The Environmental Education and Communication Fund (FCEA) was incorporated two and a half years ago, with the purpose of generating communication and environmental education projects aimed at creating an environmental culture in Mexican society, which can in turn support the legal, economical and technological changes necessary for sustainable development.
From its very beginning, FCEA has maintained a strategic alliance with the most important media enterprise in the country, in order to produce and transmit air television spots with environmental themes in their morning news program, reaching more than 20% of Mexican homes nation wide (IBOPE, 2004).
At FCEA we are aware that the production and casting of these television spots is not enough to obtain a specific impact to change or resolve Mexico vast cadre of environmental problems. Nevertheless, the airing of these spots has allowed us to create awareness in order to carry out regional projects in a more specific manner. The latter, in our opinion, is a major accomplishment since it is the first time that a Mexican television company commits itself to a continuous environmental campaign.
The work with this media enterprise and the impact gained through this first experience opened the door for us in the first months of 2005 with the third largest cable company in México. We will be airing local television spots with environmental themes from the Gulf of California in Tijuana , Mexicali , Tecate and Ensenada . The space granted to us is currently being used by WWF for two television spots and we are now in negotiations with the Company to design a common working strategy for the region.
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In addition to the latter, FCEA is now beginning its first regional communication campaign through main local newspapers, where two environmental reports will be distributed monthly. This project has an estimated one year budget of US$300,000.
At present we have not conducted any survey or specific impact evaluation of these first communication efforts for the region. This flaw in our work is due mainly to the high costs derived from an effort of this magnitude. However, the main objective pursued last year was to strengthen our alliances on a long term basis, goal successfully accomplished and furthermore experience gained for the regional and local campaigns developed for the Gulf of California.
For further information, you can visit the following web site:
http://www.agua.org.mx
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