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