Conservation of Endangered Marine SpeciesConservation of Endangered Marine SpeciesMedia Advocacy and Social Marketing Media Advocacy and Social Marketing
in Mainland China, Taiwan, Hong Kong and Macaoin Mainland China, Taiwan, Hong Kong and Macao
Tong Ka Io
IntroductionIntroduction
2010 – United Nations 2010 – United Nations International Year of BiodiversityInternational Year of Biodiversity
BiodiversityBiodiversity The wide variety of ecosystems and living organisms:
animals, plants, their habitats and their genes
Is the foundation of life on Earth, being crucial for the functioning of ecosystems
Creatures are interrelated and interdependent
No creature can live alone
Biodiversity crisisBiodiversity crisis Due to human activities
Decline in biodiversity is more rapid in the last 100 years than at any time in human history
Many species seriously threatened with extinction
ExtinctionExtinction The end of an organism or of a group of
organisms
Natural extinction in balance
New species emerge through speciation
Old species die out because they unable to survive or reproduce in its environment, and unable to move to a new environment
““Modern extinctions”Modern extinctions” 1500 to 2009, 875 extinctions documented
the current species extinction rate 100 to 1000 times higher than natural
If current rates of human destruction of the biosphere continue, one-half of all species on Earth will be extinct in 100 years
International Union for Conservation of Nature (IUCN)
IUCN Red List IUCN Red List (2010)
Of 55926 evaluated species, at least 18351 species (33%) are known to be threatened (critically endangered, endangered and vulnerable) with extinction 20% of vertebrates
30% of invertebrates
68% of plants
50% of fungi & protists
IUCN Red List IUCN Red List (2010)
Species evaluated
Threatened species
%
Mammals 5491 1131 21%
Birds 10027 1240 12%
Reptiles 2806 594 21%
Amphibians 6296 1898 30%
Fishes 8848 1851 21%
ImplicationsImplications The diversity of nature cannot support the
current pressure that humanity is placing on the planet
We are witnessing the greatest extinction crisis
These extinctions pose a serious threat to our health and wellbeing
Why and how humans cause Why and how humans cause species extinctions?species extinctions?
Humanneedswantsgreed
Species
extinctions
The ocean is so big, The ocean is so big, but not as big as human greed!but not as big as human greed!
Commercial fishing:• 500 species regularly caught• employs 15 million people worldwide
In 1999:• 137 million tons taken• $70 billion
Global Fish Catch
Fish farming in cage
Trawler fishing
Spotter airplane
Sonar
Trawl flap
Trawl lines
Purse-seine fishing
Trawl bagFish school
Drift-net fishingLong line fishing
Lines with hooks
Fish caught by gills
Deep sea aquaculture cage
Float Buoy
Trawl
midwater
bottom
Fisheries mismanagement• Overfishing• Commercial extinction• Bycatch (27 million metric tons annually)• Targeting smaller species on the low end of the
food chain
Types of PollutionTypes of Pollution Major types of pollution in the ocean:
o Oil
o Sewage
o Garbage
o Chemicals
o Radioactive Waste
o Thermal Pollution
o Eutrophication
Copyright © 2002 Pearson Education, Inc., publishing as Benjamin Cummings
Fig. 55.21
Fish over harvestingFish over harvesting– Many of the world’s fisheries have been over-exploited to near extinction
– Example: bluefin tuna populations have dropped 90% since 1970
世界渔业利用强度与相对生物量关系
Shark Overfishing
• Slow growth• Low reproductive rate• Late sexual maturity
• Overexploitation by the fishing industry has greatly reduced populations of some game fish, such as bluefin tuna
• World’s fish stocks have been reduced by 90% since the start of industrial fishing
Hong KongHong Kong
Bluefin tuna and all tuna imported to Hong Kong (tons)
World Wide Fund – Hong Kong (WWF-HK)
WWF-HK’s Bluefin Saver CampaignWWF-HK’s Bluefin Saver Campaign
1. Delivery of information on bluefin tuna in crisis
2. Production of educational and supporting materials on bluefin saver, sea food guide and sustainable seafood practices
3. Conservation policy advocacy
4. Targeted behavioral packages for hotel / restaurant, corporate consumer and individual consumer
WWF-HK’s Bluefin Saver CampaignWWF-HK’s Bluefin Saver Campaign
5. Recruiting “Bluefin Saver”
6. Allying with restaurants and celebrities
7. Condemning adverse commercial activities
8. Social mobilization and social actions
WWF-HK “Bluefin Saver” campaign
Survival of bluefin tuna depends on your desire
Restaurants pledge to delete bluefin tuna from menu
Celebrities pledge not to eat bluefin tuna
Group condemns using endangered specie as promotion
Silence for bluefin tuna in front of restaurant
“Say No To Bluefin” in front of restaurant
Protest in front of restaurant
Allies and other actorsAllies and other actors Other NGOs
Celebrities: legislators, food experts, artists, etc.
