INTRODUCTION
Vietnam is a diverse, multi-ethnic nation with a population of approximately 96.7 million, comprising 54 ethnic groups The Kinh majority makes up 85.6% of the population, while the remaining 53 ethnic minorities account for 14.4% Most ethnic minorities, excluding the Hoa, reside in the highlands, with the Tay, Thai, Muong, Hoa, Khmer, and Nung being the largest groups, each around one million in population Conversely, the Brau, Ro Mam, and O Du have populations in the hundreds Due to their mountainous environments, many ethnic minority communities face challenges related to environmental awareness and forest protection.
Cho Don is a rural district located in Bac Kan Province in Northeast Vietnam, primarily home to ethnic minorities As of the 2010 census, the district has a population of 48,909, comprising 25,002 males and 23,907 females, resulting in a population density of 53.68 people per square kilometer The majority ethnic groups in the area are the Kinh, Tay, and Dao.
Urban area: area of 24.91 km2, population 6097 people (accounting for 12.46% of population), population density 244.76 people / km2
The rural area spans 886.24 km² and is home to 42,812 residents, representing 87.54% of the total population, with a population density of 48.30 people per km² across 21 communes Population distribution within the district is uneven, with higher densities concentrated primarily along provincial roads.
This research focuses on developing a public relations program aimed at enhancing forest protection in Cho Don district, Bac Kan It will address critical issues related to deforestation in the area and propose effective PR strategies to improve the current situation.
Public relations (PR) is a management function that assesses public attitudes and aligns the policies of an individual or organization with the public interest It involves planning and executing actions to foster public understanding and support In today's information era, PR extends beyond traditional business applications, proving to be a valuable communication tool for natural resource management as well.
Vietnam natural resource management that it has not been utilized widely by environmentalists.
GOALS AND OBJECTIVES
The goal of the research is to improve forest protection and reduce deforestation by increasing awareness of local people in Cho Don district, Bac Kan province
The specific objectives of this thesis are as follows:
(1) To assess forest management and deforestation in Cho Don district, Bac Kan province;
(2) To ascertain awareness and behavior of villagers on forest management and deforestation in Cho Don district, Bac Kan province;
(3) To establish PR program for improving forest management and combating deforestation in Cho Don district, Bac Kan province;
(4) To test the effectiveness of the PR program in Cho Don district, Bac Kan province.
SITE DESCRIPTION
The research focused on Cho Don district, situated in Bac Kan province, approximately 200 km northeast of Hanoi, Vietnam's capital Accessible by a four-hour bus ride from central Hanoi, Cho Don is bordered by Ba Be district to the north, Cho Moi district and Tuyen Quang province to the south, Bach Thong district to the east, and Tuyen Quang province to the west.
Cho Don is a fertile region rich in mineral resources and forest products, featuring a primeval forest that hosts rare plants such as Dinh, Lim, Se, Tu, Lat, and Dien, along with various animal species and herbs Beneath the surface, precious minerals like gold, lead, copper, and zinc are abundant Notably, the quarry, spanning approximately 40 km, was established by the French colonialists in 1909 with an investment of 16 million francs through the Indochina Mining and Metallurgical Company, employing 1,000 workers and 80 secretaries by 1925 This area became a lucrative site for colonial exploitation, marked by complex dynamics of looting and violence, resulting in over 350,000 tons of zinc ore extracted and shipped home by French colonists between 1914 and 1941.
The diverse ethnic groups in Cho Don have established a strong agricultural foundation, primarily focusing on rice cultivation, particularly paddy rice In addition to rice, they also cultivate maize, sweet potatoes, cassava, and various food crops including vegetables and beans, showcasing their agricultural diversity Influenced by the Kinh people from the lowlands, these communities employ advanced farming techniques to enhance their production capabilities.
The ethnic groups in Cho Don exhibit a rich cultural heritage and advanced agricultural practices Farmers in this region have long utilized fertilizers and developed essential agricultural tools, including civets, harrows, and knives Notably, they possess the unique ability to create water systems that enable irrigation from lower to higher elevations, and they have also mastered the construction of sugar cane and oil presses.
