Draft Communication Plan

8/14/2019 Draft Communication Plan

1/62

Draft Communication Plan | Integrated Coastal Zone Management Project, Gujarat

ForestsForests & Environment Department& Environment Department

(Govt. of Gujarat(Govt. of Gujarat))

Integrated Coastal Zone ManagementProject

Draft Communication Plan for ICZM ProjectDraft Communication Plan for ICZM Project(Gujarat(Gujarat), Aug 2009.), Aug 2009.

Client:Gujarat Ecology Commission

Consultant:Mudra Institute of Communications, Ahmedabad


2/62


Table of contentsChapters

o Introduction

o Role of Communication

o Communication Research

o Coastal Resources of Gujarat

o ICZM Project

o Communication Flow Structure

o Communication Framework

o Communication Strategy

o Stakeholder: Villagers & NGOs

o Stakeholder: Urban Citizens & Press

o Stakeholder: Corporate

o Stakeholder: General

o Stakeholder: MoEF & World Bank

o Stakeholder: Government Employees

Page

3

4

5

10

12

14

19

21

40

48

51

55

58


3/62


Introduction

The State of Gujarat has the longest coastline among all the maritime states in India

constituting around 21% of Indias total coastline. It extends from Western Ghats in south to

the coast of Kachchh in north broken into three distinct regions viz. Gulf Of Kachchh, Gulf of

Cambay and Coastal belt open to Arabian Sea. These coastal regions have global, national

as well as local significance for conservation of marine biodiversity and to act as a barrier

against storms, cyclones, strong winds, etc. It also plays an important part in the countrys

economy with the presence of major petroleum refineries, busy large ports and industries

like cement, soda ash and mines. This region also boasts of the highest fish productivity in

the nation. Such an environmentally and economically strategic coastal ecosystem is slowly

breaking down on account of the growing population, increasing industrialization and naturalchanges. In the last four decades the marine life in this area has suffered a lot due to the

loss of mangrove forests, loss of coral reefs and due to pollution in sea water . This has

also threatened the livelihood of large coastal communities dependant on natural coastal

resources.

To address this Integrated Coastal Zone Management[ICZM] Project of the Ministry

of Environment and Forests, Government of India funded by the World Bank is being

implemented by the Forest and Environment Department, Government of Gujarat in the

Gulf of Kachchh area in Gujarat. This project aims to develop and implement an integrated

management approach for coastal zones to preserve the long term productivity of the highly

populated region for sustainable development and economic growth. Effective strategic

planning; stakeholder and public participation; conservation of the coastal resources;

development of geo-spatial information system and sustainable capital investments are the

key themes of ICZM Project in Gujarat. Thus it reconciles development with the good

ecological health of the resources by linking environmental, social and economic issues.

The Social and Development Communication unit of Mudra Institute of

Communications, Ahmedabad has been assigned by Gujarat State ICZM Project

Management Unit (PMU) to develop communication strategies for ICZM Project and then

partner it during implementation.


4/62


Role of Communication

ICZM Project brings together all departments and agencies dealing with coast to

develop a management for

coastal zone to foster sustainableeconomic growth, reduce poverty

and enhance the social and

environmental milieu of the

coastal zone.

Such a vast program requires

effective communication structure

and strategy to generate

enthusiastic participation from

varied stakeholders to achieve acommon goal.

The key stakeholders in this project are :

1] Ministry of Environment and Forests, Government of India

2] World Bank

3] Forest and Environment Department, Government of Gujarat

4] Other Departments and agencies of Government of Gujarat

5] Citizens

6] NGOs

7] Corporate

8] Press and Media

Each stakeholder has a different perspective of the issue, the project and its

implementation. They also differ in their approaches, methods and take-aways from this

project. The role of communication is to reach out each one of them and bring them

together for collaborative work to successfully implement the ICZM Project. This role goes

well beyond identifying audiences, designing a message and selecting appropriatechannels; to uncover perceptions and perspectives of different stakeholders groups and

facilitate problem-analysis and problem-solving leading to the desired change.


5/62


Communication Research

Research was conducted to understand the current communication processes and lacunaein it that might be detrimental to successful implementation of the ICZM Project.

Interviews were taken of representatives of implementing agencies, villagers, NGOs and

corporate. Field visits to coastal areas were also taken to see execution of past projects inthis field. Information was also garnered from secondary research of project reports incoastal management like REMAG (mangrove plantation project), Counterpart InternationalsCoral Gardens Initiative - Fiji, etc.

Primary Research

In implementing agencies interviews were conducted with

These interviews gave an understanding of the perspectives of various agencies aboutICZM Project, its goals, its impact and their role in it. Information was garnered on thecurrent communication structure in the Department of Forest and Environment and possible

communication gaps were identified. These discussions helped identify communicationschallenges and barriers to participation by all stakeholders to evolve suitable communication

tools to overcome these differences and motivate them to wholeheartedly participate inICZM Project.

Department / Agency Designation Name

Forest and environmentDepartment Principal Secretary Mr.S.K.Nanda

Forest and environment

Department

Principal Chief

Conservator of Forest

Mr.Pradeep Khanna

Forest and environmentDepartment

JTO Mr.Hardik

GEC Member Secretary Mr.Balguruswamy

GEC Director Mr. C. H. Pandya

GEC Sr. Project Manager Mr.Nischal

GEER Director Mr.C.N.Pandey

Forest Department Principal ChiefConservator of Forest

Mr.Pradeep Khanna

BISAG Director Mr.T.P.Singh

BISAG Senior Scientist Mr.Paritosh Shukla

Jamnagar MunicipalCorporation

Municipal Commissioner Mr.K.N.Bhatt

Jamnagar Municipal

Corporation

Executive Engineer Mr.M.D.Rana


Mayor Mr.Kanakshi Jadeja


Chairman-StandingCommittee

Mr.Meraman Bhatt


6/62


Interviews were also conducted with other stakeholders like

These interviews helped us understand the perspective of other important stakeholderswhose participation is essential for the success of ICZM project viz. Corporate, citizens,NGOs, education institutions, associations, etc. This ground level understanding gainedthrough field visits ensured that all communication gaps between the project implementing

agencies and these stakeholders are identified. Based on the insights gained from theseinterviews each stakeholder is addressed in the communication strategy.

Name / Segment Organisation

Mr.Dayabhai DehdaSangh N.G.O-Head

Mr.Jayantibhai Social worker in Tada Village

Mr.Shantibhai Social worker in Tada Village

Ms.Nita Social scientist

Mr.Suresh Sarpanch, Tada Talav Village

Mr.A.A.Choksi Politician (Opposition Leader), JMC

Mr.Dharmendra Shri Jhala Politician (Ex-Mayor), JMC

Mr.Nitin Bhatt Corporate Communication Officer,Reliance Industries

Mr.Ramji Bhai Secretary, Jamnagar Factory OwnersAssociation

Mr.Suresh Bhai Chairman, Jamnagar VepariMahamandal

Principal Shri Dayanand Girls School, Jamnagar

Trustee Khijda Mandir [NGO]

Villagers Tada Talav Village

Fishermen Tada Talav Village

Citizens Ahmedbad City

Citizens Jamnagar City


7/62


Secondary Research

To create an effective communication strategy it was important to first understand the ICZM

Project in depth from all the literature available on the project. Also past efforts made ondeveloping the coastal areas in India and internationally was researched by referring

various reports and documents received from PMU as well internet. Websites of various

groups and associations of stakeholders in this project were also gone through to garner

more information.

