MINISTRY OF AGRICULTURE AND RURAL DEVELOPMENT
VIETNAM FORESTRY UNIVERSITY

STUDENT THESIS
PUBLIC RELATIONS PROGRAM FOR IMPROVING DEFORESTATION
SITUATION IN CHO DON DISTRICT, BAC KAN
Major: Advanced Curriculum in Natural Resources Management
Code: D850101
Faculty: Forest Resources & Environmental Management
Student: Hoang Thi Kieu Diem

Student ID: 1453090614

Class: K59B_Natural Resources Management

Course: 2014 - 2018

Advanced Education Program
Developed in Collaboration with Colorado State University, USA
Supervisor:

Assoc. Prof. Dr Tran Thi Thu Ha

Hanoi, September, 2018
1


Contents
List of Abbreviations ....................................................................................................................ii
List of tables - Diagrams .............................................................................................................iii
1. INTRODUCTION .................................................................................................................. 1

2. GOALS AND OBJECTIVES ................................................................................................ 2
3. SITE DESCRIPTION ............................................................................................................ 2
4. METHODOLOGIES ............................................................................................................. 4
4.1. Secondary data collection................................................................................................ 4
4.2.

Primary data collection ............................................................................................... 4

4.3. Data analysis process ....................................................................................................... 5
4.4. Building PR campaign (June, 2017- June, 2018) .......................................................... 5
5. RESULTS AND DISCUSSION ............................................................................................ 6
5.1. Deforestation situation in Cho Don district, Bac Kan. ................................................. 6
5.2. Awareness and behavior of villagers on deforestation situation and ability to build
PR campaign in Cho Don district, Bac Kan province. ........................................................ 7
5.3. PR program for improving deforestation situation and raising fund to build
Sustainable forest development fund in Cho Don district, Bac Kan province................ 11
5.3.1. Executive summary .................................................................................................. 11
5.3.2. Situation analysis ..................................................................................................... 12
5.3.3. Goals and objectives ................................................................................................. 12
5.3.4. Key message .............................................................................................................. 13
5.3.5. SWOT analysis ......................................................................................................... 13
5.3.7. Target publics ........................................................................................................... 14
5.3.8. Strategies .................................................................................................................. 14
5.3.9. Tactics ....................................................................................................................... 15
5.3.10 Schedule and budget ............................................................................................... 17
6. EVALUATION ..................................................................................................................... 18
6.1 Outcomes 1 ...................................................................................................................... 18
6.2 Outcomes 2 ...................................................................................................................... 21
APPENDIX ............................................................................................................................... 23


i


List of Abbreviations
PR

Public relations

SPSS

Statistical Package for the Social Sciences

ii


List of tables - Diagrams
Table – Diagram

Description

Page

Table 1

Descriptive results for selected variables

16

Table 2


Local’s awareness about deforestation situation

18

Table 3

Willingness to pay for building “Forest protection and

19

sustainable development fund
Table 4

SWOT analysis

22

Table 5

WWWWWH analysis

23

Table 6

Timeline and budget for PR campaigns

26

Diagram 1


The comparison of cover forest in Cho Don district from

15

2013 to 2017
Diagram 2

The figurate of local concern about PR program

iii

20


ACKNOWLEDGEMENTS

I would like to express my very great appreciation to Assoc. Prof. Dr Tran Thi Thu Ha,
my research supervisor, for her enthusiastic encouragements and useful critiques of this
research work. Without her thoughtful, patient guidance through every step of my research,
this thesis could not have been realized. Thanks to cooperating between Vietnam Forestry
University and Colorado State University, I have chance to approach a reservoir of
international knowledge and experience.
I would like to extend my thanks to Mr Doan Duc Manh and Ms Trieu Thi Phuong, the
Principal and the Vice Principal of Cho Don boarding secondary school, for accepting the
responsibility of my research as well as Mr Trieu Van Sy for giving me the knowledge
accompanied with the enthusiastic guidance to collected data when I worked as an apprentice
in Natural resource and Environment Department in Cho Don District. Moreover, I highly
appreciate to Mr Nong Van Duong, the Vice Principal of Cho Don People’s Committee for
supporting me carried out survey questionnaires and interviews to local residents, followed by

providing me with useful information about Cho Don People.
Many other people have contributed to the success of this thesis but I would like to
particularly thank my friends in VNUF Go Green Club and other members in Action For
Forest project for their support. Last but not least this thesis could have never been completed
without the support of my parents because of their encouragements and giving me the
favorable conditions during the entire process of doing research and going field works for
having my works done.

