Build Green Philippines by Jim Dema-ala

Multimedia Project Report 2013 Jim Dema-ala

A Project Presented to Multimedia Arts Track

In Partial fulfillment for the degree of Bachelor of Arts - Multimedia Arts Program of the School of Design and Arts De La Salle-College of Saint Benilde Manila, Philippines

Published by Jim L. Dema-ala December 2013

CONTENTS Executive Summary

Marketing Plan

Executive Summary

The Challenge

Situational Analysis

Strategy 20 Promotion 21 Proposed Marketing Schedule

Final Marketing Material Designs

Design Document

Project Overview

Design Overview

Production Precedents

Design Study

Design Guide

Topic Discussion

Background 48 Project Description

Rationale 52 Project Objectives

Communication Objectives

Marketing Objectives

Theoretical Framework

Project Brief

Audience, Beneficiary and Target Profile

Review of the Related Literature

Proposed Methodology

References 72

Appendices 75 Appendix I. Sample Survey Questionnaire

Appendix II. Summary of the Survey

Appendix III. Survey Graphs

Executive Summary

Build Green Philippines is an online video feature about

sustainable building development in the Philippines. It is a multimedia tool to help the building industry in educating potential stakeholders such as homeowners, companies and investors to shift to sustainable buildings or “Green Buildings”. Through this, it aims to increase demand for sustainable buildings and eventually surge the supply ,and bring down the cost of the required materials.

With the presence of social media, the possibility of reaching the

target audience is promising. Hovwever, boosting its exposure beyond the target would be better. Therefore, putting up advertisements on Social Networking Sites such as Facebook would be a great tool to collect “Likes” or subscription on updates and news about the project. Providing subscribers continuous updates on building developments, inspiring stories, and a series of audio-visual presentations will refresh the audience’s perspective.

Through attendance in conferences and conventions, constant

communication with stakeholders, and further studies on trends and sophistication, Build Green Philippines can become the primary recognized multimedia platform in providing information on sustainable building development in the Philippines.

Marketing Plan

Executive Summary Build Green Philippines is a multimedia platform for sustainable building development in the country. This medium aims to communicate between developers, professionals and its target market to shift to sustainable buildings. While the project is web-based, and primary access may be limited to target audience with an Internet connection, the proponent looks toward to venturing into other forms of media such as social media mobile application integration to reach a wider audience. In comparison to its competitor, the proponent plans to position its project into a more efficient side of the market wherein it will manage to sustain its marketability in a low price-high quality service by effectively choosing the initial target audience while taking advantage of the social mediaâ&#x20AC;&#x2122;s power. Lastly, the expansion of the proponentâ&#x20AC;&#x2122;s network within the industry will take place by attending conferences, sponsoring minor events and maintaining frequent communication with its network.

The Challenge Build Green Philippines, is a multimedia platform that will encourage building developers in publishing their sustainable projects and at the same time entice consumers to support such ventures. Today, the presence of green projects here in the Philippines is slowly making a niche in the building industry. Thus, the proponent created an avenue through video and website that will cater to both probable consumers and developers in order to inform and educate people about sustainable projects here in the country.

Marketing Plan

This project aims to improve awareness and to urge them to patronize sustainable development in the Philippines. Within a year, Build Green Philippines will expand its network with construction developers, architects, engineers, and other active members of the building industry, such as Philippine Green Building Council (PhilGBC), and United Architects of the Philippines (UAP). Also, the project aims to gain web traffic and achieve great reputation in the society through its published videos. In three years, Build Green Philippines shall publish its full series of videos discussing the basic factors of sustainable buildings; accomplish its first 20 features that showcase green building trends in the Philippines. In addition, Build Green Philippines will be open for advertisers for web and video projects. In five years, Build Green Philippines shall expand its multimedia coverage through utilization of mobile applications, and eventually be the media partner of most green building organizations in the Philippines.

The possible challenges that the project may encounter are the presence of other multimedia project that caters to the same target and discusses the same topics. Thus, lessens the probable visitors, and may divide Build Green Philippinesâ&#x20AC;&#x2122; patrons.

Situational Analysis Product Analysis Goals

Build Green Philippines aims to be the prime multimedia source for sustainable building development that has the network of advocates, organization and developers and seeks to venture with various media such as mobile applications to effectively deliver its message to the people.

Focus

Build Green Philippines is a multimedia platform that will discuss sustainable building developments in the country. It will not only showcase the different green projects in the Philippines today but more importantly it will communicate to people its advantages and all the general information that they need in order to learn about sustainable building developments.

Marketing Plan

Strengths

The advantage of launching Build Green Philippines this year is parallel to the on going construction boom that is happening in the country today. Since well-known developers are already incorporating green initiatives in their respective projects, additional promotional campaigns and exposure will be advantageous for their company. In the case of consumers, a lot of people are still not aware of what sustainable building developments are. Hence, the proponent will not only inform people about sustainable development but also create a need for them to support such projects.

Weaknesses

The disadvantages that the project may encounter is that developers may limit its access into featuring their projects due to its right on privacy and resulting to incomplete information conveyed to the audience. Projectâ&#x20AC;&#x2122;s medium may experience insufficiency in explaining some aspects that requires users to individually research on it. In addition, the dependence of this project to the Internet connection may limit the access to the people in remote areas in provinces.

Customer Analysis Build Green Philippines’ target markets are (1) building developers that apply sustainability in their projects, (2) green building consultants and associates, (3) green building organizations’ certified professionals, and target audiences are (1) potential residential investors, (2) multinational company locators, (3) foreign tourists or guests, and (4) building developers that hasn’t applied sustainability in their projects yet.

Based on the proponent’s communicative research, Build Green Philippines’ target market sees the need of media in explaining the benefits of sustainable buildings to their respective target market. Based from the proponent’s survey for the target audience, 97% of the respondents show that it would be helpful for them to visit the website to gather knowledge about the benefits and features of a green building. Ninety six percent (96%) of the respondents find Build Green Philippines’ website relevant in making a difference to the society. Wherein, 100% of the respondents are willing to promote environmental awareness to their communities through social media which also testifies that there is a probable market for sustainable developments as shown in 97% of the respondents who are willing to live in an environmental community.

Marketing Plan

Build Green Philippines discusses the general part in sustainability to the audience, which covers the process in developing a green building that includes Architectural Design and Conceptualization, Construction, Operations, and Maintenance. In addition, Build Green Philippines aims to promote sustainable living and encourage developers to innovate sustainable projects for the people.

Build Green Philippines assures the end users that the conveyed information about the three primary aspects of sustainability would raise the demands and eventually make it affordable for them.

