1. Communication Strategy for Approaching
Tipping Point in River Health Restoration Program:
Citarum River, Indonesia
Candra SAMEKTO
Ministry of National Development Planning
BAPPENAS, Indonesia

2. Outline
• About
• Problems
• RoadMap of ICWRMIP
• Communication Strategy
• Lesson Learned

3. About Citarum: where?
MUARA GEMBONG
BEKASI
JATILUHUR
DAM
CIRATA
DAM
OUTLET CITARUM
UPSTREAM UPPER
(SAGULING DAM) CITARUM
RIVER BASIN

4. MUARA GEMBONG
BEKASI
CITARUM AT A GLANCE
Length: 269 Km
River basin area : 12,000 Km2
Flows from South to North
ending in the Java Sea (Gunung
Wayang to Tanjung
Karawang)
Citarum covers :
9 districts and 3 cities
Average rainfall:2,300mm/year
Average flow: 5.7 bilion/m3/year

5. CITARUM AT A GLANCE
Supplies clean water to :
More than 6 cities in West
Java and contributes 80% of
Jakarta’s raw water
Irrigates:
420,000 Ha paddy fields
Total population in the basin:
15,303,758
(50% live in Urban Areas)
Total Population in West Java
41,483,729
Source: BPS; West Java Gov Statistic, MoPW
DAMS CAPACITIES AND POWER GENERATION
-Jatiluhur 1963: 3,000 million m3 – 187.5 MW
-Saguling 1986: 982 million m3 - 700 MW
-Cirata 1988: 2,165 million m3 - 1,000 MW
5

6. PROBLEMS
IN CITARUM RIVER BASIN

7. SOLID WASTE
Cattles in Pangalengan
West Tarum Canal
Tons of waste from farming
•dumped into the river everyday
•8,000 cows produce 24 kg of waste
each
ORGANIC WASTE
7

8. FISHERIES AND HYACINTHS
• Uncontrolled expansion of
floating fish cage operations
• Excessive fish feeding adds to the
waste load as unconsumed feed
accumulates on the reservoir bed
• Excess of water hyacinths in
Fish cages in Saguling Dam waterways
8

9. WATERSHED DEGRADATION
Average annual sedimentation into
the three reservoirs estimated at 8
million m3/year
Floood in rainy season and water
scarcity in the dry season.
9

10. MAJOR FLOODS RECORD
Major floods in Bandung were recorded in
1931, 1945, 1977, 1982, 1984, 1986, 1998, 2005, 2010.
10
Flood in DayeuhkolotKab. Bandung (PR, Friday, 19 Feb 2010)

11. INFRASTRUCTURE ISSUES
• Aging water infrastructures
• Operation and maintenance
issues
Citarum river - degraded banks
11

12. CLEAN WATER ACCESS AND SANITATION

13. COASTAL
DEGRADATION
• Coastal abrasion
• Biodiversity degradation
Muara Gembong, Bekasi
Muara Bendera

14. PROCESS OF CITARUM ROADMAP
Citarum Roadmap  the series of strategic plan
The roadmap help us to answer these following questions:
Where should we go – the goals ?
Where we are now ?
How to achieve the goals from where
we are ?

15. Identify and Understand
the Problems

16. PROCESS OF CITARUM ROADMAP
3 years Time
Participation process
Existing
Key Areas
80 intervention Purposes Objective
Condition identified
Institutions and To have an effective coordination
mechanism for water resources
Water Planning for management in the Citarum River
pollution IWRM Basin….
To have new or improved sources of
WR Development water for irrigation, industry, hydro-
Flood and Management power, domestic and other uses
developed…
VISION
To have an equitable water sharing
Degradation of Water Sharing
arrangement among the upper and
the lower basin and transboundary
Watershed water resources …
To have forest protection measures
Environmental in place and have no further
Water Protection reduction in the existing forest
shortage area …
Disaster To have effective disaster
preparedness plans in place for
Sedimentation Management floods and mud flow events …
To have a high level of awareness of
Lack of Community local communities about
Empowerment conservation, utilisation and
coordination protection of natural resources …
etc Data and To have a comprehensive database
on land and water resources in place
Information and accessible to all that need it …
Requires USD 3.5 Billion in 15 years

17. Strategic Framework for Citarum Roadmap

18. Challenges
• Less concern of stakeholders at all level
(communities, business entities, local
government, central government)
• Public trust to government
• Conflict of interests
• Sectoral ego; competition among departments
/ ministries; lack of coordination

19. COMMUNICATION STRATEGY
Integrated Citarum Water Resources Management Investment Program

20. COMMUNICATION OBJECTIVES
To enhance flow of
information, consultation, and
awareness of stakeholders and the
public,
To support the Roadmap vision
of a better Citarum.
with government
and the community working in
partnership.