The ethnic community excels in traditional knitting crafts, with both men and women actively participating in this art They skillfully create various items, including baskets and clothing, showcasing their talent in cotton cultivation, spinning, and weaving Women are particularly adept at embroidery and sewing, producing unique garments that reflect vibrant ethnic colors Meanwhile, men demonstrate proficiency in crafting hand-held weapons and fishing gear, highlighting a rich cultural heritage.
Photo: Map of Cho Don district, Bac Kan province
The region features low construction density, predominantly consisting of agricultural land, which contributes to a fresh environment However, challenges such as inadequate domestic wastewater drainage, unprocessed medical waste, and poorly maintained septic tanks pose significant threats to the ecological balance Additionally, irrational crop cultivation and distribution practices lead to soil degradation While forests cover a substantial part of the natural landscape, the overall forest coverage rate remains low, exacerbated by the impacts of global climate change.
The increasing dryness in the district is damaging the local economy, exacerbated by the improper disposal of daily waste, which is directly discharged into the environment without processing While the Bang Lung Market management collects waste in the central area and transports it to a landfill, only about 70% of garbage is collected, leaving unmanaged waste that poses a significant environmental pollution risk Additionally, untreated medical waste from district health centers and commune facilities contributes to pollution and potential health hazards.
The total workforce in the economic sectors stands at 28,320 individuals, representing 95.90% of the labor force within the age group Among them, 22,179 workers are engaged in agriculture, forestry, and fishery, making up 78.32% of the total workforce In contrast, the industrial and construction sectors employ only 2,315 people, accounting for 8.17%, while the service trade sector comprises 3,826 workers, or 13.51% of the labor force The unemployment rate remains significant, with a predominance of unskilled laborers To address the socio-economic development needs of the district, particularly during the ongoing industrialization and modernization phase, it is crucial to focus on training and enhancing labor quality, alongside prioritizing investment to foster production force development.
METHODOLOGIES
Secondary data collection
This study evaluates the deforestation situation in Cho Don district, Bac Kan city, primarily utilizing archived data from the 2016 report "Status of Forest in Cho Don." The focus is on analyzing forest quality data and the impacts of deforestation on the local environment and health over the past decade in Cho Don district, Bac Kan province.
Primary data collection
To assess the awareness and behavior of the local community in Cho Don district, Bac Kan province, I conducted a survey utilizing both structured and semi-structured interviews This approach allowed me to efficiently gather extensive information from a diverse group of residents on a specific topic within a short timeframe.
Structured interviews: Using questionnaire survey in two sample with different objects
A sample size: 50 local people - Select sample randomly
A sample size: 50 secondary student in age from 11 - 15 years old of Cho Don boarding secondary school – select sample randomly
A semi-structured interview includes open-ended questions that enable respondents to share their experiences and perspectives on local forest issues This approach encourages participants to discuss relevant behaviors and attitudes, resulting in reliable and comparable qualitative data.
At least 10 people interviewed about relevant information
Villagers demonstrate a significant awareness of forest resources and express concerns about the causes of deforestation They possess valuable insights regarding environmental pollution and are eager to participate in initiatives aimed at addressing these issues Their recommendations highlight the importance of community involvement in developing effective solutions, underscoring the need for a public relations program that fosters local engagement in environmental conservation efforts.
- It will be set up in Vietnamese language, using multiple choices and open question
The study employs direct observational methods, including field trips to forests and living with local households, to assess the attitudes and awareness of residents in Cho Don By documenting behaviors through notes, photos, and videos, the research aims to analyze changes in local behavior before and after the implementation of a public relations program, with data collection occurring over a specified timeframe.
The current state of deforestation in Cho Don district is alarming, highlighting the urgent need for intervention This method serves to present a clearer illustration of the issue, providing compelling evidence for the research conducted during the data collection period.
Data analysis process
Based on the qualitative data from interview and making survey, this research describes some characteristics and current situation of forest use of Cho Don district at study site
Data were analyzed 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 serves as a powerful tool for data analysis, enabling users to conduct statistical hypothesis tests and create graphs or charts This research aims to explore the connection between local awareness and the ongoing deforestation issues in Cho Don district.
