESULTS FRAMEWORK FOR COMPONENT 1 ‘The FOREST Project will contribute to the overall strategic objective of the U.S. Government environmental assistance program, as described in the USAID/Russia’s Country Strategy (1999-2003). The overall FOREST Project will contribute directly to the USAID Mission’s Strategic Objective (SO) 1.6: “Increased Environmental Management Capacity to Support Sustainable Economic Growth.” The specific objective of the FOREST Project is described in the Country Strategy as, “reducing the negative impacts of global climate change through programs targeted at fire prevention, pest control, reforestation, forest policy, protected areas management, sustainable use of non-timber and timber products...” ‘Component | of the FOREST Project, Forest Fire Prevention, is included in SO 1.6 Intermediate Result (IR) #2, “Improved management of forest resources.” The first sub intermediate result, 2.1, is “Number of fires originating from human causes reduced.” C. OBJECTIVE OF THE COMPONENT 1 COMMUNICATION PROGRAM ‘This Communication Strategy describes how the FOREST Project Component 1 will achieve IR 2.1 and therefore contribute to achieving SO 1.6. The education and ‘communication tasks outlined in this Communication Strategy are an integral part of the Forest Fire Prevention program achieving these results, initially in the five project target areas and, hopefully, will become the model for all of Russia in the future. ‘Therefore, the objective of the Component ! communication program is: To use all appropriate communication methods, materials, and programs—including audience research—to raise public ‘awareness and change public behavior to reduce the number of anthropogenic (human caused) forest fires in the RFE and Siberia. D. PERFORMANCE INDICATORS ‘The primary impact indicator for Component 1, as outlined in the RFA, is: Reduction of the number of forest fires caused by human action in the five target areas. The total number of fires can vary greatly from year to year due to weather conditions, which means that the actual number of human-caused fires will also vary. During the first two years of the project (one full fire season — April through October, 2001), mechanisms have been developed to collect and analyze data on forest fires, and their causes. This is combined with an analysis of the daily “fire weather classification” which is an indicator of how weather effects on the number of fires, While comparing these two indicators is not exact statistically, it will be used to ‘monitor the overall impact of the communications program.It must be realized that within the five year period of the project itis most likely that there will not be large dramatic changes in behavior leading to reduction of human caused fires. Experience in the U.S. and other countries have shown the process of reducing forest fires is a long-term program, Therefore, Component | is also ‘monitoring “predictor indicators” which will show if progress is being made in moving towards the long-term behavior change goals. The following are examples of these predictor indicators used to monitor progress of Component I. Data on these have been collected through baseline and follow up knowledge, attitude and practice (KAP) studies, media monitoring activities, evaluation of training programs, and other ‘monitoring and evaluation activites. Knowledge of economic and health dangers of forest fires Knowledge of the level of human-caused fires Knowledge of causes of forest fires Knowledge of practices that prevent forest fires Number of individuals/groups cooperating with the FOREST Project promoting forest fire prevention Amount of mass media coverage devoted to forest fire prevention Number of teachers participating in forest fire prevention programs Educational activities taken by foresters in communities Preventive actions taken by communities, such as fire safe recreation areas Preventive actions by associations, such as campaigns to their members E, BASIC APPROACH TO COMPONENT 1 PROGRAM The approach followed by Component | is to involve as many influential groups as, possible in the education/communication program giving them information and ‘materials so that they can become advocates of forest fire prevention. A significant role of Component | is being a facilitator of other groups to communicate to end users and also encourage sharing of information and experience among themselves. During the first two years, Component | has identified and involved more than 750 individuals/groups in the forest fire prevention communication program. This is called the Component | Contact Group. These