AGCA Pride Campaign Catherine B. Demesa, CF and Orlando C. Arciaga, Supervisor Improved MPA Governance through community ownership and Pride SOCIAL MARKETING CAMPAIGN
Jan 05, 2016
AGCA Pride CampaignCatherine B. Demesa, CF and Orlando C. Arciaga, Supervisor
Improved MPA Governance through community ownership and Pride
SOCIAL MARKETING CAMPAIGN
The Social Marketing Strategy
As a result of the Threat Ranking…Target Audience
Desired Behavior Change
Fishers265
Protect our NTZ by reporting intrusion
Community1, 236
Help protect our NTZ by reporting intrusion
Governance and Enforcement strategy: • Protect the NTZ by guarding 24/7• Draft and adopt management plan thru ordinance• Install efficient and effective reporting system
SOCIAL MARKETING CAMPAIGN
Brand and message
SOCIAL MARKETING CAMPAIGN
Yamang dagatBuhay ng mandaragat
I am capable of providing for the needs of my family because I protect our NTZ.
OUR NTZ IS A SACRED GROUND FOR US AND IT IS OUR SPIRITUAL AND MORAL DUTY TO PROTECT IT FROM INTRUDERS.
I feel I am responsible community member for I report Intrusions in the NTZ.
Social marketing activities
SOCIAL MARKETING CAMPAIGN
Top 5 SM activities Print Media
• Billboard and posters with calendar showing high and low tides
Community outreach• reef peek through snorkel and
microscope• Mascot/Flagship species visits
schools, church, municipal hall and plazas, websites
Mass media• Radio plugs and press releases• Local cable channel
Lots of IC
Supporting activities
SOCIAL MARKETING CAMPAIGN
Top 3 BR activities
• Construction and blessing of guardhouse and buoys
• Management Plan adoption thru ordinance
• Strengthen reporting system
• Local Curriculum Development for boundary partners (mentoring and coaching)
Vision for the future
SOCIAL MARKETING CAMPAIGN
Promoting Values
PrideOwnership
PeaceUnity
Partnership