Youth and Sport Hall, #114, Prishtina, Kosovo www.balkansunflowers.org +381 38 246 299 Care for Our Kosovo The Care for Our Kosovo campaign, 2001, looking back from 2005, remains Kosovo 9s most ambitious and successful environmental awareness program. It is reasonable to assert that virtually every person in Kosovo was reached many times by the campaign. More than 24 radio stations played spots, in many cases, many times every day, over 8 months.
The spots were recorded by Kosovo celebrities 3 making them interesting to people. Even long after the campaign was officially over, people would report again hearing the radio messages. The televised public service announcements were strong and clever.
One of them had a girl throwing things in a river as she walked along and then coughing up the same things when she took a drink of water in her home. One could mention that spot to a Kosovar in any town or village long after the campaign, and they would indicate having seen it and smile. The school programs, as well, were affective.
Training for media, comics in the most respected newspaper 3 all contributed. The logo developed for the campaign, at the top of the page below, continues to be used by the Ministry of the Environment and Spatial Planning for environment related programs. Attached below are the final report to the donor, and samples of printed materials from the project.
Care For Our Kosovo Environmental Awareness Campaign Final Report to UNICEF, 10 January 2002 Balkan Sunflowers Project Results Overview The ... more.
Care For Our Kosovo eight-month environmental campaign was one of the first long- term, Kosovo-wide promotions of environmental awareness. The campaign officially began April 16 th with the first environmental message, Care For Our Kosovo On Earth Day. Production and Outputs Production of the Care For Our Kosovo (CFOK) radio spots, television ads, and posters began on March 15 th and quickly involved individuals and groups from all parts of Kosovo.
Radio Spots . Twenty-five Kosovar celebrities donated their time to record 39 radio spots for the Albanian version of the CD that was distributed to radio stations. Actors, children, and radio hosts in Gracanica recorded the Serb language version.
The CFOK signature tune was composed and performed with a group of Roma children in Peja. Table 1. Care For Our Kosovo CD play list.
Track Length CFOK Themes Celebrity Start Date 1 0:47 2 0:34 Earth Day Shkelzen Jetishi (Xeni) & Shkurta Fejza 16 April 3 0:52 4 0:36 Keep It Clean Adelina Ismajli 1 May 5 0:59 Health Çun Lajgi 16 May 6 0:55 7 0:38 Everyday Adhurim Demi 1 June 8 0:50 9 0:34 Recycling Enver Idrizi 16 June 10 0:45 11 0:39 Children Edona Llalloshi 1 July 12 0:38 Neighbors Beka 16 July 13 0:48 Rivers Shkurta Fejza 1 Aug Care for Our Kosovo Final Report 11/13/05 3 14 0:33 15 0:48 16 0:34 Rivers 2 Ilir Shaqiri 1 Aug 17 0:53 18 0:38 Food Faik Gashi & Avni Hoti 16 Aug 19 0:53 20 0:38 Forests Memli Krasniqi 1 Sept 21 0:42 22 0:35 Clean Air Donat Qosja 16 Sept 23 0:52 24 0:37 Scenic Beauty Ilir Shaqiri 1 Oct 25 1:10 26 0:37 Energy Faton Macula 16 Oct 27 0:45 Water supply Haki Kika & Arijeta Ajeti 1 Nov 28 0:44 Youth Guri Shkodra 16 Nov 29 0:53 Together Beka 1 Dec Special Extra Themes Celebrity Start Date 30 1:13 The Banquet Naim Krasniqi 9 Jun 31 2:41 Garbage! Qumili 25 Jun 32 3:16 Pests Zurafete Gashi, Drita Duraku & Zenel Tufa 6 Aug 33 1:57 Neighbors, dumping Rasim Thaqi (Cima) 10 Sept 34 0:44 Children Flora Brovina 23 Jul 35 0:45 Our Forests Ali Podrimja 24 Sept 36 0:50 Municipal Services Abit Aliu 15 May 37 0:50 There will be a Law Department of Environmental Protection 9 Jul 38 0:43 There is a Law Department of Environmental Protection 39 3:51 The Stars Mix of all pieces Television Spots. Peja Video Teens, a local NGO, produced three 30-second clips concerning CFOK environmental messages for television broadcast.
Four more spots produced in Peja for the campaign by Lone Wolf Studio were aired. Three spots produced were not used, as they did not meet requirements. Table 2.
Television spots 1 The Earth and trash. 2 Water pollution: the spitting girl. 3 Air pollution: smoke.
4 Beautiful earth: wild Kosovo. 5 Illegal logging. 6 Illegal logging 2.
7 Polluted River and the girl in the swing. Care for Our Kosovo Final Report 11/13/05 4 Posters and other printed materials. Prishtina University art students collaborated with a professional graphic designer to develop artwork for seventeen campaign posters.
