laura van riper, terrestrial invasive species coordinator ...€¦ · invasive species is not well...
TRANSCRIPT
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Laura Van Riper, Terrestrial Invasive Species Coordinator
Ecological and Water Resources Division
Minnesota Department of Natural Resources
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Foundation
• Link between recreation and pathways of spread for terrestrial
invasive species is not well understood by the recreational public.
• In 2008 with USFS funds, the DNR conducted an audience
research project including 9 focus groups & large phone survey.
• Described range of current knowledge, attitudes and behaviors
among MN recreationists.
• Established baseline measurements across 3 audience groups
(campers, & motorized & non-motorized trail users) and north,
south and central regions.
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Key Points Learned
• Most MN recreationists demonstrated:
– Knowledge of aquatic invasives, but not those on land
– Strong desire to do what’s right
– Strong pride in their state
– Concern about the time it takes to clean their gear.
• Motorized trail users and horseback riders were:
– Less likely to see their role in the spread of invasive species
– More likely to take firewood from home
– More likely to clean their gear, but at home, not before leaving
the recreation site
• MN recreationists participate in multiple sports, so generalizing by
audience may not be useful.
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Campaign Development
• 2010 Education plan completed by interagency task force with guidance from a large stakeholder group.
• 2011 Branding effort initiated with direction from an interagency task force.
• Outreach Brand Goal:
To give recreationists a clear call to action. To be informed, attentive and accountable for
stopping the spread of invasive species.
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Branding Context
• Be fun - encourage recreation
• Positive, action-oriented messaging
• Easy & accessible - speak to their concern about the time involved
• Be flexible – so it can accommodate various audiences and media outlets
• Be compatible with the Stop Aquatic Hitchhikers brand and other partner brands
• Hired the branding firm that created:
• Build on the existing education plan to change public behavior
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PlayCleanGo Partnerships
• In exchange for logo, url and promise to comply with graphic standards, partners:
– Get library of graphics, photos and media
– Get basic graphic services to customize invasive species ads
– Contribute to effort through consistent look and messaging
– Expand opportunities for audience exposure
– Build new social norm in sustainable behavior
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Initial Launch: 2012
• Website launched
• Partners integrate the brand into their
websites, publications, posters, displays,
etc.
• Introduced partner packet including graphic
standards, media examples and steps to get
started.
• Outreach to agencies, vendors,
manufacturers and industry partners.
• Outreach through regional organizations.
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Using PlayCleanGo
Full color poster
Two color ad
Sign for a
boot brush
kiosk
Educational
poster at the
State Fair
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Actions you can take when recreating
• Arrive with clean gear
• Burn local or certified
firewood
• Use local or weed-free hay
• Stay on the trails
• Before leaving, remove mud
and seeds
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Media – Leveraging the Brand Name
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Media – Leveraging the Activity
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Media – Addressing Multiple Subjects
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Media – System Applications
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Work.Clean.Go.
• Implementing these
principles for DNR
staff and other field
workers
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• Due to the adverse impacts invasive species have on natural resources
it is the DNR’s policy to:
• Prevent or limit the introduction of invasive species onto DNR
managed lands and waters
• Limit their rate of geographical spread
• Reduce their impact on high value resources
DNR Invasive
Species Op Order 113
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DNR Invasive Species Op Order
PROCEDURES FOR INTENTIONAL MOVEMENT OF EQUIPMENT
(trucks, tractors, boats, off highway vehicles, nets, anchors, heavy equipment, tools, personal
gear etc.)
• Before arriving at a work site, inspect for and remove all visible plants, seeds, mud, soil,
and animals from your equipment.
• Before leaving a work site, inspect for and remove all visible plants, seeds, mud, soil
and animals from your equipment.
• Before leaving an aquatic work site, drain water from any equipment, tanks, or water-
retaining components of boats such as motors, live well, bilge, or transom wells onto dry
land.
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Culture of Invasive Species Prevention
• DNR has strived to make invasive species prevention part of its culture, similar to a culture of safety
• Discussed regularly
• Makes invasive species prevention part of the every day routine
• Op Order 113 provides the policy and guidance for this to happen
• Using PlayCleanGo to help spread the message
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PlayCleanGo 2013
• USDA Forest Service grant for launch of PlayCleanGo
• Marketing firm hired
• Implement marketing plan
• Continue outreach to recreationists and partners
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First PlayCleanGo Day
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State Fair Exhibit
• Experience a day of
recreation and prevent
the spread of invasive
species – all inside the
DNR building!
• New exhibits in 2013
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Social Media
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Future Plans for PlayCleanGo
• Partnerships continue to
grow as organizations see
how they can use
PlayCleanGo in their
outreach
• Resources continue to
grow
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Future Plans for PlayCleanGo
• Expand website as products become
available.
• Explore and obtain outside funding
where possible.
• Continue to expand partner
involvement and audience exposure.
• Evaluate audience responses over
time to evaluate program success.
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What You Can Do
• Join us! Become a partner! It’s free!
• Share the program with county agencies, local cooperative weed
management areas, and other local partners.
• Incorporate the brand messages into your products and events.
• Consider up-coming events or printed materials where the brand
messages could be utilized.
• Explore and act on additional opportunities for audience exposure.
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What You Can Do
• Sign up for PlayCleanGo news.
• Like PlayCleanGo on facebook and follow on twitter – and share
with others.
• Link to www.playcleango.org from your webpage.
• Let us know of grant or other funding opportunities to expand our
collective outreach efforts.
• Let us know what we can do for you!
– i.e. specific products, graphics, articles, etc.
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Contacts
• PlayCleanGo: easy to sign up
http://www.playcleango.org/join
• Susan Burks, MN DNR
– 651-259-5251
• Laura Van Riper, MN DNR
– 651-259-5090
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PlayCleanGo is sponsored by the State of Minnesota and USDA Forest Service, equal opportunity employers.