Take Action Programs for Canada
Across Canada, many of the programs that have been implemented in the past several years have been based on using the principles of Community Based Social Marketing (CBSM) and target changing specific behaviours of individuals. Specific examples of branded programs in Canada that are based upon CBSM are:
- PlayCleanGo – targeted at all types of recreationists to stop spreading invasive species in recreation areas.
- PlantWise - Grow me Instead – targeted at gardeners and horticulturists
- Clean Drain Dry – targeted at recreational boaters
Read below for Case Studies on each of these programs.
Case Study: PlayCleanGo
PlayCleanGo started as a Minnesota State initiative to stop the spread of invasive species in parks and natural areas. Research was conducted during 2008 to 2011 to survey recreationists. Using focus groups, 9 groups of recreationists were interviewed to determine their knowledge and behaviors regarding invasive species and recreation. PlayCleanGo is an international branded program developed by the Minnesota Department of Natural Resources.
• Low knowledge of terrestrial invasives
• Good knowledge of aquatic invasives
• Strong Desire to do what’s right
• Motorized users and horseback riders
• Low awareness of their role in spread
Using the results and information from the research, Minnesota State developed a brand and campaign during 2012-2014, with the following program objectives:
• Be fun – encourage recreation
• Positive, action-oriented message
• Easy and convenient message
• Build on existing education plan to change public behaviour
• Complimentary with other campaigns: Stop Aquatic Hitchhikers, Clean Drain Dry
CCIS has determined that the PlayCleanGo Program should be adapted and implemented as a national branded program across Canada to help stop the spread of invasive species by recreationists.
Case Study: PlantWise
PlantWise is an innovative, province-wide program developed by the Invasive Species Council of British Columbia (ISCBC) in 2013, that is designed to work with both the horticulture industry and home gardeners. PlantWise is positive and motivating—it encourages home gardeners, landscapers and others to choose only safe alternative or native plants instead of invasive ones. It also encourages and supports the horticulture industry in BC in transitioning to be invasive-free.
April 2013 marked the official launch of the PlantWise Pilot Program in BC with industry orientation sessions in Kelowna and Fraser Valley areas. These sessions were designed to orient individuals and businesses to the program, relay the impact of invasive plants to BC communities, provide a snapshot of the resources participants can expect, and gain input and feedback to refine these resources.
With plenty of support and positive feedback received from the original Pilot Program, PlantWise expanded to become province-wide in 2014. This involved building strategic partnerships with regional groups already engaged in invasive plant management and education/outreach actions across BC.
In 2015, PlantWise has progressed further to embrace new partnership groups as well as emphasize the industry component. Partners range from regional invasive species committees, to gardening and stewardship groups. A new website and mobile app are now dedicated to Be PlantWise. ISCBC's website also provides information on this growing and popular program.
CCIS has determined that the PlantWise Program should be adapted and implemented as a national branded program across Canada to help stop the spread of invasive species through horticulture.
Case Study: Clean Drain Dry
In 2012, the Invasive Species Council of British Columbia (ISCBC) developed and implemented a provincial Clean Drain Dry (CDD) behaviour change program. The goal of the program is to prevent introduction and spread of aquatic invasive species (AIS) by educating boaters and encouraging them to change their behaviour by committing to clean, drain and dry their boats before entering another water body.
Over the four year span of the program, delivery of the CDD message has been very successful.
From 2012 to 2015, CDD messaging has been shared at 1,823 education and outreach events in 280 communities across British Columbia. It is estimated that the CDD message has reached 116,882 boaters, youth, and members of the public. Through these efforts, approximately 4,280 verbal and 5,425 written clean drain dry commitments have been secured. These results show that the program has been successful at reaching boaters with the CDD message. The CDD message is a positive one that encourages boaters to make simple behavioural changes that enable them to play an integral role in protecting BC’s environment, economy and citizens from AIS. Visit the ISCBC website to learn more about the Clean Drain Dry program in BC.
CCIS has determined that the Clean Drain Dry Program should be effectively and efficiently delivered with a national scope in the future. The Ambassador program can be enhanced through developing a range of delivery methods for the CDD message, to more easily incorporate it into partner's programs — with the aim to strengthen the profile of the CDD program across Canada.