Competition Analysis “Green Architecture Advocacy Philippines (GreenAP) is a civic organization that cares about the planet and takes action by promoting the sustainable development of the built environment.” GreenAP provides education to professionals in the building industry such as architects and property developers in applying sustainability to an existing urban set up in the Philippines in order to achieve a greener nation. They also conduct Forums and Networking events for their members in order to develop their goals using the materials they also provide. The organization has been active since 2009 and continues to reach out to more professionals. However, their target is limited to their members and somehow doesn’t address the advocacy to the end users, the people. And since their platform is centralized to the building professionals, the end users may lack knowledge on efficient use of their facilities.

They’ve been active in the architectural industry and managed how professionals should design structures sustainably. They reach out to their members, and promote upcoming events through their social networking pages such as Facebook and Twitter.

However, they

sponsor events related to the building industry to introduce their kind of advocacy to potential members.

Marketing Plan

Building professionals and developers are slowly starting to integrate environmental features in their buildings. However, it will not boost its potential if the building doesnâ&#x20AC;&#x2122;t respond to the need of the environment, economy and society respectively. Thatâ&#x20AC;&#x2122;s why Build Green Philippines targets to cater both parties, namely the developers to boost up their credentials, portfolio and corporate responsiveness, and to introduce a better, efficient and sustainable lifestyle for the end users.

High Price

Green AP Low Quality

High Quality

buildgreen.ph Low Price

Since GreenAP is already established considering that they started as early as 2009, the cost of their promotions is higher as compared to partnering with Build Green Philippines. In addition, GreenAP primarily caters to their members thus, limiting their reach to end-users. On the other hand, Build Green Philippines is just starting that is why its cost is lower than GreenAPâ&#x20AC;&#x2122;s. Even though the cost to advertise and partner with Build Green Philippines is lesser, the proponent assures that all published materials will be of high quality.

SWOT Analysis Strengths Build Green Philippines is the first multimedia-based advocacy project to showcase the potential of sustainable building development for the benefit of the people in the Philippines. Since itâ&#x20AC;&#x2122;s a multimedia project, it opens a possibility to expand in various media, not only on the conventional ones but also venture in a more dynamic and interactive medium such as mobile applications compatible for smartphones and tablets.

Weaknesses Since it features details of a project development through video, the proponent may encounter limitations in publishing some materials covered by the topics to be discussed in future episodes. It may also limit the visuals that are expected by people due to the right of privacy of the developer.

Marketing Plan

Opportunities Build Green Philippines is the first multimedia platform that will help people understand the different aspects of sustainable development. Moreover, green buildings are trying to penetrate the market today, and it will be a good opportunity for Build Green Philippines to be of aid in trying to promote this advocacy. In addition, due to recent calamities that Filipinos have experienced, it is the best chance to introduce them to a sustainable lifestyle and living. Since Build Green Philippines will be introduced as a web and video platform, audience may subscribe to the videos, follow for updates and participate in online events. Making way for opportunities for a new medium such as mobile application and offline interactive media. Lastly, the delivery of information to the consumers will be faster and more convenient. Thus, helping the developers create more efficient marketing strategies.

Threats One of the threats that the proponent considers is that established developers might prefer to outsource their own advertising company to aid them with their marketing and promotional strategies. Which may affect the expected visit count of the project.

Strategy Product Relativity Statement Build Green Philippines is the prime multimedia source for sustainable building development in the country.

Creative Strategy Statement To convince the young professionals and starting families that Build Green Philippines is the prime multimedia source for sustainable building development in the country because it assures the end users that the conveyed information about the three primary aspects of sustainability would raise the demands and eventually make it affordable for them.

Executional Guidelines The topics discussed in Build Green Philippines is information heavy, the approach of the proponent to all materials will be done in a straightforward manner. Since the target audiences are the young professionals and starting families, the delivery of information shall be executed through motion pictures and articles that create a clear visual for the audience. Lastly, the design principles of the proponent will be future ready, which means it is expected that all materials that will be published shall be utilized efficiently throughout generations.

Marketing Plan

Promotion In line with the vision of Build Green Philippines, the proponent will continue to attend events and conferences that involve the topics about sustainability, architecture and construction. Materials such as business cards shall aide the identity and increase the potential for the expansion of the proponentâ&#x20AC;&#x2122;s network. In addition, to increase the visit-count to the target audience, promotion collaterals such as web banners shall be placed in appropriate websites. Lastly, in order to maintain the patrons of the project, the proponent will post updates on social networking accounts such as Facebook and Twitter. Posts from social networking accounts can also apply as a commissioned post to increase the reach to secondary target audience.

Proposed Marketing Schedule

2014

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Networking

Business Cards

Promotion Standee Flyer

Social Networking Facebook Twitter

Advertising

Web Banner Ads

Network Expansion One important goal in building industry for the proponent is to create a large network that shares the same outlook on sustainability. With this, it helps the project to be sustainable itself by gaining support from the professionals in the industry, and sponsorship from material suppliers.

Business Cards Distribution of business cards to the network shall be executed within the first year of Build Green Philippines through various conferences and events in order to create a great recall for potential partners.

Event Sponsorship In line with its network expansion, event sponsorship in building, architecture, engineering and business conferences or meetings will boost up awareness of the project to building professionals and opens the opportunity for more partners and sponsors.

Marketing Plan

Standee The standee serves as the image of the project in an event. It catches attention from a far and provides initial information about the project. A standee is the indoor counterpart of a conventional outdoor billboard. However, it limits its audience to the guests of the sponsoring event or conference, but gains enough exposure to the target market.

Flyers Flyers are one of the important collaterals that should be given to the audience. it gives them the option to look at the project after attending the event. The flyer includes the link and descriptive details of the project. However, the proponent is aware of the possibilities that it would eventually go into trash bins and will make sure that flyers will be printed in biodegradable materials.

Social Media Updates Free social networking portals such as Facebook and Twitter would help increase its reach to the target audience since based on statistics, Facebook users in the Philippines has reached more than 34 million as of fourth quarter of 2013 , and social networking plays a significant role in the society at present. Micro-blogging could help support engagement to land more audience to the Facebook page which will serve as its main social network portal.

Advertised Updates Social Network platforms now accept sponsored updates. It boosts up the reach to its network capacity since it serves like an integrated advertising that lets the people interact with the sponsored update as well.

Advertisement Banners It will also be significant for Build Green Philippines to expose its advocacy through relevant websites such as online news portals and construction forums, particularly Skyscraper City, Business Week, and Inquirer Business.

