Situation Analysis

Water shortage is one of the primary hazards brought about by numerous threats in our
environment. Barangay Sapang Bato is one of the two barangays in Angeles City which is
currently facing water shortage. A study showed that Clark Freeport and Special Economic Zone
accumulates above 25,400 cubic meters per day at present. Angeles City Water District,
Carlson’s and Balibago Waterworks are some of the largest providers of water in the city.
However, these companies are third-party providers which outsource the water from the natural
resources such as natural springs, lakes, rivers, the ocean, streams, wells, rainwater, and the like
from upland terrains in their neighboring areas such as Barangay Sapang Bato which is part of
the said Freeport zone.

The zone is set to face a possible water crisis in the next decade if the problem is left
ignored. At present, the aforementioned data and statistics from DENR does not take the Sapang
Bato watershed into account as it still remains as a project and is yet to be considered an
effectively working watershed. There has been little concern of the issue on the actual
community situated in Sitio Target whose majority of population is comprised of an Indigenous
group, specifically the Aeta Community. After the Mt. Pinatubo eruption in 1991, the Aeta
communities from Zambales, Tarlac, and Pampanga have continuously struggled in their daily
effort to sustain their livelihood, agriculture, and natural sources of water. Marler (2011) in his
study, “The Aeta—Pinatubo Loop” emphasized that the effects of the eruption afflicted
destructive measures on the conventional utilization of natural resources by the Aeta community.
There is a water shortage experienced by the community. Existing water wells and hand pumps
or “poso” are drying up and even the river bank which used to have a width of more than a
meter, now spans less than a meter, specifically 0.3 meter.

With the lack of water resource, it will be very hard for the people and even the animals
to drink sufficient amounts of water. The villagers will struggle to sustain their livelihood while
the crops and vegetation in the mountains cannot cultivate effectively without receiving enough
water. In terms of the potability of the water from the natural resources, the water is already
unhealthy unlike before. Many minerals and chemicals are mixed in it along with the runoff from
the factories, tourist spots and businesses in or nearby the area; as well as the gas from vehicles
passing through the river, etc.

In the province of Pampanga, the locality of Angeles City is identified as a highly

urbanized charted city. Within the perimeters of Angeles is the well-known Clark Freeport and
Special Economic Zone which accounts for many of the city’s urban developments, tourist spots,
and is considered to be a regional business and investment hub housing some of the piloted
Business Process Outsourcing (BPO) services in the country. These establishments, factories,
and industrial parks consume majority of the available water resource every day.

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 In lieu with the existing problem, the Local Government Unit (LGU) started
propagating trees and bamboos since 2010, but due to lack of commitment and discipline it was
not pushed through. In 2016, the LGU started a new project called "One Million Trees Project"
wherein schools are also included in planting trees; unfortunately, this project was not successful
again since after planting the seedlings, they were not nurtured and thus, they did not grow into
trees. Currently, the LGU has come up with a new project. Instead of asking the people to plant
forest trees, they ask them to plant fruit bearing trees. The community favors this idea, as they
can get fruits from the trees. The said project is has been on-going up to the present.

The only solution to the existing crisis sustain, save, or maintain it is for people to be
environmentally conscious and prevent water wastage through practical utilization. However,
environmental factors should also be taken into consideration as these affect the life of a
watershed. In particular, they affect the soil type, the topography, and the like. Moreover, natural
phenomena affect its function and therefor, for the community to accumulate potable water, the
watershed itself must be maintained clean and one must note that the environmental disregard of
the community could highly affect the function of a watershed. Apart from that, natural
occurring phenomenon such as el niño can also cause water shortage as it is highly plausible for
the watershed to dry up. Sustainability depends on the environmental occurring phenomena such
as rainfall, and it highly affects the waterbodies that surrounds the watershed.

In relation to the potability of the water, it depends on the waterbodies. The respondent
mentioned that results from his last project in Laguna lake showed that the water is not potable
due to an illegal industry that made the lake a disposal area of their runoff. The Aeta community
cannot rely to on a watershed alone, a water system is needed because it induces filtration of
water. This further emphasizes on the need for professional interference as engineering work is
needed for a water system must be built to produce potable water.

Furthermore, the Aetas alone may not be able to maintain the watershed as they are not
knowledgeable enough. Therefore, there should be interference and support from the local
government units, and a water services company. Moreover, an effective watershed is one that
possesses massive water supply, but an engineering intervention is highly significant so as not
lead to escalation of problems such as flood.

