€¦ · Web view · 2010-11-15TABLE OF CONTENTS. A. Executive Summary 5. B. Concept . Models....

TABLE OF CONTENTS

A. Executive Summary 5

B. Concept Models 18

C. Creative Briefs 29

D. Campaign Activities 39

Campaign Activities: Description and Evaluation of Efficacy............................................................40

E. Campaign Results 55

Methods of Pre- and Post Campaign Surveys...................................................................................55

Comparability of the two surveys.....................................................................................................57

Exposures to the Pride Campaign Activities ....................................................................................60

Impact of Pride Campaign on Knowledge SMART Objectives ..........................................................66

Impact of Pride Campaign on Attitude and Interpersonal Communication SMART Objectives .......68

Impacts of Pride Campaign on Behavioral Objectives SMART Objectives........................................75

F. Critical Anlysis 80

Critical Review..................................................................................................................................80

A Review of the Project Planning Process ........................................................................................80

Implementation Phase.....................................................................................................................86

G. Follow Up 90

H. Appendices 97

Rare Pride Leadership Development Program 1Ujung Kulon National Park Pride Campaign Report 2008-2010

LIST OF TABLES

Table B.1 Concept Models Narration 20

Table C.1 Creative Brief of Tenant Farmers of 3 Primary Target Villages Who Cultivate Areas Outside of TNUK 30

Table C.2 Creative Brief of Tenant Farmers of 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK 31

Table C-1 Marketing Activities in Each Behavioral Stage 38

Table D.1 Results Chain and Knowledge SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK 40

Table D.2 List of Banner Media Messages 47

Table D.3 Results Chain and Attitudes and Interpersonal Communication SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK 48

Table D.4 R Results Chain and Behavioral SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK 53

Table E.1 Number of Respondents Interviewed and Survey Sample Geographic Distribution. 57

Table E.2 Independent Variables to Measure the Comparability Between Pre- and Post Surveys 59

Table E.3 Exposures to Pride Campaign Activities 62

Table E.4 Exposures to Most Liked Campaign Medias by Audiences in 3 Primary Target Villages 63

Table E.5 Exposures to Most Liked Campaign Medias by Audiences in 7 Secondary Target Villages63

Table E.6 Changes in Knowledge Variables Between Pre- and Post Campaign Surveys 67

Table E.7 Changes in Attitude and Interpersonal Communication Variables Between Pre- and Post Campaign Surveys 69

Table E.8 Exposure to Participation in Agricultural Intensification Program by Target Audience in 3 Primary Target Villages .73

Table E.9 Exposure to Participation in Agricultural Intensification Program by Target Audience in 7 Secondary Target Villages . 73

Table E.10 Exposure to Field Observation Result on Activities Within the Forest . 75

Table E.11 Field Observation Result on Activities Within the Forest Area . 78

Table E.12 Exposure to behavioral change of tenant farmers audience in 7 secondary villages 79


LIST OF GRAPHICSGraphic 1 Exposures to campaign medias with most behavioral impacts on target audience in 3 primary target villages 65

Graphic 2 Exposures to campaign medias with most behavioral impacts on audience in 7 secondary target villages 65

Graphic 3 Exposure to campaign medias with most behavioral impacts on audience in 3 primary target villages 68

Graphic 4 Exposure to campaign media with most behavioral impacts on audience in 3 primary target villages 68

Graphic 5 Forms of savings created by audience in 3 primary target villages for their children-grandchildren. 72

Graphic 6 Level of disagreement among target audience in 3 primary target villages against the myth allowing new agricultural areas expansion by Ujungjaya Village community as far as Cilintang River.

74


LIST OF PHOTOSPhoto 1 Stakeholder Workshop I Ambiance 22

Photo 2 Field School in the Demonstration Plot 41

Photo 3 Field School in a House of a Farmers Group Member 41

Photo 4 Training Activity for KSM Kanopi 43

Photo 5 School Visit Activity 44

Photo 6 Conservation Banner posted in Cibadak Village 46

Photo 7 Quran Reading by Housewives 49

Photo 8 Interactive Talkshow Program at Krakatau FM Radio Station 51

Photo 9 Demonstration Plot Location in Cibadak Village 54


A. Executive Summary


T HEORY OF CHANGE

K + A + IC + BR BC TR CRTo increase awareness of the importance of TNUK as rhinos habitat and the importance of agricultural intensification to reduce forest encroachment activities

Target audiences will be more willing to adopt a better agricultural system and alternatives for more productive and susutainable source of income

Target audiences start to talk about the importance of forest as water catchment area

Community starts to talk about better agricultural system and techniques, and alternatives for more productive ans sustainable source of income

The development of agricultural intensification system for better harvest

The development of alternative economic livelihood groups (Kelompok-kelompok usaha ekonomi alternatif)

Farmers cultivate their land with agricultural intensification pattern and stop expanding their areas into the TNUK

Decreasing rate of forest destruction caused by forest encroachment for agriculture, and decreasing illegal logging activities

To save Ujung Kulon forest as habitat for Javan Rhinos and important water catchment area

On average, SMART Objectives from all knowledge variables increased by 49.55% between pre- and post campaign surveys.

On average, SMART Objectives attainment from all attitude and interpersonal communication variables decreased by 109.9% between pre- and post campaign surveys. The decreases were the consequences of lack of program success examples to see by Pride Campaign target audiences and limited use of medias to convey the messages. The absence of the the nearest bank office affected the behavior change. However, communication between husband/wife on agricultural intensification program increased significantly

The implementation of agricultural intensification program through the creation of demonstration plot for soybean plants during dry season. Two demonstration plots of 6 ha each, and the implementation of field school once a month for a year

45 individuals were involved in agricultural intensification program in farmers personal land during dry season, 3 become adopters outside the group, and the decrease of cases up to 85% in primary target villages and 70% in secondary target villages

On average, the rate of forest destruction causedby agricultural land expansion for sawah (paddy field) within the forest area decreased 77.5%

Ujung Kulon forest as habitat for Javan rhinos is saved

Rare Pride Leadership Development Program 7 Ujung Kulon National Park Pride Campaign Report 2008-2010

To reduce the threat facing Ujung Kulon National Park (Taman Nasional Ujung Kulon/TNUK) area, an important habitat for Javan Rhinos, forest clearing for agricultural purposes and illegal logging will be eliminated. Local farmers will be informed about the biodiversity values of TNUK, the benefits of adopting permanent agricultural system and other sources of income that have been developed and implemented in the area. The new agricultural system and techniques will provide higher and more sustainable income for farmers, while maintaining forest life support system. They will be introduced to permanent agricultural system and techniques and other sources of income, and they will get some trainings and technical assistances to adop and implement them. In the first year, there will at least 30% of agricultural intensification techniques adoption. Pride Campaign ini the area will be considered a success if 30% of tenant farmers within Ujung Kulon National Park do not open new agricultural area and expand their land for one campaign year, and if there will not be anymore activities to open and expand agricultural area in 2015.

CAMPAIGN SNAPSHOT

COUNTRY, Province INDONESIA, BANTEN

Site name TAMAN NASIONAL UJUNG KULON/TNUK (UJUNG KULON NATIONAL PARK)

RarePlanet URL www.rareplanet.org/ujungkulon

Cohort information Node : University of Texas et el PasoName : Indra Kristiawan HarwantoSupervisor : Pairah

Project dates 15 October -15 July 2010

Lead agency TNUK Park Authority

Lead agency contact Ir. Agus Priambudi, M.Sc, Head of TNUK Park Authority, Directorate General of Forest Protection and Nature Conservation, Department of Forestry

Campaign Manager name Indra Kristiawan Harwanto, Forest Ecosystem Controller in TNUK Park Authority

“BINGO” partner WWF Proyek Ujung Kulon (Project Leader Adhi Rachmat ; +62818134178, email : ahariyadi @wwf.or.id

Other partners 1. Result monitoring and activity evaluation, helping fasilitator: LATIN (Lembaga Alam Tropika Indonesia) ; (Executive Director Arief Aliadi Cell phone.+628121102660), Yayasan Kemitraan

2. Barrier Removal : Agricultural and Livestocks Office of Banten Province (PPL), RARE

Key threat addressed New land opening for sawah (paddy field) within the forest area IUCN threat category IUCN : 2.1 (Annual and perennial non timber crops)

Key biodiversity target Javan Rhinos (Rhinoceros sondaicus, Desmarest 1822)

Campaign Slogan Wealthy in Our Own Land (Makmur Di Tanah Sorangan)

Key Target Audiences Tenant farmers in the surrounding Ujung Kulon National Park areas


http://www.rareplanet.org/ujungkulon

Hectares of area under threat Ujung Kulon National Park covers a total area of 120,551 ha. The campaign will focus on tenant farmers in the surrounding Ujung Kulon National Park areas; 10 villages in 2 sub-districts covering an area of ± 11,691 ha

SITE INFORMATION

Site Description Geolog y

Ujung Kulon National Park, comprising of Gunung Honje (Honje Mountain), Ujung Kulon Peninsula and Panaitan Island, was part of young tertiary mountain system that covered pre-tertiary stratum of Sundaland in the tertiary era. During the Pleistocene, the Honje mountainous area was estimated as part of the southern tip of Bukit Barisan of Sumatra, that parted after the Sunda Strait dome was folded. The center and eastern part of Ujung Kulon Peninsula comprise of limestone rock formations that are covered by alluvial sediments in the northern part and sand sediments in the southern part. The western part, namely the row of Gunung Payung, comprises of Miocene rock sediments. The eastern part, that is the row of Honje Mountain, has older rocks that are covered by volcanic sediments and sea tuffs in the center and limestones and marl in the eastern part. Panaitan Island has the same vaults and rock formation with those found in Gunung Payung, with breccias, tuffs and quartz formed during the Holocene are found in the western part, particulary in the northwest area. The land in Ujung Kulon National Park area, especially in Ujung Kulon Peninsula, experienced extensive local modification along with the formation of volcanic sediments during the explosion of Mount Krakatau in 1883 (Hommel, 1987). Soil parent materials in Ujung Kulon National Park originated from volcanic rocks such as red lava rock, marl, tuff, sandstone and conglomerate. The types of soil most widely distributed in part of Honje Mountain, Ujung Kulon Peninsula and part of Peucang Island are grumusol, regosol and Mediterranean with fault hill physiography. The soil types in Honje Mountain area include grey regosol soil type that was found in the beach area, as well as yellowish and brown podzolic, Mediterranean, grumusol, regosol and latosol. These types of soil have low level of fertility and lack of nutrients.

Topogra phy

The topography of the eastern part of Ujung Kulon National Park is dominated by the row of Honje mountain with the highest peak of 620 asl. The western part is connected by part of Ujung Kulon Peninsula and is the mainland of Ujung Kulon National Park. The Peninsula has a flat topography along the north and east beaches, mountainous and hilly around Gunung Telanca area, and beaches on the southwest and south around Gunung Payung with the highest peak of 480 asl. The lowland covers peat swamp areas with mangroves, and the beaches comprise of sandy areas and coral rocks. The topography of Panaitan Island is mostly flat to hilly and mountainous with Gunung Raksa of 320 asl as the


highest peak. The beaches are sandy with some beautiful coral rocks.

Drainage System

River Waters: In the hilly western area there are many rivers with generally swift streams that do not dry up all year long and are originating from Gunung Payung. The eastern part of Ujung Kulon Peninsula does not have a good river pattern, and most of the river streams flow to the north, east and south from Telanca area with sedimented estuaries, creating seasonal swamps. In Gunung Honje, two streams are formed, one flowing to the west (Selamat Datang Bay) and the other to the east/south (Indian Ocean). (They are generally small rivers and potential to meet the community needs). On the other hand, Panaitan Island generally has better river streams, small and large rivers, flowing to the beach area.

Size

Ujung Kulon National Park covers an area of 120,551 ha, comprising of 44,337 ha of water areas and 76,214 ha of mainland areas.

Please explain the climate in the site, as well as temperature and monthly rainfall rate.

TNUK has a sea tropic climate, and according to Schmidt & Ferguson (1951) it belongs to B climate type classification with Q value = 20.4. Yearly rainfall average is 3,249 mm with temperature 25-30 °C and moisture 80-90 % as well as sun radiation intensity 0.621-0.669 cl/cm2/ml. Wet rainy season occurs between October and April together with northwest wind season. Average monthly rainfall is more than 200 mm, with the highest rainfall occurs in December at more than 400 mm. Dry season/dry is between May and September. Wind blows from northwest (October-April) with high speed and storms occasionally happen, felling trees and hindering ship route with high waves. On the other had, east wind (May-September) makes Ujung Kulon Peninsula waters calm and less wavy.

Ecosystem type (IUCN) Ujung Kulon National Park is part of Mount Krakatau volcanic eruption remains, that went through fast succession creating a diverse vegetation and wildlifes. TNUK has three ecosystem types: sea waters ecosystem, sea shore/beach ecosystem and terrestrial ecosystem. The sea water ecosystem comprises of coral reef habitat and an extensive sea grass on most of a large part of Ujung Kulon Peninsula, Handeuleum Island, Peucang Island and Panaitan Island (IUCN 13.4). The sea shore/beach ecosystem consists of sea shore forest and mangrove forest on the northeastern part of Ujung Kulon Peninsula and its surrounding area (IUCN 1.7). The terrestrial ecosystem generally covers original tropical forests found in Gunung Honje, Ujung


Kulon Peninsula and Panaitan Island (IUCN 1.6).

GPS Coordinates (Google Earth)

102°02’32” – 105°37’37” E dan 6°30’43” – 6°52’17” S

Biodiversity Hotspot Sundaland Hotspot

Other area-protection status World Heritage Site

Hectares of targeted campaign area

± 400 ha


A. Ringkasan Eksekutif

Figure A.1 Ujung Kulon National Park Buffer Zones in details

Rare Pride Leadership Development Program 12 Ujung Kulon National Park Pride Campaign Report 2008-2010

THREATENED SPECIES

Species name (general) Javan Rhinos (Badak Jawa)

Species name (scientific) Rhinoceros sondaicus (Desmarest, 1822)

Decription of flagship species (maximum 250 words)

Javan Rhinos are rare large mammals that still survive and reproduce in their only one left habitat on earth, Ujung Kulon National Park. Conserving Javan Rhinos means conserving their habitat and the surrounding buffer zones. Javan Rhinos are solitary animals in nature, with insignificant change in population development from year to year, and number around 50-60 individuals. Javan Rhinos have 1-2 cm thick skin, 120-150 cm heights and mosaicked skin pattern. Being hot blooded animals, Javan Rhinos stabilize their body temperature by wallowing in mud. Javan Rhinos have a rather unique eating patterns through cutting, grabbing, felling down, and slicing. One of the diet they eat most are sulangkar plants (Leea indica) and rattan.

Number of species listed under the IUCN Red List

There are 5 species of rhinos in the world, namely Javan Rhinos, Sumatran Rhinos, Indian Rhinos, African Rhinos and Vietnamese Rhino. Javan Rhinos are one species listed under the IUCN Red List and are categorized as endegered, because of their limited population and habitats.

Number of endemic species Ujung Kulon National Park is home to several endemic species, namely Silvery Gibbon/Owa Jawa (Hylobates moloch) , Leaf Monkey/Surili (Prysbytis, sp), Kokoleceran (Vatica bantemensis) and Kitenjo


THREATS

Threats (IUCN)

Threats (continued)

The following threats have impacts on Ujung Kulon National Park in general and Javan Rhinos habitats in particular: New land opening for agriculture (sawah (paddyfield)),

– New land opening activities for agriculture or field will threaten Javan Rhinos habitats. This threat is serious as the community has the perception that they have expand their agricultural areas to increase their agricultural crops.

- IUCN Threat Category: 2.1 (Annual and perennial non timber crops)

Illegal logging – The threat of illegal logging in Gunung Honje forest area

is posed by local individuals who illegally log the forest to fulfill their daily life needs as they find no other activity to raise their income. If no action is taken, the threat will expand to Javan Rhinos habitat.

- IUCN Threat Category: 5.3 (Logging & wood harvesting) Forest fires (Fire & Fire Suppression)

– In 2007, the last forest fires occurred in Gunung Honje forest area after some individuals carelessly threw cigarette butts and some people, apparently looking for honey in the forest, forgot to put off the fire they had lit. The impacts of the fires were limited as community participated to put off the fires and TNUK staffs acted promptly.

- IUCN Threat Category: 7 (Natural System Modification): 7.1 Fire & Fire Suppression

Wild Boar Hunting within TNUK area (Hunting & Trapping Terrestrial Animals)– Wild boar hunting is conducted because the animal is

considered as pest to their agricultural plants. The impacts of this activity is very limited as it is only conducted in the eastern part of Gunung Honje.

- IUCN Threat Category: 5 (Biological Resources Use): 5.1 Hunting & Trapping Terrestrial Animals)

Illegal mining (Mining & Quarrying)– Illegal mining activities were carried out to mine for sand,

rock and gold. At present, the activities have stopped because cheaper alternatives are available and the law enforcement process has given the community deterrent effects.

– IUCN Threat Category: 3 (Energy Production & Mining) : 3.2 Mining & Quarrying

Threats addressed by the campaign (IUCN)

The threats were ranked according to their Scope, Severity & Irreversibility. New land opening for creating sawah (paddy field) within the Park area ranks very high because the activity narrows and destroys Javan Rhinos habitat and Gunung Honje forest as water catchment area. Illegal logging ranks high. In a discussion with Prof. DR. Harini Muntasib (member of Rhino Task Force) and Drs. Widodo Ramono (Head of YABI), it was agreed that forest clearing for opening agricultural areas presents negative impacts for Javan Rhinos habitat, especially if no comprehensive action to reduce the threat is taken. If the


threat can be removed, Javan Rhinos habitat will be conserved. It will be an added value if other threats, especially illegal logging, can also be handled at the same time.

The threats addressed by the campaign: Agriculture & Aquaculture 2.1 (Annual & perennial non-timber crops)

HUMAN POPULATIONS

Human population on site Based on Pandeglang District’s villages potential data, total human populations in 19 villages within 2 Sub-Districts of Sumur and Cimanggu in 2008 numbered 58,934 individuals. Some of them live within TNUK area, including 89 head of family living in Ujung Jaya Village, Legon Pakis Sub-Villages; 76 head of family living in Sub-Villages of Peteuy, Salam dan Cipakis, and 74 head of family living in Cibadak Village, Ciakar Sub-Village.

Summary of Human Populations (300 words)

Most of the populations in Ujung Kulon National Park are farmers, especially those living in Cimanggu Sub-District. In Sumur Sub-District, while most of the populations are farmers, a large number of them are also fishermens. Both Sub-Districts have different geographical situation. Cimanggu Sub-District, while bordering with Ujung Kulon National Park, also shares boundaries on the south with Cibaliung Sub-District, thus most of Cimanggu Sub-District are farmers. On the other hand, Sumur Sub-District is located between Ujung Kulon National Park and Java Sea, thus the general occupations are farmers and fishermen. Apart from affecting the type of occupation, the geographical conditions also affect the ethnic distribution in the area. Cimanggu Sub-District is dominated by Sunda ethnic, with Java ethnic as minority. In Sumur Sub-District, in addition to Sunda ethnic that also dominate the area and the minority Java ethnic, there are a number of people of Bugis ethnic. The official language is Sundanese. Bahasa Indonesia is used to communicate among the different ethnics in the area and in communication with visitors. As with religion, 100% of the populations in the surrounding Ujung Kulon Nationsal Park are Moslems. Survey conducted in early 2009 revealed that the majority of respondents belong to age group between 40 and 44 (19.5%) and age group between 35 and 39 (15.7%). With regard to formal education, 65.9% of the sampled respondents completed Elementary School (SD); 13% went to Junior High School (SMP), and 6.5% finished Senior High School (SMP), while 7.9% of the respondents have no formal education.

Key target audience segmentation

Farmers in Cegok, Cibadak and Ujung Jaya Villages that own personal land located outside the Park (Primary Audience), and farmers with agricultural areas located within TNUK (Secondary


A. Ringkasan Eksekutif

Audience), their friends and trusted sources.

Income per capita -

CONSERVATION BENEFITS

Conservation benefits by 2009(interim success)

Technical cooperation with Agricultural and Livestocks Office of Banten Province is established, funding continuity from barrier removal partners is secured, program to improve the knowledge and implement agricultural technology can be carried out and adopted by tenant farmers in their land located outside of the Park, number of tenant farmers expanding their areas within the Park is reduced, and Javan Rhinos habitat is conserved and protected from the threat of Forest clearing and agricultural area expansion within Ujung Kulon National Park area.

Sustained conservation ground-truthed in 2012(ultimate success)

Forest clearing and agricultural area expansion within Ujung Kulon National Park will have decreased by 30% in 2010 and community will have started to optimally used their own agricultural land located outside of the Park during dry and rainy seasons, as outlined in the survey and field observation, as well as monthly recapitulation report to be reported by Section of National Park Management Area III.

In 2015, there will not be any more activity to open the forest area and expand the agricultural areas within Ujung Kulon National Park, as outlined in the result of activity survey for examining/inquiring agricultural area within TNUK, and recapitulation of monthly report result to be reported by Section of National Park Management Area III.

Javan Rhinos habitat is conserved as outlined in the result of activity survey for examining/inquiring agricultural areas within TNUK and through landsat imagery.


SUSTAINABILITY PLAN

Strategic Plan Ujung Kulon National Park Management Authority has a strategic plan (Renstra) to realize the vision of “Ujung Kulon National Park is Conserved, the Community is Prosperous (Taman Nasional Ujung Kulon Lestari Masyarakat Sejahtera).” A number of activities should be conducted to realize the vision, including: ecotourism activity, forest protection, area gazettement and community empowerment. Pride activities can be integrated with activities to empower the community and area gazettement.

Staf Training Apart from Indra Harwanto who has participated in Pride Leadership Training Program, every year Ujung Kulon National Park sends its staff to participate in education and training activities for community empowerment, facilitator and other supporting activities in Education and Training Office, Department of Forestry.

Resource sustainability Head of Ujung Kulon National Park Authority under the leadership of Ir. Agus Priambudi, M.Sc, has committed to give more funding allocation for community empowerment program in TNUK. This is supported by a policy of Department of Forestry that encourage all Technical Implementatio Unit (UPT)s to optimize local wisdom in empowering the community.

Behavioral set back and the need to convey the messages continuously

Activities and outreach to disseminate conservation information in the field are held every year, with funding allocation from TNUK, as preventive measure for activities that may cause environmental degradation. Agreement on Participatory Forest Management (KPH Partisipatif) is an effort by TNUK Authority to prevent behavioral set back as the agreement contains rights and obligations of the stakeholders as well as sanctions for forest encroachment actors.


B. Concept Models All Rare Pride campaigns start with building a concept model, which is a tool for visually depicting the situation at the project site. At its core, a good concept model graphically depicts a set of causal relationships between factors that are believed to impact one or more biodiversity targets. This concept models link the biodiversity targets to the direct threats impacting them and the contributing factors (including indirect threats and opportunities) influencing the direct threats.

The success in attaining a conservation objevtives requires many involvements from all stakeholders that have interests in the area. To achieve this, Pride Campaign in Ujung Kulon National Park held a stakeholder meeting in January 2009 at Cimanggu Sub-District. The meeting brought together 40 participants representing local government, TNUK Authority, village government, community leaders from Sumur and Cimanggu Sub-Districts, encroachment actors, local NGOs, community organization (KSM), housewives groups and religious leaders. The meeting aimed to identify direct and contributing factors that affect the biodiversity of Ujung Kulon forest and present the result in a concept model for Ujung Kulon National Park. The result of the meeting was a Concept Model and Threat Ranking Analysis that identified Javan Rhinos habitat and Gunung Honje as biodiversity priority target and Forest clearing for new agricultural area within Ujung Kulon forest as a the highest ranked threat for biodiversity conservation, as presented in the following Figure 2.1:



Contributing factors/indirect threats [yellow box] Direct threats [red box] Objectives [green circle]

Figure B.2 Ujung Kulon National Park Concept Models

Project Scope: Ujung Kulon National Park Buffer Zones

Lack of Conservation Regulations socialization in the area

Extension activity on forest fires is not effective

Village land limitedNo skills

Laziness to cultivate the land during dry season for lack of water

Community’s knowledge on land intensification techniques needs to be improved

TNUK staffs rarely found in the surveillance post

Lack of socialization by TNUK on the danger and impacts of forestfires

Community formal education is low

Community’s economic income insufficient and no alternative source of income

High population growth

No employment opportunity

Family planning program unsucessful

Under developed area

Lack of community awareness on the dangers and impacts of forest fires

To meet daily economic needs

Position of boundary posts separating TNUK and community’s land are not clear

Weak law enforcement

Market demand for logs

The use of fire to open an agricultural land is the easiest and the cheapest

Needs for cash money

Forest clearing for agricultural area

Lack of personnel in TNUKLack of coordination among staffs & community involvement in establishing boundaries

Staffs do not conduct patrol optimally in TNUK

Businessmen from outside of the area willing to buy illegal logs

Productivity / agricultural harvest decrease

Community do not apply land intensification pattern

Organizational function (Binwasdal) does not work well in the levels of Resort, Section and Park Authority

Wild boars are considered as agricultural pest

Forest fires

Community find suitable weaponsCommunity think about effective way/weapons to eliminate wild boars

Land is cultivated once during rainy season, left abandoned during dry season

Staffs do not implement core duties and function (Tupoksi) optimally

Securing agricultural land from wild boars

Agricultural harvest cannot meet household needs for one year

Javan Rhinos habitat

Gunung Honje Forest

Wild boar hunting within TNUK area

Apparatus lack of discipline when on duty

New agricultural land opening in TNUK area

Illegal mining

No agricultural land in village land

A myth among part of the community of ancestral rights allowing land openingas far as Cintang River

Agricultural land to be inherited for children and grand children

Community activities to find forest honey using fire

Illegal logging

To understand the above figure, the followings are brief description of direct threats and contributing factors that affect the biodiversity targets, Javan Rhinos habitat, and Gunung Honje as river catchment area, as summarized from the stakeholder meeting.

Project scope and targets

Direct Threats Contributing factors (including indirect factors)


Gunung Honje forest

Illegal loggingMarket demand, unclear boundaries post separating TNUK and private properties, weak law enforcement and lack of regulations socialization, needs for cash

Forest firesAgricultural land opening within TNUK using fire, lack

of community awareness, inefficient extension on forest fires, activities to harvest forest honey using fires, and

staffs rarely seen in the surveillance posts

Agricultural land opening within TNUK forest area

Limited agricultural land in village area, no agricultural land owned, income from the harvest not sufficient,

myth about ancestral rights allowing land opening as far as Cilintang River, and agricultural lands within

TNUK are used as inheritance

Illegal mining The need for cash money and daily needs are not fulfilled

Wild boars hunting within TNUK area

To secure agricultural land from wild boars, community uses locok weapon and wild boars are considered as

pest.

Ujung Kulon National Park has a high biodiversity and is is the habitat of Javan Rhinos. The Park, particulary Gunung Honje area, is also a water water catchment area. To create the concept models, Ujung Kulon National Park is divided into 2 scopes, namely Javan Rhinos habitat and Gunung Honje as water catchement area. Each scope is facing threats that may reduce its biodiversity richness. The threats include illegal logging, agricultural area opening within TNUK forest, forest fires, illegal mining, and wild boar hunting. All the five threats are caused by human activities, except forest fires. Few, very little percentage, forest fires happening in the area were triggered by natural causes.

New land opening for agriculture (sawah (paddy field))– New land opening activities for agriculture or sawah (paddy field) will threaten Javan

Rhinos habitats. This threat is serious as the community has the perception that they have expand their agricultural areas to increase their agricultural crops.

- IUCN Threat Category: 2.1 (Annual & perennial non timber crops) Illegal logging

– The threat of illegal logging in Gunung Honje forest area is posed by local individuals to fulfill their daily life needs as they find no other activity to raise their income. If no action is taken, the threat will expand to Javan Rhinos habitat.

- IUCN Threat Category: 5.3 (Logging & wood harvesting) Forest fire (Fire & Supression of Fire)

– In 2007, the last forest fires occurred in Gunung Honje forest area after some individuals carelessly threw cigarette butt and some, apparently looking for honey in


Table B.1 Concept Models narration

the forest, forgot to put off the fire they had lit. The impacts of the fires were limited as community participated to put off the fires and TNUK staffs acted promptly.

- IUCN Threat Category: 7 (Natural System Modification): 7.1 Fire & Fire Suppression Boar Hunting within TNUK area (Hunting & Trapping Terrestrial Animals)

– Wild boar hunting is conducted because the animal is considered as pest to their agricultural plants. The impacts of this activity are very limited as it is only conducted in the eastern part of Gunung Honje.

