1. Inspiring Pride in The Nam Et – Phou Louey National Protected Area Nam Et – Phou Louey National Protected Area, Pride Work Plan

2. The Tiger Prey Species Nam Et – Phou Louey National Protected Area, Pride Work Plan

3. The Tiger Prey Species Nam Et – Phou Louey National Protected Area, Pride Work Plan

4. The Ungulates Social Marketing Strategy Theory of Change Campaign Objectives Key Messages, Slogan, and Activities Partnerships Budget Threats Nam Et – Phou Louey National Protected Area, Pride Work Plan

5. The Threats Illegal hunting with modern equipments and weapons. Illegal hunting with traditional weapons and equipments Disease Habitat Destruction Nam Et – Phou Louey National Protected Area, Pride Work Plan

6. The Social Marketing Strategy As a result of the Threat Ranking… The Pride campaign will focus on the illegal hunting The target audiences are… Nam Et – Phou Louey National Protected Area, Pride Work Plan General Villagers (including legal hunters) Government Officers (about 100 officers including district military and police) Illegal Hunters (village militia and police)

7. BC Behavior Change TR Threat Reduction BR Barrier Removal IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result The campaign will increase the awareness of 1. illegal hunters regarding the penalties of hunting illegally and practicing wildlife trade. 2. general villagers regarding ownership of the ungulates and loss of ignoring illegal hunters as well as the benefits of reporting. 3. government officers regarding the responsibility and benefits of enforcing the laws, regulations and rules. The campaign will increase the perception that illegal hunting is a criminal offence as it robs the local community of their food security. It will also increase 1. the willingness of illegal hunters to only hunt legally 2. the willingness of general villagers to report all illegal hunting to WCU. 3. the willingness of government officers to follow and enforce wildlife regulations and rules in the Nam Et _ Phou Louey National Protected Area. The Pride Social Marketing Campaign will increase discussion amongst target audiences about the legality of hunting, reporting illegal hunting and wildlife trade and enforcing the laws, regulations and rules. 1. Villagers in each community will put peer/pure pressure on hunters who hunt illegally by using modern weapons and equipments in village use area and NPA core zone. 2. Government partnership will be strengthened to increase law enforcement. 1. Illegal hunters only hunt muntjac and wild pig in village use area by using traditional equipments for food. Hunting in the Core Zone eliminated. 2. General villagers report all illegal hunting to WCU. 3. Government officers will be good model for general villagers by enforcing the laws, regulations and rules and breaking the rules themselves. By the end of August 2010 the number of illegal hunters, who hunt in village use area and NPA core zone by using modern equipments and weapons will decrease by x%. By the end of August 2015 the number of tigers will increase from x % to x%. By the end of August 2012 the number of prey population will increase from x % to x%. Nam Et – Phou Louey National Protected Area, Pride Work Plan

8. Where are Illegal Hunters, General Villagers and Government Officers on this Continuum? BC Behavior Change TR Threat Reduction BR Barrier Removal IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result Illegal Hunters, General Villagers and Government Officers I would insert 2 or 3 key results from your questionnaire here How do we know this? Nam Et – Phou Louey National Protected Area, Pride Work Plan

9. Our plan to reach Illegal Hunters 1.Product: Illegal hunters will only hunt muntjac and wild pig in village use area by using traditional equipments for food. Hunting in the Core Zone eliminated. 2.Price: Illegal hunters will have more time to other activities to improve their family economic, spend less time for hunting but get more wildlife, no risk of paying fines and avoid time in jail for illegal activities and obtain sizeable rewards for reporting illegal activities. And the cost… less income from hunting 3.Place: Villages in the Nam Et – Phou Louey National Protected Area. Villages and workshop venues. 4.Promotion: Workshop, billboards, community meetings, T-shirts, bags and community outreach. 5.Position:. Villages and workshop venues. Positioning is more about the message. For example Tao wrote: Everyone can do, it’s a new trend. So for you it would be something like: Illegal hunting is robbing the community from our food security Benefits must outweigh costs Channels must match habits, interests, and literacy level of target audience PRINCIPLE ACTIVITIES

10. Our plan to reach General villagers 1.Product: General villagers will report illegal hunting and wildlife trade to WCU. 2.Price: Get incentives for reporting violations that result in prosecutions and get selected to work for government at the village level obtaining government recognition. 3.Place: Nam Et – Phou Louey National Protected Area. 35 villages in Nam Et – Phou Louey National Protected Area 4.Promotion: Posters, billboards, comic books, T- shirts, bags and community outreach. 5.Position: 35 villages in Nam Et – Phou Louey National Protected Area. See notes on previous slide Benefits must outweigh costs Channels must match habits, interests, and literacy level of target audience PRINCIPLE ACTIVITIES

