An integrated marketing communications campaign for Vesna Panglao conservation

Date of Publication

12-10-2023

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Advertising and Promotion Management | Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Dr. Rayan P. Dui

Defense Panel Chair

Mr. Jose Luis Liongson

Defense Panel Member

Mr. Noel Sajid Murad

Mr. František Příbrský

Abstract/Summary

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.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Marine conservation—Philippines; Environmental protection

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