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VELONDRIAKE COMMUNITY MANAGED PROTECTED AREA

“VEZO AHO” CAMPAIGN – FINAL REPORT

Gildas Andriamalala, Blue Ventures Conservation, December 2010

Contents

Introduction................................................................................................................................................................................................................................... 4

1.0 Executive Summary........................................................................................................................................................................................................... 6

1.1 Theory of Change formula............................................................................................................................................................................................. 6

2.0 Site Background................................................................................................................................................................................................................ 9

2.1 Site Summary................................................................................................................................................................................................................. 9

2.2 Action Plan................................................................................................................................................................................................................... 29

3.0 Review of Project Planning Phase...................................................................................................................................................................................35

3.1 Concept Model............................................................................................................................................................................................................. 35

3.2 Threat Ranking............................................................................................................................................................................................................. 37

3.3 Factor Chain................................................................................................................................................................................................................. 39

3.4 Results Chain................................................................................................................................................................................................................ 41

4.0 Campaign Development.................................................................................................................................................................................................. 42

4.1 Creative briefs and Audience personas........................................................................................................................................................................42

4.2 Messaging Framework: moving from SMART Objectives to key messages..................................................................................................................55

4.3 Campaign workplan..................................................................................................................................................................................................... 58

4.4 Slogan and Logo Process.............................................................................................................................................................................................. 63

4.5 Critical Analysis of Campaign Development.................................................................................................................................................................66

5.0 Campaign Activities......................................................................................................................................................................................................... 68

5.1 Smart Objectives for Knowledge (K), Attitude (A), and Interpersonal Communications (IC) and Results for each objective........................................68

5.2 Campaign Activities..................................................................................................................................................................................................... 73

5.3 Exposure to Pride campaign activities..........................................................................................................................................................................76

5.4 Critical Analysis of Social Marketing.............................................................................................................................................................................80

6.0 Campaign Results............................................................................................................................................................................................................ 82

6.1 Methods of Determining Results..................................................................................................................................................................................82

6.2 Barrier Removal........................................................................................................................................................................................................... 86

6.3 Behavior Change.......................................................................................................................................................................................................... 96

6.4 Threat Reduction and Conservation Results...............................................................................................................................................................104

7.0 Critical Analysis............................................................................................................................................................................................................. 113

7.1 Summary of Capacity Built......................................................................................................................................................................................... 113

7.2 CONSTITUENCY.......................................................................................................................................................................................................... 115

7.3 BARRIER REMOVAL & BEHAVIOR CHANGE................................................................................................................................................................119

7.4 THREAT REDUCTION AND CONSERVATION RESULTS..................................................................................................................................................121

8.0 Follow-up concept note and COWP..............................................................................................................................................................................124

9.0 Appendices.................................................................................................................................................................................................................... 140

Introduction

Gildas Andriamalala

I’ve spent the last 4 years of my life working with local traditional fishermen in the South West of Madagascar, trying to understand their life and help them to improve their source of income during the last four years. As a social scientist at my organization, I’ve committed to manage the “I’m Vezo” campaign against destructive fishing techniques; in particular beach seine and poison fishing for the last 2 years. During that time, I had to go to Washington DC to study Communication and Behavior Change with the University of Texas El paso. I have completed the course followed completely all course and applied it properly in my site. The campaign is for Master degrees and this report will be submitted as a thesis paper.

I’ve also shared all skills and tools that I’ve got from the university to my colleagues and community members to develop new communication methods with the local community but also improve our project management skills.I’m working for a non-profit organization called Blue ventures based in the South West of Madagascar within the Velondriake Community Based Protected Area. Blue ventures has been based in Andavadoaka since 2003 and its mission is to support local community by giving them knowledge about marine environment and build their capacity to be able to better manage their marine protected area and use their resources in a way to last for their future generations. Blue ventures is offering free education to local community about English language, marine science, socio economic survey and promote as well new alternative source of income such as handcraft and ecotourism to local community in the area.

The goal of the campaign is to eliminate beach seine and poison fishing in Velondriake area by enforcing their local law called Dina. This campaign is incorporated into the five years Velondriake management plan. To achieve the campaign goals we worked together with local community by motivating them to enforce their local convention that regulate the marine protected area and take more ownership of their resources. But also we applied the social marketing tool to convince beach seiners and poison fishermen to use more responsible fishing techniques.

We have had lots of success during the implementation of the campaign but also faced some challenges from the beginning of the planning phase until the end. This report will reveal you all activities carried out as well as the result that came up from them. To scale the impact of the campaign a follow up campaign was planned and will be carried out during the next two years.

Despite the fact that Madagascar is one of the most advanced countries in West Indian Ocean about conservation, Social marketing campaign such as this one is an innovation technique in the field of conservation in Madagascar. So, one of our goals is to share lessons and best practices to other organization partners such as, WCS Madagascar, WWF Madagascar, Reef Doctor, and The Ministry of fisheries and marine resources to improve the management of marine resources in Madagascar and around the West Indian Ocean. It will be delivered to RARE conservation as well and will be published in Rareplanet website to be shared to the world of conservation. Finally, this campaign wasn’t a reality without the support, firstly from RARE conservation, secondly from my entire colleague working closely with me on the field and those one in Antananarivo, Toliara and London. But, thirdly, nothing was done without the Velondriake committee leaders and village presidents’ engagement to be use as the principal channels and vehicles to spread messages during the implementation phase but also very useful during the planning phase. So, we gratefully acknowledge everyone that has a put a considerable effort to achieve the Vezo aho campaign.

Increase of near shore fish juvenile and reef fish in biomass, abundance and diversity by 5% in 2015 compare to control site.

All form of Illegal/destructive fishing techniques will be eliminated (particularly poison fishing, beach seine netting)

Complete Dina enforcement by leaders on all cases of poison fishing and beach seine netting ; reporting dina infraction by pirogue owners and other community members.

Beach seiners stop beach seine or modify their net.

Blue ventures staff will run leadership training to leaders;

Fishery controller agency and gendarmes will help to enforce the Velondriake Dina to offenders if needed

Local leaders, same as pirogue owners will talk among themselves about beach seine and poison fishing, and the way to stop it in Velondriake area

Several workshops and village event will make the velondriake leaders pirogue owners/communiy members feel more responsible to enforce the Dina.

Local leaders and Pirogue owners will get more knowledge about the Velondriake Dina and its importance for sustaining community fishing resources

1.0 Executive Summary1.1 Theory of Change formula

K + A + IC + BR BC TR CR

83% of the SMART objective attained for leaders and 75% for the pirogue ownersattained 75% of the SMART objective for leaders and 38% for the pirogue

128% of the SMART objective attained for the leaders talking about beach seine and 133% talking about poison fishingFor the pirogue owners, 55 % of the SMART objectives were attained talking about beach seine and 51% talking poison fishing.

70 leaders have been trained about leadership, conflict resolution, social communication and effective dina enforcement procedure.-Only one intervention from the fisheries agency but no fine.

6 out of 8 local poison fishermen -15 out of 26 stopped doing beach seine result of social marketing and leaders intervention. 2 cases of poison fishing have been fined/ no beach seine case2 group enforcement; 25 case reported by community members and leaders. 25 meeting to discuss the dina.

The number of beach seine net in the water every day every spring tide went down from 17 to 11 from January 2010 to September 2010; the frequency of poison fishing /day/spring tide went down to 50% to from 4 to 2. No conservation result yet in impacted site but we found out that control site are definitely better than impacted site.

Indication of result

1.2 Theory of Change Narrative and Results

Narrative (maximum 175 words)

1.2 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 be more aware about the Velondriake Dina and its importance to sustain resources. Awareness raising will help key stakeholders to understand more their responsibility in term of Dina enforcement and. Blue ventures will give local leaders management and leadership and discuss better enforcement procedure to be more effective in their action. 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. The conservation target of the campaign is a 5% increase in nearshore seagrass fish compared to control site and in the nearshore fringing reef.

Results

The result of the campaign shows that there was an important shift of knowledge, Attitude and Interpersonal communication for all target audiences. We have asked the target audiences about their knowledge of the Velondriake dina. As a result, between the pre and post survey, there was 83% of the SMART objective attained for leaders and 75% for the pirogue owners. We also tried to assess their understanding of the enforcement procedure only during the post campaign survey as we promoted it during the campaign. We noticed from the result as well that community members understood the procedure to follow. For the attitude question, we tried to assess how much the target audiences feel responsible of the dina enforcement during the pre and post campaign. There was an increase of 75% in SMART objective for the leaders and 38% increase of the pirogue owners. For the interpersonal communication, we have asked them if they’ve talked about beach seine and then poison fishing to others during the campaign period. It shows the most amazing but expected results mostly for the leaders. There was a more than 100% SMART objective attained talking about beach seine and poison fishing. For the pirogue owners, we attained only about 50% of the SMART objectives.

Then, moving to the barrier removal, we’ve run a leadership training to train 70 community leaders, composed by the Velondriake Management committee, the village president and some Elders. They were trained about leadership skills, conflict resolution and management, social communication and the dina enforcement procedure. All of these skills allowed them to be very supportive in accomplishing campaign activities and taking initiative to consult destructive fishermen or enforce the dina.

These results show the effectiveness of all campaign activities and materials to move our target audiences along the theory of change. We have very simple materials such as T-shirt and poster which were full of image and simple messages describing what we need from the target audiences. We also engage the community a lot to produce themselves the materials (dina panels), or using their own property to put images and slogan and campaign messages (Sail painting). Activities such as theater and festival helped a lot to gather community together in one place and talk amongst each over about the same topics.

Everything that we mentioned above leads us to the behavior change and threat reduction. In that point, we’ve had some important result still need to improve a lot to achieve what we want. We’ve stopped 15 out of 26 beach seiners as a result of the social marketing and just from the leaders’ intervention in convincing them to stop. We have had about 8 dina fined paid too and 2 of them were poison fishing. We also had 25 case of dina infraction and they were all discussed through a meeting but not all of them were fined. But we can see that leaders made a progress in term of ownership of their dina.

Then about the threat reduction and the conservation result, the frequency of beach seine net use and poison fishing in the area decrease from the 17 to 11 net and 4 to 2 case of poison fishing every day every spring tide. Obviously, you can see from the behavior change result that some people have stopped it. But the length of the campaign is not enough yet to show conservation result. However we the conservation result monitoring revealed that the control site we used is better that the impacted site.

2.0 Site Background

2.1 Site Summary

1.1. Description of Physical SiteDefinition of Site

The Velondriake (http://www.livewiththesea.org) “live with the sea” Community-based Managed Protected Area (VCBMPA) is located at 22 o 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

http://www.livewiththesea.org/

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 Velondriake in Madagascar and zonation of the protected area included all villages

Physical Region

-Topography and geologyThe 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)

http://geology.com/world/madagascar-satellite-image.shtml


-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 SiteThe 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).


Picture 1- Pirogue trip

1.2. Socio-Economic Characteristics of Site

Land Use/Land TenureThe 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.

Law 96 025 about community management of natural resources states that communities are only managers but 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 is legally registered in the governmental service but some of community owned land is only

traditionally recognized 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.

Main Livelihoods and IncomesThe 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.

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

Site population and neighborsThe 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 neighbors located in the northern, southern and eastern areas. From the North, the population of Morombe which is the District capital of the region. Velondriake communities have a strong relationship with Morombe because some of them 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 communities contribute a lot to the Velondriake community life; they are all farmers, so, they provide food such as rice, kasava, sweet potatoes and 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 socio-economic 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 Site

Known 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 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)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)

Picture 3- Holothuria scabra (Sandfish sea cucumber

Picture 4- Eretmochelys imbricata - Hawksbill turtle

Picture 5-Carcharhinus falciformis - Silky shark

1.4. Conservation Issues

Biodiversity of SiteThe 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

-FloraAlgae, 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)

http://www.velondriakelivewiththesea.org/


Terrestrial biodiversity

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

-FloraSpiny 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.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 HistoryWorking 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 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 TrainingMembers 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.

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

International Conventions Signed by Madagascar

Madagascar is part of many international conventions about environment; from the international treaties such as Convention of Biodiversity and the International Convention to combat Desertification in those Countries Experiencing Serious Drought and/or Desertification, particularly in Africa to those just regional between African countries like The African Chart of Environment and African Convention on the Conservation of Nature and Natural Resources. To find out more about it, please go to: http://www.popplanet.org/PopPlanet/issue.cfm?countryid=1&iid=18

Conservation LegislationIn 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 effective 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 TourismResearch 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 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 7,500 tourist nights per year in 2008 (Epps, 2008).

http://www.popplanet.org/PopPlanet/issue.cfm?countryid=1&iid=18

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 km2 in size, covering over 40 km of coast. Within this area, 20.06 km 2 (2.44 % of the total management area) comprise specific protected or special management areas. Of this, 12.56 km2 (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 km2 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)

2.2 Action Plan

ToC SMART Objectives Target audiences Metric Method Baseline (Pre-campaign) %

Result (Post-campaign)%

Change (in percentage points)pp

Desired change in pp

Chi-Square (X2) Significance

SMART Objective Attainment%

By September 2010, 100% (up from 76%) of leaders will be aware of the Velondriake Dina (as measured Q 14)

Leaders Shift awareness. % of leaders who answer Yes to Q14

Pre/Post campaign survey

76 96 20 24

X2=99% significant

83By October 2010, 95% of the pirogue onwers will be aware of the Velondriake Dina (up from 71%)

Pirogue owners Shift awareness. % of PO who answer Yes to Q14


71 89 18 24 X2=95% significant 75By September 2010, 100% (up from 88% of the leaders will feel that they are one of the most responsible of the Dina enforcement (As measured Q31)

Leaders Shift atti tude. % of leaders who mention themselves as the most responsible of dina enforcement in Velondriake area


88 97 9 12 X2=99% significant 75By September 2010, 80% (up from 54%) of the pirogue owners will feel that they are one of the key people responsible of the Dina enforcement. (as measure by Q 31)

Pirogue owners Shift atti tude. % of pirogue owners who mention themselves as the most responsible of dina enforcement in Velondriake area


54 64 10 26 X2=99% significant 38Attitude

Knowledge







By September 2010 72 % (up from 33%) of the leaders have talked to someone about stopping people using beach seine fishing (as measured by Q 35)

Leaders

% of leaders that answer yes in Q35


33 83 50 39 X2=99% significant 128By September 2010 72 % (up from 33%) of the leaders have talked to someone about stopping people using poison fishing (as measured by Q 34)

Leaders



33 85 52 39 X2=99% significant 133By September 2010, 68 % (up to 13%) of pirogue owners have talked about beach seine to another one (as measures in Q35).

Pirogue owners

% of PO that answer yes in Q35


13 43 30 55 X2=99% significant 55 September 2010, 72 % (up to 13%) of pirogue owners have talked about poison fishing to another one (as measures in Q34).

Pirogue owners



13 43 30 59 X2=99% significant 51Interpersonal

communication







By October 2010, 71% (up from 11%)of pirogue owners will say that they have warned any law breakers once or more in relation to beach seining, poison fishing (Q23);

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


11 28 17 60 X2=95% significant 28From June 2010, 51%( up from 7%) 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) (Q22);

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


7 22 15 44 X2=99% significant 34

By October 2010 62% of the leaders surveyed will answer that they've helped during Dina enforcement in place once or more (beach seining, poison fishing) (up from 11% measured by Q22);

Leaders

% of CL that answer once or more in Q 22


11 48 37 51 X2=99% significant 73

Behavior change







By September 2010, Half of local fishermen will give up beach seine netti ng/ measured from January 2010 Beach seiners

number of beach seisers that give up

velondriake record book/key informant

interview 26=100% 11= 42% 15=68% 13=50% N/A 73

From January to sept 2010 25% of cases of poison reported will be fined. From 0 percent leaders

% fined of those reported between January and June 2010


interview 0 2=16% 2=16% 25% N/A 64

From January to sept 2010 25% of cases of beach seining will be fined Leaders



interview 0 0 0 0 N/A 0

Behavior change

SMART Objectives Metric Method Baseline Result (Post-campaign)

Change (in percentage points)

Desired Change (in percentage points)

SMART Objective Attainment

The frequency of beach seine use inVelondriake every spring tide will behalved from January 2010 to September2010 (it is known that in general beachseine use in Velondriake occurs only duringthe spring tide, and happens twice a month for a period of 5 days each)

Average number of nets/day/spring tide


interview 17=100% 11=64% 8=36% 8.5=50% 72%The frequency of poison fishing use inVelondriake every spring tide will behalved from January 2010 to September2010 (it is known that in general poisonfishing in Velondriake occurs only twiceduring the full moon period within thespring tide.

Number of case of poisonfishing known every spring tide


interview 4=100% 2=50% 2=50% 2=50% 100%



Desired change (in percentage points)


No baseline data existed so a control:impact method was used- CONTROL: 4.67 kg/ha

IMPACT NORTH: 0.17, IMPACT SOUTH:1.99

North: -96.4%, SOUTH: -57.4%

Control to Impact

Unlikely to see a change over the 9 month campaign. Andava as control suggests what we can expect to happen over the next 5 years

N/A

No baseline data existed so a

control:impact method was used-

CONTROL: 51.94 fish

IMPACT NORTH:4

fish, IMPACT

SOUTH:20.83 fish

North: -92.3%, SOUTH: -59.9%

N/Aas above

No baseline data existed so a control-

CONTROL: 80.28 g

as above

No baseline data exists. Aim toincrease fish biomass in seagrassareas to within 5% of the valuesfrom surveys in control sites inAndavadoaka by 2015 (providedthere is a substantialdifference), (Andavadoaka hasbeen poison and beach seinefree since 2004)

Mean fish biomass

Roving diver timed swims

repeated every 6 months

No baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference),

Mean abundance



Mean individual fish weight



North: -47.4%, SOUTH: +18.7%

IMPACT NORTH: 42.21 g , IMPACT SOUTH: 95.28 g

No baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference), N/ANo baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is a

Mean fish biodiversity




CONTROL: 7.5

IMPACT NORTH:

1.25 , IMPACT SOUTH:

3.34NORTH: -83.3%, SOUTH: -55.5% as above N/A





Baseline biomass data from2008; nearshore fringing390kg/ha. Aim for a 5% increasein biomass of nearshore fringing

Total fish biomass on selected nearshore

reefs

Underwater visual censususing SCUBA(after English et

409 kg/ha (2009)Data collection ongoing

Unlikely to see a change over the 9 month campaign. N/A

as above

Mean Biomass/landing (Kg)

Beach landingssurveys Andava (Sep): 17.2kg

Data collection ongoing

N/A

as above

Total Fish diversity (Spp) Beach landings

surveys Andava (Sep): 52 spp


N/A

as above

Mean CPUE (g/h/fisher) Beach landings

surveysAndava (Sep):

973.75g


N/A


control:impact method was

usedAndava (Sep): 1788.7kg


N/A


N/A

Unlikely to see a change over the 12 month campaign.

Abundance of selected fish families

abundance based on presence in

preliminary seagrass surveys

No data No data N/A

61No baseline data exist. Aim toincrease fish biomass extractedfrom impact sites to within 5% of the values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference).Andavadoaka has been poison

Total Fish biomass (kg)

Beach landingssurveys

Underwater visual censususing SCUBA(after English etal 1997). Aminimum of 6 20x 5 x 5m transect

No baseline data exists. Aim toincrease juvenile fish abundance and diversity in seagrass areas towithin 5% of the values fromsurveys in control sites inAndavadoaka by 2015 (provided

Juvenile fish abundance and

diversity

Light traps deployed in

seagrass areas

Mean number of seagrass fishfamilies found on 4 nearshorefringing reefs increase by 5%(above the current 2005-2008trend) by 2015 compared to 2008

3.0 Review of Project Planning Phase

3.1 Concept Model

To create the Velondriake concept model, 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 explain their chain to the audiences. Discussion and question started already right after each 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. If everyone is satisfied, we go to the next step which is putting everything on miradi.

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.

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 how they impact different targets on Velondriake CBMPA.The final concept model in Miradi was reviewed again by Blue ventures scientist and community leaders, local fishermen to make sure that everything is in the right place.

3.2 Threat Ranking

Campaign manager, supervisor and Blue ventures scientist were working together in ranking all threats identified in the concept model based on knowledge of Velondriake site that they have got since 2003 when they started to work there. Then, Velondriake 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.

