Boljoon Pride CampaignSheryll Tesch, Atty. Rose-Liza Eisma Osorio, & Dr. Eugenio Matildo

SOCIAL MARKETING CAMPAIGN

Coral Reefs - Remembering Boljoon’s past, empowering Boljoon in the present, enriching Boljoon’s future.

The Social Marketing Strategy

As a result of the Threat Ranking…Target Audience

Desired Behavior Change

Fishers(~250)

“I will stop intruding in the marine sanctuary.”

Community(~1700)

“I will report intrusions in the MPA to authorities.”

Governance and Enforcement strategy:• Enforcement (patrolling, infrastructure, MANCOM

strengthening)• IEC (social marketing program of regular activities)• Financing (tapping barangay funds, proposal writing, private

corp. funding)

SOCIAL MARKETING CAMPAIGN

Brand and message

SOCIAL MARKETING CAMPAIGN

3 Key Messages: I will not intrude/report violations in our MPAs because…1. God wants us to protect our MPAs for

our children’s children.2. MPAs put food on my table.3. Beautiful corals and more fish will

enhance the town’s eco-tourism.

Slogan“Ang kagasangan – atong puloy-

anan, atong kabilin.”Flagship Species

• Coral Polyp (LGU choice)• Green Turtle (community choice)

Social marketing activities

SOCIAL MARKETING CAMPAIGN

Top 5 SM activities

• Billboards and Posters• Festival

Recognizing the Bantay dagat (uniforms)

Volleyball tournament (launch) School mob dance Mascot appearance Environmental mass Sanctuary blessing• Radio interviews• Field trips (community

swimming)• Film-showing

Supporting activities

SOCIAL MARKETING CAMPAIGN

Top 3 BR activities

• Strengthening the MANCOM/Municipal Council

• Strengthen and organize the Bantay Dagat to do 24/7 patrolling (reporting system)

• Establishing sustainable financing for patrolling and guardhouse maintenance (user fee)

Vision for the future

SOCIAL MARKETING CAMPAIGN

“The Bigger Picture” with CCEF, Boljoon LGU, and SCCRMC

CCEF – building capacity in CCEF to do social marketing in our other project sites (technology transfer).Boljoon LGU – to get community buy-in and make the local BR systems and MPAs installed in the past 10 years finally work.SCCRMC – replicating the Pride campaign and lessons in other sites in the cluster, and possibly create a cluster-level Pride campaign.