iv


ABSTRACT
Early attempts to produce a better understanding on the cause of deforestation from
lack of knowledge and to halt this problem have achieved little success without providing
thoroughly reasonable measures at the village, district, provincial and national levels. Drawing
on case study site in Cho Don district, Bac Kan province, this study was undertaken to assess
the deforestation situation, awareness and behavior of local people on deforestation situation
and ability to build PR campaign, whereby PR programs were established for improving
deforestation situation and raising fund to build Sustainable forest development fund in this
area. Inheriting existed data, survey questionnaires, participant observation and focus group
discussions were the methods used in data collection. Using the Statistical Package for Social
Sciences program, Microsoft Excel software was used to analyze some quantitative data. The
results revealed an overview on the critical issues on deforestation in Cho Don district, the
relationship between attitude of local people towards deforestation situation and willingness to
pay or donate money for building Sustainable forest development fund fluctuated according to
different person with different sex, age, types of job, income and level of education. The study
also figured out some PR campaign and test the effectiveness one out of two PR strategies
which already carried out by author in Cho Don district, Bac Kan province.

v



1. INTRODUCTION
Vietnam is a multi-ethnic country. According to the 2018 census, the population of
Vietnam is about 96.730.454 people, belonging to 54 ethnic groups. The Kinh majority
accounts for 73,594,427 people, accounting for 85.6% of the total population of the country.
The remaining 53 ethnic groups with a population of 12,252,570 people, accounting for 14.4%
of the total population are ethnic minorities (Language and writing of ethnic minorities in
Vietnam, 2013). Ethnic minorities, except the Hoa ethnic, are concentrated in the highlands.
Among ethnic minorities, the most populous are the Tay, Thai, Muong, Hoa, Khmer, Nung ...
ethnic groups, each with a population of about one million. The Brau, Ro Mam and O Du
ethnic groups have the least population, with a few hundred for each group. Due to their high
mountainous status, ethnic minority people are outdated, have limited knowledge of
environmental protection issues, especially forest protection.
Cho Don is is a rural district of Bac Kan Province in the Northeast region of Vietnam,
mainly inhabited by ethnic minorities. According to 2010 district population statistics, there are
48,909.0 people with 25,002.0 males and 23,907.0 females, with a population density of 53.68
people / km2. The Kinh, Tay, Dao are majority.
Urban area: area of 24.91 km2, population 6097 people (accounting for 12.46% of
population), population density 244.76 people / km2.
Rural area: area of 886.24 km2, population 42,812 people (accounting for 87.54% of
the population), including 21 communes with a population density of 48.30 people / km2.
District population is unevenly distributed among high density administrative units mainly in
the areas along the provincial roads.
Basing on the practical significant above, I proceed to carry out the research: “PR
program for improving forest protection in Cho Don district, Bac Kan”. This research will
show the critical issues on Cho Don deforestation and point out some PR strategies in the hope
of improving the situation.
Public relations (PR) is “the management function which evaluates public attitudes,
identifies the policies and procedures of an individual or an organization with the public

interest; and plans and executes a program of action to earn public understanding and patience”
(Public relations News). In the information era, PR is not only a technical activity for business
but also useful for natural resource management. However, PR is a new communication tool in

1


Vietnam natural resource management that it has not been utilized widely by
environmentalists.
2. GOALS AND OBJECTIVES
2.1. Goals
The goal of the research is to improve forest protection and reduce deforestation by
increasing awareness of local people in Cho Don district, Bac Kan province.
2.2. Objectives
The specific objectives of this thesis are as follows:
(1) To assess forest management and deforestation in Cho Don district, Bac Kan province;
(2) To ascertain awareness and behavior of villagers on forest management and deforestation in
Cho Don district, Bac Kan province;
(3) To establish PR program for improving forest management and combating deforestation in
Cho Don district, Bac Kan province;
(4) To test the effectiveness of the PR program in Cho Don district, Bac Kan province.
3. SITE DESCRIPTION
The research was conducted on Cho Don district which is located on the Bac Kan
province, about 200 Km northeast of Ha Noi, the capital of Vietnam. It take you 4 hours by bus
go to there from the center of Hanoi. The north borders Ba Be district; in the south, it is
bordered by Cho Moi district and Tuyen Quang province; the East borders Bach Thong
district; the province borders Tuyen Quang province in the west.
Cho Don is a fertile land, abundant mineral resources, forest products. The primeval
forest of Cho Don is home to many rare plants such as Dinh, Lim, Se, Tu, Lat, Dien ...; In
addition, there are many animal species and rare herbs. The underground is home to many

