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Communicating marine issues to the wider public-Karen Mitchell
- 1. Irish Sea Marine Conference Communicating Marine to the Wider Public Karen Mitchell Natural England
- 3. â˘Target to create a network of MPAs by 2012 â˘MPAs are âplace basedâ â˘Politicians need public support to make difficult decisions â˘We wanted to be able to call on public support for MPAs 2006
- 4. We love the countryside We know our local landscapes
- 5. From a quantitative poll of the public (Feb 08) ⢠99% cannot name a single feature or creature associated with undersea landscapes ⢠44% think the undersea is âutterly, generally or mostly barren in their regionâ, ⢠only 10% expect it to have a ârich mix of undersea landscapes including plants, animals and features special to this regionâ No strong sense of identity of the sea as place Weâve been calling for MPAs but⌠But what do we know about the sea...?
- 6. What place ? Protect what ?
- 8. Canât we just educate people?
- 9. âCan we create a map of the undersea, for the public?â
- 11. How people think
- 12. How do people make decisions? Reflexive Automatic Uncontrolled Effortless Associative Unconscious Gut reaction Reflective Controlled Effortful Deductive Slow Self aware Conscious thought
- 13. Framing â˘All weâve already seen, heard, thought â colours how we make sense of new information â˘Hidden mental shortcuts we use to interpret the world â˘If the facts donât fit the frame, the facts are rejected, not the frame
- 16. How our needs influence our behaviour
- 17. SelfActualisation Aesthetic Cognitive SelfEsteem Esteem ofOthers BelongingSafety Air Food Water, Sex Security Comfort Love Acceptance Recognition Approval Achievement Beauty Symmetry ToKnow,Understand& Explore Meta-Needs,derivedfrom IntegrationandTranscendenceofallneeds Values Modes: based on Maslow Inner Directed (aka Pioneer) Outer Directed (aka Prospector) Sustenance Driven (aka Settler) CULTURAL DYNAMICS
- 18. Aspiration Busy Fun Wrong Clothes Safety National pride Adventure Novelty Image Achievement Premium shopper Fantasy Hedonism Traditional Family Control Reserved Adaptable No Sweat Confident Sexual Unplanned Green intent Inquisitive Faith Divided Catharsis Propriety Stimulation Big business Two classes Learner Showhome Looking Good Pleasure Visible Success Material Wealth Power Healthy Lifestyle Local Humble Overspend Speculate Visible Ability Sensitive Good Time Certainty Impulsive Spender Simmer Hetero-love Unobliged Luddism Religious Conformity Discipline Acquiescence Non-reflective Security National Security Insular Indulgent Diet Rules Complacent Force Skeptical Irresolute Be Satisfied Socialist Tradition WYSIWYG Coasting Non-acquisitive Independent Universalism Pessimism Openness Justice Optimism Free Artisan Cheerful Exhilaration Aesthetics Listening Tao Self-direction Buzz Creativity Global Caring Loyalty Benevolence Self-choice Nature Solitary Bodily Ease Functional Spender Bender Car Casual Whip Afraid Shangri-la Stupid law Budget Bedlam Patriarchy Revenge Conscience Forgiveness Joyness Positive green Distant Poverty aware Self-efficacy Š Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk Š Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk Š Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk Š Cultural Dynamics Strategy & Marketing Ltd., 2003-2014. All rights reserved. No part of this document may be copied, published or distributed in any medium without prior written consent from Cultural Dynamics Strategy & Marketing Limited. Email: mail@cultdyn.co.uk
- 19. Settlers - 31% of population
- 20. Prospectors - 37% of population
- 21. Pioneers - 32% of population
- 22. Find your own values mode www.cultdyn.co.uk
- 23. âIâm eating less these days becauseâŚâ ⢠Settler: âFood is getting so expensive.â ⢠Prospector: âI want to wear a bikini on holiday.â ⢠Pioneer:âI feel so much better for it.â
- 24. Using values modes to motivate behaviour change Small and simple actions Safety campaigns Stop cheats Save money Resilience Returning to tradition Community Involve family Rewards Prizes, tests and competitions Social events to be seen at Celebrity New stuff, top designs, extreme activities, buzz Visible success Glossy, slick, desirable Make me look good ACTIVITIES Justice Loyalty Saving people/nature You remake the future Ethical/care campaigns IDEAS GROUPS
- 25. ⢠Cultural Dynamics, KSBR, Campaign Strategy Ltd ⢠16 focus groups ⢠~120 people off the street ⢠Recruited and segmented by âNeedsâ category ⢠Facilitated dialogue about âUndersea environmentâ ⢠Showed participants message boards Qualitative market research
- 26. Trips to the seaside: by values mode Settler â˘Cheap â˘Traditional â˘Practical â˘Relatively safe â˘Wholesome â˘Simple fun â˘Something that everyone can enjoy together Prospector â˘Fun! â˘Attractions: pier, food, amusements â˘Suntan â˘Opportunity for the kids and adults to amuse themselves (separately) â˘Enjoy BIG marine attractions (eg shark tank) Pioneer â˘Opportunity for educational activities in the guise of family outdoor fun â˘Together time away from TV and commercial world â˘Healthy way to wear the kids out while enjoying the natural environment
