Abstract
Rare's approach to promoting sustainable fishing through social marketing in the Philippines is exemplified in the Cortes Pride campaign. The Cortes Pride campaign is a social marketing behavior change program that was part of a cohort of 12 similar sustainable fishing campaigns in the Philippines, all of which used a unique blend of social marketing, barrier removal, and community mobilization to bring about sustainable behavior change. The campaigns centered on the use and enforcement of Fisheries Replenishment Zones (FRZs; No-Take Zones) in Marine Protected Areas (MPAs).
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