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The Pride Campaign Plan Huai Kha Khaeng Wildlife Sanctuary, Thailand

The Pride Campaign Plan Huai Kha Khaeng Wildlife Sanctuary, Thailand. Huai Kha Khaeng Pride Work Plan. Huai Kha Khaeng Wildlife Sanctuary (HKK) The Natural World Heritage Site. HKK was designed as a wildlife sanctuary in 1972 ,. covers an area of 2,780 km2.

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The Pride Campaign Plan Huai Kha Khaeng Wildlife Sanctuary, Thailand

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  1. The Pride Campaign Plan Huai Kha Khaeng Wildlife Sanctuary, Thailand

  2. Huai Kha Khaeng Pride Work Plan

  3. Huai Kha Khaeng Wildlife Sanctuary (HKK) The Natural World Heritage Site • HKK was designed as a wildlife sanctuary in 1972 , covers an area of 2,780 km2. • HKK is a world heritage site since 1991. • HKK has been globally prioritized as a key landscape for tiger conservation and restoration • of the Indochinese tiger in SE Asia. HKK • HKK is WCS target site for Tiger Forever and • Living Landscape Program.

  4. TIGERS AS A LANDSCAPE SPECIESFOR HKKWe Know How to Save the Tigers • Prey need to be sustainably managed and conserved • Tigers require large and connected blocks of tiger habitat • Tigers can persist only with low levels of tiger poaching • Tiger human conflict must be mitigated Huai Kha Khaeng Pride Work Plan 4

  5. Huai Kha Khaeng Pride Campaign Threats Social Marketing Strategy Theory of Change Campaign Objectives Key Messages, Slogan, and Activities Partnerships Huai Kha Khaeng Pride Work Plan

  6. The Tiger and Their’ Prey Tiger Prey in Huai Kha Khaeng ; 5 species of Ungulate Gaur , Banteng , Sambar Deer , Muntjac and Wild pig Huai Kha Khaeng Pride Work Plan

  7. The Threats Huai Kha Khaeng Pride Work Plan

  8. As the Threat Ranking… The Pride campaign will focus on reducing poaching ungulates by local people The target audiences are… General Consumer Food shop Owners Market Stall Owners The Social Marketing Strategy Huai Kha Khaeng Pride Work Plan

  9. The Target area is Lansak District , Uthaithanee Province Lansak District Huai Kha Khaeng WS Huai Kot District Campaign Site; Lansak District Control Site; Huai Kot District

  10. BC A IC BR K TR CR Increases the density of tigers in HKK to 5/100km2 by 2015 years (up from 3.98/100 km2in 2007) Increases the density of ungulate in HKK to a minimum of 10 – 11 animals/km2 from 6-7 animal/km2 by 2016 years (by 50% up from 6-7 animals/km2 in 2007) Behavior Change Attitude Barrier Removal Knowledge Threat Reduction Interpersonal Com. Conservation Result . Reduce poaching case of ungulate in HKK 1) Consumers will stop consumption of wild meat in restaurant, food shop market stall and at home 2) R.O and F.O stop selling bush meat in their shops / restaurants and stop buying bush meat from poachers and become certified wild meat free places 3) Market stall owners stop selling bush meat in their shops and stop buying bush meat from poachers 1) Wild meat is no longer publicly sold , 2) Public help unit from Lansak Municipality will cooperate with DNP staff to inspect and check the restaurant 3) Visit have taken place to market stalls and restaurants outside the Lansak municipality by WCS/DNP with information and posters/stickers to hang. 1) The consumers have talked to others about stopping to eat wild meat and reporting vendors, 2) R.O and F.O have talked to other R.O. and F.O about stopping to sell bush meat in the shop related punishments, 3) Marker stall owners have talked to other shop owners about stopping to sell bush meat in the shop, the related punishment and that infractions should be publicized. 1) The consumer agree that eating wild meat is bad, that people who sell wild meat should be reported, 2) R.O and F.O agree selling bush meat is not a good thing, that they should stop the trade. and hang up a poster,3) Market stall owners agree selling bush meat is not a good thing that they should stop the trade and that infractions should be publicized and punished. 1) Consumers will know that eating wild meat is illegal , can be a risk to their health , bad for conservation and can report people selling wild meat, 2) R.O and F.O. and 3) Market stall owner will know that selling bush meat is illegal and can give customers diseases; that they can become wild meat free certified and hang up a poster to show their customers.

