red sea rangers communication campaignpdf.usaid.gov/pdf_docs/pnada866.pdf · red sea rangers...

Red Sea RangersCommunication Campaign

Environmental Awarenessand Testing Research

for Social M.rketlng Campaign

July 2003

* res. *+ ._ n- "H t·m "#' " _

'1Irt '".' ""'V¢ b

Academy for Educational Development

GreenCOM 'ask Order #2905-107

US Agency for International Development

AGENCY FOR INTERNATIONAL DEVELOPMENTPPC/CDIEJDI REPORT PROCESSING FORM

ENTER INFORMATION ONLY IF NOT INCLUDED ON COVER OR TITLE PAGE OF DOCUME.'"

I .....!«tISoo.......i«!N._I AED • 2905-801 I IQC • Gr<enCOM II l.AG-I~ 1-00005-00Task order No, 1~I-OOOO5-00. TasH)nla" 801

3. pat , i. De1It

rCeotribooli..Orp-- (s)

1. PoP-tie. .. Report N._ t. s,o-rlOi "-I.D. 0IIke

I II IIEGAT ",,'ViENR____...J ---J EG.'TNRMl-RM

-----------------The Gr<enCOM Ell'lll Proj<Ct _cd _wds achl<V1ns USAIO's SOl9pls

II. SabjecS K<yw«* (eptiouI)

I. Energy Efficiency2. Red Sea3. Solid Waste Mana@lC'mau

13. Sa-..Iq 0IlIdaI

I She.-. Bender

4. En";ronmcntal Educmon5 Tounsm lhdcpmcnt6. m.,.-o\-cd h..·hhoods,

1L._20_2_~ 1 I /C/J /I:~

....................................................................00 NOT wrilebdow thiS line ..

16. DOCID 17. o.n-., DispooIdooo

1'- , I DOCRDIJ INVII OUPLK"ATEIJ

AID 590-7 (ItIIIII)

./ .

TABLE OF CONTENT

I. EXECl'TIVE Sl'MMARY -l

2. THE INTROOliCTION "'2.1 The RciSCIIl:h Objoctiwa 52.2 The Research Methodology 52.3 The SampIiog Tccbnique 62.4 Data Analysis 6

3. AWARENESS TESTING 73.1. TOURISTS RESEARCH FINDI NGS 7

3.1.1 The Sample Sizund Dewost"ics 73.1.2 Sources ofFinancing Nature Cooservation 73.1.3 Evaluation ofLcwIa ofEmirooiDO.al Risks 83.1.4 Awareness ofEnviaomnental Risks 8

3.2. DECISION IvIAKERS RESEARCH FINDI',GS 9

3.2.1 The Sample Size and Demographics 93.2.2 The In"l(JllaDce of NlIIUrO CoallClrVMtioa 93.2.3 Sources ofFinancing Nature Cooservatioo 93.2.4 EwluatiOll ofLow" ofEnvilonft.5.al Risks 103.2.5 Awaaeoeu ofEnvuomnental Risks 10

3.3. BOAT OPERATORS RESEARCH FINDIl"GS II3.3.1 The Sample Size and Demographics II3.3.2 1'bc In......1aDce of Naturo Cow Icnlltioo II3.3.3 Sources ofFioancing Nature Cooservatioo II3.3.4 EwluatiOll ofLovels ofEmil",mo'al Risks 123.3.5 Awareness ofEnvuomnental Risks 12

3.4. CHILDREN RESEARCH FINDINGS 133.4.1 The Sample Size and Dcmograpbics 133.4.2 A.a......ofF"", cd Species 133.4.3 Awaeoeu ofEnviroomeotai Risks 14

2

4 MARKETING COMiVWNICATIONS MATERI\LSTESTING 15-LI. TOURISTS RESL\RCH FINDI>,GS 15

4.1.1 The Sample Sizuod Demogii.phic:a IS4.1.2 Marketing Communications Campaign Materials

EwIuatioo IS

4.1. DECISION MAKERS RESEARCH FINDINGS 164.2.1 The Sample Size IDd Detoogiaphics 164.2.2 Marketing COlDDDmications Campaign Materials

Evaluation 16

43. BO,\T OPERATORS RESEARCH FINDI1'<GS 1-:4.3.1 The Sample Size IDd Demogaal.ics 174.3.2 Marketing Communications Campaign Materials

Evaluation 17

4.4. CHILDREN RESEARCH FINDE<GS IS4.4.1 The Sample Size IDd Detoogi...'ics II4.4.2 Marketing COlDDDmieations Campaign Materials

Evalualion II

5. MARKETING COMMliNICATIONS C\MPAIGNTHEMES TESTING 195.1 JOURNALISTS RESEARCH FI NDINGS 196.1 The Sample Size 196.2 Evaluation of tile Marketing Communications

Campeign TbeIllOl!i 196.3 Evaluation of tile Marketing Communications

Onilp'.ign M8IaiaJs 206.4 Recommendations for Improving tile o."'l-ign

M8IeriaJs 21

6. CONCLUSION AND RECOMMENDATIONS 22

AppeocIixAAppendixBAppeocIixCAppendixD

Tabulatioos 23English QuestiODD8ires 49Arabic Qucstioooaiaes 62Marketing Communications Campaign Materials 73

3

II. EXECUTIVE SliMMARlj

Contracted by the Academy for Educational Developmcot (AED),quaIi1ativc and quautilatiw iClaea..:hes wa'C Ql)I1dnrted with tineobjectives in mind. The first objective was to test the awaacocss level ofenvirOilowl!allmowledsc 8iDOII8 tho fuUowiog four m uc:h groups;Tourists visiting Hurgbada, Children living in Hurgbada, Boat OpcalltuiSin 11m........ and Gover,n,o" 0ffici8Js (ie. decision mebrs) in c.iroand Hurgbada. The scc:ood objective was to assess the opinion ofthefour rei emit srouJl8 with repels to the propcsed _ ....i"gcomDlImication campaign. The third objective was to test the overallMarkdillg Communications Campaign with a selectod mil"ltor ofjournalists.

The findings ofboth types ofrescaacbcs depicted a modcndc level of.W8nlIIIW COIICCI'IIing ClOvirOIliiMWI1al knowledge ........ the four •c c dlgroups. Researches findings also depicted positive pctceptioos ofthepropJaed oowL4i'iI CQI'l.igm¥:atioiu C8"q";p lDIdeiials IIIIICWI the fourresearch groups.

Ust but not the leest,joarnalisas evaJueboo ofthe pr••cd ...w· 8communications campaign was very positive. Yet, such positive pcrc;eIJtioodid not prevent jom1IaIiIlU to propollO the following fOWi"ilO"""" 10improve the marketing communications campaign:

1. Make the layout leu crowded in 1InII8 ofi....... and tat.2. Enlarge the size ofthe visuals and imap oscd in the O'iI'I.ign3. Use only relovaa1t visuals mel innS:s with .......... UIeCl.4. Incr:ase the substanoe and the depth ofthe information oscd in the

<*,..ipS. Use a consistent coloring scheme across the eutire C"u'I.ign6. UIC leu sophjstic8lcd mid 001111....... words.7. Place the maps. caIcodars, importaut contact infuml8tion and uscful

iuiw"'atioo on b8ck of the QOI'M'hmialtion IDIdei ials.

To sum up with, we slrODg1y recommcod the i...uoiiate implcmenlatioo ofthe prupn.eet maabtiug QOIlifw..icetionl c:-mp-isn IiDcc it received VfICy

positive evaluation from the four res:uch groups as weD as from theac1cctecl JoumaIisas.

4

12. INTRODl'Cnoi\i1

2.1 THE RESEARCH OBJECTIVES:

Then:: lII'C three main oIJjectiws for Ibis plimaay teiean:b:

1. To test the aW81CDCS8 level of CD~iroiiiliCD'"knowledge lIIIlOIIg thefuDowing four mucb groups; Tourisas ~iai'iljg Hwgl...... o,iIdn:oliving in Hurgbada, Boat Operators in Hurgbada, and Go~eannciiI

()fIicjels in Cairo .00 Hurgbada.

2. To assess the opinion of the bUgetcd groups with teglIids to theIIIInnotIl!ldd -..1.......- .. . .:...L T .propcIl~ ....~ C"'dl"W'''C'dKJD Q,.,.... 1DIIIeI..: ounsasvisiting Hurghada. Children living in Hurgbada, Boat Opendurs inHaglwla.lIIId GoweaiiiiCIj' Officials in Cairo lIIId fIursbada.

3. To test the Marketing Coomnmications Campaign's mess.... tobe ... 1J••",jlb:>d tbrougb the ttaracmt mass media through ...depth interviews with joumalis1s.

2.2 THE RESEARCH METHODOLOGY:

To achieve the n:sean:b objectives. the n:sean:b methodology will rely OIl

both CPMi.i'ICive as wen as quetitlltivc ten .ch tedmiqnos.

To achieve the first two reseatch objectives. a quaotiIativc field survey inILdgl_ will be concIuctecI with iepiCl 'lw'ive umpb ofthe four rcaeachgroups previously defined.

Sinnlaiy. to achieve the third nUMda objoctive. •~ iCieachmethodology will be implemeotl:d. A series of'1n-depth Iidaviews" will be........... with a iepi J: .-live sample of.Joumalisa.

5

2.3 THE SAMPLING TECHNIQUE:

A Stnltified samplios tccImique will be UlICd. In StrBrificd .-npIing, thepopulation of interest is divided into groups according to a common aan1Jutcand • rmdom sample is tbco cboeon within each 8J'OUP. In St..oIiMdsampling we are ensuring that each of the .. research groups or segu:euts ofthe population uodcntudy rcccives its ..opor lirode sb8rc ofsample units.

In the Quantitative field survey recolDlllCllded. a sample of 100 units fromeach of the .. re I e n;h groups wiD be cbosco. SimiI8rIy in the quaIi1IItiveresearch suggested, 20"1n-depth" interviews will be c...m.JdI:d withJoumaIisIs.

2.4 DATA ANALYSIS:

The basic data maIysis has been conducted. This data maIysis includedfrcqucocy disaibution 8Dd CI'OII ""'''arion The procell of"D8la Aaalysis"began by obtaining a frequency distribution aud descriptive sIatistics foreach vmable. The infurnlBtioa provided • sood feel of the dID 8Dd insighlsinto how specific variables should be treated in subsequcot auaJyscs.

The fiequcncy disIribution provided • couat of the ..nhcr of nlIpM II

associated with the diffe.tent variables. The relative OCCWICDCC, orfroqucocy, ofdifilnu w1uca of the~ is expi Icd ill poilA'" DC" Afrequency distribution for a variable produced a 1ab1e of frcqucocy CflImts,pet"'" 8"", 8Dd cumulative perM!dliiJDl for all the values .l?Ci...... willathat variable. The Frequency distribution 1ables are attached

6

p. AWARENESS TESTING!

3.1 TOliRISTS RESEARCH FINOINGS

3.1.1 The Sample Size and Demographics

The sample consisted of 100 respondents, the sample was divided equallybetween males and females. 55% of die 1C8pQP.....IS were 8bovc die .. of35. 39% ofthe respondents were single, and another 32% were married.

10 lcspect to their "ducation level, 52% of die respondt=oD haw _uod •high school degree, 22% have a university bachelor degree, IIDd 23% badgt.mate Jegtees. Fuatbeubllie, 50% ofthe respondo'Ii WOik fOr die priwIcsector or are business owners, and 19% work for the public sector, whilesome woik in academic fields (13%) or for bOIl profit CJllPlDizabous (11%),the rest were still students.

With l'OJ ds to DIItioaaIity, die Iapst gt'OUp were ofBrililb origin (26%),foDowed by Canadians (13%), 'talians, French. IIDd Getman (11% each),1hco natimals of SpaiD ad Turkey (8% each), 8Dd h .... iOJftals of R,,';e,Ireland, TbaiIand, IIDd Holland.

3.1.2 Sources of Financing Nature Conservation

10 question I, the respondents were asked about their knowledge about thesoun:ca of ".Mag biiItUie c:aulOmaboo in Egypt. Most of the tup.......mentioned international gt8llts followed by user fees IIDd fioaDy taxes OIl thehotels in the Red sea.. (Please refer to table I for euct fig_es)

10 qneslioo 2, taplJlIdc4dS were asked about the po'P"blc activities tbIt couldharm sealmarine life in the red sea. The most mentiooed source ofharm wasidcnrificd as prbege dumping (56%), followed by OlMMlgrtinp (44%), oilspills (36%), illegal fishing (27%), and unorganized diving activities (6%).

7

3.1.3 Evaluation of Levels of Environmental Risks

In question 3, the reSpillRots wee ubd to evahmte the level ofenviromnen1al risk of certain activities to the Red sea marine life. Theseactivities and the onluation of the rapoodmts are illusludecl in thefoBowing table.

,

. ,- , _.' , ....... -... ~;ii<~.... ..::_~" _ ~ "'~ :io • ~

T.. '· it> -............. ree6

31% 61% 1%

As illustrated in the table, throwing garbage whether in the sea 01' OIl thebeach was coosidered to be a higher risk to the red sea lIRlIl than lIllY of theother activities. WllcJJing, walking and standing OIl the reefs was alsopeiceived to be a higher risk than fmcling fish. while c:atain activities suchas collecting corals and shells, and illegal fishing were lICCil as a mOOt>Idti tohigh risk.

3.1.4 Awareness of Environmental Risks

In quostion 4, tho nlSpOO'JodS were esIrod wlool" they were a.we of theeffect of CCitain activities OIl the Red sea. These activities and the level of4.WO Mil ofthe respo.......d8 8Rt iDilstndeci in the foUowiuaJ 18b1e.

8

3.2 DECISION MAKERS RESEARCH fINDI:\GS


The sample consisted of 100 Decision makers, 75% the sample was dividedcquaUy bdweea deciaioa makers from the MiJbsarica of Elnilc.lllo",Education, and Youtb. The remaining 25% were decision makers from theso..er....lde of Hwgl_'" FwdJealllOl'"O. 73% of the sample wen males.75% of the respondents were above the age of 45. 83% of the iespoMentswere manm In~ to their edt.'3tion Iovel. 62% haft .. univcnilybachelor degree, and 38% bad graduate degrees.

