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Engagement by US Non-Government Organizations in IYOR 2008

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Engagement by US Non-Government Organizations in IYOR 2008 National Fish and Wildlife Foundation Final Programmatic Report Project Name and Number: International Year of the Reef 2008 Collaboration#2007-0083-025 Recipient Organization/Agency: Reef Check Foundation Recipient Organization Web Address: www.reefcheck.org Date Submitted: October 16, 2008 1) Summary of Accomplishments In four to five sentences, provide a brief summary of the project’s key accomplishments and outcomes that were observed or measured. Assisted with the execution of the marine aquarium hobby outreach partnership, and with the creation of the Care2 campaign to promote IYOR through this environmentally oriented search engine, forum and directory. Reached out to businesses other than those in the aquarium trade, including all attendees to the 2007 Diving Equipment and Marketing Association (DEMA) Show, and members of the Green Restaurant Association (GRA). Actively participated in the U.S. IYOR messaging initiative, in which SQN consultants hired by the National Fish and Wildlife Foundation (NFWF) lead the U.S. government and non-government communities through a collaborative process of defining key messages and audiences for the U.S. IYOR campaign and creating materials. Actively collaborated with Marc Pierson of the Interrelated Arts Foundation to create five Public Service Announcements (PSAs) based on the key messages from U.S. IYOR campaign. 2) Project Activities & Results If your grant agreement included an approved logic framework, paste the logic framework table here. Reef Check – Engagement by U.S. Non-Government Organizations in IYOR 2008 Activity Short-Term Long-Term Indicator Baseline Predicted Predicted Assumptions Outputs Outputs Value Value Value of of Project Post-Project Output Outcome US NGO List non- Continue to % of total 0 530 530 Available List profit, expand list to coral NGO access to academic, include community NGO and organizations involved information corporate not currently e.g. via organizations dealing with internet that currently marine entities deal with marine entities (corals, associated organisms, trade of). List will include contact information e.g. email, mailing address IYOR 2008 Produce a Personalize Copies of 0 50 50 Some NGOs US NGO standard invitation to Invitational need a more International Year of the Reef 2008 Collaboration#2007-0083-025 1 Invitation version of an match the letter drafts personalized invitational recipient’s sent approach electronic profile letter to contact NGOs Website Create a Increased Website 0 1 1 A website user friendly number of functionality specific for website to features/content and content NGOs serve as on website facilitates NGO portal. their Posts will be involvement automatically in IYOR 2008 added to the official ICRI IYOR website Work with Coordinate Continue Frequency No Communicate Continue All individuals IYOR with the communication of Emails, communication at least once communication are willing to Coordinators IYOR with IYOR phone calls, a week as needed work together coordinators coordinators attendance to avoid to meetings duplication of efforts International Continue the # of 0 70 70 NGO Forward data feeding partnership information is international process opportunities readily partnership shared available and opportunities the and ideas to coordinator ICRI’s IYOR has a use for coordinator it Contacting Contact all Contact NGOs # of emails 0 530 530 Contact new NGOs NGOs not as they sent information is previously continue to be available for contacted by added to list all NGOs ICRI IYOR listed coordinator, and encourage them to participate in IYOR 2008 Recruiting Producing a Continue to # of NGOs 24* 150 150 Listed NGOs new NGOs list of US recruit new signed up to are willing NGOs groups participate and able to interested in participate in participating IYOR 2008 in IYOR 2008. List will include type of involvement Activities • Describe and quantify the primary activities conducted during this grant (refer back to your approved logic framework, if applicable). Please see appendix B for more information on each of these activities a. Assisting in engaging the marine aquarium hobbyists and other key audiences such as divers and surfers. b. Assisting with the creation of the Care2 e-campaign to promote IYOR through this environmentally oriented search engine, forum and directory. International Year of the Reef 2008 Collaboration#2007-0083-025 2 c. Actively participating in the U.S. IYOR messaging initiative, in which SQN consultants hired by the National Fish and Wildlife Foundation (NFWF) lead the U.S. government and non- government communities through a collaborative process of defining key messages and audiences for the