China Wetlands Cohort First University Phase: Week 5 (11/29/10 – 12/3/10)

1. China Wetlands Cohort First University Phase: Week 5 (11/29/10 – 12/3/10)

2. Training objectives • Goals of the 1st university phase • Instill in Campaign Managers… • A strong understanding of the Pride methodology • Knowledge of the foundations of social marketing • Understanding of community co-management principles • The ability and confidence to coordinate a complex project • Goals of the week • Provide Campaign Managers with… • Guidelines for monitoring threat reduction and conservation results in wetlands • Technical options for community co-management agreements • A framework to thoroughly identify the direct and indirect threats to biodiversity at their sites • A tool to analyze which threats to biodiversity are most critical, and which Pride can most suitably address

3. Progress in the Pride model Orientation Planning Implementation Analysis Literature review & Site assessment Identify barriers to threat mitigation Preliminary target audience identification Identify sources and key influencers Align barrier removal & outreach strategies Work plan Material distribution & activity strategy Post-campaign survey & data analysis Materials design Stakeholder identification Identify barrier removal strategies Draft results chain BROP (refine barrier removal strategy) Creative brief development Message and materials pre-testing Coordinated campaign rollout Write & distribute final report Threat identification & concept modeling BRAVO (verify strategy assumptions & options ) Preliminary objectives SMART objectives & indicators Creative concept development Message and materials refinement Monitor campaign rollout on RarePlanet Refine strategy using lessons learned Threat ranking & prioritization Identify barrier removal partners Target audience research (surveys) Monitoring plan Message development Identify & engage production vendors Develop plan for sustained impact & funding Sources of stress Audience segmentation Finalized theory of change Determination of marketing media mix Materials production Implement follow-up campaign

4. Setting goals and monitoring results Monitoring wetland health Jiang Yong, Director of Monitoring at WWF Changsha, spent two days with the China 2 Campaign Managers last week, teaching methods of measuring threat reduction and conservation results in wetlands. As the cohort progresses, Jiang Yong and his colleague, cohort advisor Zhang Chen, will help the Campaign Managers set specific targets at their sites, and design plans to measure those targets. Refining strategies for fishing agreements To follow up on Wu Yusong’s guidelines from week 4 about how to organize fishing agreements between reserves and communities, Jiang Yong presented technical options for the specific rules of such agreements. Referring to our local implementing partners’ management plans, he helped Campaign Managers identify the fishing solutions most suitable for their sites – from no-take zones, to fishing licenses, to gear restrictions. He also helped find common opportunities that reserves were willing to offer to communities in exchange for obeying regulations, such as training in organic farming.

5. Concept models and threat rankings Mapping threats Campaign Managers took a critical step in improving their theories of change by creating concept models this week. Concept modeling, a critical component of the Pride methodology, uses flowcharts to analyze the direct and indirect causes of threats to biodiversity. It often leads Campaign Managers to identify powerful indirect threats of which they were previously unaware. Evaluating threats Pride Program Managers taught CMs to evaluate the direct and indirect threats at their site by scope, severity, and irreversibility. Although in this thematic cohort all sites are addressing overuse of aquatic resources, the concept models and threat ratings are helping to identify slight differences between sites that will help CMs tailor the cohort-level barrier removal and monitoring strategies.

6. Photo highlights: monitoring training

7. Photo highlights: the Campaign Managers cook dinner

8. Campaign Managers’ anonymous feedback How the 7 Campaign Managers felt on Friday “The biggest benefit this week was learning threat ranking and concept modeling.” “The happiest part of the week was to finish homework in the classroom instead of at night.” “Because we’re here in Kunming we feel dizzy.” “Be careful: don’t build a concept model any which way you like.” “Cherry flowers are already blossoming in Kunming.”

9. Meet a Campaign Manager! Qing Baoping “Wetland Pioneers for Watershed Restoration”

10. This week’s pioneer: Qing Baoping CM Overview Given name: Baoping Family name: Qing Organization: Hanzhong Crested Ibis National Nature Reserve Agency Qing Baoping has worked at the Crested Ibis reserve for 8 years, bringing a wealth of experience in restoring the population of this highly endangered (and once thought to be extinct) bird. He has studied animal husbandry and veterinary medicine. Campaign Overview Campaign Site: Hanzhong Crested Ibis National Nature Reserve Province: Shaanxi Key Threats: Overfishing, electric shock fishing, poison fishing, explosives. Flagship Species: Crested Ibis (Nipponia Nippon)

11. Moment of Zen