การสื่อสารเพื่อการรณรงค์แก้ไขปัญหาฝุ่นควันของสภาลมหายใจเชียงใหม่

Abstract

A Study on the Communication Campaign in Solving Haze Problem of Chiang Mai Breathe Council aimed to explain the communication process of the Chiang Mai Breathe Council’s campaign to solve the haze problem. This was qualitative research. The data was collected from in-depth interviews with 5 personnel of Chiang Mai Breathe Council, including the president, vice president, campaign and academic staff, campaign and publicity staff, and communication staff, and the study of documents related to campaign communication information including information on Facebook pages and websites in the period 2021 - 2023. The research results showed that the communication process for the Chiang Mai Breathe Council’s campaign to solve the haze problem consisted of 3 steps: assessing the needs, goals, and ability to respond to the target group. It was found that the target audience was determined first which included the general public, the government sector, and network partners. Then there was the assessment of the target group which was divided into 2 levels: 1) The general public level which was an evaluation of the response from the Chiang Mai Breathe Council’s communication channels. 2) Government level and network partners which were assessed by discussion or meeting. For setting a campaign plan and creating media in a step-by-step manner, it was found that the planning was divided into 3 phases: a long-term plan is a plan that did not have a time limit but required long-term communication, a medium-term plan was a plan with a period of 2 years and a short-term plan with a period of not more than 1 year. The process of setting campaign plans and creating media in a step-by-step manner also consisted of 3 steps as follows: 1) Setting communication objectives for the campaign, including communication to reduce PM2.5 dust and haze problems, creating perception, understanding, and awareness which leading to behavior change and creating participation in solving problems in being a medium for coordinating collaboration with all sectors. 2) Designing strategies and producing campaign media consisting of dissemination channels or media used in the campaign including personal media, mass media, special media, activity media, and new media. Presentation formats included emphatic presentations, presentations with messages appropriate to the target group, presentations with a reliable message, presentations with messages in a variety of formats, and presentations through a variety of media as well as persuasive characteristics, including the use of reasoned messages related to feelings and persuasion using emotional points. Campaign evaluation was an evaluation for achieving communication objectives for the campaign which consisted of 1) Pre-campaign evaluation. It was an assessment of readiness in terms of those responsible for the project or plan, defining and planning activities including the budget. 2) Evaluation during the campaign. It was an area visit to survey the area for activities and prepare various related documents including media production to distribute on the Chiang Mai Breathe Council’s communication channels. In addition, there were meetings to report on the progress of activities or plans to understand the problems and obstacles that arose and find ways to solve the problem. 3) Evaluation after the campaign. It was an evaluation to know the results that arose from the operations that had passed. By measuring the feedback of personnel in the organization or the public in the communication channels of the Chiang Mai Breathe Council. 4) Future communication trends. It was to focus on communication on the sustainable solution of the dust and haze problem, increasing communication channels, communication on forest fire management, and focusing on the target group of farmers