Country Analysis: Zambia is gifted with plenty of natural resources and a good biological diversity. The country iscompletely landlocked between latitudes 8 and 18 degrees south and longitudes 22 and 34 degree east. The total area of Zambia is 752,600 square kilometres and the population of the country is 12,056,923. The country hosts some of the best wild life parks such as lower Zambei national park, Zambia south Luangwa national park and the large Kafue national park. With respect to the other developing countries Zambia is mostly dependent on the exploitation of the biological resources for the living of a majority of population, mainly for the people living in rural areas. Three fourth of the land in Zambia is agricultural and the 57% of the area is covered by the indigenous forests. The rate of deforestation is 1% annually. Due to increase ranch and farms in the country most of the animals are losing their habitat. The deforestation is also causing environmental dis balance because of which floods and droughts are prominent in Zambia due to which also many animals are dying
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Background: Zambia is home to a large population of elephants; the numbers of elephants are more in the Luangwa valley. According to the Ariel count conducted in 2008 the resulted estimate was 26,282± 4,400 (Simukonda, 2009). 69% of the protected area system was covered in the survey, including 25 game management areas GMA, 17 national parks and three open areas. All the elephants which were seen during the survey were in the national parks and no elephant was spotted in the open areas. Most of the elephants were estimated to be in Luangwa 72% and Kafue 13% systems. The another major concern was the human and elephant conflicts because
As we can see in the graph most crop damage incidents are caused by the elephants. To reduce the conflicts Problem Animal control has introduced many methods such as:
- Giving villagers knowledge about the nature of elephants.
- Fencing the areas which were more vulnerable to the elephants and tied cowbells on optimum distances so that the villagers get alert if the elephants move in the fields.
The SEKA/ MALAMBO Drama Group with a considerable experience will helped in communicating different range of issues to rural semi-literate people demonstrated different techniques to save the crops and educated them in different ways so the conflict can be reduced. The illegal trade of ivory has also led to increase in the elephant hunting. The poachers for their greed have now started killing elephants to sell the ivory. A shocking fact explained that 23000 elephants are killed every year for ivory. . Due to increasing poaching activities there was a society formed South Luangwa conservation society which was as a body of people that could quickly respond to the poaching incident.
Introduction:“social marketing is about making world a better place for everyone - not just for investors or foundation executives” taking this into consideration WWF (World Wide Fund for nature) launched the SAVE ELEPHANT Campaign to save the elephants. WWF was found in 1961 it has grown from modest beginnings into a global conservation organisation. Before launching this campaign WWF is closely working with the PCA and ZAWA to reduce the human-elephant conflicts by taking different steps with these other organisation to save elephants and the villagers. As the population of elephants is decreasing at a very high rate and according to the reports the elephants will extinct by 2020 if the steps are not taken to save elephants. This campaign will help to save the elephants so that they can be prevented for extinction. This campaign will launch in Zambia as it has a good population of elephants and the facts suggest that they are decreasing at a very high rate. The campaign will run by doing partnerships with different non-government organisations, the local and government authorities.
Target Audience:This campaign will target to:
- The population of rural areas near the forests as they can act fast than any other.
- Zambia wildlife authority
- The private owners of the elephants
- Problem animal control organisation
Behaviour Objectives: The campaign focused on a simple message “Join hands to save JUMBO” and was launched to bring some behavioural changes to public which were:
- Making people educate to stop the animal cruelty.
- Motivating the villagers to stop poaching activities by not helping them and reporting suspicious activities to wild life authorities.
- Discouraging ivory trade.
- To increase the interest in the wild life activities.
- Encouraging people to participate in afforestation to protect elephant habitat.
- Stopping game hunting by making the people understand that hunting is not a game.
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Strategies:The campaign is designed to reach to the maximum people in order to reduce the elephant killing. The project includes many programmes to educate people about the facts which were related to disadvantages of elephant killing. The product consists of elephant counting after every six months so that a well record of the elephants can be kept. The product has plans to keep an eye on the hunters and feeding of the elephants in time of the natural calamities such as droughts and floods. Other than hunting the elephants die due to diseases so to avoid these things a special medical team is introduced in order to help the wound and sick elephants and take care of them. The campaigns will also offer price money for the person who saves an elephant or gives the news of the suspicious activities; this will motivate people to show more interests toward it. Beyond the elephant the organisation will also keep a check on the ivory trade to reduce elephant killing for commercial uses. The organisation will also make an internet site www.saveelephant.org which will give a full detail of campaign and also will give an email service so that it is easy for people to report suspicious activities of poachers to the organisation.
