Turning the Tide:Turning the Tide:A conservation campaign success story A conservation campaign success story

from Indiafrom India

Dhiresh Joshi, Aniruddha Mookerjee, Rupa Gandhi ChaudharyVivek Talwar and Vivek Menon

Whale Shark Range along Gujarat CoastWhale Shark Range along Gujarat Coast

Fishing towns and villages where whale sharks were harvestedFishing towns and villages where whale sharks were harvestedprior to 2001prior to 2001

20012001--2007: The Wins2007: The Wins……In 2001, Whale Shark was In 2001, Whale Shark was the first fish to be the first fish to be protected under Schedule I protected under Schedule I of the Indian Wildlife of the Indian Wildlife (Protection) Act, 1972(Protection) Act, 1972

In 2002, the Whale Shark In 2002, the Whale Shark was listed under Appendix II was listed under Appendix II of CITES (India was a coof CITES (India was a co--proponent with the proponent with the Philippines)Philippines)

20022002--2005 : Six towns In and around the 2005 : Six towns In and around the campaign target area adopts the whale shark campaign target area adopts the whale shark

as their mascot as their mascot PorbandarOkhaDiu AhmedabadDwarkaVeraval

March 12, 2005March 12, 2005–– Special Whale Shark Postal Special Whale Shark Postal Cover releasedCover released

The Wins The Wins –– Supporters giver Supporters giver ““BarrelBarrel”” a a new name: new name: VhaliVhali, the loved one, the loved one

The Wins The Wins –– VhaliVhali’’ss young supportersyoung supporters

The Wins The Wins -- The Campaign awarded Green Governance The Campaign awarded Green Governance Award by the Prime Minister of IndiaAward by the Prime Minister of India

10 Nov 200510 Nov 2005

The WinsThe Wins25 Dec 200625 Dec 2006 Gujarat government announces Gujarat government announces

compensations up to US $ 575 for fishermen whose nets compensations up to US $ 575 for fishermen whose nets may be damaged during whale shark releases may be damaged during whale shark releases

The WinsThe Wins……the biggest of them allthe biggest of them all

Releases of Whale sharks begin, within a year of the campaign’s start

Whale shark release by fishermenWhale shark release by fishermen

Amateur footage

video

Campaign update Campaign update –– 56 whale sharks 56 whale sharks released since 2004released since 2004

On On 5 July 20085 July 2008 in in VeravalVeraval, the Gujarat , the Gujarat forest department forest department acknowledged the acknowledged the release of 56 whale release of 56 whale sharks since the start of sharks since the start of the campaign in 2004 the campaign in 2004

And compensated boat And compensated boat owners up to US $ 575owners up to US $ 575for nets damaged during for nets damaged during these releasesthese releases

The Wins The Wins -- Vhali Vhali UtsavUtsav 17 Feb 200717 Feb 2007 and and Whale Shark Day Whale Shark Day 9 Dec 20079 Dec 2007

About 5,000 people About 5,000 people (fishermen, school children, (fishermen, school children, NGOs and government NGOs and government officials) participated in the officials) participated in the Whale Shark Vhali Whale Shark Vhali UtsavUtsav 2007, 2007, in in VeravalVeraval

Gujarat Forest Minister has Gujarat Forest Minister has declared declared KarthakKarthak AmasAmas, Dec 9 , Dec 9 2007 annual Whale Shark Day 2007 annual Whale Shark Day This is the FIRST time that a This is the FIRST time that a day has been marked in honor day has been marked in honor of a wild species in India.of a wild species in India.

Key ConceptsKey ConceptsGoal:Goal: To conduct a conservation campaign among specific To conduct a conservation campaign among specific

target groups in the region to change perceptions, target groups in the region to change perceptions, impact awareness and educate in order to conserve the impact awareness and educate in order to conserve the whale shark in India whale shark in India

Campaign Strategies:Campaign Strategies:Position an ambassador (spiritual leader Position an ambassador (spiritual leader MorariMorari BapuBapu))Leverage traditional/ cultural ethics / taboosLeverage traditional/ cultural ethics / taboosTarget school children & youth for groundswell Target school children & youth for groundswell responseresponseCreate an immensely popular flagship through lifeCreate an immensely popular flagship through life--size size whale shark inflatablewhale shark inflatableMeasure and monitor real shifts in attitudes through Measure and monitor real shifts in attitudes through surveyssurveys

Campaign StrategyCampaign Strategy

Religious and social leader Morari Bapu, made Religious and social leader Morari Bapu, made Whale Shark Ambassador Whale Shark Ambassador –– January 20, 2004January 20, 2004

Campaign Strategy Campaign Strategy

Ahimsa Ahimsa Non ViolenceNon Violence

AtithiAtithi DevoDevo BhavaBhavaGuest is GodGuest is God

BetiBeti MaikeMaike aatiaati haihaiDaughter comes Daughter comes home to give birthhome to give birth Street play

Leveraging cultural, emotional valuesLeveraging cultural, emotional values

Campaign StrategyCampaign StrategyCritical groundswell - school children and youth

Campaign StrategyCampaign StrategyCritical groundswell - school children and youth

Campaign StrategyCampaign StrategyWhale shark inflatable Whale shark inflatable -- popular flagship createdpopular flagship created

Street Play

Campaign StrategyCampaign StrategyWhale shark inflatable Whale shark inflatable -- popular flagship createdpopular flagship created

Street Play

Reaching out in the local language Reaching out in the local language

Key concepts carried to other campaignsKey concepts carried to other campaignsTibetan Conservation Awareness Campaign endorsed by His Holiness the Dalai Lama

Spiritual ambassador, emotional/ cultural connect & young people as targets

Key concepts carried to other campaignsKey concepts carried to other campaigns

Fashion made a pivot inthe Shahtoosh campaign

Fashion designer Ritu Kumar endorses saving the Tibetan Antelope

So what did the campaign actually So what did the campaign actually change?change?

