2013 national year of rice - philippines

7/28/2019 2013 National Year of Rice - Philippines

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NATIONAL YEAR OF RICE


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What is NYR

Communication strategy in support to the FSSP

Advocacy campaign that uses social marketing

Aims to enjoin the common public, the producers, andthe policy-makers (basically everybody) in the

endeavour to be rice-self-sufficient in 2013


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About the logo:

The lettersN,Y,R for theNational Year of Rice The rice plant Three persons - Producers,

Public, Policy-makers Colors of the Philippine flag

Key message:SAPAT naBIGAS, KAYA ngPINAS in 2013if the PRODUCERS, the PUBLIC, & thePOLICY MAKERS will work together.


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OVERALL PROJECT GOAL

Help achieve rice self-sufficiency

Promote better health among rice consumers; and

Improve the income of farmers


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OBJECTIVES

By the end of 2013...

1. For 50% of the rice-consuming public in the focus areas tocommit in being responsible rice consumers by eating just

the right amount of rice, not wasting rice, and eating othersources of carbohydrates

2. For 50% of the rice producers in the focus areas to beresponsible rice farmers by feeling more important in the

achievement of rice self-sufficiency and theadoption/adaptation of three (new) rice technologies

3. To place policy statements or ordinances advocating theNYR goal


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STRATEGIES

1. Strategic use of all possible media (TV, radio, internet,print, etc)

2. Strategic collaborations/partnerships with governmentinstrumentalities, NGOs, and private companies

3. Three different campaigns for each population segment(the 3 Ps public, producer, and policy-makers)


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Department of AgriculturePhilRice

PublicEncourage

responsible rice

consumption NYR2013


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WE ARE EATING

WAY TOO MUCH RICE


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On average, we eat around4 cupsof rice a daywhen at most3 cups is enough.


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A Recommended PlateA Typical Filipino Plate

We areeating more ricethan other food groupswhen rice and other grains should only be

of our meal plate.


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1 cups1/3 cup5/6 cup2/3 cup

1 cup5/6 cup1 cup

(205 kcal)

We restrict our energy source too much to rice.


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WE ARE WASTING

WAY TOO MUCH RICE


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Every Filipinowastesabout

tablespoonscooked rice2


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Every Filipinowastesabout

gramsuncooked rice9or DAILY


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In 2010, ourwasted rice wasequivalent to 13%

of the total riceimports of thesame year

That is equivalent

to PhP6.2B or theconsumption ofnearly 2.6MFilipinos a year


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CAMPAIGN for the PUBLIC


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Messages:

RESPONSIBLE RICE CONSUMPTION

Consume just the right amount of rice for better health

Try alternative food staples for better health

Eat brown rice for better health

Reduce food wastage for rice self-sufficiency


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Playing of rice conservation video everywhere possible

Sending of text messages to the general public

Inclusion of a rice conservation lecture in the healthcurriculum of students

Hanging of NYR tarps/streamers in allparticipating/collaborating agencies and installation of

billboards nationwide

Proposed activities:


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Proposed activities:

Meal preparation workshop for women to help themprepare meals with other sources of carbohydrate

Conference theme focused on rice

Exhibit (Agrilink) theme focused on rice

Rice-related theme on nutrition month and Buwan ng Wika Fun run

Concert for rice


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ProducersEncourage adoption ofefficient production

technologies

PublicEncourage

responsible rice

consumption NYR2013


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OUR PRODUCTIVITY

IS NOT OPTIMAL


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Huge gap between yield

in experiment stations


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CAMPAIGN for the PRODUCERS


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Boosting of

MORALE


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Better INBRED &

HYBRID Seeds

Inbredsfor the differentenvironments

Hybrids that also performwell during wet season;

can yield up to 12 t/ha

a minimum yield increase of1mt/ha using hybrid rice in the

800,000 ha irrigated rice areas inthe country can result in an

additional rice production of 1.6mtof palay(960,000 mt milled rice;

usual importation

is 600,000 mt)


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Better Crop Mgt Efficient use of fertilizer (& water) Use of farm machines

Use of PalayCheck system


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Proposed activities

fiestas

Sending of text messages to farmers (both to

boost their morale and promote technologies) Info caravan

Farmers


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ProducersEncourage adoption ofefficient production

technologies

PublicEncourage

responsible riceconsumption

Policy-makersNegotiate advocacy of policies

supporting NYR goals

NYR2013


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Policies to promoteproductivity and

responsible riceconsumption are not inplace


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CAMPAIGN for the POLICY-MAKERS


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Ordinances: no leftover rice on plates;half-cup rice servings;serving of brown rice

Incentives: farmers with highest yield


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Proposed activities

Distribution of Rice 101

To lobby with local politicians to include NYRgoals in their platforms

Lobbying of an ordinance that obliges thefoodservice industry (fast-food restaurants,canteens, etc) to have half cup of rice servings and

make them visible in their menu Short forum about rice for decision-makers


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OUTPUT/IMPACT

United country in achieving rice self-sufficiency

Confident/proud farmers and higher regard for Filipinofarmers

Increased productivity of farmers who lack access toinformation on latest rice technologies

Healthier rice consumers

Reduced rice wastage

RICE SELF-SUFFICIENCY


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Are you onewith us?
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2013 national year of rice - philippines

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