U.S. IYOR campaign and creating educational materials. d. Creating template letters to be emailed to target groups; this included submitting them to NOAA overseers and Reef Check’s Executive Director for editing and approval. Each letter was personalized to directly address the nature of the organization or business and the recipient e. Reaching out to academic and non-profit organizations, and businesses other than the aquarium industry. This included researching email/contact information of target groups to whom letters would be emailed; no contact information was initially available. f. Actively participating in the creation of the PSAs based on the U.S. IYOR campaign by translating text, obtaining video footage and facilitating communication among involved parties. g. Assisting ICRI Coordinator Francis Staub with IYOR website related tasks such as posting events, editing, and translating to Spanish sections of the site. h. Continuous participation in USCRTF Education & Outreach Working Group monthly teleconferences. i. Assisting U.S. non-government groups, as needed and requested, with brainstorming about how to engage in IYOR, and connecting them to other IYOR coordinators or participating organizations when necessary. j. Compiling electronic and hard copies of articles focusing on or mentioning the IYOR. The final collection will be sent to NOAA’s headquarters. k. As agreed with NOAA and with the purpose of utilizing the full percentage of the part-time position, the Facilitator assisted Christy Loper ([email protected]) from NOAA with work on the Global Socioeconomic Monitoring Initiative for Coastal Management (SOCMON). • Briefly explain discrepancies between the activities conducted during the grant and the activities agreed upon in your grant agreement. The position of “U.S. NGO Coordinator for the IYOR 2008” was filled on July 1, 2007. A logical model and contract deliverables were created reflecting NOAA and Reef Check’s best initial thinking. As preparations for the IYOR progressed new ideas and opportunities for involvement came up and NOAA and RC agreed to make some changes to address them; a new list of specific task priorities was created on November 29, 2007. Modifications included: • Adopting the title of “Facilitator” instead of “Coordinator” to facilitate communication with the IYOR Coordinator, Francis Staub, from ICRI. • Focusing only on www.iyor.org and canceling the creation of a second IYOR website • Canceling the identification of funding sources due to the lack of specific corporate contacts at the executive level. • Contacting businesses instead of non-profit organizations Results • Describe and quantify progress towards achieving the project objectives or outcomes described in your grant agreement. (Quantify using indicators from your approved logic framework, if applicable, or by using new indicators not included in the application.) a. Wrote articles linking the IYOR to the specific interests of aquarium hobbyists, divers and surfers; the number of articles and publications are listed below: i. Marine Aquarium Societies of America newsletter (aquarium) - 2 articles written, one edited from original source to comply with MASNA’s requirements (Article by Wendy Wood in Spring 08) ii. Freshwater and Marine Aquarium Magazine (aquarium) - 1 article iii. Blue Flag newsletter (marine NGO) - 1 article International Year of the Reef 2008 Collaboration#2007-0083-025 3 iv. Breaks magazine (surfing magazine) - 1 article v. Ultimate Diver Challenge event book (diving event) - 1 article SEE APPENDIX B b. Care2 site i. Created draft of an article from which Care2 staff derived the U.S. IYOR e-pledge and pledge-site based on information provided by NOAA. Currently, 17,193 people have signed the pledge (http://www.thepetitionsite.com/takeaction/917230698?z00m=12590398). ii. Drafted three 200-word pieces on three national U.S. IYOR consumer actions for Care2 to use in developing newsletter articles, email blasts and Daily Actions SEE APPENDIX C c. IYOR Messaging Campaign i. Traveled to Washington DC to participate in U.S. IYOR Messaging and Marketing Exercise in February 2007. This and further meetings resulted in the creation of five key messages to be used in the U.S. IYOR campaign and IYOR merchandise ii. Collaborated with Marc Pierson (NFWF funded) of the Interrelated Arts Foundation on the creation of six Public Service Announcements (PSAs) based on the key messages from U.S. IYOR campaign. Collaboration included providing underwater video footage, translating video message to Spanish, and helping edit materials. SEE APPENDIX D d. Five template letters were created for: i. Exhibitors at the Diving Equipment and Marketing Association (DEMA) Show in Orlando, Florida in October 2007 1. General corporate recipient 2. General NGO organization ii. Airline companies iii. Cruise industry
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