VELONDRIAKE COMMUNITY BASED MANAGED PROTECTED AREA PROJECT PLAN

Gildas Andriamalala, Blue Ventures Conservation, September 2009

THEORY OF CHANGE FORMULATarget Audiences:1. TA1 - community leaders (some 48 leaders; 2 leaders in each of 24 villages)2. TA2 - pirogue owners / fishermen (over a 1000) (as almost everyone is involved in fishing in one form or the other we have selected them as pirogue owners as these are the full time fishermen with a significant presence on the water)3. TA3 - beach seine netters (some 30 local fishermen who either own a beach seine net or get some extra wages by helping with the pulling of these nets)It needs to be noted that there are many more beach seine netters and poison fishers amongst the Saraha people living north (in the Morombe area) and part of the strategy of the campaign is to help the community to keep the Saraha people from using beach seine nets in the Velondriake area. Bilateral discussions between Velondriake Management Committee and the Saraha are underway to see what agreement can be reached with this community. Ideally they will be invited to become part of the Velondriake MPA provided that they comply with the local Dina (Local Laws). Depending on how these discussions proceed they may become the target of a future campaign..For this campaign, however, the focus will be on local people who will be encouraged to enforce the local laws on anyone (including the Saraha) who use banned fishing gears. The people doing poison fishing are partly local fishermen (targeted as pirogue owners) and mostly farmers living in land who use this activity to earn extra income cash. It has been decided these farmers will not be part of the TA (as this was not feasible) and instead the campaign will focus on getting the local community to report, investigate and prosecute these cases.

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ICLocal leaders and fishermen will talk among themselves about the negative consequences of beach seine netting and poison fishing, to the community and the benefits and way to stop these destructive fishing techniques through reporting, Dina enforcement and involvement of the BR partners in the Velondriake area.

BRThrough a series of workshops facilitated by BV (using materials developed by FLMMA) community leaders will gain skills at influencing and guiding their communities and be trained in Dina enforcement procedures.

A new BV staff will follow up on reported cases of Dina Infractions and work closely with the Velondriake Management Committee, theFisheries Control Agency, the police (gendarmes) and the Velondriake Mayor to help enforce the Velondriake Dina.

BCComplete Dina enforcement by leaders on all cases of poison fishing and beach seine netting (reporting infractions to MPA management committee, calling for meeting to enforce the Dina, enforcing the Dina and fines, calling for help from FCA/gendarme/Mayor when needed);

Full participation of fishermen in Dina enforcement (reporting of infractions to leaders, participating to meetings to address infractions and approving Dina enforcement, as well as following the Dina);

Beach seiners stop beach seine or modify their net (replacing mosquito net with bigger mesh size net) and use them only on the surface;

TRAll form of Illegal/destructive fishing techniques will be reduced or eliminated (particularly poison fishing, beach seine netting) and Velondriake Dina will be respected.

CR1-Inshore fish population (affected by beach seine fishing) will increase and become more diverse (measured by biomass and Shannon-Weaver diversity index);

2- Mangrove fish (affected by poison fishing) will increase and become more diverse (measured by biomass and Shannon-Weaver diversity index);

3- Reef fish will increase (measured total biomass and diversity of species) thus contributing to the overall health of the reef ecosystem

KLocal leaders and fishermen (Pirogue owners and beach seine netters) will get more knowledge about the Velondriake Dina (local fishing law), its importance for sustaining community fishing resources, whose responsibility it is to enforce it and training on what the procedure is.

ACampaign materials and activities will help fishermen and community leaders feel ownership over the local Dina and create a social norm of enforcement.The campaign will also create acceptance around the involvement of the Fisheries Control Agency (FCA), the police (Gendarme) and local Mayors in supporting Dina enforcement.

Theory of Change narrative: To reduce one of the principal threats posed to the reef fish recruitment in Velondriake area, the use of beach seine net and poison for fishing will be eliminated. Key target groups (local leaders, pirogue owners and local beach seiners) will become more aware about the Velondriake Dina and its importance for natural resources management. Awareness raising will help also key stakeholders to understand more their responsibility in term of Dina enforcement and to approve the involvement of the fishery agency (FCA) and police (gendarme) to remove barriers in Dina enforcement to outsiders (farmers coming from inland and Saraha people coming from coastal areas North and South of the Velondriake area). Blue ventures will give local leaders management and leadership skills to improve community capacity. Local and migrant beach seiners will be asked to stop beach seining in Velondriake area or to modify their net to be more responsible. The campaign will be deemed successful if all forms of destructive fishing (particularly beach seine netting or poison fishing) will be greatly reduced or eliminated from Velondriake area, the zonation of Velondriake will be respected and mangrove and inshore fish will repopulate to better replenish reef fish population.The conservation target of the campaign is a 5% increase in fish biomass at near shore fringing reefs, from 390kg/ha in 2008 to 409 kg/ha by 2015, and an increase of the diversity index (SDI) across all reef survey sites from a minimum of 2.2 to 2.5.

INTRODUCTION GIldas Andriamala

TABLE OF CONTENTS A. Executive Summary pg. 6

B. Project Site1.0 Site summary pg. 192.0 Project team & stakeholders pg. 27

C. Concept Models (3.0) pg. 29

D. Threat Analysis (4.0) pg. 34

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E. Formative Research5.0 Directed conversations pg. 426.0 Management options (BRAVO) pg. 487.0 Results chain & preliminary objectives pg. 518.0 Establishing a baseline pg. 539.0 Survey results pg. 5510.0 Understanding our audience pg. 68

F. Revised Concept Models11.0 Revised concept model pg. 70

G. Campaign Strategy12.0 Barrier Removal Operation’s Plan pg. 7313.0 Complementary partner interventions pg. 8814.0 Benefit ladders pg. 8915.0 SMART objectives pg. 9116.0 Marketing mix pg. 9417.0 Campaign messages pg. 9618.0 Monitoring plan pg. 99

H. Theory of Change (19.0) pg. 103

I. Budget & Timeline (20.0) pg. 110

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A. Executive Summary

The executive summary provides a snapshot view of the entire Pride campaign from site background and conservation threats to target audiences and Pride activities designed to reach each audience. These pages are best used as a reference tool after reading through the project plan.

CAMPAIGN SNAPSHOT

COUNTRY (UN), State or Province South West of Madagascar

Site name Velondriake Community based managed Protected area

RarePlanet URL www.rareplanet.org/andavadoaka

Cohort information (Cohort name, number and principal manager)

9 Stars Coming To America/Cohort 1

Number: 10 PEP01 MADAGS

Manager: Gildas Andriamalala

Project dates November 08 (University phase) to October 2010( Completion of the project

Lead agency Blue Ventures organization

Lead agency contact (e.g. Executive Director)

Alasdair Harris, Executive Director, Blue Ventures Organisation

al@blueventures.org

Shawn Peabody, supervisor on site speabody@blueventures.org

Frances Humber, supervisor at London office fran@blueventures.org

Campaign manager name Gildas Andriamalala, Blue Ventures Organisation

“BINGO” Partner (and contact details)

N/A

Other partners(and contact details)

Support with enforcement: Fisheries department, Fisheries controller agency, PACP, local government authorities of mayor of Befandefa and Morombe, Velondriake Association

Possible funding: PACP

Expertise: IHSM-All based in the South West Region of Madagascar

Key biodiversity target Inshore juvenile fish and reef fish population and diversity

(which will lead to overall reef ecosystem health of the third largest coral reef in the world)

Campaign slogan It’s my heritage and it will be my children’s tooTogether we are VezuLets stop poison fishing and beach seine netting

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( these are all proposed; need to be confirmed in focus group)

Key audiences (and population)

Local Leaders ( about 70 people), Pirogue owners (more than 1000 people) and local beach seiners (30 people)

Overall population 7258 (2009 census)

# hectares under threat 823 km2

Campaign Theory of Change (Maximum 175 words)

To reduce one of the principal threats posed to the reef fish recruitment in Velondriake area, the use of beach seine net and poison for fishing will be eliminated. Key target groups (local leaders, pirogue owners and local beach seiners) will become more aware about the Velondriake Dina and its importance for natural resources management. Awareness raising will help also key stakeholders to understand more their responsibility in term of Dina enforcement and to approve the involvement of the fishery agency (FCA) and police (gendarme) to remove barriers in Dina enforcement to outsiders (farmers coming from inland and Saraha people coming from coastal areas North and South of the Velondriake area). Blue ventures will give local leaders management and leadership skills to improve community capacity. Local and migrant beach seiners will be asked to stop beach seining in Velondriake area or to modify their net to be more responsible. The campaign will be deemed successful if all forms of destructive fishing (particularly beach seine netting or poison fishing) will be greatly reduced or eliminated from Velondriake area, the zonation of Velondriake will be respected and mangrove and inshore fish will repopulate to better replenish reef fish population.The conservation target of the campaign is a 5% increase in fish biomass at near shore fringing reefs, from 390kg/ha in 2008 to 409 kg/ha by 2015, and an increase of the diversity index (SDI) across all reef survey sitesfrom a minimum of 2.2 to 2.5.

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SITE INFORMATION

Site description (275 words max.)

The Velondriake (http://www.livewiththesea.org) “live with the sea” Community-based Managed Protected Area (VCBMPA) is located in the Commune of Befandefa, approximately 150 km north of the regional capital of Toliara and 45 km south of Morombe the District capital (Langley et al. 2006), The Protected Area was officially created by the initiative of the local community of fishermen in the region in 2006. Despite the approval by government to declare Velondriake as a protected area, Velondriake does not yet have the legal status as a protected area; we are still in the process to get it. VCBMPA is composed of 25 coastal terrestrial villages, with a population of approximately 8500 people. The economy in the region is dominated by small scales fisheries, principally Octopus cyanaea fisheries operated by regional fisheries company for exportation and along with other natural marine resources. The Velondriake Community-based protected area is also known as Velondriake or Andavadoaka region named after the piloted village for the project. Andavadoaka region is very remote place; the access to the site is very limited. As a result, there is a lack of infrastructure, services and facilities. There is no public transportation in the area; The community members use their proper pirogue to travel by the sea or rely on fisheries company boat and camion (trucks). We have one hospital. Schools are present in only 15 villages, and all of them are primary schools apart from one secondary school in Andavadoaka. Communication is also very limited in the area such as phone coverage.

Ecosystem type (IUCN) 9.8 Coral Reef, 9.9 Seagrass12.7, Mangrove Submerged Roots

Site map(topographical)

A total of 1000 km of coral reefs surround Madagascar. Andavadoaka’s reefs are at the northern end of a reef system that stretches almost 350 km, the third largest continuous reef system in the world. The reefs of Andavadoaka are situated between 3 and 5 km offshore. The reef systems along Madagascar's southwest coast are more complex than anywhere else in Madagascar, comprised of shoreline fringing communities, a series of inner lagoon reefs and a barrier reef.The Velondriake Community-based protected area is also known as Velondriake or Andavadoka region named after the piloted village for the project.The proposed Velondriake (http://www.livewiththesea.org) management envelope containing all individual proposed protected and managed habitats equals 823km2 in size, covering over 40km of coastline.The west coast of Madagascar is made up of sedimentary formations deposited in multiple layers over time. The broad alluvial plains found along the west coast, from Mahajanga to Toliara, are believed to have great agricultural potential but remain sparsely populated and largely unexploited. Since ancient times, traders and pirates from Europe, Africa and the Middle East have been drawn to the region's deep bays and well-protected harbours, making the west coast an important bridge between Madagascar and the outside world. There is no significant river flow or associated sediment within 100 km of Velondriake. This is because rivers that flow to the west coast tend to be longer and slower, due to the gradual slope of the land. The major rivers along the west coast are the Sambirano, the Mahajamba, the Betsiboka, the Mania, the North and South Mahavavy, the Mangoky and the Onilahy

GPS Co-ordinates at 22o 04 17.13’’ S, 43o 14 29 23” E

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A. Executive Summary

(Google Earth)

Biodiversity Hotspot Madagascar and the Indian Ocean islands

Other protected area status VCBMPA is still on temporary protection; we are still in process to get the legal status to be a full protected area

Hectares addressed by campaign 823km2 with 42 km of coast line

CRITICAL SPECIES

Species name (common) N/A This campaign may not have a flagship species but rather several popular fish as a representation of the fact that the campaign will be aiming to protect and increase fish diversity and abundance. (The Logo will for example be made up of several fish species)

Charismatic fish in the area that may be included are:

Needlefish, Jack, Trevally, Blue sprat, Fusilier, rabbit fish, big eyed scad.

Species name (scientific) Needlefish (family Belonidae) , Jack (family Carangidae), Blue sprat (Spratelloides robustus?), Fusilier (family Caesionidae), rabbit fish (Acanthuroidei suborder, family Perciformes), big eyed scad (Caranx crumenopthalmus).

Description of flagship species(250 words max)

NA

# of species on IUCN Red Data list The 3rdh longest reef system in the world (350km) with 500 species of fish and coral is found in South West Coast of Madagascar. From ongoing research conducted by Blue ventures, which is not published yet, it is apparent that many species actively fished in the region are found on the IUCN Red List, in particular 5 species of marine turtle and approximately 25 species of shark (a list of some of these species is below). However, there are other species that have had severe local declines due to overfishing but do not feature on the IUCN Red List. There are reported significant reduced populations of Octopus cyanea (Blue octopus) (see picture 2) and Holothuria scabra (Sandfish sea cucumber) (see picture 3) in the region. Chelonia mydas - Green turtle (Endangered)Caretta caretta - Loggerhead turtle (Endangered)Eretmochelys imbricata - Hawksbill turtle (Critically Endangered) (see picture 4)Dermochelys coriacea - Leatherback turtle (Critically Endangered)Lepidochelys olivacea - Olive Ridley turtle (Endangered)Carcharhinus falciformis - Silky shark (Lower Risk - Least Concern) (see picture 5)

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Rhynchobatus djiddensis - Giant guitarfish (Vulnerable)Bolbometopon muricatum - Bumphead parrotfish (Vulnerable)

# of endemic species N/A

THREATS

Threats (IUCN) Three of the threats mentioned in the category 5.4 about fishing and harvesting aquatic resources in the IUCN threat category are found in Velondriake, such as:

- Intentional mortality, sub-category 5.4.1 (human use - subsistence/small scale): the community depends heavily on the marine resources. However, the use of destructing fishing technique such as beach seine net and nets with small mesh sizes, poisoning the water and coral turnover, create a big problem in the Velondriake area.

-Intentional mortality, sub-category 5.4.2 (human use - large scale): as a result of industrial fishing practices (trawling (especially for shrimp), long lining fishing in the deeper Velondriake area.

-Incidental or accidental mortality, sub-category 5.4.3 (bycatch - subsistence/small scale): this affects some important species for the marine ecosystems, such as turtle caught accidently by shark fishing nets or juvenile sharks.

Apart from that, one further threat in the 11th categories in the IUCN list affects the site as well. This is climate change and severe weather. Extreme temperatures (sub-category 11.3) underwater have caused already several coral bleaching episodes, cyclones ,sub-category 11.4) as well as Agricultural & forestry effluents, 9.3, particularly Soil erosion, sedimentation 9.3.2

Threats addressed by campaign (IUCN) Fishing and harvesting aquatic resources category 5.4 in the IUCN threat category particularly Intentional mortality, sub-category 5.4.1 (human use - subsistence/small scale)- Destructive fishing

HUMAN POPULATION

Human Population at site 7258 people (we may in addition include neighboring community of the Saraha people living North of the site)

Human Population summary (300 words)The population of Velondriake is mainly Vezo, which is one of the 18 ethnic groups in Madagascar. The Vezo region is the SW coast of Madagascar, which extends from Morondava in the north, to Itampolo in the south. Vezo people rely on the sea for Food and transport. Their identity is based on the present moment and indicates proficiency at fishing and sailing. They are never found to live more than an hour walk from the coast (Astitu 2005). The population of Velondriake, as mentioned previously, is divided into 1400 households which give an average number of around 5 people per household (WCS 2006).

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Following the socio economic research conducting in nine villages representing the site in 2007, the number of men and woman in the area is almost equal. Velondriake has a very young population: 53% of the populations are less than 15 years old, 24% between 16 to 30 years old, 15% between 31 to 50 years old and only 8% more than 50 years old. The working age (the age when they are able to go fishing) is from 8 years old to 64 years old. Mainly, the Velondriake site has three neighbors located in the northern, southern and eastern areas. From the North, the population of the Morombe which is the District capital of the region. Many people from the southern regions migrate to Velondriake to find a better zone for fishing; these often create a conflict between both communities because those people sometimes use destructive fishing gears that are prohibited in Velondriake region. Finally, the Masikoro tribe is settled in all villages located to the east of Velondriake. This community contributes a lot to the Velondriake community life.

Key target segments Local leaders, Pirogue owners as representative of fishermen (secondary target audiences), beach seiners and their trusted sources, but also, the general audiences is obviously targeted by the campaign

Per capital GDP TBD

CONSERVATION BENEFITS

Conservation benefit by 2010(interim success)

Elimination of beach seine and poison fishing practice (as demonstrated by Key informant surveys),

Sustained Conservation ground-truthed in 2012(ultimate success)

Beach seine and poison practice eliminated from Velondriake as determinate by dina enforcement and campaign effect. Community leaders are effectively applying their leadership and management skills to better manage community and

resources in Velondriake. Increase of inshore and mangrove fish population which generate replenishment of reef fish population

SUSTAINABILITY PLAN

Strategic Plan The objective of Velondriake project is to make the area as a protected area fully managed by local community which is one of the objectives of the Malagasy government in term of environmental policy. Velondriake is a pilot for such as project in Madagascar. The plan is at the same time to protect marine resources, secure community food and livelihood by establishing No Take Zones and alternative livelihoods. As some difficulties are still seen on site because community attitude to accept all form of behavior change, the Pride campaign is well outlined with the broad Velondriake project to ensure long term use of marine resources in the area.

Staff training Social marketing, communication and adaptive management for conservation course obtain from University are transferred by campaign manager to colleagues on site to put everyone at ease for the accomplishment of the campaign itself and the overall Velondriake project.

Resource sustainability Campaign manager is in salaried; secured beyond the duration of the campaign; Lead Agency Partner resources for barrier removal will last only until the end of the campaign but other resources on site will contribute for the completion of the long

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term monitoring plan.

Regression of behavior and the need for sustained messaging

For the repopulation of fish population into the future, beach seine and poison fishing practice must never again occur. This means that the behavior of Local leaders and pirogue owners in fully enforce their local law must continue “forever” in any need. Behavior change can regress with the passage of time as people forget or lose interest, or in the Velondriake case, non abundance financial support for community. This means that there is a need of self sustainability by community members by finding other alternative without partner support. Behaviors can also regress when barriers return (i.e. No enforcement by governmental authorities after getting report from community). To ensure that behavior regression does not take place, community leaders will follow up closely every report to fisheries agency or gendarmes

ACTION PLAN FOR REACHING ALL AUDIENCES

Goal Desired result Smart objective Metric Method Frequency By Whom Where1 Conservation

Result (CR)1-Repopulation of inshore fish; (affected by beach seine fishing)

Increase SDI to approach abundance on control sites by 2015 and draw level by 2020. Estimation of SDI range in control site 2.0-3.0. Aim for a 0.2-0.5 increase in SDI over 2 years

Shannon Weaver diversity index (SDI) correlated with fish abundance + fish biomass (if possible)

Underwater visual census (English et al 1997). A minimum of 3 100 x 5 x 5m transect belts repeated every 6 months

2 times a year, commencing in January 2010

By BV scientists and volunteers

In the areas most affected by beach seine and poison fishing within Velondriake and Andavadoaka as a control

2- Repopulation of mangrove fish (affected by poison fishing)

Increase diversity index to approach abundance on control sites by 2015 and draw level by 2020. Estimation of SDI range in control site 1.5-2.5. Aim for a 0.2-0.5 increase in SDI

SDI correlated with fish abundance + fish biomass (if possible)

Underwater visual census by snorkeling using a random swim methodology (after English et al 1997)

2 times a year, commencing in January 2010

By BV scientists and volunteers

In the areas most affected by beach seine and poison fishing within Velondriake and

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over 2 years Andavadoaka as a control

3 3- Reef fish population increases (replenished fish population)

Current range of SDI across all sites is 2.2-4.9. Aim to increase the minimum by 0.3 to 2.5.Baseline biomass data from 2008 patch reef: 1.2kg/ha; offshore fringing: 800kg/ha; nearshore fringing 390kg/ha. Aim for a 5% increase in biomass of nearshore fringing reefs to 409kg/ha by 2015

SDI correlated with fish abundance + fish biomass

Underwater visual census using SCUBA (after English et al 1997). A minimum of 6 20 x 5 x 5m transect belts repeated annually

Sites are surveyed annually on a pre-arranged rota

By BV scientists and volunteers

In the areas most affected by beach seine and poison fishing within Velondriake

Goal Desired result Smart objective Metric Method Frequency By Whom Where4 Threat

Reduction (TR)

Elimination of poison fishing

The frequency of poison fishing use in Velondriake every spring tide will be halved from January 2010 to September 2010 (it is known that in general poison fishing in Velondriake occurs only twice during the full moon period within the spring tide.

Frequency of poison fishing in Velondriake

Informal survey of community observation about beach seine use frequency

January 2010 to September 2010, once a month

BV team In the most affected villages

5 Elimination of beach seine fishing

The frequency of beach seine use in Velondriake every spring tide will be halved from January

Frequency of beach seine use in Velondriake

Informal survey of community observation about beach seine use frequency

January 2010 to September 2010, once a month

BV team In the most affected villages

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2010 to September 2010 (it is known that in general beach seine use in Velondriake occurs only during the spring tide, and happens twice a month for a period of 5 days each)

Goal Desired result Smart objective Metric Method Frequency By Whom Where6 Behavior

Change (BC)

Community Leaders (CL)

Full and active participation of Community leaders in Dina enforcement with regards to poison fishing and beach seine netting and in the Velondriake management.

By October 2010 50% of CL surveyed will answer that they've helped during Dina enforcement in place once or more (beach seining, poison fishing) (up from 9% to 80% measured by Q22);

% of CL that answer once or more in Q 22

Pre and post survey. Q 22, how many times have you helped Dina enforcement to law breakers.

Pre and post campaign survey September 09, October 2010

BV team Target site

8 By September 2010 the numbers of cases of infraction penalized (given a fine) vrs the n of infractions discussed by CL through the Dina will increase by 20pp (up from baseline data collected in Jan February 2010)

Number of fine given after dina enforcement meeting

BV Staff attending Dina enforcement meeting, Consultation of CL report to VMC

From February 2010 to September 2010

BV Staff newly recruited to support Dina enforcement

All 24 villages within Velondriake

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9 By June 2010, % case of poison fishing reported by CL to VMC vrs actual (in high risk poison fishing villages to be selected) will increase by 10pp from 5% (5 out of 100 estimate by Gildas and Shawn from August 2008 to August 2009) to 15%

% cases of poison fishing reported to MPA vrs actual per month (key informants)

BV Staff attending Dina enforcement meeting, ,Consultation of CL report to VMC

September 2009 to October 2010 once a month

BV, VCM All 24 villages within Velondriake

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By June 2010 X % of cases of poison fishing fined vrs reported goes up by 25pp (from 0 to 25%) (current baseline data is 5 reported, none fined

% of cases of poison fishing fined vrs reported between January and June 2010

BV Staff attending Dina enforcement meeting, ,Consultation of CL report to VMC

September 2009 to October 2010 once a month

LAP, VCM All 24 villages within Velondriake

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By June 2010 X% of cases of beach seine netting fined vrs reported goes up by 25pp (from 0% to 25%)

% of cases of beach seine netting fined vrs reported between January and June 2010

BV Staff attending Dina enforcement meeting, ,Consultation of CL report to VMC

September 2009 to October 2010 once a month

BV, VCM All 24 villages within Velondriake

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from November 2009 to sep 2010, 100% of unpaid community fines get reported by CL to gendarmes and Morombe 1st Court;

written report from VCM to the gendarmes

Consultation of CL report to VMC

Every time there is an unpaid community fine, within 2 weeks of it not being paid.

BV From CMs in all 24 villages and then reported in Andavadoaka (where the president is based)

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The total number of cases of poison fishing (reported by Velondriake Management Committee based in each village to the central committee) will increase from 5, reported between jan 2008 to September 2009 to 10 between jan 2010 and June 2010 and decrease to 1 by September 2010.

Total number of poison fishing reported to the Central VMC-

Checking all report sent to the central committee

January 2010 to September 2010, once a month

Campaign manager- assisted by VMC president

In Andavadoaka

Leadership action from community leaders to their community in each village.

By September 2010 the % of CL that are actively reporting back to their communities the minutes and delegating actions from MPA committee meetings will go up by 40pp (up from participation measured in Jan-Feb 2010)

% of CL that are actively reporting back to their communities the minutes and delegating actions from MPA committee meetings

key informant interview; (no need for questionnaire, will be very informal and simple)

September 2009 to October ( every time there is a VMC meeting )

BV team and Velondriake scholars.

All 24 villages within Velondriake

Goal Desired result Smart objective Metric Method Frequency By Whom WhereBehavior Change (BC)

Pirogue owners (PO)

Participation of pirogue owners in Dina enforcement

By October 2010, 70% (up from 10%)of PO will say that they have warned any law breakers once or more in relation to beach seining, poison fishing (Q23);

% of PO who say that they have warned any law breakers once or more in relation to beach seining, and poison fishing (Q23)

Pre and post campaign survey. Q 23: how many times have you warned any law breakers?

September 2009 to October 2010

BV team Target site

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From June 2010, 50%( up from 6%) of PO surveyed will answer that they've helped during Dina enforcement in place once or more to any infraction (beach seining, poison fishing) (Q22);

% of PO that answer once or more in Q 22 , how many time have you helped Dina enforcement.

Observation and Key informant interview and record book. Pre and post survey. Q 22, how many times have you helped with Dina enforcement.

September 2010 for survey

BV team Targeted site

Goal Desired result Smart objective Metric Method Frequency By Whom WhereBehavior change (BC)

Beach-seine net fishermen (BS)

BS either change the way they use their nets or change to a different fishing practice altogether

By September 2010, the frequency of beach seine practice in Velondriake will reduce to 50%

Frequency of beach seine practice in Velondriake

Community observation, community interview

September 2010. From February to September 2010, once a month and occasionally during committee meeting

BV team and VMC

Targeted site

Important note: The specific activities (posters, sermon sheets, school visits) are subject to change. These will be more fully detailed in the campaign Work Plan and Operalization Plan that will be appended to this document

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B. Project Site

Before launching a Pride campaign, it’s imperative to fully understand the site that will be the focus of the campaign, its known threats and causes, policies or legislation that may impact the site, and other conservation initiatives taking place at the location. This is done by first conducting a site review and preparing a background paper summarizing the primary and secondary information gathered and from where it was sourced. The results of the work done to prepare this chapter of the plan should also help identify key stakeholder and key biodiversity targets.

This next section will dive into the project site, including:1.0 Site Summary

1.1 Important Information and Resources1.2 Background on Andrea1.3 Location and Topography of Serena Island1.4 Biodiversity of Serena Island (Flora and Fauna)1.5 Land Tenure1.6 Demography1.7 Conservation Values1.8 Known Threats1.9 Management of Serena Island

2.0 Project Team and Stakeholders2.1 Lead Agency and Campaign Manager2.2 Other Groups on Serena Island2.3 Key Stakeholders

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1.0 SITE SUMMARY

1.1 Important information, sources and contacts used in the preparation of this document

The following available written resources were used to gather initial data and background:2.0 Andriamalala, G. (2008) Evaluation socio-économique de base de l’AMP Velondriake, sud-ouest de Madagascar. Blue Ventures Conservation Report. Astuti, R. (1995) People of the Sea. Cambridge University Press, Cambrigde. Blue ventures report, Towards Velondriake “To live with the sea”: development of Southern Madagascar’s first network of marine and coastal protected areas, Blue Ventures Conservation, UK, unpublished.

