Transcript Fiji Islands Campaign As a result of the Threat Ranking… Target Audience Fisherfolk (General Public) Behavior Change 1.

Fiji Islands Campaign
As a result of the Threat Ranking…
Target Audience
Fisherfolk (General Public)
Behavior Change
1. Follow guidelines for opening and
closing of tabu areas in their LMMA.
2. Report violators of the LMMA
regulations to the Community Chiefs
Fisherfolk (Poachers)
3. Not to poach in closed tabu areas
Community Chiefs
1. Follow guidelines for opening and
closing of tabu areas in their LMMA.
2. Reprimand violators of LMMA
regulations.
The Social Marketing Strategy
Fiji Islands
Outline SMART Objectives
Key Message Ideas
(For LMMA Fisherfolk)
(draft ideas, to be approved)
KNOWLEDGE
-Increase in the knowledge of the value of
tabu areas as a way of generating more fish
stocks in their LMMA for future
generations.
1. Following guidelines for opening and
closing tabu areas will result in more
fish in the fishing grounds.
2. Reporting people from your community
who poach in your tabu areas will help
restore the fish stocks in the long term.
3. Fishing in a closed tabu area will mean
there will not be any fish for present
and future generations.
4. A well run household that plans its
finances and budget will not need to
ask for the opening of the tabu area so
that they can pay for community
events.
5. Respect your chiefs decision on the
opening and closing of tabu areas.
ATTITUDE
-Increase the number who agree that they
are custodians of their marine resources
- Increase the number who agree that
there should be controlled opening and
closing of tabu areas.
INTER-PERSONAL COMMUNICATION
- An increase in those who have been
empowered to discuss using guidelines for
opening and closing tabu areas.
BARRIER REMOVAL
- Increase in better financial management
of fishermen households expenses.
BEHAVIOUR CHANGE
- Increase the number conforming to the
guidelines of opening and closing of tabu
areas.
-Increase the number of fishers reporting
poachers using the compliance and
enforcement logbooks.
-Decrease the incidence of poaching.
Target Audience: Fishermen
Messaging
Strategy
The effective
management of tabu
areas will result in
more fish in the
community’s locally
managed marine
areas for present and
future generations.
Over-arching
Slogan
e.g. I love
my tabu area
Support Points
(draft points, to be approved)
1. Guidelines to control the opening and
closing of tabu areas will benefit the
entire community, as this will control
overfishing and maintain the fish
supply from the tabu area and
ecosystem health.
2. It will also enable all members of the
community to fish only for what they
need.
3. The presence of top predator like Kalia
and Shark show a healthy ecosystem
and so more fish.
Fiji Islands
Outline SMART Objectives
Key Message Ideas
(For Community Leaders)
(draft ideas, to be approved)
KNOWLEDGE
-Increase in the knowledge of the value of
tabu areas as a way of generating more fish
stocks in their LMMA for future
generations.
1. Implementing guidelines for opening
and closing tabu areas will result in
more fish in the fishing grounds.
2. A true leader will reprimand people
from your community who have been
reported as poaching in your tabu
areas.
3. Fishing in a closed tabu area will mean
there will not be any fish for present
and future generations.
4. A well run household that plans its
finances and budget will not need to
ask for the opening of the tabu area so
that they can pay for community
events.
ATTITUDE
To increase the number who agree that
tabu areas should be managed better for
the sake of the community.
INTER-PERSONAL COMMUNICATION
To have 100% participation of community
leaders at ALL levels of meetings regarding
LMMA management.
BARRIER REMOVAL
By the end of 2010, to have had ALL
community leaders gone through the
training on Leadership and Good
Governance.
BEHAVIOUR CHANGE
- Increase the number implementing the
guidelines of opening and closing of tabu
areas.
-Increase the number of poachers
reprimanded by the community leaders.
Target Audience: Community Leaders
Messaging
Strategy
The effective
management of tabu
areas will result in
more fish in the
community’s locally
managed marine
areas for present and
future generations.
Over-arching
Slogan
e.g. I love
my tabu area
Support Points
(draft points, to be approved)
1. Guidelines to control the opening and
closing of tabu areas will benefit the
entire community, as this will control
overfishing and maintain the fish
supply from the tabu area and
ecosystem health.
2. It will also enable all members of the
community to fish only for what they
need.
3. The presence of top predator like Kalia
and Shark show a healthy ecosystem
and so more fish.