Students 9 artwork was used in several of the posters; however most of the design was done by Art Circle, a Prishtina design team. Originally we planned to print 17 designs 49,500 pieces. The contract called for printing them A4 size; most were printed twice as large, B3.
In all 103,000 pieces were printed within the budget. Table 3. Printed materials 1 Earth Day Dita e Tokës 3,000 pcs 2 Keep it clean Mirëmbani pastërtinë 3,000 pcs 3 Health Shëndeti 3,000 pcs 4 Every day Për cdo ditë 3,000 pcs 5 Recycling Riciklimi 3,000 pcs 6 Our Children Fëmijët 3,000 pcs 7 Our neighbors Fqinjët, shitorja.
3,000 pcs 8 Rivers and streams Lumenjët 3,000 pcs 9 Forests Pyjet 3,000 pcs 10 Clean air Ajri i pastër 3,000 pcs 11 Save Electricity Kurseni energjine 3,000 pcs 12 Auto stickers 3 10 designs 36,000 pcs 13 Trash container stickers 6,000 pcs 14 cHow to d Bookmarks 16,000 pcs 15 cHow to d Flyers 10.000 pcs 16 cHow to d Posters 2,000 pcs 103,000 pcs Media Involvement Radio station participation . Twenty-two national radio stations and 10 KFOR radio stations broadcast CFOK radio spots in Albanian language. KFOR radio stations, Blue Sky Radio, Radio Mitrovica, and Radio Gracanica broadcast in Serbian language (Table 4).
Participating radio stations agreed to play CFOK radio spots between one and seven times per day. Media Action International incorporated our radio spots into their weekly cYour Health, Your Environment d radio show which was broadcast Kosovo-wide on more than 21 Albanian radio stations, and approximately 11 Serbian stations. All radio stations donated their airtime as a public service.
While the frequency and participation did drop off over time, radio stations continue to play the messages. Table 4. Radio stations that participated in CFOK.
Radio Station Location 1 Radio Top Iliria Decan 2 Radio Tema Ferizaj 3 Radio Ferizaj Ferizaj 4 Radio Gjakova Gjakova Radio Pandora Gjakova 6 Radio Yjet Gjakova 7 Radio Gjilane Gjilane 8 Radio Drenasi Gllogoc 9 Radio Gracanica Gracanica 10 Radio Kacanik Kacanik 11 Radio Drijona Kline 12 KFOR stations Kosovo 13 Radio Mitrovica Mitrovica 14 Radio Dukagini Peje 15 Radio Rilindja Pristina Care for Our Kosovo Final Report 11/13/05 5 16 Radio Kosova Pristina 17 Radio Blue Sky Pristina 18 Radio Youth Wave Pristina 19 Radio 21 Pristina 20 Radio Plus Pristina 21 Radio Helix Prizren 22 Radio Dranica Skenderaj 23 Radio Theranda Suhareka 24 Radio Vicianum Vushtrii 25 Media Action International >21 stations Kosovo-wide CFOK CDs were delivered to radio stations accompanied by a detailed instruction manual suggesting a schedule for station DJs to follow. The CD has 29 tracks that are approximately 30- and 45-seconds and correspond to one of the CFOK sixteen environmental themes. The additional 10 spots of varying length include comedy routines, songs, and environmental law information, all consistent with CFOK 9s environmental advocacy (Table 1).
Television station participation. Kosovo 9s three national television stations, Koha Vision, RTK, and TV 21 participated in CFOK. These stations said it was cimpossible d to donate their airtime; however, RTK 4Kosovo 9s only public station 4did offer the first month of television cost free.
Negotiations with each station resulted in reaching approximately the same financial agreement (Table 5). These stations typically charge somewhere between five and 10 DM/second for their airtime. We made five and six-month contracts.
Because radio stations donated their time, television stations would not, and print media proved too costly for efficient coverage, we altered the financial strategy proposed in the original budget, after discussing this with UNICEF, and are devoted a majority of the media broadcasting budget lines to pay for television. The video spots began airing at the beginning of June and were aired until 30 November. Koha Vision provided the most airings, exceeding their broadcast commitment.
Table 5. Details of television station financial agreements. Station No.
Days/month No. Spots/day DM/month DM / sec. Koha Vision 15 1-3 1500 1.11 - 3.33 RTK 10 (7 + 3 free) 1 1500 5 TV 21 15 1-3 1500 1.11 - 3.33 Poster Distribution .
KFOR and TMK agreed to distribute 3000 CFOK posters twice a month. KFOR agreed to hang posters in Serbian enclaves. TMK agreed to hang posters in the towns and villages to which they have access.
Unfortunately, we encountered problems in the TMK portion of the distribution work. BSF held numerous meetings with TMK, provided an information and training session to the tasked brigade, prepared a precise information piece describing quantities for each TMK region, and delivered the posters to the regions. Unfortunately, almost no posters were put up in any area by TMK.