Cooke, A., Ratomahenina O. and Ranaivosoin E. 2000 Madagascar. In: Seasat the Millenium. C.R.C. Sheppard (eds.), pp 113-131. Elsevier Science Press

Décret n° 2005- 848 appliquant les articles 2 alinéa 2, 4, 17, 20 et 28 de la loi n°2001/00 portant Code de gestion des aires protegees Document technique de SAPM 2005.Gabrié, C., Vasseur, P., Randriamiarana, H., Maharavo, J. and Mara, E. 2000.The coral reefs of Madagascar. In: Coral Reefs of the Indian Ocean, T. R.McClanahan, , Sheppard, C. & Obura, D. (Eds.) Oxford University Press, New York: 411-444

Harris.A, To live with the Sea” Development of the Velondriake Community - Managed Protected Area Network,Southwest Madagascar, Madagascar conservation &development volume2/issue1-December 2007 pp43-49

K, Foerstel, 2008, Environmental Education in Andavadoaka, Madagascar: Building Community Support and Capacity for Conservation, Blue Ventures Conservation ReportLa Politique du De´veloppement Durable des Zones Marines et Coˆ tie`res a` Madagascar, 2002

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Langley, J. (2006). Connaissance Vezo : Connaissance Ecologique Traditionnelles a Andavadoaka, Sud Ouest de Madagascar. Blue Ventures Conservation report. Disponible dans research@blueventures.org.Langley, J., Harris, A & Nihalani, N (2006) The 2004 census of Andavdoaka, southwest Madagascar. Blue Ventures Conservation report. Available at research@blueventures.org.Laroche, J., Razanoelisoa, J., Faroux, E., and Rabenevanana, M.W. 1997. The reef fisheries surrounding the south-west coastal cities of Madagascar. Fisheries management and ecology, 4, 285-99.

L’Haridon, L. 2006. Evolution de la collecte de poulpe sur la côte Sud Ouest de Madagascar: elements de réflexion pour une meilleure gestion des resources. Blue Ventures Conservation, London. 46 pages.

Loi 96 025 du 10 Septembre 1996 portant gestion communautaire des resources naturelles renouvelables.

L.R. Rakotoson, K. Tanner (2006) , Community-based governance of coastal zone and marine resources in Madagascar Ocean & Coastal Management 49 (2006) 855–872

Minna Epps (2008). A socioeconomic Baseline Assessment Implementing the socioeconomicmonitoring guideline in South Ouest of Madagascar. Blue Ventures Conservation report. available at research@blueventures.org

The IUCN threatened species 2008Threat classification scheme (version 3.0) IUCN

IUCN (1994). Guidelines for Protected Areas Management Categories. IUCN, Cambridge, UK and Gland, Switzerland. 261pp.

WCS 2006, diagnostic participative de l’aire marine protégée VelondriakeWeb search:

- http:// www.livewiththesea.org

- http:// www.blueventures.org

- http:// www.google.com for google Earth coordinates - http:// www.wiomweb.org for pictures

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VELONDRIAKE COMMUNITY-BASED MANAGED PROTECTED AREA PRIDE CAMPAIGN

Abstract

The Velondriake protected area is located in the South West of Madagascar and covers an area of 823 square km over 40 km of coastline. Officially created in 2006, it is a locally driven initiative of the community of fishermen known as Vezo. Velondriake is a complex site of terrestrial and marine biodiversity. The project focuses mainly on the marine ecosystem which is composed of a variety of mangrove species, sea grasses and a fascinating coral reef system populated by hundreds of species of fishes. The population of Velondriake is about 8500 people and more than half of them are under 15 years old. They depend heavily on the marine resources for livelihood and income. Unfortunately, apart from the natural factors, human behaviors toward the sea threaten the marine resources and habitats, such as overfishing, use of destructive method of fishing and exploitation of threatened species The conservation project, such as marine environmental education and conservation of the resources was established by the community in 2003 with the support of Blue ventures and Wildlife Conservation Society Madagascar. The project includes 25 villages. The result of the initiative was the implementation of the Velondriake protected area in 2006. Management plans were established with different strategies such as temporary and permanent marine reserve closure, a local law known as a Dina to govern the site and environmental education by the community’s partners. The aim of the pride campaign is to complete those existing community initiatives by raising awareness and changing community behavior to practice responsible fishing. Campaign manager will work closely with them, supported by partners to achieve a conservation result.

1. Site Summary

1.1. Description of Physical Site

Definition of Site

The Velondriake (http://www.livewiththesea.org) “live with the sea” Community-based Managed Protected Area (VCBMPA) is located at 22o 04 17.13’’ S, 43o 14 29 23” E (Google Earth) in the South West region of Madagascar; precisely, in the Commune of Befandefa, approximately 150 km north of the regional capital of Toliara and 45 km south of Morombe the District capital (Langley et al. 2006), The Protected Area was officially created by the initiative of the local community of fishermen in the region in 2006. Despite the approval by government to declare Velondriake as a protected area, Velondriake does not yet have the legal status as a protected area; we are still in the process to get it. All of the documents needed were already submitted to the government but we’re still waiting their decision to get it.VCBMPA is composed of 25 coastal terrestrial villages (see map 1), with a population of approximately 8500 people (WCS 2006). The economy in the region is dominated by small scales fisheries, principally Octopus cyanaea fisheries operated by regional fisheries company for exportation and along with other natural marine resources. The Velondriake Community-based protected area is also known as Velondriake or Andavadoka region named after the piloted village for the project.

Map 1 showing location of Veloondriake in Madagascar and zonation of the protected area included all villages

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- Physical Region

-Topography and geology The proposed Velondriake (http://www.livewiththesea.org) management envelope containing all individual proposed protected and managed habitats equals 823km2 in size, covering over 40km of coastline.

A total of 1000 km of coral reefs surround Madagascar. Andavadoaka’s reefs are at the northern end of a reef system that stretches almost 350 km, the third largest continuous reef system in the world. The reefs of Andavadoaka are situated between 3 and 5 km offshore. The reef systems along Madagascar's southwest coast are more complex than anywhere else in Madagascar, comprised of shoreline fringing communities, a series of inner lagoon reefs and a barrier reef.

The west coast of Madagascar is made up of sedimentary formations deposited in multiple layers over time. The broad alluvial plains found along the west coast, from Mahajanga to Toliara, are believed to have great agricultural potential but remain sparsely populated and largely unexploited. Since ancient times, traders and pirates from Europe, Africa and the Middle East have been drawn to the region's deep bays and well-protected harbours, making the west coast an important bridge between Madagascar and the outside world.

There is no significant river flow or associated sediment within 100 km of Velondriake. This is because rivers that flow to the west coast tend to be longer and slower, due to the gradual slope of the land. The major rivers along the west coast are the Sambirano, the Mahajamba, the Betsiboka, the Mania, the North and South Mahavavy, the Mangoky and the Onilahy

Topography Map of Madagascar: (http://geology.com/world/madagascar-satellite-image.shtml)

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- Climate

Madagascar has a tropical climate split between a dry and a wet season. Velondriake (http://www.livewiththesea.org) is located in one of the driest areas of the country with an annual rainfall that can be less than 36 cm and a dry season that can last 9 to 11 months. This lack of precipitation is experienced by the majority of southern Madagascar and is in stark contrast to the heavy rains carried by the south easterly trade winds to the eastern and north-western coasts from May to September and the monsoon rains experienced by the western coast from October to April. A combination of geographical factors means that these rains do not reach the southwestern coast, creating a semi-arid environment for much of the south of the country punctuated only by a brief rainy season that usually runs from December to February. Across the country, the temperature varies with altitude, with coastal areas being the hottest. Temperatures in the Andavadoaka region average 21 to 28 degrees Celsius (70 to 80 degrees Farenheit).Water temperatures are seasonal, ranging from 22-24 degrees Celsius in the coolest month (August), to 28-30 degrees Celsius in February, the warmest month.

Infrastructure around Site

The Andavadoaka region is very remote place; the access to the site is very limited. As a result, there is a lack of infrastructure, services and facilities. No paved road reaches the site and only one unmade road from Morombe in the north and another one from the South, Toliara pass the site. There is no public transportation in the area; community use their proper pirogue (see picture 1) to travel by the sea or rely on fisheries company boat and camion (trucks). One hospital, established by nonprofit Italian doctors, was opened in 2008 in Andavadoaka but before that, members of the community had to travel to the district capital in order to find better treatments. Schools are present in only 15 villages, and all of them are primary schools apart from one secondary school in Andavadoaka. There is limited mobile phone coverage in the region and no landline or internet facilities, meaning that the main methods of communication are mail and radio communications. For water supply, the community use wells all around Velondriake, which is one factor that can affect their health. For food and furniture supply, some groceries are available in each village (Andriamalala 2008).

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Picture 1- Pirogue trip

1.2. Socio-Economic Characteristics of Site

Land Use/Land Tenure

The Velondriake community based protected area is included in Category VI in the IUCN category of Protected Area, which is a “protected area managed mainly for the sustainable use of natural ecosystems Area containing predominantly unmodified natural systems, managed to ensure long term protection and maintenance of biological diversity, while providing at the same time a sustainable flow of natural products and services to meet community needs” (IUCN 1994). Velondriake has the type of governance IV which is the community based governance in the technical document of the SAPM (Systeme d’Aire Protegee Malgache). The SAPM defines the different types of Protected Area in Madagascar. Still, as part of the public propriety, the law 96 025 on the community management of natural resources states that the community are only managers but the ownership is still on the hand of the government. It is represented hierarchically by the mayor at local level, the District chief and Regional Chief at upper level for any land request from anyone. But, any interest form land in the area still needs to be accepted by the community in order to be approved by the higher level. Concerning the ownership of the land in the area, some propriety are legally registered in the governmental service but some of community owned land is only traditionally recognised by community but is not registered. Some parts of this land which are unoccupied are weakly taken by other people requesting it legally from the government.

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Occupations: income-generating activities

2% 1%2%

2%Religion services

4%

Fish collector4%

Other5%

Fisherman71%

Retailer/merchant

8%

FishermanRetailer/merchantOtherFish collectorReligion servicesCoco Beach employeeTeacherAnimal HusbandryBar ownerReligionCultivationAncilliary fishing industryFish processorDomestic HelperSchool employee

Main Livelihoods and Incomes

The main sources of income in the region are fisheries activities. Census data conducted by WCS Madagascar in 2006 showed that 75% of the total population are employed within the fishing industry in some capacity. Apart from that, three inland villages depend mostly on farming. A small amount of people work for the Catholic mission as teachers.The graph below showed the income-generating activities in only Andavadoaka village, from the 2006 census, conducted by Langley; this can give us a good indication for the whole region even though based just in Andavadoaka.

Site population and neighbors

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The population of Velondriake is mainly Vezo, which is one of the 18 ethnic groups in Madagascar. The Vezo region is the SW coast of Madagascar, which extends from Morondava in the north, to Itampolo in the south. Vezo people rely on the sea for food and transport. Their identity is created in the present moment and indicates proficiency at fishing and sailing and are never found to live more than an hours walk from the coast (Astitu 2005). The population of Velondriake, as mentioned previously, is divided into 1400 households which give an average number of around 5 people per household (WCS 2006). Following the socio economic research conducting in nine villages representing the site in 2007, the number of men and woman in the area is almost equal. Velondriake has a very young population: 53% of the population are under 15 years old, 24% between 16 to 30 years old, 15% between 31 to 50 years old and only 8% more than 50 years old. The working age (the age when they are able to go fishing) is from 8 years old to 64 years old (Andriamalala 2008).

Mainly, the Velondriake site has three neighbours located in the northern, southern and eastern areas. From the North, the population of the Morombe which is the District capital of the region; the Velondriake community have a strong relationship with Morombe because some of the community have their family there; apart from that, many marine resources traders are based in Morombe. As well, the public transportation to reach the regional capital is in Morombe. Also, importantly, many fishermen from the Velondriake region migrate seasonally to villages located further in the north every year.

Many people from the southern regions migrate to Velondriake to find a better zone for fishing; these often create a conflict between both communities because those people sometimes use destructive fishing gears that are prohibited in Velondriake region.

Finally, the Masikoro tribe is settled in all villages located to the east of Velondriake. These community contribute a lot to the Velondriake community life; they are all farmers, so, they provide food such as rice, kasava, suit potatoes maize (which is the basic food in Madagascar) to the fishermen. At the same time they are part of the fish collectors in the area (Andriamalala personal observation 2006 to 2008.)

Education constitutes the main problem in the Velondriake region. The socioeconomic research conducted in 2007 showed that 67% of the population who are greater than 16 years old stopped at primary school, 11% at secondary school, 3% at high school, only 5 people went or at university and 19% never went to school. Data also showed that only 34% of the population under 16 years old are in school at this moment (Andriamalala 2008).

1.3. Main Factors Affecting the SiteKnown Threats to Local Biodiversity

Southwest Madagascar exhibits one of the largest and most biologically diverse coral reef systems in the western Indian Ocean (Cooke et al. 2000). These reefs not only provide critical biodiversity habitats but are also essential to the survival of the semi - nomadic Vezo communities, who are completely dependent on the region’s marine environments for food, transport, income and cultural identity. Despite their enormous biological, social and economic importance, the region’s marine environments are facing severe threats from climate change and direct anthropogenic impacts. Bleaching events have continued in recent years as a result of periods of anomalous warming of sea surface temperature. These broad - scale climatic stresses have coincided with a dramatic increase in fishing activities in recent years. Coastal population growth, limited employment opportunities, combined with low agricultural productivity, resulted in a five - fold increase in the fishing population in a period of 17 years. Rich marine resources of coastal areas in the region have long attracted people from inland up to the early 1990’s, causing an overexploitation of marine resources, especially near urban centers such as Toliara (Gabrié et al. 2000). Laroche et al. (1997) provide evidence that over - fishing in the Toliara region has led fishers to target lower value fish in an effort to sustain yields in the face

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of reduced stocks of large piscivorous species. At the beginning of 2000, over 50 % of the artisanal fishing in Madagascar was estimated to occur along the reef systems of the southwest (Cooke et al.2000).

Although fishing methods are still traditional, the recent introduction of market exports for fresh seafood products, as opposed to the traditional dried and salted fish market, has led to an increase in the value and exploitation of target species. This increase has been accompanied by a change in recent years from a largely barter and subsistence economy to a fisheries - dependent cash - in fishing intensity seen in recent years and has raised concerns amongst local communities and conservation groups of direct reef damage and overexploitation.

The best known threats in Velondriake are those towards the marine environment and are the focus of the project. Since 2003, Blue Ventures has conducted of monitoring of the marine resources and assessed the state of coral reefs in the Velondriake region. Previously, some marine scientists had also conducted some research in the South West of Madagascar about community life and the usage of marine resources in the area. From all the research, three of the threats mentioned in the category 5.4 about fishing and harvesting aquatic resources in the IUCN threat category are found in Velondriake, such as:

- Intentional mortality, sub-category 5.4.1 (human use - subsistence/small scale): the community depends heavily on the marine resources. However, the use of destructing fishing technique such as beach seine net and nets with small mesh sizes, poisoning the water and coral turnover, create a big problem in the Velondriake area.

-Intentional mortality, sub-category 5.4.2 (human use - large scale): as a result of industrial fishing practices in the Velondriake area.

-Incidental or accidental mortality, sub-category 5.4.3 (bycatch - subsistence/small scale): this affects some important species for the marine ecosystems, such as turtle caught accidently by shark fishing nets or juvenile sharks.

Apart from that, one further threat in the 11th categories in the IUCN list affects the site as well. This is climate change and severe weather. Extreme temperatures (sub-category 11.3) underwater have caused already several coral bleaching episodes and cyclones ,sub-category 11.4) have already damaged a number of important coral reef sites in Velondriake.

From ongoing research conducted by Blue ventures, which is not published yet, it is apparent that many species actively fished in the region are found on the IUCN Red List, in particular 5 species of marine turtle and approximately 25 species of shark (a list of some of these species is below). However, there are other species that have had severe local declines due to overfishing but do not feature on the IUCN Red List. There are reported significant reduced populations of Octopus cyanea (Blue octopus) (see picture 2) and Holothuria scabra (Sandfish sea cucumber) (see picture 3) in the region

Chelonia mydas - Green turtle (Endangered)Caretta caretta - Loggerhead turtle (Endangered)Eretmochelys imbricata - Hawksbill turtle (Critically Endangered) (see picture 4)Dermochelys coriacea - Leatherback turtle (Critically Endangered)

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Lepidochelys olivacea - Olive Ridley turtle (Endangered)Carcharhinus falciformis - Silky shark (Lower Risk - Least Concern) (see picture 5)Rhynchobatus djiddensis - Giant guitarfish (Vulnerable)Bolbometopon muricatum - Bumphead parrotfish (Vulnerable)

Picture 2- Octopus cyanea (Blue octopus)

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Picture 3- Holothuria scabra (Sandfish sea cucumber

Picture 4- Eretmochelys imbricata - Hawksbill turtle

Picture 5-Carcharhinus falciformis - Silky shark

1.4. Conservation Issues

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Biodiversity of Site

The Velondriake region is composed of a marine and terrestrial ecosystem

-Marine biodiversity

- Coral ReefThe coral reefs around Velondriake are some of the most remote and biologically diverse reef systems on earth, supporting hundreds of tropical fish and coral species.

The coral reefs of the Velondriake region are part of the third largest continuous coral reef system in the world, extending more than 300 km along Madagascar's southwest coast. During a recent survey, scientists recorded 386 species of fish along the reefs of the Andavadoaka region. Of these, 20 species had never before been recorded for Madagascar. Scientists believe that further research may reveal as many as 529 fish species living among these reefs.

The survey also recorded 164 species of hard corals. The foundation species for coral reefs, the reef-building corals, are miniature relatives of the jellyfish, who live in vast colonies, surrounding themselves with a protective skeleton of calcium carbonate and grabbing plankton out of the water with their stringing tentacles. Together these colonies can create massive reefs that serve as the home to a wide variety of fish and invertebrates. There are 2 basic types of corals, the slow-growing massive corals and the more delicate branching corals, which grow ten times faster, but fracture easily in storms. (http:// www.blueventures.org)

Picture 6 Coral reef in Velondriake

-Flora

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Algae, seagrass and mangrove trees comprise the major flora of Madagascar's southwest marine systems. Algae are primitive plants, which do not have true roots, leaves or stems. An important reef-building alga is the red coralline algae, which secretes a hard limestone skeleton that can cement dead coral together.Seagrass, as the name suggests, looks like large blades of grass growing underwater in sand near the shore. They produce flowers, fruits and seeds for reproduction.

Mangroves (picture 7) can live in salty soil or water, and are found in areas to the north and south of the village of Andavadoaka.http:// www.velondriakelivewiththesea.org)

Picture 7-Mangrove forest in Velondriake

-FaunaScientists have recorded more than 350 species of tropical fish living among the reefs of Andavadoaka. More than 160 species of coral and 238 species of molluscs have

also been recorded in the area. As there has been relatively little scientific study in the Andavadoaka region, scientists believe there are hundreds of other reef-dwelling species living in the area that have yet to be discovered. A number of species recorded around Andavadoaka are not found anywhere else in Madagascar including the large tooth cardinal fish, the black blotched porcupinefish, the whitespotted guitar fish and the yellow spotted puffer. Other species found in the Andavadoaka region include sharks, dolphins, sea turtles and migrating Humpback whales.

http:// www.velondriakelivewiththesea.org)

Terrestrial biodiversity

-Fauna

The Andavadoaka region is home to a wide variety of strange and unique animals, including a number of species found nowhere else on earth.

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Three mammals are endemic to the region: the white-footed sportive lemur (Lepilemur leucopus), Grandidier’s mongoose (Galidictis grandidieri) and the gray-brown mouse lemur (Microcebus griseorufus), one of the world's tiniest primates. A variety of chameleons are also unique to the area.

About 30 species of tenrec live in Madagascar -- more than any other place on earth.Tenrecs are an unusual species of small insectivores that can vary widely in color, size and body cover. They are active mainly at night and hibernate for three to five months during the cold season.

A variety of tenrec species make their home in the Andavadoaka region. The large-eared tenrec (Geogale aurita) is a shrew-like creature measuring less than 100 mm. The lesser hedgehog tenrec (Echinops telfairi) is covered in spines and curls into a spiky ball when threatened.Some species of chameleons also are found in the Andavadoaka region. With 59 species, Madagascar has one of the largest and most diverse chameleon populations in the world. Chameleons are known for their ability to change colour from brown to blue to red, black or white. These changes occur in response to temperature, light and mood. Chameleons also use colour to communicate, expressing such things as their willingness to mate.Among the species that are endemic to the Andavadoaka region are Furcifer belalandaensis and Furcifer antimena.

The two most populous species of tortoise found in the Andavadoaka region are the spider tortoise (Pyxis arachnoides) and the radiated tortoise (Geochelone radiata).Two iguanid species are endemic to the Andavadoaka region: the rock-dwelling Oplurus saxicola, which can grow up to 20 cm long, and the Chalarodon madagascariensis which can grow up to 40 cm in length. Both these species are part of the Oplurinae family and live in subhumid to arid areas.

Two species of gecko (small lizards) live in the Andavadoaka region: Hemidactylus frenatus and Paroedura Bastardi. They are active by day and have brightly coloured green, orange, red or blue spots. They are well-known for their vocalizations (chirps) used to communicate with other geckos.

There are 270 bird species in Madagascar, 109 of which are found no where else on earth. Of these, there are five endemic families and 36 endemic genera, making Madagascar the hot-spot for bird endemism in Africa. Some of the bird found in and around Andavadoaka are: Corvus Albus (Pied Crow), Oena Capensis (Namaqua Dove), Acridotheres tristis (Common Myna), Charadrius marginatus (White-fronted Plover), Numenius phaeopus (Whimbrel), (Madagascar Bush Lark), Agaporuis cana (Grey-headed lovebird), Herops supercilious (Madagascar bee eater), Cisticola cheviva (Madagascar cisticola), Egretta avdesiaca (Black Heron).

http:// www.velondriakelivewiththesea.org)

-Flora

Spiny forests -- described by some as the "eighth wonder of the world" -- are the main vegetative type in this ecoregion. An odd combination of desert and forest, spiny forests are endemic to Madagascar's south west coastal areas, one of the only vegetative communities able to survive the extreme arid climate of the region. Plants here can go without water for more than a year. Spiny forests are comprised primarily of plants of the Didiereaceae family, which look similar to some cactus, although they are not related. Plants in the Didiereaceae family have bulbous trunks and small deciduous leaves which are protected by thorns and spines that grow out of the plant's tangled branches. The "octopus tree" is one aptly named plant in this family.

Other plants found in these forests are evergreen succulents, baobab trees and endemic orchids.Baobab trees (picture 8) are one of Madagascar's most striking attractions due to their large size and extremely unusual appearance. Resembling massive brown paper bags filled with water, their bulbous trunks can grow up to 10 metres in diameter and up to 30 metres tall. The sparse branches are located only at the very top of the tree.

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Boababs are extremely important to local communities. The bark is used to build huts and make rope; their fruits and leaves, which are rich in calcium, are eaten; the seeds are crushed to extract oil which is used to make soap; and the sap is used in manufacturing paper. The hollow trunks of baobabs have served as homes, storage barns, places of refuge or worship, prisons and tombs.

(http:// www.velondriakelivewiththesea.org)

Picture 8- Baobab tree in Velondriake area

Conservation History

Working in partnership with the University of Toliara’s Institut Halieutique et des Sciences Marines (IHSM), UK – based NGO Blue Ventures Conservation commenced monitoring the region’s marine environment in 2003, with the establishment of a field research station in the village of Andavadoaka. Between October 2003 and October 2004 meetings were held with both female and male fishers in Andavadoaka to discuss fisheries data, community perceptions of the state of fisheries, and options for management. In October 2004 a Dina, or local law, was decided upon by the village, agreeing to the closure of the reef flat around the sand cay of Nosy Fasy, a 200ha barrier island located 7km offshore due West of the village, for a period of 7 months commencing November 1 st, 2004. since octopus is currently the most important marine resource for the economy of the fishing communities in the region, accounting for over 70% of marine produce purchased by commercial fisheries collectors in Andavadoaka region (L'Haridon, 2006), this closure targeted especially octopus fisheries. Reef octopus, such as Octopus cyanea - the main species found in southwest Madagascar - have a high growth rate. Consequently, it was hypothesized that closing a reef flat for only a few months would significantly increase the average size of octopus

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caught at that particular site once a closed area was reopened, as well as increasing the catch per unit effort. This would also protect brooding females and increase juvenile recruitment, ensuring a renewal of the resource. A guardian was employed by the village fisheries cooperative to prevent poaching.

Building on the success of these marine no take zone launched in the remote fishing village of Andavadoaka, Blue Ventures Conservation (BV), Madagascar’s Institute of Marine Sciences (Institut Halieutique et des Sciences Marines – IHSM) and the Wildlife Conservation Society (WCS) are now working with 25 neighboring villages, and fisheries collection and export companies to develop a network of community - run marine and coastal protected areas that will span more than 842 km2, aiming to benefit more than 10,000 people and protect coral reefs, mangroves, seagrass beds and other threatened habitats along Madagascar’s southwest coast. The villages, grouped into three constituent geographic regions, have established a management committee which serves as a liaison between conservation scientists and community members, providing input and insight into all phases of conservation planning, from research activities to implementation of management plans. The management committee also selected a unifying name for the network: Velondriake, which means “to live with the Sea.” Along with protecting biodiversity and livelihoods, the network is working to increase environmental awareness among communities, expand local and national capacity for biodiversity conservation and serve as a model for other community conservation, economic development, and governance initiatives across Madagascar and elsewhere.

Previous Conservation Education Campaigns (CEC)

Blue Ventures has taken the role of providing environmental education in Velondriake. Activities are mainly based in Andavadoaka village which is the centre of the Velondriake site, but BV’s team often travel to provide workshops in other villages in the region.

Apart from the different education activities cited below, the Velondriake committees got trained sometimes during workshop held by Blue ventures or WCS; and we always ask them to spread out the training to their own villages.

Part of the capacity building that started in 2007 is the involvement of the local community in the site monitoring work. We even have seven local community divers fully trained by Blue ventures.

Apart from those carried out by Blue ventures, one important action in the Velondriake area was made by the WCS Madagascar marine program around the site; this was the production of a a movie about the Vezo life in the South West of Madagascar and the importance of the marine ecosystem. At the same time, a song competition about the VCBMPA was organised between all different villages.

The different means of environmental education were presented in a Blue Ventures Research Report published in 2008 written by Karen Foerstel:

http://www.blueventures.org/downloads/bv-research-report-2008-environmental-education.pdf

-Capacity building

The people of Andavadoaka are working with conservationists, neighbouring villages, government agencies, and others to develop and implement management plans that benefit both communities and nature. Villages across southwest Madagascar are creating protected areas, using sustainable fishing practices, and launching mariculture and eco-tourism businesses to ensure that the marine resources they rely upon for survival will be healthy and productive for generations to come. Andavadoaka recently launched it's first children's environmental club and the charity Blue Ventures sponsors a scholarship program that trains Malagasy students in marine conservation. These programs are helping educate a new generation dedicated to protecting critical marine resources.

Guide Training

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Members of the Andavadoaka community are training to become eco-tour guides. Tourism in Andavadoaka is small but growing, and it provides locals with an alternative income to destructive fishing practices. These eco-tour guides will lead snorkelling expeditions, boating trips and birdwatching treks, while also educating visitors about Andavadoaka's unique natural resources and the need to protect them. The guide training program is part of a larger initiative to develop sustainable livelihoods in the Andavadoaka region.

Local schools

The conservation group Blue Ventures which works in Andavadoaka regularly brings donated books and other supplies to the schools, and Blue Ventures volunteers teach English to students. One volunteer recently launched a letter exchange program between Andavdoaka school children and students at the Laguna Blanca School in Santa Barbara, California. The Monterey Bay Aquarium in California also has donated educational materials to Andavadoaka.