  11. First Target Audience ; General Consumer Knowledge 77% of consumer know sell wild meat is illegal 60% of consumer heard about wildlife conservation law 49% of consumer ever heard about the infection diseasesfrom wild animal to human Attitude 83% of consumer agree hunting is a serious threat to wildlife in Huai Kha Khaeng. 84% of consumer agree the selling of wild meat must be stopped. Huai Kha Khaeng Pride Work Plan

  12. Second Target Audience ; Restaurant and Food Shop Owners Knowledge 84% of Restaurant and Food shop owners know sell wild meat is illegal 37% ever heard about the infection diseases from wild animal to human 32% believe that wild meat has an infection disease to human Attitude 87% agree selling wild meat should be stop 31% agree the restaurant in Lansak and Huaikot district are selling wild meat for food. 58% think stop selling wild meat is difficult Huai Kha Khaeng Pride Work Plan

  13. Third Target Audience ; Market Stall Owners Knowledge 74% of Market stall owners know sell wild meat is illegal 40% ever heard about the infection diseasesfrom wild animal to human 35% believe that wild meat has an infection disease to human Attitude 71% agree selling wild meat should be stopped 58% think stop selling wild meat is difficult Huai Kha Khaeng Pride Work Plan

  14. IC CR BC TR BR A K Knowledge Attitude Conservation Result Threat Reduction Behavior Change Barrier Removal Interpersonal Com. Where are target audiences on this Continuum? ConsumerRestaurant Food shop and Market Stall Owners BEHAVIOR CHANGE CONTINUUM

  15. Our plan to reach Consumer Benefits must outweigh costs 1.Product:Stop consuming wild meat from the restaurant, food shop and market stall and stop buying wild meat from poacher. Go to the shop who have a certificate or poster or sticker that show wild meat free. 2.Price:Familiarity to eat wild meat. 3.Place:Have a publish media to promote about punishment and wildlife conservation law. Have a publish media to promote about punishment health risk. Have a publish media to promote about conservation. 4.Promotion:Bill board, Poster, Sticker, Local newspaper, special events 5.Position:Everyone can do, it’s a new trend. Channels must match habits, interests, and literacy level of target audience PRINCIPLE ACTIVITIES

  16. Our plan to reach Restaurant , Food shop and Market stall owners 1.Product:Stop selling wild meat in their shop and stopbuying wild meat from poacher.Get the certificate from Public health Unit Promote by local governmenton public media 2.Price:Some shop might be making less profit if they stop selling wild meat Punishment by conservation law Cost of inspection, certificate and publish media for promote law enforcement. 3.Place:Have a publish media to promote about punishment and wildlife conservation law. Have an inspection team 4.Promotion:Certificate, Poster, Sticker, Local newspaper, special events 5.Position:Show that it’s easy to get certificate Every shop has a poster and sticker Everyone can do, it’s a new trend for the shop in the province. Benefits must outweigh costs Channels must match habits, interests, and literacy level of target audience PRINCIPLE ACTIVITIES

  17. BC TR BR IC A K CR Campaign OBJECTIVES Behavior Change Threat Reduction Barrier Removal Attitude Knowledge Conservation Result Interpersonal Com. SMART OBJECTIVES

  18. CR Conservation Result by 2016 increase the density of Tiger to 5 tigers / 100 km2 ( from 3.98 tigers / 100 km2 in 2007) , Metric: Number/100km2 by 2016 increase the density of ungulate (tiger’s prey) in HKK to a minimum of 10-11 animals/km2 (by 50% up from 6-7 animals/km2 in 2007) , Metric: Number/km2 SMART OBJECTIVES

  19. K CR Changing minds Knowledge Conservation Result • By September 2010, 70% of consumersin Lansak district will know about the infectious diseases from wild meat to human (up from 48% , a 13 percentage point increase, n=364) • By September 2010, The restaurant and food shop owners in Lansak district who don’t know and think is legal to sell wild meat will down from 17% to 0% ( a 17 percentage point decrease ,N=127) • By September 2010, 70% of Market stall owners in Lansak district will know about Wildlife Conservation Law (up from 47%, a 23 percentage point increase N=92) • Metric: Pre/Post Campaign Survey SMART OBJECTIVES

