Social Marketing to Protect the Environment by McKenzie-Mohr Doug;Lee Nancy R.;Schultz P. Wesley;Kotler Philip;

Author:McKenzie-Mohr, Doug;Lee, Nancy R.;Schultz, P. Wesley;Kotler, Philip;
Language: eng
Format: epub
Publisher: SAGE Publications, Incorporated
Published: 2011-05-11T00:00:00+00:00

The primary benefit for this environmentally oriented target audience was to contribute to a sustainable supply of seafood.

Description of the Program

The products that Seafood Watch has created over the past decade tackle many of these barriers head-on.

The initiative began with the Seafood Watch Pocket Guides, one for each of six regions in the United States (see Figure 7.1). More than a promotion, this card is designed for point-of-purchase decision making. The most popular seafood options in that region are listed as green (Best Choices), yellow (Good Alternatives) or red (Avoid). Best Choices are defined as abundant, well-managed, and caught or farmed in environmentally friendly ways. Good Alternatives are an option, but there are concerns with how they're caught or farmed—or with the health of their habitat due to other human impacts. Those to Avoid for now are those items caught or farmed in ways that harm other marine life or the environment. To address health concerns, an asterisk (*) warns whether consumption should be limited due to concerns about mercury or other contaminants for any of the items listed. And to address potential concerns with the credibility of the recommendations, information on the Seafood Watch website explains that categorizations are determined based on reports generated by the aquarium's scientists who review government studies, journal articles, and white papers. They also contact fishery and fish farm experts for input. Their reports are then reviewed by a panel of experts from academia, government, and the seafood industry. From these reports, recommendations are developed and updated every 6 months.

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