Building PR campaign (June, 2017- June, 2018)
PR strategies were carried out in two campaigns
The initial phase focuses on enhancing awareness and behavior through environmental education activities in collaboration with VNUF Go Green This includes three lectures aimed at promoting forest conservation and protection, engaging 50 students at Cho Don Boarding Secondary School This initiative is designed to elevate students' understanding of the importance of forest resource protection and the vital role forests play in sustaining human life and the natural environment.
I am planning to host an exhibition titled "Save Forest – Save Future," focusing on critical issues like deforestation and the importance of forests for humanity Students from our training course will showcase their photographs and drawings, and we will invite all their parents to attend This exhibition will also serve as a platform to raise funds directly for the Sustainable Forest Development Fund in Cho Don.
RESULTS AND DISCUSSION
Deforestation situation in Cho Don district, Bac Kan
Cho Don district, situated in the northern mountainous region, boasts rich forest resources, with a forest coverage of 79.95% as per the Bac Kan Forest Protection Department's 2017 inventory The district encompasses 78,520 hectares of forest land, representing 86.15% of its total area This includes 54,344.29 hectares of production forest (59.62%), 19,776.95 hectares of protection forest (21.7%), and 4,398.76 hectares of special use forest (4.82%) The diverse forest consists mainly of various hardwoods, bamboo, Acacia, Manglietia conifera, and some rare tree species.
The forest area in Cho Don has experienced significant degradation, with much of it being reforested with low-quality trees that primarily serve as protection and fuel The region now features a high proportion of low-value trees, with only a few remnants of primary forests, mainly consisting of young and poor forests While some areas still harbor rich forests with economically valuable timber species like Chukrasia and Burretiodendron hsienmu, these are increasingly found in difficult-to-access regions The once-abundant wildlife, including rare species such as the white-cheeked langur and musk deer, has severely declined due to habitat loss and illegal hunting practices By 2017, encroachment had affected 298m² of protective forest land, exacerbating the loss of biodiversity.
Diagram 2 The comparison of cover forest in Cho Don district from 2013 to 2017
(Source: Made by author based on data collected in Environment Analysis Department - 2013,
The graphs depict the forest cover in Cho Don district, highlighting an increase in total forest cover from 70,898.00 hectares in 2013 to 72,865.48 hectares in 2017 Despite this overall growth, the area of natural forest cover experienced a decline of approximately 2,000 hectares during the same period.
2013 and 2017 The natural forest is the place of many rare plants and animal lives here so the local people hunting them for earned money.
Awareness and behavior of villagers on deforestation situation and ability to build
PR campaign in Cho Don district, Bac Kan province
With respect to selected socio-demographic characteristics of the local residents interviewed, the information about the personal profile of interviewers is displayed in table 1
TotalNatural forestPlanation forest
Table 1: Descriptive results for selected variables
Source: Results calculated by the author based on data surveyed, 2018
A total of 56% of survey respondents were men, while 44% were women, indicating a balanced representation in the study area The majority of participants were farmers, predominantly aged between 26 and 35 years Additionally, most respondents held college or university degrees.
The majority of respondents reported having completed high school as their highest level of education, with a significant percentage earning an annual income of less than 2 to 4 million VND.
Despite growing awareness of deforestation, local residents have not taken significant action to address the issue Table 2 illustrates the level of awareness among respondents regarding the deforestation situation.
Table 2: Local’s awareness about deforestation situation
Awareness about deforestation situation Frequency
Think about personal directly responsibilities for protecting forest resources
Is forest surrounding local area destroyed?
Source: Results calculated by the author based on data surveyed, 2018
A significant 92% of respondents were aware of deforestation issues, with 94% acknowledging the destruction of forests in their local areas Despite this awareness, only 15% felt personally responsible for protecting forest resources However, over 90% expressed a desire to establish a "Forest Protection and Sustainable Development Fund."
Interviews reveal two primary causes of deforestation: local residents' limited awareness of its impact on their lives and a lack of responsibility in forest protection Additionally, the community struggles with insufficient practical knowledge and limited access to information on effective deforestation prevention methods.
