Rare Social Marketing for Sustainable Fishing in Cortes, Surigao del Sur, Philippines

摘要

Rare's approach to promoting sustainable fishing through social marketing in the Philippines is exemplified in the Cortes Pride campaign. The Cortes Pride campaign is a social marketing behavior change program that was part of a cohort of 12 similar sustainable fishing campaigns in the Philippines, all of which used a unique blend of social marketing, barrier removal, and community mobilization to bring about sustainable behavior change. The campaigns centered on the use and enforcement of Fisheries Replenishment Zones (FRZs; No-Take Zones) in Marine Protected Areas (MPAs).