PROJECT: PROMOTING ENVIRONMENTAL BEST PRACTICES IN CAMEROON THROUGH MUSIC. (CAMER GREEN Competition) Prepared by. RCESD Cameroon

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1 SHARING INITIATIVES, CHANGING LIVES PROJECT: PROMOTING ENVIRONMENTAL BEST PRACTICES IN CAMEROON THROUGH MUSIC (CAMER GREEN Competition) Prepared by RCESD Cameroon May 2016 Page 1 of 16

2 Table of Contents 1.0 INTRODUCTION Project objective(s) and outcome Objectives Outcome Context and project justification Stakeholders and partnership; Current Stakeholder for the project includes: Publicity and Awareness Campaign Registration criteria Selection and Elimination Process Jury members Venue of the events Award for the winners... Error! Bookmark not defined. 8. Workshops for the contestants The Target Population Marketing strategies Public/audience participation... 9 Page 2 of 16

3 1.0 INTRODUCTION Music for the environment is a project developed by Resource Center for Environment and Sustainable Development Cameroon (RCESD) to promote environmental awareness through music. RCESD is a nongovernmental organization aim at creating environment development linkages through capacity building, research and socio-economic development. The project, music for the environment falls under our capacity building program and is designed to improve local capacity in understanding environmental challenges and at the same time empowered to solve them Project objective(s) and outcome Objectives To improve conscious behaviors and awareness on growing local environmental challenges through musical concerts in Cameroon. To enhance local capacity and empower ambassadors to promote the concept of music for the environment. To trigger/advertise the efforts of institution in ensuring/enhancing a sustainable environment. To engage and strengthen media discussions and collaboration in promoting music as a tool for education, awareness and policy lobbying on sustainable lifestyles towards the environment in Cameroon and beyond Outcome Increased awareness on local and regional environmental challenges Increased local capacity capable of influencing environmental consciousness Increased communication and education strategies on environmental protection Increased public images and strategies of project partners in promoting environmental protection Production of audio-visual content for the promotion of environmental production 1.2. Context and project justification Though environmental challenges may be regionally specific, its effects are often global. This implies if appropriate measures are not taken to tackle environmental problems both at the regional and global levels, the devastating effects will hamper sustainable development globally. Despite the rich Page 3 of 16

4 biodiversity of the Cameroon s forest, it is being depreciated at an alarming rate (Buchy & Maconachie 2014). In addition to forest degradation, environmental sanitation is also a major challenge. The above affect the health of the public and increase vulnerability to climate change effect. Despite the current effort by the local government and non-profit organizations to promote environmental awareness and consciousness towards sustainable habits in Cameroon, very little has been achieved. This implies there is need for a more robust and innovative strategy that will engage most especially the young generation to adopt habits that promotes environmental conservation and protection while ensuring sustainability in expected best practices. The concept of music for the environment suggested in this project has been assessed to have a very high potential in influencing local lifestyles and awareness of the local population. The concept is supported by two basic principles; i) music has no boundaries and if promoted can reach a very wide audience within a very short time; ii) music has great potential in influencing the lifestyle of the young and future generations. Thus, if we promote music that pass across message on healthy environmental habits, we will be contributing greatly towards achieving the sustainable development agenda. The project is designed to promote music that has potentials to build environmentally conscious individuals and influence long term sustainable environmental management. The project will mobilized 500 music talents across the ten regions of Cameroon to develop and present creative and educative content in the form of music, with the aim to influence lifestyles that will contribute to environmental sustainability. The participants will compete for an award dubbed CAMER GREEN Award (CGA). The project will require 50 people to compete per region, from which 5 finalists will be selected from each region for the national competition. The scoping of contestants from regional level and narrowing down to national level will not only enable us to get the best quality of content and music but also allow us to embrace the diversity of environmental challenges and issues emanating from the different region in Cameroon. Participants will be encouraged to produce content from environmental challenges from which a video content can be developed. The main focus will be on creating content that can be developed for educational and policy lobbying purposes, taking into consideration the quality of the content and the music. The criteria for selecting participants will include age (15-35) and educational qualification (participants must have completed at least primary education and are able to read and write). This will enable them to create their own content). Registration of participants will be free, and done both online and manual. For Page 4 of 16

