China Wetlands Cohort First University Phase: Week 6 (12/6/10 – 12/10/10 )

1. China Wetlands Cohort First University Phase: Week 6 (12/6/10 – 12/10/10)

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… • Frameworks to evaluate which conservation solutions to include in co-managed fishing agreements • Analysis of how potential barrier removal solutions match the threats and conditions at their sites • Further practice organizing and facilitating consensus workshops • More specific theories of change

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. 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.

5. 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.

6. Photo highlights: consensus workshop practice

7. Photo highlights: Yunnan Minority Village

8. Campaign Managers’ feedback New feedback format:

9. Meet a Campaign Manager! Wang Renping “Wetland Pioneers for Watershed Restoration”

10. This week’s pioneer: Wang Renping CM Overview Given name: Renping Family name: Wang Organization: Yangtze Alligator National Nature Reserve Wang Renpingleads 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 Overview Campaign Site: Yangtze Alligator National Nature Reserve Province: Anhui Key Threats: Overfishing, electric shock fishing, fixed nets, lake drainage Flagship Species: Chinese Alligator (Alligator sinensis)

11. Moment of Zen