ICZM Project Data

ICZM Draft State Final Project Report, Feb 2009

ICZM Draft State Final Project Report, Dec 2008Draft Detailed Project Report For Component: A, Coastal resources-management and

conservation

Draft Detailed Project Report For Component: B, Coastal Environment-monitoring and

conservation

Draft Detailed Project Report For Component: C, Socio-Economic Development of Coastal

Community

Draft Detailed Project Report For Component: D, Integration of information system in ICZM

Reports of other projects and other data

Restoration of mangrove in Gujarat [REMAG] Project Report, 2006

Corals for Conservation: Counterpart Internationals Coral Gardens Initiative Fiji Project

Presentation, Austin Bowden-Kerby

Gujarat Ecology Commission Annual Report, 2007 -08

Gujarat Ecology Commision Profile, GEC

State of Environment Report, Gujarat, 2005

Valuation of mangroves in Gujarat, Indira Hirway & Shubhrangsu Goswami101 Questions on corals Mohideen Wafar & Sayeeda Wafar

Corals, mangroves and major marine biodiversities of Gujarat, GEER,

Corals and Coral Reefe Presentation, C. N. Pandey

Mangroves and Maldharis of Gujarat, Charul Bharwada & Vinay Mahajan

This knowledge gave pointers to the problems that might occur in the implementation of

project of the scale of ICZM and the communication methods that worked well. These ideas

have been localized based on the understanding of the people in Gujarat to create thecommunication strategies.


8/62


Information pertaining to theproject co-ordination, capacitybuilding programs ,communications vehicles,village lifestyle and hierarchy,

etc. were known. It gave anunderstanding of a successfulprocess that was able tocreate mangrove plantationeven 15 kms inside from thewater level at low tide within5 years where none existed

earlier. These observationsand insights were valuable indrafting communication

strategy for similarcomponents of the ICZMProject.

Tada Talav visit

In Gujarat, GEC is the nodal agency for the ICZM Project and is also the implementingagency for Component A Coastal Resources conservation and management and

Component C Socio Economic Development. GEC had earlier managed REMAG Projectwhich had a similar mandate. A site visit was conducted to Tada Talav, one of the villagescovered under REMAG. This gave an opportunity to interact with every stakeholder of thatproject : Partnering NGO, Villagers who were a part of the CBU that planted Mangroves,Women who were a part of the SHGs built, Fishermen, Village leaders, School children

Mangrove plantation site in Tada Talav(15 km from the water level in low tide)

Jamnagar Visit

The objective of Jamnagar visit was to understand the current communication structurewithin Jamnagar Municipal Corporation[JMC] which is an implementing agency in ICZMComponent B - coastal environment monitoring and conservation , the lifestyle of peoplethere, checking past project implementation, etc.

JMC is responsible for setting up environment friendly and effective system for collection,treatment and safe disposal of urban sewage in Jamnagar. After the plant is setup all

societies have to be communicated to connect their sewage channels to the central lineleading to the sewage treatment plant. Also the citizens have to be motivated to use publicspaces in a more responsible manner by avoiding littering and spitting . Another concern inJamanagar is treatment and disposal of industrial waste from the major petrochemicalrefineries and other industries present in Jamanagar.

A one-to-one discussion was held with concerned departments of JMC, political leaders,

NGOs and citizens of Jamanagar city to find communication gaps that exists amongst

stakeholders. This visit also helped understand the perception about the issue of pollutionand ICZM project. Association of Small Scale industries and representatives of largecorporate were also reached to know their problems, their current practices of sewagedisposal and measures taken by them towards environmental conservation.


9/62


Caoastal Resources of Gujarat

Mangroves:

Coastline of Gujarat was once dotted with mangroves, along the Gulfs of Kachchh andKhambhat and southern coastline. Even now mangroves in Gujarat are second only to theMangroves in the West Bengal on the East Coast in terms of area, occurring in about 936sq. km (FSI, 2005) area in Gujarat. Mangroves play a very significant role in maintaining

the coastal environment, reducing the impact of wave action and erosion in the coastalareas, preventing salinity and seawater ingress into the inland agricultural areas, and alsoproviding protection to the coastline from the impact of cyclones. Apart from theseecological functions, mangroves play a very significant economic role in the lives of thecoastal village communities. The villagers are dependent on mangroves for fodder, fuel-wood and fishing activities.

Coral & Coral reefs:

Major coral reefs in Gujarat are found along the Jamnagar Coast of Gulf of Kachchh. It isone of the four major coral reef areas of India. These coral reefs are the northern most inthe Indian Ocean and are geographically isolated. Many islands in the Gulf support fringingreefs. At present, coral reef area is estimated to be about 460 sq. km. High diversity and

very high rate of biological productivity make coral reefs very important and unique marineecosystem. Apart from a significant role as carbon sink, they also provide habitat and foodfor fishes, crabs, prawns and other marine life. Sponges, Polychaetes, Sea Anemones,Octopus, Star Fish, Puffer Fish, Cat Fish, Coral Fish, Bonellia, Sabela, Sea Urchin, PearlOyster, Prawns, Crabs, Lobster and Turtles represent notable fauna that lives inassociation of the coral reef. Reefs are also recognized as breeding and nursery groundfor marine life, including fishes. The ornamental aquarium fish species that decorate the

aquaria world over occur on the coral reefs.

Avifauna:

The avifauna of the project area is represented by 130 species belonging to 94 genera and47 families. The proportion of marine avifauna is more due to coastal region and saltpans.It is also home to many migratory birds. Hence wet-lands are a huge attractions for tourists

and researchers.

Intertidal and Sub-tidal Biota:

In the intertidal area where the land and sea meet, between the high and low tide zones acomplex marine ecosystem is found . It is rich in nutrients and oxygen and is home to a

variety of organisms like phytoplanktons, zooplanktons, benthos and marine algae.Phytoplanktons, primary producers in marine ecosystem., are moderately found in GoKwith 31 genera and 41 species. The Gulf of Kachchh is also moderately rich inzooplanktons with frequent occurrences of high standing stock of organisms. In Benthos,

the density & biomass of Macro & Micro benthic fauna is moderate to good in Gulf of Kutchand western part of Saurastra. Alage dominate the long stretches of Gujarat coast and itharbors around 210 species of marine algae contributing the maximum number of species

and biomass level of the West Coast of India.


10/62


Mangroves & Corals-Pretty isnt it

If we look back a little we would find a rich heritage of coastal resources like mangroves,coral reefs, fishes, etc. in the coastal regions but the increased economic activities in thoseregions over the past three to four decades have led to depletion of marine life due to overfishing in coastal regions, the destruction of hundreds of acres of mangrove forests and coralreefs and the ingress of salt water into fresh water aquifers. In addition pollutants andeffluents are daily dumped into the coastal waters.

There has been degradation of the mangroves in Gujarat over the years. The reasons forthis are many, like the dependency of the local and nomadic pastoralist communities on themangroves; diversion of mangrove areas to industries, salt pans; construction of ports,

jetties; reduction in natural regeneration and dying off of the rich mangroves because ofdecreased influx of fresh water into the mangrove areas, due to construction of dams, bothsmall and big in upstream areas. While the major reasons for degradation of corals inJamnagar in GoK area is sedimentation, exploitation, marine pollution through industrial

effluent, and oil pollution through refineries together with the discharge of untreated sewagefrom the Jamanagar city.

This degradation of the coastal eco-system has impacted the traditionally sustainableeconomic activities of the inhabitants of this area. To add to their difficulties this area hasfaced natural calamities like earthquakes in the past. All this has negatively affected the

socio-economic conditions of the citizens of this area.

Not so much any more

Note: Pictures used here are not site pictures. They have been used for illustratory purposes only.


11/62


ICZM Project:

ICZM Project would promote sustainable development of natural and physical resources tomaintain coastal ecosystem and genetic diversity. It aims to provide the fair, orderly,

sustainable use and development of coastal resources. It will facilitate economicdevelopment and promote responsibility-sharing of coastal and marine resources

management and planning between the different spheres of government, community andindustry. It will encourage public involvement in coastal resources management andplanning and work on a participatory mechanism.

