On Suyac Island one can see the difference that Social Marketing Lite makes. The 1.8 hectare island with a population of 751 people is inhabited mainly by fisherfolk. Although the island has pristine mangrove resources, until lately the people of Suyac were not aware of their rich environment and its importance to people’s livelihood. They were unaware that some of their practices were environmentally destructive. They used to uproot mangroves or practiced dynamite fishing or fish poisoning. Along with the decision to establish eco-tourism on the island, Social Marketing Lite was introduced to trigger behavioral change. A people’s organisation composed of island residents was established to manage the emerging eco-park. Another activity that proved highly efficient on Suyac Island was the training of young children in mangrove protection, waste segregation, public speaking, and tour-guiding. Today, these young “eco-patrollers” act as advocates for coastal resource conservation on their home island.