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I. PROJECT IDENTIFICATION 1. Project Title: Youth Café/Learning Center, as a novel communication channel for learning
about climate change 2. Location of Project: Initially Hanoi, but later can be replicated in every city and province 3. Applicant contact information:
Full name of organisation: Centre for Youth Capacity Building and Psychological Assistance Address: Room 504, No. 5, Chùa Láng street, Đống Đa district, Hà Nội Name of person(s) responsible for project: Nguyễn Thị Hiền
Title: Manager, Projects and Operations Telephone: 0904163174 Fax: N/A Email: [email protected]
Name of person(s) responsible for project: Hà Minh Loan Title: Manager, Administration and Finance Telephone: 0912481558 Fax: N/A Email: [email protected] 4. Implementing agency: The Center for Youth Capacity Building and Psychological Assistance is a youth NGO that started as Hands in Hands (HiH), a volunteer group of committed psychology and sociology students who wanted to use their education and knowledge to help others. Hands in Hands was founded in 2003 by two University of Social Sciences graduates, Ha Minh Loan (Director, HiH) and Do Anh Tuyet (Vice President, HiH), with the objective of helping young people develop themselves by maintaining good psychological health and self-efficacy in order to master their own future. With help from their fellow graduates, in the next five years HiH developed and implemented several projects to raise awareness and understanding among adolescents and youth on sexual/reproductive health and HIV and AIDS. These projects were supported by funders such as UNDP, MSI, Empower (USA), CHOICE (The Netherlands) and World Bank, one of the co-sponsors for this event. HiH won the Vietnam Innovation Day award in 2004 with their proposal ‘Raising awareness of safe behaviors to prevent HIV/AIDS among youth’. The project was implemented in two high schools and one Continuing Education Center in Long Bien and Hoang Mai district. At the end of the project, 85% of beneficiaries had increased positive awareness on HIV and AIDS. And 93.7% appreciated the activities of the group, especially the teachers in the schools. This was one of HiH's first projects. Since its founding, HiH received technical support from World Population Fund (WPF) and guidance on organisational development from the Center for Community Empowerment (CECEM). In 2009 Hands in Hands was formally granted status as an NGO under the formal name of Center for Youth Capacity Building and Psychological Assistance. It is the first government-approved youth NGO in Vietnam. Hands in Hands is still the preferred name in usage. Currently, the NGO has four staff members and 25 volunteers aged 18 to 28. Volunteers have extensive experience in designing and organising communication activities for youth regarding health, HIV and AIDS and other issues related to youth concerns. The Center runs a website, http://www.tuoiomai.net,
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through which information and counseling on sex, HIV and AIDS and other pertinent issues is offered to young people. The NGO’s latest undertaking is an innovative communications initiative for youth development, titled ‘Come Together!’ It is within the aegis of this initiative that this proposal is being submitted. Organisational Structure
Figure 1: Organogram
II. 5. Banking information (VND account): Account Name: Hà Minh Loan Account holder’s Name: Hà Minh Loan Account Number: 0021001332769 Name of financial institution: Vietcombank Hoàng Quốc Việt Address of financial institution: Hoàng Quốc Việt, Cầu Giấy, Hà Nội PROJECT DESCRIPTION Youth Café and Learning Center The establishment of a prototype Youth Café and Learning Center dedicated to climate change (hereafter referred to as Climate Change Café or CCC) is one of the core activities of the Come Together! Communications Initiative for Youth Development. Slated for opening in July 2010, it is a large undertaking and will cost a considerable sum of money to set up (see budget). However, it is being presented here to showcase its innovative approach as an intervention that a) addresses both spheres of action on climate change - mitigation and adaptation - and b) cross-cuts them both. The VID prize money (if granted to this idea) will be used for the specific start-up costs within the CC Café larger program. (see (8) Feasibility)
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Socio-economic situation of the target community In the long run this intervention targets young people of all socio-economic backgrounds. In the short-term, the primary target group can be described as general youth who possess enough spending power (from the middle-income, higher-income and upper-lower income brackets) and have the habit of frequenting cafés for entertainment and social interaction. These youth are mainly in the urban centers. It is a conscious decision to target this class of community because, as the ones with spending power, they are also at the root of many of the problems contributing to climate change. They are the most prolific consumers and polluters. Wealthier urbanites consume in excess and produce waste at a ratio that tilts the scales in disfavour of the poorer sections of society. On a daily basis they consume more energy, gas, food and natural resources such as water and, reversely, they produce more waste (solid, liquid) and pollution (traffic, industrial) which contributes to increased green house gases and carbon in the atmosphere. Youth in cities live lifestyles that:
a. for the most part, are not dependent on weather or climates for their livelihoods, so changes in climate do not affect them as much as it does people who do (e.g. farmers, fishermen) b. due to economic progress, tend to favour material gains, in the process, accumulating and discarding materials that have a high carbon footprint c. by virtue of their wealthier, urban and self-centred lifestyles, are not interested in, or don’t identify with what affects rural or poorer populations
