China Wetlands CohortFirst University Phase: Week 5 (11/29/10 – 12/3/10)

Training objectives

Goals of the 1st university phase

Instill in Campaign Managers…o A strong understanding of the Pride methodologyo Knowledge of the foundations of social marketingo Understanding of community co-management principleso The ability and confidence to coordinate a complex project

Goals of the week

Provide Campaign Managers with…o Guidelines for monitoring threat reduction and conservation results in

wetlandso Technical options for community co-management agreementso A framework to thoroughly identify the direct and indirect threats to

biodiversity at their siteso A tool to analyze which threats to biodiversity are most critical, and which

Pride can most suitably address

Literature review & Site assessment

Stakeholder identification

Threat identification

& concept modeling

Threat ranking &

prioritization

Sources of stress

Identify barriers to

threat mitigation

Identify barrier

removal strategies

BRAVO (verify strategy

assumptions & options )

Identify barrier

removal partners

Preliminary target

audience identification

Draft results chain

Preliminary objectives

Target audience research (surveys)

Audience segmentation

Identify sources and

key influencers

BROP (refine barrier

removal strategy)

SMART objectives &

indicators

Monitoring plan

Finalized theory of change

Align barrier removal & outreach strategies

Creative brief development

Creative concept

development

Message development

Determination of marketing

media mix

Work plan

Materials design

Message and materials

pre-testing

Message and materials

refinement

Identify & engage

production vendors

Materials production

Material distribution &

activity strategy

Coordinated campaign

rollout

Monitor campaign rollout on

RarePlanet

Post-campaign survey & data

analysis

Write & distribute final

report

Refine strategy using lessons

learned

Develop plan for sustained

impact & funding

Implement follow-up campaign

Orientation Planning Implementation Analysis

Progress in the Pride model

Setting goals and monitoring results

Monitoring wetland health

Jiang Yong, Director of Monitoring at WWF Changsha, spent two days with the China 2 Campaign Managers last week, teaching methods of measuring threat reduction and conservation results in wetlands. As the cohort progresses, Jiang Yong and his colleague, cohort advisor Zhang Chen, will help the Campaign Managers set specific targets at their sites, and design plans to measure those targets.

Refining strategies for fishing agreements

To follow up on Wu Yusong’s guidelines from week 4 about how to organize fishing agreements between reserves and communities, Jiang Yong presented technical options for the specific rules of such agreements. Referring to our local implementing partners’ management plans, he helped Campaign Managers identify the fishing solutions most suitable for their sites – from no-take zones, to fishing licenses, to gear restrictions. He also helped find common opportunities that reserves were willing to offer to communities in exchange for obeying regulations, such as training in organic farming.

Concept models and threat rankings

Mapping threats

Campaign Managers took a critical step in improving their theories of change by creating concept models this week. Concept modeling, a critical component of the Pride methodology, uses flowcharts to analyze the direct and indirect causes of threats to biodiversity. It often leads Campaign Managers to identify powerful indirect threats of which they were previously unaware.

Evaluating threats

Pride Program Managers taught CMs to evaluate the direct and indirect threats at their site by scope, severity, and irreversibility. Although in this thematic cohort all sites are addressing overuse of aquatic resources, the concept models and threat ratings are helping to identify slight differences between sites that will help CMs tailor the cohort-level barrier removal and monitoring strategies.

Photo highlights: monitoring training

Photo highlights: the Campaign Managers cook dinner

Campaign Managers’ anonymous feedback

“The biggest benefit this week was learning threat ranking and concept modeling.”

“The happiest part of the week was to finish homework in the classroom instead of at night.”

“Because we’re here in Kunming we feel dizzy.”

“Be careful: don’t build a concept model any which way you like.”

“Cherry flowers are already blossoming in Kunming.”

How the 7 Campaign Managers felt on Friday

Meet a Campaign Manager!

“Wetland Pioneers for Watershed Restoration”

Qing Baoping

This week’s pioneer: Qing BaopingCM OverviewGiven name: BaopingFamily name: QingOrganization: Hanzhong Crested Ibis National Nature Reserve Agency

Qing Baoping has worked at the Crested Ibis reserve for 8 years, bringing a wealth of experience in restoring the population of this highly endangered (and once thought to be extinct) bird. He has studied animal husbandry and veterinary medicine.

Campaign OverviewCampaign Site: Hanzhong Crested Ibis National Nature ReserveProvince: ShaanxiKey Threats: Overfishing, electric shock fishing, poison fishing, explosives.Flagship Species: Crested Ibis (Nipponia Nippon)

Moment of Zen