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A recent investigation by the BBC has brought to light a smear campaign aimed at a celebrity-backed nature reserve in the Philippines. Masungi Georeserve, a wildlife haven supported by climate activists and famous personalities, has been targeted by a misinformation campaign on social media platforms, leading to concerns about its survival.
The reserve, located east of Manila and known for its lush rainforest and unique limestone cliffs, has gained international recognition for its efforts in combating climate change through reforestation initiatives. Despite its positive impact on the environment, Masungi Georeserve has faced threats from illegal loggers, land grabbers, and quarrying businesses that seek to exploit its resources for financial gain.
The BBC investigation revealed that nearly 100 fake Facebook profiles and websites were used to spread false information about the reserve and its guardians. These accounts were reportedly involved in disseminating misleading content to discredit the work of Masungi Georeserve and create dissent among the public. After the BBC raised concerns with Meta, Facebook’s parent company, most of the fake accounts were removed.
In addition to the online misinformation campaign, the reserve has also been subjected to physical violence against its forest guards. Two guards were shot and injured in 2021, highlighting the dangers faced by environmentalists in the Philippines. According to Global Witness, the country has witnessed 298 deaths of environmental activists since 2012, making it one of the most hazardous countries in Asia for these individuals.
Regine Cabato, a Filipino journalist specializing in misinformation, believes that the online propaganda campaign may have a detrimental impact on the morale of Masungi Georeserve workers. The BBC Verify team discovered a coordinated effort by fake accounts and websites to defame the reserve and its conservation efforts. Many of these accounts were newly created, featuring profile images of K-pop stars, pets, and models instead of real people, suggesting a deliberate attempt to deceive the public.
The misinformation campaign against Masungi Georeserve gained momentum following a proposal by the Department of Environment and Natural Resources (DENR) to revoke the reserve’s reforestation contract. Celebrities like Greta Thunberg and Leonardo DiCaprio, who have publicly supported the reserve, criticized the government’s decision, prompting a backlash from the fake accounts and websites.
While the DENR denies any involvement in the smear campaign, the BBC investigation uncovered evidence linking a public relations consultant, Ben Pablo, to the orchestrated effort. Pablo, who claimed to specialize in “reputation management” and “social media marketing,” placed ads for campaign pages targeting Masungi Georeserve. Despite repeated attempts to reach him for comment, Pablo’s social media accounts and associated websites were removed.
Despite the challenges posed by the smear campaign and physical threats, Masungi Georeserve remains committed to its mission of preserving the environment. Billie Dumaliang, a representative of the Masungi Georeserve Foundation, expressed optimism in the face of adversity, emphasizing the importance of protecting this special place for future generations. As the reserve continues to fight against exploitation and misinformation, the support of the global community remains crucial in safeguarding its biodiversity and natural beauty.