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. However, we decided to include poison fishing as a major threat to be addressed as same as beach seine. Even though the 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. Also, from community members perceived that these two threats can’t be separated because stopping one destructive technique will certainly lead you to another one.

3.3 Factor Chain

Knowing 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”.

Three factor chains were created to show the contributing factors causing the direct factor which are beach seine and poison fishing. Obviously, three target audiences were identified being the source of the three chains: community leaders, pirogue owners which are chosen to be the representative of the broad community and those local and migrant fishermen using beach seine. It was mentioned above that poison fishing is also part of the threat to be addressed; but we couldn’t identify them amongst community as they are doing their practice during night time. However that perception is applicable to local fishermen only. It is known by the community that migrant fishermen are doing both practices.So, the campaign messages addressed the nepotism from the leaders to stop and enforce the dina to people using destructive fishing as well as the lack of organization and leadership from the Velondriake committee management and village leaders in term of Dina enforcement.The campaign messages addressed also the nepotism from the pirogue in term of reporting people using destructive fishing to community leaders.Finally the campaign messages addressed the apathy on Velondriake rules and the lack of skills in fishing from local and migrant beach seiners.

For ease of future reading we show below the three chain separately; one chain representing the chain from local Leaders, pirogue owners and local and migrant beach seiners.

Factor Chain for Local Leaders

Factor Chain for Pirogue owners

Factor Chain for local and migrant beach seiners

3.4 Results Chain

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 the data begin collection. The result chain for all target audience drawn by campaign manager, colleagues and partners is showed below.

4.0 Campaign Development4.1 Creative briefs and Audience personas

After working for 6 years with the Vezo fishermen in Velondriake area, Blue ventures and campaign manager have a good understanding of the issue and the site. All of this knowledge was used to develop our creative brief and audience persona. However, formative research was carried out during the planning phase to get more qualitative and quantitative data (see questionnaire survey in appendix 1) about our target audiences to complete our audience persona. This information was about their knowledge, Attitude, Interpersonal communication and their practice.

a) Creative briefs

Creative Brief for Campaign material to reach Leaders Problem statement: conservation issue and campaign goal

Marine biodiversity in Velondriake area is affecting by the use of destructive fishing, such as beach seine net and poison fishing. Fish stock is declining; sea grasses beds are damaged, reefs flat are destroyed.

As part of the Velondriake management strategy, all of these practices are prevented by the local law (dina). Everyone suppose to be the responsible of it; but as we have the leaders, they should take the first initiative to enforce the dina. This

only visible only very few times which allow problem to expand. A Velondriake Pride campaigns launching on the Velondriake area with the goal to

reduce beach seine and poison fishing practice to repopulate inshore and reef fish population through the enforcement of the dina.

Target audience Velondriake Committee management, Village President, Elders Very traditional community life They are quite respected people within their community Between 30- 70 years old, marine activities are their sustenance Low level of literacy but high level about biodiversity, such as the impact of beach

seine and poison fishing Not all of them are completely aware about the dina itself but the most of them

know what’s not allowed to do in the marine area.

Desired action: What do we want target audience to do?

Fully enforce the Dina ( warning offender, reporting to Velondriake Management Committees, investigating and give punishment,, Enforce punishment, call FCA if in difficulty to enforce) especially in relation to beach seine netting and poison fishing

Take leadership through awareness raising and regular meeting with community to report any news about Velondriake

Barrier for action: What might prevent the audience for taking the desired action

Respect to the offender as they are all living by the sea Fear to offender Nepotism between same community Lack of leadership skills/recognition by community

Benefit exchange/ reward: What reward should be message promise the consumer

Knowing that they care about their community interest. By taking full responsibility in enforcing the dina, they will be:

Allowing marine resources harvest to last longer Securing Community livelihood Completing all form of Velondriake management Remaining Velondriake community based management as a model Become a more respected leader?

Support: How can the promise be made credible?

It’s mentioned in the Dina that anyone catching any offender will be reward with the half of the amount of the fine

Government authorities support their action Fisheries department will ensure their safety Blue ventures will give them free leadership training

Image: What image should distinguish the action

Acting in any case of infringement Empowering/inspiring Ownership Pride and Responsible

Opening: What communication opening and vehicle should be used

When they are attending meeting and workshop in their village or somewhere else When they are sitting around in their village to talk to each other When they are in their home staying with their family When they see some of their peers acting Including image of a typical Vezo life (pirogue, paddle and sea) Must show the important individual number of Vezo household


Respect to the offender as they are all living by the sea Fear to offender Nepotism between same community Lack of leadership skills/recognition by community


Knowing that they care about their community interest. By taking full responsibility in enforcing the dina, they will be:

Allowing marine resources harvest to last longer Securing Community livelihood Completing all form of Velondriake management Remaining Velondriake community based management as a model Become a more respected leader?



Government authorities support their action Fisheries department will ensure their safety Blue ventures will give them free leadership training


Acting in any case of infringement Empowering/inspiring Ownership Pride and Responsible


When they are attending meeting and workshop in their village or somewhere else When they are sitting around in their village to talk to each other When they are in their home staying with their family When they see some of their peers acting Including image of a typical Vezo life (pirogue, paddle and sea) Must show the important individual number of Vezo household

Mandatories: What are some creative, message and/or campaign elements that MUST be included in creative execution

Must include logo of the other partners to make it more powerful Blue Ventures logo Velondriake logo Slogan

Campaign material: What materials do we want the creative team to produce

Poster Flags T-shirt Information panels Mural painting Song Theater script Signage

Messaging strategy Core messages

Good leaders help to protect community resources for future generations by enforcing the Dina to beach seiners and beach seiners.

Key messages: - Good leaders participate first in the protection of our community resources. Talk to other leaders about what we should do. - By enforcing the Dina it does not mean you hate the people who do beach seine and poison fishing; it means you care about the source of income of our community.

- Enforcing the Dina is our responsibility.

- It’s not the dina enforcers who are bad, it is the rule breakers who are bad.

-I am the kind of leader that can successfully stop people using beach seine and poison for fishing

Creative brief for Campaign to reach pirogue ownersProblem statement: conservation issue and campaign goal

Marine biodiversity in Velondriake area is affecting by the use of destructive fishing, such as beach seine net and poison fishing. Fish stock is declining; sea grasses beds are damaged, reefs flat are destroyed. (need more explanation about how these activities destroy the ecosystems

As part of the Velondriake management strategy, all of these practices are prevented by the local law (dina). Same as the leaders, Pirogue owners are not caring about the enforcement of the Dina as well without helping the leaders to do it; also they don’t report anyone that they’ve seen breaking their rules.

A rare pride campaign is launching on the Velondriake area with the goal to reduce beach seine and poison fishing practice to repopulate inshore and reef fish population.

Target audience Pirogue owners have an important position within their family and clan Between 25- 70 years old, marine activities are their sustenance All of their activities depend to their pirogue Low level of literacy but high level about biodiversity, such as the impact of beach seine and poison

fishing Not all of them are completely aware about the dina itself but the most of them know what’s not

allowed to do in the marine area. This is a nice complement to your audience persona


Fully enforce the Dina by reporting to leaders any case of infraction Take some leadership within their close family and clan to push their peers to enforce the Dina Also stop doing the destructive activity if they are part of it?


Most of them are waiting for the leaders to act in term of Dina enforcement because they perceive it only leaders role

Respect to the offender as they are all living by the sea Fear to offender Nepotism between same community


Knowing that they be a good member of Velondriake community. By helping the leaders to enforce their Dina, they will be:

Generating a bigger impact to marine resources (and so secure fish for their families?) Giving Velondriake management strategy much more effectiveness

Allowing themselves to be part of the leaders



Government authorities support their action Fisheries department will ensure their safety


Acting in any case of infringement Empowering/inspiring Ownership Pride and Responsible Including image of a typical Vezo life (pirogue, paddle and sea) Must show the important individual number of Vezo household


When they are attending meeting and workshop in their village when they are sitting around in their village to talk to their family and peers after a long day of fishing When they are in their home staying with their family When they see some of their peers acting When they are out for fishing in group


Must include logo of the other partners to make it more powerful Blue Ventures logo Velondriake logo Slogan


PosterStory bookTee shirtFlagsInformation panelsSignage

Mural paintingMessaging strategy

Core messagesIt’s through solidarity that we can protect our source of income. Report people who use beach seine nets and poison fishing to our leaders; and help them to enforce the dina to people caught breaking the law.Key messages-Together we can be strong!-Let’s protect our source of income by reporting people who use poison fishing to our leaders. A simple action will make things better for everybody.-I am the kind of person who helps my leaders to enforce the dina.-Help our leader to stop beach seine in Velondriake area, go with them as they give warnings and speaking up at Dina enforcement meetings.-Dina infractions are already going down, we are winning but we aren’t done

Creative brief for campaign to reach Beach seinersProblem statement: conservation issue and campaign goal

Marine biodiversity in Velondriake area is affecting by the use of destructive fishing, such as beach seine net and poison fishing. Fish stock is declining; sea grasses beds are damaged, reefs flat are destroyed.

A rare pride campaign is launching on the Velondriake area with the goal to reduce beach seine and poison fishing practice to repopulate inshore and reef fish population.

Target audience Most of them are migrant and spend only one or two days in Velondriake area; but some of them are local community from Velondriake

The local are pure Vezo which means that they good at any fishing methods The Migrant one are not pure Vezo and they pretend to not being able using another gear Some of them are not aware of the dina or don’t know the meaning; so, they don’t respect Velondriake

gear use (and zonation) They have low literacy as well and they spend much of their time fishing


We want them to stop using beach seine net in Velondriake or modify their net and their technique by using them only on the surface

We want them to comply with Velondriake zonation same as the other member of the community


They pretend to not having money to buy gears They pretend to not knowing different technique of fishing They simply don’t care about it local community As it’s been a long time know that community members try to address this issue, they will feel loosing if

they stop it now

Benefit exchange/ Knowing that they won’t be seen different amongst their community. In stopping beach seining or changing

reward: What reward should be message promise the consumer

their net, they will be:

Protecting juvenile fish habitat Allowing fish to grow bigger Sustaining their source of income

Be accepted by their neighboursand Be part of the Velondriake community They won’t be chased by villagers anymore by the community members who care about the protected area

and leave in peace amongst their community


They will benefit from Velondriake community profit from other project, maybe sea cucumber farming Scientific proof that not beach seining will allow fish to grow bigger


Pride Responsible fisherman Feeling the same as the other fishermen who used to be beach seiners and changed Image of the beauty of Velondriake area without beach seine compared to the one with beach seine at

the moment Image of them doing their practice and falling apart after a long day Image of a responsible fishermen


When they are doing their practice When they are resting in their village after a long day of pulling their stupid net When they talk to village members


A big panel showing STOP Blue Ventures logo Partner logos? Slogan


Poster Tee-shirt

Information panels Signage

Messaging strategy Core message- Stop using beach seine and poison fishing because you kill juvenile; you will have more fish when they get bigger in the future; also, you will avoid fines and penalties. Use normal gears same as your neighbors instead. Key messages- If you want your future generation to be able to get a source of income from the sea : you need to stop using beach seine net and poison fishing.- Everyone in Velondriake is adhering to the laws, YOU are the exception. Stop using beach seine and poison fishing.- Do you want to live from the sea longer? You need to care about marine life and start using the same gear as you neighbors.

b) Audience persona

1Composite 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 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 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 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 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 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.

Composite portrait: Pirogue owners

By 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.

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 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 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 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.

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.

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

Fishermen that migrate in the Velondriake area are Vezo like the entire inhabitants of the South West of Madagascar, but we are from further South. 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.

c) Flagship species

The campaign flagship species is a blue lined snapper. The flagship species of the Velondriake area is the octopus cyanea; but octopus is not related to the campaign. Also, we didn’t have a particular marine species related to the campaign directly as we are saving all kind of fish targeted by destructive fishing. So, we had a very small focus group survey to find out about the most famous fish in the area or the fish that makes you famous when you catch it. They gave four different species and none of them were pretty enough to be a flagship species. Another thing as well is that the community found

out that the needle fish are coming back to the nearshore site in the Central region of the Marine Protected area as a result of the decrease of the beach seine. We’ve tried to use it as a flagship species but it wasn’t appreciated by the community because it’s considered as less valuable for them. So, we proposed a different one that were more attractive, colorful and targeted by fishermen on site as well which is the Blue lined snapper in the picture below. It was accepted by the community.

The community of Velondriake never had a flagship species transformed to a Mascot like this one before. The communities were amazed of it every time they saw it on the materials. It

helps them a lot to link all campaign materials to see to the yellow fish around. They all talk about the name of the fish. It was very extraordinary for them to see it but most of the time they took it as just an amusement for the community.

4.2 Messaging Framework: moving from SMART Objectives to key messages

KNOWLEDGEAware of the Dina (Local Law) and its

components

ATTITUDEFeel they are the primary people

responsible for the enforcement of the Dina and management of the MPA

Accept the involvement of the FCA/gendarme in Dina prosecution

INTER-PERSONAL COMMUNICATION

Discuss about the issue of poison fishing and beach seine netting in the Velondriake area and the way to stop it by Dina enforcement

BARRIER REMOVALLeadership training workshopsFisheries Control Agency, Police and

Mayor help support enforcement when requested by leaders

BEHAVIOUR CHANGEStop people using beach seine net and

poison fishing and fully enforce the Dina (investigating, call for meetings, prosecute and fine) any cases of infraction reported

Report minutes from MPA management back to their communities and implement/delegate agreed actions.

Report cases of poison fishing and beach seine netting to the MPA management

Report cases in which offenders do not pay the fine to the FCA/gendarme/local mayor/MPA

4.3 Campaign workplan

Outline SMART Objectives

(TA: Beach Seine netters )Messaging

StrategyStop using beach seine and poison fishing because you kill juvenile;

you will have more fish when

they get bigger in the future; also,

you will avoid fines and

penalties. Use normal gears same as your

neighbors instead

Key Message Ideas(draft ideas, to be approved)

If you want your future generation to be able to get a source of income from the sea : you need to stop using beach seine net and poison fishing.

Everyone in Velondriake is adhering to the laws, YOU are the exception. Stop using beach seine and poison fishing.

Do you want to live from the sea longer? You need to care about marine life and start using the same gear as you neighbors.

Support Points(draft points, to be approved)

We all know that beach seine and poison fishing are the most destructive fishing method.

Velondriake does not only mean fishing, it also means taking care of our marine resources.

Target Audience: Beach seine netters

KNOWLEDGEAware of the Dina (Local Law) and its components

ATTITUDEFeel it is no longer acceptable to use beach seine nets

INTER-PERSONAL COMMUNICATIONTalk amongst fishermen about the idea of stopping the use of beach seine nets or modify the net and the way it is used

BARRIER REMOVAL Increase in reported, fined and prosecuted cases of beach seine netting

BEHAVIOUR CHANGEStop using beach seine nets or Modify their net to be more responsible (removing mosquito net) and use them only on the surface

Madagascar

The sea is my heritage and

that of my future

generation too.

Activities Smart Objectives (see SMART objective below)

Target audience Why this activity Channels TotCore fund Cost ($)

BR fund Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Song+ music equipment 9,16-22 CL,PO,BS people like songs, easy to remember. Good to change attitude

Community outreach 1045

Radio program 9,13,15-22 CL,PO,BS generate IC, trying a new channel

Mass media 772

Community Theater 7-24 CL,PO,BS easy to understand and get lot of knowledge, easy to gather the communities.


Festival 9-24 CL,PO,BS Fun activities; for a first time; easy to get lots of people; to make the entire communitied to participate


T-shirt 9,16-22 CL,PO,BS People likes it; very valuable for them; gets a commitment fromm people. Generate IC

Give away/print media 1800

Campaign boat 16-22 CL,PO,BS to spread messages when it travel; very exciting item for vezo; has direct conteact to fishermen

Visual media/community outreach

2589

Poster 9,16-24 CL,PO,BS it has a presence in thevillage

Print media 1391

Sail painting/moving billboard

16-22 PO, BS easy to carry messages all around the coast; shows community commitment; generate IC

Visual media 1424

Information panels made by communities

9,13-24 CL,PO,BS community commitment, generate IC

Visual media 197

MPA signage 7-24 CL,PO,BS new for communities; to put different messages in one place

Visual media 2818

Comic book (in printing process)

9-22 CL,PO,BS new for communities; trial; easy to read for illetrate

Give away/printing media 620

Flags (half printed 14-22 PO,CL fishermen like it; easy to reach pirogue owners

Give away away/printing media

1195

Mascot 17-22 PO,CL New for community; talk generate


Leadership training 9-13,21,23 CL train the leaders and motivate them

Working with adult 775

Enforcement meeting and patrol

9-13,16,21,23 CL,BS to get the leaders to learn the BC and reduce TR

Meetings/patrol 1675

Negotiation meeting with leaders-migrant; and leaders, local beach seiners and poison fishermen

9,14,16,18,21,23 BS, CL generate IC and get to a commitment and launch the campaign, and sharing knowledge

Village visit 464

Gear exchange 16 BS to stop them using beach seine

Give away 300

Pre/Post campaign survey 1096Rare support visit 310Stakeholder meeting 357TOTAL 321420000

This table below describes all SMART objectives we set up during this campaign. They are numbered here and those numbers are used as a code to fill up the up table. It is difficult to write them all there because one activity targeted more than one SMART objective. In following those numbers to can link together the SMART objective with the activities related to it. The blue color used is just to make the difference between the different pience of the ToC.

OBJECTIVE DESCRIPTION

CR 1

No baseline data exists. Aim to increase fish biomass in seagrass areas to within 5% of the values from surveys in control sites in Andavadoaka by 2015

(provided there is a substantial difference), (Andavadoaka has been poison and beach seine free since 2004)

2

No baseline data exists. Aim to increase fish diversity in seagrass areas to within 5% of the values from surveys in control sites in Andavadoaka by 2015

(provided there is a substantial difference), (Andavadoaka has been poison and beach seine free since 2004)

3

No baseline data exists. Aim to increase juvenile fish abundance and diversity in seagrass areas to within 5% of the values from surveys in control sites in

Andavadoaka by 2015 (provided there is a substantial difference). Andavadoaka has been poison and beach seine free since 2004.

4

Baseline biomass data from 2008; nearshore fringing 390kg/ha. Aim for a 5% increase in biomass of nearshore fringing reefs to 409kg/ha by 2015

5

Mean number of seagrass fish families found on 4 nearshore fringing reefs increase by 5% (above the current 2005-2008 trend) by 2015 compared to

20086

6

No baseline data exist. Aim to increase fish biomass extracted from impact sites to within 5% of the values from surveys in control sites in Andavadoaka by 2015 (provided there is a substantial difference). Andavadoaka has been poison and beach seine free since 2004. Monthly values studied to control

for natural annual fluctuations.

TR 7

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

8

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.

BC (leaders/post camp 9

By October 2010 60% of CL surveyed will answer that they've helped during Dina enforcement in place once or more (beach seining, poison fishing) (up from 9% measured by Q22);

BClog book

10

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) (All infraction)

11By June 2010 % of cases of poison fishing fined vrs reported goes up by 25pp (from 0 to 25%) (current baseline data is 5 reported, none fined

12By June 2010 % of cases of beach seine netting fined vrs reported goes up by 25pp (from 0% to 25%)

13

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.

BC Pirogue Owners (PO) 14

By October 2010, 71% (up from 11%)of PO will say that they have warned any law breakers once or more in relation to beach seining, poison fishing (Q23);

15

From June 2010, 51%( up from 7%) 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);

BC, Beach Seiners (BS) 16 By September 2010, 50% of local fiahermen will give up beach seine netting

IC Community Leaders (CL) 17


18By September 2010 72 % (up from 33%) of the leaders have talked to someone about stopping people using poison fishing (as measured by Q 34)

ICPirogue owners 19

By September 2010, 68 % (up to 13%) of pirogue owners have talked about beach seine to another one (as measures in Q35).

20

September 2010, 72 % (up to 13%) of pirogue owners have talked about poison fishing to another one (as measures in Q34).

