案例简介：概要 帕劳是一个太平洋岛国，在过去三年里，游客数量大幅增长。 帕劳遗产项目是一个与政府合作的旅游营销机构，它认识到，如果不采取行动，保护该国一些最独特的地区就为时已晚, 如被联合国教科文组织列为世界遗产的岩岛。 挑战是在鼓励旅游业而不损害环境之间找到平衡。 然而，在个人层面上很难感受到环境浪费和破坏性行为的代价。这些成本不是任何一个人粗心行为的结果，而是集体行为的结果，直到几个月/几年后才会感觉到。 这使得人们很难理解努力保护的价值。 目标: 与政府、帕劳人口和旅游业合作，在游客和当地人中树立和促进可持续的态度和行为。 战略 该机构根据客户的简报提出了帕劳承诺的想法: 在游客和当地人中促进生态负责任的行为，确保执法和鼓励被视为每个人的工作。 承诺是植根于行为经济学的承诺装置。通过让一个人同意一个小的、公开的签署承诺的请求，它创造了一个强烈的内在行为一致的愿望。 帕劳还可以对违反严格的环境法的游客采取法律行动，包括对违规者处以高达 100万美元的罚款。 帕劳保证采取统一行动保护帕劳的环境。它向游客展示了他们在保护帕劳方面的作用。 通过给游客塑造一种负责任的旅行方式，当地人正在创造一个更好的选择，让他们的自然/文化资源得到尊重。 相关性 帕劳承诺直接针对前往帕劳的游客，发出强有力的行动呼吁。 所有国际入境人士现在都在护照上印有环保承诺，他们必须在机场移民官员面前签字才能入境。 帕劳承诺是帕劳永久的新入境签证程序，与旅游人数激增造成的生态破坏作斗争。 这项针对帕劳儿童的强制性协议承诺以对环境负责的方式采取行动。邮票是用五种关键语言设计的。 帕劳是第一个将环境承诺纳入移民法的国家。 结果 这项承诺在联合国发起，为帕劳的保护工作赢得了巨大的覆盖面。它的社会、文化和政治影响既有地方性的，也有全球性的: 2 万多名游客将在头 10 年内签署承诺 在发布的第一周，承诺获得了 17亿的媒体印象 (花费 0 美元) · 全球政治、保护和旅游组织/领导人，包括联合国、世界经济论坛、绿色和平组织、世界野生动物基金会、保护国际组织、莱昂纳多 · 迪卡普里奥, 约翰 · 克里 (美国前国务卿) · 第一个将环境做法纳入移民法的国家 虽然帕劳是一个小国，但它减轻大众旅游影响的努力可以在全球范围内看到。包括新西兰在内的国家已经表示有兴趣制定自己的游客承诺。帕劳希望其他国家采取措施可持续地管理其旅游人口，从而采取行动保护其环境。 执行 帕劳政府于 2017年12月6日通过了一项新法律，指示移民官员使用帕劳承诺入境签证印章。 该机构与客户 (帕劳遗产项目，一个可持续旅游营销机构) 、政府、旅游业和公民合作实施新政策。 移民法、海关程序被永久改变 承诺以英语、汉语、日语、韩语发布 • 游客需要观看所有入境航班上显示的机上电影 为赋予旅游企业/居民权力而创建的商业认证计划 小学/中学生新课程和其他培训项目，以帮助旅游部门建立生态意识和自觉的商业原则 • 当地人/旅游经营者鼓励采取承诺 多语言护照手册/机场海报/网站/帕劳周围的标牌/社会影响者活动 活动描述 为了促进个人责任和鼓励可持续行动，创建了一个大胆的、永久的新入境签证程序。 所有抵达的游客现在必须签署一份承诺，并在护照上盖章，成为良好的环境管理者。 这项专门针对帕劳儿童的强制性协议需要在一名官员面前签署。 参观者必须在官员面前阅读并签署协议才能进入。

