A public advertisement announces that the potency of Indonesian forests exploited per day is equal to 83 billion rupiah. At least 93.6 million hectares of forest (more than 3 times of area of Italy) are degraded by illegal logging, forest fire, forest conversion, unscheduled expansion of land for agriculture, and various forest-related social conflicts. Such conditions are worsened by significant unbalanced gap between rate of degradation and land rehabilitation. According to the data from Ministry of Forestry (2007), the rate of forest degradation in Indonesia reaches 1.08 million hectares per year (World Bank version 1.8 million hectares per year), while the average rate of rehabilitation initiative per year is approximately 500 thousand to 700 thousand hectares per year. This means that there is significant gap approximately 500 thousand hectares of degraded land per year not being rehabilitated. For Watershed (DAS) area, 2006 data from BPDAS assumes that more than 30 million hectares of Watershed area are in critical condition (namely, 282 critical Watershed areas in Indonesia). In Java Island alone, approximately 83 percent of 141 Watershed areas are damaged (Ministry of Forestry, 2008).

Dutch-inherited policy marked with the application of Domeinverklaring (agrarian policy) in 1870 is the initial foundation of Indonesian land management policy (Setyowati, 2006). Such policy describes that all lands not managed or not legally retained should be considered as national land. After VOC bankruptcy in the end of 18th century, the Dutch colonial government established modern colonial state in Indonesia. The commercialization of teak wood was managed by Djatibedriff (teak wood-managing company) authorized to manage teak wood forest in Java (Peluso, 1992). Scientific forestry approach was also adopted in which forest is perceived from economic aspect (Scott, 1998). This approach simplified the forest management, which the forest can be controlled and managed economically. After the independence of Indonesia in 1945, Djatibedriff was changed to Forestry Office and by means of Government Regulation No. 35/1963, the authority of forest management was transferred to Indonesian National Forest Enterprise.

It was the beginning of state-based forest management in Indonesia. Indonesian National Forest Enterprise has significant authority to manage the national forest in Java Island. Currently, such Enterprise controls approximately 1.94 million hectares of production forest as well as forest reservation or, in other words, more than 60 percent of forest area in Java Island. This also means that the Enterprise controls approximately 4.5 percent of all production forests throughout Indonesia (Bachriadi & Lucas 2002). In the beginning of 1960s, land rehabilitation initiative was conducted through reforestation project (in the area of national forest) and replanting activity (outside the areas of community land and forest). There were efforts launched by Government of Indonesia namely Land Rehabilitation Movement (Gerhan/GNRHL) in 2003 focused on rehabilitation of Watershed areas in 15 provinces, covering 300 thousand hectares of such area in 2003, followed by 500 thousand hectares in 2004, then 600 thousand hectares in 2005, and 900 thousand hectares expanded to 2 million hectares in 2007. Assessment results of GRNHL showed that such rehabilitation efforts were not successful since the process of which was not implemented in participative manner. The planning, cultivation of seedling, and planting activities were determined by the government (Nawir et al, 2007). While community land management (not national forest) has shown that the determining key factors of the success of such rehabilitation are the assurance of managing rights, adoption of participative approach, transparency of benefits as well as impacts of such activity on the economic and social welfare of the community.

Objectives
The implementation of specific activity series in this MMC # 11 is intended to:

• Encourage and maintain the commitment of 14 institutions (media and NGO), 5 mainstream media (local) and more than 88 other media channels in exposing issues and principles of ESP.
• Conduct public communication (above the line) to advocate issues in line with below the line team (interpersonal communication in the community level).
• Improve the awareness and actual support from various sectors: media, policy makers and government, Indonesian National Forest Enterprise and private sectors, NGO activists as well as other institutions.
• Improve the understanding of target audience on the importance of resource mobilization-integrated efforts in more concrete collective activities.
• Familiarize several programs and alternative solutions in dealing with broader issues of either individual, domestic, or community sanitation.

Outcomes

• Several national activity series of media relation, media campaign as well as advocacy/communication events are implemented in 5 HPP.
• The commitment of 5 key media as well as the awareness of 88 other local and national media channels (electronic, printed and online) to present issues related to sanitation in a stronger, more effective and more qualified message has improved.
• Actual support from various sectors and levels in Indonesia to cope with problems of critical lands and land degradation has been provided.
• Alternative solutions and program-program may improve the role of community in slowing down the rate of deforestation are familiarized.

Campaign Message
To reduce the significant unbalanced gap between rate of land degradation and critical land rehabilitation to improve the life quality through participative and sustainable approach.

Media Strategies

1. Aim at mainstream issue as well as news peg in national and local contexts (for each ESP’s high priority province), in collaboration with ‘below the line’ team of Strategic Communications as well as other technical teams.
2. Conduct intensive approach to media and journalist groups (road-show for issue) committed to provide space for critical land issues and all related problems.
3. Improve the capacity of local communication and mobilize partners/stakeholders as the key players in advocacy, including national and local journalists.
4. In cooperation with the government, perform advocacy for all related sectors to improve understanding on community- or institutional-based land rehabilitation:
   a. NGO and related community activist networks
   b. Ministry and related offices
   c. Perhutani (Indonesian National Forest Enterprise), PDAM (Municipal Water Utility Company), PTUD (Regional Administrative Court)/PTUN (State Administrative Court) and other private parties
   d. Community leaders
   e. Academicians
5. Collaborate with technical team and Program Communication team in developing materials for media campaign in line with the strategies of ‘below the line’ team of ESP’s Strategic Communications.
6. Formulate various creative communication activities:
7. Media relation: road-show, media visit (direct investigation / report), etc.
8. Media campaign: radio / TV talk-shows, writing article by expert and activists, online campaign, etc.
9. Communication / advocacy events: commemoraton day events, issue discussion by experts and/or journalist networking, seminars, workshops/trainings

Advocators

• Community leaders and partner NGO (including local and national leaders/media)
• Cadres from advocated villages/schools, health communication and ESP technical teams and field Assistants
• NGO motivating community-based sanitation
• Representatives of Bappenas (National Development Planning Board)/Bappeda (Regional Development Planning Board)
• Ministry of Forestry and Ministry of Environmental Affairs.
• Other related government offices and instances.
• Attendant/cadre/facilitator of field schools.
• Perhutani (Indonesian National Forest Enterprise), PDAM (Municipal Water Utility Company) and private sectors as well as other related parties

Targets

• Media and journalist
• Regional and national policy makers
• Local and community leaders