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Using Community Based Social Marketing to Prevent the Spread of Aquatic Invasive Species

The Minnesota Department of Natural Resources (DNR) continues to integrate community-based social marketing (CBSM) into statewide aquatic invasive species (AIS) prevention programming. CBSM is a social science approach to foster sustainable, environmentally beneficial behaviors and provides a step-by-step approach for assessing risks and identifying opportunities for long-term change. The DNR followed CBSM steps to better understand stakeholder knowledge, attitudes, behaviors, barriers, motivators, and communication preferences specific to activities they participate in and the AIS prevention actions we need them to adopt. Research included literature reviews, expert panels, surveys of target audiences, a workshop for local partners, and grants for local pilot projects. The DNR also used Community Asset Mapping to identify existing resources, organizations, programs, individuals and their interconnections related to protecting and celebrating Minnesota water resources. With the baseline data collected, the DNR and partners can craft the right messages, use trusted messengers, and use preferred messaging channels to promote the adoption and consistent practice of AIS prevention behaviors by target audiences in Minnesota. A similar framework could be utilized by other regional, state and local invasive species programs. Full project reports can be found on the DNR’s Preventing Aquatic Invasive Species through Behavior Change webpage.

Presented by Tina Fitzgerald, Aquatic Invasive Species Planner for the Minnesota Department of Natural Resources. Tina provides technical support to counties and local organizations developing, implementing and evaluating their AIS prevention and management programs. In this role she supports the integration of behavior change strategies into local and state programming. Tina holds a B.S. in Biology from Lawrence University and M.S. in Water Resources Management from the University of WI-Madison.

May 18, 2022 01:00 PM in Central Time (US and Canada)