Urban youth, who are part of the problem, also hold, crucially, the most potential for being part of sustainable solutions. These young people will be the future leaders, decision makers and drivers of society. If they can be motivated to adopt green lifestyles when young, they will lead by example in the future when they assume positions of influence. Also, the exposure and interaction they receive at the CC Café will motivate a portion of them to become environmental scientists, innovators, researchers. This will, in time, increase the human capital with expertise in climate change issues in the country, which will enhance the Vietnamese government’s plans and efforts. With the positive changes brought about in this group of people, the benefits will go far in reaching rural and disadvantaged populations as well. The actual beneficiaries in the long run will be poorer, rural populations who are directly affected by climate change. As the urban population adopts greener lifestyles it improves conditions for those who depend on the climate for their livelihoods. Background This proposed project is a part of a larger initiative, the Come Together! Communication Initiative for Youth Development. This Initiative is preparing to launch on March 27, during Earth Hour, by organising the most ecological dining event. The food served will be wholly organic, local and fair trade; the lighting will be done exclusively with solar lights; some of the food will even be cooked in solar cookers. For most of the guests, this will be the meal with the lowest ecological footprint they have had in their lives. The Earth Day dinner launch event, organized in collaboration with World Wildlife Fund (WWF) and KOTO Café, is just one example of the Come Together! approach to addressing climate change. Come Together! employs art, media and social entrepreneurship to connect with and engage with the youth. The Come Together! ethos is grounded in the social ideal that sustainable
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change is driven by the actions of motivated citizens coming together for committed action. When exposed to information and ideas, and having access to practical tools and examples of how to turn these ideas into actions, ordinary citizens can become the drivers of their own development. By providing the relevant information and resources that enable people to act Come Together! facilitates its members to identify issues of prime concern, to discuss and share ideas, to create solutions and to collaborate in implementing those solutions. Come Together!’s Objectives Come Together!’s primary objective is to establish and effectively utilise an innovative communications platform, which can enable millions of youth in Vietnam to:
• institute an ecosystem of change – i.e. establish a process of analysis, planning, action-taking and learning founded on citizen involvement and responsibility,
• exercise agency – i.e. access information, engage in dialogue and take initiative to improve their situation,
• improve opportunities – i.e. improve quality and relevance of information, create new opportunities and utilise existing opportunities to full potential,
• improve services (education, health care, culture) – i.e. exercise greater control over resources that have a bearing on these services and access services that are of better quality,
• enrich, as well as improve, lives – i.e. engage in cultural and artistic endeavours which enrich life experience and, in the process, help initiate and institute improvements in areas of concern.
How the Youth Café / Learning Center serves Come Together!’s Objectives A primary activity of Come Together! will be to establish a model youth-friendly café and learning center, which will be a node where youth can connect and participate. The Climate Change Café, the first of its kind in Vietnam, is scheduled to be established in Hanoi by the end of July 2010. This café will be ‘branded’ with unique youth-friendly design elements and services. But the most important aspect of the ‘brand’ will be inherent in the environmental communication agenda that it upholds. The CC Café incorporates all the objectives of the Come Together! Initiative. It is surprising how a café, which is traditionally just a place for eating and drinking, can acquire the status of a communication channel. The innovation lies in the design and strategy, supporting a simple, yet powerful, concept: how to utilise a space where young people naturally gather as a platform for learning and action. The CC Café is not just a beautiful place for young people to enjoy their coffee; it is a creative space where they can learn, connect, interact, commit, plan and begin their journey of transformation into agents of change. How the CC Café works as a communication channel and a catalyst for change All Come Together! activities and interventions are aimed at facilitating conversation, collaboration and competition among the youth and their social circles, through a fun and engaging platform. The CC Café is one such example where entertainment and education merge seamlessly. Every aspect of the design is geared towards providing the most immersive learning experience, making information and motivation available via a variety of creative means.
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DESIGN • Exterior:
• Driveway/Parking: The driveway will have a graffiti wall with murals and messages promoting a green lifestyle. The intent is to make the concept of green living ‘in’ or ‘cool’. At the parking lot, there will be signs on helmet use, responsible driving, and reducing carbon emissions. Creatively designed stickers with climate change messages will be offered free to customers to stick on their bikes and helmets.
• Signage The signboard for the café will be painted with fluorescent colours so that in daylight it looks normal but at night time the sign is lit by ambient light and won’t require electric lights to illuminate it.
• Entrance: The entrance of the café will be adorned with a sculpture/environmental art piece that expresses a message on a particular climate change issue. Come Together! will launch competitions challenging young artists to create sculptures or installations on the theme of climate change. The best of them will be displayed at the entrance.
• Outside walls: The exterior walls of the café building will be decorated with posters and billboards on green living. As well, a large mural advertising the Year of the Tiger with a message to save the tiger and preserve biodiversity will be on display all year. This will be changed after a year.
• Lighting: All outdoor spaces will be lit by solar-powered lights.