A Community Leaders 21

By September 2010, 100% (up from 87.5% of the leaders will feel that they are one of the most responsible of the Dina enforcement (As measured Q31)

APirogue owners 22

By September 2010, 82% (up from 54%) of the pirogue owners will feel that they are one of the key people responsible of the Dina enforcement. (as measure by Q 31)

K Community Leaders 23

By September 2010, 100% (up from 76%) of the community leaders will be aware of the Velondriake Dina (as measured Q 14)

K Pirogue owners 24

By October 2010, 95% of the pirogue onwers will be aware of the Velondriake Dina (up from 71%)

The strategy we used were mainly divided by 2; one was the direct contact with community members through meetings , visits, festivals and theater play; the second one was all about printed material (poster, t shirt..) and visual media (sail painting, information panels…). A radio activity was also, but not permanently.

As you can see in the table above, the campaign only started in May 2010 not only because of the material printing but also we were waiting for an opportunity to have all village representatives together to be able to distribute materials and launch the campaign properly. The following activities were in the broad Velondriake action plan: Velondriake management committee elections, the negotiations meeting with the beach seiners and the leadership training. The negotiations meeting with the beach seiners was used to distribute the posters to the Village leaders, The Velondriake committee elections were used to launch the campaign and distribute T-shirt and panels. Later on, the leadership training to finally introduce the campaign action plan and work plan to community leaders. We relied a lot with community leaders to put the materials in every village.

It was good to have materials spreading all around the campaign site; but still, community needed to be visited several time to make sure that they constantly hear about the campaign.

However it needed certain verification of what’s happening in their village to make sure that all materials are well placed and messages are well written for the panels. This is the reason why Community Theater and the festival came later on; it was an opportunity for the campaign team to do an evaluation of the materials that were already out through quiz and questionnaires during community meetings and festival but also at the end of the theater. It is perceived from our experience on field that the community in Velondriake MPA is more confident to follow messages when they see you face to face. Also, social marketing tools such as using posters, t-shirt, mascot, flags or panels are something new in the area. This is why we leverage and spent our effort on community outreach during the campaign to show it as an event in Velondriake area.

Again, the Velondriake committee and some people from the communities were massively used to help with community outreach.

Finally, we didn’t focus very much on the radio program because in Velondriake, not many people has radio box. However, from our trial with only 2 radio airings, it was perceived that it can be the effective tool if we can provide community a radio box. This is why we decided to put it in our plan later on.

Also, as we started the campaign only in May; this means that messages were out very late. As a result, we adoption of the behavior by mostly the community were late too. However, it didn’t impact the leaders as we already work with them through messages testing and committee meetings.

4.4 Slogan and Logo ProcessThere were 2 different separate processes to determine our slogan and logo.

1-Firstly, for the Slogan, 4 different choices were identified by campaign manager during the university phase. Then, those options were discussed with the Pride Program Manager. It was again reviewed the supervisor and other colleague on site before taking them in front community representatives to be tested and for them to decided the final one.

Back in December 2009, the Velondriake committee had to meet together to built their management plan for the next 5 years. Meetings were divided in 4; firstly one meeting per region and then one general assembly involving the three regions together. We decided to test and choose the slogan to each region; then later on combine the three choices and have a final vote during the general assembly.

The following table summarizes the result of the process: They are literally translated in English here.

Slogan proposed

1 Protect your source of income because people are not giving you theirs 2 The sea is my heritage and that of my children’s too. 3 If it’s not you who is going to protect your resources! who else?4 Velondriake "live with the sea" but not a sea destroyer.

Other community suggestion Change children’s in option 2 to future generation’sElected slogan/region South Central North

2 1 1Final slogan voted The sea is my heritage and that of my future generation’s too.

2- After getting my slogan decided, we needed to go through the logo designing. The logo was more complicated because we had a hard time to decide about the flagship species that we’re going to use for the campaign. The flagship species came only with the third designed logo.

Below is the process we followed to get the final logo.

We decided this was the first draft of the slogan with the needle fish as flagship species. We presented to community during a small focus group and no one liked the needle fish as flagship species. It was also too simple and needed to be more colorful. We didn’t even have to slogan here in this first one.

Then, we find another idea which linked more the logo to the threat that we are trying to address. The idea was using different species of fish in one go and write to word Vezo with it. This one was very appreciate by the target audience during the pretesting but we still need to make it more colorful.

So, come the idea of using the Blue lined snapper that were chose to draw the Z of the Vezo word and use it as flagship species. (Everything written on the logo below are all the same as above but in Malagasy)

Finally, we had this idea of focusing on the Vezo identity and their relation with the sea to reinforce our messages. So, we decided that the logo will be more powerful with a “aho” or “I am” at the end: which become the concept of “Vezo aho” or “I’m Vezo” as the name of the campaign.

4.5 Critical Analysis of Campaign Development

I would have talked more about campaign strategy during stakeholder meeting. That would have been an opportunity to talked about it at the very first meeting and get them on board. Attendees that time were likely interested to hear about the way we’re going to address the threat instead of just building a concept model because the question raised that time was: and then what? What next once we know all of that information.

Also, I had a second stakeholder meeting with the organisation partners to talk about the campaign. It was interesting for them to hear about it, but I couldn’t go further than that as we didn’t know yet where to involve them into the project. So, I think that meeting was good but enough for them to be on board. Also, I think we should have talk more about Rare that time, to get people understanding what we were doing and why; and share to them all different experiences all around the world. It’s hard to feel the taste of a social marketing campaign in conservation without knowing about all of Rare’s work.

-But qualitative research was the most important activity during the campaign planning, it allowed us to learn about our target audiences and meet some of them sometimes. It allowed us also, to get deeper information about them and see the threat on field instead of having a meeting. However, we should have investigate more about the poison fishermen; we always said that we don’t them because they do it at night; but a deeper investigation, I think that we can track them and start talking to them.

However, there are some changes that need to be done in term of the target audiences to get better campaign result. The major change will be targeting the migrant fishermen: we decided to not putting them as a target audience because of some issue. We just assumed that once we got a good barrier removal implementation, they will be affected by it and stop doing destructive fishermen. Later on, only part of our barrier removal was achieved because of some constraints. So, we tried to target them bit by bit during the campaign implementation without any strong strategy. At the moment, there are still doing their destructive fishing despite some action from the community leaders. The solution is simply targeting them in their own town and implementing a follow up campaign with similar activities. To achieve that, there will be a need to move completely to Morombe where they come from to learn about them.

The creative brief was good tool to put together all information about your target audiences; it helps you to design your materials and activities. However, it was a too big document to be shared and consulted by the artist t I was working together. Also, some of them felt like under-estimated with their talent and refuse the document. So, what I did is just sitting down with them and describes everything I wanted from oral conversation and it works. But I used it a lot when I wrote the script of my theater play.

The messaging strategy worked very well; it mentioned everything that you have to spread from your key messages to the supporting point. We did very well in term of spreading messages. However, you have to be careful about the way to spread it because you don’t want your target audience

to be confused and bombarded with tones of messages at once. So what we did is to put only key messages on the poster and T-shirt and general supporting point about the benefit of the changing behavior. Then, we made our speech or theater script and song lyrics very powerful to cover everything in the messaging strategy during community outreach activities.

However, community outreach doesn’t happen every single day and there was a need for other part of the messaging strategy to stay with the community. So, one thing that should be done differently is to put different messages in different materials. For example, we’ve put the same messages targeting the pirogue owners on the poster and the T-shirt instead of phrasing it in different form. It would be better if we’ve changed the one in the T-shirt to be help “help your leader to enforce the Dina to beach seiners and poison fishermen” instead of report any case of infraction that we have already on the Posters.

Generally, we are satisfy with our marketing mix even thought we have some problem to make them all very powerful. However, we had a time to adjust it during the campaign implementation itself. For example, we targeted the pirogue owners amongst the broad community members to be at the same time a channel and vehicle to carry messages and change their friends and family behavior. But, during the implementation, we didn’t specifically targeted them separately from the broad community and maybe organize a meeting or activities that will regroup only them. That will allow us to talk more about specific action we want them to do. However, they’ve done a good job in carrying messages written on their sail o create shift in attitude and get people talk about the campaign and change their behavior. Those messages on the sail could be better if we put some actions too.

Also, using activity such as festival is sometimes not very effective in less you don’t know how and when to spread your messages within the event. Mostly in the Velondriake where is the first time for them to have a festival. People think more about having fun and partying or focus only on the races. This was a problem for us during the first festival and we improved it during the following one.

5.0 Campaign Activities

5.1 Smart Objectives for Knowledge (K), Attitude (A), and Interpersonal Communications (IC) and Results for each objective.







By September 2010, 100% (up from 76%) of leaders will be aware of the Velondriake Dina (as measured Q 14)

Leaders Shift awareness. % of leaders who answer Yes to Q14


76 96 20 24

X2=99% significant

83By October 2010, 95% of the pirogue onwers will be aware of the Velondriake Dina (up from 71%)

Pirogue owners Shift awareness. % of PO who answer Yes to Q14


71 89 18 24 X2=95% significant 75By September 2010, 100% (up from 88% of the leaders will feel that they are one of the most responsible of the Dina enforcement (As measured Q31)

Leaders Shift atti tude. % of leaders who mention themselves as the most responsible of dina enforcement in Velondriake area


88 97 9 12 X2=99% significant 75By September 2010, 80% (up from 54%) of the pirogue owners will feel that they are one of the key people responsible of the Dina enforcement. (as measure by Q 31)

Pirogue owners Shift atti tude. % of pirogue owners who mention themselves as the most responsible of dina enforcement in Velondriake area


54 64 10 26 X2=99% significant 38Attitude

Knowledge








Leaders



33 83 50 39 X2=99% significant 128By September 2010 72 % (up from 33%) of the leaders have talked to someone about stopping people using poison fishing (as measured by Q 34)

Leaders



33 85 52 39 X2=99% significant 133By September 2010, 68 % (up to 13%) of pirogue owners have talked about beach seine to another one (as measures in Q35).

Pirogue owners



13 43 30 55 X2=99% significant 55 September 2010, 72 % (up to 13%) of pirogue owners have talked about poison fishing to another one (as measures in Q34).

Pirogue owners



13 43 30 59 X2=99% significant 51Interpersonal

communication

The campaign reached a positive result in term of changing knowledge, attitude and Interpersonal communication for both Leaders and pirogue owners in general.

KnowledgeWe’ve asked people if they have heard of the Velondriake dina or not; and the result is very high, we’ve attended 83% of the SMART objective for leaders and 75% for the pirogue owners. It’s not in the SMART objective but it is also important to mention here that the knowledge of Dina by general audiences increased from 54% to 82%. Ideally, we wanted all community to hear about the dina as it was established by them. However, people might not know the Velondriake dina, but everyone knows which practices are forbidden in the Velondriake area; in particular poison fishing and beach seine. The knowledge of prohibited practices by the respondent that didn’t know about the dina is shown by the table below. But the idea behind this question was also to assess if people know the existence of the dina as a tool that were accepted by all communities.

We can see also from those results that we achieved higher result with the leaders than the pirogue owners; simply the explanation is that we targeted the leader a lot through meetings by explaining to them all about the dina; then we use them to spread the messages and teach their

community. Obviously they are trained to be trainers and that need more skills to success. Also, it might not everyone in every village who attends meetings and on the side of the leaders, they are not that many and it’s easy to target them all.

Despite the start of the material spreading and activities very late, we still have a good result. That is because we’ve already start spreading messages and teach people about the dina during our Community based monitoring activities that were used as a channel regarding the community members. For the leaders, as I said, we already had an opportunity to talk about the campaign through enoumerous meeting

Figure 1-Knowledge of the prohibited practice by respondent that didn’t know about the Dina

It is prohibi...

It is prohibi...

It is prohibi...

It is prohib...

It is prohibi...

It is not al...

0%10%20%30%40%50%60%70%80%90%

100%

Post-campaign-campaign area Baseline-campaign area

Attitude

The question about attitude was to know the most responsible to enforce the velondriake Dina; the answer could be multiple. We wanted to know if the leaders and the pirogue owners will mention themselves as one of the most responsible people to enforce the dina. We didn’t put specifically pirogue owners into the choice but we refer them as community members.

The results were positive; we have attained 75% of the SMART objective for leaders between the pre and post survey, which is 9 percentage point attained out of 12 desired and only 38% for the pirogue owners. This is not bad but not enough to show the ownership of the dina by the local communities. The result for the pirogue owners were low because people sees the enforcement of the dina as the major task of the leaders; they are only attending the meeting once is set. But also, most of the time campaign messages for pirogue owners and the general communities were only based on reporting case of infraction and helping leaders for investigation. Those leaders who didn’t feel responsible of the dina enforcement might be some of the Elders who leave the responsibility to the Velondriake management committee to take care of dina enforcement.

We also tried to assess in figure 2 below the change of the community attitude about supporting a dina enforcement compared to a year ago. This was a question only added in the post campaign survey. We can see that, more than 75% for each target audience, even beach seiners are more likely to support a dina enforcement meeting compared to a year ago. Some people are still unsure about it so need to still need to focus on this point during the follow up campaign.

Figure 2- Target audience attitude about Dina enforcement

Interpersonal communicationBasically, we wanted people to talk amongst themselves about stopping beach seine and poison fishing. We successfully attained 128% of the SMART objective for the leaders talking about beach seine and 133% talking about poison fishing (Please see table above). Leaders were the most targeted during the campaign, we worked a lot with them to achieve campaign goals; also, they’ve had leadership training and learn about social communication. (Please refer to http://www.rareplanet.org/en/users/GAndriamalala/blog) This is why they have had lots of opportunity to talk to people.

For the pirogue owners, 55 % of the SMART objectives were attained talking about poison beach seine and 51% talking poison fishing. We have to admit here that we’ve targeted to high for the pirogue owners, we were hoping a change of 55 percentage point for beach seine and 59 increases in percentage point for poison fishing. So, we think that we’ve had a good result in general.

Name of Material & Description Small Photo of Material Target Audience Campaign Messages supported(include which Stage of change and SMART objective this message met)

Date design completed Pretesting method and results Number Distributed / Number Produced

Dates when material was distributed

Number of activities where materials were distributed (include where they were distributed: school visit, etc.)

Results (qualitative and quantitative) and lessons learned. Include how it was measured.

CL My ancestor lived by the sea; I'm leading my community to care about marine resources; I must stop people using beach seine and poison fishing. In this way we will live longer from the sea validation, Preparation, action/ A&BC stage. For leaders to be willing to take more leadership in protecting marine life and decided to stop people using beach seine and poison fishing

PO I raised my children from the sea; I report people using poison to the village president and community members. In this way we will sustain source of income from the sea. validation, Preparation, action/ A&BC stage. Reached for SMART objective of pirogue owners to to feel the pride of being Vezo and taking responsability in Dina enforcement by reporting dina offenders.

BS Come to fish with us but leave your beach seine and poison. Use the sam gear as your neighbors. In this way, you will make your society better and improve the source of income from the sea. Validation to preparation. A&IC stage

T-Shirt CL Enforcing the velondriake Dina to beach seiners and poison fishermen; Action/ BC stage reached SMART objective of leaders enforcing the dina to any case of infraction reported

T-Shirt PO Reporting poison fishing and any case of infraction to community leaders. Action/ BC stage reached SMART objective of community infraction report

Same drawing as the posters 100 leaders; 99 distributed. 800 to PO, 750 to PO and other community members;50 to governmental authorities and NGO partners(mayors, gendarms, PM and other minister)BV volunteers and Staff; church offi cier

From march-Oct Election in all 23 villages; theater tours in all 23 villages for quiz prizes; festivals in the 3 regions for all winners.CBM activities as quiz prize. Offi cial event in Toliara (fisheries office inauguration.

People value them and tend to wear them on special occasions; ie. at Church, party and not everyday. because of that, it will be the most lasting material hopefully. Its' perceived as the most spread materials because of the numbers distributed.Also, one of the special occasion when people wear t-Shirt is when the ymove to different places. Questionnaires about message exposure in post campaign survey will show some result as well

4 community leaders meeting and a complete village tour;

Poster; Showing Vezo fishermen daily life. Each picture describe each written message.The poster for village leaders focused on Dina enforcement; the one for Pirogue owners on reporting infractions and the poster for beach seine fishers on approved fishing techniques

Feb-10 Messages and artwork focus tested with audiences during focus group and village visit; changed some drawings and wording, mostly about the dialect used to be understand by target audiences.

Initial run 300/300; second run; TBD/300

March-June; October 2010

• Some background colors (sea) obscured text. The fisr round of poster wasn't laminated and there is a chance that the colour will disapear soon, because of the sun and rain.Some villagers places their posters all together and they weren't spread enough in the village(we decided to take in charge of the distribution of the 2nd round of postersa.• People liked posters, understood message but not all wording. It's easy for them to understand the pictures and get the messages out of it.Materials were measured during village meeting from quiz. Also, from the result of the post campaign survey % of respondent answer that...............

5.2 Campaign ActivitiesTable 3: Printed Materials Tracking

Information panels:Campaign produced a simple wooden panel (1.5m x 1m) which was pained blue. These were given out with a tin of white pain and brushes to ten target villages. Communities were asked to put any messages related to the campaign and on it.

BS/ all community

They were all different in every villages but mainly, they are based around asking people to respect the velondriake Dina and stop destructive fishing. But also, some of them send messages about the responsability for dina enforcement and the proud of Vezo; comtemplation, validation, preparation, action/K, A,IC,BC stages reached SMART objective about knowledge of the Velondriake Dina; the most reponsible of Dina enforcement; talk stopping beach seine and poison fishing; reporting any infraction and stopping beach seine and poison fishing. See attached activity report for messages supported.

10-Jun Messages were agreed during community meeting in every targeted villages

10 panels All done in June.July NA Needed better follow up. General reaction: A great way to get people to take ownership of messages. As you can see with the pictures, none of the pannels are the same. They all had there own idea in every village. Some had mistakes in the fines levied. Needed better follow up. Some of them didn't really care about attractiveness in term of presentation and writing; but some did it very well. Anyway, the most important things is that messages are out and observed by all community. For example, in Lamboara, they wrote down everything include in the Dina on there panel. (See highlighted above all exciting messages)

Sail painting: was made with a fish stencil and the writing with black spray paint. PO had to chose between a line fishing stencil or a spear fishing stencil. Fish were drawn by a BV vols, then drawn on a wood by a local artist; then cut to make the stencil by a BV staff

PO but reach beach seiners and poison fishermen.

I am Vezo.. I dive to fish and don’t use poison I am Vezo.. I dive to fish and don’t beach seine I am Vezo.. I line fish and do not use poison I am Vezo.. I line fish and don’t beach seine I’m vezo I net fish but not beach seine I’m Vezo I net fish but not use poison. preparation/ A, IC. stage

June Messages were tested with community leaders and none of them was refused. Drawing were tested with random members of th community and have been all accepted but the wanted to have a net fishing stencil as well. But, it was difficult to make so we just stopped with the line and dive fishing. The hook and the spear were a bit to big from the initial design but reduced when cutting the stencil

162 June-July It was a material used as well as a campaign activities as we had to travel all villages to get all sail painted. Most of these activities were carried out with the theater tour.so, it was definitely abig event when everyine gathered together just to paint sails

Painting sail or puting something on the sail is very important things for the vezo to show up and to recognize their pirogue from far away.Message were made to be short, easy to remember and persuasive. One of the most impactful materials and activities. Reached all area easily (even further) The fact that community accepted to paint their sails without any monetary initiative shows their adhesion to the campaign; that they constitue a strong constituency to the campaign. Even there was one beach seiners who left his net already have painted his sail. A very visual prompt for the campaign. Fishers liked the I’m Vezo association. Makes campaign appear to be everywhere

Should have used better ink (not spray paint) and better stencils.

Flags:Small flags that will be distributed to Pirogue owners and displayed on the prow of their pirogues, used to show wind direction. Gave out at the festival races, and will be given out in Community-based monitoring, for prizes and to questionnaire participants. Carry four different

CL, PO, BS • I care about marine resources• I don't destroy marine resources• I don't use destructive fishing• We fine people maherisetra• Fish but don't destroy• It's velondriake dina,so I enforce it• We go together to enforce our dina• Let's go together to enforce the dina• Velondriake dina is mine and yours• I care about my futurePreparation, action. A, IC, BC stage.

August The idea of using flags was discussed together with community members (informal test with theater team, community leaders…); design were also discussed with them. th

50/1000 August-September during the festival in the South and North. Sail painting in Andavadoaka

The flags was a bit to small and thick. It needs a stronger wind to make it move.Also, it wasn't perceived very attrative on their pirogue when we tried it in andava. The 50 distributed wasn't very impactful in term of reaching the other people. So, we decided to stop distributing them and will change the design of the fabric to make them larger and thinner. However, people like the the logo, slogan and messages on it.

