a b s t r a c tAddressing impacts from human activities requires the change of current practices. However, reaching a target audience about conservation issues and influencing their behaviour is not easy in a world where people are continually bombarded with information, and distractions are permanently available. Although not typically considered to be part of the conservation science toolbox, marketing techniques were designed in the commercial sector to identify and influence human preferences and behaviour by placing target audiences at the core of the marketing process. It thus seems reasonable that the same marketing principles and tools could and should be used to address pressing conservation issues. In this manuscript, we provide an introduction to the main objectives of marketing and illustrate how these can be applied to conservation and animal welfare issues. To that end we offer two examples: Project Ocean, where a major UK retailer joined forces with the Zoological Society of London to influence consumer behaviour around seafood; and Blackfish, which coupled social media with an award-winning documentary to create a discussion around the welfare of large cetaceans in captivity. Without the ability to influence human behaviour, a conservationists' role will likely be limited to that of describing the loss of biodiversity and the decline of the environment. We thus hope that conservation practitioners can embrace marketing as a fundamental component of the conservation toolbox.
Whale watching is an international industry worth more than US$2 billion globally and is currently the greatest economic activity reliant upon cetaceans. However, there is concern that whale watching is detrimental to the target species. Numerous studies have shown that cetaceans exhibit behavioral changes in response to whale-watching boat traffic. Some of these behavioral changes involve inhibiting biologically important behaviors such as feeding and resting. There is convincing evidence for some species that these can translate into population-level effects such as reduced reproductive rates. Whale watching can also cause direct mortality through collisions between vessels and animals. The introduction of guidelines or regulations for whale watching has been the most common method of trying to mitigate the impacts of boat-based whale watching. However, there is great variety in the comprehensiveness of guidelines, and even if operators have guidelines, compliance with them can be poor. Compliance might be improved if guidelines have legal under-pinnings, with monitoring and enforcement or via pressure to comply by other operators and whale-watching tourists. Simple guidelines may be more easily complied with that ones requiring specialist knowledge. Likewise undertaking simple measures, such as establishing temporal or spatial "refuges" protecting biologically important areas (e.g., feeding grounds) where whale-watching activity is prohibited, could be an appropriate mitigation strategy.
Stranded cetaceans reported from the territorial waters of Hong Kong during the period May 1993 to March 1998 were examined to establish factors that may have contributed to their death. During the current study, 28 Indo-Pacific hump-backed dolphins (Sousa chinensis), 32 finless porpoises (Neophocaena phocaenoides), and four bottlenose dolphins (Tursiops truncatus) were necropsied. Bacteria (15 species) were isolated from nine animals. Of these bacteria, 47% were of possible fecal origin reflecting the high level of sewage contamination in Hong Kong's waters. One finless porpoise displayed wounds caused by a shark attack, and two female finless porpoises presented prolapsed uteri. At least 10 finless porpoises showed evidence of moderate to heavy lungworm infections (Halocercus pingi), and this appears to have been a factor contributing to death in at least six animals. Evidence suggesting blunt traumatic injury (probably caused by boat collisions) was found in six cetaceans (three finless porpoises and three hump-backed dolphins). Signs of fishery-related mortality were detected in at least nine animals (six hump-backed dolphins, two finless porpoises, and one bottlenose dolphin). Of these two human-caused mortality types, pre-existing disease or bacterial infection were detected in 29% of cases. Results indicate that human factors may have played a significant role in the death of at least 15 animals (32% of hump-backed dolphins, 15% of finless porpoises, and 25% of bottlenose dolphins).
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