Rare Pride English Program Week 2 Summary

February 9, 2009 – February 13, 2009

Objectives of First University PhaseAfter the first university phase (nine weeks), each campaign manager will be able to:1. Develop a project plan for a successful social marketing campaign.2. Utilize skills (toolbox) to

manage projects.3. Leverage effective

communication skills toachieve conservationresults.

Objective tree bearing fruits ofaccomplishments from Week 1.

Objectives for Week #2After the second week, each campaign manager will be able to:

1. Explain the benefits of applyingsocial marketing principles to astrategy for conservation.

2. Describe Rare’s Theory of Change,and begin to analyze localconservation issues within thecontext of this formula.

3. Name two of Pride’s learning toolsand two of Pride’s technologytools.

Adding content to the Pride toolbox

Topics and Skills Taught in Week #2• Importance of Biodiversity, especially in the face of a global

extinction crisis• The Communication Process• Critical Components of Social Marketing• Communication Stressors• Individual Behavioral Styles• Overview of Research Methods• Rare’s Theory of Change and

Barrier Removal techniques• Project Management tools• Leveraging RarePlanet.org

Topics and SkillsHIGHLIGHTS

Rare’s Theory of Change

K + A + IC + BR BC TR CRKnowledge Attitude Interpersonal

CommunicationBarrier

Removal BehaviorChange

ThreatReduction

ConservationResult

It states that in order to achieve a specific conservation outcome, we must ensure a behavioral change of a specific target audience that will reduce the threat to the identified conservation outcome.

In that respect, we will develop partnerships to remove barriers to the desired behavior change (ex: provide fuel-efficient stoves and train community in proper use of stoves in order to reduce consumption of fuel wood), while at the same time launching a social marketing campaign to increase the knowledge, attitudes, and interpersonal communications of local community members that will result in the adoption of the new behavior.

Rare’s Theory of Change is a tool that lays out the elements of a successful social marketing campaign.

Stages of Behavior ChangeThe Rare Pride process acknowledges that behavior change does not happen in one step, but rather in many stages. Rare uses James Prochaska and Carlo DiClemente’s Stages of Behavior Change to understand how to ‘move’ people through the stages to adopt a new behavior.

Unaware of the adverse implications of their behavior and/or alternatives that might be available. Have not thought about (contemplated) the issue.

MaintenanceActionValidationContemplation[Preparation]

Pre-Contemplation

Understands the issue and is weighing the pros/cons of change. As they move toward “action,” they begin to think of all the barriers and about their ability to make the change.

Engages in inter-personal communication, where behavior change is discussed with peers and trusted sources.

Adopted the new behavior. They need to be praised for making the change and rewarded for doing so.

Has adopted and sustained the new behavior.

Creating a Gantt ChartA helpful project management tool for organizing a project that has many timelines, deliverables, responsible parties, etc.

Did you know? The Gantt chart was actually created by a man named Henry Laurence Gantt in the 1910s to help supervisors manage production schedules.

Example Gantt chart

Research MethodsThis week the group wasintroduced to ConservationMeasures Partnership’sOpen Standards for thePractice of Conservation,which they will use throughout the Prideprocess.

RarePlanet.orgRarePlanet.org is an exciting and interactive place to share best practices, learn from experts in the field, explore Pride campaigns and resources, and collaborate on conservation solutions. Sign up today! www.rareplanet.org

Pride campaign managers will use RarePlanet to submit assignments, keep the world informed of their progress, research solutions to specific threats, stay in touch with their cohort, and more.

Speakers and Guests

Heather Eves• Current Professor at Virginia Tech• Former Director, Bushmeat Crisis Task Force (BCTF)

•Discussed history of wildlife trade, current wildlife crisis, and importance of community engagement in threats like illegal hunting

Dr. Ed Soule (tallest one in photo)

• Associate Professor at Georgetown University• Member of Rare’s Board of Trustees• Shared history of Georgetown and background in Ethics• Joined by Anne Simonds, Rare Board member (bottom left in photo)

Additional Classroom Guests(Thank you all for joining us!)

• Donna Lloyd-Kolkin, Ph.D.– Expert in Communication Theory– Editor of the Rare Pride Curriculum

• Liz Kolshak– Assistant to Wendy Paulson

(Chair of Rare’s Board)• Cathy Stewart

– Rare’s Director of Finance• Hollee Keegan

– Rare’s Accounting Coordinator• Kate Mannle

– Rare’s Global PartnershipManager

Seats to upcoming open sessions still available!

Pride English Program, Week #2 - Photos

Guerilla or Gorilla Marketing? Sean describing the importance of capacity building

Campaign Managers Leading the Group

Tao’s endless bag of energizers gets the group active and awake in the mornings

Margie facilitates a review of the previous day’s lessons

Using Activities to Explain Theories

TelephoneSeveral tries at the game of Telephone highlighted how difficult the communication

process can be!

Barrier RemovalBlindfolded activity demonstrates importance of trust

between Pride campaign managers and community members, and the need for Barrier Removal partners to be

engaged at the perfect time.

Taking a Spill while Transporting Classroom Materials (don’t worry, everyone was ok)

New Concepts, New Tools, New Words

A recreation of CMP’s Open Standardsdrawn completely by memory

The Word Wall: New bricks are added for every new Prideor Social Marketing term. Bets have already been placed for how many bricks there will be after week 9!

To RarePlanet and Beyond!

Daniel Hayden trains the group in RarePlanet.orgBrainstorming tool for the classroom

to maximize how RarePlanet is used in training and during the Pride campaign