Public relations program for improving water pollution situation in van phuc handicraft village ha noi

Awareness and behavior of villagers on water pollution situation and ability to build PR campaign in Van Phuc handicraft village .... PR program for improving water pollution situation a

ACKNOWLEDGEMENTS

I would like to express my very great appreciation to Dr Tran Thi Thu Ha, my research supervisor, for her enthusiastic encouragements and useful critiques of this research work Without her thoughtful, patient guidance through every step of my research, this thesis could not have been realized Thanks to cooperating between Vietnam Forestry University and Colorado State University, I have chance to approach a reservoir of international knowledge and experience

I would like to extend my thanks to Ms Nguyen Thi Huong Giang and Ms Do Thi Phuong, the Principal and the Vice Principal of Van Phuc Primary School, for accepting the responsibility of my research as well as Mr Can Van Khoa and Ms Le Thi Nga for giving me the knowledge accompanied with the enthusiastic guidance to collected data when I worked as an apprentice in Natural resource and Environment Department in Ha Dong District Moreover, I highly appreciate to Mr Dang Quang Hai, the Vice Principal of Van Phuc People’s Committee and Mr Pham Khac Ha, the President of Van Phuc Silk Villages Association for supporting me carried out survey questionnaires and interviews to local residents, followed by providing me with useful information about Van Phuc Villages

Many other people have contributed to the success of this thesis but I would like to particularly thank my friends in GoGreen Club and other members in Action For Water project for their support Last but not least this thesis could have never been completed without the support of my parents because of their encouragements and giving me the favorable conditions during the entire process of doing research and going field works for having my works done

CONTENTS

ACKNOWLEDGEMENTS i

CONTENTS ii

LIST OF ABBREVIATIONS iv

LIST OF TABLES v

LIST OF DIAGRAMS vi

LIST OF FIGURES vi

1 INTRODUCTION 1

2 GOALS AND OBJECTIVES 2

2.1 Goals 2

2.2 Objectives 2

3 SITE DESCRIPTION 2

4 METHODOLOGIES 4

4.1 Existing data collection 4

4.2 Primary data collection 5

4.3.1 Descriptive statistic 6

4.3.2 Regression Analysis 6

4.4 Building PR campaign (June, 2015- June, 2016) 9

5 RESULTS 10

5.1 Water pollution situation in Van Phuc handicraft village 10

5.2 Awareness and behavior of villagers on water pollution situation and ability to build PR campaign in Van Phuc handicraft village 13

5.3 PR program for improving water pollution situation and raising fund to build waste water treatment system in Van Phuc handicraft village 20

5.3.1 Executive summary 20

5.3.2 Research and situation analysis 21

5.3.3 Goals and objectives 22

5.3.4 Key message 22

5.3.5 SWOT analysis 23

5.3.6 WWWWWH analysis 24

5.3.7 Target publics 24

5.3.8 Strategies 25

5.3.9 Tactics 25

5.3.10 Schedule and budget 28

5.4 Evaluation of PR program 29

5.4.1 Output 1 29

5.4.2 Output 2 33

6 DISCUSSION 34

6.1 Experimental setup performance 34

6.2 Data analysis performance 34

6.3 Future research 35

7 CONCLUSION 36 REFERENCES

ANNEXES

LIST OF ABBREVIATIONS

VEA Vietnam Environment Administration

TTS Total Suspended Solids

BOD Biochemical Oxygen Demand

MONRE Ministry of Natural Resources and Environment EPA Environmental Police Agency

SPSS Statistical Package for Social Sciences

LIST OF TABLES

Table 1 Sign Expectation of Regression Coefficients with attitude towards water pollution

situation 7

Table 2 Sign Expectation of Regression Coefficients of willingness to pay or donate money for building water treatment system 9

Table 3 Descriptive results for selected variables 13

Table 4 Local’s awareness about water pollution situation in Van Phuc 15

Table 5 Effect of some selected variables on respondents’ attitude towards water pollution situation 17

Table 6 Willingness to pay for building waste water treatment 18

Table 7 Effect of some selected variables on respondents’ willingness to pay for building waste water treatment 19

Table 8 SWOT analysis of PR program 23

Table 9 WWWWWH analysis 24

Table 10 Timeline and budget for PR campaigns 28

Table 11 The list of video performed in the environmental training course 29

Table 12 The result of analyzing water sample in the canal Hong Phong hamlet of Van Phuc village which is the place received domestic waste 45

