Communicating Solid Waste Management in La Trinidad, Benguet: A Search for a Better Way

Abstract

Taking off from the experience of previous advocacy activities initiated by the Local Government Unit, this paper tried to come up with a set of recommendations for a sound advocacy campaign. On its search for a better way to communicate solid waste management, the paper looked into the communication approaches and strategies of initial advocacy activities, as well as the current practices and perceptions of the target adopters on solid waste management. The study used primary data, gathered through questionnaires floated to households and businesses in Barangay Pico, La Trinidad. Communication approaches and strategies employed in the initial advocacy activities were media-based and participatory. The respondents claimed that they are aware of solid waste management, although only half of the respondents claim to actually practice them. Still, majority of the population find the innovation favorable, citing its relative advantage, compatibility to existing practices and ease of use. To improve and strengthen communication strategies, the LGU can effectively use project-oriented mechanisms as well as community-based and culture oriented mechanisms vis-á-vis IEC and social marketing approaches.