Download Introductions

Campaign to Protect Our Andrea Quail Dove
Jacob Parker, Forestry & Wildlife Department,
Andrea, May 2008
Introductions
4
Andrea Forestry & Wildlife Department ............................................................................................................................................................ 4
Rare ............................................................................................................................................................................................................................. 5
Plan for Change: Executive Summary
10
Site Overview: Protecting our Heritage .......................................................................................................................................................... 11
Campaign Theory of Change: A Strategy For Change ........................................................................................................................... 12
Context for Change: The Environment and People of Serena & Andrea
16
Project Scope& Biodiversity Features .............................................................................................................................................................. 17
Protected Area Information ............................................................................................................................................................................... 20
Geography ............................................................................................................................................................................................................. 22
Human Stakeholders ............................................................................................................................................................................................ 23
Building a Campaign Strategy
25
Background ............................................................................................................................................................................................................ 26
Concept Model ..................................................................................................................................................................................................... 26
Threat Rating .......................................................................................................................................................................................................... 28
Factor Chain ........................................................................................................................................................................................................... 29
Results Chains ......................................................................................................................................................................................................... 30
The People: A Catalyst for Change
32
Project Team........................................................................................................................................................................................................... 33
Key Organizational Support ............................................................................................................................................................................... 33
Key Audiences ....................................................................................................................................................................................................... 34
Understanding the Community – Research Approaches ......................................................................................................................... 35
Qualitative Research ........................................................................................................................................................................................... 35
Quantitative Research (Community-based Questionnaire Survey) ...................................................................................................... 36
Understanding the Community – Our Target Audiences .......................................................................................................................... 37
Building a Sustainable Strategy for Protecting Serena Island
42
Summary Change ................................................................................................................................................................................................. 43
Creating Positive Choices: Sustainable Rat Eradication ........................................................................................................................... 43
Reaching the Audience: Creative Brief & Marketing Mix ......................................................................................................................... 51
Messaging Framework ......................................................................................................................................................................................... 55
Managing for Impact: Measures of Success
57
Measures of Success ............................................................................................................................................................................................ 58
Protocol for Social Monitoring ........................................................................................................................................................................... 62
Protocol for Law Enforcement........................................................................................................................................................................... 62
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Protocol for Biological Monitoring .................................................................................................................................................................... 62
Role of Comparison Sites .................................................................................................................................................................................... 63
Building Momentum through Quick Wins ....................................................................................................................................................... 64
The Budget .............................................................................................................................................................................................................. 65
Timeline..................................................................................................................................................................................................................... 67
References and Acknowledgments
68
Appendices
69
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Introductions
Jacob Parker
Wildlife Officer & Pride Campaign Manager
Andrea Forestry & Wildlife Department
For the past 11 years, I have worked with the Andrea Forestry & Wildlife Department, where I was responsible for the management of its
offshore islands -- in particular Serena -- home to the endemic and endangered Andrea Quail Dove. In the fall of 2007, I was privileged to
have been among 12 people chosen from a global pool to attend Rare’s Pride Program, which taught me how to develop and write a
project plan for a targeted social marketing campaign. The implementation of this plan would change behaviors that underpin some of
the most serious threats to the island and the cherished Andrea Quail Dove.
I am not alone in this endeavor, but rather I am part of a group of conservationists trying to protect critical species from the threat of
invasive species. What has given me great hope and confidence is the knowledge that this threat has been addressed successfully
elsewhere, and that we have our colleagues to support us in this effort. We hope that that our voices will form a chorus that will take our
campaigns from a few Pacific islands to sites around the world.
To ensure my part of this global movement I have written this Project Plan. It will provide key stakeholders with details about the campaign’s
tTeory of Change and summarize the planning process. This includes what the predominant threats are to the site, how and why the
campaign is focusing on one of them, who and what drives this nominated threat and what are the strategies (barrier removal and
marketing) that need to be deployed to reduce or mitigate this threat. It defines the campaign’s objectives, how progress will be
monitored, and the timelines, finances and human resources that will be required. It is a living document, a map if you will, to show how the
campaign will inform, change attitudes and provide incentives to behavior change that will reduce key threats to biodiversity and result in
meaningful, measurable, sustained biodiversity conservation. Produced during the first and second university phases of the Pride program,
the Results Chains, project objectives, creative brief, marketing mix, work plan, monitoring strategies and other key components outlined in
this document have been reviewed by experts familiar with the site, and the entire plan has been read and approved by the Chief Forest
Officer, Jo Smith.
One of the reasons why I am so optimistic about this campaign’s success is because it aligns with many of the initiatives of the Andrea
Forestry & Wildlife Department. We have a new wildlife law that improves protection for wildlife and enforcement of wildlife laws.
Additionally, we have a national tourism program that emphasizes our unique terrestrial and marine resources, to which I hope to add
Serena Island and our Andrea Quail Dove.
Finally, this Project Plan, including its appendices and the accompanying EXCEL Work Plan, is also filed as part of my Master of Arts in
Communication degree course (COMX 5350) at the University of Texas at El Paso.
While I know this plan has so many details that it can seem overwhelming, I hope it also provides you with a sense of the color of the island,
the commitment of our people, the urgency of action, and the feasibility of the solution.
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Peter Arbend
Cohort Director, Pride English Program
Rare
This section is created by the Cohort Director of
Rare as part of the curriculum customization
process.
Conservation ultimately comes down to people –
their behaviors toward nature, their beliefs about its
value and their ability to protect it without sacrificing basic life needs. Conservationists must become as skilled
in social change as in science, as committed to community-based solutions as national and international
policymaking.
Rare has developed a method for motivating behavior change and community support for conservation that
has been tested and refined in more than 50 countries to date: the Pride campaign. By creating a stronger
emotional and cultural connection between people and their environments, these campaigns dramatically reduce human-related threats to
important ecosystems from the Caribbean to Latin America and from Africa to Asia. We are very excited about this cohort’s potential to address
invasive species.
Cohort
Background
A Global Issue
The impetus for Rare’s developing and hosting a cohort of campaigns around the theme of mammalian invasives came from
Sue Demille of the Pacific Island Invasive Coalition (PIIC),as well as the fact that invasive species appear to have played a
role in at least half of all documented extinctions since 1600. Islands appear particularly vulnerable -- some 93% of 30
documented island extinctions of species and sub-species of amphibians and reptiles and 93% of 176 extinctions of species
and sub-species of land and freshwater birds can be attributed to invasive species.
In particular, the introduction of rodents to islands during centuries of human exploration and colonization have caused
untold damage to native fauna and flora. In island countries like New Zealand, whole ecosystems evolved without terrestrial
mammalian predators.The introduction of rats and mice have had a significant impact through predation and competition
for shelter and food.
In a recent study1 which looked at the global literature on the effects of commensal rats, credible reports were reviewed on
impacts that involved 173 taxa of plants and animals from 46 distinct islands or archipelagos. Predation by non-indigenous
species is the second most important threat and cause of extinction to island birds after habitat destruction.2 Some examples
include:
 In 1918, Ship Rats invaded Lord Howe Island, after the shipwreck of S.S. Makambo. Within 5 years, five species of
indigenous forest bird (>40% of all indigenous land birds) had become extinct.
 In 1943, Ship Rats invaded Midway Island after the establishment of a military base thereWithin 18 months two species
1 Have the harmful effects of introduced rats on islands been exaggerated? By D. Towns, I. Atkinson and C. Daugherty. In: Biological Invasions (2006) 00:1-29
2 King, W.B. 1985. Island birds: will the future repeat the past? In: Conservation of Island Birds (Moors, P.J., Ed.). International Council for Bird Preservation; Technical Publication No. 3: 3-15.
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of land bird had disappeared.
 In 1962, Ship Rats invaded Big South Cape Island in New Zealand, resulting in the total extinction of one bird and one
mammal species, the local extinction of an additional mammal and five other bird species, and severe habitat
modifications.
While rodents on their own can inflict serious damage, the combination of rodents and other introduced predators such as
cats can be an even more deadly combination. Introduced cat populations can reach dangerously high levels when nonnative rodents are present as a dependable food source.
Cats supported by introduced rodent populations caused the extinction of at least two endemic Pacific island birds--the
Bonin I. Thrush and Iwo Jima Rail (Atkinson 1985).
The Solution
Of the 123 major island groups studied by Atkinson in 1982, over 100 had been colonized by commensal rodents with only 22
(18%) being “probably without rats.” Today, around the world, rodents continue to have a devastating effect on native
wildlife. Sixty-five islands or island groups within the Pacific have invasive rodents which threaten native avifauna.
For as long as rodents have invaded previously rodent-free lands, people have tried to be rid of them. For the most part,
people’s desire to eradicate rats has been for selfish reasons – rats eat food and spread disease. A 1925 study conducted by
C.E. Pemberton for the Hawaiian Sugar Planters Association noted that in the early 1900s, plantation personnel annually
removed some 141,000 rats from cane fields “with no apparent effect either on rat populations or on sugar cane damage.”