Table 13 The result of analyzing water sample in Van Phuc village’s pond 46

LIST OF DIAGRAMS

Diagram 1 The comparison some water indicators in with the standards of Vietnam – QCVN14: 2008/BTNMT 10 Diagram 2 The comparison some water indicators in with the standards of Vietnam – QCVN14: 2008/BTNMT 12 Diagram 3 The percentage of local's concern about PR program 19 Diagram 4 The plan of 03 lectures on environmental training course 26

LIST OF FIGURES

Figure 1 Geographic location of Van Phuc Village 3 Figure 2 The lists of photos and drawings performed in exhibition 31 Figure 3 Website model of crowd-funding campaign 33

ABSTRACT

Early attempts to produce a better understanding on the cause of pollution from craft production and to halt this problem have achieved little success without provide thorough reasonable measures at the village, district, provincial and national levels Meantime, the small scale and dispersed nature of craft production has continued to defy effective management by the state, and pollution levels in craft villages have increased alarmingly Drawing on case study site in Van Phuc Handcraft Village in Hanoi, this study was undertaken to assess the water pollution situation and awareness and behavior of villagers

on water pollution situation and ability to build PR campaign, whereby PR programs were established for improving water pollution situation and raising fund to build waste water treatment system in this area Collecting existed data, survey questionnaires, participant observation and focus group discussions were the methods used in data collection Using the Statistical Package for Social Sciences program, Microsoft Excel software was used to analyze some quantitative data The results revealed an overview on the critical issues on water pollution in Van Phuc, the relationship between attitude of local people towards water pollution situation and willingness to pay or donate money for building water treatment system fluctuated according to different person with different sex, age, types of job, income and level of education The study also figures out some PR campaign and test the effectiveness one out of two PR strategies which already carried out by author in Van Phuc Handicraft Village, Ha Dong, Ha Noi

1 INTRODUCTION

Vietnam is estimated to possess about 1,450 craft villages which have contributed significantly to rural areas However, associated with economic benefits, they is also undergoing severe environmental problems A report states that “the economic development in craft villages has caused serious impacts on the environment due to the use

of small scale, outdated technologies, low material/fuel efficiency and limited manufacturing space” (MONRE, 2008) Another report also shows that 90 percent of craft villages are undergoing the excessive pollution level over the permissible level in accordance with the national environmental protection law (EPA, 2009)

Van Phuc handicraft village is an obvious illustration Located on the bank of Nhue River about 10km to the southwest from Hanoi, it is an ancient silk handicraft village with

a history of more than 1,200 years However, in recent years this village is facing critical issues about environmental degradation Van Phuc water resources suffer serious pollution

by organic matter while the main pollutant sources from wastewater without treatment Most wells in eastern Van Phuc craft village – Ha Dong – Ha Noi contain arsenic concentrations 10 – 50 times beyond the guideline for arsenic in drinking water set by World Health Organization (van Geen et al., 2013).While water resources are put in such alarming situation, local people still lacks some basic knowledge to protect water resources and reduce pollution

Public relations (PR) is “the management function which evaluates public attitudes,

identifies the policies and procedures of an individual or an organization with the public interest; and plans and executes a program of action to earn public understanding and

patience” (Public relations News) In the information era, PR is not only a technical

activity for business but also useful for natural resource management However, PR is a

new communication tool in Vietnam natural resource management that it has not been utilized widely by environmentalists

Basing on the practical significant above, I proceed to carry out the research: “PR

program for improving water pollution situation in Van Phuc handicraft village, Ha

Noi” This research will show the critical issues on Van Phuc water pollution and point out

some PR strategies in the hope of improving the situation

2 GOALS AND OBJECTIVES

2.1 Goals

The general goal of the research is to raising local’s awareness on water pollution situation in Van Phuc Handicraft Village, Ha Noi

2.2 Objectives

The objectives of this thesis are as follows:

(1) To assess water pollution situation in Van Phuc Handicraft Village;

(2) To ascertain awareness and behavior of villagers on water pollution situation and ability to build PR campaign in Van Phuc Handicraft Village;

(3) To establish PR program for improving water pollution situation and raising fund to build waste water treatment system in Van Phuc Handicraft Village;

