Conservation Outreach Manual Campaign Manual FINAL | Page 17

Campaign Brief: Desired Change
Core Issue #1: Getting Grand Anse stakeholders involved and interested in the MPA management
Target audience/s
Desired Knowledge Desired Attitudes Desired Behaviors Barriers to Change Solutions to Barriers
Identify knowledge that you
desire your target audience
to gain as a result of your
campaign. Identify attitudes that you
desire your target audience
to change as a result of your
campaign. Identify behaviors that you
desire your target audience
to change as a result of your
campaign. Identify existing barriers your
target audience has to changing
behaviors. Eg. social norms,
lack of knowledge, lack of
infrastructure, lack of alternatives Identify existing solutions in the
intervention communities to
the barriers you identified.
Target audience 1:
Community/
General Public The public will be well
informed of the intention
to establish an MPA in
Grand Anse; as well as the
importance and benefits
protected areas Persons will refrain from
viewing MPAs as a means
to rob them of their liberties
(livelihoods, way of life,
recreation) and understand
that MPAs are a means of
safeguarding their future Once understanding of the
benefits of MPAs are rooted
in their minds, communities
will spread the word to
others and work along
with MPA managers (eg.
compliance) • Lack of concern
• Lack of knowledge/
understanding
• False assumptions/beliefs
• Lack of willingness to receive
information • Use of innovative mediums
• Use of incentives to spark
interest
• Active engagement
of all stakeholders at
management meetings
Target audience 2:
Private Sector/
Hoteliers Businesses such as hotels
and dive operators will
know that the success of
their business is greatly
dependent upon the success
of healthy marine/coastal
ecosystem and that they
need to play a bigger role in
assisting MPA managers to
ensure a thriving ecosystem
for all Private sector entities will
recognize the importance
of networking and
collaboration with other
stakeholders. Eg. Hoteliers
will not only have a working
relationship with the dive
shops but also a better
relationship with other
resource users, eg. fishers Private sector entities will
utilize their influence and
financial resources to assist
MPA managers in raising
awareness and fostering
compliance and good
environmental practices on
and around their properties Lack of interest in resource
management
• Lack of networking with other
stakeholders
• Very little use of influence on
the public or policy makers
as well as very little use of
financial resources to assist in
marine/coastal management • There is a strong Hoteliers
Association.
• Some hotels are affiliated
with and house dive shops
on their properties
• Support fishers would cull
lionfish by creating a market
for lionfish.
Target audience 3:
Media Houses Media ambassadors will
be well informed about the
value of MMA Media Ambassadors will
believe that they are a
crucial link for building
and strengthening the
public's knowledge about
the marine environment
and can influence their
desire to participate in the
management of MMAs Media ambassadors will
participate in training
workshops and will transfer
their learning via their
broadcasts. • There is little communication
between MPA managers and
media houses.
• Media houses seldom see MPA
related news and events as
important • MMA managers ready
and able to provide the
information necessary for
media ambassadors to
disseminate.
Target audience 4
Grand Anse Fishers Fishers will be informed of
the intention to establish
a protected area in Grand
Anse, and the importance
and benefits to the
sustainability of their
livelihoods Fishers will believe that the
establishment of an MPA is
in their best interest Fishers will participate in
all consultations regarding
policy and decisions making
process • Fishers generally don’t
participate in the management
of MMAs
• Fishers tend to view MPAs as a
threat to their livelihoods and
way of life • Engagement of known fishers
in a specific geographic area
• Use of incentives to get
fishers more actively
involved
• Utilize meetings facilitated
by fishers who are already
benefiting from existing
MPAs
Conservation Outreach Manual - Page 17