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IE-Sea: An Evaluation of the Effectiveness of the Information Education Campaign (IEC) of the Department of Environment and Natural Resources’ Integrated Coastal Resource Management Project (ICRMP) in Zambales

Advincula, C.M. & De Castro, R.C. ‘IE-SEA’: An evaluation of the information education campaign (IEC) of the Department of Environment and Natural Resources’ Integrated Coastal Resource Management Project (ICRMP) in Zambales, Unpublished Undergraduate Thesis, University of the Philippines Diliman College of Mass Communication

This study was conducted to determine how effective the Information and Education Campaign (IEC) of the Integrated Coastal Resource Management Project is in promoting marine and coastal conservation in Zambales. The methods conducted were focused interviews, content analysis of the IEC materials, and interviewer-administered surveys of Zambales residents. In applying the Diffusion of Innovations theory, it was revealed that most of the residents of Subic and San Felipe indicated high levels of knowledge and positive attitudes toward marine resources. However, not all of these positive effects are directly linked to an effective IEC. Participation in the ICRMP activities was generally low but tests showed that the IEC of ICRMP was significantly related to these behaviors. Results also show that an increase in participation in ICRMP activities could mean increased participation in future activities of the project. The most common barrier to increased knowledge, attitudes, and behaviors is lack of time, money, and information. Almost half of the respondents who have seen actual IEC materials deemed the materials as effective. Respondents rated television as their most preferred channel by which they learn information regarding marine resources. Among the interpersonal channels available, respondents preferred talking to their family members and attending seminars when it comes to issues on the marine environment.


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