Song: 2 songs, one targeting CL and PO, traditional Vezo song called tsapiky; it was the environmental youth song but the lyrics and the music was modified by camapign manager to cover campaign messages. the other one is a reggea song very well known in the area.Asks young people to send conservation message to their elders (please stop beach seining and poison fishing; Dina The lyrics was written by campaign manager, Singers are 6 local community

CL, PO, BS validation, preparation, action/A, IC, BC reached SMART objective, feeling responsible for dina enforcement, enforcing the dina and stopping beach seine net.

March Lyrics was pretested with PPM and singers. Also pre tested in one village (Bevato); perceived a bit too emotional and slow. Changed to be much more rythmic.

The songs are all out. Also, 1 to 3 people that have CD player in every village got the song on a CD.

April-October. Played during leadership trainig; theater/sail painting tours/ live at the festival/played on the radio/played at the bar. CD players

This was a success externally to the campaign, because it's a first time that local community from Andava ever recorded a song properly at a studio. Related to the campaign, it's so easy for community to follow it because of the language and the type of song. wait for the result of the survey for evidence of exposure.

Costume:Depicts a Blue-linned Snapper with a net. With juvenile fish in the net Produced in Tulear;height:2mtr

CL,PO, BS Catch only the big fish and leave behind the small one. NO 1-Jan September Todate its use has been limited to the festivals where it engaged with people and rallied children. It has also been used to get villagers tin Andavadoaka to participate in beach clean up. (500 people, 55 sacs of trash) See recommendations

was another inovation for communities; they've never a costume in the past. Children loved it so much

MPA and Dina Signage CL,PO, BS MPA Zonation and rules June-October Pre tested with colleagues and Velondriake community leaders. Some of the drawing were modified; some of the writing were deleted because it changes the meaning for the Vezo dialect.

23 October NA Not yet out, but leaders during the testing were satisfied about it.

Table 4: Community outreachType of Activity & Description Small Photo of Activity Target Audience Campaign messages supported

(include which Stage of change and SMART objective this message met)

Pretesting method and results Number of activities conducted and date(s) of Activity

Location of Activity Number of people att ended

Results (qualitative and quantitative) and lessons learned. Include how it was measured.

Vezo aho festival :All day event. Begun with Vil lage leader and/or President of region opening the event. Gildas then spoke about the importance of resource management. Then had a series of fun events including Pirogue races; running and swimming with Prizes being given. The costume (Blue l ine snapper) was present to encourage participation. After races had a show with the campaign song being aired and participants being invited to share environmental songs, poems. (Many had come prepared and there was a high level of participation). T shirts were given as prizes.

CL, PO, BS Enforce the Velondriake Dina; stop using beach seine and poison fishing. Reached attitude, IC and BC objective in feeling responsible to Dina enforcement; talked to others about beach seine and poison fishing and enforcing the Dina. For BS to stop using beach seine net.

event was not pretested; however all campaign messages were pretested

Three festival for 3 regions

North: Belavenoke; South: Tampolove; Central: Andavadoaka

North +/- 1,500

Central +/- 2,500

South +/- 1,500

This was the first time such an event had been held. Should have pre-tested; diffi cult to l ink campaign to “party” but with each subsequent event got better. We even had one beach seiners who participate to the swimming race. We shall prepare the next festival which wil l be combine all winners from the three region for the fol low up plan

Theater CL, PO, BS Awareness of the Dina, reporting any case of infraction and inforcing the dina; stoping beach seine. Reached Knowledge to Behavior change as wel l as threat reduction. Moving people in every single stage o behavior.

Theater wasn't formally pretested but we had 3 weeks of training before the vil lage tour. The training allowed us to change anything that weren't appropriate the site; translate properly the language to local dialect; learning how to be an actor; learning how to attract and control your audiences. We also had several rehearsal.

18 plays from the 16 June to the 09 of Aug 2010

All three velondriake region; 18 vil lages

3017 people We had a good number of attendees; people followed the story carefully. We organize a quiz qt

the end and many people answers all questionnaires. We've given as prize about 6 to 10

T-shirt per vi l lages. Until now, people stil l remember the name given to the actors. However,

the play was a bit too long and need to be reduce a l ittle bit; but this was cause by the number of target

audiences we have and we need such a event to cover all campaign messages as i t attract many

people

Exhibition in toliara BV hosted a booth when the Fisheries Ministry opened a new offi ce in Tulear. 1; PM presented with materials including T-Shirt

leaders in Toliara and governmental authorities

presenting the Vezo aho campaign to governmental authorities.

event was not pretested; however all campaign messages were pretested

1 Toliara 18 Ministers and the Prime Minister were present at the function; and lot thousands people

Attracted governmental authorities; they've asked for more T-shirt. Great way to get their attention to local community work; and request for their help if needed

Leadership Training:Day 1: Opening speeches by dignitaries; Presentation on Velondriake, structure etc Adaptive management Role of partners What makes a good leaderGood governance and leadership responsibil itiesLeadership skil l trainingSocial communication (different ways to report)Conflict resolutionDay 2: Define beach seine fishingUsing logbooksDina and Dina enforcementFollow up action plan (sensibil ization)Participants were given T-shirt and certificate

CL Enforcing the Velondriake dina effectively. For vil lage leader to Reporting to the central committee. Leaders to effectively communicate to their communities. Moving Leaders from validation to preparation and action.C3Reached Attitude, IC and BC.

Pre tested with colleagues; al l campaign messages were also pretested

3 for 3 regions

Andavadoaka 20 per region Problem with definition of beach seine and intentionality. Some leaders see beach seining as a problem only if the net is cast in the water with the intent to catch smaller fish; rather than if it is cast offshore but pulled in on the beach.Evidence of success:

Most held follow up meetings in their vi l lagesBetter reporting in log booksSome individual behavior change, i .e. Mayor gives up beach seiningLess poison fishingPoison fishing enforcement including fines

Table 5: Mass Media Activity TrackingType of Activity &

DescriptionTarget Audience Campaign messages

supported(include which Stage of

change and SMART objective this message

met)

Pretesting method and results Medium Number of broadcasts/publishings and

date(s) activity was broadcast/published

Number of people that saw/heard it

Results (qualitative and quantitative) and lessons learned. Include how it

was measured.

Radio programme:CM typed up a pledge sheet. “My name is______. I am Vezo and I pledge to stop beach Seine fishing/Poison fishing...” Took a tape recorder into the vil lage and taped individuals saying the pledge. But also, rhymes during the festival.

CL,PO Mainly, I'm Vezo, I do care about the marine resource and I stop people using destructive fishing. Reached attitude objective in taking responsibi lity to enforce the dina

Discussed with community leaders. Radio FIVE in Morombe

Once a day for five days, week of 11 june, week of 23 September; Airing was from 6:30pm to 6:45pm.

450 people headr about the radio activities from the survey.

Need to do more and more radio activities now we have the radio to distribute to vil lagers. Also, we've already bought the software to make the radio activities. 89% of the respondent during survey answered that they've heard about the campaign on Radio

5.3 Exposure to Pride campaign activities

Table 6: Exposure to the Pride Campaign ActivitiesDifferent source to hear information about beach seine and poison fishing in the last six months

Pre-Campaign Total (%)

Leaders (pre-campaign)

Leaders (post campaign)

Pirogue owner pre-campaign

Pirogue owner (post-campaign)

Beach seiners (pre-campaign)

Beach seiners (post-campaign)

Community members (pre campaign)

Community members (post- campaign)

Post-Campaign Total

Velondriake committee meeting 80 91 99 90 96 68 100 79 96 97Youth environmental play (Theater)

21 31 65 32 40 0 33 16 62 62Village president 68 82 52 66 94 68 89 66 90 91Blue ventures staff activities

59 78 93 59 89 68 83 55 55 88Radio 12 15 66 24 80 0 61 8 78 80Fisheries department

13 29 52 19 44 33 24 10 45 45

The question asked for the table 6 was about the way to hear about beach seine and poison fishing. All of these people and activities were used during the campaign.

The table 6 shows that at more than 90% of respondent have heard about beach seine and poison fishing from both Velondriake management committee and Village president. This is obvious as part both of them are leaders, they were the most active stakeholders during the implementation. However there was already 80% of the respondent mentioning Velondriake management committee during the pre campaign because it was always part of their action plan to deal with beach seine and poison fishing since 2006. The village presidents were a lot more involved in the resource management during the campaign because we relied a lot on them for village meetings; and we invited them also during the Velondriake committee meetings. It’s obvious as well that the percentage of people that have heard about the campaign from Blue ventures as we run it.

The most important change here is about, the environmental club, the fisheries department and the radio because we didn’t use them as much as we did during the campaign. The theater was run by the youth in 18 villages reaching about 3000 people. About the radio activities, people start using radio, mostly in the bigger villages. The fisheries department didn’t come very often, they’ve done only 2 village tour and cover all 24 villages but since we started the campaign , they are much more willing to stop destructive fishing in the south west of Madagascar.

The figures below were about a question that we’ve had only during the post campaign survey to assess the effectiveness and exposure of campaign activities and materials. The question was: “Have you heard or seen the slogan “I’m Vezo” the sea is my heritage and that of my future generation’s too.” And if yes, how, where did they see it; but we’ve also asked enumerator to clarify it a little bit by adding “beach seine and poison fishing campaign” when asking the first question.

The figure 3 shows that almost all respondent have seen or heard about the slogan or the campaign focus. We only have very few beach seiners who didn’t see it. They have probably seen it but they just didn’t to confirm it as they are still using their n

Figure 3- Question: Have you heard or seen the slogan “I’m Vezo” the sea is my heritage and that of my future generation’s too.

Leaders Pirogue owners

Beach seiners

Community members

0

20

40

60

80

100

120

YesNo

We wanted to assess from the figure 4 below the effectiveness of all campaign material and activities as well as their exposure. We can see that all of the campaign activities and materials have been exposed to all target audiences. More than 90% in average of all respondent have anything about the campaign on the T-shirt obviously because that was the most spread material in term of number; also same as the poster, they were the first material distributed in all villages for this campaign. The festival here was mentioned by the respondent as well because that was the latest but biggest activities during the campaign. The campaign boat and the painted sail should be better than these results as you always see them everywhere. However, they couldn’t go to the inland villages such as Befandefa, Ambalorao and Ankilimalinike and you can see from the sampling that Befandefa is the second biggest village in Velondriake.

The theater wasn’t mentioned by many respondent but we can see that it was very successful and get people to talk a lot but it’s quite difficult for some people to describe the theater, mostly for adult. Children are much more sensitive about plays like that and they were not part of the survey.The song was obviously down because we only played it during our village visits. We’ve tried to leave some CD in every villages but in average, there is only one shop that plays music in every villages but not every single hour our every single day.

The flags were definitely down because we could distributed only very few of them. But the most interesting result here is the radio. We didn’t expect to a good result about the campaign exposure in the radio; but this figure shows different things. It encourages us to use it more in the future.

The last things we can draw from this figure as well is the fact that the campaign was more exposed to the leaders than the others for some activities. The explanation is just they were the first people that saw them or heard about them as we do the planning with them before doing any activities; also they were in charge of spreading the materials.

Figure 4- Exposure of the campaign to target audiences that have seen or heard the campaign slogan

Theat

er Sail

Radio

Velondria

ke m

eeting

Festival

Poster

T-shirt

Panels

Campaig

n boatFla

gsSo

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LeadersPirogue ownersBeach seinersCommunity members

5.4 Critical Analysis of Social MarketingAfter talking about the exposure of all activities to the target audiences, we’re going to develop here our perception about which one is the most effective and the least effective activities and materials.

Most effective1-The Theater: We can say that the theater had a high cost, it involved lots of staff and community members to manage and play the theater, there was lots of traveling as we cover 18 villages. But it was very powerful and attracts more than 3000 people, very easy way to attract the community as we did all of it during their resting time, at the end of the day. From our observation during the play, people were listening very carefully. We tested their understanding at the end with some quiz; and any people tried to answer but we only gave prize to the ten best answer. It didn’t create any conflict between them. Every time we come to those villages again, people were still talking about the name of the characters we used.

2-T-shirt:Compared to number of T-shirt printed we can say that it was a medium cost. It was the most spread materials. Everyone wanted it. Leaders were so proud of wearing it during every meeting they attended. We produce 900 and almost distributed them all to be able to cover all villages. It was very valuable for the communities and some people only wear them in special occasion. They wear it with pride and even some people said that they will wear it every time they go away from Velondriake, mostly in Morombe where the migrant fishermen are from. Last longer.

3-FestivalThe festival was a very high cost because we needed to travel, use music equipment, staff, leaders and community participation.I gathered more than 3000 people. That was an opportunity to gather community from the same region together and talk about only one topic. It was an opportunity to see all sails from all villages. The fact of using community leaders, and all participants during races and shows to spread messages was very powerful. You can feel their commitment to stop destructive fishing and talk to their friends and family about it in front of the public.

4-Sail painting It had a medium cost, very simple activity and was mixed with the theater tour. It was very powerful, inspiring and last longer. Community like them a lot; we produce in very single village; very simple catchy messages. People talk a lot about the sails. People were very proud to travel with them. It was a way for them to show off to other village outside velondriake. It shows as well how much the pirogue owner were on board.

5- PanelsEven thought the survey respondent didn’t really mention it was a very powerful tool to use. It has a very low cost, shows community buy-in and participation to the campaign. it was a way for them to show outsiders their rules without saying anything or reading the whole Dina.

Least effective1-FlagsThe cost was low and we could produce a lot; but it wasn’t distributed and not very appreciated by the community because of the size. But we modified them to be a bit bigger and we’ll see if the community will be satisfied.

2-RadioRadio doesn’t cost very much and we could see that people heard it; but we only did too programs; it can be more effective if we did more and if more people has a radio. This is why we planned to distribute a radio box to few villagers later on. We’ll find out more about it during our follow up plan.

3-PosterThe poster was seen and remembers by many people but it didn’t last very much because of the material used to make it; it didn’t resist to the sun. It cost lots of money too as we had to get t from the capital. It was only 300 too and didn’t cover every place. So, we’ve already tried to print more and laminated them to last much longer. There was also some case where they are not well placed by the leaders; we need to follow up a little bit the leaders next time we put it.

We definitely going to repeat the theater play and the festival; that’s the e only easy way to get people together and to talk about the campaign and interact to each other. We’re still going to use Poster and the flags but they need to be improved as I mentioned above. Same as the radio program; we had a new software to make radio program now, so we shall do better job to produce it and send it to the radio station. We’re still going to promote the sail painting if more people want to get their sail done.

One new activity that we’re going study closely and hopefully implement will be the mosquito net removal workshop with beach seiners and followed by fishing competition. Probably they will be mist with the festival. The next one is about the cell phone. We now have mobile phone reception on site and that can be used for many interesting activities through SMS or conference call but still need to assess the feasibility.

6.0 Campaign Results6.1 Methods of Determining Results

a) Pre- and Post-Campaign Quantitative Survey

Table 1: Background information on the pre- and post-campaign surveysVillage Adult Population

SizeSample size at 95% Confidence Level and 5%Confidence Interval

Pre-Campaign Surveys collected

Number of enumerator (pre campaign)

Post-Campaign Surveys collected

Number of enumerator (post campaign)

Andavadoaka625

60 85 4 96 4

Bevato 242 23 39 4 44 4Belavenoke 220 20 39 4 43 4Lamboara 259 25 45 4 35 4Tampolove 159 15 37 4 28 4Ankidranoke 230 22 33 4 29 4Nosy Be 268 26 29 4 32 4Befandefa 315 30 26 4 32 4Vatoavo 128 12 18 4 20 4Nosy hao 133 13 18 4 14 4Agnolignoly 120 11 17 4 15 4Ankilimalinike 43 4 12 4 15 4Ambalorao 54 6 10 4 16 4Ampasimara 64 6 11 4 15 4Nosy Mitata 67 6 9 4 12 4Ankitabagna 50 4 6 4 10 4Ambolimoke 46 4 0 4 14 4Nosy Ve 61 5 8 4 10 4Nosy Andambatihy 36 3 5 4 10 4

Andranombala 56 5 8 4 10 4

Total 3176 300 455 500

The Blue ventures Socio economic research team composed by one social scientist and several assistants to conduct survey on field.

The pre-campaign survey was conducted from June to August 2009 to establish a baseline for the Pride campaign’s SMART objectives related to the Knowledge, Attitude, and Practice (KAP) components of the campaign’s Theory-of-Change (ToC). It covered 19 villages around the Velondriake Community based protected area. It was conducted by 4 fully trained enumerators.

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. The 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 (VMC), 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. However, as you can see on the table, we increase the number of sample size to get more accurate data.

The 2006, 2007 Velondriake demographic baseline data was used to estimate the 2009 (see table above) 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. We surveyed 450 people in total.

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 1.

Enumerators were trained in how to administer the questionnaire in a two-day 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.

The post campaign survey was conducted in September 2010, the objective is to assess the impact of the campaign. It was conducted at the same site and covered 20 villages. But we increase the number of the population to be 500. Compared to the pre-campaign survey, we used 8 enumerators because we only had 3 weeks to finish all data collection and one week for data entry. They were all well trained before going out for data collection. They did two survey tests each to be familiar to the questionnaire. For the field data collection, team split in two and we use four people per villages. They all go together to survey the north region first, then the south and the central region of Velondriake at the end.

We deleted some questionnaires from the pre-campaign survey such as the trusted source of information and one attitude question. However, we added 10 more questions about the campaign exposure to assess the effect of our materials, some questions to assess the impact of the barrier removal strategy and other activities; there is some question to assess the change in behavior also to get clearer data.

The sampling method was different from the pre-survey, instead of relying again on the sample size that you can see on the table above; we used the data from the pre survey as baseline data. Even thought we increase the number of population, we tried to keep the same percentage of gender, target audiences per village and age group as the pre campaign. We did the distribution between all enumrators in advance before going to field. That’s why there is no significance change between the pre and the post survey. In total, we surveyed 500 people.

For both Pre and post campaign survey, we faced the same challenge of having more than survey running on site because of the number of project we have

b) Comparability of two surveys

Table 2: Independent Variables to Assess Comparability of Pre- and Post-Campaign Surveys

Variable Pre-campaign level (%)

Post-campaign level (%)

Difference (in percentage points)


GenderMale = 65 67 2 <95

not significantFemale = 35 33 -2

Target audience group

Leaders 16 21 4

<95 not significant

Pirogue owners 73 111 38Beach seiners 3 19 16

General audiences 309 299 -10

Age group

15 to 25= 28 27 -1

<95 not significant

26 to 35= 29 29 0

36 to 45= 25 23 -2

36 to 55 = 13 13 0

56 to 65= 5 5 0

66 to 75= 2 2 0

76 to 85= 1 1 0

Villages distribution

North 24 27 3<95

not significantSouth 45 40 -5

Central 25 25 0Island 7 5 -2

The pre and post survey are definitely comparable as seen in this above table. It’s mentioned above that we used the pre survey result to determine the post survey sampling methodology. Please refer to the above section to find more explanation.

c) Qualitative Research

We also use the community based monitoring (CBM) project to raise awareness, distributing materials and and teach people about the dina. Community based monitoring is one project that Blue ventures carried out through local recruited staff to train some member of the community to monitor their reef or mangrove site. But following the field work, they also teach people about Velondriake project as well as the regulation. Then they end up their work by having a quiz with the community to assess the community understanding about everything they taught. It was an opportunity for us to distribute materials as prize but also to include campaign messages and material exposure to their quiz.

6.2 Barrier Removal

a) Management options

Beach seine and poison fishing are still evident within the Velondriake MPA despite strong motivation from communities to establish the first community based marine protected area in Madagascar, a. For that, a social marketing campaign that aims to eliminate the principal unmanaged direct anthropogenic impacts affecting coral reefs and its fish population will be launched in the region. To strengthen this campaign the local community will be supported to effectively enforce their local law known as dina which is potentially very powerful in the prevention of the use of those destructive fishing mentioned above. Despite the existence of the local law, there are some barriers such as lack of leadership skills and fear of offender from the local community to better enforce the Dina. Two primary routes have been selected as the best ways to improve community enforcement of the dina and to reduce the occurrence of destructive fishing activities within Velondriake.1- Training the leaders about leadership skills and the supporting them during dina enforcement procedure2- Engaging the fisheries controller agency t help for the dina enforcement

b) BROP details (NB : The BROP details below is copied from the project plan)WHAT1. Leadership training

The key objectives of the proposed leadership training will be to: To solicit thoughts and ideas from participants on what they think as best leadership and management practices at village level. To gain a better understanding of good governance practices; discern qualities and characteristics of a good leader and agree on what

constitutes good leadership at village/community level. To increase their knowledge and skills in planning, implementation, management and monitoring and evaluation of village projects by

sharing their experiences, successes and issues/problems encountered and how these were resolved. To improve their knowledge and understanding of mechanisms they could use in resolving leadership and management conflicts and issues.

