The various communication and media channels that exist are used differently by different audiences. To effectively reach and engage with a wider audience, traditional media channels, such as television, radio, and print, have a broad outreach and can help in attracting a more diverse demographic. On the other hand, digital media channels, including social media, websites, and online platforms, offer the advantage of interactivity, real-time communication, and targeted messaging. 

However, most remote or rural audiences with limited internet connectivity or no access to smart gadgets may not be reached effectively. Both traditional and digital media channels were evaluated to explore their strengths and weaknesses. Traditional media channels can help in building brand awareness and reaching a mass audience, while digital media channels can provide more personalized and targeted communication to audiences that have access to digital gadgets and internet connection. Content created to raise awareness about fish such as the communication product “24 reasons to love fish” can be uploaded on social media for real time accessibility. Both traditional and digital media channels were utilized in the media campaigns of the Global Programme Sustainable Fisheries and Aquaculture. 

The “7 Outna” (Our Fish) campaign aimed to promote the small-scale fisheries sector and the consumption of small pelagic fish in Mauritania by addressing various aspects such as nutrition, accessibility, affordability, and positive societal impacts. Both the “7 Outna” campaign and the “Let Me Tell You” series made use of TV, radio and print media to reach a wide audience.
 

When creating a communications campaign about fisheries and aquaculture, it is essential to tailor the messaging to the target audience to ensure maximum impact and engagement. Consider the specific demographics, interests, and knowledge levels of the audience you are trying to reach. Understanding the target audience and traditions surrounding the perception, practices, and consumption of fish, can help in crafting messages that are relatable and impactful. Adapting the messages to the cultural context is also crucial when planning a media campaign, because it ensures that the content resonates with the target audience in a meaningful way.

The “Let Me Tell You” series animations, focusing on the nutrition value of fish, sustainable aquaculture practices, the fish value chain, and WASH elements, is particularly suitable for the rural Zambian context for several reasons. Firstly, the use of animations can effectively convey complex information in a visually engaging and easily understandable format, making it accessible to a wide audience, including those with low literacy levels.

Secondly, targeting school kids with this animation series is a strategic approach to start early sensitization on the importance of fish and the potential of the fisheries and aquaculture sector. By educating children about these topics, they can become advocates for sustainable practices within their families and communities, helping to instill a culture of responsible consumption and environmental stewardship from a young age. Additionally, animations have the ability to capture the attention and interest of children, making the learning process more enjoyable and memorable. This can lead to increased retention of information and a greater likelihood of behaviour change towards more sustainable practices related to fish consumption and the fisheries sector. While the animation is inspired by Zambia’s rural landscape and its communities’ culture and traditions, the series still resonates with other countries in the Southern African region.

Cultural context influences how individuals perceive and interpret messages. Adapting the messaging to align with cultural norms, values, beliefs, and language can enhance the effectiveness of the campaign. By considering these factors, the campaign can avoid misunderstandings, misinterpretations, or unintended offense. This also demonstrates respect for the diversity and uniqueness of different communities, fostering a sense of inclusivity and connection with the audience.
 

In addition to the direct actors at the operational level, institutional decision-makers, independent quality offices, certification bodies and research institutions are key actors to implement quality assurance of fish products on a national scale. The complexity of the value chain, which interferes with the traceability of the product, and the significant geographical distances between fish producers and consumers present a substantial challenge in maintaining the quality of fish. Therefore, it is difficult to trace back the product's source when spoiled or inferior fish reaches the consumers.

Fish production and distribution are conducted both formally (e.g. through organized cooperatives) and informally by individuals. In most developing countries, the fish value chain predominantly follows an informal market system with limited quality management and traceability systems for fish. In the absence of traceability, there are concerns about trust and transparency in the marketing and consumption of fish in terms of the quality, food safety and price of products, which ultimately affects both consumers and fish sellers.

