Rare in Action Touchpoint #2 October-November 2013

TABLE OF CONTENTS

Touchpoint #2 Summary (PAGES 1-2) Appendix 1: Cohort and Campaign Summary (PAGE 3) Appendix 2: Glossary of Terms (PAGE 4-5) Appendix 3: Philippines 2 Draft Campaign Logos (PAGES 6-25)

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Touchpoint #2 Summary – Philippines 2 Draft Campaign Logos October-November 2013

Cohort Name and Length

Philippines 2 Cohort, which began in September 2012 and will end in August 2014 (Please refer to Appendix 1 for more information and details about this cohort)

Campaign Timeline

Touchpoint # 2 Name of Touchpoint

Draft Pride Campaign Logos (from Campaign Implementation)

Description and Importance of Touchpoint (i.e. What is this? Why do we ask CFs to do this?) Each Pride campaign develops its own logo, which serves as a crucial part of building the campaigns’ “brand recognition.” As the campaign progresses and local communities become familiar with the logo, it serves as a quick reminder of the campaign's mission, message, and call-to-action. The logo of a Rare Pride campaign represents its goal and intention and seeks to separate the campaign from the implementing partner, governments, and other existing groups or organizations that work with the community. In essence, it is an unbiased, untainted “brand” so that target audiences will be receptive to the campaign messages and materials. Logos are the very first creative output Conservation Fellows (CF) develop using the tools and skills learned during their University Phase II training. As a general rule, Pride logos should include the flagship species, the name of the campaign, the campaign slogan, and colors that represent the desired tone and approach of the overall campaign. The logo must represent the full essence of the campaign brand as it will be included on almost all campaign materials. After a CF has a draft logo and slogan, they return to their campaign communities and conduct qualitative research among groups or with individual members of the target audience. The research informs the CF if the tone and images speak directly to the target audience. After this research has been conducted, the CF can proceed with making revisions directly with an artist to finalize their campaign logo and slogan for launching! Similarities and Differences Between the Caramoan, Pilar, and Lianga Campaign Deliverables. Similarities • All three logos include the draft slogan for the campaign and feature the campaign's chosen flagship species:

sea turtle for Caramoan, brown grouper for Lianga, and parrotfish for Pilar. • None of the draft logos are shaped in a perfectly enclosed circle. This was a recommendation to the CFs by

Rare staff as most of the Local Government Unit partner logos are drawn as circles (similar to an official seal), and this will help their campaigns stand apart.

• All three logos include 1 or 2 colors that are also part of their Local Government Unit's traditional colors, which connects the Pride campaign and the Implementing Partner.

We are here

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Differences • Only Lianga chose to include images of people in her logo with three silhouettes representing the volunteer

guards/fishermen watching over the marine protected area, women/wives of fishermen, and children reporting violations that they witness. Lia made the decision to include people since her flagship species, the brown grouper, is less charismatic, yet an economically important species, so she wanted to focus her campaign message on how the entire community can support the protection of the Marine Protected Areas.

• For past campaigns, there has been a standard to use the phrase "Pride Campaign" in the logo, such as "Caramoan Pride Campaign" followed by the slogan. This year we have encouraged CFs to decide if they want to use the word "campaign." For example, they could use "Caramoan Pride" instead. We also encouraged them to consider if their Pride campaign name should stand for a single MPA or for all current and future MPAs at the site. In Caramoan, this meant deciding between using "Gata Pride Campaign" (the specific MPA in Caramoan) or calling it the "Caramoan Pride Campaign". Between these three logos, Caramoan employs "Caramoan Pride Campaign", Lianga uses "Lianga Marine Protected Area", and Pilar's logo currently does not use a specific campaign name at all. All of these options are acceptable as long as they are understood by the target audience.