The area of Gulf of Kachchh has been proposed for implementation of ICZM Project inGujarat. Based on specific key issues in GOK four components have been identified. The

entire ICZM Plan have focus on these components and various agencies will work togetherto achieve ICZMs objective under a State PMU (State Nodal Agency) in the desired time

frame. The components under the ICZM Plan for Gulf of Kutch are as narrated in the figurebelow:

* Data in this chapter is based on State Project Report Feb 2009.

COMPONENT A: COASTAL RESOURCES CONSERVATION AND MANAGEMENT

Forest and marine ecosystems were linked together to form a highly developed ecosystem.

Mangroves fringing the GoK coastline is highly productive biological resource as wood, fueland as breeding grounds for fish, shrimp, mollusks, etc. Rapidly increasing humanpopulation, however, lead to an over exploitation of resources, or misleading utilization of theecosystem. The destruction of biological process of the ecosystem has become a threat


12/62


to its existence. It is an urgent necessity to establish a systematic management of mangrove

ecosystem to secure this valuable resource. As discussed in earlier sections, the coral and

coral reefs have also degraded and there is urgent need to manage these resources well.

This component deals with issues related to mangroves, corals and coral reefs. In GoK area.

Gujarat Ecological Commission (GEC), Marine National Park (MNP) and Gujarat Ecology

Education Research (GEER) are proposed to play a role as implementing agencies in this

component. Also, the conservation activity shall be supported by established industries as a

public private partnership by motivating industries through industrial policy measures.

COMPONENT B: COASTAL ENVIRONMENT MONITORING AND CONSERVATION

The capacity to ensure ecologically sustainable use and development of the coastal zone of

Gulf of Kutch is imperative for the Gujarat, both now and in future. The Component Bfocuses on improving air quality, water and soil quality across the coast to conserve the

coastal environment. Continued active management of human impacts on the coastal zone

is necessary to maintain the health and productivity of coastal ecosystems in a sustainable

manner.

The major issue for this particular component is to monitor the coastal environment in GoK

for conserving it. The sewage disposal from Jamnagar Municipal Corporation and air and

water pollution caused by the industrial establishments are major concerns. The

infrastructural facilities developed as a part of the ICZM Project, majorly include a sewage

treatment plant for the area under Jamnagar Municipal Corporation (JMC). This will

decrease degradation of coral and coral reefs and soil contamination in this area. Another

implementing agency of this component, Gujarat Pollution Control Board (GPCB) will

procure advanced pollution measurement equipments for GoK area to monitor

environmental quality and take action against the offenders.

COMPONENT C: SOCIO-ECONOMIC DEVELOPMENT

The ICZM program, when initialized in the GoK area will require a strong support from the

local communities to make activities effective and successful. Hence it is vital to inform andeducate people regarding various aspects and importance of the ICZM activities. This

particular component deals with the development of IEC activities in support to the ICZM

program. It was found that if the communities are made aware of wrong practices in grazing,

farming, fishing and other activities leading to degradation of the fragile coast and given

opportunities for alternate livelihood matters they would be more sensitve to the coastal

resources. By formulating SHGs, involving CBOs in various activities, providing training in

alternate occupations, conducting exposure visits and creating awareness amongst this

stakeholder group, conservation of the coast can be achieved. Gujarat Ecological

Commission (GEC) shall be implementing this component. With the help of NGOs, CBOsand village people, GEC shall also perform various activities to achieve socio-economic

development in the area of ICZM Activities.


13/62


COMPONENT D: INTEGRATION OF GEO-SPATIAL INFORMATION

The Coastal areas are highly dynamic and complex hence effective management requires

increased access to technologies that can represent these dynamics, particularly to evaluate

and deal appropriately with changes and its complexity. Coastal zone management requires

monitoring, intervention of the processes, controls, feedback and interrelationships, in order

to arrive at more desirable ends. Bhaskaracharya Institute for Space Applications and Geo-

informatics (BISAG) shall be creating geo-spatial database, development of information

system, web activities, mapping, GIS applications, etc. under this component. BISAG

promotes applications of space technology for developmental activities. The Institute

endeavors to augment and enhance the applications of space technology and geo-

informatics to support various developmental activities through creatively organized,

comprehensive multi-purpose geo-spatial databases, web services and satellite

communication.

COMPONENT E: STATE PROJECT MANAGEMENT UNIT

A number of activities shall be performed by various agencies under the ICZM Program in

Gulf of Kutch Area. A state level Project Management Unit (PMU) is essential to coordinate

among the acting agencies, measure the progress during implementation of ICZM and

provide management services for successful operation of ICZM program. This PMU shall

monitor all the activities being done under the program and ensure effective utilization of

provided funds and provide guidelines to agencies to perform better in their components.

The key issue under the component is the effective implementation of the ICZM plan.

Gujarat Ecological Commission (GEC) shall be providing effective management and related

services and act as a State Project Management Unit. GEC shall keep track of all activities,

prepare a database by monitoring throughout and publish the same towards sharing the

information and to increase effectiveness of the approach undertaken in the ICZM Project in

the GoK area.


14/62


ICZM Communication Flow Structure

This structure maps all the major stakeholders amongst whom the majority of

communication will flow with regards to the implementation of ICZM Project in Gujarat.Each communication in this structure is both ways and each line represents a two way

communication channel between two or more nodes. Some of these stakeholders areindirect associates in this project but the success of the project depends on activeparticipation from them as well. The indirect stakeholders present in this CommunicationFlow Structure from the third tier onwards are a part of the proposed ICZM CommunicationFramework explained in detail in the next chapter.

The role and relevance of each stakeholder is explained in detail in the next few pages.

Central

MOEF

Gujarat Orissa West Bengal

Chief Secretary

Tourism EducationEnvironment

& Forest

Agriculture(Fisheries)

Maritime Rural Revenue

Implementing Agencies

GEERForest

Department(MNP)

BISAGJamnagar

MunicipalityGPCBGEC

Citizens NGOs Corporate Villagers Tourists Fishermen Institutions

Gujarat Government Departments

Indian States

ICZM Communication Flow Structure

State PMU

World bank


15/62


Structure Detail

Ministry of Environment & Forestry[MOEF]:

The ICZM Project is an initiative of MOEF and is implemented in Gujarat under its guidance.Each activity conducted in the states is guided, monitored and approved by MOEF. Thus it is

connected to the State Governments, State PMUs and World Bank .

World Bank :

The ICZM project is funded by the World Bank and it provides guidance in its

implementation. It communicates to the Implementing agencies in the states through the

MOEF and the State PMUs.

States of Gujarat, Orissa & West Bengal:

These three coastal states have been chosen for implementation of ICZM Project. They co-

ordinate with MOEF, GOI and World Bank when needed. They should also communicate

amongst themselves to collaborate and learn from each other.

Chief Secretary:

All the Department heads report to the Chief Secretary (CS). CS is a powerful authority in the

government machinery and can bring along all State government departments involved

directly and indirectly in the project to achieve integrated coastal management in the state.CS brings transparency into the Project execution and can assist in conflict resolution

amongst the departments if it occurs.

Department of Forest and Environment, Government of Gujarat: (DoFE)

Forests & Environment Department in the Government of Gujarat is the apex body in Gujarat

State for implementation of all the environment related matters. The main mandate of the

Department is to achieve sustainable development in the state by introducing sound

environmental management practices. The department has four executing agencies viz

Gujarat Pollution Control Board, Gujarat Ecology Commission, Gujarat Institute of DesertEcology and Gujarat Environmental Management Institute, of which two are implementing

agencies in the ICZM Project as well. In Gujarat the ICZM project is being guided and

implemented by this department.

State PMU:

A state level Project Management Unit (PMU) will coordinate among the acting agencies,

measure the progress during implementation of the ICZM and provide management services

for successful operation of ICZM program. PMU shall monitor all the activities being done

under the program and ensure effective utilization of funds and provide guidelines toimplementing agencies. It acts as the central point for information dissemination to all

stakeholders.


