DRAFT NATIONAL COMMUNICATIONS STRATEGY ON THE NATIONAL
IMPLEMENTATION PLANS FOR PERSISTANT ORGANIC SUBSTANCES (POPs)
1.0
Introduction
The need for environmental education and public awareness is identified as a major requirement
for the success of the National Environmental Action Plan (NEAP). This is the policy framework
through which government recognises the need to promote and maintain the welfare of the
people by adopting appropriate policies in environmental management for current and future
sustainable development. This need has also been expressed in many other government related
policy policies.
The Environmental Protection and Pollution Control Act Cap 204 of 1990, which established the
ECZ, also recognises the need for public awareness and education to facilitate information
exchange and transformation of such information into practice. Therefore, one of the major
responsibilities that the Zambia environmental legislation places on ECZ is environmental
education and public awareness creation through different channels. These channels include
activities such as networking, training, resource development, awareness campaigns and media
liaisons.
Environmental education and public awareness activities are carried out through the ECZ’s
Education and Communications Unit (ECU). The overall Unit's mandate is to undertake education
and awareness responsibility by accurate and timely dissemination of information aimed at
informing and educating the public on environmental issues, regulations and standards, and their
role in managing the environment. This is in order to promote and encourage active participation
of all sectors of the Zambian society in managing the environment.
2.0
The NIPs Communication strategy
3.0
Rationale and Objectives of the strategy
The development of the NIP involves evaluation of the options for management and/or elimination
of POPs and identification of effective methods for the reduction/resolution of outstanding
problems. One of the needs in the development process of the NIP is the formulation of a
prioritised and costed National Implementation Plan, and specific Action Plans on POPs. Under
this activity one of the outputs is development of a national strategy for information exchange,
education, communication and awareness raising, taking into account risk perception of POPs by
the public, particularly the least educated.
Thus, the main purpose of the strategy is to outline means of effective information dissemination
on POPs within the NIPs context in order to promote and encourage active participation of the
general public and to obtain commitment of stakeholders and decision-makers to POPs related
issues.
The overall objectives include:
1. To enhance levels of information, knowledge and awareness on POPs not only to key groups
such as industries, farmers and policy makers but also the community at large.
2. To raise the profile of POPs on the agenda of journalists and program designers in order for
them to contribute to public awareness.
3. To support POPs awareness in the formal education processes.
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4. To support targeted project activities that will prepare Zambia and the International community
to meet the obligations set under the POPs Convention.
4.0
Project Framework
The Education and Communications Unit (ECU) will implement the strategy under the supervision
of the Senior Communications Officer/Component Manager. The unit shall ensure that all the
planned activities are carried out accordingly
5.0
Channels of Communications and Activities
5.1
Channels of Communications
In order for the disseminated information to be useful and effective in enhance levels of
information exchange and strengthen the knowledge and awareness capacity on POPs of
the general public, key priority activity areas have been identified for purposes of
achieving information dissemination on POPs and the NIPs. These are discussed in
greater detail in 5.2. Taking recognisance of the variety of interest groups, and varying
public information needs, the activities will be designed and carried out depending on the
type of themes or issues and type of audience.
5.2
Dissemination Strategies
The overall objective is to inform the general public about the seriousness of POPs in
terms of their effects, threats they pose and cost to the nation if left unmanaged. Themes
and messages in each activity will be developed and provided according depending on the
type of the audience. In some cases a combination of activities will be applied.
Awareness creation activities will include
5.2.1
5.2.2
5.2.3
5.2.4
5.2.5
Television Documentary
Radio Spot Adverts
Media Training and Sensitisation
Schools Essay Competitions
Posters
1. Television Documentary
Television has been transmitting for over forty years in Zambia. It is acknowledged that
this medium is one of the most significant and powerful tools of communications that
influences public opinion and fosters attitude change. Its effectiveness lies in its
immediacy and ability to communicate in both picture and sound thereby leaving an
indelible impression on its viewers.