precious minerals such as gold, lead, copper, zinc. Particularly, the quarry is about 40 km long,
belonging to the Indochina Mining and Metallurgical Company, with a capital of 16 million
francs, invested by French colonialists in 1909. By 1925, to 1,000 workers, 80 secretaries. This
area is a profitable place for rich colonialists to dominate, as well as a place where there are
many complicated components, or looting and killing. Within 27 years (1914 - 1941), French
colonists brought home more than 350,000 tons of zinc ore.
The ethnic groups in Cho Don have a relatively developed production base. In addition
to growing rice (mainly paddy rice), people also grow maize, sweet potato, cassava and other
food crops such as vegetables, beans ... As the Kinh people in the lowland, farming techniques
2


and tools of the compatriots. The ethnic groups here are relatively high and quite complete. For
a long time, farmers in Cho Don ethnic groups have known how to use fertilizers and make
agricultural tools, such as civets, harrows, knives, ... Especially, they know how to make water
from low to high, can make sugar cane presses, oil presses
The cultivation and breeding, ethnic people here are very skillful in knitting crafts. Both
men and women know knitting and often weave the use of such things as: pigeons, bears,
boars, baskets, pan, etc., Women are good at cotton cultivation, spinning, weaving; good
embroidery, sewing, making more unique clothes, colorful ethnic color. Most men are
proficient in hand-held weapons and fishing tackle.

Photo: Map of Cho Don district, Bac Kan province
In addition, construction density is low, mainly agricultural land, so the environment is
quite fresh. However, domestic waste water drainage system, unfinished production,
unprocessed medical waste and low septic tank latrines are potential problems that threaten the
ecological environment. The cultivation and distribution of crops in some places is not
reasonable, soil is easily degraded. The area of forest occupies a large proportion of natural
area, but the forest coverage rate is not high together with the effect of global climate change,
3



causing the increasing dryness, causing damage to the district's economy. . The daily amount
of waste in the district is not processed, but directly discharged into the environment of selfdegradation. The central area of the district is collected by the management of Bang Lung
Market, transported to landfill. The rate of garbage collection is about 70% but unmanaged
garbage is sure to pollute the environment. Medical waste at district health centers, commune
health facilities that have not been thoroughly treated will be sources of pollution and disease.
The total number of laborers employed in the economic sectors is 28,320.0 people,
accounting for 95.90% of the labor force in the age group. Of which: labor in agriculture,
forestry and fishery: 22,179.0 persons, accounting for 78.32% of total working population.
Labor in industry and construction: 2,315.0 people, accounting for only 8.17% of the working
population; Labor in the service trade sector: 3,826.0 people, accounting for 13.51% of the
labor force. The number of unemployed workers is still quite large. The labor force is a
generally low, mainly unskilled worker. In the coming time to meet the requirements of socioeconomic development of the district, especially in the period of industrialization and
modernization of the country, training and improving the quality of labor should be paid
attention. Focus on investment; this is the first important issue to promote production force
development.
4. METHODOLOGIES
4.1. Secondary data collection
This method is used to assess deforest situation in Cho Don district, Bac Kan city. It is
mainly conducted by using archived data from “Báo cáo thực trạng rừng huyện Chợ Đồn”
(Status of forest in Cho Don, 2016). The main information I concern is forest quality data and
effects of deforestation on local environment and health in 10 year recently of Cho Don
district, Bac Kan province.
4.2. Primary data collection
With a view to accessing the awareness and behavior of local community and the
potential for building PR campaign in Cho Don district, Bac Kan province, I conducted survey
by using both structured and semi-structured interview in an effort to gather large amounts of
information from numerous residents in a community in terms of a specific topic in a relatively
short period of time.

