Connecting People to the SeaHow 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.

Data Shows People can Relate to Marine Species …

… and Change Behaviors to Confront Aquatic Threats

Questions?

Appendix

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

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Anthropomorphic Charisma Index and % Points Change in Behavior

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Searching for Empirical Results

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100Threat Index and % Points Change in Behavior

Indonesia China Latin America Global