Protect Our Ponds: A communitybased social marketing task force to improve water quality

Protect Our Ponds: A communitybased social marketing task force to improve water quality

The challenge of controlling nutrients from stormwater runoff

The stormwater system links all of the yards in the neighborhood

Floridians apply 35 million pounds of nitrogen to their yards every year

The fertilizer/algae connection

Nutrient pollution in Florida waterways

Removing nutrients from stormwater is expensive Several baffle boxes have been installed through Martin County to filter runoff water. Workers here install the concrete lid of a baffle box. Officials hope a stricter fertilizing ban could eventually reduce the need for these efforts.

Closer to Home: Fertilizer and nuisance algae

Solutions must use a combination of approaches 1. Government mandates that target behavior 2. Education about stormwater and landscape connection 3. Technological solutions combined with community engagement 4. Improving performance of ponds through landscaping (buffer planting, littoral and aquatic) 5. Controlling nutrients at the source through behavior change 6. Recognize that the cultural practices of turf grass management is greatest barrier to behavior change

Controlling nutrient runoff is key to water quality efforts

What behaviors need to change? 1. Follow the summer fertilizer blackout to reduce runoff 2. Control grass clippings (in street and ponds) 3. Install buffer zone around ponds 4. Increase aquatic plants to uptake nutrients

Increasing shoreline and aquatic plants are the long term solution

Benefits of planted buffer around ponds Absorb nutrients Prevents fertilizer from directly entering the pond Littoral plants pump oxygen into water and create habitats Control nuisance vegetation Provide shoreline habitat

Qualitative research Any kind of research that produces findings not arrived at by means of statistical procedures or other means of quantification (Strauss and Corbin 1990). Where quantitative researchers seek causal determination, prediction, and generalization of findings, qualitative researchers seek instead illumination, understanding, and extrapolation to similar situations (Hoepfl 1997)

Why is qualitative research relevant? Formative Engages participants Describes behaviors in ways quantitative research cannot Makes quantitative research better

Focus group questions What do you like about your neighborhood and your landscape? What would you change? What prevents you? What do you enjoy about the lakes? Interaction with landscape contractor What is your reaction to different types of landscaping around ponds?

Participant characteristics 26 men, 11 women Almost all lived on a lake Average time in home was 10 years Most had served in HOA governance None did their own landscaping Half in maintenance free neighborhoods

Cultural & social norms Value interaction with neighbors (what neighbors think) Appreciation for restrictionscontrolled/consistent environment- fit in with neighborhood aesthetics Pride of ownership- manicured look and good upkeep Pride in neighborhood and community Wildlife highly valued

Perceptions of algae problem in their backyard ponds Cruddy, swampish, scummy, a health issue We ve had social gatherings at the house and people have made comments what s up with your swamp out there..the smell off of those lakes will take your breath away.

Barriers to shoreline buffers Neighbors won t like it Blocks view of the water Plants will get out of control Cost of maintenance Unwanted wildlife

What contributes to the problem? Design of stormwater systems (everyone connected) Landscaping dominated by turf HOA rules that encourage intensive watering and fertilizing of turf Landscaping on ponds that makes natural function difficult Homeowner preference for one kind of landscape Homeowner knowledge about the connection between fertilizer and algae growth is limited Maintenance practices cause additional problems

Survey Findings 44% of respondents (on-pond n = 429 & off-pond n = 268) did not know landscapers in Manatee County are required to be certified 24% have talked to their landscapers about keeping fertilizer away from sidewalks, curbs, and ponds 12% have talked to their landscapers about keeping grass clippings out of stormwater drains and ponds

Survey Findings Residents who have talked with their landscapers about keeping fertilizer or grass clippings out of stormwater drains and ponds tend to be those who knew that landscapers in Manatee County must be certified No other variable (such as age, gender, income, ethnicity, or environmental attitude score) was significantly associated with the likelihood of talking with a landscaper about these issues

How likely are you, your neighbors to accept or request Shoreline Plants Very Likely 3.3 15.2 Likely 10.7 22.4 Undecided Unlikely Very Unlikely 18.8 16.1 20.1 16.3 23.1 48.5 Neighbors Respondent No valid response 5.1 0.5 0 10 20 30 40 50 60 Percent Respondents On Ponds

How likely are you, your neighbors to accept or request Aquatic Plants Very Likely 4.2 15.4 Likely 9.5 22.1 Undecided 18.5 50.1 Unlikely Very Unlikely 13.9 16.5 17.9 27 Neighbors Respondent No valid response 4.4 0.5 0 10 20 30 40 50 60 Percent of Respondents On Ponds

Social marketing approach to promote compliance with county ordinance Audience: HOA leadership that hires contractors Homeowners to help monitor Landscape contractors Employees Behaviors: control grass clippings and debris and comply with fertilizer blackout Product: Clean ponds, no more algae Barriers: Change in established practices, more involvement by HOA and homeowners, surveillance

Must have buy-in from community leaders

Engaging in community events

Protect Our Ponds Science Cafe

Walkabout educational activities

Social marketing websites The Social Marketing Institute (social-marketing.org) Fostering Sustainable Behavior (cbsm.com) Tools of Change (toolsofchange.com) socialmarketingquarterly.com waterwordsthatwork On Social Marketing and Social Change (socialmarketing.blogs.com)