21. What is Citarum Why do we have
Roadmap? to care?
Who are involved
What is in the Program
ICWRMIP? How are we
getting involved?
What are the
Why Citarum is program components?
still flooding?
How can we
contribute?

22. CITARUM ROADMAP
ENCOURAGE PARTICIPATION AND CONTRIBUTION
INDIVIDUAL
-Volunteering, join community
activities, etc
COMMUNITY CITARUM ROADMAP
Through activities that directly or
indirectly contribute for Citarum “Encourage participation and
recovery contribution for everyone
to achieve common vision and goal
GOVERNMENT
INSTITUTIONS
CSOs
-Community mobilization PCMU RCMU
-through activities and program
DONOR
ORGANIZATIONS
PRIVATE SECTORS
-CSR
A BETTER
-Through sponsorship
FUTURE CITARUM
ACADEMICS
MEDIA

23. In early 2009
Citarum?eerrr…....is it a river?

24. BLACK CAMPAIGN
Using : Media, NGOs, Internet, Events
shocking, attention grabbing,
creating want‐to‐know‐more eagerness
24

25. “Citarum, The World Dirtiest River”
International Herald Tribune, 5 December 2008
“The Dirtiest River”
The Sun, 4 Desember 2009
“Key River Suffers Upstream,
Downstream Pollution”
Jakarta Post, 12 November 2009
“Citarum the River of Waste”
Kompas, 25 November 2009
“Citarum catchments degradation threatens
8 Cities and Districts in West Java”
Kompas, 24 Maret 2009
Our first introduction approach:
an effort to clean the world dirtiest river!

26. Key Points
• one strong key message
• creating public awareness about the problems
• followed by campaign about the program to
solve the problems

27. Introducing new logo
• Covers all
stakeholders
• Avoid superior
institution
• Create ownerships
• Promote coordination

28. WHO ARE THE COMMUNICATION
STAKEHOLDERS?
PROJECT AFFECTED
PEOPLE
Project beneficiaries or affected people:
BASIN AGENCIES CITARUM CORE STAKEHOLDERS
ROADMAP AND INVESTMENT
West Java provincial, city and district PROGRAM Government and CSO partners
governments, water resource involved in Roadmap preparation
infrastructure operators, and implementation
water utilities, hydropower PCMU, RCMU, PIUs, CSOs,
corporations, industries INTERNAL TEAM
and private sector groups MEDIA &
GENERAL PUBLIC
Local, national and international media
Other interest groups: academic
institutions, NGOs
COORDINATION

29. up close and personal
How to reach them?
• Each has their own characteristic
• Use the same language
• Give what they want to hear
Example:
Government:
• busy (plenty of projects on their hand)
• new people join in, due to regular tour of duty
NGO's/ CSO's
• concern about what happened and how they can take part.
• but also comes the pragmatic question, what's in it for me?

30. Local government’s concerns : Coordination meeting
Results chaired by the governor
Followed by plenty of MEDIA COVERAGE
Central government: serial of meetings initiated by
coordinating ministers for economic and welfare
Significant increase of budget allocation funding both
from central as well as local gov’t
Attention of donor agencies
Everyone talk about it, want to join, and contribute
Why?
people like provocative issue to get
interested and to follow up.

31. Lesson Learned
Source : www.pentaeder.de and www.aleanjourney.com
• Creating collaboration in water management is like building a
team work

33. Lesson Learned
Paradigm Shift on how we view rivers and waterways • Communication strategy
can promote paradigm
shift
• Understand the evolution:
different strategy for each
different stage
• Specific approach and
Source: Dr. Eva Abal (2009)
‘language’ for each target
group: up close and
personal - customised

34. Thank You
For more information:
www.citarum.org
candra@bappenas.go.id
candra.samekto@uq.edu.au