案例简介：Synopsis Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years. The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands. The challenge was to find a balance between encouraging tourism without compromising the environment. However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards. This makes it difficult for people to understand the value of making an effort towards conservation. The objective: partner with government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals. Strategy The agency created the idea of the Palau Pledge in response to the client’s brief: to promote ecologically responsible behaviour amongst tourists and locals, ensuring enforcement and encouragement is seen to be everyone’s job. The Pledge is a commitment device rooted in behavioural economics. By making a person agree to a small, public request to sign the Pledge, it creates a strong internal desire to behave consistently. Palau can also take legal action against visitors who violate the strict environmental laws underpinning the Pledge – including fining offenders up to USD 1 million. The Palau Pledge unifies action to protect Palau’s environment. It shows tourists their role in protecting Palau. By modelling to visitors a responsible way to travel, locals are creating a better alternative where their natural/ cultural resources are respected. Relevancy The Palau Pledge directly targets tourists to Palau with a powerful call-to-action. All international arrivals now have an environmental pledge stamped into their passports, which they MUST sign before an immigration officer at the airport to gain entry. The Palau Pledge is a permanent new entry visa process for Palau, combating the ecological damage caused by booming tourist numbers. This mandatory agreement – dedicated to Palau’s children – is a promise to act in an environmentally responsible way. The stamp was designed in five key languages. Palau is the first country to incorporate an environmental commitment into its immigration laws. Outcome Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global: • 2+ million tourists will sign Pledge within first 10 years • In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend) • Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State) • The first country to incorporate environmental practices into its immigration laws While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment. Execution The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy. • Immigration law, customs processes were changed permanently • The Pledge was issued in English, Chinese, Japanese, Korean • Visitors required to watch an inflight film shown on all inbound flights • Business accreditation program created to empower tourism businesses/ residents • New curriculum for primary/ secondary school students and other training programs to help build eco-awareness and conscious business principles within the tourist sector • Locals/ tour operators encouraged to take Pledge • Multi-language passport brochure/ airport posters/ website/ signage around Palau/ social influencer activity Campaign Description To promote personal responsibility and encourage sustainable actions, a bold, permanent new entry visa process was created. All arriving visitors MUST now sign a pledge, stamped in their passports, to be good environmental stewards. This mandatory agreement, dedicated to Palau’s children, needs to be signed before an officer. Visitors are required to read and sign the agreement in front of the officer to gain entry.

帕劳的承诺 | Palau Pledge

案例简介：概要 帕劳是一个太平洋岛国，在过去三年里，游客数量大幅增长。 帕劳遗产项目是一个与政府合作的旅游营销机构，它认识到，如果不采取行动，保护该国一些最独特的地区就为时已晚, 如被联合国教科文组织列为世界遗产的岩岛。 挑战是在鼓励旅游业而不损害环境之间找到平衡。 然而，在个人层面上很难感受到环境浪费和破坏性行为的代价。这些成本不是任何一个人粗心行为的结果，而是集体行为的结果，直到几个月/几年后才会感觉到。 这使得人们很难理解努力保护的价值。 目标: 与政府、帕劳人口和旅游业合作，在游客和当地人中树立和促进可持续的态度和行为。 战略 该机构根据客户的简报提出了帕劳承诺的想法: 在游客和当地人中促进生态负责任的行为，确保执法和鼓励被视为每个人的工作。 承诺是植根于行为经济学的承诺装置。通过让一个人同意一个小的、公开的签署承诺的请求，它创造了一个强烈的内在行为一致的愿望。 帕劳还可以对违反严格的环境法的游客采取法律行动，包括对违规者处以高达 100万美元的罚款。 帕劳保证采取统一行动保护帕劳的环境。它向游客展示了他们在保护帕劳方面的作用。 通过给游客塑造一种负责任的旅行方式，当地人正在创造一个更好的选择，让他们的自然/文化资源得到尊重。 相关性 帕劳承诺直接针对前往帕劳的游客，发出强有力的行动呼吁。 所有国际入境人士现在都在护照上印有环保承诺，他们必须在机场移民官员面前签字才能入境。 帕劳承诺是帕劳永久的新入境签证程序，与旅游人数激增造成的生态破坏作斗争。 这项针对帕劳儿童的强制性协议承诺以对环境负责的方式采取行动。邮票是用五种关键语言设计的。 帕劳是第一个将环境承诺纳入移民法的国家。 结果 这项承诺在联合国发起，为帕劳的保护工作赢得了巨大的覆盖面。它的社会、文化和政治影响既有地方性的，也有全球性的: 2 万多名游客将在头 10 年内签署承诺 在发布的第一周，承诺获得了 17亿的媒体印象 (花费 0 美元) · 全球政治、保护和旅游组织/领导人，包括联合国、世界经济论坛、绿色和平组织、世界野生动物基金会、保护国际组织、莱昂纳多 · 迪卡普里奥, 约翰 · 克里 (美国前国务卿) · 第一个将环境做法纳入移民法的国家 虽然帕劳是一个小国，但它减轻大众旅游影响的努力可以在全球范围内看到。包括新西兰在内的国家已经表示有兴趣制定自己的游客承诺。帕劳希望其他国家采取措施可持续地管理其旅游人口，从而采取行动保护其环境。 执行 帕劳政府于 2017年12月6日通过了一项新法律，指示移民官员使用帕劳承诺入境签证印章。 该机构与客户 (帕劳遗产项目，一个可持续旅游营销机构) 、政府、旅游业和公民合作实施新政策。 移民法、海关程序被永久改变 承诺以英语、汉语、日语、韩语发布 • 游客需要观看所有入境航班上显示的机上电影 为赋予旅游企业/居民权力而创建的商业认证计划 小学/中学生新课程和其他培训项目，以帮助旅游部门建立生态意识和自觉的商业原则 • 当地人/旅游经营者鼓励采取承诺 多语言护照手册/机场海报/网站/帕劳周围的标牌/社会影响者活动 活动描述 为了促进个人责任和鼓励可持续行动，创建了一个大胆的、永久的新入境签证程序。 所有抵达的游客现在必须签署一份承诺，并在护照上盖章，成为良好的环境管理者。 这项专门针对帕劳儿童的强制性协议需要在一名官员面前签署。 参观者必须在官员面前阅读并签署协议才能进入。

帕劳的承诺 | Palau Pledge

案例简介：Synopsis Palau, a Pacific island-nation, has seen a massive growth in tourist numbers in the past three years. The Palau Legacy Project, a tourism marketing body that works alongside the government, recognised that without action, it would be too late to protect some of the most unique parts of the country, such as the UNESCO World Heritage listed Rock Islands. The challenge was to find a balance between encouraging tourism without compromising the environment. However, the costs of environmentally wasteful, destructive behaviour are difficult to feel on an individual level. Those costs aren't the result of any one person’s careless actions but of aggregate actions, not felt until months/ years afterwards. This makes it difficult for people to understand the value of making an effort towards conservation. The objective: partner with government, the Palau population and the tourist industry to model and promote sustainable attitudes and behaviour among tourists and locals. Strategy The agency created the idea of the Palau Pledge in response to the client’s brief: to promote ecologically responsible behaviour amongst tourists and locals, ensuring enforcement and encouragement is seen to be everyone’s job. The Pledge is a commitment device rooted in behavioural economics. By making a person agree to a small, public request to sign the Pledge, it creates a strong internal desire to behave consistently. Palau can also take legal action against visitors who violate the strict environmental laws underpinning the Pledge – including fining offenders up to USD 1 million. The Palau Pledge unifies action to protect Palau’s environment. It shows tourists their role in protecting Palau. By modelling to visitors a responsible way to travel, locals are creating a better alternative where their natural/ cultural resources are respected. Relevancy The Palau Pledge directly targets tourists to Palau with a powerful call-to-action. All international arrivals now have an environmental pledge stamped into their passports, which they MUST sign before an immigration officer at the airport to gain entry. The Palau Pledge is a permanent new entry visa process for Palau, combating the ecological damage caused by booming tourist numbers. This mandatory agreement – dedicated to Palau’s children – is a promise to act in an environmentally responsible way. The stamp was designed in five key languages. Palau is the first country to incorporate an environmental commitment into its immigration laws. Outcome Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global: • 2+ million tourists will sign Pledge within first 10 years • In first weeks of launch, Pledge achieved 1.7 billion earned media impressions (for $0 spend) • Pledge endorsed by global organisations/ leaders in politics, conservation, and tourism, including UN, World Economic Forum, Greenpeace, World Wildlife Fund, Conservation International, Leonardo DiCaprio, John Kerry (Former US Secretary of State) • The first country to incorporate environmental practices into its immigration laws While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment. Execution The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy. • Immigration law, customs processes were changed permanently • The Pledge was issued in English, Chinese, Japanese, Korean • Visitors required to watch an inflight film shown on all inbound flights • Business accreditation program created to empower tourism businesses/ residents • New curriculum for primary/ secondary school students and other training programs to help build eco-awareness and conscious business principles within the tourist sector • Locals/ tour operators encouraged to take Pledge • Multi-language passport brochure/ airport posters/ website/ signage around Palau/ social influencer activity Campaign Description To promote personal responsibility and encourage sustainable actions, a bold, permanent new entry visa process was created. All arriving visitors MUST now sign a pledge, stamped in their passports, to be good environmental stewards. This mandatory agreement, dedicated to Palau’s children, needs to be signed before an officer. Visitors are required to read and sign the agreement in front of the officer to gain entry.

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帕劳的承诺 | Palau Pledge

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