Direct partnerships with local food inspection authorities can be promoted to enable compliance with quality and hygiene standards to be checked throughout the value chain and to address the issue of traceability. On the other hand, non-compliance goes hand in hand with discarding spoiled fish from the market. The discard is an efficient incentive to adhere to the implementation of quality standards, because it is immediately accompanied by a loss of income for the fisherman or trader.

A hygiene and quality control plan – developed jointly with local inspection authorities- helps to guarantee regular sampling and analysis of fishery and aquaculture products. The control measures must target the complete value chain e.g. boats, production facilities, means of transportation, processing plants as well as distribution and sales points and be carried out systematically. This is only possible if all the necessary laboratory and health testing equipment is available and can be used by local staff. Training and exchange trips to comparable institutions in other countries improve the employees' ability to handle new equipment and technologies and consolidate their knowledge of different analytical methods and processes of hygiene inspections.

Implementation experiences should be regularly discussed with political decision-makers, associations and value chain actors. To secure efforts sustainably, it is important to integrate the costs of the sampling and analysing into the annual financial plans of the inspection authorities and to acquire financial contributions for the long-term. Clearing out financial obstacles is more likely to be successful if the hygiene and quality control plan is in line with local political strategies.

In order to improve the traceability and control of fishery and aquaculture products, so-called first sale certificates can be introduced by local inspection bodies. They should be issued at the most important landing or production points and contain information on the species, the origin of the product, the seller and the destination. Digital certificates are suitable for registering the above-mentioned information directly at the first sales at the production and landing points and should be monitored centrally. This facilitates the authorities’ work and saves resources. 

To further enhance compliance of the value-chain actors with hygiene and quality standards, action plans can be developed in direct cooperation with fish markets, fish auction halls and other important points of sale. The action plan must set out the measures being planned, a timetable, the financial and material resources required and a monitoring and evaluation system for ensuring the envisioned hygiene and quality standards.

Organizational and procedural measures may include: a commitment by the management of these trading centers to take responsibility for the hygiene and quality of fishery products, an adapted organizational chart for better control of the hygiene and quality of products, a charter for an extended committee to support the implementation of the action plan and/or a code of good hygiene practices for the employees of the respective entity.

In addition, mobile applications can help to connect information from both sides. For example, the direct actors in the value chain can receive information on hygiene and quality requirements of the fish market or the procedure of getting a first sale certificate. At the same time the fish market can register stands and actors and provide an overview for hygiene inspectors where and when to perform quality inspections. At the same time, an app can simplify the exchange of best practice guidelines, training materials, as well as other communication products interesting for the sector (advertisements, recipe videos, etc.).

To ensure quality and safety in the fish value chain, from catch to consumer, it's vital to consider all steps of the value chain due to potential food safety risks. Implementing hygiene and quality trainings, introducing first sale certificates, and establishing control plans for state institutions are key interventions. A thorough value chain analysis is crucial for identifying improvement areas and require visits to actors and review of hygiene regulations. Based on this analysis, targeted interventions can be identified, ranging from policy to practical actions, involving research enhancement, regulatory support, and capacity development.

The direct actors in the value chain are fishermen, retailers, traders, transporters, warehouse workers and suppliers who are involved in the production, processing, delivery or sale of a product to the consumer. They are the first point of contact when it comes to offering the consumer a safe product of high quality. Accordingly, they represent the target group that needs to be informed about the hygienic handling of products and the aspects of production, storage and transportation deteriorating quality. The implementation of a training plan can strengthen knowledge about hygiene, quality and control practices for the various steps of the value chain.

With so many different actors, there are certain topics that are only important to some while other topics are clearly important for everyone: raising awareness of biochemical processes such as microbes, knowledge about food-borne infections and diseases, maintaining personal hygiene at the workplace, recognizing fresh and spoilt products, using ice to uphold the cold chain or cleaning and disinfecting the workplace and equipment. However, while fishermen, are primarily concerned with the accurate storage and immediate cooling to prevent the deterioration of their catch, processors focus more on the hygienic handling of the processing equipment. Accordingly, it is essential to adapt learning content and teaching methods to the different actors along the value chain, like demonstrations of storage and cooling systems on the fishing boats, or on-the-job trainings concerning proper handling of processing equipment.

