This presentation will provide an overview of the PlayCleanGo outreach campaign, its social marketing foundation and what is available to you as a partner organization.
Invasive species are already among the greatest threats conservationists and land managers face in sustaining our natural heritage. Climate change is likely to make matters worse. Adding to the problem is the increase in human mobility, including recreationists and field workers. PlayCleanGo is an awareness campaign which can foster sustainable behaviors among trail users and other outdoor enthusiasts, much like Stop Aquatic Hitchhikers! has among boaters.
Social marketing utilizes social science to build new social norms. It depends on public exposure to and acceptance of sustainable public behaviors. In four years, over 380 partner organizations in the United State and Canada have adopted PlayCleanGo as their outreach campaign, contributing to an increasing population of folks who are seeing uniform messaging across state and federal borders. PlayCleanGo leverages the breadth and diversity of its partner organizations to support outreach efforts of all sizes. In a business model perfect for local cooperative pest and resource management organizations, PlayCleanGo provides free access to an ever-expanding graphic library of materials and basic graphic services to help customize the materials to reach local outdoor audiences.
The campaign is designed to give outdoor enthusiasts a clear call to action. With simple, positive messaging, it urges them to be informed, attentive and accountable for stopping the spread of terrestrial invasive species. The fun, modern look and feel of the campaign is based on the results of a series of nine focus groups and a large phone survey describing the knowledge, attitudes and behaviors of recreationists visiting the Upper Midwest.