16/62


Implementing Agencies

Gujarat Ecology Commissionn (GEC)

The Gujarat Ecology Commission was instituted in 1992 by the state government and has

since then worked towards ecological restoration and conservation work. GEC will beproviding effective management and related services as a State Project Management Unitin this project. GEC will keep track of all activities and monitor those and co-ordinatebetween all the stakeholders. GEC is also the implementing agency of Component A andC. As a part of Component A it has been given the responsibility of implementing themangrove restoration program in non-forest areas under the ICZM Project with the help ofcommunity based organizations. In Component C it will work towards socio-economicdevelopment in coastal areas along with other agencies and instituions.

Gujarat Ecology Education Research (GEER)

The GEER Foundation is an autonomous organization under DoFE, registered as a

scientific institute. Set up in 1982, the foundation has been involved in research in marinebiodiversity and creating ecological awareness. As an implementing agency ofComponent A, it will initiate research and transplantation of corals in the first phase of thefive year project. In the third year it plans to hand over the work to the forest department.It will also assist other implementing agencies through knowledge sharing of its years ofresearch work in other components.

Department of Forest:

Department of Forest will restore Magroves in forest area along the coast. Marine NationalPark, a part this department will aid in mangrove plantation and coral transplantation (insecond phase)

Jamnagar Municipal corporation (JMC):

JMC is one of the implementing partners of Component B and is responsible for setting upenvironment friendly and effective system for collection, treatment and safe disposal ofurban sewage in Jamnagar.

Gujarat Pollutioncontrol Board (GPCB):

GPCB was established with an objective to protect the environment and to prevent andcontrol the pollution in the State of Gujarat. In ICZM project GPCB would be involved inmonitoring and conservation of coastal environment and would be an implementingpartner in Component B.

Bhaskaracharya Institute of Space Applications and Geoinfomatics (BISAG):

BISAG was established to promote applications of space technology for developmentalactivities in the State pertaining to Agriculture, Land and Water Resource Management,Wasteland/Watershed Development, Forestry, Disaster Management, Infrastructure andEducation. BISAG would be involved in Component D and will develop Geo-Spatialcoastal information system up to village level and disseminate information on coastalresources to key stakeholders like government departments, villagers, fishermen,institutions, corporate, etc .


17/62


Departments (other than implementing agencies)

Tourism:

Gujarat today offers a wide range of spectacular attractions - which includes breathtaking

locations and scenic landscapes. The Tourism Corporation of Gujarat Limited, set up in1975, provides comprehensive travel services to visitors to the state. Beaches have alwaysbeen a tourist attraction. Tourism provides a good opportunity to economic development ofthe coastal areas as it is able provide work even for unskilled villagers. But this has to behandled with soft gloves as tourism brings along with pollution. In the strategies suggestedfor ICZM this department has an important role to play

Education:

Education department looks after primary education, continuous education, literacyeducation, secondary education and higher education. Education plays an important role inchanging behaviors and habits. To achieve this communication on environmental

conservation should become an important of school and college education. Also in certainactivities in the villages the school teacher has been made a member of certain committeesto bring in an educated person to the team. In all activities support of the educationdepartment is crucial for creating a future where environment conservation is a part of life.

Rural:

The rural department is responsible for generation of self employment and wageemployment, provision of housing and minor irrigation assets to rural poor, socialassistance to the destitute and rural roads. In ICZM project over 150 villages are beingcovered and the experience, expertise and support of this department would be valuable.

Agriculture [fisheries]:

The main objective of the department is improving the quality of life of the rural populationby widening their employment opportunities and increasing their income. The fisheriesvertical which is a part of the Agriculture department closely interacts with fishermen whoare an important stakeholder in this project. To reach out to the fishermen and ruralpopulation the established channels of the agriculture department can be tapped into.

Gujarat Maritime Board:

Gujarat Maritime Board is perhaps the only maritime body with an enviable feat, nationallyand internationally both in cargo handling and ship breaking activity. With many ports inGoK co-operation of this department is needed to reach them and train them in goodpractices and then monitor their behaviour later.

Revenue:

The government land reserves on the coast where mangrove plantation would beconducted by GEC would come under the revenue department. Their co-operation isneeded for allowing these lands to be used for planting mangroves and other environmentalconservation activities.


18/62


Direct Stakeholders

Citizens:

Such a vast project cant be successful without wholehearted participation of citizens of the state.

Here the communication is not just restricted to the citizens living in Gulf of Kacchh but the wholestate as well. The citizens in Jamanagar town and villages of Kachchh would surely be directlyimpacted and involved in the ICZM Project. But it is necessary to interact with citizens outside thisarea. Most waste from the land end up in the sea. So care has to be taken by citizens of othercities and villages of Gujarat as well to maintain an unpolluted coast. The awareness andsensitivity towards pollution is very less in this segment, especially among the youth.

NGOs:

NGOs play an important role in this project. Their proper understanding of the project and directand indirect support to it would be valuable for the success of the project. They especially have animportant role in execution of activities in villages where local NGOs are easiest way to enter andinvolve villagers in Project activities.

Corporate:

They bear a huge responsibility towards preservation and conservation of fragile coastal systemsbecause irresponsible industrial growth is one of the major reasons for the degradation of thecoastal resources. Their participation in this project and positive contribution in the form of CSR,establishing proper pollution control mechanisms, encouraging their workers to participate in thismovement, etc. will a have major impact on managing coastal resources.

Villagers of Kachchh:

They would directly be impacted by this project in the way of positive changes in environment as

well as through opportunities to earn a livelihood as a part of this project. Proper informationdissemination and feedback measures have to built for this stakeholder to be able to run ICZMsuccessfully. They also have to be educated about using precious coastal resources judiciouslyand be guided on building a sustainable livelihood on alternate resources.

Fishermen of Kachchh:

The fishermen livelihood depends upon the coastal resources. At times they tend to use methodsthat destroy the coral and make long term detrimental impact on the coastal ecosystem. Theyneed to be educated about best fishing practices that will create a sustainable long term benefit forthem as well as the environment. They should also be made aware of the opportunities to scaletheir business or start an alternate business from the funds allocated for disbursement throughSHGs in the Socio Economic Development Component of the ICZM Project.

Tourists:

Tourism in coastal regions bring valuable revenues to these areas but they also bring with thempollution and insensitive handling of fragile coastal resources. A fine balance between economyand environment conservation has to maintained here. Tourists should be properly educated onhow to enjoy the nature without affecting it and maybe even assist ICZM implementers bypartnering them in coastal rejuvenation.

Institutions:

They can be partners in research, implementation and communication. Institutions in Gujarat fromin various fields like MICA, IIM, NID, CEPT, MSU, Gujarat University, Gujarat Vidyapeeth, etc. canprovide their vast academic knowledge and human resources if involved rightly in this project. Alsothe students from such institutions are future decision makers and it helps to make them sensitiveto environment and need for its conservation.


19/62


ICZM Communication Framework

The right information should be available at the right time to the right people to be able toperform their task efficiently. The proposed framework is expected to be able to efficiently

disseminate information at various levels of ICZM Project implementation. It also makesdelegation of work easier and brings clarity to each department about their role. It will alsoact as a platform for various departments to collaborate and pool in their resources andavoid duplication and ambiguity. These teams also act as a monitoring bodies and bringstransparency to the whole system. The teams are

1] Team Vision

2] Team PMU

3] Team District

4] Team Village

Team Vision (or Steering Committee)

Team PMU (Communication)

Constituents

Chief Secretary

Principal Secretary, DoFE

Heads: Implementing agencies

Heads: Associate Departments

MICA Consultant

World Bank Representative

MOEF Representative

Role

To work as an advisory body giving strategicdirection to the project.

To bring together Heads of all involvedparties to create collaboration and work in

an integrated manner.

