Diagnose

Likely and willing to change their behaviour Easily accessible by you or your partners One that fits in with your organization’s priorities Have behaviours that are relatively easy to change

Much like the assessment of resources, gathering of secondary data is also recommended on your initial list of target audiences. Reviewing these will be helpful to determine which gaps are not being answered by these secondary data (i.e., knowledge on the rules and regulations of the MPA, attitudes on supporting of reporting illegal fishing).

In selecting the final target audience, SM Lite planners must prioritize which ones are the most important to the team. Is it more important to work with a high-risk or difficult audience, or is it more important that the campaign aims for early success by starting with a target audience who are already in the high level of the behaviour continuum or can easily adopt to the new desired behaviour? What happens if the team wants to work with an audience who is difficult, will there be sufficient capacity and resources to support the required SM Lite resources to help them change their behaviour?

Work with your planning team to prioritize criteria. Which are most important? Which are ones that would be nice but aren’t crucial? Once you know this, then you can start focusing on segmenting your target audience and zoom into the intended knowledge, attitude and practices/behaviour change for this target audience.

Also, it helps to consider potential secondary audiences or influencers to your target audience. These audiences are the people who can help support or hinder the desired behaviour change of your SM Lite campaign.

Guide questions in identifying an appropriate Target audience, segmenting the target audience and understanding broad behaviour is available as Annex A.

3

Diagnose

Frame the target audience’s emotion, intellect and will SM Lite pilot sites utilized Rare’s Theory of Change (ToC) to help them visualize the change they want to happen in their campaign. The ToC is considered by Rare as a campaign pipeline that sets out the kind of behaviour change that the target audience would adopt to achieve long term conservation results. In particular, Knowledge (K) refers to what the target audience should think, Attitude (A) is the heart –what the campaign aims for them to feel; Interpersonal Communication (IC) refers to the mouth- what are the the positive things the target audience should discuss with others about the MPA, Behavior Change (BC) refers to how K, A, IC translates into positive actions in support of the SM Lite Campaign, while Barrier Removal (BR) is the factor outside of the person, but the person or other groups have to overcome. Thus the succeeding elements of the ToC are assumed to lead to behaviour change, threat reduction and conservation results.

Emotion Outcome

Will

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3. What could the information in the campaign mean to this person and how could it make them feel? How do you want them to feel? What are the cultural and social contexts that determine how the information should be spoken about?

Intellect

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6. What do they know? What do they want to know? What do they need to know? What language do they use? What is their point of interest? How are their interests similar or opposing to other individuals in their group or community? 1.

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4. What can this person/ these people do? What do these people want to do? What do these people need to achieve the desired/expected action/outcome? What is their capacity to achieve this?

Figure 3. Guide questions to frame target audience’s emotion, intellect and will

For SM Lite, the most achievable results were planned around improving knowledge, attitudes and interpersonal communication on what is an MPA, how to understand its importance and what benefits can be gained if positive actions are taken.

Alternatively, a simpler approach to help SM Lite implementers determine what their campaign can be about is to zoom into three factors: the audience’s emotion, will and intellect. These are three components that people use to shape a single or multiple outcomes that the SM Lite campaign aims to achieve (e.g., increase knowledge on a particular threatened species). Figure 3 contains some basic guide questions to help SM Lite implementers frame the desired emotion, will and intellect that their target audience can adopt.

Eventually, undergoing Phases 2 and 3 will enable the campaign to form a vision. A campaign’s vision should be simple, achievable and valuable to the target audience’s current and future needs. Visions can be very simple or complex, depending on what the campaign aims to achieve. Visions can flag conservation benefits, economic gains, sustainable lifestyle changes or adoption of a new technology or product.

Pre Campaign Knowledge, Attitudes, and Practices (KAP) Survey During diagnosis phase, using a survey is recommended. It is a systematic approach of doing social research instead of relying on intuition to identify the SM Lite campaign strategy. A survey is a valuable assessment tool in which a sample is selected and information from the sample can then be generalized to a larger population. Many corporations spend considerable amounts of money on customer surveys every year to use the results to amend strategies, design new products and services, focus improvement activities and to celebrate success. Much to the same purpose, an SM Lite Pre and Post Campaign KAP surveys help to determine the gaps in their emotions, will and intellect, and how much buy-in do they have with regards to the overall goal of the SM Lite campaign.

