IJOMAI Published Article Details

This study explores how educational campaigns facilitate community involvement in coastal conservation by examining the content of Information, Education, and Communication (IEC) materials created by Bantay Dagat in Del Carmen, Surigao del Norte, between 2015 and 2025. Anchored in Environmental Communication Theory, the study utilizes qualitative content analysis to pinpoint recurring themes, communication tactics, and cultural aspects present in the campaign materials. Results indicate that Bantay Dagat’s initiatives focus on conserving marine biodiversity, promoting sustainable fishing, and encouraging community accountability, articulated through local dialect, cultural motifs, and principles such as bayanihan and care for the environment. Heroic and crisis framing, along with narrative and testimonial methods, strongly connects with local audiences. Although community involvement is strong, digital approaches and outreach to external audiences, especially tourists and younger digital natives, remain limited. The study concludes that Bantay Dagat’s culturally based and inclusive communication initiatives are essential for improving local environmental awareness and engagement. It suggests broadening digital approaches, segmenting audiences, and designing participatory campaigns to enhance the effectiveness and reach of upcoming conservation efforts. KEYWORDS: Coastal Conservation, Bantay Dagat, Community Engagement, Environmental Communication, IEC Materials, Content Analysis, Del Carmen, Marine Stewardship