To monitor to execution of the project basedon the Project Reports given by Team PMUand Team District.

Meeting: At least once in six months.

Principal Secretary, DoFE

Member Secretary, GEC

Member Secretary, GPCB

Director, GEER

Principal Chief Conservator of Forest,Forest Department

Director, BISAG

Municipal Commissioner , JMC

MICA Consultant

Role

To act as the prime decision making body.

To monitor and oversee the execution of theproject based on the Project Reports given byother two teams.

To give a provide progress report to MOEF,World bank and Team Vision once in aquarter.

To oversee and manage ICZM PRojectinformation dissemination across media

Meeting: At least once in 2 months.


20/62


Team District (or Block)

Team Village

Implementing Agency Representative

GEER & BISAG Representative(for knowledge transfer)

District Forest Officer

MICA Representative

District Collector

District Information Officer

District Education Officer

Fisheries Representative

Rural Development Representative

NGO Representative/s

Media Representative/s

Role

To bring collaboration amongstvarious stakeholders and seekopportunities to co-ordinate andassist each other in execution ofICZM Project.

To monitor the activities in the

village level.

To send updates / report to Team

Vision and Team PMU once in aquarter.

Meeting: At least once in a quarter.

Implementing Agency Representative/s

Intermediate Agency Representative/s

Panchayat Representative/s

Women SHG Representative/s

Village School Teacher

Forest Guard

3-5 Village representative from differentcastes and both genders

Role

To be the prime execution body in

ICZM Component A & C.

Organise, co-ordinate andmonitor execution of ICZM Projectactivities in the village.

To submit report to Team PMU

and Team District once in 2

months.

Meeting: At least once in a month.


21/62


ICZM COMMUNICATION STRATEGY

STAKEHOLDER: VILLAGERS

COMPONENT: A & C


22/62


Involving Villagers

This chapter addresses the communication strategies for reaching the villagers of GoK forComponent A & C of the project.

Communication Structure

Implementing Agency

Intermediate Partners

Villagers

Implementing Agency:

GEC or GEER or Forest Dept (MNP), the implementingagencies in these components would execute the workthrough local resources in respective villages. The message

received by each implementing agency from the TeamVision and Team PMU would be passed to the villagersthrough the intermediate partners.

Intermediate Partners:

They could be NGOs or Field assistants of the agencies oncontract or even their employees. But the only condition isthat they should be from those areas where the executionwill be done. These partners decipher the messages givento them and adapt for the village community. They would be

responsible in communicating and coordinating theactivities with the villagers.

Villagers:

They are the participants in this projects as a part of theCBOs or SHGs or other communities who would be directlyparticipating in these components of ICZM Project.

Appointing Intermediate Agencies

After proper research implementingagencies should appoint the Intermediate

Partners. This is an important aspect andshould be done with a lot of care as thesuccess of the project in those villageswould depend on the selection of proper

resource for this co-ordination.

It is recommended to involve good NGOsalready working in the concerned areas

wherever possible because these NGOworkers are known to the villagers and areconversant with issues of the local junta.This would lead to trust and co-operationfrom the villagers and easy acceptance ofthe ICZM project by the people.


23/62


Communicate the message interpersonally

Once a relationship is developed and an awareness of ICZM Project has been createdthrough research; ICZM Project should be explained in detail to each family interpersonally.These field workers would be trained by the implementing agency before they start thiscommunication activity so that they are equipped to answer all the queries of the villagers.Also the villages in Gujarat are community-centric and most decisions are taken at the

community level. So after these interpersonal tours are undertaken by field assistants,community meeting should be called individually for mean and women of each community .

The interpersonal meetingsand community meetings

have solved most concernsof villagers with regards toICZM, a project created fortheir benefit. Then a villagemeeting should be calledfor detailed explanation in

which a representative ofthe implementing agency

will also be present. Thismeeting will lay thefoundation for CBOs andSHGs and selection ofrepresentatives can be

done in the next meeting.All communication tovillagers can then bedirectly given through theserepresentatives other than

various media detailedfurther.

Start with Research

The life in villages are totally different from urban areas and in rural areas the culture andlifestyle differ from village to village. So it becomes very important to understand the needs &mindset of the villagers before starting the Project.A detailed primary research should be carriedout by the Intermediate Partners in the selected

villages to understand the local communities,their needs, their problems, their communicationstructure, etc. This research would also act as ainitiating tool for start a relationship with thevillagers.


24/62


After the research, prior to and during the interpersonal communication stage videos of

successful movements of coastal management in India done by involving local people

should be shown to people. Gujarati / Kachchhi dubbing of the voice over should be doneso that is comprehensible to all the villagers. It can be shown on local cable channel or on

ETV Gujarati, the two channels watched by most in villages. Research conducted in rural

areas showed that most families, even those from poorer families had television and cable .

They are very fond of watching TV and generally they watch regional channels like ETV

Gujarati and the local cable channel which shows relevant content or New Bollywood

movies. Amongst most people there is apprehension about execution of government

projects and the benefits it can delivers them . They are also apprehensive of Mangroves or

corals coming back as many from the current generation haven't even seen mangroves in

the coast. Showing a successful movement in an audio visual format gives them this trust.

Also the cable channel medium is highly cost-effective as they usually play such content for

free. This medium is the most effective way of spreading right information in the villages

after interpersonal communications.

Forming community groups

CBOs would be formed after the village meetings. These CBOs would take up mangrove

plantation and other conservation projects. The communities would be formed in such a

way that the participation comes from very corner of the village. Efforts should be made to

involve nearly every family in the village. Also SHGs would be formed in villages for

supporting them in creating alternate livelihood measures.

While forming all these groups care should be taken to base it on Pro woman Pro poor

approach to focus on providing some opportunities to the most backward groups. Special

care should also be taken to involve minority and backward communities in the villages.

Successful movements on Television


25/62


Community Groups Co ordination

Every villager would be a member of CBOs. A smaller group of atleast one representativefrom all groups in the villages and a representative from Implementing Partner would form an

Executive Team. They will meet once in week to assess the project work during this period,to take urgent decisions, to co-ordinate and disseminate information. The Executive Teamwould also be a part of the Village Team of the Communication Framework.

There will also be monthly meetings of all CBO members where planning can be done and

major decisions can be taken. All transaction of funds would be documented by the ExecutiveTeam and presented to the CBO through these meetings and other touch points (mentionedlater) to make the system completely transparent.

For all CBO members:

Trainings would be conducted for all CBO members in batches in the village itself. They wouldbe explained the benefits of conservation of the coast and how the can play a role in it. They

would be explained the concept of ICZM, the Project, its scope and its benefits. They will alsobe trained on technical aspects of activities like mangrove plantation and management thatthey are expected to perform.

For Executive Team:

Over and above the earlier training for CBO members, the members of the Executive teamwould also be trained in administration, planning, managing accounts and communication &leadership skills. This training would be held at the Taluka level together for Executive teamsof nearby villages. This would give them an opportunity to interact and collaborate with each

other villagers as well.

Funds / wages : It is recommended to disperse all funds or wages for any activity toindividual or group only through a post office savings account or a bank account tomaintain complete transparency in accounts.

Training & Capacity Building


26/62


For SHGs

In trainings members of SHGs will given information about ICZM and coastal resourcesmanagement. They will also be trained in entrepreneurship, marketing, pricing, procurement,

managing accounts and planning. They would shown the opportunities that exist in coastalareas and how they can sustainably use these resources for improving their lives through

alternative occupations or by scaling their current businesses.