The analysis focused on respondents' willingness to contribute to a "Forest Protection and Sustainable Development Fund." Participants were asked to indicate their readiness to pay, whether they needed more time, if they would pay only under specific conditions, if they were unwilling to pay, or if they chose not to respond Additionally, respondents ranked the conditions for payment, assigning a score of 5 to their most preferred condition and 1 to their least preferred.
Table 3: Willingness to pay for building “Forest protection and sustainable development fund”
Pay money only if certain conditions will fulfil 8 16
Amount willing to pay for built “Forest protection and sustainable development fund” Rank
Source: Results calculated by the author based on data surveyed, 2018
Table 3 reveals that 70% of respondents are willing to pay for the "Forest Protection and Sustainable Development Fund," while 6% and 16% indicate they require certain conditions to be met before committing funds Additionally, 2% of participants did not provide a response The preferred payment range for this initiative is between 21,000 VND and 100,000 VND, highlighting the strong support for environmental sustainability efforts.
A recent survey revealed that 70% of local residents are eager for solutions to environmental issues, while 24% are willing to actively participate in efforts to address deforestation in their area.
Diagram 2: The figuage of local concern about PR progam
PR program for improving deforestation situation and raising fund to build
The public relations program aims to enhance local awareness of the deforestation issue in Cho Don district, with the goal of establishing a Sustainable Forest Development Fund This initiative will primarily focus on educating the community about the importance of sustainable practices to garner support and raise necessary funds.
A group of 50 secondary students attended three informative lectures focused on the issue of deforestation and its related challenges, gaining essential knowledge about forest resources and conservation strategies Following these sessions, the students became "propagandists," actively sharing the valuable insights they learned with their parents to promote awareness and action in their communities.
Local concern about PR program
Desiring have a solution to environmental problems
Willingness participate to find out solution
The following stage of PR program, on one hand, the photo and drawing exhibition
The campaign "Save Forest – Save Future" features artwork created by students participating in an environmental training course This initiative also includes a crowdfunding effort through social media, aimed at raising funds through an auction of the students' drawings.
The campaign will implement strategies targeting two key groups: local residents in Cho Don district, aimed at enhancing their awareness and behavior, and potential donors who will contribute to the establishment of a Sustainable Forest Development Fund.
A significant portion of the campaign budget will be dedicated to the preparation and printing of materials for the environmental training course, as well as for the development of a crowdfunding fan page Additionally, potential news stories will be released to local newspapers and pertinent publications to enhance the visibility of the PR campaign.
To assess the effectiveness of the campaign, primary school children were assigned weekly homework following my lectures, which focused on challenges and actionable strategies for changing their behavior towards forest resource protection Additionally, the success of the crowdfunding initiative will be measured by the total amount of donations received on the website.
Research indicates that while many people are aware of deforestation through media and their surroundings, there is a significant lack of understanding regarding the underlying causes, potential solutions, and effective strategies to combat this pressing environmental issue.
The goals of PR program are to raise awareness of local residents about deforestation situation and to develop a fund for building sustainable forest development fund
In August 2018, a PR program aimed to establish an environmental training course for secondary students at Cho Don boarding secondary school, resulting in 50 students successfully passing the final test by the end of the month Following the completion of the course, a drawing exhibition was held in September 2018 Additionally, a crowdfunding website was created to encourage donations for a Sustainable Forest Development Fund, with efforts continuing until June 2019.
“Save Forest - Save Future” is the key message throughout the PR program
Table 4: SWOT analysis for PR program
Experience organizing environment courses for students’ secondary school
Ability to design intuitive lessons and website
Strong volunteer base Support partners: VNUF Go Green Club and Multimedia club of VNUF
Such environment training courses fail to maintain the effective after the end
Hardly do people change their attitude, especially behavior which has been existed for a long time
Inform and educate the public for deforestation situation
Gain more support and funding for the project
Crowd-funding campaign is new in Vietnam It is hard to have trust in people
- Achieving “Save Forest - Save Future” - conveying the message friendly living with environment; especially the young or youth
- Rising a fund and increase awareness of people in forest using and sustainable management field
- Throughout environment training course and crowd-funding campaign
- Cho Don district – Bac Kan for the first campaign
- Online website – All public audiences for the second campaign
- People local in Cho Don district
The PR program targets two primary groups: internal publics, which consist of current volunteers and support partners, and external publics, including Cho Don secondary students, the community, mass media, government entities, financial institutions, and action groups Additionally, the target audiences can be segmented by age groups to tailor awareness-raising strategies and identify potential major donors for funding.