• Interior:
• Windows: The windows will be decked with polyphonic window farms. These are long strips of recycled plastic bottles in which vegetables and flowers are grown fed by liquid nutrients. These plants will also act as natural curtains. The vegetables grown on the windows will actually be served to the customers who can select, e.g., a cucumber from the window to be put in their salad. The aesthetic value and practical utility of window farms will attract attention and create interest in growing food in city apartments. The CC Café will conduct a weekly instructional program to teach those interested in how to start their own window farm or garden.
• Furniture: In order to conserve wood, the café will be fitted with recycled furniture. Come Together! will advertise a service to collect discarded furniture and arrange to pick up the furniture from people’s houses. After repairs and cleaning, these pieces of furniture will grace the café. This will give the café a mismatched look, which is the chosen décor style. Over time it will be appreciated for its quirkiness and unique ecological statement. After all, this is a space for creative young people.
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• Toilets The flushes in the toilets will be saver flushes which dispense a small amount of water. To reduce flushing, the men’s room will have more urinals. Messages on turning off the tap while applying soap to hands will be etched on the mirrors. The toilet paper will be recycled paper on which messages and pictures about climate change will be printed.
• Energy: The public areas and kitchen will be lit by solar-powered lights. Unfortunately, it is not possible to power all appliances with solar power all the time but wherever possible all attempts will be made to use renewable energy.
SERVICE
• Menu: The menu will feature food items named after climate change elements (e.g. Climate Change coffee, Global Warming hot drink, Greenhouse Gas juice etc.).
Point to note: There will be no paper menus. Customers can order from chalk boards or from computers powered by solar-charged batteries. All efforts will be
made to reduce the use of paper. Cloth napkins. Where not possible, recycled paper will be used. E.g. toilet rolls, receipts etc.
• Food: The food will be, as much as is reasonably possible, organic and fair trade. Food
cooked on solar cookers and ovens will be served daily (dependent on sunlight).
• Waiters The service staff will be more than just people who serve food. They will be trained in climate change issues and will be knowledgeable about mitigation and adaptation. They will be trained to convert a simple dining activity into an educational engagement. Whenever a customer has a query regarding a food item or a competition on the computer or a TV advertisement, the service staff will play the roles of peer-educators. Service staff will also be trained in research methodologies and will perform as casual enumerators. Whenever new media outputs are broadcast or revealed to the audience in the café, the service staff will observe reactions and record them. They will also take questionnaires designed by research experts and encourage the guests to fill them out. This kind of intelligent service staff will make the Café more popular among youth patrons.
MEDIA
• Print Publications on the environment and climate change will be available at the counter and the tables so that customers can read while waiting for their food. • TV The large screen TV sets will ‘broadcast’ specially produced ads and short programmes on climate change and the environment, including longer programs about green lifestyles, nature, wildlife etc. The TV sets will be virtual ‘channels’ showing content acquired from different climate change organisations as well as original material produced by the Come Together! team. Every two hours, the TV sets will flash a quick quiz on climate change and environmental issues. Customers who get the answers right will win a free cup of
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coffee or food item. This will keep the customers interested in what is going on the TV screens, ensuring more attention and mileage for the other materials screened.
• Audio The music played in the café will often be nature sounds only, so as to render a pleasant and soothing ambience. Audio quizzes will also be played every now and then. Podcasts on climate change collected from different sources or ones made by customers through different competitions will also be broadcast regularly.
• Online
• Games and Competitions Half of the tables in the café will be equipped with a tablet computer on which various games and competitions, online and on board, will be available for customers to try and win free drinks or food. The games will be designed to assess the player’s level of knowledge on climate change and will impart information on what actions can be taken to mitigate the effects. These games will be developed in consultation with experts and organisation working in the field of climate change.
• Surveys The tablet computer will also feature surveys about youth attitudes and behaviours in relation to the various aspects of climate change. Customers have to answer a short questionnaire before they can play the games and competitions; therefore, it can be guaranteed that the surveys will be filled. The findings will be valuable in assessing youth trends and behaviours including suggestions from them as to what kinds of actions may be feasible to attempt to change, or what kinds of activities and events would attract them to join.
• Message Board A large message board will be available for customers to leave messages for each other and to post calls to action on climate change issues. Every week a slogan or quotation competition will be held on inspiring people to join the fight against climate change, to change to greener lifestyles etc. Guests can write their slogans on the board; the best of which will be left there for a week. • Exhibitions: The café walls will accommodate monthly photo/art exhibitions by young artists on a particular aspect or theme related to climate change and the environment. These artists along with climate change and environment experts will be invited to talk about their work at weekly talk sessions held at the café.
EVENTS Apart from the usual entertainment events a variety of events around the theme of climate change will be held weekly at the café. Every week the café will organise an event that draws a large crowd – music concert, poetry recital, film screening, open-house talk – and a discussion will be facilitated on a topic selected from suggestions from the youth.
• Weekly • Quiz night
One night of the week will be Quiz night at the café. Guests will be quizzed on their knowledge of environment, nature, biodiversity and climate change. Winners will get free drinks or prizes sponsored by
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partner businesses and services.