General:

Due to lack of education and exposure the villagers are not aware of the benefits of coastalresources, which results in them using it improperly. Information sessions would be held for

general people who are not a part of the earlier training modules like children, youngsters,old people and other groups who are not a part of the CBOs / SHGs. In these session the

villagers would be explained the consequences of the degradation of mangroves and alsoabout its benefits like decreased salinity, honey, etc. For conservation of corals the fishingcommunity would be mainly targeted as they are directly connected to it and at timesinvolved in causing its death due to improper fishing practices like poison or blast fishing thatnot only kill fishes but also destroy corals. They would also be given scientific information of

the types of fishes that would increase due to mangroves and its made aware of the marketsof such fishes. People will also be trained to use coastal resources in a sustainable mannerand informed about the alternative livelihood opportunities that can be considered by them.

Exposure visits

There is no bigger proof for man than seeing things in front of their eyes. Research showsthat exposure visits were highly useful in motivating villagers. It is also seen as a reward

for good work and is often spokenabout by the villagers who go for thesevisits. Also due difficulty intransportation and high cost of travel

villagers hardly get a chance to visitother places.

So exposure visits can conducted for

villagers to nearby places that aredoing well by proper utilization ofcoastal resources. Different groups forcorals, mangroves, SHG, etc would beformed and would be taken to placesrelevant to them. These visits give

them the confidence that they too canchange and many learning from thesevillages can be directly implement edin their villages.


27/62


Notice board - Updates

Many projects that start well can go wary during its execution due to Communication gaps.Dissemination of information is major challenge in villages as the information is not sharedamong every community and if shared the information is changed as its passed on. For aProject like ICZM which involves nearly the whole village this issue has to be tackled

effectively. One of the problems is periodic updates of status of Project and usage of funds.

In every village that the project is being conducted an ICZM Notice Board should beinstalled and it will be the responsibility of the Executive Team to maintain it . This would bemonitored by the Village team. This notice board would be the medium to for imparting

information about the activities like informing them about community meetings , usage offunds, progress made, etc. Local language would be used in these notice boards .

Visual Boards

Literacy is very low invillages. So it isrecommended to have visual

boards, like the ones shownbesides, put up at commonpoints in villages likeSchools, Choupals, common

wells, ponds, etc. VisualBoards can conveyprecautions to be taken to

conserve environment, thereasons for its occurrence,etc.

Also these visualrepresentations are loved by

children and this message

will spread fast to the nextgeneration as well.


28/62


Preparing and involving the next generation

Children can play a good role in percolating information into any household. And they play

an even important role in a project like this which aims to make conservation a habitamongst villagers. Communicating to villagers through children has been found very

effective in many programs in India. A few measures have been proposed to involve thissegment in a large manner in the ICZM Project.

A book on coastal resources can be included in the course curriculum of the village schools.For this teachers would be taken through a workshop in which they would be taught in detailabout the benefits of coastal resources and how they are being destructed due to

irresponsible behavior of people. They would be trained to make conservation a part of theirlives first as they are looked upto as role models by the students. They would also beequipped to train students on the new coastal resources and its management. Thisknowledge would be passed on to the students of village schools, which would help them inbecoming sensitive towards the coastal resources and through students, indirectly it wouldget passed on to their parents also.

Books on coastal

resources to beincluded in course

curriculum

Then workshop forteachers to be taken to

introduce them with

the content of the book


29/62


Mangrove characters for Children

Captain-M

Children are attracted to Cartooncharacters. Characters ofmangroves / corals like those

shown besides can be created .Stories on environmentconservation can then be toldusing these characters.

Flip Books

Flip book is a book with a series of

pictures that vary gradually from onepage to the next, so that when the pagesare turned rapidly, the pictures appear toanimate by simulating motion or someother change. It can be used tocommunicate effectively with children andthrough them to their parents. In schools

these flip books on coastal resources andits conservation can be distributed freely.


30/62


Involving village children in street plays

If the target audience participate in the medium or become the medium itself then themessage is usually well communicated to them. Street plays have been an importantmedium for development communications. It would become a better media if its performedby receivers of the message themselves. School children and youth can be encouraged to

participate in street play through competitions. With their near and dear ones performing inthese plays there would also be a significant gathering to watch it. Through this platform

almost everyone from the village could be communicated the message of benefit ofdeveloping and using the coastal resources in a proper manner.

Drawing Competitions

Drawing competitions can

be held across schools in

the project area on related

themes like saving corals,

planting mangroves,

keeping water clean, etc.

Such initiatives help

students imbibe right values

of environment

conservation in their dailylife.


31/62


Involvement of youth

In villages most children study maximum til l tenth standard and then leave school to jointheir family occupation or travel outside for work or simply waste time doing nothing. Theyshould be given information on the need for higher education and told about scholarship andsupport offered by various organisation to meritorious students. Scholarships to studyfurther should also be given as a part of the ICZM Project as higher levels of educationwould lead to opening up of alternative livelihood decreasing their dependency on coastalresources.

Inculcating right habits in youth would go a long way in coastal resources conservation anddevelopment. Youth can be directly involved in certain project as member of CBOs , SHGs,etc. Else special activities involving them can be planned. Like involving the younggeneration of the fishing community in the process of transplantation of coral reefs in thesecond phase to make them aware of the importance of corals reefs and also to use their

knowledge of the sea.

Once they have participated in the project they will have a sense of ownership of the coastalresources and strive to conserve it through its sustainable use.

They should also be trained in best practices of fishing or grazing their cattle or farming incoastal areas which help them be sensitive to nature as well as increase their yield.

Youth can also be motivated to take up allied activities through SHGs formed as a part ofSocio-Economic development activities. Proper training can be given to them in theirsegment. The youth can also be trained as guides for tourists who would brought in throughthe Environmental tourism strategy.

Also certificates and badges of honour can be given to those who are actively participating

in the ICZM Project. They should also be encouraged to actively participate in competitionsand celebration planned to get participation in this project from the villages


32/62


Making Conservation a part of village life

ICZM aims to bring a change in the attitude and behaviour of the citizens such that theconservation of environment becomes a natural part of life. In this section we look

developing this through various communication methods.

On this day rallies and processions can be taken out with messages like Tanvar wadhe

khushali saje [happiness comes with development of mangroves]. Various other activitieslike dance competitions, singing, skits, etc. can be organised on this day

Celebrating Mangrove Day / Coral day

Celebrations in villages happens in communities and thus become an occasion for villageget-togethers. Also festivals in India are usually celebrated based on some major instancein mythology. Celebrating Coral Day or Mangrove Day is a big manner can even give thiscause a significance of that nature.

Inviting Local MLAs / Ministers as chief guest

Political leaders of that area can beinvited as dignitaries for thesefunctions. MLAs / MPs etc. can beinvited as chief guests to address

people on this day. This wouldbring an awareness about theseissues amongst this importantstakeholder as well and also

showcase the efforts put in by theProject team in implementing this

project.


33/62


Involving the villagers through different festivals.

Navratri is one of the major festivals forthe people of Gujarat enjoyed at large inurban and rural areas. In this 10 day

festival dance is organised bycommunities. Usually each day has adifferent theme. One of the days can beas Tamar Mata (Mangrove Mother) dayor on any such concept spreading themessage of ICZM Project. This would betaken further to other festivals where

there is similar gatherings like Kitefestival, Deepawali, Ram Lila, etc .

Establishing monuments along the coast

Villagers are usually traditional, religiousand superstitious in nature. If theydevelop some belief in something thenfollow it blindly. Temples/monuments inthe name of sea/ mangroves/ corals invillages can be established to bringprosperity to the villagers. Also this would

directly co relate to the development ofvillages brought in because of the ICZMProject. Through these, message toprotect and develop coastal resourcescan be spread. Once village people startbelieving in it then cutting or destroyingof mangroves or corals would decreaseand there would be community pressureagainst someone who does it.

At many places where such traditional

beliefs exists humans have been moresensitive to nature.


34/62


Motivating through competitions and Rewards

Gram Puruskar

Villages in this project would berewarded on the Environment Day at

the state level for their contribution

towards conserving nature. The

eligibility for these awards, selection

criteria, etc would be mentioned and

complete transparency would be

maintained in the selection leaving no

doubt for the concerned parties. There

can be various awards like LargestMangrove Planatation, Best

Developed Coastal Village, etc.