• Pilar's logo includes images of mountains, which can also be seen in other Philippines 2 draft logos as well. This represents the ecological connection between water running from mountain ridges into the sea water, often referred to as "ridge to reef". Although Philippines 2 is not a "ridge to reef" cohort, many partner organizations conduct conservation efforts in both upland and marine habitats. The inclusion of "ridge" in several designs is meant to increase the longevity of the logo so it can be used for multiple organizational initiatives beyond the initial two-year Pride campaign.

Rare Team Analysis of the Plus/Delta's of the Touchpoint Plus (i.e. the positives) • Each draft logo is incredibly strong and can be finalized after the results of pre-testing. These strong drafts are

a result of the Conservation Fellows becoming more comfortable with the creative directions of their campaigns and understanding how to effectively work with creative designers.

• Each logo is unique with designs, and colors that will easily translate to other forms of printed materials. • When designing their logos, many of the CFs considered how it could encompass other campaign or

organizational goals after the initial Pride campaign. In some cases this meant not referencing one particular MPA so the materials could be used for other existing or future established MPAs. We also saw this in the logos that included mountain/ridge images in their slogans in the event the organization wants to use it for upland freshwater projects as well.

Delta (i.e. it would be even better if..) • It would have been better if we had time to develop mock-ups of the logos on various materials where they

are likely to appear, to assess if there will be any color, visibility, or size constraints that we need to be aware of before finalizing them.

Connect with Campaign Fellows If you have any comments or words of encouragement you would like to share with the Philippines team or CFs, feel free to fill out this online form, which will allow you to send your comments directly to the CFs. Comments such as “Keep up the good work!” are appreciated. If you would like to comment on the materials you’ve seen, below are some questions for reflection to help spur your thoughts:

1. Looking at the draft logos from the Philippines 2 cohort, what similarities and differences do you notice? 2. Which logo do you like best and why? 3. How would you interpret the message of these three logos if you were a participant in a pre-testing focus

group?

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APPENDIX 1: Cohort and Campaign Summary Cohort Overview Name of Cohort: Philippines 2 (PEP4)

Number of Campaigns: 13 Start date: September 3, 2012 End date: August 16, 2014 Primary Cohort Goals:

• Conservation Result: Increase in live hard coral cover, fish diversity, fish abundance, and fish biomass for key indicator species inside no-take zones.

• Threat Reduction: Decrease in intrusions inside no-take zones and decrease in illegal fishing inside buffer zones (where applicable).

• Behavior Change: Local fishers fish in the right places (no intrusions) and use the right fishing gear (in buffer zones, where applicable)

Rare in Action Sites Pilar, Camotes Islands, Cebu • Conservation Fellow: Susana Cataylo • Title: Agricultural Technologist • Implementing Partner: Local Government Unit of Pilar • Supervisor: Eufracio Maratas, Jr. (formerly Vice President of Pilar) • PPM: Jovenal Edquilag • Site facts:

o Site was a Rare Solutions Search finalist o Marine Protected Area (MPA) at site was awarded as 2009's most

outstanding MPA by the Philippines MPA Support Network. Lianga, Surigao del Sur, Mindanao • Conservation Fellow: Liaflora Orcullo • Title: Human Resource Management Officer • Implementing Partner: Local Government Unit of Lianga • Supervisor: Venus Bonglay • PPM: Divina Hojas-Lade • Site facts: Home to the famous bi-valve “monkey's heel" locally called "tikod-amo," an oyster endemic in Lianga Bay.The shell, known for its distinctive taste, is one reason why locals and tourists flock to the town's restaurants despite its expensive price. Caramoan, Camarines Sur, Luzon • Conservation Fellow: Elmer Guevarra • Title: Municipal Agricultural Officer • Implementing Partner: Local Government Unit of Caramoan • Supervisor: Maria Christina Sumpay • PPM: Japy Silapan • Site facts:

o Site of Philippines Survivor TV series o Part of larger alliance of local government units in the Camarines Sur

area, called Partido Development Administration (PDA) focused on leveraging resources for marine conservation across the coastline.

