A Social Marketing Campaign Targets Litter in Laolao Bay

The Takeaway: Funding from NOAA’s Coral Reef Conservation Program made successful campaign possible; Saipan officials are inspired to use the approach again.

For years, litter has marred the scenery and threatened the popular Laolao Bay’s fragile ecosystem. A yearlong social marketing campaign—Our Laolao—inspired locals and visitors to clean up Saipan’s Laolao Bay and watershed. The campaign included video testimonials, personal “anti-litter” pledges posted on social media, and a host of other activities. Our Laolao was made possible by grant funds and project guidance provided through the NOAA Coral Reef Conservation Program.

Post-campaign survey results showed a profound public awareness of the anti-litter message and a significant decrease in trash. In addition, Saipan officials inspired by the Our Laolao campaign plan to use similar social marketing strategies for upcoming initiatives. (2016)

Partners: Northern Mariana Islands Division of Environmental Quality, Division of Coastal Resources Management, and Division of Fish and Wildlife; Mariana Islands Nature Alliance, SeaWeb, NOAA Coral Reef Conservation Program