Addressing Marine Wildlife Entanglement in Derelict Fishing Nets Using Community-Based Social Marketing: Case Study and Lessons Learnt

2021 ◽  
pp. 152450042110538
Author(s):  
Maïa Sarrouf Willson ◽  
Craig Turley ◽  
Lamees A. Daar ◽  
Hussein Al Masroori ◽  
Hussain Al Muscati ◽  
...  
Keyword(s):  
Pilot Study ◽  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Marine Species ◽  
Marine Biodiversity ◽  
Community Based ◽  
One To One ◽  
Marine Wildlife

Background Entanglement of marine species, particularly endangered sea turtles and cetaceans, in abandoned, lost or otherwise discarded fishing gear is a major conservation concern. Focus of the Article This case study applies Community-Based Social Marketing (CBSM) to reduce marine wildlife net entanglement in the waters surrounding Masirah Island, a marine biodiversity hotspot in Oman. Importance to the Social Marketing Field The study demonstrates the use of social marketing tools in biodiversity conservation, bringing new knowledge to the cross-application of these two fields. Methods The CBSM methodology was applied to select behaviours, identify barriers and benefits, develop strategies and design a pilot study. The responsible disposal of derelict nets in skip bins was selected as the target behaviour, and a mix of behavioural change tools was applied to achieve change: convenience (installation of three skip bins), education (installation of informative signs, distribution of awareness posters, one-to-one engagement with fishers on the beaches), prompts (installation of signs and posters on vessels) and social norms (one-to-one engagement with key influencers and decision makers). The monitoring of behaviour change took place through structured observations over 23 weeks, focussing on the number of nets disposed of in the allocated skip bins. Results Results showed a low level of behaviour adoption rate by skiff and launch vessel fisheries, respectively, 5.36% and 2.58%. Positive results were observed for a short time but did not reach the estimated target value throughout the study period. Recommendations for Research Our pilot study did not lead to broad-scale implementation and we recommend further awareness and engagement with the target audience, trials of various behaviour change tools and increase field monitoring time. We further recommend the application and funding of behaviour change methods applied to fishers with the incorporation of conventional financial, conservation and regulatory tools to support resource management. Limitations Our results show that focussing on specific behaviours with appropriate measurement is both resource and time demanding to solve pressing conservation problems, particularly ones generated by complex industries such as fishing. Various lessons, useful for other social marketers, have been drawn from our evaluation of the overall study.

Influencing travel behaviour

2019 ◽  
pp. 107-130
Author(s):  
Stewart Barr ◽  
John Preston
Keyword(s):  
Qualitative Study ◽  
Case Studies ◽  
Behaviour Change ◽  
Social Marketing ◽  
Quantitative Study ◽  
Behavioural Change ◽  
Travel Behaviour ◽  
Air Travel ◽  
The Other ◽  
Car Travel

As travel planning’s theoretical underpinnings have broadened from engineering and economics to embrace psychology and sociology, an emphasis has been placed on social marketing and nudge theory. It is argued that this is consistent with a neo-liberal trend towards governing from a distance. Using two case studies, one a qualitative study of reducing short-haul air travel, the other a quantitative study of attempts to reduce local car travel, it is found that actual behaviour change is limited. This seems to arise because behavioural change has been too narrowly defined and overly identified with personal choice.

scholarly journals Rethinking behaviour change: a dynamic approach in social marketing

2019 ◽  
Vol 9 (2) ◽  
pp. 252-268 ◽  
Author(s):  
Patricia David ◽  
Sharyn Rundle-Thiele
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Behavioural Change ◽  
Static Model ◽  
Theoretical Development ◽  
Research Attention ◽  
Content Type ◽  
Environmental Consequences ◽  
Greater Good ◽  
Dynamic Measures

PurposeWhile awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change.Design/methodology/approachData analyses involved use of multiple linear regression on static followed by dynamic measures of behaviour and behavioural change and their respective determinants. The static model used variables reported by caregivers after program participation, while the dynamic measures used change scores for all variables reported (T2-T1).FindingsResults from the static model showed that only intentions and barriers explained behaviour at Time point 2. In contrast, findings from the dynamic data analysis indicated that a change in injunctive norms (important others’ approval of the child walking to school) explained a change in walking to and from school behaviour. Taken together, the results of the current paper suggest research attention needs to be directed towards dynamic methodologies to re-centre research attention on behavioural change and not behaviour, which dominates current practice.Originality/valueThis paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

scholarly journals Impact of a community-based pilot intervention to tackle childhood obesity: a ‘whole-system approach’ case study