Price: As the campaign is started under the big organisation WWF money is not a big concern initially. The cost of the project would be high so in order to support the cause the organisation has decided different ways to generate money:
- Budding charities may have problems in raising the funds from the people as they are not familiar to them. Organization needs to document their work whereby they can win over their investors'.
- By making colourful attractive leaflet, posters and distributing them in the places like business in the local and the places where there are potential donors.
- The funds will also be raised by working with the local business in the locale for example a super market can offer some free goods on donation of certain amount.
- By keeping donation boxes in restaurants, shops and supermarket near the till so the people can put some money in the boxes while paying the bills.
- The organisation will keep the donation transparent so that the donors are aware that the money which they are giving is being used for a good cause.
- Online money donations, is also a medium which will be used by the organisation in order to get the donations from every part of the world.
- The organisation will also auction different things from celebrities like cloths, autographed things to add some money for the campaigns.
Promotion: To promote the cause and deliver the message of the campaign it is important for an organisation to develop good promotional techniques which can leave a good impact on people mind. In promotion first we will study the deep study of the culture so that it will become easier to know the people likes and dislikes and also some major factors which has to be kept in mind before doing it. The first step that company is focusing is to print media which are The Post it is Zambia's leading independent newspaper which is published daily and The Times which is a daily official newspaper, by giving regular articles in these newspaper will help to convey the message of cause to the people of all classes. To make understand more people to join the campaign we will broadcast the campaigns message that is “Please give your coming generation a chance to see the world's largest mammal save elephants”on radio stations which are nationally available ZNBC'S Radio 1 and Radio2. The TV channels would be used for telecasting documentaries of elephant hunting and giving message to people for stopping the cruel activities against elephants. The plays and dramas would be organised to communicate and deliver the message to the less literate people of rural areas. The organization will also partner with local stores whereby the social message of stopping cruelty against elephants would be printed on biodegradable bags, thereby conveying the message across to a varied class of people in the locality. To attract the youth of the country the organisation will organise the promotional events such as football matches, live concerts so that more so that the young generation can also stand in support for the cause. The organisation will also distribute hand bands and t shorts of the written save elephants in different part of the country to spread the message. The organisation will also give some price money to the people who are saving elephants or giving the confirm news of poacher which in a way will help to keep a check on the poachers and will also help people motivating to give news for such suspicious activities. Making a blog and writing different articles on it to save elephants and feed them properly will help to get donation and making people think for the naïve elephants .
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Partnerships: To support the cause and spread the message of the campaign it would be necessary for the organisation to have partnerships. The partners would be:
- FaceBook:It is a very important tool to deliver the message to young generation as it is the fastest growing social site with many users so it is the easiest source to spread the message.
- Zambia Wildlife Authority (ZAWA):The partnership with ZAWA will help the WWF to act against the poaching activities and also to keep a track on the activities of hunters.
- The South Luangwa Conservation Society (SCLCS): The partnership will help WWF to react fast and stop the poaching activities increasing beyond the Zambia wild life Authority's capacity.
- Celebrities: As many people follow his /her favourite star, so by including celebrities in the campaign we will be able to make more people to join the clause.
- Government: WWF is a global organisation and runs many causes in Zambia so it would be helpful for the save elephant campaign and to get every possible help needed for the cause.
- You tube: You tube is a global site of different categories videos and is the most watched site therefore, by uploading the videos of elephant hunting and cruelty we would be able to make people aware of the illegal activities and can unite against it.
- School, Colleges and Universities: Educational lectures to bring about awareness among the students about elephant cruelty and ways to avoid them.
- Elephant Orphanage Projects: The partnership will help the organisation to bring orphan baby elephants in a protected environment.
- Google: This will help the company to advertise the site on the Google in Zambia so that more people can see the site and the message of the cause can be spread.
- Surveys will be conducted in every six months so that there is a check on old number of elephants as well as new born elephants to get the results for the campaign.
- To keep a check on the number of elephants died in natural calamity such as drought and flood conditions.
- To keep a check on the ivory trade annually which can also give data of elephants killed
- Interviewing people to what extent they find the organisation has been successful in controlling elephant hunting.
- Comparing the statistics of hunting with the previous years to get the results.