Quando falamos em mudanças climáticas, o marketing costuma ser lembrado sempre como parte do problema e não da solução. As verbas milionárias gastas em publicidade para estimular a compra incessante de novos produtos têm papel fundamental na construção dos desejos da nossa sociedade do consumo. Mas e se as ferramentas do marketing fossem usadas para … [Read more…]
Last week I was featured on the “Rising with the Tide” podcast. It was a lot of fun talking about how marketing can be used to help keep our planet biodiverse, discuss the impacts of Harry Potter on the trade in owls and why pangolins make great vloggers. Have a listen below:
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…]
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…]
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…]
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…]
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…]
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…]
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…]
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…]