Project 50 Percent: Reducing Fish Discarding Through the Application of Social Marketing

Abstract

This case informs us about the mission of The Centre for Environment, Fisheries & Aquaculture Sciences (Cefas), an internationally acclaimed scientific agency working with UK's Department for Environment, Food and Rural Affairs (Defra). After a thorough investigation on the behaviours and practices of fishermen and boat owners, Cefas tries to reduce the number of discards thrown overboard. It manages this through conducting a social marketing based approach and launching a project in Devon. After working with a number of volunteers and carefully the data they collect, they manage to bring behavioural change among the target groups.

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