International Conventions Signed by Madagascar

Madagascar is part of many international conventions about environment; these are all of those treaties signed by the country

Environmental treaties of Madagascarhttp://www.popplanet.org/PopPlanet/issue.cfm?countryid=1&iid=18

Date Title

(29/11/69) International Convention relating to Intervention on the High Seas in Cases of Oil Pollution Casualties

(29/11/69) International Convention on Civil Liability for Oil Pollution Damage

01/5/65 International Convention for the Prevention of Pollution of the Sea by Oil,1954, as amended in 1962 and 1969

20-3-66 Convention on Fishing and Conservation of the Living Resources of the High Seas

10/9/64 Convention on the Territorial Sea and the Contiguous Zone

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30/9/62 Convention on the High Seas

(23/5/69) Vienna Convention on the Law of Treaties

10/6/64 Convention on the Continental Shelf

15/3/65(23/9/63)

Treaty Banning Nuclear Weapon Tests in the Atmosphere, in Outer Space and under Water

18/11/75(04/4/73)

Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES)

23/10/71(15/9/68)

African Convention on the Conservation of Nature and Natural Resources

(23/6/79) Convention on the Conservation of Migratory Species of Wild Animals

26/5/65 International Convention for the Safety of Life at Sea

19/10/83 Convention concerning the Protection of the World Cultural and Natural Heritage

(11/1/80) Protocol amending the International Convention Relating to the Limitation of the Liability of Owners of Sea going Ships

31/5/68 International Convention relating to the Limitation of the Liability of Owners of Sea going Ships

(25/2/83) United Nations Convention on the Law of the Sea

(21/6/85) Protocol concerning Protected Areas and Wild Fauna and Flora in the Eastern African Region

(21/6/85) Convention for the Protection, Management and Development of the Marine and Coastal Environment of the Eastern African Region

(21/6/85) Protocol concerning Co operation in Combating Marine Pollution in cases of Emergency in the Eastern African Region

07/2/97 Convention for the Protection of the Ozone Layer (Vienna Convention)

07/2/97 Protocol on Substances that deplete the Ozone Layer (Montreal Protocol)

04/7/96(10/6/92)

Framework Convention on Climate Change

04/6/96(08/6/92)>

Convention on Biological Diversity (Rio Conference)

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Agreement to Promote Compliance with International Conservation and Management Measures by Fishing Vessels on the High Seas

28/7/96 Agreement relating to the Implementation of Part XI of the United Nations Convention on the Law of the Sea of 10 December 1982

07/6/96 International Convention for the Safety of Life at Sea (SOLAS)

23/3/76(17/9/69)

International Covenant on Civil and Political Rights

14/10/62 Convention on the Recognition and Enforcement of Foreign Arbitral Awards

30/9/62(10/8/62)

Optional Protocol of Signature concerning the Compulsory Settlement of Disputes

03/1/76(14/4/70)

International Covenant on Economic, Social and Cultural Rights

03/5/76 Agreement establishing the African Development Bank

27/7/62 Convention on Road Traffic

17/9/69 International Agreement for the Creation of an International Office for dealing with Contagious Diseases of Animals at Paris

02/8/67 Protocol for the Prohibition of the Use in War of Asphyxiating, Poisonous or Other Gases, and of Bacteriological Methods of Warfare

25/9/63(25/9/63)

Agreement of the International Bank for Reconstruction and Development

22/8/68 Treaty on Principles Governing the Activities of States in the Exploration and Use of Outer Space, including the Moon and other Celestial Bodies

08/10/70(22/8/68)

Treaty on the Non Proliferation of Nuclear Weapons

11/2/69(25/6/68)

Agreement on the Rescue of Astronauts, the Return of Astronauts and the Return of Objects launched into Outer Space

(14/9/71)Treaty on the Prohibition of the Emplacement of Nuclear Weapons and other Weapons of Mass Destruction on the Sea Bed and the Ocean Floor and in the Subsoil thereof

(13/10/72) Convention on the Prohibition of the Development, Production and Stockpiling of Bacteriological (Biological) and Toxin Weapons and on their Destruction

10/11/60 Constitution of the United Nations Educational, Scientific and Cultural Organization

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(10/11/60)

01/11/60 Constitution of the International Labour Organisation

22/3/65 Statute of the International Atomic Energy Agency

14/5/62 Convention on International Civil Aviation Annex 16 Aircraft Noise

14/1/61 Convention of the World Meteorological Organization

20/9/60 Charter of the United Nations

08-MAR-61 Convention on the International Maritime Organization

23/10/58 International Convention on Certain Rules concerning Civil Jurisdiction in Matters of Collision

16/1/61(16/1/61)

Constitution of the World Health Organization<

09/11/61 Constitution of the Food and Agriculture Organization of the United Nations

25/9/63 Articles of Agreement of the International Development Association

25/9/63(25/9/63)

Agreement of the International Monetary Fund

13/9/63 Charter of the Organization of African Unity

Convention on the Liability of Operators of Nuclear Ships

25/6/60 General Agreement on Tariffs and Trade

03/9/63 Statutes of the International Centre for the Study of the Preservation and Restoration of Cultural Property

(31/3/78) Convention of the Carriage of Goods by Sea

(08/12/84) Third ACP EEC Convention

08/11/92(13/10/78)

Protocol Additional to the Geneva Conventions of 12 August 1949 and relating to the Protection of Victims of International Armed Conflicts (Protocol I)

08/11/92 Protocol Additional to the Geneva Conventions relating to the Protection of Victims of Non International Armed Conflicts (Protocol II)

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(13/10/78)

13/4/87 Amendment to the Convention on International Trade in Endangered Species of Wild Fauna and Flora (art.XI)

(15/12/89) Fourth ACP EEC Convention

(03/6/91) Treaty establishing the African Economic Community

(15/1/93) Convention on the Prohibition of the Development, Production, Stockpiling and Use of Chemical Weapons and their Destruction

21/6/85(13/12/79)

Constitution of the United Nations Industrial Development Organization

26/12/96(14/10/94)

International Convention to combat Desertification in those Countries Experiencing Serious Drought and/or Desertification, particularly in Africa

27/3/96 Agreement for the Establishment of the Indian Ocean Tuna Commission

Conservation Legislation

In 2002, the Malagasy Policy for Sustainable Development of Marine and Coastal Zones (PSDMCZ) was drafted as legal framework for the management of coastal zones. ICZM (Integrated Coastal Zone Management) has been identified as one of the tools for implementing the PSDMCZ. ICZM is important because it recognizes the need for local coastal communities to have access to marine and coastal resources (Lalaina and Tanner 2006).Following this policy, legislation in the Velondriake community is completely based on the local law (Dina) introduced previously. Dina is made by the local community and enforced by them. Six years before the 2002 Malagasy policy, the law 96 025, mentioned in the land tenure section, cites that a community can implement their proper code to regulate the relationship amongst themselves concerning the management of their natural resources. However, it is applicable only at local level. The study done by Lalaina and Tanner in 2006 about Community-based governance of coastal zones and marine resources in Madagascar give more clarification about the implementation of the Dina as a affective management tool. There are three types of Dina in Madagascar. The Dina used by Velondriake is the third type which needs legislation authority approval to be applied effectively. The objective of this is to avoid contradiction with the legal laws already put in place. In the case of Velondriake, the South West of Madagascar has already a legislation about fisheries and marine resources which is also applicable in Velondriake site. So, the aim of the Dina here is to complete this national legislation and to make the management of the marine resource more effective by involving the community.But, the national legislation about traditional fisheries is still applied and enforced in the Area.

Level of Tourism

Research on tourist numbers in Andavadoaka is limited. There are no real hotels in the village, although there are some epi-bars that have rooms available. There are however some hotels around Andavadoaka, including Coco Beach (just outside the village), Manga Lodge in Antserananangy (two bays further south) and Laguna Blu in Ampasilava (one

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bay further south again). The latter two cater primarily to French and Italian tourists, but figures for occupancy or occupant profile are not available. Neither are figures available for the local epi-bars, although the vast majority of visitors are local (Malagasy) rather than foreign. Blue Ventures permanent presence in Coco Beach is now responsible for the majority of the tourism within the region, accounting for equivalent 7,5000 tourist nights per year in 2008 (Epps, 2008).

1.5 Protected Area Management

Velondriake is managed by the local community but different partners are involved with supporting Velondriake in terms of scientific and technical knowledge by providing training and capacity building, as well as funding. Blue ventures, based in Andavadoaka, is the principal partner followed by WCS who are specialists in Marine Protected Area management, the Marine Institute (IHSM) from Toliara and fisheries company Copefrito.

The Velondriake (central committee management) and Vondrona (regional committee management) committees’ status was formalized at a series of meetings in Andavadoaka between 16th and 18th October 2006 with the election of committee members, approval of the Velondriake Dina (local law), and development of a preliminary action and management plan for the protected area network . The overall aim of the Velondriake Dina and management plan is to promote efficient and long-term sustainable management of the region’s marine and coastal resources. Within this objective a number of strategic goals have been identified. These include promotion of fisheries and economic development, nature conservation and solidarity between communities, and development of environmental education and ecotourism initiatives throughout the Velondriake region. Still, to achieve those objectives, the implementation of the Pride Campaign will be an important piece of the puzzle to ensure success. At the moment, the proposed Velondriake management envelope containing all individual proposed protected and managed habitats equals 823 km 2 in size, covering over 40 km of coast. Within this area, 20.06 km2 (2.44 % of the total management area) comprise specific protected or special management areas. Of this, 12.56 km 2 (approximately 15.61 % of the total 80.47 km2 of reef flat located within the management envelope) constitute proposed seasonal NTZs for octopus fishing; 3.75 km 2 constitute proposed permanent coral reef marine protected areas; 2.67 km2 constitute proposed permanent mangrove protected areas; 0.55 km2 constitute proposed permanent terrestrial forest protected areas; and 0.23 km2 and 0.27 km2 constitute proposed special management areas for marine aquaculture and ecotourism development respectively (Harris 2007).The management plan focuses on empowering local communities as managers of their own marine resources, and developing local capacity to contribute to the development of sustainable marine resource management systems to support local culture and livelihoods. For that, following this management plan of Velondriake, the involvement of the community in the Campaign will facilitate the achievement of the different strategy that will be used. NB: (Velondriake Dina and management plan can be provide in English version)

2.0 PROJECT TEAM AND KEY STAKEHOLDERS

Lead Agency and Pride Campaign Manager

Blue Ventures Conservation is a small international (UK based) conservation NGO (Non Governmental Organisation) that has been working in the village of Andavadoaka in Southwest Madagascar since 2003. Blue Ventures (BV) aims to protect the region’s coral reefs, biological diversity, sustainability and productivity, while improving the quality of life of the local community, which depends almost entirely on the region’s marine resources for subsistence and income.

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Blue Ventures is actively involved in working at a local level to protect some of the region’s most precious and vulnerable marine habitats. It is continuously expanding and diversifying its work program to encompass a broad range of research, capacity building and environmental education activities to help sustain the local community’s traditional artisanal fishing economy and minimize anthropogenic impacts on marine ecosystems. Blue Ventures channels its funds and efforts directly into conservation projects on the ground, keeping administrative costs at a minimum.

Blue Ventures depends entirely on support from private donors, volunteers, research grants and fundraising initiatives to sustain its work alongside local project partners. Productive partnerships have enabled the pooling of resources, talents and experiences from a range of national and international organizations, providing a wealth of technical expertise to assist in the successful development of research initiatives.The campaign manager, Fanomezantsoa Gildas Andriamalala, has been working with Blue Ventures in the role of socioeconomic research coordinator as part of the Velondriake Community based Managed Protected Area development process since 2006.Since then he has been trained in the Seychelles as part of the regional CORDIO SocMon (socioeconomic monitoring) ‘training of trainers’ program for socioeconomic research, and he was responsible for conducting ongoing social surveys of 25 villages involved in the Velondriake marine protected area programme. He has a law degree from the University of Toliara (Madagascar) and has been working on the legal aspects of both the establishment of the Velondriake MPA and the land acquisition issues relating to the Andavadoaka community Ecolodge project.

In October 2007, he attended the 5th annual WIOMSA conference in Durban, South Africa. He presented an overview of his findings from the Socmon research within Velondriake to other members of the regional conservation network. This was a big opportunity for Velondriake and the community issue and effort in the ground to be shown at international level. Then in 2008 he attended the CBD (Conference on Biological Diversity) in Bonn, Germany, on behalf of the Community of Andavadoaka region for the United Nation Development Program Equator Initiative. That was the first time he has heard about RARE Pride Campaign which gave the idea to apply for it and work on it at the moment.

Identify a suitable Campaign Manager (Jacob Parker) who meets eligibility criteria as determined by Rare, including payment of any and all costs associated with making this assessment (e.g. the costs of ILETS/TOEFL English-language proficiency tests).

Assign the Campaign Manager to the Pride Campaign full time for the duration of the project, not less than 24 months, including the University Components and Field Based Component.

Pay the full-time salary and any other benefits duly owed to the individual during the 24 months of the Pride Campaign, at locally approved rates and within the Forestry Department’s existing salary ranges.

Provide full-time access to suitable local transportation for the Campaign Manager during the field-based component of the Pride Campaign. Cover internet and telephone costs incurred by the Campaign Manager while maintaining the distance-learning component of the Project, and other miscellaneous

administrative costs such as photocopying, faxing, phone calls, and mail. Assign a mentor (Susan Dikins) to help guide the Campaign Manager (during the field-based component of the Pride Campaign). The mentor will review important

project documents (including this project plan), as well as monthly reports from the Campaign Manager and the Pride Campaign’s financial reports. The mentor will serve as a source of support to the Campaign Manager during the Project, and may contact Rare at anytime with any questions or concerns.

Finance any visa fees, airport departure taxes or local fees that are not specified specifically under Rare’s contribution. Provide Campaign Manager transportation to and from the airport of departure.

Other Groups Working at The Campaign Site

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To achieve this campaign, those organizations mentioned below will be the potential partners used to facilitate the implementation of the campaign. All parties share the common goal of conserving marine resources within the region. Some organizations will be essential as barrier removal partners.

-Velondriake Management Committees -Regional Fisheries department, for their expertise in law enforcement and will constitute one of the government partners.-The PACP project team-Local government authority and the public forces

2.Key StakeholdersThe research conducted for the background section of this Project Plan also helped to identify key stakeholders who might provide additional insights into the threats facing Velondriake area and who might play a valuable role in developing an outreach campaign to build awareness, as well as change attitudes and behaviors. Stakeholders and stakeholder groups are defined as those individuals or groups that may positively, negatively, directly or indirectly affect the campaign site in some significant way or another.

Blue Ventures Organization conducted a stakeholder analysis to help to select groups and individuals that could contribute to a dialogue on the issues facing the island, to understand what might motivate their participation in the project and to assess what might be the implications of not involving them. This matrix (see full matrix on Appendix A) was used to identify participants who were invited to an initial planning meeting where threats to Velondriake were identified and discussed.

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C. Concept Models

Participant/Stakeholder

Participantname, position,

and contactdetails

Key Issues PotentialContribution (what participants bring

to the meeting)

MotivationTo Attend (what meeting can give to participant)

Consequencesof not inviting

Project Manager

Shawnpeabody@blueventures.org

Supervisor -Knowledgeof the South West region of Madagascar -knowledge in Community project

-Personal and professional interest in site

-Loss of importantSupport and Knowledge

-Blue ventures Scientist

Daniel Raberinary-daniel@blueventures.org

-Knowledgeof octopus biology and managementOther fisheriesManagementWithin the area

Sharing knowledge About Octopus Fisheriesmanagement and biology

-Enhancing knowledgeof all site and other project management

Loss of importantinformation

President of theVelondriakeCommittee and Milasoa zone President

Samba RogerAndavadoakaMadagascar

CommunityLeader ProjectAssistant

Community knowledgeFacilitation of Community dialogue

Experiences of new projectinvolvement in an higher project level

Loss of the most important communityleader

Mayor RioBefandefaMadagascar

Project Facilitator

Supporting the project

Important project for the Development of his commune.-Personal and politicalinterest

Loss of governmentalauthorities support

Fisheries Department Members

NoelyFisheries departmentOfficier

Governmentalauthoritiesrepresentative

Legislation and threatKnowledge

Understandingcommunity issueand facilitation

-Stakeholder incomplete-Loss of higher levelParticipants

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All Rare Pride campaigns start with building a concept model, which is a tool for visually depicting the situation at the project site. At its core, a good concept model graphically depicts a set of causal relationships between factors that are believed to impact one or more biodiversity targets. A good model should explicitly link the biodiversity targets to the direct threats impacting them and the contributing factors (including indirect threats and opportunities) influencing the direct threats. It should also provide the basis for determining where we can intervene with our strategies and where we need to develop indicators to monitor the effectiveness of these strategies.

This section will show the concept model elements the stakeholder group identified as contributing factors towards the depleting health of Serena Island’s biodiversity:

3.0 Developing a Concept Model3.1 Concept Model in Miradi3.2 Initial Concept Model Narrative

1.0 DEVELOPING A CONCEPT MODEL

The 1st May 2009, stakeholders meeting were held in Andavadoaka with 30 participants from the 25 villages composing Velondriake, Blue Ventures managers and scientist, and local authority representatives to identify direct threats and contributing factors and create a Concept Model to the Velondriake Community-Based Managed Protected Area which is the project scope. Four conservation targets within area were chosen, which were: Coral reef, Mangroves, Octopus and fish. This choice were presented and explained by the facilitator before the working group.

Firstly we asked them to identify the direct threat for each conservation target. They were divided by five groups of 6 people. Then, they have to write each on a card all direct threat to the mangrove first and facilitator put it onto a sticky wall. Then, same work for the other conservation target. After identifying all of the direct threats, participants clustered all of the similar threats and give each group one name; six direct threats were identified at the end. Finally, they were all linked to the appropriate target(s) using arrows. Then, participants discussed the contributing factors or indirect threats that led to the direct factors and make the causal chain by themselves. For that, they were divided to 6 groups, where each group were composed by different people following their role within the community such as, village President, Velondriake management committee, youth fishermen and women and scientist expert….As mentioned above, seven direct threats were identified; but participant made a consensus that they want to do a exercise together by answering the three direct threats (mangrove cutting, erosion, natural threats) that they thought easier to do. Then after that, facilitator decided to divide the three others by giving each of them to two groups to work on. The reason of that is to get diverse answers and idea from participant about the same threat. After they finished the exercise, we asked one representative from each group to present their work by putting their card onto the sticky wall, and explaining their chain to the audiences. Discussion and question were already starts right after each

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presentation. After all presentation, we take off all of the duplicate factors and link them to each direct threat with arrows. And finally, we asked them to check any factors that can be reconnected.

Remarks: Positive aspects of the meeting

In general, participants were willing to express their opinion, which created a good atmosphere to the meeting. They were sharing amongst them new idea and knowledge that help a lot to give a clear picture within the Velondriake context. The attendance was a success as well; most of the targeted people came to the meeting, which made the group very diverse.The presence of scientist expert from the lead agency within each group helps a lot the relation between facilitator and groups. It was a risk to do that because they can influence the community, but they were all notified at the beginning that they only play the role of facilitator as well and they did it properly.

Negative aspects of the meetingThe first one is the timing: we realized that we need more than one hour to do this first stakeholder meeting. The previous plan, were very strict about the agenda and only stick on the concept model; but stakeholders wanted to know more about the campaign and mostly the strategies that we’re going to think about to address those threats Then, they always want to do more during a meeting like that in Velondriake context. It’s a time for them to be gathered together and talk about the current situation within the area. Same things for the lead agency, it’s always an opportunity to have them together because of their village location. So, we think that it was better to have it for two days.Then the second one was the way to group participants; it wasn’t that bad but we realize that it wasn’t full and could be better if we grouped people considering as similar, from their role or gender together in this kind of meeting. We are sure that they will be more comfortable in that way.Finally, about the feedback, we didn’t have time to organize that right away. So we didn’t get any from participants. But we always think that the best way to do that is later when we meet them again in their village or during another meeting; so in a very informal way. They are willing to talk and express more their feeling during this occasion as we experienced before.

Concept model in Miradi.

After the stakeholder meeting, Miradi software was used to develop and articulate the model into a standardized method of conservation. The following chart is what the Velondriake CBMPA concept model looks like once all of the direct threat and contributing factors to Velondriake have been inputted. Miradi is being developed to assist conservation practitioners going through the adaptive management process outlined in the Conservation Measures Partnership's Open Standards for Practice of Conservation (www.miradi.org).This is a first look at the Velondriake CBMPA concept model after inputting all direct threats and contributing factors (including indirect threats), from the Stakeholder meeting. The connecting arrows highlight the relationship between the factors and hoe thy impact different targets on Velondriake CBMPA.

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To understand more this chart, here is a brief overview of the direct threats and contributing factors highlighted from the Stakeholder meeting.

Project scope and target Direct threats Contributing factors (including indirect threats)

Marine and coastal biodiversity in Velondriake Velondriake CBMPA

Coral reef

Mangrove

Octopus

Fish

Over gleaning Lack of gear alternatives, lack of gear and fishing techniques regulation, increasing demand for sea product, lack of money to buy gear.

Poison fishing Lack of skills in fishing, lack of gear and fishing techniques regulation, lack of enforcement of the Dina and national regulation of fishing, lack of leadership and management skills from village leaders, reluctance to tattle-tale on law breaker, nepotism, apathy on Velondriake regulation

Beach seine fishing Lack of gear alternatives, lack of money to buy legal gear, lack of alternative source of livelihood, limited skills for other job in the community, lack of education, lack of gear and fishing techniques regulation, lack of enforcement of the Dina and national regulation of fishing, lack of leadership and management skills from village leaders, reluctance to tattle-tale on law breaker, nepotism, apathy on Velondriake regulation.

Over exploitation Lack of fishing regulation, insufficient knowledge by community about resources management, Increasing demand for sea product, lack of enforcement of the Dina and national regulation of fishing, lack of leadership and management skills from village leaders

Mangrove deforestation Demand for housing and fencing material, population growth

Erosion Forest destruction from inland inhabitant, Demand for housing and fencing material, fuel wood, population growth, clearing of forest land for agriculture

Natural threats

Initial concept model narrative

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Following the concept model and the table above, two categories of target were identified: habitats (coral reef and mangrove) and resources (fish and octopus). These, constitute the main ecosystem of the Velondriake CBMPA, which are the most exploited by the local community. Each of these targets is/are threatened by multifaceted of one or more direct threats. Five of the seven identified by the stakeholders at the meeting are caused directly by human activities, which are over gleaning, poison fishing, beach seine fishing, over exploitation of resources, and mangrove cutting. The erosion is the result of the human activities by forest destruction and the last one is natural processes. The four principal human induces threats facing the Velondriake CBMPA are all in the number 5.4 in the IUCN threats category (fishing& harvesting aquatic resources); but during the Stakeholder meeting, participants have discussed them separately because of some particularity between them and should be address differently ( see concept model).But, the contributing factors or indirect threats that lie behind them are almost the same; for example: the augmentation of the community need causes at the same time pressures on the habitats when resources users get more and more and pressures on the resources itself from over exploitation. The need of gear alternatives completed by the lack of gear and fishing methods regulation cause fishermen practicing destructive fishing methods and techniques. But, one important issues identified during the stakeholder meeting is a need for awareness of the local population and the lack of enforcement of the local convention or the national regulation of fishing. Finally, the problem of poverty and lack of secondary source of income contribute to those factors as well.After that, mangrove cutting is quite a problem within the area because of trees used in many ways, such as fences, houses construction materials… Erosion is cause by forest destruction from inland. Then natural threats are cyclone, coral bleaching and global warning..

This

D. Threat Analysis

Most sites face a myriad of threats. Conservation resources are scarce and competencies often limited. A common challenge for resource managers is determining which of these many threats we will try to address. Threat ranking is a method for making this implicit step more explicit and more objective. It involves determining and defining a set of criteria and then applying those criteria systematically to the direct threats at a site so that conservation actions can be directed where they are most needed.

4.0 Threat Ranking4.1 Scope, Severity, and Irreversibility4.2 Factor Chain

4.0 THREAT RANKING

Using the Initial Concept Model developed at the key stakeholder meeting, Miradi software was used to provisionally rank the direct threats that they identified i. This ranking served to:

1) Identify highest ranked “target”

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2) Identify the highest ranked threat impacting this “target”

Miradi software automatically captures the targets from the Concept Model displaying them along the “X” axis with the direct threats aligned on the Y axis.

4.1 Scope, Severity & IrreversibilityEach threat is ranked by Scope, Severity and Irreversibility against each target using the following scoring guide:

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KEY TO THREAT CRITERIA (Based on Miradi definitions)A: SCOPE (Area)4 = Very High: The threat is likely to be very widespread across all or much of your site. 3 = High: The threat is likely to be widespread in its scope, and affect conservation targets at many locations at your site. 2 = Medium: The threat is likely to be localized in its scope, and affect the conservation target at some of the target’s locations at the site. 1 = Low: The threat is likely to be very localized in its scope, and affect the conservation target at a limited portion of the target’s location at the site.

B: SEVERITY – The level of damage to the conservation target that can reasonably be expected under current circumstances (i.e., given the continuation of the existing situation). 4 = Very High: The threat is likely to destroy or eliminate the conservation target over some portion of the target’s occurrence at the site. 3 = High: The threat is likely to seriously degrade the conservation target over some portion of the target’s occurrence at the site. 2 = Medium: The threat is likely to moderately degrade the conservation target over some portion of the target’s occurrence at the site. 1 = Low: The threat is likely to only slightly impair the conservation target over some portion of the target’s occurrence at the site.

C: IRREVERSIBILITY – The importance of taking immediate action to counter the threat. 4 = Very High: The effects of the direct threat are not reversible (e.g., wetlands converted to a shopping center).3 = High: The effects of the direct threat are reversible, but not practically affordable (e.g., wetland converted to agriculture). 2 = Medium: The effects of the direct threat are reversible with a reasonable commitment of resources (e.g., ditching and draining of wetland).1 = Low: The effects of the direct threat are easily reversible at relatively low cost (e.g., off-road vehicles trespassing in wetland).

Campaign manager, supervisor and Blue ventures scientist were working together in ranking all threats identifying in the concept model based on knowledge of Velondriake site that they have got since 2003 when they started to work there. Then, Velondriake committee managementVelondriake Management Committee and other community members were consulted to ground truth ranking. Following the three criteria (scope, severity and irreversibility) that Miradi use to rank threat, we came up with this following chart

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As result, TWO major threats were ranked as high amongst the seven identified: over exploitation which affects Fish population and Octopus at high level and the beach seine practice which affect at very high level fish population as well. For that, after consulting colleagues and community members, campaign manager decided to focus on beach seine fishing for the reason that over exploitation is already addressed by the establishment of No Take Zone (temporary for Octopus and permanent for fish and coral reef) in Velondriake area Firstly. But, addressing the issue of beach seine net practice give campaign manager an idea that this should be addressed with poison fishing as well. The

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ranking shows that it’s a Medium threat to Velondriake area but, it’s another destructive fishing that produce the same impact as beach seine fishing, so it’s better to address them together and they are both named destructive fishing in the concept model

4.2 Factor ChainsKnowing the most critical threat ( destructive fishing method), we now return to the Concept Model to see who and what lie behind the threat; i.e. what are the contributing factors (including indirect threats) that create the environment within which this threat occurs and which must be addressed to mitigate or reduce the threat and therefore improve the target’s condition.

This simplified, and more linear, view of the Concept Model is called a “Factor Chain”.

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This knowledge will be also used to design our formative research (Section E), to validate the fact that we have chosen the right biodiversity target, the right threat, the right audience, and the right strategy to address and mitigate it?

What does the word “right” mean? “Right” means that the audience(s) identified really do drive a critical biodiversity threat over which Pride (and the complementary partners that we bring to the campaign) have a proven ability to mitigate and minimize the threats, which will measurably improve the status of a key biodiversity target (a threatened ecosystem, and endangered or endemic species). The model we constructed in Section C helps us to see who (which potential audience) lies behind the threat of destructive fishing. Audiences are written in red above: Local leaders, pirogue owners which is considered here as the general community fishermen representatives and the local and migrant fishermen that use poison and beach seine.

For ease of future discussion we can split the above diagram into three; one chain representing the chain from local Leaders, pirogue owners and local and migrant beach seiners.

4.2.1 Factor Chain for Local Leaders

The Factor Chain can be further simplified to show a linear relationship between the contributing factors, which clearly helps us to see who lies behind the threat (Local leaders – dotted box). We can repeat the process using the second chain for pirogue owners (below)

4.2.2 Factor Chain for Pirogue owners

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4.2.3 Factor Chain for local and migrant beach seiners

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E. Formative Research

The planning work conducted to date has been drawn from a comparatively small group of stakeholders and decisions made based upon many untested assumptions. Data needs to be ground-truthed with a broader spectrum of experts. Directed conversations will also help us determine Management Options and to begin to build a composite portrait of the three category of target audiences, as well as help design the quantitative survey described in section 7.0. The quantitative survey will both help us understand our primary audiences and allow us to establish a baseline for measuring change that is caused by the Pride campaign. The sequences in which the results of the formative research are presented here do not necessarily correspond to the chronology in which the data was collected, and in some cases, multiple iterations of the research, such as directed conversations with target audiences, were required.

5.0 Directed Conversations

5.3 Directed conversations with Key Target Audiences

Two type of conversation were conducted with target audience: Key informant interview with beach seiners and local leaders, plus qualitative research survey with leaders again and pirogue owners this will help us to understand our audiences to built strategies and messages to reach them. Based on the results, we were being able to put up their following portrait. (For reference, please see questionnaire survey in Appendix C)

5.3.1 Composite portrait: LeadersElders, Village presidents, Committee management

By Naly Tovomana, Village leaders, 45 years old

In the Velondriake community context, we have different kind of people that we can call leader. Leaders are composed by: Elders, Village presidents and Velondriake committee managementVelondriake Management Committees. We put them together because there is an interaction between their roles following their task within the community. This means that Elders could be a village president and Velondriake committee managementVelondriake Management Committee at the same time and so on. In general, all of them three could be called influencers. Concerning our occupation, most of us are fishermen, but we have some teachers as well, fish traders and middle collectors and in term of education, only at 80% of us went to school and mostly, we all stopped a t primary level.