• Talks Experts from the field of climate change or young people who have set examples in the area of green fashion, art, lifestyle etc. will be invited to weekly talks. Debates on behaviour change issues related to climate change will also be hosted weekly.
• Fortnightly • Music and Dance
The best and most popular youth singers and dancers will be invited to perform on the café stage. In time the CC Café stage will acquire a reputation and a following. The stars will be asked to sign a pledge to adopt green lifestyles and will be challenged to make a change in their lives that is green. The progress of this will be updated on the café TV programs. If any star actually succeeds in the challenge or performs an admirable feat, then he/she will be brought back again and awarded the status of ‘Green Youth Ambassador’ to honour their achievement.
• Film Films on topics related to environment, nature, biodiversity and climate change will be shown every fortnight. Film screenings will be followed by a discussion. Most films will be international. Climate change experts will be invited to speak about how the topic of the film relates to the Vietnamese context.
• Monthly • Fund-raisers (Food festival, Recipe Competition)
At the end of every month, a fundraising fete will be organised at the CC Café. Students of culinary schools will be challenged to create a new recipe that is both appetizing and ecological. The entries will be presented at the food festival along with lots of games and challenges;, e.g. spring rolls eating contest, lotto, raffles, donations etc. Prizes will be awarded to winning recipes, which will also go on to grace the CC Café menu. The proceeds of the fete will go to emergency support for flood and storm affected communities in the flood seasons, or to create projects that involve the community in actions towards mitigating the effects of climate change.
• Song competitions Every month young people will be challenged to compose songs on various themes related to climate change, e.g. recycling, reducing waste, planting trees etc. The selected songs will be performed on the CC Café stage on the day of the fundraiser fete.
• Media release The CC Café will make up an annual calendar of events which assigns a particular theme to every month trying to match the international calendar of observances related to the environment and climate change. E.g. March will be ‘Energy-saving’ month, June will be ‘Earth’ month, December will be ‘Biodiversity’ month and so on. The theme of the
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month will be reflected in all aspects of the CC café’s activities. The décor, the food, the media, the monthly event will all be focused on the theme. Monthly media events will be held at the beginning of each month to announce the theme and activities for the month. This will serve to focus attention on the particular issue or celebration as well as to advertise the CC Café’s activities.
• Annual
• Design competition Students of interior design and creative design schools will be offered the opportunity to redesign the CC Café every year. The challenge will be to design the most ecological and aesthetic café with consideration to each and every aspect of its operation – energy, fuel, resources, service, food, décor, materials, layout, technology etc. The winning design will be implemented, so the café will change its outlook every year to keep it fresh, modern and on the cutting-edge of ecological design.
RESEARCH The youth café will also double up as an ideal venue for research. The traditional approach to audience research is to recruit a group of people representing the target audience and to place them in a closed setting where they are shown/played back pictures, video or audio and asked about their reactions and opinions. This is a false setting and true responses are hard to elicit because:
a. the setting is unnatural and doesn’t represent the real ‘live’ experience of outputs being aired on TV/radio with all the distractions and clutter, or - in the case of print visuals – aren’t displayed in the real-life context where they’d be competing with other ambient visual elements,
b. the outputs tested are the only ones shown, thus creating a false and heightened focus on the ‘messages’ or theme, c. the total number of respondents is too small due to budget and logistical constraints, d. the participants are sitting watching/listening to the outputs with a group of
strangers, which is not how people consume media in the real world, so the dynamics of the discussion are different,
e. the participants are ‘primed’ and aware of the task at hand so their responses are measured or forced.
Due to all these reasons, the quality of research when pre-testing media outputs meant for wide dissemination suffers from lack of precision. Come Together! will use the CC Café as a venue for continual research on youth indicators. On a daily basis, youth patrons to the café will be asked to answer questionnaires on youth habits, attitudes and behaviours related to climate change. Over time, this data repository will be significant and can reveal insights into how urban youth perceive problems, what they are/aren’t doing about it and for what reasons. The findings from this research can be valuable in designing and shaping programs aimed at youth involvement in climate change mitigation and adaptation. Besides the ongoing qualitative and quantitative research, the CC Café is also the ideal venue for pre-testing. TV spots to be tested will be played, without any priming, on the screens in the cafes along with other regular material. Observers will observe the reactions of the audience as they go
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about eating, drinking and chatting. If any output draws the audience’s attention or elicits a strong reaction, enumerators will approach the audience members and take them through a guided questionnaire. (In most cases, respondents will agree to spending time answering questions since it will be in their interest to express their opinions. A free cup of coffee can work as an incentive as well.) Since the audience will be sitting relaxed with their natural company (partners, peers, friends, families) and without the pressure of having to give the ‘right’ answers, the dynamics of the discussion will be more honest and accurate. In addition, spots can be shown for many days exposing them to a large number of test subjects. In the case of posters, they can be displayed on the wall for many days posing as décor. The cumulative data will be more exhaustive and compelling than the traditional method of pre-testing research (i.e. a couple of closed sessions with a small number of respondents). At this moment, this approach is in its draft design stage. It requires careful handling and needs to be refined further to keep intact the scientific tenets of research. But we are confident that with the help of research professionals we can pioneer a methodology that is effective in terms of both costs and results. Objectives The primary objective of the CC Café project is:
To establish a new channel of communication at a natural meeting point for youth that will pave the path for a youth movement to address the effects of climate change. Specifically, by:
• Providing a completely immersive experience of learning where youth can absorb
information about the environment and the effects of human behaviour contributing to climate change,
• Making youth aware of how their individual behaviour is affecting climate change
and what they can do to rectify it,
• Facilitating dialogue and discussion among youth that encourages them to realise their roles and responsibilities in the fight against climate change,
• Facilitating recruitment of youth as changemakers who commit to participate in
interventions and events designed to address the effects of climate change,
• Encouraging youth to be part of the solution by helping them to individually adopt green lifestyles,
• Allowing youth to be part of the larger solution by helping them to design
interventions and launch mass movements aimed at spreading community awareness and adoption of green lifestyles,
• Creating a youth lobby that advocates for green policies, practices and lifestyles.
