Social marketing and behavior change in conservation
Marketing is both a powerful and positive tool for shaping our perceptions, actions, and social norms. I encourage anyone who's working in any cause-based mission to embrace social marketing as an important tool, especially those working in conservation.
Brooke Sadowsky and Kevin Green from Rare join the podcast to discuss how working in conservation informs their social marketing and behavior change approach.
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About Brooke Sadowsky
Brooke Sadowsky spent nearly a decade working in commercial advertising, helping clients such as British Airways, Pfizer, and American Express reach key consumer audiences in an effort to build brand awareness, change preferences, and sell products. Desiring to have her work match her personal passion for wildlife conservation, Brooke joined Rare in 2007 – an organization that specializes in using commercial marketing techniques to inspire local communities to better protect and preserve their natural resources. During her time at Rare, Brooke has partnered with local NGOs and Local Government Units to develop and implement social marketing campaigns in Mongolia, Thailand, Lao PDR, Bahamas, Madagascar, Guam, and in the Philippines targeting a variety of human-induced threats to species conservation. Brooke now serves as Rare’s global lead on evolving and applying social marketing methodology for Rare’s two global initiatives in rights-based fisheries management and in improved agriculture for forest protection and water quality in freshwater ecosystems.
Contact Brooke at: firstname.lastname@example.org
About Kevin Green
Kevin is interested in how and why humans cooperate to achieve common goals. As Senior Manager, Behavioral & Social Science at Rare, he collaborates with field staff and partners across Latin America and Asia in using social research methods and tools in the field, designing strategic social marketing campaigns, and driving on-the-ground application of the constantly growing body of research in the behavioral sciences about how human beings are motivated. He previously led the development of Rare’s social impact monitoring framework and co-authored the Principles of Pride, a guide to the fundamental principles of Rare’s ‘Pride’ social marketing methodology. Kevin has researched payments for environmental services and other incentive mechanisms for conservation and development, and is a faculty member of the Kinship Conservation Fellows program and a former fellow of the Emerging Wildlife Conservation Leaders (EWCL) program. Before Rare, Kevin was a research fellow at the Nature Conservancy and a research assistant at the Worldwatch Institute. He holds an MA in international development and economics from Johns Hopkins University and a BA in anthropology and sociology from Washington and Lee University.
Contact Kevin at: email@example.com
Resources mentioned in this episode:
- Rare's website: www.rare.org
- Fish Forever (Rare’s partnership with EDF and UCSB Sustainable Fisheries Group to empower local communities in the Philippines, Mozambique, Indonesia, Brazil, Belize to sustainably manage their fisheries): www.fishforever.org
- Rare’s Principles of Pride: The science behind the mascots