- IUCN Threat Category: 5 (Biological Resources Use): 5.1 Hunting & Trapping Terrestrial Animals).

Illegal mining (Mining & Quarrying)– Illegal mining activities were

conducted to mine for sand, rock and gold. At present, the activities have stopped because cheaper alternatives are available and the law enforcement process has given the community deterrent effects

– IUCN Threat Category: 3 (Energy Production & Mining) : 3.2 Mining & Quarrying.

The identified direct threats were written on the cards, that were then posted on the wall and were connected to the related objectives with arrow signs. Next, the workshop participants discussed contributing factors (indirect threats) that pointed to, or aggravate, the direct threats. Chronologically, the process to create the concept model works as the followings:

a. Participants were divided into 6 groups, each comprising 6 members.b. All participants worked individually first, to answer and identify 5 things of the question

context “What are the direct factors for the destruction of TNUK forest as a catchment area and Javan Rhinos habitat?”

c. As the answers were identified, they were brought to discussion in groups. Each group identified 3 ideas or most important things that, according to the stakeholders, can directly affect the destruction of TNUK forest.

d. Next, each group submitted 1 idea on 1 card to the facilitator to be posted on the sticky wall. The facilitator posted the cards while reading them aloud to highlight each idea.

e. When there were more than one card with the same idea, those cards needed to be gathered in 1 group. Each group then submitted one different card from the card that was previously submitted. If any of these cards had the same idea, they needed to gathered together.

f. Each of the group should be given a title that reflected or represented the existing group of cards.

g. The remaining cards were gathered when they had the same idea and separated when they are different. Respondents should be allowed to comment on each card posted on the wall to give a clarification or to prevent ambiguity.

h. The naming of each card was the result of a context that should be answered by stakeholders and was a collective consensus. The present stakeholders were then invited to re-read the result, to remind them that the result was a collective consensus.

i. Next, a concept model was created from the direct factors that triggered forest destruction and were the result of ToP, to find the root of the problem or supporting factors. Each group was assigned with one card and need to identify supporting factors for the cause of TNUK forest destruction.


Photo 1 Stakeholder Workshop I Ambiance

j. The results were written on the cards that were then posted on the sticky wall so all participants can see them. Once again, each step to post a card should get a collective agreement and consensus.

k. Each card were connected with a plastic yarn (tali rafiah) with arrow sign that signified the factor chains.

l. At the end of the process to create the concept models, all participants should looked through the results of the concept model creation process which were re-read to get the collective approval.

m. To close the meeting, greeting and thank you were expressed as a form of appreciation for the participants contributions through their thoughts and works during the workshop.

The concept model and threat ranking produced were then discussed with other stakeholders and scientific community members who know very well about the management of Javan Rhinos in TNUK, but could not attend the earlier meeting. The summary of the discussion with the stakeholders about the threat ranking in Ujung Kulon National Park is as follows:

Focused Conversation With Experts to Assess the Threat Ranking

We communicated through email with Javan Rhinos expert from Bogor Agricultural Institute (IPB) (E.K.S Harini M.). When questioned about the threat of forest encroachment as the main threat for Javan Rhinos, in an email in February 2009, she answered, “It is indeed correct that the opening of new agricultural area is the main threat, although it is an old issue. There have been efforts to solve this, but with change/reformation at present the issue has intensified and become too difficult to handle by TNUK Authority. The community kept using a pretext “which one is more important: human or rhinos?” This is where the real issue lies, not just the physical aspect.” When further questioned whether she agreed that the threat have endangered Javan Rhinos habitat, she answered, “It may not directly endanger it. But if we relate it with our agreement to expand their habitat to Gunung Honje, then it is an important issue. Because the opening of new agricultural area, especially on the site leading to Gunung Honje, will hinder the plan to expand Javan Rhino natural habitat.” She also gave her opinion that forest encroachment can be stopped, “It can be stopped, but we cannot do it alone. The efforts should involve many stakeholders, starting from those making formal decision, non formal decision and gradually through a process.”

Focused Conversation with Head of TNUK Management Authority to Assess the Threat Ranking

In an informal discussion in March 2009, Head of Ujung Kulon National Park Management Authority (Ir. Agus Priambudi, M.Sc.) said that the threat of forest encroachment within the Park area for opening new agricultural area is indeed the most serious threat against the conservation of Ujung Kulon forest as Javan Rhinos habitat and water catchment area. From year to year, forestry crimes in the forms of forest encroachment and agricultural area expansion have occurred. Currently most of the activities occur in Resorts of Legon Pakis (Ujung Jaya Village), Cegog (Ranca Pinang Village) and Cibadak (Cibadak Village). They are small in scale, but high in frequency, so they may pose a serious and vas impact when they are not dealt accordingly. Rancapinang and Ujung Jaya Villages are very close to the core zone, the habitat of Javan Rhinos, while most of the populations in Cibadak Village have agricultural areas within the Park.” The head of TNUK Authority mentionned that one of the reasons of forest encroachment activities is the absence of alternative source of income


to meet the needs of the community. This is the reason why the community relies on natural resources within Ujung Kulon National Park.” Thus, the Head of TNUK Authority decided to focus the Pride Campaign for primary audience, farmers in 3 villages (Cibadak, Rancapinang and Ujung Jaya Villages) who cultivate agricultural areas outside of TNUK. Seven other villages (Tamanjaya, Cigorondong, Tunggaljaya, Padasuka, Mangkualam, Kramatjaya, dan Tugu) are secondary audiences.

Focused Conversation with Head of Yayasan Badak Indonesia (Rhino Foundation of Indonesian/YABI) to Assess the Threat Ranking

During his visit to Ujung Kulon National Parkin February 2009 for survey on Javan Rhino Sanctuary site plan, Head of YABI (Widodo S. Ramono) gave his opinion about some of the threats occuring in Ujung Kulon National Park, particularly those related with Javan Rhinos. In his opinion, the threat of illegal logging to Javan Rhinos habitat has not reached a critical point, because most of the activities are concentrated in Gunung Honje area. However, encroachment activities for opening new agricultural area within TNUK area, especially those happening in the Resorts of Legon Pakis and Cegog are endangering Javan Rhinos habitat. Forest clearing for sawah (paddy field) is the most serious because it has a high severity and wide impact.

Focused conversation with the main audience

The conversation with the main audience was held several weeks after the stakeholder meeting. We visited a community leader in Ujung Jaya Village (Suhaya) who stated that forest encroachment or forest clearing for sawah (paddy field) was conducted by the community because agricultural harvest was not sufficient to fulfill the farmers needs. This happened because the farmers only cultivated their land once during the rainy season and abandoned the land during the dry season. They did not know any better way to cultivate the land during the dry and rainy seasons. Thus, to meet the life needs, they applied agricultural area extensification pattern with the assumption that the more they expanded their agricultural area the more harvest they would get. In addition, most of the inhabitants of Ujung Jaya Village still believed in the myth that allow forest clearing as far as Cilintang River and that the activity would not disturb Javan Rhinos.


Factor Chains for Tenant Farmers of 3 Target Villages (Primary Audience) and 7 Target Villages (Secondary Audience) Who Cultivate Agricultural Areas Outside of TNUK

After identifying the most critical threat (new agricultural area opening for sawah (paddy field) within TNUK forest), a factor chains is created. It is a linearly simplified concept model to see who and what is behind the threat, including what factor(s) has/have contributed and created the environment where the threat was coming out and what should be done to reduce the threat and improve the conditions of the conservation target objective.

Factor Chains for farmers only included contributing factors (including indirect threats) caused by target audience (tenant farmers cultivating areas outside of TNUK) in its relations with the direct threat of new opening of sawah (paddy field) in the Park area. These factors included: agricultural harvest that is not sufficient to fulfill the needs for one year; land is not cultivated during dry season; farmers do not apply land intensification pattern; laziness to cultivate the land during dry season; and lack of community knowledge about land intensification techniques. Community here means farmers cultivating areas outside of TNUK.

Results Chain for Tenant Farmers of 3 Target Villages (Primary Audience) and 7 Target Villages (Secondary Audience) Who Cultivate Agricultural Areas Outside of TNUK


Figure 2.2 Factor Chains for Tenant Farmers that Cultivate Agricultural Areas Outside of TNUK in 3 Target Villages and 7 Target Villages

Community’s knowledge about land intensification is not optimal

Land intensification program is not applied by tenant farmers

Land is cultivated once during rainy season and left abandoned during dry season

Agricultural harvest is not sufficient to fulfill the needs for one year

New land opening for sawah (paddy field) within TNUK area

Laziness to cultivate the land during dry season, when water is not easy to find

Project Scope: Ujung Kulon National Park Buffer Zone Area

Gunung Honje forest

Pride Campaign revealed the causal impact (arrow) in each stage of behavior change that farmers went to towards their journey to adopt the new behavior.

Preliminary Objectives for Farmers of 3 Target Villages (Primary Audience) and 7 Target Villages (Secondary Audience) Who Cultivate Agricultural Areas Outside of TNUK

Based on the results chain, we highlighted 5 preliminary objectives for the Pride Campaign that targeted tenant farmers of 3 primary target villages and 7 secondary target villages who cultivate agricultural areas outside the Park:

Community becomes aware of agricultural intensification techniques and land intensification techniques, has improved knowledge about the importance of TNUK as Javan Rhinos habitat and life support system for local inhabitants, has improved knowledge about TNUK area zonation, forms of savings and the importance of the area for human survival.

Farmers cultivating areas outside of TNUK have more willingness to adopt more productive and sustainable agricultural system and techniques

Community talks about more productive and sustainable agricultural system and techniques Improved knowledge and the application of agricultural intensification technology with high results Farmers do not expand their agricultural areas into TNUK area and farmers cultivate their land with agricultural intensification techniques


Figure B.3 Results Chain for Tenant Farmers of 3 Primary Target Villages and & 7 Secondary Target Villages Who Cultivate Areas Outside the Park

Community become aware of agricultural and land intensification techniques

Improvement of knowledge and agricultural intensification techniques application with high result Farmers cultivate their

land with agricultural intensification techniques

Farmers do not expand their agricultural areas into TNUK area Threat Reduction: No

more new land opening for sawah within TNUK by farmers with agricultural areas outside the Park in 3 villages

Improved awareness about the importance of TNUK as Rhinos habitat and life support system for local inhabitants

Knowledge of TNUK zonation & saving forms and the importance of TNUK for human survival

More willingness to adopt more productive and sustainable agricultural system

Community talks about more productive and sustainable agricultural system and techniques

Knowledge & Skills

Attitudes Interpersonal Communication Barrier Removal

Behavior Change

Conservation Result: Javan Rhinos habitats are conserved

Theory of Change (ToC) in Ujung Kulon National Park Pride Kampanye is as follow :

To reduce the threat facing TNUK, an important habitat of Javan Rhinos, forest clearing for agricultural purpose and illegal logging are to be minimized. Local farmers will be informed about biodiversity values of TNUK, benefits of adopting permanent agricultural system, and other sources of income that have been developed in the area. The new agricultural system and techniques will provide them a higher and more sustainable income, and will maintain forest life support system. The farmers will be introduced to permanent agricultural system and techniques, and will be given training and technical outreach to adopt and implement the agricultural system and techniques. In the first year, there will be at least 50% of agricultural intensification techniques adoption. The Pride Campaign in the area will be considered a success if 30% of tenant farmers cultivating areas within TNUK stop opening the forest and expand their agricultural areas within TNUK during 1 year of campaign period and there is no activity to open the forest and expand agricultural areas within TNUK in 2015.



Community knowledge about land intensification techniques is not optimal


Land opening for sawah

within TNUK

Agricultural harvest not sufficiesnt to fulfill the needs

for one year

Land is not cultivated during dry season, only

once during rainy season

Tenant farmers do not apply land intensification pattern


No more land opening for sawah within TNUK by farmers owning land outside of the Park

Farmers cultivate their land using agricultural intensification techniques

Farmers do not expand their land within TNUK

Improved knowledge and agricultural intensification technology application with high result

Community talks about the more productive and sustainable agricultural system and techniques

Increased willingness to adopt more

productive and sustainable agricultural system and techniques

Increased awareness about the importance of TNUK as Javan Rhinos habitat and the importance of agricultural intensification

Javan Rhinos habitats are

conserved by 2012

Assumption: No more threat of

opening new agricultural areas within TNUK by

2012

By June 2010, number of actors of forest encroachment for agricultural areas will decrease by 30% from the previous year, and no more such actors by 2015

By end of Pride activity (June 2010), 30% of farmers cultivating areas outside of TNUK have implemented agricultural intensification patternBy end of Pride activity (June 2010) 30% of tenant farmers cultivating areas within TNUK will not encroach the forest to open agricultural areas

Adoption of Agricultural

intensification system as

Adopsi sistem intensifikasi pertanian sebagai

By Juni 2010, 40 % of

community cultivating areas within TNUK will

start to talk to their friends about more

productive and sustainable agricultural system and techniques

outside the Park area, up from 4.9% in the

previous year

By June 2010, 90% tenant

farmers cultivating

areas outside of TNUK will

support agricultural

intensificarion system

application, up from 78% in the previous

year

By June 2010, the ignorance of tenant farmers in 3 primary target villages who cultivate areas outside of TNUK about agricultural intensification will decrease to 66.59% from 86.59% in the pre-survey

Implementation of agricultural area census within the Park and monthly report recapitulation

Technical guidance, extension, law enforcement, community empowerment and intergroup communication

Extension, comparative study, practice or implementation of

agricultural intensification pattern activity

Communication, extension,

outreach, and agricultural

intensification practice

Awareness and communication

Message among

individuals, focused group discusion and

limited meeting


Creative message,

Friday Prayer Khutbah (sermon)

Radio and extension


Creative message,

Friday Prayer Khutbah (sermon)

Radio and extension

Hectares of agricultural area within the Park and number of violations

Number of actors clearing the forest area for agricultural area

Observation and pre- and post Pride Campaign activity surveys

Field observation and no more report from TNUK about forest encroachment

Focused conversations and pre- and

post activity KAP surveys

Focused conversations and pre- and

post activity KAP surveys

Focused conversations and pre- and post activity KAP surveys

Figure B.4 Ujung Kulon National Park Pride Campaign Framework

CAMPAIGN FRAMEWORK

Knowledge (K) Attitudes (A) Interpersonal Communication (IC)

Barrier Removal (BR)

Behavior Change (BC)Threat Reduction (TR)

Conservation Result (CR)

Factor Chains Concept Models

SMART Objectives

Strategy and Tactics

Monitoring plan

Results Chain

C. Creative BriefsCreatif briefs is a method to help identify effective messaging strategy, and select the activities most appropriate for embedding the message into, so the message can reach the target audience properly. Creatif briefs are created in accordance with the supporting data resulting from questionnaire survey that are conducted of the target audiences and one-on-one interviews to find out about whom we needed to reach and what might motivate and/or prevent them from modifying the behaviors. For example, community in the surrounding areas Ujung Kulon National Park really like to attend religious activities and listen to Krakatau FM radio station as source of information. Thus, its would be quite effective to reach the audiences in the area by collaborating with Indonesian Ulema Council (MUI) to conduct monthly Quran reading (pengajian) and using radio media to air Public Service Announcement (PSA) containing the messages for the audiences.

To help guide the production of campaign materials, the project team developed a “Creative Brief” for each audience. This document describes the most important issues to be considered in the development of the materials, including the rational and emotional appeals/benefits to be highlighted, and the style, approach, or tone of the materials. The creative brief includes: a statement of the problem the campaign is aiming to address; information about target audience; desired action; barriers to action; benefit exchange; support; appropriate image and tone to deliver the message; how and when to reach the consumer; and, creative considerations and mandatory’s. The primary purpose of developing a creative brief is to help ensure the end result (i.e., campaign materials) that will be both creatively stimulating and strategically sound.

For more details and for a comprehensive view of the target audiences, see the following creative brief of each our target audiences that we summarized in tables, as they pertain to messaging and message placement.


Table C.2 Creative Brief for Farmers of 3 Primary Target Villages Who Cultivate Areas Outside of TNUK

Statement of Issue: Conservation Issue and Campaign Objectives

Ujung Kulon National Park is the only Javan Rhino habitat that can provide a space to live and reproduce for the rare and endemic animal. In addition, Ujung Kulon National Park has the function as water catchment area for the community in the surrounding areas to cultivate the land and fulfill their daily needs. Unfortunately, Ujung Kulon National Park is currently facing environmental degradation as the result of new land opening for sawah (paddy field) within the Park. The threat is the consequence of farmers perception that the more areas they cultivate the more harvest/income they would get, their low knowledge about agricultural intensification system, and limited village land that farmers can cultivate.

A Pride Campaign is conducted in Ujung Kulon National Park with the objective of eliminating the opening of new land areas for sawah within the Park so that Javan Rhinos habitat can be conserved.

Target Audiences Most people in the community are farmers Each of them has around 0.26 -1 ha of land to cultivate They are generally 35 - 44 years old Their formal educations are generally low with 63.4% of them have

experienced Elementary School (SD) and 14.6% have never experienced formal education.

Their knowledge and literacy level, as well as their understanding about the importance of conservation and biodiversity are very low (under 50%).

Their low knowledge has impacts on their attitude and behavior in their efforts to increase their agricultural harvest. They expand their agricultural areas because they have the perception that the morea land areas they can cultivate the more harvest they can get. They barely have knowledge about agricultural intensification, and most of them have never implemented the technology.

Most of them are aware that opening new land and expanding agricultural areas within the Park as they are doing at the moment pose the most serious threat of forest destruction in TNUK apart from illegal logging activities.

They generally are aware of the impacts of the practice, but they do not know what they should do to better cultivate the land.

The survey showed that most farmers (53.7%) were in the contemplation stage towards the expected behavior change.

They agree that the implementation of agricultural intensification techniques can reduce the threat of new agricultural area opening within TNUK area.

They agree that Gunung Honje as water cathment area should be protected. They do not know how to implement agricultural intensification system. If there will be an agricultural intensification program to be held in the next 6

month, they are willing to get involved and be the participants.

Desired Action: What do we Farmers implement agricultural intensification system in areas located


want target audience to do? outside the Park or in their own land and, in their efforts to increase the harvest, do not expand their agricultural areas into Ujung Kulon National Park so that Javan Rhinos habitat stays conserved.

Barriers to Action: What might prevent the audience from taking the desired action?

Their knowledge of land management techniques is low They have limited funding but are willing to implement the program They believe that having an agricultural area within the Park serves as a

saving for their children-grandchildren None have started to implement agricultural intensification system in

the communityBenefit-Exchange/Reward: What reward(s) should the message promise the consumer?

1. Agricultural harvest increases2. To conserve Javan Rhinos habitat3. To save time and energy because they do not need to open and expand

their agricultural areas within TNUK area 4. To avoid losing access to TNUK area5. To avoid breaking the law6. It does not require high cost to be implemented because Agricultural and

Livestocks Office(Distanak) will help with the seedlings 7. Gunung Honje as water catchment area will be conserved.8. Farmers will have extra money to save as inheritance for their children-

grandchildren9. Image as forest encroacher will disappear

Support: How can the promise be made credible?

Head of Ujung Kulon National Park says that if the program runs well, forest encroachment will no longer happen in 2013.

The religious leaders say that its is important. ICRAF says that the program will be very effective in reducing

conservation threat. Community agrees that the implementation of agricultural

intensification system in areas located outside of TNUK will reduce the threat of opening new agricultural area within the Park

The marketing of the agricultural harvest will be facilitated The laws on area mangement

Image: What image should distinguish the action?

Not a forest encroacher Image of well established, wealthy, and happy family Agricultural intensification Responsible with Javan Rhinos conservation and family Inexpensive Easy to apply Raising income Money saving for children-grandchildren Smart farmer

Openings: What communication openings and vehicles should be used?

When they attend village meeting When they attend weekly Thursday night Quran reading (pengajian

setiap malam Jumat) When they talk to someone they trust, another farmer, partner/spouse,

or a friend about this issue When they listen to the music in the radio When they attend farmers group meeting


Table C.3 Creative Brief for Tenant Farmers of 7 Primary Target Villages Who Cultivate Areas Outside of TNUK

Statement of Issues: Conservation Issue and Campaign Objectives

Ujung Kulon National Park is the only Javan Rhino habitat that can provide a space to live and reproduce for the rare and endemic animal. In addition, Ujung Kulon National Park has the function as water catchment area for the community in the surrounding areas to cultivate the land and fulfill their daily needs. Unfortunately, Ujung Kulon National Park is currently facing environmental degradation as the result of new land opening for sawah (paddy field) within the Park. The threat is the consequence of farmers perception that the more areas they cultivate the more harvest/income they would get, their low knowledge about agricultural intensification system, and limited village land that farmers can cultivate.


Target Audience Most people in the community are farmers Each of them has around 0.26 -1 ha of land to cultivate They are generally 35 - 44 years old Their formal educations are generally low with 63.4% of them

have experienced Elementary School (SD) and 14.6% have never experienced formal education.


Their low knowledge has impacts on their attitude and behavior in their efforts to increase their agricultural harvest. They expand their agricultural areas because they have the perception that the morea land areas they can cultivate the more harvest they can get. They barely have knowledge about agricultural intensification, and most of them have never implemented the technology.

They expand their agricultural area within TNUK because village agricultural areas are limited.





They agree that Gunun Honje as water cathment area should be protected.

They do not know how to implement agricultural intensification system.

If there will be an agricultural intensification program to be held


in the next 6 month, they are willing to get involved and be the participants.

Desired Action: What do we want target audience to do?

Farmers implement agricultural intensification system in areas located outside the Park or in their own land and, in their efforts to increase the harvest.


Their knowledge of land management techniques is low They have limited funding but are willing to implement the

program They lack the knowledge about the area status and its

implication to agricultural land management They believe that having an agricultural area within the Park

serves as a saving for their children-grandchildren Benefit-Exchange/Reward: What reward(s) should the message promise the consumer?

1. Agricultural harvest increases2. To conserve Javan Rhinos habitat3. To save time and energy because they do not need to open

and expand their agricultural areas within TNUK4. To avoid losing access to TNUK5. To avoid breaking the law6. It does not require high cost to be implemented because

Agricultural and Livestocks Office (Distanak) will help with the seedlings

7. Gunung Honje as water catchment area will be conserved8. Farmers will have extra money to save as inheritance for

their children-grandchildren.Support: How can the promise be made credible?


The religious leaders say that its is important. ICRAF says that the program will be very effective in

reducing conservation threat. Community agrees that the implementation of agricultural


The marketing of the agricultural harvest will be facilitated The laws on area mangement




When they attend village meeting When they attend weekly Thursday night Quran reading

(pengajian setiap malam Jumat) When they talk to someone they trust, another farmer,

partner/spouse, or a friend about this issue When they listen to the music in the radio When they attend farmers group meeting

Requirements: What creative Include logos of Ujung Kulon National Park and local


elements, messages and/or campaign HAVE to be included in the creative execution?

government Create inspirational image Create image that farmers are no longer forest encroachers Create image that agricultural area expansion takes more

time and energy, and provide less harvest than if farmers apply this program.

Create image that saving in the form of money is more effective than in the form of agricultural area

Have to give rewards for organizations that fund the posters by putting their logos on the posters

Universal campaign theme/slogan TNUK contact information

Campaign Materials: What materials we want the creative team to produce?

Poster Direct extension to farmers group through field school

(sekolah lapang) Friday khutbah (sermon) Materials for monthly and weekly Quran reading (pengajian) Inspirational video Creative games to be related with social and religious

activities (cooking contest, drawing contest, and preaching contest together with mass circumcission (sunatan masal))

Fact sheet booklet

Statement of Issues: Conservation issue and campaign objectives

Ujung Kulon National Park is the only Javan Rhinos habitat that can provide a space to live and reproduce for the rare and endemic animal. In addition, Ujung Kulon National Park has the function as water catchment area for the community in the surrounding areas to cultivate the land and fulfill their daily needs. Unfortunately, Ujung Kulon National Park is currently facing environmental degradation as the result of new land opening for sawah (paddy field) within the Park. The threat is the consequence of farmers perception that the more areas they cultivate the more harvest/income they would get, their low knowledge about agricultural intensification system, and limited village land that farmers can cultivate.


Target Audiences Most people in the community are farmers Each of them has around 0.26 -1 ha of land to cultivate They are generally 35 - 44 years old Their formal educations are generally low with 63.4% of them

have experienced Elementary School (SD) and 14.6% have never experienced formal education.


Their low knowledge has impacts on their attitude and behavior in their efforts to increase their agricultural harvest. They expand their agricultural areas because they have the perception that the morea land areas they can cultivate the more harvest they can get. They barely have knowledge about


agricultural intensification, and most of them have never implemented the technology.

They expand their agricultural area within TNUK because village agricultural areas are limited.





They agree that Gunun Honje as water cathment area should be protected.

They do not know how to implement agricultural intensification system.

If there will be an agricultural intensification program to be held in the next 6 month, they are willing to get involved and be the participants.

Desired Action: What do we want target audience to do?

Farmers implement agricultural intensification system in areas located outside the Park or in their own land and, in their efforts to increase the harvest.


Their knowledge of land management techniques is low They have limited funding but are willing to implement the

program

Benefit-Exchange/Reward: What reward(s) should the message promise the consumer?

1. Agricultural harvest increases2. To conserve Javan Rhinos habitat3. To save time and energy because they do not need to

open and expand their agricultural areas within TNUK4. To avoid losing access to TNUK5. To avoid breaking the law6. It does not require high cost to be implemented

because Agricultural and Livestocks Office (Distanak) will help with the seedlings

7. Gunung Honje as water catchment area will be conserved

8. Farmers will have extra money to save as inheritance for their children-grandchildren.

Support: How can the promise be made credible?


The religious leaders say that its is important. ICRAF says that the program will be very effective in

reducing conservation threat. Community agrees that the implementation of agricultural



The marketing of the agricultural harvest will be facilitated by PT Tanindo that produce staples for livestocks.




When they attend village meeting When they attend weekly Thursday night Quran reading

(pengajian setiap malam Jumat) When they talk to someone they trust, another farmer,

partner/spouse, or a friend about this issue When they listen to the music in the radio When they attend farmers group meeting

Ujung Kulon National Park uses Javan Rhinos as its flagship species. Apart from having an endemic status and being the focus of biodiversity, Javan Rhinos are also


chosen to be on the logos of Pandeglang District Local Government. Thus, Pride Campaign in Ujung Kulon National Park did not select Javan Rhinos as its logo. Instead, Pride Campaign in TNUK selected an image of a happy farmer family for its logo. By choosing this image, the Pride Campaign aims to encourage and inspire the target farmers audiences that cultivating their own land land with agricultural intensification system will be more beneficial, save a lot, and provide sense of security than cultivating land by encroaching the forest within Ujung Kulon National Park.

The creative briefs really helped vendor in designing the Pride Campaign logo. This logo underwent a material pre-testing through group discussions that involved representatives of the audiences to get their inputs and to measure the audiences understanding in accepting the messages in the logo. Following the pre-testing, the logo that has been improved, was included in Pride Campaign print materials together with the slogan that serves as a call to action to the audiences.

Figure C.5 Pride Campaign Logo

Ujung Kulon National Park Pride Campaign Slogan : Wealthy in Our Own Land (Makmur Di Tanah Sorangan) A call to action for target audience : Let’s Protect Our Forest Together (Hayo Jaga Leuweung Urang Babarengan)A call to action for target audience : Smart Farmer is Not a Forest Encroacher (Petani yang cerdas bukan perambah)

The logo in the Pride Campaign in Ujung Kulon National Park was only presented in printed material banner. The Pride Campaign in Ujung Kulon National Park used two printed materials as medias to conveys the messages to the audiences: banner and sticker. The logo was not on the sticker media because the logo design was not ready when the stickers were created. The stickers were produced and distributed to the respondents in the primary and secondary target villages during the pre-campaign quantitative survey.


Gambar.... Logo Kampanye Pride

Table C-1 Marketing Activities in Each Behavioral Stages

No Target Audience Behavioral Stage Marketing Activity1 Farmers in 3 Primary

Target Villages K = Provision of information to increase knowledge

Field School/Community Meeting

2 Farmers in 3 Primary Target Villages (School Children)

K = Provision of information to increase knowledge

School Visit

3 Farmers in 3 Primary Target Villages


Banner


A + IC = Emotive messaging to shift attitudes and promote conversations

Banner



Quran Reading by Housewives



Field School/ Community Meeting



Radio PSA


BC = To foster, prompt and model behavior change

RadioTalkshow



Demonstration Plot



Field school/Community Meeting

7 Farmers in 7 Secondary Target Villages


School Visit



Banner



Puppet Costume

10/11 Farmers in 7 Secondary Target Villages


Quran Reading by Housewives



Radio Talkshow



Radio PSA


D. Campaign Activities

Pride Campaign in Ujung Kulon National Park used different medias and certain activities to convey conservation messages to its primary target audience (tenant farmers of 3 villages: Ujungjaya, Rancapinang, Cibadak who cultivate areas outside of TNUK) and secondary target audience (tenant farmers of 7 villages: Tamanjaya, Tunggaljaya, Cigorondong, Padasuka, Mangkualam, Kramatjaya, Tugu who cultivate areas outside of TNUK). The conservation messages embedded in the medias included the importance of forest conservation for Javan Rhinos habitat, and the implementation of agricultural intensification technology to reduce the activities to expand agricultural land into sawah within TNUK.

