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Elaina Todd Guam Southern Watersheds Campaign

Elaina Todd Guam Southern Watersheds Campaign. CRITICAL ANALYSIS PRESENTATION. Site: Southern Guam.

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Elaina Todd Guam Southern Watersheds Campaign

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  1. Elaina Todd Guam Southern Watersheds Campaign CRITICAL ANALYSIS PRESENTATION

  2. Site: Southern Guam Guam’s beautiful coral reef ecosystems are home to over 400 species of coral and over 4,000 species of other marine invertebrates and fish making it one of the most diverse in the United States. ADD MAP CRITICAL ANALYSIS PRESENTATION

  3. Guam’s Coral Reefs Guam Watersheds Pride Work Plan

  4. Guam’s Southern Watersheds Guam Watersheds Pride Work Plan

  5. Guam’s Southern Watersheds The blue boxes represent the watersheds that were originally in the Pride application. The green boxes represent the watersheds that only have one municipality in which it may be easier to set up watershed based monitoring. The campaign will take place in all of Southern Guam Guam Watersheds Pride Work Plan

  6. The Threats Guam Watersheds Pride Work Plan

  7. As a result of the Threat Ranking… The Pride campaign will focus on sedimentation and erosion being caused by wildland fires. The target audiences are… Hunters and Southern Communities The Social Marketing Strategy Guam Watersheds Pride Work Plan

  8. The Theory of Change An equation for change.. K + A + IC + BR BC TR CR Assess where audiences are, and how to move them along the continuum. Knowledge Attitude Interpersonal Communication Barrier Removal Behavior Change Threat Reduction Conservation Result 2010 CR Baseline CRITICAL ANALYSIS PRESENTATION

  9. To eliminate the threat of sedimentation on Guam’s diverse coral reefs, wildland fires caused by illegal hunting practices in Southern Guam must be prevented and community members must report wildland fires and adopt responsible fire use practices. The Strategy in SOUTHERN GUAM CRITICAL ANALYSIS PRESENTATION

  10. SOUTHERN GUAM Target Audiences 1. General Community 2. Hunters CRITICAL ANALYSIS PRESENTATION

  11. SOUTHERN GUAM Theory of Change Results & Critical Analysis CRITICAL ANALYSIS PRESENTATION

  12. CR Conservation Result Goal By 2015 coral reefs in monitoring sites should begin to show improved reef health by a 5pp increase in coral cover in monitoring sites. Baseline: 3.03% in fixed sites; 4.34% in random sites CRITICAL ANALYSIS PRESENTATION

  13. K CR Knowledge Conservation Result Results 71% of hunters disagree that wildland fires are not a serious threat to Guam’s reefs, a 255% increase. 51pp increase from 20%; SOA: 340% CRITICAL ANALYSIS PRESENTATION

  14. A K CR Attitude Knowledge Conservation Result Results 80% of hunters agree that individuals starting wildland fires must be prosecuted, a 40% increase. 23pp increase from 57%; SOA: 177% CRITICAL ANALYSIS PRESENTATION

  15. A K CR IC Attitude Knowledge Conservation Result Interpersonal communications Results Hunters will talk to others about wildland fires. Survey data was not statistically significant but other data indicated hunters are speaking about fires and alternatives. CRITICAL ANALYSIS PRESENTATION

  16. CR K IC A Attitude Knowledge Conservation Result Interpersonal communications • Critical Analysis • Fiesta displays, hikes, community events were • most effective. • Messaging needs to include information about • causes of fires. • Partnerships must be sustained. CRITICAL ANALYSIS PRESENTATION

  17. BR IC A K CR Barrier Removal Attitude Attitude Knowledge Conservation Result Results 75 hunters attended hunter expos in September, and 37% of hunters said they had spoken with someone about deer attractants. Critical Analysis Deer attractants were well received Relationship established with hunters CRITICAL ANALYSIS PRESENTATION

  18. Barrier Removal Deep Dive Three hunter expos- taught hunter safety, impacts of fires, and the alternatives to using fire. 2. Distributed deer attractants and taught them to make their own. 3. Hunters requested more training, more expos! CRITICAL ANALYSIS PRESENTATION

  19. BC BR IC A K CR Behavior Change Barrier Removal Attitude Attitude Knowledge Conservation Result Results Data is not yet available due to timing of BROP. Critical Analysis 80 deer attractants were distributed. Distribution of next set of tools will allow more data to be collected. CRITICAL ANALYSIS PRESENTATION

  20. BC TR BR IC A K CR Attitude Threat Reduction Barrier Removal Attitude Attitude Knowledge Conservation Result Results Fire data for the year indicates less average fires per month (from 147 to 96). Sediment data is being collected and monitored. Critical Analysis Guam’s worst drought since 1998.; DOD Buildup Other barrier removal needed- enforcement. CRITICAL ANALYSIS PRESENTATION

  21. BC TR BR IC A K CR Attitude Threat Reduction Barrier Removal Attitude Attitude Knowledge Conservation Result Results Coral reefs will be continue to be monitored and data will be shared over the next several years. Critical Analysis In addition to threat reduction, work must be done to mitigate damage to watersheds to see full conservation results. CRITICAL ANALYSIS PRESENTATION

  22. How we monitored success? Qualitative & Quantitative Results Constituency Partnerships Engagement of key audiences 2009 CRITICAL ANALYSIS PRESENTATION

  23. How we monitored success? Lead Agency Partner Perspective “The Rare campaign filled in the gap needed for the management of reforestation/mitigation efforts. Any reforestation efforts cannot be successful without addressing issues related to fire.” What do you feel has been the greatest outcome of this campaign? “Expansion of the partnership with the southern community, exposure of the GCMP with other communities, partnerships with other agencies such as the Fire department.” 2009 CRITICAL ANALYSIS PRESENTATION

  24. Where are we and where are we going? Where are your target audiences at on the Theory of Change? K + A + IC + BR BC TR CR General Community Hunters What are your future goals to move them along the Theory of Change? Continuing to work with hunters and southern communities to address the barriers and adapt our strategy as needed to move our community to behavior change and to achieve our conservation results. 2010 CR Baseline CRITICAL ANALYSIS PRESENTATION

  25. xxXxxx www.rareplanet.org/guam-watershed-campaign Please Support Pride in Guam Guam Watersheds Pride Work Plan

  26. Si yu’osma’ase

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