Using Social Marketing Research to Foster Behavior Change Among Residents on Stormwater Ponds Paul Monaghan Emily Ott Maria Morera UF/IFAS Urban Landscape Summit Outline 1. Urban stormwater and water quality in Florida 2. Backyard stormwater ponds as environmental and landscape feature. 3. The barriers to changing behaviors; research results 4. Potential solutions created through community engagement. Tampa Bay Floridians apply about 19 million pounds of nitrogen to their yards every year Many studies have concluded that some fertilizer ends up in water bodies 1
Removing nutrients from stormwater is expensive There are even greater costs to coastal waterways 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. Controlling Fertilizer runoff is key to water quality efforts Summer fertilizer blackout periods Grass clippings in the ponds contribute to nutrient pollution The stormwater system links all of the yards in the neighborhood 2
Selected social marketing behaviors to reduce landscaping impact on ponds 1. Following Manatee County Fertilizer Ordinance (comprehensive list of BMPs, raises awareness of the issue) 2. Keeping grass clippings on lawns, out of ponds and monitoring contractors to do the same 3. Increase social acceptance of more diverse shoreline and aquatic planting Ponds as landscape amenity How homeowners experience nutrient pollution in their ponds 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. A look at one approach to changing landscape practices: increasing diversity of shoreline planting 3
Benefits of planted buffer around ponds 1. Absorb nutrients 2. Prevents fertilizer from directly entering the pond 3. Littoral plants pump oxygen into water and create habitats 4. Control nuisance vegetation 5. Provide shoreline habitat Barriers to shoreline buffers 1. Neighbors won t like it 2. Blocks view of the water 3. Plants will get out of control 4. Cost of maintenance 5. Unwanted wildlife Requirements for behavior change: engage stakeholders Behavior change approaches must recognize cultural behaviors and social norms of audience Value interaction with neighbors (care what the neighbors think) Appreciation for HOA restrictions, the controlled/consistent environment fits in with neighborhood aesthetics Pride of ownership manicured look and upkeep Pride in neighborhood and community Wildlife highly valued How likely are you, to accept or request the following, How likely are your neighbors to accept or request Shoreline Plants Education and raising awareness still plays a role 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 4
Reminders to Follow County Ordinance Protect Our Ponds Science Cafe Solutions must use a combination of behavior change approaches 1. Government mandates that target behavior 2. Education about stormwater and landscape connection 3. Technological solutions 4. community engagement (target audience) 5. Improving performance of ponds through landscaping (buffer planting, littoral and aquatic) 6. Controlling nutrients at the source through behavior change 7. Recognize that the cultural practices of turf grass management are the greatest barrier to behavior change Acknowledgments Residents and management of Lakewood Ranch Manatee County Extension UF/IFAS. Funding: Southwest Florida Water Management District Florida Nursery, Growers and Landscape Association UF/IFAS Center for Landscape Conservation and Ecology National Fish and Wildlife Fund Tampa Bay Environmental Fund UF/IFAS Florida Agricultural Experiment Station Thank you 5