Sarhad Provincial Conservation Strategy - IUCN

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9 9 . 1 C O M M U N I C A T I O N & E D U C A T I O N E N V I R O N M E N TAL AWA R E N E S S The North West Frontier Province is an ethnically diverse, religious society where traditional values, customs, and culture play a fundamental part in peoples’ lives. Certain principles that have become norms in other parts of the world have not as yet been realized here. In fact, the general level of resistance to the forces of change is relatively high. For example, population planning programmes have achieved little success in Pakistan; in the NWFP, the success rate is even lower. The district and village public consultations organized by the SPCS provided strong evidence that lack of environmental awareness is a fundamental problem that needs to be addressed as a priority. SPCS implementation will require the participation of people from all walks of life. To include as many people as possible in strategy development and execution, communication becomes extremely important. Building awareness of environmental issues and initiating a change in thinking and behaviour are both needed. Hence a communication strategy has been developed as a component of the SPCS, to inform the people of the Sarhad about sustainable development issues and to create an understanding and ownership of the SPCS among them. But a communicator needs to know and understand people’s thinking on a particular issue before an effective communication campaign can be designed. Under the SPCS communication programme, research is needed on what people know about natural resources, what their perceptions are about the use of these resources, and what the most effective tools of communicating with them would be. No empirical research has been done so far on the level of environmental awareness in the NWFP, and thus no reliable benchmarks are available. 9 . 1 . 1 Communication To o l s What the Sarhad does have is some traditional tools for communication that for centuries have played an important role in people’s lives. One is the hujra, a 92 SARHAD PROVINCIAL CONSERVATION STRATEGY daily meeting of the male members of a community to informally exchange views and discuss day-to-day matters. In rural areas, after a tiring day’s work, most men get together in the hujra. In true Pukhtoon tradition, most respect is accorded to the view of the older men, with young men and even children encouraged to participate, to listen to, and take advantage of the wisdom and experiences of their elders. At times, music and other entertainment may also be provided to fellow villagers. The hujra becomes a central place for activities at the time of marriage, death, or any other important event. In the case of dispute among members of the community or among two communities, this is where conflicts will be resolved and jirgas held. The jirga is equally important and is the traditional decision-making forum as well as a medium of communication in the village. It is a gathering of elders of the community empowered to take collective decisions and decide on policy; their decisions are irreversible and respected by the community. While the hujra is for the men in the community, the g o d a r and t a n d o o r are meeting places for the women. The godar, sometimes quite far off, is where women draw water for the family; on their way there, women have an opportunity to discuss different issues and day-to-day happenings. They may also meet women from other communities there, extending their knowledge of what is happening elsewhere. The tan - door is where the daily bread is baked, an opportunity for another meeting. Though these are comparatively short meetings, the women do get a chance to talk and discuss issues. It is these four tools—the hujra, jirga, godar, and tandoor—that will be used to reach out to the grassroots. Of the formal media, radio is the most powerful, reaching almost everyone in the NWFP. Television is rapidly making inroads, but widespread poverty means that it is limited to the middle class and the rich. Its reach is further curtailed by the fact that television signals extend to only 48% of the province’s population. The third most important medium is the cinema, visited by the young, particularly on the weekend, when many come to the cities to see a movie. The print media is limited to a handful of educated citizens—the total circulation of English, Urdu,
and Pukhto newspapers is under 100,000 in the province. But print is the most powerful medium for communicating with senior decision makers. Theatre in the province is still in its infancy, partly because of a lack of support. Given support, novelty will attract people to theatre. It can be seen that some of the traditional tools of communication—television and the print media—will be of limited use in the Sarhad. Instead, media such as radio, folk arts and songs, cinema, theatre, hujra, jirga, godar, tandoor, district- and village-level community meetings, and interpersonal communication will have to be used more extensively. This, added to a mountainous terrain and low-ranking social indicators, are problems that will have to be tackled in any outreach programme. 9 . 1 . 