NATIONAL YEAR OF RICE

What is NYR
Communication strategy in support to the FSSP
Advocacy campaign that uses social marketing Aims to enjoin the common public, the producers, and the policy-makers (basically everybody) in the endeavour to be rice-self-sufficient in 2013

About the logo: The letters N, Y, R for the National Year of Rice The rice plant Three persons - Producers, Public, Policy-makers Colors of the Philippine flag

Key message: SAPAT na BIGAS, KAYA ng PINAS in 2013 if the PRODUCERS, the PUBLIC, & the POLICY MAKERS will work together.

OVERALL PROJECT GOAL

Help achieve rice self-sufficiency Promote better health among rice consumers; and

Improve the income of farmers

OBJECTIVES
By the end of 2013...
1. For 50% of the rice-consuming public in the focus areas to commit in being responsible rice consumers by eating just the right amount of rice, not wasting rice, and eating other sources of carbohydrates 2. For 50% of the rice producers in the focus areas to be responsible rice farmers by feeling more important in the achievement of rice self-sufficiency and the adoption/adaptation of three (new) rice technologies 3. To place policy statements or ordinances advocating the NYR goal

STRATEGIES
1. Strategic use of all possible media (TV, radio, internet, print, etc) 2. Strategic collaborations/partnerships with government instrumentalities, NGOs, and private companies 3. Three different campaigns for each population segment (the 3 Ps public, producer, and policy-makers)

Department of Agriculture PhilRice

Public
Encourage responsible rice consumption

NYR 2013

WE ARE EATING WAY TOO MUCH RICE

On average, we eat around 4 cups of rice a day when at most 3 cups is enough.

We are eating more rice than other food groups when rice and other grains should only be of our meal plate.

A Typical Filipino Plate

A Recommended Plate

We restrict our energy source too much to rice.

1 cup (205 kcal)

5/6 cup

1 cup

2/3 cup

5/6 cup

1/3 cup

1 cups

WE ARE WASTING WAY TOO MUCH RICE

Every Filipino wastes about

tablespoons cooked rice

Every Filipino wastes about

or

grams uncooked rice

DAILY

 In 2010, our wasted rice was equivalent to 13% of the total rice imports of the same year
That is equivalent to PhP6.2B or the consumption of nearly 2.6M Filipinos a year

CAMPAIGN for the PUBLIC

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

Proposed activities:
Playing of rice conservation video everywhere possible Sending of text messages to the general public Inclusion of a rice conservation lecture in the health curriculum of students Hanging of NYR tarps/streamers in all participating/collaborating agencies and installation of billboards nationwide

Proposed activities:
Meal preparation workshop for women to help them prepare 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

Department of Agriculture PhilRice

Public
Encourage responsible rice consumption

Producers

NYR 2013

Encourage adoption of efficient production technologies

OUR PRODUCTIVITY IS NOT OPTIMAL

Huge gap between yield in experiment stations

CAMPAIGN for the PRODUCERS

Boosting of MORALE

Better INBRED & HYBRID Seeds

Inbreds for the different environments Hybrids that also perform well during wet season; can yield up to 12 t/ha
a minimum yield increase of 1mt/ha using hybrid rice in the 800,000 ha irrigated rice areas in the country can result in an additional rice production of 1.6 mt of palay (960,000 mt milled rice; usual importation is 600,000 mt)

Better Crop Mgt

Efficient use of fertilizer (& water) Use of farm machines Use of PalayCheck system

Proposed activities

fiestas

Sending of text messages to farmers (both to boost their morale and promote technologies)

Info caravan
Farmers

Department of Agriculture PhilRice

Public
Encourage responsible rice consumption

Producers

NYR 2013
Policy-makers

Encourage adoption of efficient production technologies

Negotiate advocacy of policies supporting NYR goals

Policies to promote productivity and responsible rice consumption are not in place

CAMPAIGN for the POLICY-MAKERS

Ordinances: no leftover rice on plates; half-cup rice servings; serving of brown rice Incentives: farmers with highest yield

Proposed activities
Distribution of Rice 101 To lobby with local politicians to include NYR goals in their platforms

Lobbying of an ordinance that obliges the foodservice 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

OUTPUT/IMPACT
United country in achieving rice self-sufficiency Confident/proud farmers and higher regard for Filipino farmers Increased productivity of farmers who lack access to information on latest rice technologies Healthier rice consumers Reduced rice wastage

RICE SELF-SUFFICIENCY

Are you one with us?