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APPENDIX 2: Glossary of Terms (Glossary of Acronyms seen in the Logos and Summary, listed alphabetically) BFAR = Bureau of Fisheries and Aquatic Resources = A National Government Agency responsible for fisheries management throughout the Philippines. This group is based in Manila with regional representative offices in all the regions of the country. BR = Barrier Removal = A key part of Rare’s Theory of Change which involves “removing” the barriers that exist and prevent a community from making a change in their behavior. Brgy = Barangay = Local term for villages within Municipalities. Each barangay also has its own local government unit, sometimes written as BLGU. CF = Conservation Fellow = Term used for all Philippines cohorts to reference the cohort members instead of the more common "Campaign Manager". CLET = Coastal Law Enforcement Team = A group of local enforcers (volunteer and paid) that work together to enforce the fishing and boat rules and regulations of the Marine Protected Area and Village waters. EO = Executive Order = A document signed by the Municipal Mayor approving the creation and purpose of formal, organized groups (such as Technical Working Groups or Management Committees). FGD = Focus Group Discussions = A type of qualitative research in which the CFs invite eight to ten members of their target audience to have a joint conversation, led by a moderator, to discover why they take part in the current (undesirable) behavior and their perceived barriers and benefits to changing their behavior. KAP survey = Knowledge, Attitude, Practices survey = Another name for the quantitative socio-economic surveys conducted by the CF to acquire baseline data on the target audience's current level of Knowledge, Attitude, Conversations (IC), and self-reported behavior, along with important demographic data. LGU/MLGU = Local Government Unit/Municipal Local Government Unit = Term used to describe the government office responsible for managing all Municipal activities and programs. Most Implementing Partners in the Philippines 2 cohort are LGUs. LMT = Local Monitoring Team = A group of local community members identified by the CF who will contribute to regular monitoring of coral health, fish abundance, and fish size inside the Marine Protected Areas. ManCom = Management Committee = A group of individuals from the barangay (village) representing multiple sectors who work together to manage the Marine Protected Area(s) in that village area. MPA = Marine Protected Area. In the Philippines, this is equal to a No-Take-Zone. MTWG = Municipal Technical Working Group = the Municipal wide governing body responsible for managing the governance, management, and enforcement of all Marine Protected Areas in the municipality. Municipality = Equal to a "town" in the USA setting. Each town is governed by a Local Government Unit headed by a Mayor. Municipalities are smaller than cities, but can become declared a city if they reach a specific state of infrastructure, development, and population size.

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PNP = Philippine National Police = National Police force that operates in all municipalities. This group is represented at the Technical Working Group level and Management Committees. PMMP = Pilar Municipal Marine Park = Official name of the Marine Protected Area in the Municipality of Pilar. PPM = Pride Program Manager = The Rare staff members responsible for managing individual campaigns. RIDGE TO REEF = Refers to programs that address the connectivity between freshwater sources from mountainous areas (Ridge) and their outlets into the sea (Reef). THEORY OF CHANGE (TOC) = The Theory of Change is an equation that shows the anticipated conservation impact of a Pride campaign by concisely documenting which biodiversity threat is the focus and how to change behaviors of key groups so that the threat is reduced. The TOC states that Knowledge, Attitude, Interpersonal Communication and Barrier Removal lead to Behavior Change, which leads to Threat Reduction, which leads to a Conservation Result.

Touchpoint #2 October-November

2013

Appendix 1:Draft Pride Campaign Logos and Slogans

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Pilar Lianga Caramoan

Rare in Action Sites

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“When you fish the right way, you will become a star fisher!”

Pilar Municipality

CF Name: Susan Cataylo Title: Fisheries Technician Comments: • Concept of being a “star” fisher for following the rules will be a theme throughout the campaign. • Flagship species is parrot fish • Mountains in the background (in green) represent upland parts of island.