3.2.2 The Importance of Nature Conservation

In question I, the respondeots were asked to state their level of~eementwith the two fuOowiog ...."'.ds;1. NIItIIn COIISCI ,ItiM is iIrtpMfturtfor EDf/II'. «8",,"* .,ejr; ,

~ h ..",s.-ei, 5 ''''.''2 « ••f .......95% of the respondents agreed with both stalemenls. and the rest weremaiuly neutral FwdliiliiOOiC in quorum 3, the iapOi..... wen abclllboutthe role that rangers play in the cooservation of the Red sea area. 98% ofthew mentiouod moaitoring coaformity with rcpWions, 67% ....1_"'"aealjng environmeotal aWlll'CllCSS, while 210/. cited pattolling thepoto:Ull....

3.2.3 Sources of Financing Nature Conservation

In question 2, the nlSp.-...JodS were asbd about thoir IaIowlocIF about thesources of financing nature conservation in Egypt. Most of the i'CSpO"""WdS

.....d.w:d the Minis?ry of tho Elnil"'u..... 8Dd ita sublictiwics filIlowed byIntematiooal gnws, user fees., the Egyptiao Go\'Ci(iiio'., the private sccwr,and finally EBYlJIiIa NGOs. (PIoaIc rofor to the CoDawiDa table for ......ik).

9


In question 4, the respondeldS were ubcl to cvaluaac the level ofenvironmental risk of certain activities to the Red sea marine life. Theseactivities and the evalqation of the rcspondents are illusulllkld in thefollowing table.

Based on the findinSS, it is clear that the aespoodeuts coosider ilIcgaI fishingand feeding fish to be a lower risk than throwing garbage on the beach It isalso clear that dnowing garbege in the sea is seen as posing IIlOR: risk thanthrowing garbege on the Ile rb The use of boat anchors was also seen as ahigher risk than walking, or standing on the reefs.


In qucllOoa S, the~dS were -bel wI...her they WClI'C awac of dieeffect of certain activities on the Red sea. These activities and the level ofawa" [II ofIbe iell'O'''''' are iDusu8llid in the fuIlowins tIIbIc.

10

3.3 BOAT OPERATORS RESEARCH FINDINGS

3.3.] The Sample Size and Demographics

The sample consisted of 100 boat operators, all of them male. 79% of theresporwbdS were UDder the age of 46. 76% of the JCIflO'''''''''!l* weremarried.

In respect to their education level, 78% have a high school degree, 13% badDO funDal educaIti-Jo, while 9%ha~ university bKbolor dcghe.

3.3.2 The Importance of Nature Conservation

In qucsUon I, tho 11llIpQ"Aw'1s were asked to state their Ie~lof88*CAIO*twith the two following statements;1. NIIIIIn cw. » 1 I iJ J ,.,. -,1M l!BI't•• ...11.... ..., 72.~ tin iMporfturt", ,.praerwIIioll of" tWIuti.

All of the rapAuJents ..- with tho first ........... 97% 88*oed withsecond, and the rest were mainly neutral. Fwtbclioore in question 3, theI08po..."t* were asked about the role that I..... play in the c:oDICmdionof the Red sea area, 91% of them mentioned monitoring cooformity with.....,1......., 68% DJI"Iriocwl creering eano.......".1 ••••••. 3%meotioncd collection of user fees, while 2% cited patrolliDg the..\lCectcJIakls.

3.3.3 Sources of FiBancing Nature Conservation

In q....,;on 2, the fCllIIIO"lIcmt were ubd about til« laJowIodp Ibout thesources of financing I18tUre cooservaUon in Egypt. Most of the lespoi....meotioncd tho 1_,,_-...1 8'auts, followed by UIClI' feea, Miaisuy of theWin.."nont and its subsidiaries, Egyptian NGOs, and finally the EgyptianGcrwOlliliCli. (Ph 10 refer to tho following 18bIe for exect figurea)

11


In question 4, the responde"'S were asked to eva1UItD the level ofenvironmental risk of certain activities to the Red sea marine life. Theseactivities mel the evaluation of the respoodems are illustrated in thefollowing table.

According to the respoodents, touching, walking and standing OIl the reefswas seen as the highest risk to the Red sea maa ine life followed by the use ofboat anchor's, colJecting corals and shells was seen also as a source of highrisk than either feeding fish or illegal fishing. Respondeuts also pelC:eivcdgarbage dumping OIl the beach and in the sea to be almost equal in tams ofrisk to the Red sea marine life.


In question S, the nllIpOOliea... were abel whalw they WCR ...e of theeffect of certain activities OIl the Red sea. These activities and the level of.wlia 'II ofthe ."..,........... are iDulCudtcl ill the fuUowina 1lIbIe.

.... ..,_,Ama ....

......... ofdlereel

12

3.4 CHILDREN RESEARCH FINDINGS


The sample consisted of 100 children, 66% were females. 50% of ebechildren sample were twelve year old. wbiIo 39% were eleven yan old, andthe remaining II% were ten years old.

3.4.2 Awareness of Endangered Species

In question I, children were asked whether they were aware ofebe exislaK:cof 11II)' amnscnd species in the Red IIClIl lII'ClL 35% of the cbiIdral wereunable to mention any endangered species. The animals that were mentioocdby the rest ofebe respontO'lS are in the following 1IIbIc.

In question 2, chiIdreo were asked about the IOUI'CClII ofdqp to the Red _endangered spec;ies. 23% of the respondents wen: unable to mention my risksoun:e. As fur the rest of the responM4S, they 1Ni4ioDDd maiDIy .........and fishing Some children (15%) mentioned poDution, aDd a very few ofdiem (8%) n...."ioood prbqo chimpins. (Please refer to the fOllowing I8bIefor exact figures)

13


In question 3, c:bildren were asked wbeIbcr they were awan:: of tho effect ofcertain activities 011 the Red sea. These endangered activities and the levelofaWdlet1C8S oftho~ lire illustrated in tho foDowing table.

Collection of caraIs aod sbcllsIS lubitcd.

As the findings show, the level ofaWdletlCSS OIl some issues is not high. Forexample, tho fooli.., of fish (SO% aw_eo CII), wbic:b is eem-11y maiaIy •cbildren's activity, there is relatively moderate level of aWdleoess. This may.!88"'¢ the «w"imuty of such t*ldice by cbiIdn:o. Moioova', tb«e is notthat high level of awareness concerning the effect of certain activities OIl

reefs (68% ll1nnlIIelIlI Iovel).

14

MARKETING COMMUNICATIONS MATERIAL'ESTIN '

4.1 TOliRISTS RESEARCH FINDI"iGS

4.1.1 Tbe Sample Size and Demograpbics

The sample consisted of 100 respondents. the sample was divided equallybetween males and females. ,,% of the~ 4s were ave the .. of35. 390'" of the respoodeots were single, and another 32% were married.

In lespo::t to 1hcir educatioIl level. 52% of the 1........4S have ea_ abigh school degree, 22% have a university bachelor degiee, aod 23% badgndu.... degrees. FurtbealbOie, 50% ofthe resp.....A:i4S wcrk tor the privalesector or are business owners, aod 19% work for the public sector, whileIOIDC wcrk in ac......ic fields (13%) 01' for DOll profit orpnitatioos (11%),the rest were still students.

4.1.2 Marketing Communications Campaign Materials Evaluation

In question 5, the respondents were asked to evab l8tr: the dema.&ibaaedMarbtiDg Connmmicati.. CampeilJD's lDII1Iliiais. which CClIIIisIed of thefIipcbart auaehed in the appendjy~ with respect to layout, wonlio&1hemcIirdicul8'im c:wtIIat quality, viPl8ls1paphicl, mel CCW,••elFeinn ofthe 'DC"sa8'C embedded in the promotiooal matr:riaIs. The evaluatioo of theICliPO"'ia"S is ilIuabaaed in the foIJowing table.

As the findings show, the most lImatjafaclmy dcmmt in the C""•••gn wasthe gnpbics element (34%) aod 1he layout (32%). The ..irw0tr4 carlowwas perceived as inadequate fiom the respondcm:s' point ofvicw. Similarly,the layout was fouod not creative (14%), not eye catclJing (10%), aod it usedweak cartoons (8%). Last but not the least, those respondcob who criticizedthe information quality thought that the iDfOimatioo pespdr.d wasincomplete or not enough.

IS

4.2.\ The Sample Size and Demographics

The sample consisted of 100 Decision makers, 75% the sample was dividedequaUy between decisioo maken from the Ministries of Environment.&location, and youth. The remaining 25% were decision makers from thegoVtillOlate of Hurgbada. FlAlbeullOlc, 73% of the sample WCI'C males75% of the respondents were above the age of 45. 83% of the respoodeotswere married. In rcspoct to their education level 62% have • univenitybachelor degree, and 38% bad graduate degrees.

4.2.2 Marketing Communications Caml)aign Materials Emluation

In question 6, the respondents were asked to evaluate the MarketingCommUlriCatiOOS Can't+igo MateriaJa, which QOOeisted of the eisbt &ctsheets attached in the appendix, with respect to layout, wording,themeliDformatioa a."od quality, visuals .d11imd!8iIli..im, ...compleheosioo of the message embedded in the promotional mateI iaIs. ThecvaIuatioo of the 'ClII"'O'Ie"IB is illusttated in the foIlowina table.

Based on the respoodents evaluation, the graphics used was the mostaiticizol element mainly because they WCI'C lIeOl as plaiD (12%) ...irrelevant (11%), white some mentioned that they arc cI.""ICd (5%).Information quality was aJao higbIy aiticizod maioly bee·.. therespoodents believed that it is lacking or incomplete. With respect to thelayout. the aitX:ism mainly ceotaod m its beios a-limed (10%) ... DOtcreative (r,4,). As for the wording, the criticism was gemed at its high levelofcampIexity. As for !l!ClSnge wmpcbeusioo. the reI',........., Ihmsb' of itas complex (7%) and CIanuned with subjects (6%).

16


The sample consisted of 100 boat operatoJ:s. all of them male. 7~" of !berespondents were under the asc of 46. 76% of the n:spoodeoll' weremarried.

In respect to their education level., 78% have a high school degree, 13% badDO funnaI ....rarioo, while 9% have university bechelor dqpee.


In queaioa 6, the R8Jl'O'.... were ubd to evaluate the MaabtiogCommunications Campaign Materials, which consisted of the eight factsheen as weD as !be flipclwt alladoed in the ..........Iix, with iCSfiCl:t tolayout, wording, themelinformation content quality, visualsutalizedllflllllric:s, aud COUijJichalSino of !be "'0"'" anl'Cddod in thepromotional materials. The evaluation of the respondents is illustillted in !befoIIowins table.

Based on the respoodcnts evaluatioo, the graphics used was !be mostuiticizod eIemeut maDdy boc.iIO they were IOCIl as UMilUwwJ (1%) aDdplain (6%), while some mentioned 1bat they are irrelevant (1%). As for'thewonliug, the aiticism was yDiIIed at its hisb Iovel of COii..... llity. Widtrespect to the layout, the criticism mainly CC'nlaed on its being uamilol(4%) aDd not aeatiwe (1%). lnfonnatioa qulIIit:y was also highly c:riticiZlodmaDdy because the respondents believed that it is lacking or incomplete. Asfor m II'"COiiljlNebeosion, the rcapt....Il......... 1bat it is wMiiljof withsubjects (2%).

17

4.4 CHILDREN RESEARCH FINDINGS


The sample consisted of 100 children, 66% were females. 50% of theclilldren SlIIIIpIe 1nft twelve year old. wbilc 39% were clevea years old, milthe remaining 11% were ten years old.


In question 4, children were asked to evabwte the Mar\ding. Communications Onnpaip MmlriaIa, which coasistod of.. number ofP9S

fum the children activity booklet attaebed in the appendix. with .espect tolayout, wording. tbemclioformation cootI:iJt quality. visualsutilized/graphics, and wmptehcosion of the message embedded in thepromotional materiaJs. The cva1uatim oftbe IClSPOI'dodi is iIlusulbld ill thefollowing table.

,.. we can 100, the input &om~ .. mainly favoollblD withrCll4JOCt to the diffaeut clements of the Marketing CO.Dlmmicatioo CampaignMmiriaIs.

18

MARKETING COMi\<WNICATIONS THEMEESTIN

~.I .JOURNALISTS RESEARCH FINDlNG§

5.1.1 The Sample Size

The sample consisted of 20 joumaIists who were ..C seleded for theirexperience in cowring cnvu""'."4.1BOWl. Some of the rcsp.MImts wereprovided by the "Academy for Educational Development", and the restwere recruited by the nics'" wmp&ly.

5.1.2 Evaluation of the Marketing Communications Campaign Themes

Initially, the RllIIX'O"ima were lIIbd 10 eva"·. the ia:apm IaiCe of lhe"Marketing Commllnications Campaign" themes which included;

L 1Jna1: sf", II..... ,. ..S. ... • ... IS 1.;/fIi ..,.6iMtsPuJ flhasijictdMNr oftile••Sa.

1. nw-' ....." e ir .......ea?: 13. De D.",.tS. Cow ill ,.••Sa: Let's ""'*.."...,'i. ,.

1¥e..,.. r. I.4. MM.! ;"6corwl reefs is. """ III]IN' c1 II ? ~J. I.-......,...r-r"s. 7lw II ' .iei.6. De M..,.,ve 1iftr Iu!lp ill sutwirriq tile....,. :J.f"btl

s-.7. brN6t;",. ea,;,uw.1Ut III 6Id1Il. I '*"«"iI. .J.I. DisIW"'''' *:1 .,.,.,... ....

