Social Marketing
Demarketing sea turtle meat and eggs

We recently published a paper on the effective use of consumer research methods to inform demand management interventions, based on work carried out in São Tomé and Principe regarding sea turtle meat and eggs. The full text can be found here, but we have a variety of other formats we are using to disseminate our … [Read more…]
Marketing Bears in Bolivia

This week I was in Tarija, south of Bolivia, leading a social marketing workshop to design an intervention to promote human-bear co-existence in this landscape. I have not had a lot of opportunities to work around social marketing in Latin America, which together with the fact that this is one of the first projects to … [Read more…]
Bringing social marketing to Human-Elephant Conflict

Last month I was one of the lecturers of the first Master Class on the Prevention and Mitigation of Human-Elephant Conflict, organised by the Asia Protected Areas Partnership (APAP) in collaboration with the IUCN SSC Human-Wildlife Conflict Task Force and the Monitoring the Illegal Killing of Elephants (MIKE) programme. It was developed in response to … [Read more…]
Evaluating impact the qualitative way

Recently I had a paper out in Conservation Biology (led by Gabby Salazar) that focused on a qualitative method to evaluate the long term contribution impact of a social marketing intervention. Gabby used General Elimination Methodology, a theory driven qualitative evaluation method, to assess the long-term impacts of a social marketing campaign on human behavior … [Read more…]
Bushmeat, Radio and Evaluation

Fresh of press is a new article in the journal Animal Conservation (FULL TEXT HERE). In it we describe an intervention to reduce demand for bushmeat in northern Tanzania. The intervention was centered around the 1-h radio show My Wildlife – My Community which included 15-min episodes of the radio drama Temboni, designed by PCI … [Read more…]
The trials and tribulations of measuring change

Measuring change is hard. But it is also critical to programs hoping to influence human behaviour towards more positive societal outcomes. In a newly published paper, Does It Work for Biodiversity? Experiences and Challenges in the Evaluation of Social Marketing Campaigns, we tackle the challenge of evaluating social marketing campaigns targeting fishing communities in the … [Read more…]
Sea turtles of São Tomé: Selling what can’t be sold

Today I bring you my latest blogpost on the National Geographic Voices blog! It talks about the work I have being doing with ATM, a Portuguese NGO dedicated to the conservation of marine turtles in Portuguese speaking countries. We have been working on a social marketing campaign to reduce the demand for sea turtle meat … [Read more…]
WEBINAR “To Target Everyone Is to Target No One”: What Social Marketing Can Offer Conservation and Management

Yesterday I gave a webinar on some of the ways social marketing can help conservationists. Conservation and management efforts can benefit from marketing because effective conservation and management are also about getting people – resource users, resource managers, consumers, local citizens, politicians, etc. – to change their behavior. I was thrilled that almost 220 people … [Read more…]
5 Questions About Social Marketing in HuffPost

Today the Huffington Post published in one of its blogs an interview with me on how social marketing can help the environment. Read it all here! Social marketing campaigns aim to influence the behavior of a target group in a way that benefits both the individual and society. This field has seen increasing efforts by … [Read more…]