  20. A K CR Changing hearts Attitude Knowledge Conservation Result • By September 2010, 85% of consumers will disagree that restaurants, food stalls and market stalls should be allowed to sell wild meat for food (up from 65% so a 20pp increase) (Q23F; N=354) • By September 2010, 50% of restaurant and food shop owners in Lansak district will agree that stop selling wild meat is easy (up from 7%, a 43 percentage point increase N= 127) • By September 2010, 90% of market stall owners in Lansak district will agree that selling wild meat should be stop (up from 73%, a 17 percentage point increase N=92) • Metric: Pre/Post Campaign Survey SMART OBJECTIVES

  21. IC A K CR Changing the dialogue Attitude Knowledge Conservation Result Interpersonal communications • By September 2010, 50% of consumers in Lansak district will have talked to one another about stop eating wild meat (up from 18% , a 32 percentage point increase, N=364) • By September 2010, 30% of restaurant and food shop owners in Lansak district will have talked to one another about stop selling wild meat (up from 2% , a 28 percentage point increase , N= 127) • By September 2010, 30% of market stalls owners in Lansak district will have talked to one another about stop selling wild meat (up from 3% , a 27 percentage point increase , N= 92) • Metric: Pre/Post Campaign Survey SMART OBJECTIVES

  22. BR IC A K CR Changing the incentives Barrier Removal Attitude Knowledge Conservation Result Interpersonal Com. • By September 2010, The % of consumers who seen a stickers about stopping consumption of wild meat increases to 50% up from 18% at pre campaign level(32 percentage point increase ,N=364) • By September 2010, 100% of restaurant and food shop in Lansak municipality (50 total) will be checked by public health team and 50 % of restaurant and food shop in Lansak District (60 total) will have received visit from WCS team and been asked to put up poster/sticker • By September 2010, 80% of market stall owners in Lansak will be has a media publishing punishment from sell bush meat in market stall (up from 0%, a 80 percentage point increase, N=92) • Metric: Pre/Post Campaign Survey, Number of restaurant and food shop in Lansak District SMART OBJECTIVES

  23. BC BR IC A K CR Changing behavior Behavior Change Barrier Removal Attitude Knowledge Conservation Result Interpersonal Com. • By September 2010, 90% of consumers in Lansak district will say that they did not eat wild meat in the last 6 months (up from 74%, a 16 percentage point increase, N=364) • By September 2010, 20% of consumers will agree that the restaurants and food shop in Lansak and Huaikot district are selling wild meat for food (down from 43%, a 23 percentage point decrease , N= 127) • By September 2010, 1% of consumers know of someone who has eaten wild meat in the past 6 months that was bought at the market stall. (down from 7%, so a 6pp decrease N=365) • Metric: Pre/Post Campaign Survey, SMART OBJECTIVES

  24. BC TR BR IC A K CR Behavior Change Threat Reduction Barrier Removal Attitude Knowledge Conservation Result Interpersonal Com. reduce number of poaching case of ungulate in HKK Metric: MIST program (patrol data base) SMART OBJECTIVES

  25. Key Messages and Slogan For General Consumers: Be health by STOP eating wild meet. Only you stop eat wild meat, you can protect your health and save many life of wild animals. Be COOL by don’t supporting illegal activity by STOP eat wild meat and you can help to save wildlife For Restaurant , Food shop and Market Stall Owners: Be a smart, Successful business; protect you customers from animal diseases; you can do by no wild meat in your shop To proud of Lansak No wild meat in our area MESSAGING

  26. Principle Activities • Potentials Activities • Community outreach activities • - field trip for local community leader • - working with religions • - Festival • - teacher training • - youth club • - school visit • 2) Mass media activities • - radio • - local newspaper • 3) Visual media activities • - bumper sticker • - poster • - bill board • - costume (Mascot) • - display and signage • 4) Give away material • - clothing (t-shirt, hat, apron for restaurant and food shop) • - Calendar MESSAGING

  27. Huai Kha Khaeng Wildlife Sanctuary (HKK WS) Wildlife Conservation Division , Department of National Park ,Wildlife and Plant Conservation Natural Word Heritage Site Management Office HKK Wildlife development and extension station Khao Nang Ram Wildlife Research station Lansak MunicipalityUthaithanee Province The Thai Nature Game Group (NGO) Partnerships Pride Work Plan

  28. Inspiring Pride in Huai Kha Khaeng Wildlife Sanctuary, Thailand Pride Work Plan

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