Also local competitions between villages in the same Taluka, district, etc. should be

conducted periodically which can be judged by a committee including the villagers and

intermediate partners itself. Through this there would be transparency in the selection

process and understanding of what was done right by the winners.

Competitions within a Village

House Painting Competition

Villagers would be encouraged to participate in this competition by painting the walls of theirhouses on a given theme. As this would be done by the villagers themselves they wouldbring interesting interpretation to communicate better to their community. A village with manyhouses championing the cause of environmental conservation will surely be able to able tobring a lifestyle of living in conjunction with nature.

Mangrove Plantation

Groups of villagers can be allotted plots of land over and above the land earmarked for

Mangrove plantation. A competitioncan be held among the groups basedon the area covered after a given timeperiod. Another competition can beheld based on the time period taken tocover that plot with mangroves vis--vis the time period that was taken for

covering the earlier plots. Cash or kindprizes can be given for suchcompetitions. Through suchcompetitions even those areas that

were not designated for plantation canbe covered.


35/62


Feedback Mechanism:

Due to geographical and economical constraints the villagers are not able to accesscommunication mediums. So for feedback they are not able contact some one senior in the

project nor anyone from the project can contact them easily. In most communicationactivities mentioned till now, except the village / CBO meetings, villagers are recipients ofmessages. But an equally important aspect is to receive suggestions / feedback from themto better ICZM processes. In this chapter such measures have been looked into.

ICZM Helpline:

A helpline should be setup which will give all information about the project and itsimplementation activities. In case any queries are pending then it would be noted and the

response would be given within a time period of 1 week. This Helpline will also take

complaints, suggestions and feedback from people about the project. Each of this would bedocumented and would be passed on to the relevant teams of the CommunicationFramework and the PMU Team. The Helpline would assist people in English, Hindi, Gujaratiand Kachchhi.

Kiosk

Though mobiles have entered most villages many villagers still do have a telephone ormobile connection. For them to get proper information about ICZM and give their feedback akiosk can be set up in a common place like near Water Points, outside Village Health Clinic,

Post office, etc. with a phone directly connected to ICZM Helpline.

Giving Mobile Phones

Four to five villagers from each village can be given a mobile phone with 3-5 years validitywith pre-stored numbers of ICZM representatives and ICZM Helpline. This also allows

anyone from ICZM teams to access information of any village with a few phone calls to theserepresentatives. Through this regular feedback and information dissemination would become

easy with the villagers.


36/62


Feedback Box

In the well connected areas in the villages

like post office, village health clinic,Panchayat etc. feedback boxes would be

put where the villagers could drop theircomplains, queries etc . Every week theperson from the post office would collect itand would send it to the nearby ICZMHelpline from where it would routed likeany other query.

All these modes of communication can also be used to convey messages about othergovernment policies and updates.


37/62


Alternative resources

Villagers should be provided alternative resources to reduce their dependency on thecoastal resources.

Pond: For fishermen it can be considered to create artificial breeding facility in the form ofponds near the coast. This would decrease the aggressive fishing practices in the sea thatleads to destruction of the marine ecosystem.

Grazing Land: For saving mangroves from being cut exhaustively for cattle rearing a smallgrazing land can be constructed near the village settlements. Due tor lack of availability ofgrazing pastures villagers who cant afford to buy food cattle feed use mangroves as asubstitute which is available for free in the costal regions. A separate grazing land in village

would avoid the mangroves to be cut atleast during the non-summer months.


38/62


Alternative Livelihood

The dependence of villagers on the coastal resources should be reduced to be able to createsustainable coastal ecosystem. Towards this they need to be trained and supported to take

up alternate occupation based on their skill sets.

Incubation Center:

The facilities in the coastal villages are very limited due to lack of development andexposure. Also they are exploited by traders who pay them extremely bad as compared tomarket rates. There are many people in such villages who are capable of making handicraftsor other items but due to economic problems and geographical issues they do not take it upas their primary occupation.

The Incubation Center would be a common platform where the villagers would be providedassistance for procuring raw material, financing, marketing, training, etc. Its primary objectiveis to provide the basic infrastructure for specified segments.

Raw material Bank: A raw material bank would procure materials for whole communityinvolved in that trade. The larger volumes reduces the overall cost and helps villagers getbetter margins on their product.

Credit facility: A SHG can be formed which would assist these people with their financialneeds. Also tie ups with different banks can be done to provide them soft loans forpurchasing raw material and tools.Marketing: The middle men can be removed by connecting these people directly to retailcompanies. This link would also help them understand the current trends and make changesin the products accordingly.

Training: They can be provided sector specific training and also general training like thoseconducted for SHGsIt can also be considered to provide them space and tools for those businesses whichrequire high investments on these aspects.

This incubator model can work very well for handicrafts and other craft forms. Kachchhi

handwork is famous across the world. Many villages across the country are today involvedin such handicrafts as a proper revenue generation activity. Villagers in GoK could easily

become a hotbed for handcraft production if they are provided the necessary materials andinfrastructure.


39/62


Environmental Tourism

Tourism can provide another Alternate Livelihood opportunity for villagers. With ICZMProject being implemented this area can be promoted as an environmental tourist spot

where tourists can participate in the coastal conservation activities.

Generally tourist who come to visit the coastal regions are not familiar with costalresources. So villagers could be trained to provide information to the tourist with respect to

the area and its coastal resources. Also indirect opportunities like transportation, food, etcopen up for villagers with the inflow of tourists.

These tourists would be more sensitive as they would have gone there knowing about thespot as a environmental tourism place. As they get involved in the plantation of themangroves or assisting in coral transplantation they would also become more sensitive

towards the coastal resources.

This would result into the local villagers start getting revenues out of it which would help

them to develop their economic condition. Further the spot could be considered forexposure visits for schools and colleges. As more people would start visiting the spot theother revenue generation schemes would develop.

Brand Ambassador

Local celebrities can be involved to promote Environmental tourism. This campaign wouldseem more like showcasing support to coastal conservation than selling the destination.Due to which it might be easier to rope in celebrities and receive good press coverage.This would also build trust amongst the villagers about the project as they have belief in

celebrities. Videos can be made of the se celebrities participating environmental activitiesat the site and uploaded online and run on local cable channels across Gujarat.


40/62


ICZM COMMUNICATION STRATEGY

STAKEHOLDER: URBAN CITIZENS & MEDIA

COMPONENT: B


41/62


Pollution and Environment:

Reaching Cities and outside:

Gujarat has achieved several milestones in industrialization and globalization, in the past few

decades and has become amongst the most favored investment destination in India. But

parallel has been rise of air, water and soil pollution which has destructed the nature.

Growing urbanisation has also added to the pressure of managing pollution caused by

citizens due to improper management of waste. Citizens are also least discerning in their

behaviour and throw garbage , spit and urinate at public spaces without much care. Lack of

proper education is the major reason for such behaviour. This chapter would address the

communication strategies to address the concern of pollution in cities and then later

specifically address the problems of Jamnagar city.

Communication Strategies

Green Gujarat Movement

This movement aims to make Gujarat greener by reducing pollution through responsible

citizen behaviour. Many activities and events would be conducted under this movement to

make people aware of the current environment situation and to guide them to take corrective

measures. This campaign should sensitize them towards environmental issues and aid them

in adapting to a nature friendly life style. The movement is deigned primarily focusing on

Gujarat but it has the power to reach out to the world and showcase the success of ICZM if

executed well. In this campaign people have been segmented into two basic segments

based on their sensitivity to the issue and access of media

1]Educated Influencers:

As the name suggests this segment is educated and is influential on policy making through

its voice represented by the media. They are aware of the current scenario and are tuned in

to the world happenings through newspaper and internet. The task here is to involve them

through participatory movements and make them the champions of this movement. The

primary focus of the campaign targeting this segment would be to route them to the GreenGujarat website and then urge them to participate in this movement by reducing pollution at a

personal and society level.

