The document discusses media advocacy and social marketing campaigns to promote conservation of endangered marine species in China, Taiwan, Hong Kong, and Macao. It provides examples of two campaigns - one in Hong Kong to protect bluefin tuna, and one in Taiwan to protect white dolphins. Both campaigns utilized mass media, social networking, protests, and policy advocacy to raise awareness and change behaviors around consuming threatened species. The goal was to mobilize public support and pressure governments and businesses to enact protective policies and regulations.

1. Conservation of Endangered Marine Species Media Advocacy and Social Marketing in Mainland China, Taiwan, Hong Kong and Macao Tong Ka Io

2. Introduction

3. 2010 – United Nations International Year of Biodiversity

10. International Union for Conservation of Nature (IUCN)

14. IUCN Red List (2010) Species evaluated Threatened species % Mammals 5491 1131 21% Birds 10027 1240 12% Reptiles 2806 594 21% Amphibians 6296 1898 30% Fishes 8848 1851 21%

17. Why and how humans cause species extinctions? Human needs wants greed Species extinctions

18. The ocean is so big, but not as big as human greed!

19. Fisheries

21. Global Fish Catch

22. Fish farming in cage Trawler fishing Spotter airplane Sonar Trawl flap Trawl lines Purse-seine fishing Trawl bag Fish school Drift-net fishing Long line fishing Lines with hooks Fish caught by gills Deep sea aquaculture cage Float Buoy

23. Trawl midwater bottom

26. Copyright © 2002 Pearson Education, Inc., publishing as Benjamin Cummings Fig. 55.21

28. 世界渔业利用强度与相对生物量关系

33. Hong Kong

34. Bluefin tuna and all tuna imported to Hong Kong (tons)

35. World Wide Fund – Hong Kong (WWF-HK)

38. WWF-HK “Bluefin Saver” campaign

39. Survival of bluefin tuna depends on your desire

43. Restaurants pledge to delete bluefin tuna from menu

44. Celebrities pledge not to eat bluefin tuna

45. Group condemns using endangered specie as promotion

46. Silence for bluefin tuna in front of restaurant

47. “ Say No To Bluefin” in front of restaurant

48. Protest in front of restaurant

50. Group protests in front of restaurant

51. Group protests in front of restaurant

52. Legislator promotes marine conservation

53. Shark fins imported to Hong Kong (tons) and endangered sharks

54. Hong Kong the biggest shark fin consumer worldwide

56. Shark finning, shark fin consumption, TV show

59. Shark-free wedding

60. Group condemns TV show

62. Eating with conscience

63. High level of mercury in bluefin tuna harms fetus

64. Endangered wild animals to be eaten

65. Banning urgently needed to avert extinction

66. Government conservation is all mouth

67. Human greed

68. Eating shark fin damages one’s good deed

69. Doing good deed not to eat endangered species

71. To save bluefin, change your choice

72. Alternatives for your choice

73. Bidding endangered tuna damages HK image

74. Legislator irresponsible to next generation

75. Taiwan

76. Matsu’s Fish Conservation Union

77. 濁水溪 外傘頂洲 七股 彰化市 Multiple development projects destroy white dolphin habitat

79. Defend mouth of Jhuoshuei River the last wetland

80. Goodbye, white dolphins!

81. Community cultural event

82. Thousand scientists against petrochemical park

83. Artists united against development

84. Ten thousand people protest against petrochemical park

85. Confrontation of pro and against

86. What are the alarms white dolphins bring us?

87. Sacrifice people for giant corporate profit

88. Creative approach: “Environment trust”

89. Whole people subscribe to conserve white dolphins

90. 15 thousands people subscribed

91. People’s subscription submitted to authority

92. Taiwan civil society mature

93. Mainland China

94. Human activities make extinction rate up 1000 times

95. Sharks die of finning

96. Protect biodiversity, not to eat wild animals

97. Fishing suspension and releasing festival

98. Macau

99. Groups advocate for marine conservation

100. Businessman: bidding tuna is legal business! Legislator

101. Analysis and comparison

102. Primary focus Mean Outcome Media advocacy Cause, principles or interest Mass media Social policy or decisions Social marketing Social good Marketing techniques Personal behaviors

104. The actors

107. Facebook – Support Bluefin tuna ban

108. YouTube – Blufin Saver

109. YouTube – Shark finning

110. YouTube – White dolphin

113. Hong Kong Bluefin tuna case Taiwan White dolphin case Allying NGOs, restaurants, celebrities…… NGOs, scientists, politicians…… Coping with resistance Negotiate with and condemn corporate Challenge government and corporate Creating newsworthy stories “ Social marketing confronts with commercial marketing” Mass demonstration; whole people to subscribe Researching and supporting Present international scientific evidence Develop ecological research Setting agenda Bring up media and social debate Bring up media, social and political debate Framing / reframing Desire vs life Greed vs conscience Corporate profit vs people’s well-being Symbolizing “ Bluefin Saver” Polluting development mapping Working with different media Get coverage in newspapers and television; Mobilize through Internet Get coverage in newspapers and television; Mobilize through Internet Encouraging public involvement Recruit Bluefin Saver Involve local residents, teachers, parents and children; Whole people subscribe Providing possible solution Trade banning Conservation plan Advancing policy Media pressure backed up with social actions Media pressure backed up with mass demonstration

116. Hong Kong Bluefin tuna case Taiwan White dolphin case Market segmentation Hotel / restaurant; corporate consumer; individual consumer Whole people (teachers and students, parents and children……) Product (Consumer) Differentiated behavior package as a way to save the nature and life, and to do good deed Subscription as a way to save the land and life, and safeguard people’s well-being Price (Cost) Practical substitutes NT$ 119 per share Place (Convenience) Guide and substitutes are accessible everywhere Collect in schools and streets, and on Internet Publicity See table 2 See table 2