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Excerpt from Susan’s blog on pre-testing her draft mascot design with the local community

“Our choice of the mascot is inspired by the flagship species of the Pilar Municipal Marine Park (PMMP) which is the colorful species of parrot fish, Cestoscarus bicolor.

Before the pre-testing, I kept on [calling] this parrot fish as “molmol” because I thought that this particular species of parrot fish is locally called “molmol”. So, my Supervisor and I initially baptized our mascot as “Molmolita” or “Inday Molay” from the word “molmol”.

During the pre-testing with individual fishers and also with the members of the PMMP Management Committee, I encountered a sort of disagreement from the fisher respondents. They insisted that Cestoscarus bicolor is locally known as “uhawon” and not “molmol”.

I kept on probing deeper on them about the difference between “molmol” and “uhawon”. A short debate followed until I yielded. I am amenable that fishers know best as far as fishes are concerned. And that’s it. They name the mascot “Hawie” from the word “uhawon” and she is given the nickname “Haw-Haw”.” Read the full blog post here: http://www.rareplanet.org/en/campaign-blog/fishers-know-best-reason-behind-hawie%E2%80%99s-birth

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“Life, Future, Let’s do it right!”

Lianga Municipality

CF Name: Lia Orcullo Title: Officer of Human Resource Management

Comments: • Incorporated silhouettes of fishers, women, and children as playing a role in protection of the MPA. • Flagship species is brown grouper, an economically important fish

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Excerpt from Lia’s blog on pre-testing her logo and slogan with her community THE SLOGAN 1) Kinabuhi, kaugmaon, kadyawon! (Life, Future, Let’s do it right!) It took [the community] quite some time to think as I guided them [through some] questions, this summarizes their interpretations. “I like the slogan, it is talking to me as fisherman. It means that the fishes is our life, we are not fishermen without fishes. We earn by catching fish for my family, my children’s future. I will do the correct thing in fishing. I will protect the MPA.” … THE LOGO with the SLOGAN [When I shared the logo and slogan together]…it took them longer to understand the drawn logo. After discussion and questions….the fishermen said…….. “It shows the family in a boat – father with telescope, mother in the middle, son with the megaphone. The fish is above being watched by the family. It means the family has to guard the MPA, because precious fishes live there, our source of food and livelihood. I see the family, the wave of sea, the grouper fish playing happy, I like them all.” Read the full blog post here: http://www.rareplanet.org/en/campaign-blog/pretesting-campaign-materials-fishermen

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“The Caramoan sanctuaries are our pride, let us protect them.”

CF Name: Elmer Guevarra Title: Officer of Agriculture

Caramoan Municipality

Comments: • Flagship species is the turtle, which is charismatic and just recently returned back to the area due to improved protection. • Red border connotes the boundaries of the no-take zone as seen on maps.

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Excerpt from Elmer’s blog on pre-testing his draft logo design with the local community

“Another pre-test of campaign materials was conducted with the officers of the Student Government Organization (SGO) of the Caramoan Community College on August 31, 2013. The SGO is interested in making their participation in the Caramoan Pride Campaign as a regular activity, and they are in dialogue [with me] about appropriate agreements between the school administrators and the Local Government Unit to formalize things…. The pre-test produced many substantial suggestions and insights which will be useful for finalizing the campaign materials. Grammatical corrections to the slogans in local dialect were made to reflect the nuances of the local language. The logos were reviewed, and the oval shaped logo emerged as the favorite, with suggestions to add color to the turtle figure. The mascot design was likewise critiqued, and the group consensus was to adopt the dome-shaped and more colorful [turtle] shell design over the more realistic but darker and more rigid looking shell. The group was excited about having a turtle mascot, and they expressed interest to join public activities with the mascot, with some officers volunteering to be the person inside the mascot from time to time.” Read the full blog post here: http://www.rareplanet.org/en/campaign-blog/pre-test-student-government-organization-caramoan-community-college-potential-long-ter

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Once the logo is finalized, each CF will begin to think about where to place their social marketing materials in the community. Below is a map Elmer’s team developed showing different options in one of the towns in Caramoan.