The formative research of SM Lite is composed of two parts: (1) Pre Knowledge, Attitudes, Practices (KAP) Survey and a (2) Post KAP survey after the SM Lite campaign is implemented. When done before the campaign, Pre KAP helps to establish a baseline based from quantitative data of the community’s knowledge, attitude and practices and from its results, the target audience(s) is determined. The Pre Campaign KAP will also reveal some important campaign information such as target audience’s preferred sources of information, flagship species and campaign ambassador prior to the start of the campaign. Thus, the Pre Campaign KAP survey provides a variety of information which can be a source in creating innovative campaign collaterals and activities. SM Lite implementers will refer back to their Pre Campaign KAP survey when the campaign is finished and use the same survey instrument ( called as the Post Campaign KAP survey ) as well as maintain the same variables (i.e., same time, same group of people, same location, etc.) to document changes from the baseline and extract significant results. The Post Campaign KAP is Phase 6: Evaluate.

Here are the basic steps for doing the Pre Campaign KAP:

Determine sample survey size In order to have confidence that the survey results are representative, it is critically important that you have a large number of randomly-selected participants of the target audience. The approach to determining the sample size is based on statistics, hence it can seem intimidating for non-mathematical practitioners. The value of understanding some statistics to determine a sample size is important because of the following reasons: (1) A larger sample size can yield more accurate results-but excessive responses can be costly given the resources (e.g., manpower, time, resources) required to obtain the responses; (2) results need to be statistically significant, account for variability, have an identified precision level and be reported with a certain level of confidence and reliability. Margin of error, confidence interval and confidence level are common terms in determining sample size.

There are several approaches to determining the sample size. These include using a census for small populations, imitating a sample size of similar studies, using published tables, and applying formulas to calculate a sample size. There are many print and online resources that can explain these strategies in an understandable manner. Two of these strategies are deemed most effective and are discussed below.

Using a census for small populations (200 or less)

One approach is to use the entire population as the sample. Although cost considerations make this impossible for large populations, a census is attractive for small populations. A census eliminates sampling error and provides data on all the individuals in the population. In addition, some costs such as questionnaire design and developing the sampling frame are “fixed,”

that is, they will be the same for samples of 50 or 200. Finally, virtually the entire population would have to be sampled in small populations to achieve a desirable level of precision.

Using published tables

A third way to determine sample size is to rely on published tables. Sample size tables, such as the one below showing minimal sample size required for given population sizes and confidence intervals are also used to determine the minimum sample size thus avoiding tedious calculations.

Table 2. Sample size table

Source: Xu, Gang. “Estimating Sample Size for a Descriptive Study in Quantitative Research.” Quirk’s Marketing Research Review, June 1999.

Develop survey instrument A customizable survey instrument (Quantitative survey), an enhanced version from the one used by the pilot experience, integrates climate change throughout the questionnaire and is available as Annex B. The sections of the survey are: 1. Socio-economic and demographic 2. Housing characteristics and location 3. Knowledge of climate change and the focal area 4. Establish baselines for and measure change in attitude 5. Establish baselines for and measure change in interpersonal communication 6. Trusted sources of information and media access/exposure 7. Establish baselines for and measure change in behavior 8. Flagship species

Qualitative surveys, which contain questions that are more in-depth, can be additionally formulated and done to gain further insights from your target audience.

Recruit enumerators Local enumerators don’t have to cost money. Volunteers can be sourced from youth groups, schools or other active organizations in the community. This is also an effective method as the people who will be asking questions are people the community already are familiar with. Local enumerators can also be identified with assistance from the barangay officials.

Conduct the Pre KAP and qualitative interviews Implement as planned for the SM Lite campaign.

Analyze and share findings The data from the respondents would have to be consolidated. The SM Lite pilot sites utilized SurveyPro, which is a software for creating, administering and analysing surveys.

For a low cost approach, the results can also be manually consolidated. An example is provided by Annex C.

By the end of this Phase the findings should be able to let you fill-in the following matrix, known as the Johan’s Window, to pinpoint the SM Lite Campaign’s entry point. The next phase is to assess and transform the secondary data available and the data collected in the field into information useful for designing the campaign strategy.

OPEN KNOWLEDGE

What the campaign knows and what the target audience knows

CAMPAIGN’S HIDDEN KNOWLEDGE

What the campaign knows and the target audience doesn’t know TARGET AUDIENCE KNOWLEDGE

What the target audience knows and the campaign doesn’t know

BLINDNESS

What the target audience and what the campaign doesn’t know