Subsequent to the initial Participatory Communication Appraisal and Strategic Planning, the PCC’s research initiative through its Knowledge Management Division (KMD) titled “Strengthening Carabao Development Program (CDP) Communication for Development (ComDev) Campaign in Visayas and Mindanao” commences implementation of a series of communication interventions for selected areas in the said islands.
According to Chrissalyn Marcelo, part of the KMD’s research team, “The intervention runs from July to August and will be piloted in Panay Island.”
The KMD headed by Dr. Eric Palacpac leads the campaign with collaborators from PCC regional centers hosted by West Visayas State University, University of Southern Mindanao, Central Mindanao University, and Mindanao Livestock Production Center.
Launched in 2017, the campaign adopted the ComDev approach, which comprises four stages such as Participatory Communication Appraisal, Design of Strategy and Plan of Action, Implementation, and Result Assessment and Sustainability. The key objectives of the campaign are to 1) determine key priority issues and available communication channels in the target sites; 2) develop and implement communication strategies to address identified issues and; 3) monitor and evaluate the results of the communication campaign strategies.
Participatory communication appraisals were held previously in the target expansion areas of PCC, namely, Sapian, Capiz; Leon, Iloilo; and Aklan (all in Panay Island); Sto. Niño, South Cotabato; Ipil, Zamboanga Sibugay; Polanco, Zamboanga del Norte; and Pangantucan and Don Carlos, Bukidnon. Derived key concerns include improving stakeholders’ awareness, knowledge, and practices on dairy buffalo production and management particularly on animal health and nutrition.
Appropriate communication strategies were developed as per the objectives rooted in the said appraisal. Key communication interventions of the campaign will include radio plug and press release, school-on-the-air, farmer livestock school on dairy buffalo production, manual on proper management of dairy buffaloes, testimonial videos, jingle, advocacy kit, pastillas diplomacy, comics, billboard, and engagement flip chart.
The CDP is the overarching program being stewarded by PCC since 1993 that primarily aims to promote, propagate, and conserve carabao or water buffalo as a multipurpose animal that aids in providing livelihood and enterprises for the rural farming communities.