Furthermore, didactics must be developed that take into account the experience of fisheries and aquaculture experts. In the context of high illiteracy diagrams, drawings and photographs can be used. Also, the language must be adapted to the target group. In addition, training content can be gathered and summarized in small booklets e.g. guidelines that provide the actors with a long-term option to revise training contents. Here, as with the training content, it is advantageous to adapt the guidelines to the different actors in the value chain, e.g. one guide for fishing, another for processing and so on. By doing this, value chain actors can be addressed directly and do not loose their learning ambition by going through learning content that does not fully affect their work. Finally, the dissemination of the guidelines should be adapted to the local context; not every country has the same media capacities but in addition to handing out printed versions, apps proofed to be a way to spread training contents easily. 

To ensure that the theoretical hygiene and quality trainings become actual practice, it's essential to discuss and confirm understanding with trainees. Using short feedback forms and coaching loops post-training help verify and further improve learning and communication effectiveness. Additionally, evaluating knowledge application, such as willingness to invest in ice for fish storage, is key. Highlighting the long-term benefits, like quality improvement and potential for higher prices, despite initial costs, is crucial for convincing participants of the value.

In addition to understanding, the implementation of training content must also be taken into account. It is important to find out at an early stage which hygiene practices are feasible in the local context. If the purchase price of ice does not justify the additional benefit of fresh quality, no trainee will adhere to the training content. To stay with the example of ice, the question also arises as to whether the necessary infrastructure is in place: are there ice producers, operational cold chains and the necessary equipment? Next to the spread of misinformation, the greatest danger in communicating training content lies in conveying messages that simply cannot be implemented by the local trainees, as they do not have the means to do so or the supporting infrastructure is just too unstable. 

Next to the post-training feedback the effectiveness of the training can be assessed through a second follow-up survey, reflecting on key elements of its content. The timing between these evaluations varies with the topic; for instance, 3-6 months may be sufficient to review acceptance to personal hygiene practices, such as handwashing at work. However, evaluating changes like the use of ice for fish storage on boats might require up to a year, accounting for off-seasons and fishing periods. Even if evaluations are time-consuming, they are crucial to revise, adapt and further develop training materials to meet the needs of the participants.

In terms of the capacity development approach, a training-of-trainers strategy can be implemented in the training plan. Training local knowledge brokers like chairmen of fishing or trading associations or market supervisors in the field of hygiene and quality can have a lasting effect in anchoring this knowledge within partnering institutions and in generating spill-over effects through word of mouth at regional level. Sensitising consumers and buyers are also crucial, to understand the importance of fresh fish. Hardly anyone will take on additional work and costs to create a quality product that is not demanded.

The organisational structure of the MSP can vary according to the agreed governance framework, but a common set-up includes a governance body and several working groups. The governance body usually comprises a chair and co-chairs, and a limited amount of members which should represent the stakeholder groups engaged in the MSP. 

The tasks of the body will be: 

• General steering 
• Holding accountability for strategic evolution 
• Overseeing the working groups 
• Reviewing strategic plans 
• Ensuring the engagement of stakeholders 
• Holding responsibility for continuous collaboration between platform & government (especially in terms of policy formation) 

Lumo conservancy rangers have partnered and collaborated with key organizations to enhance their operations and conservation activities. The conservancy has worked closely with the Kenya Wildlife Services (KWS) through join patrols and prosecution of poaching cases. Prompt response by the KWS rangers to calls by the conservancy rangers has been identified as one of the ingredients for high success rates in anti-poaching actions. Additionally, the conservancy rangers have adopted a community friendly approaches to conservancy operations including providing opportunities for the conservancy members to share without any victimization, information on planned/ongoing actions that may pose a threat the wellbeing of the conservancy