With each objects of target publics strategies and tactics will require different communication channels to covey massage most effectively
The initiative aims to enhance awareness among secondary students about the Cho Don community, culminating in the exhibition "Save Forest, Save Future." This event showcases photos and drawings created by students from an environmental course and supports a crowdfunding campaign to establish a Sustainable Forest Development Fund in Cho Don.
To effectively reach a diverse age group, tailored information channels are essential For the 14-year-old secondary students at Cho Don boarding secondary school, I developed and delivered three engaging lectures within a month.
The lectures aimed to educate children about the vital role forests play on our planet, highlighting the significance of forest resources in their daily lives By raising awareness, the goal is to empower students to lead healthier lives while ensuring the conservation of these essential resources for future generations.
Providing students with basic knowledge and fun facts about forest resources
Discussing about the deforestation situation in local area and give ideas to solve this issue
Drawing pictures about forest topic with their parents
To create an effective lesson plan, I collaborated with my sponsor partners, VNUF Go Green Club and Multimedia Club of VNUF, to consult the materials and lecture notes provided throughout this course.
After each lecture, students are required to complete homework by consulting their parents to answer specific questions and implement tips for conserving forests at home During the initial two lectures, students took the initiative to provide their parents with the answers.
Following the results of Campaign 1, insights have emerged that will inform the next campaign The primary audience is predominantly aged 18 to 36, prompting a strategic focus on social networking sites to enhance online presence and foster diverse relationships Key platforms will include Facebook and YouTube, each serving distinct purposes and interconnected with the organization's main website Facebook will be leveraged to cultivate relationships with potential customers.
16 and current target audiences, as well as provide updates on the PR campaign YouTube will be used as a way aimed to promote crowd-funding through video clips online
EVALUATION
Outcomes 1
Following the initial campaign, a banner was displayed, and students received 50 badges, 50 fact sheets, and 50 branded pens Additionally, three informative videos were created to enhance students' understanding of the lectures.
Link 1 https://www.youtube.com/watch?v=qthNIFx
Causes and consequences of deforestation
Link 2 https://www.youtube.com/watch?v=jEI-
Link 3 https://www.youtube.com/watch?vIp2Itl
All students enrolled in this course expressed interest in applying practical tips for utilizing trees and protecting forests at home through engaging lectures They gained essential knowledge and a deeper understanding of forest resource protection and management.
In pursuit of organizing an exhibition “Save forest, save future”, 12 photos and 28 drawing pictures were chosen out of such students’ works
The environmental training course drew great attention from 180 student in Cho Don boarding secondary school, around 20 teachers and school officers and at least 50 students’ parents
Outcomes 2
The effectiveness of the crowdfunding campaign will be assessed based on the total amount of donations received through the "Chiến binh rừng xanh – Save forest_Save future" Fanpage, following six months of campaign activity in 2019.
1 Danso, 2018 Dân số Việt Nam mới nhất (2018) https://danso.org/viet-nam/
2 Douglas L Gilbert, 1964 Public relations in natural resources management, Burgess Pub Co
3 Ravikumar A, Kijazi M, Larson AM and Kowler L 2015 Project Guide and Methods
Training Manual Guideline Bogor, Indonesia: CIFOR
4 “Quy hoạch sử dụng đất đến năm 2020, kế hoạch sử dụng đất 5 năm (2011- 2015) huyện Chợ Đồn và các xã, thị trấn thuộc huyện Chợ Đồn”
5 Vietnamplus, 2017 Toàn cảnh về rừng tự nhiên của Việt Nam kể từ năm 1945 http://kinhtevn.com.vn/toan-canh-ve-rung-tu-nhien-cua-viet-nam-ke-tu-nam-1945- 24984.html
6 Báo cáo số 27/BC-CTMT ngày 23/07/2018 của BQL CTMT PTLN bền vững huyện Chợ Đồn
7 Quy hoạch sử dụng đất tại Quyết định số 2365/QĐ-UBND ngày 29/12/2017 của UBND tỉnh Bắc Kạn
8 Cổng thông tin huyện Chợ Đồn, 2016 Lịch sử văn hóa Chợ Đồn https://chodon.backan.gov.vn/Pages/gioi-thieu-chung-316/lich-su-van-hoa-
318/ChE1BBA320C490E1B-1641a9da3aee9773.aspx
This survey aims to assess the current deforestation situation in Cho Don district, Bac Kan province, focusing on villagers' awareness, behaviors related to deforestation, and their capacity to develop effective public relations campaigns.