With regards to the first theme, the Investment in Rangers, 60% of therespondents thought that the theme in itself is import2Dt. howe.., oacof the respoodenm mcotiooed that the theme title sbouId focus more 00

....uuueot in projects such • "inwcsttt••? in ......0 0lF arVllliost" 01'

"inwstttteUt in tools fur oature coost:I'Vldioo" rad1er than ioveidttw:ot iniodividuaIs ie~ "......"..

As for the second theme, the Habitats, all respondents approved of theimportance of this topic, bowewr, they "MI'tQ1Illd tbat abc theme DCCcIsmore elaboratioo and improved wording to achieve maximmn benefit.

19

With respect to the third theme, the Sea Cows, 75·/. of the respondentsagreed on its importance, some of the respoi"CIa... also ....... iaGOd _ itwould be good to expand the information provided on this crcabD'e, its habitsand its nutrition.

With regards to the fomth theme, Monitoring the Reefs. 90·/. of therespondents thought of it as a ven important subject and it oecda to behighlighted throughout the campaign.

As for the fifth tbDmc, The Sea Turtle Niches. 758/8 of the respondentsthought of it as an important theme and thought that it is crucial to knowthe impollatK;e of these CI1l8tUI'e8 and that they 8I'e conaicIcrod C'.lwi.,...ed

speCIes.

With respoct to the Mangrove Trees. 95"10 of the respondents greed onthe importance of this theme. but some added that the importance ofmansrovc trees sbcMJkI be spelled out more in the tide in tams of its role inprotecting the fish in the Red sea area.

With rcspoct to the theme "The Investment in the Environment", allrespondents agreed on the importance of this theme. howeWI', someaddecf that the ClCOIlClIIIic beoefits sbouId be spelled out more to cllrify Ibclink between the two issues of investwenl in the environmeot and ccooomicl*OipClIity•

As for the theme cooceming "The Role of Diving in Protectinr theNatural Resources", 50~8 of the respondenB thought that this topic isnot imoortant. However, some meotioned that Ibc link that they thinkexists between ..~ ofnatunll'ClllOUtCC8 BOd diving is only in 1a1III ofthe use ofdiving for monitoring the reefs.

5.1.3 Evaluation of Marketing Communications Campaign Materials

Journalists were asked to evaluate the M8rbtios COllillUmW.OoosCall."., wbicb COIIIIiAed oftbo eiaJht &ct ...,: ~tI .'-+oJ in the IfIII'C'wlic,in respect to layout, wording, themelinformation content quality, visualsilhlizwlltppbics. IIIId c:orupie-\ension of the mclUSC emIJeddod in thepromotional materials.

20

With respect to layout, most respoodents were satisfied with the layout.

However, DmJy COIhh.....cd that it W8I cluueied with III8Ily im ........ a lot

oftext

As for the colors, most respondents mentioned their satisfaction with the

color sdleroos of the DJIIIcriaJs. Howewi', IOIDC added that with the

existence ofa lot of images, it is prcfeued that the background to be white.

In reprd to the ima8"'" used, DmJy I"ClIpOI'dod. monrionod that~ WCR a

clutter of images. However, the images' sizes arc quite small Some also

meotiooed that IOIIIC of the ima.... lIOCIID irreIeV8IIt to the themes and

subjects in band.

As for to the size of the materials, all respondents mcotioocd their

satisf8ctioo with it.

5.1.4 Recommendations for Improving the Campaign Materials

'I'bere WCR ICYCiai rewh",-..laliooa made by lOiB,••m to iwprot'C c. the

effectiveness of the Marketing Communicatioos Campaign These

recommendations are;

1. Make the layout less crowded in tei dIS of w ... ad tat.

3. Use ollly rdeYaat imaps in tei • of the tit res ....

... _IUldIe. p..., .........

5. Use • ......teIlt ceIoriJII sc. e..... die difIea.t tMCiJ e.........6. Use less compla wonIiJIc Cae, _pie words).

7...... die ...., " ..lIt.... .,...... c. glid'" .ti....

usefa.I iDfonutioD .. back of the co_uaicatiolt materials to

....-e tIaat,.pIe .... -.... for h .... PI ria +

21

17. CONCLUSION & RECO!\1!\1ENDATlON~

In cooclusion, the tested marketing COIIIIDUIIicatioos C8u'IlIign receivedpositive evaluation by the four research groups. Across the board, themajority ofthe respoodents in the four reseaach groups rated themarketing communication campaign wry satis&ctory aud filvorably in itsmajor components; uamely, the campaign's themes, the layout, thedesign. and the individual messages used. Rcspondc::nts' nding presentedin addition to the details attacbed in the study's appeodic:es strooglysupport the conclusion rc:adIed

Fw theliDOre, results also revealed that most rcspoodcuts scoredmodeiately when 88l1ieSsing the awareocss level oftheir eoviaOllJDCldaJknowledge. Hence, it is expected tbat the positively evaluated marketingcommunicatioos campaign will increase the level ofawaeoeu ofenviromneolallmowledge lIIllODS the four research groups.

The rCB c.... n:sulIs also revcaIocl thad the four...da groups weresatisfied with the marketing communications ""u'IlIign's IDlIteriaIs, CQldaU,

..... mes.... First ofaD. ebiIdrco were qtjsficwl with the activity booklet inregad to its layout, visuals aud images used. and the message. Second,tourisIa visitiDg Hursfwda, bMIa' ope....... in Hurghada, aud decilioomakers were all favoring the marketing commamicatioos C8ii1ll1ignlIowcva', tbc8e tine RIC rdt groups J'OOO!,.........w to .. lea a,u'Mtedcartooo cba'acten in the flip activity booklet. Furtbcnoore, they alsoJOC:c·'u'wmdod to ..... men r:.1 "i"8..s nrional ill the Mi,-ip thole.

Last but DOt the least. journalists, though satisfied with the IDlIIketing.. . -=_..1 iiDbor f ... F(Q'.'p-'rwtroIIS ca...·"" RIBII;U • D' 0 rec+....··tJonI. or

in."'arICe, in tenDs oflayout. decision maken reoMmncndcd to """WI the....... of imsg s, ClII1Iqias 1bD pictme aizo, aud eddjgglbort "iefioBbelow each picIure. Journalists also l'CCOUllllOided to use less lIDima.cdcba....... as they boliDve that IIIda ......... 8rO not .....opaialeconsidering the nature ofthe campaign aud its gcoeraltargeCed audieoce.10unuIIisaB also rOClM'tnICH4od the ..oflDss lOP"istic:e""l wonls_1IlORin-depth coverage ofthe subject matters. They also i'CCOIIIiIIeDdc to havedct8ilecl infurmatioo with reprd. 10 tho mangrove no aud ita ctJcct _ rolein protecting the fish population.

22

____-----..J

Cbildren Tabulati()Ds

Sample Demographics - ~

F Pen::onI IIaIclPen::onl Pen::onIVlIIid - 34 34.0 34.0 34.0- 116 116.0 116.0 100-0

Tclal 100 100.0 100.0

~

F Pen::onI IIaIclPen::onl Pen::onIVlIIid 10 11 11.0 11.0 11.0

11 39 39.0 39.0 SO.O12 so SO.O SO.O 100.0Tclal 100 100.0 100.0

Frequency Tables1. What ... lhe .............. specles__.. lhe Red__1

(MuIIlpIe Respoo_1

1(, ofCount R 1(,ofe- •

Valid T...... 32 20.6 32

"-' 25 16.1 25_Cow 12 7.7 12DoIpIW> 1~ 9.0 1~

GazeIe 26 16.7 261(poa Sea

11 7.0 11GO!

Don'~ 35 22.5 35Tclal 155 100.0 155

a. 100 valid cases, none~

2. WhM ... the IICMm:eS ofUnger for the Red Sea .nang.red spec:les1(Mulllple Rup CN_J

Count 'Ilo of R 'Ilo of ceses •Valid HunlingIFishing 70 603 70

Pollution 15 12.9 15

Garbage8 6.8 8

Dumping

Don' Know 23 19.8 23Total 116 100.0 116

a. 100 valid cases, none missing.

24

3. Did. you Know that ..••.•.•.•....•.•.•..•....•.;.••.••....••.••.•.....!

a) FeecIlng fish upeeta the bIoIoglc8I b8I8nce on the reef.

CumullItiYeF PeR:enl Valid PeR:enl PeR:enl

Valid Yes SO SO.o SO.o SO.ONo SO SO.O SO.O 100.0Total 100 100.0 100.0

b) fishing is prohibited In the polect.........

CumulativeF PeR:enl Valid PeR:enl PeR:enl

Valid Yes 97 97.0 97.0 97.0No 3 3.0 3.0 100.0Total 100 100.0 100.0

c) Touching, and walking corals is prohibited.

CumulativeF Percent Valid PeR:enl PeR:enl

Valid Yes 79 79.0 79.0 79.0No 21 21.0 21.0 100.0Total 100 100.0 1000

d) Dumping g8tb8ge In the ... and on the beach is prohibited.

CumulativeF PeR:enl Valid PeR:enl Percent

Valid Yes 92 92.0 92.0 92.0No 8 8.0 8.0 1000Total 100 100.0 100.0

e) AnchorIng on reefs is prohibited.

CumulativeF PeR:enl Valid PeR:enl Percent


e) collecting corals, ......is. fish is prohibited.

CumullItiYeF Percent Valid Pelcent Percent

Valid Yes n no no noNo 23 23.0 23.0 100.0Total 100 100.0 100.0

25

4. What do you thiDk of ....•.•.•.•.•......•...........•...•..•...••:•.••..... !

11Uyout

CumulaliIIeF Percent Valid Percent Peocent

Valid AtIractiYe 91 91.0 91.0 91.0Neutral 9 9.0 9.0 100.0Total 100 100.0 100.0

21 Wording

CumulativeF Percent Valid Percent P.ca.

Valid Clear 90 90.0 90.0 90.0Neutral 10 10.0 10.0 100.0Total 100 100.0 100.0

31 ThemellnfonMtIon contIent qu..1ty

CumulativeF-'~ Percent Valid Percent PeoCl!i.

Valid High Quality/Informative 97 97.0 97.0 97.0Neutral 3 3.0 3.0 100.0Total 100 100.0 100.0

41 Visu... utIllzed1 graphics

CumulaliIIeF Percent Valid Percent PeoCl!i.

Valid AIIractiveIlmpressiYe 89 890 89.0 89.0Neutral 11 11.0 11.0 100.0Total 100 100.0 100.0

51 Comprehen.1on of the mllugeembedded In the prornationaI~

CumulativeF Percent Valid Percent Peoca.

Valid Well Comprehended 98 98.0 98.0 98.0Neutral 2 20 2.0 100.0Total 100 100.0 100.0

26

Sample Demographics

Tourists Tabulations

CumulativeF-"-' Percent Valid Percent Percent

Valid Male SO SO.O SO.O SO.OFemale SO SO.O SO.O 100.0Total 100 100.0 100.0

CumulatiYeF Percent Valid Percent Percent

Valid 16-25 13 13.0 13.0 13.026-35 32 320 32.0 45.036=45 28 28.0 28.0 73.046-65 20 20.0 20.0 93.056-05 7 7.0 7.0 1000Total 100 100.0 100.0

Marlt8l Status

CumulativeF Percent Valid Percent Percent

Valid Single 39 39.0 39.0 39.0Married 32 320 320 71.0w_ 11 11.0 11.0 820Divorced 16 16.0 16.0 98.0Engaged 2 2.0 20 100.0Total 100 100.0 100.0

27

PIC' ••ion

CumulativeF Percent Vafod PeR:enl Pel......"

Valid Govemment Employee 19 19.0 19.0 19.0Private Sector 22 22.0 22.0 41.0Business Owner 28 28.0 28.0 69.0Academic

13 13.0 13.0 82.0(scientistneacher)

Non profit organiZation 11 11.0 11.0 93.0Student 7 7.0 7.0 100.0Total 100 100.0 100.0

EducMlon

CumulativeF Percent Valid Pel...... " Pel......"

Valid High =>ool uegree 52 520 520 520Bachelor Degree 22 22.0 22.0 74.0Graduate Degree 23 23.0 23.0 97.0Other 3 3.0 3.0 100.0Total 100 100.0 1000

CumuIati\IeFrequency Percent Valid Percent Pel......"

Valid RUSSIa 5 5.0 5.0 5.0Brttiain 26 26.0 26.0 31.0Turkey 8 8.0 8.0 39.0France 11 11.0 11.0 SO.OGermany 11 11.0 11.0 61.0Canada 13 13.0 13.0 74.0Italy 11 11.0 11.0 850HoIJarod 1 1.0 1.0 86.0Spain 8 8.0 8.0 94.0ThaiJarod 2 2.0 2.0 96.0JreJarod 4 4.0 I 4.0 100.0Total 100 i 100.0 100.0

28

Frequency Tables

1. Wh.t sources _ you __ of tMt ... UMd for lInanc:lng IUlture coc_ntion In E8YPt?(Multiple Response)

F 'l(,of 'l(, of eases'Valid User t-ees 53 31.4 53

International grants 90 53.3 90Taxes on Hotels 26 15.4 26Total 169 100.0 169


2. Please list the possible 8CtiYltleII tMt could "- sui IMfIne life? (Multiple Resp ,nse)

Count 'l(, of R 'l(, of eases'Valid Construction 44 26.0 44

Oil SpiHs 36 21.3 36Garbage Dumping 56 33.1 56Illegal fishing 27 16.0 27Unorganized

6 3.6 6diving activities

Total 169 100.0 169

a. 100 valid cases, None missing.

3. Please rank your perception of the level ofeavinmmeatal risk of the followillg 10

the Red Sea Marine life!

a) Feeding FIsh

CumuIalM!F Percent Valid Percent Pace.

Valid Very High Risk 16 16.0 16.0 16.0

High Risk 74 74.0 74.0 900Moderate Risk 10 100 10.0 100.0

Total 100 100.0 100.0

b) TouclIlmg, walldng. and standing on reefs.

CumuIaINeF Percent Valid Percent Petcelt

Valid Very H'9h Risk 31 31.0 31.0 31.0

High Risk 68 68.0 68.0 99.0

Moderate Risk 1 1.0 1.0 1000

Total 100 1000 1000

29

cl Throwing garbage In the -.