Structured interviews: Using questionnaire survey in two sample with different
objects
4


 A sample size: 50 local people - Select sample randomly
 A sample size: 50 secondary student in age from 11 - 15 years old of Cho Don boarding
secondary school – select sample randomly
Semi-structured interview: Containing opened-ended questions. It also allows
respondents to discuss and raise issues from context of participants’ experiences about
local forest issues associated with local behavior and attitude, followed by providing
reliable, comparable qualitative data.
 At least 10 people interviewed about relevant information.
 Interviewed randomly
The main information: The level of villagers’ concern and outstanding about forest
resources, what they know about sources of deforestation, their recommendation. And also
another importance thing is that the local interested participating in the process of finding a
solution to the problem of environmental pollution – PR program.
-

It will be set up in Vietnamese language, using multiple choices and open question

-

Observation: Direct observational methods - without intervention: having field trip in
forest near local people, living at local household (take a note, photo or video).
Focusing on the attitude of local people and their awareness in Cho Don, the change of
behaviors before and after PR program implement. It will take place with the timeframe
of collecting data.
It is used to describe current situation of deforestation in Cho Don district. In other


hand, this method is used to provide more illustrated picture to make a stronger evidence for
this research and take place with the timeframe of collecting data.
4.3. Data analysis process
Based on the qualitative data from interview and making survey, this research describes
some characteristics and current situation of forest use of Cho Don district at study site.
Data were analyzed using the Statistical Package for Social Sciences (SPSS) Version
22. Calculation of the percentage was used as tool of analysis for interpreting of the qualitative
information gathered from the respondents
Excel software is also used to analyze data, make statistical hypothesis test and graphs
or charts. From that point, this research will illustrate the relationship between local people
awareness and the current situation of deforestation in Cho Don district.
4.4. Building PR campaign (June, 2017- June, 2018)
PR strategies were carried out in two campaigns.
5


The first phase is changing awareness and behavior by the environment education
activities cooperate with VNUF Go Green - 03 lectures associated with spreading forest saving
and protecting publications for 50 students at Cho Don boarding secondary school. This phase
helps students raise awareness of forest resource protection, the role of forest for human life
and nature.
After that, I intend to organize an exhibition "Save forest – save future" with the forestrelated topics such as deforestation, the role of forest for human, etc. Student joined into our
training course will perform these photo and drawing. All of their parent will be invited. This
exhibition is also the way to donate money directly for Sustainable forest development fund in
Cho Don.
5. RESULTS AND DISCUSSION
5.1. Deforestation situation in Cho Don district, Bac Kan.
Cho Don district is located in the northern mountainous area and has abundant forest
resources. According to the forest inventory data of Bac Kan Forest Protection Department, the

forest coverage in Cho Don district in 2017 reached 79.95%. According to the district's land
inventory data in 2017, there are 78,520,000 ha of forest land, accounting for 86,15% of the
total natural area of the district. Of which the production forest area is 54,344.29 ha,
accounting for 59,62% of the total natural area of the district and protection forest is 19,776.95
ha, accounting for 21,7% of the total natural area of the district and special use forest. 4,398.76
ha, accounting for 4,82% of the total natural area of the district. Group of forest trees are
mainly different woods, bamboo, Acacia, Manglietia conifera and some rare wood.
In terms of quality, part of the forest area in Cho Don is now reforested, with low
quality and reserves, which only provide protection and fuel. Forest resources are being
degraded in terms of quality and quality of trees as well as a high proportion of low-value trees
(very few primary forests, mainly young ones, regenerated forests and poor forests). Rich
forests with precious timber of high economic value such as Chukrasia, Burretiodendron
hsienmu, Vatica, Syzygium aromaticum ... are concentrated in some areas of difficult areas.
The former forest was rich with many kinds of birds, rare animals such as white-cheeked
langur, wild boar, musk deer, Chrotogale owstoni, Muntiacus, Gorsachius magnificus,
Acanthosaura lepidogaster, Cuora mouhoti and Catopuma temminckii. Due to the sharp decline
in forest cover over the past decades and the illegal hunting, most mammal species have
declined. By 2017, forest land were encroached on 298m2 of protective forest land.
6


80000
70000
60000
50000
Total
40000

Natural forest
Planation forest


30000
20000
10000
0
2013

2015

2017

Diagram 2 The comparison of cover forest in Cho Don district from 2013 to 2017
(Source: Made by author based on data collected in Environment Analysis Department - 2013,
2015, and 2017)
The above graphs illustrate the forest cover in Cho Don district. We can see that the
figurate of total cover forest increased from 2013 to 2017. In 2013 the cover area was
70,898.00 ha and 72,865.48 ha was the figurate of total cover forest in Cho Don in 2017.
However, the area of cover natural forest decreased over the years, it’s about 2,000 ha between
2013 and 2017. The natural forest is the place of many rare plants and animal lives here so the
local people hunting them for earned money.
5.2. Awareness and behavior of villagers on deforestation situation and ability to build
PR campaign in Cho Don district, Bac Kan province.
With respect to selected socio-demographic characteristics of the local residents
interviewed, the information about the personal profile of interviewers is displayed in table 1.

