|
Karang Lestari
Pemuteran, Bali, Indonesia
Seven Questions
Winner Pata Gold Awards 2005 Environment
- What was the
challenge/problem your organization faced?
Economic
catastrophe befell Indonesia in 1998, and the currency collapsed. Pemuteran was
targeted by migrations of desperate fishermen from neighboring islands using
destructive bombs and cyanide, destroying almost all of Pemuteran’s reefs. The
same year, El Nino caused coral bleaching and death. Due to these two incidents,
the bank reefs became piles of rubble, barren of fish. Reef loss contributed to
a decline in fisheries. Tourist numbers fell due to destruction of dive and
snorkeling sites. Local fishermen recognized the industry could not recover
until the coral reef habitat was restored. (91)
- What were the
specific objectives of your campaign/project (to address these
challenges/problems.
·
Supporting community-based
conservation and protection for all marine resources through education and
regeneration programs
·
Ensuring continual conservation
through support from local communities, business owners, government, marine
scientists and conservationists
·
Restoring coral reef habitats
to former natural beauty and increasing fisheries for sustainable ecotourism
development
·
Shifting fishermen’s
destructive harvest methods to ecologically-friendly alternatives—converting
fishermen from hunters to farmers
·
Combating environmental
degradation through reef rehabilitation and resource management
·
Providing environmental
education for tourists and the local population
·
Diversifying livelihood
opportunities (78)
- Why was this
particular approach (for example, a PR campaign instead of advertising, or
direct marketing, etc chosen.)
It was imperative that
understanding of marine conservation was understood by villagers so the grass
roots approach, working with local leaders, businesses and government was
necessary. Education was implemented by installing conservation messages into
traditionally performed dramas. Information, photos and films were presented to
the village councils and youth organizations. The community learned by
demonstration. (55)
4. Please provide
the details of how your campaign or project was implemented, ie. Target market,
budget, timing and frequency of messages, the stakeholders involved and how the
work was divided up.
The goal was the
communities protecting their marine resources. A compelling element is the
interactive involvement of traditional community, government and private
enterprise.
Pemuteran Village Marine Protected Area is a
“bottom-up” program established and enforced under village law. A key element
was a local leaders’ ability to explain marine conservation and enhancing
tourism contributing economically to the community that was compatible with
local beliefs. Everyone had a stake in restoring the marine environment and
Bali’s traditional community consensus and sharing of labor was applied. (83)
5. What results were
achieved?
Protection and
restoration efforts were quickly reinforced. The use
of technology using electricity to ‘grow’ limestone on steel frames increasing
coral growth, resulted in coral and fish nurseries that re-established a
devastated eco-system. With the reefs’
return to health, local fishermen experience increased catches and Pemuteran
became one of Bali’s main diving destinations.
The project is the
world’s largest coral reef restoration project and is a
success demonstrating the importance of marine conservation, protection and
ownership and is an exciting asset to the tourism environment.
With
alternative income avenues available, former environmental destroyers became
avid proponents of conservation and eco-tourism.
The community quickly grasped the value of eco-tourism income, which had
positive effects on lifestyle and health. (116)
- Which elements
of the campaign/project helped the most towards its success? On hindsight,
what and how differently would you have done it.
Marine Security stopped
the destructive fishing practices destroying the marine eco-system the community
depended on. National and
international awards, recognizing the
community based restoration project was another. It instilled a deeper
understanding of coral reef importance and
created an open atmosphere by all members of the community about environmental
concerns giving a sense of pride that
insures continued efforts.
The process was organic.
We do not know if it could have happened differently. Leadership embraced new
technology and the community moved forward in their traditional way in the
understanding of conservation, restoration and protection that will now be
handed down to future generations. (103)
- What, for your
organization, were the key learning points for an effective marketing
communications/PR campaign?
Working with the
community at all stages and levels. A project imposed from the top would not
have worked. Their process of learning and understanding their marine
environment is critical for further understanding. There are now efforts to
improve the land based pollution, making the ornamental fish trade sustainable,
and start a Masters of Marine Sciences Program for
formulation of proper management policy to
restore this area and provide a template for similar projects throughout
Indonesia. By striving for best management policy, we hope to make this a center
of excellence in marine and environmental studies for the rest of Indonesia.
(100)
Global Coral Reef
Alliance (GCRA) works with bottom-up community-based management efforts to
restore severely damaged coral reefs and fisheries. GCRA and Yayasan Karang
Lestari (YKL) are the two dynamic and complementary NGO’s working on the
internationally acclaimed project in Pemuteran. It must be noted that all
efforts have been voluntary without any funding. The technology used is the
fastest eco-system restoration method in the world. Both GCRA and YKL are
actively seeking funding and support to introduce these concepts in Aceh and
anywhere in Indonesia or Asia there is a need. Please contact: www.globalcoral.org
or goreau@bestweb.net
| 