individuals/groups include representatives from mass media, foresters, educators of school age children, NGOs, community groups, associations, leskhoz staff, forestry training and research centers, and other influential groups. To support the communications efforts by the Contact Group a series of information ‘materials are being developed, These include teacher's manual and flip charts, foresters’ communication manual, fact sheets (for Contact Group members to use) and tip sheets (for handing out to the public and targeted groups). Training programs have also been launched for key groups including educators of school age children and foresters.F. TARGET AUDIENCE GROUPS FOR COMPONENT 1 ‘The following are the audience groups that Component 1 will focus on for reducing the number of human caused forest fires: L Partners — The primary partner is federal and regional forest services. This also includes forest research institutes and forestry schools/universities. Krai/oblast forestry programs are involved in this program. These partner groups include the managers of the forest programs which the Component | team works with closely in designing and implementing forest fire prevention education/communication programs Foresters — The front line workers in the forest fire prevention program is the forest service field staff. Leskhoz teams are important for enlisting community participation in the forest fire prevention program. Therefore, the foresters must fully understand and be involved in the communication programs that are implemented; have their communications skills strengthened so they can work effectively with communities and various groups who come into the forests; and provide them communication support/extension aids materials (such as leaflets, posters, displays, etc.) Policy Makers and Senior Managers — This includes the senior people, primarily from government agencies at the national and krai/oblast/city levels, who “make things happen.” Not only do they need to know about the recommended practices, but also the knowledge and attitudes of their Clientele so that these senior officials can design relevant policies and support their implementation. This involves senior forestry officials, other government line ministries (such as agriculture, education, ete.), krai administrations, and municipality and other local leaders. Influential Groups — These are groups which can influence policy makers as well as the groups of people who cause forest fires. These influential groups include NGOs, teachers, business associations, loggers associations, line ministry field staffs, academia/scientific community, ‘women’s groups, and other opinion leader groups Mass Media - The mass media are very important for creating general awareness that people cause 8 out of 10 forest fires and the prevention methods people should use. ‘The mass media, along with community groups, are heavily involved in the successful general awareness program, that has already been launched. Educators — For the long-term success of the fire prevention program, school aged children must be involved. Therefore, Component 1 is, developing a program for training and supporting educators who work for organizations involving school aged children, This involves developing teacher manuals and teaching visual aids, training trainers, and teacher training,7. Special Target Groups — Information exists on high risk groups who cause fires. This includes farmers, railroads, loggers, berry pickers, fern gathers, mushroom pickers, hunters, dacha owners, fisherman, tourists, campers, picnickers, and others. Special targeted campaigns will be directed at the most important of these groups, 8. General Publie— The Component 1 program will include general public awareness programs, mainly through mass media and community groups, to gain understanding and support of all people for the program. cs {ratification is important so that communications activities can be targeted to their specific nceds and interests. For each specific group an analysis will be done which includes determining the required actions they need to take, messages to communicate to them, through what channels, and when is the best timing, G. ORGANIZATIONAL STRUCTURE OF COMPONENT 1 PROGRAM ‘Our partner for the FOREST Project is the Forest Department, Federal Ministry of Natural Resources. In implementing Component 1, the following groups will be involved: 1. FOREST Project Advisory Council - This group oversees the overall implementation of the FOREST Project. It is concemed that the project focuses on priority issues and that project resources are used effectively. The