There is an essential justification for the use of this medium. One school of thought
identifies it with the idiom “a picture is worth a thousand words”. It is in this psychology
however that we get the reasoning that best reflects the strength of television and its
power to communicate. Human psychology informs us that “ the power of retention of
the human mind is greatly enhanced when one or more senses are engaged in a
communication situation.” Television engages both the senses of sight and hearing.
2
In Zambia the choice of television is predicated on decisions that have to do with the
level the level of outreach that television has. Admittedly, it reaches less people than
radio, but to its credits, its able to capture specific targets which radio cannot ordinarily
reach effectively.
In Zambia, television is relatively well diffused and watched in all the provinces of the
country (Refer to Table 1). It reaches approximately a quarter of the Zambian
population. The range of its viewers is as it is wide. The cross section of its viewers
includes the illiterate to the literate, low to high society, the youth to adult, influential
viewers to decision makers.
The key challenge in the effective use of television rests, however in producing
programmes that reach and impact a part of this wide audience by either informing,
entertaining and educating or motivating them to a desired course of action.
Table 1:
Census Statistics of Televisions
NAME OF PROVINCE
CENTRAL PROVONCE
COPPERBELT
PROVINCE
EASTERN PROVINCE
LUAPULA PROVINCE
LUSAKA PROVINCE
NORTHERN PROVINCE
NORTHWESTERN
PROVINCE
SOURTHERN PROVINCE
WESTERN PROVINCE
TOTAL VIEWERS
SOURCE:
NUMBER
OF
HOUSEHOLDS
178,820
289,647
NUMBER
OF
TELEVISION SETS
29,464
117,851
RATIO OF VIEWERS
PER TELEVION SET
6
6
TOTAL
VIEWRS
176,784
707,106
254,603
164,739
272,094
258,887
111,113
9,244
4,826
123,221
10,057
3,248
6
6
6
6
6
55,464
28,956
739,326
60,342
19,488
204,398
150,420
29,494
5,239
332,648
6
6
176,988
31,434
1,995,888
CSO CENSUS 2000
The NIPs preparation process comprises targeted a activities that will prepare
Zambia and the international community to meet the obligations set under the POPs
convention. From the foregoing background and justification of the use of television,
this strategy proposes production of a fifteen (15) minutes television documentary
based on the concept of current national status of POPs in relation to the work of the
Task force. This documentary will ideally highlight, types of POPs in the country,
effects of these POPs, current efforts in meeting both national and international
obligations and future possibilities of alternative or phase out programmes.
As mentioned, television captures specific targets which radio cannot ordinarily reach
effectively. This strategy therefore will not only focus on airing the documentary on
national television, but also distribution of copies of VHS tapes to strategic audience
such as, Parliamentary Committee on Energy and Environment, Local Authorities,
Agricultural co-operatives and Unions, Health Management Boards, Media training
Institutions, Educational Institutions and other stakeholders. Currently, ECZ has over
600 organisation and institutions on its distribution list for materials, which is
extensively used for information dissemination. It is envisaged that this mailing list
would also be used for distribution of the production and other pops related
information.
Further, as part of the process of increasing levels of outreach, the production could
also be used for awareness raising during such activities as workshops, national
exhibitions or during talks.
3
2. Radio Programmes
Radio is the widest diffusion media in the country. The number of radio stations, in
particular, community radio stations in Zambia (Refer to table 2) has steadily increased
since the 1999 review of media coverage of environmental issues and an evaluation of
its impact on public opinion and awareness in Zambia. This means a huge potential for
the dissemination of environmental information to the public.
One of the effective ways of delivering specific information on issues such as POPs is
through well-packaged short messages on the specific POPs issues that are
immediate to the Zambian context. This strategy will therefore seek to employ the use
of spot adverts to disseminate information on POPs. The spot advert will be translated
into the seven local languages. This will facilitate heightened understanding of POPs
issues and take care of low literacy. It will also directly respond to the audience’s
desire to have information presented to them in their particular languages. Experience
from the current radio spot adverts that ECZ is running on both national and some
community radio stations has indicated favourable response through press and public
queries. Some of the radio stations have provided free airtime for the sport adverts.