CumulaliYeF Pen:enl V8Iid Pen:enl Pen:enl

Valid Very High~iSk 53 53.0 53.0 53.0High Risk 47 47.0 47.0 100.0Total 100 100.0 100.0

dl Throwing g..tlage on the beach.

CumulaliYeF Percent Varld Pen:enl Pen:enl

Valid Very High Risk 53 53.0 53.0 53.0High Risk 46 46.0 46.0 99.0Moderate Risk 1 1.0 1.0 100.0Total 100 100.0 100.0

el Collecting corals and shells.

CumuIaliveF Percent Valid Pen:enl Pen:enl


f) Illegal fiShing.

CumulaliYeF Percent Valid Percent Pen:enl


30

4. Are you .Wll~oftbe following enviroamental protedioa issues;

CumulativeF Percent Valid Pen:enl Pen:enl


b) Touching, walking, 8nd stlnding on conIs brNb 8IlCI1dI1s them.



c) Garbage dumped in the .... 8nd on the buclI kills wildlife.

CumulatiYeF Percent Valid Pen:enl Percent


d) collecting c:oraIs 8nd shells reduces Egyprs _res.


Valid Yes 25 25.0 250 25.0No 75 75.0 75.0 '00.0Tolal 100 100.0 100.0

e) Illegal fishing reduces the fish popublllon 8IlCI upsets the dellc*balance on the reef.

CumulativeF Percent VaridPercent Percent

Valid Yes 20 20.0 20.0 20.0No SO so.o SO.O 100.0Total 100 100.0 100.0

3\

4) VIsuals utIllzec11 g.......1cs

CumuIaliveF Percent Velid Pel Cll"t Pel..",,,t

Valid '1mpressM! 27 27.0 27.0 27.0Neutral 39 39.0 39.0 66.0Not attraclive 34 34.0 34.0 100.0Total 100 100.0 100.0

Why?

CumulativeF Percent Velid Pen:enl Pen:elll

Valid Cartoons "''''''''-dnl 34 34.0 100.0 100.0Missing .00 66 66.0Total 100 100.0

5) Comprehension oftlle mnuge embedded In the prom0tlonai rnaletWs

CumulativeF Percent v.rld Percent Pel<:elll

valid Well 75 75.0 75.0 75.0Neutral 25 25.0 25.0 100.0Total 100 100.0 100.0

PREVIOUS PAGE BLANK

33

Decision Makers Tabulations

Sample Demographics

Gender

CumulativeF Pen:enl Valid Pen:enl Pelc:eill

Valid Male 73 73.0 73.0 73.0Female 27 27.0 27.0 100.0Total 100 100.0 100.0

CumulativeF Pen:enl Valid Pen:enl Pelcelll

Valid 2S-35 5 5.0 50 5.036=45 20 20.0 20.0 25.046-55 57 57.0 57.0 82.056-65 17 17.0 17.0 99.00\Il!I" 65 1 1.0 1.0 100.0Total 100 100.0 100.0

Marital Status

CumulativeF Pen:enl Valid Pen:enl Pelcelll

Valid Single 2 2-0 2.0 2-0Married 83 83.0 83.0 85.0Widower 15 15.0 15.0 100.0Total 100 100.0 100.0

EdUCllllon

CurnulaliwF Pen:enl Valid Pen:enl Ptlcelll

Valid Degree 62 82.0 62.0 62.0Graduate Degree 38 38.0 38.0 100.0Tolal 100 100.0 100.0

34

Frequency Tables

1. Please provide me with your opinion coaceminc the following;

a) Nature Conservation Is Important for Egypra ecollomlc cle\oelopmellt.

CumulativeFr Percent Valid Percent Percellt

Valid Strongly Agree 76 76.0 76.0 76.0Agree 19 19.0 19.0 95.0Neutral 5 5.0 5.0 100.0Total 100 100.0 100.0

b) Rangers ... Important for the pi IIervatlon of the Red Sea.

CumulativeF-'- Pen:enl Valid Pen:ent Peee"t

Valid strongly Agree 71 71.0 71.0 71.0Agree 24 24.0 24.0 95.0Neutral 3 3.0 3.0 98.0Strongly Disagree 1 1.0 1.0 99.0No answer 1 1.0 1.0 100.0Total 100 100.0 100.0

• What aources are you __ of that are used for financing nature conservation In Egypt?(M~Response)

Count 'lit of R 'lit of cases'Valid User Fees 58 20.6 58

Egyptian NGOs 16 5.7 16

Foreign AidIIntematonal79 28.0 79organizations

Egyptian Gowmmental26 92 26instilulions and bodies

Private Sector 19 67 19

Ministry of Environment84 298 84and its subsidiaries

Total 282 1000 282

a. 100 valid cases, None missing.

35

3. What Is the role that r81lgel'S play In the nature COI~atIonof the Red Su7 (MultipleR••pChase)

Count "ofR " of cases-Valid Creating Awareness 67 36.0 67

Mon~oringconformity98 52.6 98with regulations

Patrols 21 11.4 21Total 186 100.0 186


4. Please rank your perception of die level of ..... iJ oameatal risk of die followia& todie Red Sea Marine life!

a) Feeding FIsh

CumulativeF Pen:enl Valid Pen:enl Petlleill

Valid No answer 3 3.0 3.0 3.0Very High Risk 32 32.0 32.0 35.0High Risk 42 42.0 42.0 n.OModerate Risk 16 16.0 16.0 930low Risk 5 5.0 5.0 98.0Very low Risk 2 2.0 2.0 100.0Total 100 100.0 100.0

b) Use of boat .lC:h«s

CumulativeFr Pen:enl Valid Pen:enl Percent

Valid Very High Risk 58 58.0 58.0 58.0High Risk 35 35.0 35.0 93.0Moderate Risk 5 5.0 5.0 98.0low Risk 2 2.0 2.0 1000Total 100 100.0 100.0

c) Touc:lllrng, walking, and atsndIng on reefs.

CumulativeF Percent Valid Pen:enl Pen:enl

Valid Very High Kisk 59 59.0 59.0 59.0

High Risk 26 26.0 260 85.0Moderate Risk 13 13.0 130 98.0low Risk 2 2.0 20 100.0Total 100 100.0 100.0

36

d) Throwing g.tNlge In the __

CumuIaIM!F Pen:enl Valid Pen:ent PerCOlIi


e) Throwingg~ on the bNch.

CurnuIIIliveF Percent Valid Pen:ent PerCOlIi

Valid No answer 1 1.0 1.0 1.0Very High Risk 55 55.0 55.0 56.0High Risk 24 24.0 24.0 80.0Moderate Risk 17 17.0 17.0 97.0low Risk 3 3.0 3.0 100.0Total 100 100.0 100.0

f) Collecting c:otllIs mel shells.

CumuIaIM!F Percent Valid Pen:ent """COlli


g) Ulegaillshing.

CurnuIIIliveF Pen:enl Valid Pen:ent """COlli

Valid Very High Risk 39 39.0 39.0 39.0High Risk 32 32.0 32.0 71.0Moderate Risk 21 21.0 21.0 92.0low Risk 7 7.0 7.0 99.0Very low Risk 1 1.0 10 100.0Total 100 100.0 100.0

31

5. Are you awan ofebe followiag eaviroameatal protection issues;

al Feeing fish upeets the biological balance on the Net.

CumulaliveF Pen:enl Valid Pen:enl Pen:enl


bl Boat.~desb"1the reefs.

CumuI8liveF Percent Valid Percent Pen:enl


cl Touching, walking, and standing on corals ........ and Idlls them.

CumulaliveF Pen:enl Valid Percent Pen:enl


dl Garbage dumped In the ... and on the beach kills wildlife.

CumulaliveF Pen:enl Valid Pen:enl Pen:enl

Valid Yes SO SO.O SO.O SO.ONo 20 20.0 20.0 100.0Total 100 100.0 100.0

CumulaliveF Pen:enl Valid Percent Pen:enl

Valid Yes 83 83.0 83.0 83.0No 17 17.0 17.0 100.0

Total 100 100.0 100.0

f) Illegal fishing reduces the fish papulation and upeets the delicalebalance on the Net.

CumulativeF Pen:enl Valid Percent Pen:enl

Valid Yes 64 64.0 640 64.0

No 36 36.0 36.0 100.0Total 100 100.0 1000

38

6. What do you think of the following!

1) Layout

CutrluIaIMF Pen:enl Valid Petoenl Pen:ent

Valid AII1adiYe 48 48.0 48.0 48.0Neutral 34 34.0 34.0 82-0Not AII1adiYe 18 18.0 18.0 100.0Total 100 100.0 100.0

Why?

CutrluIaIMF Petoenl Valid Petoenl Pen:ent

Valid Ciilmmed 10 10.0 55.6 55.6Plaint not creative 8 8.0 44.4 100.0Total 18 18.0 100.0

Missing .00 82 82.0Total 100 100.0

2) Wording

CumulatiYeF Pen:enl Valid Pen:ent Pen:enl

Valid Clear 62 62.0 62.0 62.0Neutral 25 25.0 25.0 87.0Not Clear 13 13.0 13.0 100.0Total 100 100.0 100.0

Why?

CutrluIaIMF Pen:ent Valid Pen:enl P-

Valid . ComPlex wording 13 13.0 100.0 100.0Missing .00 87 87.0Total 100 100.0

3) TIIemer' Inllonnatlon co"."t qwlIIty

CumulatiYeF Pen:enl Valid Percent Percent

Valid -HijjIlO"uaIily/ln 59 59.0 59.0 59.0Neutral 14 14.0 14.0 730Low Quality I Not

27 270 27.0 1000Informative

Total 100 100.0 1000

39

Why?

CumulativeF Pen:ent Valid Pen:ent Pen.1t

Valid Incomplete infomlation 27 27.0 100.0 100.0Missing .00 73 73.0Total 100 100.0

4) VIsuals utIllzed1 grllphlcs

CumulativeF Pen:ent Valid Pen:ent PelOOIIt

Valid AIIractiYeIlmpressive 38 38.0 38.0 38.0Neutral 34 34.0 34.0 n.ONot attrac:tille 28 28.0 28.0 100.0Total 100 100.0 100.0

Why?

CurnuIaliIIeF Percent Valid Percent Pel""",

Valid PlainiUsed 12 12.0 42.9 42.9Crammed 5 5.0 17.9 60.7Not all relevant 11 11.0 39.3 100.0Total 28 28.0 100.0

Missing .00 n n.oTotal 100 100.0

5) Compoehenslon of the m....g.. embedded In the promotional~

CumuI8tiYeF-'--' Percent Valid Pen:ent PelOOIIt

Valid Well Comprehended 70 70.0 70.0 70.0Neutral 17 17.0 17.0 87.0Not Comprehended 13 13.0 13.0 100.0Total 100 100.0 100.0

Why?

CumulaliIIeF Percent Valid Percent Peroenl

Valid Crammed Subjects 6 60 46.2 46.2Complex Message 7 7.0 53.8 100.0Total 13 130 1000

Missing .00 87 870Total 100 1000

40

Boat Operators Tabulations

Sample Demographics

11-..,....".,.--.........-1 Frequenc:y100Valid Male ..

P.-rt100.0

Valid Peloent100.0 ~.ol

CUrnuI8tive

F ~ Valid Pen:enI Pen>ent

Valid 16-25 7 7.0 7.0 7.0

26-35 33 33.0 33.0 40.0

36=45 39 39.0 39.0 79.0

46-55 16 16.0 16.0 95.0

56-6S 3 3.0 3.0 98.0

lNef65 2 2.0 2.0 100.0

Total 100 100.0 100.0

CUrnuI8tive

F P.-rt Valid Pen>ent Pen>ent

Valid Single 22 22.0 220 220

Married 76 76.0 76.0 98.0

Wtdt:1Nef 2 20 20 100.0

Total 100 100.0 100.0

Education

CUrnuIalive

F ~ Valid~ ~

Valid None 13 13.0 13.0 13.0

High School Degree 78 78.0 78.0 91.0

Bachelor Degree 9 9.0 9.0 100.0

Total 100 100.0 100.0

41

Frequency Tables

I. Please provide me with your opinioa coaceming the followiD&;

Cumulative

F Percent Valid Percent Perceolt

valid strongly Agree 80 80.0 80.0 80.0

Agree 20 20.0 20.0 100.0

Total 100 100.0 100.0

b) Rangers _ Impottant tor the pt II aMlllon of the Red Sea.

CumutatiIIe

F Pen:enl Valid Pen:enl Percent

Valid ..~.; Agree 68 68.0 68.0 68.0

Agree 29 29.0 29.0 97.0

Neutral 2 2.0 2.0 99.0

Strongly Disagree 1 1.0 1.0 100.0

Total 100 100.0 100.0

2. What soun:es _ )'OU __ of that _ used tor financlng nlllu.. coo_ .1IIiui. In EeYPt?(Multiple Respon..)

Count '" of R '" of eases-Valid User Fees 65 247 65

Egyptian NGOs 30 11.4 30

Foreign AidIIntematonal 81 30.8 81organizations

Egyptian~1 25 9.5 25institutions and bodies ,

Private Sector 1 .4 1

Minislry of Environment 61 23.2 61and its subsidiaries I

Total 263 1000 i 263

a. 100 valid cases. none missil1{:.

42

3. What Is the role that '-!gels play In the "*'nl c:c>n.- vsllon of the Red SU? (Mulliple

Response)

Count "ofR " of ClIses"

Valid Creating Awareness 68 41.5 68

Monitoring confonnily 91 55.5 91with regulations

Patrols 2 1.2 2

CoItec:tion of User Fees 3 1.8 3

Total 164 100.0 164


4. Please nmk your pen:eptioo of the level of mviroomeatal risk of the folowillg to

the Red Sea Marine life!

s) Feeding FisIl

CumuIatiYe

F Percent Valid Percent Percent

Valid Very Hign Kisk 60 60.0 60.0 60.0

High Risk 36 36.0 36.0 96.0

Mode<ate Risk 3 3.0 3.0 99.0

Very Low Risk 1 1.0 1.0 100.0

Total 100 100.0 100.0

b) Use of bo.t snc:hors

CumuIatiYe

F Percent Valid Percent Pe":~lIt


High Risk 19 19.0 19.0 97.0

Moderate Risk 3 3.0 3.0 100.0

Total 100 100.0 100.0

e) TouclIimg. Wlllldng, Md standing on reefs.

