athline (living reef).pps
TRANSCRIPT
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Hawaii’s Living Reef Campaign
All information contained is proprietary,confidential and copyrighted
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First Step: The ResearchPublic Attitudes Towards Conservation Research
Among Statewide Residents
Prepared for Malama Hawaii May 2001 by
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Who was surveyed?• Telephone survey among n=604 statewide
Hawaii residents• Conducted October 10-20, 2000• Proportionate to age distribution and Oahu
vs. Neighbor Island populations
Sampling error… +3.9%
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Top of Mind Awareness of Environmental Issues
“Have you heard or seen anything about…?”
6% 79%
5% 79%
3% 74%
4% 72%
4% 68%
4% 65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Reef Decline
Endangered Marine Life
Alien Species / Miconia
Endangered Animals / Birds
Loss of Forests
Endangered Plants69%
72%
76%
77%
84%
85%
Unaided
Aided
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Top Environmental Priorities
• Ocean/fish/marine issues mentioned most often – 26%, followed by� Development – 12%� Garbage – 11%� Clean water issues – 9%
• Six in ten residents surf or go to the beach• Almost 40% go fishing
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Effective Messages‘Stewardship’ concept seen as most important
reason for protection.
18%
16%
11%
1%10%
44%
Future Generations
No Alien Pests
Quality of Life
Wise InvestmentDon't
KnowHawaiian
Heritage
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Media Most Relied Upon“Tell me from which source you get information about the
environment most often, often, sometimes, or not al all?”
13%
46%
23%
27%
6%
24%
17%
4%
8%5%
8%1%
5%2%
0%
10%
20%
30%
40%
50%
60%
HNA
TV News
TV - Not N
ews
Word of
Mouth
Environ
mental G
roups Radi
o
Websites
Most Often Used
Often Used
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Second Step: StatewideBrainstorming Sessions
• Held over a period of 4 months on 4 Islands
• What is working now? What isn’t?
• Key stakeholders? • Key messages?• Effective delivery vehicles?
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Branding WorkshopGetting input & achieving buy-in
• Involved participants from all four counties from focus groups
• Participants all active in existing coral reef awareness, protection and enhancement programs
• Honed messages • Got input for development of logo and slogan• Refined goals, objectives • Defined target audiences
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Goals
• Build and increase general public awareness of the importance of the coral reef ecosystem to Hawaii’s lifestyle
• Teach and encourage positive behaviors
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Initial Audiences
• Residents• Visitors• Businessesmore specifically…
policy makers andocean activities enthusiasts
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Messages
• Island lifestyle is dependent on the coral reef ecosystem
• Resources are available• Individuals can take action• Importance of the coral reefs in
Native Hawaiian culture and theirconcept of stewardship
• The reef is alive!
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A Collaborative Effort
The goal…
Generate a broad spectrum of support before going public
To achieve broad-based support…
The messages should be positiveand life enhancing
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Program should be seen as…A marshalling of grassroots and businesses programs
The role is to…Enhance and coordinate existing efforts,encourage new ones, seek increasedvoluntary participation
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Components
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Major ComponentsTo begin …
• Press conference/launch event - statewide• Website resource clearinghouse• Ongoing media relations program• Middle School poster contest with educational
component• Advertising
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And later…
• Multimedia programs• Mini-series with animation• Reef awareness awards
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Ongoing Media Relations
What is going on at the reef today…
• TV: reef info during weather report • Print: reef info on weather page• Radio: reef info during weather forecast
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Ongoing Media Relations
Components…
• Press releases (local, national and international)
• “Experts” quoted and referenced in the media• Opinion articles under the by-lines of
appropriate experts• Monthly e-mail blast to stakeholders
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Website
Launch…Same time of the press launch
Additionally…Encourage all sites to prominently include the logo and site as a link or use appropriate content for their own “save the reef” pageSite should have interactive education-based games, general info for adults and specialized info for specific industries, scientists and coral reef hobbyists
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Reef Awareness Awards
• Individuals and organizations that actively participate in the program
• Individuals and organizations that contribute financially or in kind
• Individuals or organizations that go above and beyond in striving to preserve the reef
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The Kid Factor
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Education for Children
• “Save the Reef” poster contest– Includes educational component for Middle School
children– Display winning poster in prominent locations
• 3-Part mini-series with animation• Use to develop multimedia program for children ages
2-9– “Personify” the reef, make it come alive– Stream video from proposed animation– Develop comic book or “anime” on DVD
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Other Kid Components
• Sponsorship of special awards (annual science fairs)
• In conjunction with other programs such as Tech Quest, sponsorship of a “Save the Reef” website contest
• Coordination with “Get the Drift” program• Educational games
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Other Tactics
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Simple straight forward materials and POS…Brochures, waterproof underwater cards, posters, etc.
Additionally…In-flight videoIn-room videoVisitor collateral (Disseminated: concierge desks, activities desks, car rental agencies, dive shops, fishing supply stores, beach rental stands, snorkel rental shops, swimsuit sales stores)
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PSA & Paid Media
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SFX: Music “Everything’s connected.”
Extreme wide shot. Beautiful, deserted, Molokai beach in golden light.A man with a small boy and a fishing pole is walking in the shallows.
He is almost a silhouette. The water is like a mirror and we see his reflection,
Crane follows their action and booms up.
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The Partners
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Acknowledging Our Cultural Roots
From the Kumulipo, the Hawaiian creation chant…
Hanau ka uka ko `ako `aHanau kana, he ako `ako `a, puka
“Born the coral polyp“Born of him a coral colony emerged”
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Mahalo!Special thanks to:
Piia Aarma-Pineapple TweedTroy Antonelis-DAR Outreach Assistant
Aulani Wilhelm-NWHI Coral Reef Ecosystem Reserve