Making MPAs Matter: Re-framing Marine Protection in South Africa

Only 0.4% of mainland South Africa is protected within 23 coastal Marine Protected Areas (MPAs) established between 1964 and 2013. The 2011 National Biodiversity Assessment identified offshore ecosystems as the most poorly... [ view full abstract ]

Only 0.4% of mainland South Africa is protected within 23 coastal Marine Protected Areas (MPAs) established between 1964 and 2013. The 2011 National Biodiversity Assessment identified offshore ecosystems as the most poorly protected ecosystems across all realms. Comprehensive systematic conservation planning, with stakeholder engagement from the outset, was used to develop an optimal network of proposed MPAs. A network covering 5-7% was advanced towards implementation through a ‘Presidential Oceans Economy’ initiative. A key challenge has been effectively communicating the purpose, need and benefits of MPAs to government officials, politicians and decision makers. We share experience in reframing Marine Protection using the findings of two South African studies that informed communication about MPAs. Research to investigate how to frame biodiversity as integral to the development trajectory of South Africa identified three of eight different concept messages as most relevant in a developing country. Framing biodiversity as a ‘national asset’; linking conservation to “our children’s legacy” and framing action as ‘practical solutions’ were most likely to inspire action among decision makers. Similarly, a study that investigated the impact of an environmental behaviour change campaign demonstrated the importance of emotional connections, linking communication to specific behavioural requests, the influence of language and the significance of “responsibility to future generations” in motivating behaviour change. We applied these lessons in a communication strategy to “Make the case for MPAs”. Lessons shared focus on the challenges and advances in Making MPAs Matter in a developing world context.