Effect of advocacy campaigns on public awareness of conservation: a case study of the effectiveness of the brochure 'Garden Escapes'

Abstract

In its public awareness activities, the Department of Conservation produces a variety of publicity and information materials, common among which are brochures. Little research has been completed to review and assess the effectiveness of such materials in changing public opinion and/or actions. This research used a model of responsible environmental behaviour as a framework and assessed, as an advocacy tool, the effectiveness of a brochure concerning the problems created by plant pests escaping domestic gardens. This included determining the ability of the brochure to alter knowledge, perceptions, attitudes and, ultimately, behaviour. Three methods of distribution were investigated to ascertain whether the way in which the brochure was received had any impact on its overall effectiveness. From the results of a surveyor-administered questionnaire, it was established that the brochure, by itself, did not have a significant effect on the recipients' level of knowledge. When the brochure was personally delivered or used in conjunction with a covering letter, it was able to influence recipients' levels of understanding. Recommendations highlight the necessity to provide personalised information with brochures. It was also shown that the objectives and position of brochures within the wider scope of public awareness strategies need to be established well in advance of their production.