Final Marketing Material Designs

Promotional Poster

Business Cards

Marketing Plan

Facebook Page

Standee Poster

DESIGN DOCUMENT

Project Overview Build Green Philippines is an online video feature about Sustainable Building Development. The video will have a total running time of 6 minutes and 30 seconds that discusses the definition of sustainability and in line with the triple bottom-line of sustainability. The video particularly discusses the environmental, economical and societal factors that a sustainable building should have. All of the videos, graphical and text content will be placed in the website, www.buildgreen.ph.

Design Overview The design of the website and motion graphics will be delivered formally but makes sure that the website is still visually appealing to the intended audience. The proponentâ&#x20AC;&#x2122;s primary visitor expectations will be from Socioeconomical classes A and B from 18 to 50 years of age and aware of the issues of pollution and congestion in Metro Manila. However, accessibility to the website does not constraint on the said audience group only. The anticipation for future growth and affordability of sustainable buildings to class C is possible. In line with the theoretical framework of social marketing, the project aims for the developers to focus on the end-user benefits particularly to their health, budget and lifestyle.

Design Document

Production Precedents Web Production Precedents All web production precedents have responsive web design element that adjusts its layout depending on the screen size of the visitor. Two out of three pegs contain a video player. However, the video player is not embedded from YouTube and has a different interface. Still, the web design pegs are modern, responsive, and clean that makes the website look legitimate and trustworthy to the audience.

The Portfolio of Ryan Johnson Title

Ryan Johnson Owner

www.ryjohnson.com Source

Description The Website, www.ryjohnson.com is a portfolio site by Ryan Johnson. The websiteâ&#x20AC;&#x2122;s layout is simple yet very responsive to its visitors, giving more emphasis to the content rather than the design of the website. The eye direction priority initially on the homepage helps the visitors see what is the forte of the designer does and by scrolling down, it divides the priority into three columns. The website in responsive to desktop, tablet and mobile platforms helping visitors to see everything in a single vertical scroll gesture.

Design Document

Applied Element from the Reference The responsiveness of the navigation bar that tells the visitors that they wouldnâ&#x20AC;&#x2122;t get lost if they transfer into another platform.

Relation of Precedent to the Project The proponent is looking for a quality responsive layout that wouldnâ&#x20AC;&#x2122;t damage the view of content and accessibility of starter users to different platforms. This project serves a great example of prioritizing the slideshow without disregarding the importance of navigation toolbar at the top.

Ribot Title

Ribot

Owner

www.ribot.co.uk Source

Description The Website, ribot.co.uk is a UK-based web development and design firm that specializes on up-to-date technological interfaces in web. Their websiteâ&#x20AC;&#x2122;s homepage occupies the whole desktop screen with their builtin video player. When the screen is idle, assuming users are watching the video, the logo and navigation fades out and hides from the frame of the video. The video maximizes its capacity to play videos giving an illusion playing on a full-screen mode. However, there are no video navigation bar to control volume or scroll back to the part where user wants to see again.

Design Document

Applied Element from the Reference The maximized screen player for video can be used for the video files deliverable to the audience. Since itâ&#x20AC;&#x2122;s an embedded video from Vimeo, users can scroll back to parts they may have missed or take note on and the volume control is very easy to access.

Relation of Precedent to the Project The website also features an informative video that discusses merely about their services and capabilities and so having this feature in the proponentâ&#x20AC;&#x2122;s project, it can deliver the video visually convenient to the audience.

Oak.is Title

Oak Studios Owner

www.oak.is Source

Description The website, www.oak.is is an info-graphic website that works on branding and web publishing services. They boost the company or productâ&#x20AC;&#x2122;s brand through their capabilities in web development incorporating in design aspect. In the website, they provides the three key points of how they work and what they value the most. By giving their audience the semiotic visuals, it helps the audience gather enough information by seeing one symbol and how that system could possibly function.

Design Document

Applied Element from the Reference The three icons from the precedent can also be seen as the triple bottom-line that will be discussed in the project. Giving the audience the general image of the three components, it will invite them to know more about that topic.

Relation of Precedent to the Project The initial approach to the visitor is very inviting especially with the icons. By achieving that element into the website, it would help visitors know more about the components of sustainability.

Design Study

Desktop View

Tablet View

Design Document

Mobile View

Design Guide The website has a clean design and layout to give more emphasis on the embedded video. The video provides majority of important topics that a visitor can learn from visiting the website. Since the website is coded in HTML5, users from all platforms can enjoy the full function of the website. It is also made responsive for different users who use different platforms to access the Internet.

Colour Palettes Web Only

Web Only

Green

Alternate Green #8cc63f

#8dc640

R: 140 / G: 198 / B: 63

C: 50 / M: 0 / Y: 99 / K: 0

White

White #ffffff

#ffffff

R: 255 / G: 255 / B: 255

C: 0 / M: 0 / Y: 0 / K: 0

Dark Gray

100K Black #333333

#231f20

R: 51 / G: 51 / B: 51

C: 0 / M: 0 / Y: 0 / K: 100

Light Gray

Alternate Light Gray #e3e3e3

#dbdcde

R: 227 / G: 227 / B: 227

C: 0 / M: 0 / Y: 0 / K: 15

Design Document

Font Face and Text Guide The proponent has used Google Fonts’ Open Sans as the overall font family for the website. The proponent aims to have a sans serif font to achieve the simplicity and straightforwardness of the content to the users. In addition, web design trends recommend sans serif to be used as the font for web design and content.

Open Sans Light Open Sans Regular Open Sans Semi Bold Open Sans Bold Using Arial would be too common that would tend the users to see that it’s just an ordinary site. Moreover, using Helvetica would raise some issues on compatibility and availability of font across operating system platforms. Using Open Sans gives a high possibility for users to see the intended layout for the website. Since the font is uploaded in Google’s database and the font is embedded in the website, the font will be available as soon as the user visits the website.

Sample

Arial Regular

Arial Bold

Sample

Open Sans Light

Open Sans Regular

Open Sans Bold

Sample

Helvetica Light

Helvetica Regular

Helvetica Bold

Logo Design The logo design follows the logo trends that gives an iconic design in a minimalist and clean manner. In that way, it would be easy for the audience to distinguish the logo. The font used for the logo is Fineness. Fineness is a sans serif font but looks very different from Open Sans, still giving a contrast to the design of the website. “BuildGreen” uses Fineness Bold, can be used in any size while “Philippines” uses Fineness Regular, and font size will be 1/3 of the primary text of the logo.

The icon of three leaves at the top of the text defines the three imperatives of sustianability which are the Envionment, Economy and Society. The formation of the leaves is in a pyramidical shape to show stability and corelation from each other. It also forms as a sprout of plant that symbolizes hope for our current situation, giving a optimistic feel for the future generations to have a sustainable life.