In a desperate and disastrous attempt to reclaim their fields from rats, plantation owners brought in the mongoose in the late
1800s. Unfortunately, rats are nocturnal creatures and mongooses are not. (This is one of the most poignant examples of a
well-intentioned mistake in the business of exotic species control – great proof that you need to think your strategies through
thoroughly.) The first reports of people attempting to eradicate rodents for the less “selfish” reason of simply wanting another
species to survive date back to the middle of the 20th century. In the late 1950’s, scientists noticed a precipitous decline in
the population of White-faced Storm-petrels (Pelagodroma marina) on Maria Island (New Zealand) where hundreds were
found dead, probably as a result of an earlier invasion of Norway rats. Warfarin bait was laid in an ad-hoc attempt to control
the rodent population, a strategy that appeared to be successful as the rats disappeared by the early 1960s. A similar event
also occurred in New Zealand in the early 1970s when Norway rats threatened seabird colonies on 32 ha Titi Island in the
Marlborough Sound, off N.E. South Island. Again, bait was laid by hand with some success. Rats were not completely
exterminated, and further poisoning occurred in 1972 and then again in 1973, an initiative that met with success.
Over time, however, we have gotten better at eradicating rodents and other mammalian invasives. Introduced rodents
have been eradicated from over 90 islands in New Zealand alone and over 230 sites worldwide (IC analysis, Galvan et al).
In May 2007, Rare announced a proposed cohort around the theme of mammalian invasives and invited Pacific Island
nations to send representatives to attend a social marketing workshop hosted by Rare in Guam, Micronesia. This workshop
brought together participants from 10 SIDS3 around the theme of using Pride to eliminate invasive species. Participants were
exposed to the concepts and practical application of social marketing and examples as to how Rare’s campaigns have
3
SIDS – formal acronym for Small Island Developing States – see http://www.sidsnet.org/
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successfully driven behavior change around a wide range of human-induced threats on four continents. Experts were invited
to present on the impact of invasive species on endemic bird populations; vector transmission, monitoring and control; rodent
eradication techniques; and the role of people in the spread of non-native species. Complementary sessions provided by
Rare included creating a Theory of Change (ToC) and understanding barriers to shifting behaviors. A Cohort-level Theory of
Change resulted (shown on page 9), and from this each site developed its own early draft ToC.
A Bright Spot is an example where a conservation solution has been effectively implemented, and where Rare believes the
solution can be replicated across many similar sites. Participants in the 2007 workshop were introduced to sites where
eradication of rodents and cats had been successfully achieved, including Wilmott Island in New Zealand. Wilmott is a
valuable Bright Spot because Black Rats were successfully eradicated from the island using comparatively easy and
replicable methods with measurable, lasting conservation results.
Managed by the Wauganga National Park Authority, Wilmott Island -- the easternmost and smallest of the northern
Wauganga Channel islands -- lies 7 km southwest of Christchurch, New Zealand. Approximately 4.5 km long, with 9.5 km of
coastline, this uninhabited island is composed of steep rocky cliffs indented with sea caves. The severe impact on the Xavier
Murrelet (Synthliboramphus xavii) by non-native Black Rats (Rattus rattus) has been recorded since at least early in the 20th
century (Wilbur 1969, Seig et al. 1977, and McNulty. 2000).
A Proven
Approach
Wilmott Island harbors abundant potential nesting habitat, but only a remnant Murrelet population persisted in the 1990s, (H.
Cauler, unpubl. data). In 2001, with funding from the New Zealand Fund for Faunal Restoration, the Wauganga National
Park Authority eradicated rats from Wilmott using bait stations and poison pellets (Howard et al. 2005). Breeding seabirds in
general, and the Xavier’s Murelett in particular, were expected to greatly benefit from this eradication effort because the
potential extirpation of this small remnant colony could be prevented and a much more suitable nesting habitat would be
available for restoration of a relatively large colony (McCloony et al. 2000).
“Subsequent research has proved this to be the case, breeding effort, hatching success and nesting distribution of Xavier’s
Murrelets increased in the years following the eradication of Black Rats (2003–2005) as compared with pre-eradication years
(2000– 2002). Within sea-cave study areas, nest-site occupancy increased from 36% to 51%, nesting attempts increased 42%,
hatching success increased from 42% to 80% and nest depredation decreased from 52% to 7%. Post-eradication, Murrelets
began nesting in habitats previously occupied by rats, including Fiddlestick Rock, where Murrelet breeding was last reported
in 1929. Initial post-eradication signs of recovery of Xavier’s Murrelets on Wilmott Island are encouraging for the eventual
restoration of this important colony.”
After the Rare sponsored workshop, participants were invited to apply for a spot in the Cohort. A total of 25 applications were
submitted and these were scored according to Rare’s admissions criteria, including:
Forming a
Cohort for
Change
 The importance of the site – Being a site with recognized high biodiversity value is a prerequisite for applying to the
Pride program, i.e., United Nations World Heritage Sites, biodiversity hotspots, national or regional protected areas, or
areas recognized by international conservation bodies as a priority (or that are soon to be placed on endangered
lists)
 Clear threat to the site that fits with theme – Negative human activities are occurring in or around the site that
threaten the site’s biodiversity. The principal threat at the site should align with the proposed program theme.
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Some of the other criteria that Rare uses to determine admission include:
 A strong implementing partner who views Pride as integral to their long-term site conservation strategy, is committed
to achieving project success in the community, and is dedicated to supporting its selected Campaign Manager.
 A quality Campaign Manager who is a rising star at the Implementing Partner organization, personally motivated to
run a Pride campaign, academically strong and a critical thinker, influential in the community, and capable of
executing for results.
 Has a Theory of Change that demonstrates a high likelihood of behavior change linked to a clearly defined target
audience with appropriate incentives and measurement.
 A high potential for conservation impact indicated by a specific and measurable conservation result that has a direct
link to the focus threat, a logical Theory of Change, and the potential for sustainability.
Our Model of
Change
From the 25 initial applications, 12 were ultimately successful. The successful applicants were invited to attend the PEP 1
cohort. Eight of the campaigns will be working on rodent eradication and four on cat eradication. Rare is delighted that
Andrea and Serena were selected as one of the 12.
Uniting this cohort is a common Theory of Change. A Theory of Change is a logic model that explains the causal
relationships that need to occur in order to achieve our targeted conservation results. The first stage involves engaging
people – changing minds and attitudes, and the dialog about nature. The second step is creating an opportunity for
change by removing barriers to change. The third step is validating that change and reducing threats. In the final stage,
conservation results are actually achieved and sustained because of the community’s new attitudes and behaviors.
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Cohort Level Theory of Change
K
+ A + IC + BR → BC → TR → CR
Knowledge
Attitude
Communities
know about the
economic,
environmental,
and health
problems
caused by
invasives; how
and why
eradication
should occur;
and the role
they can play.
Communities
support the
eradication of
invasives and
agree to play a
proactive role in
preventing
reinvasion.
Interpersonal
Communications
Community
stakeholders
engage in
dialogue about
the
environmental,
economic, and
health impacts
of invasive
species, as well
as the need for
eradication and
their role in it.
Barrier Removal
Behavior Change
Support
(financial,
technological,
and technical)
provided to
facilitate invasive
species
eradication &
the prevention of
reinvasion,
including use of
snap traps,
veterinary
support for cat
neutering, etc.
Vector
transmission
eliminated by
changed
behaviors,
including setting
snap traps in fisher
holds,
abandoning the
practice of
dumping
unwanted kittens
in the bush, etc.
Threat
Reduction
Elimination of
invasive
mammals (rats
and/or cats)
and reinvasion
prevented.
Conservation
Results
Rebounding of
native wildlife
populations that
are susceptible
to rodent
and/or cat
predation
(Social benefit improved
health &
economic
indicators as
invasives spread
disease &
destroy crops).
It is our hope that lessons learned from this site and the cohort in general will be shared with other sites and that this will be the first of many cohorts on
the theme of invasives. To learn more about this campaign and to follow its activities, go to RarePlanet.org.
Respectfully,
Peter Arbend
Cohort Director, Pride English Program
Rare
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Plan for Change: Executive Summary
Note to Campaign Managers
This section of the Project Plan should be completed in WORD before the
return to the second university phase.
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Site Overview: Protecting our Heritage
Home to the Unique Andrea Quail Dove
Serena Island represents the last stronghold of the unique Andrea Quail Dove, Geotrygon andrea. Extirpated from neighboring Andrea because
of habitat destruction and predation by invasive species, this endemic dove numbers some 100 individuals. Today, the Serena Island population is
also at risk by a complex mix of direct and indirect factors which threaten it with extinction. Loss of this dove would mean the loss of Andrea’s only
unique avian species, as well as the loss of a living symbol of nationhood.
A Species and Habitat under Complex Threats
Over the past decade, experts have evaluated and prioritized the threats facing Serena Island in general and its remnant population of Andrea
Quail Doves in particular. The island and its fauna and flora are threatened by a complex array of direct and indirect threats, the most serious and
pervasive being predation by non-native Black (Ship) Rats which feed on the eggs and young of birds, recreational hunting of birds, and the
invasive Galvin fig. Threat Rating4 exercises have been conducted comparing the impact of various threats on priority biodiversity targets -invasive rodents were determined to represent a “very high” threat to the Quail Dove and a “high” threat in general. Invasive rodents are now
breeding on Serena Island and their numbers are on the increase. Unless the Black Rats are eradicated from Serena and their reinvasion
prevented, the Quail Dove will be extirpated.