Campaign messaging was tied not only to the Theory of Change, but also to the various SMART objectives approved in the original project plan, and in time and function to the barrier removal strategies being adopted to reduce the threat of agricultural areas expansion into sawah within TNUK (through program to improve awareness and implement agricultural intensification technology).

In this section, Campaign Manager will describe the different campaign activities that have been implemented and provide evidences of SMART Objectives attainments related to the activities.


Campaign Activities: Description and Evaluation of Efficacy

Table D.4 Results Chain and Knowledge SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK

Target Audience : Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK Theory of Change Stage Knowledge (provision of information to increase knowledge) Results Chain 1. Community becomes aware of agricultural intensification techniques

and land intensification techniques. 2. Improved awareness on the importance of TNUK as Javan Rhinos

habitat and life support system for local inhabitants.3. Knowledge about TNUK area zonation and form of savings and the

importance of the area for human survival SMART Objectives

By June 2010, level of ignorance among tenant farmers of 3 primary target villages who cultivate areas outside of TNUK will have decreased to 70% from 86.59 % in the previous year survey result.

By June 2010, level of knowledge among tenant farmers of 3 primary target villages who cultivate areas outside of TNUK about savings other than sawah (paddy field) within TNUK (money saving, education, tree and gold) will have increased to 50% from 37.8% in the previous year survey result.

By June 2010, level of ignorance among tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK will have decreased to 75% from 80.6 % in the previous year survey result.

By June 2010, level of knowledge among tenant farmers of 7 secondary target villages who cultivate areas outside the TNUK about savings other than sawah (paddy field) within TNUK (money saving, education, tree and gold) will have increased to 40% from 32% in the previous year survey result.

Activity 1: Field School / Community Meeting Rationale for activity: Level of knowledge among farmers audiences about agricultural intensification technology is generally low. Pre-campaign survey result revealed that farmers prefered meeting activity to get information (80.5%), because they were not feeling confident to communicate with a new person, especially when they were by themselves. Meanwhile, there are only few staffs of Ujung Kulon National Park who have good knowledge about agricultural technology. So, they work together with Field Agricultural Extension (Penyuluh Pertanian Lapang) from Agricultural Office of Pandeglang District to conduct field school activity to improve farmers knowledge about agricultural intensification technology and the importance of Ujung Kulon forest for Javan Rhinos habitat and human survival.

Activity description: Field school/ farmers group community meeting was conducted once a month in each primary target villages (Ujungjaya, Rancapinang, Cibadak). This activity was held in the morning or at night depending on the group members agreement and the materials for the field school. The materials were presented by Agricultural Extension Workers (PPL), Ujung Kulon National Park Authority and Village Conservation Organization (LKD) committee members.


Photo 2 Field School at the Demonstration Plot

The field school was held in the soybean demonstration plot or the at the head of the group’s house. More than 20 farmers, including farmers member of soybean demonstration plot and farmers from other demonstration plot groups participated in the activity. To conduct the field school, Campaign Manager coordinated with the Head of Farmer Groups Union at each of the villages where the school was held. He also coordinated with the villages apparatus to prevent suspicions about the activity, especially in Ujung Jaya

Village that was about to elect a new head of village.

When starting a field school activity, village government representative was given an opportunity to present his guidance and expectations of the activity. Next, the representatives of TNUK Park Authority and PPL presented the materials in accordance with their capacities. Materials related to forest area protection and conservation were presented by TNUK Park Authority staffs, while materials on efforts to improve agricultural harvest and agricultural land management were presented by Pandeglang District Agricultural Office through their PPL staffs.

Photo 3 Field School at one of the Farmer Group member’s house

The field school activity was conducted through interactive discussion and used facilitator technique. Each participant may pose a question during the material presentation and discussions on pest or plant diseases. This was followed by practice or direct implementation on the field/ demonstration plot. Ujung Kulon national Park Authority has worked together with Pandeglang District Agricultural Office since October 2009.

It started with a meeting of stakeholders to socialize agricultural intensification program for soybean commodity that was held in the office of National Park Region III Sumur Management Section. A follow-up plan was then agreed with commitments from each of the stakeholders, including Ujung Kulon National Park Authority, WWF Ujung Kulon, Agricultural Office and Farmer Groups, to play the roles in accordance to their capacities.

To measure the efficacy of the field school or community meeting activity, a question and answer session about the materials was held at the beginning and at the end of the activity. For example, Mr. Eman Sulaeman (PPL) at the beginning of the activity questioned: What activities that can support agricultural intensification by farmers in their own land?, How to


put soybean seeds in the hole to plant them?, When is the right time to put fertilizer? As the questions were asked at the beginning of the activity, the farmers generally gave their opinions. Some of the answers, however, were not correct since the answers were based on their experience in cultivating corn. When the same questions were asked at the end of the activity, they also showed their active participation by answering them, although not all of their answers were correct. By end of the activity, farmers knowledge increased by 60%. Campaign Manager finds the field school activity very effective because the materials were presented through interactive discussion as well as direct practice in the demonstration plot created by the group, thus farmers can see and practice the techniques by themselves.

The field school activity faced some challenges in its implementation. These included finding the time to conduct the activity that was agreed by Campain Manager, PPL, TNUK authority staffs in the Resort and members of Farmers Group, and the unpredictable weather. For Campaign Manager, school field is the success of collaborative commitment involving TNUK Park Authority, PPL, and Farmers Group that was created in the workshop earlier. The strategy used by Campaign Manager with regard to time arrangement was by announcing the date of the activity, site and materials to be presented, 2 weeks in advance. Campaign Manager also discussed with and asked the Head of Farmers Group Union to help mobilize member of the farmers group as it was difficult to gather the farmers in the morning and afternoon. School field activity was sometimes held at night, such as the one held in Rancapinang Village.

The valuable learning from the field school activity was that responsibility and implementation of the commitment agreed by all stakeholders would facilitate the activity implementation and speed up the efforts to attain the objectives. Gathering Ujung Kulon National Park staffs, PPL, village apparatus and farmers group in the field school activity was an effective way to achieve the common objectives because all stakeholders can participate and acknowledge each other’s role. It would have been different if each party merely played their own role, although the objective may be the same.

Activity 2: School Visit Rationale for activity: Ujung Kulon National Park has a yearly financial resource allocation for school visit and materials for school visit such as javan Rhinos costume, puppets, videos and posters. In fact, TNUK staffs have routinely conducted school visit activity every year to every elementary school in Sub-Districts of Sumur and Cimanggu. This activity should continue, so that the messages presented repeatedly during the visits will stay in the mind of school children. The school children are expected to communicate the messages they get from the school visit to their parents.

Description of activity: Before conducting a school visit, Campaign Manager had two preliminary discussions with community organization (KSM) Kanopi, that reside in Citangkil Village, Cimanggu Sub-District. KSM Kanopi is a group of young people who care about their environment, especially the conservation of Ujung Kulon forest. The organization is under the guidance of TNUK Park Authority and WWF Ujung Kulon. The preliminary communication was aimed to get appropriate inputs and strategies for implementing school visit activity, because in 2005-2006 KSM Kanopi had conducted the same activity. The discussion ended with an agreement that KSM Kanopi would voluntarily helped the school visit activity to 20 elementary schools in Sub-Districts of Sumur and Cimanggu. KSM Kanopi would help with


the planning, coordinate with Education Office and the schools that would be visited, implement and evaluate the activity.

In early October 2009, KSM started doing concrete steps in the field. The organization received the permission from Education Office in Sub-Districts of Sumur and Cimanggu to implement the school visit activity under the condition that the school should be noticed about the visit 2 weeks in advance. With the 2 week notice, the school can make an arrangement about time and place, as well as the school children who will be receiving the school visit material..

Photo 4 Training Activity for KSM Kanopi

The school visit activity was conducted routinely every month, therefore it required a large number of human resources. Not all of KSM Kanopi had the ability to talk in front of the general public, including conveying the materials for elementary shool children. For that reason, before the start of the activity Campaign Manager conducted a training for all KSM Kanopi members who would volunteer in the activity. The training focused on improving their confidence in handling the audience, and knowledge

of materials and story line as well as the use of media.

Photo 5 School Visit Activity

The materials presented to elementary school children included 3 parts: Forest as habitat of Javan Rhinos, Protecting Water for Human Survival, and Human Role in Protecting the Environment. The materials were presented inside and outside the class, depending on the weather condition of the day. Each material was presented in 30 minutes by a volunteer who put on on the Javan Rhino costume as the story mediator. The Javan Rhino costume was named “Om Rhino (Mr. Rhino)” to make the messages he said and the experience being with him stay in the mind of the school children. Everytime “Om Rhino” joined them to convey the messages, the school children showed their high enthusiasm to get involved in interactive


discussion as well as games. Such a response was a good sign that the activity was welcomed and the messages were successfully conveyed.

As the school visit activity came to end, KSM Kanopi members under the direction from Campaign Manager distribute among the school children a homework, that comprised of questions related to the materials, and an assignment to tell their parents about the visit. The homework should be submitted the following day with signature of their parents. The submitted homework with parent signature showed that there was a vertical communication between the children and their parents. “Om Rhino” costume gave a valuable experience for the school children to tell their parents about. In reality, the evaluation result conducted by KSM Kanopi of all the submitted homeworks showed that not all of the school children talked to their parents about the visit as only 40% of the homework were signed by the parents. The school children game some excuses for the lack of their parents signatures on the submitted homeworks, including lack of parents enthusiasm when hearing their experience at school, parents were too busy working in the field and sawah until late in the evening, and their inability to re-tell their experience with Om Rhino at school to their parents.

As an evaluation, Campaign Manager considered that the extensive human resources and funding required to implement each visit outweighed the efficacy of the monthly school visit activity. The long distance between schools and difficult road access during the rainy season took a lot of KSM Kanopi volunteers energy. As the result, they were less focused when presenting the materials. In addition, the demonstration materials that the volunteers brought for the visit were often broken when they reached the schools. Every month, the school visit activity required an operational cost between 7 and 9 million rupiahs to visit 20 elementary schools.

Activity 3 : Banner Rationale for activity: Community leaders such as Head of Village and Ulema (religious leader) have respectable positions as trusted sources of information to convey information on agriculture and TNUK conservation among the target audiences of Pride Campaign in Ujung Kulon National Park. Pre-Campaign survey result revealed that 67.6% of the respondents trusted head of Village to convey agricultural information, and 14.1% of the respondents trusted Head of Village to convey information on Ujung Kulon forest conservation, second only after TNUK staffs that won 74.1% of the respondents trust. Thus, the use of banner containing conservation messages by Head of Village with an image/photo was expected to attract the attention of the audiences. Banner was also selected because, learning from the previous experience in the area, the use of poster for communication materials was unsuccessful as it could nor reach the target audience in the area.

Banner media was selected as a form of adaptive management and field dynamics. In the working plan document, banner was not an option to convey conservation messages. Having implemented the Pride Campaign for 3 months, precisely in December 2009, however, Campaign Manager decided to use banner as media following his analysis of the socio-economics and cultural characters of Banten community in the surrounding areas of Ujung Kulon National Park. The community basically needed a recognition as TNUK partner for the role they had played by asking the community to conserve the forest. Mutual respect and appreciation are key in the collaborative management of a conservation area.


One night, Campaign Manager had an opportunity to watch a traditional art of Jaipongan to perform. In front of many members of community who were watching the performance, the Jaipong dancer mentioned the name of the Head of Village. The later, upon hearing his name being mentioned, approached the dancer and gave contribution money (uang saweran) to thank the dancer for mentioning his name. In a formal discussion with the Head of the Village, he said that he was proud to have his name mentioned by the Jaipong dancer in front of the community.

Campaign Manager then tried to think of a simple activity that would benefit from such a character. Such an activity would help deliver conservation messages productively to farmers audience in the primary target villages. Banner media was the answer selected by Campaign Manager. The media was not expensive to produce, and by putting the photo of the Head of Village on the banner, TNUK Park Authority gave their recognition of the role played by the Head of Village and the village government as partner. Putting the photo of the Head of Village on the banner was also a strategy, so nobody dared to take off the banner that could last for at least 3 months.

Description of activity: Conservation messages posted on the banner should be the messages conveyed by the Head of Village or religious leaders themselves. Therefore, Campaign Manager visited the Head of target villages in their house or office to get the messages. The messages were presented in Sundanese, local language of Banten community. They often were long messages, so Campaign Manager needed some times to summarize/simplify them. After being summarized/simplified the messages were brought back to the Head of Villages to get their approval.

Photo 6 Conservation Banner Posted in Cibadak Village

Upon getting the approval, Campaign Manager requested TNUK staffs to help designing the appropriate image for the banner, which took about 1 month to finish. While waiting for the design process to finish, the Campaign Manger conducted a survey to locate the 10 banners.

The entrance roads toward the villages and the Head of Village offices were selected as sites to place the banners because they

were highly visible for the audiences. Banners were produced with 1x4m size and were made of plastic material, so they would not get torn easily, lasted longer, and the images or designs would be more real.

Target audiences in Ujung Kulon National Park Pride Campaign reside in 10 villages in the surrounding areas of TNUK. There is only one road that links one village to the other and leads to the Sub-District capital or traditional market. With such a geographical condition, it was considered appropriate to place the banner on the entrance roads toward the villages or the the Head of Vilage offices. Another reason for choosing those sites was the means of transportation in the area. The community uses motor bike, truck and (Mitsubishi) Colt Diesel pickups as means of transportation from one place to the other. Many of them often sit on the


back side of the trucks. When the means of transportation pass the banner, those sitting on the back would be able to easily read the banners. Based on informal discussions with some passengers while Campaign Manager sat together with them on the back side of a truck, they said that they traveled 4 times or more in one month to the traditional market using such a mean of transportation. Thus, they would at least read the messages on the banner several times. The plastic material made the banners lasted long and the image of the Head of Village on the banners made the audiences reluctant to destroy or put them down. Banner as media to convey conservation messages to the audience was very effective to widely and deeply disseminate information.

The use of banner provided a valuable learning for Campaign Manager and Ujung Kulon National Park Authority that recognizing the role of the Head of Village in conveying conservation messages could be that simple and did not cost a lot. While it was simple, putting the image of the Head of Village on the banners had a great meaning: the recognition of other party’s role and the pride of the Head of Village before his people that he actively participated in efforts to conserve Ujung Kulon forest. Both the recognition and pride can help attain the conservation objectives that requires many stakeholders involvement.

Banner was used to reach the audiences in efforts to improve their knowledge and also to reach the audiences with regard to attitudes and interpersonal communication objectives. The differences between the two uses of banners lie in the content of the messages presented on the banner. The differences in the message contents can be seen in the table 4.2 below:

Table D.5 List of the Message Contents in Banner Media

No Message Contents on the Banner

SMART Objectives

Figure Image SiteKnowledge

Attitude and Interpersonal

Communication

1 2 3 4 5 6

1 There have been many examples of disasters caused by forest distruction

Let’s Protect the Forest Together

(Geus Loba Contoh Datangna Bencana Kujalaran Rusakna Leuweung

Hayo Urang Jaga Leuweung Babarengan)

Ѵ Ѵ

Head of Mangkualam Village

Mangkualam Village

2 Wealthy in Our Own Land, Succesful in the Village Land

(Makmur Ditanah Sorangan,Subur Ditanah Selembur)

Ѵ

Head ofRancapinang Village

Rancapinang Village

3 Keep the Forest Green and the Community will be Prosperous, Keep the Forest Abundant and the Community will be Wealthy

(Leuweung Hejo Masyarakat Ngejo, Leuweung Subur Masyarakat Makmur)

Ѵ

Head ofCibadak Village

Cibadak Village



SMART Objectives



Communication

1 2 3 4 5 6

4 To be sufficient, We Do Not Need To Expand Our Agricultural Land

Let’s Improve Our Farmers Five Agricultural (Agricultural Intensification) Principles

(Hayang Cukup, Teu Kudu Ngalegaan Garapan.

Hayo Tingkatkeun Panca Usaha Tani Urang)

Ѵ

Head ofPadasuka Village

Padasuka Village

5 Forest Destruction is caused by Our Own Greed, We Have to Think About our Future Generations

(Rusakna Leuweung Kujalaran Kasarakahan Urang, Kudu Inget Ka Anak Incu Urang Anu Bakal Daang)

Ѵ

Head of Kramatjaya Village

Kramatjaya Village

6 Remember that Water Flowing Down the Village Originates from Gunung Honje

Let’s Protect Ujung Kulon Forest

(Kudu Inget, Cai Nu Ngalir Ka Lembur Urang Asalna Ti Gunung Honje

Hayo Urang Jaga Leuweung Ujung Kulon)

Ѵ Ѵ

Head ofTugu Village

Tugu Village

7 Don’t Let the Green Forest Turn Into Arid Land, the Blessing Will be Gone by Our Own Action

(Jangan Biarkan Hutan Yang Hijau Berubah Menjadi Tanah Gersang, Hilang Keberkahan Oleh Kita Sendiri)

Ѵ

Head ofTamanjaya Village

Tamanjaya Village

8 Forest is the Source of Life, Let’s Protect the Forest, Let’s protect it from destruction

(Leuweung Sumber Kahirupan, Hayo Urang Jaga, Urang Raksa Tina Karusakan)

Ѵ

Head of Cigorondong Village

Cigorondong Village

9 Who Will Protect the Forest But Ourselves

(Rek Saha Deui Anu Ngajaga Leuweung Lamun Lain Urang Sorangan)

Ѵ

Head ofTunggaljaya Village

Tunggaljaya Village

10 We All Can See The Destruction on The Land and Sea, Resulting From Human Activities

Ѵ Religious Leader Ujungjaya Village



SMART Objectives



Communication

1 2 3 4 5 6

(Telah Nampak Kerusakan Didarat dan Dilautan, Disebabkan Oleh Tangan Manusia)

Table D.6 Results Chain and Attitude and Interpersonal Communication SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK

Target Audience : Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK Theory of Change Stage Attitude and Interpersonal Communication Results Chain 1. Increased willingness to adopt more productive and sustainable

agricultural system.2. Community talks about more productive and sustainable agricultural

system.SMART Objectives By June 2010, 90% of tenant farmers of 3 primary target villages who

cultivate areas outside the TNUK will have been willing to participate in the implementation of agricultural intensification pattern system, up from 78% in the previous year.

By June 2010, 70% of tenant farmers of 3 primary target villages who cultivate areas outside the TNUK will have agreed that agricultural intensification system can reduce land expansion or forest encroachment that destroy Javan Rhinos habitat, up from 42.7% in the pre-campaign survey held in the previous year.

By June 2010, tenant farmers of 3 primary target villages who cultivate areas outside of TNUK that prefer money saving will have increased to 35% from 24.4% in the previous year.

By June 2010, 25% of tenant farmers of Ujung Jaya Village who cultivate areas outside of TNUK will have disagreed that the boundary limiting the new agricultural areas expansion is Cilintang River, up from 4.2% in 2009.

By June 2010, 85% of tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK will have been willing to participate in the implementation of agricultural intensification pattern system, up from 80.6% in the previous year.

By end of June 2010, tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK who agree that agricultural intensification system can reduce land expansion or forest encroachment that destroy Javan Rhinos within the Park will have increased to 60% from 49.5% in the previous year.

By June 2010, 35% of tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK will have chosen money, up from 25.4% in the previous year

By June 2010, 20% of community that cultivate areas within TNUK in 7 secondary target villages will have talked to their friends about more productive and sustainable agricultural system and techniques to be practiced outside of TNUK, up from 3.9% in the previous year.


Activity 4: Quran Reading for Housewives Rationale for Activity: One hundred percent of Pride Campaign target audience in Ujung Kulon National Park are Moslems. Pre-Campaign survey result revealed that 78% of the primary target audience and 72.4% of secondary target audience liked religious activities. Sub-District Government and Village Government fully support, in terms of resources and method to convey the materials, Quran reading for housewives activity.

Description of Activity: Campaign Manager had initiated a preliminary communication to establish coordination with the authorities in Sub-Districts of Cimanggu and Sumur since the beginning of the Pride Campaign activity socialization. At that time, Head of Cimanggu Sub-District gave his commitment to the Campaign Manager that the local government would, in accordance with their role, help Pride Campaign activity, including to facilitate monthly Quran reading for housewives activity. The Sub-District Government had the authority to coordinate Quran reading for housewives activity with the local villages governments and Indonesian Ulema Council (MUI) at Sub-District level. The next communication was during the Pride Campaign activity implementation phase, when Campaign Manager coordinated with Social Welfare and Development Section in Cimanggu Sub-District. The communication resulted in agreement that to implement Quran reading for housewives activity, the Sub-District Government would take part in distributing the invitation to participants, prepare a preacher and decide the site for the activity, while Campaign Manager would prepare the materials for the activity that were appropriate with Pride Campaign objectives that had been set, and help with part of the consumption for the activity.

Photo 7 Quran Reading for Housewives

Before conducting the Quran reading, Ujung Kulon National Park Authority was given an opportunity to present their guidance and messages for all the participants. Thus, Campaign Manager prepared Ujung Kulon National Park Authority staffs who had sufficient knowledge of Islam to do it. The material to be conveyed by the preacher was prepared by Campaign Manager so the expected conservation messages could be met or be conveyed to the participants. The preacher was not from TNUK authority, but was selected among respected local religious leaders, with expectation that the information he presented would be welcomed.

The Quran reading activity was conducted every Sunday on the second week in a mosque at each of the target villages. The activity was held during the period of 7 months, with 3


months coordinating with sub-District Government and 4 months coordinating with ulema and Head of Resort in the target villages..

Activity 5: Radio Program Rationale for activity: The pre-campaign survey result revealed that 37.8% (N: 70 individuals) of Pride Campaign target audience in Ujung Kulon National Park often listened to the radio as source of information and entertainment. The result also discovered that 30.5% (N: 25 individuals) of the primary target audience and 68.9% (N: 71 individuals) of the secondary target audience listened most often to the programs of Krakatau Radio Station.

Description of activity : Ujung Kulon National Park Authority rarely used radio program to convey conservation messages to the target audiences. Such an activity required a specific staff to manage the program and a substantial amount of financial resource.

Pride Campaign in Ujung Kulon National Park had called all stakeholders to participate in accordance to their skills in the program to conserve Javan Rhinos. This also applied to private sector, in this case Krakatau FM Radio Station. However, building a collaboration with the radio station in the campaign was not easy to do. While the radio station had an orientation for profit, Ujung Kulon National Park Authority, represented by Campaign Manager, was a governmental body that did not look for profit. In the early negotiation, Krakau FM Radio Station offered one program package with production cost of 9 million rupiahs/month that covered four 60 minutes interaktif talkshows/month and 4 Public Service Annoucements (PSA)/day with 3 different PSA themes.

The first meeting did not end with an agreement that benefit both parties. Two days later, Campaign Manager revisited Krakatau FM Radio station bringing along the ToR and list of activities that can be done by Ujung Kulon National Park to help Krakatau FM get some news. The negotiation process started by Campaign Manager who elaborated the conservation campaign for Pride Campaign to achieve, and result of pre-campaign survey that show how Krakatau FM was on the top list of radio station the most listened to by the community. Campaign Manager also presented the role of Krakatau FM in Ujung Kulon National Park conservation and how the Krakatau FM may improved its credibility as a private radio station by taking its part in efforts to save Ujung Kulon National Park. As to the things that Ujung Kulon National Park Authority may do for Krakatau FM, these included being a news contributor for Krakatau FM for news related to Ujung Kulon National Park, either socio-economic or environmental issues, and Ujung Kulon National Park willingness to put Krakatau FM logo on every campaign print media to be produced.

Following the solutions proposed by each party, it was finally agreed that Krakatau FM was willing to collaborate with Ujung Kulon National Park Authority by giving a price reduction to 1 million rupiah/month for four 66 minutes radio interactive talk shows/month, and 6 Public Service Announcements (PSA)/day. The agreement lasted for three months until December 2009.

The radio programs in Ujung Kulon National Park were divided into 2 activities: interactive talkshow program and Public Service Announcement (PSA).


5.1 Interactive Talkshow Program

The interactive talkshow program was conducted every Saturday at 10-11 am local time. Different resource persons were presented for different talkshow themes. During the first 30 minutes of the program, the interviewer interviewed the resource person in accordance with the theme of the interactive talkshow program. This was followed by a question and answer session for 30 minutes during which radio listeners may comment or pose questions to the resource person.

Photo 8 The Interactive Talkshow Program in Krakatau FM Radio Station

TThe first

and

second week interactive program faced many challenges. The first challenge was lack of radio listeners participation to comment on the material discussed with the resource person. Second was the difficulty to find resource persons for the talkshow program.

In the third interactive talkshow program, Campaign Manager tried a strategy to overcome the first challenge by requesting several Ujung Kulon National Park to begin the interactive talkshow by acting as the first caller and a bait to seek for target audience responses. The strategy produced positive result as some in the audiences were tempted to give their response. On average, 9 callers participated in each of the following interactive talkshow programw. Of this number, 60% (5 callers) were from the Pride Campaign target villages. To overcome the second challenge, Campaign Manager prepared an activity plan and visited a potential resource person 1 week in advance of the scheduled program. As an evaluation after the second week of the talkshow program, the difficulty to find a capable resource person in his area was because of the short time between the arrival of letter requesting him to be resource person and the actual talkshow program.

5.2 Public Announcement Service (PSA)

Public Annoucement Service (PSA) spot for the program was created with a duration of 1 to 1.5 minutes. Three themes of the PSA were selected following discussion and creative briefs between Campaign Manager and Krakatau FM Radio production section, with 2 of them contained of knowledge and call to action to stop the expansion of agricultural areas within the forest areas and 1 of them contained messages about the dangers of forest destruction to all living creatures and how the related with Islam’s teachings.

The produced PSAs were pre-tested among the target audiences with the aim to get their input, so the messages in the PSAs can be easily understood and touch the target audiences. There were many critics for the PSAs during the pre-testing, including the use of


protected forest term, intimidating intonation and language style, and the use of too serious material. All of the inputs from the pre-testing were used to revise the PSAs. The pre-testing activity was conducted by gathering a group of people from target audience in 1 room where the PSAs to be tested were later played. In Rancapinang and Tamanjaya Villages, however, the pre-testings were held by selecting some respondents. The reason behind the use of such a pre-testing method was that it was not easy to gather a group of people in those villages during the day as they were doing their routine activities in the field.

The PSAs were aired 6 times/day and Krakatau FM radio station addes 2 more PSA spots as form of their greater participation. The PSAs were aired at 07.30, 10.30, 13.15, 16.30, 18.30 and 21.15 local time. The airing times were not decided by Campaign Manager and could not be rescheduled as at other times the radio station already made commitments with their business counterparts. The efficacy of conveying messages through PSA was assessed through randomized interview, that questioned wether the respondents knew about the PSA and how far they understood the messages contained in the PSAs, in the areas.

The radio program was implemented for 9 months between October 2009 and June 2010. Ujung Kulon National Park Authority highly valued the collaborative activity between Campaign Manager and Krakatau FM radio station to convey conservation messages to the target audiences. This showed that Ujung Kulon National Park had proven their commitment to support and integrate the Pride Campaign in the overall TNUK working program.

The radio program in the forms of PSA and interactive talkshow was used to attain the Attitude and Interpersonal Communication SMART Objectives of primary and secondary target audiences.

Table D.7 Result Chain and Attitude and Interpersonal Communication SMART Objectives for Tenant Farmers of 3 Primary Target Villages and 7 Secondary Target Villages Who Cultivate Areas Outside of TNUK

Target Audience : Tenant farmers of 2 Primary Target Villages and 7 Secondary Target Villages Theory of Change Stage Attitude Results Chain 1. Farmers do not expand their agricultural areas into TNUK area

2. Farmers cultivate their own land with agricultural intensification techniques

SMART Objectives By end of Pride activity (June 2010) 30% of tenant farmers of 3 primary target villages who cultivate areas outside of TNUK will have implemented agricultural intensification program

By end of Pride activity (June 2010) 30% of tenant farmers in 3 primary target villages who cultivate areas outside of TNUK will have stopped encroaching the forest to create agricultural land in TNUK area.

