Sarhad Provincial Conservation Strategy - IUCN

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9 9 . 1 . 3 C O M M U N I C A T I O N & E D U C A T I O N The Strategy The SPCS communication strategy will be implemented in a phased fashion through specific activities targeted at key audiences. Provincial Line Departments There is a need to increase the environmental consciousness of provincial line departments, to make them aware of the importance of the SPCS and to persuade them to play an active role in its implementation. This is because the major task of implementing the SPCS will rest with the provincial line departments who will have to be convinced that any developmental activity that does not take into consideration the environment will not lead to sustainable progress. They will also need to believe that the SPCS offers practical solutions to the problems of the province. Regular training and orientation courses on Sarhad’s state of the environment and the SPCS, focusing on specific themes, will be organized cross-sectorally for the line departments to harness their support. The SPCS focal points in Government departments, the NWFP EPA, the Planning, Environment, and Development (PE&D) Department, will all be valuable resources for this work. Decision Makers Political will and support are prerequisites for the success of any national or provincial project. Even the best and most comprehensive programme will fail if it lacks the support of political circles. The SPCS is no exception. Parliamentarians need to be contacted and briefed on the SPCS, and be persuaded to form a House Committee on the Environment in the provincial assembly. This would be supported by campaigning through the press for a cleaner environment. The Minister for Environment will play an important role in contacting and convincing other members of Cabinet as well as provincial assembly members. The influence of members of the Communication Round Table will be valuable in contacting the Speaker of the provincial assembly along with the Minister for Environment. 94 SARHAD PROVINCIAL CONSERVATION STRATEGY NGOs With NGOs the aim is to encourage them to assist in SPCS implementation. Large and mid-level NGOs will need to be convinced that the priorities of the SPCS match their own. With their influence and contacts, both in the Government as well as in communities, these NGOs could become a great resource for communication. Workshops and meetings with NGO support organizations, and large and mid-level NGOs will be organized to convince them of the need to support the implementation of the SPCS. The capacity of partner NGOs for communication will be improved and an information package on the subject will be developed and distributed among them. The SPCS NGO coordinator will be the resource person for this purpose, in partnership with IUCN’s member NGOs. Ulema Ulema (religious scholars) remain the most potent and influential institution for the change of social behaviour. They exercise power over the minds and emotions of a majority of the province’s people and can give Islamic relevance to environmental issues. The vast network of mosques makes them the most functional medium of communication, especially for the rural public. Religious leaders can be convinced to include environment in the curricula of religious madrassas (schools). A core of ulema will be sensitized to the environment and its issues so that they can communicate and train others. A special package to support the training of master trainers among u l e m a will be produced. This will include material containing verses of the holy Quran and sayings of the Holy Prophet (Peace be Upon Him), emphasizing environmentrelated topics supported by practical exercises. The members of the Communication Round Table will be a resource for this purpose. The Auqaf Department could also be of great help. The Formal & Non-Formal Media There is a need to re-orient the media—journalists, and radio and television producers—to environmental issues, more particularly to the SPCS and its programmes.
Media, both electronic and print, should play an important role in communicating the SPCS, since on one level they reach out to decision makers, and on another they reach out (particularly radio) to the grassroots. Cinema, puppetry, theatre, folk art, and music festivals also have the potential to inform, educate, and communicate with the people. All would need a certain amount of skills training and continuous flow of information on the environment to convey the message effectively. An Environmental Information Management Centre (EIMC) will be established in Peshawar. The creation and operation of a forum of environmental journalists will be supported. A group of puppeteers, theatre artists, and local singers will be trained and supported to write and present shows and also to train others. The Khyber Union of Journalists and the provincial Information Department could be good resource institutions in this regard. The influence and support of the General Manager, Pakistan Television Corporation, will be of great value. In addition, the members of the Communication Round Table can also prove influential in working with the non-formal media. General Public It will be crucial to use the knowledge base of the general population to raise awareness of the complex nature of environmental problems, and in the process use information as a tool to help people find solutions. More than 70% of the people live in villages. They have a direct and close contact with nature. They are the major beneficiaries of natural resources and at the same time affected by environmental problems. The success of any environmental communication campaign will largely depend on the effective dissemination of the messages of the SPCS to these rural people. Deputy Commissioners with the support of NGOs will encourage Maliks and Khans to hold hujra meetings and discuss environmental issues. NGOs, community-based groups, and village organizations will be sensitized to and encouraged to work for environment and to involve people in the campaign. These efforts will be supplemented by radio, television, other media, and the ulema. C O M M U N I C A T I O N & E D U C A T I O N 9 Industry We need to inform industrialists and business concerns about environmental legislation and to persuade them to adopt the National Environmental Quality Standards (NEQS). Industries and businesses are direct users of the environment. The message that needs to be conveyed to them is that if they do not conserve first, development will not last. However, at the same time the Polluter Pays Principle should be clearly communicated. An environment cell will be established in the Sarhad Chamber of Commerce and Industries to provide information on environment-friendly technologies, NEQS, and pertinent legislation. A core of industrialists will be convinced that environmentfriendly technologies can lead in the long-term to cost reductions so that they can convey the message to others. The SPCS focal point in the Department of Industries, the EPA, and NGOs would be the resource persons/institutions. Federal Government & Donor Agencies The SPCS needs the support of Federal Government for its various projects. Donor agencies would be another target audience, and they need to be convinced about the importance and practicality of the SPCS and the role it can play in the lives of the people of the NWFP. They would also have to be kept up to date and constantly informed about the SPCS action plan. Concerned Federal Government departments and donor agencies will be given regular briefings on the SPCS plan of action. The PE&D Department will be the resource institution for this activity. Armed Forces There is an urgent need to integrate the armed forces into the campaign for the environment, especially afforestation. Recognizing the positive role the armed forces can play in environmental care, they need to be convinced of environmental issues to support the implementation of the conservation strategy. The local armed forces leadership will be approached and requested to take part in environ- SARHAD PROVINCIAL CONSERVATION STRATEGY 95
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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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2 SARHAD PROVINCIAL CONSERVATION ST
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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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8 SARHAD PROVINCIAL CONSERVATION ST
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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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16 SARHAD PROVINCIAL CONSERVATION S
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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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Forestry 133 Eliminating Political
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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 I N S T I T U T I O N A L P R O
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16 1 6 . 5 . 2 I N S T I T U T I O
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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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