About our statute within the community, Elders are very important culturally, they are the most respected people in their society, not only because of the Malagasy tradition about respect attributed to them but also because of their special empiric knowledge about marine resources. Talking about Village president, they represent the government authority at village level and vice versa the villagers at regional or higher level. Any meeting to organize or anything that involves their village should be approved by them. Then, concerning us Velondriake committee managementVelondriake Management Committee, a special role was attributed to us since the creation of the MPA in 2006. We constitute the link between community members and NGO partners. We are also the most aware about the Velondriake project and its management strategy because of

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Target Threat for Pride campaign

meeting and workshop that we attend with partners. All of the community lay on us for most of the work that should be done within the MPA, such as awareness raising, law enforcement and keeping report. We have to leave our village to attend meeting or workshop about Velondriake management organized by ourselves or partners and should report back to community afterward which is not always done properly.Concerning meeting about Dina enforcement which rarely happened before, we all play a big role during the meeting; Velondriake committee managementVelondriake Management Committee should run the meeting because they are the most aware about the Velondriake Dina. In fact, even if the Dina mentions that it should be enforced by any community members, they are always waiting for us to do it because. Village presidents lead and facilitate the meeting and Elder are indispensable for decision approval. But as usual, final decision about the fine to pay is always made by the entire community. Now, following the context in Velondriake about taking responsibility in resource management and Dina enforcement, we are far away from our responsibility. We also find a difficulty to accomplish this role attributed to us, mostly committee management and village president. We don’t want to take responsibility to enforce effectively the Dina because of respect to others fear and nepotism; we don’t want to be involved in penalizing someone. Some of us are even waiting for the central committees or NGO partners to enforce the dina. That’s the reason we want to involve fishing controller agency and gendarmes to help us to remove threats to our marine resources and better enforce laws even if we don’t really trust them in following our need. However, we still have some leaders, such as the president of the management committee and one of his vice in the North who are execute effectively their role in terms of warning people breaking the Dina followed by meeting for enforcement. They are doing it because they know that the success of Velondriake MPA will be complete if destructive fishing disappears from the area.

5.3.2 Composite portrait: Pirogue ownersBy Solozandry 30 years old

In the velondriake context, if you want to be considered as much more important than the other member of the community, just buy a pirogue. As we are all living with the sea, nothing could be done without a pirogue. We need to go fishing, to travel, to transport our product to be sold in town and so on….. It does coast money to get one; it cost about 200 000Ar in average size and you have to go far way from Velondriake to find it. You also can wait someone who sells it coming to your village but those one cost much more money. This is why not everyone has a pirogue in Velondriake area. In general, pirogue owners are the head of the family; but, anyone that can afford one within the family can get one and it will belong personally to him. Some community members who don’t have one also can borrow pirogue from us for the own business and for reward, they give us part of their catch if they are going to fish or part of their money if they transport tourist who anyone that rent it to go to other villages.

So, because of all of that, it might be possible that for us to influence our family and close friends mind to adopt responsible behavior. However, we are all same as the other community members who don’ take very much initiative neither to enforce the dina nor helping our leader by reporting anyone who use beach seine fishing or doing poison fishing. We perceived that marine resources are declining at the moment and those destructive fishing practice because catch are getting lesser in their area, habitats are destroyed also. Some species of fish target during neap tide from by line fishing become rare. All of that makes our life difficult because our daily income is decreasing. We are sure that fish will repopulate in the area if they are not exploiting by beach seine net and poison anymore. In the other side, we also see that those people who do it are struggling with their life, same us; so we respect them because we don’t want to affect their livelihoods. Also, penalizing other community members or migrant people because of their method of fishing can create a conflict between us; and we don’t want that happen in our village. Vezo people are reputed to be peaceful and we want to keep this reputation. But, it is also possible that some of us don’t enforce it because they don’t even know what is Velondriake dina and it entailed. Before all of this Velondriake MPA story, none of those destructive fishing were really forbidden in the area. People do care about that know because fish started to disappear.

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5.3.2 Composite portrait of local beach seinersBy Zafemana, local beach seiners in Velondriake, 40 years old

It’s been a long time that we are using our beach seine net. It’s been a long time now that we are making our life with our net. It’s quite a hard work to do but we are lucky that we have many other member of our family who can help. Then, we can share all catch to everyone. In total, we are not that much left anymore the area, maybe just thirty people working with beach seine net. Some of us went away to different fishing in different area; some of us change their fishing technique by modifying their net or leaving it completely. This was happened since the creation of the Velondriake Committee managementVelondriake Management Committee because they told us that we should stop it because it destroyed everything and the community dina prohibited it. Of course we know that because we are part of the community and I know that we caught juvenile and destroy sea grasses. You might be asking me why then I didn’t stop it yet? I didn’t stop it because I don’t have anything else to do and buying a different gear will be harder for. For some people, it’s just a question of attitude; everyone knows that they can afford something else but they don’t want to do it because of social problem between them and the Velondriake Committee managementVelondriake Management Committee. Another thing is that, some beach seiners do it only occasionally but not a permanent practice. But all of that doesn’t mean that all is calming down now; they still chasing us until now and they even fine one of the beach seiners in Andavadoaka. I asked them to give me another net but they said that my proposition was too expensive so they gave up. One interesting things as well is that one the beach seiners were willing to stop it without alternative but he affirmed that behavior change goes step by step, they don’t have to force it because it’s all about source of livelihood. However, I’m not sure that he’s really willing to change because he doesn’t make any effort even if he earns money. He is always adding that his net is a heritage from his parent so he’s not ready to leave it; and he also get a permit to keep it because he knows how to use it without destroying anything. The other thing is that I heard that all of the leaders and Velondriake Committee managementVelondriake Management Committee meetings are all about stopping it and that, with the migrant’s beach seiners as well. So, will see what’s going to happen.

Composite portrait of migrant fishermen

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Migrant fishermen are not considered as a community part of the Velondriake zonation; but they are contributing in a very high scale to the threat. All of them are using beach seine net and poison fishing in the Northern Velondriake area. They are not kept as part of the key target audiences as a result of the direct conversation made with them to assess strategy to remove threat. However, it is necessary to build their portrait to know more about them as they are still a big factor contributing to the threat.

NOTE: Poison fishermen within the local community are not mentioned in these previous sections because they are not easy to identify within the community because they are not define so. But, the practice is apparently known after observation of the result exposed by fish floating in the surface.

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Composite portrait: Migratory fishermen By Lemena, Beach seiners from Morombe, 30 years old

Fishermen that migrate in the Velondriake area are Vezo Saraha (do you mean Saraha????), like the entire inhabitants of the South West of Madagascar. We endure a daily struggle with the sea to feed our large family. We are all resident mainly in Morombe, the nearest town to the north of Velondriake. Originally, we come from villages that located in Velondriake, but we left our villages because fishing grounds became worse. Our main fishing technique is beach seine fishing but we also use poison sometimes. Beach Seine fishing is like a heritage from our father and grandfather; and we considered it as tradition. Mainly, we leave Morombe during spring tide and go down to the North of the Velondriake area to villages called, Nosy Be, Bevato Malandy, Ambolimoky, Antsatsamandika until Belavenoke to find better sites for fishing. Sometimes, we are also going during the neap tide period even though fishing is not good then. We are about five people per pirogue because beach seine fishing is a very hard work to do with the size of net that we have to pull out from the water, but anyway, we are used to it. We spend an entire day for just one or two catches. We stay there for the entire period of six days and some of us come back to Morombe to sell our catch and give money to our family. Some people just keep the bigger size of fish and throw away juveniles, but some keep the whole catch because even juveniles are bought by poor people who want to eat cheaper fish. We can sell the kilo for 200 Ar for them. Also, some fish dried collectors are willing to buy dried juvenile fish, that’s why they keep them. About our catch, we can sometimes fill three to four pirogues with fish if the grounds are good or if God help us, and if not, there is just one bucket of fish and then nothing; after that we move to another fishing site.We know that our practice is forbidden by national legislation; and since 2006, the Velondriake community, led by their committee have asked us to stop it. They’ve said that it is included in their Dina. We’ve already had some confrontation with them during a meeting in Bevato. It was a very heated discussion because, we think that the sea is for everyone and we really can’t stop our practice. We think that it is not fair, because some of the local people and their Mayor do it. Also, some of their villages go to Morombe for food and water, so if they don’t want us to fish we will stop them to do so. We’ve already explained to them that we don’t know any other kind of fishing technique apart from beach seine, we don’t know diving, we don’t know how to use a net in the open ocean; this is why we can’t stop it. The government representative from Morombe has already tried to collect all of our nets, but they gave it back to us after we protested by sitting in front of their office with our children and wives. So, we think that the Velondriake people don’t try to stop us anymore because either they are scared of us or they respect us as a Vezo that will always follow the sea for living. About the way to change our behavior about beach seine fishing, it will depend on each person. I really don’t know how we can change it. They will decide what they could do instead of beach seine practice. But in my mind, anyone who wants to stop us doing it should give us bigger mesh of net but we are still going to pull it from the beach if we don’t know how to get it to deeper area or if it doesn’t catch enough.

Direct conversation with Fisheries department agency

George: Fisheries department representative in Morombe, 17th June 2008The objective of this meeting was to assess the strategy that we proposed to stop beach seine fishing within Velondriake which is to call fishing controller to patrol the area and enforce fishing regulation.We firstly explain to them that after the last meeting we had in Morombe with the Saraha people, they haven’t still left yet the area and still doing their practice which means that the meeting didn’t work. So this is why we come back to talk about the potential intervention of the fishing controller to enforce their law. From George’s opinion, the fact of enforcing law directly is quite difficult for him because of the community relationship around Morombe. But the only action they can do is to raise awareness about beach seine net and the Velondriake Dina to the Saraha, which will be a kind of warning with the Mayor and the Gendarme and the fishing controller. Also, he said that everyone is invited to call the fishing controller of there is a need; so in the case of the Velondriake situation, we can ask the committee to send letter to them. Also, he’s the representative at the same time of the fishing department and the fishing controller in Morombe which makes work easier.He said that he’s always accompanied by the gendarme in every action to ensure he’s safety. Direct conversation with the Mayor of Befandefa (the Commune where Velondriake belongs)

2nd Vice Mayor: Befandefa

15th May 2009The main objective of this meeting was to get some information about the general roles of the commune of Befandefa in terms of natural marine resources management within the area and the potential collaboration with the Velondriake Association. For that, these following questions were discussed during the meeting:-The actual relationship between the Commune of Befandefa and Velondriake Association.-The responsibility of the Commune in any marine law enforcement and its relationship with the fishing controller- How can the Commune of Befandefa could help Velondriake Association to address the issue of beach seine practice from Migratory from Morombe.As a result of this meeting, the 2nd Mayor affirm that the Commune of Befandefa has already built a relationship with the Velondriake Association since the creation of Velondriake, they’ve approve d all necessary documents for the legalization of Velondriake. Apart from that, the protection of the environment, mainly, natural resources management is part of the action plan of the Commune of Befandefa in their Communal Development Plan (PCD) 2008, which is a document that each commune in Madagascar has to submit to the Government. Velondriake community based managed area was defined as the base of that action. However, a direct action taken by the Commune within Velondriake action hasn’t been happen yet until now.Concerning the responsibility of the commune in marine any marine law enforcement, they don’t have a well defined written procedure about that, just verbal. However, some action has been happened about penalizing law-breakers. The first case was in Ankilaly where someone has used a small mesh net for fishing. After getting report from villagers, the Commune decides to confiscate the net and ask the guilty to pay some amount of money. But, after negotiations they decide to release the net and give the person a warning. The second case was in Ankindranoke when people have used poison for fishing around the mangrove area. Villagers report that to the commune as well because they couldn’t penalize the person themselves. So the commune took the responsibility to enforce their law and make the person to pay some money, which was done properly.

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The mayors affirm that in general, in any law enforcement, they’ve already give the power to village president to take the first responsibility. The intervention of the commune arrives later in case of failure of the villagers.About the relationship of the commune of Befandefa and the fishing controller, he affirmed that, they should notice the mayor before taking any action within the area; then report back to the commune again afterward. The last case was about the illegal size of sea cucumber caught in Andavadoaka.Then the last conversation was about the possibility of the commune of Befandefa to work together with the Velondriake association to stop beach seine fishing by migrators from Morombe. The mayors recon that this situation is quite delicate because we are talking about 2 different commune as well people livelihood. However, he has shown his commitment to address the issue by proposing a visit to Morombe to meet the fisheries department and organizing an awareness raising together to the Saraha. He said that the best thing to do is to go through the fisheries department first and ask them to call the fishing controller. Also, a letter from villagers requesting that action will be better. But before doing all of that, he demands us: Velondriake, partners and the commune to meet together to plan everything this supposes to be done the 2 nd of July.

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6.0 Management Options (Barrier Removal Assessment Viability Overview)7.0 Results Chain and Preliminary Objectives8.0 Establishing a Baseline9.0 Survey Results

9.1 Summary of Bio-data9.2 Media Preferences by Key Segments9.3 Trusted Sources9.4 Knowledge and Attitude about Key Issues9.5 Practice9.6 New Threats Identified9.7 Barriers to Behavior Change9.8 Benefits9.9 Flagship Species

10.0 Understanding Your Audience

6.0 MANAGEMENT OPTIONS

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The following strategies were identified as possible management strategy to address the top threats to fish population on Velondriake area. It is mentioned in the community local know that the practice of destructive fishing is forbidden and fined by a certain amount of money. But, there are some barriers for them to enforce it to beach seiners and poison fishermen: such as fear to migrant fishermen and lack of leadership and management skills and motivation. These management strategies were identified to remove these barriers.

Management strategies Criteria Average score

Potential impact Feasibility

Objective 1: Reducing poison fishing

Option 1: Work with the Velondriake management committee and community members to determine how people will investigate cases of poison fishing and enforce the Dina on poison fishers, and fish buyers

3 2 2.5

Option 2: Call for local security from community members to patrol each village and prosecute poison fishermen

2 2 2

Objective 2: Reduce number of beach seiners

Option 3: Gear Exchange with local fishermen (not with migrant Saraha, who are too numerous and uncooperative). Once local fisherman stop the practice, it will be easier for communities to call fish enforcement agency or enforce the dina.

2 2 2

Option 4: Lobby Fish Enforcement Agency of Ministry of Fishing to work with VCMVMC for dina enforcement. Train community leaders to report cases of beach seining to Fish Enforcement Agency.

4 1 2.5

Option 5: Lobby Mayor and Gendarmerie for gendarme presence in Bevato to protect local population from Migrant fishermen thereby enabling them to enforce Dina.

3 1 2

Option 6: Train community leaders in the most effected villages on proper dina enforcement and conflict resolution. Facilitate negotiations between local leaders and local beach seiners to attain compliance.

3 3 3

Note: - Highlighted Strategies are preliminary choices. It is for these that the BRAVO has been done. See appendix B for the entire BRAVO. In summary, the three highlighted option can be divided in two: Capacity building (leadership and management skills to Community Leaders) for the first and the third together to better enforce the dina by

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local community and Call for Fishery Controller Agency if there is a need to enforce the Velondriake dina for the second one. Both of them will be used as barrier removal to address both threats.

Concerning the management option rejected: -Option 2: although some good example of intervention achieved by the local security from community members, it still remains difficult for them to enforce dina beause of fear to migrant fishermen.-Option 3: A Separated BRAVO for gear exchange to local beach seiners have being conducted and failed because of social rejection. Community members feel that it’s unfair to offer a gear to dina offenders. In their mind, we should just push them to follow anyone else practice. To avoid conflict between communities themselves and partner organization, this option was rejected as well. - Option 5: The impact of a gendarme specially called and live in a village with community member only to protect them against migrant is seen as against social norms and organization. It can turn to another issue that can’t be handled at local level no more.

After achieving direct conversation mentioned above, a BRAVO was conducted to assess feasibility and impact of a number of management option identified to eliminate beach seine and poison fishing from Velondriake

Category Subcategory Score AverageCategory Score

Feasibility

Economics Costs 3

3.1 Revenues 3.3 Income Substitution N/A

Technical Technology 4

3.6 Capacity / Organizational Ability 4 Other Partners 3

Cultural / Political Community Leadership 2

2.3 Political Environment 2 Cultural Norms 3

Feasibility Score 3

Impact

Impact and Metrics Conservation Impact 3.5

3.2 Tipping Points 3 Metrics 3

Impact Score 3.2

Risk factor and impact

Risk factors Consequence Mitigation strategy

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Backlash against intervention of the fishing controller within the area by community members cause by fear of authority

Conflict between villagers and Velondriake, loss of support for Velondriake

Ensure community awareness and approval for fishing controller involvement before punitive action taken.

Violent reaction from migrant fishermen Loss of support for Velondriake, backslide into tolerance for beach seiners

Ensure proper warning and explanation is given to beach seiners. Punitive measures must be balanced against backlash to community. Initial fines should be small but affect as many beach seiners as possible with future fines escalating to apply further pressure.

Deprive immigrant fishers from source of income

Immigrant fishers deprived of poison and beach seine fishing activities will suffer economic loss.

Call for government to identify potential alternative income.

Political unrest in Madagascar and involvement of governmental authorities in the project

Decrease of support by governmental authorities

As they are considered as a plan B to remove threat, we need to make sure that community members themselves will fully enforce the Dina to avoid involvement of outsider authority. -Always follow up any report to governmental authorities.

Overlap between the broad Velondriake action plan timing

Training workshop won’t be done on time or target audiences will be confused by repetitive meetings

- Ensure that every project plan together and effective communication plan should be put in place as well from all managers.

WHAT

This campaign aims to eliminate the principal unmanaged direct anthropogenic impacts affecting coral reefs and its fish population in Velondriake; beach seine fishing and poison fishing. The barrier removal strategy for eliminating these illegal fishing techniques will be to work with fishery controller agency to improve enforcement of and compliance with the traditional management laws (Dina) to migrant a fisherman which is one of the sources of stress using those techniques. This will improve the effectiveness of Velondriake Committee ManagementVelondriake Management Committee (VCMVMC) of the area. But along side this management strategy, several training workshop will be held in the three region of Velondriake to enhance Leaders leadership and management skills. Social marketing efforts accompanying this strategy will focus on raising awareness of the threats of destructive fishing techniques, and the importance of the Velondriake Dina as well as to inform neighbor’s communities the zonation of Velondriake future MPA and enforce it to local community

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WHO

Our campaign will entail close engagement of the fisheries department, fishing control agency (FCA) and gendarmes from the nearest town Morombe. The VMC and target communities will support the realization of this strategy by reporting any offender already prosecuted but failed to pay fine to governmental institution. Blue ventures will take responsibility for the leadership and management training to community leaders to better enforce their dina and better approach to community.

WHEN

The involvement of governmental authorities is already mentioned in the Velondriake dina if payment of fine fail at local level. But, throughout the campaign which means from November 2010. Community members will be motivated to fully enforce this procedure if there is a need. Pre-requisites for this include ongoing political stability, continued threats posed by destructive fishing, and ongoing effective development of other management interventions being implemented alongside this campaign (in particular the creation of MPAs). But, it is anticipated that by October 2010, all for of destructive fishing technique will be eliminate from Velondriake area.Concerning the training workshop for leaders, it will be held during the period of January 2010 and June 2010. Then will be assess by the end of the campaign in September 2010.

HOW

The strategy will be focusing on developing relationships based on trust and between the VMC and FCA representatives. The FCA’s involvement is sought in order to increase the perceived legitimacy of the Velondriake dina, and to act as a disincentive for dina infringement by destructive fishers. The VMC’s involvement is critical to ensure local-level enforcement at a village level, and to maintain excellent levels of communication and feedback throughout the campaign. The social marketing campaign seeks to raise awareness of the Dina amongst local people, encouraging the reporting of Dina infractions and enabling effective enforcement of the Velondriake management plan without compromising relationships between local Vezo and migrant people. Workshop training will take place twice in each region which means that six training will be done for community leaders. This will be conducted by Blue Ventures organization teams by using expertise and tools that some of the staff have.

Expert validation

Concept modelIt's OK for Fran but she's our scientific directorYes, Daniel is also a scientistTake off Dannick, Francisco, Noely, SGPAdd, Charlie Gardner (I), Durell institute of conservation and ecology, University of Kent, He's a Protected area consultant expert that worked in Mada for years we are working together at the moment to built up Velondriake MPA management plan.Add Sophie Benbow, our scientific research coordinator.

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Threat ranking: Add Sophie benbow: scientific research coordinator.

Lalao Aigrette (LA): Community based monitoring manager

BRAVOfor feasibilityAdd Charlie Gardner (I) (see above)Samba Roger Velondriake, see in the concept model namePut also PACP, Zatao the Operation Chief of traditional fishing and Collin (Project Director)For impactAdd Shawn Peabody and Charlie Gardner

Site Concept Model (validated by named scientific expert

Threat Ranking Analysis (validated by named scientific expert)

- BRAVO

6Andavadoaka Coast Feasibility[1] (validated by named expert

Conservation impact (validated by named expert)

France Humber, Research Coordinator (Scientific Director?), Blue Ventures (LA) Alistair Harris, Executive Director, Blue Ventures (LA) Daniel Raberinary Community Outreach Officer (Scientist?) (LA) Shawn Peabody, Project Manager, Blue Ventures (LA)

France Humber, Research Coordinator (Scientific Director?), Blue Ventures (LA) Alistair Harris, Executive Director, Blue Ventures (LA) Daniel Raberinary Community Outreach Officer (Scientist?) (LA) Shawn Peabody, Project Manager, Blue Ventures (LA)

Alistair Harris, Executive Director, Blue Ventures (LA) Add Charlie Gardner (Daniel Raberinary Community Outreach Officer (Scientist?) (LA) Shawn Peabody, Project Manager, Blue Ventures (LA) Samba Roger Velondriake Please list experts involved in Bravo or Brop

France Humber, Research Coordinator (Scientific Director?), Blue Ventures (LA) Alistair Harris, Executive Director, Blue Ventures (LA) Daniel Raberinary Community Outreach Officer (Scientist?)

Zatao the Operation Chief of traditional fishing and Collin (Project Director)

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Dannick RandriamantenaDrandriamanante, WWF Project Manager in SalaryBay Project, WWF (I) RamananjatovoFrancisco, WCS Madagascar technical assistant (I) Samba RogerAndavadoakaMadagascar, President of the VelondriakeCommittee and Milasoa zone President (I) Add, Charlie Gardner (I), Durell institute of conservation and ecology, University of Kent, He's a Protected area consultant expert that worked in Mada for years we are working together at the moment to built up Velondriake MPA management plan.Add Sophie Benbow, our scientific research coordinatorLalao Aigrette (LA): Community based monitoring manager

Noely, Fisheries Department Officier (I) Regional Representative, SGP UNDP (I)

Dannick RandriamantenaDrandriamanante, WWF Project Manager in SalaryBay Project, WWF (I) RamananjatovoFrancisco, WCS Madagascar technical assistant (I) Samba RogerAndavadoakaMadagascar, President of the VelondriakeCommittee and Milasoa zone President (I) Add Sophie benbow: scientific research coordinator.

Lalao Aigrette (LA): Community based monitoring manager

Noely, Fisheries Department Officier (I) Regional Representative, SGP UNDP (I) Marine Research Institute expert?

For impactAdd Shawn Peabody and Charlie Gardner

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Marine Research Institute expert?

[1] This may be the same individual who worked with CM on completing the BRAVO. Either way it must be an expert on the proposed solution or BR strategy

7.0 RESULTS CHAINS & PRELIMINARY OBJECTIVES

It is now generally recognized that before adopting a new behavior a person moves through a series of stages. These stages are: pre-contemplation, contemplation, preparation, validation, action, and maintenance. Not all individuals in a target segment will be in the same stage of behavior change, so activities and messages need to reach all groups, in all different stages of behavior change.

Understanding the steps in our results chain has also helped narrow down our preliminary objectives for each target audience before we begin collecting data.

7.1.1 Results chain for Leaders

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7.1.2 Preliminary Objectives for Local LeadersBased on the results chain, we highlighted the following preliminary objectives for the Pride campaign to achieve among the Leaders audience:

- Local leaders will get more knowledge about the Velondriake Dina and its importance for sustaining community fishing resources-LL will feel more responsible of Velondriake Dina enforcement and MPA management success;- LL will support FCA to get involved in the porject-LL will discuss about beach seine and poison fishing issue and how this can be addressed -FCA will participate in velondriake Dina enforcement- Blue ventures and partners will give leadership and management skills training to leaders-LL will fully enforce Velondriake Dina and fully take lead and responsibility in the project (meeting, awareness raising...)-all form of Illegal/destructive fishing techniques will be eliminated (particularly poison fishing, beach seine netting) - Velondriake. zonation will be respected and:1-Iinshore fish population (affected by beach seine fishing) will be increases; 2- Mangrove fish(affected by poison fishing) will repopulate 3- Reef fish population will increase (replenished fish population)

7.2.1 Results chain for Pirogue owners

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7.2.2 Preliminary Objectives for Pirogue owners Based on the results chain, we highlighted the following preliminary objectives for the Pride campaign to achieve among pirogue owners audience:

-Pirogue owners will know more about the Velondriake Dina and its enforcement-Pirogue owners will feel that they should contribute in the Dina enforcement to beach seiners and poison fishermen-Pirogue owners will talk among them about the way to help leaders; they will discuss among them beach seine and poison fishing issue and the way to address it.-Pirogue owners will participate in dina enforcement by reporting offenders to leaders-All form of Illegal/destructive fishing techniques will be eliminated (particularly poison fishing, beach seine netting) - Velondriake Dina zonation will be respected and:1-inshore fish population will increase; (affected by beach seine fishing)2- Repopulation of mangrove fish repopulates (affected by poison fishing)3- Reef fish population will increase (replenished fish population)

7.2.2 Result chain for Beach seiners

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7.2.2 Preliminary Objectives for Beach seinersBased on the results chain, we highlighted the following preliminary objectives for the Pride campaign to achieve among beach seiners:

-beach seiners will be clearly aware of the Velondriake dina- Local beach seiners will agree that they are one of the factors that keep migrants to come to the area- Local fishermen will stop their activity or modify their net to be more responsible-Beach seine net practice will be eliminating from Velondriake and Velondriake zonation will be respected and1-inshore fish population will increase; (affected by beach seine fishing)2- Repopulation of mangrove fish repopulates (affected by poison fishing)3- Reef fish population will increase (replenished fish population)

8.0 ESTABLISHING A BASELINE (QUESTIONNAIRE SURVEY)

The Blue ventures Socio economic research team composed by one social scientist and four community trained assistant conducted a quantitative survey of adults living in Velondriake area. This pre-campaign survey was conducted from June to August 2009 to establish a baseline for the Pride campaign’s SMART objectives relating to the

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Knowledge, Attitude, and Practice (KAP) components of the campaign’s Theory-of-Change (ToC). A second post campaign survey will be conducted at the end of one year of the campaign activities being implemented in October 2009 to measure any change in these KAP variables in order to assess the level of attainment of the SMART objectives.

The survey collected basic socio-economic and demographic data on the respondents (the so-called independent variables) and the survey questions that measured KAP comprise the so-called dependent variables. This pre-campaign (baseline) survey also provides information about the target audiences’ trusted sources of environmental information and perceived barriers to behavior change that was used to design the Pride campaign’s activities and messages. The campaign audience was divided by 2 categories, general audiences and target audiences. Campaign’s three target audiences provide sub-groups for analysis in the survey (1) Leaders composed by Velondriake Committee members (VCMVMC), Villages president and Elders, (2) Pirogue owners and (3) local beach seiners. These three target audiences were determined in advance before running the survey as they are considered as sources of stress during the factor chain exercise. Also, their number that had to be surveyed was calculated in advance following their approximate number within each category,. Surveysample.com was used to pick sample sizes for general audiences based on their (1) population size in each village, (2) we used widely accepted levels for the confidence interval at 0.05 and the confidence level at 0.95.1

The 2006, 2007 Velondriake demographic baseline data was used to estimate the 2009 (see table below) the population in all Velondriake area. We established sampling quotas for each village proportionate to the population size of the area (see table). Only population upper to 14 years old were surveyed which is considered as the working age in the area. In each village, a door-to-door survey methodology was used, and number of respondents was already determined randomly in advance following their sex and category from baseline information. At the end, no more than one person was interviewed in any given house.

The survey questionnaire was designed and analyzed using Apian’s SurveyPro® software. The questionnaire was developed after the target audiences had been identified and the key threats to be addressed by the campaign and general objectives for the campaign had been established. The survey solicited information on prevailing levels of knowledge, attitude and behavior toward Velondriake environment and its management tool put in place in general and the threats it faces in particular, willingness to change behaviors, (barriers) and trusted information sources. A complete copy of the survey questionnaire used in the post-campaign survey is given in Appendix A.

