Connecting People to the Sea How Social Marketing and Mascots Work Across Habitats
151 CompletedCampaigns 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 Anthropomorphism • Bridge 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.
GankhuyagBalbar Onon River, Mongolia Established “catch and release” as the new norm for sports fisherman. This practice increased taimien stocks about 10% in the first year.
d’ShanMaycock Abaco Island, Bahamas By 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.
SarilaniWariwan Sulawesi, Indonesia Convinced local fishermen to stop using cyanide and in the process helped establish 1 million acre national marine park in Togean Islands.
TaufiqHidayat Kalimantan 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 Tariola Dampier 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