Problems addressed The CC Café/Learning Center addresses two of the most fundamental barriers facing climate change interventions today:
1) The lack of knowledge among the youth about climate change, in general, and the
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specifics of how their behaviour is affecting climate change and vice versa, in particular, 2) The feeling of disconnect, apathy or helplessness among those already aware of climate change.
Most young people nowadays have heard of climate change and are familiar with the term. However, most also do not understand the relationship between their personal behaviour/lifestyle and the devastating effects of climate change. They are distanced from the problem because a) they do not directly experience the severe effects, b) they think this is something that is in the future and therefore do not need to worry about it right now and c) they lack a feeling of self-efficacy (the issue is too large for them to handle) and therefore perceive it to be a problem that the government and experts should tackle. Rapid economic progress in the past decade has brought in a culture of abundance of material goods and choices for consumption, and people are not inclined to curb waste since they can afford it. Due to these reasons, youth living in cities tend to be very much part of the problem but oblivious of that fact. Policy changes, such as banning of plastic bags, or instituting strict fines for inordinate waste disposal, may solve the problem on the surface for a while. However, if the stakeholders (young people, particularly) are not willing participants in the process of change, it can be expected that these policies will be hard to maintain to full effectiveness. E.g. the policy mandating helmet use on motorbikes seemed to be successful at first, but now in time it can be seen that helmet use has declined drastically. Enforcing laws strictly can achieve a level of success. But it is much better for people to be proactive proponents and do things willingly rather than out of compulsion or fear. The CC Café program will combine advocacy and behaviour change communication. CC Café will create a youth lobby for green practices, such as banning of plastic shopping bags. Behaviour change communication will win the people’s approval for such green practices and encourage them to change their attitudes and behaviour to environment-friendly lifestyles. Without a keen understanding of how climate change affects everyone personally, it is not possible to even begin to address the problem. In summary, the general objectives of the CC Café/Learning Center are to make young people aware of climate change issues, help them to realise that they are at the root of the problem, and provide them the resources and means to be part of the solution. Innovation The Climate Change Café is not a conventional idea and it stands apart from every other intervention aimed at climate change mitigation and adaptation. The assertion that cafés, where young people naturally gather, can be utilised as complete ‘channels’ for effective communication is a novel one. So far we are not aware of any other project that is similar, in Vietnam or anywhere else in the world. There are cafés which hand out brochures on social subjects; there are cafés which serve organic food, or conserve energy and so on. But no café - or any other similar space - in the world is designed absolutely to inform and motivate the public to take action on climate change issues in the way that CC Café does. Also, most other interventions target populations most affected by climate change, usually rural and marginalised populations. This project targets urban and the most affluent people, pointing them out as the needy and, therefore, primary targets for change. This is a truly different concept and approach.
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Specific result and direct impact
The CC Café project is guided by the following theory of change.
Figure 2. Theory of Change
The specific result and direct impact of this intervention are as below:
• Direct reach On a direct count basis, we estimate that on average 100 people will visit the CC Café every day. The café will close only 10 days in a year. So in a year, the total number of people visiting the café will amount to 35,500 people. Of this, 20% can be expected to be regulars. This means the number of new people the café reaches will be 28,400. The café’s weekly, fortnightly and monthly events will draw larger crowds. Cumulatively, we can estimate that the CC Café will reach, from a direct interpersonal perspective, an average of 50,000 people per year. This is not a large number but the ripple effect of these people acting as agents of change and messengers in the wider community needs to be factored in to assess the final reach and impact.
• Website The number of people reached by the CC Café’s website (part of the larger Come Together! website) will go beyond the boundaries of Hanoi, reaching the youth of the entire country. The website will have an attractive mix of entertainment and relevant information on climate change. Videos, music, blogs, podcasts, posters and brochures produced in response to competitions launched by CC Café, as well as voluntary contributions from members, will attract a large number of youth to log in every day. A conservative estimate can place the number of youth who access information and entertainment from the website to be around 500,000-700,000 in one year. In subsequent years, this number will grow.