Enumerators were trained in how to administer the questionnaire in a two-days workshop run by the campaign manager with assistance from Supervisor. This was followed by a series of survey test conducted in 2 villages within Velondriake area. The objective of that was at the same time, to test enumerators’ ability and the adaptability of the questionnaire following our need and the local and social context in the area.Notes: Some challenges were faced on site during the accomplishment of the survey; several ongoing surveys for other Blue ventures projects have already took place at the same

time as the pre campaign survey. The pre-project (baseline) survey will be repeated after the project to determine changes in knowledge, attitude and practice. Respondents will be asked where they gained

new information, and information that may have resulted in modified behaviors in an attempt to attribute changes to our campaign.

1 The confidence interval is the number of percentage points (in this case 5) that had you sampled the entire population, your estimate of the variable would fall within 5 percentage points of your estimate 95% of the time (assuming you use a confidence level of 95%).

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The following table summarizes the number of people interviewed and the geographical distribution of the survey.

Villages namePopulation size 2009* 47% of the population= +15 years old

sample size at 95% CL and 5%CI

Size surveyed (combined with target audiences)

Ankilimalinike 92 43 4 12

Befandefa 669 315 30 26

Ampasimara 136 64 6 11Ankindranoke 488 230 22 33Vatoavo 271 128 12 18Agnolignoly 255 120 11 17Tampolove 339 159 15 37Lamboara 552 259 25 44

Ambalorao 114 54 5 10

Andavadoaka 1330 625 60 85Nosy Hao 282 133 13 18Nosy Mitata 143 67 6 9

Belavenoke 468 220 21 39

Bevato 514 242 23 39Nosy Be 570 268 26 29Others (Villages sample under 9 people) 26 27Total 7258 6823 305 454

* Based on estimated 3% growth per year calculated from government statistics for Morombe region 2007-2008

The pre-project (baseline) survey will be repeated after the project to determine changes in knowledge, attitude and practice. Respondents will be asked where they gained new information, and information that may have resulted in modified behaviors in an attempt to attribute changes to our campaign.

9.0 SURVEY RESULTS

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Data collected from the quantitative survey can check in on some of our assumptions and help us revise our objectives. Survey analysis will help affirm and better understand one’s target audience, as well as identify channels, trusted sources and help craft messages.

9.1 Summary of Bio-data

The survey sampled a cross section of the Velondriake community, although it was marginally biased toward men than women, largely all of our target audiences (Leaders, Pirogue owners, Local beach seiners) are predominantly male. But, the general audiences surveyed were exactly divided at almost 50%. Our sample number of 454 respondent included 76 Leaders and 69 Pirogue owners, 7 beach seiners, to give a total of 149 target audiences and 302 general audiences.

Age structures were also broadly representative of those reported in the 2006-2007 Velondriake socio economic research done by Blue ventures team. Our survey is balanced by age-group, but excludes young children below the age of 15. Velondriake community has a “youthful bias” in its local population age structure with the population below aged 15 representing 53% of the total population and they are not also very important for this issue. It is also interesting to confirm here data given at the site summary about the level of education. The majority of all audiences stopped at primary school and an important number of them never went to school. This data can easily influence the success of the campaign in terms of the channel to spread messages.

Table 2Independent Variables to Assess Comparability of the Surveys

The following gender and age are based on general audienceVariable Pre-campaign level

GenderMale = 49,5%Female = 50,5%

Target audience group

Leaders = 17,6%Pirogue owners= 16%Beach seiners= 2%General Audiences = 67%

Age group

15 to 20 =11%21 to 30 = 34%31 to 40 = 29%41 to 50 =21%51 to 60= 5%61 and older= 0%

Formal education No school = 64%

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Leaders: No school= 20%; Primary= 72%; Secondary=10%.Pirogue owners: No school= 20%; Primary= 63%; Secondary=17%.Beach seiners: No school= 33%; Primary= 67%; Secondary=0%.General Audiences: No school= 18%; Primary= 72%; Secondary=10%.

9.2 Trusted Sources“Information from a credible Source influences beliefs, opinions, attitudes and/or behavior through internalization. Once the receiver internalizes an opinion or attitude, it becomes integrated into his or her belief system. This belief may be maintained even after the source of the message is forgotten. A highly creditable communicator is particularly important when message recipients have a negative position toward the product, service or issue being promoted, because the credible source is likely to inhibit counter-arguments” (Sadowsky). Peers, community leaders, religious leaders, recognized “experts” are all often such trusted sources.

The Velondriake Committee ManagementVelondriake Management Committee (VCMVMC) is the most trustworthy in providing information about environment, with 51% of the leaders that answered “trustworthy” , 88% for pirogue owners and 75% for the general audiences. They are followed by Blue ventures team and then teachers and Elders. 34% of Leaders, 57 % of Pirogue owners and 32% of the general audience believe that Velondriake Environmental youth Club are trustworthy and in average, 30% of all them don’t trust them. This is caused by the fact that we created the in only Andavadoaka and just from 2008 in other two villages. Also, because of lack of financial resources and tine, they weren’t being able to raise their activities to reach all area. We obviously notice that beach seiners ‘s trust any people are very limited if you talk about environmental education although the 43% of them that find Elders trustworthy. It is also important here to mention here that 35% of the leaders, 26% of the pirogue owners, 46 % of the general audiences don’t trust the Fisheries department Agency. This issue is demonstrated later in the attitude section of this survey.

Table 4Trusted Sources of Environmental Information

Information Source Level of Trustworthiness

Pre-CampaignLeaders

(N=76) in%Pirogue owners

(N =69)in %Beach seiners

(N=7) in %GA

(N = 302)in %

VCMVMC

Trustworthy 51 88 29 75Somewhat trustworthy 40 6 14 20Not trustworthy 4 6 29 3Uncertain 5 0 29 2

BV Trustworthy 49 86 29 66Somewhat trustworthy 38 6 0 20

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Not trustworthy 4 7 57 11Uncertain 9 1 14 2

FCA

Trustworthy 31 43 14 27Somewhat trustworthy 25 29 0 23Not trustworthy 35 26 57 46Uncertain 8 2 29 4

Environmental club

Trustworthy 34 57 14 32Somewhat trustworthy 25 21 14 27Not trustworthy 32 21 43 38Uncertain 10 2 29 4

Friends

Trustworthy 38 53 29 41Somewhat trustworthy 43 34 29 28Not trustworthy 11 13 29 26Uncertain 7 0 13 5

Teachers

Trustworthy 52 66 29 60Somewhat trustworthy 37 26 29 24Not trustworthy 6 7 29 14Uncertain 6 0 14 2

Elders

Trustworthy 50 66 43 63Somewhat trustworthy 35 25 14 24Not trustworthy 7 7 29 11Uncertain 8 2 14 3

Village reunion

Trustworthy 54 87 43 70Somewhat trustworthy 42 13 14 22Not trustworthy 1 0 29 6Uncertain 3 0 14 2

Children

Trustworthy 50 72 43 56Somewhat trustworthy 36 18 14 22Not trustworthy 7 10 29 19Uncertain 7 0 14 4

Radio FIVE

Trustworthy 43 63 14 57Somewhat trustworthy 31 22 14 21Not trustworthy 11 5 43 16Uncertain 14 10 29 5

14

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Source: In formation in Table 4 is derived from the question “People hear information about the natural environment from many different sources. I am going to read you a list of sources from which you might hear information about the environment, and I would like you to tell me whether you would find that source "Most trustworthy, Very trustworthy, Somewhat trustworthy, or Not trustworthy.” The question was not asked in the post campaign survey.

9.4 Knowledge and Attitude about Key Issues

Question about the state of the marine resources were asked to respondents, at more than 90% of all audiences in average answered that marine resources are decreasing. When people who perceived it decreasing were asked about the reason of the decrease, 70 % of the leaders, 67% of the pirogue owners, 86% of beach seiners and 63% of the general audiences perceive that over exploitation is one of the reason. Right after that come the practice of beach seine fishing and poisons fishing where approximately 35% of the leaders, 25 % of the pirogue owners, 58% of beach seiners and 28% of the general audiences together answered that. This result is well matched with the result of the question about the impact of beach seine and poison fishing to marine environment (questions 12, 13) It is also interesting to say that a considerable number of the respondent perceived that fish stayed in the deeper area because of the pressure in the lagoon and inshore area.

Table 5 Knowledge Questions

Variable Response option

Pre-CampaignLeaders

(N=76);in % Pirogue owners

(N =69);in%Beach seiners

(N=7) ;in%GA

(N = 302);in%

Perception of marine resources stateDecrease 97 94 86 80Increase 1 3 14 5Stable 1 2 0 15

Reason of decrease of marine resources for respondent that answered “decrease” Increase of population

33.8%; 25 47.0%; 31 14%; 1 33.0%; 76

Over exploitation 70.3%; 52 66.7%; 44 86%; 6 63.5%; 146Use of beach seine 33.8%; 25 27.3%; 18 58%; 4 27.8%; 64Use of poison for fishing 35.1%; 26 24.2%; 16 58%; 4 29.1%; 67Increase of migrant fisherman 6.8%; 5 16.7%; 11 0.0%; 0 14.8%; 34Fish stay in the deeper area 40.5%; 30 33.3%; 22 58%%; 4 27.0%; 62The ancestor keep them 2.7%; 2 0.0%; 0 0.0%; 0 1.3%; 3

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Bad weather 2.7%; 2 1.5%; 1 0.0%; 0 1.7%; 4Other 4.1%; 3 7.6%; 5 25.0%; 1 3.9%; 9

Knowledge of Velondriake DinaYes 80;n=61 75;n=51 57;n=4 55;n=156No 20;n=15 25; n=19 43;n=3 45;n=130

Known components of the Dina

It is prohibited to use poison for fishing

95 91 100 82

It is prohibited to use fine mesh net if it's not to catch anchovies and sardines

55 63 0 21

It is prohibited to fish in a closed reserve

77 77 75 79

It is prohibited to use gears that kill juvenile

53 29 50 44

It is prohibited to damage or overturn coral reef

63 48 1 60

Known prohibited practice in marine area for respondent who answer “No” about the dina awareness

It is prohibited to use poison for fishing

100.0%; 15 90.9%; 17 100.0%; 3 76.3%; 106

It is prohibited to use fine mesh net if it's not to catch anchovies and sardines

33.3%; 5 45.5%; 10 33.3%; 1 5.8%; 8

It is prohibited to fish in a closed reserve

53.3%; 8 72.7%; 16 66.7%; 2 66.9%; 93

It is prohibited to use gears that kill juvenile

46.7%; 7 40.9%; 9 0.0%; 0 38.1%; 53

It is prohibited to damage or overturn coral reef

73.3%; 11 22.7%; 5 0.0%; 0 54.7%; 76

Impact of poison fishing in marine environment Destroy coral reef 9 13 14 8Catch all size of fish 12 2 29 2Kill all marine resources 61 75 29 68Deplete fish stock 41 18 29 19Kill juvenile 84 85 71 89Don’t know 0 0 0 1Others 1 2 0 0

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Impact of beach seine fishing in marine environment

Destroy coral reef 49 56 29 58Catch all size of fish 34 56 29 16Kill all marine resources 62 78 71 75Deplete fish stock 39 21 29 23Kill juvenile 77 75 59 69Don’t know 0 0 0 0Others 0 2 0 0

Fine for use of beach seine net

200 000Ar 2 2 0 1100 000Ar 45 36 0 2550 000Ar 34 36 42 17Don’t know 19 26 57 56

Fine for use of poison for fishing

200 000Ar 3 2 0 0100 000Ar 50 37 0 2850 000Ar 23 32 57 15Don’t know 24 28 42 56

About the knowledge of the Dina, only 80% of the leaders, 75% of the pirogue owner 57% of the beach seiners and 55% of the general audiences are aware about it; but when people that answered No to this question where asked about the prohibited practice in the marine environment, 15/15 leaders, 17/19 pirogue owners know that it is prohibited to use poison for fishing; 5/15 leaders 10/19 pirogue owners know that it is prohibited to use fine mesh net if it’s not for sardines and anchovies and known of the beach seiners mentioned this, which is very interesting because beach seine net is part of this. 7/15 leaders 9/19 pirogue owners know that it is prohibited to use gear that kill juvenile. So, we can say that, even if their awareness of the Dina is not at 100% people know also that some practices are prohibited. But it’s still important that people know about the entire Dina composed by all regulation, fines and enforcement procedures.About the right answered mentioned in the Velondriake Dina, the fine to pay if people are caught using beach seine net is 50 000Ar and for the poison fishing is 100 000Ar and we can see that even the leaders who are the most aware of the Dina are not at 100% aware of the fine to pay in case of infraction..

Table 6Attitude Questions

Variable Response option Pre-Campaign

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E. Formative Research

Leaders(N=76);in %

Pirogue owners

(N =69);in%Beach seiners

(N=7) ;in%GA

(N = 291);in%

Perception about fish recruitment protectionVery important 99 92 86 97Somewhat important 1 2 0 1Little importance 0 6 14 2

Perceived responsibility to enforce the Dina

Leaders 85 81 100 89Mayors 0 0 0 2FCA 1 0 0 2Community members 80 53 83 49

N/A

Beach seine is a very big problem

Strongly agree 25 51 N/A 50Agree 74 49 N/A 46Not sure 1 0 N/A 2Disagree 0 0 N/A 2

Poison fishing is a very big problem

Strongly agree 26 52 N/A 51Agree 74 48 N/A 47Not sure 0 0 N/A 2Disagree 0 0 N/A 1

N/A

Stopping people using beach seine

Strongly agree 22 49 N/A 50Agree 78 46 N/A 48Not sure 0 4 N/A 0Disagree 0 1 N/A 2

N/A

Stopping people using poison

Strongly agree 51 50 N/A 51Agree 48 46 N/A 48Not sure 1 4 N/A 1Disagree 0 0 N/A 0

N/AFining people using beach seine Strongly agree 24 52 N/A 51

Agree 75 44 N/A 48Not sure 0 4 N/A 0Disagree 1 0 N/A 1

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Fining people using poison

Strongly agree 24 52 N/A 50Agree 75 47 N/A 48Not sure 0 1 N/A 1Disagree 1 0 N/A 1

Eliminating beach seine to increase fish stock

Strongly agree 24 52 29 50Agree 74 44 71 48Not sure 0 4 0 1Disagree 1 0 0 1

Eliminating beach poison to increase fish stock

Strongly agree 22 51 29 49Agree 75 47 71 48Not sure 3 2 0 1Disagree 0 0 2

FCA involvement acceptationYes 59 59 43 57Uncertain 38 0 0 1No 3 41 57 42

Almost all respondent feels that it is important to protect fish recruitment in Velondriake area. On the other hand when you talk about whose responsibility it is to enforce the Dina, responses are divided between Leaders and community members. This means that they understand that they are themselves responsible of their own resources management. Leaders and beach seiners feel that they are both responsible. Pirogue owners and the general audiences feel that Leaders are mostly responsible with around 80% giving this response, whilst 50% of community members gave this response.

Concerning community perception about the beach seine fishing and poison fishing in Velondriake area. At almost 100% of respondent are strongly agree or agree of the fact that those practice are a very big problem in Velondriake and we must stop and fine people that use them.

The survey result shows also that less that 60% of the overall communities surveyed accept the involvement of the FCA to help the VCMVMC to enforce the Dina. From the survey, the respondent that answers No, or uncertain said that they are afraid that FCA won’t enforce only the Dina to beach seiners and poison fishermen but also to anything considered forbidden in the fisheries law, such as turtle fishing and fine net that people use for anchovies and sardines which is seen in Velondriake area. This will create conflict between community members and the managers.

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9.5 Practice

Table 7Behavior Questions

Variable Response optionPre-Campaign

Leaders(N=76);

Pirogue owners(N =69);

Beach seiners(N=4) ;

GA(N = 291);

Number of Dina enforcement meeting supported/helpedNever 91% 94% N/A 94%Once or more 9% 6% N/A 6%

Number of warning given to Dina breakersNever 69% 90% N/A 88%Once or more 31% 10% N/A 12%

Number of infraction reportedNever 96% 97% N/A 96%Once or more 4% 3% N/A 4%

Talk to others about poison for fishing

Never 65% 88% 43% 88%To community members

35% 13% 57% 12%

Leaders 22% 3% 0% 1%Blue ventures and Partners

10% 3% 0% 0%

Talk to people about beach seine

Never 63% 85% 57% 89%To community members

36% 15% 43% 11%

Leaders 24% 2% 0% 1Blue ventures and Partners

10% 1% 0% 0%

More than 90% of each target audiences have never supported or help during Dina enforcement in their villages. These responses might be influenced by two reasons: either they’ve never had a meeting about Dina enforcement in their villages because of absence of infraction or absence of report or they just want to speak up and let other people taking the initiative to speak.

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However, 31% of the leaders have given warning to Dina breakers compared to 10% of pirogue owners and 12% of the general audiences. This means that they care about their resources and understand what is forbidden although the difficulty for them to fully enforce the Dina.

Talking about interpersonal communication, generally, community doesn’t talk about beach seine and poison fishing very much. A majority of them never talk about it too others. Again, it might be because in some village, poison fishing and beach seine fishing are not perceived as a major problem in their community.

However, 35% and of the Leaders have talked about poison fishing to community members and 22% among themselves and 10% to Blue ventures and partners. Their answer is probably caused by the fact that, they are considered to take the lead in terms of raising awareness and management in Velondriake and also, they are the only one who attends every meeting with partners. But it might possible that those reason cited above make them saying so even if they haven’t talked about it because we can see that in the other hand, in total, only 4% of the pirogue owners and general audiences together have talked about poison fishing to Leaders. But it is also essential that more than 12% of the Pirogue owners have talked about poison fishing and beach seine to community members which they are part of it .This interpretation is the same for the beach seine as well following the percentage shown in the table 7. Approximately half of the beach seiners have talked about beach seine and poison fishing with other community members; this is probably during meetings.

9.6 New threats identified

Survey respondents identified the following new (indirect or contributing factor) threats that need to be including in a revised concept model: fear of dina offender (confirmed by response in the barrier table below, and mostly to migrant fisherman from qualitative research done with leaders ( see direct conversation section); lack of awareness raising (confirmed by the other answer in question 39, 40, 41 an 42 about barriers), lack of financial resources from government authorities to raise awareness and patrol coastal area (confirmed by meeting about enforcement of fishery legislation on the 13 th, 14th August 2009 in Toliara) and the last one is that the presence of people from inland villages using destructive fishing in the area affirmed by villagers consulted.

9.7 Barriers to behavior change

VariablesResponse Option Leaders

17.3%, 76Pirogue owners 15.7%, 69

Beach seiner s0.9%, 4

General Audience 66.1%, 291

Barriers for villagers to enforce dina to beach seiners

They come from the same ethnicity7.3% 0.0% 14% 2.5%

They all living with the sea 29.1% 25.6% 27% 9.4%

They are afraid of them 43.6% 37.2% 57% 29.2%

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E. Formative Research

They don't want to fight 47.3% 53.5% 14% 50.5%

They don't care 3.6% 0.0% 0.0% 4.5%

They don't want to take responsibility 23.6% 7.0% 0.0% 6.9%

They waiting for Velondriake committee or other leaders to act

27.3% 11.6% 0.0% 20.8%

Don't know 1.8% 0.0% 0.0% 1.0%

They've never caught one 23.6% 25.6% 14% 21.8%

Barriers for villagers to enforce dina to fisherman using poison

They come from the same ethnicity7.0% 0.% 27% 3.4%

They all living with the sea 26.3% 25.6% 43% 8.9%

They are afraid of them 35.1% 23.3% 29% 24.1%

They don't want to fight 45.6% 46.5% 57% 49.8%

They don't care 3.5% 2.3% 0.0% 4.9%

They don't want to take responsibility 19.3% 14.0% 57% 7.4%

They waiting for Velondriake committee or other leader to act

21.1% 7.0% 0.0% 21.7%

Don't know 8.8% 4.7% 0.0% 2.0%

They've never caught one 28.1% 27.9% 14% 14.1%

Barriers for Community leaders to enforce dina to beach seiner They come from the same ethnicity

0.0% 0.0% 0.0% 2.6%

They all live with the sea 19.3% 9.8% 50.0% 5.2%

They are afraid 40.4% 25.5% 0.0% 21.6%

They don't want to fight 26.3% 19.6% 0.0% 26.1%

They don't care 0.0% 0.0% 0.0% 7.2%

They are waiting for community members to act

7.0% 2.0% 0.0% 0.0%

They don't want to take responsibility 22.8% 9.8% 50.0% 5.2%

Don't know 17.5% 5.9% 0.0% 20.3%

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They've never caught one 15.8% 45.1% 0.0% 33.3%

Barriers for Community leaders to enforce dina to fisherman using poison

They come from the same ethnicity0.0% 0.0% 0.0% 2.6%

They all live with the sea 19.6% 11.8% 29% 5.3%

They are afraid 37.5% 23.5% 43% 22.4%

They don't want to fight 21.4% 19.6% 014% 25.0%

They don't care 1.8% 0.0% 0.0% 7.2%

They are waiting for community members to act

3.6% 2.0% 0.0% 0.0%

They don't want to take responsibility 23.2% 9.8% 29% 5.3%

Don't know 19.6% 7.8% 29% 19.7%

They've never caught one 17.9% 47.1% 0.0% 34.9%

In this part, respondents were asked firstly about barriers to village members to enforce dina to beach seiners and fishermen using poison, then, barriers to community leaders to enforce dina to the same people. The survey result showed that in general it’s because of respect of people livelihood, fear, and simply, not willing to take responsibility. Most of the answers, either for villagers or leader to enforce dina to beach seiners and poison fishermen are based on fear (they are afraid or they don’t want to fight). But it is interesting to mention here that willingness to take responsibility play an important role here from the respondent: for example 27% of leaders, 11% of pirogue owners and 20% of the general audiences here mentioned that one of the barrier for villagers to enforce dina to people using beach seine is because they are waiting for Community leaders to take responsibility. This issue is mostly perceived by the leaders where 23% of them perceived it as a barrier for villagers to beach seiners, 19% to poison fishermen; 22% of them perceived it as a barrier for community leaders to beach seiners, 23% to poison fishermen. But, it for the respondents, it’s also because they’ve never caught one which is the case of some village that are not very affected by those activity and for some village where people are hiding in doing their destructive fishing, but only applicable for poison fishing.

9.8 Behavior Change Continuum

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From the result shown in the knowledge, attitude and practice (interpersonal communication and behavior), we can conclude that most of the target audiences are positioned at the preparation stage. However, approximately 20% of the leaders have moved to the validation stage by talking about the issue among themselves, to community members and NGO partners where only 6% of pirogue owners have moved to it (average, calculated from interpersonal communication answers in table 7). Also, from the behavior question, only very few of them, are in action and those are mostly Leaders.Concerning the beach seiners, they have different desired behavior than the others we want them to change their net or modify their way to use it. We can conclude from direct conversation that they have different stage of behavior caused by different factor ( see local beach seiners portrait in direct conversation section)

9.8.1- Poison Fishing

Variable Response option Leaders n=76 Pirogues owners n=69 Beach seiners General audience n=291Warning/stopping people using poison for fishing

I’ve never considered 50 54 N/A 228 I have considered but not have done so

1 0 22

I have considered at some point in the future

1 2 10

I have considered and intend to do it in the future. I have talked to someone about it, but have not done yet

8 0 6

I have done it but not all the time

3 10 11

In the past 6 months, I've done it every time I've seen one

14 3 12

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Variable Response option Leaders Pirogues owners Beach seiners General audienceReporting people using poison for fishing

I’ve never considered 73 68 282 I have considered but not have done so

0 0 2

I have considered at some point in the future

2 0 0

I have considered and intend to do it in the future. I have talked to someone about it, but have not done yet

0 0 0

I have done it but not all the time

1 1 4

In the past 6 months, I've done it every time I've seen one

1 0 3

Variable Response option Leaders Pirogues owners Beach seiners General audienceAttending and speaking up during Dina enforcement meeting about poison fishing

I’ve never considered 67 65 280 I have considered but not have done so

0 0 1

I have considered at some point in the future

1 0 0

I have considered and intend to do it in the future. I have talked to

1 0 0

90

someone about it, but have not done yetI have done it but not all the time

4 4 6

In the past 6 months, I've done it every time I've seen one

3 0 3

9.8.2- Beach seine Fishing

Variable Response option Leaders n=76 Pirogues owners n=69 Beach seiners General audience n=291Warning/stopping people using beach seine for fishing

I’ve never considered 47 56 N/A 229 I have considered but not have done so

2 1 26

I have considered at some point in the future

1 0 3

I have considered and intend to do it in the future. I have talked to someone about it, but have not done yet

4 1 9

I have done it but not all the time

3 10 11

In the past 6 months, I've done it every time I've seen one

14 3 12

Variable Response option Leaders Pirogues owners Beach seiners General audienceReporting people using I’ve never considered 71 67 280

91

beach seine for fishing I have considered but not have done so

2 1 3

I have considered at some point in the future

2 0 0

I have considered and intend to do it in the future. I have talked to someone about it, but have not done yet

0 0 0

I have done it but not all the time

1 1 4

In the past 6 months, I've done it every time I've seen one

1 0 3

Variable Response option Leaders Pirogues owners Beach seiners General audienceAttending and speaking up during Dina enforcement meeting about beach seine.

I’ve never considered 69 65 279 I have considered but not have done so

0 1 3

I have considered at some point in the future

1 0 0

I have considered and intend to do it in the future. I have talked to someone about it, but have not done yet

0 0 0 0

I have done it but not all the time

4 4 6

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In the past 6 months, I've done it every time I've seen one

3 0 3

9.9 Benefits

Based the above questionnaires result about knowledge of the impact of the beach seine and poison fishing to the marine environment and their attitude about the effect caused by these practice and their willingness to eliminate it from Velondriake area, we ca see that community members perceived already the benefit of adopting the desired behavior, which is based on stopping poison fishing and beach seine fishing through Dina enforcement.

9.10 Flagship species

There wasn’t any question about this in the survey but without any doubt it will be definitely a giant Octopus which is already considered as Velondriake flagship species from the beginning of the implementation of the resources management project since 2004.

10.0 UNDERSTANDING OUR AUDIENCE

The survey conducted by Blue ventures helped us to better understand the primary audiences that an outreach campaign focusing on beach seine netting and poison fishing would need to target. From the surveys, we have conducted, we now have a much better idea about their levels of KAP*, who they trusted as sources of information. All this information will be used to focus our outreach objectives, as well as to determine the messages that we will use.

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PRIMARY AUDIENCE – LEADERS FISHERMEN

What do we know about this group?

Leaders are composed by Velondriake Management Committee, Village president and village elders and are 76 people surveyed .hey are quite the most respected people within the community. Same as the entire community, they do have a very traditional life. They are between 30 and 70 years old and they rely mostly on fishing activity for livelihood. They do have low level of literacy. They are all aware of the presence of beach seine net and poison fishing in the area. Survey shows that they in general, they are between validation and preparation stage when it comes to behavior change. However, a few few have moved to action stage. Few of them have shown a good example related to the desired behavior and should be used as a positive deviance for the other members of the community.

KnowledgeAlmost all of them perceive the decrease of marine resources. 39% think that it’s because of beach seine netting and 35% think that it’s because of poison fishing. 80% of them are aware about the Velondriake Dina. 95% mentioned poison fishing as one component and 55% mentioned the interdiction to use fine mesh net and gear that killed juvenile. In the other side, for those who are not aware about the Velondriake dina, all of them know that the use of poison for fishing is not allowed to do; respectively, 33% and 47% of them know that it is prohibited to use fine mesh and any gear that kill juvenile. Only 34% of them know about the fine to pay for the using beach seine net and 50% for poison for fishing. They are all aware about the negative impact of those practices.

AttitudeAlmost all of them perceive that it is important important to protect fish recruitment. 80% of them perceive themselves as one of the most responsible to enforce the Dina. They are all agree that beach seine net and poison fishing is a very big problem in Velondriake area and should be stopped and fined to increase fish stock. But, only 59% of them accept definitely the involvement of the fishery agency in dina enforcement.

PracticeOnly 9% of them have supported a dina enforcement meeting once or more. Only 4% have reported a dina infraction. However, 31% of them have given warning to Dina breakers. Respectively, 22% and 24% have talked amongst themselves about poison fishing and beach seine netting problem in Velondriake area.

CommentsFrom villagers’ consultation, community is mostly waiting for the leaders to enforce Dina. But, same as all community members, fears, respect to others’ livelihoods, and simply, not willing to take responsibility are the most preceived barriers for leaders to enforce effectively their dina.

Trusted sourcesSurvey result shows Velondriake Management Committee, Elders, Village reunion and teachers are the most trusted sources of information.

Media sourcesIt is important to mention here that 43% of the leaders consider that Radio is one of the trusted sources of information.

SECONDARY AUDIENCE: PIROGUE OWNERSCAMPERS & RECREATIONAL VISITORS

What do we know

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about this group?