Design Document

Production Materials The data provided by the Philippine Green Building Council for BERDE Rating system was used in the production of the website. Excerpts from the interviews conducted during the production have helped the proponent to develop some topics that could be discussed relating to the three required topics. The content evaluation has helped us to redevelop the questions that can be discussed with the interviewees as well.

Production Timetable Start

Finish

Scheduled

Actual

Scheduled

Actual

Purchased Domain (buildgreen.ph)

April 27, 2013

Interview Arch. Javier

July 13, 2013

Interview Mr. Mañosa & Engr. Magno

July 15, 2013

On Site Shoot – Lantana Lane

July 17, 2013

Interview Arch. Suarez

July 23, 2013

Interview Mr. Maralit

July 26, 2013

On Site Shoot – DLSU-Manila

July 28, 2013

Interview Mr. Lerona

July 29, 2013

On Site Shoot Arya Residences

July 29, 2013

Shoot Greenfo (Short Segment)

July 30, 2013

Interview Mr. Rufino

August 2, 2013

On Site Shoot – ADB Ortigas HQ

August 5, 2013

Cancelled

August 5, 2013

Cancelled

Shoot Host with Ms. Joyce Titular

August 6, 2013

August 5, 2013

August 6, 2013

August 5, 2013

On Site Shoot – Net Lima

August 6, 2013

Design Document

Start

Finish

Scheduled

Actual

Scheduled

Actual

On Site Shoot – Alta Vista

August 9, 2013

On Site Shoot – B. Global City

August 13, 2013

Website Production

August 15, 2013

August 16, 2013

August 19, 2013

Video Offline Edit

August 20, 2013

August 21, 2013

August 24, 2013

August 24,2013

Social Media Integration (Website)

Sept. 24, 2013

October 1, 2013

Oct. 13, 2013

Web Redesign and Redevelopment

Sept. 26, 2013

Sept. 28, 2013

Oct. 13, 2013

Preliminary Video Online Edit

Oct.15, 2013

Oct. 15, 2013

Nov. 10, 2013

On Site Shoot – Makati Ave., Makati

Nov. 12, 2013

On Site Shoot – Nuvali, Laguna

Nov. 15, 2013

Motion Graphic Composition

Nov. 16, 2013

Nov. 20, 2013

Reshoot Host with Ms. Joyce Titular

Dec. 6, 2013

On Site Shoot – Ayala Malls

Dec. 13, 2013

Final Edit and Render

Dec. 14, 2013

Dec. 17, 2013

Video Upload

Dec. 16, 2013

Dec. 17, 2013

Website Upload

Dec. 18, 2013

III

TOPIC DISCUSSION

Background Sustainable Building Development, also referred as Environmental Building or Green Building, is a process of a building design and construction that minimizes any form of pollution contributed to the built environment.

The term “sustainable” foresees any form of development as a longterm process that considers benefits, environmental contribution and ecological balance. In addition, the term “environmental” or “green” refers to the standards specialized to reduce negative impact while increasing sustainable benefits of the building. While, the term “built environment” refers to the natural or human-made form of an existing rural, sub-urban or urban location at present time.

Sustainable building development is a combined term wherein it oversees the long-term development of a building from its process of design, construction, operation, and maintenance. In which, it aims for an efficient building structure that lowers the operating costs. In order to achieve this goal, building developers are required to carefully put in design considerations depending on the built environment. Moreover, green building design responds to the three “imperatives” or the “triple bottom-line” of sustainability: the Environment, Economy and Society. Furthermore, green buildings must simultaneously feature the functions of the triple bottom-line in order to address sustainability.

Topic Discussion

In order to achieve a buildingâ&#x20AC;&#x2122;s efficient operating cost to the end-users, it requires sophisticated planning. Wherein planning incorporates modern technology for end-userâ&#x20AC;&#x2122;s efficient utility consumption. Although adding technological features to a building may increase the construction costs at the beginning, with the usual consumption of utilities, the total operational costs will eventually decrease and could reach beyond breakeven point against the materials used in conventional building design.

The additional elements that a project should also oversee in order to attain efficiency in a sustainable building development are: Electricity, Water, Lighting, Temperature, Waste, Site Location, Maintenance, Operation, Cost, Design and Process.

Wherein, Electric and water

consumption would be more efficient if the building has available alternative sources such as solar panels, geothermal plant subscription and building gray-water facilities.

While, Lighting and Temperature

balances the entry of natural sunlight while controlling the entering heat by providing a well-ventilated window panels. Moreover, an efficient operational management maintains security, safety, sanitation, as well as implementing sophisticated operational process can prevent harm to the tenants, and ecosystems living in the building and lower the operational costs.

The triple bottom-line of sustainable building development, namely the Environmental, Economic, and Societal Imperatives are simultaneously important to overall development of a building. The Environmental Imperative defines the importance of the existing natural, rural, suburban or urban setting in order to determine the progress for future development and how to respond to the settingâ&#x20AC;&#x2122;s current environmental issues. On the other hand, the Economic Imperative oversees the costeffective and financially efficient component of building developments that affect the developer, management, and tenants as well as contributing and supporting the economic stability of the local and national government units. Lastly, the Societal Imperative focuses on the state, quality of living, and comfort of the tenants, and surrounding communities of the building that responds to the societal needs the built environment.

The conventional concepts of design and construction methods are still applied in the present condition in the Philippines. These concepts and methods are still inefficient. Since the consumption of natural and man-made resources disposal of excess construction materials are not yet planned and mitigated well. In order to fully address the sustainable needs of a building development, building organizations launched green building rating system tools as a guideline. In addition, to fully recognize the buildingâ&#x20AC;&#x2122;s responsiveness to the built environment, building organizations determine the accreditation to the registered green building candidates. However, building developers are required to submit requirements, contribute certain fees, hire green building consultants and apply sophisticated planning in order to

Topic Discussion

qualify the building development as a “Accredited Green Building”. In particular, green building rating systems that has built all over the world namely, U.S. Green Building Council’s (USGBC) Leadership in Energy and Environmental Design (LEED), (Singapore Organization)’s Green Mark, Green Globe’s Building Research Establishment Environmental and Assessment Methods (BREEAM), and Philippine Green Building Council’s (PhilGBC) Building for Ecologically Responsive Design Excellence (BERDE), are few of the rating system tools built by building organizations to assess the green building responsiveness. However, there are only two green building rating tools that are available in the Philippines, these are USGBC’s LEED and PhilGBC’s BERDE. Wherein, both tools have the same function but the guidelines and rubric they follow somehow varies. Lastly, the process of accreditation requires mitigation from conventional planning, design, construction, operation and maintenance and all components are expected to expand the building development’s depreciation for longer terms. So in order for the building developer to achieve these benefits, active participation in focused discussions are necessary and applicable fees are required in order to sustain organization’s research and development progress of the rating system tools.