By end of the Pride activity (June 2010) 10% of tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK will have applied agricultural intensification pattern

By end of Pride activity (June 2010) 10% of tenant farmers in 7 secondary target villages who cultivate agricultural area within TNUK will have stopped expanding their agricultural areas


Activity 7: Demonstration Plot Creation and Agricultural Intensification Implementation Rationale for activity: While preparing Pride Campaign in Ujung Kulon National Park program planning, Campaign Manager conducted an interview with Agricultural Extension Worker (PPL) about the challenges to involve farmers to implement agricultural intensification system. The challenges included the absence of success example that can be experienced by farmers in term of economy, and unpleasant experience of farmers when implementing the program to cultivate hybrid corn with regard to the commodity’s difficult marketing. The return for the capital spent for cultivating hybrid corn and the profits that were expected were never realized. Such an experience was traumatic for farmers. Thus, a soybean demonstration plot was considered necessary to show how the program can be economically beneficial. Soybean was selected as the plant to be cultivated in the demonstration plot by members of the farmer group and result of the workshop that involved TNUK Park Authority, PPL and Farmer Group.

With regard to post harvest marketing, soybean was easier to market than other commodities, and Agricultural Office had given their commitment to facilitate the soybean marketing by connecting farmers to buyer. The need for soybean was also quite high, as it was the main material to make tempe (fermented soybean cake). There was by far only one local entrepreneur that made tempe. To get some soybean the community needed to travel to a traditional market located in a long distance from their villages. Marketing guarantee for the soybean harvest and the still high needs of soybean had reduced the farmers disappointment over their previous hybrid corn program and had pushed them to implement agricultural intensification system.

Description of activity: Demonstration plot creation was a further implementation media for Field School activity. The demonstration plot aimed to be a learning media and to show the success example of agro forestry to other farmer community. A success example of soybean demonstration plot was expected to give attitude change influence for farmers to implement agricultural intensification system in their own land without having to expand their areas into the forest.

The demonstration plot was created on a 6 ha land located near the road that link one village to the others. The demonstration plot was located in the Villages of Cibadak and Rancapinang. The success on the demonstration plot can encourage interpersonal communication and attitude change. With limited capital, farmers would have to be more careful. They would tend to do things that were likely to be successful. Thus, demonstration plot was the perfect media to ask farmers to change their attitude.


Photo 9 Demonstration Plot Site at Cibadak Village


E. Campaign Results

Results of the Pride Campaign in Ujung Kulon National Park were measured through different methods. These are quantitative pre- and post Pride Campaign surveys by interviewing audiences with questionnaire, qualitative data collection by collecting Ujung Kulon National Park Authority monthly reports on forest encroachment activities, forest cover map, focused group discussion, and in depth interview with target audience. The various methods were conducted to get valid results and to facilitate efforts to measure level of attainment of Pride Campaign Objectives in Ujung Kulon National Park.

The Project Plan’s monitoring strategy had 5 primary objectives, which were:

a) To measure exposure to the Pride campaign activities by the two main target audiences of the campaign including farmer community of 3 primary target villages (Rancapinang, Cibadak, Rancapinang) who cultivate areas outside of TNUK and farmer community of 7 secondary target villages (Tugu, Kramatjaya, Mangkualam, Padasuka, Tunggaljaya, Cigorondong, Tamanjaya) who cultivate areas outside of TNUK.

b) To measure the level of attainment for each of our SMART objectives at every point along the Pride Campaign’s Theory-of-Change.

c) To assess the adoption of tennat farmers cultivating areas outside of TNUK to implement agricultural intensification and technology in their own land.

Methods of Pre- and Post Campaign Surveys Ujung Kulon National Park Authority conducted two quantitative Survey . A pre-campaign survey was conducted in March 2009 to establish a baseline for the Pride Campaign’s SMART Objectives relating to Knowledge, Attitude, and Practice (KAP) components of Theory of Change (ToC). The second, a post campaign survey was conducted in July 2010 to measure any change in these KAP variables in order to assess the level of attainment of SMART Objectives.

Both surveys collected basic socio-economic and demographic data on the respondents (the so-called independent variables) and the survey questions that measured KAP comprise the so-called dependent variables. The pre-campaign (baseline) survey also provided information about the target audiences’ trusted sources of environmental information, their use of media such as radio and newspapers, their preferred types of media programs, and perceived barriers to behavior change that was used to design the Pride campaign’s activities and messages. These findings were reported in the project plan. The post campaign survey also included new questions designed to measure exposure to the campaign’s activities. The campaign’s two target audiences provide sub-groups for analysis in the survey (1) tenant farmers of 3 primary target villages who cultivate areas outside of


TNUK, (2) tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK. Surveysample.com was used to pick sample sizes for each subgroup based on their (1) population size in each village, (2) the expected baseline levels for key questions in the survey, (3) the amount of change in those variables that we expected to achieve, and (4) we used widely accepted levels for the confidence interval at 0.05 and the confidence level at 0.95. Using the surveysample.com results, we set a minimum quota of 355 respondents for all populations in the surrounding areas of Ujung Kulon National Park.

Establishing a “control” group is a powerful means of demonstrating “attribution” of Pride campaign impact, and is considered to be the “gold standard” for Pride campaign evaluation. To conduct the Pride Campaign, Ujung Kulon National Park established 5 control areas, including the Villages of Cimanggu, Kertajaya, Kerta Mukti, Sumberjaya and Tangkilsari. The five villages had a much higher formal education background than the 10 target villages of the Pride Campaign, and have different character in using the natural resources in Ujung Kulon National Park. Respondents were asked where they gained new information, and information that may have resulted in modified behaviors in an attempt to attribute changes to the Pride campaign.

The 2005 Population Census was used to estimate the population of all villages in Sub-Districts of Sumur and Cimanggu, and to identify enumeration areas to sample. We established sampling quotas for each district proportionate to the population size of each village (Table E.8). In each village, random sampling survey methodology was used, with the initial respondent being chosen at random, and then every 3th respondent/individual was met until the sample quota was filled. Visits took place in the early evening at a time when most people are home. The minimum age of respondent to be interviewed was 15 years, no one below the age of 14 was interviewed; there was no upper age limit set for the sample as older people are known to be held in great respect by younger people, thereby serving as important opinion leaders in their communities, and thus important to reach with the campaign.

The survey questionnaire was designed and analyzed using Apian’s SurveyPro® software. The questionnaire was developed after the target audiences had been identified and the key threats to be addressed by the campaign and general objectives for the campaign had been established. The survey solicited information on prevailing levels of knowledge, attitude and behavior toward Ujung Kulon National Park forest’s environment in general and the threats it faces in particular; about media preferences, willingness to change behaviors, (benefits and barriers) and trusted information sources. The questionnaires used in the pre and post campaign surveys were identical except that a few questions were developed for the post-campaign survey to assess some SMART objectives that were developed after the baseline survey was conducted and to make sure that exposure to all major campaign activities was measured. The questionnaire included both closed and open-ended questions and prompted and unprompted questions. A complete copy of the survey questionnaire used in the post-campaign survey is given in Appendix A.

Enumerators were trained in how to administer the questionnaire in a one-day workshop run by Campaign Manager with assistance from several volunteers of Community Organization (KSM) Kanopi as well as the staffs of National Park Management Region III Sumur. Each enumerator completed at least one pre-test interview under the guidance of one of the supervisors as part of their training. Enumerators had backgrounds as Gajah Mada


University student, Bogor Agricultural Institute student, UNTIRTA student, Matlaul Anwar student, teacher of SMA (Senior High School) 16 of Pandeglang, and several others were students who had just finished their study in university and senior high school. Questions were read aloud by the enumerators to the respondents, and answers were carefully recorded and written on the survey sheets by the enumerators. Surveys were checked carefully before interviewing the next person. Each enumerator was supervised by an Ujung Kulon National Park staf to make sure the survey methodology/protocol was being followed and that the questionnaires were being filled in properly. A field coordinator visited several enumerators to question any barrier or problem that they may face. The field coordinator also contacted several enumerators or received phone calls from the enumerators to give solutions or to discuss any problem facing the enumerators.

Table E.8 Number of people interviewed and the geographical distribution of the survey sample.

Village Population Size

Pre-Campaign Sample Size

Pre-Campaign Number of

EnumeratorPost Campaign

Sample SizePost Campaign

Number of Enumerator

Ujungjaya 3706 55 2 53 2

Tamanjaya 2603 36 2 26 2

Cigorondong 2404 36 2 19 2

Tunggaljaya 2884 41 2 34 2

Rancapinang 3642 54 2 54 2

Cibadak 2938 42 2 42 2

Tugu 1483 22 1 22 1

Kramatjaya 2828 42 2 41 2

Mangkualam 2172 32 2 39 2

Padasuka 3613 54 2 25 2

Comparability of the Two Surveys It is critical to make sure that the post-campaign survey is comparable to the pre-campaign survey in that the respondents in the two samples that were selected are similar to each other in their socio-economic and demographic characteristics. Table 5. 2 presents some of these so-called independent variables from the pre- and post campaign surveys to (1) provide some background on the characteristics of our respondents and (2) assess the comparability of the surveys on each variable using the Chi-Square test of statistical significance.

As we can see from the data in Table E.9 that most of the respondents bahwa are male, either during the pre- or post campaign surveys. This was because, when the interview was held in early evening, all the family members usually gathered and the enumerator only interviewed the head of the family/husband. Banten community generally valued head of family as the decision maker or the one who faced other parties other than their family. Most of the respondents in the target villages were farmers cultivating their own land, followed by worker farmers or tenant farmers. The remaining were fishermen, teachers and civil servants. As target audiences for the Pride Campaign in Ujung Kulon National Park were farmers cultivating their own land, thereby the number of farmers respondents are larger than others.


All age groups of respondents interviewed in both target audiences, from teenager to older adults, were represented approximately evenly in the samples. With regard to levels of formal education, most respondents had Elementary School (more than 40%) background, while the rests were had Junior High School (SMP) and Senior High School (SMA) backgrounds or no school at all. According to population census data of Pandeglang District in 2005, 98% of the populations in Sub-Districts of Sumur and Cimanggu were Moslems, while the rest were Christians.

The results of the Chi-Square tests indicated that there were no statistically significant differences between the pre- and post campaign surveys, except for two variables, target audiences and respondents formal education, which increased between the pre- and post surveys. Two things likely cause the increases in the two variables. First, the post survey was held at the same time with the start of clove harvest season. Farmers who had cloves in their land were in their land harvesting their cloves until very late at night, so they were not at home when the interview was conducted. Second, the government conducted education leveling up program for community members who had only conducted Elementary School, so they could level up their education to Junior High School (SMP) level through B Package Exam (Ujian Paket B). The Pride Campaign in Ujung Kulon was conducted at the same time with this program.


Table E.9 Independent Variables to Assess the Comparability of the Pre- and Post Campaign SurveysVariables Pre-Campaign Level

(N= Post Campaign Level(N= 414 Respondents)

Difference (Post-Pre-)(N= 355 Respondents)

Chi-Square (X2) Significance

1 2 3 4 5Gender Male = 69.0% Male = 69.1% Male = + 0.1 X2 < 50 % Not significant

Female = 31 % Female = 30.9% Female = - 0.1Target Audience Farmers with personal

land = 44.5%Farmers with personal land = 49.7 %

Farmers with personal land = + 5.2

X2 90 % Significant

Farmers cultivating other farmers land = 33.2 %

Farmers cultivating other farmers land = 19.7 %

Farmers cultivating other farmers land = - 13.5

Do not have personal land and do not work as farmer = 5.5 %

Do not have personal land and do not work as farmer = 23.3 %

Do not have personal land and do not work as farmer = + 17,8

Age Group 15 - 19 years = 2.9 % 15 - 19 years = 6.5 % 15 - 19 years = + 3.6 X2 < 50 % Not significant20 - 24 years = 11.8 % 20 - 24 years = 12.6 % 20 - 24 years = + 0.8 25 - 29 years = 13.9 % 25 - 29 years = 15.7 % 25 - 29 years = + 1.8 30 - 39 years = 11.5 % 30 - 39 years = 15.7 % 30 - 39 years = + 4.2 35 - 39 years = 15.4 % 35 - 39 years = 13.5 % 35 - 39 years = - 1.9 40 - 44 years = 16.6 % 40 - 44 years = 13.2 % 40 - 44 years = - 3.4 45 - 49 years = 8.9 % 45 - 49 years = 9.8 % 45 - 49 years = - 0.9 50 - 54 years = 7,7 % 50 - 54 years = 6.5 % 50 - 54 years = - 1.2 55 years or older 10.3% 55 years or older = 6.2 % 55 years or older = - 4.1

Formal Education Elementary School (SD)= 66.8%

Elementary School (SD)= 47.2%

Elementary School (SD)= - 19.6 X2 90 % Significant

Junior High School (SMP/ MTS) 13.9 %

Junior High School (SMP/ MTS) = 21.1%

Junior High School (SMP/ MTS) = + 7.2

Senior High School (SMU/ MAN) = 7,9 %

Senior High School (SMU/ MAN) = 14.6%

Senior High School (SMU/ MAN) = + 6.7

Higher Education = 2.2%

Higher Education 3.9% Higher Education = + 1.7

No School = 7.0% No School 13.2% No School = + 6.2


Data in Table E.9 was based on interview with 414 respondents during the pre-campaign survey and 355 respondents during the post campaign survey. In some cases, the numbers may not sum to 100% due to rounding or because not all response options are shown for some variables. The “difference” is calculated by subtracting the pre-campaign level from the post campaign level and is expressed in percentage points (pp). The X2 test is a statistical test for differences between the pre-campaign survey and the post campaign survey using the total samples. Chi-Squared (X2) is a statistical test to assess whether the amount of differences measured between the pre- and post campaign surveys is statistically significant.

We did a similar analysis as is shown in Table E.9 for each of our target audiences, Tenant Farmers of 3 Primary Target Villages Who Cultivate Areas Outside of TNUK and Tenant Farmers of 7 Secondary Villages Who Cultivate Areas Outside of TNUK (data shown in Appendix B). Because of the smaller sample sizes, a few of the independent variables did show statistically significant differences between the pre and post campaign, but we concluded that the differences were not substantial and did not preclude our using the survey data to assess our SMART objectives. We conclude from this analysis that the pre- campaign and the post campaign samples are comparable to each other and that there are no systematic differences between the samples that would complicate interpretation of our analyses of the dependent variables used to measure campaign impact.

Exposures to the Pride Campaign Activities Table E.10 presents the data from our post campaign survey in Ujung Kulon National Park that shows the percentage of each target audience that recalls seeing/hearing each of the main Pride Campaign activities in Ujung Kulon National Park.

Up to 58.2% of respondents among tenant farmers of 3 primary target villages who cultivate areas outside of TNUK recalled seeing T-shirt and banner containing the importance and benefits of saving Ujung Kulon forest. This was likely because the banner was the most used media that was posted on the entrance of each primary and secondary target villages. Thus, every target audience going in and out of each of the villages will see the messages written on the banners. The photo of the local Head of Village or religious leader on the banner also affected the audiences willingness to read the messages, because both Head of Village and religious leader were two of the most trusted source of information according to the pre-campaign survey. The banners were posted for 3 months beggining from early April 2010.

T-shirt media that contained messages on the importance of conserving Ujung Kulon forest was not produced in a large number during the campaign activities. The T-shirts were distributed during the Pride Campaign among the community in three secondary target villages (Padasuka, Tamanjaya and Mangkualam) only. However, the close relations among families in villages of Banten and their activities that often passed other villages boundaries, helped the messages distribution through T-shirt media reach the primary target villages. Those who have the T-shirts often worn them all the time during certain events or when they visited their relatives in other villages.

The audiences, either in primary or secondary target villages, also recalled seeing and remembered the messages on poster media. This was because Ujung Kulon National Park Authority produced posters, for example forest fire warning poster, for community outreach and awareness activity every year before the Pride Campaign. The forest fire posters were distributed to the audiences before the Pride Campaign in Ujung Kulon National Park began,


between September and October 2008, to remind the community about the dangers of forest fire. The audiences recalled seeing these posters when they answered the pre-campaign survey held in January 2009.

The audiences mostly recalled the messages about the importance of agricultural intensification implementation from the meetings with government staffs from the Agricultural Office. In primary target villages (Rancapinang, Cibadak and Ujungjaya), field school was held once a month. In Ujungjaya Village, the activity was discontinued since April 2010 because the communications held in the village could not agree on the best solution to save Ujung Kulon forest. The audience in Ujungjaya Village generally wanted their ownership of the agricultural areas within TNUK to be recognized. They always rejected the solution offered by Ujung Kulon National Park that warned them not to break the existing Laws.

Generally, the best activity to reach the farmers as target audiences was print media activities, including banner, poster, and T-shirt. The most ineffective activity was puppet show (held once only) and radio program. Both puppet show and radio program were not effective because the community rarely listened to the radio after the electricity was installed in the areas and communication tower of one cell phone vendor was erected in 2005 to 2007. Since then, the community preferred to use television and cell phone to get some information. They no longer listened to the radio. The school visit and puppet show with Javan Rhinos costume activities were not effective because message penetration presented to school children did not reach their parents. The vertical communication did not happen as expected. This could be seen from the assigments given by KSM Kanopi volunteers to the school children that were supposed to be conveyed to and later signed by their parents. It turned out that 70% of the assignments never reached or were signed by their parents.


Table E.10 Exposures to the Pride Campaign Activities

ActivityTenant Farmers in 3 Primary Target

Villages (N = 79 Respondents)Tenant Farmers in 7 Secondary Target Villages

(N = 97 Respondents)Yes Not Sure No Yes Not Sure No

1 2 3 4 5 6 7Poster on agricultural Intensification in Gunung Honje area 15.2 % 21.5 % 63.3% 38.1% 9.3% 52.6%

Poster on benefits of Ujung Kulon 46.8% 12.7% 40.5% 42.3% 16.5% 41.2%

Radio program on saving inheritance for children and grand children 3.8% 24.1% 72.2% 19.6% 15.5% 64.9%

Radio program on agricultural intensification 3.8% 25.3% 70.9% 22.7% 14.4% 62.9%

T-shirts with message on the importance of Ujung Kulon forest 58.2% 13.9% 27.8% 36.1% 14.4% 49.5%

T-shirts with message on agricultural intensification 21.5% 34.2% 44.3% 32% 22.7% 45.4%

Annoucement board with message on agricultural intensification 22.8% 24.1% 53.2% 19.6% 22.7% 57.7%

Story from your school child(ren) about saving inheritance for children-grandchildren 17.7% 21.5% 60.8% 14.4% 16.5% 69.1%

Message on Ujung Kulon forest from Javan Rhino costume school visit activity 26.6 % 15.2% 58.2% 20.6% 8.2% 71.1%

Agricultural extension from government staffs about agricultural intensification 31.6% 25.3% 43.0% 20.6% 18.6% 60.8%

Banner with message on agricultural intensification 15.2% 34.2% 50.6% 33% 17.5% 49.5%

Banner with message on benefits of Ujung Kulon National Patk forest 58.2% 20.3% 21.5% 51.5% 11.3% 37.1%

Extension from government staffs about good inheritance options 39.2% 24.1% 36.7% 28.9% 16.5% 54.6%

Source: Data in Table E.3 was based on interview with 176 respondents who were tenant farmers cultivating their own land in 10 Pride Campaign target villages in the post campaign survey (Primary Target = 79 farmers, and Secondary Target = 97 farmers).


Table E.11 showed all medias to convey the messages that were recalled by the audiences of Pride Campaign in Ujung Kulon National Park. The highest percentage over a particular media that they recalled did not imply that it was the most preferred media among the audience. When questioned about the media they preferred the most to get the campaign messages, respondents in 3 primary target villages chose extension (35.4%), followed by Javan Rhino costume (12.7%). The implementation process of extension activity and Javan Rhino costume activity were believed to be more interactive and to build closeness between government and community. During the course of the activities, the audiences could directly ask question and implement the information they just received.

Table E.11 Exposure to Most Preferred Campaign Media Among Target Audience in 3 Primary Target Villages

Of all the different ways in which you remember seing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje and Ujung Kulon forest, and Javan Rhinos, which one do you like the most?

Tenant farmers of 3 primary target villages Post Campaign – Working Area

Extension activity 35.4%; 28

Do not know 29.1%; 23

Messages through Javan Rhino costume 12.7%; 10

Banner 7.6%; 6

Other 15.2%; 12

Totals 100.0%; 79

Freq Error* ±10.8%

ChiSq Significance Under 50%Source: Data in Table E.4 was based on interviews with 79 respondents who worked as tenant farmers cultivating their own land in 3 primary target post campaign villages in the post campaign survey.

Based on data in Table E.12, respondents in 7 secondary target villages recalled seeing and preferred most T-shirt media (21.6%), and 24.7% answered they did not know what media they preferred most.

Table E.12 Exposures to the Most Preferred Campaign Media by Audience in 7 Secondary Target Villages

Of all the different ways in which you remember seing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje and Ujung Kulon forest, and Javan Rhinos, which one do you like the most?

Tenant farmers of 7 secondary target villages Post Campaign – Working Area

Do not know 24.7%; 24

Message on T-shirt 21.6%; 21

Extension activity 14.4%; 14

Banner 10.3%; 10

Radio program 9.3%; 9

Freq Error* ±8.8%

ChiSq Significance Under 50%Sumber: Data in Table E.5 was based on interviews with 97 respondents who worked as tenant farmers cultivating their own land in 7 secondary Pride Campaign target villages in the post campaign survey.

Just because a person recalled seeing or preferred a campaign activity did not indicate which activity was most important for moving them along the behavior change continuum. When asked about the message they remember most clearly that made them think and acted to


change their behavior, 42.3% of the respondents in the primary target villages, as seen in Graphic , and 18.6% of respondents in secondary target villages, as seen in Graphic , preferred meeting activity as the media that most likely would persuade them to change their behavior.


Source: Data in Graphic 1 and Graphic 2 were based on interviews with 176 respondents who were tenant farmers cultivating their own land in 10 Pride Campaign target villages in post campaign survey (Primary Target = 79 farmers, and Secondary Target = 97 farmers).


Graphic 1 Exposure to Campaign Medias with most impacts on audience in 3 primary target villagesmempengaruhi perilaku khalayak target di 3 desa Primer

Graphic 2 Exposure to Campaign Medias with most impacts on audience in 7 secondary target villages

(54) Of all the different ways in which you remember seeing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje and Ujung Kulon forest, and Javan Rhinos….

Extension Activity

Do not know

Message through Javan Rhino costume

Banner

OtherOf all the different ways in which you remember seing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje and Ujung Kulon forest, and Javan Rhinos, which one that made you think or act differently?

Extension Activity

Message on T-shirt

Banner

Do not know

Impact of Pride Campaign on Knowledge SMART Objectives Table E.13 presents the results for the key survey questions that were designed to assess the campaign’s impact on the knowledge SMART objectives. Table 5.6 reveals the level of knowledge of audiences in 3 primary target villages and 7 secondary target villages, by comparing the pre- and post Pride Campaign surveys in Ujung Kulon National Park.

The percent of SMART objective attained is calculated from the increase in percentage points (pp) of the objective and the actual change measured by the surveys as (pp achieved / pp SMART objective) * 100. So, if the SMART objective was to increase the knowledge of community on agricultural intensification from their ignorance of the knowledge on agricultural intensification and its implementation of 86.59% to 70% (an objective of 16.59 pp (86.59% - 70% = 16.59 pp), and we measured an increase of 6.89 pp (86.59% - 79.7% = 6.89 pp), then the percent SMART objective attained is equal to (6.9/16.6) * 100 = 41.5 %.

SMART knowledge objectives set as hypothesis in the early Pride Campaign were not all met as targeted. One knowledge objective exceeded the target (316.1%) and another one was nearly met (77.5%), one knowledge level objective increased but still far under the target (41.5%), and there was even one knowledge objective that decreased (-236.9%). Knowledge SMART objective that was missed was the knowledge on the use of money, gold, tree or education in 3 primary target villages. Lack of media that presented the message on this SMART objective affected the SMART objective attainment. Pride Campaign in Ujung Kulon National Park focused more on increasing the knowledge on agricultural intensification because this affected the target audience behavior change in reducing conservation threat. On average, SMART objective attainment of all the knowledge variables increased by 49.55% between the pre- and post campaign survey. This clearly supports the hypothesis that this campaign caused a substantial change in knowledge around the issues of agricultural intensification and the use of savings other than agricultural land within TNUK.


Table E.13 Change in Knowledge Variables between Pre- and Post Campaign Surveys

SMART Objective Question (Answer) Pre- Campaign

Post Campaign Change (pp) Chi-Square (X2)

SignificanceSMART

Objective Attainment

By June 2010, level of ignorance among tenant farmers of 3 primary target villages who cultivate areas outside of TNUK will have decreased to 70% from 86.59% in the previous year survey result. (An increase of 16.6 pp)

Question No. 21 In your opinion, what does agricultural intensification (Five Farmer Principles/Pasca Usaha Tani) mean ?

86.59% 79.7% +6.9 pp X2 = 90%Significan 41.5 %

By June 2010, level of knowledge among tenant farmers of 3 primary target villages who cultivate areas outside of TNUK, to use savings other than sawah (paddy field) in the Park area (money saving, education, and gold) will have increased to 50%, from 37.8% in the previous year survey result (an increase of 12.2 pp)

Question No. 26 In your opinion, what kinds of savings you can prepare as inheritance for children-grandchildren?Respon se : Savings in the forms of money, education and gold

37.8% 8.9% -28.9 pp X2 = 99%Significan -236.9 %

By Juni 2010, level of knowledge among farmers of 7 secondary target villages who cultivate areas outside of TNUK will have decreased to 75% from 80.6% in the previous year survey result. (an increase of 5.6 pp)

Question No. 21 In your opinion, what does agricultural intensification (Five Farmer Principles/Pasca Usaha Tani) mean ?

80.6% 62.9% +17.7 pp X2 = 99%Significan 316.1%

By June 2010, level of knowledge among farmers of 7 secondary target villages who cultivate areas outside of TNUK, to use savings other than sawah (paddy field) in the Park area (money saving, education, and gold) will have increased to 40% from 32% in the previous year survey result (An increase of 8 pp)

In your opinion, what kind of saving(s) you can prepare as inheritance for children-grandchildren?Respon se : Savings in the forms of money, education and gold

32% 38.2% +6.2 pp X2 = 50%Not Significant 77.5 %

Source: Data in Table E.6 is derived from interviews with tenant farmers who cultivate areas outside of TNUK of 3 primary target villages (N = 82 respondents in pre-campaign; 79 respondents in post campaign) and tenant farmers of 7 secondary target villages (N = 103 respondents in pre-campaign; 97 respondents in post campaign). Chi Squared tests and SMART objective attainment are described in texts. The values shown are only for the target audience as identified in the SMART objective.


Pre-Campaign – Working Area (82 Respondents) Post Campaign – Working Areas (79 Respondents)

Source: Data in Graphic 3 and Graphic 4 is derived from interviews with tenant farmers of 3 primary target villages who cultivate areas outside of TNUK (N = 82 respondents in pre-campaign; 79 respondents in post campaign) and tenant farmers of 7 target villages who cultivate areas outside of TNUK (N = 103 respondents in pre-campaign; 97 respondents in post campaign).

Impact of Pride Campaign on Attitude and Interpersonal Communication SMART Objectives In creating attitude and interpersonal SMART objectives, there was a mistake in presenting the preliminary data as baseline. The percentage of respondents in 7 secondary target villages who chose money saving as inheritance for their children-grandchildren in the pre-campaign survey result should be 8.7% not 25.4%. Thus, Table E.14 presents preliminary SMART objective and the revised SMART objective, without changing the attainment in the beginning of the campaign.

Table E.14 presents the survey data used to measure the attitude and interpersonal communication SMART objectives. All of the SMART objectives cannot be met. There are 3 SMART objectives that showed some increased percentages, but none was higher than the expected targets.


