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