An integrated marketing communications campaign for Vesna Panglao conservation

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ID: 286756
2023
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Abstract
Our oceans comprise more than 70% of the planet's surface. It is a source of life and a significant component of the Earth's ecosystems. The Philippines is known for its rich marine biodiversity. As such, the Philippine waters are an essential resource supporting many locals' livelihoods. However, numerous concerns threaten the Philippines' seas, such as illegal commercial fishing practices, pollution, climate change, marine wildlife trade, and ocean acidification. To address these challenges, environmental non-governmental organizations (NGOs) dedicated to marine ocean conservation, like Vesna Panglao Conservation, have emerged and aim to play an essential role in spreading marine conservation awareness, creating and implementing conservation programs, and advocating for sustainable practices. These NGOs heavily depend on the support they receive from volunteers, individuals, and corporate donors. Determining factors that motivate people to contribute monetary support or volunteer their time to marine conservation efforts is essential. Findings from this research disclose that environmental risk perception and environmental concern increase intent to participate in marine conservation efforts. Furthermore, an in-depth analysis of recurring themes from FGDs suggests that study respondents are highly aware of the need to change the 'now' and address marine ecosystem challenges as they aspire to be part of a cause that contributes to society positively. With these in mind, the paper suggests an IMC campaign that is a call to action and a call for a better future for the Philippines' marine ecosystems. It will utilize the following IMC channels: (1) Digital Marketing, (2) Partnerships, (3) Public Relations, (4) Merchandising, and (5) Events.
Reference Key
persistent_1760659568_68f188702f414 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Eder, Angelica
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/97
Keywords Keywords not found

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