(4) To evaluate the effectiveness of the PR program in Van Phuc Handicraft Village

3 SITE DESCRIPTION

The research was conducted on Van Phuc handicraft village (or Van Phuc Silk Village) which is located on the banks of Nhue Thi River, Nguyen Trai Road, near Ha Dong city, 10 Km southwest of Ha Noi, the capital of Vietnam It takes you only 30 minutes by motorbike to go there from the center of Hanoi The east bounder is adjacent to Van Mo district, the north bounder is on Dai Mo and Tu Liem districts, the west borders with La Khe and the south is adjacent to Quang Trung

The village has been much well-known for its traditional sericulture, weaving, and silk products Here, it is a traditional silk worm breeding and silk weaving area Despite historical changes and the urbanization process, silk worm breeding has disappeared, but Van Phuc silk weaving has still been growing for the last 10 centuries whereas silk textiles and garments industries have rapidly developed

Figure 1 Geographic location of Van Phuc Village

There used to be three types of producing organizations Cooperatives, in the past period, had provided with 200 weaving machines operated by numerous contract worker who must ensure the responsibility of each production step to each workshop However, this former is no longer exist Cooperatives just manage now only inputs and outputs, support to advertise products images and find markets Households produce in large-scale: These households had around 10 looms and usually have to hire outside workers Workers Source: Google map and author

will be paid from 600 000 to 700 000 VND per month, with working time 10-12 hour a day Households’ small producers: These families only have 1-5 looms Most families were self-assumed all the work and do not hire outside labor

According to the survey questionnaires about Van Phuc village (carried out in August 5th, 2015), the village has total area about 143.97 ha divided into 12 groups including approximately 16705 residents within 4361 households There are 2 state-owned enterprises, 28 private companies, 3 co-operatives and 1780 households (of 2542 households in the commune) engaged in producing and trading textiles There are more than 1100 silk weaving machines and several dying workshops 3600 inhabitants of the commune and thousands of outside laborers work in this craft area Production materials are supplied from different domestic sources Manual weaving equipment has been replaced by machines, but production is conducted mainly at home Households use their houses for both living and production

4 METHODOLOGIES

4.1 Existing data collection

This method is used to assess water pollution situation in Van Phuc handicraft village, Ha Dong, Ha Noi In search of find out what and where has been the source of pollution, I paid the great attention on water quality in two locations were in the canal of Hong Phong hamlet and Van Phuc village’s pond As a result, by using archived data from

“Report of Environmental information – Ha Dong district” (Ha Dong Natural resources and Environment Department 2010, 2012 and 2014) and the results of water sample analysis in terms of domestic waste water sample, water sample in Van Phuc pond carried out by Environment Analysis Department (2010, 2012, 2014) enabled me to deal with the first objectives

4.2 Primary data collection

With a view to accessing the awareness and behavior of local community and the potential for building PR campaign in Van Phuc handicraft village, I conducted survey by using both structured and semi-structured interview in an effort to gather large amounts of information from numerous residents in a community in terms of a specific topic in a relatively short period of time

- Structured interview: Using questionnaire survey in two sample with different objects

 A sample size: 50 local people - Selected sample randomly

 A sample size: 30 primary students in age from 10 - 15 years old of Van Phuc school – selected sample randomly

- Semi-structured interview: Containing opened-ended questions It also allows respondents to discuss and raise issues from context of participants’ experiences about local water issues associated with local behavior and attitude, followed by providing reliable, comparable qualitative data

 At least 10 people interviewed about relevant information

 Interviewed randomly

The main information: The level of villagers’ concern and outstanding about water resources in local areas, what they know about sources of water pollution, their recommendation Another importance thing is that the local interested participating in the process of finding a solution to the problem of environmental pollution – PR program

It will be setup in Vietnamese language, using multiple choices and open question

- Observation: Direct observational methods - without intervention: visiting silk productive installation, living at local household (take a note, photo or video) Focusing on

the attitude of local people and their awareness in Ha Dong, the change of behaviors before and after PR program implement

It is used to describe current situation of water pollution in Van Phuc village In other hand, this method is used to provide more illustrated picture to make a stronger evidence for this research and take place with the timeframe of collecting data