This is an opportunity that should be ceased as the adverts could still continue even
after the project lifetime.
These sport adverts will have a call to action and not be a mere information giver. This
is in order to prompt post program activities.
Table 2:
Commercial and Community Radio Stations and their respective coverage areas
NAME OF STATION
1. Radio Phoenix
2. Radio Choice FM
3. Q-FM Radio
4. Sky FM Radio
5. Yatsani Radio
6. Icengelo Radio
7. Radio Maria
8. Breeze FM Radio
9. Mazabuka Radio
10. Radio Chikuni
11. Radio Chikaya
12. Radio Chikankata
13. Radio Lyambai
14. Radio Mus-oa-tunya
15. Christian Voice
COVERAGE AREA
Lusaka and Parts of the Copperbelt and Central Provinces
Lusaka
Lusaka
Monze
Lusaka
Copperbelt, Central, Luapula and North-western Provinces and parts of DR Congo
150 km radius covering Chipata, Katete, Chadiza and Mambwa
120 km radius covering Chipata Chadiza, parts of Katete, Sinda, Petauke and Mambwe
50 km radius covering Mazabuka
Monze
Lundazi
Chikankata
Mongu
Livingstone
Lusaka
3. Media training and Sensitisation
The media as a vehicle for information dissemination can create an atmosphere where
society can effectively relate to particular issues. As an important partner in
communication, media capacity in issues such, as POPs need to be built and
sustained. In other words, in order for the media to achieve a good level of contributing
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to public awareness issue, there is need to recognise the critical need to raise the
profile of POPs on the agenda of journalists and program designers.
The curricula of most of the media training institutions in Zambia do not include training
on environmental reporting. Constraints in covering issues, on the environment,
especially those of a scientific nature such as POPs are mainly therefore attributed to
among other things, negative attitudes amongst journalists due to lack of interest and
knowledge on the importance of raising awareness about such issues.
In 2003, ECZ commissioned a study whose main objective was to assess the extent of
media coverage of environmental issues and evaluate its impact on public opinion and
awareness in Zambia. This was a build up on the results and recommendations of an
earlier study that was carried out in 1999 through the Environmental support
Programme (ESP), which had a similar objective.
Both studies recommended training for journalists in specific environmental concerns
as a basis for providing knowledge, stimulating interest as well as creating a more
receptive atmosphere to stories on particular issues, as well as environment in
general.
It has therefore increasingly become necessary to devise strategies of not only to
integrate environmental issues in curricula of media training institutions, but to also
develop and support appropriate training opportunities with focus on specific
environmental concerns.
This strategy therefore proposes, as part of the awareness activities, a media training
and sensitisation workshop specifically tailored on POPs issues. The purpose of this
training is not only to provide training and information on POPs but to also establish
strong relationships with different media to report on the NIPs programme activities.
Although there is strong recommendation to identify journalists who have
demonstrated interest in environmental training, the strategy shall target the following
category of media institutions:
No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18
19.
20.
Institution
Zambia National Broadcasting Services (ZNBC)
Zambia News Agency (ZANA)
Zambia Information Services (ZIS)
National Agricultural and Information Services (NAIS)
Times of Zambia
Zambia Daily Mail
The Post Newspaper
Radio Icengelo
Radio Phoenix
Green Times
National Mirror
Radio Yatsani
Green Times
Type
Electronic
Print
Print
Electronic
Print
Print
Print
Electronic
Electronic
Print
Print
Electronic
Print
Freelance (to be identified)
Freelance (to be identified)
Freelance (to be identified)
Freelance (to be identified)
Print
Print
Print
Print
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4. Schools Essay Competition
The goal of the schools competition program is to stimulate interest by creating
awareness of POPs issues in school children in order to develop a future population
that is aware of, and concerned about POPs and their associated problems. In other
words, the competition specifically aims at increasing understanding of POPs issues
and risks, by fostering awareness of, and concern about their economic, social,
political and ecological interpretation.
