Environmental Engineering Reference
In-Depth Information
Seafood Watch encourages our regional partners to follow this model so that
pocket guides are not randomly distributed, but are integrated into a conservation
message or interpretation. Although zoos and aquariums are trusted sources of
conservation messages, encouraging visitors to take specific seafood purchasing
action is not typical. This concept made some institutions uncomfortable because
they were worried how paying visitors would react, or if the conservation informa-
tion itself would seem 'preachy'. But research shows that the majority of visitors are
interested in finding out more about conservation issues (Hayward 1997, Yalowitz
2002).
During the partnership development process, it was clear that other institutions
interested in launching their own sustainable seafood initiatives lacked the resources
or expertise to support a full programme. Therefore, Seafood Watch sought contin-
ued funding to provide partners with free supplies of regionally appropriate pocket
guides and supporting materials. To encourage institutional support, Seafood Watch
offered to co-brand the pocket guides with the partner institution's logo if the partner
could commit to distributing at least 10 000 guides a year and conduct awareness-
generating activities such as conservation exhibits, special events or other types
of interpretation. To obtain support from the regions where Seafood Watch ac-
tivities were to take place, we hosted working group meetings (see section 17.6,
'Developing Regional Seafood Recommendations'). At present, among all regions
of the United States including the West Coast, Hawaii, Southwest, Southeast, North-
east, and the Central US, the Seafood Watch programme maintains an average of
100 partnerships with non-profit organisations and informal educational institu-
tions. The creativity, dedication and perseverance of these partners has contributed
greatly to the fulfilment of our strategy and expected successes.
17.4.2
Reaching consumers through the internet
The Seafood Watch programme hosts award-winning web pages at
www.seafoodwatch.org (MUSE 2003). More than 850 000 unique visitors
have perused our web pages and downloaded or ordered Seafood Watch materials.
Our 2004 evaluation showed that 1 in 4 Seafood Watch pocket guide users visited
the website to learn more about our recommendations, to check for updates, or
to learn more about why choosing sustainable seafood is important (Quadra &
Galiano 2004).
For those early adopters interested in playing a more active role in sharing
Seafood Watch information, we launched an advocate programme in 2006. More
than 1500 consumers have made an online pledge to distribute Seafood Watch
materials in their community. Each advocate receives a free action kit, including
information to leave behind at restaurants or retail markets, fact cards providing
talking points to help you communicate why certain items are on the 'avoid' list
and an updated supply of regionally appropriate pocket guides. Each advocate reg-
isters at our website receives automatic updates; as our recommendations change,
Search WWH ::
Custom Search