The Watershed Project could have brought great relief to the water supply of the
Community if it had been successful. However, based from the experience and learning from the
failure, the people who have the means to work on it again can have a better plan for the project.
In the creation of a successful watershed project, a collaborative effort is needed to do so. To
solve the crisis, a team consisted of the Aeta Community, the Government, The Professionals
such as Engineers, and the likes. The betterment of the Watershed should continuously be
developed as it is part of the solution to the water crisis in the Municipality.

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I. Proposed Title for the campaign:

“PROJECT DANUM”

II. Goal/General Statement

The long term goal of the PR advocacy campaign, “Project Danum,” is to be able to
secure the Sapang Bato Community of stable natural water resources and potable water resources
for the preservation of their livelihood, traditions, and overall protection of their culture through
raising awareness, informing its stakeholders, fundraising events, cooperating with various
environmentalist groups, organizations and working with the local government.

III. Objectives
1. The campaign aims to raise awareness and inform its stakeholders of the water crisis
being experienced by the Sapang Bato community; further altering peoples’ beliefs,
practices and reinforcing change.

2. The campaign aims to promote the cause through collaborations with institutions inside
Clark Freeport Zone through their corporate social responsibility (CSR) projects; and the
student-based organizations in the university through their outreach programs and events.

3. The campaign aims to work with environmentalist groups and organizations to press for
reforestation in the highlands of Sapang Bato as a long-term solution for sustainability.

4. The campaign aims to work with the local government in developing a master plan that is
well-coordinated with on-going and future projects with the same cause; whereas, a
common goal would result to a general impact.

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IV. Campaign message
“PROJECT DANUM: Protect, Preserve, Provide.”
"Project Danum,” is PR advocacy campaign that aims to be able to secure the Sapang
Bato Community of stable natural water resources and potable water resources for the
preservation of their livelihood, traditions, and overall protection of their culture through
sustainability initiatives and efforts. Moreover, a call for commitment to the cause. “PROJECT
DANUM: Protect, Preserve, Provide.”

Protect the watershed of Sapang Bato.

Preserve the natural water resources and the culture and traditions of the Sapang Bato
community.

Provide for the livelihood of the Sapang Bato Community which is highly dependent on water
resources. We don’t need many projects with unclear purposes. We need a common goal for a
solid impact. Commitment to this cause will be the solution.

V. Target Audiences

a. Internal Stakeholders
• Local Government Unit - are institutional units whose authority reach over the
littlest geographical areas considered for administrative and political purposes.
LGU needs to be greatly involved in the said Campaign for it plays an important
role as their main responsibility is to cater the needs of their constituents.

• Clark Development Corporation - is a government owned and controlled

corporation that mandated to facilitate the Clark Freeport Zone Philippines to
create employment and alleviate in the economic growth of the country.
Moreover, CDC's involvement in the campaign offers a great opportunity in the
development of Sapang Bato particularly in terms of water resources. The
corporation is highly important for its job includes urban and community
development.

• Angeles City Water District - is a corporation that operates and maintains a

water supply system in Angeles City. The Corporation shall be involved in the
campaign because its main agenda is in line with development of water system,
sourcing and supply. In addition, the importance of the organization is highly

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 evident for it will surely offer a great help in the campaign which is to provide a
sustainable water resources in Sapang Bato and for the Indigenous Community.

• Environmentalists - is an expert or a supporter of the goals of various

environmental movements that seeks to improve and protect the quality of the
natural environment from harmful human activities. The involvement of a
professional is highly important in the campaign to ensure that such water
resourcing would not create destructive events in Sapang Bato.

• Water engineering corporations - are offering innovative and efficient water

treatment solutions ranging from products to a total water management. These
kinds of corporations are highly needed to a total intervention of the campaign for
an efficient result. The importance of having experts in the field is much needed
to ensure the quality of building or developing sustainable water supply in Sapang
Bato and for the Indigenous Community.

• Other volunteer organizations - includes profit and non-profit organizations that

are willing to extend their helping hands to the project. This includes financial or
funding of the project or merely attending to the actuality of the project. Target
organizations are companies, hotels, businesses, and industries inside the Clark
Freeport Zone and student-based organizations from Holy Angel University such
as Communicators’ League and the Rotary Club.

b. External Stakeholders –Sapang Bato Community

• The primary group of people that are directly involved with the issue.They are to
be involved because they are the first to be affected whatever happens to the water
resource coming from the watershed.