To define a feasible Dina enforcement procedure

2. Dina enforcement carried by Velondriake committeeThe Dina enforcement was identified as the only option identified to sustain the elimination of destructive fishing in the Velondriake area. It will consist on direct enforcement of the Dina to any case of infraction at village basis.

WHOThe training will be coordinated by the campaign manager and expert in management from Blue ventures’ team. It will consist of several training workshops to representatives of each vondrona (region) of Velondriake. We will aim to train all 70 community leaders from the 24 villages in Velondriake. It will be possible that Blue Ventures will call support from other partners and will be using positive deviance from community as facilitator for the training.

For the Dina enforcement, different actors will be involved in this action following the enforcement procedure or the difficulty of the case of infraction. If the enforcement can be done at village level, only the village leaders and their community will be involved. If, they need the help from their region, the committee members from that region will be involved. If it’s still not resolved, the central committee will take in charge of the case. Finally, if it should go beyond that, we will involve the government authorities from Befandefa, Morombe or the fisheries department to intervene; mostly when we talk about the migrant fishermen.

HOWWorkshop 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. It will include general information about Velondriake MPA, good governance, leadership skills, conflict resolution, social communication and the Dina enforcement procedure. As a result of this training and of course the social marketing camapaign it is hope that enforcement and compliance with the traditional management laws by local and migrant fishermen will be increased.

Local leaders and pirogue owners located in each village will be motivated through the campaign and leadership training to report any case of infraction to the VMC. The VMC representative will go to that village for the investigation, prosecution and the Dina enforcement meeting. If the fine won’t be paid after the deadline given, VMC will report to the local authority to continue the process.

A new staff member will be recruited whose chief role will be to support VMC investigation and prosecution; facilitates any enforcement meeting. We will work closely with government authorities (fisheries department and public authorities in Morombe) to better approach migrant fishermen based in Morombe as well as to prevent violent reaction from them.

The success of the leadership training can be assessed by the number of occasions on which the Dina is enforced and people caught employing destructive fishing techniques are fined. Also, it will be assessed by the level of participation of the leaders trained during the campaign activities, the number of meeting within their respective village that they will organized or attend, report that they will write in their logbook.

WHENConcerning the training workshop for leaders, it will be held firstly in February 2010 then will be assessed before the second training which will take place in June 2010. Then, the final assessment will be by the end of the campaign in September 2010.Investigation and prosecution of any offender will take place every time any infraction will be reported to Velondriake Management Committees. But, it is anticipated that by September 2010, all for of destructive fishing technique will be reduce from Velondriake area.

The involvement of governmental authorities is already mentioned in the Velondriake Dina if payment of fine fails at a local level. But, throughout the campaign i.e until November 2010 community members will be motivated to fully enforce this procedure if there is a need.

WHEREThe leadership training will be held in Andavadoaka (the central village). All community leaders from the 3 regions will be transported to Andavadoaka during the training periods. The Dina enforcement will take place at the village where offenders came from or at the nearest village where the act occur in the case of migrant fishermen. When involving governmental authoritie and fisheries department, it is probable that they will take action in Morombe where the migrants come from.

COST

Source of Funds External to RareSources of Funds Amount of Funds When they Will be

ReceivedAny restrictions

Blue ventures ( for BV staff that will support VMC for Dina enforcement)

$3,300 By February 2010 Will be sure available until June 2010 which will be the end of BV funding from Mc Arthur

Total Funds(external to $ 3,300 By February 2010 Will be sure available until

Rare) June 2010 which will be the end of BV funding from Mc Arthur

Funds Request from RareLeadership and management training

$3,184 By February 2010

Velondriake Management Committee Per diem and local transportation to follow up infraction report

$3,000 By February 2010

Total Funds Rare $6, 184 By February 2010Total Funds $9,484 By February 2010

c) SMART objectives and results for the Barrier Removal stage of the ToC

The success of the leadership training was assessed by the number of occasions on which the Dina is enforced and people caught employing destructive fishing techniques are fined. Also, it was assessed by the level of participation of the leaders trained during the campaign activities, the number of meeting within their respective village that they will organized or attend, report that they will write in their logbook. For that, the SMART objectives to measure the impact of the barrier removal are already shown in the other sections about interpersonal communication in section 5; and behavior change and threat reduction in section 6.

However, below, we have interesting information from post campaign survey about the number of time the Velondriake committee have organized a meeting in their area the last six months and the topics covered during those meeting. The behavior we needed to assess here is the leaders’ communication with the villagers. It seems to be an interpersonal objective but we consider it as a direct impact of the leadership training as we noticed that before the campaign, the leaders didn’t have strong interaction with their community in terms of resource management. They are likely motivated to talk about only octopus reserve opening and closure in the past. We didn’t have a baseline data for these questionnaires, but thee octopus reserves closure happened twice or once every year and not many village meeting were held afterwards. From our past experiences too, we found out when visiting villages that not many of the leaders who attended committee meeting are willing to report back to their community, This is why we include the social communication training.

The results in the figure 5 show that the average number of meeting held by the velondriake committee in every region were from 3 to 5. This is a high number compared to the length of time they’ve had (6 months). We can see that the central region was higher than the others because

Velondriake is based there and committees are likely more motivated than the others. The figure 6 shows that the campaign topics (dina, beach seine, poison fishing, festival) were always covered during those meetings. We can draw from this result that there was an improvement from the leaders in term of communicating with their community. We know that poison fishing and beach seining doesn’t cover all regions, but it is interesting to see here that leaders still covering in all region.

Figure 5- Average number of meeting held by the Velondriake committee the last 6 months

Figure 6- Topics covered during Velondriake committee meeting

Dina Reserves Beach Seiners Poison Fishing Festival0

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Topics covered by Velondriake committee in a meeting during the last six months

SouthNorthCentralIsland

Topics

Perc

enta

ge o

f res

pond

ents

d) Barrier Removal activities with qualitative and quantitative evidence of success for those activities- Include a specific section on how you used the Rare barrier removal grants.

The barrier removal activities mentioned above are the leadership training and the dina enforcement supported by Blue ventures and the fisheries department if needed.

-The leadership training:

The training was held in May 2010 and run by the campaign manager and expert in management from Blue ventures’ team. We run two days of three training workshops with representatives of each region of Velondriake. We separated the committee by region to facilitate the training and to better follow them for the future.

The first days was about the Velondriake Community based protected area structure and the adaptive management, the good governance, the good leadership, the conflict resolution and management, the social communication.

We spent the second day to talk about the Dina enforcement, focusing on: the types of infractions that still occur in their villages, the problems in enforcing the Dina. We can up with suggestions and solutions for better enforcement and developed a standardized procedure of steps to follow when someone breaks the dina.

The principal solution agreed was 1-group enforcement to migrant fishermen using beach seine and poison fishing: the idea here was, for leaders to go together to patrol the area and enforce the dina to anyone caught using beach seine and poison fishing 2- leaders’ consultation to some villages or individual local fishermen that are still using destructive fishing. The idea was to give them final warning before enforcing the dina. But, all of that need to be discuss to community members first; so the action plan is for each leader to go back to their village, organize a meeting and talk about everything proposed during the training. However, those leaders who had to deal with local destructive fishermen could do it right away. Then, we made a consensus that everyone has to bring back the result of their action during the next meeting which is the Committee general assembly that we carried out a week after all 3 trainings end.

During the general assembly, every leader came back with the minute of their village meeting and the result of their destructive fishermen consultation. All villages agreed to do the group enforcement firstly; and all remaining local beach seiners were aware of the motivation of the community members to stop destructive fishermen in Velondriake. This led us to the next part of the barrier removal, which is the Dina enforcement itself and the involvement of Blue ventures enforcement officer as well as the fisheries department.

-Dina enforcement activities and the involvement of Blue ventures

It was seen in our past experiences that in order to run an effective dina enforcement, the Velondriake management committee still need a staff from blue ventures to facilitate and help during dina infraction investigation and running the enforcement meeting. For that, new staff member (Dolce Augustin) was recruited whose chief role was to support Velondriake committee for investigation and prosecution; facilitates any enforcement meeting. The position was primarily funded by the Barrier removal grant if successful was hoped that funding can be sustained following the completion of the Rare campaign. If funding is unavailable from BV it is hoped that community leaders will have developed sufficient leadership skills after one year that they will not need so much support in enforcing the dina. He has lots of background about community project and mostly in the South West of Madagascar, where he come from too. The enforcement officer helped a lot during every dina enforcement meeting that happened during the campaign period. He also, helped to facilitate conflict resolution that took place caused by a dina enforcement (eg: Ampasilava). There were four beach seiners consultation accomplished by the leaders too; the enforcement officer planned together with the committee and set up a meeting before end to talk about strategy with them. Then he accompanied them on the field for

investigation and enforcement. However, he’s not allowed to lead them but just facilitate in case needed. He also played the role of intermediary between the partners such as the fisheries department and the local government authorities that we’ve tried to involved in the project.

One of the strategies agreed during the leadership training was the group enforcement. We planned to do it in June July 2010, but it was difficult to plan it because of the other activities that we’ve had in our hand. The campaign wasn’t the only priority for the Velondriake committee during that period; they’ve also had to implement some permanent reef reserve and temporary octopus reserve in June-August and September. We also engage them a lot during all campaign activities. So, it was hard for us to find time to run the group enforcement.Finally, we did two group enforcements in September 2010: one in the North and one in the South of Velondriake area.

The one in the North targeted directly the migrant fishermen: about 17 leaders from the 3 regions went together in a boat and patrolled the North zone of Velondriake. They met about 8 beach seiners in their way. They didn’t enforce any dina to them but they ask them to leave the place and stop using their net straight away. The beach seiners left right away. Then they took out from the water all poison fishing mark left by the migrant; actually before doing poison fishing during night time, a poison fishermen leave a stick in the water to mark the best site to poison. In taking that out, they will lose their location. Then afterward, they organize a meeting in the one village to talk to local community about stopping beach seine as an imperative.

The other one in the South targeted local beach seiners located in Lamboara, Ampasimara, Ankindranoke…. In general they’ve done the same things they did in the North. However, they took the beach seiners caught straight away to their villages and organized a meeting. They caught about5 nets in the water that time. They discuss it in front of the community and warned the beach seiners as well as the leaders that are not taking responsibility in their own villages. They also had to resolve a conflict between neighboring villages which had a small conflict about fishing ground as well as their leaders.

So the enforcement officer from Blue ventures helped the committee to carry out all of these enforcements from the beginning till the end; then he helps them to write report to the campaign manager.

All of these above activities listed above were supported by the Barrier removal grant application. From the leadership training, the enforcement officer from Blue ventures and the enforcement trip and meeting carried by the Velondriake committee.

Additionally, two other activities out of the planning where carried out to be able to stop beach seine and poison fishing in Velondriake:In March 2010, we’ve had two separate meeting with migrant fishermen and local beach seiners and poison fishermen. The idea of those meeting was primarily with the migrants, to explain them the Velondriake zonation and regulation; to motivate them to stop beach seining and using the same technique as the locals and finally to get to a signed agreement consensus. After long debate, the migrants agreed to sign a paper saying that

they will follow the Velondriake dina from that time. That meeting wasn’t very effective as you can see the result right now with the migrants. However, it was still good to get that agreement signed because it could be used at any time to take them to the government authorities later on.

The second activity was the gear exchange with two loca beach seiners. We avoid gear exchange as a management option after assessing our campaign strategy during the planning phase. However we always considered it as a backup plan in case we find out later on that it might be applicable. We took the chance to use it just in September with two local beach seiners accompanied with a very specific agreement. We wanted neither Blue ventures nor the velondriake committee to be part of the contract to avoid conflict and backlash from the other community. We assigned one of the Blue ventures staff to make a personal contract with the beach seiners. Most of the fish collector on Velondriake does that with fishermen by giving those gears and the fishermen reimburse it bit by bit with their catch. That is what we’ve done too with those beach seiners and they accept to leave their destructive net. However we are still processing it right now and we shall update the result very soon. Again, these activities above were supported by the BR fund as well.

e) Critical analysis of Barrier Removal

Leadership training:Leadership training was an opportunity for the new elected leaders to learn more about velondriake and its dina as well as identifying the issues to better enforce it in each villages. Also, to learn about more practical skills such as, communicating with local community, resolving conflict and of course leading their community to better manage their resources. It was a very productive two days an all attendees were very interested about activities and learning tools. Most of them participated during discussion and questions when we talked about the dina procedure.

However, we had some difficulty when learning about more theorical topics such as management, good governance and the Velondriake MPA structures because of the lack of education for some of them but also, because of their old age. Anyway the most important topic was about the dina enforcement and the leadership skills which are more practical and entertaining.

Time was an issue as well, it wasn’t enough to take a decision at the same period as we always have to consult community members before going further; mostly when we talked about the strategy that we’re going to use to track all destructive fishermen and enforce the dina. This is why we decided to finalize everything during the general assembly.

Finally, we wanted to run a second round of training but it wasn’t accomplished because of the delay of the campaign implementation. So, we postponed it by the beginning of January 2010. (please see follow up plan, section 8)

Dina enforcementAfter conducting getting more knowledge about leadership, community leaders where more motivated to enforce their dina and track every destructive fishermen. However, not all of them did it effectively which means, enforcing the dina until people paid the fine (Please see behavior change in section 6.1). But, we still tried to measure those dina discussed without fine decided. For us, it already showed the willingness and the decision to enforce the dina which means that people are close to behavior change at that point. However, you need to be careful that it doesn’t remain the same in the future action because it cost money, time and lots of effort. We can take as example the group enforcement detailed above. We only did two group enforcement and we need to do it at least once every spring tide. We’re going to push forward and do more enforcement to improve it and get fine paid hopefully at the end or just confiscate gears and catch. Also, to achieve better group enforcement, we need more than 30 people; but that cost a lot because in that way we have to use more than one boat.

There was also cases when, dina enforcement created conflict between villagers (Ampasilava, August 2010)The fine was paid, but not the same as the one mentioned in the Dina. At some point, this is accepted by the community depending on the degree of the infraction. The Central community had to come to resolve the problem because the local leaders couldn’t do it and even turn to his community. That was an opportunity to show off their skills in conflict resolution; and it was settled. But, in the future, we need to follow closely, those dina fine; because sometimes, when villagers are not happy about it, it might stop or decrease their motivation to always enforce the dina.

Involvement of Blue ventures and fisheries agency to support the committees:Blue ventures have helped the community leaders by allocating one staff member to especially help them in term dina enforcement. The enforcement staff (Dolce Augustin) did a great job in term of collecting all data about case of infraction, report from villagers; organize with the committee every dina enforcement meeting they’ve held throughout the year and communicate with local authority for help. But at some point, we needed to be much more persistence in convincing the leaders to react every time there was report from village leaders to the central community. (refer to behavior change section 6.1) about number of dina fined versus reported); there was lots of reported but not enough action taken. However, that kind of action depends a lot on community members; you don’t have to step on their decision sometimes. You’re going to lose your credibility in front of the leaders and villagers once you do that. So, still need to be careful when working with community.

In the side of the fisheries agency, that was good that they’ve done a little bit of awareness raising and warning. There wasn’t any enforcement yet talking about beach seine. Also, we planned them to be a backup plan in case of failure to enforce the dina to migrant. However, they also had a difficulty to achieve it because of lack of resources and equipment to patrol the area. They only have one staff staying in Morombe at 3hours from Velondriake site, but even him couldn’t act alone. At the beginning, the community didn’t really have to involve them into the project at the end, they welcome them to come when they realize that they couldn’t push the migrants back. So, we’re going to engage them more during the follow up plan. We will talk more about it in the follow-up plan section but I think that we’re not going to expect too much for them as because we know their capacity to react now.

6.3 Behavior Change

a) SMART objectives

We had three target audiences during the campaign. Each target audience had a very specific behavior change. - We wanted the Leaders to take more leadership and effectively enforce the Velondriake dina;- we wanted the pirogue owners and the broad community to warn, report any case of infraction to community leaders, as well as

helping/speaking up during dina enforcement meeting.- Finally we wanted beach seiners to stop using their net or modify it by taking off the mosquito net and only use it on the surface instead of

dragging it on the bottom of the water.

We’ve tried to assess here every step of Dina enforcement from warning any dina breaker, reporting any dina infraction, discussing a dina infraction through meeting and finally giving the fine.

More than one objective was set up during the planning phase to show the impact of the campaign. We’ve tried to track change from many different way: they were collected in two different ways: pre and post campaign survey and through record book held by the community or key informant

This first table shows the result of pre and post campaign, we can see that there was an increase in every single piece of the SMART objective. In the first column, we tried to assess the percentage of pirogue owners that have warned people using beach seine or poison fishing once or more during the campaign period. Warning is not enough to convince people to stop destructive fishing; but at least, it’s one way to measure how much the community takes ownership of their Dina. As a result, we attained 28% of the SMART objective.

The second and the third column talked about how much the leaders and the pirogue owners have helped/ speaking up during a dina enforcement meeting once or more in their villages or region. We attained 34% of the SMART objective for the pirogue owners and 73% for the leaders. You can see here that there is big increase of leaders changing their behavior; as we always mentioned earlier, we targeted a lot the leaders during the entire campaign activities. Also, in term of village meeting, communities respect them a lot and let them speak more than the others. However, consensus always came from the broad communities.

However, the practice of beach seine and poison fishing didn’t happen in all regions, it’s mostly in the northern and southern area; and at the same time, the the biggest villages such as Andavadoaka and Befandefa didn’t have that much dina infraction. Also, we targeted too high in term of percentage point for all SMART objectives; but we consider our result still good.







By October 2010, 71% (up from 11%)of pirogue owners will say that they have warned any law breakers once or more in relation to beach seining, poison fishing (Q23);

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


11 28 17 60 X2=95% significant 28From June 2010, 51%( up from 7%) 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) (Q22);

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


7 22 15 44 X2=99% significant 34

By October 2010 62% of the leaders surveyed will answer that they've helped during Dina enforcement in place once or more (beach seining, poison fishing) (up from 11% measured by Q22);

Leaders

% of CL that answer once or more in Q 22


11 48 37 51 X2=99% significant 73

Behavior change

This next table shows the result of all SMART objectives that we’ve set up out of the pre and post campaign survey. We wanted to measure the direct result of the Barrier removal activities from record book held by the community leaders as well as from key informant with villagers.

column one shows the number of local beach seiners that gave up their beach seining. We targeted half of them from January to September. As a result, we have 15 out of 26 stopped doing beach seine. We can see on the figure 7 below the trend of the change in number throughout January to September.

However, we have to explain here that 4 of them located in Ampasimara have been accepted to use their net only in their village because of ecological and biological problem of their site. This was a consensus that all village representatives made during the leadership traning. They only have small fish that can be caught in that way; and they don’t have reefs in the area but only sand. However, they are still targeted by the Velondriake committee during Velondriake village tours for awareness rising. 3 of them are from Ankindranoke and the problem is that sometimes they stop doing it and target shrimps in the mangroves instead. But during the time when there are no shrimps, they come back again to beach seine. So, the Velondriake committee found difficulties to stop them. There are also 2 of them in Belavenoke that are ready to stop it with a specific

contract about gear exchange. We’re in the process in doing it (please see barrier removal in section 6.2). The 2 others are people from inland who came temporary and migrants that are settle in the north of Velondriake considered as resident now. We Also tried to follow all cases of poison fishing and beach seining reported versus fined, The column 2 and 3 in the table below, shows that only 2of the 16 case of poison fishing reported were fined and none of the beach seining were fined. However, most of those cases where discussed face to face with the law breakers but no fine was agreed. Meeting stopped only with warning.