Graphic 4 Exposure to Campaign Medias with most behavioral impacts on audience in 3 primary target villages

Graphic 3 Exposure to Campaign Medias with most behavioral impacts on audience in 7 secondary target villages

(21) In your opinion what does Agricultural Intensification (Five Agricultural Principles/Panca Usaha Tani) mean? Do Not Know Better fertilizing techniques

Table E.14 Change in Attitude and Interpersonal Communication between the Pre- and Post Campaign Surveys

SMART Objective Question (Answer) Pre-Campaign


SignificanceSMART


1 2 3 4 5 6 7By June 2010, 90% of tenant farmersof 3 primary target villages who cultivate areas outside of TNUK will have been willing to participate in the implementation of agricultural intensification syetem, from 78% in the previous year. (An increase of 12 pp)

Question No. 41 If there will be a program to increase agricultural intensification in the next 6 months, will you be willing to participate? Respon se : Yes

78 57 % -21 pp X2 = 50%Not Significant -175 %

By end of June 2010, tenant farmers of 3 primary target villages who cultivate areas outside of TNUK and agree that agricultural intensification system can reduce agricultural area expansion or forest encroachment within the Park area that threatens to destroy the Javan Rhinos habitat, will have increased to 70% from 42.7% in the previous year pre-campaign survey. (an increase of 27.3 pp)

Question No. 28 HThe implementation of agricultural intensification system in areas located outside of TNUK will reduce the threat of new agricultural land opening within TNUK. Respon se : Agree

42.7% 50.6 % + 7.9 pp X2 = 50%Not Significant 28.9%

By June 2010, farmers of 3 primary target villages who cultivate areas outside of TNUK and use money will have increased to 35% from 24.4% in the previous year (An increase of 10.6 pp)

Question No. 26In your opinion, what kind of saving you can make as inheritance for your desecendants? Respon se : Money saving

24.4 % 5.1% -19.3 pp X2 = 99%Significant -182 %

By June 2010, tenant farmers who cultivate areas outside of TNUK from Ujung Jaya Village and disagree with the opinion that they can expand their land as far as Cilintang River, will have increased to 25% from 4.2% in the previous year (An increase of 20.8 pp)

Question No. 28 II am convinced that we can open new area within the forest as far as Cilintang River that serves as the boundary. Respon se : Disagree

4.2 % 3.6% -0.6 pp X2 = 99%Significant -2.9 %

By June 2010, 85% of tenant farmers of 7 secondary target villages who cultivate areas outside of TNUK will have been willing to participate in the implementation of agricultural intensification pattern system, up from 80.6% in the previous year (An increase of 4.4 pp)

Question No. 41 If there will be a program to increase agricultural intensification in the next 6 months, will you be willing to participate? Respon se : Yes

80.6 % 56.7 % -23.9 pp X2 = 50%Not Significant - 543.2 %


SMART Objective Question (Answer) Pre-Campaign


SignificanceSMART


1 2 3 4 5 6 7By end of June 2010, tenant farmers of 7 secondary villages who cultivate areas outside of TNUK and agree that agricultural intensification system can reduce area expansion or forest encroachment that threatens Javan Rhinos habitat within TNUK, will have increased to 60% from 49.5% in the previous year pre-campaign survey. (An increase of 10.5 pp)

Question No. 28 HThe implementation of agricultural intensification system in areas outside of TNUK will reduce the threat of new agricultural area opening within TNUK.Respon se : Agree

49.5 % 37.1% -12.4 pp X2 = 50%Not Significant -118%

Preliminary SMART :By June 2010, tenant farmers of 7 secondary villages who cultivate areas outside of TNUK and use money as saving, will have increased to 35% from 25.4% in the previous year. (An increase of 9.6 pp)Revised SMART: By June 2010, tenant farmers petani of 7 secondary villages who cultivate areas outside of TNUK and use money as saving, will have increased to 35% from 8.7% in the previous year. (An increase of 26.9 pp)

Question No. 26In your opinion, what kind of saving you can make as inheritance for your desecendants? Respon se : Money saving

8.7 % 32% 23.3 pp X2 = 99%Significant 86.6 %

By June 2010, 20% of community of 7 secondary villages who cultivate areas outside of TNUK, will have started to talk to their friends about more productive and sustainable agricultural intensification system and techniques to be implemented outside of TNUK, up from 3.9% in the previous year (An increase of 16.1 pp)

Question No. 30In the past 6 months, whom do you talked to about agricultural intensification techniques (Five Agricultural Principles/Panca Usaha Tani)?Respon se : Talked to friend(s)

3.9 % 8.2 % +4.3 pp X2 = 50%Not Significant 26.7 %

Source: Data in Table E.7 is derived from interviews with tenant farmers who cultivate areas outside of TNUK of 3 primary target villages (N = 82 respondents in pre-campaign; 79 respondents in post campaign) and 7 secondary target villages (N = 103 respondents in pre-campaign; 97 respondents in post campaign). Chi Squared tests and SMART objectives attainments are described in texts. The values shown are only for the target audience as identified in the SMART objective.


The first SMART objective that had an increase was the level of agreement among community in 3 primary target villages about the implementation of agricultural intensification system that will reduce the threat toward Javan Rhinos habitat. The field school activity held by Agricultural Office of Pandeglang Sub-District and Ujung Kulon National Park Authority helped change farmers attitude about the importance of implementing agricultural intensification system to cultivate their land, although the activity was only conducted once a month in 3 target villages. In total, the field school activity was conducted 8 times in Cibadak and Rancapinang Villages, and 6 times in Ujungjaya Village.

The second SMART objective that experienced an increase in percentage was interpersonal communication among populations in 3 primary target villages and 7 secondary target villages, although interpersonal communication on agricultural intensification was not a SMART objective in 3 primary target villages. The most significant increase in interpersonal communication was between husband/wife that reached 20.3% (N= 16) from 1.2% in the pre-campaign survey (N=1). There was also an increase in interpersonal communication among friends in 7 secondary target villages to 8.2% (N=8) or an increase of SMART objective attainment of 26.7%. A different result occured to interpersonal communication that increased to 24.7% in post campaign survey result (N= 24) from 5.8% in pre-campaign survey result (N= 6). Other SMART objectives to measure change in attitude and interpersonal communication decreased, including respondent never talked to other people that decreased from 77.7% to 64.9%, and respondent talked to religious leaders that decreased to 1% from 2.9%) .

Third, SMART objective for audience in 7 secondary target villages over saving in the form of money as inheritance for respondent’s descendents increased to 86.6% (N=31). Road access and facilities to reach bank office in Sub-District capital made respondents chose to save in the form of money in the bank than in the form of sawah (paddy field) or gold. This result was encouraging as it showed that community became more aware that money saving in the bank was more beneficial than agricultural area within TNUK as inheritance for their children-grandchildren. The number of respondents who chose sawah (paddy field) within TNUK as inheritance for their children-grandchildren decreased to 4.1% (N=4) in the post campaign survey from 29.1% (N=30) in the pre-campaign survey.

Graphic 1 Bentuk simpanan yang dilakukan oleh khalayak target di 3 desa Primer untukanak cucunya.Graphic 1 showed a different condition in 3 primary target villages. In the pre-campaign survey, the number of respondents who chose saving in the form of money was 24.39% (N=20), and in the post campaign survey, this number decreased to 5.06% (N=4). Bad road access and the long distance from their villages to Sub-District capital where the bank was located, made them preferred not to save their money in the bank. Campaign Manger found out about this reason when he conducted an in-dept interview with representatives from 3 primary Pride Campaign target villages. During the campaign, the bank was not willing to help much, technically and financially, with Pride Campaign activity. One Local Government Bank (BPD) gave their contribution when the Pride Campaign was about to end in July 2010.


Pre-Campaign – Working Area (82 Respondents) Post Campaign – Working Area (79 Respondents)

Graphic 1 Bentuk simpanan yang dilakukan oleh khalayak target di 3 desa Primer untuk anak cucunya.

Source: Data in Table E.7 is derived from interviews with tenant farmers who cultivate areas outside of TNUK of 3 primary target villages (N = 82 respondents in pre-campaign; 79 respondents in post campaign) and 7 secondary target villages (N = 103 respondents in pre-campaign; 97 respondents in post campaign).

In an informal discussion with a staff of Bank Jabar-Banten of Labuan Branch, it was revealed that there was a plan to establish a branch office of Bank Jabar-Banten in Sub-Districts of Cimanggu or Sumur in 2009. However, following a feasibility survey by the bank, the plan was canceled. The bank considered both Sub-Districts did not have any potential in term of attracting clients. By end of the Pride Campaign in July 2010, there was only one bank, People’s Bank of Indonesia (BRI) of Baliung Branch, located far away from Sub-Districts of Cimanggu and Sumur. This condition affected the audience choice to create saving in the form of sawah (paddy field) or areas outside of TNUK which increased to 46.83% in the post campaign survey. Meanwhile, the number of respondents who chose saving in the form of sawah (paddy field) within TNUK decreased to 1.27% in the post campaign survey from 21.96% in the pre-campaign survey, as seen in Graphic 5.

Table E.15 below showed the post Pride Campaign survey level of respondents participation to implement agricultural intensification program in their land that drastically decreased from the result in the pre-campaign survey. This applied to both target audiences participation to implement agricultural intensification program. They had a negative experience while they participated in hybrid corn program held by local government of Banten Province through local Agricultural and Livestocks Office that did not produce an optimal economic result. The corn harvest could not even be marketed until now. Such an experience became their reason to avoid involvement in soybean agricultural intensification program in their land. Campaign Manager found out about the respondents reluctance as he interviewed representatives of farmers in primary target villages. They would only implement the program if they had seen other farmers, who implemented the program, got an optimal result and had improved their lives economically.


Graphic 5 The form of savings created for their children-grandchildren by audience in 3 primary target village

(26) In your opinion, what kind of saving you can create as inheritance for your children-grandchildren? (ONLY ONE ANSWER)

7 – Do not know1 – Money savingna – Sawah (paddy field) outside of TNUK

na – Sawah (paddy field), land2 – Sawah in areas within TNUKna – Other

Table E.15 Exposure to participation in program to improve agricultural intensification by target audience in 3 primary target villages.

If there will be aprogram to improve agricultural intensification in the next 6 months, will you be willing to participate?

Survey Period:

Pre-Campaign – Working Area(82 Respondents)

Post Campaign – Working Area(79 Respondents)

Yes 78.0% 57.0%

Not Sure 14.6% 25.3%

No 7.3% 17.7%

Totals 100% 100.0%

Freq Error* ±0.0% ±11.1% ChiSq Significance Under 50% Under 50%

Sumber: Data in Table E.8 is derived from interviews with tenant farmers who cultivate areas outside of TNUK of 3 primary target villages (N = 82 respondents in pre-campaign; 79 respondents in post campaign)

A decreased percentage of audience in 7 secondary target villages participation was quite significant, as seen in Table E.16, because Barrier Removal Operational Project (BROP) through soybean agricultural intensification was only conducted in 3 primary target villages. Messages about agricultural intensification implementation in 7 secondary target villages were only presented through banner media and Public Service Announcement (PSA) in the radio, so the audience the 7 villages never seen or participated in field school activity.

Table E.16 Exposure to participation in program to improve agricultural intensification by target audience in 7 secondary target villages

If there will be aprogram to improve agricultural intensification in the next 6 months, will you be willing to participate?

Survey Period:

Pre-Campaign – Working Area(103 Respondents)

Post Campaign – Working Area(97 Respondents)

Yes 80.6% 56.7%

Not Sure 13.6% 29.9%

No 5.8% 13.4%

Totals 100% 100.0%

Freq Error* ±0.0% ±10.1%

ChiSq Significance Under 50% Under 50%Sumber: Data dalam Table E.9 is derived from interviews with tenant farmers who cultivate areas outside of TNUK of 7 secondary target villages (N = 103 respondents in pre-campaign; 97 respondents in post campaign).

The unpredictability of season change by farmers made them delay the implementation of agricultural intensification in their land. The issues was acknowledged during the field school discussion. The rainy season that was still going on until July 2010 may destroy the soybean plants should farmers insisted on cultivating them. Soybean could not resist a continuously wet land because the condition would cause the seed under ground to rot. Some of the farmer groups insisted on cultivating soybean in the rainy season. As the result, 70% of their plants died and the farmers nearly lost all their harvest.

At the beginning of 2010, the Pride Campaign activity in Ujungjaya Village was reduced, especially the one related to agricultural intensification program. The reason for this decision was because there were two heads of farmer group who each had legal proof from the local government and each also had strong influence over his group members. If we continued the soybean agricultural intensification program in Ujungjaya Village, there would be conflict potentials between the two groups. Campaign Manager had tried to open a dialogue with the two groups to find the best solution. However, the parties found no solution that satisfied all of them. In addition, the communications built by Ujung Kulon National Park Authority and Ujungjaya Village community through discussion and meeting were always hindered by


tenant farmers aspiration that demanded ownership over the land they cultivated. Ujung Kulon National Park Authority found such a demand too difficult to meet. The existing law, Law Number 5 Year 1990 on Conservation of Forest Natural Resources and Its Ecosystems, does not allow the demand to be met. For that reason, Pride Campaign activity in Ujungjaya Village was only conducted through radio, school visit and one Quran Reading (Pengajian). Almost all BROP related Pride Campaign activities could not be implemented since April 2010.

Graphic 2 Level of disagreement among target audience in 3 primary target villages against the myth allowing new agricultural areas expansion by Ujungjaya Village community as far as Cilintang River.

Pre-Campaign – Working Area (82 Respondents) Post Campaign – Working Area (79 Respondents)

Source: Data in Graphic 5.6 is derived from interviews with tenant farmers of Ujungjaya Village who cultivate areas outside TNUK (N = 24 respondents in pre-campaign; 28 respondents in post campaign).

Such conditions did not affect SMART objective attainment. Graphic 2 showed that level of disagreement against the myth that they were allowed to cultivate areas as far as Cilintang River among Ujungjaya Village community decreased to 3.57% in the post campaign survey from 4.17% in the pre-campaign survey. Campaign Manager had difficulties in finding community figure or leader who would tell the community that the myth was wrong. Post campaign survey result revealed that 82.1% of Ujungjaya Village community respondents of all ages did not know or never heard of the myth. This showed that interpersonal communication among the community in Ujungjaya Village did not happen in a large scale. The decreasing belief in the myth was affected by their increased knowledge of their religion.


DisagreeAgree Do Not Know

(I) I am sure that that the boundary to expand new land area is as far as we do not cross Cilintang River

Impact of Pride Campaign on Behavioral SMART Objective We did not use the data resulting from comparing the pre- and post campaign survey to measure the behavioral SMART objective attainment in Ujung Kulon National Park Pride Campaign. Instead, from the beginning of the Pride Campaign activity, Campaign Manager created a monitoring plan to measure the success through field observation activity, focused interview with target audience representatives, and analysis of Ujung Kulon National Park Authority Monthly Report from January 2008 to June 2010. The monitoring plan was included in the planning document.

Data in Table E.17 is derived from the result of field observation by Head of Cibadak Resort and Head of Cegog Resort until mid of June 2010 that was presented in Ujung Kulon Taman National Park Authority Monthly Resort Activity.

Table E.17 Exposure to field observation result of activities within the forest area.No Year Activity Volume Note

1 2007 - 2008 Expansion of agricultural areas within TNUK

Average 7.5 ha/year

There was a decrease of 99% in activities conducted by community in 2 main target villages, namely Cibadak and Rancapinang Villages

2009 - Juni 2010 Expansion of agricultural areas within TNUK

Average 0.05 ha/year

2 2007 - 2008 Forest encroachment activity for sawah (paddy field) or plantation within TNUK

9 times There was an decrease of 89% in activities conducted by community in 2 main target villages, namely Cibadak and Rancapinang Villages

2009 - June 2010 Forest encroachment activity for sawah (paddy field) or plantation within TNUK

1 time

Source: Data in Table 5.10 is derived from Head of Cegog Resort and Head of Cibadak Resort Monthly Report from 2008 to 2010

In July 2010, at the same time with the implementation of post campaign survey activity, Pride Campaign Manager conducted interviews with representatives of tenant farmers. The in-depth interview was conducted with two groups, namely adopter group for activity to increase and implement soybean agricultural intensification or the non demonstration plot group in the primary target village, and the demonstration plot group. The interviews were conducted to measure and sharpen field observation result over the implementation of barrier removal (BR) strategy, how far the BR implementation was conducted, what reason behind their participation in the program, what reason behind their participation to adopt the program, and what barriers they faced as as they influenced other people to implement the program.


The following is a summary of the in-depth interviews with non demonstration plot group BR program adopters in primary target villages:

1. The adopters (3 individuals) said they started to understand the importance of of using their land in dry season since they participated in field school in BR demonstration plot. Their initiatives were built by Agricultural Extension Workers (PPL) in Cibadak Village who always encouraged them to implement agricultural intensification.

2. The adopters were all members of LKD, 2 of them were LKD committee members. Their position as LKD committee members affected their willingness to try implementing BR. As LKD committee members, they understood that agreement had been created between tenant farmers cultivating areas within TNUK and Ujung Kulon National Park Authority. One of the point in the agreement was that tenant farmers should not expand their agricultural areas, so they needed to find an alternative through agricultural intensification.

3. One of the adopters still doubted the program. He passively participated in the program, and basically just follow the two other farmers. In his opinion, he doubted the program because he had never plant soybean during dry season, and he had limited knowledge. He implemented the program because he was invited by the previous two adopters.

4. The three adopters participation in the program was still based on economic benefits considerations. On the other hand, they understood that their behavioral change as they participated in the program would affect the conservation efforts, although the impacts would be minimal.

5. The barriers for implementing the program were the adopters unpreparedness in maintaining their land. For example, the adopters did not set up fence around their land, so chickens could freely roam and eat the newly grown seeds. The unpredictability of the weather also affected the community preparedness to maintain their plants.

6. Community of Cilubang Sub-Village, of Cibadak Village, generally did not want to actively participated or even had the willingness to implement the program, because they had never seen any economic benefit or success of the program. This view was clear as we visited the Sub-Village during the cultivating time.

7. Limited sources of fund or capital and lack of knowledge were personal barriers to implement the program.

8. The three adopters never expanded their agricultural areas within TNUK following the Agreement on Participatory Forest Management (KPH Partisipatif) in March 2010.


The following is a summary of the in-depth interviews with members of BR demonstration plot group in Pride Campaign primary target Villages of Cibadak and Rancapinang:

1. The interviews were conducted with some of the demonstration plot group members in the Villlages of Cibadak and Rancapinang. Forty two individuals participated in agricultural intensification program by cultivating soybean.

2. Some of the group members faced several barriers, including the unpredictability of when the rainy reason ended and the dry season started. Such an unpredictability made some of the group members failed to harvest, while others had to delay cultivating soybean. Consequently, they did not plant soybean at the same time. This resulted in harvest decrease.

3. The prolonged rainy season also affected the plot maintenance. For example, efforts to prevent caterpillar pest with pesticide failed because the rain washed the pesticide away. The same thing happened as farmers put fertilizer in their plot. All of the demonstration plot group members faced such problems, and there was a tendency of helpless and discouraged feelings toward this condition among them.

4. Mr. Udin, as head of soybean demonstration plot in Cibadak Village, inspired other group members as he continued to cultivate his plants and put fence around the plot.

5. Group members faced barriers when they asked other farmers to participate in the program as other farmers wanted first to see the economic benefits of the program before they would decide to adopt it.

6. They generally understood BR program objectives and were aware of Agreement on Participatory Forest Management (KPH Partisipatif), and they were members of Village Conservation Organization (LKD) committee to implement the Agreement on Participatory Forest Management

Members of LKD were all community members of Rancapinang and Cibadak Villages who had agricultural areas within TNUK forest area.

Table E.18 presents attainment data on behavioral/practice SMART objectives. The data is derived from field observation result, analysis of Ujung Kulon National Park Authority monthly report, and interviews with farmer representatives. From the field observation result, we had no information whether the community in 7 secondary villages adopt the agricultural intensification program. To our knowledge, there were only three adopter, all in the primary target villages.


Table E.18 Field observation result on activities in the forest area.

SMART objective Pre-Campaign

Post Campaign Change (pp)

SMART Objective SMART

By end of the Pride Campaign (June 2010), 30% of tenant farmers of 3 primary target villages who cultivate areas outside TNUK, will have implemented agricultural intensification pattern (Number of targets: 82 individuals) An increase of 30 pp

0 % 54.9% +54.9 pp 183%

By end of the Pride Campaign (June 2010), 30% of tenant farmers of 3 primary target villages who cultivate areas outside TNUK will have stopped forest encroachment for agricultural area within TNUK. (An increase of 30 pp)

0 % 85 % +85 pp 283%

By end of the Pride Campaign (June 2010), 10% of tenant farmers of 7 secondary target villages who cultivate areas outside TNUK will have implemented agricultural intensification pattern. (An increase of 10 pp)

0 % 0 % +0 pp 0%

By end of the Pride Campaign (June 2010), 10% of tenant farmers of 7 secondary target villages who cultivate areas within TNUK will have stopped expanding their agricultural areas (An increase of 10 pp)

0 % 70 % +70 pp 700%

Source: Data in Table E.11 is derived from Head of Cegog and Head of Cibadak Resort Monthly Reports, and TNUK Park Authority Monthly Report from 2008 to 2010, in-depthinterviews with tenant farmers and field observation.

Although we have no data about adoption of agricultural intensification in secondary target villages community, data in Table E.19 reveals that farmers in 7 secondary target villages were in the behavior change stage of the continuum. Although the number of farmers in pre-contemplation stage tended to increase, 35.1% started to move toward validation stage. Respondents farmers who were in validation stage, had the intention to improve agricultural harvest from permanent land area, and were willing to implement the system at some point the future. The percentage of such farmers increased 14.7% to 18.6% from 3.9% in the pre-campaign survey. This finding gives hope. Although farmers tended to wait until they see the success of other farmers, they had willingness to implement agricultural intensification program in their land at some point in the future.


Table E.19 Exposure to behavioral change of tenant farmers audience in 7 secondary villages I am going to read you a list of 6 statement about agricultural intensificarion program in permanent land area. I want you to listen to all 6 statements, then tell me which one statement best represents you in the past 6 months. .

Pre-Campaign – Working Area

(103 Respondents)

Post Campaign – Working Area

(97 Respondents)

In the past 6 months, I have never considered improving agricultural harvest in permanent land area. mempertimbangkan untuk meningkatkan hasil usaha tani dari luas tanah yang tetap

29.1% 32.0%

In the past 6 months, I have considered improving agricultural harvest in permanent land area, but have not done so 43.7% 35.1%

In the past 6 months, I have considered improving agricultural harvest in permanent land area and intend to do so at some point in the future 3.9% 18.6%

In the past 6 months, I have considered improving agricultural harvest in permanent land area and intend to in the future, and have talked to someone about it. 1.0% 5.2%

In the past 6 months, I have tried to improve agricultural harvest in permanent land area, but I have not done it every cultivating season 9.7% 3.1%

In the past 6 months, I have always improved agricultural harvest in permanent land area 8.7% 4.1%

Behavior not relevant with respondent 3.9% 2.1%

Totals 100.0% 100.0%

Freq Error* ±9.8% ±9.7%

ChiSq Significance Yes at 75.0%* Yes at 75.0%*Source: Data in Table E.12 is derived from interviews with tenant farmers of 7 secondary villages who cultivate areas outside of TNUK (N = 103 respondents in pre-campaign; 97 respondents in post campaign).


F. Critical Analysis

Critical Review In the field, Pride Campaign in Ujung Kulon National Park experienced various dynamics. These required adaptive management process with regard to resources and method adjustment to convey conservation messages in the Pride Campaign. This chapter reflects upon what went well and what might have been done better. It will hopefully prove a valuable resource to other Campaign Managers running similarly-themed campaigns, as well as to my own organization as we move forward using the Pride process to address other issues.

This section will review (i) planning process and, (ii) the implementation process framing the latter in terms of Rare’s 3C’s. It will also look at some of the vehicles used to convey messages, highlighting those that were particularly effective and those that were not, as well as the implementation of the BROP.

A review of the Project Planning Process The phases of Pride Campaign in the field begun with the development of project planning document. To develop a good project planning, participation and contribution of thoughts or roles played by every stakeholders who had interest in the conservation of Ujung Kulon forest as Javan Rhinos habitat, were required. Thus, it was important to carry out a process to transfer the information on Pride Campaign activities to all stakeholders.

Campaign Manager held a Pride Campaign socialization activity among internal staffs of Ujung Kulon National Park Authority, Non Government Organizations as partners such as WWF Ujung Kulon Project, and among students of Matlaul Anwar University and Sultan Ageng Tirtayasa University. The materials presented in the socialization activity included; What is Pride Campaign?, What are the objectives and attainments to get by the end of the program?, Who are the target audiences?, What roles are expected from each stakeholder?, and How is the process to achieve that?

The internal socialization in Ujung Kulon National Park Authority put emphasize on the roles required from the Park Authority to implement the program, and the need to find a way to integrate Pride Campaign activities into activities that had been implemented by TNUK. A Memorandum of Understanding (MoU) signed between Rare and Ujung Kulon National Park Authority did not mention that Rare would provide a core fund of US$ 20,000 for the activity. Ujung Kulon National Park, however, would cover it. The perception in the mind of some TNUK Park Authority staffs was not the same with the MoU content. The staffs thought that Pride Campaign activities would be funded by Rare as the working partner, as the case with the previous Pride Campaign. The thought was natural because in Ujung Kulon National Park, there was a Pride Campaign held between 2003 and 2005 during which Rare provided a core fund to produce Pride Campaign materials. Without explanation and socialization among TNUK Park Authority staffs, such a thought would hinder Campaign Manager in


implementing Pride Campaign activities. By explaining the real condition, Campaign Manager expected some inputs from all TNUK Park Authority staffs that Pride Campaign is an integrated program and together with other program that had been going on in Ujung Kulon National Park, Pride Campaign implemented the organization vision and mission, thereby required roles and participation from all section in TNUK internally. In addition, the explanation about Campaign Manager position in implementing Pride Campaign was important, because at the end of the program Campaign Manager would get an MA (Master of Art) degree from University of Texas at El Paso.

Those were the early challenges faced by Campaign Manager in implementing Pride Campaign in Ujung Kulon national Park. The challenges served as personal learnings for Campaign Manager in setting the strategy and solving the problem that may come out in the future. With such a form of Pride Campaign MoU between Ujung Kulon National Park Authority and Rare, we faced some technical barriers during the implementation in the field. Ujung Kulon National Park Authority commitment over the Pride Campaign program was very high, as agreed in the MoU. However, there was a barrier with regard to financial system that was set by other party (National Treasury Office/Kantor Pelayanan Perbendaharaan Negara) that could not be intervened by Ujung Kulon National Park Authority. Fund withdrawal could not be conducted anytime, because there were requirements and process that would take 1 week, therefore the implementation of each Pride Campaign activity could not be carried out as scheduled. On the other hand, Ujung Kulon National Park Authority also had prioritized activities that needed to be implemented in accordance with the budget proposed in the Ministrial and Institutional Budget Working Plan (Rencana Kerja Anggaran Kementrian dan Lembaga/RKAKL). Thereby, Campaign Manager could only benefit from the existing program to be synergized with Pride Campaign activity. This condition was not ideal in project management that had been planned with set attainment targets as Pride Campaign. While Pride Campaign required a focused mind, the available time was mostly wasted for negotiation process and building working network. On the other hand, Campaign Manager is only a human being, who sometimes faces other problem that make his mind could not focus. Such a condition would not happen if in the future Pride Campaign MoU, partner agency as Rare could provide a full core fund.

The whole Pride Campaign socialization process conducted among Ujung Kulon National Park Authority staffs was basically very important, because the participation of the organization and TNUK staffs in the development of preliminary planning documents was very significant. Such a participation included: the organization commitment to facilitate Campaign Manager’s efforts to build a working network and cooperation with the required potential partner, active role of Ujung Kulon National Park staffs as shown during the consensus discussion on strategy to reduce threat, the organization decision to integrally include Pride Campaign in one of Ujung Kulon National Park missions, the organization policy to support Pride Campaign objective attainment (for example, by establishing Village Conservation Organization/LKD), and opportunity given to Campaign Manager to actively integrate Pride Campaign activities with Ujung Kulon National Park Authority policies.

Pride Campaign was conducted for 2 years, with activity phases and set targets. Campaign Manager found it impossible to manage the whole activities by himself without lots of human resources and commitments from stakeholders in accordance with each of their roles.


Campaign Manager considered Pride Campaign socialization process among Ujung Kulon National Park Authority and universities in the area, important. This activity aimed at making Pride Campaign activity a collective activity involving all stakeholders to create human resources who had strong responsibility to conserve Ujung Kulon forest, and to build collaborative commitments with partners to achieve collective conservation objectives.

When receiving materials for coursework session and setting up preliminary operational plan, Campaign Manager had thought of several social marketing activities that required lots of human and financial resources, including school visit, radio program, Quran reading for housewives and farmer community meeting, as well as pre-campaign survey activity and the first stakeholder meeting. Forty people participated in the first stakeholder meeting and helped develop concept models for Ujung Kuloan National Park area. They came from different parts of community, including representatives of partnering agencies, community leaders, local government, potential target audiences and trusted members of community.

Ujung Kulon National Park is surrounded by 19 villages in Sub-Districts of Cimanggu and Sumur. Of the 19 villages, 14 villages share direct border with Ujung Kulon National Park. The distance between one village to the other is very close, and there is on one road access that link one village to the other, thus most people know each other and group dynamics is not an issue. During the stakeholder meeting activity session, there was no conflict and most of what happened was positive. Pride Campaign Manager tried to be a neutral facilitator and did not judge the participants. When asked for opinion, the participants preferred actual modeling process and the use of “sticky wall.” Sense of ownership for the Concept Models and program is believed to grow and manifest itself in the participants willingness to participate in the Pride Campaign activities implementation.