• Within the community are the members of the Aeta community, the indigenous
group whose primary source of livelihood is highly affected by their water source.
This particular community lives in Sitio Target which is the area closest to the
watershed of Angeles City.Their importance to the project is because they inhabit
the place of the area of the water shed and since as their identity of being an
Indigenous group, they are to be protected by the government including their
culture and livelihood.

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VI. Campaign Strategies and Tactics
1. The campaign aims to raise awareness and inform its stakeholders of the water crisis
being experienced by the Sapang Bato community; further altering peoples’ beliefs,
practices and reinforcing change.
Strategy:

 Press Conferences
Tactics:

 The group will conduct a press conference in collaboration with different institutions,
corporations and businesses inside Clark Freeport Zone as well as student-based
organizations in Holy Angel University such as Communicators' League and Rotary
Club. The press conference will be held at Casa Nena, Holy Angel University.
Strategy:

 Showing of Documentary and audio-visual presentation.

Tactics:

 The group will present documentaries and audio-visual presentation as campaign

materials

 Documentaries and audio-visual presentations will be used to persuade companies,

organizations and other stakeholders to participate in the campaign as well as to spread
the mission of the campaign to the public.

2. The campaign aims to promote the cause through collaborations with institutions inside
Clark Freeport Zone through their corporate social responsibility (CSR) projects; and the
student-based organizations in the university through their outreach programs and events.

Strategy:
 CSR Projects

Tactics:
 Through the help of the Local Government Units, the group wants to invite Clark
Development Corporation (CDC) to require the corporations and businesses inside Clark
to be involved with the cause through including 'Project Danum' in their Corporate Social
Responsibility (CSR) Projects.

 To collaborate with Communicators' League to make Angel Network 97.5's annual

concert, a concert for a cause with 'Project Danum' as its main or primary beneficiary.

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Strategy:

 Outreach Programs
Tactics:

 To involve students in organizing outreach programs in line with the campaign "Project
Danum".

 Utilizing the outreach programs to spread the mission of the campaign.

3. The campaign aims to work with environmentalist groups and organizations to press for
reforestation in the highlands of Sapang Bato as a long-term solution for sustainability.

Strategy:
 Noise Campaign throughout the College Days Month and to social media
platforms.
Tactics:
 Documentary
 Posters
 Tarpaulin
 AVP/PSA
 Leaflet
 Brochure
 Ballpen, Pins, Hand Fans
 Social Media Platforms Posts
 Promotional Activities (Booth)

Strategy:
 Collaborate with the Office of Community Extension Services (OCES) projects.

Tactics:
 Conduct a meeting with the Office of Community Extension Services (OCES) for
collaboration in organizing a tree-planting event.

4. The campaign aims to work with the local government in developing a master plan that is
well-coordinated with on-going and future projects with the same cause; whereas, a
common goal would result to a general impact.

Strategy:
 To initiate and conduct a closed group discussion with the Local Government
Unit to come up with a master plan to coordinate different projects for the
problem.

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 Tactics:
 Personal visit to the LGU to present the situation and possible plans and to
persuade them to participate and be involved with the campaign.

Strategy:

 Persuade the LGU’s to allocate more funds and create a stronger task force.

Tactics:

 In the event that the LGU already has a plan for the ongoing issue (watershed),
collaborate with them and work for enhancement of the plan.

 Present a data to the LGU regarding the benefits of having a stable natural and
potable water resource and persuade them to allocate more funds in attaining the
proposed plans.

VII. Action Plan

Campaign Team and Roles

 Campaign manager - Carmel Abeleda

Oversees all aspects of the campaign including day-to-day operations, the management of
staff, the coordination and implementation of the fundraising operations. Must have excellent
organizational skills, be level-headed and have good interpersonal skills.

 Treasurer - Reymark Nevarez

Oversees the financial and accounting aspects of the campaign. Monitors all
contributions, maintain financial records and to closely watch the budget. Must have experience
in financing and maximizing the budget.

 Event Coordinator - Jeane Arthur Grupo

Oversees all aspects of event planning and management, including internal and external
events. This includes meeting with clients to work out event details, plan with the client, scout
and book locations, food, entertainment, staff and cleanup.

 Promotional Activity Head -Krisha Kate Nicdao

They work with art directors, sales agents, and financial staff members. They also plan
advertising and promotional campaigns. Plan advertising, including which media to advertise in,
such as radio, television, print, online media, and billboards. They are the one who negotiate
advertising contracts.