By September 2010, Half of local fishermen will give up beach seine netti ng/ measured from January 2010 Beach seiners

number of beach seisers that give up


interview 26=100% 11= 42% 15=68% 13=50% N/A 73

From January to sept 2010 25% of cases of poison reported will be fined. From 0 percent leaders



interview 0 2=16% 2=16% 25% N/A 64

From January to sept 2010 25% of cases of beach seining will be fined Leaders



interview 0 0 0 0 N/A 0

Behavior change

We can see in this figure below that there were more local beach seiners in the South than the North in general. Most of them stopped way before the first activities and material distribution in April- May. However, we’ve already implemented the campaign since January with material testing and target audience meetings. We; even have two meeting with local and migrants fishermen in April as part of our barrier removal activities. It was an opportunity for us to motivate people to stop and made some signed agreement with them.

But the good things to say here is that, none of the beach seiners who stopped have been fined; they stopped because they were conscious of the impact of the beach seine but also their position in front of the other community members. All if this was a direct result of the consultation and discussion run by the leaders with beach seiners. But also, it was a result of the broad social marketing campaign too because people talk about it and sees materials.

Figure 7- Change in number of local beach seiners

Jan-10

Feb-10

Mar-10

Apr-10

May-10

Jun-10

Jul-10

Aug-10

Sep-10

1620

9 9 9 9 96 6

1010

10 8 8 6 75 5

26

30

1917 17

15 16

11 11

Change in number of local beach seiners

All Velondriake regionNorthSouth

The two following figures show the number of Dina (all infraction) fined versus those discussed through dina meeting by community Leaders. Below is the SMART objective that we set up.

SMART objective: By From January 2010, the number of 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) (All infraction)

As you can see from in the figure 8 we didn’t attain our objective at the end. There was only five percent of the dina discussed that were fined. However the SMART objective that we set up wasn’t applicable to the result: we’ve got 100% fined in February and we used it as a baseline; but in

this case, we can’t go other 100%. Ideally all dina discussed should be fined to get a good result. It’s still very down 5% fined but at least there was lots of discussion and meetings about dina enforcement. The figure 9 shows the comparison between the number of dina enforcement discussed and the number of dina fined from January to September 2010.

However, there are not a special dina enforcement meeting after someone caught, some of them are meetings that the community leaders had afterwards with law breakers when visiting their villages. It appears that no enforcement have been done by the local leaders and later on, the Velondriake committee couldn’t do more and just set up a meeting for warning.

Figure 8- percentage if dina fined versus discussed

Jan-10 Feb-10

Mar-10

Apr-10

May-10

Jun-10

Jul-10 Aug-10

Sep-10

Total0%

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100%

120%100%

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11%0%

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Percentage of Dina fined vrs discussed

Dina fined/discussed

Figure 9- Comparison between number of dina discussed and number of dina fined

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Total0

5

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1 1 1 0 0 1 15

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Number of Dina fined and discussed

Dina discussedDina fined

The figure 10 below is about the total number of poison fishing case reported by the Velondriake Management committee based in their village to the central Velondriake committee. There is a SMART objective we set up:

SMART objective: 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.

We wanted to number of report to go up first from January to June, then goes down from June to September with all campaign activities implemented. We assumed that, when areport goes down, it means that there is less infraction.

We specify here poison fishing and ignore beach seining because this last one is seen by everyone and a daily activitty for some people; we don’t need to report a beach seine anymore, we just have to catch beach seiners and enforce the dina. However, poison fishing are occasionally caught or known just after seen evidence such as fish floating. The figure shows that Village leaders have reported 9 of 10 targeted from June to September; and 3 to 1 targeted from July to September. Those are a good result compared to the objective set up; it means that there ws lots of poison fishing first then less. We assume thatit’s because of the campaign activities and barrier removal set up.

Figure 10- Poison fishing reported

2008-2009 (Base

line)

Jan-Ju

ne

Jan-Ju

ne-Objec

tive

Jul-Sep

t

Jul-Sep

t Objec

tive02468

1012

59 10

31

Poison fishing report

Poison fishing report

b) Non-Survey Results

The only non-survey result that we can prove here in showing behavior change is that there are 4 known poison fishermen from different villages (Ambolimoke, Ankilimalinike, Agnolignoly and Ankindranoke) who have left poison and help the Velondriake leaders to stop destructive fishing in the area by raising awareness and set up campaign activities.

c) Critical Analysis of Behavior Change

In general, we’ve have a good result in behavior change for some of the SMART objective that we’ve set a the beginning of the project talking about all of our target audience. We could see from the survey result and qualitative surveys that some leaders have enforce or tried to enforce the Dina; they’ve done lots of consultation to destructive fishermen to try to convince them to stop their practice without enforcing the dina.

Pirogue owners and community members have warned people more and help their leaders during dina enforcement meeting. Some of the beach seiners and poison fishermen have stopped their practice and move to different way of fishing. So, not everyone move to action yet; they have made improvement in term of their stage of behavior. Some have tried but not enough to be accepted as they didn’t achieve their final objective yet (for example only discussing a dina instead of enforcing the fine).

However, we had 3 different target audiences out of the broad community members; we did assign to all of them different behavior change. It was hard to monitor all of that through the methodology that we’ve implemented. At least we could see how much people were comfortable to follow the Dina enforcement procedure (warning/reporting, setting up a meeting and giving the fine). From this result, we can plan our next action in term of messages and activities. In which step of the dina enforcement to focus.

Also, the strategy we used was community law enforcement and we focused on promoting the dina. But it was a good idea that we include as well the local beach seiners and send some messages about the threat itself. However, we thought that in changing the local one, they will help r motivate the migrants to stop; which wasn’t the case because we didn’t push it forward. So, for the follow up plan we’re definitely working closely with those beach seiners and poison fishermen to stop the migrants.

6.4 Threat Reduction and Conservation Results

a) SMART objectives

We’re just going to present the Threat reduction first and then afterward the Conservation result to avoid confusion and to make everything clear as they are both very difficult subject here.

The threat reduction:



Desired Change (in percentage points)


The frequency of beach seine use inVelondriake every spring tide will behalved from January 2010 to September2010 (it is known that in general beachseine use in Velondriake occurs only duringthe spring tide, and happens twice a month for a period of 5 days each)

Average number of nets/day/spring tide


interview 17=100% 11=64% 8=36% 8.5=50% 72%The frequency of poison fishing use inVelondriake every spring tide will behalved from January 2010 to September2010 (it is known that in general poisonfishing in Velondriake occurs only twiceduring the full moon period within thespring tide.

Number of case of poisonfishing known every spring tide


interview 4=100% 2=50% 2=50% 2=50% 100%

For the threat reduction, we’ve tried to measure the frequency of beach seine and poison fishing; and the metrics was n of net/day/spring tide. As a result, the above table shows that for the beach seine, we’ve attained 72% of our SMART objective. The number of net in the water every day every spring tide went down from 17 to 11 from January 2010 to September 2010. We’ve monitor separately through village record book the southern and northern region. We found out that, the beach seiners active in the North are mostly migrant fishermen and those in the South are the beach seiners in Ampasimara, Ankindranoke mentioned above in the behavior change section.

About the poison fishing practice, we’ve attend our objective by reducing the frequency of poison fishing every day every spring tide by half. Those one left too are all migrant fishermen in the North of Velondriake. However, we still need to be more careful about the poison fishing, because they

could appear at any times you don’t expect. People can come back to do it at night tide. So, the only way to stop it might be to investigate any case effectively and enforce the dina to poison fishermen.

b) Monitoring activities- Threat reduction monitoring activities:We use the village record book to monitor the frequency of beach seine and poison fishing in Velondriake area. Log book have been implemented in Velondriake since 2008 to record anything happen in each villages. Community leaders/villages president take the responsibility to keep them and put every notes. We asked them to input every time there is cases of poison fishing or beach seining near their villages. Then, we sent the enforcement officer (Dolce Augustin) to collect all book and take a note of every data in those book every month. Some people from Blue ventures team did that job during their field work during the time when Dolce wasn’t hired yet. Sometimes, we ask community leaders to bring back their book during committee meetings. Those leaders who keep the books are not paid but we need to put in our budget the cost of transportation and the per diem of the enforcement officer who collected the data.

c) “Other” Results

We did more ground truthing to get community perception as well about the presence of beach seine and poison fishing in their area during the last year of campaign. We scale the answer from more, same to less.

You can see from these figures 11 that more that 35% of the respondent from the North answered “More” beach seine and about 20% for poison fishing. Theses can confirm our above result when talking about the presence of the migrant using beach seine and poison fishing in the Northern area. Very few people answered more and same in the other three region (South, Central and Island.) At least, the majority of the respondent from all 4 regions answered “less” both about beach seine and poison fishing. Actually, there are some village where neither beach seine nor poison fishing exist no more; but we’ve asked the m to talk about the nearby villages of it’s the case.

Figure 11- Community perception about presence of beach seine and poison fishing in their region

South North Central Island0%

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their area

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in their area

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d) Critical Analysis

Monitoring the threat reduction was the most difficult work during the pride campaign:

About the threat reduction, those data are somewhat trustworthy because of the methodology we use. We just leave the book out there and collect it after a month. Also, at the end of the campaign we noticed that sometimes, beach seiners and poison fishermen don’t wait for the spring tide to do their activities but also during neap tide .We don’t know if those data are recorded or not. However we still can track the decrease of the threat via the decrease of the beach seiners and poison fishermen that we collected in the behavior change monitoring. Those two metrics could be used as evidence of threat reduction.

We also encountered some challenges about some data because some leaders forgot to fill their book at the beginning; so we had to use different people instead to do it; or implement a backup plan by using another source of information instead; such as community observation and key informant interview.

In the future, we need to be more careful about the way we follow the book and engage more people to help our enforcement officer. It’s hard for one person to be able to travel all 24 villages and do surveillance at the same time if everything works perfectly. We already have 3 people from the 3 regions who supervise the octopus data collection; they collect all octopus books from all villages, so maybe we can engage them more to collect and survey the log book as well.

The conservation result

We’re going to talk separately here the SMART objective we set up to measure our conservation result, any result that we found so far, the monitoring activities and the critical analysis. We have to mention here that the conservation result monitoring activity is a very specific part of the project, with a very specific budget funded by Rare and Blue ventures. It is carried out by Blue ventures science department and the volunteers; but by some local community recruited by Blue ventures just to work specially on collecting fish landing data. The monitoring targeted to show final result in 2015 and start in 2010. We have to mention here that all report presented below is collected from our science department.

Conservation result SMART objective

In general, we have two different types of SMART objectives to show the impact of eliminating beach seine and poison fishing in Velondriake:- the Increase in biomass, abundance and diversity of inshore fish populations and,- the increase in biomass, abundance and diversity of reef fish populationsHowever, as seen in the table below, we put together nine SMART objectives to determine the results.

The results are very good indeed, they show a statistically very significant superiority of Biomass (North sites:P<0,0001 ; South sites: P=0,006) and abundance (North sites:P=0,01 ; South sites: P<0,0001) per survey in Andavadoaka (control site) over the two other sites.

The mean individual fish weight is indeed higher in Tampolove than in the control site but it is a very interesting result, and actually shows that the seagrass in Andavadoaka is actually healthier than in Tampolove. The specific metric of mean weight is more interesting when studied in relation to the other metrics and needs to be explained in conjunction with them. For example, the examination of the specific composition of the populations allows us to explain this result: there are no juveniles in Tampolove, the population is dominated by adult fish belonging to families of predators raiding the seagrass for food (Emperors, morays...)but not living in it, or families almost invulnerable to beach seining because of cryptic abilities (Gobies, Triggerfish...). All the other fish in the Tampolove seagrass seem to be regularly wiped out by beach seine, with the consequence of having a higher

mean individual weight but lower biomass, abundance and biodiversity. in contrast, the Andavadoaka control sites show an equilibrium of raiders, reef fish living around the bommies, typical seagrass species (Seagrass Parrotfish, Cigar Wrasse, Greenback wrasse, etc...) and abundant juveniles, indicating that the seagrass beds of Andavadoaka are healthy and provide shelter for young fish to grow.

You can see below that there is one column highlighted in grey; unfortunately it has not been possible to construct a working light trap model despite numerous attempts so you don’t have a metrics in that one.





No baseline data existed so a control:impact method was used- CONTROL: 4.67 kg/ha

IMPACT NORTH: 0.17, IMPACT SOUTH:1.99

North: -96.4%, SOUTH: -57.4%

Control to Impact

Unlikely to see a change over the 9 month campaign. Andava as control suggests what we can expect to happen over the next 5 years

N/A


control:impact method was used-

CONTROL: 51.94 fish

IMPACT NORTH:4

fish, IMPACT

SOUTH:20.83 fish

North: -92.3%, SOUTH: -59.9%

N/Aas above


CONTROL: 80.28 g

as above

No baseline data exists. Aim toincrease fish biomass in seagrassareas to within 5% of the valuesfrom surveys in control sites inAndavadoaka by 2015 (providedthere is a substantialdifference), (Andavadoaka hasbeen poison and beach seinefree since 2004)

Mean fish biomass



No baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference),

Mean abundance



Mean individual fish weight



North: -47.4%, SOUTH: +18.7%

IMPACT NORTH: 42.21 g , IMPACT SOUTH: 95.28 g

No baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference), N/ANo baseline data exists. Aim toincrease fish diversity inseagrass areas to within 5% ofthe values from surveys incontrol sites in Andavadoaka by2015 (provided there is a

Mean fish biodiversity




CONTROL: 7.5

IMPACT NORTH:

1.25 , IMPACT SOUTH:

3.34NORTH: -83.3%, SOUTH: -55.5% as above N/A





Baseline biomass data from2008; nearshore fringing390kg/ha. Aim for a 5% increasein biomass of nearshore fringing

Total fish biomass on selected nearshore

reefs

Underwater visual censususing SCUBA(after English et

409 kg/ha (2009)Data collection ongoing

Unlikely to see a change over the 9 month campaign. N/A

as above

Mean Biomass/landing (Kg)

Beach landingssurveys Andava (Sep): 17.2kg


N/A

as above

Total Fish diversity (Spp) Beach landings

surveys Andava (Sep): 52 spp


N/A

as above

Mean CPUE (g/h/fisher) Beach landings

surveysAndava (Sep):

973.75g


N/A

as aboveMean individual

weight (g)Beach landingssurveys

Andava (Sep): 314.26g


N/A


control:impact method was

usedAndava (Sep): 1788.7kg


N/A


N/A

Unlikely to see a change over the 12 month campaign.

Abundance of selected fish families

abundance based on presence in

preliminary seagrass surveys

No data No data N/A

61No baseline data exist. Aim toincrease fish biomass extractedfrom impact sites to within 5% of the values from surveys incontrol sites in Andavadoaka by2015 (provided there is asubstantial difference).Andavadoaka has been poison

Total Fish biomass (kg)

Beach landingssurveys

Underwater visual censususing SCUBA(after English etal 1997). Aminimum of 6 20x 5 x 5m transect

No baseline data exists. Aim toincrease juvenile fish abundance and diversity in seagrass areas towithin 5% of the values fromsurveys in control sites inAndavadoaka by 2015 (provided

Juvenile fish abundance and

diversity

Light traps deployed in

seagrass areas

Mean number of seagrass fishfamilies found on 4 nearshorefringing reefs increase by 5%(above the current 2005-2008trend) by 2015 compared to 2008

The monitoring activities and critical analysis for every part of the monitoring activities

- Method developmentWe had an extensive literature review first but there was no evidence of in situ inshore fish monitoring. All other published work relates to fisheries landing data. But landings monitoring previously thought to be out of our budget and resource capabilities. As a result, we had a delay in methodology development due to delay choosing key species. So there are the following methodologies we chose and implemented.

- In situ measurement of fishWe carried out seagrass transect methodology trialed in seagrass areas to give figures for fish per area. Very low numbers of fish sighted. I wasn’t representative of what’s out there. Then we had to continue to do more research into suitable methods such as brainstorm roving diver timed swims, light traps and other forms of trapping. Then we began to do a trialing timed swim surveys but there was several windy weeks on site which meant bad visibility in the water and again we got a very poor results. After that, we had to discussed all the potential factors which may affect/bias inshore seagrass sampling e.g. tidal state, lunar period, sea state, visibility, number of observers, area covered and completed several replicates on control and impact sites (more on control due to ease of logistics for surveying). Finally the data shows exactly what we wanted. All metrics are higher on control sites than impact sites.

- Light trapsWe began pilot deployments with pilot design in June 2010 and we lost the original light source when wind picked up over night and design was unsuccessful. A new light source arrived on site in August 2010; and before constructing a new design we needed to do more literature about it first. Then a new design was constructed and we trialed with new methodology. As a result, we didn’t find any fish for the first deployment and the no fish for the second but lots of krill and zooplankton. At the moment, we still do an ongoing trials and still not proving effective. We recently invested in a special underwater light and are trapping lots of krill and other small crustaceans but no juvenile fish yet. We conclude that this data augments the in situ surveys.

- Fish landings catch monitoringWe finally realized that this is the most accepted way of measuring affects of removal of destructive fishing and we tried adapt our budget with the local capacity so it was feasible. We recruited two data collectors based in Andavadoaka as control site and the project was successfully implemented since the 20th August 2010. Then, we also recruited one data collector based in Belavenoke as impact area and started in September 2010, but successfully implemented the project from October 2010.

- Reef fish dataConcerning the reef fish data, Blue ventures has a baseline data for abundance and diversity from 2005, baseline data for biomass from 2008. Finally, It is important to mention here that the Key target seagrass families was selected based on initial in situ fish surveys in the sea grass; the

trends in data was calculated for selected nearshore sites around Andavadoaka as control site. And think that we need to extend to include impact sites around Belavenoke and Tampolove.

7.0 Critical Analysis

7.1 Summary of Capacity Built

Supervisor (Shawn Peabody) feedbackThe Pride campaign has been massively successful in building capacity in Blue Ventures. Our organization started 7 years ago, principally as a research organization. We have been doing conservation work for the last 5 years but had yet to truly professionalize our communications strategy. Learning the RARE social marketing strategy and applying it in the field with the guidance of a RARE campaign advisor was revolutionary. Our entire field team is now training in the social marketing methodology and already two new social marketing campaigns are being developed, outside of the cooperation with RARE (Sexual and Reproductive health, and tortoise conservation), with many more planned.

In addition to absorbing the social marketing methodology, cooperation with Rare and exchange with other campaign managers, past and present through Rare planet, as well as other informal channels has grown our ability to communicate ideas and form partnerships with government agencies.

We plan to make it standard practice for all our projects across all our sites. We recently sent out a memo to all project managers, reminding them that it is now BV policy to include social marketing and a social marketing budget in all future project proposals.

Before, villagers about whether or not beach seining was destructive and the village elders disagreed on whether or not to enforce the dina. The procedure for dina enforcement was unclear and there was a lot of confusion. The seiners were let go without a fine. Now, villagers are a more likely to speak out, but all agreed on the destructiveness of beach seining. The Velondriake committee knows the enforcement procedure and is committed to enforcing it with assistance from the foibe (central committee) and Blue ventures.

The problem remaining is that villagers and local committee members are not confident enough to enforce the dina by themselves. Also, continuing threats of violence from a small number of migrant fishermen are threatening to undue the progress that has already been made. These issues will be addressed in the follow up campaign.

Rare team feedback during support visit (by Annalisa Bianchessi)The campaign manager has also grown immensely in the last two years. He has learned how to plan and manage budgets, coordinate the logistics of material purchases, network with a variety of government and international partners, vastly improved his staff management skills, and come into his own as a true leader. He has great leadership and communication skills and during the support visit demonstrated his ability to tailor his communication style to his audience. He appears to have an excellent relationship with community members and be very well respected by the community leaders. It is also good to hear from the LAP and other partner organizations that they have noticed how his leadership and project management skills have grown since his return from the Rare training program. During the support visit Gildas was able to demonstrate his ability to negotiate with vendors to hold them to an agreement and to review and improve materials so that they are well tailored to the TA and have a clear, focused and action oriented message.

However, we still need to engage work more with partners to be able to engage them more into the project. First of all we need to motivate all local government authorities in the District of Morombe then the fisheries agency from Toliara.

Campaign manager feedback Personally, during the last two years I noticed that my responsibility within my organization triple, compared to the other two years I was there already. My LAP trusted me more in term of management and decision making. The project helped me to be more confident about managing and leading the community to carry out any activities.

