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									                            CHECK, CLEAN, DRY
                       A Social Marketing Case Study

The Government has entrusted the Ministry of Agriculture and Forestry (MAF)
with leading the protection and sustainable development of our biological
resources for all New Zealanders. MAF Biosecurity New Zealand (MAFBNZ) was
formed in 2004 and is committed to a social marketing campaign slowing the
spread of didymo (Didymosphenia geminata) and other aquatic weeds. This is
one of the country’s first examples of this type of approach in the environmental
sustainability field. Didymo is a microscopic alga, first confirmed in the country in
2004, that can devastate fresh waterways. The campaign uses the call to action
‘Check, Clean, Dry’.

Duration of the project
The campaign, now in its fourth year, focuses on getting waterways users to
always Check, Clean and Dry equipment and clothing when travelling between

Formative research
Evidence suggests that human activities are most likely responsible for the spread
of didymo both globally and regionally. The New Zealand campaign focus,
underpinned by collaboration between national and regional agencies, is to get
freshwater users to take personal responsibility for reducing the risk of spread.
The key behaviour message for this voluntary compliance is ‘Check, Clean and

Benchmark research was carried out in 2006. High risk users of fresh waterways
were identified, and formative research, seeking to understand motivators and
barriers, led to understanding around the three distinct mindsets of waterway
     role and importance of natural environment
     attitude toward personal role and contribution
     where they live.

Segment positioning was used to identify common needs across market
segments, as well as to place each of the high risk segments within a Stages of
Change model, and to summarise benefits and costs for each.

Market segmentation – high risk audiences:
    General Segment Positioning
                                       Waterway a resource

                       Boaties -
                     Family fun &
                    ‘Social’ fishing
                                   Pleasure/ Lake
                                   Jet Boating                                           Personal
                                                Jet Boating
                                                        Competitive/ Sport
                                                        Jet Boating
                                                            - ‘Passionate’ Fly
                                             Of Sport
                                           serious Kayakers

                                   100% natural environment

                                             NEW ZEALAND. IT’S OUR PLACE TO PROTECT.

Target group/s
Priority Audiences:
       High risk water-user groups
        Research identified:
            o Fishers (anglers, eelers, whitebaiters)
            o Kayakers
            o Jet boaters
            o Weekend/pleasure boaters
        These are both New Zealanders and visitors to New Zealand
       Also identified
            o Trampers
            o Multisporters (ie mountain runners as opposed to triathlons)
            o School children
            o Swimmers
            o Drivers (4WD)

Geographic scope of the project
Didymo is a microscopic alga found in many other countries. It was first detected
in New Zealand in 2004 - in a Southland river. At the time of writing it had
spread to many fresh waterways in the South Island, but had not reached the
North Island.

The Check, Clean, Dry campaign is national, and draws on international
knowledge. Partner agencies include DOC, Regional Councils, Iwi, and industry
through out the country.

Goals and objectives
     Ingrain the Check, Clean, Dry behaviour into New Zealand society so that
      aquatic pests and diseases like didymo are more easily controlled.
     Get all freshwater users to Check, Clean, Dry, every time they move
      between waterways.

    Target high-risk water-user groups through the people and
     organisations they connect with, the publications they read, at the
     waterways they use, and at events they attend.
    Reinforce the message to the general public through mainstream
     media and traveller publications, locations and events.

To underpin this, a collaboration with partner agencies was developed.

Activities include:
     Developing and distributing resources and tools
     Advertising in targeted media
     Participating in targeted events
     Working with Government agencies and national / community organisations,
     Funding regional and district councils for local activities
     Assessing risks and issues to plan careful messaging and stakeholder

End user audience research in 2007 shows progress toward meeting campaign
objectives, including getting traction with high risk waterways users:
    There are high levels of awareness of MAF/ MAF Biosecurity New Zealand’s
       role in preventing the spread of didymo – some 57% mention MAF
       spontaneously and over 90% are aware after prompting. It is widely
       recognised that other organisations also have a role to play, in particular
       Department of Conservation, Regional Councils, Fish & Game and any
       clubs/ associations associated with freshwater recreation.
    85 percent of users having heard of Check, Clean, Dry in relation to
       didymo in 2007 (up from 53% in 2006)
    76% said they had personally taken different steps to stop didymo (up
       from 29% in 2006)
    The 2007 campaign had significantly higher cut through than the 2006
    The more messages people had seen the more likely they were to comply.

Lessons learned
The research showed that the campaign and its messages have a presence in
many places, but there are also still many places where the campaign’s presence
is not felt. There is an opportunity for the campaign to continue to become more
visible, so that the message becomes inescapable and that Check, Clean, Dry
becomes the social norm. The challenge is to ingrain Check, Clean, Dry into the
New Zealand culture, as the accepted thing to do.

The 2007 research has identified a number of opportunities for the campaign to
do this by, including better targeting of activities to recognise that:
     Those who believe didymo will have a real impact on their lives – in their
      own region and/or on their own activities – are more likely to Check, Clean,
     Those who believe they can make a difference and have a personal role to
      play in slowing the spread of didymo are more likely to Check, Clean, Dry
      than those who do not see a role for themselves in the campaign.

Also, the 2007 research did not measure the attitudes and behaviours of less
frequent waterways users, who have not been the main target of the campaign.

The campaign needs to support the objectives of the Didymo Long-Term
Management Programme, which are to slow the spread of didymo and other
freshwater pests throughout New Zealand; protect valued sites and at-risk
species; mitigate impacts of didymo on affected sectors; and maintain the North
Island free of didymo for as long as possible.

Agencies used

More information
Matthew Thorpe
MAF Biosecurity New Zealand


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