2020 ◽  
Author(s):  
Erica Wirrmann Gadsby ◽  
Sarah Hotham ◽  
Tamsyn Eida ◽  
Christopher Lawrence ◽  
Rowena Merritt
Keyword(s):  
Behaviour Change ◽  
Primary Schools ◽  
System Approach ◽  
Theory Of Change ◽  
Healthy Weight ◽  
Personal Factors ◽  
Process Data ◽  
Community Based ◽  
Diverse Range

Abstract Background: Go-Golborne was a three-year pilot programme to test an innovative, community-based ‘whole system’ approach to preventing overweight in children in Golborne ward, London. Whilst there is a growing interest in local whole systems approaches to obesity, understandings of what they look like in practice are newly emerging. Go-Golborne was designed, implemented and evaluated within this context.Methods: The evaluation used a case-study design and theory of change approach to assess the effectiveness of the intervention. Height/weight measurements of children in the six participating primary schools were recorded annually for four years. For behavioural outcomes, children aged six-11 completed four annual on-line surveys (total 4331 responses). Parents were surveyed in year one and year four (177 responses). Three focus group discussions were held with children aged 10-11 (N=21); interviews were conducted with parents (N=11), and school representatives (N=4). Stakeholders were surveyed twice (37 responses), and interviews were conducted with key stakeholders (N=11). An extensive range of programme documents were reviewed and additional process data was collected from the programme team. The RE-AIM framework was used to synthesise findings and examine public health impact.Results: Go-Golborne reached a diverse range of partners across Golborne. Events were attended by over 3360 local children and families and all six primary schools in the ward actively engaged in activities. The proportion of children in the above healthy weight categories remained stable over time. A number of changes in home, school and neighbourhood environments to support healthy behaviour change were evidenced. There was some qualitative evidence of positive changes in children’s behaviours, though significant or sustained changes were not evidenced by the quantitative data.Conclusions: Go-Golborne helped stakeholders and parents to develop a shared commitment to improving healthy weight in children, to identify barriers to a healthy lifestyle, and to start to make changes in their services/behaviours. The campaigns and changes made at micro-level appeared to be insufficient, in the face of counteracting forces and personal factors, to achieve significant behaviour change within three years. This highlights the need for local initiatives to be reinforced by supporting action at regional, national and global levels.

Exploring the wildlife value orientations of locals working in community-based marine wildlife tourism in the Philippines

2021 ◽  
Author(s):  
Jackie A. Ziegler ◽  
Gonzalo Araujo ◽  
Jessica Labaja ◽  
Sally Snow ◽  
Alessandro Ponzo ◽  
...  
Keyword(s):  
Marine Species ◽  
The Philippines ◽  
Value Orientations ◽  
Structured Interviews ◽  
Community Based ◽  
Wildlife Value Orientations ◽  
Wildlife Tourism ◽  
Whale Sharks ◽  
The Relationship ◽  
Marine Wildlife

Wildlife tourism can act as an incentive for the conservation of marine species and habitats. One of the most important outcomes can be a change in the views of participants towards target species and their habitats that may promote more conservation-oriented actions. While a handful of studies have documented the wildlife value orientations (WVOs) of tourists participating in marine wildlife tourism, no studies have explored the WVOs of locals working in tourism. However, it is equally important to understand the WVOs of locals working in community-based tourism, and whether these are linked with changes in locals’ attitudes and behaviours towards marine wildlife and the ocean. This paper assesses the WVOs of locals working in community-based whale shark tourism at four sites in the Philippines, and explores the relationship between WVOs and conservation attitudes and behaviours using a mixed methods approach with a total of 114 structured interviews. Three WVO groups were identified (mixed utilitarian-protectionist, moderate protectionist, and high protectionist) suggesting a WVO continuum. Those respondents with more protectionist views reported more conservation outcomes, including changes in attitudes and behaviours to protect whale sharks. Further, respondents who worked in tourism had more protectionist views than those from a failed tourism site indicating that tourism can change communities by helping locals value their marine resources and incentivizing protection of those resources.