4.3 Data analysis process

Based on the qualitative data from interview and making survey, this research describes some characteristics and current situation of water use of the Van Phuc villagers

at study site

4.3.1 Descriptive statistic

Data were analyzed by using the Statistical Package for Social Sciences (SPSS) Version 22 Calculation of the percentage was used as tool of analysis for interpreting of the qualitative information gathered from the respondents

Excel software is also used to analyze data, make statistical hypothesis test and graphs or charts From that point, this research will illustrate the relationship between local people awareness and the current situation of water pollution in Van Phuc village

4.3.2 Regression Analysis

Regression analysis was also used as another analytical tool in this study In this statistical approach, stepwise multiple linear regression analysis was used to explain the influence of some selected variables expected to affect the dependent variables To determine whether such demographic and socioeconomic variables as sex, age, level of education, types of selected occupation, incomes and local awareness of water pollution situation helped explain why some residents held more favorable attitudes than others This analysis was used because under practical situation of this local community are possibly influenced by many factors

In this research, attitude towards water pollution situation, willingness to pay or donate money for building water treatment system are considered as dependent variables, meanwhile, sex, age, level of education, kind of jobs, incomes, local environmental communication are independent variables By the virtue of statistic mathematics model, it showed the relation between dependent variable and independent variables It is conducted that attitude of local people towards water population situation and willingness to pay or donate money for building water treatment system change with different person associated to different sex, age, types of job, income and level of education (Independent variables)

Table 1 Sign Expectation of Regression Coefficients with attitude towards water pollution situation

Age

Level of age (Young, mature and old generation)

+/-

Jobs/Occupations 2 types of jobs surveyed

Sex and age: In the same conditions, people have the same attitude towards an

issue, but different sex and age have different level of concern about it The sign of

coefficient is expected both positive and negative sign (+/-)

Level of education: This is a factor as expected as strongly contributes to

awareness of local people in water pollution situation The higher level of education is, expectedly, the higher level of awareness is Therefore, it is expected as positive sign (+)

Jobs: There are two types of selected jobs, silk handcrafter and non – silk

handcrafter Due to the process of silk weaving and dyeing, silk handcrafters often use chemicals and through waste water directly into water body without treated The former may know the negative effects of this process, but for the sake of money, they ignore it

So, the expected sign is a negative one (-) Nevertheless, non-handcrafters belonged many classes such as workers, officials, manual labors, shoppers and so on It has both side of attitude towards water pollution situation Thus, the sign of coefficient is expected both positive and negative sign (+/-)

Income: Hardly do people concern about environment issues when they are such

busy with looking for a means of subsistence and vice versa, if people have a good quality

of life, they will pay more attention to substantial development value, especially, environment issues For this reason, it is expected as positive sign (+)

Local environmental communication: It is another factor which considers as a

contributor has enormous effects on attitude of locals towards water pollution situation If the local governments enable local residents to approach unceasing environment information, they will have more awareness about this issue As a result, it is expected as positive sign (+)

Besides, the same factors influencing to willingness to pay or donate money for building water treatment system also are pointed out in table below

Table 2 Sign Expectation of Regression Coefficients of willingness to pay or donate money for building water treatment system

4.4 Building PR campaign (June, 2015- June, 2016)

PR strategies were carried out in two campaign

The first phase is changing awareness and behavior by the environment education - 03 lectures associated with spreading water saving and protecting publications for 30 students at Van Phuc primary school This phase helps students raise awareness of water resource protection, the role of water for human life and nature I will use some video to help them figure out basic information about water resource It is easy way to teach children

After that, I intend to organize exhibition "Save water – save future" with the water-related topics such as water pollution, the role of water for human and so on These photo and drawing will be performed by student themselves joined into our training course All of their parent will be invited This exhibition is also the way to donate money directly for establishing waste water treatment in Van Phuc

The second phase, with a view to receiving money donated in short time period and

in support of not only inside Van Phuc community but also outside ones, is necessary to create a “Crown funding” campaign These campaigns are typically performed via: Monetary donations where all the money goes to the charity or group Merchandise sales where all, or a portion, of the proceeds is given to the charity or group

5 RESULTS

5.1 Water pollution situation in Van Phuc handicraft village

Van Phuc used to be reckoned among 90% of craft villages have pollution level well above the standards set by the national environmental protection law (MONRE 2008) Most wells in eastern Van Phuc contain arsenic concentrations 10 – 50 times beyond the guideline for arsenic in drinking water set by WHO (van Geen et al., 2013)

