Manumea Campaign Strategy: Driving Behavior Change to Save Samoa’s National Bird

With support from the New Zealand High Commission Office, the Samoa Conservation Society developed the Manumea Campaign Strategy 2019. This strategy takes a proactive approach to identify and promote specific behaviour changes necessary to save the critically endangered Manumea before it is too late.

The campaign is structured around social marketing principles, focusing on understanding and addressing the harmful behaviours contributing to the Manumea’s decline. Key aspects include:
a) Identifying damaging behaviours.
b) Understanding why target audiences engage in these behaviours.
c) Exploring how to modify physical and social environments to support positive change.

The strategy’s primary goal is to introduce enforceable and sustainable measures aimed at significantly reducing the hunting, trade, and consumption of all native pigeons in Samoa by July 2020. Unlike traditional campaigns that focus solely on raising awareness or fostering national pride in Samoa’s unique wildlife, this initiative emphasizes measurable behaviour change.

The Manumea Campaign Strategy is designed as a dynamic, living document that evolves over time, integrating new insights and approaches. Its mission is not just to highlight the Manumea’s plight but to directly influence behaviours that threaten its survival, ensuring a tangible impact on conservation efforts.

Through this targeted and adaptive approach, the campaign aims to secure a future for the Manumea and reinforce Samoa’s commitment to preserving its natural heritage.