7


Table 1: Descriptive results for selected variables
Frequency (N=50)


Sex

Percentage

Male

28

56

Female

22

44

Farmer

31

62

Non – farmer

19

38

Under 26


2

4

26 – 35

17

34

36 – 45

14

28

46 – 55

9

18

56 – 65

5

10

Over 65


3

6

Illiterate

1

2

Primary school

3

6

Secondary school

2

4

19

38

2

4


21

42

2

4

Occupation

Age

Education level

High school
Vocational school
College or University
Post University

Under 2 million VND

8

16

2 - 4 million VND

15


30

4 - 6 million VND

12

24

6 - 8 million VND

10

20

8 - 10 million VND

3

6

Over 10 million VND

2

4

Source: Results calculated by the author based on data surveyed, 2018
Fifty six percent respondents completed the survey (56%) men, and fourty four percent
(44%) women were interviewed. The above percentage does not imply that there are more men
than women in the study area. Majority of the respondents were farmer and belonged to the age

groups of 26 - 35 years. Maximum respondents were graduated from college or university,
8


followed by high school at level of education. As far as level of income is concerned a major
percentage of the respondents were having annual income of less than 2 - 4 million VND.
Although deforestation issue is not a new concept and people are also getting familiar
with it, yet this awareness has not lead local residents to practical actions in an endeavor to
reduce deforestation situation. Table 2 depicts the awareness of respondents about
deforestation situation.
Table 2: Local’s awareness about deforestation situation
Awareness about deforestation situation
Not Aware/ not exposed

Frequency
(N=50)

Percentage

4

8

46

92

Yes

15


30

No

35

70

Strongly Agree

28

56

Agree

19

38

Moderate

3

6

Disagree

0


0

Strongly Disagree

0

0

Aware/exposed and subscribed
Think about personal directly responsibilities for
protecting forest resources

Personal opinions about deforestation
Is forest surrounding local area destroyed?

Source: Results calculated by the author based on data surveyed, 2018

9


Most respondents had already known and awarded about deforestation issues and made
up 92% the proportion of the interviewers. Besides, 94% the former also reckoned that forest
surrounding local area is destroyed. However, only 15% of the figure of those believed that
they have directly responsibilities for protecting forest resources while over 90% of them
desiring for building “Forest protection and sustainable development fund”.
According to the results of such interviews, there are two main causes. The first is that
local people have judicious awareness yet about the effects of deforestation on their life. It
leads to the lack of responsibilities into protecting forest. Besides, not only local residents lack
practical knowledge but they also hardly approach source of information about the ways to

protect and deal with deforestation.
The further analysis has been made in order to know about respondents’ willingness to
pay for building “Forest protection and sustainable development fund”. Not only were the
questions asked to give answers for followings: ready to pay, still need sometime, pay money
only if certain conditions will fulfill, not ready to pay, no response but these also were asked to
rank the conditions in the order of priority by assigning 5 to most prefer and 1 to least prefer
condition for the amount money paying.
Table 3: Willingness to pay for building “Forest protection and sustainable development
fund”
Frequency (N=50)

Particulars
Ready to pay

Percentage

35

70

Still need some times

3

6

Pay money only if certain conditions will fulfil

8


16

Not ready to pay

3

6

No response

1

2

Amount willing to pay for built “Forest
protection

and

sustainable

development

fund”

Rank
6

3


21 000 VND – 100 000 VND

19

1

100 001 VND – 500 000 VND

17

2

500 001 VND – 1 000 000 VND

5

4

Over 1 000 000 VND

3

5

Up to 20 000 VND

Source: Results calculated by the author based on data surveyed, 2018
10



Table 3 shows that there is 70% of respondents is ready to pay, as oppose to 6% and
16% of them are still need some times, will pay money only if certain condition fulfil and 2%
not provide any response. As far as ranking of different amount conditions where respondents
are willing to pay for built “Forest protection and sustainable development fund” are the first
rank and the amount range is from 21000 VND to 100 000 VND.
Moreover, following the results of survey about the level of local concern and
willingness to join in search of seeking the solution to deforestation situation in local area.
There is 70% of people who desire have a solution to environmental problems, and 24%
willing participate to find out solution.