Knowledge92% of them perceive the decrease of marine resources. 27% think that it’s caused by beach seine netting and 24% think that it’s caused by poison fishing. 75% of them are aware about the Velondriake Dina. 91% mentioned poison fishing as one component and 63% mentioned the interdiction to use fine mesh net, and only 29% mentioned the use of gear that killed juvenile as prohibited in the dina. In the other hand, for those who are not aware about the Velondriake dina, 90% say that the use of poison for fishing is not allowed to do; respectively, 45% and 41% of them know that it is prohibited to use fine mesh and any gear that kill juvenile. Only 36% of them know about the fine to pay for the using beach seine net and 37% for poison for fishing. They are all aware about the negative impact of those practices.

Attitude92% of them perceive that it is important to protect fish recruitment. Only 53% of them perceive community members are one of the most responsible to enforce the Dina. They are all agree that beach seine net and poison fishing is a very big problem in Velondriake area and should be stopped and fined to increase fish stock. But, only 59% of them accept definitely the involvement of the fishery agency in dina enforcement.

Practice6% of them have supported a dina enforcement meeting once or more. Only 3% have reported a dina infraction. However, 10% of them have given warning to Dina breakers. Respectively, 13% and 15% have talked to other community members about poison fishing and beach seine netting problem in Velondriake area.

CommentsFrom villagers’ consultation, community is mostly waiting for the leaders to enforce Dina. But, same as all community members, fears, respect to others’ livelihoods, and simply, not willing to take responsibility are the most perceived barriers for pirogue owners to enforce dina or to report to leaders.

Trusted sourcesSurvey result shows Velondriake Management Committee, Blue Ventures, Elders, Village reunion and teachers are the most trusted sources of information. 57% of them trust also the environmental club as source of information.

Media sourcesIt is important to mention here that 63% of the leaders consider that Radio is one of the trusted sources of information.

SECONDARY AUDIENCE: BEACH SEINERS

What do we know about this group?

Local and migrants: Local beach seiners are about 30 people in Velondriake area but only 7 of them were surveyed. Migrant fishermen are from Northern and Southern area of Veloondriake. They are not hiding when they do their activity. They know that it is prohibited in Velondriake area because they were told by the Velondriake management committee already. Most of the local fishermen have another gear to use but migrant fishermen have only seine net for fishing. They are mostly based on the north part of Velondriake.. They are doing it during spring tide usually but so far, they also come back during neap tide. There is time when migrant fishermen have left velondriake area when they were warned but they come back again.

Knowledge This is only about local fishermen from survey result. 86% of them perceive the decrease of marine resources. 58% of them think that it’s caused by beach seine netting and 58% perceived it as a result of poison fishing.. 56% of them are aware about the Velondriake Dina. 100% mentioned poison fishing as one component and none of them mentioned the interdiction to use fine mesh net, and 50% mentioned the use of gear that killed juvenile as prohibited in the dina. In the other hand, for those who are not aware about the Velondriake dina, 100% say that the use of poison for fishing is not allowed to do; respectively, 33% of them know that it is prohibited to use fine mesh when none of them mentioned about

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gear that kill juvenile. Only 42% of them know about the fine to pay for the using beach seine net and 0% for poison for fishing. Most of them are all aware about the negative impact of those practices. But there is one who are not aware about the impact caused by poison fishing

Attitude86% of them perceive that it is important to protect fish recruitment against 14% that answer little important. Local beach seiners have been already consulted and asked to leave their practice but they don’t want to comply with the dina. They are not very cooperative and follow the others who changes.

PracticeN/A

CommentsN/A

Trusted sourcesIn general, beach seiners don’t trust very much anyone in the area. They are very careful about that.

Media sourcesIt is important to mention here that 14% of them consider that Radio is one of the trusted sources of information. Also, there is a Radio station where the migrants live.

F. Revised Concept Models

With a more in-depth understanding of our project site, its related threats, and key audience segments, we can now dive deeper into the development plan for the Rare Pride campaign. This includes revising the concept model to include any new contributing factors revealed during the questionnaire.

11.0 REVISED CONCEPT MODEL (Showing strategies and new factors)

After conducting considerable qualitative research by holding directed conversations and quantitative audience survey research, the final concept model was modified to accommodate this new information: (refer to section 9,6 about barriers)

-fear of dina offender, mostly to migrant fisherman -lack of awareness raising about the Dina and its components; -lack of financial resources from government authorities to raise awareness and patrol coastal area and; -Inland and no Vezo villagers using destructive fishing Two strategies have been added to the model (1) Pride campaign to all audiences about the Dina (components, enforcement procedure), (2), the involvement of the

FCA and gendarmes in the project.

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G. Campaign Strategy

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Based on audience research and the revised concept model, the campaign design team conducted the following steps to develop strategies for reaching key audiences and appropriate messages for those audience segments.

12.0 Barrier Removal Strategy13.0 Complementary partner interventions14.0 Benefit Ladder15.0 SMART Objectives16.0 Marketing Mix17.0 Campaign Messages18.0 Monitoring Plan

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1 2.0 BARRIER REMOVAL OPERATION’S PLAN

BARRIER REMOVAL OPERATIONAL PLAN (BROP)VELONDRIAKE COMMUNITY BASED MANAGEMENT DESTRUCTIVE FISHING (BEACH SEINE& POISON FISHING) ELIMINATION

Blue Ventures organisationGildas Andriamalala

Coco Beach Hotel, AndavadoakaMadagascar

September 2009

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G. Campaign Strategy

Executive summary

WHAT

This campaign aims to eliminate the principal unmanaged direct anthropogenic impacts affecting coral reefs and its fish population in Velondriake; beach seine fishing and poison fishing. The barrier removal strategy for eliminating these illegal fishing techniques will be to work with fishery controller agency to improve enforcement of and compliance with the traditional management laws (Dina) to migrant a fisherman which is one of the sources of stress using those techniques. This will improve the effectiveness of Velondriake Committee ManagementVelondriake Management Committee (VCMVMC) and community leaders inof the area. But along side this management strategy, several training workshop will be held in the three region of Velondriake to enhance Leaders leadership and management skills. Social marketing efforts accompanying this strategy will focus on raising awareness of the threats of destructive fishing techniques, and the importance of the Velondriake Dina as well as to inform neighbor’s communities the zonation of Velondriake future MPA and enforce it to local community

WHO

Our campaign will entail close engagement of the fisheries department, fishing control agency (FCA) and gendarmes from the nearest town Morombe. The VMC and target communities will support the realization of this strategy by reporting any offender already prosecuted but failed to pay fine to governmental institution. Blue ventures will take responsibility for the leadership and management training to community leaders to better enforce their dina and better approach to community.

WHEN

The involvement of governmental authorities is already mentioned in the Velondriake dina if payment of fine fail at local level. But, throughout the campaign which means from November 2010. Ccommunity members will be motivated to fully enforce this procedure if there is a need. Pre-requisites for this include ongoing political stability, continued threats posed by destructive fishing, and ongoing effective development of other management interventions being implemented alongside this campaign (in particular the creation of MPAs). But, it is anticipated that by October 2010, all for of destructive fishing technique will be eliminate from Velondriake area.Concerning the training workshop for leaders, it will be held during the period of January 2010 and June 2010. Then will be assess by the end of the campaign in September 2010.

HOW

The strategy will be focusing on developing relationships based on trust and between the VMC and FCA representatives. The FCA’s involvement is sought in order to increase the perceived legitimacy of the Velondriake dina, and to act as a disincentive for dina infringement by destructive fishers. The VMC’s involvement is critical to ensure local-level enforcement at a village level, and to maintain excellent levels of communication and feedback throughout the campaign. The social marketing campaign seeks to raise awareness of the Dina amongst local people, encouraging the reporting of Dina infractions and enabling effective enforcement of the Velondriake management plan without compromising relationships between local Vezo and migrant people.

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Workshop training will take place twice in each region which means that six training will be done for community leaders. This will be conducted by Blue Ventures organization teams by using expertise and tools that some of the staff have.

Project Objectives and Execution

Goal

The goal of this project is to reduce the use of destructive fishing such as beach seine net and poison fishing use in order to protect fish recruitment in the most threatened area around Velondriake area. The expected conservation result will be the repopulation of some fish species that disappeared from the area as an effect of destructive fishing.

SMART Objectives-

In October 2009, FCA, gendarmes, LAP, VCMVMC, government authorities and local and migrant fishermen will meet together to discuss (awareness raising and warning) the issue of beach seine practice from migrant

From November 2009 FCA and gendarmes will be formally agreed to support the velondriake dina enforcement. be at 100% involve in marine resources management and regulation

By November 2009 FCA and gendarmes will talk to VCMVMC and LAP about methods that community are going to use to report any case of infraction if dina enforcement process is exhausted.

By December 2009 Velondriake community members should be aware that if fine is not paid of the FCA and gendarmes will be involved to enforce the Dina involvement in the dina enforcement if fine is not paid

From December 2009, FCA and gendarmes will investigate; prosecute any case of infraction reported to them with evidence from Velondriake community members - From January to June 2010, 52 Leaders will be trained about management and leadership by Blue ventures team

BROP Assessment

In general, there wasn’t any assessment made to prove that the involvement of the FCA and gendarmes will be the right strategy to remove the barrier to Velondriake community to enforce their Dina to migrant fishermen from Morombe using destructive fishing. This was decided following consultation made with Velondriake committee managementVelondriake Management Committee members during meeting back to 2008. After their failure in pushing out migrant fishermen from Velondriake area, it was decided that only the use of outsider forces will be the best way to address the issue.

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So, now with the support of Pride campaign, the FCA has shown their commitment to support local community to tackle this problem. Also, after the meeting in Toliara last 13, 14 August 2009 between community association around the South West coast of Madagascar, local, regional, national public and private NGOs and governmental authorities about the identification of all barriers to enforce fisheries local and national legislation in the South West in order to improve the approach used to get a full compliance to fisheries laws from community, all stakeholders made an agreement that responsibility of each of them will be revised to eunsure better protection of marine resources. But, before that, the regional fishery department has already acted in the Velondriake region by meeting district authorities and gendarmes in Morombe to engage them in fisheries law enforcement.

But in general, FCA have already shown some good example of fisheries legislation enforcement in the South West of Madagascar, such as fining people exploiting under sized sea cucumber, turtle fishing……

Proposed Implementation Methodology The involvement of the FCA will start from a strong awareness raising to migrants fishermen in Morombe. This will be done in a form of a meeting that will involved Fisheries

department, PACP, ISHM, BV, Gendarmes and police, governmental authorities and community members. The objectives of this meeting will be to invite migrants to comply with Velondriake Dina and zonation as well as to invite them to follow what Velondriake marine resources management. Also, at the same time, FCA will warn migrants that they will be prosecute if they still breaking the Velondriake.

But, before all of that happens It is essential to essential to mention first that the involvement of the FCA will be placed as a second option to remove barrier to Velondriake leaders and community members to enforce their Dina. The Velondriake community members will be invited first to act by their proper power using the Dina. The procedure to enforce the Dina will be raised to Community members by the Leaders, after getting leadership training the LAP. So, if the procedure at local level to enforce the Dina is exhausted without payment of the fine by the offenders, VCMVMC will send report to the FCA and gendarmes and that is when they will take their responsibility.

Then, as discussed with the FCA, if there is any infringement seen, the procedure mentioned above will be followed. Local Leaders will report to FCA or gendarmes in Morombe. The report will be accompanied by pictures which constitute the evidence of the act. Blue ventures have already placed one camera in each coastal village for the sharks and turtles survey project. So, local leaders will use the same camera to take pictures of any migrant or difficult people breaking Velondriake Dina. This will be part of our training to community. And after that, gendarmes or polices will investigate and prosecute any law breakers reported to them. To make sure that they will do it properly, community will follow up their report and will request permanent report back from them.

Stakeholders and Roles The first responsible of the management of the Velondriake area are the Velondriake committee members supported by the general community members as decision makers. Blue

Ventures organization, based in Andavadoaka, the central village for all area, constitutes their first partners to support technically, financially and facilitate community relationship within the area. Blue ventures will use several staff members who will be part of the key stakeholder for this campaign. Then, the Fisheries department, represented by PACP located in Toliara will come over as a part of the barrier removal partners from the government to call for the engagement of gendarmes and FCA which are based. They

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are based in Morombe, the nearest town to the area. Both Mayor from Morombe where the migrants come from and Befandefa, where Velondriake is located are all involve to approve the project and barrier removal engagement.

Key Stakeholder engaged in the project or who have some influence over its success include:

Key Stakeholder Name Position Role within the project Contact number

Roger Samba Velondriake Management Committee President Project facilitator and Advisor +261325008814

Urbain Marcily Northern zone President Project facilitator and Advisor None

Richard Badouraly Southern zone President Project facilitator and Advisor None

Daniel Raberinary Blue Ventures Community Outreach officer and marine scientist

Project facilitator and community outreach +261324507520

Shawn Peabody Blue Ventures Project Manager Head of the Project +261324898485

Gildas Andriamalala Blue ventures social scientist Project coordinator +261325035101

Collin PACP PACP Project Officer, Fishery Department Project Advisor, Fisheries legislation & management TBC

George FCA FCA representative in Morombe Coordinate BR intervention +261324756528

Rolland Morombe Mayor Project Advisor TBC

Faustin (Rio) Befandefa Mayor Project Advisor TBC

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Outreach & building awareness R,C R,C R,C A,R A R I,R I,R I ICommunity Training in reporting case of infraction

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Approval of gendarmes and FCA intervention

R,A,C,I C,I C,I I R I R I R R

Monitor fishermen compliance and continued education

C,R C,R C,R C,R A R I I I I

Where:

R – Responsible: Those who do the work or provide the resources to achieve the taskA – Accountable: (Also the Approver) ultimately responsible for the correct and thorough completion of the task. Supervises or signs off on the work done by R.C – Consulted: Those whose opinions are sought for the taskI – Informed: Those who are kept to up-to-date on the progress

Project Timeline

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FCA and gendarmes intervention will start by November 2009. It is anticipated that by June 2010 beach seine net and poison use for fishing will be eliminated from the Velondriake area. Fish population will be monitor for the following 5 years.For a complete timeline of the program from inception through monitoring case of infraction, please see attached Gantt chart

BROP- MILESTONES & METRICS

StepsBarrier removal implementation

Aug- Sep 09 Oct-09 9-Nov 9-Dec 10-Jan 10-Feb 10-Mar 10-Apr 10-May 10-Jun Until Sept-10

Community outreach and Pride campaign

Initial engagement of FCA and confirm the methodology that will be used by villagers to show evidence of presence of infraction to FCA

Community leaders meeting to reinforce the engagement of FCA in dina enforcement and to train them about the procedure to follow if law breakers doesn't pay the fine.

Partners meeting to disucss the issue in Velondriake about the threat and mostly to raise awareness with warning to migrant beach seiners Village tour to confirm decision from previous meeting to the broad community

Establishment of reliable monitoring and feedback system about effectivity of the training to leaders/ training preparation Workshop training about leadership and management to leaders Management effectiveness monitoring Follow up workshop (same as above)

Time Actions Metrics or all deliverables NotesAugust - September 2009

Initial engagement of FCA, develop cost of their intervention and introduction of campaign objectives. Introduction of campaign objectives and vision about FCA alliance to VMC.

Initial draft outlining what an alliance might look like (roles and procedures) and estimated costs

September 2009 Meeting with PACP about possible financial partnership to support FCA intervention.

Initial positive response

November 2009 Application submission to PACP Initial feedback of the application and timeframe

December - Follow up meeting with FCA, BV and VCMVMC & the Mayor and community leaders

Establishment of an action plan for Dina enforcement by VMC in the event of ongoing infringements, and a schedule for regular meetings between VMC Executive and FCA.

Signed MOU between FCA, BV VCMVMC

Key stakeholder meeting and approval of the project plan by them.

A detailed action Plan in the form of approved document including schedule for follow-up meetings. RACI chart accomplished

January Funding confirmation Funding confirmed/cash receivedJanuary 2010 Dissemination of meeting results

across the VMC (3 Vondrona) and at village level.

Letter of approval from each village about VCMVMC action plan and FCA involvement.

February 2010 Establishment of reliable monitoring and feedback system for reporting infractions at village level by key stakeholders

Questionnaires created to assess effectiveness of leadership, level of infringement of the Dina (number of cases per village per week), number of reporting and enforcement.

(beginning and of the campaign for one month- including Bevohitse and Antsepoke)

Start in February 2010 Collect data every month and enter it to an excel data spreadsheet105

COSTS & REVENUE SOURCES

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BRAVO Budget- Additional Support to Blue Ventures

Support for Blue Ventures and Velondriake in responding to predicted (dramatic) increase in reporting of destructive fishing incidents

Staff Unit Unit Price NumberTotal MGA Total US$

BV staff member dedicated to follow-up of destructive fishing reports (Per Diem) Incident 60,000 20 1200000 600Velondriake (MPA Committee) Per Diems for investigations and community meetings (4 people) Incident 200,000 20 4000000 2000Local Transport Costs Incident 100,000 20 2000000 1000

Coast of training workshop UnitStaff per

diemCommunity members

Per diem

Staff transportation ( coast of fuel)

Staff transportation ( coast of fuel) 100,000 6 600000 300

Staff per diem (2 days)Staff per diem (2 days) 10000 4 (staff) 80000 40

Community Per diem (2 days)

Community Per diem (2 days) 6000 52 people 312000 156

TOTAL 4096

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RISK AND IMPACT ASSESSMENT

Risk factors Consequence Mitigation strategyBacklash against intervention of the fishing controller within the area by community members cause by fear of authority

Conflict between villagers and Velondriake, loss of support for Velondriake

Ensure community awareness and approval for fishing controller involvement before punitive action taken.

Violent reaction from migrant fishermen Loss of support for Velondriake, backslide into tolerance for beach seiners

Ensure proper warning and explanation is given to beach seiners. Punitive measures must be balanced against backlash to community. Initial fines should be small but affect as many beach seiners as possible with future fines escalating to apply further pressure.

Deprive immigrant fishers from source of income

Immigrant fishers deprived of poison and beach seine fishing activities will suffer economic loss.

Call for government to identify potential alternative income.

Political unrest in Madagascar and involvement of governmental authorities in the project

Decrease of support by governmental authorities

As they are considered as a plan B to remove threat, we need to make sure that community members themselves will fully enforce the Dina to avoid involvement of outsider authority. -Always follow up any report to governmental authorities.

Overlap between the broad Velondriake action plan timing

Training workshop won’t be done on time or target audiences will be confused by repetitive meetings

- Ensure that every project plan together and effective communication plan should be put in place as well from all managers.

-

-Positive impacts

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If this campaign is successful: -destructive fishing will be eliminated completely from Velondriake area. - Inshore and mangrove fish will repopulate- Villagers in the North of Velondriake will leave peacefully without having trouble against migrant fishermen- One of the most difficult issues for Velondriake management strategy put in place to success is removed.- Velondriake will stay as the first area piloting and succeeding in any project implemented about community based management in all Madagascar.

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G. Campaign Strategy

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14.0 BENEFIT LADDER

Using information gleaned from the quantitative and qualitative surveys undertaken as part of the planning process, we are able to develop benefit ladders for leaders, pirogue owners and beach seiners. These serve to identify core benefits that may activate desired behaviors and to help influence our choice of “positioning“ before we begin material development.

Leaders:

Emotional benefits: I want to be a good leader and a good leader means I care about my community interest. I feel that I make a change and protect my environment when I enforce the Dina. I feel like I care about my future generation interest if I stop beach seine and poison fishing

Functional benefits: Marine resource harvest will last longer Community livelihood will be secured All form of Velondriake management will be complete Velondriake community based management will remain as a model

Behavior attributes: Warn anyone beach seining and using poison for fishing Report anyone who use beach seine and poison for fishing Enforce Dina to anyone who use beach seine and poison fishing Speak up during dina enforcement meeting Make your community aware about anything happening about the Velondriake project

Benefit statement

“If I fully take my responsibility in the Velondriake dina enforcement instead of letting beach seiners and other fishermen using poison for fishing, I will care about community interest and marine resource harvest will last longer.Pirogue owners:

Emotional benefits: I will be a good Velondriake community of I participate/ involve in the Dina enforcement. I’ll be proud to be a member of Velondriake if I’m concerned of the health of my environment.

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G. Campaign Strategy

Functional benefits:

We’ll generate a bigger impact if I help leaders in dina enforcement. Velondriake management strategy will be much more effective I will become a leader amongst my community

Behavior attributes: Don’t wait for leaders to enforce the dina Report anyone who use beach seine and poison for fishing to leaders Support your leader during dina enforcement meeting

Benefit statement

“If I’m helping the leaders in enforcing the dina to people using beach seine and poison fishing instead of waiting for them to act alone, Velondriake management strategy will be much more effective”

Local beach seiners

Emotional benefits: I will be a conscious community member if I stop using beach seine or change my net to be more responsible. I won’t be seen different anymore amongst my society if I stop using beach seine net fishing as fishing technique.

Functional benefits: Protect juvenile fish habitat Allow fish to grow bigger Bigger fish will cost much more expensive

Behavior attributes: Stop using beach seine net for fishing Modify your net by taking off the fine mesh and using it only on the surface

Benefit statement

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“If I stop using beach seine net or modify it and use it only on the surface instead of dragging it from the beach with my fine mesh, I will be a conscious member of the community and not seen as different one anymore”

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Theme: “Fulfilling obligations as a responsible fisherman”

Desired Behavior for Fishermen: Get Fishermen to check their holds and set traps for rats to preserve the population of the Andrea Quail dove.

14.2 Benefit Ladder for Recreational Visitors

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Theme: “I am a good parent andresponsible citizen”

Desire Behavior for Recreational Visitors: Get Recreational Visitors to sign the petition to eradicate rats from Serena Island.

G. Campaign Strategy

16.0 MARKETING MIX

The quantitative and qualitative surveys we conducted in the formative research section of this plan have helped us to understand who the trusted sources are for our audiences, as well as their favored vehicles and channels. With this information, we are able to determine the right marketing mix; using the 4 P’s for leaders, pirogue owners and beach seiners. This information will be developed further in our Creative Briefii which will shared if requested.

Marketing mix for leaders

ProductThe campaign’s product is the Dina enforcement. We are asking Leaders to enforce the dina by reporting any infraction to the other leaders, investigate any case and prosecute any offender. The campaign is going to promote leader’s sense of caring of the interest of the community, since by they stop people using beach seine and people using poison for fishing, they will be: allowing marine resource harvest to last longer, secure community livelihood. It will also be part of the Velondriake management strategy accomplishment and will keep velondriake community based management as a model.

PriceIn the Velondriake context, enforcing dina to people using beach seine and poison can be accomplished with certain needs. In general we need a certain amount of time and money to make it happen properly: 1- to investigate any case and prosecute the offender before giving fine; 2- for leaders from the committee management have to go to the village where infraction happens for the enforcement meeting if there is a need.3- to follow up report to FCA and gendarmes in Morombe needs time and money for the person designated per diem. All of this action will be covered by the Mc Arthur grant that Velondriake is still using until the end of the year 2010. But in addition to that, enforcing dina to people, mostly migrant fishermen can create conflict between local community and them. Local community won’t be safe anymore when they go to Morombe and especially for the Village of Nosy Be it will be difficult for them to find another place for water if the migrant threaten them. That’s for this reason that FCA and gendarmes will intervene to avoid conflict.

PlaceBlue ventures will print and ask the leaders to distribute a copy of the Dina and fully explain it in each village. But before that a full training about the Dina will be given to leaders in each region within Velondriake; so three training will take place in one village in each region. Investigation, prosecution and dina enforcement meeting will take place in the village where infraction was happened.

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G. Campaign Strategy

PromotionResearch shows that Village meeting is the preferred media channel for leaders. Leaders also have a low level of literacy. They have a keen sense of community and rely heavily on peer-to peer networks; our survey shows as well that one of their most trusted sources of information are the other leaders and Elders. So, to reach leaders, campaign will be focused on interpersonal communication strategy which occur initiative from leaders at later stage of behavior to take action. Apart from that, meetings and workshop facilitate by LAP will also take place to fill up certain gaps information that they need to know to adopt desired behavior. And finally, for leaders at early stage of behavior that are not fully aware of the dina and its components, all action will be followed by distribution of a copy with a full explanation of the Dina to each leaders.

PositioningPosition stopping people using beach seine net and poison fishing by enforcing the velondriake dina as an action that each leader should take every time there is a case of infraction.

Marketing mix for pirogue owners

ProductThe campaign product is the participation in Dina enforcement. We are asking pirogue owner to participate in the Dina enforcement by taking initiative to enforce it, reporting anyone using beach seine and poison for fishing in there are to village leaders and supporting their leaders in Dina enforcement meeting. The campaign will encourage pirogue owners to take their responsibility within the community. By helping their leaders to enforce dina to beach seiners and people using poison for fishing, they will generate a bigger impact to Velondriake management strategy and all action taken in the area in term of conservation will be much more effective.

PriceFor the pirogue owners, helping leaders to enforce dina to people using beach seine and poison for fishing can change their image in front other community members that are hostile to the Dina the implementation of the Dina itself. They will be seen as unpleasant because they will push leaders to fine someone within the community. To steer clear of community mind, social marketing campaign will be used to explain the objective of the dina as protecting community interest.

PlaceMeeting and workshop will be held at village level with pirogue owners.

PromotionResearch shows that Village meeting, Velondriake committee managementVelondriake Management Committee and Blue ventures are the most trusted source of information for the pirogue owners. Visibly, to reach them, Blue ventures team will run together village tour to meet with them. Same as the other community members, they also have a low level of literacy; so message will be promote through face o face communication.Same as the leader, copy of the dina will be distributed to the earlier stage of behaviorwho know how to read to increase their awareness of the dina and its components. Then this last one will be solicited to share to the others their knowledge about it.

PositioningPosition participating in Velondriake dina enforcement by helping the leaders as an action that each pirogue owners should take every time there is a case of infraction.

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Marketing mix for beach seiners

ProductThe campaign product for beach seiners is to stop beach seine and use different net or modifying their net and using it only on the surface. We are just asking beach seiners to use much more responsible fishing methods as same as the other fishermen that adopted it. The campaign will encourage beach seiners to adopt the same behavior that the other fishermen who used to be beach seiners too. By changing their fishing methods, they will protect juvenile habitats, allow fish to grow bigger and will get much more money from it.

PriceTo modify their net, beach seiners has to find or to buy another piece of net that have much more bigger mesh. It will be difficult for them to adopt another fishing method and might get not enough fish as usual until they are used to it. They can feel loosing as well in front of the community if they comply to this behavior after all of this year without accepting it.

PlaceSocial marketing campaign reaching beach seiners will be held in every village where they are located. So, generally it will be in Morombe for migrant fishermen or sometimes in the village where they migrates if it is feasible.

PromotionFace to face conversation to beach seiners will be used to reach them. Village leaders will be the first responsible of that. Velondriake dina will be read and explain to them. For migrant fishermen, special public meeting will be done with them and the local authority in Morombe. Radio FIVE (based in Morombe) will be used as well to reach them to invite them to comply with Velondriake dina and inform them about the fine to pay in case of dina enforcement.

PositioningPosition using responsible net or modifying beach seine net as a permanent practice that every people that used to be beach seiners is doing.

17.0 CAMPAIGN MESSAGES

Target audiences Local leaders Pirogue owners Local Beach seinersMessaging strategy Be a good leader and always take the

initiative to protect your community by enforcing dina to beach seiners and

Unification makes strength, help your leader to protect your resources by reporting offenders.

If you don’t want your grandson to become a farmer, use same gears as your neighbors and if you want to be a strange Velondriake

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poison fishermen because you do it for the future generation

(Because a ‘simple action you take can change your life

care about marine life.

Key messages Enforcing dina to people doesn’t mean that you hate them; it just means that you care for the community’s interest. (emotional appeal)

To secure Velondriake wealth, don’t let anyone to mess with your sea. (rational appear)

A Velondriake “live with the sea”, doesn’t mean only fishing, it’s also taking care of marine resources. (emotional appeal)

One hand can’t kill lice. Give another hand to your leaders to remove destructive fishing (beach seine and poison fishing). (emotional appeal)

A Velondriake doesn’t mean only fishing; it’s also taking care of marine resources. (emotional appeal)

If you help each other, Velondriake management strategy will be much more effective (rational appeal)

Use normal nets that doesn’t catch juveniles, you’ll get them later,(if they are still around). (rational appeal)

Be a Velondriake, “live with the sea”, but not a Mpanimbariake “the one who destroys the sea”. (emotional appeal)

A Velondriake doesn’t mean only fishing; it’s also taking care of marine resources. (emotional appeal)

One pirogue of fish juveniles that you catch today will be more than that tomorrow. (rational appeal)

Message presenters Blue ventures (LAP), Leaders considered as positive deviance

Blue Ventures, Velondriake Committee members

Velondriake Committee managementVelondriake Management Committee and village leaders, Radio

Slogans: - If it’s not you, who else?