Management and leadershipI wasn’t sure yet that I will be able to fully managed this project before I went to the 1 st University phase; but throughout the campaign, I just needed time to assimilate everything I have learnt from the university as well as my supervisor to be able to completely manage the project. It was the first time for me to take in charge of the budget, staff, community, activities and finally writing the report.

Communication This is one area that I’ve been working on a lot during the campaign period. I had a chance to grow my communication skills effectively through presentation of my work to my colleagues, NGO partners and community partners. As we piloted the social marketing in conservation in Madagascar, there was a need to communicate and to share it to other entity for everyone to understand what we were trying to demonstrate. I felt more confident to talk to people about every issue and suggested ideas and solution.

Self confidence and creativityI have learnt a lot from the University and I wanted to challenge myself that I know new things and wanted to prove it to myself. I decided to run some activities with only my organization without any help from outside. The first example was the leadership training: most of the topics that we

covered was already something that I’ve got from university such as leadership skills, conflict resolution, communication skills and adaptive management. I put together the curriculum and carried out the training with the help of my supervisor and colleagues.The next one is about creativity: usually, I’m not confident enough to write stories or create any artwork. During the campaign, I decided to write myself the theater script and train the theater team afterward about acting and talking to public. It was completely approved by my supervisor.

Community capacity buildingMy Supervisor above have already talked about we built the organization capacity with the pride campaign; I’m going to talk more about he community members and the community leaders here.

Velondriake is a community managed protected area; Blue ventures principal role is to build capacity to the community and mostly the local leaders. Leaders have participated to mostly during all campaign activities and such as running the festival and helping during sail painting and theater. As a result of the leadership training we could see that compared to years before, the Velondriake leaders have communicated a lot to their community and even resolve some difficult conflict. They feel more leaders than before during the campaign period and willing to continue that way for the follow up plan.

One impressive achievement from the community came from the theater team who were confidently accomplished all action and script prepared for the theater. Some of them have done it in the past but that one was more specific because of all campaign messages that needed to get out clearly. Some of the part was very technical and quite long but they were very convincing and successful.

The second one was from the local community used to carry out the field survey. They have acquired both social marketing knowledge and survey techniques and now, two of them were recruited by Blue ventures to take in charge of the community based ecological monitoring project on field.

7.2 CONSTITUENCY

CAMPAIGN DEVELOPMENT

I would have talked more about campaign strategy during stakeholder meeting. That would have been an opportunity to talked about it at the very first meeting and get them on board. Attendees that time were likely interested to hear about the way we’re going to address the threat instead of just building a concept model because the question raised that time was: and then what? What next once we know all of that information.

Also, I had a second stakeholder meeting with the organisation partners to talk about the campaign. It was interesting for them to hear about it, but I couldn’t go further than that as we didn’t know yet where to involve them into the project.

So, I think that meeting was good but enough for them to be on board. Also, I think we should have talk more about Rare that time, to get people understanding what we were doing and why; and share to them all different experiences all around the world. It’s hard to feel the taste of a social marketing campaign in conservation without knowing about all of Rare’s work.

But qualitative research was the most important activity during the campaign planning, it allowed us to learn about our target audiences and meet some of them sometimes. It allowed us also, to get deeper information about them and see the threat on field instead of having a meeting. However, we should have investigate more about the poison fishermen; we always said that we don’t them because they do it at night; but a deeper investigation, I think that we can track them and start talking to them.

However, there are some changes that need to be done in term of the target audiences to get better campaign result. The major change will be targeting the migrant fishermen: we decided to not putting them as a target audience because of some issue. We just assumed that once we got a good barrier removal implementation, they will be affected by it and stop doing destructive fishermen. Later on, only part of our barrier removal was achieved because of some constraints. So, we tried to target them bit by bit during the campaign implementation without any strong strategy. At the moment, there are still doing their destructive fishing despite some action from the community leaders. The solution is simply targeting them in their own town and implementing a follow up campaign with similar activities. To achieve that, there will be a need to move completely to Morombe where they come from to learn about them.

The creative brief was good tool to put together all information about your target audiences; it helps you to design your materials and activities. However, it was a too big document to be shared and consulted by the artist t I was working together. Also, some of them felt like under-estimated with their talent and refuse the document. So, what I did is just sitting down with them and describes everything I wanted from oral conversation and it works. But I used it a lot when I wrote the script of my theater play.

The messaging strategy worked very well; it mentioned everything that you have to spread from your key messages to the supporting point. We did very well in term of spreading messages. However, you have to be careful about the way to spread it because you don’t want your target audience to be confused and bombarded with tones of messages at once. So what we did is to put only key messages on the poster and T-shirt and general supporting point about the benefit of the changing behavior. Then, we made our speech or theater script and song lyrics very powerful to cover everything in the messaging strategy during community outreach activities.

However, community outreach doesn’t happen every single day and there was a need for other part of the messaging strategy to stay with the community. So, one thing that should be done differently is to put different messages in different materials. For example, we’ve put the same messages targeting the pirogue owners on the poster and the T-shirt instead of phrasing it in different form. It would be better if we’ve changed the one in the T-shirt to be help “help your leader to enforce the Dina to beach seiners and poison fishermen” instead of report any case of infraction that we have already on the Posters.

Generally, we are satisfy with our marketing mix even thought we have some problem to make them all very powerful. However, we had a time to adjust it during the campaign implementation itself. For example, we targeted the pirogue owners amongst the broad community members to be at the same time a channel and vehicle to carry messages and change their friends and family behavior. But, during the implementation, we didn’t specifically targeted them separately from the broad community and maybe organize a meeting or activities that will regroup only them. That will allow us to talk more about specific action we want them to do. However, they’ve done a good job in carrying messages written on their sail o create shift in attitude and get people talk about the campaign and change their behavior. Those messages on the sail could be better if we put some actions too.

Also, using activity such as festival is sometimes not very effective in less you don’t know how and when to spread your messages within the event. Mostly in the Velondriake where is the first time for them to have a festival. People think more about having fun and partying or focus only on the races. This was a problem for us during the first festival and we improved it during the following one.

SOCIAL MARKETING

After talking about the exposure of all activities to the target audiences, we’re going to develop here our perception about which one is the most effective and the least effective activities and materials.

Most effective1-The Theater: We can say that the theater had a high cost, it involved lots of staff and community members to manage and play the theater, there was lots of traveling as we cover 18 villages. But it was very powerful and attracts more than 3000 people, very easy way to attract the community as we did all of it during their resting time, at the end of the day. From our observation during the play, people were listening very carefully. We tested their understanding at the end with some quiz; and any people tried to answer but we only gave prize to the ten best answer. It didn’t create any conflict between them. Every time we come to those villages again, people were still talking about the name of the characters we used.

2-T-shirt:Compared to number of T-shirt printed we can say that it was a medium cost. It was the most spread materials. Everyone wanted it. Leaders were so proud of wearing it during every meeting they attended. We produce 900 and almost distributed them all to be able to cover all villages. It was very valuable for the communities and some people only wear them in special occasion. They wear it with pride and even some people said that they will wear it every time they go away from Velondriake , mostly in Morombe where the migrant fishermen are from. Last longer.

3-FestivalThe festival was a very high cost because we needed to travel, use music equipment, staff, leaders and community participation.I gathered more than 3000 people. That was an opportunity to gather community from the same region together and talk about only one topic. It was an opportunity to see all sails from all villages. The fact of using community leaders, and all participants during races and shows to spread messages was very powerful. You can feel their commitment to stop destructive fishing and talk to their friends and family about it in front of the public.

4-Sail painting It had a medium cost, very simple activity and was mixed with the theater tour. It was very powerful, inspiring and last longer. Community like them a lot; we produce in very single village; very simple catchy messages. People talk a lot about the sails. People were very proud to travel with them. It was a way for them to show off to other village outside velondriake. It shows as well how much the pirogue owner were on board.

5- PanelsEven thought the survey respondent didn’t really mention it was a very powerful tool to use. It has a very low cost, shows community buy-in and participation to the campaign. it was a way for them to show outsiders their rules without saying anything or reading the whole Dina.

Least effective1-FlagsThe cost was low and we could produce a lot; but it wasn’t distributed and not very appreciated by the community because of the size. But we modified them to be a bit bigger and we’ll see if the community will be satisfied.

2-RadioRadio doesn’t cost very much and we could see that people heard it; but we only did too programs; it can be more effective if we did more and if more people has a radio. This is why we planned to distribute a radio box to few villagers later on. We’ll find out more about it during our follow up plan.

3-PosterThe poster was seen and remembers by many people but it didn’t last very much because of the material used to make it; it didn’t resist to the sun. It cost lots of money too as we had to get t from the capital. It was only 300 too and didn’t cover every place. So, we’ve already tried to print more and laminated them to last much longer. There was also some case where they are not well placed by the leaders; we need to follow up a little bit the leaders next time we put it.

We definitely going to repeat the theater play and the festival; that’s the e only easy way to get people together and to talk about the campaign and interact to each other. We’re still going to use Poster and the flags but they need to be improved as I mentioned above. Same as the radio program; we had a new software to make radio program now, so we shall do better job to produce it and send it to the radio station. We’re still going to promote the sail painting if more people want to get their sail done.

One new activity that we’re going study closely and hopefully implement will be the mosquito net removal workshop with beach seiners and followed by fishing competition. Probably they will be mist with the festival. The next one is about the cell phone. We now have mobile phone reception on site and that can be used for many interesting activities through SMS or conference call but still need to assess the feasibility.

7.3 BARRIER REMOVAL & BEHAVIOR CHANGE

BARRIER REMOVALLeadership training:Leadership training was an opportunity for the new elected leaders to learn more about velondriake and its dina as well as identifying the issues to better enforce it in each villages. Also, to learn about more practical skills such as, communicating with local community, resolving conflict and of course leading their community to better manage their resources. It was a very productive two days an all attendees were very interested about activities and learning tools. Most of them participated during discussion and questions when we talked about the dina procedure. However, we had some difficulty when learning about more theorical topics such as management, good governance and the Velondriake MPA structures because of the lack of education for some of them but also, because of their old age. Anyway the most important topic was about the dina enforcement and the leadership skills which are more practical and entertaining. Time was an issue as well, it wasn’t enough to take a decision at the same period as we always have to consult community members before going further; mostly when we talked about the strategy that we’re going to use to track all destructive fishermen and enforce the dina. This is why we decided to finalize everything during the general assembly. Finally, we wanted to run a second round of training but it wasn’t accomplished because of the delay of the campaign implementation. So, we postponed it by the beginning of January 2010. (please see follow up plan, section 8)

Dina enforcementAfter conducting getting more knowledge about leadership, community leaders where more motivated to enforce their dina and track every destructive fishermen. However, not all of them did it effectively which means, enforcing the dina until people paid the fine (Please see behavior change in section 6.1). But, we still tried to measure those dina discussed without fine decided. For us, it already showed the willingness and the decision to enforce the dina which means that people are close to behavior change at that point. However, you need to be careful that it doesn’t

remain the same in the future action because it cost money, time and lots of effort. We can take as example the group enforcement detailed above. We only did two group enforcement and we need to do it at least once every spring tide. We’re going to push forward and do more enforcement to improve it and get fine paid hopefully at the end or just confiscate gears and catch. Also, to achieve better group enforcement, we need more than 30 people; but that cost a lot because in that way we have to use more than one boat.

There was also cases when, dina enforcement created conflict between villagers (Ampasilava, August 2010)The fine was paid, but not the same as the one mentioned in the Dina. At some point, this is accepted by the community depending on the degree of the infraction. The Central community had to come to resolve the problem because the local leaders couldn’t do it and even turn to his community. That was an opportunity to show off their skills in conflict resolution; and it was settled. But, in the future, we need to follow closely, those dina fine; because sometimes, when villagers are not happy about it, it might stop or decrease their motivation to always enforce the dina.

Involvement of Blue ventures and fisheries agency to support the committees:

Blue ventures have helped the community leaders by allocating one staff member to especially help them in term dina enforcement. The enforcement staff (Dolce Augustin) did a great job in term of collecting all data about case of infraction, report from villagers; organize with the committee every dina enforcement meeting they’ve held throughout the year and communicate with local authority for help. But at some point, we needed to be much more persistence in convincing the leaders to react every time there was report from village leaders to the central community. (refer to behavior change section 6.1) about number of dina fined versus reported); there was lots of reported but not enough action taken. However, that kind of action depends a lot on community members; you don’t have to step on their decision sometimes. You’re going to lose your credibility in front of the leaders and villagers once you do that. So, still need to be careful when working with community.

In the side of the fisheries agency, that was good that they’ve done a little bit of awareness raising and warning. There wasn’t any enforcement yet talking about beach seine. Also, we planned them to be a backup plan in case of failure to enforce the dina to migrant. However, they also had a difficulty to achieve it because of lack of resources and equipment to patrol the area. They only have one staff staying in Morombe at 3hours from Velondriake site, but even him couldn’t act alone. At the beginning, the community didn’t really have to involve them into the project at the end, they welcome them to come when they realize that they couldn’t push the migrants back. So, we’re going to engage them more during the follow up plan. We will talk more about it in the follow-up plan section but I think that we’re not going to expect too much for them as because we know their capacity to react now.

BEHAVIOR CHANGEIn general, we’ve have a good result in behavior change for some of the SMART objective that we’ve set a the beginning of the project talking about all of our target audience. We could see from the survey result and qualitative surveys that some leaders have enforce or tried to enforce the Dina; they’ve done lots of consultation to destructive fishermen to try to convince them to stop their practice without enforcing the dina.

Pirogue owners and community members have warned people more and help their leaders during dina enforcement meeting. Some of the beach seiners and poison fishermen have stopped their practice and move to different way of fishing. So, not everyone move to action yet; they have made improvement in term of their stage of behavior. Some have tried but not enough to be accepted as they didn’t achieve their final objective yet (for example only discussing a dina instead of enforcing the fine).

However, we had 3 different target audiences out of the broad community members; we did assign to all of them different behavior change. It was hard to monitor all of that through the methodology that we’ve implemented. At least we could see how much people were comfortable to follow the Dina enforcement procedure (warning/reporting, setting up a meeting and giving the fine). From this result, we can plan our next action in term of messages and activities. In which step of the dina enforcement to focus.

Also, the strategy we used was community law enforcement and we focused on promoting the dina. But it was a good idea that we include as well the local beach seiners and send some messages about the threat itself. However, we thought that in changing the local one, they will help r motivate the migrants to stop; which wasn’t the case because we didn’t push it forward. So, for the follow up plan we’re definitely working closely with those beach seiners and poison fishermen to stop the migrants.

7.4 THREAT REDUCTION AND CONSERVATION RESULTS

THREAT REDUCTIONMonitoring the threat reduction was the most difficult work during the pride campaign.

About the threat reduction, those data are somewhat trustworthy because of the methodology we use. We just leave the book out there and collect it after a month. Also, at the end of the campaign we noticed that sometimes, beach seiners and poison fishermen don’t wait for the spring tide to do their activities but also during neap tide .We don’t know if those data are recorded or not. However we still can track the decrease of the threat via the decrease of the beach seiners and poison fishermen that we collected in the behavior change monitoring. Those two metrics could be used as evidence of threat reduction.

We also encountered some challenges about some data because some leaders forgot to fill their book at the beginning; so we had to use different people instead to do it; or implement a backup plan by using another source of information instead; such as community observation and key informant interview.

In the future, we need to be more careful about the way we follow the book and engage more people to help our enforcement officer. It’s hard for one person to be able to travel all 24 villages and do surveillance at the same time if everything works perfectly. We already have 3 people from the 3 regions who supervise the octopus data collection; they collect all octopus books from all villages, so maybe we can engage them more to collect and survey the log book as well.

CONSERVATION RESULT- Method developmentWe had an extensive literature review first but there was no evidence of in situ inshore fish monitoring. All other published work relates to fisheries landing data. But landings monitoring previously thought to be out of our budget and resource capabilities. As a result, we had a delay in methodology development due to delay choosing key species. So these are the following methodologies we chose and implemented.

- In situ measurement of fishWe carried out seagrass transect methodology trialed in seagrass areas to give figures for fish per area. Very low numbers of fish sighted. I wasn’t representative of what’s out there. Then we had to continue to do more research into suitable methods such as brainstorm roving diver timed swims, light traps and other forms of trapping. Then we began to do a trialing timed swim surveys but there was several windy weeks on site which meant bad visibility in the water and again we got a very poor results. After that, we had to discussed all the potential factors which may affect/bias inshore seagrass sampling e.g. tidal state, lunar period, sea state, visibility, number of observers, area covered and completed several replicates on control and impact sites (more on control due to ease of logistics for surveying). Finally the data shows exactly what we wanted. All metrics are higher on control sites than impact sites.

- Light trapsWe began pilot deployments with pilot design in June 2010 and we lost the original light source when wind picked up over night and design was unsuccessful. A new light source arrived on site in August 2010; and before constructing a new design we needed to do more literature about it first. Then a new design was constructed and we trialed with new methodology. As a result, we didn’t find any fish for the first deployment and the no fish for the second but lots of krill and zooplankton. At the moment, we still do an ongoing trials and still not proving effective. We recently invested in a special underwater light and are trapping lots of krill and other small crustaceans but no juvenile fish yet. We conclude that this data augments the in situ surveys.

- Fish landings catch monitoringWe finally realized that this is the most accepted way of measuring affects of removal of destructive fishing and we tried adapt our budget with the local capacity so it was feasible. We recruited two data collectors based in Andavadoaka as control site and the project was successfully

implemented since the 20th August 2010. Then, we also recruited one data collector based in Belavenoke as impact area and started in September 2010, but successfully implemented the project from October 2010.

- Reef fish dataConcerning the reef fish data, Blue ventures has a baseline data for abundance and diversity from 2005, baseline data for biomass from 2008. Finally, It is important to mention here that the Key target seagrass families was selected based on initial in situ fish surveys in the sea grass; the trends in data was calculated for selected nearshore sites around Andavadoaka as control site. And think that we need to extend to include impact sites around Belavenoke and Tampolove.

8.0 Follow-up concept note and COWP

I. General Information

1. Applicant eligibility: (Rare Alumni Fund grants in 2010 are ONLY available to Pride campaign manager alumni and in special cases, Pride partner organizations that have continued the Pride campaign if the original campaign manager has left the organization. Eligible alumni for 2010 are defined as individuals who have completed a Pride campaign. “Original Pride partner organizations” are defined as the original local partner organization that sponsored the first Pride campaign.)

Are you a Pride campaign manager alumnus currently employed by the original Pride partner organization? Yes_√__ No___

Are you a Pride campaign manager alumnus currently employed by a new partner organization? Yes___ No___ If “No” to 2 questions above, are you a representative from an original Pride partner organization with a new campaign manager? (i.e. if the Pride alumnus has left the organization and a new campaign manager is implementing the proposed project)Yes___ No___

If “No” to all 3 questions above, please contact Rare Alumni Fund staff as your Application may not be eligible for this fund.

2. Applicant contact details: (The Applicant must be the project leader for the proposed project in this Application. Please enter the Pride campaign manager alumnus or Pride partner organization representative filling out this form. Pride alumni must be sponsored by a legally registered partner organization such as an NGO, local institution, government department to act on their behalf as recipient of a Rare Alumni Fund grant.)

Full name: Gildas AndriamalalaTitle/Position within the organization: Community Conservation CoordinatorOrganization: Blue VenturesComplete mailing address: c/o Blue Ventures, 309A/B Aberdeen House, 22-24 Highbury Grove, London, N5 2EA, UK.Country: MadagascarTelephone: +261 32 50 351 01 (Madagascar); +44 20 7359 1287/0770 (UK) Email: [email protected], [email protected], [email protected]

3. Partner organization contact details: (Please enter the organization that will receive and manage the grant. Organizations must be legally registered with a bank account in the organization’s name and support this Application project completely. In addition, partner organization representatives are required to sign the Rare Alumni Fund “Statement of Endorsement” in Appendix A.)