Diagram 1 The comparison some water indicators in with the standards of Vietnam

– QCVN14: 2008/BTNMT

Source: Environment Analysis Department - 2010, 2012, and 2014

Waste water causes serious pollution on surface and ground water environment out

of being discharged directly to the environment The water issues at Van Phuc Handicraft

10 20 30 40 50

dyeing and weaving activities Besides, around 85% - 90% of the chemicals using the production’s process is soluble in water and this process also require high volumes of wastewater containing a high concentration of organic matters (Report of Environmental information – Ha Dong district, 2014) Due to the more expansion of production without

wastewater treatment system, the more wastewater quality reduces

The diagram 1 illustrates the results of analyzing water sample in the canal Hong Phong hamlet of Van Phuc village which is the place received domestic waste over three periods of time As can be seen from the former diagram, over the years, a water resource

in Van Phuc was eutrophic by phosphorus and nitrogen, which contained many suspended substance and organic matter It is the same situation with domestic water pollution Moreover, the BOD5 concentration was quite high and exceeds the level for domestic use

of Vietnam standards level following QCVN14: 2008/BTNMT Although the amount of coli form witnessed the decreasing trend during these years, the former was still higher than standards of QCVN14: 2008/BTNMT Meanwhile, TSS concentration revealed that it

is lower than the standard of QCVN14: 2008/BTNMT

In search of finding out the reason why water quality therein has experienced this trend, the results in interviewing local officials in Van Phuc Committee showed that since

1998, following the craft sustainability policy, local governments have equipped with a better understanding of the drivers of water pollution in local area and implemented such policies with a view to reducing the issues such as centralizing production in an area, minimizing scale of dyeing households, mobilizing local handcrafters avoided using chemicals to dye and boil silk and supporting for them purchase color silk thread associated with gradually transforming into only weaving and selling products to maintain traditional handcraft village However, hardly is water pollution solved without reasonable and sustainable measures of both side governments and local residents

Diagram 2 The comparison some water indicators in with the standards of Vietnam –

QCVN14: 2008/BTNMT

Source: Environment Analysis Department 2010, 2012, and 2014

According to the results of analyzing water sample in Van Phuc village’s pond and

the graphs drew the comparison with the standards of Vietnam – QCVN14: 2008/BTNMT,

it depicted that water quality in the pond has nearly reached the standards of Vietnam It raises an alarm if it was not for effectively and efficiently using and managing, the former would be polluted

5.2 Awareness and behavior of villagers on water pollution situation and ability to build PR campaign in Van Phuc handicraft village

With respect to selected socio-demographic characteristics of the local residents interviewed, the information about the personal profile of interviewers is displayed in table 3

Table 3 Descriptive results for selected variables

Source: Results calculated by the author based on data surveyed, 2015

Fifty respondents completed the survey (72%) men, and (28%) women were interviewed The above percentage does not imply that there are more men than women in the study area Majority of the respondents were non-silk handcrafts and belonged to the age groups of 36-45 years Maximum respondents were graduated from college or university, followed by high school at level of education As far as level of income is concerned a major percentage of the respondents were having monthly income less than 4 -

6 million VND

Although water pollution issue is not a new concept and people are also getting familiar with it, yet this awareness has not lead local residents to practical actions in an endeavor to reduce water pollution situation Table 4 depicts the awareness of respondents about water pollution situation in Van Phuc

Most respondents had already known and awarded about water pollution issues and made

up 96% the proportion of the interviewers Besides, 98% the former also reckoned that water surrounding local area is polluted and 36% ones thought that domestic water using is polluted However, only 20% of the figure of those believed that they have directly responsibilities for protecting water resources while over 90% of them desiring for building waste water treatment in local area

According to the results of such interviews, there are two main causes The first is that local people have judicious awareness yet about the effects of water pollution on their health It leads to the lack of responsibilities into protecting water Besides, not only do local residents lack practical knowledge but they also hardly approach source of information about the ways to protect and deal with water pollution In addition to, asking the question “how many local household are using water purify or water treatment?” the figure achieved is 95% in total household

Table 4 Local’s awareness about water pollution situation in Van Phuc

Awareness about water pollution situation

Frequency (N=50)

Percentage

Think about personal directly responsibilities for

protecting water resources

Is water surrounding local area polluted?