- Only you can do it

- Protect yours because people are not giving you theirs (it’s sounds better in Malagasy)

- It’s my heritage and it will be my son’s too

H. Theory of Change

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It is critical to have a clear idea of how our Pride campaign will create lasting change for biodiversity conservation. One way to do this is to create a “Theory of Change”. Throughout the planning process we gathered data to help develop a Theory of Change. We began inserting this into a simple table which will be later used to develop a narrative. Our data helped answer questions like:

Who are the PEOPLE who will be affected by my program?What ACTIONS will my program undertake?In what SETTING will these actions take place?What OUTCOMES will my campaign produce?

The answers to these questions will help determine a framework for behavior change and the greater purpose behind individual activities.

19.0 Theory of Change19.1 Action Plan for Reaching All Audiences19.2 Action Plan for Reaching Leaders19.3 Action Plan for Reaching Pirogue owners19.4 Campaign Framework for Fishermen19.5 Campaign Framework for Recreational Visitors

19.0 THEORY OF CHANGE

Theory Of Change Narrative (max 175 words)

To reduce one of the principal threats posed to the Fish recruitment in Velondriake area, the use of beach seine beach seine net and poison for fishing will be eliminated. Key target groups, local leaders, pirogue owners and local beach seiners will get awareness raising about the Velondriake Dina and its importance for natural resources management. Awareness raising will help also key stakeholders to understand more their responsibility in term of Dina enforcement and to approve the involvement of the fishery agency to remove barrier in dina enforcement to outsiders, Blue ventures will give them management and leadership skills also to improve community capacity. Local and migrant beach seiners will be invited to stop beach seining in Velondriake area or to modify their net to be more responsible. If the campaign success, destructive fishing will be eliminated from Velondriake area, the zonation of velondriake will be respected and mangrove and inshore fish will repopulate to better replenish reef fish population.

119

H. Theory of Change

19.1 ACTION PLAN FOR REACHING ALL AUDIENCES

ACTION PLAN FOR REACHING ALL AUDIENCES ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART)

Key Required tools

Partner Metric Method Target Frequency BY whom Where Socio-political, Scientific

or

Questions

objectives activities otherConservation

goal:1-Repopulation of inshore fish; (affected by beach seine fishing)

Increase Needlefish population by 5% to 2012 (need baseline data).

Community Based Monitoring around near shore (fish population)

Local community and scientist trainer and facilitator

Lead Agency partners (LAP),Velondriake community

Diversity index + fish biomass

Trend ecological monitoring, community based monitoring

5% by 2012

3 times a year, commencing in 2010

By BV, volunteers team and community members

In the most affected by beach seine and poison for fishing area within Velondriake

Sufficient volunteers and funding, reliability if the data

Need baseline data and methodology to monitor the area. How the community will conduct properly a Community based monitoring

2- Repopulation of mangrove fish (affected by poison fishing)

Increase mullet fish population by 5% to 2012 (need baseline data)

Community Based Monitoring around near shore (fish population)

Local community and scientist trainer and facilitator

Lead Agency partners (LAP),Velondriake community

Fish biomass

Trend ecological monitoring, community based monitoring

5% by 2012

3 times a year, commencing January 2010

By BV, volunteers team and community members

In the most affected by beach seine and poison for fishing area within Velondriake

Sufficient volunteers and funding, reliability if the data

Need baseline data and methodology to monitor the area. How the community will conduct properly a

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Community based monitoring

3- Reef fish population increases (replenished fish population)

Increase fish biomass by 5% to 2013 (need to check baseline data)

Scientific monitoring

Diving recruitement, scientist.

Lead Agency partners (LAP),Velondriake community

Fish biomass

Fish biomass monitoring

5% by 2013

TBD By BV scientist and volunteers

In the most affected by beach seine and poison for fishing area within Velondriake

Sufficient volunteers and timing

Need baseline data

ACTION PLAN FOR REACHING ALL AUDIENCES ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required

tools

Partner Metric Method

Target Frequency BY whom

Where Socio-political,

Scientific or

Questions Actions needed

objectives activities other

Threat reduction

goals:

Elimination of poison

fishing

The total number of case of poison fishing per month (recorded in total in 24 log books held in each village) will decrease from x in November (use baseline data from 2009) to y in October 2010

Log book monitoring.

record book

LAP Total number of poison fishing reported in the note book/month

Community observation monitoring

Y case by October 2010

October 2009 to October 2010, once a month

Log book holder

In each village within velondriake

Conflict between local community and migrant with Velondriake community;

Need baseline data; how to monitor that log book works

get baseline data from log books. If there are few logs then add a smart objective to BC to increase logging with smart obj till June and change TR objective to decrease reports as measured

Political instability in Madagascar

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from June

ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART)

Key Required tools

Partner Metric Method Target Frequency BY whom

Where Socio-political,

Scientific or

Questions Actions needed

objectives activities other

Threat reduction goals

Elimination of beach seine fishing

The total number of case of beach seine per month (recorded in total in 24 log books held in each

Log book monitoring.

record book

LAP Number of beach seine fishing reported in the note book

Community observation monitoring

Y case by October 2010

October 2009 to October 2010, once a month

Log book holder

In each village within velondriake

Conflict between local community and migrant with Velondriake community;

need to check log book

get baseline data from log books. If there are few logs then add a smart objective to BC to increase

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village) will decrease from x in November (use baseline data from 2009) to y in October 2010

logging with smart obj till June and change TR objective to decrease reports as measured from June

19.2 ACTION PLAN FOR REACHING LEADERS

ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY

RISKS

Goals Results needed

Key (SMART) Key Required

tools

Partner

Metric Method Target Frequency

BY whom

Where Socio-political, Scientific

or

Questions

Actions needed

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H. Theory of Change

objectives activities other

Behavior Change

Velondriake Dina enforcement, full and active participation of leaders within the project (meeting, awareness raising...)

By September 80% of local leaders surveyed will answer that they've helped during Dina enforcement in place once or more (beach seining, poison fishing) (up from 9% to 40% measured by Q22);

develop specific questionnaire to measure whether leaders are being active in Dina enforcement; conducting survey

, key informant body, log book; post survey questionnaire

LAP Numbers of cases of infraction discussed and n of infractions penalized by the community leaders through the Dina. Percentage of leaders that answer once or more in Q 22 , how many time have you helped Dina enforcement.

Observation;; Key informant interview and record book. Pre and post survey. Q 22, how many time have you help a Dina enforcement to law breakers.

1-From 9% to 80% for survey

September 2009 to October 2010 once a month for observation and log book monitoring; and September 2010 for survey

LAP, Log book holder

In each village within velondriake

Nepotism between villagers, Dina won’t be effectively enforced

How leaders will enforced effectively the Dina

Workshop training and use of positive deviance from local leaders will help to address this issue

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ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART)

Key Required tools

Partner Metric Method Target Frequency BY whom Where Socio-political, Scientific

or

Questions

objectives activities other

Behavior change goal

Velondriake Dina enforcement, full and active participation of leaders within the project (meeting, awareness raising...)

By June 2010, case of poison fishing reported will increase from 5 to 10 (five more report);

Key informant

and village

visit

Key informant

body

LAP case of poison fishing

consultation of key

informant or report

during meeting

2- 5 case reported;

September 2009 to October 2010 once a month

LAP, VCMVMC

In each village within velondriake

key informant won't to say the truth or

don't know about the

information needed

How can we make

sure that all information

are collected

triangulate

information;

target with

By june 2010 dina enforcement to poison fishermen by leaders will increase from 1 to 5

enforcement meeting

4 dina enforcement to poison fishing;

September 2009 to October 2010 once a month

LAP, VCMVMC

In each village within velondriake

By June 2010 beach

paiement of fine

7 more case of beach

September 2009 to

LAP,VCMVMC In each village

125

seiners fined by leaders in a meeting will increase from 1/yr to 8/yr

seine fined in a meeting

October 2010 once a month

within velondriake

By June 2010 beach seiners warned by leaders in a meeting will increase from 4/yr to 8/yr (4 more).

warning given in a meeting

4 more case of beach seine warned in a meeting

September 2009 to October 2010 once a month

LAP,VCMVMC In each village within velondriake

ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required tools

Partner

Metric Method Target Frequency

BY who

m

Where Socio-political, Scientific

or

Questions Actions needed

objectives activities other

Barrier

Removal

goal

1-FCA and gendarmes involvement in law enforcement

1-In October 2009 FCA and gendarmes will participate in Velondriake Dina awareness raising.2- From November

Awareness raising with FCA and gendarmes (giving warning),infraction report consensus giving,

Report from local leaders of case of infraction evidence

FCA and gendarmes,

% of investigation and prosecution by FCA and gendarme after getting

VCMVMC will follow up any case of investigation and prosecuti

100% follow up by FCA and gendarme of cases reported to them

From February 2010, every time there is a case reported

VCMVMC members

In Morombe and on site

Political instability in Madagascar; No effective enforcement from gendarme

How shall we ensure that gendarmes act effectively; How they going to react, How we're going

By following up their action, getting feedback and report about it; FCA will lead the enforcement

126

related to Velondriake area.

2009 they will investigate and prosecute any Dina breakers reported by VCMVMC.

investigation and prosecution, report of infraction methodology training,

;Worshop,

report from VCMVMC.

on resulted from report.

by local leaders (VCMVMC).

s. to determinate cost of FCA and gendarmes intervention as they are placed as at the plan B of the management strategy.

of the law after exhaustion of Velondriake Dina procedure by involving gendarmes

2- BV (LAP) give Management and leadership training to Leaders

3- From April to Mai 2010, 48 Leaders will be trained about management and leadership by BV and partner

Leadership training,

leadership training manual and expert

LAP and CITE (TBD)

worshop training

training report

3 training of 12 leaders in 2 month

TBD BV in Velondriake

Interfere with over worshop training for other project

How shall we plan all projects to fit together in one timeline?

Ensure that there is full communication and consultation between all projects

ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results Key Key Required Partner Metric Method Target Frequen BY Wher Socio- Questio Actions

127

needed (SMART) tools cy whom

e political, Scientific or

ns needed

objectives

activities other

Interpersonal Communicati

on goals

Communication of the issue to others

By September 2010 75 % (up to 36%) of the leaders have talked about beach seine fishing to one another (as measured by Q 35)

Workshop and village meeting

Facilitation body

LAP, VCMVMC

% of community leaders who say they have talked about beach seine netting with someone

Pre/Post campaign survey Q35 ) In the past 6 months, have you talked to anyone about stopping people using beach seine in Velondriake area? If you have, please tell me all of the people with whom you have talked to about this.

from 36% to 75%.

September-October 2010

Surveyor

Velondriake area

Combining of Pride Campaign project to other project in Velondriake area, especially when we talked about organizing village meeting (implementation of permanent NTZ, sea cucumber farming, family planning…

How shall we plan all projects to fit together in one timeline?

Ensure that there is full communication and consultation between all projects

By September 2010 75 % (up to 35%) of the leaders have talked about poison fishing to one another (as

Workshop and village meeting

Facilitation body

LAP,VCMVMC

% of community leaders who say they have talked about poison for fishing with someone.

Pre/Post campaign survey Q34 ) In the past 6 months, have you talked to anyone about stopping people using poison for fishing in Velondriake area? If you have, please tell me all of the people with whom you have

from 35% to 75%

September-October 2010

Surveyor

Velondriake area

Combining of Pride Campaign project to other project in Velondriake area, especially when we talked about organizing village meeting (implementation of

How shall we plan all projects to fit together in one timeline?

Ensure that there is full communication and consultation between all projects

128

measured by Q 34)

talked to about this.

permanent NTZ, sea cucumber farming, family planning…

ACTION PLAN FOR REACHING VILLAGE LEADERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required

tools

Partner

Metric Method Target Frequenc

y

BY who

m

Where

Socio-political, Scientific

or

Questions

Actions needed

objectives activities

other

Attitude goals

Support of FCA and gendarmes intervention

By September 2010, 80% (up from 59%)of the leaders have accepted the involvement of the FCA and gendarmes to work together with VCMVMC to enforce Dina to people using beach seine and poison. (as measured by Q37)

Villages visit and meeting

Facilitation body

LAP, FCA

Shift attitude. % of people who answer Yes to question: do you accept if FCA work together with VCMVMC to people using beach seine net and poison for fishing in Velondriake area

Pre/Post campaign survey Q number 37: Do you accept if Velondriake work together with Fisheries controller agency to enforce the Dina to people using beach seine and Laro.

59% up to 95%

September-October 2010

Surveyor

Velondriake area

Lost of trust from community members caused by bad attitude from FCA and gendarmes

How shall we avoid gendarmes acting wrongly

Ensure that agreement will be set up between FCA, gendarmes and Velondriake community members before the starting of the project

Feeling responsible

By May 2010, 100% (up from

Villages visit

Facilitation

LAP Shift attitude. % of leaders who

Pre/Post campaign

85% to

Sept

Surveyor

Velondriake

None None None

129

of Dina enforcement

85%) of the leaders will feel that they are one of the most responsible of the Dina enforcement (As measured Q31)

and meeting

body mention themselves as the most responsible of dina enforcement in Velondriake area

survey: Q31 Who are the most responsible of dina enforcement

100% ember-October 2010

area

Knowledge goals

Awareness of Velondriake Dina;

By October 2010, 100% (up from 80%) of the pirogue leaders will be aware of the Velondriake Dina (as measured Q 14)

Villages meeting, workshop, face to face conversation, distribution of the Dina printed

Facilitation body, paper, printer

LAP, Shift awareness. % of leaders who answer Yes to question, have you heard about the Velondriake Dina

Pre/Post campaign survey: Q14: have you heard about the velondriake Dina

80% up to 100%

September-October 2010

Surveyor

Velondriake area

None None None

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19.3 ACTION PLAN FOR REACHING PIROGUE OWNERS

ACTION PLAN FOR REACHING PIROGUE OWNERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required tools

Partner Metric Method Target Frequency Socio-political,

Scientific or

Questions

Actions needed

objectives activities otherBehavio

r Change

Participation of pirogue owners in Dina enforce

ment

From June 2010, 70% (up from 10%)of pirogue owners will warn any law breakers once or more (beach seining, poison fishing) (as measured by Q23);

Conduct survey

Enumerators

LAP Numbers of case of infraction reported, participation in Dina enforcement meeting

Key informant interview and record book. Pre and post survey. Q 23, how many time have you warned any law breakers.

From 10% to 70%

September 2009 to October 2010

Nepotism between villagers, conflict against law breakers

None None

From June 2010, 50%( up from 6%) of pirogue owners surveyed will answer that they've helped during Dina enforcement in place once or more to any infraction (beach seining, poison fishing) ( as measured by Q22);

develop specific questionnaire to measure whether pirogue owners are being active in Dina enforcement; conducting survey

Key informant body, log book, post campaign survey questionnaire

LAP percentage of pirogue owners that answer once or more in Q 22 , how many time have you helped Dina enformcement.

Observation and Key informant interview and record book. Pre and post survey. Q 22, how mny time have you help a Dina enforcemt to law breakers.

From 6% to 50%

September 2009 to October 2010 once a month for observation and log book monitoring; and September 2010 for survey

Nepotism between villagers, conflict against law breakers

None None

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H. Theory of Change

ACTION PLAN FOR REACHING PIROGUE OWNERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required tools

Partner

Metric Method Target

Frequency Socio-political, Scientific or

Questions

Actions needed

objectives activities other

Interpersonal Communication goals

Communication of the to others

By September 2010, 70 % (up to 15%) of pirogue owners have talked about beach seine to another one (as measures in Q35).

Workshop and village meeting

Facilitation body

LAP,VCMVMC

% of community leaders who say they have talked about beach seine for fishing with someone.

Pre/Post campaign survey Q35 ) In the past 6 months, have you talked to anyone about stopping people using poison for fishing in Velondriake area? If you have, please tell me all of the people with whom you have talked to about this.

15% up to 70%

September- October 2010

Combining of Pride Campaign project to other project in Velondriake area, especially when we talked about organizing village meeting (implementation of permanent NTZ, sea cucumber farming, family planning…

How shall we plan all projects to fit together in one timeline?

Ensure that there is full communication and consultation between all projects

September 2010, 70 % (up to 12%) of pirogue owners have talked about poison fishing to another one (as measures in Q34).

Workshop and village meeting

Facilitation body

LAP,VCMVMC

% of community leaders who say they have talked about beach seine for fishing with someone.

Pre/Post campaign survey Q34 ) In the past 6 months, have you talked to anyone about stopping people using poison for fishing in Velondriake area? If you have, please tell me all of the people with whom you have talked to about this.

12% up to 70%

September- October 2010

Combining of Pride Campaign project to other project in Velondriake area, especially when we talked about organizing village meeting (implementation of permanent NTZ, sea cucumber farming, family

How shall we plan all projects to fit together in one timeline?

Ensure that there is full communication and consultation between all

132

planning… projects

ACTION PLAN FOR REACHING PIROGUE OWNERS ACTION PLAN MONITORING PLAN KEY RISKS

Goals Results needed

Key (SMART) Key Required

tools

Partner Metric Method Target

Frequency

Socio-political,

Scientific or

Questions Actions needed

objectives activities other

Attitude goals

Support of FCA and gendarmes intervention

By May 2010, 75% of the leaders will accept the involvement of the FCA and gendarmes (as measure by Q 37)

Villages visit and meeting

Facilitation body

LAP, FCA Shift attitude. % of pirogue owners who answer Yes to question: do you accept if FCA work together with VCMVMC to people using beach seine net and poison for fishing in Velondriake area

Pre/Post campaign survey Q number 37: Do you accept if Velondriake work together with Fisheries controller agency to enforce the Dina to people using beach seine and Laro.

41% up to 95%

September- October 2010

Lost of trust from community members caused by bad attitude from FCA and gendarmes

How shall we avoid gendarmes acting wrongly

Ensure that agreement will be set up between FCA, gendarmes and Velondriake community members before the starting of the project

Feeling responsible of Dina

By May 2010, 80% (up from 53%) of the pirogue owners will feel that they

Villages visit and meeting

Facilitation body

LAP Shift attitude. % of pirogue owners who mention

Pre/Post campaign survey: Q31 Who are the

53 to 100%

September- October 2010

None None None

133

enforcement

are one of the most responsible of the Dina enforcement. (as measure by Q 31)

themselves as the most responsible of dina enforcement in Velondriake area

most responsible of dina enforcement

Knowledge goals

Awareness of Velondriake Dina

By October 2010, 95% of the pirogue owners will be aware of the Velondriake Dina

Villages meeting, workshop, face to face conversation, distribution of the Dina printed

Facilitation body, paper, printer

LAP, Shift awareness. % of leaders who answer Yes to question, have you heard about the Velondriake Dina

Pre/Post campaign survey: Q14: have you heard about the velondriake Dina

75% up to 100%

September- October 2010

None None None

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19.4 CAMPAIGN FRAMEWORK: FISHERMEN

135

19.5 CAMPAIGN FRAMEWORK: RECREATIONAL VISITORS

I. BUDGET & TIMELINE

The budget and timeline are preliminary at this stage of the project plan. A detailed budget for campaign activities will be included in the Campaign Operational Plan which will be filed as an addendum to this document.

136

20.0 PROJECT TIMELINE & BUDGET

20.1 Project timeline (Gantt)

Outreach Timeline (DRAFT)

137

Project/Activities Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May JunFact sheet preparationPosters design, production and placementButton preparationSchool song productionCostume productionSchool visitComicPopular songFisheries storyboard prodCommunity visits incl. Serena TheatreSermon sheet BillboardsMediaFund raisingKey stakeholder reportingMeeting of Program committee (monthly)Post project questionnaire surveyFinal report and follow up planMtce. RarePlanet

This is a preliminary timeline that includes assumed activities. This will need to be adjusted after Work Plan development which will help determine actual campaign activities to be developed.

138

Detailed Barrier Removal Timeline

StepsBarrier Removal Implementation

Before Jan 09

Jan - 09 Feb - 09 Mar - 09 Apr - 09 May - 09 Jun - 09 Post Apr 2010

Community outreach and increase awareness (Pride)Purchase snap traps and train fishermenPetition driveEradication permit approved by Ministry of HealthPurchase bait stations and place them on Serena IslandBait stations armed Bait stations checked/rearmed & rodents monitoredFishermen check their boats & install snap trapsAndrea Naturalist Society monitors dove population (bi-annual)

20.2 Project budget for Rodent Eradication (Andrea dollar has parity with US$)

Site Preparation Phase:

Task Detail Cost (A$)Transport to/from site during prep(Boat (Mercruiser 5.7 5500) provided by Forestry, Gas only)

20 boat trips @ $3 A$ 60

Camping equipment http://www.breezily.co.uk/products/complete_camping_set_for_two

3 sets tents, sleeping bags, cooking utensilsiii @$70 A$ 210

Clearing 3000 meters bait lines (labor) 6 men clearing 100 m/day x 5 days

6 men @ $A 16 for 5 days A$ 480

Provisions (5 days) $15 day x 6 people x 5 days A$ 450PVC Protecta Bait Stations (73gound + 120 tree) $85 for pack of 6 bait stations need 33 packs A$ 2,805Equipment (Cutlass, overalls, gloves etc)iv Equipment package @$81/person x 6 A$ 486Project oversight (donated by Forestry Department) No cost to project -TOTAL A$ 4,491

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I. Budget & Timeline

Baiting and Implementation Phase:

Task Detail Cost (A$)Transport to/from site during eradication phase(gas only)

210 boat trips @ $3 A$630

Man days (monitoring bait stations); Daily for 7 weeks, alternate days for 16 weeks – 4 man team

105 days x 4 men x $16 daily rate A$6,720

Provisions $10/person/day (105 days) – 4 men A$ 4,200Bait (for ground bait stations) 33 kghttp://kill-fireants.com/mcart/index.cgi?PID=IT647&code=13

11 buckets of Talon Weather Blox: Each bucket costs $49.00 and contains over 200 bait blocks.

A$ 539

Bait (for tree bait stations) 33 kghttp://kill-fireants.com/mcart/index.cgi?PID=IT647&code=13

25 buckets of Talon Weather Blox: Each bucket costs $49.00 and contains over 200 bait blocks

A$1,225

Equipment Climbing spikes 2 sets @$296http://www.abbeypro.co.uk/subprod/climbing-spikes-0001030.aspx

A$ 592

Project oversight (donated by Forestry Department) No cost to project -TOTAL A$ 13,906

Monitoring Phase:

Task Detail Cost (A$)Transport to/from site during monitoring phase (Site will be monitored fortnightly for 8 months) Gas only

32 boat trips @ $3 A$ 96

Man days – 16 days x 4 man team 16 days x 4 men x $16 daily rate A$ 1024Provisions $10/person/day (16 days) – 4 men A$ 640Bait (for bait stations) 3buckets of Talon Weather Blox: Each bucket costs $49.00 and

contains over 200 bait blocks.A$ 147

Equipment (Chew sticks, sticky boards etc) Estimated at $300 A$ 300Project oversight (donated by Forestry Department) No cost to project -TOTAL A$ 2,207

iii

iv

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Total cost of Serena Island Eradication Program = Av$ 20,604 + 15% contingency ($3,090) = 23,695

20.2.1 Preliminary Project budget for Outreach costs (Andrea dollar has parity with US$) Important note: The specific activities (posters, sermon sheets, school visits) are subject to change. These will be more fully detailed and budgeted in the campaign Work Plan and Operalization Plan that will be appended to this document

Activity Number Anticipated costs CommentsFact sheet preparation 1,000 $1,000Posters design, production and placement 5,000 $ 7,500Button preparation 5,000 $ 5,000School song production DonatedCostume production $ 750

School visitTransportation from Project vehicle. Costs covered by FD

Comic 1,000 $3,000Popular song DonatedFisheries storyboard prod $300

Community visits incl. Serena Theatre$1,000 $1,000 LCD projector. Other costs covered

by FDSermon sheet 1,000 500Billboards 3 2,250Radio Donated air time

TOTAL 21,300 Anticipated from Rare ($20,000)

Anticipated revenue from Core Funds = $20,000

v

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I. Budget & Timeline

ENDORSEMENT OF THIS PLAN

Draft copies of this plan were circulated to Paul Butler (Pride mentor) through my RarePlanet portal, www.rareplanet.org/serena, in an iterative review process. It was also shared with the stakeholders who attended the initial participatory modeling meeting, as well as with those interviewed during the directed conversations. Throughout the planning process new ideas and recommendations have been incorporated and revisions made, to the extent that this plan has now been approved by all critical partners including the Chief Forest Officer, REI, members of the Serena Island Advisory Committee and Rare.

The plan will be posted on RarePlanet, which will continue to be used for information sharing and periodic updates.

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21.0 REFERENCES AND ACKNOWLEDGEMENTS

Biodiversity of Serena Isl; J. Biological Science; A. Martin. 2005 Margoluis, Richard A.; and Niklaus Salafsky [1998] Measures of Success, Island Press, Washington DC. An island under threat; B. Jenks; 2001 96pp Searon Press Andrea’s Unique Quail Dove; Alan Jackson. Article in Birdlife, 1998 Forestry Dept. Management Plan (Serena Island), 2001 Forest & Wildlife Protection Act, Andrea. 1978 Proposal to declare Serena Island a National Park (FD, memo) Miradi Software: Courtesy of Conservation Measures Partnership

The author of this Project Plan would like to acknowledge the assistance given by Jo Smith (Chief Forest Officer) and Susan Dikins (Chief Education Officer, Forestry Department), as well as all the various stakeholders who participated in the drafting of this document. The Forestry Department acknowledges the generous assistance provided by the US Fish & Wildlife Service and Rare who are the principal sponsors of this project, as well as Jeremy Blanchore of the Silver Springs Hotel who donated refreshments for the stakeholder meeting. Finally, the Department must acknowledge the generosity of the Stallman Foundation who has pledged more than A$ 200,000 to support Rodent Eradication International’s work in eradicating Ship Rats from Serena. It is the writer’s sincere hope that the campaign outlined here will not only garner ministerial approval for this eradication program, but will also prevent rodent reinvasion once the removal of commensal rodents has occurred.

This plan has been read and approved by Jo Smith, Chief Forest Officer, Andrea Forestry & Wildlife Department

May 2008

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J. APPENDICESA. Full Stakeholder Matrix, from Section 2.3

B- BRAVO data from Section 6.0

Participant/Stakeholder

Participantname, position,

and contactdetails

Key Issues PotentialContribution (what participants bring

to the meeting)

MotivationTo Attend (what meeting can give to participant)

Consequencesof not inviting

Project Manager

ShawnShawn@blueventures.org

Supervisor -Knowledgeof the South West region of Madagascar -knowledge in Community project

-Personal and professional interest in site

-Loss of importantSupport and knowledge

-Blue ventures Scientist

Daniel Raberinary-daniel@blueventures.org

Community and fisheriesWithin the area

Community outreach expert, role of facilitator

-Preparation of his PhD -Field and topics-Enhancing knowledgeof all site and other project management

Loss of importantInformation about community knowledge and perception about resources.

Blue ventures scientis

lalao@blueventures.org Community based monitoring

Ecological resources management and facilitator

Enhance knowledge in community key issue.

Loss of

President of theVelondriakeCommittee and Milasoa zone President

Samba RogerAndavadoakaMadagascar

CommunityLeader ProjectAssistant

Community knowledgeFacilitation of Community dialogue

Experiences of new projectinvolvement in an higher project level

Loss of the most important communityleader

Chef FokontanyOf the 25 villages

List of all villages withinVelondriake.

