Conservation Outreach Manual Campaign Manual FINAL | Page 13

Case Study: This is Who We Are
T
he This is Who We Are campaign was a successful
awareness initiative that reached hundreds of residents
of coastal communities on the islands of St. Kitts and Nevis,
Antigua and Barbuda, Dominica, Saint Lucia, Grenada and St.
Vincent and the Grenadines. These countries share marine
resources and have similar cultures and economies, making
them perfect for a collaborative campaign. The campaign
was originally launched as a contest between the islands,
which capitalized on both the recognition of a unified brand,
and the fuel of friendly island rivalry, to spread awareness
about marine managed areas.
The teams collaborated to develop the This is Who We Are
theme, reflecting the unbreakable connection between
Eastern Caribbean cultures and healthy, vibrant marine
resources. Each country team received seed funding to
launch their campaign and were encouraged to leverage
local partnerships to generate additional resources.
Planning for Success:
Under the ECMMAN project, the six islands assembled
campaign coalitions, comprised of marine resource
management staff and non-governmental organizations
employees with diverse backgrounds. The teams attended a
campaign training workshop, hosted by PCI Media Impact,
where they designed communications strategy briefs (see
page 16) that detailed their target audiences, messages,
activities and budget for a six-month awareness campaign.
Conservation Outreach Manual - Page 13