5 the manual registration, participants are expected to do a short audio recording on a CD, fill the entry form which will be designed, submit passport size photograph and their lyrics equally. In the course of this registration, their concerns will be sought to get permission on using their pictures for publicity. Contestants will be required to do a ten (10) minutes audio, and submit with their lyrics and picture online for those having access to the internet, for a clear understanding of the environmental messages they are trying to convey. Deposition posts will be all the divisional delegation of arts and culture in the country. All contestants must sing only on content that will highlight environmental challenges and promote environmental awareness/consciousness. Other criteria for participation and selection of finalists will be developed during the first set of stakeholder meetings, which will include involvement of music experts and producers as well as creation of committees. 2. Stakeholders and partnership; Individual and institutions with the following characteristics are encouraged to partner with the project: Interests in strengthening institutions for sustainable management of the environment Provide leadership and encourage partnership in caring for the environment by inspiring, informing, and enabling nations /and peoples to improve their quality of life without compromising that of future generations Empower youths by creating employment opportunities Support civil society organizations for sustainable development Sponsor music concerts or festivals that impact positive lifestyles 2.1. Current Stakeholder for the project includes: Ministry of Environment, Nature Protection and Sustainable Development (MINEPDED) Cameroon Ministry of Arts and Culture Cameroon Cameroon Music Association (CMA) Media houses such as CRTV, STV, CANAL 2, MTV, BOOM TV, National Geographic Page 5 of 16

6 2.2. Publicity and Awareness Campaign Publicity and awareness campaign will run throughout the project period January 2017 December 2017). Short videos will be shot by CAMER GREEN star ICONS representing the four cultural zones for media/online publicity. But this will be done in the following order From February 22-April will be publicity for public awareness From May 1 st -25 th will be registration and submission via all the media platforms. From May 25 th -30 th will be pre-selection of contestants From June 1 st -30 th will be first public audition June 21 st world s music day will be used to sensitize the general public From July 1 st to end of July will be workshop for contestants October will be the month of the final concert November will be voting using all media platforms and mobile SMS. December 2017 launching of the CAMER GREEN Album and media engagement with the finalists. 3. Registration criteria Registration for the CAMER GREEN COMPETITION will run for almost a month. A minimum of 50 participants is expected to register per region from within which the best five will be selected to represent each region for a national competition. All participants will register both online via the event websites and manually where there is no access to the internet. Age limits is Registration will be free. Submit an audio of length 3 minutes, a photo and lyrics via the website for those having access to the internet An audio recording of 3 minutes on a CD, a filled entry form, a photo, and lyrics at any delegation of arts and culture in the country. Page 6 of 16

7 4. Selection and Elimination Process There will be five members of Jury in each region based on diversity for the pre-selection process. Five finalists will be selected per region to make a total of 50 national contestants The 50 contestants will contest for the first 10 positions There will be five jury members equally for the first audition of the 50 contestants from all ten regions to select the best ten. The 10 selected in the previous competition will compete for the first 5 positions Five finalist will be selected to contest for the finals During the final contest the winner will receive the CAMER GREEN Award and will be endorsed as the ambassador for music for environment. Elimination criteria on live performance The general public will vote for their favorite contestants to stay in the competition via sms (short message services) and on the website. These will account for 70% of the total scores while the remaining 30% will be scored by the panel of judges (Jury) based on content, attitude and performance. 5. Jury members The jury will consist of five persons as follows A representative from the Ministry of Environment, nature protection and sustainable Development A representative from the Ministry of arts and culture A representative from any nongovernmental organization working on environmental issues A representative from the media sector A representative from RCESD During each event a music star will perform to the audience. Page 7 of 16