A Campaign to Transform the Context
Techniques for rodent eradication have been proven elsewhere around the world, including on Anacapa Island (California) which has seen a
subsequent rebounding of its resident Xantus Murrelet population, as well as on Wilmott Island in New Zealand. While Andrea’s Forestry & Wildlife
Department supports the use of poison and bait traps to eradicate the non-native rats on Serena, permitting has been stalled with Government
Ministers being concerned over the possible public outcry that poisoning might bring. Serena has long been used as a weekend and holiday
picnic locale by Andeans looking for a tranquil day out. Even if rats were to be eradicated on Serena, repopulation would occur unless every
fisher and recreational visitor arriving on the island ensured that their boats were rodent free and set traps to prevent the accidental transmission
of new rodents from the mainland.
Successful eradication and prevention of reinvasion will require changes in the behavior of fishers and recreational visitors:
1. We will need to convince recreational visitors that rodent eradication is necessary, safe, and should be supported;
2. We will then need to convince the political directorate that the public supports eradication and that permitting should be approved;
3. We will need to ensure that boat owners and operators prevent rodent reinvasion by setting and checking snap traps on their vessels, and
that this action is done conscientiously and consistently over time.
Only through this three-step process might the invasive rodent problem be solved and the Quail Dove population secured.
4
Using CMP’s threat rating methodology, which ranks each threat’s impact by scope, severity and irreversibility -- See http://www.conservationmeasures.org/
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Campaign Theory of Change: A Strategy For Change
Note to Campaign Managers
To eliminate the principal threat posed to the endemic and
endangered Andrea Quail Dove, invasive rodents must be eradicated
The diagrams on the following pages can be created in
from Serena Island and their reinvasion prevented. Key target groups
PowerPoint and pasted in.
(fishers and recreational visitors) will be informed of the biodiversity
value of the island, the threats posed by rodents and the benefits of eradication. They will be asked to petition the government to approve an
eradication program and modify their behaviors to ensure reinvasion does not occur. There will be 100% compliance in adopting rodent
monitoring and trapping strategies on their boats prior to their using the island. The Serena Pride Campaign will be deemed successful if rodents
are eradicated from the island, reinvasion has not taken place and the population of endemic Andrea Quail Doves rebound from 100 birds in
2007 to 250 by 2010. Similar successes have been achieved on Wilmott Island in New Zealand, offering us hope for Serena and its dove!
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FISHERS: Final Theory of Change Matrix
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RECREATIONAL VISITORS
- Final Theory of Change Matrix
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Timeline for Transformation
Note to Campaign Managers
The initial part of a Pride campaign is scheduled for two years. This two-year
This diagram is an indicative way to present the flow of your
period includes the training of the campaign team, planning the
campaign that mixes results chains and timeline.
eradication strategy, community engagement, initial eradication, and
training fishers and recreational users about how to stop reinvasion. Once the initial stages of the Pride complete have been executed, there will
an assessment and then plans made for how to sustain the program.
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Context for Change: The Environment and People of
Serena & Andrea
Note to Campaign Managers
The background to your site section of the Project Plan should have been
completed in WORD before arriving at the first university phase, in the prework that was assigned to you. The sections on preliminary Concept Models,
preliminary Factor Chains, preliminary threat rating, and proven solutions will
be completed during the FIRST UNIVERSITY PHASE and then iterated upon
during the Planning Phase.
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Project Scope& Biodiversity Features
Project Name
Campaign to Protect Our Andrea Quail Dove
Project Data Effective Date
October 07 (university phase) to July 09 (project completion)
Scope/Site Name
Serena Island
Scope/Site Description
Serena Island: Comprises 9 ha and lies 2.7 km off the western coast of Andrea. Serena Island is governmentowned and is managed by the Andrea Forestry & Wildlife Department. For some years it has been proposed as a
National Park because of its native fauna and flora. No action has been taken in passing the required legislation,
in part because of a lack of political will.
Roughly oval in shape, the island has a maximum elevation of 46 m and includes a smaller offshore islet, known as
Petite Serena, to the south-west. The island lacks roads, permanent settlements and other infrastructure, although
there is a small landing jetty and several huts used by fishers that overnight there. Access to Serena is by boat
from Silver Springs Beach that lies south of Woking on the Andrean main island. There are no perennial rivers or
sites of permanent agriculture. It is thought that goats once roamed Serena Island but they were probably
extirpated from there more than a century ago.
Biodiversity Area
Serena Island is 9 ha.
The campaign will focus on the people living on Andrea. Andrea (544 sq. kms) = 54,400 hectares
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Biodiversity Background
Ecosystem type/Physical Description
Tropical Dry Forest [1.5] (Deciduous Seasonal Woodland); with Tropical Dry Shrubland [3.5] (Coastal scrub/Littoral
Woodland);
Rocky shores [10.1] (Rock pavement formation);
Sand, Shingle or Pebble Shores [10.2] (Beach and Dune
vegetation).
Biodiversity Hotspot
Oceania (Conservation International)
Flora
The vegetation on the seaward side of its windward beaches
include plants like the Seaside Xavier (Sesinituvium portulacastris),
Lobster grasses (Spacium virginicus and Desarium dischum),
transitioning to Dog Leg Ipomoea (Ipomoea caninensis) that
dominates the dunes further inland. Serena Island’s leeward
beaches tend to be narrower and lack the dunes which may be
present on its windward coasts. Pioneer vegetation like Dog Leg
Ipomoea quickly gives way to scrub and littoral woodland. This
coastal woodland zone comprises predominately evergreen
species like Pinkwood (Ciabala rosa), Whitewood (Tabebuia spp.),
Sequential (Tiares domicera), and the endemic Hairy Fig (Ficus
facolia), interspersed with Coconut (Cocos nucifera). On the
exposed areas to the north of the island, clumps of Pipe Organ
Cactus (Pilosocereus flavens) and Barrel Cacti (Ferocactus spp.)
dominate. Further inland, and especially along the eastern coast
of Serena Island, vegetation is dominated by shrubs like Coastal
Sage (Croton rosa), Solicia (Croabus heodonii), as well as Agave
and vines. Small patches of deciduous seasonal woodland or dry
forest remain in the central and southern parts of the island. This
has an upper canopy of 15 m height and a lower closed
shrub/tree layer. The upper trees are mainly deciduous, shedding their leaves during the dry season (December
through April). The include Whitewood (Tabebuia spp.) and Hibiscusum (Hibiscus simaruba). The lower shrubby
layer can be quite dense and includes thorny species and lianas.
Fauna
Serena Island is home to the rare and endemic Andrea Quail Dove (Geotrygon andrea). The Andrea Quail Dove
is a small, plump, colorful ground-dwelling bird, measuring approximately 19-28 cm in length. The species is
distinguished by having a yellow rump, dark blue-back wings and tail. The bird’s underparts comprise a brown
vent with light blue belly and chest. It has a dark crown, pale blue face, white eye ring, black neck markings, as
18
well as a red beak and feet. The sexes are similar, but the female is generally duller in coloration. The Quail Dove
is a species of the dense scrub thicket. As a consequence, is among the most difficult birds to study or even
observe.
The best chance of seeing a Quail Dove is at dawn or dusk when they feed in open areas. Quail Doves are
typically shy and wary -- they will normally make their escape on foot but, if startled, will explode into a short, fast
flight into dense cover. This species feeds primarily on the ground where they forage for seeds and, occasionally,
small invertebrates. They build a solid cup-shaped nest in a low tree or on the ground, in which they lay two
flecked, white eggs. Incubation takes 12-13 days with another 12-14 days to fledging. There may be a second
brood. Today, the Dove is listed as “Critical” in the 2006 IUCN Red List Category (as evaluated by Birdlife
International - the official Red List Authority for birds for the IUCN) due to its very low numbers and restricted
habitat size.
Other Fauna
Seabirds are commonly seen along Serena Island’s coasts -- including Magnificent Frigatebirds (Fregata
magnificens), Queen Terns (Thalasseus miniimus), and Brown Boobies (Sula leucogaster). None are believed to
nest on the island, although reports from the last century talk of Frigatebirds and petrels using the coastal trees
and hillsides for breeding. Petrels and shearwaters are known to nest on similar offshore islands elsewhere in the
region, but not on Serena -- possibly because of the presence of commensal (predatory) rodents.
There are no known endemic reptiles, amphibians, or arthropods. Anoles are the only lizards that are found on
Serena Island. Anolis viridis remains comparatively abundant; it is diurnal, fiercely defensive, and arboreal.
Breeding occurs during the summer and the species are egg-layers. Anoles eat crickets, cockroaches, spiders,
and moths. Anolis viridis is also abundant on “mainland” Andrea.
19
Protected Area Information
Protected Area Categories
None
For some years Serena Island has been proposed as a National Park, because of its native fauna and flora. No
action has been taken in passing the required legislation, in part because of a lack of political will.
Red-List Species
Andrea Quail Dove is listed as “Critical” in the 2006 IUCN Red List Category (as evaluated by BirdLife International
- the official Red List Authority for birds for IUCN) due to its very low numbers and restricted habitat size. It is
absolutely protected under local legislation (Wildlife Protection Act, Andrea, 1980).
Serena is also home to an endemic species of Hairy Fig (Ficus facolia), which is common in the coastal woodland
zone.
