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La Crosse, WI
October 27, 2012
Stop Aquatic Hitchhikers! TM A Campaign Making a Difference
in Community Engagement
Jensen, D.A. 2010. Assessing the effectiveness of aquatic invasive species outreach influencing
boater behavior in five states. MS Thesis. University of Minnesota Duluth
Outreach materials produced without a
distinct purpose:
brochures produced “to get the word out”
“Just put it on the Web site”
Messages may be confusing,
poorly articulated, or activate
behaviors
Confusing - What sort of bait?
Minnows? Worms?
Empower AIS Education “Increasing knowledge alone will not significantly
change attitudes and values” Iozzi 1989
Info
source Transmitter
Message Signal
Noise source
Received
signal
Receiver Destination
Message
Avoid So Called,
“One-way transmission model of communication ”
Taken from
Shannon and Weaver 1963
Elements of social science:
• Environmental education, social marketing, psychology, sociology, and evaluation
• Empower individual action, social norms, responsibility, and community engagement
• ‘Risky’ behaviors can change
Elements of natural resource (hard) science:
Predicted or known threats
Life history
Impacts (recreation, environmental AND economic)
Integrate AIS Management and Social Science
McKenzie-Mohr and Smith 1999
Effective alternative to info-based
education for fostering behavior
Requires a change in our mental models in
how to deliver programs or campaigns: • Rather than promoting a product, it promotes a socially
acceptable message
Understand motivations for behavior through the eyes
of our audiences as an audience focused approach
Social Marketing Tools Uncover barriers & benefits
Commitment (pledge)
Prompts (reminders)
Norms (personal, social)
Communication (attention)
Incentives (fines, grants)
Remove external (& internal) barriers
Design and evaluation
Link barriers to tools:
Motivation = Commitment, norms, incentives
Forget = Prompts
Not Right Thing to Do = Norms
Knowledge = Communication
Inconvenient = Structural change
For more info on CBSM, visit: www.cbsm.com
Expectation of how an individual will
behave based on internal and
external cues (injunctive/descriptive)
Observing beneficial actions is a
powerful tool for promoting
sustainable behavior
Individuals observing such behaviors
are more likely to engage in the
beneficial behavior
Theory of Planned Behavior
TPB by Icek Ajzen
Visit: www.people.umass.edu/aizen/tpb.html
Beliefs about Consequences
Evaluations of Beliefs
Normative Beliefs
Motivations to Comply
Control Beliefs
Perceived Importance of Control
Perceived
Behavior
Control
Subjective Norm
Attitude
Behavior Intention
Behavior
National social marketing-based campaign
Designed to raise awareness and change behavior
Created to be ‘stepped down’ at state and
community levels
Extend messages to partner members and clients
Leverage partner resources
University of Minnesota Sea Grant Program Minnesota, Wisconsin, and Iowa DNRs Wisconsin Sea Grant Institute Wisconsin Department of Tourism MN and IA Departments of Transportation U.S. Fish and Wildlife Service U.S. Forest Service Cabela’s Babe Winkelman Productions Wildlife Forever Clear Channel Lamar Advertising Pike Lake Association
Billboards rank in top three sources so 47 Billboards placed across MN in 2012
Steven Pennaz North American Fishing Club Minnesota Waters Brainerd Lakes Chamber of Commerce Hubbard County COLA Crystal Pierz Marine Visit Duluth Lake Minnetonka Conservation District Sportsman’s Club of Lake Vermilion WAPOA Big Sandy Lake Association Pelican Lake Association White Iron Chain of Lakes Association
Results - Most Effective Sources
for Info - Gas pump topper ad
We wanted to know what are the most effective sources for information to reach boaters and anglers with SAH! messages:
For Minnesota, Wisconsin and Iowa, the top five sources for information were quite consistent: signs at water accesses watercraft inspectors, regulation booklets, billboards, and television or radio ads
Other important methods were also shown Note: Content for this slide has been modified from original
presentation for posting on the Web. Data has been omitted since results are not yet published. Contact Doug Jensen for more info.
2006-2007 Results - What extent WILL SAH! influence YOU to take action? -
Newspaper ad
When asked “how likely is it that YOU WILL take special actions in the FUTURE to prevent the spread of AIS?” the survey showed that:
97%+ of respondents in ALL THREE STATES will be influenced a large to moderate amount to take action to prevent the spread of AIS!
13-17% of IA and WI boaters who were somewhat likely to take action in 2006 were very likely to take action in 2007 indicating that they are very receptive to the SAH message.
These results show that awareness can translate into behavior change aimed at protecting water resources from AIS
Note: Content has been modified from two slides in original presentation for posting on the Web. Data has been omitted since results are not yet
published. Contact Doug Jensen for more info.
