Using marketing to tackle the challenge of behaviour change
Sunday, July 31, 2016; 11:00 – 13:00
By Sara Isaac — SalterMitchell, Marketing for Change
So you’re a scientist. An expert in your field. You’ve got a darn good idea of 20 to 30 things that could be done right now to advance marine conservation. There’s just one small problem: most other people in the world are not scientists. And most other people do not care about marine conservation enough (if at all) to change their behavior to make a difference.
So what are you going to do? You could get depressed or angry (arguably the most rational responses).You could try to explain your data points in the simplest of terms in the hopes that logic will persuade people to act (though Fogo Island’s Museum of the Flat Earth should give you pause). You could simply resolve to keep doing the science you love and ignore the fact that all major threats to the marine environment are driven by human behavior.
Or you could get some help from plastic pink flamingos and silly sunglasses.
Come learn how behavior change marketing can help you harness the drivers of human behavior to achieve your conservation goals during our IMCC4 session on Sunday, July 31, 2016, starting at 11:00 a.m.
You’ll hear how a radio telenovela (soap opera) helped promote responsible fishing practices in Belize. You’ll learn how the Be Floridian marketing campaign — with Felix, the pink plastic flamingo, as a tongue-in-cheek mascot of local culture — asked Florida residents to “protect fun” and helped prompt a drop in residential fertilizer use and a resurgence of seagrass in Tampa Bay. You’ll also learn key questions to ask to create and test marketing messages, and you’ll get a healthy dose of scientific skepticism about biological outcomes from behavior change marketing campaigns, including lessons learned from Rare’s experience in seeking a practical, ethical and effective approach to meaningful impact evaluation.
Of all the mysteries that scientists decipher on a daily basis, understanding human behavior may be the most important for advancing marine conservation. Come learn how you can leverage behavioral determinants to translate marine science into action.