Primary Threats
8.1 Invasive and other problematic species and genes/invasive non-native/alien species
Secondary Threat
5.1 Biological resource use/hunting and collecting terrestrial animals
Access Information
By small craft boat only
Visitation Information
Although no one lives on Serena Island and there are no settlements, historic sites, or evidence of past habitation,
fishers do overnight there and the island is popular with local residents who picnic on its beaches during the
weekend. A survey conducted by the Fisheries Department in 2007 estimate that between 50 and 70 individual
fishing boats use Serena Island at any point in the year – most coming from the Woking area. On some days more
than twenty people may visit hiring boat drivers who operate from Silver Springs’ beach. Most visitors remain on
the beaches and do not venture into the island’s interior. On several occasions, the Forestry Department has
removed the huts constructed by fishers, believing them to be unsightly and in contravention of local laws. This
has caused tension between the Forestry Department and the local fishing co-operative. Huts have been rebuilt
and remain to this day. The fishers use the huts and the flat sandy beach to dry and repair their nets. They have
been doing this for as long as anyone can remember and are unwilling to change.
Current Uses of the Site


Open space
Serena Island is government-owned and is managed by the Andrean Forestry Department. It is currently
afforded only limited protection.
20
Management Resources
The management of Serena Island falls to the Forestry and Wildlife Department within Andrea’s Ministry of Natural
Resources. The Department was formerly under the Ministry of Agriculture, but a recent reshuffle has seen the
establishment of a new Government Ministry. The Forestry Department is headed up by Jo Smith who oversees a
team of 47 Forest Officers and some 60 daily-paid staff. The annual recurrent budget of the Department is
A$527,000.
The department has seven vehicles and a small patrol boat. The Department has a good working relationship
with the Andrean University, often accepting summer interns to carry out research and a long-standing
Memorandum of Understanding with the Bayleigh Zoological Society which holds a captive population of Andrea
Quail Dove. Finally, the Department has recently received a pledge of support from the Stallman Foundation to
finance a rodent eradication program and Rodent Eradication International (REI) has conducted a feasibility
study which showed that bait station eradication was indeed feasible using Brodifacoum. Sadly, the Minister of
Health has refused to grant a permit for eradication to take place on the grounds of “public health concerns.”
Sustainability note: Behavior change can regress with the passage of time as people forget or lose interest, or as
new entrants that have not been exposed to messaging use SI. Behaviors can also regress when barriers return. To
ensure that behavior regression does not take place, the Forestry Department pledges that outreach work on
Serena and funds for “barrier removal” will be embedded in all future annual work plans receiving priority support.
Indeed, in the upcoming Strategic Review conducted by Andrea’s Ministry of Finance, a call will be made for a
64% increase in the Forestry Department’s outreach budget in 2009.
21
Geography
Project Latitude
1821’02.54”N
Project Longitude
6207’06.05”W
Country/Countries
Andrea
States/Provinces
N/A
Municipalities
Andrea comprises 7 municipalities
Legislative Districts
22
Site Map Reference
22
Human Stakeholders
Human Stakeholder Population 0 on Serena Island
Size
Historical Description
Due to a lack of water, Serena Island has never had permanent residents. There is some evidence that the island
has been used for grazing goats and may have had seasonal residents. However, for the past 50 years, the island
has been uninhabited.
The first European arrival on Serena was Andre Gilbert in 1498, who was greeted by native Indians who welcomed
him with local fruits and a collection of native fauna. Andrea was first colonized by the English in 1638. During the
two centuries that followed, it became a prize fought over by France and England. Ceded to the British by the
Treaty of Mercedes, the island remained under British dominion until it gained independence in 1977. Since 1977,
society has evolved peacefully with a relatively stable parliamentary democracy. Serena’s main political
orientation is directed through its status as a Commonwealth nation.
Campaign’s Social Context
Ethnic and Cultural Mix
Most of Andrea’s 100,000 people live in the coastal belt, with the
three principal towns – Rima, Teeboo and Woking – accounting
for more than 60% of the population. They are of mostly African
descent (upwards of 90% of the population). There is also a small
but economically significant biracial minority representing
approximately 5%, with an Indian minority of some 3%. Just 1.1%
is of European origin (descendants of French, British, and Irish
colonists). The official language of the country is English.
Demographics
A 1990 Survey conducted by the Andrean Statistics Department
(comprising 49,620 respondents between the ages of 15 to 65
years) found the plurality of respondents were within the 30 to 40
age group (25%) and the 20-30 age group (20%).
Education
The results showed that 44% of the sample completed grades 8 or 9, 26% reached secondary school, and 6%
completed post secondary. Five percent of the sample had no formal education. When "completed level of
education" was crosstabulated with "literacy level," indications were that 54% of the sample was deemed literate,
19% functionally literate, and 27% not literate.
GDP - Per Capita (PPP): US$18,400 (2006 Est.)
Legislative Context
Managed by Andrean Forestry Department. It is currently afforded only limited protection.
23
Andrea is a parliamentary democracy.
Forestry Department Management Plan
The 2001-2010 Ten-Year Forest Management Plan was approved by the Andrean Parliament on August 14, 2000,
and commits the Government, “To strengthen the protection of Andrea’s fauna and flora for future generations
of its people to cherish and enjoy.” The following excerpts from the Plan pertain specifically to endangered
species and to Serena Island:
Section 5.0 Endangered and Endemic Species
“Recognizing the special place that endemic species have in Andrea’s natural patrimony, the Forestry
Department will develop “Species Recovery Plans” for those animals and plants deemed endangered; conduct
censuses for those whose status remains unknown; and work in collaboration with other Government
Departments, national NGOs, and the international conservation community to mitigate threats to those whose
recovery is at risk. Priority will be given to the Andrean Quail Dove, a species extirpated from the mainland which
is critically endangered in its remaining habitat on Serena Island.”
Section 6.0 Protected Areas, National Parks & Wildlife Sanctuaries
Section 6.10 Serena Island
“Proposed as a National Park, Serena Island serves as a home to unique fauna and flora, as well as a place for
quiet recreation enjoyed by Andreans from all walks of life. The Forestry Department will strive to maintain the
island’s multiple-use nature while continuing to evaluate its status in line with public opinion and scientific study.”
Forestry & Wildlife Legislation
The 1980 Wildlife Protection Act provides absolute “Protection” to the Andrea Quail Dove which is listed in the
“First Schedule” of the Ordinance.
“Except by authority of a license or permit issued under Section 10 of this Act, any person who:
i. hunts or takes any protected wildlife or the eggs, fry, or young thereof;
ii. damages or destroys the nest, fry, or young of any protected wildlife;
…. shall be liable upon summary conviction to a fine not exceeding five thousand dollars or to a term of
imprisonment not exceeding twelve months.”
24
Building a Campaign Strategy
Note to Regions
All regions need to create some kind of Concept Model in
order to build Factor Chains and results chains. However, you
do not necessarily need a “perfect” Concept Model. Only
insert a Concept Model for the site here if it truly reflects the
situation at the campaign site and the implementation partner
team has agreed with it.
25
Background
The Serena Island Campaign outlined in this Project Plan forms part of Rare’s invasive species cohort (PEP 0). To learn more about the overall
cohort, see Peter Arbend’s comments in the Introduction.
Concept Model
A Concept Model is a diagram of a set of relationships among factors that are believed to impact or lead to a target condition (e.g., the species
status). The Campaign for Serena Island is part of the cohort of campaigns that is working to protect endemic birds through
the reduction of invasive predators.
The Concept Model developed by SafeBirds was shown at a workshop hosted by Rare in May 2007. After stakeholders felt comfortable with the
primary process, they then built their own Concept Model for Serena. This model was further refined after the workshop and prior to the formal
Pride application process with the help of expert stakeholders. This Concept Model is now the basis of the following conservation planning work.
This is a first look at the Serena Island Concept Model after inputting all direct threats and contributing factors (including indirect threats) from the
Stakeholder meeting. The connecting arrows highlight the relationship between the factors and how they impact different targets on Serena
Island.
26
Contributing Factors/Indirect Threats [yellow boxes]
Direct Threats [red boxes]
Targets [green circles]
27
Threat Rating
A threat rating is a method for project design, management and monitoring that enables you to focus on the key biological threats. In the Open
Standards method, it is assumed that if you have reduced threats then you have made progress towards improving the viability of the
conservation target. A review of literature, including IUCN Red Lists, conducted by Rare in conjunction with the University of New Halifax showed
that top-rated threats to avian species in the tropics were (in order of priority):



5.3 Biological Resource Use/Logging and Wood Harvesting
8.1 Invasive and Other Problematic Species and Genes/Invasive Non-native/Alien Species
5.1 Biological Resource Use/Hunting and Collecting Terrestrial Animals
Rare subsequently identified an opportunity to address the threat of 8.1 Invasive and Other Problematic Species and Genes/Invasive Non-native/
Alien Species for a number of reasons. First, there are proven examples of eradication programs. Secondly, throughout the Pacific there were
many examples of endemic birds having already been extirpated from the larger islands but critical remnant populations were “hanging on” on
smaller offshore islands. Eradication is feasible on these offshore islands and, if successful, would provide a safe sanctuary where the threat of
logging and wood harvesting is much less (5.3).Finally, the ability to control hunting (5.1) is much greater.
