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

Training objectives Goals of the 1 st university phase Instill in Campaign Managers… o A strong understanding of the Pride methodology o Knowledge of the foundations of social marketing o Understanding of community co-management principles o The ability and confidence to coordinate a complex project Goals of the week Provide Campaign Managers with… o Frameworks to evaluate which conservation solutions to include in co-managed fishing agreements o Analysis of how potential barrier removal solutions match the threats and conditions at their sites o Further practice organizing and facilitating consensus workshops o More specific theories of change

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

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.

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.

Photo highlights: consensus workshop practice

Photo highlights: Yunnan Minority Village

Campaign Managers’ feedback New feedback format: Best Benefit: Learning about consensus workshops Happiest thing: DrinkingMost confusing thing: Community management Classic word of the week: Circularity Week 6 Most important word of the week: Responsibility Gossip of the week: If you think it exists, then it doesn’t. If you think it doesn’t, then it does. (Buddhist proverb) Feeling this week: Happy Expectations for tomorrow: Play with fireworks

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

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

Moment of Zen