Local concern about PR program

6%
Desiring have a solution to
environmental problems

24%

Willingness participate to find
out solution

70%

NO respond

Diagram 2: The figuage of local concern about PR progam
5.3. PR program for improving deforestation situation and raising fund to build
Sustainable forest development fund in Cho Don district, Bac Kan province
5.3.1. Executive summary
The aim of this public relations program is to increase local awareness on deforestation

situation with the view to raising a fund which appropriately builds Sustainable forest
development fund in Cho Don district. This plan is initially focused on raising awareness for
50 secondary students by providing them with 03 lectures about deforestation situation and
related issues combined basic knowledge of forest resource and how to protect and save forest.
Only after participating these lectures, the pupils become "propagandists" and continue to
sharing such knowledge learned to their parents.

11


The following stage of PR program, on one hand, the photo and drawing exhibition
“Save forest – save future” is organized. These drawings will be performed by students
themselves joined into the environmental training course. On the other hand, this campaign
serves a crowd-funding from exhibition via social networking sites to rising - fund auction
drawings.
The campaign’s strategies and tactics will be divided into two major groups. The first
target publics are, whom affected to change their awareness and behavior, local residents in
Cho Don district and the second ones are people who will donate money for raising fund to
build a Sustainable forest development fund.
A substantial part of the campaign budget will be allocated to prepare and print
materials for environment training course and to crowd-funding Fanpage development.
However, potential news stories will also be published to local newspapers and relevant
publications to further publicize the PR campaign.
To evaluate the campaign effectiveness, the first, at least primary children passed over
homework every week after finishing lecture I gave them, which was challenges and the ways
enable them to realistically act and change their behavior about protecting forest resource. The
second, the crowd-funding will be evaluated by the amount of money donated in website after
6 months running campaign.
5.3.2. Situation analysis
From information researched through surveys and questionnaires, a majority of the

general public only knows about deforestation situation through TV and life around, however,
most of them did not understand the full scope of which drivers of deforestation, how to
decline them, how to solve this issues completely.
5.3.3. Goals and objectives
The goals of PR program are to raise awareness of local residents about deforestation
situation and to develop a fund for building sustainable forest development fund.
The objectives of PR program are to establish environment training course for
secondary students in local area – Cho Don boarding secondary school in August, 2018 and
subsequently, 50 students took part in and passed the standards of final test after course
finishing by the end of August, 2018. No sooner had the environment course ended than a
drawing exhibition organized in September, 2018. Besides, a crown-funding website also
design to mobilize people donate money for building a Sustainable forest development fund
until June, 2019.
12


5.3.4. Key message
“Save Forest - Save Future” is the key message throughout the PR program.
5.3.5. SWOT analysis
Table 4: SWOT analysis for PR program
Positive

Negative

Internal

Strengths:

Weaknesses:


factors

Experience organizing environment

Such environment training courses

courses for students’ secondary

fail to maintain the effective after

school.

the end.

Ability to design intuitive lessons

Hardly do people change their

and website.

attitude, especially behavior which

Strong volunteer base

has been existed for a long time.

Support partners: VNUF Go Green
Club and Multimedia club of
VNUF
External

factors

Opportunities:

Threats:
Crowd-funding campaign is new in

Online and digital

Vietnam. It is hard to have trust in
Inform and educate the public for
deforestation situation.
Gain more support and funding for
the project
Finishing successfully the project

13

people.


5.3.6. WWWWWH analysis
Table 5: WWWWWH analysis
- Achieving “Save Forest - Save Future” - conveying the message
WHAT

friendly living with environment; especially the young or youth.
- Rising a fund and increase awareness of people in forest using and

WHY


sustainable management field
- Throughout environment training course and crowd-funding campaign.

HOW
- Cho Don district – Bac Kan for the first campaign
WHERE

- Online website – All public audiences for the second campaign
- Collaborative effort by partners

WHO

- Local governments
- People local in Cho Don district
- June – September, 2018

WHEN

- Beginning haft-yearly in 2019

5.3.7. Target publics
The target public for this PR program is divided into two main groups basing on
objectives of PR campaign. Internal publics include the students which are made up of current
volunteers, members of support partners. The external public group is made up of Cho Don
secondary students, community, mass media, governments, financial institutions and action
group. Besides, it found possible to identify target publics based on age groups due to the ways
approached to raising their awareness and probably major targets donating money for fund.
With each objects of target publics strategies and tactics will require different
communication channels to covey massage most effectively.