- 27. Disgust Shame Sadness Dark, unknown, mysterious, canât survive, dangerous things live there. Feels cold, wet, slimy. Itâs smelly, looks murky âEnvironmentâ means âproblemâ, anything to do with nature or protection means bad news. Pollution and litter are horrid. It was better when I was a kid. Itâs better abroad. Itâs better in the South West. Reactions are fundamentally negative, people feel VERY distant from the undersea. This is compounded by the fact that it is obscure and inaccessible. Response of all groups to âUndersea environmentâ
- 28. 1) âThe Governmentâ should fix it 2) âOther peopleâ will take an interest OR itâll sort itself out 3) âOur childrenâ / the Future will (hopefully) sort it outâ 4) Angry rejection âI would have expected that it would be looked after by Europeâ (Pros, M) A lot of this is an EU issue isnât it? It needs to be controlled at a mass level not just a local level. (Pio, M) âThere isnât really anything else we can do, the rest of it is up to mother natureâ. (Pros, M) Thereâs not that many people you can find who are willing to do anything about it. (Pros, M) We were repeatedly told by Settlers and Prospectors that we should be speaking to their children. They, we were told, were âmuch more interestedâ in the environment and there was a strong sense that any really pressing problems wouldnât become apparent until the future, at which point the âkidsâ would deal with them Sporadically we encountered a more forthright rejection, stemming from eco- frustration! âDâyou know what? Iâm getting really sick of people telling me what to do, next car I buy itâs going to do 5mpg!â (Pros, M) People - especially Prospectors - donât like feeling shame or guilt
- 29. North - respondents deprecated âtheirâ sea. ⢠industrialised ⢠polluted ⢠cold ⢠murky ⢠rough â˘Holidays are ideally taken further South â˘No expectation there is any interesting marine life Regional differences: North/South divide
- 30. Dramatic Inspires awe Easy for public to assimilate Quick thrill Undersea landscapes
- 31. They all wanted to go there, feel it, see it, experience it
- 32. â˘Settlers identified with plucky communities struggling to survive. â˘Pioneers wanted to stick up for the underdog. â˘Prospectors just not very interested. Communities under the sea
- 33. Beauty spots â˘Pioneers loved the mystery. â˘Settlers and Prospectors did not
- 34. Foreign fishermen ď§ âStealingâ British fish by over fishing in British waters ď§ Foreign fishing practices more damaging than those of British fishermen Fishing threats Fishing quotas ď§ British fishermen forced to âthrow backâ dead fish if caught in bycatch: waste and a shame Bottom dredging ď§ Highly damaging but this is the livelihood of brave fishermen - theyâve got families to feed too! Ghost nets ď§ Seen as a tragedy: animals killed needlessly and expensive nets lost ď§ Technology should exist to locate and recover nets or nets should biodegrade over time British fisherman are not to blame
- 35. To meet the publicâs needs What we aimed to do: â˘Provide multi-sensory experiences â˘Use familiar language (forest, meadows, homes) â˘Show (not tell) â˘Use clear imagery â˘Appeal to sense of national pride (biggest, best...) â˘Create regionally specific activities Targetting: â˘Families who are motivated to self-explore, parents do things with kids themselves (Pioneers) â˘Families who prefer to do free, guided activities in extended families (Settlers) â˘Less so/for later â parents who prefer activities/things to âbuyâ or âgetâ (Prospectors)
- 36. What we AVOIDED: â˘Using the words âenvironmentâ or âprotectionâ â˘Talking about legislation â˘Highlighting damage/losses/issues â˘Murk
- 37. Created events and activities which led people to conclude thereâs a regional undersea landscape â by showing and involving âI never knew there was so much in the seaâ âIâve never seen my children concentrate so hardâ
- 38. Related creatures to place
- 39. Imagery: take a walk on the seabed
- 40. Popular maps â national and regional
- 41. Workshops â we made creatures, now they are in our home â part of our lives
- 42. Wolf fish on rocky reef Workshops â we made a landscape therefore they exist âŚ
- 43. Free Beachcombing Guide Signposting to undersea landscapes Puppet shows â stories of sea creatures and their homes Exploration, stories, signs, views Lune Deep Town/parish councils âadoptâ undersea landscape
- 44. âMagic Telescopeâ to transport you to undersea landscapes Range 200 nm, direction 270. west, you are looking at the Great Kelp Forest of Cornwall
- 45. view here corals dragons sea bream nurseries reef Commercial sponsorship potential National network at viewpoints of âlandscape boxesâ