It is envisaged that the direct participation of students in POPs issues is essential
because it is much easier to impart knowledge at this stage through awareness raising
strategies that not only elaborate on such issues but also provide opportunities for
interaction through their participation in the activity
The schools competition will focus on Essay writing with the following specific
objectives:



To develop a broad understanding the different POPs
To provide students with the opportunity to acquire the knowledge, values,
attitudes, commitment and skills needed to protect and improve the environment.
Development and production of booklet to be used as supplementary reader in
schools.
The target audience for the competition will be secondary school level.
The implementation strategy for this programme will focus on nation wide participation
of schools. This will be done in collaboration with the Ministry of Education and the
Curriculum Development Centre.
A concept on which the essay will be based will be developed based on the identified
major POPs themes or issues in Zambia. This concept will then be advertised to
schools through the following suggested channels:



Print Media, which will include, Zambia Daily Mail, Times of Zambia, The Green
Times, The Lowdown, The Post Newspaper and Trendsetters.
An informative brochure in the framework of this project is produced in order to be
disseminated in schools and municipalities.
Low cost posters will printed and be placed in strategic places such as
Supermarkets and shopping malls.
Each province will have three winners for the first, second and third prizes. The NIPs
secretariat will select the winners of the competition, while the Newsletter Editorial
committee will compile and edit the information from the winning essays into a draft
booklet. This booklet will then be presented to the Curriculum Development Centre for
onward discussion and consideration for use in the formal education system.
5.
Posters
Posters provide a critical visual interpretation of issues.
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This strategy will focus on developing posters aimed at providing information on 4
thematic areas i.e. DDT, Agricultural Pops, PCBs and Dioxins and Furans. The
particular poster themes will range from effects of discharges POPs from chemical
plants or agricultural spraying to Promoting proper use of chemicals. The specific
titles of the posters will be provided through the working groups.
The Posters will target the general public.
6.
Other supporting activities
Given the understanding that ECZ has other on-going sensitisation and awareness
creation programmes, these will also be used to compliment activities in this
strategy. These programmes include:
a) The ECU facilitates weekly recordings environmental radio programmes on
ZNBC Radio 2 and Radio Yatsani. These programmes are on-going and
feature a wide range of issues. These programmes can be uses as an effective
way of delivering information on POPs related issues.
b) ECU facilitates production of a newsletter called Enviro-line. The primary
purpose of this newsletter is to promote the corporate image of ECZ by
providing information on the activities of the institution. The newsletter is mailed
to more that 600 institutions in Zambia. The newsletter can be used to
incorporate articles on POPs.
c) The schools programme, which focuses on general environmental activities in
schools, will include talks and other activities on POPs.
7.0
Monitoring and Evaluation
To ensure that communication strategy fulfils its requirement of education and
public awareness information on all planned activities it is vital that there is a
systematic way of tracking implementation of planned activities and documenting
outputs. This will ensure an accurate and timely sharing information to all partners
on the agreed upon indicators in this communication strategy.
A monthly follow up of the indicators below is desirable for monitoring progress.
The Indicators below are derived from planned activities Detailed in the Annex
Table.
Indicators on activity; Television Documentary






Availability of Terms of Reference (TOR) for the consultants by July 2004.
Availability of a consultant by July 2004
Availability of a concept paper by July 2004
Availability of TV VHS 100 Tapes produced by August 2004
Number of times documentary will be aired on TV as per plan.
Distribution of the VHS Tapes to stakeholders by December 2004.
Indicators on activity 2; Radio adverts
 Availability of TOR for the consultants.
 Availability of a consultant by July 2004
 Availability of a concept paper by September, 2004.
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 Availability of translated scripts by September, 2004
 Availability of radio adverts between November, 2004 & May 2005.
 Number of times adverts aired on national and community radio stations.
Indicators on activity 3; Media training and sensitisation
 A media training and sensitization workshop conducted by August 2004.
Indicators on activity 4; School Essay Competitions





Availability of a concept paper on School Essay competition by June 2004.
Availability of topics by June 2004.
Availability of TOR for the contestants and judges by June 2004.