Over 500 whale sharks massacred on the coast of Gujarat in 1999Over 500 whale sharks massacred on the coast of Gujarat in 1999--20002000

Whale shark liver oil was used to waterproof boats; the meat hadWhale shark liver oil was used to waterproof boats; the meat had no no market in India but was exported; sold to exporters for 5 cents market in India but was exported; sold to exporters for 5 cents a kilo a kilo by the fishermenby the fishermen

One whale shark of medium dimensions fetched about US$ 1125 to One whale shark of medium dimensions fetched about US$ 1125 to US$ 2250 for its liver and meatUS$ 2250 for its liver and meat

There were reports of young WS pups in the waters of Gujarat, There were reports of young WS pups in the waters of Gujarat, suggesting that whale sharks breed heresuggesting that whale sharks breed here

Whale sharks were called Whale sharks were called ‘‘barrelbarrel’’ here, because that is what was here, because that is what was used as floaters to hunt them down once harpoonedused as floaters to hunt them down once harpooned

Few, other than the hunters knew anything about whale sharksFew, other than the hunters knew anything about whale sharks

Blood on the beachBlood on the beachMany fish-workers from villages along the Gujarat coast near Dwarka, Veraval, Rupen and Okha were engaged in hunting of whale sharks

No poaching of Whale Sharks in Gujarat No poaching of Whale Sharks in Gujarat reported for last 4 yearsreported for last 4 yearsIncrease in awareness (measured across 12 Increase in awareness (measured across 12 parameters) of the whale sharksparameters) of the whale sharks’’ existence and existence and legal status in Indialegal status in IndiaState level pride built for the speciesState level pride built for the speciesWhale Shark day to be celebrated every yearWhale Shark day to be celebrated every yearTransition of association from an exploited Transition of association from an exploited species to an honored onespecies to an honored one

Campaign Goals AchievedCampaign Goals Achieved

The Wins The Wins -- scenes no longer witnessed on scenes no longer witnessed on these shores these shores

Whale Shark RepositionedWhale Shark Repositioned

From an unknown fish…

To the second pride ofGujarat

International Press CoverageInternational Press Coverage

Requins Baleines ou gentils géants des mers.

En Inde ou la pêche a été interdite en 2001 les pêcheurs attendent encore de voir venir les éco dollars des touristes promis à tout va. Nous en avons rencontréplusieurs début juin dans le Gujarat, ou pas moins de 1200 requins baleines avaient été ‘pris’ en 49jours lorsde la dernière saison légale . Ibrahim Lathpaki est très fier:-"Ce tonneau, je l'ai pristout seul, il m'a fallu deux heures d'efforts pour le ramener au village. J'ai été payé 90 000Roupees, pres de 1650 Euros." Le WTI a lancé cette année une campagned’information et de sensibilisation qui rencontre un vifsuccès auprès du public mais ne réponds aucunementaux attentes des pêcheurs à qui l’on a interdit de faire vivre un peu mieux leurs familles.

The Future: Conservation through Eco The Future: Conservation through Eco tourismtourism

The whale shark is positioned to emerge as a The whale shark is positioned to emerge as a flagship species to develop marine tourism in flagship species to develop marine tourism in GujaratGujaratLink up with Whale Shark tourism operating Link up with Whale Shark tourism operating countries, learn from their experiences and countries, learn from their experiences and develop a viable tourism model for the statedevelop a viable tourism model for the state

The Future The Future

Scientific study of whale shark migration along the Scientific study of whale shark migration along the coast of India using Satellite Tags coast of India using Satellite Tags

Study of Whale Shark Habitat and Plankton Bloom Study of Whale Shark Habitat and Plankton Bloom using Satellite Imageryusing Satellite Imagery

DNA Study and population estimate along the coast of DNA Study and population estimate along the coast of GujaratGujarat

AcknowledgementsAcknowledgementsIt is the collaboration of various It is the collaboration of various stakeholders that has led to the stakeholders that has led to the success of the Whale Shark Campaign success of the Whale Shark Campaign

Special thanks toSpecial thanks toThe local fishing communitiesThe local fishing communitiesTata ChemicalsTata ChemicalsForest Department, Govt. of GujaratForest Department, Govt. of GujaratMorariMorari BapuBapuThe Coast GuardThe Coast GuardIFAWIFAWNational Institute of OceanographyNational Institute of OceanographyGHCLGHCLThe WTI teamThe WTI team