Thesis (BA Communication Arts) -- University of the Philippines Mindanao, 2018

Most conceivably due to their lack of knowledge regarding marine life, the continuous threats of overfishing, destructive fisheries and intrusion over the Island Garden City of Samal's coastal waters became a critical problem for its local fishing community. Local coastal communities need to be given the right education and ample opportunity to save our rich biodiversity as these communities rely heavily on marine resources. If people in the community will not be provided with enough communication efforts, the tendency for them to make informed decisions with regard to coastal management will be less likely. Hence, this study created a communication pan that urges the community of Adecor along with its neighboring barangays to finally act and defend their lifeblood against these threats in order to maintain their survival by promoting marine conservation through DENR's Sustainable Coral Reef Ecosystem Management Program (SCREMP). The campaign was dubbed as ?Taga-Adecor Ko! Agos ng Buhay, Atong Protektahan!? which aims to foster pride among Brgy. Adecor residents in taking ownership of their coastal community enforcement and stopping destructive fishing practices in their Marine Protected Areas. The design of the communication plan followed the Research, Objectives, Programming, Evaluation or ROPE process. The principles of Social Marketing were also employed throughout the process. Formative research through SWOT analysis, document reviews, and Community-based Assessment were conducted to identify the communication needs of the barangay and to design key messages and provide avenues for creation of more effective programs, materials and strategies aimed at a community and personal level. Everett Rogers? five-step Innovation-Decision process (Knowledge-Persuasion-Decision-Implementation-Confirmation) was followed upon designing the communication strategies of the campaign. Lastly, proposed evaluation methods were provided to ensure that the results of the effectiveness of the campaign would be properly assessed.