8 6. Venue of the events The events will be take place in three of the following places, one for the audition of the 50 contestants, another for the ten, and lastly one for the grand concert. These three places will be chosen based on the agreements of the Jury and RCESD: Other benefits The last ten contestants will work together to produce an Album called CAMER GREEN. The first winner will be endorsed as the ambassador of Environment Workshops for the contestants The 10 contestants will undergo several workshop trainings on environmental policies and best practices. This will go a long way to enhance the content of their writing and life-style and also induce greater competition. Future development This competition will run every year after this first edition and subsequently we will organize the Environment Music Award (EMA) to support and encourage other environmental musicians. 8. The Target Population The general Cameroonian public is the primary target audience. But we intend to host at least 10,000 people at our events and reach about 10 million people nationwide through our media publicity. However, it is anticipated that based on media support, the audience will go international hence increasing outreach. 9. Marketing strategies Our main aim of this project is to increase environmental awareness and consciousness through music. We intend to use all the advertising platforms to make this a success. Types of media to be use for Advertising Page 8 of 16

9 Television; it has a wide reach and it incorporates sound and video. CRTV, Equinox, MTV, and other most watched television stations and even programs like Hello, Bonjour will be used. Radio; it can be selectively targeted and also has a wider reach. We will use most listened radio stations like CRTV, Equinox, Media Afrique and others. Bill boards targeting busy round abouts. Magazines; it is very targeted and subscribers pass along to others. Newspapers; it is very flexible, timely, and very localize. We will use most popular read newspapers like the post, Cameroon tribune, Cameroon panorama, and others. Internet; will be linked to detailed content, it s very flexible and interactive and allows for specific targeting. SMS to all subscribers of selected network. Outdoors; offers opportunities for repeat exposure and is very flexible (word of mouth, brochures, flyers, banners, billboards, etc.). We are using all this platforms to make sure our awareness campaign gets to all in Cameroon. 10. Public/audience participation Will be on five events: Online SMS Concerts Calls/hotline Caravans Page 9 of 16

10 Detailed Project Activities (A.1, A.2,) Activity Detailed description Outputs/Deliverables Delivery date A.1 Project planning and preparation - Project planning meeting will involve stakeholders selected from the ten regions. Two representatives will be selected to participate from each region. Participants will be selected from among policy makers, environmental experts, researchers, and media representatives - Meeting report - List of meeting participant A.1 DATE March Publicity and awareness raising will be through stakeholder meetings, the project website (the project website will support information about the project, awareness campaigns, online survey and voting platform), the media, banners (10), mobile phones and project t-shirts (1000). Awareness raising will be focused on promoting th knowledge on environmental sustainability and how music promotion can make the difference. -Report of publicity - Project website - Printed t- shirts/banners A.2. Contest hosting, documentatio n and capacity development for contestants - Enrolment for the music contest will be via the project website. Potential contestants must submit a voice record of their song and a head photo of themselves via the project website. Pre-selection will be based on the submitted material, as judged by the jury and votes from the general public. - Selection of the award winners will be as follow: firstly, 500 contestants will be enrolled (50 per region). Secondly, a regional audition will be conducted to select 50 contestants (5 per region). Thirdly, a concert will be organised in which 10 finalists will be selected from the 50 contestant. Fourthly, a second concert will be held to shortlist three finalists. Lastly, the third concert will be held for the selection the award winner and handing over of the award. The award to the 3 winners will cover their attendance and participation in an international event related to environmental issues. Participation in UNEA-3 related events is an option under discussion. Final decision on the event will be taken during the project. - The capacity of the best 10 contestant will be developed through a 2 week boot camp. Training will follow the details specified in the background of this project. - List of enrolled contestant - List of finalist - Video of concerts - Progress report - Updates on project website - 10 person trained - Video records - Progress report December 2017 Page 10 of 16