As such, the focal threat (invasive rodents) was selected during Rare’s cohort development process. Sites applying to the cohort were required
(during the application process) to validate that the threat of invasives was indeed a priority and to have expert confirmation of this. In the case
of Serena Island, Dr. Elisha Camerol from the Ministry of Natural Resources assisted in conducting a Threat Ranking analysis using the Open
Standards for Conservation to evaluate the various threats that impact Serena Island by Scope, Severity, and Irreversibility.5
Dr. Camerol confirmed the devastating effects of rodents on terrestrial bird species, ranking this threat as “Very High” with specific regard to the
Andrea Quail Dove. Moreover, he provided the Forestry Department with photographic evidence taken by Dwight Carneige from the University
of Newtown of a rat having eaten the eggs and young of a Quail Dove.
Scope - Most commonly defined spatially as the proportion of the target that can reasonably be expected to be affected by the threat within ten years given the continuation of
current circumstances and trends. For ecosystems and ecological communities, scope is typically measured as the proportion of the target's occurrence. For species, it is measured as
the proportion of the target's population. Severity - Within the scope, the level of damage to the target from the threat that can reasonably be expected given the continuation of
current circumstances and trends. For ecosystems and ecological communities, severity is typically measured as the degree of destruction or degradation of the target within the
scope. For species, it is usually measured as the degree of reduction of the target population within the scope. Irreversibility or Permanence - The degree to which the effects of a
threat can be reversed and the target affected by the threat restored.
5
28
Dr. Camerol also confirmed that the most likely mode of transmission of new populations of rodents was by boat (fishing boat or yacht) or by
overnight campers that bring supplies to the island. Serena Island is too far from Andrea for rodents like Ship Rats to swim there. Dr. Camerol
assessed that if rodents could be removed from Serena Island, their reinvasion might be prevented by having boat owners carefully check their
hold before landing, placing metal sleeves on the ropes they use to tie up with, and setting snap traps. Victor Holdfast “Snap” Traps cost US$19.90
for a box of 12, excluding shipping.
Dr. Camerol stressed that there would need to be 100% participation among all people who arrive on Serena. A single pregnant rat landing on
Serena Island could jeopardize the entire eradication program. Gaining 100% participation would require the support and active assistance of
groups like fishers and recreational visitors that visit the island. The cost of participation is minimal since Dr. Camerol estimated that 70 snap traps
costing US$116 would be required to trap every fishing boat visiting Serena. Dr. Camerol again stressed that the threat caused by rodents was
critical. If this was removed, the Andrea Quail Dove population would be secure. If other threats, especially hunting, could be addressed either
simultaneously or sequentially, this would be a plus. The Forestry Department’s pledge to increase enforcement should help address the latter.
Dr Camerol also assisted in the creation of Factor Chains that helped the project team understand “who” and “what” lie behind the threat of
invasive rodents and their impact on Serena’s Andrea Quail Dove population. The Factor Chains shown below were also reviewed by Rare’s staff
and subsequently used by the Campaign Manager during the field planning phase to craft Results Chain and design his formative research.
Factor Chain
A Factor Chain is a diagram that illustrates the causal relationship among a specific group to a series of attitudes and behavior that threaten the
conservation target. We have created two Factor Chains, one for each primary audience: Fishers and recreational visitors.
FFactor Chain for Fishers
The Factor Chain for the fishers audience includes only the contributing factors (including indirect threats) that are caused by this specific
audience, related to the direct threat of invasive rats. These factors include: Introduction of rats to Serena Island by boats; fishers visiting the island
by boat; (lack of) awareness about how and why to eradicate rats and willingness to do so; and (lack of) awareness that rats are in their boats
and may be an environmental problem.
Project Scope
Serena Island
Fishermen
visiting
island by boat
(Lack of) awareness that
rats are in their
(FISHERMEN) boats and
may be an
environmental problem
(Lack of) awareness about
how and why to eradicate
rats and
willingness to do so
Introduction of rats
to Serena by boat
Rat population on
Serena Island
Invasive rats
(predation
of nests & young)
Quail Dove
population
29
Factor Chain for Recreational Visitors
This shows the factor chain for recreational visitors with the contributing factors (including indirect threats) being: Introduction of rats to Serena
Island by boat; (lack of) willingness to act in either supporting rodent eradication and/or National Park declaration; (lack of) awareness of threats
posed to Serena Island, their causes, and solutions.
The simplified factor chain shows a dotted box around recreational visitors, as they also lay behind the threat of invasive rats. An understanding of
these chains helped direct our research.
Project Scope
Serena Island
Recreational Visitors
camping/picnicing
(Lack of) awareness of
(RECREATIONAL VISITORS)
threats posed to SI,
their causes and solutions
(eradication/NP)
(Lack of) willingness
to act in either
supporting rodent
eradication and/or
NP declaration
Introduction of rats
to Serena by boat
Rat population on
Serena Island
Invasive rats
(predation
of nests & young)
Quail Dove
population
To eliminate the threat of rodent predation, any successful campaign would have to create an enabling environment to support the elimination
of rats from Serena, while preventing their reintroduction.
Results Chains
Results Chains clearly and concisely lay out (1) the strategies the Pride campaign is going to use and (2) the expected sequence of results that
the campaign is expected to create all along our Theory of Change for each of our target audiences. The campaign’s proposed approach can
be represented as two Results Chains,6 one for each audience to be targeted – the fishers who would have to adopt new behaviors including the
use of snap traps on their vessels to prevent the reintroduction of rodents onto Serena island; and recreational visitors who would need to show
support for the eradication program in order for Ministerial permitting to be approved. The Results Chains shown below were “built” from the
Factor Chains described previously and illustrate the causal sequence of actions required to achieve the campaign’s desired goals. These Results
Chains were also used as a foundation for developing preliminary objectives and ascertaining, through quantitative and qualitative research, the
information7 that would be required to design effective social marketing and behavior change interventions.
A good results chain shows i: each major strategy that has been identified and where those strategies are expected to impact the results chain; ii: major target audiences; iii: each
intermediate result that the campaign is expected to cause; iv: the logical and causal linkage from one intermediate result to the next.
7 For example, prevailing levels of KAP, trusted sources, barriers to behavior change, incentives that might motivate the adoption of new behaviors, media preferences, etc.
6
30
Results Chain for Fishers
Results Chain for Recreational Visitors
31
The People: A Catalyst for Change
Note to Campaign Managers
The sections describing the project team and key stakeholders should be
produced in WORD and should have been completed as pre-work before
the first university phase. The quantitative and qualitative research, including
survey design (Survey Pro) implementation and analysis are completed
during the field planning phase, while the drafting of the creative brief and
marketing mix occur during the second university phase (Module 3).
32
Project Team
The successful implementation of this Pride campaign will take a team of key stakeholders working together in partnership. The Results Chains
articulated previously show that a number of interlocking strategies are required including the design and implementation of a social marketing
campaign to raise awareness of fishers and recreational visitors about the problems caused by invasive rodents on Serena and the need for a
safe and effective eradication program. The campaign will need to gain the support of its target audiences to petition the government for
eradication approval and to adopt new behaviors, such as fishers checking their boats’ holds for rodents while setting snap traps to prevent
reinvasion.
Given Name
Surname
Name of the organization
this person works for
Job title or work description
(i.e. fisher, stakeholder)
Team member, project
leader, stakeholder, project
advisor, etc.
Jo
Smith
Andrea Forestry & Wildlife Dept
Chief Forest Officer
Team Leader
Jacob
Parker
Andrea Forestry & Wildlife Dept
Team Leader / Campaign
Manager
Jane
Stallman
Ministry of Natural Resources
Wildlife Officer in charge of
offshore islands & Pride
Campaign Manager
Chief Scientist
Sandy
Grunt
Ministry of Health
Duncan
Major
Andrea Naturalists Society
James
Waterman
Alfredo
Nathan
Rodent Eradication
International
Rodent Eradication
International
Chief Environmental Health
Officer
Executive Director
Senior Eradication Officer
Eradication Officer of REI
Project Advisor - Environment &
Biodiversity
Project Advisor - Environmental
Health
Project Advisor - (Avian
Biodiversity & Faunal
Monitoring)
Project Advisor - (Rodent
Monitoring & Eradication)
Manages Rat Eradication
Program
See Project Work Plan for a list of other supporting partners and key stakeholders.
Key Organizational Support
The Forestry and Wildlife Department
The management of Serena Island falls to the Forestry and Wildlife Department within Andrea’s Ministry of Natural Resources. The Department was
formerly under the Ministry of Agriculture, but a recent reorganization has seen the establishment of a new Government Ministry. The Forestry
Department is headed up by Jo Smith who oversees a team of 47 Forest Officers and some 60 daily-paid staff. The Forestry Department’s head
office is located in Rima, the island’s capital (population 60,000). There are sub-offices at Woking on the island’s north coast and at Montreal (just
33
outside the island’s Central Forest Reserve). The Woking office houses the Department’s Protected Areas’ field staff, including Jacob Parker who
has responsibility for off-shore islets.
Rodent Eradication International
Established in 1986, Rodent Eradication International has become the global leader in Rodent Eradication in SIDS (Small Island Developing States).
Founded by Dirk Jared and Jason Galvin, formally of the New Zealand Rodent Eradication Program, REI is dedicated to protecting island
ecosystems and preventing avian extinctions. Recent successes have included the removal of Ship Rats from McElhinny Island in the Leeward
archipelago and the eradication of the House Mouse from Pearce Islet off the south coast of Jamaica. In 2006, REI conducted a feasibility study
in the eradication of Ship Rats from Serena Island.