The long-term efficiency of the building can be possible if building operational management would also educate their end-users on proper and efficient consumption of the additional modern technology components. In that way, the three bottom-line or imperatives of sustainability can obtain the benefits that corresponds to the features that has been applied to the development.

Project Description The project is a web video feature that seeks to define sustainability and inform potential homeowners, locators, local and multinational companies about the benefits of patronizing sustainable lifestyle by providing a 6-minute audio-visual presentation that discusses the concept of sustainability in building development in the Philippines.

Rationale The proponent considers the use of an up-to-date technology and knowledge in complying with the sustainable methods in building development. At present time, natural calamities and man-made incidences have challenged the Filipino communities. In addition, the Philippines is experiencing a property development burst also known as â&#x20AC;&#x153;construction boomâ&#x20AC;? wherein building developments that has constructed from 1990 to 2010 is expected to increase from 100% up to 200% by the year 2011 to 2021. The construction boom has led the conventional building developers to contribute and cause several types of pollution in their development and it hasnâ&#x20AC;&#x2122;t been updated to the modern application of environmental construction resulting to an inefficient project result. However, this project will not be for the developers or contractors only because principles that will be discussed can also apply to individuals who opt to have an environmental and efficient home.

Topic Discussion

Project Objectives The project intends to: 1. Introduce the concept of sustainability in the context of building development; 2. Present the triple bottom-line of sustainable building development; 3. Inform about the long-term benefits for the environment, economy and society; 4. Promote the practice of sustainable building development; 5. Contribute to the green building industry by educating their market.

Communication Objectives Introduce the concept of sustainability in the context of building development. •

Substantial information provided is important to benefit the audience

•

The information provided should be retained on the minds of the audience

Present the triple bottom-line of sustainable building development. •

The ability to identify the imperatives helps to enhance knowledge of the audience

•

Topics can be discussed easily by dividing sustainability into three imperatives

Inform about the long-term benefits for the environment, economy and society. •

The project supports the guidelines and checklist provided by accrediting agencies.

•

The advised practices and methods are beneficial for the developers as well.

Topic Discussion

Promote the practice of sustainable building development. •

Application of sustainable building development at present is necessary.

•

The quality of the building should be valued the most.

Contribute to the green building industry by educating their market. •

Educating the developers’ target market can increase the demand. Therefore, the supplies would grow and eventually lower the costs.

•

Distribution of information between developers and end users can boost the sales.

Marketing Objectives The project will be marketed by: 1. Build an extended network with building developers and professionals. 2. Advertise in social networking sites and websites where primary audience are present 3. Partnership with broadcast media in order to promote the project frequently.

Theoretical Framework Social Marketing Social Marketing is the theory wherein it gives more importance on the benefits that will be given to the end-users. Wherein social marketing includes the marketing mix: namely the product, price, place, promotion, publics, partnership, policy and purse strings. However, the marketing mix is not focused on the tangible materials. The project considers the product as the benefits such as health, wellness, convenience and efficiency of the consumers. Even though initial costs would be significantly high at present, the price that consumers contribute in the context of the theory is the impact to nature. Moreover, maintaining and applying efficiency in living are the primary items that consumers contribute as a price. Then, the place is always deliberated depending on the built environment, and as green building developers, an important factor of sustainable building development is the open space, and

Topic Discussion

considers the distance of supermarkets, malls, offices, parks, transport terminals and traffic conditions within the radius. In this way, it can reduce the contribution of carbon footprint. The carbon footprint is the measurement of the contributed carbon of an individual on its usual conventional routine and tasks. The promotion can be the method of delivering the advocacy in relation to an individual’s contribution for the future generation and be taught that we can be responsive in any way a person can do. Promotion in partnership of the developers can be helpful for the project to be possible. The publics in marketing mix can be the policymakers. Wherein, the national government can get involved and patronize projects by including sustainable development in the national building code. In addition, the local government units can provide incentives on building developers that apply green building. Partnership with green building organizations would help the project boost information and network. And building organizations such as USGBC and PhilGBC spearheads the policy factor of the project, and the policies that are implemented should be monitored in order to achieve and preserve a sustainable development. The project’s theoretical theory anticipates an increase on demand in green buildings and will eventually change the standards of the building industry. Application of social marketing for the project is essential, as it is primarily beneficial for the end users, however it requires support and action from the building developers. Moreover, green building concept is a win-win for everyone; it wouldn’t be difficult for the project proponent to coordinate with building developers. By providing the developers substantial information on the benefits, companies can also contribute to their consumers and increase its community’s quality of life.

Project Brief Technical Description The website domain is proposed as http://www.buildgreen.ph, and will contain video feature series and multimedia source for a sustainable building development. The Top-Level Domain (TLD), .ph serves as the country code top-level domain (ccTLD) for Philippines, which also defines that the page is primarily dedicated for Philippine audience. There will be 5 pages of the website, “Homepage”, “Trends”, “Sustainability”, “Rating Systems”, “About” and “Contact” pages. Moreover, there will be an embedded 6-minute audio-visual presentation that will be in high definition format (1080p) and will be uploaded via YouTube. The proponent will also be creating social media accounts to represent the project, Build Green Philippines. The site visitors may post their comments and suggestions through Facebook Comment plug-in wherein visitors may use their Facebook accounts. The videos will be accessible to the public as it may open possibilities to reach beyond the target audience. In addition, it will feature the (1) Definition of Sustainability and Sustainable Building Development (2) Elements found in a sustainable building development; and (3) The possible effects in the community and in the country. Likewise, the presentation will be in motion graphics and video recorded format to maintain entertainment factor to the viewers.

Topic Discussion

Content Outline The site will have six main pages in which three of these pages will contain the infomercials: •

Homepage – The homepage contains the video feature and displays the social media widgets.

•

Trends – The Trends page features green building trends in the Philippines at present.

•

Sustainability

–

The

Sustainability

page

primarily

defines

sustainability in the building industry and the three imperatives of sustainability. •

Rating Systems – The Rating Systems page introduces the available rating systems for a building in order for the end users to know more what the building systems do and what primarily are their functions.

•

About – The About page is a page dedicated to credit the contributors of the project.

•

Contact – The Contact page is a dedicated for the users to directly send message or comments to the website manager and project proponent.