Developing benchmark criteria for assessing community-based social marketing programs

2014 ◽  
Vol 4 (2) ◽  
pp. 111-132 ◽  
Author(s):  
Jennifer Lynes ◽  
Stephanie Whitney ◽  
Dan Murray
Keyword(s):  
Social Marketing ◽  
Empirical Evaluation ◽  
Community Based ◽  
Content Type ◽  
Marketing Model ◽  
Starting Point ◽  
Jack Johnson ◽  
Model Community ◽  
Marketing Principles

Purpose – This article aims to propose that increased guidance on the implementation of social marketing principles for sustainability issues can advance both implementation and empirical evaluation. The primary goal of this paper is to ignite further empirical investigation of social marketing for sustainability by first presenting benchmark criteria for one social marketing model – community-based social marketing (CBSM) – and second, applying this framework to the case study of musician Jack Johnson’s “All at Once” (AAO) campaign. Design/methodology/approach – The research design is twofold. First, based on Doug McKenzie-Mohr’s CBSM model, a series of 21 benchmarks for assessing the key components of an effective CBSM initiative was developed. Second, this tool was applied to information gathered from Jack Johnson’s extensive outreach promoting AAO initiatives including reports, videos as well as interviews and in-person meetings with the Jack Johnson team. Findings – Application of the benchmark criteria to the Jack Johnson case study showed that seven out of the 21 benchmarks were integrated into the AAO campaign; seven were partially integrated and seven were not integrated in the program’s design. In particular, the use of commitments, incentives, norms and social diffusion was clearly present as was a final evaluation of the full-scale implementation of the campaign. Originality/value – The CBSM benchmarks are meant as a starting point to further assess and compare the effectiveness of CBSM initiatives. Further research should be done to explore how criteria should be weighted and which of the 21 principles need to be present in the design and implementation of an effective CBSM program.

Harnessing Community Self-Help: Some Lessons from Rural England

2002 ◽  
Vol 17 (2) ◽  
pp. 136-146 ◽  
Author(s):  
Colin C. Williams
Keyword(s):  
Third Sector ◽  
Lower Income ◽  
Community Based ◽  
The Third ◽  
Self Help ◽  
One To One ◽  
The Third Sector ◽  
Rural England

Attempts to harness community self-help currently tend to follow the ‘third sector’ route of developing existing community-based groups. The aim of this paper is to evaluate critically this approach. Drawing upon case study evidence from rural England, existing community-based groups are displayed to be primarily sociability vehicles for higher-income populations. In consequence, if community self-help is to be harnessed to improve the material circumstances of lower-income populations, a ‘third sector’ approach is inappropriate. Instead, a ‘fourth sector’ approach is shown to be required that develops acts of one-to-one reciprocity. The paper concludes by outlining some possible initiatives to implement this policy approach.

scholarly journals Impact of a community-based pilot intervention to tackle childhood obesity: a ‘whole-system approach’ case study

2020 ◽  
Author(s):  
Erica Wirrmann Gadsby ◽  
Sarah Hotham ◽  
Tamsyn Eida ◽  
Christopher Lawrence ◽  
Rowena Merritt
Keyword(s):  
Behaviour Change ◽  
Primary Schools ◽  
System Approach ◽  
Theory Of Change ◽  
Healthy Weight ◽  
Personal Factors ◽  
Process Data ◽  
Community Based ◽  
Diverse Range

Abstract Background: Go-Golborne was a three-year pilot programme to test an innovative, community-based ‘whole system’ approach to preventing overweight in children in Golborne ward, London. Whilst there is a growing interest in local whole systems approaches to obesity, understandings of what they look like in practice are newly emerging. Go-Golborne was designed, implemented and evaluated within this context. Methods: The evaluation used a case-study design and theory of change approach to assess the effectiveness of the intervention. Height/weight measurements of children in the six participating primary schools were recorded annually for four years. For behavioural outcomes, children aged six-11 completed four annual on-line surveys (total 4331 responses). Parents were surveyed in year one and year four (177 responses). Three focus group discussions were held with children aged 10-11 (N=21); interviews were conducted with parents (N=11), and school representatives (N=4). Stakeholders were surveyed twice (37 responses), and interviews were conducted with key stakeholders (N=11). An extensive range of programme documents were reviewed and additional process data was collected from the programme team. The RE-AIM framework was used to synthesise findings and examine public health impact.Results: Go-Golborne reached a diverse range of partners across Golborne. Events were attended by over 3360 local children and families and all six primary schools in the ward actively engaged in activities. The proportion of children in the above healthy weight categories remained stable over time. A number of changes in home, school and neighbourhood environments to support healthy behaviour change were evidenced. There was some qualitative evidence of positive changes in children’s behaviours, though significant or sustained changes were not evidenced by the quantitative data.Conclusions: Go-Golborne helped stakeholders and parents to develop a shared commitment to improving healthy weight in children, to identify barriers to a healthy lifestyle, and to start to make changes in their services/behaviours. The campaigns and changes made at micro-level appeared to be insufficient, in the face of counteracting forces and personal factors, to achieve significant behaviour change within three years. This highlights the need for local initiatives to be reinforced by supporting action at regional, national and global levels.

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