11 A.3 Monitoring and Evaluation A. 4 Project documentatio n, reporting and results dissemination - Production of videos and content that will aid in promoting the adoption of sustainable lifestyle to decrease environmental degradation. - Quarterly meetings will be held with stakeholders to assess and strengthen implementation strategies. - Survey will be designed to document and evaluate participants and public opinions on the impact of the project. Survey will be conducted through online and face-to-face interviews as describe in the background section of this project. At the end of the survey, we expect to analyse responses that reveal the level of awareness as a result of the project implementation from 500 contestants and at least responses from the online and field surveys. - In all the stages of the project reports will be developed in both print and audio-visual forms. Documentation and dissemination will be through the media, stakeholders meetings, project website and workshops. - The media will be engaged to promote result dissemination by hosting discussions on the project and broadcasting the concerts and contest. - Meeting reports -Progress reports -Survey report June Final project reports June 2018 All the material to be developed under this project where the logo of the 10YFP is planned to be used, need to have the clearance of the 10YFP Secretariat before being made public. It is not allowed to use the logo of UNEP for any material developed under this project. Page 11 of 16

12 PROJECT LOGFRAME: 1. Project Outcome 1 Indicators Means of Verification Awareness To increase public awareness and build local capcity that will trigger behavioural change to local environment challengesand foster the adoption of best practices for responsible use and consumption of natural resources. -Number of people with increased awareness (baseline: 0; target: ) -Number of media hosting discussion on music for environmental awareness (based 0: target: 10) -Number of individuals in with improvedcapacity in raising environmental awareness through music (based: 0; target: 500 -Survey of project participants and public opinion -Evaluation of increase in capacity for trained participants -Progress and final report of the project -Online video of concert and project outputs -Website of project Project milestones that show progress towards achieving the project outcome Expected Milestone for each Jan-June, Jul-Dec reporting period Milestone 1 2 All project planning meeting held, project website published and pre-project awareness raising completed December/2016 M2: Results for the pre-project survey on participants and public opinion available June/2017 M3: All the contest and concerts have been held and media engaged in broadcasting the project action and discussions December/2017 M4: Results for the post-project survey on participants and public opinion available June/ Project Outputs 3 Indicators Means of Verification A) Implementation strategy endorsed by stakeholders through meetings and all potential -Number of contestants enrolled for the music competition (baseline: 0; target 500) -List of registered contestants 1 Outcomes: The uptake, adoption or use of project outputs by the project beneficiaries. Observed as change of Behavior, Attitude/Action, Condition, Knowledge or Skill 2 Milestones: Are benchmarks (not activities) that represent attainment of a project stage or project achievement that show progress towards project outcomes and outputs. Milestone attainment should be strictly answerable with a yes or No answer. Outcome milestone will often show progress on a particular outcome indicator target, but can also be a major significance benchmark, believed to lead to the outcome 3 Outputs: are the products, capital goods and services delivered by the project. Outputs relate to the completion of activities and managers have a high degree of control over them Page 12 of 16

13 contestant aware of the project and the intended outcome through media, online and phone communication -Number of the reached through project publicity (baseline: 0; target: ) -Number of person visiting the project website -Survey and progress report of the project publicity Project output Milestones: Expected Milestone for each Jan-June, Jul-Dec reporting period M1: All contestant are registered and submit their voice clip for the contest June/2017 M2: Report on project planning and publicity developed June/2017 B) All contests are held and documented and contestant capacity developed -Video documentation of concerts (based: 0; target: 3) - Contestants with developed capacity (baseline: 0; targets: 10) -Media news and reports (baseline: 0; target: 20) -Award winner declared (baseline: 0; target: 1) -Progress report and media coverage of the contest -Video clips of the concerts available online Project Output Milestones: Expected Milestone for each Jan-June, Jul-Dec reporting period M1: All contests and concerts are held December/2017 M2: Media engaged in discussion of music for environmental awareness December/2017 M3: The bootcamp is organised and participant received training December 2017 M3: Award winner is known December/2017 C) A comprehensive evaluation report on the project actions, challenges and recommendation is developed -Participants responses to project evaluation survey (baseline: 0; target: 500) - Number of public responses to project evaluation survey (baseline: 0; target: 10000) -Project evaluation report -Project progress and final action report Project Output Milestones: Expected Milestone for each Jan-June, Jul-Dec reporting period M1: Project progress action and evaluation report developed and submitted December/2017 Page 13 of 16