The preliminary Concept Models created at the end of the preliminary stakeholder meeting, was later validated with the stakeholders who were not present during the preliminary meeting to get their inputs to ad to the data. For example, in the preliminary concept models, hunting was identified as threat to Javan Rhino habitat. However, according to Ujung Kulon National Park Authority and police data, hunting activity that threatened Javan Rhinos habitat was no longer found in the last 1 period. This data raised the question about what hunting activity did the participant mean in the meeting. Was it Javan Rhinos hunting? Or other animal hunting? Following an input and clarification from the stakeholder meeting participant, it turned out that what he meant by hunting was wild boar hunting. Wild boar hunting so far had not threaten Javan Rhinos habitat because the activity was conducted in farmers land.

The analysis process to rank the threats identified in the Concept Models went well. The expansion of agricultural area for sawah (paddy field) within TNUK that threatened Javan Rhinos habitat ranked first because it had a very high scope and conservation impact. The threat ranking analysis, using Miradi software, did not only facilitate the threat ranking analysis, but it was also very visual. Miradi software helped isolate the related factor chains and edit them with additional views from the focused conversations (in-depth interviews) which were held to facilitate preliminary steps of the planning process. The threat ranking also received inputs from scientists, through direct face to face in-depth interview or email communication.

Management choice and BRAVO process also went well. BRAVO was used as foundation to asses the effectivity and efficacy of a management choice to be used to reduce the


conservation threat. For Campaign Manager, BRAVO is a new thing and is very helpful to critically asses a problem from a more comprehensive point of view. BRAVO provides Campaign Manager with idea about the required resources, as well as challenges and potentials to expect in implementing the management choice.

To select enumerators, Campaign Manager requested an Ujung Kulon National Park Authority staf to make an announcement through internet, using the Park’s partnering network. In the announcement, we requested 30 volunteer to work as pre-campaign survey activity enumerator. Campaign Manager set the criteria that enumerator should not be a TNUK staff, to prevent responses by respondents that otherwise would tend to be defensive and dominated by fear, to face the reality.

All enumerators were from student community, from Universitas Gajah Mada University, Bogor Agricultural Institute, Matlaul Anwar University and Sultan Ageng Tirtayasa University. Before the implementation of survey activity, we conducted a 1-day training to give them some understanding about how to administer a randomly selected survey, technical activities during the implementation and the meaning of each question, including closed and open-ended questions and prompted and unprompted questions. While we regretted the absence of professional enumerator, the use of volunteers to administer the survey questionnaire was a common practice. Campaign Manager had supervisors of Ujung Kulon National Park staffs close to them anytime to answer their question and to make sure that they follow the sampling protocols.

To meet the number of respondents suggested by Rare, Campaign Manager used demography data from the last population census in 2005, and the development of population number as reported by local villages to sub-districts authorities.

Implementing interview activity was not easy, as it required patient, concentration and lots of energy, because all enumerators, while searching for respondents, did not use any mean of transportation but walking. In one of the village, Kramatjaya Village, the enumerators had difficulties in finding respondent. Almost 90% of community in the village did not want to be interviewed after hearing that they were interviewed for the interest of Ujung Kulon National Park Authority. They expressed their attitudes by closing the door and saying sentences in refusal to be interviewed. After hearing about the case, Campaign Manager suggested the enumerator in the area to contact Head of Village Representative Council (BPD) of Kramatjaya village to convey the intention and objectives of interview activity and help socialize them to the community. The survey implementation period that should be finished in 5 days had to be prolonged for another 2 days for additional socialization time to the community.

Pre-campaign survey was conducted in 15 villages in Sumur and Cimanggu Sub-Districts. Ten out of the 15 villages were Pride Campaign target villages, including Ujungjaya, Tamanjaya, Cigorondong, Tunggaljaya, Padasuka, Mangkualam, Kramatjaya, Tugu, Cibadak, and Rancapinang. Five other villages are control villages, namely Sumberjaya, Kertajaya, Kertamukti, Citangkil and Cimanggu. Control villages were used to help show the Pride Campaign success contribution.

During the process to develop questions for the pre-campaign survey, we received an input from Rare to help develop questions that could be easily understood by the enumerators as well as respondents. The questions were develop in accordance with SMART objective


grouping as this would facilitate data analysis management. The feedback from Rare really helped Campaign Manager revise the questions and help improve the pre-campaign survey as a baseline to make hypothesis at the beginning of Pride Campaign. The survey questions were developed using SurveyPro® software, to facilitate the process for editing or improvement following inputs from Rare.

During the planning phase of Pride Campaign activity in Ujung Kulon National Park, Campaign Manager saw some critical situations that can be improved in the future or be made as considerations for the next Pride Campaign activity. These include:

1. The previously prepared planning document had not functioned as a referral for the implementation of Pride Campaign activities. The document comprised of too many pages, yet the content was not focused. Ideally, planning document should be made more practical and the content should be focused. Campaign Manager considers that interpersonal discussion, the use of Miradi for threat ranking, and the process of an activity that had been conducted did not need to be described in details. In practice, Campaign Manager used the planning document only for the most essential parts needed to implement the Pride Campaign activities, such as concept models, results chain, monitoring plan and the expected SMART objectives. As with rests, Campaign Manager did not read them optimally.

2. Ideally, the enumerator for quantitative survey is the Campaign Manager himself, so the perception and understanding about the questions in the pre- and post campaign surveys are the same, because the question and results of the surveys greatly affect the preliminary hyphothesis of the Pride Campaign activities. With such a method, it would take more time to collect the quantitative survey result, but the result would be much better than using enumerators and volunteers who never had a knowledge about interview techniques. Training for enumerators did not help reduce the biased result, and the consistency and understanding over the questions prepared by Campaign Manager are difficult to maintain because there was a different spirit in efforts to implement the quantitative survey. Campaign Manager wanted the survey to be unbiased and to run as expected. On the other hand, the volunteers thought of how the survey could be finished as soon as possible. This fact happened in the field as experienced by Campaign Manager in Ujung Kulon National Park.

3. The stakeholder meeting went well and did not face significant barrier because Campaign Manager coordinated with Cimanggu Sub-District authority, so it was the Sub-District authority that invited the participants, not TNUK Park Authority. The objective was that the invited participants came with the spirit to collectively solve the problems in Ujung Kulon National Park, not merely for some honorarium while giving little contribution only.

4. Learning from the case of Ujung Kulon National Park, the signing of agreement between lead agency and Rare to implement the Pride Campaign activities should be conducted as we described above.


Implementation Phase Critical analysis on the implementation phase of Pride Campaign activities will be presented in 3 sections, which serve as parameters to measure the success of Pride Campaign success, namely Capacity, Constituent, and Conservation.

1. Capacity

Overall, the Pride Campaign program has improved personal capacities and capacity of Ujung Kulon National Park Authority organization, either during the first coursework session with materials on leadership, during the planning document making, and during the implementation phase.

Before working as Pride Campaign Manager in Ujung Kulon National Park, I have been working for more than 7 years as Forest Ecosystem Controller, a functional position with the main duty to implement activities that relate to biodiversity, community and professional development. Theoritically, the job details requires me to direct a staf in the field to be a professional in accordance with the skills he owns. However, that was not the case in reality as field staff lacks of resources (opportunity and equipments) and has limited capacity improvement. By participating in Pride Campaign, Campaign Manager has the opportunity to improve his personal capacity in the following areas :

As he entered the first coursework phase, Campaig Manager capacity to carry out a presentation in front of general public was very low. The same thing was the case as he played the role as facilitator for a mini campaign stakeholder meeting in Faculty of Forestry, Bogor Agricultural Institute. Lacked of focus, knew little about techniques to be a facilitator, and lacked of confidence were some of the characters owned by Campaign Manager as he started the Pride Campaign. As materials about making good presentation and how to calmly control the audience were given, however, Campaign Manager was able to showed and sensed that his self confidence and his ability to control the general audience had improved. While implementing the Pride Campaign activities, Campaign Manager once gave presentation materials in front of forestry extension workers of Banten Province, in Mabruk Hotel, Anyer, calmy and confidently. Campaign Manager also had the opportunity given by Rare to present the conservation results of Pride Campaign activities in Ujung Kulon National Park on 9 August 2010. Campaign Manager did not have any fear nor worry as he faced the general public attending the event.

The greatest improvement in personal capacity that Campaign Manager experienced relates to his negotiation skills with stakeholders who have interests in the conservation of Ujung Kulon National Park. The improved negotiation skills could be seen as Campaign Manager succeeded in the negotiations with Krakatau FM radio station, WWF Ujung Kulon, and Agricultural and Livestocks Office of Banten Province. The results of the negotiations include Krakatau FM radio station willingness to collaborate with Ujung Kulon National Park Authority for a period of 1 year and 3 months (October 2009 to December 2010) to help disseminate conservation messages through Public Service Announcement (PSA), interactive talkshow and live report on Ujung Kulon National Park activities.


Agricultural and Livestocks Office of Banten Province provided 2 water pumps for soybean demonstration plot. The Office has also committed to continue some agricultural intensification activities in the surrounding areas of TNUK by changing the 2010 APBD budget. This was communicated by the Head of Agricultural and Livestocks Office of Banten Province to Campaign Manager while participating in the visit by Minister of Forestry in Peucang Island in June 2010. In addition, WWF has commited to help implement awareness activity through school visit, Quran reading for housewives, and community based patrol activity.

When we build negotiation process, we should not give up to assumptions, and we should be critical with the assumptions we made (Nanangpm, 2010). At this point, Campaign Manager have valuable experience that in negotiation we have to present questions to get the hidden assumption and influence other party to participate more in the discussion. The question should be presented through selected words that do not potentially jeopardize the relation. Before, Campaign Manager perceived negotiation as efforts to solve a conflict (win-lose quandrant), as this notion of negotiation was often used to deal with the problem in the field, between Ujung Kulon National Park and other parties that destroyed Javan Rhinos habitat.

Such a negotiation process was not beneficial in implementing Pride Campaign activities in Ujung Kulon that required collaboration negotiation (win-win quadrant) and aimed at solving the problem by creating consensus or collective agreement that binded all parties that had interest in it (Wordpress, 2009). Learning to develop questions to be used in the negotiation process is an important point in the learning process. Such a skill is required so we are not trapped in assumption only, but also get the agreement we want to meet the needs we require to achieve our target.

In an effort to improve the capacity of Ujung Kulon National Park Authority, Campaign Manager has transferred his capacity to several TNUK staffs. Campaign Manager always gave inputs about good facilitator techniques when developing the Agreement for Collective Forest Management, provided feedback about workshop activity events to get a follow up, invited several staffs to participate in the preliminary stakeholder meeting, as well as aked the organization to help analize the problem and develop barrier removal strategy.

2. Constituent

Pride Campaign in Ujung Kulon National Park has developed community participation to be involved in Ujung Kulon conservation, school visit activity held each month in 20 Elementary Schools (SD). Pride Campaign had asked around 500 school children to participate in school visit activity and help disseminate conservation messages. Kampanye This also was the case with teachers and volunteers from Community Organization Kanopi and Ujung Kulon Friends (Sahabat Ujung Kulon). Monthly Quran reading for housewives and students involvement, farmer group and villages agency in reforestation project were part of their most real participation in the field, apart from their participation in the pre- and post campaign surveys.

During the implementation of barrier removal strategy, the role of constituents in implementation of agricultural intensification activity was very little. In an informal discussion with some randomly selected representatives of farmer groups, they revealed


that they did not want to participate in the implementation of agricultural intensification because they had not seen the success of other farmer group. In group innovation diffusion theory, this group belongs to a group that is left behind or late in adopting (Laggard). This group has some characteristics, including less active in finding information about new ideas, has very little media exposure and rely on interpersonal communication only to accept new ideas, and depend on subjective evaluation of other member adopters.

They had limited capital that they were extra cautious in using it. They did not want to take the risk of failure, thus they were waiting until they saw the success of other farmer group in implementing soybean agricultural intensification. This was their choice to reduce the risk. In addition, psychological barrier also became their reason for not participating in the implementation of agricultural intensification. They once were disappointed as they implemented hybrid corn program because their harvest could not be marketed.

If Campaign Manager was given an opportunity to go back from the beginning and restart the Pride Campaign in the same site, he would reduce the use of radio media and banner media in the primary target villages, because those medias were not effective to improve the target audience participation. Media most appropriate to use in these villages was fact sheet that gave information on success and economic or ecologic benefits that they would get when they implement agricultural intensification techniques. With regard to electronic media, the ideal would be to distribute CD containing the success of agricultural intensification program in the neighboring village.

3. Conservation

By comparing the rate in 2008 and in July 2010, we saw a decrease in activities to expand agricultural areas within TNUK by farmers in Pride Campaign primary target villages by average 89%, and a decrease in volume of areas encroached by average 99%. The success in attaining such conservation result and reducing conservation threat were not merely the result of Pride Campaign activities. At the start of Pride Campaign, Campaign Manager was convinced that conservation success would be difficult to achieved unless it involved many stakeholders to participate.

In early 2009, Ujung Kulon National Park Authority created a policy to eliminate agricultural areas expansion within TNUK through Agreement on Participatory Forest Management (KPH Participatif) activity. The activity essentially was a good intention by Ujung Kulon National Park Authority to involve the community in finding the solution to the problems in Ujung Kulon forest. Through Agreement on participatory Forest Management, tenant farmers were given access to cultivate their agricultural areas within TNUK with a condition that they could not expand their areas. There were consequences for both parties that signed the agreement if they violate the agreement. With regard to such an agreement, Campaign Manager had an active role to collaborate the activity with strategy to reduce other threat. As Agreement on Participatory Forest Management had been implemented and agreed, there was an important question from the audiences, “If I do not expand my land and follow the agreement with Ujung Kulon National Parl Authority, how would I fulfill the needs of my life if I have a new family member?”


Looking at such a simple question and re-observing the existing concept models, Campaign Manager has decided that barrier removal strategy most needed to strengthen the threat reduction strategy through Agreement on Participatory Forest Management is by implementing agricultural intensification activity. This should serve as incentive for Pride Campaign target audiences who are willing to stop expanding their agricultural areas within TNUK.

The most important learning for Campaign Manager is how to perceive threat reduction strategy as a whole without being sef-centered, because Campaign Manager is convinced that conservation success does not come by itself. It requires participation of other parties. Campaign Manager who works with conservation area management organization has an ideal role to integrate all Pride Campaign activities with the policies of his organization. He has more time and opportunities, as well as emotional closeness that will affect each discussion result. Integrating Pride Campaign Activities with the existing program in the organization is very essential to do, because Pride Campaign is not only implemented for 2 years but forever. Only Rare’s lead agency that can implement them.


G. Follow-Up

Introduction

The Pride Campaign Program in Ujung Kulon National Park has shown a positive result in terms of behavioral change and conservation impacts. For example, by end the of the Campaign, 45 individuals in primary target villages were willing to adopt agricultural intensification program, up from 24 individuals targeted at the beginning of the Pride Campaign (SMART objective attainment of 183%). On the other hand, there were some knowledge and attitude SMART objectives that did not increase significantly. For example, in June 2010, level of ignorance of farmers in primary target villages decreased by only 6.9%, and level of their participation to implement agricultural intensification program decreased by 21% from the pre-campaign survey to 57%.

Pride Campaign program and barrier removal (BR) strategy were preliminary steps to reduce the conservation threat of new agricultural areas expansion for sawah (paddy field) within TNUK to Javan Rhinos habitat. A follow-up is required to maintain the SMART objectives attainments that are not optimal enough produce greater conservation impacts. There are 12 villages that share direct boundaries with Ujung Kulon National Park and have high dependence in term of natural resources to Ujung Kulon National Park area.

Strategies to promote agricultural harvest marketing system through development of local economic livelihood, capacity improvement for members and groups of soybean demonstration plot, as well as the strengthening of Village Conservation Organization (LKD) and replication of demonstration plot in other villages, are follow-up strategies that we believe would increase SMART objectives attainments and produce greater conservation impacts, because:

1. Area scale of demonstration plot in two villages (Cibadak and Rancapinang) is far from sufficient to promote the reduction of threat to expand sawah (paddy field) areas within TNUK. The reason was that the harvest from the demonstration plot could not generate a more siginificant economic impacts. Thus, we need to create more demonstration plot or find other complementary alternative strategy. There should be al least 1 soybean demonstration plot per village. The demonstration plot would serve as incentive and would promote agricultural intensification program in the area.

2. Development of local economic livelihood group. Tempe (fermented soybean cake) livelihood group, for example, is an effort to market soybean harvest and improve economic impact in the area. A quick marketing of harvest will reduce psychological barrier that they experienced in the past (when they implement hybrid corn commodition program), and to show to the target audience that agricultural intensification is economically more beneficial. Thus, they do not need to wait to


implement agricultural intensification in their own land (no need to wait to see other farmers successes).

In 10 target villages, there is only 1 person working on alternative economic livelihood that produce tempe (fermented soybean cake). The alternative economic livelihood group, located in Cibadak Village of Cimanggu Sub-District, is very prospective as it could sell up to 100 pieces of tempe of 20 cm long each per day. The production of 100 pieces of tempe per day is way under the demand of tempe in the area per day. Behind such a small production, is the difficulty to get the main material for tempe, that is soybean. Soybean needs to be purchased from other sub-district. This increases the cost of production of tempe. So far, the alternative economic livelihood group of tempe only meet the needs of people in Cibadak Village and some people in Rancapinang Village. By empowering the tempe alternative economic livelihood group, this will open a room for mutually beneficial relationship between member of demonstration plot and the owner of local tempe alternative economic livelihood. Soybean harvested from the demonstration plot, can be marketed for tempe alternative economic livelihood group to supply the main material for tempe production.

3. Improving the capacity of members and farmer groups through comparative study activity is an effort to develop better group management and prepare them to be independent, so they can continue the program without relying on other parties.

4. Village Conservation Organization (LKD) is essential to control the conservation impacts within TNUK, to make sure that there will not be anymore agricultural expansion for sawah (paddy field) and forest encroachment within the Park. LKD strengthening is focused on improvement of monitoring activity mechanism and method to measure success through indicators that have been set, so it could work more optimally and focused.

Strategy 1 : To promote marketing system for farmers harvest by developing local tempe livelihood group (Kelompok Usaha Tempe).

SMART Objective 1 : By February 2011, Ujung Kulon National Park and its partners will have created 3 tempe livelihood groups in Cimanggu Sub-District, with minimum 15 members.

SMART Objective 2 : By April 2011, the 3 tempe livelihood groups will have implemented marketing mechanism for tempe production.

SMART Objective 3 : By April 2011, the tempe alternative economic livelihood groups will have created a business plan for the following 1 year, result sharing mechanism among the members, responsibility sharing among the members.

Strategic steps to be conducted :

1. Focused interview with the existing tempe alternative economic livelihood group to get some inputs on challenges and barriers they are facing. (5 days)


2. Building collaboration with the existing tempe alternative economic livelihood group, so they would be willing to motivate the community and help identify members the would be established tempe alternative economic livelihood group. (4 days)

3. Identifying members and developing new tempe alternative economic livelihood group. (4 weeks)

4. Conducting tempe production training and developing agreement to share areas of marketing. (3 weeks)

5. Building commitment and agreement between members of soybean demonstration plot group as supplier and tempe alternative economic livelihood group as buyer/receiver of soybean. (2 weeks)

6. Group capacity strengthening. (2 weeks)

Monitoring plan activities that will be conducted to measure the success strategy to promote target audiences behavioral change, are as follow:

1. Field observation

2. Focused interview with target audiences

The success indicators are as follow:

1. All or 100% of soybean harvest by members of demonstration plot could be marketed, 80% through tempe alternative economic livelihood group and 20% in open market.

2. Tempe production will increase 50% from the first production (before strategy is implemented) per each tempe alternative economic livelihood group.

Budget prediction for the entire strategic process is 20,500,000 rupiahs.

No Type of Activity Volume Item(Rp)

Total(Rp)

1 Travel cost/transportation 15% 20,500,000 3,075,0002 Incentives/honorarrium 15% 20,500,000 3,075,0003 Group meeting costs 25% 20,500,000 5,125,0004 Training costs 25% 20,500,000 5,125,0005 Costs for group capacity

improvement and group agreement building

20% 20,500,000 4,100,000

Total..... 20,500,000,-

Strategy 2 : To improve members managerial capacity and soybean demonstration plot group. Capacity improvement activity will be conducted theough comparative study in Grobogan District, Central Java. The area has a center for the development of high quality soybean, and is the area with the largest production of soybean in Java Island.

SMART Objective 1 : By June 2011, members and groups of soybean demonstration plot will have succeeded in creating balance sheet of cash money that the groups receive.

SMART Objective 2 : By June 2011, members and groups of soybean demonstration plot will have succeded in creating an activity plan to monitor the development of soybean plants in Cibadak and Rancapinang Villages demonstration plots.


SMART Objective 3 : By June 2011, members and groups of soybean demonstration plot will have succeeded in creating an activity plan to develop the demonstration plots in Cibadak and Rancapinang Villages.

SMART Objective 4 : By June 2011, members and groups of soybean demonstration plot will become aware of good land management and soybean cultivation techniques, to improve their harvest.

Strategic steps to be conducted are as follow :

1. Development of planning and budget

2. Coordination with the related authorities

3. Preparation of materials to study

4. Activity implementation

5. Activity evaluation : pre- and post tests

Monitoring plan activities that will be conducted to measure the success of the strategy to promote target audiences behavioral change, are as follow :


2. Focused interviews with target audiences

The success indicators are as follow :

1. One book of balance sheet of cash money that each of the demonstration plot groups receive, is created.

2. One book of soybean plants development monitoring plan by each demonstration plot group and demonstration plot development plan in the same villages, is created.

3. Soybean commodity harvest by members of demonstration plot groups increases by 10% from the previous year harvest.

Budget prediction for the entire strategy process is 53,450,000 rupiahs for 15 participants for 4 days.


Total(Rp)

1 Trasnsportation costs (PP) 30% 53,450,000 16,035,0002 Comparative study activity

(accommodation, consumption and equipments)

50% 53,450,000 26,725,000

3 Incentives 15% 53,450,000 8,017,5004 Costs for communication,

documentation and material printing

5% 53,450,000 2,672,500

Total..... 53,450,000

Strategy 3 : Village Conservation Organization strengthening in Cibadak and Rancapinang Villages, and soybean demonstration plot replication in Kramatjaya Village. The strategy aims at developing monitoring plan for new areas expansion for sawah (paddy field) inwithin


TNUK, and create one new demonstration plot for soybean agricultural intensification in Kramatjaya Village.

SMART Objective 1: By August 2011, TNUK Park Authority and its partners, together with the primary target audience in Cibadak and Rancapinang Villages will have succeeded in developing a plan to monitor the new areas expansion for sawah (paddy field) within TNUK.

SMART Objective 2: By August 2011, 1 demonstration plot for agricultural intensification that will involve at least 20 farmers will have been created in Kramatjaya Village, with an area of a least 6 ha.

Strategic steps to be conducted are as follow :

1. Development of planning and budget

2. Coordination with the related authorities

3. Preparation of the materials to study

4. Identification of soybean demonstration plot group members in Kramatjaya Village

5. Development of agreement and understanding

6. Identification of appropriate land

7. Activity implementation

8. Activity evaluation : pre- and post tests

Monitoring plan activities that will be conducted to mesure the success of the strategy to promote target audiences behavioral change, are as follow :


2. Focused interview with target audience

3. Hectares of demonstration plot

4. Number of farmers adopting the new behavior

5. Data on decreasing threat

The success indicators are as follow :

1. One group of demonstration plot in Kramatjaya Village is established.

2. Monitoring development and success indicators to monitor new areas expansion for sawah (paddy field) within TNUK are created.

Budget prediction for the entire strategic process is 35,000,000 rupiahs.


Total(Rp)

1 Transportation costs for facilitator

15% 35,000,000 5,250,000

2 Incentive/honorarium for facilitator

15% 35,000,000 5,250,000

3 Costs for group meeting 25% 35,000,000 8,750,0004 Development of soybean

demonstration plot 30% 35,000,000 10,500,000

5 Costs for communication, 15% 35,000,000 5,250,000


documentation and materials printing

Total..... 35,000,000

To achieve a higher adoption level of the entire strategy that will be implemented, Campaign Manager will use medias including fact sheet, booklet, umbrella, open air cinema, and T-shirt. In addition, Campaign Manager, in collaboration with Agricultural Office of Pandeglang District, will conduct games for farmer groups to select farmer group with best harvest and farmer group with most active members who implement agricultural intensification..

Budget prediction for marketing the new behavior is 38,500,000 rupiahs.


Total(Rp)

1 Open air cinema 4 times/ year/ village

3,000,000 12,000,000

2 Fact sheet 1000 sheets 2,000 2,000,0003 Booklet 500 exemplars 10,000 5,000,0004 Umbrella 300 pieces 20,000 6,000,0005 T-shirt 200 pieces 30,000 6,000,0006 Games 1 time/ year/

village7,500,000 7,500,000

Total..... 38,500,000

Conclusion

Behavioral change and conservation impacts achieved during the Pride Campaign activity in Ujung Kulon National Park is a positive development in the area. This proofs the preliminary hypothesis that Javan Rhinos habitat conservation would be materialized when behavioral change among the community in the surrounding areas of Ujung Kulon National Park took place. Such an achievement, however, has not brought a wide conservation impacts. Thus, all stakeholders participation by giving their commitments to save Javan Rhinos habitat is required. The commitment is needed to maintain the program continuity, in addition to funding availability and policies that support the program. Dissemination of the success achieved through marketing medias, including fact sheet, poster, banner, video and radio program, is believed to give a quicker and wider impacts.


H. Appendices


Appendix A

Guidance for Communication Materials Testing

Pride Campaign Logo and Slogan # Research Instruments for Logo and Banner Design Testing by Target Community Audience

1. Material Required for Practice

Draft of Ujung Kulon National Park logo and banner design

2. Variab le to Measure

Attractiveness, understanding, acceptability, and call to action

Attractiveness relates to appropriate language style in accordance with target group character, image and color

Understanding relates to core messagei Acceptability appropriateness of visual selection, text, logo image format with target

group characteristics Call to action expected follow-up from target group after seeing logo and banner

3. Met hod

Intercept interview and Focus Group Discussion (FGD)

4. Samp le

15 respondents from :

Community of 10 target villages, including farmers and general public.

Respondent Demography

Mixed of males and females

Age between 17 and 50

Target village community and farmers

5. Average Duration of Interview

15 to 30 minutes


6. Guidance to Focus Group Discussion :Assalamualaikum and may we all be prosperous. My name is (……..) we are from Ujung Kulon National Park Authority. We are having this discussion to review some images to be used for logo in Ujung Kulon National Park Pride Campaign (TNUK). I will show you images for the Logo and Banner. We will then have a discussion and input sharing about your opinions.

I hope you all can give me your opinion and comment about what you would see. Please don’t worry about hurting my feelings with anything you might say. There is no right or wrong answer to any questions I ask. It helps me to do a good job if you tell me what you honestly think as it would help me to improve the Logo and Banner for the Pride Campaign.

We need your opinion, comment and critics to improve the logo and banner before they will be printed. These are not finished products, they still need to be improved. Your comment and opinion will be considered to improve the logo and banner.

7. Interview Guidelines :

The interview will be conducted in four target villages. It will use intercept interview method in which each enumerator can interview respondents in different situation. Other method to conduct the interview will be through Focused Group Discussion (FGD) that will be attended by several target audiences.

Each enumerator will:

Approach a potential respondent,

Decide whether the respondent qualify by demographic requirements to participate in the study,

Explain the study and request for the person’s collaboration.

Next, the enumerator show respondent the first Logo and Banner and ask question 1 – 10 from the questionnaire (see below). Next, the enumerator shows respondent the second Logo and repeat the questions from the same questionnaire and get the appropriate input for the banner.

The same procedures will be conducted if we use Focused Group Discussion (FGD). The only difference is the comments for each Logo and Banner design will be presented in discussion, and notulen will record all comments from discussion participants.


Questionnaire for Logo and Banner Testing

Date of Interview Enumerator

Logo Number

Banner Number

Respondent’s Demography

Occupation

Age (year) Gender ______ Male ______ Female

Logo/Banner Testing

1. First, I want to show you this picture. What image do you think it is ?

2. In your own words, can you tell me what is the message in this Logo image ?

3. In your opinion, with this visual and text, is this logo image asking you to do something ?_____ 1. Yes _____ 2. No _____ 3. Do not know

4. If yes, what is it asking you to do ?____________________________________________________________________________________________________________________________________________________________________

5. In your opinion, is this logo/banner image saying something that according to your belief is not correct ?

_____ 1. Yes _____ 2. No _____ 3. Do not know

6. If yes, what is it ?____________________________________________________________________________________________________________________________________________________________________

7. Are the figures you see in this image reminding you of friends or community in your village, or are these figures in this image different from friends or community in your village ?


