Social Marketing for Social Good
Lang Jianmin was worried that wild game poaching in northeast China was threatening one of the region’s most precious treasures: the Siberian tiger. As demand for dishes featuring wild boar and deer rose in local restaurants, farmers had begun setting illegal snares to catch the tiger’s prey to augment their income.郎建民（Lang Jianmin）担心，中国东北的野生动物偷猎活动威胁着当地最珍贵的宝藏之一：东北虎。随着当地餐馆对野熊、野鹿等野味需求量的增大，农民为了增加收入，开始非法设陷阱来捕捉东北虎的猎物。
The problem, Jianmin realized, was not only that farmers were killing prey the Siberian tiger needed to survive, but that the farmers did not understand how rare and special their native tiger is. (The world’s largest cat, the Siberian tiger is found only in specific areas of Russia, China and North Korea, and only a few hundred remain in the wild.)
郎建民意识到，问题不仅仅是农民正在捕杀东北虎赖以生存的猎物，而是他们并不了解东北虎是多么稀有和珍贵。（东北虎，亦称西伯利亚虎，是世界上最大的猫科动物，仅栖息在俄罗斯、中国和北韩三国某些特定地区，而且全世界现存数量仅约几百只。）
An employee of the Hunchun Siberian Tiger Nature Reserve in China, Jianmin understood that to protect the tiger, he needed to do more than simply demand that farmers stop hunting the tiger’s prey. To alter their actions, he would need first to change their hearts and minds.
作为中国珲春东北虎自然保护区（Hunchun Siberian Tiger Nature Reserve）的一名工作人员，郎建民深知，为了保护东北虎，他需要做的不单是要求农民停止猎取东北虎猎物。要改变人们的行为方式，首先需要他们从心理和观念上发生改变。
Rare to the Rescue
瑞尔伸出援手
When Jianmin decided to take action, Rare was there to help.
当郎建民决定采取行动时，他得到了来自瑞尔保护协会（Rare）的帮助。
Founded in 1973, Rare is a conservation organization with a unique approach. Rare’s work is founded on the idea that conservation is ultimately about people: their attitudes toward nature, their beliefs in its value, and their ability and willingness to protect it without sacrificing their quality of life.
瑞尔保护协会成立于1973年，是一个有着自己独特方式的环保机构。瑞尔的工作是基于这样一种理念：环保最终针对的是人——即人对于自然的态度、对于自然价值的认识以及是否愿意和有能力在不牺牲自身生活品质的前提下保护环境。
“What we’re interested in is changing individual and community behavior around environmental issues, ” Paul Butler, Rare’s senior vice president of global programs, said. “I believe it is individual people that we have to change — one person at a time, one community at a time, one country at a time — to have any long-term, sustained impact.”
瑞尔的全球项目高级副总裁保罗•巴特勒（Paul Butler）说：“我们关心的是改变个人和社区与环境有关的行为。我坚信，我们必须改变的是每个人——逐个人，逐个社区，逐个国家地改变，这样才能产生长期的可持续的影响。”
To achieve this impact, Rare advocates the use of private sector marketing tactics for social good — “social marketing” — to encourage social change. Through locally implemented programs, Rare works to promote conservation by changing people’s attitudes and behaviors toward their own natural resources.
为了产生这种影响，瑞尔提倡将私营企业的营销手段用于社会公益，即利用“社会营销学”来鼓励社会变革。瑞尔依靠由当地社区负责开展的项目，致力于通过改变人们对自己社区自然资源的态度和行为来保护自然环境。
Rather than implement these programs itself, Rare trains qualified staff members from local partnership organizations for two years — both in the field and in the classroom — who then plan, execute and evaluate their own campaigns. With Rare’s help, the local organizers identify barriers to conservation-friendly behavior, design marketing strategies that will help curb harmful behaviors and offer locals viable alternatives and incentives to act more sustainably.
瑞尔并不直接在当地社区中开展项目，而是为来自当地伙伴组织的合格工作人员提供实地和课堂培训，为期两年，再由这些合作伙伴来制定、开展和评估他们自己的项目。在瑞尔的帮助下，这些地方机构找出不利于环保有益行为的阻碍，设计营销策略来抑制有害行为，并为地方采取更可持续的做法提供可行的其他途径及奖励机制。
In Jianmin’s Siberian tiger effort, that meant launching a marketing campaign to discourage members of the community from ordering wild meat at restaurants, as well as working with local restaurants to stop serving it. In partnership with the Wildlife Conservation Society, Jianmin also worked with local farmers to establish patrol teams that removed illegal traps and sought to eliminate accidental tiger trappings. In exchange, Jianmin’s program offered free bee boxes to cattle farmers who agreed to serve on patrol teams.