14 M2: Final project action report and evaluation report developed and submitted June/2018 D) Project partners, stakeholders and general public are informed on project results through meetings, reports and the media -The number of audience reached by project through media and project action (baseline: 0; target: ) -Different media house through which the project actions are reported (baseline: 0; target: 20) -Final project report -Media reports -Monitoring and evaluation reports Project Output Milestones: Expected Milestone for each Jan-June, Jul-Dec reporting period M1: The media is fully engaged in discussions from the project action December/2017 M2: All report on the project are developed and submitted to all relevant partners June/2018 IMPLEMENTATION ARRANGEMENTS Description of project responsibility and management arrangements ACTIVITY Responsible Partner and their roles Other Partners A.1 Project planning and preparation A.2. Music contest and concert hosting A.3 Monitoring and Evaluation A. 4 Project documentation, reporting and results dissemination -RCESD Planning, Coordination and follow-up and publicity -MINEPDED/Ministry of Arts and Culture Hosting and coordination -RCESD Coordination, concert planner/hosting, followup and reporting, -MINEPDED provision of permits and administrative cover -Ministry of Arts and Culture (MINAC) concert coorganiser RCESD Coordination and follow-up Media Houses Reporting and progress analyses -RCESD - reporting and dissemination, audio-visual documentation and production -Media Houses reporting and dissemination Other local partners might be consulted as needed Other local partners might be consulted as needed Other local partners might be consulted as needed Other local partners might be consulted as needed Page 14 of 16

15 Risks and mitigation: (Describe the main risks and obstacles, likelihood of risk, related mitigation measures, responsibilities) RISK LOG Risk Description Category Impact Severity Likelihood Risk Management Strategy and Safeguards By When/ Whom? 1 Resources made available by UNEP and that raised by the implementing partners might be insufficient to mobilise excellent outcomes beyond the project implementation period (sustainability) Financial Medium Medium - Ensure other funding secured through establishment of suitable strategic partnerships to secure more funds to ensure project continuity. - Project success considered as a tool to lobby for government support through the Ministry of Environment and Nature Protection (MINEPDED) All implementation partners will develop strategies and further project proposal to raise funds for the continuity of the project 2 Platform for dissemination of information to a large audience, knowledge management and preservation of rights may be expensive to run 3 Inadequate attention from policy makers to promote the action given that it may not be a priority in their political agenda Financial Medium Medium - Negotiation with the right media houses and negotiating media interests and benefits of partnership during partnership agreement. Collaborating with private companies to promote the media content of the project - Make use of MINPDED administrative influence to capture media houses and other companies Political Medium Medium - Ensure fresh and result-based means of motivation audience from policy makers by providing target, relevant and pertinent messaging. RCESD/MINEPDED to ensure partnership that will promote the image of the project RCESD, MINEPDED and member of jury for the music contest to screen all music content prior to public broadcast Page 15 of 16

16 Sustainability: (Describe the ability and potential to sustain the activity after the end of the project) The main collaborating partners are committed to develop and ensure strategies that will enable the continuity of this project beyond the implementation period. Secondly, the project is geared towards building local capacity on using music as a tool for promoting environmental sustainability. Thus, it will pass across information that can be transferred from one generation to another. This provides a sustainable approach in influencing sustainable environmental/natural resource consumption pattern. Thirdly, project implementation team is engaged and committed to further raise more funds through proposal writing to ensure the continuity of the project Replicability: (Describe the ability and potential to scale-up over time, and to replicate in different contexts) The step by step video documentation of the project actions and strategies will enable the sharing of the process and outputs with other stakeholders who may want to carry out similar project. The media orientated nature of this project will also provide opportunities for a wider outreach and enable replication in similar projects. Outreach and awareness raising: (Outline the outreach and awareness raising activity that will support the achievement of expected benefits and results) Radio and TV slots and jingles on the project Initiation of partnerships with relevant organizations and companies to enable project sustainability. Organization of 10 regional concerts and one national concert. Broadcast of project activities by media (audio and visual) Publications by the print media on project objectives and activities. Page 16 of 16