Project Facilitator

Community and fieldknowledge

Gaining experience

Loss of communitysupport

VelondriakeCommittee Members

Milasoa zoneMilagnoriake zoneFanemotse zone

ProjectFacilitator

Experience in CommunityAwareness raising

Gaining Experience to improvetheir proper conservationProject

Increasing facilitator

Women association In Velondriake

In AndavadoakaLamboaraTampolove

Resource useAnd projectfacilitator

Knowledge aboutresources, willhelp for awarenessraising

Involvement on theProject, mostlyFor the awarenessraising

Loss of very Important toolFor social marketingProject in the site

EnvironmentalClub

AndavadoakaLamboaraTampolove

Raising awareness

Volunteering in awareness raising

Experienceactivities support

Loss of importantVolunteering

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Participant/Stakeholder

Participantname, position,

and contactdetails

Key Issues PotentialContribution (what participants bring

to the meeting)

MotivationTo Attend (what meeting can give to participant)

Consequencesof not inviting

Mayor RioBefandefaMadagascar

Project Facilitator

Supporting the project

Important projectFor the developmentof his commune.-Personal and politicalinterest

Loss of governmentalauthorities support

Fisheries Department Members

NoelyFisheries departmentOfficier

Governmentalauthoritiesrepresentative

Legislation and threatKnowledge

Understandingcommunity issueand facilitation

-Stakeholder incomplete-Loss of higher levelParticipants

SGP UNDP Regional Representative

Barrier removal Will be a key Stakeholder for financing the project

Interest of CommunityProject

Loss of potentialFinancial partner

Fisheries companyDirector

JackoCopefritoToliara-Madagascar

-Barrier removal-Fisheries issue

Fisheriesinformation and provide of fishinggears

Involvement to the projectto better understand of the issue issueimproving the marine resourcesfor the market

Loss of important Development partner

PACP project Collin Governmentalauthoritiesrepresentative

opportunity ofBarrier Removal

Interest on the South est of Madagascar project

Loss of important partner

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Economics 1 Criteria Explanation Score

CostsPreliminary projected cost

As far as practical, all costs (capital and recurrent) should be listed. Include technology i.e. stoves, traps etc; technical assistance; distribution channels, marketing (other than Pride campaign costs), micro-finance, compliance and enforcement etc. Give costs in local currency and US$. Where possible give detailed line item costs, as well as summary

Meeting and workshop costs Transportation around the site and from site to other places to consult

community leaders and community members Per diems for Velondriake leaders when on mission to other villages for

consultation. Per diem for village leaders during leadership training workshop

Additional campaign cost Transportation for raising awareness to local and migrant fishermen in

Morombe and other areas surrounding the MPA about the Dina and new strengthened enforcement (BV, community leaders, fishing controller, public forces…)

Monitoring costs Survey Materials Fuel costs for survey boat Per diems for local community monitors

4

Predictability of cost burden Costs are predictable 2

147

Average score

3

Technology Criteria Explanation Score

Technology

Attainability & availability No new technology needed, camera are already placed in some village to take picture for evidence

4

assistance technology The Velondriake Committee managementVelondriake Management Committee have their boat of there is a need from the FCA; and.

4

Appropriate for circumstances To be filled 4

Average score

Capacity /organizational

ability

Barrier Removal Partner support

Barrier removal partners, which is BV and FCA have were already consulted and committed to support the project for any assistant and action.

4

Barrier Removal Partner’s ability to drive change

Fishing controller responsibility is to enforce national regulation; they’ve already achieve some good example of enforcement in different area; so with the help of the community and other partners, they will probably be able to drive change.

4

Economics 2 Criteria Explanation Score

Revenues

Description of revenue streams

Fundraising total: TBD Source: Blue Ventures, TBD 3

Percentage of total cost available

1: 0 – 25% 2: 25 – 50% 3: 50 – 75% 4: 75 – 100%

TBD

3

Likelihood of fundraising success

3

Fundraising timing Initial funding up to 3,000,000 already available for travel, per diems, and training materials

4

Funding Alignment Funding is well aligned with the project timeline, we can even start first awareness raising before implementation phase

4

Sustainable funding Blue Ventures Grants for Velondriake expires end of 2010. Afterwards it is unknown if funding can be secured.

3

Average score

3.3

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Budget planning and cost efficient execution

To be filled

Average score Other partners Other critical partners Security forces (gendarmes) 4Average score 4

Impacts and Metrics Criteria Explanation Score

Conservation impact Likelihood of conservation impact

The conservation impact will be to increase the fish recruitment as well as average size and number of fish in the most heavily seined and poisoned villages. We will work with BV scientists to find more specific ways of measuring this impact

3

Impact sustainability The conservation impact will be definitely sustainable once we reduce the threat to the fish recruitment in Velondriake area. We can prove that from observation to neighbors practicing beach seine fishing where fish are non abundant.

4

Average score 3.5

Political and Cultural Criteria Explanation Score

Community leadership

Leader and influencer in the community

Velondriake Management Committee and Regional Velondriake Committee have been consulted; The Mayors of the two communes involved have also been consulted.

4

Leadership willingness to endorse

The Mayor of Morombe has already shown his willingness to support the reduction of beach seine. However, the Mayor of Befandefa, (within which Velondriake is based) is more different because he has rents out several beach seine nets to local fisherman.The Velondriake community leaders are willing to fight against the problem but still need leadership training to enable them to become more involved.

2

Average score 3

Political environment

Current legislative and legal landscape

The current legislative and legal landscape is a bit ambiguous about beach seine problem in Madagascar; It’s been a long time that the fishing enforcement department has already tried to address the issues by their manner, but no success till now. So, this campaign will help them a lot to achieve their work too. A major obstacle is the fact that national legislation does not specifically mention beach seining. It does ban the use of small mesh nets, however which would include beach seines, but this would also cover relatively common, non-destructive nets used for catching sardines and other small fish species. An amendment to national law specifically addressing beach seining would be of great regional and national importance.

3

Ability to drive legislative change

There is the potential to lobby for a change in national legislation but would not be feasible at this time since Madagascar is still undergoing dramatic political changes and the governing party is one of “temporary transition.” A more feasible target would be a regional decree banning the practice. The Velondriake dina does specifically ban beach seining and it is hoped that if tested, this would stand up in court. It is therefore not yet necessary to push for this change.

1

Average score 2

Assessment of norms The only things to assess are that the implementation date won’t bother the 4

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Tipping points 1st tipping point The first tipping points will be the removal of all halting of all local beaches seining and poison fishing activity.

2

2nd tipping point The 2nd tipping point will be the first fining (by dina or by by fish enforcement agency) of the migrant beach seiners and poison fishermen.

4

3rd tipping point The 3rd tipping point will be the elimination of migrants’ beach seiners from Velondriake.

3

Average score 3Metrics Measurable outcomes Definitive absence of local and migrants beach seiners and case of poison fishing

and increase of fish population measured by scientific and community surveys3

Average score 3

C -Qualitative surveyB. Have you ever met or do you know anyone who does beach seine or poison fishing? If yes, can you tell me about this person? What does this person do? What

kind of person is he? How similar or different is this person comparison to you? In what way? What, if anything, do these people get by doing the beach seine or

poison fishing (e.g, finance-al gain, status, acceptance, relaxation)?

C. As far as you know are there any drawbacks of BEACH SEINE FISHING and poison fishing? Are there any negative outcomes, if so what?

D. As far as you know does BEACH SEINE FISHING and poison fishing (enforcing the Dina) have an impact on you? On your community, on your family? How

serious are these?

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E. Have you ever seen anyone enforcing the Velondriake Dina to beach seiner and fishermen using poison? Who are these people? Why do you think they do what

they do? How similar/different are they from you? In what ways?

F. Have you ever tried to support the enforcement of the Dina to beach seiners or poison fishing or report any infraction? When? What happened? Why? Why not?

How did you feel about it?

G. Would you ever consider reporting people using beach seine or poison for fishing or supporting the enforcement them of Dina to? Why? Why not? Under what

circumstance? How might reporting people using beach seine or poison for fishing / supporting the Dina enforcement affect your lives? In positive ways? In

negative ways?

H. If you wanted to report beach seiner or people using poison/ supporting the enforcement of the Dina would you be able to do it? How hard would it be for you?

I.

J. What makes it easier for you to report people using beach seine or poison fishing /supporting Dina enforcement?

K. If you are making a decision about fishing whose point of view is important to you? Who did you turn to when it comes to fishing? Who do you admire?

L. What do you think these people’s views are about reporting beach seiners or poison fishing/ supporting Dina enforcement?

M. What individuals or groups do you think would disapprove the fact of reporting Dina infraction and Dina enforcement?

N. What individual or group do you think would approve if you report an infraction or support a Dina enforcement?

O. Which of these individual or groups are the most important to you? Why?

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P. Have you ever discussed about enforcing Dina to people using beach seine for fishing with people who are important to you/whose opinion you respect (e.g.

peers, community leaders, significant others)? Who were they? What did they talk about?

Q. Whose responsibility is it to (remedy the problem)? What makes you say that? Why is it this groups/individuals responsibility? What about you? What role can

you play? Why?

D- Quantitative survey questionnaires

VELONDRIAKE CAMPAIGN QUESTIONNAIREHello, my name is ..................., I'm working with Blue ventures. We are conducting a survey with community of all villages within Velondriake Area. We would very much appreciate your participation in this survey by answering a few questions about the marine environment and marine activities. We come to you because we believe that you are the most aware about the situation in your village and the marine environment. Whatever information you provide will be kept strictly confidential and your name and answers will not be shown to or shared with any other person except for those people who are working on the survey. Your answers will help us to plan and implement environmental programs.

Participation in this survey is voluntary and you can choose not to answer any individual question or all of the questions. However, your views are important to us and I hope you will participate. May I begin the interview now?

Respondent agrees to be interviewed (if no, keep tally on separate sheet of paper) [ ] Yes

Section 1background information

Interviewer[ ] Edgar[ ] Dany [ ] Dominique [ ] Joeline

Villages[ ] Nosy Be [ ] Bevato [ ] Ambolimoke [ ] Belavenoke [ ] Nosy Andranombala [ ] Nosy Mitata [ ] Antsatsamoroy [ ] Nosy Andambatihy [ ] Nosy Ve [ ] Andavadoake [ ] Ambalorao [ ] Nosy Hao [ ] Ampasilava [ ] Ankilimalinike [ ] Befandefa [ ] Lamboara [ ] Ampasimara [ ] Ankidranoke

[ ] Vatoavo [ ] Agnolignoly [ ] Tampolove [ ] Tsimivolo [ ] Ankitambagna [ ] Other ________________

Date: (day/month/year)

________________

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Survey period:[ ] Baseline-campaign area[ ] Baseline-comparison [ ] Post-campaign-campaign area [ ] post campaign-comparison

[ ] Male [ ] Female

Section 2 :Socioeconomic and demographic questions

To begin, I would like to ask you some question about yourself

(1) Are you resident or outsider?[ ] Resident [ ] Outsider

(2) Which of the following statement describes you the most?[ ] Velondriake committee member [ ] Beach seiner [ ] Under collector [ ] Don't fish [ ] Pirogue owner [ ] Elder, leader or village president [ ] Other community members [ ] Other ________________

(3) What type of fishing are you practising?[ ] Gleaning octopus, sea cucumber [ ] Use fine net or mosquito net [ ] Use normal net (2,3,4 tondro) [ ] Diving [ ] Use beach seine net [ ] Poison fishing [ ] Line fishing [ ] Turtle fishing [ ] Sharks fishing [ ]Other ________________

(4) Are you? (beach net users)[ ] Owner [ ] Labourer

(5) What was yor level of education completed? [ ] No school completed [ ] Primary [ ] Secondary [ ] High school [ ] University

(6) Age________________

Section 3:Establishing baseline for measuring change in knowledge SMART objective.

Now, I would like to ask you some questions about the living environment in Velondriake.

(7) How do you find the state of marine resources in Velondriake area?[ ] Decrease [ ] Increase [ ] Stable [ ] Uncertain

(8) If uncertain, why? ________________

(9) If increase, why?

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________________

(10) If decrease, why?[ ] Increase of population [ ] Over exploitation [ ] Use of beach seine [ ] Use of poison for fishing [ ] Increase of migrant fisherman [ ] Fish stay in the deeper area [ ] The ancestor keep them[ ] Don't know [ ] Bad weather [ ] Other ________________

(11) What is the number one perception?[ ] Increase of population [ ] Over exploitation [ ] Use of beach seine [ ] Use of poison for fishing [ ] Increase of migrant fisherman [ ] Fish stay in the deeper area [ ] The ancestor keep them[ ] Don't know [ ] Bad weather [ ] Other ________________

(12) What are the impact of poison fishing for the marine environment?[ ] Destroys coral reef [ ] Kill everything [ ] Catch all size of fish [ ] Kill all marine resources [ ] Deplete fish stock [ ] Kill juvenile [ ] Don't know

[ ] Hafa (Mairiho laha misy) ________________

(13) What are the impact of beach seine fishing for the marine environment?[ ] Destroys coral reef [ ] Kill everything [ ] Catch all size of fish [ ] Kill all marine resources [ ] Deplete fish stock [ ] Kill juvenile [ ] Don't know

[ ] Other ________________

(14) Have you heard about the Velondriake Dina?[ ] Yes ( go to questions10, 11, 12) [ ] No (go to question 15) [ ] Uncertain (go to question 15)

(15) If yes, What dina do you know of in relation to the marine environment?[ ] It is prohibited to use poison for fishing [ ] It is prohibited to use fine mesh net if it's not to catch anchovie and sardines [ ] It is prohibited to fish in a closed reserve [ ] It is prohibited to use gears that kill juvenile [ ] It is prohibited to damage or overturn coral reef [ ] It is prohibited to kill turtle and dolphin [ ] It is not allwed to fish around taboo area [ ] Don't know [ ] Other(16) How much is the penalty for using beach seine net?[ ] 200 000Ar [ ] 150 000Ar [ ] 100 000Ar [ ] 50 000Ar [ ] 20 000Ar [ ] No fine [ ] Don't know

(17) What is the penalty for poison fishing?[ ] 200 000Ar [ ] 150 000Ar [ ] 100 000Ar [ ] 50 000Ar [ ] 20 000Ar [ ] No fine [ ] Don't know

(18) If no, what practise are not allowed to do in the marine environment?[ ] It is prohibited to use poison for fishing [ ] It is prohibited to use fine mesh net if it's not to catch anchovie and sardines [ ] It is prohibited to fish in a closed reserve [ ] It is prohibited to use gears that kill juvenile [ ] It is prohibited to damage or overturn coral reef [ ] It is prohibited to kill turtle and dolphin [ ] It is not allwed to fish around taboo area [ ] Don't know [ ] Other )________________

Section 4: Trusted Sources of information.

(19) People hear information about the environment from many sources. I'm going to read you a list of sources from which you might hear information about environment, and I would like you to tell me whether you would find that source Trustworthy, Somewhat trustworthy or not trustworthy.

(A) Velondriake committee members[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

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(B) Blue ventures Staff[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(C) Fisheries controller agency[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(D) Club Aloalo, Angisy, Apombo[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(E) Friends[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(F) Teachers[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(G) Elders[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(H) Village reunion[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(I) Children[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

(J) Radio FIVE[ ] Trustworthy [ ] Somewhat trustworthy [ ] Not trustworthy [ ] Uncertain

Section 5: Assign Respondent to stage of behavior

(20) About warning/stopping, reporting people using poison for fishing and speaking up during Dina enforcement meeting.

(A) Never done it[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(B) Have considered but never do it[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(C) Have considered and intend to do it in the futur[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(D) Have considered but in the futur and have talked about it to people but never done it

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[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(E) Have done it but not all the time[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(F) Have done it everytime I've seen one[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(G) Behavior is not related to respondent[ ] Stopping/warning [ ] Reporting [ ] Attending meeting about dina enforcement (speaking up)

(21) About warning/stopping, reporting people using beach seine net for fishing and speaking up during Dina enforcement meeting.

(A) Never done it[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(B) Have considered but never done it[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(C) Have considered and intend to do it in the futur[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(D) Have considered but in the futur and have talked about it to people but never done it[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(E) Have done it but not all the time[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(F) Have done it everytime I've seen one[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

(G) Beahavior is not related to respondent[ ] Stopping/warning [ ] Reporting [ ] Attending a meeting about dina enforcement (speaking up)

Section 6:Establish baseline for and measure change in behavior SMART objectives

Ask to people who did above behavior

(22) How many time have you helped a velondriake Dina enforcement?[ ] Never [ ] 1 [ ] 2 [ ] 3 [ ] More [ ] Uncertain

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(23) How many times have you given a verbal warning to someone breaking the velondriake Dina?[ ] Never [ ] 1 [ ] 2 [ ] 3 [ ] More [ ] Uncertain

(24) How many time have you reported someone poaching the reserve?[ ] Never [ ] 1 [ ] 2 [ ] 3 [ ] More [ ] Uncertain

(25) If there is a dina enforcement meeting to people caught using laro, would you be willing to attend it (speaking up)[ ] Yes [ ] No [ ] Uncertain

(26) If there is a dina enforcement meeting to people caught using beach seine, would you be willing to attend it (speaking up)

[ ] Yes [ ] No [ ] Uncertain

(27) If there is a dina enforcement meeting to people caught in a closed reserve, would you be willing to attend it (speaking up)

[ ] Yes [ ] No [ ] Uncertain

Section7:Establish baseline for and measure change in attitude SMART Objectives

(28) How important do you feel is to protect fish recruitement in the Velondriake area?[ ] Very important [ ] Somewhat important [ ] Little important [ ] No need

(29) I would like to read you a series of statement and I would like you to tell me whether you are " strongly agree, agree, not sure, disagree or strongly disagree.

(A) Beach seine is a very big problem in Velondriake area[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(B) Poison fishing is a very big problem in Velondriake area

[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(C) Community should stop people using beach seine[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(D) Community should stop people using poison for fishing[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(E) People using beach sene should be penalized[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(F) People using poison for fishing should be penalized[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

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(G) Eliminating beach seine will increase fish stock in Velondriake areaÿ ÿ[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(H) Eliminating poison for fishing will increase fish stock in Velondriake area[ ] Strongly agree [ ] Agree [ ] Not sure [ ] disagree [ ] Strongly disagree

(30) I'm going to read you a number activities, and I would like you to tell how difficult they are for you.

(A) Enforcing Dina to beach seine users[ ] First [ ] Second [ ] Third

(B) Enforcing Dina to poison fishing users[ ] First [ ] Second [ ] Third

(C) Signing petition to call fisheries controller agency to control velondriake area and apply fishing laws[ ] First [ ] Second [ ] Third

(31) Who are the most responsible to enforce the velondriake Dina or penalizing people doing forbidden activities in velondriake?[ ] Velondriake committee [ ] Mayor [ ] Village president [ ] Elders [ ] Fisheries controller agency [ ] Local community members [ ] Gendarms

[ ] Don't know [ ] Other________________

(32) In your opinion, what would be the penalty for people breaking the Dina at the first time?

________________

(33) In your opinion, what would be the penalty for people breaking the Dina at the second time?

________________

I'm going to ask you some questions about your communcation to other people

Section 8: Establish baselines for and measure change in interpersonal communication SMART objectives

(34) In the past 6 months, have you talked to people about using poison for fishing in Velondriake area? If you have, please tell me everyone with whom you have talked about this.[ ] Never [ ] Friend and other fishermen [ ] Village president and other leader [ ] Elders [ ] Fisheries department [ ] Blue ventures staff [ ] Velondriake committee [ ] Village reunion [ ] Spouse and partner [ ] Children [ ] Family members [ ] Other ________________

(35) In the past 6 months, have you talked to people using beach seine for fishing in Velondriake area? If you have, please tell me everyone with whom you have talked about this.

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[ ] Never [ ] Friend and other fishermen [ ] Village president and other leader [ ] Elders [ ] Fisheries department [ ] Blue ventures staff [ ] Velondriake committee [ ] Village reunion [ ] Spouse and partner [ ] Children [ ] Family members [ ] Other ________________

(36) What did you talk about, can you tell me what was the main things you discussed?________________

Section 9: Understand Barriers to and benefits of behavior change

(37) . Do you accept if Velondriake work together with Fisheries controller agency to enforce the Dina to people using beach seine and Laro.[ ] Yes [ ] Uncertain [ ] No

(38) Why? ________________

What are the barriers for community members and velondriake committee managementVelondriake Management Committee to enforce dina to people using poison and beach seine for fishing.

(39) What are the barriers for community members to enforce dina to people using beach seine for fishing.

[ ] They come from the same ethnicity [ ] They all living with the sea [ ] They are affraid of them [ ] They don't want to fight[ ] They don't care [ ] They don't want to take responsibility [ ] They waiting for velondriake committee or other leader to act [ ] Don't know [ ] They've never caught one [ ] Nepotism

[ ] Other ________________

(40) What are the barriers for community members to enforce dina to people using poison for fishing.

[ ] They come from the same ethnicity [ ] They all living with the sea [ ] They are affraid of them [ ] They don't want to fight[ ] They don't care [ ] They don't want to take responsibility [ ] They waiting for velondriake committee or other leader to act [ ] Don't know [ ] They've never caught one [ ] Nepotism

[ ] Other ________________

(41) What are the barriers for village leaders and committee management to enforce dina to people using beach seine for fishing.

[ ] They come from the same ethnicity [ ] They all live with the sea [ ] They are affraid [ ] They don't want to fight[ ] They don't care [ ] They are waiting for community members to act [ ] They don't want to take responsibility [ ] Don't know [ ] They've never caught one [ ] Nepotism [Other ________________

(42) What are the barriers for village leaders and committee management to enforce dina to people using poison for fishing.

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[ ] They come from the same ethnicity [ ] They all live with the sea [ ] They are affraid [ ] They don't want to fight[ ] They don't care [ ] They are waiting for community members to act [ ] They don't want to take responsibility [ ] Don't know [ ] They've never caught one [ ] Nepotism [Other ________________

Section 10: Exposure to campaign activities and messages

(43) I'm going to ask you about the number of ways in which you may or may not have seen or heard about of beach seine net and poison fishing in velondriake area. For each method, I would like you tell me whether you remember seeing ot hearing that source in the past 6 months

(A) Velondriake committee meeting?[ ] Yes [ ] Uncertain [ ] No

(B) Club Alo Alo, Apombo, Angisy play?[ ] Yes [ ] Uncertain [ ] No

(C) Fisheries department[ ] Yes [ ] Uncertain [ ] No

(D) Village president[ ] Yes [ ] Uncertain [ ] No

(E) Blue ventures staff?[ ] Yes [ ] Uncertain [ ] No

(F) Radio FIVE?[ ] Yes [ ] Uncertain [ ] No

(44) Which type of entertainment do you like the most?[ ] Student play [ ] Club Alo Alo, Apombo, Angisy play [ ] Women association play [ ] Foot ball [ ] Kids play [ ] Pirogue race [ ] Bal [ ] Other) ________________

(45) Other remarks________________

E- Velondriake local law -Dina

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DINA FOR THE LOCAL POPULATION OF 7 FOKONTANY AROUND ANDAVADOAKA, RURAL COMMUNE OF BEFANDEFA, TO MANAGE COASTAL AND MARINE RESOURCES

Several meetings were realised in 22 villages around the future Marine Protected Area since April 2006. A meeting was held on 16 October 2006 in Andavadoaka led by the President of Velondriake Association and attended by the 3 regional committees, the Vice Mayor, the President of the Fokontany, the elders of Andavadoaka and the NGO partners, Blue Ventures and WCS. The dina (local law) proposed by the villagers from each village has been adopted by the villagers after being drafted by Velondriake Association.

The details of the ìdinaî are as follows:

CHAPTER I: DEFINITION

OBJECTIVES OF THE DINA

Article 1:The dina was created to:1. make sure that the local population will enforce the regulations for resource management and their responsibilities in the ìcahier de chargesî2. apply the management plan and action plan to control the use and protection of the natural resources and area managed by Velondriake

PARTIES CONCERNED

Article 2:The dina affects the local population of 7 Fokontany (smallest administrative division): Andavadoaka, Ambalorao, Befandefa, Bevato, Lamboara, Tampolove and Vatoavo.

Article 3:Inhabitants from other villages or areas who are not respecting the regulations within the MPA can be affected by the dina.

ENFORCING THE DINA

Article 4:The dina was created to work alongside the actual laws so it does not prevent these laws from being enforced.

Article 5:The non respect of the dina will lead to the punishment of the trespasser, punishment such as payment of a fine according to the offence.

CHAPTER II: DINA TO ENFORCE PROTECTION REGULATIONS

GENERAL GUIDELINES

Article 6:

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The exploitable zones are only for traditional and artisanal fisheries.

Article 7:The use of ìlaroî (poison used to kill fish) is prohibited within the whole coastal and marine areas.

Article 8:The use of small meshed net is allowed only to catch sardines and anchovies during a limited period of time defined by the Central Committee.

Article 9:The use of any fishing gears catching or killing juvenile fish is prohibited.

Article 10:The use of small meshed (one finger) nets is prohibited unless during ambasisy, tampininy and geba season (check family name with bic).

Article 11:It is prohibited to remove or move corals.

Article 12:It is prohibited to catch marine creatures protected by the national law such as turtles and dolphins.

Article 13:Penalties according to offences:

PROVEN OFFENCES PENALTIESUse of ìlaroî 100,000 ArUse of small meshed net when itís not the season 50,000 Ar + catch confiscatedMoving corals 20,000 ArCatching protected marine species 20,000 Ar + catch confiscated

REGULATIONS FOR NON PERMANENT RESERVES

? OCTOPUS

Article 14:Non permanent reserves are closed once a year during 2 months at the minimum according to a calendar per village or area.

Article 15:It is prohibited to catch octopus within the reserve during the closure time.

Article 16:Each local person is responsible for ensuring that the rules are obeyed.

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Article 17:It is prohibited to loiter or stay for a long time around the reserve.

Article 18:Penalties according to offences:

PROVEN OFFENCES PENALTIESExploitation, fishing 100,000 Ar per person + catch confiscated

? CRABS AND SHRIMPS (MANGROVE)

Article 19:It is prohibited to cut mangrove trees.

Article 20:It is prohibited to fish within the reserve during closure time.

Article 21:The closure time of mangrove reserves must be respected.

Article 22:Penalties according to offences:

PROVEN OFFENCES PENALTIESCatching crabs 3,000 Ar per person + catch confiscated Catching shrimps 1,500 Ar per person + catch confiscatedCutting mangrove trees 5,000 Ar per tree cut + wood confiscated

REGULATIONS FOR PERMANENT RESERVES

? CORAL REEFS

Article 23:Fishing is prohibited within the protected area.

Article 24:It is prohibited to loiter or stay for a long time around the reserve.

Article 25:Research and tourism activities are allowed providing a valid permit.

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Article 26:Penalties according to offences:

PROVEN OFFENCES PENALTIESAny form of exploitation 200,000 Ar per person + catch confiscated Non permitted tourism 500,000 Ar per personNon permitted research 500,000 Ar per per person

? SEAGRASS BED

Article 27:Fishing is prohibited within the reserve.

Article 28:It is prohibited to loiter or stay for a long time around the reserve.

Article 29:Research and tourism activities are allowed providing a valid permit.

Article 30:Penalties according to offences:

PROVEN OFFENCES PENALTIESAny form of exploitation 200,000 Ar per person + catch confiscated Non permitted tourism 500,000 Ar per personNon permitted research 500,000 Ar per per person

? MANGROVE (Antseranasoa)

Article 31:Fishing is prohibited within the area.

Article 32:Research and tourism activities are allowed providing a valid permit.

Article 33:Penalties according to offences:

PROVEN OFFENCES PENALTIESAny form of exploitation 200,000 Ar per person + catch confiscated Non permitted tourism 500,000 Ar per personNon permitted research 500,000 Ar per per person

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REGULATIONS FOR PROTECTED AREAS TO CONSERVE COASTAL LANDSCAPE

? BAOBAB FOREST

Article 34:It is prohibited to cut baobab trees and collect the leaves but the fruits can be taken if on the ground.

Article 35:It is prohibited to exploit timber or fuel wood.

Article 36:Research and tourism activities are allowed providing a valid permit.

Article 37:Penalties according to offences:

PROVEN OFFENCES PENALTIESDamaging baobab trees 200,000 ArNon permitted tourism 500,000 Ar per personNon permitted research 500,000 Ar per per person

? NORTH BEACH OF ANDAVADOAKA

Article 38:It is prohibited to use it as a dumping ground for domestic and personal wastes.

Article 39:It is prohibited to modify the natural landscape by clearing the forest or building.

Article 40:Penalties according to offences:

PROVEN OFFENCES PENALTIESUsing the beach as a toilet/dumping site 200,000 ArModifying the natural landscape 200,000 ArNon permitted tourism 500,000 Ar per per person

? SPECIAL USE ZONE (PERMANENTLY PROTECTED SEAGRASS BED)

Article 41:The area will be used for sea cucumber and algae farming

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? OTHER RULES

Article 42:Researchers and tourists who want to work or visit Velondriaka Marine Protected Area must get a permit from the Central Committee of Velondriaka Association. The entrance conditions will be defined by the General Assembly.

Article 43:Whoever catches an offender will be rewarded with half of the fine and the catch.

Article 44:Accomplices will pay the same penalties as the offender.

Article 45:False accusers will be penalized with half the fine that the falsely accused person would have to pay.

Article 46:Steps to be followed before punishing an offender:1. Call for witnesses2. Investigation by the regional committee affected3. Application of the penalties and payment of the fine within a limited period4. In case of opposition, the case will be taken by the Central Committee5. If still not resolved, will be taken to the Commune in Befandefa and even Morombe

Article 47:The dina can be changed or amended if approved by the general assembly. The Commune in Befandefa and the District in Morombe have to be notified from any changes.

Article 48:The dina will take effect once signed by the local and regional authorities.

Andavadoaka, 16 October 2006.

Representant of the local communityName Profession Village Signature

The President of Velondriake Association The President of Andavadoaka Fokontany

The Chief of the Environment, The Mayor of Befandefa CommuneWater and Forest DepartmentMorombe

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The Chief of Agriculture and The Chief of Morombe DistrictFisheries DepartmentMorombe

The President of the CourthouseMorombe

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