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  Fundraising Coordinator - Jaymielle Fetalvero
Responsible for raising the money that will allow the campaign to accomplish its goals.
Works closely with the partners and sponsors, campaign manager and the treasurer. Must be
highly organized, outgoing and willing to push for the campaign to meet the fundraising goals.

 Advertising Director - Lucas Gantioqui

Supervise advertising, promotional and creative advocacy which willdevelop unique and
exciting campaigns. Generally, involve administrative tasks, contract negotiations, budget
management, and conducting interdepartmental communications.

 Human Relations Head- Sunshine Roque

Enables the team in assigning a balanced group of employees to the task of updating all
company paperwork. Having the right manpower will help the organization in achieving its
goals. Manages the tasking needed in different activities and events.

 Manpower -Clayborne Arciga, Riniella Ocampo, Yvonne Cabrera

Primary manpower to be distributed in different activities

Time Table, Activities and Execution

Date /
Activities Execution
Timeline

Meeting with the Companies and Tarpaulin, Pins, speaker (Ederlin da

April 6, 2020
Organization Valencia, LGU head)

Press Conference to gather LGU

together with collaborating
companies and give proper Tarpaulin, Brochure, Pins,
April 10, 2020
background on the campaign and Documentary and AVP
entertain queries concerning the
project

April 13 – 15,
Planning of CSR Outreach Tarpaulin and leaflets
2020

Collaboration with Companies/

May 11, 2020 CSR Projects – Outreach Programs
Organizations

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 Collaboration with Student-based
June 8, 2020 Leaflets and brochures
organizations

Actualization of the regarding CSR

July 13, 2020 Social Media Platforms outreach
Social Media Platforms Posts

Meeting with the Communicator's

July 20 – 24,
Planning of AN Concert League , Angel Network and Apl De
2020
Ap Studio.

Concert for a Cause to raise funds Facebook, Twitter, and Instagram

which will be used in providing
promotional materials

August 7, Project Danum Campaign Preparatory (Letters and Logistics)

2020 Seminar other than raising Posters, Tarpaulin, Ballpen, Leaflet,
awareness, this will serve as an and Pins
educational material to further
expound on what the project aims
to achieve.

September 16, College Days booth as to

Posters, Research Materials
2020 encourage students to participate

Allocation of Budget

Materials Quantity Total

Tarpaulin 4 pieces 300 each = PHP 1200.00

Posters 25 pieces 40 each = PHP 1000.00

Pins 200 pieces 10 each = PHP 2000.00

Ballpen 150 pieces 15 each = PHP 2250.00

Leaflet 250 pieces 4 each = PHP 1000.00

Brochure 120 pieces 7 each = PHP 840.00

Documentary and AVP

shooting – gas money PHP 1000.00

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VIII. Campaign Evaluation (3 tools)
Survey
The dichotomous survey question is generally a "yes/no" question. Researchers use
"screening" questions to ensure that only those people they are interested in participate in the
survey. Survey is one of the many research methods that is usually used for gathering data with
different set of groups as to get information and their own insights on the given interest or topic.
The said research method has a lot of usage and it can be utilized depending in which
methodology has been used and objectives to be achieved.
Survey sample material (yes or no)
1) Have you gained more understanding of the issue? Y or N
2) Did the campaign materials (tarpaulins, documentary, brochure, etc.) help with your learning?
Y or N
3) Are you willing to participate in Project Danum's different activities? Y or N

Interview
The infamous one on one interview is a conversational method to gather data in such a
way both parties will get the opinion from the other party. The interview consist of an
interviewee and an interviewer.
Sample Interview Questions
1. How did the campaign affect your views?
2. Why do you think there is a need to raise awareness on the issue?
3. Do you find the group's campaign materials to be effective in reaching wider audience and
why?
Media Analysis
The group will gather the impressions from Twitter, reactions from Facebook and
Instagram, views from the YouTube. A complete overview of placements by media, type, and
timing. A comparison of how the media planning stacks up against the results. And an evaluation
of performance, audience insights, and options for improvement.

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Appendices

Brochure

Pins and Hand Fans

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Tarpaulin and Poster

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Social Media Promotional Posts
( Facebook, Twitter, Instagram)

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Leaflet

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Ballpen

Documentary

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AVP 1

AVP 2

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AVP 3

AVP 4

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