Components Video Format •

1080p (1920 x 1080) recommended High Definition

•

480p (864 x 480) recommended Standard Definition

•

16:9 aspect ratio

•

H.264 video codec

•

29.97 frames per second

•

.mp4 video format

Website •

Responsive design

•

Modern website layout

•

6 main pages

Topic Discussion

Audience, Beneficiary and Target Profile Initially, since the demands of green building is still below par, and the price on supply is still high, itâ&#x20AC;&#x2122;s recommendable for the project to target the audiences with socioeconomic classes A and B since these group have the purchasing capacity and more keen to the benefits rather than the price. However, the project also aims to expand its audience in order to create higher demands and in order to lower supplies. Therefore, eventually extend its reach up to socioeconomic class C.

â&#x20AC;˘

Target Audience / Beneficiary = Potential end users ages 25 to 50 who has the capacity to purchase.

â&#x20AC;˘

Target Market = land developers, landowners, contractors, corporation, architectural firms, engineers, and government units that often construct establishments.

Review of the Related Literature Kubba, Sam. Green Construction Project Management and Cost Oversight. Architectural Press. 2010.

Being “green” is not just about recycling bottles or taking public transport, but it’s also about energy-efficient planning and erecting of buildings. With energy-efficient buildings, it pleases the environment, and the tenants will be productive, healthy and comfortable. It is important in this generation to provide ourselves “green” buildings, that’s why architects, engineers and urban planners design and conceptualize establishments that will lessen the use of natural resources to minimize the impact to the environment. It’s a fact that the buildings are the heaviest consumers in natural resources. However, minimizing the impact to the environment can give benefits to its tenants in health and social matters. It can provide a better economic and social impact to the people wherein the project can increase the potential market value of the establishment. Sam Kubba mentioned that, “The objectives of those who engage in green building are usually to achieve both ecological and aesthetic harmony between a structure and its surrounding environment.” Thus, having a sustainable and aesthetic construction can create unique opportunities and provide positive impact to the environment. In addition, it lessens the costs of the contractor by erecting resource-efficient buildings.

In this project it is very essential that the difference of green building from other environmental projects be defined. It is important to stress the issue about creating projects that can influence the community to the quality of life. It is also important to point out facts that building construction consumes high amount of natural resources and we should prevent or lessen this by complying with the methods of green building.

Topic Discussion

Kibert, Charles. Sustainable Construction: Green Building and Delivery. Wiley. 2005

A sustainable development, the main impetus of the movement, is changing the companies and organizations’ work quality as well as the individuals who inhabit it. In order to be sustainable, the words “accountability” and “transparency” are watched by the people to the corporate leaders all over the world. That’s why companies are now open with their financial statements and decisions that affect the employees. Companies that apply the triple bottom-line make them focus on their financial results as well as their impact on the environment and social issues. In order for a sustainable development to be successful, the site, water, energy, materials, air quality and the operations and maintenance costs used for the establishment should comply with the environmental standards and broad range of the triple-bottom line.

A major task in a company is to maintain the transparency and

accountability within the people. Wherein if a problem occurs, employees would also anticipate the impact that may affect them. Similarly, it’s also healthy for the company, as a whole, to be honest and equal to each other in terms of accountability so that individuals could manage their finance. Thus, avoiding bankruptcy and financial crisis in their homes.

Montoya, Michael. Green Building Fundamentals: Practical Guide to Understanding and Applying Fundamental Sustainable Construction Practices and the LEED System. Prentice Hall. Boston, MA. 2011. Sustainability is defined as an ability to carry forward, support or maintain a practice for a long period of time. The context of “green” design and construction foresees a long-term impact for the establishments to create a positive effect to the environment. A

normal construction of building has the necessity to provide them with materials from natural resources such as wood, steel and cement that causes air and water pollution. Having these kind of pollution affects the health and lifestyle of people. It also “degrades the land” because it lessens its productivity as a recreational and comfortable land concrete floorings are constructed instead. Sustainability in the building industry has three factors, or also called as the Triple Bottom Line: The Environmental Imperative, Economic Imperative and Social Imperative. In the Environmental Imperative, it discusses the importance and value of environment to the existence of humans. These people would want to maximize their resources to achieve a better lifestyle. The Economic Imperative hypothesized that “the highly efficient buildings with lower environmental impact is significantly expensive than building according to traditional methods”. And lastly, the Social Imperative: this is usually disregarded when it comes to constructing buildings. Wherein these establishments, affects the overall society in general. Considering the psychology and the lifestyles, communities surrounding to the site is important for it will constantly change the way of living of the people and how they see their quality of life.

Discussing sustainability is very crucial especially when it has to

consider a lot of factors. But in order to connect with the audience, it has to start first with the triple bottom line of the project. With this, it transitionally elaborates on the proper methods such as planning, designing, and constructing sustainable green buildings for homes, offices and other buildings.

Topic Discussion

Cottrell, Michelle. Guidebook To The LEED Certification Process: For LEED For New Construction, LEED for Core and Shell, and LEED for Commercial Interiors. Wiley. 2010.

It’s important for the project holders to think and develop designs beyond sustainability. Brundtland Commission cited the definition: “Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” In the building design industry, sustainability can be called “green building”, wherein green buildings are defined as efficient and utilizing resources wisely. For a building to be called a green building, it is important to consider these aspects: Site selection, design of the building systems, its construction processes, the operation and maintenance of the building, and its waste management. According to US Green Building Council (USGBC), there are statistics in relation to the benefits of a green building, and it is called conventionally designed buildings. This building consume less energy than a normal building and emits less energy waste and pollution by using natural energy resources.

It is also important that the design is considered before

constructing a certain project. The contractors will also be encouraged to research on methods wherein projects are done with use of the modern and ecological technologies. But in this project, the proponent will focus on the process and suggestive methods wherein the contractors or developers can construct efficiently.

Reeder, Linda. Guide to Green Building Rating Systems: Understanding LEED, Green Globes, Energy Star, the National Building Standard and more. Wiley. 2010.

The sustainable sites category of US Green Building Council (USGBC) for their two versions: Leadership in Energy and Environmental Design-New Construction version 2.2 (LEED-NC 2.2) and 2009 (LEED-NC 2009) has one prerequisite category and eight subcategories wherein if further divided, can earn a possible 14 points for LEED-NC 2.2 and 26 points for LEED-NC 2009. Subcategories are abbreviated with codes to easily distinguish its category and its functions. In this case, it uses Sustainable Sites (SS) and its prerequisite (p) or credit (c) and the itemâ&#x20AC;&#x2122;s number. In short, the key points of the project team to be cognizant of the impacts of development of land consumption, ecosystems, natural resources, and energy use. Sustainable sites category encourages developers to use existing infrastructures and minimizing the impact to the environment and natural resources.