Fiji Islands
January Deliverables: Logo Production
Slogan: I
MY TABU AREA
Tagline: (This will be the slogan translated into each Provincial dialect)
Fiji Islands
January Deliverables: Logo Production
Fiji Islands
January Deliverables: Logo Production
Fiji Islands
Guam Campaign
As a result of the Threat Ranking…
Target Audience
Behavior Change
Southern Community (including Hunters)
1. Increase in those reporting “wildland
arson”.
2. Increase adoption of responsible fire use
practices.
Hunters
1. Decrease in those who use fire for
hunting.
2. Increase in those using new baiting tools
for hunting.
The Social Marketing Strategy
Guam
Key Message Ideas
Outline SMART Objectives
(draft ideas, not final)
(For Southern Community Members)
• It is our responsibility as caretakers of
our village to report wildland fires.
Call the toll free HOTline as soon as
you see a fire.
• We do not tolerate other crimes in
our village, arson is no exception.
Report wildland arson by calling the
toll free HOTline.
• Even small backyard fires can become
wildland fires. Follow the fire guide,
available at your local Mayor’s office,
and use fire responsibly.
• Protect your friends and family from
the damaging effects of wildland fires.
Talk to them about what they can do
to prevent wildland fires.
Will consider reporting wildland
arson.
Will find it easy to report wildland
fires.
Will speak with someone about
wildland fire.
Will believe that wildland fires need
to be prevented
Will believe that wildland fires are
a serious threat to Guam’s reefs.
Messaging
Strategy
Preventing wildland
fires will benefit the
entire community by
reducing damage to
private property and
natural resources, for
today and for future
generations.
Over-arching
Slogan
e.g. I DON’T
BURN:
Do your part,
stop the spark!
Target Audience: Southern General Community
Support Points
(draft points, not final)
•When you start a wildland fire, you kill
the plants that protect the soil. Exposed
soil washes into the sea, smothers the
reef, and starves its fish. Please protect
our fish, forests, and wildlife- prevent
wildland fires.
•Wildland fires create sediment which
clogs rivers and damages our clean
water reserve. Protect your water,
prevent wildland fires.
Guam
Outline SMART Objectives
Key Message Ideas
(For Southern Hunters)
(draft ideas, not final)
Will stop using fire for hunting.
Will attend the sustainable hunting
presentation run by DAWR.
Will speak with someone about the
impacts of wildland fires.
Will believe that individuals starting
wildland fires should be prosecuted.
Will believe that wildland fires are a
serious threat to Guam’s coral reefs.
Messaging
Strategy
Preventing wildland
fires will benefit the
entire community by
reducing damage to
private property and
natural resources, for
today and for future
generations.
Over-arching
Slogan
e.g. I DON’T
BURN:
Do your part,
stop the spark!
Target Audience: Southern Hunters
• Using deer bait is an easy alternative
to hunting with fire, and is available
free from the Department of
Agriculture.
• Using deer bait is a legal way to get
your deer faster, without the damage
of fire. Keep our southern villages
beautiful, use bait instead of fire.
Support Points
(draft points, not final)
•Baiting tools are cheap, easy to use
and still attracts the deer in the same
way that fire is used.
•Using deer bait does not destroy deer
habitat.
•When you start a wildland fire, you kill
the plants that protect the soil. Exposed
soil washes into the sea, smothers the
reef, and starves its fish. Please protect
our fish, forests, and wildlife- prevent
wildland fires.
•Wildland fires create sediment which
clogs rivers and damages our clean
water reserve. Protect your water,
prevent wildland fires.
Guam
January Deliverables: Logo Production
Slogan: Na para i Guafi
(Translation: Stop the Fire)
Tagline: I don’t burn because… (will change for each target audience)
Guam
January Deliverables: Logo Production
Guam
February & March Campaign Deliverables
•Logo Pre-tested
•Campaign Launch
•Bumper Sticker
•T-shirts
•Koozies
•Hunter hats
•Field trips
•Radio Interviews
•Rulers & pencils
•Stickers
•Environmental Groups
Guam
Onon River,
Mongolia Campaign
As a result of the Threat Ranking…
Target Audience
Local Fishing People
(living among 6 Onon River soums)
Behavior Change
1. Local fishing people always release
taimen back into the river after it’s
caught and do not fish during illegal
seasons (winter, spring).
2. Local fishing people become active
members of Community Managed Areas.
