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22 févr. 2014 (il y a 3 années et 6 mois)

88 vue(s)

Elaina Todd




Guam Southern Watersheds Campaign




CRITICAL ANALYSIS PRESENTATION

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.

CRITICAL ANALYSIS PRESENTATION

ADD MAP

Guam’s Coral Reefs

Guam Watersheds Pride Work Plan

Guam’s Southern Watersheds

Guam Watersheds Pride Work Plan

Guam’s Southern Watersheds

Guam Watersheds Pride Work Plan

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

The
Threats

Sedimentation & Erosion

Pollution

Invasive

Species

Over

Harvest of Water

Removal of Vegetation

Typhoons

and Earthquakes

The
Social Marketing Strategy

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

Guam Watersheds Pride Work Plan

The Theory of Change

2010 CR Baseline

CRITICAL ANALYSIS PRESENTATION

An equation for change..

Assess where audiences are, and how to move them along the
continuum.

Knowledge Attitude Interpersonal Communication
Barrier Removal

Behavior Change Threat Reduction Conservation Result

K

+

A

+

IC

+

BR

BC

TR

CR

The Strategy in SOUTHERN GUAM

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.

CRITICAL ANALYSIS PRESENTATION

SOUTHERN GUAM

Target
Audiences





CRITICAL ANALYSIS PRESENTATION

1. General Community

2. Hunters

SOUTHERN GUAM

Theory of
Change

Results &

Critical Analysis

CRITICAL ANALYSIS PRESENTATION

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

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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%

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

Results


80% of hunters agree that individuals starting
wildland fires must be prosecuted, a 40% increase.


23pp increase from 57%; SOA: 177%

IC

Interpersonal communications

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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.

IC

Interpersonal communications

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

Critical Analysis

-
Fiesta displays, hikes, community events were


most effective.

-
Messaging needs to include information about


causes of fires.

-
Partnerships must be sustained.

Barrier Removal

BR

IC

Attitude

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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

Barrier Removal Deep Dive





1.
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

BC

Behavior Change

BR

Barrier Removal

IC

Attitude

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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.

BC

Attitude

TR

Threat Reduction

BR

Barrier Removal

IC

Attitude

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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.

BC

Attitude

TR

Threat Reduction

BR

Barrier Removal

IC

Attitude

A

Attitude

K

Knowledge

CR

Conservation Result

CRITICAL ANALYSIS PRESENTATION

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.

How
we
monitored
success?

2009

Qualitative & Quantitative Results


Constituency

Partnerships

Engagement of key audiences


CRITICAL ANALYSIS PRESENTATION

How
we
monitored
success?

2009

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.”

CRITICAL ANALYSIS PRESENTATION

Where are we and where are we going?

2010 CR Baseline

CRITICAL ANALYSIS PRESENTATION

Where are your target audiences at on the Theory of Change?

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.

K

+

A

+

IC

+

BR

BC

TR

CR

General Community

Hunters

Please Support Pride in Guam

xx

Xx

xx

www.rareplanet.org/guam
-
watershed
-
campaign


Guam Watersheds Pride Work Plan

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