Key Audiences
While the project team and the other key stakeholders listed in Appendix 1 are key to the project’s success, no group is more important than the
two target audiences that have been identified, namely fishers and recreational visitors:
Audiences
Fishers
Recreational
Visitors
# of People in
Audience
199
Audience Summary
Andrea’s coastal communities have fished its waters since first
colonization. Traditional in outlook and generally older in age,
fishers use open pirogues with small outboard engines (or
occasionally sails). They fish the onshore reefs, seldom venturing far
into open water. Most of the approximately 200 fishers that fish the
waters around Serena are from Silver Springs. They occasionally
overnight on the island.
Around 2,000 With open access, theoretically any resident of Andrea or tourist is
unique visitors a potential recreational visitor to Serena. In reality, however, even
the modest cost of taking a boat to the island precludes many of
the poor from being defined in this audience. For the most part,
recreational visitors to Serena comprise Andrea’s middle class. It is,
and has for many years, been a favored picnic spot for young
families.
Role Within the Campaign
Fishers that use Serena and who might serve as vectors for
the transmission and reintroduction of rodents onto Serena
post eradication and whose behavior will need to change,
in so much as they need to be willing to check their boat
holds for signs of rodent infestation and to consistently set
and use snap traps to kill them.
Recreational visitors who use Serena for picnicking must be
seen to support rodent eradication in order for the Minister
of Health to approve the use of bait stations and poison bait
in the removal of invasive rodents from the island.
34
Understanding the Community – Research Approaches
The purpose of the Pride campaign is to engage the community and the target audience in changing their behaviors to reduce threats. This can
only occur if the campaign resonates with the audience’s explicit and implicit needs. These needs may be material, emotional, or communityoriented. Dan Heath, author of “Switch,” would argue the best change movements have a savvy mix between rational arguments and emotional
appeals and create a pathway for change. Therefore, the aim of the campaign is get fishers and recreational visitors to care about the change,
let them know that change is possible, and then help lead them through a pathway towards change.
In order to reveal those needs we have conducted different types of research, beginning with background qualitative research and ending with
quantitative research. As a result of this research we can ensure that the campaign’s benefit exchange is positive (that the new behavior is more
beneficial than the old behavior) and that the campaign’s message touch the target audiences’ minds and hearts.
Qualitative Research
In-depth interviews
In-depth Interviews are a research method in which an interviewer asks a series of structured questions. These questions may be quantitative, but
more generally provide the opportunity for an open-ended exploratory conversation. Focused conversations were conducted with the following
key groups:
 Fishers
 Recreational visitors
 Chief Health Officer
These conversations helped to build a composite portrait of the target groups and provide information needed to understand the benefit
exchange that may be required to effect sustained behavior change. These conversations also helped to design the quantitative survey
(questionnaire survey) that was used to sample a larger group.
Observational Research
There are many terms for observational research, but it boils down to understanding what people do by watching them to do it in their natural
setting. Observational research is important because people often say the right answer but do something else (either intentionally or
unintentionally). In order to do this, we visited Serena Island on four different recreational boats and spent the day with families picnicking and
enjoying the Island (sometimes work is fun!). From this we have a better sense of what type of gear they bring to the island, where they visit on the
island and what they do both before and after their visit.
To reach out to fishers, we watched them prepare their boats for the day and then launch their boats from the beach or piers. For two days we
worked as day laborers with the fishers to understand exactly how fishers acted and interacted. As part of this work, we landed and camped on
Serena one night. This was not just a great chance to observe them at work, but also an opportunity to build some relationships with them.
35
Quantitative Research (Community-based Questionnaire Survey)
Survey Design
After conducting qualitative research, the Forestry Department conducted a quantitative survey of adults living in Andrea. This pre-campaign
survey was conducted in March 2008 to establish a baseline for the Pride campaign’s SMART objectives relating to the Knowledge, Attitude, and
Practice (KAP) components of the campaign’s Theory-of-Change (ToC).
A second post-campaign survey will be conducted at the end of one year of the campaign activities being implemented in May 2009 to
measure any change in these KAP variables in order to assess the level of attainment of the SMART objectives. A full description of the results can
be found in the Project Plan Appendix which is available on RarePlanet.
The following table summarizes the number of people interviewed and the geographical distribution of the survey.
District
Rima
Montreal
Woking
Teeboo
Silver Springs
Total
Adult Population Size
Target Area Pop Sampled
36,904
17,116
23,008
11,996
10,980
100,004
Number Of Enumerators
369
171
230
119
109
998
Names Of Enumerators
12
6
7
4
4
33
Mildred Juno, Duncan Reed
Derek Maxwell, Phil Johnson
David Brooks, Carol Fina
Liz Christensen, Charles Oliveri
Adrienne Cutler, Lona Kipnis
Establishing a “comparison” group is a powerful means of demonstrating “attribution” of Pride campaign impact. It is considered to be the “gold
standard” for Pride campaign evaluation. Unfortunately it was not possible to establish a comparison group in Andrea because the media used
by the campaign (radio, newspapers, other press) reached everywhere on Andrea and it would be difficult to isolate a single control
(comparison) population. There is only one similar island within a reasonable distance from Andrea, but (1) it is very different culturally from
Andrea, and (2) it is logistically difficult and expensive to reach. Thus, the pre-post project survey design is the best design that we could
implement to measure the impact of the campaign on changes in knowledge, attitude, and practice. Respondents were asked where they
gained new information, as well as information that may have resulted in modified behaviors, in an attempt to attribute changes to our
campaign.
36
Understanding the Community – Our Target Audiences
Using the quantitative and qualitative data collected, we are able to describe the two audiences. For more information on this quanatitative
research, see the Project Plan Appendix available on RarePlanet.
Composite Portrait: Fishers
Between 50 and 70 different fishing boats use Serena Island. A series of focused conversations was held
with the fishing community [n=12] to begin to build up a composite portrait of this group.
When not overnighting on Serena Island, fishers rise early, often before 5:00 a.m., leaving their villages
and hamlets along Andrea’s north west coast to collect their boats which are anchored in the sheltered
bays of Anse Pouvert, Anse Cochon, Anse De la Rage, and Glean Beach. Each boat is typically
operated by two or three fishers. One man handles the engine while the other(s) cast the nets or drop
lobster pots or wire mesh fish traps. They fish throughout the day a mile or two offshore, focusing their
efforts on catching reef fish, sea urchins, and lobster which are sold in the markets of Rima and Teeboo.
Small quantities of lobster are exported to St. Cristobel. The catch is landed mid-morning with wives or
other family members charged with transporting the catch (often by bus) to the markets and either selling it themselves or through vendors. Fishers
may venture out a second time mid-afternoon, especially if sea conditions are favorable.
If sea conditions change, or if the fishing is especially good on the ocean side of Serena, the fishers will overnight on the islet, sleeping in the small
wooden shelters that have been there for generations. This is as much a social tradition as it is anything else. The fishers use the opportunity to
clean and repair their nets, to drink rum (away from their wives), and play dominoes. In former times they would collect mangrove wood to take
back to their houses for fuel wood, but this tradition seems to be declining as more of their houses have gas stoves. Fishers worry about the price
of fish as they cannot compete with cheaper imports, and they worry about the ever-increasing cost of nets, fue,l and other supplies. They are
proud of their fishing tradition.
For many, their fathers were fishers, as were their grandfathers, and they feel that they are the keepers of important traditional practices of
Andrea. They feel a special connection to the sea and nature. They view themselves as “good businessmen” that will make investments of time or
money if they think that they will improve their business of fishing. They want to provide for their families. They are very concerned about the health
of their families and themselves. The fishers confirmed that most were unaware that their actions were causing problems--that rats were colonizing
Serena from their boats. They had little knowledge of the site’s biodiversity value as habitat for the Andrea Quail Dove. Fishers unload their nets in
the evening, so searching their nets at dusk may prove problematic.
They also wondered why we would bother to stop more rats coming to the island when there were already rats on the island. Some even said
they saw them in their shelters. When informed that it was the Forestry Department’s intention to eradicate the existing rats with poison, there were
some concerns of the poison going into the water and killing fish. They know that rats spread disease, but had little knowledge that rats eat the
eggs of the Andrea Quail Dove. While poison on the Island was a concern, when shown a snap trap for their boats they expressed a willingness to
use them, as long as they did not have to spend money buying them.
37
Primary Audience – Fishers (data from quantitative and qualitative research conducted for this campaign, see Appendix C)
What do we know
about this group?
Knowledge
Attitude
Practice
Comments
Trusted sources
Media sources
The fishers that currently overnight on Serena Island tend to be older (45-60) in age, very traditional in outlook, and heavily reliant on
fishing as a source of income. Conversations with the Andrean Fishing Co-operative report that the tradition of overnighting on SI goes
back many generations. Fishers use the site to clean and fix their nets (laying them out to dry on the beaches), to conduct simple repairs
to their boats, and as a place for socializing among themselves. Their huts are simple affairs without water or electricity. Literacy levels
are low, as are levels of biodiversity knowledge. Many fishers have seen rodents on the island, but they assumed that Ship Rats are a
natural part of the local fauna. They are generally unaware of the possible role they themselves play in rodent invasion, wary of
enforcement officers, and generally ambivalent when informed about the proposals to declare SI a protected area or to eradicate
rodents. While most had not heard of the park proposal, when asked they felt that it might mean that the government would stop them
from using the island, something they were strongly against. Surveys showed they were in the pre-contemplative stage when it comes to
the behavioral changes needed to prevent rodent invasion, support eradication, and endorse park establishment. Most had not
considered any of these aspects.
