A reflection on motivating community action to protect an endangered species using marketing
ISSN: 0309-0566
Article publication date: 16 November 2022
Issue publication date: 21 November 2022
Abstract
Purpose
This paper aims to describe a case that has worked with community aiming to prevent koala deaths and injuries across known causes including dogs.
Design/methodology/approach
Over a 6½-year period, a project team has applied the Co-create–Build–Engage (CBETM) process initially delivering a proof-of-concept pilot programme for one threat faced by koalas, which was later scaled to citywide delivery. This approach is now being extended across 12 local government areas, and the author’s team is now working across all preventable threats faced by koalas’ regionwide. Leave It is now nested as one behaviour change project in a wider project delivered across Southeast Queensland, in partnership with Queensland Government, 12 local government areas, community groups and other organisations.
Findings
Underpinned by the pathway to impact and CBETM processes, this paper describes how the 3½-year Leave It project reduced koala deaths from dog attacks by 40% in the Redland City Council area. A reduction in koala deaths will contribute to a measurable increase in the local koala population across successive generations delivering lasting impact.
Research limitations/implications
This paper provides an overview of links between inputs, activities, outputs and outcomes to impact. Robust koala population data is needed to precisely measure impact over time.
Practical implications
One female koala joey saved equates to seven new koalas in the next generation and prevention of koala deaths can be achieved when people can be motivated to take action.
Originality/value
This paper reflects on 6½ years of experience applying marketing to deliver changes in people’s behaviour that protect koalas. A high-level overview of the strategic and operational marketing efforts that have been and continue to be applied is described.
Keywords
Acknowledgements
The work described in this paper is the result of a team. Some staff have come and gone, and others remain in the team to this day choosing to continue to be the best they can with the little they have. The author thanks Bo Pang, Brooklyn Downes, Jeremy Larsen, Sandra Rico Corpas, Megan Foster, Dr David Fechner and Dr Aaron Tkaczynski for choosing to work on this project. Finally, the author thanks the wonderful people who chose to work into the project in the past – Associate Professor Joy Parkinson, Dr Kathy Knox, Jessica Harris, Melissa Dalley, Patricia David, Erin Hurley, Tori Seydel and Tony Ranieri.
The author thanks the Griffith Business School and Griffith University for providing additional cash and staffing support and to the funding partners – Redland City Council and Queensland Government’s Department of Environment and Science. Author’s sincere thanks go to Dr Cathryn Dexter who has been a strong supporter of this work. Finally, the author wishes to thank Social Marketing @ Griffith colleagues, volunteers, the community partners who choose to work with and support the team and the many members in the community who have supported the team for so many years. The funders have had no role in the reporting of this paper.
Citation
Rundle-Thiele, S. (2022), "A reflection on motivating community action to protect an endangered species using marketing", European Journal of Marketing, Vol. 56 No. 9, pp. 2558-2572. https://doi.org/10.1108/EJM-03-2022-0146
Publisher
:Emerald Publishing Limited
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