Council oversees and ensures that the project is working with the key stakeholders at the national and regional levels. It approves the project work plan. The council is not responsible for operational issues which are the responsibility of the contractor in consultation with working groups assigned to each component. The FOREST Advisory Council meets at least twice a year 2. Component I Regional Coordinators — During the initial visits to each of the five project target areas, Component | staff asked the regional Forest Department Heads to nominate a person to serve as Regional Coordinators. ‘These five people are the focal point for the Component 1 program in their krai/oblast. Their functions include Serving on the Inter-Regional Working Group which provides suggestions for Component 1 program, especially in its, implementation in their krai/oblast. ‘+ Helping identify who should be in the Contact Group from their krai/oblast and assist Component | staff to establish working relations with these individuals/groups + Providing feedback to Component 1 team on needs, problems, and opportunities in their krai/oblast * Disseminating information to influential groups ‘+ Helping organize briefing meetings, press conferences, and other special events in their krai/oblast. Component I Inter-Regional Working Group — During year two of the FOREST Project the Component 1, Forest Fire Prevention Education/Communication Program, made a transition with its Working Group to reflect expanding the program to other krias/oblasts. The original Working Group had representatives from Khabarovskii Krai as the program started there the first year. The membership of this new Inter- Regional Working Group includes: one member from each krai/oblast nominated by the forest service (the Regional Coordinator) and one member from each krai/oblast selected to represent the Contract Group. There are two meetings a year of the Intet-Regional Working Group: November — to review the communications activities carried out during the previous fire season and discuss changes that should be made in the coming year; and March - to discuss ideas for the coming year’s work plan for Component 1 and how the work plan tasks will be implemented in their krai/oblast. The role and functions of the Inter-Regional Working Group includes: ‘© Explain the Component | approach and program to Advisory Council members, policy makers, mass media and influential groups in their krai/oblast Provide feedback of ne 1 in their krai/oblast ‘Identify Contact Group members and provide information on them to the Component 1 team to add to the database ‘+ Help distribute Component 1 materials and programs ‘+ Promote the use of resource centers for sustainability ‘© Attend two inter-regional meetings per year to discuss priority needs for their kraifoblast ‘+ Maintain contact with Component I team members and provide assistance as needed for implementing the education/communication programs in their krai/oblast is, problems and opportunities for Component |. Contact Group ~ These are influential individuals/groups who are the communication channels for the Component | program. In each project area work was carried out early in the project to begin identifying individuals/groups to be part of the Contract Group. By the end of year two more than 750 individuals/groups had been identified and put into databases. Materials have been distributed to this group and a newsletter initiated for them. These are the influential groups who will become the Iong-term advocates of forest fire prevention. Examples of individuals/groups included in the Component 1 Contact Group are: ‘© Local leaders from krai/olbast administrations ‘+ Mass media representatives ‘+ Forest department officials involved in fire prevention, detection and. fighting ‘* NGOs and community-based organizations ‘+ Education leaders, headmasters, teachers + Leaders of junior forest ranger programs ‘+ Research institutes‘Higher education institutions ‘+ Associations for special groups such as hunters, fishermen, ete ‘+ Farmers groups ‘Associations of lumber companies and non-timber groups + Field staffs of agricultural agencies, and other government line ministries Private sector companies concemed with forests Public opinion/survey research organizations Managers of recreation areas/parks Organizations which other FOREST components have established working relationships H. PRIMARY TASKS OF THE COMPONENT 1 COMMUNICATION PROGRAM To achieve the envisioned results for Component 1, the communication tasks described in the following table have been identified, These are tasks which will be