Few understand the biodiversity importance of Serena Island (19%); are aware the threats posed by rodents on native wildlife
populations (33%); know that the Andrea Quail Dove is an endangered and endemic species (17%); know about ways in which rodents
get to the island (4%); know about the proposal for island-wide rodent eradication program (19%); know about Protected Area proposal
(11%). They are more aware that rats pose an economic threat to them by damaging their nets (62%) and are a health threat (48%).
Believe that biodiversity conservation is important (29%); believe that Serena Island should be protected (40%); supportive of rodent
eradication program (33%). When questionnaire respondents were asked about the rodent eradication proposal, most had not heard of
it, but when told that it involved poisoning rats, were concerned that poison may go into the sea and affect fish. They do not trust
government and think that the declaration of a protected area on Serena Island will adversely affect their way of life and livelihood.
Almost no fishers (17%) currently check their boats and tackle for the presence of rodents before landing and disembarking. 53% of
fishers questioned regularly use SI for overnighting; a further 19% use it occasionally.
Researchers confirmed that fishers play an important role in vector transmission. A survey of boat holds and tackles showed that 1 in
every 73 boats surveyed had evidence of rodents (Harvey, 1991). With over 30 fishers using SI daily (each making 2-3 forays to the
island), the potential for rodent introduction is high.
Very respectful and highly trusting of religious leaders, as well as peers. Target population likes music.
Little access to TV, but 81% listen to radio at least once per week. Preferred listening times are before 6:00 a.m. and between 6:00 p.m.
and 10:00 p.m. Preferred stations are “Reef Radio and KQRS,” preferred programming is music. Preferred music style Country & Western
38
Composite Portrait: Recreational Visitors8
Up to 20 recreational visitors per day visit Serena Island in the high season. A series of directed conversations
were held with campers, (members of the Andrean RV Society [n=9]) to begin to build up a composite portrait
of this group.
The campers had greater knowledge of some of the issues facing Serena. While fishers tended to be older and
to visit Serena Island either alone or with their peers, those recreational visitors visiting Serena to picnic tended
to be younger and to visit with their families and friends. Some had heard about the proposed eradication
program, but were also concerned about poisoning. Many had heard of the Andrea Quail Dove, often from
their children. Several of those questioned supported the declaration of Serena Island as a Protected Area
Others were concerned that this might prohibit visitation.
Once informed of the nuisance of unleashed dogs, most said that keeping their dog under control was not a
problem. Parents tended to worry that in the hustle and bustle of daily life they were spending less and less
quality time with their children. They worried that drugs and drink were increasing and that their kids might
become involved in these activities. They viewed family trips such as to Serena Island (most visited with their
children) as an important way of providing quality time in a place of beauty. Many recalled with affection
visiting the island with their parents when they were younger. The majority had heard of the Quail Dove (from
their children) but knew little about the threats it faces and its plight. Both groups had probably thought little about rats and how their own actions
can help or hinder rodent transmission. Those spoken to were thus believed to be in the pre-contemplative phase of behavior change.
8Full
composite portrait built from these conversations and the results of the questionnaire survey described in sections 7.0 and 8.0 are available upon request.
39
Secondary Audience: Campers & Recreational Visitors (data from quantitative and qualitative research conducted for this campaign, see
Appendix C)
A survey conducted by “Andrean Heritage” in 2001 indicated that Serena Island was a popular recreation spot on Andrea
for local people wanting to get away on day trips. The typical profile of an “average visitor” is a young married couple
with two kids. Discussions with Park personnel indicate that families tend to stick to the beaches and shore line. Most
What do we know
respect park regulations although sometimes they let their pets (dogs) off the leash and leave litter. Surveys conducted for
about this group?
this project show that the majority of respondents are well educated (high school or above), would likely support the
establishment of a protected area, but were very concerned about access restrictions and the use of poison in the
eradication program. This segment appears to be somewhere in the early phase of contemplation: They have heard of
and discussed the key issues involved in the project (eradication and enhanced site protection) but have not fully
understood their role nor the benefits these actions might have.
68% of respondents had heard of plans to declare Serena Island a Protected Area. 53% could name the key biodiversity
Knowledge
value of the island – a refuge for endangered species -- but only 28% identified invasive rodents as a threat. Most cited fire
and litter as the biggest threats to the island.
33% of survey respondents supported the concept of protected area (National Park) status for SI. Of those that were “not in
favor,” the main reason was “additional protection might prohibit visitation.” A comparatively high percentage indicated
Attitude
that they had heard of plans for rodent eradication (surprising insomuch as they do not equate this action with a
biodiversity threat). As with fishers, there are concerns about eradication and with the use of poisons, principally to
children.
Practice
Most visitors visit during the summer season. Numbers drop dramatically after September, although there is a small spike
around the school half-term in early October. Most were unaware of how they could help.
If rodent eradication were to be sanctioned, it would mean closing off the island for several months, while bait stations
were laid. Broadcast baiting is considered too risky because of the terrestrial Quail Dove population. Baiting would occur
during the winter, with bait stations remaining in place for about 12 months. Since winter is when there are the fewest
Comments
visitors, inconvenience should be minimized. Visitors arrive to SI mainly by ferry from the dock at Silver Springs. Most daytrippers pose little risk (since they bring minimal supplies and equipment); more of a threat are those that overnight and
especially those that arrive by their own yacht. In many ways these users pose the same threat as articulated for fishers
(see above).
Trusted sources
Survey respondents listed family, mass media (news, newspapers) and the scientific community.
83% of this target group sampled in the campaign’s questionnaire survey watched TV (favorite times are between 8-10
Media sources
p.m.); 69% listened to the radio daily (6:00 a.m. and 10:00 a.m. being preferred listening times); 86% read the Andrean
newspaper. Preferred music styles include Rock, Soft Rock, as well as Country & Western.
40
Composite portrait: Environmental Health Officer
Conversations with the Chief Environmental Health Officer, Sandy Grunt, and with the other stakeholders confirmed that
the benefits of rodent eradication on Serena Island extend beyond simply helping the island’s biodiversity. They include
benefiting the lives and livelihoods of the target groups (fishers & recreational visitors). Behavior change is more likely if
targets see a personal benefit to behavior change, rather than simply one that revolves around biodiversity in its abstract
sense. Benefits that might be conveyed to user groups include:
Rodents spread disease. They are known to carry nearly 70 diseases, including cholera, typhus, bubonic plague, and
leptospirosis – the latter is a bacterial illness spread by rodent urine contaminating water or food. There have been 13
cases of leptospirosis in Andrea (including two thought to have been contracted from Serena). One patient died.
Rodents damage stored food and bait. The Ministry of Agriculture estimates than 10% of all agricultural foodstuffs held in storage on Andrea are
lost to rodent pests. Fishers report rodents living in their overnight shelters on Serena Island and having damaged stored foods, nets, and other
equipment.
Rodents bite. While incidences of rat bites are rare, there are several reports made annually, most often to children but occasionally to adults.
The parts of the body found to be bitten most often were the hands and arms (48%), followed by the face (20%),and the legs and feet (19%).
Young children and babies seem to be the most prone to rodent bites. There have been three reports of rodents biting people visiting on Andrea.
All were treated at Silver Springs Medical Center. In two cases, rats bit fishers while sleeping, while a third incident occurred when a visiting tourist
tried to kill a rodent scavenging around a picnic site.
41
Building a Sustainable Strategy for Protecting Serena
Island
Note to Campaign Managers
The sections describing barrier removal strategies and complementary
interventions should be produced in WORD during the field planning phase
and endorsed by the Implementation Partner Director. SMART Objectives
should also be drafted during the first field planning phase, but can be
refined during the second university phase (Module 3) at the same time as
the Marketing Activities Plan (and accompanying Work Plan) are being
produced.
42
Summary Change
As discussed, the Pride campaign is a powerful proven social marketing tool that is geared to enable a change in the benefits
exchange between environmentally destructive behavior and sustainable behavior. The campaign will target two key
audiences: fishers and recreational visitors. Each will be presented with realistic and value-enhancing choices through a
dynamic set of outreach activities.
Creating Positive Choices: Sustainable Rat Eradication
Goal
Step
Objectives
What
Who Will Lead the
Project
Who are the
Target Audiences
When
The goal of this project is to eradicate invasive Ship Rats from Serena Island in order to preserve native wildlife populations,
including those of the Andrea Quail Dove and to prevent rodent reinvasion. The expected conservation result is the
rebounding of dove populations from 100 to 250 by 2010.
Step 1: Stop Reintroduction & Monitor Results
Step 2: Eradication Program
Get all fishers to Serena Island to use rat traps on their boats and
Eliminate all rats from Serena Island through a rat
to check for rats.
eradication program
Rat will be kept from the Island through a program targeted at
On-island eradication will be accomplished using
fishers to deploy rat traps and check their holds
Protecta bait stations baited with Talon 50WB (50 ppm
brodifacoum).
 The Forestry Department is committed to supporting
Crisobel-based REI, a global leader in rodent eradication
deployment and training on rats traps and leading the
has agreed to oversee the eradication program with
regulatory change.
financial support from the Stallman Fund.
 The Andrea Naturalists Society is committed to monitoring the
dove population.