CumuIatiYe

F Percent V.1icI Percent PeoOl!lIt

Valid very High Risk 86 86.0 86.0 86.0

High Risk 12 12.0 120 98.0

Moderate Risk 2 2.0 2.0 1000

Total 100 100.0 1000

43

d) Throwingg-' In the ....

CurnuI8tive

F Percent Valid Percent Peicelll


High Risk 35 35.0 35.0 99.0


Total 100 100.0 100.0

CurnuI8tive

F Percent Valid Percent Perceolt


High Risk 31 31.0 31.0 95.0


Total 100 100.0 100.0

f) Collectlng corals MId shells.

Cumulative

Freouencv Percent Valid Percent Perceclt


High Risk 28 28.0 28.0 96.0


Total 100 100.0 100.0

g) Illegal lIshlng.

Cumulative



High Risk 22 22.0 22.0 83.0

Moderate Risk 12 12.0 12.0 95.0

Low Risk 2 2.0 2.0 970

Very low Risk 3 3.0 3.0 1000

Total,

100.0 1000100

44

S. An you aware oftbe following envinmmeatal profediotl issues;

al Feeding fish upaels the biological balance on the reef.

CurnuIative

Fr Pen:ent Valid Pen:ent Pen:enl

Valid Yes 93 93.0 93.0 93.0

No 7 7.0 7.0 100.0

Total 100 100.0 100.0

b) Boat anc:hots destroy the noels.

CurnuIative

Fr Percent Valid Pen:ent FW'cenl

Valid Yes 99 99.0 99.0 99.0

No 1 1.0 1.0 100.0

Total 100 100.0 100.0

c) Touching. walking, and standing on conls breaks and kills u-t.

CurnuIative

Fr Percent Valid Pen:ent FW'cenl

Valid Yes 95 95.0 95.0 95.0

No 5 5.0 5.0 100.0

Total 100 100.0 100.0

d) Garbage dumped In the sea and on the beach kills wildlife.

CurnuIative

Fr Peteellt Valid Pen:ent FW'cenl

Valid Yes 89 89.0 89.0 89.0

No 11 11.0 110 100.0

Total 100 100.0 100.0

el collecting conls and shells reduces Egyprs ......res.

CurnuIative

F-'- Pen:ent Valid Percent Pen:ent

Valid Yes 93 93.0 93.0 93.0

No 7 7.0 7.0 100.0

Total 100 100.0 100.0

f) IIlegallishing reduces the fish pope"""'" and upaels the deIicMebalance on the reef.

CumuiatiYe

F Percent Valid Petcenl Peteent

Valid Yes 90 90.0 900 900

No 10 10.0 100 1000

Total 100 100.0 100.0

45

6. What do you think of the foUowing!

1) layout

CumuIaIMl

Fr Percent Valid Peroenl Pen:ent

Valid AIlractive 67 67.0 67.0 67.0

Neutral 28 28.0 28.0 95.0

Not AIlractive 5 5.0 5.0 100.0

Total 100 100.0 100.0

Why?

CumuI8tiYe

F Percent Velid Pen:ent Pen:ent

Valid Crammed 4 4.0 80.0 80.0

Plain! not creative 1 1.0 200 100.0

Total 5 5.0 1000

Missing .00 95 95.0

Total 100 100.0

2) Wotding

CumuI8tiYe

Freouencv Percent Velid Percent Pen:ent

Valid Clear 66 66.0 66.0 66.0

Neutral 24 24.0 24.0 90.0

Not Clear 10 10.0 10.0 100.0

Total 100 100.0 100.0

Why?

CumuI8tiYe

F Peroenl Valid Pen:ent Petcelll

Valid Complex wording 10 10.0 100.0 100.0

Missing 00 90 90.0

Total 100 100.0

46

3) Themellnformatlon content qogIlty

CumuIeINe

F Pen:ent Valid Percent Percent

Valid High Quality/lnlomtative 76 76.0 76.0 76.0

Neutral 20 20.0 20.0 96.0

Low Quality I Not 4 4.0 4.0 100.0Inlomtative

Total 100 100.0 100.0

Why?

CumuIeINe

F Pen:enl Valid Pen:ent Pet....

Valid Incomplete in 4 4.0 100.0 100.0

Missing .00 96 96.0

Total 100 100.0

4) Visuals u1llizedl graphics

~


Valid AIlractMlllmpressiYe 48 48.0 48.0 48.0

Neutral 37 37.0 37.0 85.0

Not attractive 15 15.0 15.0 1000

Total 100 1000 100.0

Why?

CumuIeINe

Fr Pen:ent Valid Pen:ent Pel"",.

Valid Plain/Used 6 60 40.0 400

Crammed 8 8.0 53.3 93.3

Not all relevant 1 1.0 6.7 1000

Total 15 15.0 100.0

Missing .001: I 850 I

Total 100.0

47

5) Comprehension of the mau. embedded In the ....iiiOCloo... ...-..taIs

CumulatiIIeF Percent Valid Pen:enl Pen:enl

Valid Well Comprehended 78 78.0 78.0 78.0Neutral 20 20.0 20.0 98.0Not Comprehended 2 20 2.0 100.0Total 100 100.0 100.0

Why?

CumulativeF Pen::enl Valid Pen::enl Pen:enl

Valid Crammed Subjects 2 2.0 100.0 100.0Missing .00 98 98.0Total 100 100.0

7. Will you be willing to displll)' the promotion" m-uls on your boatsfor tourists to help promole environmental __••7

CumulatiIIeFreouency Percent Valid Percent Percent

Valid Yes 97 97.0 97.0 97.0No 3 3.0 30 100.0Total 100 100.0 100.0

48

PART ONE: THE CAMPAIGN EVALUATlON

1. Please provide your opinion 011 the themes used in the commnnieatioll campaign

in 1eJms oftheir relevance to raising ofthe eoviromneolal awareness:

a. Investment in rangers in the Red Sea bas bemeodous beoefiIs oolbe

biological divenificatioo ofthe Red Sea.

b. The natural babitals is a wise inveslD1eDt

c. The DugongI Sea Cow in the Red Sea: Let's work 011 protecting the lire of

this legend.

d. Mooiloring ooral reefS is a tool to prolect nature.

e. Leave enough room for the Sea Turtles' niches.

f. The Mangrove Trees beIp in sustaining the dewloplllellt ofthe Red Sea.

g. Invest in the environment to build a betIa' eoooomy.

h. Diving he\ps pIuIeCl natural resources.

2. Please provide your own opinioo 011 the LayoutIDesign used.

3. Please provide your own opinion 011 the colors used in the brodJure.

50

4. Please provide your own opinion on the Visuals used to presentand support the communication message.

5. What do you think ofthe size of the different promotional materials? Please statethe reasons behind your answer.

"ART TWO: TIIE RECOMMENDAnONS FOR IMPROVEMENl1

Please tell us about your recommendations to improve the following:

1. The DesignlLayout: '

2. The Themes used: _

3. The Recommended New Colors: _

4. The Wording: _

5. The information disseminated: _

6. The Visuals used: _

7. Any other part of the Campaign not listed above: _

"ART TIIREE: TIIE PERSONAL PROf'IL§

Name: _

Title: _

Newspaper/Agency: _

Academic Degree: _

Age Brackets: Less than 30 years ( )Between 30 and 39 ( )Between 40 and 49 ( )Between 50 and 59 ( )More than 59 ( )

51

Aafte( ) N..... () Dialsec()NoAMwer( )

Part I: LeYei ofA~:

.) N.tue cra..el ••tioaa is maportMt for I:tTPt'I eel.oail:deftIop-.t.

Sti"NIIY A&ree ( )Sti"NIIY DiIqne ( )

b) p- • ure iIIaportut til die pnn ..... ofdie red -.Sti"NIIY A&ree () Aafte( ) N..... () DO II ec( )Sti"NIIY DiIaaree ( )No Auwer( )

3. Wlaat IOtIftelI are yoII .ware of dlat are ued for fila•• iI& aatweCU.'!E ...... EIJPf!.••.....••....••....•....••...••...•••••..•••..••...••••..•....••....••...••....••••....•••....•......................................................................................................................................................................................................................................................................................................--...•••....••....•••...•••••.••.....••...••••..•••...••..•••...••.....•..•••....••....•.....••••.....••.........................................................................................................................................................................................................................................................................................................

...................................................................................................

.........................................•.........................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

52

S. Please rank your pen:eptioa of the level of environmental risk of thefollowing to the Red Sea Marine life!

Very High Moderate Low Very No II

High Risk Risk Risk Low Answer IRisk Risk Ia) feedin2 f"lSh 1 2 3 4 5 0 Ib) use of boat 1 2 3 4 5 0 !anchon Ic) touching, 1 2 3 4 5 0 Iwalking and istandin2 on reefs I

1

d) throwing 1 2 3 4 5 0 ,2arha2e in the seae) throwing 1 2 3 4 5 0garbage on thebeachf) collecting corals 1 2 3 4 5 0

Iand sheDsg) illegal f"lShin2 1 2 3 4 5 0 I

I

6. Are you aware of the foUowing enviroumental protection issues;

Yes No f

a) Feeding f"lSh upsets the biological balance on I 2 Ithe reef.

b) Boat Anchon destroy the reefs. I 2c) Touching, walking and standing on corals I 2breaks and kils them.d) Garbage dumped in the sea and on the beach I 2ki1Is wildlife.e) CoDecting corals and shells reduces Egypt's I 2treasures.f) Dlegal f"lShing reduces the f"lSh population and I 2uPsets the delicate balance of the reef.

53

Part n: Print materials Test: (PIs. present the print material to the interviewee aad

after letting himlher read it ask the foUowing;)

7. what do you think of the foUowing!

1. Layout:Attractive ( ) Neutral ( ) Not attractive ( ) pis specify••.••••••

2. Wording:Clear () Neutral () Not Clear ( ) pis specify•••••••••

3. Themellnformation Content:

High Qualityl Informative () Neutral ( )

Low Qualityl Not Informative ( ) pis specify•••••••••

4. Visuals Utilized/Graphics :

AttractivelImpressive ( ) Neutral ( )

Not Attractive ( ) pis specify•••••••••

5. Comprehension of the message embedded in the promotional

materials :weO comprehended() Neutral ( )

Not Comprehended( ) pis specify•••••••.•

8. Will you be willing to display the promotional materials on your boat for

tourists to help promote environmental awareness!

Yes ( ) No ( ) pis specify reason••..•••••

Part m: General Information about the respondent

1. Gender of the respondeat: 1. Male

2. Age:

2. Female

1. 16-25 2.26-35 3.36-45 4.46-55 5.~ 6. over 65

3. Marital Status:1. Single. 2. Married. 3. Widower 4. Divorced 5. Engaged

4. Education1. None4. Graduate Degree

2. High School Degree 3. Bachelor's Degrft

5. Other (specify) .•..•.•.•..•..•••.••••....•

54

______--.J_

Part I: ~eI orA__:

1. WIIIIt are die end-DeeM species/ ••-ah .. die Red _ area!

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

.....•..•••..••..•••.•••.•••.••..•••.••••••.•••.•..••...•..•..•••.....•...••.••...••..•....•....•..

...................................................................................................

...................................................................................................

...................................................................................................

1. WIIIIt are dIe..-ibIe -.us dlat taa ........ 101 .Fed S,! ~ia!

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

............................................•......................................................

.•....•...••..••...•..••...••.....••..••..•...••.••••••..•...•...•...••..•......•...••••......••...

...................................................................................................

3. Are y.. aware ortlle '-IN" e.lI1.riil"..._It..... p.........-a;

v. Ne

a) 1'11'" filii ..... die .......' ....._ .. 1 1

diener.') T ••ctiJJc, waIriaa .............. cerah 1 1

.......... kllsdle-.c) Gtu1NJp ....pet .. die _ ...... die IIadI 1 1

~wildlife.

1) Cel' ... ce.............. red_ """"s 1 1I

CI"'Mues.f) .........__ die IiIII ,.,..._ .... 1 1 ,

die delicate ....._ ordie ner.

55

Part n: Print materials Test: (PIs. praeat tbe print material to the inteniewft and

after letting bimlber read it ask tbe foUowing;)

4. wbatdo you tbinkof tbe foUowing!

1. Layout:Attractive () Neutral ( ) Notattractive ( ) pis specify••.." •••

2. Wording:Dear ( ) Neutral () Not Clear ( ) pis specify•...•••..

3. TbemelInformation Content:Higb Qualityl Informative ( ) Neutral ( )

Low Qualityl Not Informative ( ) pis specify•••••••..

4. VISuals Utilized/Graphics :AttractivelImpressive ( ) Neutral ( )

Not Attractive ( ) pis specify.•••••••.

5. Comprehension of tbe message embedded in the promotional

materials :Well comprebended() Neutral ( )

Not Comprehended( ) pis specify•..••.••.

Part m: General Information about tbe respondent

5. Gender of tbe respondent: I. Male 2. Female

6. Age:

1. 10 yean old ( )

2. 11 yeanold ( )3. 12 yean old ( )

56

Aaree( ) N...... () Dilapee()

NoAMweo( )

--------'---------'

Part I: LenI ofA~:

.) N.tIIn CI .et..... is"""'" fer E&:rPt'1 '1ICIl[J_....lliir~

denIop....

sar-,ty Aaree ()sea...., O' ..ee()

b) ........ areiaportM..... prlU or -.sea-elt Aaree () Aaree( ) N...... () O ee ( )

Str-eIt DiIapee ( ) No AMweo( )

1. WIIat _ are ,.. lIWilft or ..... are IIMd fer .... iac _e.re

cess ..... ill EcJpt?