carried out during the five year life of the FOREST Project. These tasks will be used as the base for establishing annual work plans and determining budget resource needs. As part of the annual work plan formulation, the tasks will be broken down into specific activities and who will be responsible for them will be identified. This planning exercise determines the budget needs. A total of 11 tasks have been put into three groups ~ core communications programs; tasks supporting the core programs; and administrative tasks. ‘The four core tasks must be viewed as a package which as a whole will move people from awareness of forest fire prevention towards behavioral change, Each task has a specific purpose and target group. These tasks involve: (1) general awareness mainly through mass media and community groups; (2) strengthening foresters’ ‘communication and community participation skills; (3) strengthening organizations involving school age children; and (4) campaigns directed toward targeted high risk groups. ‘The five supporting tasks are cross cutting to support the programs of all four core tasks. These include: (5) monitoring and evaluation gathering KAP baseline and follow up data, monitoring forest fire data, and monitoring the impact of the core programs; (6) working with groups who will carry on the Component | program after the project; (7) producing and distributing factitips sheets and other information; (8) supporting the development of rest areas as fire protection mechanisms; and (9) increasing participation and information exchange by the Contact Group. ‘The two administrative tasks include: (10) work plan/program development, particularly the annual work plan; and (11) project monitoring and reporting,sq on sauna jo sooo apinoida vated ssoypenr Sura, nou Aunsts09 % SOON snip pus spusuy uy ue pouray ss5us851SH0%09093 (086 ‘souren Suma, sean sR Jo og pur Soss249q 19H, ‘aouren pout, | sungo diysqeuaqeu euoaonasu, ‘Bueno ye pase asad oops axeo 12200, any on 205s suetfond isda isiog rong | pa oops aie rpuoqansut pus enue oypesy, | _ ured Sutoapomut 104 suey si00tse ao] FeMUDSSS Ue SST jsuonezqusaio Suuoquans | gy sspyenanao> 199 atop S150 synyonlde se ssprogoys spo or sjousyeu so soos apisoite | 1 usonoead mioesnog ouren sana eae sssar0s goss | stain 0 yo yp spree werfoud2g1 sya iano 3035 Sa2U Snous20j Any ane Seq “mp ‘swen Au ss ox pul sjooyos ‘dno suastond Souny San i futren Sasoing, | ove anita sms pu suoyenstrupe | soy aun yo drysopes} apis uo pajoutg soo asin) 20184 _2ysugy 2099] Sojsug) “oyu Su 1M $V ‘suis Tumoyptuans | yo ued se pow u: uonsaet spo 7p xopur nH 2 ‘do x mown ssousten io op nos Ayumen09 9 SON. ‘dneug 18100, sau 910) Supussoad yo spoqiou seg pur deed a pasa ase Sa 330) SHVADOUd SNOLLVIINAWNOD NOLNAADAd PUL LSTAOL SaTavaaarTag SIAANT SHANTAVE aSORIAT NOWANISTO HSV TSVE TOarOUd AO TAT AML WOT WVADOW NOLLVOINANWOD T ININOAWOD AHL AO SUSVE AUVINTAsromgoys34 sop ur swetaad ft (systusa sosinos: Jo ou samy 20 sowoqda pu owadojaaap sesoad yp uo Kies uno og sos £5 0) souR58 [210429], xno SS0IROE9 8 SES}, wueitand s1proysyes 1204 dnoug Sup i0y RUOKFOY 0H ‘Soiusa 29:0053¥ suesoud uonrorunos ymonvonpo wormasaz8 eyes 30) SUE eons 30, ssa apJouowezqeaoumnsat | of spIO¥DHE SY E04 sypais avg dn see go80 sopprok AV 32 pms AV say oieoes 3902"P st ‘SHVADOUd NOMFOINARNOD FHL UOL SISEL TALLWOdAAS pnd pur opment wsiosd son COp, suaredu> 3 91238 S008 apomenes KO ru or sno 90} 09 sumisop wateduse, | 2p duos yeas 0} gazeasar ssuaypne fo} uogeunoyu ayisads wu | a0) 2 98er tower ouaipny, | steudaidde ow pur does? sn2044 sno ead 98:8 0 pode i ‘SaTavuaariad SLnANT SAANLIVE aSORIAT NomanDosaa HSV SVTsoupjsmou Spout, Soop www 29 7024 OOS" oe sods 20) Sos fu Suess? 20 aseqeep oju and pur stoquiw doy 05) uo owes] 34 siaploKoes 1904 sanguin dose eo, sou 0 opcode 2g) ss “Suogmnsu worsens mg ‘soymsurysieosossurstoud soe "S010 1UR 3 ss9pe9 ‘I9Pe9] yeonpe ‘suonrztueo poses 9 won so ue ann td e109 ou wed useanat | — 6 sos Sp 3 ‘831 pido pie “aonmsneg ds unis 930 wo “oq pur sues a 30 par gBissn40 waHD>} SPAS ‘ona 9 HEKo forage, soe ‘08 opin somes fg wont su op sues ojo soopreay sao ou $9 papuny oj sousggauo suai ou soc | wouodwap 399! 1STWOSs Jusuidojaop casero uoddns | 4 “om pip par (a3 “dhaisy eprom Te KOT MIO. sroo4s died O96 bt Swravaaarraa SAAN aSORIAT NOTLARISTC HSV SVT‘iodo ory AGUOWNS yddoysys0g e295 rap mowoseu0yy oy 29409, ssostoud pout 4p sous "yseeadde buy puPsiopun sUeyAsu0> po mes pia 5 ew said poumnbar 2 ue urea pou or Suuddowsyreq ja} upraesd Supeyaut Bupyiodapue Fuso wou 39/04 ssumyesuo3 in, westaudueid 0m ‘SUSVL HAILVULSINING v SInaN SUANDIVE asOnIAd NOTanISTC SVT SVT