From 2007 to 2010, severe flash floods occurred in different cities in the Emscher- and Lipperegion due to extreme rainfall events. In the public discussion that followed, the question of responsibility came up. Citizens formulated the demand that the public bodies, particularly the municipalities and water boards, had to guarantee a full protection against future flood events. In further developing this demand, it quickly became clear that this would not be possible without paying a high price. Questions arose like: How high should the dikes be, and how big should the waste water sewers be dimensioned to protect people against any extreme event? How much energy and money would that cost? This would speak against all efforts regarding climate protection and reducing greenhouse gas emissions. A communication strategy was thus necessary to change citizen perspectives and develop support for a reasonable solution. The goals was to convince the population that there is no solution by public authorities which can offer 100% protection against the impacts of climate change, and that there will always remain a degree of personal responsibility. This was the starting point when people began to ask the question: What can I do?

As this solution serves various goals and meets several objectives, it was possible to secure sufficient funding from diverse parties, domains and funding bodies to cover the entire implementation of the project. Innovative financing approaches can also act as ‘self-sustaining’ and generate funds during the course of the project to fund some of the foreseen activities.

In order to find an EbA solution for e.g. the development of an area in which multiple actors have an interest in, it is important to synergistically combine various interests, ambitions, challenges and goals.

During the planning phase extensive formative research informs the Social Marketing, as well as the Technical Assistance components of a campaign. Research sets the baselines that allow the assessment of social and conservation impacts following a campaign. Qualitative research (e.g. focus groups, observation, in-depth interviews) is geared towards understanding target audience opinions, feelings, concerns and perceived benefits of current as well as desired management practices. Qualitative research is about creating a casual conversation with and between participants to establish a comfortable relationship, and to reveal underlying information unobtainable through quantitative research. Quantitative research surveys capture specific answers to specific questions to describe demography, identify media preferences, and assess the current state of knowledge, attitude, communication and readiness of target audiences regarding a certain behavior change. Both components ultimately inform campaign decisions like objectives, respective activities, materials, and messages for both Social Marketing and Technical Assistance.

Unlike Social Marketing, the Technical Assistance (TA) is based on more personal interactions with the fishers at the fishing group level (cooperatives or associations) or at the individual fisher level. This allows the issues to be addressed with more detail and depth, although larger groups of people are not reached. The overarching goal is to promote fishers´ support for conservation actions (e.g., creation of FRZ, adoption of sustainable fishing practices). Technical assistance tools are targeted towards building capacity in coastal communities and removing technical barriers, emphasizing leadership among fishers to improve the management of fisheries resources. Examples of technical assistance activities include one-on-one conversations, fishing trips, fisher exchanges among sites, formal training in specific fishing methods through workshops and courses, informal training, meetings with the authorities, follow-up with administrative and legal processes (e.g., fishing concession/permit renewal) and providing organizational materials (e.g., file cabinets, blackboards, etc.).

We carefully prepared our maps and other data and then wrote a supporting letter to one of the organizers of the IUCN CBD EBSA meeting in Moscow in March 2013. After some back and forth, we managed to get a formal invitation and to raise the funds to send researcher Mikhail Nagaylik. He attended and submitted a strong case for a large EBSA covering most of the east coast of Kamchatka. This EBSA was accepted and supported both by the scientists as well as the Ministry in Moscow.

A Theory of Change (ToC) is a road map that plots the journey from where we are now to where we want to be. The ToC serves to create a common vision of long-term goals, how they will be reached, and how progress will be measured along the way. A ToC forms the basis for strategic planning, and it clearly articulates how shifting behaviors and social norms will reduce threats to biodiversity. There are seven elements of a Pride campaign ToC: Conservation Result points to the conservation target (ecosystem or species) the campaign is trying to conserve, and what the expected long-term result is. Threat Reduction points to the main threats to the conservation target that can be reduced. Behavior Change focus on the human behavior that must change in order to reduce the identified threat. Barrier Removal identifies the barriers to adoption of the new behavior and how can they be removed. Interpersonal Communication describes what conversations are needed to encourage people to adopt the new behavior. Attitude identifies what attitudes must shift for these conversations to happen. Knowledge is the cognition needed to increase awareness and help shift these attitudes.

Building trust between MarViva and the Community Councils of each community has taken more than four years before the development of the Communication Collective. Creating an association between the Collective and the Foundation has been based on the respect for the interests, decisions and role of the Community Councils. This partnership has allowed the insertion of the Foundation in the communities where it is positively seen as a strategic partner. This integration has been strengthened by successful previous processes where communities have perceived the benefits of partnership and the "fair play" by the Foundation.

Monitoring and evaluation (M&E) are vital components of every Pride campaign, without which assessment of the effectiveness of the intervention cannot be conducted. M&E takes place in every component of the Theory of Change (please refer to the building block 'Theory of Change' for a brief description of each component). Monitoring keeps score on how effectively capacities are built, how effectively social marketing efforts lead to changes in behavior, and if those behavior changes lead to desired conservation outcomes. Monitoring basically tracks every component of the ToC. M&E of knowledge, attitude, interpersonal communications and behavior change is based on pre and post campaign surveys of the fishers, while threat reduction and conservation results use specific protocols validated by experts.

Meeting MarViva staff and president at meetings and making a plan to work together. Agreeing to send someone to the regional EBSA workshop. Helping to prepare the submission to the workshop. Gaining acceptance for the area proposed as an EBSA.