Believing that there was insufficient motivation in that agency for this project, we undertook first to hang posters ourselves, and as quickly as possible found other responsible agents. The balance of the campaign was performed by contracted service. Kosovo is flooded with posters.
As the campaign progressed, we decided to experiment with other strategies which were implemented at the conclusion of the campaign period. Two groups of stickers were designed and printed. The first group of 10 designs, cBumper stickers d are good for vehicles, classrooms and offices, etc.
Thirty-six thousand pieces were Care for Our Kosovo Final Report 11/13/05 6 printed. They are being distributed through NGOs with environmental interest such as Coopi, EducAid, Premier Urgence, Intercooperation and Aquila. The second group of stickers was designed for the Kosovo 9s municipal sanitation company.
Six stickers are being distributed by the association representing these companies, PAMKOS, to the various municipal companies for use on waste containers, and vehicles. Media The primary objective of the media aspect of the Care for Our Kosovo campaign is to connect media with environmental experts for informational programming. Balkan Sunflowers solicited the participation of approximately 30 environmental specialists, including professionals, educators, university professors, biologists, celebrities, and NGOs.
These individuals and groups expressed their willingness to participate in televised panel discussions, documentaries, interviews, and radio interviews, or written articles. Radio and television programming. Both radio and television stations were receptive to broadcasting informational programming related to the CFOK environmental issues.
Balkan Sunflowers began recruiting Kosovo 9s national and international environmental specialists in March. We hosted a workshop for Kosovar experts on May 28 th , 2001. Professionals from TV 21 trained these specialists how to cdo television and radio d, specifically on ways to be most effective when working with journalists and media.
TV 21 took advantage of this training immediately to present a televised panel discussion on environmental issues. Members of BSF have introduced CFOK during interviews with TV 21, Radio Mitrovica, Radio Youth Wave, Radio Plus, and Media Action International. Print media .
BSF wrote an article introducing CFOK for the Albanian-language ecological publication, Green Life . We contributed frequently to the UNMIK Environmental Monitor in which we reported on CFOK and other environmental themes. CFOK was also reported on in bulletins of UNICEF and the Regional Environmental Center.
Events Peja 9s Karagac Park clean-up. As part of the Care for Our Kosovo campaign, BSF organized a weeklong clean-up of Peja 9s Karagac city park took place beginning April 16 th to Earth Day, April 22 nd . Due to rain, the earth Day Festival was delayed to 29 April.
This park project and festival was sponsored by Peja 9s Dukagjini Company, and was supported by THW, the Peja schools, and TMK. Throughout the week, classes from Peja schools helped in the park and in the nearby BSF Children 9s Ecology Garden. Kosovar celebrities, particularly Faton Macula, participated in the festival in celebration of Earth Day that included live music, theater, poetry and dance performances.
The environmental NGOs Aquila and COOPI distributed environmental information. Prishtina Day. Working with Youth Initiative and the Young Ecologists, the campaign produced a popular new educational poster 3 cHow to & Care for Our Kosovo d 3 which includes 25 suggestions for reducing waste, conserving energy, saving water, etc.
Thousands of cHow to& d bookmarks and flyers were distributed. This design and printing was independently funded. This design was reprinted for distribution later in the campaign, as part of the campaign budget.
Care for Our Kosovo Final Report 11/13/05 7 Care for Our Kosovo Festival-Concert. A CFOK concert and festival was held 28 July 2001 on the grounds of Prishtina University library. This project, part of the CFOK campaign was underwritten by the UNMIK Department of Environmental Protection, KTI/IOM and Media Action International (OSCE and UNICEF).
The Concert consisted of: A day-time festival, including children 9s activities, children 9s theater, performances for and by children, booths for environmental organizations to distribute information, and An evening concert featuring well-known bands and famous entertainers. The program drew several thousand participants. During the entire concert, a film of Kosovo 9s environment was projected on a giant screen on the walls of the National Library.
Programs featuring both the children 9s festival activities and the evening concert were later broadcast on Koha Vision. Special Initiatives Due to budgetary savings and ongoing reexamination of the program, we were able to introduce two major initiatives that significantly increased the impact of the program, within the existing budget. These worthwhile initiatives will hopefully continue to be supported.
EkoPatrol Comics. Art Circle (Valdet Gashi and Shpend Kada) has designed and implemented, with BSF as originator and consultant, a weekly cartoon feature published in the national newspaper Koha Ditore since 15 July. In all, 27 issues are published of this cartoon 3 either one-half or a full page in the newspaper, with more than 20,000 papers printed each day within Kosovo and another 15,000 for the Kosovar Diaspora.