以郎建民的保护东北虎项目为例。他发起了一场营销式活动，鼓励当地居民在餐馆里不食用野生动物，并同时与当地餐馆一起拒绝提供野味。郎建民还与野生动物保护学会（Wildlife Conservation Society）合作，组织了农民巡护队来清理非法陷阱，尽力消除东北虎意外被套的情况。作为交换，郎建民的项目向愿意加入农民巡护队的养牛户提供免费的蜜蜂箱。
Powered by Pride
以自豪感为动力
To bring about meaningful and lasting change, Rare has designed what it calls a “pride campaign.” By encouraging people to take pride in and ownership of their local resources — whether it is a particular species, body of water or plot of land — pride campaigns aim to introduce more sustainable practices in a community. The idea is to appeal to both people’s rational and emotional sides. “It makes rational sense to protect your resources so that you can have them for the future, and it makes emotional sense to take pride in those resources as they are symbolic of your community or your country or your region, ” Butler said.
为了实现有意义和持久的改变，瑞尔开展了一个被称作“自豪”的项目。这个项目旨在通过激发人们对自己本地资源的自豪感和所有权意识——无论这种资源是某个特定的物种，一片水域还是一片土地——把更可持续的规范做法引入社区。瑞尔意在既调动人们的理性，也调动人们的情感。巴特勒说，“保护你的资源，以便你将来能够继续拥有它，这在理性上讲有道理；而因为这些资源是你的社区、你的国家或你所在地区的象征，所以将它们引以为豪是人之常情。”
So far Rare has trained more than 200 local conservation leaders in more than 50 countries, and their campaigns have reached an estimated 10 million people living in some of the most biologically diverse areas in the world, including Brazil’s Atlantic Forest, Madagascar’s Andavadoaka coast and Indonesia’s national parks. Their accomplishments include creating new protected areas, reducing forest fires and overfishing, increasing sustainable farming practices, launching community recycling programs and environmental groups, and helping multiple species on the brink of extinction.
迄今为止，瑞尔已经在50多个国家培训了200多名当地环境保护领袖，他们发起的项目惠及生活在世界上一些生物最多样化地区的约1,000万人，包括巴西的大西洋热带雨林（Atlantic Forest）、马达加斯加的安德瓦德卡（Andavadoaka）海岸以及印度尼西亚的国家公园。他们的成就包括：开辟新的保护区、减少森林火灾和过度捕捞、推广可持续的耕种方式、建立社区废物回收项目和环保组织，以及帮助多种濒危物种。
Rare Results
瑞尔的成果
Jianmin’s campaign to protect Siberian tigers in northeast China produced encouraging results. In about one year, the percentage of villagers willing to participate on a patrol team rose to 81 percent from 49 percent, the percentage of villagers who ate wild game dropped from 56 percent to 18 percent, and the average number of poaching incidents dropped from 23 per month to only six.
郎建民在中国东北保护东北虎的项目已经产生令人鼓舞的效果。在约一年时间里，愿意参加农民巡护队的村民比例从原来的49%升至81%，食用野生动物的村民比例从56%降至18%，偷猎行为从原先平均每月23次降至每月6次。
With Jianmin’s energy and Rare’s expertise, selling and eating the Siberian tiger’s prey effectively became socially unacceptable. Siberian tigers not only had more to eat and thus a greater chance of survival, but they became a symbol of pride for a community that now rallies to protect them.
在郎建民的积极努力和瑞尔的专业技能的作用下，贩卖和食用东北虎的猎物完全变成了不为当地社会接受的行为。东北虎不仅可有更多的猎物捕食进而更有可能生存，而且它们也成为当地引以为豪的象征，使社区积极起来保护它们。
“I hoped the people could be proud of the tiger, ” said Jianmin, “and now I am proud of them.”
郎建民说，“我希望他们能为东北虎感到骄傲，而现在我为他们感到骄傲。”
Find out more at Rare's website.
更多信息请见Rare网站。
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