Snapper and pearl perch are depleted in Queensland and further reduction in fishing pressure is needed to rebuild stocks back to target levels. Given previous regulatory approaches have been unsuccessful in improving stocks of both species, it is proposed that regulatory changes, complemented by the implementation of action mapping and social marketing, may be more effective. Social marketing delivers innovative solutions that people value and that support desired outcomes. It draws on behavioural science and a psychology-based understanding of how and why people behave, what motivates them to change and what prevents behaviour change.

This investment will use a social marketing approach initially focussing on understanding if and how recreational fishers can be motivated and moved to use Fish Attracting Devices as a strategy to reduce snapper and pearl perch fishing. The project will also consider a full range of strategies and behaviours and their relative potential to help reduce snapper and pearl perch recreational harvests.