______ 1. They are like my friends ______ 2. Different from my friends ______ 3. Do not know

8. If they are different, what make them different? ______________________________________________________________________________________________________________________________________________

9. Is there something in particular that you like about the image in the Logo and Banner ?_____ 1. Yes _____ 2. No _____ 3. Do not know

10. If yes, what is it? ______________________________________________________________________________________________________________________________________________

11. In your opinion, what can we do to make this Logo and Banner better? ______________________________________________________________________________________________________________________________________________

Now, I will show you some slogans that we may use :

1. Of all the statements (slogans) which one is the most touching/meaningful to you ?

Slogan #1 : If you want to eat, you need strive ( Hayan Ngakeul Kudu Ngakal )

Tell me your opinion :

- Positive ? why ?- Negative ? why ?

Slogan #2 : Prosperous in Our Own Land ( Makmur Di Tanah Sorangan )

Tell me your opinion :

- Positive ? why ?- Negative ? why ?

2. Which slogan, in your opinion, is best for this Logo ?

*SAY THANK YOU TO ALL RESPONDENTS FOR THEIR TIME AND PARTICIPATION*


PSA Radio# PRE TEST PSA (PUBLIC SERVICE ANNOUNCEMENT) RADIO

Variables to measure :

Attractiveness : Relates to language style in accordance with target group characters Understanding : Relates to core message Acceptability : Appropriateness of PSA selection and radio with target group Call to action : Target group follow-up after they are exposed to PSA radio

Number of people interviewed

20 individuals

Pre-Test Materials:

4 versions of radio PSAs

Method :

In-dept interview (average time: 15 minutes/respondent) Focused discussion

Questions :

1. Are the language in the radio PSA that you have just heard easy to understand ?2. What is the message you get from the radio PSA ?3. Is there any language style in radio PSA that has negative association (or offend adat

(customary based rules)/habit/local language style) in your village?4. What call of action do you get from the radio PSA?


Appendix BPride Campaign in Ujung Kulon National Park

Baseline Survey (2008) and Post Campaign Survey (2009)

Number of Questionnaire

________________

Questionnaire to Measure the Perception and Characteristics of Community in the Surrounding Areas of Ujung Kulon Forest

Good morning/afternoon/night, my name is.....................................................and I am helping TNUK Park Authority to collect opinions from community living in the surrounding areas of Ujung Kulon forest. This will be used as review materials to develop campaign activities to manage Ujung Kulon forest for community in the surrounding areas.

Whatever information you provide will be kept strictly confidential and will not be shown to or shared with any other person except for the interest of this activity. We will not ask for your name and address.

There is no wrong question. Your answers and views are important to us to develop a program that will benefit all. We would very much appreciate your honesty in answering the questions in this questionnaire.

Will you be willing to spend several minutes of your time and share you views with us ? (If Yes, continue the interview, if Not, stop the interview and say thank you)

Section 1:Filled by Enumerator – not asked to respondent

(1) Enumerator Code ?

________________

(2) Survey Period:

[ ] Pre-Campaign – Working Area [ ] Post Campaign – Working Area [ ] Pre-Campaign - Control Area [ ] Post Campaign - Control Area

(3) Interview site:

[ ] Ujungjaya [ ] Tamanjaya [ ] Cigorondong [ ] Tunggal Jaya [ ] Kertamukti [ ] Kertajaya [ ] Sumberjaya[ ] Rancapinang [ ] Cibadak [ ] Tugu [ ] Kramatjaya [ ] Mangkualam [ ] Padasuka [ ] Cimanggu [ ] Tangkilsari

(4) Respondent Gender (DO NOT ASK, JUST CHOOSE ONE)

[ ] Male [ ] Female


Section 2:Socio-Economic & Demographic Questions

To begin, I would like to ask you some questions about yourself.

(5) How old are you ? (only 1 answer)

[ ] under 15 years [ ] 15 - 19 years [ ] 20 - 24 years [ ] 25 - 29 years [ ] 30 - 34 years [ ] 35 - 39 years [ ] 40 - 44 years [ ] 45 - 49 years [ ] 50 - 54 years [ ] 55 years or more

(6) Which village do you live in? (only one answer)

[ ] Ujung Jaya [ ] Kerta Mukti [ ] Tamanjaya [ ] Cigorondong [ ] Tunggal Jaya [ ] Kerta Jaya [ ] Tangkil Sari [ ] Tugu [ ] Sumberjaya[ ] Cimanggu [ ] Padasuka [ ] Mangkualam [ ] Kramatjaya [ ] Cibadak [ ] Rancapinang

(7) Are you married?

[ ] Yes (Continue to A-B) [ ] Tidak (continue to next number)

(A) How many children do you have?

[ ] 1 child [ ] 2 children [ ] 3-4 children [ ] more than 4[ ] No child yet

(B) Do you participate in Family Planning (KB) program?

[ ] Yes [ ] No

(8) How much formal school have you completed ? (only one answer)

[ ] Elementary School (SD) [ ] Junior High School (SMP/ MTS) [ ] Senior High School (SMU/ MAN) [ ] University [ ] No school [ ] Others ________________

(9) Which of the followings best describes you (CHOOSE 1 ANSWER ONLY & MARK YOUR ANSWER): (1) Farmer with personal land; (2) Farmer working on other people’s land (tenant farmer); (3) No land and not a farmer (Tell me your main occupation)

[ ] (1) Farmer with personal land [ ] (2) Farmer working on other people’s land (tenant farmer) [ ] (3) No land and not a farmer [ ] Others ________________

(10) Hectares of agricultural area you cultivate? (only one answer)

[ ] Less than 0.25 ha [ ] 0.26 – 0.50 ha [ ] 0.51 - 1 ha [ ] 1 - 2 ha [ ] 2 - 5 ha [ ] More than 5 ha [ ] Do not know [ ] Others ________________

(11) If you are a student, tell me your level of education at the moment. (If not a student, choose “Not a student”)

[ ] Elementary School [ ] Junior High School [ ] Senior High School [ ] University [ ] Not a student

(12) How much do you spend in 1 month to meet your needs?


[ ] under 250 thousand rupiah[ ] 250 thousand - 500 thousand rupiah [ ] 501 thousand - 1 million rupiah [ ] 1,000,001 - 2 million rupiah [ ] more than 2 million rupiah

(13) Do you have any saving for your children-grandchildren?

[ ] Yes (continue to A) [ ] No (continue to next number)

(A) What kind of saving do you have? (Maximum 3 answers)

[ ] bank saving[ ] land/sawah (paddy field) [ ] gold [ ] saving in village cooperative [ ] paddy store-house [ ] Others ________________

Section 3:Trusted Sources of Information and Access to Media

(14) I would like you to rate between 1 and 3 the source of INFORMATION that you use MOST OFTEN in the past 3 months. 1= Most often; 2= Often; 3= Sometimes.

(A) Radio

[ ] Most often [ ] Often [ ] Sometimes

(B) Newspaper


(C) Magazine


(D) Tabloid


(E) Village Information Board


(F) VCD/DVD player


(G) Cell phone


(15) I would like you to rate between 1 and 3 the source of ENTERTAINMENT that you use MOST OFTEN in the past 3 months. 1= Most often; 2= Often; 3= Sometimes. (Maximum 3 answers)

(A) Radio



(B) Newspaper


(C) Wayang golek puppet


(D) Jaipongan dance


(E) Village Information Board


(F) VCD/DVD player


(G) Cell phone


(16) If you listen to the radio, which radio station do you listen MOST OFTEN? (Maximum 2 answers)

[ ] Krakatau [ ] RRI [ ] GBS Malingping [ ] Agnesta Cikotok [ ] Bahana FM [ ] Never listen to the radio (continue to number16) [ ] Others ________________

(A) How often do you listen to the radio ? (CHOOSE ONE ANSWER)

[ ] once a day, less than 2 hours [ ] once a day, more than 2 hours [ ] several times a week, less than 4 hours [ ] several times a week, more than 4 hours [ ] irregularly [ ] Others ________________

(B) At what time do you MOST OFTEN listen to the radio? (YOU MAY CHOOSE MORE THAN ONE ANSWER)

[ ] 06-09 morning [ ] 09-12 afternoon [ ] 12-03 afternoon [ ] 03-06 evening [ ] 06-09 night [ ] 09 night-06 morning

(C) Which radio program do you like MOST? (CHOOSE ONE ANSWER)

[ ] Radio Drama [ ] Music [ ] National News [ ] Discussion [ ] Wayang golek puppet [ ] Religious sermon [ ] Local News [ ] Village Reportage [ ] Gossip [ ] Others ________________

(17) If you read newspaper, which newspaper do you read MOST OFTEN? (MAXIMUM 2 ANSWERS

[ ] Fajar Banten [ ] Radar Banten [ ] Kompas [ ] Republika [ ] Media Indonesia[ ] Never read newspaper (continue to number 17) [ ] Others ________________


(A) How OFTEN do you read newspaper? (CHOOSE ONE ANSWER)

[ ] Once a day [ ] Once a week [ ] Several times a week [ ] Once a month [ ] Several times a month [ ] Others ________________

(18) What kind of music do you like MOST? (only one answer)

[ ] Jaipongan dance [ ] Dangdut [ ] Pop [ ] Rock [ ] Sunda songs [ ] Qasidah[ ] Others ________________

(19) What kind of activity do you do in your leisure time? (MAXIMUM 3 ANSWERS)

[ ] Sport [ ] Quran reading [ ] Have a chat [ ] Hang around [ ] Sing [ ] Others ________________

(20) I am going to read you a list of different activities, and I would like you to tell me how much you like each activity. Do you like it the most, like it, not like it, or not like it the most?

(A) Village Meeting

[ ] Like the most [ ] Like [ ] Not like [ ] Not like the most [ ] Do not know/Not sure

(B) Music show


(C) Wayang golek puppet show


(D) Reading


(E) Jaipong show


(F) Religious event


(G) Gathering with family & relatives


(H) Skill training


(I) Develop and manage cooperative



(21) People hear information about the natural environment from many different sources. I am going to read you a list of sources from which you might hear information about the agriculture, and I would like you to tell me whether you would find that source "Most trustworthy, Trustworthy, Somewhat trustworthy, Not trustworthy, or Most Not Trustworthy.”

(A) Head of Village

[ ] Most Trustworthy [ ] Trustworthy [ ] Somewhat Trustworthy [ ] Not Trustworthy [ ] Most Not Trustworthy [ ] Do not know/ Not Sure

(B) Head of BPD


(C) Information from newspaper


(D) Religious leader


(E) Teacher


(F) Friend


(G) Family


(H) Local Government


(I) Farmer Group


(J) Information from radio



(K) Information from book


(L) Agricultural Extension Worker


(M) Ujung Kulon Staff


(N) Information from brochures


(O) Legislative candidate


(P) Information from entertainment show


(Q) Information from poster


(R) Champion (jawara)


(22) Who do you think is the Most Trustworthy source of information on conservation in Ujung Kulon? (only one answer)

[ ] Head of Village [ ] Religious leader [ ] Champion (jawara) [ ] Teacher [ ] National Park Staf [ ] Head of Sub-District [ ] Youth Leader [ ] Head of BPD [ ] None is Trustworthy [ ] Others ________________

Section 4 :Assign Respondent to Stage-of-Behavior-Change


(23) I am going to read you 6 statements about improving agricultural harvest in permanent same size land. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 6 months

[ ] In the past 6 months, I have never heard of or considered improving agricultural harvest in permanent same size land

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, but have not done so and am not sure if I will

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, and intend to do so in the future

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, and intend to do so in the future. I have talked to someone about this

[ ] In the past 6 months, I have tried to improve agricultural harvest in permanent same size land, but have not done so in every cultivating season

[ ] In the past 6 months, I have always improved agricultural harvest in permanent same size land

[ ] Behavior not relevant to respondent

(24) I am going to read you 6 statements about how you get water in dry season to meet your agricultural needs. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 6 months

[ ] In the past 6 months, I have never considered of getting water in dry season to meet my agricultural needs

[ ] In the past 6 months, I have considered of getting water in dry season to meet my agricultural needs, but have not done so and am not sure if I will

[ ] In the past 6 months, I have considered of getting water in dry season to meet my agricultural needs, and intend to do so in the future

[ ] In the past 6 months, I have considered of getting water in dry season to meet my agricultural needs, and intend to do so in the future. I have talked to someone about this

[ ] I have considered of getting water in dry season to meet my agricultural needs, and have implemented it several times intend to do so in the future. I have talked to someone about this

[ ] I have always implemented ways of getting water in dry season to meet my agricultural needs



(25) I am going to read you 6 statements about alternative economic livelihood techniques. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 3 months

[ ] In the past 3 months, I have never considered of finding other economic livelihood alternative as additional source of income.

[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, but have not done so.

[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, and intend to do so in the future.

[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, and intend to do so in the future. I have talked to someone about this.

[ ] In the past 3 months, I have found an economic livelihood alternative, but cannot rely on it as additional source of income

[ ] In the past 3 months, I have found an economic livelihood alternative, but can rely on it to meet the needs of life.

Section 5 :Establish Baselines for and Measure Change in Knowledge SMART Objectives

(26) In your opinion, what is the protection status of Ujung Kulon area (only one answer)

[ ] No protection status at all (continue to next number) [ ] Do not know (continue to next number) [ ] Nature Protection Forest(continue to next number) [ ] National Park (continue to question A-F) [ ] Nature Reserve (continue to next number) [ ] Wildlife Reserve (continue to next number) [ ] Do Not Care(continue to next number) [ ] Others ________________

(A) If you answer “National Park”, what is the most important function of the area? (maximum 3 answers)

[ ] Buffer zone function [ ] Forest protection function [ ] Biodiversity preservation function [ ] Sustainable use of natural resources function [ ] Water catchement area

[ ] Agricultural area [ ] Wildlife habitat [ ] Others ________________

(B) If you answer “National Park”, what activities are going on in National Park Area? (You may give more than one answer)

[ ] Agricultural area [ ] Forest clearing for logs [ ] Forest felling [ ] Boar hunting[ ] Do not know [ ] Others ________________

(C) I want you to tell me 3 main threats in Ujung Kulon area (maximum 3 answers)


[ ] New agricultural area opening for sawah (paddy field) within TNUK [ ] Tree felling [ ] Forest fire [ ] Boar hunting [ ] No threat is disturbing TNUK area [ ] Do not care [ ] Do not know [ ] Others ________________

(D) In your opinion, what are the impacts of new agricultural area expansion within TNUK ? (CHOOSE MINIMUM 2 ANSWERS)

[ ] Springs are drying up [ ] Soil fertility is reduced [ ] No impact [ ] Landslide and flood [ ] Farmers have agricultural land for inheritance [ ] Hot [ ] Farmers can have agricultural area to cultivate [ ] Farmers face difficulty as water become scarce [ ] Do not know [ ] Others ________________

(E) In your opinion, what makes the community open new agricultural areas within TNUK? (You may give more than one answer)

[ ] Inheritance for children-grandchildren [ ] Our ancestors allow us to open new areas as far as Cilintang River [ ] Village land is limited [ ] Harvest is not sufficient to meet farmers daily needs [ ] No legal sanction from National Park staffs [ ] To expand agricultural areas [ ] No agricultural areas outside TNUK [ ] Do not know [ ] Others ________________

(F) Which of the followings is the legal sanction for opening agricultural areas within Ujung Kulon National Park? (Only ONE answer)

[ ] Up to 10 years of prison term and up to 5 billion rupiahs of fine [ ] Up to 10 days of detention [ ] Adat (customary based law) sanction [ ] Sanctioned to help with reforestation [ ] Do not know [ ] Others ________________

(27) In your opinion, what does agricultural intensification (Five Agricultural Principles/Panca Usaha Tani) mean ?

________________

(28) Have your ever heard about the anchestral story that allows the agricultural area opening as far as Cilintang River? (only one answer)

[ ] Yes, I know (continue to A)[ ] Do not know [ ] Not sure

(A) Whom did you hear the story from? (only one answer)

[ ] grandmother/grandfather [ ] parents [ ] Friend [ ] tetangga [ ] pegawai pertanian [ ] pegawai taman nasional [ ] forget [ ] Others ________________

(29) In your opinion, what are the functions of Gunung Honje forest? (you may choose 3 answers)

[ ] Provides water for sawah (paddy field) [ ] Habitat for animals [ ] Prevents lanslides [ ] Prevents flood [ ] No function [ ] Do not know [ ] Others ________________

(30) Who is MOST responsible for conserving Gunung Honje as water catchment area ? (Choose ONE answer)


[ ] TNUK staffs[ ] Masyarakat [ ] Forestry Office [ ] Head of Village [ ] My self [ ] Collective responsibility [ ] Others ________________

(31) In your opinion, does community in the present condition need alternative economic livelihood to increase their income?

[ ] Yes (Continue to question 32) [ ] No (Continue to question 33) [ ] Do not know (Continue to question 33)

(32) What alternative economic livelihood(s) is/are needed by the community to raise their income? (You may give more than one answer)

(33) In your opinion, what kind of saving you can use as inheritance for your children-grandchildren? (only one answer)

[ ] Money saving [ ] Sawah (paddy field) to cultivate within TNUK [ ] Paddy store-house [ ] Cooperative[ ] Gold[ ] Agricultural areas within TNUK [ ] Do not know [ ] Others ________________

(34) In your opinion, what is the best solution for water scarcity problem as you cultivate your land during dry season? (only one answer)

[ ] Artesian well in sawah (paddy field) [ ] Create irrigation cannals [ ] Dig for well [ ] Pumping water from the spring [ ] Do not know [ ] Others ________________

Section 6 :Establish Baselines for and Measure Change in Attitude SMART Objectives

(35) I am going to read you a series of statements, and I would like you to tell me whether you "strongly agree, agree, disagree, or do not know” with each statement :

(A) Uncontrolled new agricultural areas opening within TNUK will eliminate ecological funtions and springs

[ ] Strongly agree [ ] Agree [ ] Disagree [ ] Do not know

(B) Community is given rights to open new agricultural area for sawah (paddy field) within TNUK


(C) Vast agricultural area is more valuable than other forms of saving to pass as inheritance for children-grandchildren


(D) Inheritance in the form of agricultural area is more difficult to give than other forms of inheritance


(E) Gunung Honje as water catchment area should be conserved



(F) Agricultural land intensification should be implemented to increase community’s harvest


(G) Improving alternative economic livelihood skills will increase community’s economic income


(H) Agricultural land intensification implementation in areas located outside of TNUK will reduce the threat of new agricultural area within TNUK


(I) I am convinced that we are allowed to open new agricultural area as far as Cilintang River


(36) I am going to read you a number of activities, and I would like you to tell me whether you find it easy or difficult to do each of the activities.

(A) Implementing agricultural land intensification techniques while cultivating the land

[ ] Easy [ ] Difficult [ ] Not sure [ ] Do not want to implement it

(B) Discussion with other farmers to find a solution for water scarcity problem in dry season


(C) Having inheritance in forms other than agricultural area


(D) Not opening new sawah (paddy field) area within TNUK


(E) Improving alternative economic livelihood skills to get additional income


Section 7 :Establish Baselines for and Measure Change in Interpersonal Communication SMART

Objectives

(37) In the past 6 months, have you talked to anyone about agricultural intensification techniques (Five Agricultural Principles/Panca Usaha Tani)? If you have, please tell me all of the people with whom you talked to about this ? (You may choose more than one answer)

[ ] Heve not talked to anyone (Continue to number 41) [ ] Have talked to husband/ wife[ ] Have talked to parents in law/ parents [ ] Have talked to friends [ ] Have


talked to religious leader [ ] Have talked to village apparatus [ ] Others ________________

(38) If you did talk about this, can you tell me what the main thing was you discussed??

(39) In the past 6 months, have you talked to anyone about the importance of improving alternative economic livelihood skills? If you have, please tell me all of the people with whom you have talked to about this




(41) In the past 6 months, have you talked to anyone about ways to solve water scarcity problem during dry season for agricultural needs? If you have, please tell me all of the people with whom you have talked to about this (YOU MAY GIVE MORE THAN 1 ANSWER)



Section 8 :Establish Baselines for and Measure Change in Behavior SMART Objectives

(42) Have you ever implemented agricultural intensification system (Five Agricultural Principles/Panca Usaha Tani) ?

[ ] Yes (continue to question A) [ ] Tidak (continue to question 43)

(A) Where do/did you implement agricultural intensification system ?

(43) Do you know how to implement agricultural intensification techniques?

[ ] Yes [ ] No

(44) What do you do to improve the harvest from your agricultural area? (CHOOSE ONE ANSWER)

[ ] Expanding agricultural land [ ] Using fabricated fertilizer and pesticide [ ] Cultivating short term plants in sawah (paddy field) [ ] Using natural fertilizer (livestocks waste) [ ] Do not know [ ] Others ________________

(45) Being a farmer, has anybody ever asked you to implement agricultural intensification system?

[ ] Yes (continue to number 46) [ ] Never (Continue to number 47) [ ] Not sure (Continue to number 47)

(46) Can you tell me who has asked you to implement agricultural intensification system?


(47) What do you do when you see someone open a new agricultural area within TNUK? (Choose ONE answer)

[ ] Report the activity to TNUK staffs [ ] Suggest the actor to stop opening area within TNUK[ ] Do nothing [ ] Report the activity to village apparatus [ ] Let the actor open new

agricultural area within TNUK[ ] Too scared to report to TNUK staffs [ ] Report the activity to the police [ ] Do not know [ ] Others ________________

(48) If there will be a program to improve agricultural intensification in 6 month, will you be willing to participate?

[ ] Yes (Continue to A) [ ] Not sure (Continue to number 49) [ ] No (Continue to number 49)

(A) If yes, what role will you take? (choose ONE answer)

[ ] Program motivator [ ] Suggest the idea to others [ ] Participant [ ] Donor [ ] Others ________________

(49) In the next 6 months, if there will be a program to improve alternative economic livelihood skills to raise alternative economic income, will you be willing to participate ?

[ ] Yes(continue to number A)[ ] Not sure (Continue to number 50) [ ] No (Continue to number 50)



(50) In the next 6 months, if there will be a water management activity to water agricultural area during dry season, will you be willing to participate

[ ] Yes(continue to number A)[ ] Not sure (continue to number 51) [ ] No (continue to number 51)



Section 9 :Understand Barriers to & Benefits of Behavior Change

(51) Can you tell me 2 barriers to develop agricultural intensification system in your land? (YOU MAY CHOOSE MORE THAN ONE ANSWER)

[ ] Add more burden [ ] Reduce agricultural harvest [ ] Difficult to be implemented [ ] Laziness [ ] Wasting time [ ] Require long time [ ] Little knowledge on land cultivation [ ] Do not know [ ] Others ________________

(52) Can you tell me 2 benefits of implementing agricultural land intensification program in your land ? (YOU MAY CHOOSE MORE THAN ONE ANSWER)


[ ] Additional income [ ] Maintain soil fertility [ ] Saving for the future [ ] Improve agricultural harvest [ ] Land can still be cultivated during dry season [ ] Reduce forest encroachment [ ] Do not know [ ] Others ________________

(53) Can you tell me 2 things that may become barriers to improve alternative economic livelihood? (You may give more than 1 answer)

[ ] Add more burden [ ] No time [ ] Require long time [ ] Laziness [ ] Difficult to be implemented [ ] Limited funding [ ] No knowledge on water management [ ] Do not know [ ] Others ________________

(54) Can you tell me 2 benefits of improved knowledge on alternative economic livelihood for community? (You may give more than 1 answer)

[ ] Increase agricultural harvest [ ] Raise income [ ] Land can be cultivated during dry season [ ] Reduce forest encroachment [ ] Do not know [ ] Others ________________

(55) Can you tell me 2 barriers that prevent you from becoming a program motivator for agricultural intensification in your land?

(56) Can you tell me 2 things that, in your opinion, are barriers for water management in agricultural area during dry season? (You may give more than 1 answer)


(57) Can you tell me 2 benefits for the community of water management program to water agricultural land during dry season should it be implemented? (You may give more than 1 answer)


Section 10 :Exposure to Campaign Activities & Messages

(58) I am going to ask you about a number of ways in which you may or may not have seen or heard about Gunung Honje forest and Ujung Kulon area. For each method, I would like you to tell me whether you remember seeing or hearing about Serena Island from that source in the past 6 months.

(A) Poster on agricultural intensification in Gunung Honje area

[ ] Yes [ ] Not sure [ ] No

(B) Poster on benefits of Ujung Kulon


(C) Radio program on forms of inheritance for children-grandchildren



(D) Radio program for agricultural intensification


(E) Advertisement board on agricultural intensification


(F) Story from your child(ren) school on forms of saving for inheritance for children-grandchildren


(G) Hearing some information from Javan Rhino puppet visit to school


(H) Extension from government staffs about agricultural intensification


(I) Extension from government staffs about good forms of inheritance


(59) Of all of the different ways in which you remember seeing or hearing about benefits of Gunung Honje forest and Ujung Kulon, and or Javan Rhinos, which one do you remember most clearly? (Choose one answer)

[ ] Advertisement Board [ ] Poster [ ] Radio Program [ ] Calendar [ ] Conservation songs [ ] Sermon sheet [ ] Stickers [ ] Village Information Board [ ] Extension Activity [ ] None remembered [ ] Others ________________

THANK YOU FOR ALL OF YOUR HELP IN RESPONDING TO THIS QUESTIONNAIRE SURVEY! YOU HAVE BEEN VERY HELPFUL.


Number of Questionnaire

________________

Questionnaire to Measure the Perception and Characteristics of Community in the Surrounding Areas of Ujung Kulon Forest

Good morning/afternoon/night, my name is.....................................................and I am helping TNUK Park Authority to collect opinions from community living in the surrounding areas of Ujung Kulon forest. This will be used as review materials to develop campaign activities to manage Ujung Kulon forest for community in the surrounding areas.

Whatever information you provide will be kept strictly confidential and will not be shown to or shared with any other person except for the interest of this activity. We will not ask for your name and address.

There is no wrong question. Your answers and views are important to us to develop a program that will benefit all. We would very much appreciate your honesty in answering the questions in this questionnaire.

Will you be willing to spend several minutes of your time and share you views with us ? (If Yes, continue the interview, if Not, stop the interview and say thank you)

Section 1:Background information filled in prior to the interview without asking the respondent

(1) Enumerator Code ?

________________

(2) Survey period:

[ ] Pre-Campaign - Working area [ ] Post Campaign - Working area [ ] Pre-Campaign - Control Area [ ] Post Campaign - Control Area

(3) Interview site:

[ ] Ujungjaya [ ] Tamanjaya [ ] Cigorondong [ ] Tunggal Jaya [ ] Kertamukti [ ] Kertajaya [ ] Sumberjaya[ ] Rancapinang [ ] Cibadak [ ] Tugu [ ] Kramatjaya [ ] Mangkualam [ ] Padasuka [ ] Cimanggu [ ] Tangkilsari

(4) Respondent Gender (DO NOT ASK, JUST CHOOSE ONE)

[ ] Male [ ] Female


Section 2:Socio-Economic & Demographic Questions

To begin, I would like to ask you some questions about yourself.

(5) How old are you ? (only 1 answer)

[ ] under 15 years [ ] 15 - 19 years [ ] 20 - 24 years [ ] 25 - 29 years [ ] 30 - 34 years [ ] 35 - 39 years [ ] 40 - 44 years [ ] 45 - 49 years [ ] 50 - 54 years [ ] 55 years or more

(6) Which village do you live in? (only one answer)

[ ] Ujung Jaya [ ] Kerta Mukti [ ] Tamanjaya [ ] Cigorondong [ ] Tunggal Jaya [ ] Kerta Jaya [ ] Tangkil Sari [ ] Tugu [ ] Sumberjaya[ ] Cimanggu [ ] Padasuka [ ] Mangkualam [ ] Kramatjaya [ ] Cibadak [ ] Rancapinang

(7) How much formal school have you completed ? (only one answer)

[ ] SD [ ] SMP/ MTS [ ] SMU/ MAN [ ] PERGURUAN TINGGI [ ] TIDAK SEKOLAH [ ] Others ________________

(8) Which of the followings best describes you (ONLY 1 ANSWER & MARK YOUR ANSWER): (1) Farmer with personal land; (2) Farmer working on other people’s land (tenant farmer); (3) No land and not farmer (Tell me your main occupation)

[ ] (1) Farmer with personal land [ ] (2) Farmer working on other people’s land (tenant farmer)[ ] (3) No land and not a farmer [ ] Others ________________

(9) Hectares of agricultural area you cultivate? (only one answer)

[ ] Less than 0.25 ha [ ] 0.26 – 0.50 ha [ ] 0.51 - 1 ha [ ] 1 - 2 ha [ ] 2 - 5 ha [ ] More than 5 ha [ ] Do not know [ ] Others ________________

(10) How much do you spend in 1 month to meet your needs?

