: Presentation during the Cluster 1 training on the "5Rs of IEC" for participants from Cebu Technological University, Davao Oriental State College of Science and Technology and Masbate School of Fisheries. The training was under the project "Integrated Coastal Resources Management" of the Department of Environment and Natural Resources, conducted on a loan from the Asian Development Bank and a grant from the Global Environment Facility.

1. The “5 Rs” of IEC By Mark Raygan E. Garcia

2. What is IEC? Information, Education and Communication WHO – an approach which attempts to change or reinforce a set of behaviors in a “target audience” regarding a specific problem in a predefined period of time.

3. I-E-C Dynamics Information Education Communication Information – facts | data (statistics) | socio-economic-political profile Education – “activated” knowledge Communication –dissemination using various channels

4. I-E-C Dynamics: Deliberate Information Education Communication Information – ability to acquire and select Education – ability to appreciate and direct understanding Communication –ability to package/customize, share and influence

5. 5Rs of IEC Relate Realize Reform Retain Replicate

6. R1: Relate IEC’s ability to assist audience in initially locating their role (contributor or solution or observer) in the issue/message Who am I? Who am I in the issue? What does the issue mean to me? Focus: Self | Family

7. R2: Realize IEC’s ability to facilitate the process of understanding the issue more, evaluating the stakeholders’ and actors’ role in it, and assessing their practices and behaviors against greater common goals Who am I to my community? What does the issue mean to my community? What am I here for? Focus: Self vis-à-vis Community

8. R3: Reform IEC’s ability to effect favorable change in practices and behavior, ensuring the same is community-oriented and –driven. Focus: Community (“now” mindset) vis-à-vis Issue

9. R4: Retain IEC’s ability to sustain favorable change in practices and behavior by taking ownership of such change, developing within the target audience the passion to pursue best and sound practices Focus: Community (“future” mindset) vis-à-vis Issue

10. 5R: Replicate IEC’s ability to inspire target audience to share their best and sound practices, extending their reach and relevance. Focus: Immediate Community vis-à-vis Extended community

11. 7 IEC “Know” Steps Know the problem Know your audience / market Know your objectives Know your strategies Know your messages Know your channels Know your success indicators (evaluation tools)

12. 1 “Know”: Problem Product-related Commodity, resources, materials; supply (vis-à-vis demand) Ordinances, laws Process-related Access Procedures People-related Attitude | Behavior Culture | Religion

13. 2 “Know” : Audience | Market Market Identification General: Who plays a role in this problem? Market Segmentation Split: Gender | Interest (Contribution, Impact) Specific: Who comprise my market? What role does each play? By virtue of what factor does each play a role? And to what extent is their participation relevant, based on the same factor?

14. 3 “Know”: Objectives What do you seek to achieve? Product-related? Process-related? People-related? When do you want them achieved? (timeline)

15. 4 “Know”: Strategies Advocacy (For Policy Implementation and Program Resources) Public Information and Communication Social Mobilization (Based on the ICRMP ComPlan)

16. 5 “Know”: Messages Message Development Based on your problem, objectives Based on your market segmentation (language) Based on your sectoral profiling (approach) Written, Verbal, Visual, Online, Mobile

17. 6 “Know”: Channels Used for data gathering, info dissemination, consultations, advocacy, planning, “watchdog”, and decision-making Face-to-Face Interpersonal | Small Group (FGD) | “Town Hall” Media Print, Broadcast, TV Internet “Alternative Packaging” Visual & Performing Arts * Channel’s based on limitation/preference of market segments

18. 7 “Know”: Indicators Output Indicators Result Indicators Impact Indicators (Based on the ICMRP ComPlan)