Introduction to Community-Based Social Marketing
Facilitator: Oswaldo Contreras González1
Rapporteur: Rosalinda García Márquez2
The narrative below is the product of the Communication, Education and Awareness
Workshop from Thursday October 19th 2006. After 5 case presentations a participatory
discussion exercise was done with assistants. This was based on a focus group exercise
where 4 questions were aimed to obtain specific oriented actions on communication,
education and awareness strategies for the next 5-10 years in coral reef management.
Gilberto J. Cabrera, Cuba
Mayra González Díaz, Cuba
Delis Hernández, Colombia
Alem Herández Avila, Cuna
Qamar Schuyler, Commonwealth Northern Mariana Islands
1. In the last 5 years what kind of communication, education and awareness
strategies have you been doing?
• Educational programs with schools, fisheries, volunteers, tourists services.
Workshops and Diplomas.
• School programs with kids, marine species awareness festivals.
• Community outreach (adults)
• Coastal and marine protected areas creation
• Strategic alliances with governmental leaders
• Training for scuba divers
• Building interdisciplinary staff teams
• Working with media (radio, TV)
• Social Marketing campaigns fostering change behaviour
• School teachers training
• Community base conservation using popular education
• Developing capacities in decision makers
• Strengthen the awareness and capacity for the environmentally appropriate
integrated coastal management
• Capacity building essential to ensure sustained support
• Training face to face inter communities
• Social marketing approach not only for audience, but also for partners
• Using education and training to foster community participation
2. Which strategies must need to evolve in communication, education and
awareness for coral reef conservation?
Cozumel NP, México
• Knowledge does not necessarily will change behaviour. Fostering change
behaviour is the key.
• Actions on communication, education and awareness strategies must be
focused on different strategic segments of audiences: (i.e. adults, fishermen,
tourists services, women) not only a part of them.
• The challenge is to increase local building capacities!
• Communicate benefits of sustainable behaviour between Marine Ecosystems
and local inhabitants. Search for win-win relations.
• Children are the future, do not keep then loose. Parallel, working with adults
must be more creative to have substantial impacts.
• Make people who lives from marine ecosystem be aware of:
o Which benefits will they have of coral reef conservation.
o Why is important fostering sustainable behaviour
o What productive alternatives they can have
• All actions must be adequate to local social, economic and political context.
They must have participatory principles and begin from a local diagnosis.
• Actions on communication, education and awareness must be address to
political decision makers. This must have a holistic approach on different
society sectors and scales. (i.e. politics, board members, local organization
• New communication strategies must be design. Looking out for touchy
experiences, creative ideas and getting to everybody heart.
3. What oriented actions for communication, education and awareness must have
to be promote on the next five years for coral reef management?
This is the core of the communication, education and awareness workshop. From here
oriented actions for the ITMEMS Statement must be include on.
Communication, education and awareness on coral reef conservation concerns people.
Therefore, all communication, education and awareness strategies must be involve
and increase locally social, economic and political benefits. Local solutions for global
problems. Strategies with out this principle, will fail.
• Sites must develop strategic communication, education and awareness
• Environmental education must be a transversal axis in all conservation
• Communication, education and awareness strategies will be among sustainable
• Decision makers summit for coral reef ecosystems management in coastal
communities (i.e. Caribbean, pacific).
• Explore a better use of communication channels that have impact on local
audiences for changing behavior.
• Strengthen and capacity building of social marketing.
• Establish environmental education as a transversal axis on school curricula.
• Capacity building on popular Freire´s education.
• Empowerment of local inhabitants on mid and long range processes.
4. What is the future that awaits us if we have success on positive impacts on
communication, education and awareness strategies for coral reef conservation?
“Stakeholders achieving sustainable development”
“Sustainable coastal holistic management”
“A better world for future generations”
“Happy and conciseness people”
“Improved life quality”
“I am a part of the change; I am a part of everything”
“Social based pressure toward outsiders”
“People empowered, use and enjoy marine ecosystems in a sustainable way”
“Harmony and respect between local actors and marine ecosystems”
“An open sea, ready to be enjoyed by everybody”
Contact Workshop Facilitator: Oswaldo Contreras González