11. Our plan to reach Government Officers 1.Product: Government officers will be good model for general villagers by enforcing the laws, regulations and rules and stop buying bush meat. 2.Price: Obtain more money from fines and government incentives. promotion to higher government position for compliance and supporting the government policy. receive NPA/WCU per diem for patrolling and processing wildlife crime cases. 3.Place: Nam Et – Phou Louey National Protected Area. Two Army bases, and district cabinet office at Viengthong District in the Nam Et – Phou Louey National Protected Area. 4.Promotion: Workshop, meeting, T-shirts, bags, local TV and local radio. 5.Position: Be a good role model for the community and help protect their resources by following and enforcing wildlife crime regulations Benefits must outweigh costs Channels must match habits, interests, and literacy level of target audience PRINCIPLE ACTIVITIES

12. BC Behavior Change TR Threat Reduction BR Barrier Removal IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result Campaign OBJECTIVES SMART OBJECTIVES

13. CR Conservation Result Success: By the end of August 2012 the number of prey population will increase from x % to x%. Add tiger Metric: Number of prey population SMART OBJECTIVES

14. K Knowledge Changing minds Success: By the end of August 2010, the percentage of illegal hunters who respond that muntjac and wild pig are important food for people will increase to 25.0% from 12.1% (so an increase 12.9pp). (measured by Q#15) ok but maybe add one more metric here about knowledge of regulations Metric: Pre/Post Campaign Survey CR Conservation Result SMART OBJECTIVES

15. A Attitude Changing hearts K Knowledge CR Conservation Result Success: By the end of August 2010, the percentage of illegal hunters (village militias and policemen) who agree with the legality of hunting muntjac and wild pig in village use area by using traditional equipment will increase to 85.0% from 62.4%.(so an increase of 23pp) (measured Q# 28B). I would change this to agree with illegality of hunting with modern equipment and in core zone Metric: Pre/Post Campaign Survey SMART OBJECTIVES

16. IC Interpersonal communications Changing the dialogue A Attitude K Knowledge CR Conservation Result Success: By the end of August 2010, the percentage of illegal hunters who talk to anyone about people being fined for illegal hunting will increase to 57.0% from 47.0% (so a increase of 10pp). (measured by Q#41) ok also add something for general villagers and gov officers Metric: Pre/Post Campaign Survey SMART OBJECTIVES

17. Barrier Removal BR Changing the incentives IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result Success: By the end of August 2010, the percentage of general villagers who say “Easy” to report a illegal hunter using modern weapons and equipments to hunt will increase to 80% from 69.0% (so an increase of 11pp). (measured by Q#38F). Ok, also add something about partnership Metric: Pre/Post Campaign Survey SMART OBJECTIVES

18. BC Behavior Change Changing behavior BR Barrier Removal IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result Success: By the end of August 2010 the percentage hunters who have heard of anyone receiving a fine for illegal hunting will increase to 72.0% from 61.4% (so an increase by 10.6pp). (measured by Q#44). Metric: Pre/Post Campaign Survey SMART OBJECTIVES

19. BC Behavior Change TR Threat Reduction BR Barrier Removal IC Interpersonal Com. A Attitude K Knowledge CR Conservation Result Changing level of threat Success: By the end of August 2010 the number of illegal hunters, who hunt in village use area and NPA core zone by using modern equipments and weapons will decrease by x%. Metric: Number of prey population SMART OBJECTIVES

20. Key Messages and Slogan Illegal Hunters: Village use area is the right place for good hunter hunting for food by using traditional equipments Stop using modern weapons will be smart hunter Government Officers: Enforcing the wildlife and NPA regulation contribute to poverty reduction, because local people will have more wildlife to eat and it will contribute to ecotourism plan of the district which will be a way for local villagers to gain more incomes MESSAGING Slogan: Use right tools hunt wildlife in village use area for food General Villagers: Reporting illegal hunting means your food for tomorrow You could update this a bit based on our revised key messages

21. Partnerships Nam Et – Phou Louey National Protected Area Government Agencies Wildlife Conservation Society – Lao PDR Program

22. Budget Pride Work Plan What I have: I have budget for social marketing for the campaign. What I need: I need US$10,350 for barrier removal activities.

23. Please Support Pride Campaign in Nam Et – Phou Louey National Protected Area xx Xx xx Pride Work Plan