2 Existing Initiatives Environmental problems and concerns are relatively new in the NWFP. Major initiatives for environmental awareness have come mainly from the print media, for which they, especially the English press, deserve appreciation. Almost all the English dailies give substantial coverage to environmental issues, while some monthlies carry regular reports and features on the subject. This has helped make educated people aware of environmental problems. The NWFP Environmental Protection Agency (EPA), with the assistance of the World Bank and the provincial Government, has undertaken an awareness programme. The main thrust is to increase understanding of the damage being done to the environment by pollution and to generate support, from the public and the bureaucracy, for the implementation of remedial policies. Polluters, be they industrial or vehicular, are one of the main targets of the awareness-raising campaign. Advertisements in the press and electronic media, posters, pamphlets, and sports and essay competitions along with seminars and workshops are being carried out. However, in the absence of a coordinated strategy, where a media campaign would be one method of building public pressure against offenders (along with other steps such as enforcement of punitive measures, legis- C O M M U N I C A T I O N & E D U C A T I O N 9 lation, and so on) the impact of such ad hoc efforts is negligible in terms of bringing about changes in people’s attitudes and actions. Sungi, a Hazara-based non-governmental organization (NGO), has been active in raising awareness in several areas on deforestation and industrial pollution. There is also a large network of small NGOs and community-based groups that are making a very valuable contribution in this regard. Volunteer organizations, such as the Rotary Club and the Lions Club, also have environmental awareness on their agenda. They have been organizing walks and other similar activities. A pilot public awareness project was launched in the last quarter of 1994 by IUCN’s SPCS Unit with the financial support of UNICEF, Peshawar. Designed to field test some of the components of SPCS communication strategy, it consisted of two stage plays and several meetings. The latter were held in Peshawar: a media workshop to gauge the response of journalists, television and radio producers, writers, and actors to the SPCS communication strategy; a Communication Round Table for feedback on the SPCS communication strategy; and a meeting to elicit the input of lawyers and stakeholders on the proposed provincial environment law. The plays were held in Abbotabad, the scene of a puppet show, and Mardan, host to a Pukhto comedy. Students and the general public dominated the audience of both plays, and the events were a big success. The project helped in understanding the impact in the Sarhad of different communication techniques, and reinforced the idea of using more non-conventional media for that purpose. Feedback on the SPCS communication strategy was most useful in taking it forward. Environmental awareness raising has been started by a number of organizations and through different sectors. But for the most part these are piecemeal activities through fairly traditional media, aimed at urban centres. There is an urgent need for a comprehensive strategy that looks at the priorities identified by the SPCS and at the possible tools for communicating them. The next step would be to identify the possible players, including the institutions currently running awareness programmes. SARHAD PROVINCIAL CONSERVATION STRATEGY 93
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Cover credit: Faces that represent
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The Sarhad Provincial Conservation
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E X E C U T I V E S U M M A R Y mit
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and are viewed not as producers but
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most effective vehicles for promoti
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E X E C U T I V E S U M M A R Y a m
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The Public Consultation Process of
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1 I N T R O D U C T I O N The North
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2 2.1 I S S U E S & T R E N D S I N
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2 I S S U E S & T R E N D S I N S U
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2 I S S U E S & T R E N D S I N S U
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3 3 . 1 R E S P O N D I N G T O T H
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3 R E S P O N D I N G T O T H E I S
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3 R E S P O N D I N G T O T H E I S
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4 4 . 1 T O W A R D S T H E S A R H
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4 T O W A R D S T H E S A R H A D P
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4 4.5 THE PUBLIC CONSULTATION PROCE
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Unsustainable Population Growth 71
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12 nently. In both underground and
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13 Biological diversity is under th
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13 B I O L O G I C A L D I V E R S
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13 of predators and prey species, b
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14 C U L T U R A L H E R I T A G E
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Federal NGO Fund for Environment 20
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15 The first three chapters in Part
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16 The dynamic and recurrent nature
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16 the Chief, Environment. This wil
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16 the NEQS will require engaging t
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17 1 7 . 1 F I N A N C I N G SPCS,
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17 For the purpose of the plan, env
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17 F I N A N C I N G PROJECT COST F
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17 F I N A N C I N G 202 SARHAD PRO
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B I B L I O G R A P H Y Government
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B I B L I O G R A P H Y Sandlund, e
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Sarhad Provincial Conservation Strategy - IUCN

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