The Social Marketing Strategy
Onon River
Key Message Ideas
Outline of SMART Objectives
(For Local Fishing People)
• Aware of fishing laws and
fines/penalties
• Aware of taimen value to Onon
• Aware of CMAs in their soum
• Belief that taimen should always be
released back into the river and it’s
easy to do so
• Belief that taimen are important to
the river ecosystem
• Increase support for CMAs and
willingness to create ones that
include the river.
• Discuss “wonder of taimen” and
importance of releasing them with
others
• Discuss joining a CMA with others
• Catch and release taimen every time
they fish
• Do not fish in winter or spring
• Establish, or join, CMAs that include
river areas and be active members.
Target Audience: Local Fishing People
Messaging
Strategy
It is important to
release Taimen back
into the river to
protect the river
ecosystem and avoid
fines/penalties.
Slogan
Taimen is unique to
the Onon.
Brothers if we catch
taimen, let us release
them.
• Catch and release our taimen
• If you release taimen, your friends can
try to catch same fish
• Catch fish other than taimen
• Establishing CMAs and have your own
wealth
• Maintain pristine and beauty of Onon
River. Chinggis Khan’s birthplace is at
risk and needs your help.
• Enjoy other kinds of local recreation.
Support Points
(draft points, not final)
•Taimen are disappearing from Onon
River
•Releasing taimen will help save longest
living fish
•Catch and keep taimen fishing is illegal
•There are many other fish in the Onon
that are legal to catch, and just as fun
• Establishing CMAs means you will
have your own wealth and tourism
attraction, and can protect your river
from illegal fishers.
• Work with your neighbors to establish
a CMA in your area. It’s easy to do.
Onon River
January Deliverables: Logo Production
Slogan: Taimen are unique to the Onon.
Brothers if you catch taimen, let us release
them.
Round 1
designs
Onon River
January Deliverables: Logo Production
Round 2 Designs
Onon River
January Deliverables: Costume Production
Onon River
January Deliverables: Song Lyrics
Бурхан Халдун уулын усан цэнхэр долгио
The blue wave of the secret Burkhan Khaldun Mountain
Буурал Хэнтийн уулсын уран цэлмэг боргио
The imaginative falls of the frosted Khentii Range
Хаан эзэн дээдсийн ширгэх учиргүй рашаан
The perennial spa of the Royalty
Хамаг Монголын ахан дүүсийн шүтлэг шингэсэн мөрөн мину
The Idol River of of the Mongol brothers
Онон-Балжийн урсгал түмэн зуунаар татраагүй
Onon-Balj River flow is reflux less
First draft song lyrics written by
one of the Onon River soum
Governors.
In process of revising lyrics,
negotiating with State Opera
singer to see if interested in doing
song, and finding recording
studios for both audio and video.
Омголон Монголынхоо хойморт буман үедээ харгиатна
Stream in the thousands year in the north of Mongolia
Амар мөрний ижий Онон-Балжийн хэвлийд нь
In the womb of the mother of the Amur
Аварга тулын сэлүүр мөнгөн цацал өргөнө
Giant taimen flipper evermore spray emit
Онон-Балжийн ариун нутаг биднийг тоссон голомт
Pure Onon-Balj area is first landed area for us
Одож буцахын цагт үрсийн минь торних өлгий
Landing area for our kids in the future after us
Onon River
Abaco Island,
Bahamas
Campaign
As a result of the Threat Ranking…
Target Audience
Behavior Change
Fishermen
1. Not to fish Spiny Lobster that have tails
that are smaller than the legal size of 5.5
inches.
Restaurants
1. Not to buy or sell Spiny Lobster that have
tails that are smaller than the legal size
of 5.5 inches.
Community (Public)
1. Not to eat Spiny Lobster that have tails
that are smaller than the legal size of 5.5
inches.
The Social Marketing Strategy
Bahamas
Key Message Ideas
(draft ideas, not final)
SMART
Objectives
(For Fishermen)
• Aware of
certification program
• Aware of benefits
and process of
becoming certified
• Belief that it is
important to protect
the crawfish fishery
by NOT taking out
undersized lobsters
• Feel it is easy to not
fish undersized
lobsters
• Discuss threats to
crawfish population
• Discuss the benefits
of the certification
program
• Become certified
• Fish only legal sized
crawfish
Target Audience: Fishermen
Messaging
Strategy
I won’t catch
undersized crawfish
because it threatens
the crawfish
population and it’s
better for business
not to.
