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Behavior Levers in Action
A quick trip to Brazil to see how the behavior levers came to life during a three day Fish Forever campaign launch!
Established in 2009, the RESEX Prainha do Canto Verde conserves 29,805 HA of coastal marine habitat, sustaining 300 fishers and their households.
Due to a record low season of lobster, the fishers' main source of income, the community decided to focus on the sustainable management of five other key commercial species: king mackerel, serra spanish mackerel, horse-eye jack, lane snapper and snook.
The Campaign focused on influencing RESEX community members to:
- Respect RESEX rules and regulations
- Regulate fish aggregation devices (FADs)
- Report catch
- Report infractions
In addition, fishers from neighbooring communities were also targeted with materials aimed at increasing respect of rules and regulations within RESEX boundaries.
Key messages [Information] displayed at the right place and time [Choice Architecture]!
Pride and joy [Emotional Appeals] as the winner sails in!
Creating a social norm for behaviors [Social Influences] by engaging fisher's children!
Inspired to use the behavior levers?
Brainstorm how you might use them in your campaign! Remember to adapt them to the context, motivations and barriers of your target audience and behavior.
A product of the FF Global Hub for Collaboration & Learning
with contributions from: Ade Yuliani, Bruna Martins, Edson Anselmo Jose, Fel Cadiz, Gabriela Polo, Hari Kushardanto, Jovenal Edquidal, Katie Williamson & Rocky Sanchez Tirona
For more information contact us at hub@rare.org
Original: Behavior Levers in Action!
Claudia Quintanilla
Created on December 19, 2020
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Transcript
How to use this resource:
See interactive elements on each page
Learn more by clicking on interactive elements
Explore using the navigation buttons
Behavior Levers in Action
A quick trip to Brazil to see how the behavior levers came to life during a three day Fish Forever campaign launch!
Established in 2009, the RESEX Prainha do Canto Verde conserves 29,805 HA of coastal marine habitat, sustaining 300 fishers and their households.
Due to a record low season of lobster, the fishers' main source of income, the community decided to focus on the sustainable management of five other key commercial species: king mackerel, serra spanish mackerel, horse-eye jack, lane snapper and snook.
The Campaign focused on influencing RESEX community members to:
- Respect RESEX rules and regulations
- Regulate fish aggregation devices (FADs)
- Report catch
- Report infractions
In addition, fishers from neighbooring communities were also targeted with materials aimed at increasing respect of rules and regulations within RESEX boundaries.Key messages [Information] displayed at the right place and time [Choice Architecture]!
Pride and joy [Emotional Appeals] as the winner sails in!
Creating a social norm for behaviors [Social Influences] by engaging fisher's children!
Inspired to use the behavior levers?
Brainstorm how you might use them in your campaign! Remember to adapt them to the context, motivations and barriers of your target audience and behavior.
A product of the FF Global Hub for Collaboration & Learning
with contributions from: Ade Yuliani, Bruna Martins, Edson Anselmo Jose, Fel Cadiz, Gabriela Polo, Hari Kushardanto, Jovenal Edquidal, Katie Williamson & Rocky Sanchez Tirona
For more information contact us at hub@rare.org