Having these guidelines help the contractors to be more aware of the factors that they should consider in erecting the building and applying environmental procedures in the project. A grading system is also important for all parties to ensure the quality of the construction, management, and maintenance to further minimize the impact to the natural resources, environment and the community. If these categories are briefly explained in the project, it will expressly guide them to research more about the prerequisites and credits before submitting an application to the accrediting councils.

Topic Discussion

Haselbach, Liv. The Engineering Guide to LEED – New Construction: Sustainable Construction for Engineers. McGraw-Hill. 2011.

BREEAM, or BRE Environmental Assessment Method is the accrediting commission that initiated way back in 1990. This influenced the development of LEED, Green Globes, and Green Star systems. In addition, it also influenced other progressive countries to develop their own councils to meet the local needs for accreditation. Hong Kong Building Environmental Assessment Method (HK-BEAM) applies this to their projects for all building types.

These commissions and assessment methods also influenced the Philippines to compose a commission such as Philippine Green Building Council’s Building for Ecologically Responsive Design Excellence (BERDE). BERDE is the national counterpart of LEED in the Philippines. Since most parts of the checklist of LEED won’t apply or will be difficult to apply here in Metro Manila, it would be wise to apply green building construction with the guide of Philippine Green Building Council’s checklist instead.

Glavinich, Thomas. Contractor’s Guide to Green Building Construction. Wiley. 2008. World Commission on Environment and Development (WCED) defined the sustainable development in its 1987 report as: “Humanity has the ability to make the development sustainable – to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs.” Wherein it explains that buildings

constructed or renovated at this generation should have a useful life for more than 30 years. It is also important for the humanity because in these buildings, there are communities who need the resources used for the people to live, work and play. In the definition by American Society of Testing and Materials (ASTM), they defined green building as a building that provides specific requirements on building performance while minimizing the impact to the environment and natural resources and improving the function of all sectors of the ecosystems. In order to comply with the previous statement, it should focus on the process in constructing a â&#x20AC;&#x153;green buildingâ&#x20AC;?. And if everything is applied to the project, it will provide leeway in the documents that can allow the contractor to use its own expertise with lesser impact on the operation and maintenance (O&M).

Based on the definition of WCED and ASTM, applying green

building procedures with the goal of making the building feasible for 30 or more years without major renovation is essential. And also, if this would be applied, if the design is feasible for a long period of time, and the design provides good access to the maintenance, it can cut costs for operations and maintenance without sacrificing quality of service of a company or a home provides. Considering these definitions it will give the contractor freedom to use their expertise on the design with minimal cost on operation and maintenance as well.

Topic Discussion

Calkins, Meg. Materials of Sustainable Sites. Wiley. 2009 The evolution of materials has responded to many in the 20th century trends and made skilled craftsmen into cheap laborer in construction. As time passes by, the quality has lessened to comply with the quantity and cost â&#x20AC;&#x153;efficiencyâ&#x20AC;? of the contractor but made the risks into damages of the environment and destruction of some ecosystems. Now that the advocates are aware of the damages done in the 20th century, it carefully studies the factors that could further impact the environment today in the first decade of 21st century. These factors include Global Warming, waste reduction, factories reusing and recycling materials, producers and designers building products that complies with the environmental issues, creating standards and accrediting systems for the environment including appliances and other materials, and applies Life Cycle Assessment. Moreover, in order to have a responsive construction process, choosing of materials and resources, and studying the effects to the environment, are important. Particularly, reusing existing structures, reducing material use, using of durable materials, reclaiming the materials in whole form and from other sources, and many more. In this issue, the awareness of the people is getting there but it is not yet sufficient. General consumers may have noticed some marks that awareness is there but most of them disregard whatâ&#x20AC;&#x2122;s the impact to our society. As developers, practitioners, contractors, and interested

individual, it is important to be informative in this issue as it would not be easy to the people to gain back the nature of the environment if mistakes has been done already. It is good that as the first decade of 21st century started, individuals and groups have also initiated to create policies, projects and information for the benefit of the environment, but awareness is never enough, we have to apply it. So, the project of the proponent is to create an informative website that convinces every particular visitor of the site to apply these factors in order for them to benefit in terms of health and financial, and lessens negative impact to the environment. The project is very objective, it creates a strong need of change in the society, thatâ&#x20AC;&#x2122;s why it is aimed to be directed to the developers who are capable of large-scaled projects in order to create a seamless project in the community which individuals would consume and benefit in the future.

Topic Discussion

Proposed Methodology The project will require research on case studies, and conduct interviews and surveys in order to get the pattern of a sustainable development. Primarily, the research that will be conducted by the proponent will be based on references published by educational press and authored by

internationally

accredited

person

environmental

development. Secondly, the proponent proposed to conduct an interview on personalities who are connected to the local developers that applies environmental methods in their construction and will be conducted on a video format and will be part of production period. The video will be aided by visual graphics and sound effects. Since the medium will be focused on web video feature, the primary content of the site will be a playable video player. And the video will be in high definition format. And itâ&#x20AC;&#x2122;s the visitorâ&#x20AC;&#x2122;s free will to click on external links of specific topics that was discussed in the website.

The website, on a parallel schedule, will be purchased through a reliable and strong domain. The base colors of the palette will not go beyond the base colors of the topic. Specifically, it will only reach the limits of blue-green and yellow-green. However it will be considered to choose one contrasting color for the highlights of the content.

Construction of the website will be in HTML format and will apply jQuery, and JavaScript codes. The site will not use parallax scrolling as it may affect the visitorâ&#x20AC;&#x2122;s visual direction from the video. However, a responsive web design will calibrate the best viewing experience of the visitor.

In the long run, the project is proposed to update presentations to guide and inform visitors on the most updated features of the topic. And the contact form will serve as a suggestion page.

References •

About Us. Green Architecture Advocacy Philippines. Web. 14 December 2013. <http://www.greenarchiadvoc.org/?page_id=30>.

•

Calkins, Meg. Materials of Sustainable Sites. Hoboken: Wiley, 2009.

•

Cottrell, Michelle. Guidebook to the LEED Certification Process: For LEED for New Construction, LEED for Core and Shell and LEED for Commercial Interiors. Hoboken: Wiley, 2010.

•

Create Advertisement. Facebook. Web. 14 December 2013. <https://www. facebook.com/ads/create/>.

•

Glavinich, Thomas. Contractor’s Guide to Green Building Construction. Hoboken: Wiley, 2008.

