2013 – 2015
Local Ambassador project
North Sulawesi, Indonesia
A strategic campaign to foster pride in local wildlife, involving community, local government partners, and the North Sulawesi Arts and Culture Foundation.
Local ambassador project
Working together with local communities, government partners, and the North Sulawesi Arts and Culture Foundation, a strategic multi-year campaign was developed to foster pride in the local area and wildlife. A variety of ambassadors were empowered to amplify a message of nature conservation aimed to reduce hunting, trading, and consumption of endangered species. These included community leaders, police, village heads and youth, prominent government figures, religious leaders and local celebrities.
We utilised a social diffusion and norm-based approach to empower local role models as part of a broad-scale wildlife pride campaign based on the international Rare Campaigns, grounded in Community Based Social Marketing methods. Capacity building encouraged a sense of agency and responsibility in wildlife protection, including the transformative Yaki Youth Camp rolled out across four strategic locations.
We demonstrated knowledge and attitude shifts in all ambassadors, in parallel to attitudinal and behaviour changes across categories of local community members surveyed in the campaign areas. Flagship species becomes local icon.
Read our report