The research, conducted by Hoang Thi Kieu Diem, a K59 Natural Resources Management student in an advanced curriculum, is part of her thesis work in collaboration with Colorado State University and Vietnam Forestry University.
This interview aims to raise awareness about the deforestation crisis in Cho Don district, Bac Kan province, and to assess your willingness to contribute financially towards the establishment of a Sustainable Forest Development Fund.
The survey will require approximately 15 minutes to complete, and participation is entirely voluntary You can choose whether or not to take part without facing any negative consequences or receiving direct benefits from your involvement.
Your information will remain confidential and will solely be used for academic purposes Rest assured, your name will not be included in any publications resulting from this research.
Thank you very much for your participation!
Instruction for completion: Select the right option and tick in appropriate square
Write briefly the answer on the … open lines
Primary school College or University
High school Other (Please specify……….)
8 How many people in your family: persons
9 How much your monthly average income?
1 Do you aware any deforestation situation happened in your local area?
If the answer is YES, please give some example:
2 Do you think that you have directly responsibilities for protecting forest?
3 In your opinion, forest surrounding your house is destroyed?
If the answer is Yes please specify:
4 In your opinion, what drivers cause deforestation?
□ Industrial activities in large and small scale
5 From your point of view, who are the main forces of saving and improving the environment, especially forest?
6 In your idea, should we do build a treatment system to relieve deforestation situation?
7 Are you willing to pay money for “Forest protection and sustainable development fund”?
Pay money only if certain conditions will fulfil
If yes: what amount are you willing to pay for Forest protection and sustainable development fund per household member? (Rank from 5 to most prefer and 1 to least prefer)
8 Do you want a solution to solve environmental contamination at your local area?
Desiring have a solution to environmental problems
Willingness participate to find out solution
9 Do you have any suggestions for the state authorities to enhance forest quality of forest at your local area?
A survey was conducted to assess students' attention to environmental issues and their participation in environmental classes The responses from children will provide insights into their awareness of current environmental challenges and inform the organization of engaging environmental classes that encourage direct involvement from students.
Class: _Date: _ (Circle one): Male Female
1 Have you ever seen deforestation in your local areas? a Yes b No
2 Have you ever joined any environmental classes or educational extra activities?
(including in and out of school) a Yes b No
If you answer YES, list them in these blanks below:
3 If you say NO, choose the reason why: a I am not interested in joining those classes b T are no classes related to these environmental classes in my school c Other: _
4 Would you like to join an environmental classes? a Yes b No
5 If you answer YES, register the class “I am SUPER FOREST” for protecting environment and spreading messages to other people
Write your name to register as a “Forest Warriors” in the blank:
1 The general information about Cho Don district: History, area, administrative maps
2 The most recent statistics (Clearly note the source and time of the information) a The number of households in the area, population b The number of households/ manufacturers producing wood in the area: How many kinds of manufacturing, please enumerate them on list c The number of wood shops d The number of plants and companies in the areas
List some large plants and companies
3 Regulations and policies issued in the management and treatment of forest resources in the area
5 Was, is or may be environmental project – forest source protection implemented in the area?
6 Evaluate the impact of assessment district location issues on environmental and forest resources
7 About noise pollution, air pollution, especially water pollution
Give the Proposed Solution to the Local Government
8 Why do people encroach on forest land? was there policies and projects to support people about livelihoods?