• Establishment of green lifestyle as preferred lifestyle for young people
• Widespread improvement in environment- friendly behaviours among youth and their families
• Political support to fund programs and enforce green policies and regulations
• Immersive learning environment
• Public education (media, events)
• Behaviour change communication
• Participatory model and resources for collaborative action
• Citizen agency
• Advocacy for green policies and norms�
• Lack of knowledge on CC issues
• Lack of understanding of personal role and responsibilities
• Limited relevant information and support
• Unrestricted consumption and wasteful habits
• Detrimental practices and lifestyles • Limited citizen commitment
• Inadequate opportunities for youth participation
• Reduced GHG • Reduced individual carbon footprint • Green society
If we address these barriers
with these strategies ... then we can
achieve ...
IMPACT
•
•
•
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• Mass media In addition to the monthly media junkets the press will be invited to all CC Café events. This will ensure that CC Café activities are written about and covered by TV and radio channels which reach a national audience. The number of people reached this way can be estimated to be very large.
The CC Café’s impact, through direct and indirect reach and influence, will bring about the following changes in the target population:
• Awareness • Will be aware of their personal relationship with climate change, their
roles as contributors to the problem, as well as their responsibilities towards being part of the solution
• Will learn about means to combat climate change through practical doable actions
• Attitudes • Will realise that they need to start changing their lifestyle and
behaviours immediately • Will aspire towards a green lifestyle that is considered more cool and
stylish, a mark of being truly modern and sophisticated
• Behaviour • Will change their currently wasteful and high carbon footprint lifestyles
to greener lifestyles (consume less, consume green products, reduce and manage waste, reduce pollution)
• Will integrate green practices in everyday life at home, at work, in public
• Will join the movement to spread awareness among the larger population
Measurability The results and impact of the Climate Change Café will be measured very concretely at the end of the year. At the start, all customers will be made to fill out a questionnaire that assesses their level of knowledge, attitudes and behaviours regarding climate change and their lifestyles. This will constitute the baseline to be compared against the endline results measured a year later. The baseline will measure each individual’s ecological footprint as per indicators based on awareness of climate change issues, attitudes towards factors affecting climate change, behaviours such as energy usage, material consumption, fuel consumption, consumption of natural resources, shopping habits, handling of waste and recycling habits. These figures will be compared to the data collected a year later. It is reasonable to expect that the same respondent can be accessed to fill in both baseline and endline questionnaires. CCC will pick a random sample of baseline respondents who will be contacted for the specific purpose of answering the endline questionnaire. This is feasible as each respondent’s contact details will be entered into the CCC database. The respondents will not be called to the café in order to avoid bias. Instead they will be met by enumerators at random locations, wherever they are naturally, and be asked questions about their current lifestyle, knowledge, attitude and behaviours relating to climate change. This will give an accurate comparison to the individual’s status from a year ago before they were exposed to the Climate
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Change Café experience and after. A total of 1,000 respondents (1.5% of total beneficiaries) will be measured for changes in awareness, attitudes, lifestyles and behaviours. This contributes the quantitative assessment. On the qualitative front, monthly assessments will be conducted with 50 respondents with regard to CCC’s programs (competitions, events, media outputs) that aim to change knowledge, attitudes and behaviours relating to climate change. Impact will be measured for message recall, comprehension, appeal, appropriateness, targeting, credibility and call to action of programs and outputs. Over a year, the responses of 600 respondents will be recorded. Organizational and financial sustainability The Come Together! Communication Initiative for Youth Development is being launched and implemented by a local youth NGO, Centre for Youth’s Capacity Building and Psychology Assistance (aka Hands in Hands). This is a brand-new initiative that has been developed by a group of young Vietnamese media professionals who, as previous employees of the BBC World Service Trust, have had experience of working on a large communications project, namely, the HIV/AIDS Prevention among Youth project, the largest communications project on HIV prevention implemented in Vietnam so far. Deependra Gauchan, who has had experience of delivering large communications campaigns in several countries, is an ex-BBC World Service Trust Executive Producer, led the team while working on the HIV project. Gauchan is a collaborator on the Come Together! proposal of which the Climate Change Café is a key component. He will be the Adviser to the management team. With their collective experience and expertise in project management, and radio, TV and website production, the Vietnamese team is capable of executing the processes and managing the outputs with support from the Technical Adviser, the only foreigner on the team. To be honest, none of the team members, including the Technical Adviser, have any prior experience of implementing projects such as the Climate Change Café. Lack of experience in running a café as a business is the greatest challenge facing the team. To avert this risk, a Business Adviser and Manager will be recruited to develop a sound business plan and manage day-to-day operations. On the up-side, the team has extensive experience in designing and implementing communication projects, which will play a major role in the appeal and success of the CC Café. The CC Café and Learning Center is the perfect marriage between business and social development. The business side raises capital and income to fund activities while the activities themselves help to promote the business. This way it makes for a truly sustainable model - social entrepreneurship - where business and social impact complement and support each other. The biggest risk, of course, is the business side of things. If the café fails to attract customers, regardless of, or due to the communication activities (customers may find it bothersome), then financially it will not be possible to sustain operations. If customers do find the idea of such a café interesting and provide their custom, then it can be expected that the CC Café will go from strength to strength as it gains popularity and acquires a reputation. In this case, more branches of the café can be established in different cities and locations. The adoption of the CCC brand by already existing cafés will further the brand and expand the communication agenda. Replicability The CC Café is a highly replicable concept and actually can be very quick and easy to do.
