Co-creating a Pride Campaign with stakeholders in the Galapagos Seafood System

: 27 April 2022; Hits: 505

Participants from the Coastal Fisheries Initiative - Challenge Fund (CFI-CF) Ecuador prioritized key elements for a social marketing campaign for the Galapagos seafood system. This was thanks to a workshop facilitated by Conservation International on March 4, 2022 at the Charles Darwin Foundation's Inspiration Complex conference room in Puerto Ayora, Santa Cruz Island.

The event was attended by 33 members of the seafood system from the islands of Isabela, Santa Cruz and San Cristóbal. Participants were briefed on the progress made in the development of a theory of change and results chain, elements of great importance for establishing SMART (Specific, Measurable, Achievable, Relevant and Time-bound) objectives for the social marketing campaign, also known as the Pride Campaign.

Hey! greetings from the bottom of the sea GALAPAGOS,
there is something I want to tell you,
there's something I want to thank you for,
that all our people united want to protect us!

In the second part of the workshop, design proposals for the image, name, slogan, messages and song were validated. As a result, a consensus was reached on the name and slogan of the campaign: "Healthy, fresh and from our sea” - “Responsibly to your home”.
Likewise, several options of emblematic species were reviewed and the octopus was the selected species. The selection of the campaign messages was based on the vision of the Galapagos seafood system, aligned with Commonland's 4 Returns: inspirational, social, natural and financial. In this exercise, the participants selected the messages and proposed new ones. In addition, they worked on the first draft of the song for the campaign with inputs identified by the audience, such as rhythm and lyrics.

The design of the social market campaign for the Galapagos seafood system will continue to work with the group of participants to achieve their ownership and empowerment of the campaign, as well as their commitment to continue participating in the processes linked to the CFI-CF Ecuador.

The CFI-CF Ecuador is funded by the Global Environment Facility (GEF), implemented in Galapagos by the World Bank Group with technical support from a consortium made up of the Charles Darwin Foundation, Conservation International, Presencing Institute y Commonland.