Sea Grant Boater Survey 1994/2000: Percent Taking Precautions to Prevent Spread of AIS
40.1%
30.4%
90.2%
45.5%
82.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
CA KS MN OH VT
Pe
rce
nt
70% in
1994
33% in
1994
% Yes Jensen, D.A. 2010. Assessing the effectiveness of aquatic invasive species outreach influencing
boater behavior in five states. MS Thesis. University of Minnesota Duluth
MSG leading a GLSGN two-year $1.55M outreach
proposal targets 15 pathways aimed at AIS
prevention
Features Stop Aquatic Hitchhikers! TM, Nab the
Aquatic Invader, HabitattitudeTM, and AIS-HACCP
Driven by our survey results and social marketing,
30 new/improved outreach products
Reach 40 communities and
4.85 M media exposures
211% over plan in two years
Demonstrates the Power of Networking!
Stop Aquatic Hitchhikers! Exposures 10,019,623
241 presentations
10 billboards
49 new media
159 booths at sport shows, events, etc.
180 social media
17 news releases (177 story placements)
17 community workshops
20,495
1,804,250
434,163
129,948
225,716
7,404,769
282
Literature review
Tests
Observation
Interviews
Focus groups
Questionnaires,
checklists
and surveys
MI post event evaluations (n=393) showed
visitors were very concerned about AIS:
75% increased awareness at event
86% willing to change behavior (446 actions)
MI statewide survey showed:
83% felt AIS very serious/serious threat
85-90% always/often inspect, remove, drain
67% always/often dry
10% never spray or wash*
5% never take action*
Quite low level of apathy*
Results of GLRI Surveys
MN post event evaluations show:
90% very/moderately aware based on event,
a 22% increase over previous awareness
83% indicated willingness to more often take
actions, a 33% increase over previous willingness
Vast majority of visitors at booths and event
pledged to take actions in the future
Boaters and anglers are receptive and willing
Focus: teaching AIS threats, what to look for,
where to look, and what to do
Reinforce personal action and social norms
Results of GLRI Surveys
40 communities joined campaign
30+ in MN over 3 yrs based on SG contact
Building capacity for collaborative civic engagement
Business, recreation, tourism, lake associations, fishing tournaments, and academia
Models:
White Iron Chain of Lakes Association (WICOLA)
Sportsman's Club of Lake Vermilion (SCLV)
Nab the Aquatic Invader!
Tournament HACCP
Community Engagement Through SAH!
Proactive board fully supports SAH!
Strategic planning resulted in major grants
Partnered with MPCA, Lake County SWCD,
Minnesota Sea Grant and others
Dedicate WICOLA News
Established sampling teams,
training, administered survey, and
staffed booths at multiple events
Community Engagement WICOLA
Remembering Larry Squillace
Received Minnesota DNR prevention grant
Proactive board raised $14,000
Activities:
Fourth of July Parade
Hire interns
Produced billboards, fish reg cards, vests
placemats, news ads, fish rulers, caps
Held volunteer inspection trainings
Dedicate The Vermilion Sportsman
Staff booths at events
Community Engagement
4th of July Parade, Tower, MN
Uses problem based activities to teach
AIS biology spread and impacts
Provides educators with new
instructional techniques
Teachers facilitate student driven
community stewardship projects
Effectively integrates SAH! into
stewardship projects that promote
community awareness and action
Community Engagement Nab the Aquatic Invader
For more info, stay for Kitson @ 1:55
Formed new partnership with
GLSGN led by WI
Help fishing tournament operators
assess risks and develop BMPs
Educate pro anglers about how to
prevent spread based on Stop
Aquatic Hitchhikers!
Community Engagement Tournament HACCP
Al Linder, NPAA 2011 For more info, see Moy @ 4:20
In-kind or Low Cost:
Link to www.protectyourwaters.net
Use your communication networks (e.g., newsletters, web, magazines, water awareness events, mass media)
Integrate into existing media
More Cost, Leverage Resources:
Use model media or create your own
Encourage other local organizations to join
Implement campaign by leveraging local expertise, funding and resources
Join Stop Aquatic Hitchhikers!
I want you
1. Use brand at every opportunity and every media used
2. Co-brand activities at events and media
3. Use brand augmentations 4. Integrate social science approach
and delivery 5. Include social science expertise on
your development team 6. Enroll in CBSM workshop 7. Take training in media relations 8. Build community engagement into
your SAH! outreach efforts
Recommendations
America’s lexicon of conservation*
1000+ business, industry, academia
and non-profit partners
918 MILLION impressions generated!
* Jensen, D.A. 2008. Stop Aquatic Hitchhikers! Enters Conservation Lexicon. Assoc. of Nat. Res. Ext. Professionals Newsletter, pp10-12
See also Conzemius Wed @ 8:55
