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the etowah initiative:
fall 2002
Heather Herbert (Environmental Design) Critical to the success of the Etowah HCP, and the efforts of other organizations in the watershed which you will learn about over the course of the semester such as the Nature Conservancy, the Upper Etowah River Alliance and the Lake Allatoona Preservation Authoroity, is an educational and marketing campaign. The purpose is to educate the public about the incredible natural resources of the region and how the decisions they make every day affect those resources, and to motivate them to protect the resources. This project involves an analysis of the literature and any other information (via interviews, etc.) regarding successful environmental education and marketing campaigns. What message should we use: biodiversity, quality of life, greenspace, sense of place? Which of these messages gets the best response from the public? Or should we use a combination? What can we learn from other successful conservation organziations and how they have successfully convinced the public to protect a resource? Examples include Bat Conservation International, rainforest protection groups, salmon protection in the Pacific Northwest. Are there any groups out there that have successfully convinced the public to protect something that seems to be of no use to humans? What messages did they use? All of the above can be communicated as "useful" to humans, i.e. bats eat mosquitoes, rainforests are the lungs of the planet, we eat salmon.) How long does a strong marketing campaign need to continue to have lasting impact? Specifically, what types of marketing would be best in the Etowah? And most cost-effective? Bumper stickers, radio spots, tv spots, posters, events? The written portion of this project needs to be complete by the end of October in order of us to use the information in a grant proposal to the US EPA to fund an educational and marketing campaign. The client is Candace Stoughton of the Nature Conservancy, and UGA Science Educaiton Masters Student Libby Ormes (libbyo1@yahoo.com) who is coordinating the public education component of the HCP, and potentially Wendy Smith of the World Wildlife Fund.
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