Can social marketing campaigns affect fisheries in Madagascar? Yes, they can, by using messages on the radio, banners, posters, t-shirts, and festivals to change a communities’ way of thinking about fisheries management issues.
Andavadoaka’s coastal waters boast a diversity of fish and coral species and draw fishers and more recently, tourists. In the Velondriake area, some destructive fishing practices such as fish poisoning and the use of illegal nets, threaten the health of coral reefs and fisheries and the local way of life. With the successful implementation of fishery closures for octopus, the community implemented greater marine resource management. Critical to this success were a suite of communication tools as part of a social marketing campaign used by Rare and Blue Ventures. Read more in our Madagascar: Communication case study.