[ ] under 250 thousand rupiah[ ] 250 thousand - 500 thousand rupiah [ ] 501 thousand - 1 million rupiah [ ] 1,000,001 - 2 million rupiah [ ] more than 2 million rupiah

(11) Do you have any saving for your children-grandchildren?

[ ] Yes (continue to A) [ ] No (continue to next number)

(A) What kind of saving do you have? (Maximum 3 answers)

[ ] bank saving[ ] land/sawah (paddy field) [ ] gold [ ] saving in village cooperative [ ] paddy store-house [ ] Others ________________

Section 3:Trusted Sources of Information and Access to Media

(12) I would like you to rate between 1 and 3 for the source of INFORMATION that you use MOST OFTEN in the past 3 months. 1= Most often; 2= Often; 3= Sometimes.


(A) Radio


(B) VCD/DVD player


(C) Cell phone


(D) TV


(13) I would like you to rate between 1 and 3 for the source of ENTERTAINMENT that you use MOST OFTEN in the past 3 months. 1= Most often; 2= Often; 3= Sometimes. (Maximum 3 answers)

(A) Radio


(B) TV


(C) VCD/DVD player


(D) Cell phone


(14) If you listen to the radio, which radio station do you listen MOST OFTEN? (PILIH MAXIMUM 2 ANSWERS)

[ ] Krakatau [ ] RRI [ ] GBS Malingping [ ] Agnesta Cikotok [ ] Bahana FM [ ] Tidak pernah mendengarkan radio (continue to number15) [ ] Others ________________

(A) Which radio program do you like MOST? (CHOOSE ONE ANSWER)

[ ] Radio Drama [ ] Music [ ] National News [ ] Discussion [ ] Wayang golek puppet [ ] Religious sermon [ ] Local News [ ] Village Reportage [ ] Gossip [ ] Others ________________

(15) I am going to read you a list of sources from which you might hear information about the agriculture, and I would like you to tell me whether you would find that source "Most trustworthy, Trustworthy, Somewhat trustworthy, Not trustworthy, or Most Not Trustworthy.”

(A) Head of Village



(B) Religious leader


(C) Teacher


(D) Family


(E) Farmer Group


(F) Information from radio


(G) Agricultural Extension Worker


(H) Ujung Kulon Staff


(16) Who do you think is the Most Trustworthy source of information on conservation in Ujung Kulon? (only one answer)

[ ] Head of Village [ ] Religious leader [ ] Champion (jawara) [ ] Teacher [ ] National Park Staf [ ] Head of Sub-District [ ] Youth Leader [ ] Head of BPD [ ] None is trustworthy [ ] Others ________________

Section 4 :Assign Respondent to Stage-of-Behavior-Change

(17) I am going to read you 6 statements about improving agricultural harvest in permanent same size land. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 6 months


[ ] In the past 6 months, I have never heard of or considered improving agricultural harvest in permanent same size land

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, but have not done so and am not sure if I will

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, and intend to do so in the future

[ ] In the past 6 months, I have considered improving agricultural harvest in permanent same size land, and intend to do so in the future. I have talked to someone about this

[ ] In the past 6 months, I have tried to improve agricultural harvest in permanent same size land, but have not done so in every cultivating season

[ ] In the past 6 months, I have always improved agricultural harvest in permanent same size land


(18) I am going to read you 6 statements about how you get water in dry season to meet your agricultural needs. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 6 months

[ ] In the past 6 months, I have never considered of getting water in dry season to meet my agricultural needs

[ ] In the past 6 months, I have considered of getting water in dry season to meet my agricultural needs, but have not done so and am not sure if I will

[ ] In the past 6 months, I have considered of getting water in dry season to meet my agricultural needs, and intend to do so in the future

[ ] I have considered of getting water in dry season to meet my agricultural needs, and intend to do so in the future. I have talked to someone about this

[ ] I have considered of getting water in dry season to meet my agricultural needs, and have implemented it several times intend to do so in the future. I have talked to someone about this

[ ] I have always implemented ways of getting water in dry season to meet my agricultural needs


(19) I am going to read you 6 statements about alternative economic livelihood techniques. I want you to listen to all 6 statements and then tell me which statement best represents you in the past 3 months

[ ] In the past 3 months, I have never considered of finding other economic livelihood alternative as additional source of income.


[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, but have not done so.

[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, and intend to do so in the future.

[ ] In the past 3 months, I have considered of finding other economic livelihood alternative as additional source of income, and intend to do so in the future. I have talked to someone about this.

[ ] In the past 3 months, I have found an economic livelihood alternative, but cannot rely on it as additional source of income

[ ] In the past 3 months, I have found an economic livelihood alternative, but can rely on it to meet the needs of life.

Section 5 :Establish Baselines for and Measure Change in Knowledge SMART Objectives.

(20) In your opinion, what is the protection status of Ujung Kuloan area? (only one answer)

[ ] No protection status at all (continue to next number) [ ] Do not know (continue to next number)

[ ] Nature Protection Forest(continue to next number) [ ] National Park (continue to question A-F)

[ ] Nature Reserve (continue to next number) [ ] Wildlife Reserve (continue to next number)

[ ] Do Not Care(continue to next number) [ ] Others ________________

(A) If you answer “National Park”, what is the most important function of the area? (maximum 3 answers)

[ ] Buffer zone function [ ] Forest protection function [ ] Biodiversity preservation function

[ ] Sustainable use of natural resources function [ ] Water catchement area [ ] Agricultural area

[ ] Wildlife habitat [ ] Others ________________

(B) If you answer “National Park”, what activities are going on in National Park Area? (You may give more than one answer)

[ ] Agricultural area [ ] Forest clearing for logs [ ] Forest felling [ ] Boar hunting[ ] Do not know [ ] Others ________________

(C) I want you to tell me 3 main threats in Ujung Kulon area (maximum 3 answers)


[ ] New agricultural area opening for sawah (paddy field) within TNUK [ ] Tree felling [ ] Forest fire

[ ] Boar hunting [ ] No threat is disturbing TNUK area [ ] Do not care

[ ] Do not know [ ] Others ________________

(D) In your opinion, what are the impacts of new agricultural area expansion within TNUK ? (CHOOSE MINIMUM 2 ANSWERS)

[ ] Springs are drying up [ ] Soil fertility is reduced [ ] No impact

[ ] Landslide and flood [ ] Farmers have agricultural land for inheritance [ ] Hot

[ ] Farmers can have agricultural area to cultivate [ ] Farmers face difficulty as water become scarce [ ] Do not know

[ ] Others ________________

(E) In your opinion, what makes the community open new agricultural areas within TNUK? (You may give more than one answer)

[ ] Inheritance for children-grandchildren [ ] Our ancestors allow us to open new areas as far as Cilintang River [ ] Village land is limited

[ ] Harvest is not sufficient to meet farmers daily needs [ ] No legal sanction from National Park staffs

[ ] To expand agricultural areas [ ] No agricultural areas outside TNUK


(F) Which of the followings is the legal sanction for opening agricultural areas within Ujung Kulon National Park? (Only ONE answer)

[ ] Up to 10 years of prison term and up to 5 billion rupiahs of fine [ ] Up to 10 days of detention

[ ] Adat (customary based law) sanction [ ] Sanctioned to help with reforestation


(21) In your opinion, what does agricultural intensification (Five Agricultural Principles/Panca Usaha Tani) mean ?

________________

(22) Have you ever heard of an ancestral story that allows agricultural expansion as far as Cilintang River? (only one answer)


[ ] Yes, I know (continue to A)[ ] Do not know (Continue to number 23) [ ] Not sure (Continue to number 23)

(A) Whom did you hear the story from? (only one answer)

[ ] grandmother/grandfather [ ] parents [ ] friend [ ] tetangga [ ] pegawai pertanian [ ] pegawai taman nasional [ ] forget [ ] Others ________________

(23) In your opinion, what are the functions of Gunung Honje forest? (you may choose 3 answers)

[ ] Provides water for sawah (paddy field) [ ] Habitat for animals [ ] Prevents lanslides [ ] Prevents flood [ ] No function [ ] Do not know [ ] Others ________________

(24) Who is MOST responsible for conserving Gunung Honje as water catchment area ? (Choose ONE answer)

[ ] TNUK staffs[ ] Community [ ] Forestry Office [ ] Head of Village [ ] My self [ ] Collective responsibility [ ] Others ________________

(25) In your opinion, does community in the present condition need alternative economic livelihood to increase their income?

[ ] Yes (Continue to question A) [ ] No (Continue to question 26) [ ] Do not know (Continue to question 26)

(A) What alternative economic livelihood(s) is/are needed by the community to raise their income? (You may give more than one answer)

________________

(26) In your opinion, what kind of saving you can use as inheritance for your children-grandchildren? (only one answer)

[ ] Money saving [ ] Sawah (paddy field) to cultivate within TNUK [ ] Paddy store-house [ ] Cooperative[ ] Gold[ ] Agricultural areas within TNUK [ ] Do not know [ ] Others ________________

(27) In your opinion, what is the best solution for water scarcity problem as you cultivate your land during dry season? (only one answer)

[ ] Artesian well in sawah (paddy field) [ ] Create irrigation cannals [ ] Dig for well [ ] Pump water from spring [ ] Do not know [ ] Others ________________

Section 6 :Establish Baselines for and Measure Change in Attitude SMART Objectives

(28) I am going to read you a series of statements, and I would like you to tell me whether you "strongly agree, agree, disagree, or do not know” with each statement :

(A) Uncontrolled new agricultural areas opening within TNUK will eliminate ecological funtions and springs



(B) Community is given rights to open new agricultural area for sawah (paddy field) within TNUK


(C) Vast agricultural area is more valuable than other forms of saving to pass as inheritance for children-grandchildren


(D) Inheritance in the form of agricultural area is more difficult to give than other forms of inheritance


(E) Gunung Honje as water catchment area should be conserved


(F) Agricultural land intensification should be implemented to increase community’s harvest


(G) Improving alternative economic livelihood skills will increase community’s economic income


(H) Agricultural land intensification implementation in areas located outside of TNUK will reduce the threat of new agricultural area within TNUK


(I) I am convinced that we are allowed to open new agricultural area as far as Cilintang River


(29) I am going to read you a number of activities, and I would like you to tell me whether you find it easy or difficult to do each of the activities.

(A) Implementing agricultural land intensification techniques while cultivating the land


(B) Discussion with other farmers to find a solution for water scarcity problem in dry season


(C) Having inheritance in forms other than agricultural area


(D) Not opening new sawah (paddy field) area within TNUK



(E) Improving alternative economic livelihood skills to get additional income


Section 7 :Establish Baselines for and Measure Change in Interpersonal Communication SMART

Objectives

(30) In the past 6 months, have you talked to anyone about agricultural intensification techniques (Five Agricultural Principles/Panca Usaha Tani)? If you have, please tell me all of the people with whom you talked to about this ? (You may choose more than one answer)

[ ] Have not talked to anyone (Continue to number 32) [ ] Have talked to husband/ wife[ ] Have talked to parents in law/ parents [ ] Have talked to friends [ ] Have



(32) In the past 6 months, have you talked to anyone about the importance of improving alternative economic livelihood skills? If you have, please tell me all of the people with whom you have talked to about this

[ ] Have not talked to anyone (Continue to number 34) [ ] Have talked to husband/ wife[ ] Talked to parents in law/parents [ ] Have talked to friends [ ] Have talked to

religious leader [ ] Have talked to village apparatus [ ] Others ________________


(34) In the past 6 months, have you talked to anyone about ways to solve water scarcity problem during dry season for agricultural needs? If you have, please tell me all of the people with whom you have talked to about this (YOU MAY GIVE MORE THAN 1 ANSWER)

[ ] Have not talked to anyone [ ] Have talked to husband/ wife [ ] Talked to parents in law/parents [ ] Have talked to friends [ ] Have talked to religious leader [ ] Have talked to village apparatus [ ] Others ________________

Section 8 :Establish Baselines for and Measure Change in Behavior SMART Objectives

(35) Have you ever implemented agricultural intensification system (Five Agricultural Principles/Panca Usaha Tani) ?

[ ] Yes(continue to question A) [ ] Tidak (continue to question 36)

(A) Where do/did you implement agricultural intensification system ?

(36) Do you know how to implement agricultural intensification techniques?


[ ] Yes (Continue to A) [ ] No (Continue to number37)

(A) If you answer "Yes", do you think you know how to implement agricultural intensification system? (Jika responden Do not know, tuliskan "Do not know")

(37) What do you do to improve the harvest from your agricultural area? (CHOOSE ONE ANSWER)

[ ] Expanding agricultural land [ ] Using fabricated fertilizer and pesticide [ ] Cultivating short term plants in sawah (paddy field) [ ] Using natural fertilizer (livestocks waste) [ ] Do not know [ ] Others ________________

(38) Being a farmer, has anybody ever asked you to implement agricultural intensification system?

[ ] Yes (continue to number 46) [ ] Never (Continue to number 40) [ ] Not sure (Continue to number 40)

(39) Can you tell me who has asked you to implement agricultural intensification system?

(40) What do you do when you see someone open a new agricultural area within TNUK? (Choose ONE answer)

[ ] Report the activity to TNUK staffs [ ] Suggest the actor to stop opening area within TNUK[ ] Do nothing [ ] Report the activity to village apparatus [ ] Let the actor open new

agricultural area within TNUK[ ] Too scared to report to TNUK staffs [ ] Report the activity to the police [ ] Melapor kepada pengurus LKD [ ] Do not know [ ] Others ________________

(41) If there will be a program to improve agricultural intensification in 6 month, will you be willing to participate??

[ ] Yes(Continue to number A) [ ] Not sure (Continue to number 42) [ ] No (Continue to number 42)



(42) In the next 6 months, if there will be an program to improve alternative economic livelihood skills to raise alternative economic income, will you be willing to participate ?

[ ] Yes(continue to A) [ ] Not sure (Continue to number 43) [ ] No (Continue to number43)



(43) In the next 6 months, if there will be a water management activity to water agricultural area during dry season, will you be willing to participate


[ ] Yes(continue to number A)[ ] Not sure (continue to number 44) [ ] No (lanjut ke no 44ÿÃFF0000)



Section 9 :Understand Barriers to & Benefits of Behavior Change

(44) Can you tell me 2 things that may become barriers to develop agricultural intensification system in your land? (YOU MAY CHOOSE MORE THAN ONE ANSWER)

[ ] Add more burden [ ] Reduce agricultural harvest [ ] Difficult to be implemented [ ] Laziness [ ] Wasting time [ ] Require long time [ ] Little knowledge on land cultivation [ ] Do not know [ ] Others ________________

(45) Can you tell me 2 benefits of implementing agricultural land intensification program in your land ? (YOU MAY CHOOSE MORE THAN ONE ANSWER)

[ ] Additional income [ ] Maintain soil fertility [ ] Saving for the future [ ] Improve agricultural harvest [ ] Land can still be cultivated during dry season [ ] Reduce forest encroachment [ ] Do not know [ ] Others ________________

(46) Can you tell me 2 things that may become barriers to improve alternative economic livelihood? (You may give more than 1 answer)


(47) Can you tell me 2 benefits of improved knowledge on alternative economic livelihood for community? (You may give more than 1 answer)


(48) Can you tell me 2 barriers that prevent you from becoming a program motivator for agricultural intensification in your land?

________________

(49) Can you tell me 2 things that, in your opinion, are barriers for water management in agricultural area during dry season? (You may give more than 1 answer)



(50) Can you tell me 2 benefits for the community of water management program to water agricultural land during dry season should it be implemented? (You may give more than 1 answer)


Section 10 :Exposure to Campaign Activities & Messages

(51) I am going to ask you about a number of ways in which you may or may not have seen or heard about Gunung Honje forest and Ujung Kulon area. For each method, I would like you to tell me whether you remember seeing or hearing about Serena Island from that source in the past 6 months.

(A) Poster on agricultural intensification in Gunung Honje area


(B) Poster on benefits of Ujung Kulon


(C) Radio program on forms of inheritance for children-grandchildren


(D) Radio program for agricultural intensification


(E) Kaos berisi pesan pentingnya hutan Ujung Kulon


(F) Kaos berisi pesan intensifikasi pertanian


(G) Advertisement board on agricultural intensification


(H) Story from your child(ren) school on forms of saving for inheritance for children-grandchildren


(I) Hearing the message about Ujung Kulon forest from Javan Rhino puppet visit to school


(J) Extension from government staffs about agricultural intensification



(K) Banner with message on agricultural intensification implementation


(L) Bannew with messages on benefits of Ujung Kulon National Park


(M) Extension from government staffs about good forms of inheritance


(52) Which of the following radio PSA versions that you have ever heard? (Choose one answer)

[ ] Failed Marriage (CONTINUE TO A-B) [ ] Expanding sawah (paddy field) within the Forest (Ngalegaan Sawah Di Leuweung) (CONTINUE TO A-B) [ ] The Prophet’s Words (Hadist Nabi) (CONTINUE TO A-B) [ ] Never heard/Do not know (Continue to number 53)

(A) What message in the radio PSA that you remember ? (Choose one answer)

[ ] The girl (teteh) failed to marry Madut because he expanded his agricultural land within TNUK [ ] Destroying the forest is an act similar to stealing, the harvests that are eaten by our children-grandchildren bring bad luck (Ngerusak leuweung sarua jeung maling, hasilna mun didahar anak incu mantag bareuleut)[ ] The religious leader read the Prophet’s words, so people do not destroy the forest (Pak Ustadz sedang baca hadist, supaya manusia teu ngarusak leuweung) [ ] The teacher tells the children to plant trees

(B) What makes you remember the message? (Choose one answer)

[ ] funny [ ] informative [ ] in sundanese words [ ] it scares me[ ] Others ________________

(53) Of all of the different ways in which you remember seeing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje forest and Ujung Kulon, and or Javan Rhinos, which one do you like most? (Choose one answer)

[ ] Spanduk [ ] Poster [ ] Radio Program [ ] Pengajian [ ] Extension Activity [ ] Stickers [ ] Pesan Lewat Kaos [ ] Pesan Lewat Boneka Badak [ ] None remembered [ ] Do not know [ ] Others ________________

(54) Of all of the different ways in which you remember seeing or hearing about agricultural intensification, sustainable inheritance, benefits of Gunung Honje forest and Ujung Kulon, and or Javan Rhinos, which one make you think or behave differently? (Choose one answer)

[ ] Spanduk [ ] Poster [ ] Radio Program [ ] Pengajian [ ] Extension Activity [ ] Stickers [ ] Pesan Lewat Kaos [ ] Pesan Lewat Boneka Badak [ ] None remembered [ ] Do not know [ ] Others ________________

THANK YOU FOR ALL OF YOUR HELP IN RESPONDING TO THIS QUESTIONNAIRE SURVEY! YOU HAVE BEEN VERY HELPFUL.


Appendix CComplete Results of Pre- and Post Campaign Surveys

If you listen to the radio, which radio station do you listen MOST OFTEN? (Maximum 2 answers)

10 pride campaign target villagesSurvey period:

Pre-Campaign - Working area Post Campaign - Working areaKrakatau 56.5%; 234 50.7%; 180Never listen to the radio (continue to number15) 25.1%; 104 37.7%; 134GBS Malingping 29.5%; 122 16.6%; 59Agnesta Cikotok 7.2%; 30 7.9%; 28Bahana FM 3.6%; 15 3.7%; 13RRI 2.2%; 9 0.3%; 1Freq Error* ±4.9% ±5.3%

ChiSq Significance Yes at 99.0%* Yes at 99.0%*

Respondents Gender10 pride campaign target villages

Survey period:Pre-Campaign - Working area Post Campaign - Working area

Male 68.8%; 285 69.0%; 245Female 31.2%; 129 31.0%; 110Totals 100.0%; 414 100.0%; 355Freq Error* ±4.6% ±4.9%ChiSq Significance Under 50% Under 50%


How old are you ?10 pride campaign target villages

Survey Period:Pre-Campaign - Working area Post Campaign - Working area

under 15 years 0.7%; 3 0.3%; 115 - 19 years 2.9%; 12 6.2%; 2220 - 24 years 11.8%; 49 12.7%; 4525 - 29 years 14.0%; 58 15.8%; 5630 - 34 years 11.6%; 48 15.8%; 5635 - 39 years 15.2%; 63 13.5%; 4840 - 44 years 16.7%; 69 13.2%; 4745 - 49 years 8.9%; 37 9.9%; 3550 - 54 years 7.7%; 32 6.5%; 2355 years or more 10.4%; 43 6.2%; 22Freq Error* ±3.7% ±3.9%

ChiSq SignificanceUnder 50% Under 50%

Hectares of agricultural area you cultivate?10 pride campaign target villages


0,26 - 0,50 ha 37.9%; 157 24.2%; 86Do not know 8.5%; 35 29.9%; 106Less than 0.25 ha 14.7%; 61 21.1%; 750,51 - 1 ha 20.3%; 84 12.4%; 441 - 2 ha 7.2%; 30 7.3%; 26Tidak punya lahan garapan 8.9%; 37 0.0%; 02 - 5 ha 1.9%; 8 1.1%; 4ChiSq Significance Yes at 99.0%* Yes at 99.0%*

10 pride campaign target villages


Which of the following statements best describe you ? Survey Period:Pre-Campaign - Working area Post Campaign - Working area

(1) Farmer with personal land 44.7%; 185 49.6%; 176(2) Farmer working on other people’s land (tenant farmer) 33.1%; 137 20.0%; 71(3) No land and not a farmer 5.3%; 22 23.4%; 83unemployed 2.9%; 12 2.0%; 7housewive 1.9%; 8 1.1%; 4Fisher 2.2%; 9 0.6%; 2Student 2.2%; 9 0.6%; 2Freq Error* ±4.9% ±5.3%ChiSq Significance Yes at 99.0%* Yes at 99.0%*

What kind of saving(s) do you have?

10 pride campaign target villagesSurvey Period:

Pre-Campaign - Working area Post Campaign - Working arealand/sawah (paddy field) 81.7%; 89 69.4%; 84bank saving 12.8%; 14 21.5%; 26gold 5.5%; 6 13.2%; 16paddy store-house 0.0%; 0 5.8%; 7Other 2.8%; 3 2.5%; 3Freq Error* ±7.4% ±8.4%ChiSq Significance Yes at 95.0%* Yes at 95.0%*

Radio10 pride campaign target villages

Survey Period:


Pre-Campaign - Working area Post Campaign - Working areaSometimes 48.3%; 200 73.0%; 259Often 32.6%; 135 13.0%; 46Most often 19.1%; 79 14.1%; 50Freq Error* ±4.9% ±4.7%ChiSq Significance Yes at 99.0% Yes at 99.0%

VCD/ DVD player10 pride campaign target villages


Sometimes 83.8%; 14.1%; Often 12.1%; 14.1%; Most often 4.1%; 14.1%; Freq Error* ±3.6% ±0.0%ChiSq Significance Under 50% Under 50%

Cell phone10 pride campaign target villages

Survey Period:

Pre-Campaign - Working area Post Campaign - Working areaSometimes 82.1%; 88.7%; Often 15.9%; 8.5%; Most often 1.9%; 2.8%; Freq Error* ±3.8% ±3.4%ChiSq Significance Yes at 95.0% Yes at 95.0%

TV 10 pride campaign target villagesSurvey Period:


Pre-Campaign - Working area Post Campaign - Working areaSometimes 73.4%; 304.0 23.1%; 82.0Most often 8.5%; 35.0 53.5%; 190.0Often 18.1%; 75.0 23.4%; 83.0Totals 100.0%; 414.0 100.0%; 355.0Freq Error* ±4.3% ±5.3%ChiSq Significance Yes at 99.0% Yes at 99.0%

Who do you find MOST trustworthy as source of information on nature conservation in Ujung Kulon?


Pre-Campaign - Working area Post Campaign - Working area

National Park Staf 66.4%; 275 63.4%; 225Head of Village 16.7%; 69 12.4%; 44Religious leader 4.3%; 18 4.2%; 15None is trustworthy 2.4%; 10 6.5%; 23Do not know 3.9%; 16 4.2%; 15Teacher 1.9%; 8 2.5%; 9Family 1.0%; 4 2.8%; 10Youth Leader 0.5%; 2 0.6%; 2Freq Error* ±4.6% ±5.1%ChiSq Significance Under 50%* Under 50%*

In your opinion, what is the protection status of Ujung Kulon area? 10 pride campaign target villagesSurvey Period:



Do not know (continue to next number) 34.8%; 144 41.2%; 146National Park (continue to question A-F) 40.8%; 169 32.8%; 116Nature Protection Forest(continue to next number) 8.2%; 34 10.2%; 36Do Not Care(continue to next number) 7.0%; 29 2.8%; 10Nature Reserve (continue to next number) 5.8%; 24 2.8%; 10Wildlife Reserve (continue to next number) 2.4%; 10 5.9%; 21No protection status at all (Continue to next number) 0.7%; 3 1.4%; 5Freq Error* ±4.8% ±5.2%ChiSq Significance Yes at 75.0%* Yes at 75.0%*

If you answer "National Park", in your opinion, what is the important role of this area?



Forest protection function 42.0%; 71 40.0%; 48Buffer zone function 20.1%; 34 45.0%; 54Sustainable use of natural resources function 28.4%; 48 27.5%; 33Wildlife habitat 27.2%; 46 13.3%; 16Water catchement area 24.9%; 42 14.2%; 17Biodiversity preservation function 7.7%; 13 24.2%; 29Agricultural area 14.2%; 24 5.0%; 6Freq Error* ±7.6% ±9.1%ChiSq Significance Yes at 99.0%* Yes at 99.0%*

If you answer "National Park", what kind of activity/activities that are still going on within National Park area? (You may give more than



one answer) Pre-Campaign - Working area Post Campaign - Working area

Do not know 45.2%; 76 43.3%; 52Boar hunting 22.6%; 38 11.7%; 14Agricultural area 14.3%; 24 22.5%; 27Forest felling 11.9%; 20 25.8%; 31Forest clearing for logs 13.1%; 22 15.8%; 19Forest Patrol 3.0%; 5 0.0%; 0Freq Error* ±7.7% ±9.0%ChiSq Significance Yes at 99.0%* Yes at 99.0%*

Can you name 3 main threats in Ujung Kulon area ?


Pre-Campaign - Working areaPost Campaign - Working area

Tree felling 59.2%; 100 45.0%; 54New agricultural area opening for sawah (paddy field) within TNUK 43.8%; 74 33.3%; 40Forest fire 27.8%; 47 29.2%; 35Do not know 16.0%; 27 36.7%; 44No threat is disturbing TNUK area 15.4%; 26 2.5%; 3Boar hunting 5.9%; 10 10.8%; 13Do not care 3.0%; 5 0.0%; 0Freq Error* ±7.6% ±9.1%ChiSq Significance Yes at 99.0%* Yes at 99.0%*

In your opinion, what are the functions of Gunung Honje forest? 10 pride campaign target villagesSurvey Period:



Provides water for sawah (paddy field) 39.4%; 163 49.6%; 176Do not know 46.9%; 194 22.8%; 81Habitat for animals 19.6%; 81 33.2%; 118Prevents lanslides 18.6%; 77 34.4%; 122Prevents flood 8.9%; 37 23.7%; 84Freq Error* ±4.9% ±5.3%ChiSq Significance Yes at 99.0% Yes at 99.0%

Who is MOST responsible for conserving Gunung Honje forest as water catchment area ?



Collective responsibility 49.0%; 203 38.9%; 138TNUK staffs 30.4%; 126 41.4%; 147Forestry Office 7.2%; 30 7.6%; 27Do not know 7.7%; 32 5.6%; 20Community 4.1%; 17 5.1%; 18Freq Error* ±4.9% ±5.2%ChiSq Significance Yes at 75.0% Yes at 75.0%

In your opinion, what kind of saving you can use as inheritance for 10 pride campaign target villages


your children-grandchildren? Survey Period:


Do not know 37.0%; 153 41.7%; 148Money saving 15.0%; 62 18.6%; 66Sawah (paddy field) to cultivate within TNUK 22.0%; 91 2.5%; 9Sawah (paddy field) located outside of TNUK 9.2%; 38 4.8%; 17Sawah, land 0.0%; 0 14.1%; 50Freq Error* ±4.7% ±5.2%ChiSq Significance Yes at 99.0% Yes at 99.0%


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