The Social Marketing Strategy

1. As a result of the Threat Ranking… The Social Marketing Strategy Madagascar

2. Messaging Strategy Outline SMART Objectives (TA: Fishermen (Pirogue owners)) Key Message Ideas (draft ideas, to be approved) It’s through solidarity that we can protect our source of income. Report people who use beach seine nets and poison fishing to our leaders; and help them to enforce the Dina to people caught breaking the law. • KNOWLEDGE • Know that it is illegal to do poison fishing and beach seine netting according to the Dina (local law) • Know the procedures for reporting infractions • Know the fines for breaking the Dina • ATTITUDE • Feel responsible of Dina enforcement • Agree poison fishing and beach seine netting needs to be stopped • Agree with FCA and police involvement in enforcing the law • BARRIER REMOVAL • None needed • INTER-PERSONAL COMMUNICATION • Discuss about the issue of poison fishing and beach seine netting in Velondriake area and the way to stop it by Dina enforcement • BEHAVIOUR CHANGE • Follow the Dina • Helping leaders by stopping people using beach seine and poison fishing and reporting any cases of infraction • Together we can be strong! • Let’s protect our source of income by reporting people who use poison fishing to our leaders. A simple action will make things better for everybody. • I am the kind of person who helps my leaders to enforce the Dina. • Help our leader to stop beach seine in Velondriake area, go with them as they give warnings and speaking up at Dina enforcement meetings. • Dina infractions are already going down, we are winning but we aren’t done (need to be rephrased). Support Points (draft points, to be approved) • Velondriake does not only mean fishing, it also means taking care of our natural resources. Call for all your friends to stop the use of beach seine and poison fishing and give warnings to people who do. • We all know that beach seine and poison fishing are the most destructive fishing methods.It is our responsibility to report to our leaders any cases of infraction we see. • Local fishermen and leaders helping each other will make the Velondriake management strategy much more effective. • -Everyone in Velondriake is already adhering to the laws. We need to put a stop the last few stubborn people. The sea is my heritage and that of my future generation too. Target Audience: Fishermen (Pirogue owners) Madagascar

3. Outline SMART Objectives (TA: Community Leaders ) Key Message Ideas (draft ideas, to be approved) • KNOWLEDGE • Aware of the Dina (Local Law) and its components • ATTITUDE • Feel they are the primary people responsible for the enforcement of the Dina and management of the MPA • Accept the involvement of the FCA/gendarme in Dina prosecution • INTER-PERSONAL COMMUNICATION • Discuss about the issue of poison fishing and beach seine netting in the Velondriake area and the way to stop it by Dina enforcement • BARRIER REMOVAL • Leadership training workshops • Fisheries Control Agency, Police and Mayor help support enforcement when requested by leaders • BEHAVIOUR CHANGE • Stop people using beach seine net and poison fishing and fully enforce the Dina (investigating, call for meetings, prosecute and fine) any cases of infraction reported • Report minutes from MPA management back to their communities and implement/delegate agreed actions. • Report cases of poison fishing and beach seine netting to the MPA management • Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA Messaging Strategy • Good leaders help to protect community resources for future generations by enforcing the Dina to beach seiners and poison fishers. • Good leaders participate first in the protection of our community resources. Talk to other leaders about what we should do. By enforcing the Dina it does not mean you hate the people who do beach seine and poison fishing; it means you care about the source of income of our community. • Enforcing the Dina is our responsibility. • It’s not the Dina enforcers who are bad, it is the rule breakers who are bad. • I am the kind of leader that can successfully stop people using beach seine and poison for fishing. Good leaders help to protect community resources for future generations by enforcing the Dina to beach seiners and poison fishers. Support Points (draft points, to be approved) • Giving a warning is not enough. We need to really enforce the Dina and give people fines or we cannot stop destructive fishing • If you are having difficulty with enforcing the Dina you are not alone. The Mayor, FCA and gendarme are all here to help when you need them. Just let the MPA management know when you need help. • We all know that beach seine and poison fishing are the most destructive fishing methods. • The Dina is the only tool that community has to stop and remove beach seine and poison fishing from Velondriake. • A Velondriake “live with the sea”, doesn’t mean only fishing, it’s also taking care of marine resources to avoid extinction. • Dina infractions are already going down, we are winning but we aren’t done. •  Enforcing the Dina means to: 1 Report minutes from MPA management back to your communities and implement/delegate agreed actions. 2 Report cases of poison fishing and beach seine netting to the MPA management 3-Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA The sea is my heritage and that of my future generation too. Target Audience: Community Leaders Madagascar

4. Key Message Ideas (draft ideas, to be approved) Outline SMART Objectives (TA: Beach Seine netters ) Messaging Strategy • If you want your future generation to be able to get a source of income from the sea : you need to stop using beach seine net and poison fishing. • Everyone in Velondriake is adhering to the laws, YOU are the exception. Stop using beach seine and poison fishing. • Do you want to live from the sea longer? You need to care about marine life and start using the same gear as you neighbors. • KNOWLEDGE • Aware of the Dina (Local Law) and its components • ATTITUDE • Feel it is no longer acceptable to use beach seine nets • INTER-PERSONAL COMMUNICATION • Talk amongst fishermen about the idea of stopping the use of beach seine nets or modify the net and the way it is used • BARRIER REMOVAL • Increase in reported, fined and prosecuted cases of beach seine netting • BEHAVIOUR CHANGE • Stop using beach seine nets or Modify their net to be more responsible (removing mosquito net) and use them only on the surface Stop using beach seine and poison fishing because you kill juvenile; you will have more fish when they get bigger in the future; also, you will avoid fines and penalties. Use normal gears same as your neighbors instead Support Points (draft points, to be approved) • We all know that beach seine and poison fishing are the most destructive fishing method. • Velondriake does not only mean fishing, it also means taking care of our marine resources. The sea is my heritage and that of my future generation too. Target Audience: Beach seine netters Madagascar

5. January Deliverables: Logo Production Slogan: The sea is my heritage and that of my future generations too Tagline: Stopping beach seine and poison fishing in Velondriake Madagascar