the social marketing strategy as a result of the threat ranking… target audiencebehaviour change...
TRANSCRIPT
The Social Marketing Strategy
As a result of the Threat Ranking…Target Audience Behaviour Change
Fishermen (Pirogue owners) 1. Follow the Dina (local law)2. Helping leaders by stopping people using
beach seine and poison fishing and reporting any cases of infraction
Community Leaders 1. Stop people using beach seine net and poison fishing and fully enforce the Dina (investigating, call for meetings, prosecute and fine)on any cases of infraction reported
2. Report minutes from MPA management back to their communities and implement/delegate agreed actions.
3. Report cases of poison fishing and beach seine netting to the MPA management
4. Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA
Fishermen that use beach seine nets 1. Stop using beach seine nets or Modify their net to be more responsible (removing mosquito net) and use them only on the surface
Madagascar
Outline SMART Objectives(TA: Fishermen (Pirogue owners))
Messaging Strategy
It’s through solidarity that we can protect
our source of income. Report people who use
beach seine nets and poison fishing to our leaders; and help
them to enforce the Dina to people
caught breaking the law.
Key Message Ideas(draft ideas, to be approved)
•Together we can be strong!Let’s protect our source of income by reporting people who use poison fishing to our leaders. A simple action will make things better for everybody.•I am the kind of person who helps my leaders to enforce the Dina.•Help our leader to stop beach seine in Velondriake area, go with them as they give warnings and speaking up at Dina enforcement meetings.•Dina infractions are already going down, we are winning but we aren’t done (need to be rephrased).
Support Points(draft points, to be approved)
•Velondriake does not only mean fishing, it also means taking care of our natural resources. Call for all your friends to stop the use of beach seine and poison fishing and give warnings to people who do.•We all know that beach seine and poison fishing are the most destructive fishing methods.It is our responsibility to report to our leaders any cases of infraction we see.•Local fishermen and leaders helping each other will make the Velondriake management strategy much more effective.•-Everyone in Velondriake is already adhering to the laws. We need to put a stop the last few stubborn people.
Target Audience: Fishermen (Pirogue owners)
KNOWLEDGE•Know that it is illegal to do poison fishing and beach seine netting according to the Dina (local law)•Know the procedures for reporting infractions•Know the fines for breaking the Dina
ATTITUDE•Feel responsible of Dina enforcement•Agree poison fishing and beach seine netting needs to be stopped•Agree with FCA and police involvement in enforcing the law
BARRIER REMOVALNone needed
INTER-PERSONAL COMMUNICATION•Discuss about the issue of poison fishing and beach seine netting in Velondriake area and the way to stop it by Dina enforcement
BEHAVIOUR CHANGE•Follow the Dina •Helping leaders by stopping people using beach seine and poison fishing and reporting any cases of infraction
Madagascar
The sea is my heritage and that
of my future generation too.
Outline SMART Objectives(TA: Community Leaders )
Messaging Strategy
Good leaders help to protect community resources for future
generations by enforcing the Dina to
beach seiners and poison fishers.
Key Message Ideas(draft ideas, to be approved)
•Good leaders help to protect community resources for future generations by enforcing the Dina to beach seiners and poison fishers.•Good leaders participate first in the protection of our community resources. Talk to other leaders about what we should do. By enforcing the Dina it does not mean you hate the people who do beach seine and poison fishing; it means you care about the source of income of our community.•Enforcing the Dina is our responsibility.•It’s not the Dina enforcers who are bad, it is the rule breakers who are bad.•I am the kind of leader that can successfully stop people using beach seine and poison for fishing.
Support Points(draft points, to be approved)
•Giving a warning is not enough. We need to really enforce the Dina and give people fines or we cannot stop destructive fishing•If you are having difficulty with enforcing the Dina you are not alone. The Mayor, FCA and gendarme are all here to help when you need them. Just let the MPA management know when you need help.•We all know that beach seine and poison fishing are the most destructive fishing methods. •The Dina is the only tool that community has to stop and remove beach seine and poison fishing from Velondriake. •A Velondriake “live with the sea”, doesn’t mean only fishing, it’s also taking care of marine resources to avoid extinction. •Dina infractions are already going down, we are winning but we aren’t done. Enforcing the Dina means to: 1 Report minutes from MPA management back to your communities and implement/delegate agreed actions. 2 Report cases of poison fishing and beach seine netting to the MPA management 3-Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA
Target Audience: Community Leaders
KNOWLEDGEAware of the Dina (Local Law) and its
components
ATTITUDEFeel they are the primary people responsible
for the enforcement of the Dina and management of the MPA
Accept the involvement of the FCA/gendarme in Dina prosecution
INTER-PERSONAL COMMUNICATIONDiscuss about the issue of poison fishing and
beach seine netting in the Velondriake area and the way to stop it by Dina enforcement
BARRIER REMOVALLeadership training workshopsFisheries Control Agency, Police and Mayor
help support enforcement when requested by leaders
BEHAVIOUR CHANGEStop people using beach seine net and poison
fishing and fully enforce the Dina (investigating, call for meetings, prosecute and fine) any cases of infraction reported
Report minutes from MPA management back to their communities and implement/delegate agreed actions.
Report cases of poison fishing and beach seine netting to the MPA management
Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA
Madagascar
The sea is my heritage and that
of my future generation too.
Outline SMART Objectives(TA: Beach Seine netters )
Messaging Strategy
Stop using beach seine and poison
fishing because you kill juvenile; you will have more fish when
they get bigger in the future; also, you will avoid fines and
penalties. Use normal gears same as your neighbors
instead
Key Message Ideas(draft ideas, to be approved)
•If you want your future generation to be able to get a source of income from the sea : you need to stop using beach seine net and poison fishing.
•Everyone in Velondriake is adhering to the laws, YOU are the exception. Stop using beach seine and poison fishing.
•Do you want to live from the sea longer? You need to care about marine life and start using the same gear as you neighbors.
Support Points(draft points, to be approved)
•We all know that beach seine and poison fishing are the most destructive fishing method.
•Velondriake does not only mean fishing, it also means taking care of our marine resources.
Target Audience: Beach seine netters
KNOWLEDGE• Aware of the Dina (Local Law) and its
components
ATTITUDE• Feel it is no longer acceptable to use
beach seine nets
INTER-PERSONAL COMMUNICATION• Talk amongst fishermen about the idea
of stopping the use of beach seine nets or modify the net and the way it is used
BARRIER REMOVAL • Increase in reported, fined and
prosecuted cases of beach seine netting
BEHAVIOUR CHANGE• Stop using beach seine nets or Modify
their net to be more responsible (removing mosquito net) and use them only on the surface
Madagascar
The sea is my heritage and that
of my future generation too.
Slogan: The sea is my heritage and that of my future generations too
Tagline: Stopping beach seine and poison fishing in Velondriake
January Deliverables: Logo Production
Madagascar