- 46. ⢠Schools, regional centres, shops, restaurants, pubs - visualisations â murals, mosaics (etc) MANCHESTER Twinned with THE LUNE DEEP Commercial sponsorship potential Winter/Urban Activities: reinforcing the message
- 47. Lune Deep ourcourse Commercial sponsorship potential Undersea landscape locating on boats and ships
- 48. Sense of place ⌠growing public support from around the country for MPAs Itâs amazing whatâs down there pet I called my MP about the Flamby Caves Our region has more of these reefs than anywhere else Our petition for ross worm reefs has hit the target ! My school has done a mural of the south coast undersea chalk cliffs Oh yes the southwest kelp forest is simply the best â we do so agree that we need a protected area Weâre all going to the Lune Deep â we cross over it on the ferry and then go for a meal in Douglas
Hinweis der Redaktion
- So we need to deliver a coherent network of Marine Protected Areas but market research shows us currently the public think the undersea is dead, barren, dirty so what is there to protect as far as theyâre concerned? Nothing.
- The âNeedsâ methodology which is called âvalues modesâ is based on Maslow. We all start at the bottom as sustenance driven â ie driven by our needs for food, water, shelter, family, security. If these needs are met we move into Outer Directed needs â where we develop self esteem through gaining otherâs approval. If these needs are met, we may move into Inner Directed Mode (where your audience are all likely to be).
- Settlers: thrift, community, fearful, roots, comfort, local, family, solidarity, escapist, newspaper choices: outrageous headlines and unbelievable stories
- All needs groups responded the same when asked to respond to the phrase âThe English Undersea Environmentâ. Overall, very negative reactions across the board. A lot of respondents perceive the sea to be dead with just a few fish and some smelly seaweed in it. It seems to be well established now in public thinking that any mention of the words âenvironmentâ, ânatureâ or âprotectionâ involves bad news People really think that the sea is mostly dead, particularly in the North, with perhaps just a few fish and some smelly seaweed in it.
- Interesting regional difference between north and south. Envy that South West is perceived to have clean seas âsomeone has cleaned the sea thereâ. Northerners in particular think their seas are dead.
- All quite gloomy stuff â but then we showed them illustrations (we were testing the concepts, not the artwork) of undersea topography. The Lune Deep is off Morecambe Bay. The Dogger Bank sand dunes are like the dunes of the Sahara â a huge area of them, 70 metres high. All responded very strongly and positively to these concepts.
- Respondents were asked to rank threats to the marine environment and talked about it as they did so. Pollution and litter were by far the most significant to the public with fishing way down the list. They found an excuse for all the fishing threats â British fishermen cannot be blamed for any marine ills. Itâs the fault of foreigners, or bureaucrats, or poor fisherman has no choice.
- Our marquees will be highly attractive to the public â weâll take them to Marine Week, Festivalâs of the Sea, Breathing Places City events. Each will have a huge diorama of the undersea, plus a collaborative mural that kids and families will paint together, mermaids, make and do workshops for children etc. We will feature in the media, with pictures of beaming children in front of undersea landscapes. A fun approach but with a consistent message â there are amazing undersea landscapes in a region near you.
- We need to reinforce that message over and over again. With beachcombing and local boat trips which look at the undersea as well as the wildlife above water. Weâd like signposts all round the coast pointing out undersea landscapes (eg Dogger Bank 52 miles, Lune Deep 2 miles etc)
- In addition â we can use the televisual asset weâve created in lots of other ways too eg magical telescopes that allow you to see underwater.
- Weâd like a network of perspex boxes all round the coast containing 3D models of the nearby undersea landscapes.
- We need to keep finding opportunities all through autumn and winter to reinforce the message that there are great undersea landscapes. Eg run competitions for schools to draw murals, get the mayor unveiling a lovely undersea landscape mosaic in an otherwise boring shopping centre.
- Weâd like ferries to show passengers visual imagery of the undersea landscapes theyâre passing over.
- After 12-18 months weâll see a dialogue going on in society about undersea landscapes, adoption by regional decisionmakers of their undersea landscapes as part of the regional identity. Weâll have had lots of media coverage for all our comms events and products and a perception in Defra and by ministers of considerable public interest in undersea landscapes â which will give us greater political âspaceâ for MPAs.