China Wetlands Cohort First University Phase: Week 5 (11/29/10 – 12/3/10)
China Wetlands Cohort First University Phase: Week 6 (12/6/10 – 12/10/10)
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Transcript of China Wetlands Cohort First University Phase: Week 6 (12/6/10 – 12/10/10)
China Wetlands CohortFirst University Phase: Week 6 (12/6/10 – 12/10/10)
Training objectives
Goals of the 1st university phase
Instill in Campaign Managers…o A strong understanding of the Pride methodologyo Knowledge of the foundations of social marketingo Understanding of community co-management principleso The ability and confidence to coordinate a complex project
Goals of the week
Provide Campaign Managers with…o Frameworks to evaluate which conservation solutions to include in co-managed
fishing agreementso Analysis of how potential barrier removal solutions match the threats and
conditions at their siteso Further practice organizing and facilitating consensus workshopso More specific theories of change
Literature review & Site assessment
Stakeholder identification
Threat identification
& concept modeling
Threat ranking &
prioritization
Sources of stress
Identify barriers to
threat mitigation
Identify barrier
removal strategies
BRAVO (verify strategy
assumptions & options )
Identify barrier
removal partners
Preliminary target
audience identification
Draft results chain
Preliminary objectives
Target audience research (surveys)
Audience segmentation
Identify sources and
key influencers
BROP (refine barrier
removal strategy)
SMART objectives &
indicators
Monitoring plan
Finalized theory of change
Align barrier removal & outreach strategies
Creative brief development
Creative concept
development
Message development
Determination of marketing
media mix
Work plan
Materials design
Message and materials
pre-testing
Message and materials
refinement
Identify & engage
production vendors
Materials production
Material distribution &
activity strategy
Coordinated campaign
rollout
Monitor campaign rollout on RarePlanet
Post-campaign survey & data
analysis
Write & distribute final
report
Refine strategy using lessons
learned
Develop plan for sustained
impact & funding
Implement follow-up campaign
Orientation Planning Implementation Analysis
Progress in the Pride model
Selecting barrier removal strategies
Co-management options
Though each campaign’s overarching barrier removal strategy is the establishment and enforcement of a fishing agreement between the reserve agency and community leaders, specifics of these agreements will vary from site to site. Some campaigns intend to implement fishing licenses to limit the number of people who have access to fish stocks; others intend to impose seasonal restrictions.
Although the solutions implemented will not be finalized until co-management agreements are signed, Campaign Managers want to enter the negotiation process with a strong understanding of the solutions that best fit the conditions of the site. As such, Pride Program Managers spent one-on-one time with CMs last week, reviewing their concept models and threat rankings and using these frameworks to discuss suitable barrier removal strategies.
Co-management role-playing
Practice developing consensus among stakeholders
Aligning fishers, community members, reserve agencies, and in some cases corporations will be critical to the success of this cohort, as each campaign intends to establish a formal agreement among these parties. Each Campaign Manager had the chance to practice aligning diverse interests by facilitating a mock consensus workshop among peers, where each person represented the position of one group of constituents.
The role-playing was tailored to each site, being heavily based on real situations and real stakeholders. This gave Campaign Managers a valuable chance to test potential barrier removal strategies with their peers, seeing how fishers, farmers, and even crab farming corporations might respond to proposed no-take zones or seasonal restrictions.
The activity highlighted the value of a thematic cohort. Since all seven Campaign Managers are familiar with wetland threats and relevant conservation strategies, they can adeptly critique each other’s proposed solutions.
Photo highlights: consensus workshop practice
Photo highlights: Yunnan Minority Village
Campaign Managers’ feedback
New feedback format:
Best Benefit: Learning about consensus workshops
Happiest thing: Drinking Most confusing thing: Community management
Classic word of the week: Circularity
Week 6
Most important word of the week: Responsibility
Gossip of the week: If you think it exists, then it doesn’t. If you think it doesn’t, then it does. (Buddhist proverb)
Feeling this week: Happy
Expectations for tomorrow: Play with fireworks
Meet a Campaign Manager!
“Wetland Pioneers for Watershed Restoration”
Wang Renping
This week’s pioneer: Wang RenpingCM OverviewGiven name: RenpingFamily name: WangOrganization: Yangtze Alligator National Nature Reserve
Wang Renping leads the education department at the Yangtze Alligator Reserve. He has 20 years of work experience and is very knowledgeable about the details of his site. With an academic background in zoophysiology, he has also applied strong scientific fundamentals to help revive the critically endangered alligator’s population.
Campaign OverviewCampaign Site: Yangtze Alligator National Nature ReserveProvince: AnhuiKey Threats: Overfishing, electric shock fishing, fixed nets, lake drainageFlagship Species: Chinese Alligator (Alligator sinensis)
Moment of Zen