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

3. WIIat is .. role ......

..................................•................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

...................................................................................................

57

4. Please rank your pen:epCion of the Ieyel of environmental risk of thefollowing to the Red Sea Marine life!

Very Higb Moderate Low Very NoHigb Risk Risk Risk Low AnswerRisk Risk

a) feediD2 fISh 1 2 3 4 5 0h) use of boat 1 2 3 4 5 0anchonc) touching, 1 2 3 4 5 0walking andstanding on reefsd) throwing 1 2 3 4 5 02llrba2e in the seae) throwing 1 2 3 4 5 0garbage on the

!beachf) collecting corals 1 2 3 4 5 0and sheDs ,

,

g) illegal fIShing . 1 2 3 . 4 ,5 10

s. Are you aware of the foUowing environmental protection issues;

Yes Noa) Feeding fISh upsets the hiological halance on 1 2the reef.

h) Boat Anchon destroy the reefs. 1 2c) Touching, walking and standing on corals 1 2hreaks and kills them.d) Garbage dumped in the sea and on the beach 1 2kills wildlife.e) Collecting corals and shells reduces Egypt's 1 2treasures.f) Dlegal fIShing reduces the fISh population and 1 2upsets the delicate halance of the reef. I j

58

Part II: Print materials Test: (PIs. present tbe print material to tile intenie"A'ee and

after letting bimJber read it ask the following;)

6. what do you tbink of tbe following!

2. Layout:Attractive ( ) Neutral ( ) Not attractive ( ) pis specify••••.••••

3. Wording:Clear ( ) Neutral () Not Clear ( ) pls specify••...•...

4. Tbeme/lnformation Content:

Higb Qualityl Informative ( ) Neutral ( )

Low Qualityl Not Informative ( ) pis specify•.••••••.

5. VISuals Utilized/Grapbics :


Not Attractive ( ) pis specify.••.•••.•


materials :Well comprebended( ) Neutral ( )

Not Comprehended( ) pis specify••..•...•

Part In: General Information about tbe respondent

7. Gender of the respondent: I. Male

8. Age:

2. Female

I. 26-35 2. 36-45 3.46-55 4. 56-65 5. over 65

9. Marital Status:1. Single. 2. Married. 3. Widower 4. Divorted 5. Engaged

10. Education1. Bacbelor's Degree(specify) .•...••.•....•.•...•...•...

2. Graduate Degree 3. Other

59

Part I: LeYei ofA.--:

1. Wllat is yowlmowledp or die poaibIe W8y8 or proactiq tile eai. sneat

is.-erar..•..•..•.....••.•..•..•.••..•....•.....•.••.•.••.•..••....•.•..•.•..•..•.••.•.....•..••.•.••..••.•.

..................................................................................

...................................................................................................

.•..••..•....•••••..•.••.•..••.•..••.•.••.•.•..•..•.•.•••.•.•..••.•.•..••.•.....•.

3. PIeae nak yow peaeepCios or die level fJf ea••.- 1»1 risk ., die

folowisa to tile Red Sea MariBe life!

Very DiP Moderate I.w V., N.

DiP Risk Risk Risk I.w ~

RiskRisk

a)F. .... 1 1 3 4 5 • i

b) .......... 1 1 3

1

4 5 • I~

.... _ne6I

i i

c) *a.wina 1 1 3 4 5 't Iisdle_

d) duowile 1 1 3 4 5 t

prtIz&e - .. Ibead!

i

e) cdr 'ina coraII 1 1 3 4 5 ,t......~

. 1 1 3 4 5 It

Y. Ne

a) Fw'.C .......... Wah, aI hala.. _ 1 1

.. ree£b) T.....· a. waIUt& ........ina _ coraII 1 1

.......... ldkdl-.

c) c.naae "-peal is .. _ ... _ .. Madt 1 ! 1

~widIif'e.I

d) Colr-", co............. "'aces J:cypt'l , 1 I 1 I

br.......I

i!

. f) IIIepI ...... ndzces tile filII ,.,...-. aDd i 1 j 1 I

i.,... delicate hala..or.. reef.

rt n: Print materials Test: (PIs. preseat the print material to the iataviewee IUId

er letting hilllJ1ter read it ask the foRowing;)

5. what do you think of the foRowing!

1. Layout:Attractive () Neutral ( ) Notattractive ( ) pis specify•••••••••

2. Wording:Oear () Neutral () Not Clear ( ) pis specify•••••••••

3. Theme/lnformation Content:

High Quality! Informative ( ) Nentral ( )

Low Quality! Not Informative ( ) pis specify.••••••••

4. Visuals Utilized/Graphics :


Not Attractive ( ) pis specify••••.•.••


materials :WeD comprehended() Neutral ( )

Not Comprehended( ) pis specify•••••••••

Irt III: General Information about the respondent

6. Gender of the respondent: 1. Male 2. Female

7. Age:1. 16-25 2.26-35 3.36-45 4.46-55 5.56-65 6. over 65

8. Marital Status:1. Single. 2. Married. 3. Widower 4. Divorced 5. Engaged

9. Occupation1. Government3.Business Owner5. Non-profrt organization

2. Private Sedor4. Academir(teacher!scientist)

6. Student 7. OtMr (specify) •••••.••••••••••••

10. Education1. None4. Graduate Degree

2. High School Degree 3. Bachelor's Degree

5. Other (specify) ..•..••••.•......••••••..••

II. Nationality:pis. specify country) ••..•.•••..•.•..•.••.•.••.•••••••

61

Boat Operators Questionnaire..,.s I .;..o-J I .." 1..-1

.~'il ~ ~.;.,....~ u-I~ (2( ) yip'- 'i ( ).~ .......Jl<oi ( ) .......Jl<oi ( )~ ( ) &I-,i ( ) ~,jitlj

...:.J1" .~ -'~I~.}~1 lJ"1~ "-! r~ ($.ill .J~1 -'" l. ,o.!!.;h.i ~-' 0-- .3!~'il~ A.!"!!,\,b

'J ~ ~ ~ ~ ~......)'Oi I~~ ~ ~ ~ I~~

0 5 4 3 2 1 ~'j, ..w.!.10 5 4 3 2 1 ~."... Ul1.i.~ .2

i 0 5 4 3I

2 1 ~yJl~u-l.3

I , ~"""'!Y'J~JI

0 5 4 I 3 I 2 1 ~, ..; uyu;n ~~ .40

,5 4 3 2 1 ~ uyu;n ~~.5

" I

--~--~----

oo

55

44

33

22

1

1

~ ......,;.,IIJ~1 J ~yJl ~I u-l.31.~ J "'A ,

12

'i ~,

2 1 ~ .,I~I· 'I~~~'jl 1...1.1.1. <r. u-J .• ...

.~."...

2I

1 ! <)~yJI ~ ~yJl Ul1.i. .2.

2

2

2

1

1

1

6-1

:~.>II ~I.,..n ~ :~

(~I ~ "".;ill ~ J '.'J?j ,el\ ~ ~lc.>l1 ~'.,..Jl .-i,ij ~40..J)

:rWI .-Je ojl! .1......................... ~( )y14.>#-( )~( )yl~

:t""".,..n IF-~ "e,;j .,II.:.l.K11 / ~~ .2.........................~ ( ) ~IJ.>#- ( )~ ( ) ~IJ

:d..y.....J1 • .>:.Ii .3( ) ~6... () .¥..II wL.~ ...:.c.

..........................~ ( ).¥..Jl wL.~ ...:.c. ~

:"I..c ..1\ .J".-II .4. . . .. .. . . . .. . . . .. .. .. .. .. J~ ( ) ""I~ ~ ( ) ~6... ( ) ",,1~

:~lc.>l' ~I.,..JI.} .. r· ;,;.11 u..YIu~ C"""J .5......................... ~() ~~.>#- () .l,!6...(),...;J1~

( )Y ( )~

35-26 (265 j.o 'pi (6

~ .2 .A> .1 :t"J! .8

:j-J1 .925-16 (165-56 (5

45-36 (355-46 (4

:~L.a'il 4.fw1 .10

~~I .4 j..) .3 ·c·,y...·2 ::,y... y.C- .1

:~;..5~1 .11

...... (J~).3y..'.5 ~h;;J~.3 ~y..;;J~.2 ~j!L.1

Decision Makers Questionnaire..:.1 JI.riJ1 IS~

0.JA=")r1~~ U-"'+"" 41 ,yA~ (2( ) ylY." Y ( ) ~J\c.i ( ).~ ~~i ( ).>Jh.. ( ) JiIJi ( ) .', ~! &ij

wl l " .1I J ~I~ .) 41 ,yA~ "-! r~ <$~1 .JJ-'l1 JA L. .<!I..,h;~J':"" 0 3! .JA=")lI~ .;; 1" !l! \,lI

'J yhi. yhi. yhi. yhi. yhi......y:.i I~~ ~ ~ ~ ~~

0 5 4 3 2 1 a...YI ..W.) .10 5 4 3 2 1 . ...,.s~ ....ot.l.i. J..w..! .20 5 4 , 3 2 1 ~.>-11~ u-J.3

II

I ~ .....~."JI"'~"'0 5 4 3 2 1 ~1..)~~~.4

o 5

o 5o 5

4 3 2 1 ~~~~.5

~4 3 2 1 ~C'>-" ~I ~.6

4 3 2 1 "' .....I~YI~.7.J4.yJ

..h-'"' .A '"-'"' ........21~ .....~."JI",~l "' ~t.;.yJl ..,.,l....:Il u-J .3

.~"' "'~.~I ~ <.-1.1~1~ "' ~l ~~l ~~ .4 !

.~ylI !

1

11

1

2

2

2

2

67

:~~ .11.".J1 ~! :~

(..-\WI~ "I.;ill .>&.! -' '.'n; ..Dul! ~\.c..>ll .11.,..J1 ?1 V; ~4-J)

:fWl ,'1' 0;' .6......................... ~( )y~.>#-( )~( ).."r~

:t -",",."..n .:.F~~ ,,;; ,II ul.JSJ1 I ~4-JI .7.........................~ ( ) ~I-,.>#- ( )~ ( ) ~I-,

:uL.}-.JI.~ .8( ) ~6.. () .¥-JI uL.~ <i""

. .. . . .. ... .. . .. .. . .. .. .... ~ ( ) .¥-Jl uL...,Ja.J4 <i""~

:~L.; " J.,...Jl .9....................•....~ ( ) ",,14 u4 ( )~ ( ) ...,,14

:~~ .>I.,..JI.} ~;", ;,;,11 u...YI 0.,....0. C-"'"'-' .10......................... ~ ( ) ~~.>#- () ~6.. ()~~

55-46 (3

~i.2 .fij.1

45-36 (265 .joo ysi (5

:tyl! .1

:j-I1 .235-26 (165-56 (4

c51hJ1.4 j..) .3:~Lw..)'1 -.IW! .3- - .

(OJ? .>#- .1

:~I ..;,:;.....il .4...... (.ih...J ..;pi.3 4lc. w\.....l y .2 ~h .J~.1

bS

Journalists Questionnaire0 .. ;"0 11

:u..J1~ :'J}

:AhH~.;;JI ~.} A.,;; ..h~I ~1..,..Jl ~'J ~~.J.JA L. .1

t.,ulI.)cA .J\;c .l.ll~ ~J&-: W-'"' yo:o'Jl~~I i~.} J.-S>-'JI (1.Ail.i.I: cry~

.......... " .

.. . .. . .. .. .. .. .. .. . .. .. . .... .. .. .

.. .. .. ... .. .. . .., .

.............. ' .

............................................................. :~I ?!' ojl! (1

................................................................... '~I~(2

................................................... :~ ';"'."JI.~ .:}J'i I (3

..................................................................... :~4--Jl (4

.......................................................... :~'.. '0' ,II ..:.L.}a.-ll (')

........................... : ~..J~ (6

" ..C .1'" 'j' '1(7.......................................... :"'" .r~ ('"" ............ CJA ~ ~~ <j

. .... ..------------------------ .,....,._____________________:<515.) /~

_____________________ ,4;,;.\Si 4..>..r

:..:....JI

( )',,' j+o ( ):~,.; f) j+o ( ) .' c, " j+o () "-'-." ..:... j!\( ) , c. ,y. ysi

70

Children QuestionnaireJ Ul.'11

... ... ... ... '" ... '" ... '" ... '" ... ._. ... ... ... ... ... ... ... ... ... . _. ..

... ... ... ... '" ... '" ... '" ... ... ... '" ... ... ... ... ... ... ... ... '" ... '" ...

... . - '" '" '" '" .

... ... ... ... '" ... '" ... ... ... '" ... '" ... ... ... .. - ... ... ... ... . _. ... '" ...

... ... ... ... '" ... '" ... '" ... '" ... ... ... ... ... . .. -' - ... ... ... ... ... '" ...

... ... ... ... '" ... ". ... '" ... '" ... '" ... ... ... ... ... ... ... ... ... ... .. - ...

. .. ... ... ... ... ... '" ... ... ... '" ... '" ... ... ... ... ... ... ... ... ... .. - .-- ._.

... ... ... ... ... ... '" . -. '" ... '" ... ... ... '" ... ... ... ... ... ... ... ... '" ...

... '" '" '" .... '" '" '" .

... '" '" , .

... '" '" '" '" .

!. .•.....•••• 00 ••••• 0 ••••••••• 0 wi wyo:; ..:.;S J,. 0 3

'1

12 Ub j, .1 •.•11', ·I·,no~~'il w,,1.1 :..s-..ry=, ~.J 7"'''' - r.,

I ~i

'1 2 1 -::'~I ~ ..!lL...~1 ~ U--'" ·3!