• Key Message: I am a responsible fisherman because ‘I
Measure Up!’
• I am a responsible fishermen because I have regard for the
future of Abaco.
• I am a responsible fishermen because I am protecting the
crawfish population in Abaco.
• I am a responsible fisherman because I got certified by the
Department of Marine Resources.
• I fish only crawfish that have legal-sized tails of 5 ½ inches
or greater.
• Bahamans that fish, sell, gift and eat undersized crawfish
are threatening our culture and our livelihood.
• It’s better for business not to fish undersized crawfish.
• I leave undersized crawfish in the ocean for the future, not
for the next fisherman.
Support Points
(draft points, not final)
Over-arching
Slogan
Size Matters!
•Fishing undersized crawfish is one of the largest threats to
the crawfish population. If we stop fishing undersized
crawfish, we will secure the crawfish population for the
future.
•Our crawfish are our Bahaman culture and pride.
•If you catch crawfish with legal-sized tails, it’s more dollars
in your pocket.
•People who give and receive gifts of undersized crawfish
are hurting our national pride.
•Fishermen and restaurant certification programs are
designed to support Abaco’s ownership over its marine
resources.
•Getting certified is easy! The way you get certified is by
calling xxx-xxx-xxxx or at the reception at the office of the
Department of Marine Resources.
Bahamas
Key Message Ideas
(draft ideas, not final)
SMART
Objectives
(For General Public)
• Aware of the threat of
fishing undersized
crawfish to the
crawfish population in
Abaco
• Aware of the
certification programs
• Feel it is easy to not
eat undersized
crawfish
• Discuss threat of
fishing undersized
crawfish to the
crawfish population in
Abaco
• Discuss the
certification programs
Messaging
Strategy
I won’t eat undersized
crawfish because it
threatens the
crawfish population
and because it
threatens the culture
and pride of Abaco
• Key Message: I am a responsible Abaconian because ‘I
Measure Up!’
• I am a responsible Abaconian because I have regard for
the future of Abaco.
• I am a responsible Abaconian because I am protecting the
crawfish population in Abaco.
• I am a responsible Abaconian because I support certified
fishermen and restaurants.
• I am a responsible Abaconian because I eat only crawfish
that have legal-sized tails of 5 ½ inches or greater.
• I am a responsible Abaconian because I do not give or
accept gifts of undersized crawfish.
• Bahamans that fish, sell, gift and eat undersized crawfish
are threatening our culture and our livelihood.
• It’s better for our economy to not eat undersized
crawfish.
Support Points
(draft points, not final)
Over-arching
Slogan
• Eat only legal sized
crawfish
• Support the certified
fishermen and
restaurants
Target Audience: General Public
Size Matters!
• Fishing undersized crawfish is one of the largest
threats to the crawfish population. If we stop fishing
undersized crawfish, we will secure the crawfish
population for the future.
• Our crawfish are our Bahaman culture and pride.
• If you only eat crawfish with legal-sized tails, our
crawfish fisheries will be protected and we’ll have a
stronger economy.
• Fishermen and restaurant certification programs are
designed to support Abaco’s ownership over its
marine resources.
• Supporting certified fishermen and restaurants is
easy! To find a list of our island’s responsible
fishermen and restaurants, please check the list that is
posted in the x newspapers and central locations.
Bahamas
January Deliverables: Logo Production
Slogan: Size Matters!
Bahamas
January Deliverables: Costume Production
Bahamas
January Deliverables: Poster Production
Bahamas
February & March Campaign Deliverables
• Lobster Art Contest to showcase at Abaco’s ‘Art
for the Park’ Event
• Radio and Newspaper Announcements
• Posters
• Buttons
• Billboards
• Brochures
• Costume
• Bumper Stickers
Bahamas
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Campaign for Sustainable Fisheries Management/Fiji-Cakaudrove and Macuata
Provinces
Campaign for Effective Watershed Management/Guam
Campaign for Sustainable Fisheries Management/Chuuk Lagoon
Campaign for Sustainable Fisheries Management/Abaco Island
Campaign for Sustainable Hunting Practices/Eastern Steppe
Campaign for Sustainable Fisheries Management/Onon River
Campaign for Species Preservation/Nam Et-Phou Louey Natinal Protected Area
(NEPL NPA) [Lao]
Campaign for Species Preservation/Huai Kha Khaeng Wildlife Sanctuary
[Thailand]
Campaign for Sustainable Fisheries Management/Madagascar