This document discusses New Zealand's efforts to protect its environment and natural resources through effective communication strategies. It provides an overview of New Zealand's "Know the Enemy" campaign to raise awareness about threats like didymo, an invasive algae. The campaign uses social marketing principles to change behaviors by focusing on the drivers of behaviors, involving stakeholders, using innovative communication channels, and building connections. It evaluates the success of the didymo campaign in increasing awareness, encouraging behaviors that help stop the algae's spread, and generating a positive return on investment through cost savings by preventing its expansion.

1. NEW ZEALAND.
IT’S OUR PLACE TO PROTECT
AUT Presentation
5 March 2012

2. “KNOW THE ENEMY” CAMPAIGN

3. ENVIRONMENTAL COMMUNICATIONS:
PEOPLE THINK IT’S IMPORTANT
Collective
Reducing the road toll in NZ
Protecting NZ from unwanted pests/diseases
Making sure NZ is working towards addressing sustainability and climate change
Binge drinking
Ensuring New Zealanders save enough for retirement
Discrimination against people with mental illness
Preventing accidents and injury around the home
Getting people to stop smoking
Addressing problem gambling
Personal

4. RESPONDING TO THE CHALLENGES
1. Increasing  Simplicity &
distraction accessibility
3. Empowered  Insight &
individualism personalisation
5. New, developing  Partnership &
communities involvement
7. New models of  Openness &
authority authenticity

5. NEW APPROACHES TO EFFECTIVE
COMMUNICATIONS
1. Focus on the drivers of behaviour
2. Involvement and co-creation
3. Innovative channels & partnership approaches
4. Build closer connections
5. Consider branding and reputation
6. Engage your employees

6. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing
2006
Social Marketing is an approach used to develop
activities aimed at changing or maintaining people’s
behaviour for their benefit.
UK National Centre for Social Marketing
2012

7. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006

8. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006

9. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006

10. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006

11. WHAT IS SOCIAL MARKETING?
The systematic application of marketing principles
alongside other concepts and techniques to achieve
specific behavioural goals, for a social or public good.
UK National Centre for Social Marketing 2006

12. DIDYMO (ROCK SNOT)

13. FOCUS ON THE DRIVERS OF BEHAVIOUR
CHANGE
Waterway a resource
Heartland
Boaties -
Family fun &
‘Social’
fishing Personal
Government
responsibility responsibility
Jet Boating
Heartland
Heartland
- ‘Passionate’ Fly
Of Sport
Fishermen
serious Kayakers
100% natural environment

14. INVOLVEMENT AND CO-CREATION

15. INVOLVEMENT AND CO-CREATION

16. CHANNELS, MEDIA & PARTNERSHIPS

17. MEASURING PROGRESS
Have you personally taken any different actions when using freshwater recreational areas to help stop
the spread of didymo?
Don't know Don't know
2% 1%
No
Yes 23%
2006 29% 2007
No
Yes
69%
76%
Base: 2006 (n=757, respondents who had seen, read or heard any communications relating to didymo),
2007 (n=1550, all respondents)
Didymo Campaign Evaluation 2007

18. MEASURING PROGRESS
Below are some statements that other people have made about the communications about % who neither
didymo. Please indicate to what extent you agree or disagree with each statement agree/disagree:
Showed me what I need to do to stop didymo 1 3 48 38
Relevant 1 2 55 28 10%
1 3 52 28 14%
Believable
1 3 17%
For people like me 46 33
Credible 1 3 57 22 18%
I could help stop the spread of didymo 1 5 55 21 18%
Made me behave differently to help stop didymo 2 5 47 28 18%
Not tired of didymo communications* 1 3 44 30 18%
Did not turn me off* 1 3 41 31 23%
Eye-catching 1 5 45 13 25%
2 7 45 12 35%
Motivating
Interesting 1 6 44 10 34%
Showed me that didymo could be contained 8 24 27 4 38%
36%
100 80 60 40 20 0 20 40 60 80 100
%
Base : All respondents (n=1550) Strongly disagree Disagree Agree Strongly agree
Didymo Campaign Evaluation 2007

19. LINKING OUTPUT TO OUTCOME
High confidence in MAF 25%
15%
Biosecurity 14%
94%
Heard of check, clean, dry 86%
50%
Always make an effort to 71%
65%
check, clean, dry 41%
Strong belief that I can make a 47%
47%
difference 39%
Strong personal role in 69%
71%
preventing spread 53%
Best steps being taken to stop 24%
16%
didymo 20%
Know very well what to do 47%
29%
about didymo 9%
Personally considered "a lot" 55%
39%
how to stop didymo 8%
0 20 40 60 80 100
Cannot recall any didymo publicity Can recall 1 - 3 publicity items Can recall 4 or more publicity items
Base : All respondents (n=1550)
Didymo Campaign Evaluation 2007

20. THE COMPLIANCE FRAMEWORK
High Low
Imprisonment (Enforcement
Heavy Fines Communications)
Decided
Economic Sociological
Co
not to comply
on
mm
nti
un
r ve
Customer
i ca
Light Fines
e
Don’t want to Social
Int
tio
comply Marketing
nt
ns
me
I
nte
Business Industry
ce
r
for
ve
En
nti
Psychological Try to, but
Licensing Social
on
Legal Incentive don’t always Marketing
succeed
Education
Factors that influence Willing to do
customer decisions and the right thing
behaviour Low High

21. MEASURING COST-EFFECTIVENESS
● Total cost of didymo (NZIER 2005):
$58m to $285m
● Cost of impact on North Island:
$62.6m (2007-2012)
● Cost saving by stopping entry into North Island:
$11.2m (2007-2008)
● Cost of social marketing:
$5.2m (2005-2008)
● Return on investment to 2008: $1:$2.15
● Return on investment to 2012: $1:$7.61