2]General People:

This segment is not as educated and aware of the environmental concerns. But they

contribute highly to pollution through indiscriminate throwing of garbage. They would be

reached through events and activation under the Green Gujarat movement . The thought is

to first make them aware about the environmental issues and then prompt them to act. The

focus on the campaign targeting this segment is to route them to join the Green Gujaratactivities and participate in it by maintaining personal hygiene, keeping their surroundings

clean and proper waste disposal.

.


42/62


Internet:

It is recommended to build citizen friendly site www.greengujarat.org.in which would also act

as the official site for ICZM. So this site would have to two roles, one to act as the official site

of the ICZM project and second to provide a platform for citizens to involve in environment

conservation. Most official sites do not generate good traffic as the communication here is

usually one way. Hence a Web 2.0 site is proposed here which will not only be the

mouthpiece of ICZM but will also follow its approach of participatory development by

involving netizens.

As an official site, it will provide easy access to all the direct and indirect stakeholders about

the project and update them on a regular basis. It will also act as an information center for

corporate and media to get the relevant information about the project at tip of a finger. It will

be the one-point solution for any and all information on ICZM Project implemented in

Gujarat. The link of the site would be put in the websites of all the implementing agencies aswell as on all government websites.

The second role is to become a platform for citizens to participate and take ownership of this

initiative. As mentioned earlier all the campaign targeting the Educated Influencer segment

will lead to this site. Here they would be invited to participate and co-operate in the ICZM

Project . It will also become a platform for the ICZM team to receive valuable suggestions

and feedback from the citizens.

The State PMU would manage this website along with GEER and BISAG who would use

this platform to disseminate knowledge about Environment and Gujarats ecosystem. The

communication and design would be guided by the communication partners. This platform

can be used by other government departments as well to connect with the citizens and other

stakeholders. More details about this site are also explained in Communication Strategy forComponent D in the chapters later.


43/62


44/62


Events & Activation:

A major part of the Green Gujarat movement is events which will bring in various segmentsof the society. Through these events ,messages of conservation and healthy lifestyle can be

given to people by involving them in the activities.

Here a few events have been chalked out to create awareness among different stakeholders

like schools, colleges, institutions, corporate and general people to prevent pollution.

Walkathon for different colleges / socities.

Walkathons would be arranged in Jamanagar and other cities based on the theme ofenvironment conservation and pollution and schools, colleges and general people would be

encouraged to participate in it.

Various competitions to be held across colleges

T-shirt painting

Students would paint on environmental issuesand its solution they propose on a t-shirt. This

would make the young Indians more sensitivetowards the issue and when they wear the T-shirt they would be spreading the message totheir parents and acquaintances.

Face painting:

These events would become an effective

communication medium to reach to the teenagersas they would be involved in solving the issue andwith their participation they could start taking theirproposed solution in implementing in their day today life.

Also these activities are viral and the message gets

dispersed more effectively through word-of-mouth.


45/62


Many other competitions can be similarly held to promote awareness on environmental

issues. A few can be:

Elocution and Debate competitions

Drawing competitionSinging and Dance competitions

Mehendi competition

Street Play competitions

All these events can be culminated in the form of a state level event held in Jamanagar on an

important occasion like Environment day / Mangrove day, etc.

This event will have all the glitz and glamour that the teenagers today want. It would startwith final competitions of all school and college events with participants from all over the

state. This can be followed by musical and dance performance by celebrities on the theme of

Environment. Support from local institutions and corporate can be sought for this event.

A major event like this also becomes a good gathering for the citizens of Jamanagar and its

scale would make them realize the importance of decreasing pollution and lead to support

JMC in implementing Component B of ICZM Project.

There are other campaigns focused on Jamnagar mentioned next will make this point clearer

to the citizens there.


46/62


Communication Strategies for Jamnagar

Introduction

Jamnagar city located in the Gulf of Kachchhi is a major contirbutor to the degradation of theKucth coast because of the effulents released by the large and small industries set in thiscity and because of the untreated sewage left in the sea. These reasons are also concernsfor air and soil pollutions. Though the city has a rich heritage of conservation the level of

pollution is high in the city due to negligence and lack of awareness among st the citizens.This poses a grave threat to marine life . As a part of the ICZM project Jamanagar gets anopportunity to better this with the setting up of a Sewage Treatment plant and advancedPollution monitoring facilities procured by GPCB.

As an implementing agency JMCs prime task is to set up environment friendly and effective

system for collection, treatment and safe disposal of urban sewage in Jamnagar. As a partof this the main work of is to build, construct, operate, and maintain the undergrounddrainage system network for the city which will collect liquid waste, effluent from different

areas of the city and from the industries. This waste would then be treated and alsopreferably reused by the industries decrease the output to the sea to nearly zero. GPCBwould monitor the emissions of companies in this vicinity and take action against offenders.

To achieve set goals of conserving the marine life and protecting the environmental pollutionevery citizen, corporate, NGOs and office bearers should work hand in hand. For this a fewcommunication campaigns have been suggested based on communication research

conducted in that area.

Campaign: Saath

For setting up environment friendly and effective system for collection, treatment and safedisposal of urban sewage and running it viably each household will have to pay Rs. 150 to

Rs. 300 as an initial cost. The campaign aims build JMCs credibility amongst its rcitizens asan effective body.

Branding JMC & ICZMTo motivate the people of Jamnagar for paying tariffs it becomes important to create apositive image of JMC in front of the local citizens. Also details about ICZM and its benefitsshould be conveyed to people. This can be done through short films made to showcase thebenefits of ICZM and other projects undertaken by JMC. These films can be promoted oncable channels and by taking movie vans to public spots and societies. Other media likeprint and outdoor can also be used for this communication.

JAAGO campaign

Kya tame muzrim cho[are you a criminal]

Its pretty much a crime to be as careless about the environment and thus killing the planet.Also many such acts are even illegal. The aim of this campaign is to sensitize the people of


47/62


Jamnagar to the problems caused due to pollution, the laws against pollution and how theycan contribute to saving the environment by paying a nominal amount towards connectingtheir sewage outlets to the Sewage Treatment Plant. In this campaign various issues likeDeath of Sharks, turtles, corals, etc . would be taken one at a time and its gory visuals would

be shown asking how could people do such a crime. It would end with the solution toreduce pollution and co-operate with JMC in reducing the coastal pollution. This campaign

would be promoted through:

Evening Newspapers

The research in Jamnagar suggested that Nobat and Aajkal ,the two evening newspapers

have a very good reach within Jamanagr and nearby villages. The campaign ads can begiven in these newspapers.

Traffic Signals, Parks and Museums

Pamphlets in Blood Red color telling stories of death caused by humans and how peoplecould help avoid it can be distributed at traffic signals and public places like Lakoda lakeand public parks.

Regional Channels

Regional and local cable TV channels could be used as the local people generally preferentertainment in local language over Hindi or English . Stories based on death of animalsand plants on the coast of Jamanagar can be shown. Also different acts regarding pollutionand the consequences of violating it can be described.

Radio for fishermen

Radio is a major source of entertainment for fisherman. This can act as an excellent tool to

reach the Target Group in a relevant context and give them the message of conservation.Information regarding the different acts under pollution act can be given and theconsequences of not following it can be mentioned.

Involving NGOs and associations

Different NGOs in Jamnagar like Anda Baa Sewa Ashram or Khijda Mandir which areworking for different social causes could be involved in spreading this message. Locallyactive clubs like Rotary Clubs, Lions Club could be involved as a communication medium todifferent societies.

Schools:

Different schools and colleges can reached where tales of sad deaths of animals can beshown using a

Draft Communication Plan

Documents

Transcript of Draft Communication Plan