Partner organization: Blue VenturesComplete mailing address: Blue Ventures, 309A/B Aberdeen House, 22-24 Highbury Grove, London, N5 2EA, UK.Telephone: (with international codes) +44 20 7359 1287/0770Website: www.blueventures.org

Name and title of the person that will sign the agreement and will be responsible for the implementation of the grant: (the Executive Director of other high level representative with authority to take on new projects and accept grants)

Full name of partner organization signing authority: Alasdair HarrisTitle/Position within the organization: Founder, DirectorTelephone: +261 325 656 819Email: [email protected]

mailto:[email protected]

mailto:[email protected]

4. Project summary: (not to exceed 3 sentences below)

Project title: Harnessing Social Marketing for Reinforcement and Expansion of the Velondriake LMMAProject site name and location: Velondriake LMMA - Andavadoake, MadagascarTotal USD$ amount requested from Rare Alumni Fund: 10,000 US$

This project aims to build on the success of Blue Ventures’ first Rare Pride Campaign, “Vezo Aho” (I am Vezo) to reinforce and expand the reef and mangrove reserve network in ‘Velondriake’, the Western Indian Ocean’s first locally managed marine area. For the first year of the project, the campaign will use many of the same messages and objectives but will shift focus to Morombe, 30 kilometers north of the Velondriake LMMA (locally managed marine area), which is the source of the migrant fisherman who practice destructive gears.

The campaign will return to theme of Vezo self identity as guardians of the marine landscape and continue to use social marketing tools, such as positive messages, labelling, public commitments, reinforcement of social norms, and influential people.

The desired behaviour change will be for migrant fisherman to stop using destructive gears in the Velondriake region. This will reduce destruction of seagrass habitat and stabilize fish recruitment processes, resulting in more juvenile fish in near-shore areas and more fish biomass on the reefs.

(Please complete all answers below briefly, with a maximum of 1 or 2 paragraphs each.)

II. Review of Initial Pride Campaign

Please summarize results from your initial Pride campaign: evidence of success that shows how supportive constituencies were created in your target site. (These are results relating to K+A+IC in your Theory of Change or “Knowledge”, “Attitude” and “Interpersonal Communication.” Provide results such as # of volunteers, # of petitions signed, # of environmental groups or clubs created.)

Talking about the material and activities, 70 local leaders were fully trained in conflict resolution, communications and community leadership and helped to spread campaign messages and Dina (local law governing the LMMA) enforcement; 162 pirogue sails proudly

proclaim that their owners do not partake in destructive fishing; more than 60 people (including 2 environmental clubs) performed songs and rhymes related to the campaign theme in front of more than 4000 audience members during 3 festivals; 32 race winners gave pitches about campaign messages during the festival; 8 people were trained to act for the theater play; 4 campaign songs were created; and 5 radio ads announced pledges against destructive fishing. More than 70% of the community members that answered quiz related to the campaign during community based monitoring event and theater got their answer right (out of 1000 people).

About the Knowledge, we’ve asked people if they have heard of the Velondriake dina or not; and the result is very high, we’ve attained 83% of the SMART objective for leaders and 75% for the pirogue owners. It’s not in the SMART objective but it is also important to mention here that the knowledge of Dina by general audiences increased from 54% to 82%

About Attitude, we wanted to know if the leaders and the pirogue owners will mention themselves as one of the most responsible people to enforce The results were positive; we have attained 75% of the SMART objective for leaders between the pre and post survey, which is 9 percentage point attained out of 12 desired and only 38% for the pirogue owner.

Finally for Interpersonal Communication, we successfully attained 128% of the SMART objective for the leaders talking about beach seine and 133% talking about poison fishing. For the pirogue owners, 55 % of the SMART objectives were attained talking about beach seine and 51% talking poison fishing.

5. Please summarize conservation results from your initial Pride campaign: evidence of success that shows how were threats reduced or mitigated. (These are results relating to “BC”, “TR” and “CR” in your Theory of Change, or “Behavior Change”, “Threat Reduction” and “Conservation.” Provide results such as # of new hectares protected, # of reduced forest fires, # of new demonstration plots created.)

As result of the Vezo aho campaign, six beach seine net owners have abandoned seine netting and changed to legal fishing gear. Six out of 8 local poison fishermen have stopped poison fishing either after negotiation with Velondriake Management Committee members or

after being fined. As a result, we have 15 out of 26 stopped doing beach seine result of social marketing and leaders intervention.

Cases of Dina infractions reported and fined are summarize in the table below.

Case reported to leaders & offender verbally warned

Initial meeting and case investigated

Enforcement meeting and fine given

Fine paid

All Cases 2008 12 8 6 3

All cases 2009 13 13 7 4All Cases 2010 (up to 13 July 2010)(including coral overturning, reserve poaching, poison fishing and beach seine netting) 25 25 8 8

The number of beach seine net in the water every day every spring tide went down from 17 to 11 from January 2010 to September 2010. We have also attained our objective by reducing the frequency of poison fishing every day every spring tide by half. We don’t have yet result from the CR monitoring but we found out that the control site is definitely better than the impacted area that we monitor. But we can’t give evidence of success yet after a year of campaign

6. Please summarize the next steps articulated in your campaign Final Report. (These are the follow-up recommendations needed to achieve conservation results after the initial Pride campaign.)

Listed below are follow up actions already identified by the BV team:

Reinforcement and re-tailoring of campaign messages given current status and progress on Knowledge, Attitudes and Interpersonal communication goals.

Renew efforts to engage with Morombe fisher population (home base of migrant fisherman who frequent the Velondriake LMMA and use destructive fishing techniques) through additional campaign events, training sessions and activities.

Re-engage with Tulear office of Ministry of Fisheries as soon as current political crisis in this office calms (expected to calm at the end of 2010 as Madagascar begins elections to return to democracy). Expected output is an awareness raising village tour with the Velondriake Management Committee and representatives of the Ministry of Fisheries.

As a new addition to the barrier removal strategy, we will incentivize leaders in Morombe to assist with Dina enforcement by encouraging and agreement between them and the Velondriake Management Committee so that a portion of the fine collected is paid to leaders who assist with enforcement.

Capitalize on campaign success in building community support for resource management efforts to expand network of protected areas (permanent reef and mangrove reserves).

Celebrate the success of the campaign and the progress to date on marine management in order to create more momentum for conservation.

7. What progress has been made to achieve these follow-up activities since the end of the initial campaign?

We’ve achieve some good result already at the end of the original campaign in moving most of our target audiences from the stage of validation and preparation to preparation and action now. We’re going to focus more on the Velondriake leaders which are most of them are very close to action in term of enforcing their dina. As we’re going to move the campaign to Morombe, we have to target their local leaders to help and support the follow up campaign. We’ve already noticed that there is willingness for them to take responsibility as they are already aware of the threat. Same for the migrant beach seiners about their knowledge of the Velondriake dina. So, we ‘re going to start by tackling their attitude and move forward to event to make them talking about it and hopefully the implementation of our planned barrier removal will finally change their behavior and use much more responsible fishing techniques.

8. Please summarize how this Application supports any of these follow-up activities.

The next campaign will support all of these follow up actions and activities. These activities would not otherwise be possible without additional support from RARE as development of Velondriake sustainable financing mechanisms are just beginning and will take several years to mature.

III. Theory of Change for Follow-up Project

IC+A+K BR BC TR CR

WHAT DOES A PRIDE CAMPAIGN

NEED TO COMMUNICATE?

HOW CAN WE REMOVE BARRIERS TO ADOPTION OF A NEW

BEHAVIOR?

WHAT BEHAVIOR DO WE WANT TO SEE

CHANGE?

WHAT IS THE PRINCIPAL THREAT TO

CONSERVATION TARGET?

WHAT IS THE CONSERVATION RESULT

AND TARGET?

Discussion about importance of marine resources management in Velondriake and the way to stop beach seine and poison fishing.

Giving incentive to leaders to enforce the Dina and persuade migrant fishermen to stop beach seine and poison fishingGear exchange with migrant fishermen

Stopping beach seine and poison fishing.

Use of beach seine and poison fishing in Velondriake area

Increase of near shore fish juvenile and reef fish biomass by 5% in 2015

What conversations are needed to encourage people to adopt the new behavior?Local leaders, and migrant fishermen will talk among themselves about beach seine and poison fishing, and the way to stop in the area, as well as the procedure to enforce

What alternate behaviors (or actions) might be proposed?

Migrant fishermen will be accepted to fish inside Velondriake area using non destructive gears (net, diving, line)

What might be some perceived benefits to the groups if behaviour change

Which group(s) is responsible for this behavior and what evidence exists to support this identification?Migrant fishermen from MorombeLeaders from Morombe Leaders from Velondriake

What evidence exists

What evidence exists that this is a principal threat and that we can reduce it?

Beach seine and poison fishing have showed significant damage to Velondriake marine resources for both habitat and fish recruitment from community observation.

What evidence is there that it is a high priority for biodiversity conservation?

Seagrass habitats are part of the sensitive marine ecosystem on which reef fish depend during their juvenile life stages. Increasing the number of juvenile fish in inshore habitats such

5 14 3 2

the Dina.

What are the attitudes we want to shift for interpersonal communication to take place?Leaders and pirogue owners will feel more responsible to enforce the Dina and support FCA involvement to enforce Dina.Migrant fishermen must be conscious of decreasing of stocks by catching juvenile and also the destruction of habitat by their net.

What knowledge is needed to increase awareness and help shift these attitudes?

Target audiences will get more knowledge about the Velondriake Dina and its importance

is made?- Migrant fishermen will

no longer be rejected from Velondriake area and chased by Velondriake committee.

- Fish population will increase.

- Catch will be sustainable- Community leaders will

feel more successful in terms of leadership

- Leaders in Morombe will benefit from the fine collected

What might be some barriers stopping a change to desired behavior?

- Weak leadership from Morombe leaders to enforce the Dina

- Migrants won’t be willing to change their habit

- Lack of money to buy legal gears

What barrier removal tools

that this group lies behind the principal threat?

Leaders are responsible for the Dina enforcement that can stop destructive fishing in Velondriake;

Leaders from Morombe are responsible in stopping the migrants to use beach seine (in Velondriake)

It is known that Beach seiners and poison fishermen in the Northern part of Velondriake are all from Morombe.

Does baseline data exist on this group, if yes how is this data collected (measures and metrics) and how frequently?

Also, the data collected during the pre campaign survey shows that 30% of the respondent listed beach seine and poison fishing as one of the reason of decrease of marine resources. (Third most common responses after over-exploitation and population increase)During the ranking of Velondriake threat in may 2009, beach seine and poison fishing are seen as one of the principal threat that affect the area.The original campaign has already stopped some people using beach seine and doing poison fishing through Dina enforcement and social marketing. This success shows us that it is definitely possible to reduce more destructive fishing in Velondriake.

as seagrass will lead to an increase in the abundance of reef fish and ultimately help to maintain fishery sustainable for human production.

Does baseline data exist on its current state, if yes how data is collected (measures and metrics) and how frequently?

No baseline data exists for the inshore fish biomass surveys. We will use an impact control model conducting surveys in three different areas to compare abundance, diversity and biomass of inshore fish in impacted areas to an area where destructive fishing is no longer active.

for sustaining community resources.Increased awareness of the fish biology and role of marine habitat to the ecosystem._Benefit of using non destructive fishing gears.

exist and how do you know they will be effective?Who will provide such technology/equipments?

- Incentivize community leaders and local authority in Morombe to enforce the Dina to migrants .(pay them a % of fine when they assist with enforcement)

- Carry out a net trial workshop with migrant beach seiners/ gear exchange

- Work with Fisheries department to convince migrant to leave their gears or stop using it in Velondriake. Also, help with Dina enforcement if needed.

Migrants were always behind this threat before and during the original campaign; and blue ventures monitoring tracked by the logbook shows that the only group of poison fishermen and beach seiners are migrants.Meeting have had place also between Velondriake committee and migrant fishermen as pat of the campaign activities.

Local leaders are all identified from original campaign during the leadership training and their work evalution in Velondriake.

Leaders in Morombe were all identified from their visit in Velondriake to attend a meeting with

Also, barrier removal plan was already discussed and tried; it only needs to be strengthen and applied.

Does baseline data exist on this threat, if yes how is this data collected (measures and metrics) and how frequently?

Yes, collected by local committee on a logbook that shows the frequency of the activities every spring tide.By study about fishing gears by Blue ventures researcher.

What other threats impact this biodiversity target?

Overfishing, turtle

Baseline data exists for the reef fish. We have a minimum of 6 replicates of a 20 x 5 x 5m transect recorded since 2008, and assess fish length to species level. Surveys are repeated on 34 reef sites at least once a year. We generate a kg/ha value based on standard length/weight conversions and fishing site area.

No baseline data exists for the catch monitoring but we will again use the control impact design to measure differences between a village where destructive fishing no longer occurs and one of the target villages in the campaign. We will provide figures on monthly CPUE, mean fish size, total production (kg), and the preferred

Velondriake committee. Also from consultation that we had with them in Morombe.

What other groups might contribute to the threat? N/A

hunting, mangrove cutting, coral overturning……

fishing method.

What is the desired conservation result and by when?

5% increase in inshore fish biomass by 2015

5% increase in inshore species diversity by 2015

5% increase in juvenile fish abundance and diversity by 2015

5% increase in reef fish biomass by 2015

5% increase in abundance of selected fish families by 2015

Increase in fish biomass, fish diversity and CPUE from the impact site to within 5% of values from control site.

Using the data from above, please write a narrative articulating your Draft Theory of Change. Include one sentence stating why you think it will be effective.

6

A follow up campaign will be conducted in the Velondriake area to further previous efforts to reduce beach seine and poison fishing, two of the key threats to fishery sustainability. Local leaders and Morombe leaders will be aware of the importance of using the Dina to manage marine resource and migrant fishermen will understand the benefit of stopping destructive fishing in Velondriake. Also, more activities will be implemented to help leaders to better understand their role in the dina enforcement procedure. To remove barriers to behaviour change, local leaders will be incentivized by receiving part of the fine collected from successful enforcement of the dina. The fisheries agency will be consulted more to help leaders in dina enforcement where necessary. A net removal workshop and/or gear exchange will be conducted with migrant fishermen to motivate them to stop beach seine and poison fishing. If the campaign succeeds, destructive fishing will be eliminated from the Velondriake area. Fishers will respect the new zoning in Velondriake and inshore fish populations will recover leading to replenishment of the reef fish population on which local Vezo fishermen depend.

(Please complete all answers below briefly, with a maximum of 1 or 2 paragraphs each.)

V. Sustainability Assessment

9. What is the long-term strategy of your partner organization at this project site? (i.e. is there a long-range site management plan or strategic plan, is there educational outreach incorporated into this plan)

This year Blue Ventures, in collaboration with the communities within the Velondriake Locally Managed Marine Area, developed a 5 year management plan (2010 – 2015). Highlighted in this document are plans to continue using social marketing campaigns to support enforcement of the Velondriake dina (strategy 2.3) (See pages 93, 94, and 100 in Management Plan).

10. How does this project fit within that long-term strategy?

The next campaign directly supports management plan by solidifying community support for an improved zoning plan while building leadership and management capacity within the Velondriake Management Committee.

While building community buy-in for conservation is an ongoing process, it is most important to focus efforts in the early stages of LMMA creation because of the challenge created by the lag time between management actions and fisheries benefits. This follow-up grant will allow Velondriake to bridge the gap created by this lag.

11. How will the project be sustained after the period of grant implementation?

Daily management of campaign activities will be gradually transferred to the Velondriake Management Committee, in particular to the president SAMBA Roger (winner of the 2008 Getty Prize for leadership in Conservation). Gildas will continue to stay integrally involved in all campaign activities. He will remain on site in Andavadoaka as Social Marketing Coordinator and will handle most reporting and financing responsibilities.

Roger is the founding president of Velondriake and is a capable, dynamic leader who worked side-by-side with Gildas throughout the campaign. He speaks French fluently, but is not yet capable in English. For 2011, Roger will take on more and more campaign design responsibilities so that for the second year, he can more independently manage the campaign with continued support from Gildas.

It is crucial for the sustainability of the Velondriake project, that competency with participatory social marketing techniques is transferred to local people so that campaigns can be run by community members far into the future with minimal outside support.

Long-term funding for social marketing will be provided by donor and Malagasy government support for Velondriake as well as park entrance fees, a tourism tax, and the establishment of a Velondriake trust fund, all of which are currently in the early stages of development (see Management Plan- Overarching Goal 1: Financial Sustainability).

Note: The follow up will spend a lot of time in Morombe, a town 60 kilometers North of Andavadoake. Transport to this site from Andava will be done by “bush taxi” which now makes the return trip three times a week and costs 6 dollars. A small apartment in Morombe will be rented so that campaign staff can cheaply stay there for the sustained periods that are necessary to build trust and buy-in. Transport to and lodging in Morombe will be covered by Blue Ventures.

12. Please describe local matching funds or in-kind support for this project. (Line item budget details are requested below in “VI. Grant Request.” Please provide a brief narrative summary here such as staff, volunteers, administrative support, office space, local transportation provided by the partner organization or other funding source.)

Blue Ventures is ready to commit significant match funds and in-kind support for this project, including staff (2 staff to work full-time on this project and 4 part-time), administrative support and office space. As a social enterprise that relies on volunteers for funding, assistance with research and community projects, we will have dozens of volunteers available to assist with the campaign. Local transport for our staff will also be provided by Blue Ventures.

*Please also include as an Appendix to this Application, “Evidence of Match Support.” Evidence can be any documentation that shows the match support is valid such as:

a letter of proposal acceptance from a foundation a letter of support from the local partner organization providing in-kind salary or local administration costs a letter of monetary support from a separate partner organization that has agreed to supply funding for this project

Please contact Rare Alumni Fund staff for further clarification.

VI. Grant Request

13. What is the total amount in US dollars (USD$) requested from the Rare Alumni Fund for the proposed project for a period of one-year only? (Rare Alumni Fund grants are available in any amount up to USD$10,000 for a one-year period, with the average grant amount ranging from USD$5,000-USD$10,000 )

Alumni Grant: USD $8,000Remaining Core Funds: USD $2,622Remaining Barrier Removal Funds: USD $2922Remaining Monitoring Funds: USD$

14. Please provide an itemized project budget in USD$.

A B (=C+D+E+F) C D E F

Overall project cost in USD$

Amount requested from Rare Alumni Fund in USD$

Organization match in USD$ or in-kind

Remaining core fund in USD$

Remaining BR grant in USD $Item Category

Salaries (Include specific staff position, amount of time required, salary rate)

15,000

3,000

12,000

Campaign Supplies & Materials (i.e. booklets, posters, fact sheets, MPA signage, Flags)

3,400

1,400

2,622

Barrier Removal 1,422

(net for gear exchange and cell phone, Velondriake dina enforcement)

3,272 1,100 750

Equipment (i.e. video projector screen, projector )

900

900

Office & Administration (i.e. copying, printing, postage, internet, telephone)

2,280

530

1,750

Workshop & Meetings&training (refreshing leadership training for velondriake leader; key informant meetings with target audiences in Morombe; workshop with all stakeholders about dina enforcement right and responsibility

4,100

1,070

230

1,500

TOTAL $ 28,274

$ 8,000

$ 14,730

$ 2,622

$ 2,922

Campaign Work plan (COWP)

Year 1 Morombe Dina Focus

Amount requested from Rare Alumni Fund in USD$

Organization match in USD$ or in-kind

Remaining core fund in USD$

Remaining BR grant in USD $

10-Nov 10-Dec Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11Distributing flags 572Distributing comic books 800Buiding MPA signage place and putthem up 1250More patrol/ group enforcement (per diem and fuel)

1422

Conducting a refreshing leadership training, involving evaluation of past action and result of the first training/ preparing follow up plan (fuel and community per diem)

200 1500

Distributing cell phone 750Buying projector and screen 900

Morombe survey, focus groups, meetings with key informants

500

Material Design (T-shirt-Poster) 1200Gear Exchange pilot 1500Material distribution 200

Workshop with all stakeholder about dina enforcement right and responsibility

750

Theater tour (Accompanied by fisheries agency for education

200

Radio Production 250Radio Airing 400Festival 350Post Survey 530CR Monitoring (Ongoing)Enforcement officer Salary 3000 12000TOTAL 8000 14730 2622 2922

9.0 Appendices

9.1 Campaign survey questionnaire: http://www.rareplanet.org/en/resource/velondriake-campaign-survey?type=campaign

9.2 Survey result: http://www.rareplanet.org/en/node/25451

9.3 Blog written on rareplanet: http://www.rareplanet.org/en/campaign/campaign-sustainable-fisheries-managementandavadoaka-coast/blog

http://www.rareplanet.org/en/campaign/campaign-sustainable-fisheries-managementandavadoaka-coast/blog

http://www.rareplanet.org/en/node/25451

http://www.rareplanet.org/en/resource/velondriake-campaign-survey?type=campaign

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