2 1 ~ ~l ,~.rll ~I..,....J ,......3!~--""-",,,-- -----f--- ,- " ""'---~-"-'iL",_ 2" __,..; 1,,,_,,,; ySyJ1 ~--,I,~';"'.;'il,~,~,~_l~U~· ... .4}

2 J__ 1 --_e" "cd'..-;r ";~;·.J,~' ......,;t"....·5 ,2 1 , .-::'U,ull •..!l....J1 't!' ,ill .~, ~i t F .6

,::..;-o~'

:~.>II .>I.,..JI .J4U.! :~(~I J\-; ~I.>'II.>&.! J '.'H; ..l!~) ~".>II .>1.,..JI,.j>i"i ~4-J)

! ~ 4!iJ ~ .4

:rlall JS..:) (1......................... ~( )yl4.>#-( )~( )..,..14

:t-""".,.JI <.F-~ 4.,;; .11 wWSJll~~ (2......................... ~ ( ) ~IJ.>#- ( ) ~6... ( ) ~IJ

:..:.\.0y...J1 •.,;ti (3( ) ~6... () .¥.II ..:.\.0~~

.......................... ~ ( ).~..:.\.o~ ~ ~

:.1..; .n J".-!I (4......................... ~( )yI4~( )~6...( )y14

:~".>II .>I.,.JI .) F· ;,,;.11 Ul..)1j~C-"""J (5.........................~ ( ) JL.~ .>#- ( ) ~6... ( )~~

-? .2 fl .1 :tyll .5

12 (3 11 (2 10 (1 :j-lI .E

Appendix D: Arabic Fact Sheets

~~., ..-~.....u~~~~._.r mfNlr:r".)I.~ 4A-. .... ,.i.....b!!....w J.l~ "+0& ....\-0.,.,.,.,.,.,.,.,.,.,.,.,.,.,.,." .... ~ ~:?:::::::::::r:::::::::::::::-

~.,;Jl~:,loW!:'" ........~.....~ ,)I·411.....-:::::}_JIOU..B ,}.I.4"k ....J>J"u~4a...~ ~.J&

""~ ...1.+1• .,....., .:- ,k. ..,.Jo&~~U

.,k .l.1+.)J t,."...~ .,..w..J ,J...,.II <.,l.- ;J:A~~~~~\4.t.~ <+tJ"...;..~.~~~ ."w...J .....,...... 41.,-11 ,J.O .;--"-'

;......~~4J e-i~UI..;..S: ~.,-,J"'Jl,u ~

~J+i1-~ ....WI.I,... ,!~,,~~ ....~'I""~~~.....~., ~.~

::;:.;lf~.;;~~ !!!"X"Ti_J .1

~~ t.1.A.ll Jw,.""'~"'" Joo.'~~ JI,a,.I i\.&....... ,:,j.-..J"'J.,.o..)I~ ~£l".ll~"...:.l.-ll

.:...-.:..a~~UtJ.;A ....~<l"il..wa~Jo.lM...,....,~.J&..-" .,H,jl, I~'" t~

j .~';'P,Jj\tol~';1~.MJ,.w.a. t:"'J"~h*;A·~""~J..wJotJWt~-~Jo.lM.~~~f:>,;...tp4~

.~,JA-IV-&W~~~AS-~~""'~",»}~,w.w'l.~.~~

~J41 ~~,tJ.' ~~

Aai}ll';;'l~r~jid!

~''''''''1,~}41."J..A!1~

~,,,,~~

tjaI~~H.J~".,,~

4.I..W!~~

.~~)4!,~..'¥I~

1~..~"'tJ ,....~

"-·C"fr~

....;

.

l:L

:

~...

.Ft

(~}

•~:.;iJ

t~,f

f.t~l

1~f

r;:f''f

.,.

\.

!.~.

rt

$~~.

.'

~

.~

....I.

e.~'!:

t,

..'w

..>t~;H

PL

••.....•••..•}.••.:

.;;.:.f.·.

.~.;:::::;::::

:lr·.:::

;w.)t

...•..,..•...

•.•:../

:t~t

f;it.

C'}

<0\.tr

:~.."f:

:I"ID

.'},.(.

':::f>

~::

,:'\.

..~

E.

(..'r.

ef:..

.f"

}.:;::j:;:::

:~:.::::::::.1

1::::::I::

:'II~\..••.~f.

t~~

ttj~

t.p.~.

d"

,(Hd

_.·..

.•.:)Ih.~:

.:.~:,..

..}'.;:I

t;:::.:

:.f~<

.'t

lI.L.

lfl.

'"to

tfrt

\'1'"

!£•

C..".

··..·.··::·.:·::·

··:t/.~·I:·"'::'

.,.;.•::W

:':';"

,.......

.•........

,.....i

J/..tfi

'1'f"

to-•

<;.;...t

~~

t.J"

.f.:':q,-:(I~:mt.

\.'):;:

'':::':;:.•

•.'I•..•..•..•

.•.s..

.l'

....

ll.-'t'

.•

i:f'i'

to"t:

ti.

.mlifl

'li;

I.>

.tfl

lt

h~tn~

tFP

ftl.-

(t.,.:

·:::::

:{·~I·

·.::::

::·~i:

~..~ir·

;:~.t

.~.El

t,~

tf'\~<

't;t!

'L·

·~.'

"__..::~

:.I..<:.I.:

.~:~·.•.:·::

.~i~\.I.·.."

"'~l

tt.f#o

\;~.~

:t'(~

.-t:

t~

.It

~til;..if:::;g:.:*.~?$'

~,.

'(:.

1".l

.t.

Ll.~

j'.

....

.

--[t

~/I:..·.

.'i,'\~:

ti!::::.

~:j~I~~1

t..

\r.~r

~fl:

Lr~

\y~

}f

~J;

f::;.

.i:.J{

\ij:tm

:iE!:.

",::t

:::::,

:.i;"

'''''..

.'k

~.~

.f

.t,

~~

llf!

!>f,

:~.::

'.

~~)4l,~...ltits·-1~1'2.b'-)llM ~-

.}J}

i:i-t

.··:·"-::'::ti;r:{f';=~' :j;:::1,¥·{-I..~~.l::·:·:·:<·: .~~::: ,j' C"·:,;,,,,:<,·,;,:;.:':): ;;..,}i:«:'i:::i»!:""Wi:'::;':::. ..~..,~,;..!~l...tw.l 1M \,;,;;,iJ .......': ..,...J.~ :>1,·.. 4 i).Jl ~ .......MJ

~.::."4-A <ll:;.I;s~ lJuIo t..l..I-'tI~~

....,.JU..OilI~ ,,,.,w....u...;~ 4JUo.',..~~~?'~ J.p..olI,.,-.J -.;A.,s~~Ju.wI~~~lna.s:pJW,,~~ .........~:h+ b.l-';44~A~~ ~~.,...

fl."'1~ ~...-k.-~~~l!.-.J~

.~~.:J.J

.A.~:X::J:;....:-»:~-:: -~::~.~: _# ',>'MY ,:;,..)i cik;<:?iA·~;~}",J:· ":~l:--... - -- - :»_ ... - . '. 0-:t ....

, .-~.J-.J~i~,.tWf <l....il UlS: ..-A~"'~

.:>~.:.W\.S ,JlH~..,.lt 4.) "d''''~ .,.Il.,v.....~IlS1!1,:".. ~ ~ l.. i.>l.c. \+0'''' <.....n .::.,..:,.

""lIbll <>' .;~~~~..,uJ ~""'.:..t.;j ,,lI.;,U ......'Il ~..,kJ 4t tu.....'"11J

I.w!o--,,", I':io ..,J!A~ ';.W03 ..... IN.>ll~l~

~J-""~.:.UoU J.J:r ...~ t...JW( .

.......~j~.:.loJ.....=-i» Joi.J.~

j..,k~.wI$.,.;..a c'-'~~~,.,.....

'1"'101~~u..J!J-

rJ)

ii

--- ...

~d' ·d,4,it... .,. 1ft ..

~,~I, ~Jtl ,,~.t&'.,,}'114

i.!jjt,I.e~¥

;; ."h'~~A~... -~ "...-,~

·x·: ,~~.y .~. ;Not.' -:..'

x; ;::;..:-:' .'k~':---'." ...;;. ':'::;;,t~";...<;.9........~ ~.""".~.....

.....•:. x·,~·z.;.:..,

~..... 4-t eJIWoo~~,...i...J ~~e<U'~.:.S I, ,U ..........

........,.,i~~t\W,...·~~~~'1l ........ l$~.,,~"fi p.oJ ......~~...,.:.

~.,f~"..,..,.w.JI<Jt.a~~.,.a£.}II';

.....,....J~j~~~.,f.~"t.....1.~~~tl.l.i.h.~ su.JI"~$

..).,..u~~'1I';~.;sJ~JI~.."...~-au.....--....

.011.>" ....... <-4-~.-~'1l--, ua.:..~"",:iM# U" J.,loo. ..... <$~..,s..u~».,t&

........ O$..... .,.w".~ "-I~,,..)l~~

-:-~ &.J."u.-~ UIoW~.IJf' ~ ~,'.<

O$~ ..... r~.:A'"Of,,~~ .u..'II., JUo'I'{,," >:.'

1'"Al~..,.l-'1IJ:l.o"~." u..a~"",,,,,"~:'