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The unique combination of information, communication and interactive events all combine into a special ‘brand’. Once the brand has been established in the first year, it will be shared with other existing cafés who agree to foster the principles of the Come Together! ethos. This is a much quicker and efficient way of expanding the brand. In the second year, besides establishing dedicated CC Cafés in other cities (HCMC, Danang, Hai Phong), more effort will be made to negotiate with existing, already popular cafés to adopt the ‘youth and environment-friendly’ CC Café brand. E.g., the highly popular and ubiquitous Highland Cafés will be encouraged to sport the CC Café brand. We realise it may not be possible to replicate every aspect of the brand (e.g. serving exclusively organic food, changing names of food items, may not be agreeable) but key aspects such as energy saving, recycling, communication (information, games, exhibitions), and weekly events (competitions, quizzes) will be possible. The cafés adopting the brand will not be required to change their identity. It is more a matter of integrating environment-friendly and youth-friendly approaches into their business model. Since this will enhance their image and make their establishment more attractive for customers, it can be expected that, although the idea will be met with wariness and uncertainty in the beginning, they will see the benefits for themselves as well as their patrons. CC Café will work out an integration scheme tailored to the image and needs of each café willing to adopt the CCC brand. Although most cafés will be urban-based, the same model will be extended to semi-urban and rural areas where small local cafés will be encouraged to adopt the CCC brand. The CCC brand will be an open-source brand that can be copied and replicated by anyone interested. All information on how to become a ‘youth-friendly, environment-friendly’ café and guidelines on the use of the brand will be made available on the CC Café website. Each of these watering holes for youth will be the outlet for activities and media on climate change issues, creating a channel that over the years reaches a significant number of youth directly and intimately, in a way that mass media cannot. Feasibility The first CC Café will be established and opened for operation at the end of July, 2010. The CC Café will be funded through two funding sources: 1) 50% from citizen-funding, in the form of memberships, and 2) 50% from donor funding. In May, a membership drive will be launched whereby young people will be offered the opportunity to be ‘owners’ of the CC Café by submitting an annual membership fee of US$5. Establishment and operational costs for the first year is calculated at US$310,000 (see budget). The estimated income is US$120,000. That leaves a deficit of US$ 190,000, the sum to be raised. Half of this, US$95,000, will be raised from memberships, and the same amount from donors. A proposal with request for funding will be submitted to potential donors at the beginning of April. However, the priority will be memberships because it is also a way to get the involvement and commitment of young people to the cause. At US$5 per person, a total of 19,000 members will be required to raise $95,000. This number of members is feasible to recruit over a 6-month period. The sum of money ($5) is not too large for urban youth to afford. Based on our informal research, young people spend an average of $5 every two to three days at cafés. Since the CC Café is not-for-profit, the incentive offered for membership is not financial gain. It is instead a sense of ownership and the benefit of belonging to a ‘club’ of like-minded youth who want to offer their contribution to making the world a better place. In addition, the fun and ‘cool’ factor offered by the unique nature of the CC Café is a great attraction and motivation to young people agreeing to become members. As many members as possible will be recruited. If membership exceeds the essential ratio (50%), then the
��������������� ����������������
funding required from donors will be reduced correspondingly. The funding scheme for CC Café is as above. The $15,000 that VID grants as prize money will be used to fund the start-up costs, namely, insurance, legal fees, membership drive, security deposit on rental space and initial design competition. Once the space for the café has been found, a design competition will be launched challenging students of architecture and interior design to design the most aesthetic and ecological café. The winning design from the competition will be the CC Café’s look for the first year. III. PROJECT IMPLEMENTATION PLAN
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IV. BENEFICIARIES AND PARTICIPANTS
Target audience / Beneficiaries The primary target group is urban youth aged 15-35 with spending power. The secondary target group is young people in semi-urban and rural areas. Students (High school and University) are the primary target sub-group due to their potential of being able to interact with and influence a large group of peers. Youth media professionals are the secondary target sub-group due to their potential of being able to share information with a wide audience. All other sub-groups - by gender, occupation, marital status, locality - are weighted equally. Beneficiaries’ participation Beneficiary participation is a built-in feature of the CC Café project. The open-source participatory model, which allows beneficiaries to become educators, is what sets CC Café apart from other approaches. The beneficiaries will eventually be the ‘owners’ of the CC Café through membership. Customers will be urged to become members, which will allow them to be connected to a group of like-minded peers with whom they can engage in discussion, design interventions and collaborate on actions. Suggestions for activities and interventions will be solicited from café patrons. When any activity or project is voted for implementation by a larger group of members it will be supported and funded by the CC Café management. The CC Café is run by young people, who themselves are part of the target group. The youth-to-youth peer approach between café personnel and customers, message-givers and recipients, facilitates easy interaction leading to more effective collaboration. For the most part, these projects and activities will take place totally within the independent youth sphere. However, on many occasions local institutions and authorities will be involved. E.g. schools and universities will be contacted and motivated to make ‘Green clubs’. These clubs will be run by students and supervised by the teachers, while CC Café members provide support as peer-educators, and mentors during projects that involve a large number of students. All CC Café media outputs will be made available to the school and university clubs. Teachers will be encouraged to use these materials in regular classes or in extra-curricular activities.