•

Green Architecture Advocacy Philippines. Facebook. Web. 14 December 2013.

<https://www.facebook.com/pages/Green-Architecture-Advocacy-

Philippines/122244534756>. •

Green Globes. BRE Environmental Assessment Method. 9 March 2013 <http://www.breeam.org/>.

•

Haselbach, Liv. The Engineering Guide to LEED - New Construction: Sustainable Construction for Engineers. New York: McGraw Hill, 2011.

•

Kibert, Charles. Sustainable Construction: Green Building and Delivery. Hoboken: Wiley, 2005.

•

Kubba, Sam. Green Construction Project Management and Cost Oversight. Burlington: Architectural Press, 2010.

•

Montoya, Michael. Green Building Fundamentals: Practical Guide to Understanding and Applying Fundamental Sustainable Construction Practices. Boston: Prentice Hall, 2011.

Topic Discussion

•

Philippine Green Building Council. Building for Ecologically Responsive Design Excellence. 9 March 2013 <http://berdeonline.org/>.

•

Presse, Agence France. Property Boom Transforms PH Skylines. Rappler. N.p., 22 July 2012. Web. 15 December 2013. <http://www.rappler.com/ business/8979-property-boom-transforms-philippine-skylines>.

•

Reeder, Linda. Guide to Green Building Rating Systems Understanding LEED, Green Globes, Energy Star, and National Building Standard and more.: Hoboken: Wiley, 2010.

•

US Green Building Council. Leadership in Energy and Environmental Design. 9 March 2013 <http://new.usgbc.org/leed>.

•

Who We Are. Green Architecture Advocacy Philippines. Web. 14 December 2013. <http://www.greenarchiadvoc.org/?page_id=518>.

APPENDICES

Appendix I. Sample Survey Questionnaire Full Name: _______________

Are you aware of the pollution in your

Additional info for Commercial Area

Age:

city?

preference:

•

17 and below

Yes / No

•

Transport Terminals

•

18 to 20, 21 to 25,

•

Indoor Parking Space

•

26 to 30, 31 to 35

Have you experienced flooding in your

•

Outdoor Parking Space

•

35 to 40, 41 to 50,

place?

•

Supermarkets

•

51 to 60, 61 and above

Yes / No

•

Open Parks

•

Stalling Areas (benches)

•

Other

Gender: Current City:

______________

Do you have plans to own a home?

Hometown:

_______________

Yes / No

Current Occupation:

Do you prefer to live in a mixed

•

Non-Government Worker

Home location preference:

community?

•

Government Worker

•

Urban

Yes / No

•

Educator

•

Sub-Urban

•

Student

•

Rural

•

Other

Financial Priority: 1.

Cheaper Amortization / Rent

Work location preference:

*For respondents ages 21 and above

•

Home

Commute time:

•

City Proper

•

5 to 10 mins., 10 to 30 mins.,

•

Central Business District

Cheaper Bills

•

30 mins. to 1 hour,

•

1 to 2 hours, 3 hours or more

Do you like a comfortable workplace?

Environmental Homes / Workplace:

Yes / No

Least Priority

Monthly utilitiy bills: •

Less than Php 500,

Commercial area preference:

•

Php 501 to Php 1,000,

•

Malls

•

Php 1,001 to Php 5,000,

•

Strip-malls

Top Priority

•

Php 5,001 to Php 10,000

•

Commercial Complex

•

Php 10,001 to Php 20,000,

•

Php 20,001 and above

Appendices

Energy efficiency:

Do you want to promote environmental

Based on the concept, would you like

Least Priority

awareness within your community?

to share this topic on social networking

Yes / No

sites?

Do you think by sharing topics about

Top Priority

â&#x20AC;&#x153;Green Buildingâ&#x20AC;? can make a difference

If you are interested in seeing progress

to your society?

of this project, please input your email

Yes / No

address:

Commute Time:

Yes / No

Least Priority

__________________________________

Do you want to live in an environmental

community?

Yes / No

Top Priority

Do you want the developers in the

The BuildGreen.ph concept:

Philippines to provide environmental

The BuildGreen.ph is a website that

homes/workplace?

features infographic commercials that

Yes / No

show information about sustainable development of homes, offices, and

Suggestion to the developers:

commercial areas. It will also show

____________________________________

proper methods and sites suggested

_____________________.

by the accrediting agencies.

**For all respondents

Would you like to visit this site for gathering knowledge about this topic?

Are you aware about Green Building?

Yes / No

Appendix II. Summary of the Survey Survey shows that all respondents have plans and agrees on owning environmentally responsive homes. Although it differs on the setup of the homes they wanted, all respondents want it to be cost efficient. However, most respondents lack knowledge into the financial differences of environmental homes. In addition, respondents want homes to be cheap in rent and cheap on utility bills, which could be impossible in this generationâ&#x20AC;&#x2122;s case.

And according to the respondentsâ&#x20AC;&#x2122; answers, having open areas,

places where they can breathe without worries of taking in pollution as well as living places near offices and commercial areas are big factors for them. It gives clues for developers that there are demands for sustainable residential projects but they only supply unresponsive construction, residential areas that lack commercial areas and tend for tenants to commute. And commuting to places would add cost to them. Moreover, respondents prefer to have a comfortable workplace. Wherein, it defines the relaxing ambiance, importance of personal space, temperature of the place, and distance of offices from their homes.

Since the respondents are now aware of environmental,

sustainable, and responsive residential areas, it increases the demand for people to have these kinds of homes. They also agree that if the multimedia project, BuildGreen.ph pursues, it would educate more people and could urge them to prefer these kind of homes instead of having traditional made homes.

Appendices

Appendix III. Survey Graphs 1. Age:

6. Awareness on pollution:

2. Gender

7. Flood experience:

3. Current occupation:

8. Plans on owning a home:

4. Commute time:

9. Home location preference:

5. Monthly utility bills:

10. Work location preference:

11. Preference on comfortable

15. Financial Priority:

workplace:

12. Commercial area preference:

16. Environmental Priority:

13. Commercial area amenities:

17. Energy Priority:

14.

18. Commute Priority:

Preference

for

community living:

Appendices

mixed

19.

developers

providing

environmental projects:

20. Suggestion for developers: â&#x20AC;&#x153;Explore alternative sources of

24. Preference of living in an environmental community:

25. Acquiring knowledge through the site:

energy, create infrastructure for sustainable developmentâ&#x20AC;&#x153;

21. Awareness on green building: 26. On sharing the topic through social networking sites:

22. Promotion for the advocacy: 27. Active of seeing the progress of the project:

50 respondents have placed their email addresses for the

23. Insights on sharing the topic:

project.