I. Situationer

The accumulation of waste has been a constant problem in the country. Over-increasing population, urbanization and economic growth all contribute to the increase in solid waste generation. In Metro Manila alone, 8.5 million people produce around 12,000 tons of garbage per day. A lot of these are left to rot in the streets which become breeding places for flies and other insects that spread communicable diseases. Some are thrown in rivers and canals which block the sewerage system that cause flooding even with minimal rainfall. Some are burned resulting in air pollution. Although there are designated dumpsites, the tremendous amounts of garbage generated exceed their capacities. Moreover, leachate or liquid seepage can contaminate water near dumpsites, endangering the health of residents in adjacent areas.

Lack of appropriate funds causes the delayed implementation of solid waste management projects is. In 1993, Former President Fidel V. Ramos approved the adoption of the Integrated National Waste Management System Framework. The framework presented parameters for developing various plans, programs, and strategies on solid waste management in the country.

The local government unit of Marikina City, under then Mayor Bayani Fernando, successfully enacted all the policy objectives, guiding principles, and other considerations of the framework. It also modified the system to better suit the needs and resources of the community.

II. Communication Strategies

To help achieve the project objectives, various information, education and communication (IEC) strategies were used to create awareness among and encourage cooperation of the stakeholders and instill discipline among them in terms of cooperation and adherence to the rules and regulations set by the local government. Various communication tools and channels were utilized to create awareness of the alarming garbage condition of the city and the need for a clean environment that would benefit everyone in the community.

The strategy targeted those directly responsible for garbage generation. Solid waste stakeholders were tapped in the process of formulating a long-term program, which would put to rest apprehensions of a garbage crisis in the city. The local government called on operators of poultry and hog farms, slaughterhouses, market vendors, homeowners associations, the youth sector, and government line agencies to attend a two-day workshop where they tried to identify problems and their origins, recommend solutions and draw a 10-year master plan for the city’s solid waste concerns. Private stakeholders were taught how to manage their garbage and eventually reduce the volume of waste.

Project implementers gave out incentives to keep motivate the constituents to accept and adhere to the principles of the solid waste management program. It was a way of conditioning the people that doing something right deserves a corresponding reward.

Through the efforts of former Mayor Bayani Fernando, innovative ways were designed to reach the people in the community. Print, broadcast and interpersonal communication techniques were used to disseminate information depending on the medium best suited for the different barangays in Marikina. Moreover, the strategy was made affordable, accessible and available to everyone. Also, appropriate channels and language were used to facilitate understanding of the audience.

The former mayor’s communication strategy is that of a pyramid system. The message, sourced out either from him or from a meeting of the city officials, is relayed first to the barangay captains, who in turn pass the message to their respective constituents through various media tools. Later on, feedback of the public regarding the message is received through the Quarterly Program Implementation Review.

Following are the communication tools used for information dissemination:

• Billboards, flyers, leaflets, brochures, posters
• Pahayagan- a concrete structure usually painted white which is strategically located in different places of a barangay where important announcements, reminders, and special events are posted for everyone to see.
• Refrigerator magnets

The various channels utilized for awareness creation are:

• Garbage personnel. Reminders are given by sanitation engineers through megaphones mounted on compactor trucks or messages are personally relayed to the residents during garbage collection
• Public Address (PA) system. A series of loud speakers installed in areas frequented by people such as public markets and schools. The speakers are connected to a central control system at the barangay hall where through the use of microphone, various news, information, programs and important events are announced throughout the barangay
• Radyo Marikina DZBF 1674 kHz-AM. A local community radio station created for the purpose of close communication link with constituents which operated on a staggered daily schedule. Together with the news and information it provides, there are also various health programs for the public.
• Schools in Marikina. Children receive a regular dose of health education to empower them to educate their respective households.
• The Marikina River Digest. Local community newspaper published monthly.

The communication strategies were tools for the effective implementation of the City’s programs and ordinances on solid waste management. These are:

1. Clean and Green Candies
2. Clean and Green Litter Can
3. Tapat Ko, Linis Ko
4. Disiplina sa Bangketa
5. “Hakot Kuyagot”
6. “Hakot Kaning Baboy”
7. Ordinance # 57, 1999
8. Ordinance # 242, 1999
9. Ordinance # 216, 1999

III. Effects/Impact of the Communication Project and Lessons Learned

The communication strategies consisted of both media channels and tools used by the local government to communicate with its constituents by informing them about the city’s programs, ordinances, and special events. They provided an essential purpose since part of the programs’ success lies in the way the public responds to the messages.

People have become aware of the various consequences of their negligence and lack of consideration towards their surroundings. Thus, more and more people support the SWM program.

Changes in Attitude

Residents were glad to finally have the service they have been expecting for a long time from the government. At first, community programs were followed for fear of corresponding sanctions. Later on, information campaigns made people realize the importance of having a clean environment, and the community eventually welcomed and supported the programs.

Changes in Practices

• Most households segregate their wastes now, lessening the workload of the garbage collectors.
• Some residents have stopped burning their garbage
• Because of the anti-littering campaign, people have initiated clean ups their surroundings.
• Litter cans can now be seen in public utility vehicles
• People have learned proper disposal of animal/human wastes.

Changes in Knowledge

The residents accepted the Solid Waste Management (SWM) programs offered to them by the local government since they became aware of the possibilities that could arise once the garbage situation is left neglected. They realized what is needed by the city and started to come up with their own concerns in order to end their garbage crisis.

The SMW program of Marikina City improved the streets of Marikina, ridding it of unwanted odor and ghastly sites of illegal garbage dumpsites by sending out mini dump trucks at given intervals to collect the garbage of residents and commercial establishments. The collection of garbage is fast, efficient and follows a regular schedule. The way the garbage is properly disposed off shows that Marikina has a better system of disposing of their wastes. It is a hard and long process, but the effect of recycling and segregation has met the demands of environmental advocates. The city created a pleasant atmosphere and changed the reputation of Marikina. In fact, it was recognized by other cities as one of the cleanest. Marikina has earned local and international awards including the Gawad Pangulo sa Kapaligiran Award, the Konrad Adenauer Medal of Excellence for Best Managed City in the Philippines, the Galing Pook Continuing Excellence Award, the Galing Pook Hall of Fame Award, and the Galing Pook Award for Innovation and Excellence (DILG and Ford Foundation).

More than the prestige and awards received though, it reflected a sense of pride and dignity for the Marikina residents and the city administrators.

Source: Community Communications Strategies on Solid Waste Management of Marikina City (B.S. Thesis prepared by Miriam College students)