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Just for Fun Logos and Slogans from the other Philippines 2 sites

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“The marine resources in our MPAs are our treasure. Let’s take care of it!”

Bindoy Municipality

CF Name: Richard Balauro Title: Fisheries Technician

Comments: • Bindoy has 6 MPAs at the site, and the logo references multiple MPAs. • Flagship species is black-spotted grouper, which is referenced by black spot. • Image of well-known guardhouse is inside the black spot

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“Let our marine resources thrive today for this will be our gift for the future generation.”

CF Name: Marjurie Abella Title: Agriculture Technologist

Ayungon Municipality

Comments: • Rice is grown in Ayungon and is source of pride, so rice grains are included in logo. • Flagship species, the butterfly fish, is shown in pairs as that is how they are typically seen in the water.

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“Our island is rich in marine resources! My friend, let’s take care of it!”

CF Name: Bobong Montera Title: Fisheries Technician

City of Samal Island

Comments: • Flagship species is the dugong, which can be seen in and near the sanctuary. • Snorkel/swimming activity is allowed in the sanctuary for tourism and goal is to have residents/visitors report illegal activity, hence the whistle being worn by the swimmer.

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“Fish will be plentiful when the right gear is used”

Palawan Council for Sustainable Development

CF Name: Christina Dalusun Title: Coastal Resource Management Specialist

Comments: • Site has 3 zones where fishing with specific gear is allowed. • Campaign will use 3 species to represent each zone: dugong for seagrass, lobster for mangrove, grouper for coral. • Our first campaign with 3 mascots!

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“Let them multiply and grow inside. Catch them outside.”

CF Name: Fausto “Jun” Romero, Jr. Title: Coordinator of Planning and Development

Siruma Municipality

Comments: • Logo incorporates two unique species: bumphead parrotfish and blue sponge. • Creative inclusion of fisher image on the right side of logo, fishing outside the logo boundaries just like MPA boundaries.

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“Let’s protect our food and livelihood”

Name: Alpios “Jojo” Delima Title: Secretary of Municipal Legislative Body

Ubay Municipality

Comments: • Logo concept and design was created by the CF himself! Artist helped to render it electronically. • House image represents guardhouse and shows abundance of fish to be caught outside the sanctuary. • Used rainbow colors to stand out from other NGO projects.

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“Let the fishes lay eggs and grow inside the MPA. When fishing outside the MPA, use hook & line.”

Davao Norte State College

Name: Girley Gumanao Title: Faculty, Marine Biology

Comments: • Goal of logo is to show two fish “kissing” with plenty of offspring to represent spawning grounds. • Inclusion of marker buoy image at the top of the heart, and a hook and line on the right side for proper fishing. • Banana on left side represents what city is most known for.

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“Sanctuary for the future.”

Name: Marjorie “Jett” Atole Title: Project Officer

Partido Development Administration

Comments: • Campaign theme is around mother fish taking care of their young inside the sanctuary. • Tail-like feather image represents baby fish following the mother fish. • Mascot will also include baby fish and tapping into emotion of taking care of family inside the sea and outside.

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“Let’s take care of our sanctuary for the fish to multiply.”

Name: Joel Balasta Title: Fisheries Technician

Bureau of Fisheries & Aquatic Resources

Comments: • MPA is located around an island, so it was important to include image of the island shape. • Flagship species is a grouper which is economically important and found inside and outside the sanctuary.

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“Our island is our life and future.”

Ipil Municipality

CF Name: Felix Badon Title: Officer of Environment and Natural Resources

Comments: • Ipil is one of our only sites with mixed religions as it has both indigenous and Muslim communities in addition to Catholic ones. Campaign theme will include references to this groups as a sign of unity around protecting the sanctuary.

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