Advertising of competition in the national dailies by July 2004
Availability of books of essays by August, 2004
Indicators on activity 4; Posters
 Availability of a concept paper on posters by February, 2005
 Availability of posters in the ECZ by April, 2005
 Number of posters distributed to strategic stakeholders by May 2005.
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WORKPLAN AND BUDGET
Activity
1
Specific Activities
Media training and
Sensitisation
Outputs
1.1 Logistical arrangements for
workshop
500
1.2 Venue arranged, workshop
programme developed
participants identified e.t.c
500
1.3 Conducting workshop
Workshop conducted
TOTAL
2
Budget
Period
Activity
Duration
1 July – 15 August 2004
2 weeks
15 – 30 August 2004
2 weeks
20 – 21 August 2004
2 days
Overall Activity
Duration
1 month 3 weeks
2 days
11,000
US$12,000
Schools
Essay
Competitions
2.1 Development of
Concept
7 – 14 July
1 week
2.2 Development of TORs for
contestants and judges
2.2 TORs developed
15 – 22 July
1 week
23 – 30 July
1 week
2.3 Advertising and distribution
2.3 Advertising in the
national press
1 August – 30 September
2 months
15 September
1
30 September
1 day
1 – 17 October
2 weeks
November
1 month
2.4 Collection of Essays
2.5 Judging of Essays
TOTAL
5 months
2.1 Development of themes and
topics for contest
1,000
2.4 Essay collection and
classification takes
place
2.5 Secretariat sits to
judge essays
1500
2.6 Presentation of Essays
2.6 An award giving
ceremony conducted
2000
2.7 Compilation of Wining Essays for
printing
2.7 Dummy created
2.8 Printing of Book of essays
2.8 Book produced and
distributed to strategic
stakeholders
days
2000
US$ 6,500
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3
Posters
3 months
3.1 Development of thematic
concepts
3.1 Concept paper
developed
1,000
1 – 15 October 2004
2 weeks
3.2 Artwork and design
3.2 Draft posters
2,000
15 October – 15 November
2004
1 month
3.3 Printing
3.3 Dummy and final
posters produced
5,000
16 November – 15
December 2004
1 month
3.4 Posters distributed to
strategic stakeholders
500
16 – 31 December 2004
2 weeks
3.4 Distribution
TOTAL
31. Television
Documentary
TOTAL
US$ 8,500
1.1 Developing of TORs
1.1 TORs
200
01 – 15 January 2005
2 weeks
1.2 Advertising and Engagement of
consultant
1.2 Consultant hired
1,000
16 – 30 January 2005
1 month
1 – 28 February 2005
1 month
1.3 Development of Concept
1.3 Concept Paper
approved
6,400
1 – 30 March 2005
1 month
1.4 Production: filming and editing
1.4 Dummy
1,200
1 – 15 April 2005
2 weeks
1.5 Final Production and Dubbing
1.5 1 betacam and 100
VHS tapes
1500
1.6 Documentary aired on
national television
16 April – 30 August 2005
1.6 Securing of airtime and Airing of
the Programme on ZNBC
3,200
4 months (once
per month)
1 – 30 September 2005
1 month
1.7 Distribution of VHS tapes
1.7 Documentary
distributed to
stakeholders
500
6 months 3
weeks
US$ 14,000
10
5.
Radio Spot Adverts
5.1 Development of TORs
3.5 TORs
200
1 – 30 April 2005
1 month
7 months
5.2 Advertising and Engagement of
consultant
3.6 Consultant hired
800
! – 25 May 2005
25 days
5.3 Development of Concept
3.7 Concept paper
developed and
approved
1,000
26 May – 15 June 2005
20 days
16 June – 30 July 2005
2 weeks
5.4 Production and Translation
3.8 Dummy
`000
5.5 Final Production and Dubbing
3.9 100 audio tapes and
100 cds
`000
1 – 15 August 2005
2 weeks
3.10
1,000
30 September – January
2006
4 months
5.6 Placing of Advert on national and
community radio stations
Advert
distributed
and air time secured
TOTAL
US$ 3,000
GRAND TOTAL
US$ 44,000
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