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Partnerships will be forged with other public and private institutions and businesses. E.g. CC Café will launch a tree-planting competition. Young people will be challenged to plant a sapling at home and care for it for six months. They will have to update progress regularly on the CC Café website posting blogs about the experience and pictures showing how the sapling is flourishing or not. At the end of six months 10 winners will be selected. CC Café will negotiate with the Hanoi City authorities to find a public place where the trees can be planted. Sustainability The CC Café is a long-term engagement. Once it is established it will have the scope to grow and expand. New dedicated cafés will be opened in different cities and provinces. Already existing cafés will adopt the CCC brand. This will provide employment to a large number of youth. As time passes, new young members will join; the members who cross the age (above 35) threshold will function as advisers and mentors. Therefore, participation of beneficiaries is a perpetual and ongoing process with no end date. This project has received no support from any local authorities yet. Key individuals This proposal, as part of the Come Together! Initiative, was designed and written by young people who feel that their generation holds the key to improving lives and bettering the future. The larger Initiative incorporates several key areas of youth concerns (education, health, HIV etc.) with climate change on top of the agenda. The entire Initiative is based on an open, participatory and interactive approach where young people are invited to proactively take charge in designing and implementing projects of their choice. The Centre for Youth Capacity Building and Psychological Assistance (better known as Hands in Hands), a local youth NGO, is the implementing agency of the Come Together! Initiative. As this is a major core activity of the Come Together! Initiative, the key individuals implementing and overseeing the overall Initiative will also be in charge of implementing the CC Café project. Ms Ha Minh Loan - Manager, Administration and Finance Ms Nguyen Thi Hien - Manager, Projects and Operations Ms Hoang Thanh Thanh - Manager, Arts and Media Mr Le Thang - Manager, Events and Public Affairs Mr Bui Quoc Viet - Manager, Communication and Learning Mr Deependra Gauchan - Technical Adviser All these key individuals will be funded from the core Come Together! budget, which is raised from membership and donor funding. All salaries for staff required to manage and run the CC Café will be funded from the café’s income. Staff will be recruited via an inclusive, equal-opportunity selection process in the month of June. V. PROJECT BUDGET (1) Estimated total project cost: US$309,900. (2) Funding requested from donors: US$97,200.
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ject
or a
nd sc
reen
2
,000
-
Oth
er m
isce
llane
ous e
xpen
ses
500
-
C. M
onth
ly E
xpen
ses
137
,500
C
ost f
or M
akin
g Fo
od a
nd D
rinks
(40%
of S
ales
)**
48,
000
R
enta
l**
48,
000
R
epai
rs a
nd M
aint
enan
ce
6,0
00
Adv
ertis
ing,
Med
ia P
rodu
ctio
n &
Mon
thly
Eve
nts*
* 2
4,00
0
Tran
spor
t (fu
el fo
r mot
orbi
kes,
taxi
s)
5,0
00
Adm
inis
tratio
n co
st
500
U
tiliti
es (T
elep
hone
, fax
, wat
er, e
lect
ricity
, int
erne
t)
6
,000
������������������������ �������
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D. P
erso
nnel
(Gro
ss)
82,
200
B
usin
ess A
dvis
er a
nd O
pera
tions
Man
ager
12,
000
Mar
ketin
g an
d Ev
ents
Man
ager
8,4
00
A
ccou
nts M
anag
er
8
,400
Bar
tend
er
1
2,00
0
C
hef
7
,200
Ass
ista
nt C
hef
4
,800
Serv
er (W
aite
r)
2
4,00
0
Se
curit
y G
uard
1,8
00
Ja
nito
r
3,6
00
C
orpo
rate
Inco
me
Tax
25%
(No
tax
if lo
ss
incu
rred
)
**
OFF
SET
AG
AIN
ST IN
CO
ME
: Cas
h ea
rned
fr
om sa
les w
ill c
over
thes
e co
sts
TO
TA
L
120
,000
1
5,00
0
92,
700
8
2,20
0
309
,900
*
VID
pri
ze m
oney
fund
s the
se st
art-u
p co
sts.
�
