Examining International Environmental Organization and Local Conservation Agency Collaboration: A Study of Yangtze Alligator National Nature Reserve Campaign in China.

RARE, a U.S.-based environmental organization in Washington, D.C., has been using social marketing theories, principles, and best practices to launch local and regional campaigns to protect endangered species, marine ecology, climate change, and other environmental conservation problems. In this study, I reported collaborative efforts between RARE and a local Chinese conservation agency (i.e., Yangtze Alligator National Nature Reserve, China). Through a detailed analysis of this 2-year conservation campaign in China, I aim to demonstrate how SMART objective setting practice, Theory of Change Model, KAP Model (Knowledge, Attitude, and Practice), and triangulation data collection method can generate stakeholders' behavioral insights to maximize campaign outcomes. As a local campaign manager of this campaign, I also shared my personal experiences in developing, implementing, and assessing an environmental communication campaign. Discussions and implications are provided. [ABSTRACT FROM AUTHOR]