...........""'~4U-~ ~

;$.~:~*:q{: ¥-:J:: %:;'_5¥~~:i1:: .J~ ~~;~r ~:W:~ ~~-'~'i:

~~~~~~~~t~'"....,~i.,#.;.~~~oUt"..~~~

....;"~.I,"",,~~J¥c\W~.:.'U~j&~t..;tu.a~

~"""."""'~~4if......,...#..~-.......~~~'1I!f".l1li

~-".....f#A,,~~

..-~~~~laJoI~l)i'tu...~

·J!'II>'1fHu.....VJl,;u.tI~~ tl+- f'Il'W -

~!~ d~':'~ _~t~~fi~J j_1f~w,~QJwf~~t i~-'%'.

~,... "'"'H.) ,;.~~..~~~

~:.J.: $~'

•....,....~.. ,:,4..u <....J~~ ...... ",~~l¢"U'" .....e4t~"'"~:""'''''''I.-';''w..$";.1 <>~I.;..-J.,......'t.::.- +I".... <f.,J"..k

':"...J";"l~~~411~ +,.N,;

;ja,J~~';" 41,JI ~.u-Jf~.:..~

~.,....-JJ.o,lo.;;~ 4I.l<400t.~ ~.:.-"

.:A..."la.o~ '-,ftt..-w.)<. ...,.,.....Jol;Wl~.....<..-,;S .:.l;.",u.. ,t U.~

.;~.::( .!..~f.;A' ,A~J'~~d}I· ~ ~H~~>r-' > ".i'·' -., -

, ~""~"....~'t'-~~~f'"",,~.

""'"'~W'-~.:.4" ..~,.... o&l~.,t~"/·~..,.iit ~~..,...;a.,tl~J~I

........ :u.JMI.f$ ,.;,..·ttl~~~".~~::

fOhn ·,,~~~.w· ..'It~~~~..t...............".~V;i.J.•U.lla.'U.,.~~m::~,ai·~~'1MoJ~ ...:.:.~~,,"U,<¥:~ja:::..'1~~....·t..u1~.·.1.· . ~i"'.~u_ :::. ~.~~ ~ .~...;..'Yt.......N.:.i.,......".~·J$~~~i

.,;IJ)t>A.,1~"""~:J';"..V~J,o.~~~u..;r~~~~.JA,:.,J..:..

:".

~t~l, iy~J4f "l'!'a·t./p~

~,j~~¥

.....,.,0.-••

II'·' :' '/,- -. ·t·@ ,

. ,. ,

"F-"""""'--.M--- .ia, l'\ :

, 'i'Wt ;~ ¥:i~N

-J~iijf!~~

~;:{~~r

lllH .~_•.

;~l.i ~,~ ;IN!} ,)Kif"

~~o:>~.:.1~~ }....,k..... :;~~ J '1l,~ ...d- J.....~~LoS~..J ~J~__"""""~~p

...~ j ·w.Jt"U..JI.M~"""'~~~ ....~;}..J4A~v'..J"'~t.n___

., .....~,}4J<:~>J"'~PJ~v.)j,-......;.. ""V~l..lI.,h"""tU""'~jJ .... .Jl,S

j) """"'" l:.U08 o¥ ...k ....~~l*;.) 'it ......., >JOJ.P-:.}_ ".Ja ~.... ,.( "

.;.l.£..Jl.-Jl u..~~ol ,rJI.o.aI~ <ll!..<..a ",.

~~,} • .,ldh ·1~ "15.,, r-.D ~"""t..lI ...,w.;..... .,;...I...i..f.-,,*3

q. .i y . ~~~'j~~fi~,~,.~tI~, ..... : : .....'9.. <J,..t:U-~J,.U.~~~~~.A-~,.pJ.

~. ,., .".. , . ~~.,.u..~eJlJ'Ol~"'-""...~-.a~ .....~".-J~......~e--.t ......J .....,jtI.~,;~S~.,JIW,t\f"'''''tp~~

....,ol"L~ ,:,.. <fJi-'ft:;",*""u...,.k~ ..........~~ ..~

.;.. ...~.,a.;J ....~ ....t$;}'-""'"

. . ,;..~J ...., Jo'Uoo. ,;,. J.it:",..". .,;...~'. . ..... "..u....Yl,;", 1..".~~,;;...;g ~.,,:l';;"'''')1

::.1.1', o. JU. ..oHJ~"II~4l.".u"..,-'1I"...lI,;..lU-I ......~~..,..J~.d"l ••~",~

'"<..l...ll..o,;oAl40"~~ ........~LoS.~"""".00-.. ""ti1-.-J~;P.Ji"'~..-J...",.".J

.~ J-,~.-J ....~;).- JP4t.-",....... .,.,.~ .,rJ::J~l.o..,joo.~ ..;.;-~~.Ji>;".-J~~~.N'-~~.J~~~;,~~...~\t\-.J&.~~~ J«o..~".. .~.-J <)"~"'""~~Ui ,joo.;"-,.J;o1.i",. jIS."iiI.;"';""' .

.".....~JIIOiI.,..u<_"j&t.~lI~VO>J~Yl ' '.~\••eH.••~~H ••••

~JliJC'"';,;N..~u/tAtJ~.",.Mth l.4 ..~ .........-.........~:~\ ••.•.•...•

~J41 ~"'j4f~.

~1f ~~t'»;li

.....~f.aM JM.!~~~

~J41 "lfI'r:t.1' .jJI1JI W.Y~ Jfo-,j

tJaf~~~ .}.;al~ towr

ioI~~~

~,~I, iJl~jl.1 ¥'I til';,JJ.

"''i!,"'~ ¥

......·.·.·h.'."'"'..,. •..

••~~' ." ....

... . ".,

• liIl'" <~ ~. lilY I'%tit>' lll(~t):I,j; ~l ~i~il~.

.........,.~~~ u..J.>~~~,,-.,;r-,sJW't1~ ,;..,aJI ...... it.-;u...,~~J~""'~ ..,l.o ll.-M.1""..u.- 4..J~~"

'"" J"..."u~ .,u"..w......,...,...A.J.; 4o&l..t.,jl.Mi/f .,;~~~.:.- 4 V'" Utt>.:ol...,l<..~"a)....l.r.~,.wa .... .,.JJ; .~~~".....,.l..,.J~~.,..w.I,,~¥~~ 4.tJl..." J. ..tIW~ A.N..,l.o J-I" ..-s:..;wa .A..."tl~uU.,.. J..,WI ...... ....•.~ ,,".,lll! .... .-..lI~.,...LJ

~.J~~t'.sk..,.i~....~u..s~~J~~....,~.....,u~~).,..,........JI...£

..-..:;;I.J....uAI ....~~""tI7.'~~':'\u1-.,k r.Ii.w .......... ""'~ .....uA~,.:...."

~"oI..oII-=....:l~.~..,J& ~...,.."a .... La..&.~.J~~'tt~ .... .,.ioI~.;l .... l ..~

~ ~~~~ .

;i:'~"...t~~::..I ....·.,~~....,.,..,.;UHlA-~lIP",...,.·.·.··..·

·V'-"..t4~~~ti~~~

~~f~~~I~

1aIjf ~IJ,.h,,· ....a:i)~

l/'1'ritWf djf~~ jM 1'1"~

~~f lofI'd"

~,~I~ ~}41 ""1I,fli~

,.q;,I4~~

,,1' ,a,ws Jilt,;;Ji1f~~~~lllf'.?'!! JM ~i&1~

flli'

~_

.l~r

!'r[

l;\

\.~·

\.r

f.{f

.!,\

-{

"'....

CI'1

r..

~.t

\-t~~·tfrCE

\-(C

ot\.

~...F

~1t

t\~~l"t~

<tp

.tP

fr

}~

(l["'~H(""

l.t}

r1

.\-"""

'r

t.\,

\.\

tlUl~q~\

h'\,

(trH

'l~'i.

'i!.i-

(\-

qr

tit~

{~ih

hUE

fff(

H~hH

Lf!i

ft:f

"~

H~HqJ.£'

"~'

kL(}

Et(·

Lt

lshu

~nt

ca.~~t""l

..i

tJ!!-

)l.

~--J

'~~i",~

.......

.~t€l~£.i!~{

BIB

:ff~

tf~~

'Ct

,'l:l..

~.{it·

Iti

.~):1

~t:

1-,r

i.·~:..·...·..·..•.:..,...:;•...

•...E.~1..t

tJI:.:::·

lit:

l.".'

,'..r-

1>r

iSO

'I

~of

~.

...

·..:::ttr~

£\.

..;'~It

&.....

J:.::::

lftl.i

1'ft::.'

1\.~

I..

.,;

:}:£

it·\.

'"it

f~

t....··.:·I;.:

.t..··,~,1h

H'i...f.t~

,·;·:~ti

1:·f•...;.

\JIi(~

'-l't

,.

1:,,<

~~

t'l.

.\r

...·)f

l...{....

....1.

~.t!

.,.\<.~

..hI~

J)TIllL,!~,~~t

....r

m:@

::·:

::..

"l 1," .itO

::~ ~~

.. •

_o

W~

'_

;

_

Red Sea Rangers

Communication Campaign

Envlronmenta' Awarenessand Testing of Materiels

for Social Marketing Campaign

July 2003

. -. .. • -" -w . • t

Academy for Educational Development

GreenCOt.t Task Order :1:2905-107

US Agency for International Development

Table of Content

• The Research Objectives• The Research Methodologies• The Sample Size• Data Analysis• Objective 1 Research Findings

- Tourists Research Findings- Decision Makers Research Findings- Boat Operators Research Findings- Children Research Findings

Table of Content· Objective 2 Research Findings

- Tourists Research Findings- Decision Makers Research Findings- Boat Operators Research Findings- Children Research Findings

· Objective 3 Research Findings- The 8 Themes Tested- Results of Testing the 8 Themes- Evaluation of Campaign Materials- Journal ists Recommendations

The Research Objectives. There are three main objectives for this primary

research:

- Objective 1: To test the awareness level ofenvironmental knowledge among the following fourresearch groups; Tourists visiting Hurghada, Childrenliving in ~urgliada, Boat Operators in "Hurghada, andGovernment Officials in Cairo and Hurghada.

- Objective 2: To assess the opinion of the targetedgroups with regards to the proposed marketi~communication campaign materials: Tourists visitingHurghada, Children living in Hurghada, Boat Operatorsin ~urghada, and Government Officials in Cairo andHurghada.

4

The Research Objectives

- Objective 3: To comprehensively test theMarketing Communications Campaign'smessages with journal ists prior to Itsimplementation through the differentmass media.

Research Methodologies

, Testing Awareness and CampaignMaterials- Quantitative Methodology

• Survey & Closed-end Questionnaire

<. Testing the Marketing CommunicationThemes Campaign- Qualitative Methodology

• In-depth Interview

The Sample Size

<> Testing Awareness and CampaignMaterials- Total Sample size was 400 (100 from

each group)

.". Testing Campaign Themes- Total Sample size was 20 Journal ists

6)

>.-....u6)

....,.co

Research

Findingsw

ithTourists

·Q

l:S

ourceo

fF

inancingN

atu

reC

onservation.-

90

%In

tern

atio

na

lGra

nts

-53%

Use

rF

ees-

26'10T

axeslevied

onH

ote

ls·

Q2

:A

ctivities

tha

tcould

harmS

ea

lMarine

Life

inth

eR

edS

ea.-

56'10G

arbageD

umping

-4

4%

Co

nstru

ction

-36'10

Oil

Sp

ills-

27%Ille

ga

lF

ishing·

Q3

:Level

of

Environm

entalR

iskon

Red

Sea

Marine

Life

.-

53'10T

hroughG

arbagein

the

Red

Sea

-53'10

Through

Garbage

onth

eB

each-

31'10T

ouching.W

alking.andS

tandingon

Reef

Research

Findings

with

Decision

Ma

kers

•••

Ql:

Importance

of

Natu

reC

onservation-

95%A

greew

ithIm~rtance

of

Nature

Conservation

the

development

of

the

Egyptian

Econom

y-

95%Im

portanceo

fth

eR

oleR

angersPlay

inP

reservingth

eR

edS

ea

Q2

:S

ourceo

fFinancing

Nature

Conservation.

-84'0

Ministry

of

Environm

ent79%

InternationalG

rants58'0

User

Fees

26%

Egyptian

Governm

entalInstitutions

19'0P

rivateS

ector

16%

Egyptian

NG

Os

Q3

:R

angersR

oleIn

Conserving

the

Red

Sea

-98"0

Monitor

Conform

with

Law

s-

67

'0C

reatingA

wareness

About

the

Environm

entP

rotection-

21'0P

atrollingth

eN

aturalP

rotecto

rates

Research

Findings

with

Decision

Ma

kers

•Q

4:

Aw

arenesso

fth

eE

ffect

of

Ce

rtain

Activitie

son

the

Red

Sea.-

97

'0G

arbageD

umping

inth

eS

ea-

93

'0T

ouching,W

alking,&

Standing

onC

orals-

54'0F

eedingF

ishupsets

the

biologicalbalance

-25'0

Collecting

Corals

&S

hells

•Q

5:

Aw

arenesso

fth

eE

nvironmental

Risks

onth

eR

edS

ealM

arin

eL

ife.

-9

6'0

Boat

Anchors

-9

3'0

Touching,

Walking,

&S

tandingon

Corals

-8

3'0

Collecting

Corals

&S

hells-

80

%G

arbageD

umping

onth

eS

eaand

the

Beach

-65'0

Feeding

Fish

upsetsth

ebiological

balance

••• Research

Findingsw

ithB

oatO

peratorsQ

1:

Importance

of

Nature

Conservation

-100"0

Agree

with

Importance

of

Nature

Conservation

the

development

of

the

Egyptian

Econom

y-

97"0Im

portanceo

fth

eR

oleR

angersPlay

inP

reservingth

eR

edS

ea

Q2

:S

ourceo

fFinancing

Nature

Conservation.

-81

%International

Grants

-65%

User

Fees

-61%

Ministry

of

Environm

ent-

30%E

gyptianN

on-Governm

entalO

rganizations

Q3

:R

angersR

olein

Conserving

the

Red

sea

-91"0

Monitor

Conform

with

Law

s-

68

'0C

reatingA

wareness

About

the

Environm

entP

rotection-

3'0

Collection

of

User

Fees

-2'0

Patrolling

the

Natural

Pro

tectorates

Research

Findings

with

Boat

Op

era

tors

.Q

4:

Aw

arenesso

fth

eL

evelo

fE

nvironmental

Risk

that

Certain

Activities

onth

eSC

aM

arinelife

-8

6'0

Touching,

walking

&S

tandingon

Reefs

-7

8'0

Use

of

Boat

Anchors

-68'0

Collecting

Corals

andS

hells-

64'0T

hrowing

Garbage

onth

eB

eachand

onth

eSC

a

Q5

:A

wareness

of

the

Effe

ct

of

Certain

activitie

son

the

Red

sea

Marine

Live.B

oatA

nchorsT

ouching,W

alking,&

Standing

onC

oralsC

ollectingC

orals&

Shells

Feeding

Fish

upsetsth

ebiological

balance65%G

arbageD

umping

onth

eS

eaand

the

Beach

-99%9

5'.

93

'.9

3'.

89

'.

•

•••

Research

Findingsw

ithC

hildrenQ

1:

Imp

orta

nce

of

Endangered

Species

•T

urtle

s32%

•G

azelle26%

•A

pex25%

•D

olphin1

4'0

•S

eaC

ow12'0

•D

on'tknow

35

'0Q

2:

Sources

of

Danger

toth

eR

edS

ea·

Hunting

&F

ishing7

0'0

·P

ollution1

5'0

·G

arbageD

umping

8'0

Q3

:A

ctivities

tha

tcould

harmS

ealM

arineL

ifein

the

Red

Sea.

-97%

Fishing

isp

roh

ibite

d-

92%D

umping

garbagein

the

Red

Sea

andon

the

Beach

-79%

Touching,

walking

&S

tandingon

Reefs

-77%

Collecting

Corals

andS

hellsis

prohibited-

68%

Use

of

Boat

Anchors

isprohibited

-50%

Feedina

Fish

UD

setsth

ebioloaical

balance

N6)

>.-+U6)

....,..0o

Research

Findings

with

To

urists

·Q

5:Level

ofS

atisfactionw

ithth

eM

CC

ampaign

Materials

(The

Flipchart)

-75%

Message

Com

prehension-

63%Inform

ationQ

uality-

59'0W

ording-

35'0L

ayout-

27'0G

raphics

Research

Findings

with

Decision

Ma

kers

•Q

6:

Levelo

fS

atisfa

ction

with

the

MC

Cam

paignM

ate

rials

(The

Fa

ctsh

ee

ts)-

70%M

essageC

omprehension

-62%

Wording

-59%

Info

rma

tion

Qu

ality

-48%

Layout-

38%G

raphics

Research

Findings

with

Boat

Op

era

tors

·Q

6:

Levelof

Satisfaction

with

the

MC

Cam

paignM

aterials(T

heF

lipchartand

Fact

Sheets).

-78%

Message

Com

prehension-

76%In

form

atio

nQ

ua

lity-

67%Layout

-66%

Wording

-48%

Graphics

Research

Findings

with

Children

•Q

4:

Level

of

Satisfactio

nw

ithth

eM

CC

ampaign

Materials

(The

Children

Booklet)

-98CYo

Message

Com

prehension-

97%Inform

ationQ

uality-

91CYo

Layout

-90CYo

Wording

-89CYo

Graphics

(V)

t\)>.-+ut\)

.-.,..0o

V)~E~

en...s:.~

f-+

-s:

~en

~'

L.

Cco

.:E

E~

c...s:U+

-s:o

en·

s:+

.-

c+

-u

V).-

~s:

I-::JEEoU

The 8 Themes Tested1. Investment in Rangers .2. Natural Habitats .3. Sea Cows in the Red Sea .4. Monitoring Coral Reefs ..5. Sea Turtle Niches ..6. Mangrove Trees ..7. Investment in the Environment ........8. Diving Helps Protect Natural Resources

N =20

60cro AgreeAll Agree75cro Agree90cro Agree75cro Agree95';/0 AgreeAll Agree50';/0 Agree

Agreement on the Importance ofthe 8 Themes

1. Investment in Rangers2. Natural Habitats3. Sea Cows in the Red Sea4. Monitoring Coral Reefs5. Sea Turtle Niches6. Mangrove Trees7. Invest in the Environment8. Diving Helps Protect

Evaluation of Campaign Materials

· Layout:· Colors:.. Images:

· Materials:

Most were satisfied.Most were satisfied.Cluttered, Sma", andSometimes inadequate.All were satisfied.

Journalists Recommendations1. less Images2. Larger Size Images3. Relevant Images4. Increase Materials depth5. Consistent Color Theme in the entire campaign6. Use simpler words7. Place Maps, Calendars, important contact

information, and useful information in theback of the communication materials.

red sea rangers communication campaignpdf.usaid.gov/pdf_docs/pnada866.pdf · red sea rangers...

Documents