5.3.8. Strategies
The main approach is to raise awareness of the secondary students with a view to
raising awareness of Cho Don people. From there, the exhibition “Save forest, save future”
performed photos and drawings made by students who participated in environment course,
followed by crowd-funding campaign for building Sustainable forest development fund in Cho
Don.
14


5.3.9. Tactics


Campaign 1: Environment training course

Since the age group for the target public is spread over a wide range, different
information channels will be required for different groups. For the 14 age group – secondary
students in Cho Don boarding secondary school, I designed and created 3 lectures in one
month.
The lectures focused on educating children with the role of forest on the planet and to
raise student’s awareness on the importance of forest resources and forest using in their daily
life, so that they can lead healthy lives and forest resources can be conserved for future
generations.
Lecture
(11/08/2018)
Lecture
(18/08/2018)
Lecture

1 Providing students with basic knowledge and fun facts
about forest resources.

2 Discussing about the deforestation situation in local area
and give ideas to solve this issue.
3 Drawing pictures about forest topic with their parents

(25/08/2018)

With a view to delivering the most effective lesson plan, the materials and lecture notes
providing throughout this course were also consulted with my sponsor partners VNUF Go
Green Club and Multimedia Club of VNUF.
After each lecture, each student have to do homework by asking their parents for answer
some questions and following some tips to save forest in household. Throughout the first two
lectures, students themselves became answers for their parents.


Campaign 2: Raising fund

As the results of campaign 1, I have had some outcomes which can be used for the
following campaign. In this stage, the most audience belongs to the 18 to 36 age group, social
networking sites will be utilized extensively to build a strong online presence and to develop
diverse relationships. The main social networking sites to be used are Facebook and YouTube.
They will all be linked together as well as with the organization’s main website, with each site
serving a different purpose. Facebook will be used to establish relationships with both potential
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and current target audiences, as well as provide updates on the PR campaign. YouTube will be
used as a way aimed to promote crowd-funding through video clips online.
For the 35 plus age group, brief notices in local newspapers and information evenings
about crowd-funding campaign will form the bulk of residents and also attract businessman for
donating money.

There are some levels benefits which are proportional to amount of money donated
from 100 thousand VND to 50 million VND such as receiving certificate, T-shirt, sticker and
handbook including their name on an exclusive list in PR campaign newsletter sent to
followers and fellow supporters.

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5.3.10 Schedule and budget
Table 6: Timeline and budget for PR campaigns
Goals

Task

Budget

Timeline

Note

(VND)

Preparing materials
1

and contact with Cho
Don boarding

O
2,500,000


secondary school

100,000,000 VND

2

3

4

Environment training

"Save forest - save

O

future" exhibition

850 ,000

Preparing for crowd-

Picture frame, event
running
Website, Facebook

funding campaign

O


Crowd funding

page, Video

O

Advertisement
running and Paypal

campaign

payment services
Aug-

Total

color and paper

O

course

10,000,000
5

Print materials, gift,

Jul- 2018


Sep,
2018

Oct-

Nov 2018 -

Jan, 2019 -

2018

Dec 2018

Jun, 2019,

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13,350,000


6. EVALUATION
6.1 Outcomes 1
After the first campaign, there used to be a banner suspended, 50 badges, 50 fact
sheets, and 50 pens tagged logo delivered to students. Besides, 03 videos aimed to make
students have better understand about the lectures.
No

Source link

Name


Link 1

/>LVco

Causes and consequences of
deforestation

Link 2

/>
How to save forest?

Link 3

/>5NA

Role of forest

100% students joined this course interested and applied some simple tips into using
trees and protected forest at home through lectures. They also are equipped with basic
knowledge and better understanding about forest resources protecting and managing.
In pursuit of organizing an exhibition “Save forest, save future”, 12 photos and 28
drawing pictures were chosen out of such students’ works.
The environmental training course drew great attention from 180 student in Cho Don
boarding secondary school, around 20 teachers and school officers and at least 50 students’
parents.
PR products

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Banner

Fact sheet

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