Interpreting out of sight issues to change consumer behavior Tina Trampuš & Jana Vilman Proje, Slovenia Interpret Europe Conference 2012 19. 22. May, Pisa, Italia
About todays presentation Nature conservation problem Communication problem Interpretation as part of a larger communication process Exhibition as one of the communication tools Interpreting out of sight issues Difficult audience can be a challange
Date mussels (it.) i datteri di mare They look like date palm fruits.
Living drills,,stone-eater = litho-phagus Lithophaga lithophaga Slooooowly growing: 3 mm per year (25 years for 5 cm) and long living (more than 100 years!), unless
Nature conservation problem Gatherers smash the rocks, as there is no other way to gather date mussels. VIDEO!
In nature everything is connected
SLOVENIA CROATIA From the Sea to the plate SEA (Limited natural resource) > OFFER > DEMAND SMUGLERS - GATHERERS blue and green border GATHERERS SMUGLERS and DEALERS, (vans, cars ) RESTAU- RANT OWNERS and other sellers CONSUMERS Restaurant guests, tourists
Ministry of the Environment Institute for Nature Conservation Consumer Protection Organisation Public Health Institute Consumers Restaurants Chamber of Commerce Environmental Agency Customs administration Police Date mussels Project Municipality Tourist organisations High Schools Fishery inspection Nature Conservation Inspection Veterinary inspection NGO Nature Park Strunjan
Communication problem Who cares, it s just a mussel. They taste so good. We always used to eat them. You can buy them easily. Out of sight,,clearcuttings below the sea level.
Theory (Law) VS Practice National law (1993) EU Directives (2004) CITES convention (2004) National criminal Law (2008) Demand and consumtion Restaurant offer after 1993
Tradition VS Inovation The meaning of,,cultural heritage? Prohibition = Inovation
Consumers' perception is the only reality. Date mussels taste good and people always used to eat them. Nature conservationists Lithophaga lithophaga, marine biodiversity, conventions, EU Directives Consumers Mussels on a plate, Sea = food, enjoyment, water, personal safety, health Selling innovation! Non-expert language, Personal communication, Listening, exploring motivation factors, Peoples values and beliefs. Attention Interest Desire Action
Goals Change perception Change behaviour of: - Smuglers - Gatherers 1. Control & fines - Consumers - Tourist workers 2. Rising awareness
Customs and inspection control Positive message Prohibition People want to take care of their health, help preserve Sea, be responsible consumers. Law enforcement Some people don t want to change. Costs / benefits!
Messages
It s good to know!
Communication
Interpretation WHY? Managing behaviour WHAT? Interpretation as part of larger communication process - core messages defined specific messages HOW? Exhibition as one of the tools For WHOM? Tourism and restaurant workers Consumers
6 panels concept 1
Target group analysis get to know your audience Behaviour paterns (Y and Z generation) Analysis of perception associations Sea / Shells Vacation, relax Summer Blue Waves, sun Food, dinner Snorkeling
Associations Concept
Theme ideas Walk along the sea shore I want to get to know you How is our life connected to the marine life Everything comes in pairs opposites or complimentaries
Exhibition content Theme: If we look at the world of date mussels we can discover the link between two apparently different worlds, above and below the sea. Goals: learn / feel / do RELATE Make it relevant to the audience REVEAL Connections, invisible ties, PROVOKE Uncover the less known and interesting facts add spices, make comparisons
Messages & Text Bilingual let s make it even shorter For youngsters let s simplify even more
Design visual apperance of the link between two apparently different worlds, above and below the sea of DATE MUSSELS
NO Y Past work
NO Y Past work
NO Y Past work
NO Y Past work
NO Y Past work
NO 1 idea
NO 2 idea
NO 2a idea
NO 3 idea
NO 4 idea
NO X idea
NO G photo
NO G photo
NO 1
NO 1
NO 1
NO 1
NO 1
NO 2
NO 2
NO 2
NO 2
NO 2
Couple with mask, fishing stick, What do you like to do? Fishing Diving Date mussel in the rock NO 3
NO 3
NO 3
NO 3
Couple deciding where to sit Shall we eat something? 31 C 200 kg of date mussles found in personal car NO 4 many possibilities to enjoy great seafood.
NO 4
NO 4
NO 4
IS THIS LEGAL? COUPLE ON THE BEACH SMOKING CIGARETS?? criminal chain of gatherers, smugglers, sellers and buyers. DATE MUSSLES ON THE BORDER NO 5
NO 5
NO 5
NO 5
IT IS your choice Couple on the beach leaving footsteps in sunset NO 6
NO 6
NO 6
NO 6
NO 5
Cheap additives Different species of sea shells Shells on a plate - portions Smugglers bags Would be nice: Monitor display with Video.
Events audiences Menthors - chefs, hotel managers Izola Festival of Mediteranean mussels consumers Barcolana, nautical events sailors Faculties for tourism students City of Piran tourists Nature Health Fair concerned citizens MedPAN Conference nature conservationists
Challenges How to get samples of illegaly harvested mussels legally? Different venues How to be flexible? Not to be lost in translation?
Evaluation Self evaluation Presentations and video Exhibition Audiences Visitors response Questionaries Rising awareness has it s limitations. We still need efficient control and fines.
Conclusions Cooperation of all stakeholders is needed. All stakeholders need to continue with awareness raising actions and procedures to improve legislation efficiency. Planning of long-term activities. It takes time, persistence and use of right tools to change habits and behavior.
Would like to hear from you Exhibition what is good /could be better Suggestions for (cheap and easy) improvements how to make exhibition more attractive, interactive and efficient Other,,out of sight issues your experience
Info Contacts tina.trampus@zrsvn.si jana.memini@gmail.com,,date mussels? No thank you! project: www.zrsvn.si/sl/informacija.asp?id_meta_type=64&id_informacija=678 Brochures in English and Italian language: www.zrsvn.si/sl/informacija.asp?id_meta_type=64&id_informacija=729