Connecting People to the Sea How Social Marketing and Mascots Work Across Habitats
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Transcript of Connecting People to the Sea How Social Marketing and Mascots Work Across Habitats
• 151 Completed Campaigns in 51 countries
• 45 marine themed• 101 on island habitats
Current 39 In Progress 39 face aquatic threats
Many Threats• Overfishing• Habitat Destruction• Unsustainable
Farming• Illegal Hunting
Pride Facts
Choosing a Flagship Species
• Local (symbolizing uniqueness of target area)
• Reside in critical habitat
• Marketable” and void of “negative baggage”
• Aesthetically attractive• Charismatic• Not widely harvested• Not scary
Mascots and AnthropomorphismBridge from species to
audience
Approachable• Soft• Dance, shake hands• Color, patterns• Subtle smile, open eyes
Evocative• Resemble flagship
species• No visible human face• Imitates behaviors of
species
Marine Campaigns Can Use Mascots
Pride was found to be just as successful with aquatic flagship species and campaigns as
terrestrial species
• Flagship species with aquatic habitats performed as well as non-aquatic species
• Campaigns combating threats related to fishing and aquatic resource harvesting fared as well as other kinds of campaigns.
Gankhuyag BalbarOnon River, MongoliaEstablished “catch and release” as the new norm for sports fisherman. This practice increased taimien stocks about 10% in the first year.
d’Shan MaycockAbaco Island, BahamasBy driving popular support around the message that “size matters” the campaign got buy-in and support from lobster exporting industry not to sell undersized lobsters.
Sarilani WariwanSulawesi, Indonesia
Convinced local fishermen to stop using cyanide and in the process helped establish 1 million acre national marine park in Togean Islands.
Taufiq HidayatKalimantan Timur (current)
Pride campaign supports the establishment of a NTZ and its delineation by boundary markers after a decade trying using other strategies.
Muhammad Desna Noronhae
Wakatobi, Indonesia (current)By aligning community groups with park initiatives the campaign was able to set boundary markers around a NTZ after just one year, despite years of effort by the Parks Dep..
Rosita TariolaDampier Straights, Indonesia (current)The campaign facilitate better coordination among the community, local police and parks department. The result is the largest illegal fishing prosecution in Indonesia’s history.
Do only charismatic species work?
Rare recently conducted an empirical study of 152 campaigns: What is the relationship between the
flagship species and behavior change?
Independent Variables:• Anthropomorphism
(limbs, eyes, body covering)
• Threat (endemism, fragmented range, threat status)
Dependent variable:Targeted behavior change
Results:No
conclusive link between species and outcomes
Searching for Empirical Results
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Anthropomorphic Charisma Index and % Points Change in Behavior
Indonesia China Latin America Global