Citizens
Media
Group protests in front of restaurant
Group protests in front of restaurant
Legislator promotes marine conservation
Shark fins imported to Hong Kong (tons) and endangered sharks
Hong Kong the biggest shark fin consumer worldwide
Saving shark initiativeSaving shark initiative1. Divulgating information on shark conservation
status and shark finning
2. Calling on individual consumers, corporations and restaurants not to consume or sell shark fins
3. Promoting shark-free menu and shark-free wedding
4. Condemning TV show that promoted shark fin consumption
Shark finning, shark fin consumption, TV show
Shark-free wedding
Group condemns TV show
Media play active and crucial roleMedia play active and crucial role
1. Divulgating critical information
2. Promoting benevolent values
3. Advocating for conservation policy
4. Providing practical behavioral guides
5. Countering anti-conservation practices
Eating with conscience
High level of mercury in bluefin tuna harms fetus
Endangered wild animals to be eaten
Banning urgently needed to avert extinction
Government conservation is all mouth
Human greed
Eating shark fin damages one’s good deed
Doing good deed not to eat endangered species
To save bluefin, change your choice
Alternatives for your choice
Bidding endangered tuna damages HK image
Legislator irresponsible to next generation
TaiwanTaiwan
Matsu’s Fish Conservation Union
濁水溪
外傘頂洲
七股
彰化市
Multiple development projects destroy white dolphin habitat
White dolphin conservation initiativeWhite dolphin conservation initiative
1. Information, education and on-site visits
2. Social networking and fund raising
3. Action researches
4. Advocating government to set and implement real conservation plans
5. Protest actions
Defend mouth of Jhuoshuei River the last wetland
Goodbye, white dolphins!
Community cultural event
Thousand scientists against petrochemical park
Artists united against development
Ten thousand people protest against petrochemical park
Confrontation of pro and against
What are the alarms white dolphins bring us?
Sacrifice people for giant corporate profit
Creative approach: “Environment trust”
Whole people subscribe to conserve white dolphins
15 thousands people subscribed
People’s subscription submitted to authority
Taiwan civil society mature
Mainland ChinaMainland China
Human activities make extinction rate up 1000 times
Sharks die of finning
Protect biodiversity, not to eat wild animals
Fishing suspension and releasing festival
MacauMacau
Groups advocate for marine conservation
Businessman: bidding tuna is legal business!
Legislator
Analysis and comparisonAnalysis and comparison
Primary focus
Mean Outcome
Media advocacy
Cause, principles or interest
Mass media
Social policy or decisions
Social marketing
Social good
Marketingtechniques
Personal behaviors
The actorsThe actors
The mediaThe media Traditional mass media
Newspapers
Television
Radio
……
Internet
InternetInternet E-mail
Blog
Forums
YouTube
……
Open to individual and small group actors
Effective and efficient tools
Fast and far reaching
Less limited by spatial boundaries
Less controlled by dominant social powers
Impact can be great
Facebook – Support Bluefin tuna ban
YouTube – Blufin Saver
YouTube – Shark finning
YouTube – White dolphin
Media advocacy strategiesMedia advocacy strategies1. Allying
2. Coping with resistance
3. Creating newsworthy stories
4. Making sense Researching and supporting
Setting agenda
Framing / reframing
Symbolizing
5. Working with different media
6. Encouraging public involvement
7. Providing possible solution
8. Advancing policy
Hong KongBluefin tuna case
TaiwanWhite dolphin case
Allying NGOs, restaurants, celebrities…… NGOs, scientists, politicians……
Coping with resistanceNegotiate with and condemn corporate
Challenge government and corporate
Creating newsworthy stories“Social marketing confronts with commercial marketing”
Mass demonstration; whole people to subscribe
Researching and supportingPresent international scientific evidence
Develop ecological research
Setting agenda Bring up media and social debateBring up media, social and political debate
Framing / reframingDesire vs lifeGreed vs conscience
Corporate profit vs people’s well-being
Symbolizing “Bluefin Saver” Polluting development mapping
Working with different mediaGet coverage in newspapers and television; Mobilize through Internet
Get coverage in newspapers and television; Mobilize through Internet
Encouraging public involvement Recruit Bluefin SaverInvolve local residents, teachers, parents and children; Whole people subscribe
Providing possible solution Trade banning Conservation plan
Advancing policyMedia pressure backed up with social actions
Media pressure backed up with mass demonstration
Social marketing strategiesSocial marketing strategies1. Market segmentation
Segmenting
Targeting
Positioning
2. Marketing mix
Product (Consumer)
Price (Cost)
Place (Convenience)
Promotion (Communication)
Publicity
Hong KongBluefin tuna case
TaiwanWhite dolphin case
Market segmentationHotel / restaurant; corporate consumer; individual consumer
Whole people (teachers and students, parents and children……)
Product (Consumer)
Differentiated behavior package as a way to save the nature and life, and to do good deed
Subscription as a way to save the land and life, and safeguard people’s well-being
Price (Cost) Practical substitutes NT$ 119 per share
Place (Convenience)Guide and substitutes are accessible everywhere
Collect in schools and streets, and on Internet
Publicity See table 2 See table 2