The weekly feature includes a cartoon featuring the EkoPatrol and other information such as environmental glossary, facts on themes such as recycling and global warming and hints about what people can do. Koha Ditore continues to be very happy with this feature. Science in Our Schools.
In October we began to take a science and environment program to Kosovar classrooms. In this one-hour presentation simple experiments using household items (vinegar, baking soda, a balloon, water, a coke can, etc.) scientific and environmental principles are vividly demonstrated with the children 9s active participation. The program makes a strong and positive impression on children, as well as provides teachers new ideas on how to make information more interesting.
In this pilot and develop phase, the program reached approximately 3100 children. School City No Classes Children/class Total Children Emin Duraku Gjakova 13 20 260 Zekaria Rexha Gjakova 19 27 520 Emin Duraku Prizren 1 30 30 Jusuf Gervalla Prapaqan Village Vaso Pashë Peja Dardania Peja Tetë Marso Peja Asdreni Peja 82 28 2320 115 3130 Care for Our Kosovo Final Report 11/13/05 8 Evaluation Program Elements and Implementation. We believe that a number of elements in the program were very successful.
These include: " The campaign logo is powerful and has the potential to stay in use as a symbol of the Kosovo environmental movement and the sense we chose to develop of supporting a positive sense of ccare d for Kosovo. " The design elements in the posters, stickers, etc. were attractive, and interesting.
" We were able to produce more television spots than anticipated, and some of them were quite powerful and interesting to the public. " cHow to& Care for Our Kosovo d posters and bookmarks provide positive and useful information that is in tens of thousands of hands. " The radio spots and television advertisements were frequent enough that most people have seen or heard them and have some increased sense of environmental awareness.
" The EkoPatrol cartoon is much (much!) more effective than the originally budgeted print advertising space. An interesting, humorous and informative one-half to full page environmental message has 20,000 pieces distributed to the public every week. " The Science in Our Schools program impacted positively more than 3,000 school children and one hundred schoolteachers.
" Care for Our Kosovo based events, funded outside of the UNICEF budget, reached many thousands of people. " Environmentalists received media training as well as support (printed materials particularly) for their efforts. " We were able to print more colorful, larger, and far more pieces (posters, stickers, etc.) than planned for in the budget, within the budget.
There are aspects that we were not satisfied with: " Poster distribution was poor to begin with. " Posters as a whole were disappointing as they are rapidly covered by other posters or torn down. Even our posters( at twice the budgeted proposal size) were not visible enough in most situations.
" Coordination of radio, print and poster message 3 a new theme every two weeks 3 was not well-maintained. We think that finally there were too many themes and that the effort to have them always coordinated was not realistic. " We budgeted for a media campaign that was to be almost self-operating after the initial few months: the radio spots, posters, TV spots all contracted and made and running.
In fact, these aspects took a lot more on-going effort and supervision. There was therefore fewer resources available for developing media programs with experts, etc. The Department of Environmental Protection believes that the program has been a significant success in increasing environmental consciousness in Kosovo.
While there is much still to be done the program has made an impact on the consciousness of the public. We particularly believe that we have been able to implement a wide-reaching campaign that has significantly exceeded its proposed outputs with new and innovative programs very cost effectively. Care for Our Kosovo Final Report 11/13/05 9 Cooperation with the Department of Environmental Protection.
The Department of Environmental Protection was an active partner in the Care for Our Kosovo program. Weekly sessions to discuss the campaign were held at the Department 9s offices in the early months of the campaign. Members of the department engaged in translation, review and comment in preparation of the themes, promotion and discussion of the program in the department 9s weekly Environmental Monitor , development of the concert concept, contacts with environmental specialists, travel to and meeting media around Kosovo and even one morning in poster hanging.
The Department made an active commitment to the success of the Care for Our Kosovo campaign. Respectfully submitted, Rand Engel Kosovo Coordinator Care for Our Kosovo Final Report 11/13/05 10 Outputs Attached 1. CD.This CD includes posters used in the campaign, stickers, photographs of activities and EkoPatrola Comics.
2. Albanian version of the radio spots. 3.
Serbian version of the radio spots. 4. Stickers.
10 stickers for vehicles, etc. 5. Stickers.
6 stickers prepared for municipal waste containers. 6. Video.
Spots broadcast on television. 7. Science in Our Schools final report.
8. Care for Our Kosovo Concert-Festival final report. 9.
Science in Our Schools booklet. 10. cHow to & Care for Our Kosovo d bookmark and flyer.
Care for Our Kosovo cOur Children d poster. Care for Our Kosovo clean air poster. Care for Our Kosovo recycling poster Care for Our Kosovo Earth Day poster.
Save energy. Bumper stickers say crats love garbage. d Preparing for Care for Our Kosovo concert.
Science in Our Schools Eko Patrolla comic ran for 27 weeks in Koha Ditore newspaper.