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A Strategy and Implementation Plan for the Oregon Invasive Species Council

Introduction

Invasive species pose an enormous threat to the ecosystems, economy, and health of humans, animals, and plants in Oregon. Although methods exist to control some invasive species, the Oregon Invasive Species Council (OISC) is working to prevent the worst invaders from becoming established in the first place. Unfortunately many people remain unaware that invasive species cause serious problems and that human actions can enable their introduction and spread.

purple starthistle

Purple Starthistle, photo by Barry A. Rice, Nature Conservancy

Building public awareness and promoting appropriate behavior is therefore an important line of defense in control and prevention of invasive species. A wide range of agencies and organizations in Oregon already engage in invasive species education and outreach.

To use limited resources most effectively and achieve the greatest benefits, however, the OISC is coordinating efforts among stakeholders and establishing overarching themes that emphasize the similar concepts that link all invasive species.

Eurasian ruffe

Eurasian Ruffe

Objectives

OISC is charged with producing and maintaining a variety of mechanisms for informing Oregonians about invasive species, including:

Publicizing the existence of Internet sites and toll-free numbers to report invasive species sightings
Producing educational materials and press releases concerning invasive species
Conducting educational meetings and conferences
Soliciting proposals and reviewing applications for grants or loans to further projects providing education about invasive species.

During OISC meetings in 2002, Council members discussed a variety of activities and products aimed at informing and educating target audiences about invasive species. In January 2003, the Council accepted a proposal entitled Reaching out to Oregon on Invasive Species developed by Diane Kightlinger and Mark Sytsma of the Center for Lakes and Reservoirs at Portland State University and by Paul Heimowitz of Oregon Sea Grant.

Eurasian watermilfoil

Eurasian Watermilfoil

The project had three primary goals:

To inventory and assess existing education and outreach products on invasive species in Oregon and the Pacific Northwest;
To develop a generic template for use when developing an education and outreach plan on any invasive species in Oregon; and
To develop a strategy and implementation plan for education and outreach on aquatic invasive species.

The final plan will serve as one component of the overall OISC Statewide Action Plan on Invasive Species.

Mitten Crab

Mitten Crab

Methods

The first step toward developing an education and outreach plan on invasive species in Oregon is to inventory and assess existing activities and materials to determine where gaps lie in invasive species education and outreach. Next, we will review other public awareness campaigns on environmental issues to identify best practices for informing and educating specific audiences.

With that information, we will develop a generic template that outlines the steps necessary to develop an education and outreach plan for any invasive species in Oregon, then proof that template by following it to produce a strategy and implementation plan for education and outreach on aquatic invasive species.

We will conduct a survey to identify existing knowledge and attitudes about aquatic invasive species among key groups. We will use that information to develop a strategy that will set forth goals and objectives, list associated activities and products, identify target audiences, develop key messages, and establish effective distribution channels.

The implementation plan will specify the responsible agencies and organizations, partners, cost, and schedule. The success of the education and outreach plan for AIS will depend also on obtaining adequate funding and on establishing a credible monitoring and evaluation process. Ultimately we expect that the generic template, strategy and implementation plan, and lessons we learn while pursuing this process will be applicable to other invasive species education and outreach efforts in North America.

Giant Salvinia

Giant Salvinia, photo by Barry A. Rice, Nature Conservancy

Progress

Below is the proposed schedule for initial activities to develop a strategy and implementation plan for OISC education and outreach on invasive species. Learn more about each activity by following the link:

April - June 2003

Inventory and evaluate existing education and outreach materials and activities on invasive species in Oregon and the region.
Review case studies of public awareness campaigns on environmental issues.

May - July 2003

Evaluate existing Aquatic Invasive Species surveys and develop a survey to gather information in Oregon.
Generate a template for developing an E/O plan to address any invasive species in Oregon.
Engage in short-term activities to promote invasive species awareness

Inventory and evaluate existing education and outreach materials on invasive species in Oregon and the Pacific Northwest
A systematic inventory and evaluation of invasive species education and outreach products and activities will enhance coordination among stakeholders. Many groups have developed communication programs on invasive species, including educational institutions, state departments of natural resources and agriculture, civic and environmental organizations, and regional councils. Evaluating their materials will help us identify gaps in messaging and develop new initiatives that will reach target audiences more effectively.

The inventory will cover all products and activities in Oregon, plus those from other locations if they address a species relevant to the state.

This is now the Aquatic Invasive Species Eduction and Outreach Materials Inventory

Review case studies of public awareness campaigns on environmental issues
A review of other public awareness campaigns, particularly those on environmental issues, will help us identify the techniques best suited for education and outreach on invasive species in Oregon. We will focus on social marketing campaigns - those that use commercial marketing techniques to promote adoption of a behavior that will improve the well-being of an individual or society as a whole (Weinreich 1999). Included in campaigns for review will be those of the Great Lakes Panel on Aquatic Nuisance Species (1995), the Canadian Climate Change Action Fund (2002), and the Coalition for Acid Rain (Enviros-RIS 1999).

Evaluate existing Aquatic Invasive Species surveys and develop a survey to gather information in Oregon
To shape an E/O campaign on ANS in Oregon and measure its effectiveness, we need to develop and conduct a survey of knowledge and attitudes prior to implementing a plan. ANS and boating surveys have already been conducted by mail in Minnesota, Vermont, California, Ohio, and Kansas and in person in Connecticut, Louisiana, and the province of Manitoba (Jensen 2003).

A survey in Oregon will allow us to compare the knowledge and attitudes of Oregonians with those of target audiences in other states; define the strategy that will best accomplish OISC goals; and refer to a baseline to evaluate and fine-tune a public awareness campaign.

Generate a template for developing an education and outreach plan to address any invasive species in Oregon
Regardless of the particular invasive species, similar steps are involved in developing an education and outreach plan to build public awareness of potential impacts and motivate behavior change to halt its introduction and spread. All plans will require the developer to acquire and apply the following information: pathways of introduction; environmental, economic, social, and health impacts; available scientific research; existing knowledge among various audiences; actions people can take to combat introduction and spread of the invasive species; target audiences, key messages, and effective distribution channels; funding sources; and measures for evaluation and feedback. The education and outreach template will help developers work through the steps necessary to produce an E/O plan for any invasive species in Oregon.

Engage in short-term activities to promote invasive species awareness
Education and outreach on invasive species in Oregon should not be put on hold while we pursue longer-term activities. We need to establish overarching messages that emphasize similar concepts linking all invasive species, whether terrestrial or aquatic, animal, plant, or microbe. We can begin to build awareness through activities such as the following:

Target print and broadcast media personnel throughout the state and region to receive updated information on invasive species issues.
Expand and improve the OISC Web site to provide appropriate information on species of concern in Oregon, prevention and control, news releases, and other stories.
Establish a quarterly e-mail newsletter providing up-to-date information on Oregon invasive species to reach biologists, natural resource managers, environmental organizations, and others who disseminate information to the public.