Source: Results calculated by the author based on data surveyed, 2015

Regression results (table 5) show that as expected, age, education level, monthly average income, local environment communication have positive effect on respondents’ attitude towards water pollution situation The regressions coefficients of these independent variables are highly significant at lower than 0.005 level of significant Sex and occupation have negative influence on the dependent variable The regression coefficient of them is significant at in turn 0.024 and 0.016 level of significant

Table 5 Effect of some selected variables on respondents’ attitude towards water pollution

situation

Dependent

variable Independent variable

Regression coefficient

t Sig

Std Error

Local environment communication 0.160 1.154 0.002 0.013

Source: Results calculated by the author based on data surveyed, 2015

The positive significant effect of age, education level, monthly average income, local environment communication on respondents’ attitude towards water pollution situation obtained from the data analysis results have been demonstrated if local residents have a good living condition with high income and receive formal schooling, especially, being approached with information about environmental issues such as water pollution, water source degradation, their awareness or attitude towards these problems is higher

On the other hand, the statistical negative relationship of sex and occupation of respondents attitude towards water pollution could be contributed the fact that women are active users water resources in terms of water domestic consume although in each household, men often becomes householders They involved in many activities which use

of water such as washing and cleaning Moreover, in Van Phuc handcraft village, women take the main responsibility to dyeing and weaving silk thread Therefore, in the study area, women play a significant role in the use of water and drivers to water pollution They have a high level of awareness of water using

The further analysis has been made in order to know about respondents’ willingness

to pay for building waste water treatment Not only were the questions asked to give answers for followings: ready to pay, still need sometime, pay money only if certain conditions will fulfill, not ready to pay, no response but these also were asked to rank the conditions in the order of priority by assigning 5 to most prefer and 1 to least prefer condition for the amount money paying

Table 6 Willingness to pay for building waste water treatment

Amount willing to pay for built waste water

Source: Results calculated by the author based on data surveyed, 2015

Table 6 shows that 66 % of respondents are ready to pay, as oppose to 10 %, 18% and 4 % of them are still need some times, will pay money only if certain condition fulfill and 2% not provide any response As far as ranking of different amount conditions where respondents are willing to pay for built waste water treatment, the amount range ranked the first position is from 21,000 VND to 100,000 VND

According to estimation, the total willingness to pay of all residents in Van Phuc village is from 334.1 million VND to 835.25 million VND

The following the results of survey about the level of local concern and willingness

to join in search of seeking the solution to water pollution situation in local area There is 64% of people who desire to have a solution to environmental problems, and 28% willing participate to find out solution

Diagram 3 The percentage of local's concern about PR program

Source: Results calculated by the author based on data surveyed, 2015 Table 7 Effect of some selected variables on respondents’ willingness to pay for building

waste water treatment

Dependent

variable

Independent variable

Regression coefficient

Std Error

Locals' concern about PR program

Desiring to have a solution to water pollution situation Willingness participate to find out solution

No respond

Occupation proved to have negative significant effect on respondents’ willingness

to pay As the descriptive results, the majority of respondents is non-silk handicrafts such

as officials, workers, manual labors They may think their work has been not directly driven to water pollution and their responsibility is invisible This could be explained why nearly a haft of respondents is not ready to pay without any conditions

Another survey carried out into students in Van Phuc Primary school showed that 70% students have demand for taking part in environmental training course and 22% willing to spread the message after joining to other people, especially their parents Those are capable of implementing PR campaign

5.3 PR program for improving water pollution situation and raising fund to build waste water treatment system in Van Phuc handicraft village

5.3.1 Executive summary

The aim of this public relations program is to increase local awareness on water pollution situation with the view to raising a fund which appropriately builds waste water treatment in Van Phuc Handicraft Village This plan is initially focused on raising awareness for 30 primary students by providing them with 03 lectures about water pollution situation and related issues combined basic knowledge of water resource and how

to protect and save water Only after participating these lectures, the pupils become

"propagandists" and continue to sharing such knowledge learned to their parents

The following stage of PR program, on one hand, the photo and drawing exhibition

“Save water – save future” is organized These photos and drawings will be performed by students themselves joined into the environmental training course On the other hand, this campaign serves a crowd-funding from exhibition via social networking sites to rising - fund auction photos and drawings