Conservancy rangers require a number of skills to be able to effectively provide security to people and wildlife and ensure positive human-wildlife interactions. Some of these skills include foot and arms drills, weaponry, bush craft and minor tactics, map reading and global positioning system (GPS), radio communication and IT, first aid and hygiene, physical training and human rights approaches to ranger operations. While Lumo Conservancy has made tremendous progress in sponsoring some of its rangers to The Kenya Wildlife Service Field Training School – Manyani, a significant number of the ranger population (52%) has not undergone the training in KWS training school hence not adequately equipped for optimal performance. Consequently, the conservancy rangers have undergone basic on-site ranger training offered by Ol Pajete conservancy and delivered by qualified practicing conservancy rangers/leaders. Additionally, the conservancy rangers have received a training on human rights approaches to ranger operations and activities. These trainings have built the capacity of rangers to effectively perform their roles and integrate human rights principles in their operations leading to improved respect and recognition of human rights as well as positive conservation outcomes as evidenced in the 70% reduction in poaching incidences.

Improvement of rangers’ capacity was made successful through provision of necessary equipment to enable their operations and conservation activities. Specifically, two motorcycles were procured during the project period and sufficient fuel allocation provided to enhance conservancy patrols. Other equipment provided included rangers’ uniforms, night vision torches to enhance patrols, and GPS enabled phones to enable data collection and processing.  The rangers’ welfare was also targeted during the period.  Initially, the conservancy rangers shared living spaces which denied most of them the necessary desired living conditions and standards. Six tents were procured to bridge the accommodation shortage. Additionally, rangers part-salaries was supported through the period to bridge the gap occasioned by the COVID-19 pandemic. 

To complete the surveys, each NGO had a team composed of a coordinator and technicians, the Fundacao Tartaruga’s team was composed of a coordinator and 2 field technicians and 2 drone pilots. Bios.CV and Cabo Verde Natura 2000 had teams composed of a coordinator and 2 technicians. The field teams always consisted of at least 3 members plus volunteers. During this project, they aimed to collect data on biodiversity, pressures, threats, species and climate impacts in the two protected areas, namely: Parque Natural do Norte and Reserva Natural de Tartaruga divided into 6 activities mentioned below:

1. Behavior and abundance of ravens 
2. Collection of fisheries and morphological data of Buzio Cabra
3. Monitoring of introduced and potentially invasive plant species
4. Study of the population of Phoenix Atlantica and Ficus Sycomorus 
5. Recording of human pressures and impacts
6. Collection of atmospheric climate data in communities

Each NGO participated and contributed equally to the field work element of the project. All participants took part in training and field visits to collect data. Each NGO was responsible for entering and processing the data, preparing reports and presenting the results of two of the monitoring methods. The final results were presented to various stakeholders during the IMET evaluation, which took place in November 2024.

A summary of each activity is provided below, and full reports for each activity are available.

A total of 139 trips were made to complete field work during the 5 months. 

• 19 for the recording of human pressures and impacts
• 25 for the study of the population of Phoenix Atlantica and Ficus Sycomorus 
• 28 for the behavior and abundance of ravens
• 19 for the collection of atmospheric climate data in communities
• 38 for the collection of fisheries and morphological data of Buzio Cabra
• 10 for the monitoring of introduced and potentially invasive plant species

All of the materials needed to implement the six defined monitoring methods were purchased. As Cabo Verde is an isolated achepelago, items needed to be brought from overseas. The three NGOs divided this equipment equally so that each organisation has its own set of equipment to be able to implement the six monitoring activities independently. In the planning phase we had defined 15 kits as the indicator value, however in reality, due to there being 6 monitoring activities implemented by 3 different NGOs, the total number of “kits” was 18 – 3 per monitoring activity.