 Key target audiences influenced by the eradication
 Government officials in the Department of
component of the project will be the owners and employees
Environmental Health that will need to write and
of the 70+ fishing vessels that use Serena Island.
advocate for statutes for an eradication program
 The Pride campaign will focus on other audiences, including
 Recreational visitors and fishers to advocate for
recreational users who will be solicited to sign a petition
program
encouraging government approval of the eradication
 General public interested in the Quail Dove protection
program.
Rat Traps – subject to final approval of the Department of
Rat Eradication - Subject to permit approval, (the focus
Environmental Health, fishers will get trained on how to use and
of the Pride campaign), armed bait stations will be in
check rat traps by January 09.
place on Serena Island as of May 09. It is anticipated that
by June/July 09 all rats will be eliminated. Stations will
43
Rat Traps – The Forestry Department will provide all the needed
rat traps. A Forest Officer will visit the major points of departure for
boats on Andrea. He/she will talk to fishers about the benefits of
using rat traps.
How
remain baited and will be periodically visited for a
following twelve months. Rodent reinvasion strategies will
be in place on local fishing vessels by Mid-April 2009 and
will remain in place forever.
Rat Eradication - The Stallman Fund has committed
resources to eradicate rodents on Serena Island
(estimated at $30,000), while the Forestry Department will
finance project oversight, the snap traps, and the
outreach campaign (with support from Rare) needed to
change behaviors, including permitting approval and
reinvasion prevention. From a long-term perspective, the
Forestry Department has committed to the sustained
impact of the project; to this end, the Department has
pledged to include continued outreach work on Serena
and funding for barrier removal in all future annual work
plans.
Step 1: Stop Reintroduction & Monitor Results
If any rats enter Serena it would obviate the benefits of a rat eradication program. Therefore it is essential that no rats get onto Serena via fishers
and recreational visitors. Consequently, the first activities will focus on their adopting snap traps. There are several activities that will help ensure
that rats no longer enter Serena.
1. Providing all visitor andfishers other boats training and access to rat traps
It is estimated that 70 snap traps costing a total of US$116 will be required to cover every fishing boat visiting Serena and 45 flashlights
costing a total of $450 will be required (total budgeted under miscellaneous expense line item). Use of snap traps is simple and fishers do
not require extensive training in their use. However, the Forestry Department plans to have one staff member dedicate two days a week
to visiting the major points of departure of vessels from Serena. During these visits he will reinforce the message of the campaign and
teach people how to set traps.
Searching boat holds and setting traps – Legislative Action to Create Incentives for Compliance
Forest Officers will search all boats and inform fishers and other water users of new regulations and how they can help. Early adopters of
new practices will be awarded certificates of compliance. Those found not complying will be warned. Gaining 100% compliance with
new behaviors must occur before eradication takes place if rodent reinvasion is not to occur after eradication.
Pending administrative approval, fishers found to be in full compliance will be able to file for a reduction in fish license fees from $150
44
annum to $50 from the Department of Fisheries.
2. Increasing Patrols of Serena
Chief Forest Officer Jo Smith has expressed a willingness to request that the Government of Andrea amend the 1980 Wildlife Protection Act
to include new penalties for people found to be introducing invasive species (including rodents) onto Andrea or Serena Island. Current
penalties are outdated (A$50) and it will be proposed that they be raised to A$1,000. But with a very limited staff, Smith cautions, penalties
alone are unlikely to be seen as real deterrents. Smith is encouraged by the idea of a Pride campaign which will increase societal support
for the Quail Dove’s protection. Further, the Ministry of Natural Resources will donate two-way radios to selected fishers to facilitate
reporting of rodents on Serena Island. These will be donated by the Stallman Foundation as part of the proposed eradication program.
3. The Andrea Naturalists Society will monitor Quail Dove populations bi-annually using transect surveys to measure impact of rodent
eradication
The Andrea Naturalists Society will assist in using its expertise and volunteers to conduct
a bi-annual census of the Quail Dove population on Serena Island using transect
surveys.
Step 2: Rat Eradication
How Eradication was selected
Using topographic maps and knowledge of the site, the REI BROP team designed a bait station
grid (Figure at right) with each station being located approximately 40 m apart. A compass
was used and the proposed location of each station marked with flagging tape. It was
estimated that a total of 73 stations will be required and approximately 3000 meters of line
need to be cleared. It is important to note that the eradication program would be clearing
lines only to enable access, not to create a highway through the undergrowth. In addition to
ground bait stations, small quantities of bait may need to be placed in coconut tree canopies
in secured stations, as Ship Rats are arboreal. There are an estimated 120 such trees along the
shore line of Serena Island which will require baiting.
45
Proposed Implementation Methodology
Rodent Eradication International (REI) conducted a feasibility study in the eradication of Ship Rats from Serena Island. This study proposed three
options for eliminating rats from the Island:
1. broadcast baiting using a helicopter;
2. broadcast baiting by hand; or
3. the use of bait stations. When cost and safety were considered, the Department’s preferred option was using bait stations. Other
advantages of using bait stations include:




They keep non-target animals away from bait;
They protect bait from environmental extremes (rain, sun etc.);
They attract rodents to a safe and reliable food source;
They provide easy access for checking and re-filling throughout the baiting campaign.
Aside from the prohibitive cost, broadcast baiting would have required the Department to trap and temporarily house or re-locate all the Quail
Doves on Serena. Being granivorous -- eating seeds and grain -- there would have been a danger that the doves may have eaten some of the
pellets and died. By placing the bait inside a bait station one dramatically reduces the chance that a species like the Quail Dove will be
accidentally poisoned. While this method of bait delivery takes substantially longer than a broadcast bait application, it is no less effective at
delivering bait to all the island’s rodents. The Stallman Foundation subsequently agreed to finance the eradication program.
Using the grid in the figure above, Protecta Rat Bait Stations9 will be placed at 40 m intervals along the cleared lines across Serena Island.
The stations will be placed flat on the ground, so that the ends are relatively level and the station will not flood. Wherever possible they will be
placed near cover or along an escarpment. The location of each station will be flagged and marked with a unique number or code (e.g., A1).
Once all stations have been installed, they will be left untouched for the next two weeks. This waiting period will give rodents a chance to
become accustomed to these new objects in their territory.
The Serena Island landing dock will serve as a baiting staging area. Equipment will be transported from Andrea via the Forestry Department boat.
A total of 6 baiters will be required. Each will be equipped with protective gloves and overalls, as well as a shoulder bag to hold the bait. Each
bait station will be baited with two 15 g Talon poison baits, each bait containing 0.005% brodifacoum.
Activity at bait stations is likely to take several days to a week to begin as rodents need to overcome their wariness of the station itself. Despite this,
bait stations will be checked daily. Poison baits will be checked and replaced each morning, for at least the first 7 weeks, and then every other
day for the next four months. Once bait uptake starts at any individual station, it usually continues uninterrupted for several days. Uptake may
begin slowly, but increase over the first ten days as rodents learn from one another’s experience about the bait. Dominant rodents may keep
more submissive rodents away from a station. However, once the dominant rodents have succumbed to the poison, less dominant individuals will
9
Protecta Rat Bait Stations: Protecta tamper-resistant bait stations protect rodent bait from moisture, dust or other contaminating elements while keeping rat baits out of reach of
non-target animals. Locking lid is opened with Protecta key included with purchase of bait stations. These rodent baiters keep bait fresh while providing a prime feeding station
where rats and mice consume rodenticide.
46
adopt the station and feed. The time between the start of poisoning and last bait take typically takes 7-21 days. REI recommends that baited
stations be left in place and periodically checked (every couple of months) for a further year.
Bait stations, secured with wire, will also be placed in all coconut trees as rodents can live for protracted period in the crown of coconut trees
where there is food (nuts), shelter and often water. It is important that bait be delivered to coconut palms to preclude the chance of rodent repopulation from this source. Trees will be marked when they have been successfully “treated” to ensure that no trees are omitted.
A record of bait usage/replenishment by station will be kept. This will be facilitated by having numbered each station.
Health & Safety Issues
Type of Risk
Risks & Mitigation Strategies For Rodent (Ship Rat) Eradication On Serena Island
Brodifacoum (Talon WD50) Using Protecta Bait Stations
Cause of Risk
Likelihood Severity
Risk Management Strategy
(1-5)
(1-5)
Health &
Human Safety
(Public)
Health &
Human Safety
(Staff)
Safety to
domestic
animals and
pets
Habitat
disturbance
Accidental ingestion and
handling of poisonous bait
1
1
Accidental ingestion and
handling of poisonous bait
1
1
Accidental ingestion and/or
secondary poisoning
1
1
Disturbance to vegetation
from clearing bait lines,
camping, etc.
5
2
Native wildlife.
At risk, nontarget species
of special
interest
Native wildlife.
At risk, nontarget species
that are
abundant
within and/or
outside
targeted area
Pollution of
water courses
Ingestion and/or secondary
poisoning
2
4
Ingestion and/or secondary
poisoning
3
2
Accidental spillage and run
off
1
1
Warning signs will be posted at access points and media coverage will announce
baiting program. Use of bait stations will minimize access to bait. Baiting will take
place in the off-season for visitation.
Staff engaged in baiting operations will wear nitrite gloves, overalls, and use masks
when transferring bait. The delayed action of brodifacoum and the ready availability
of an antidote means effective intervention is available in case of accident.
There are no domestic animals (cattle, goats, sheep, etc.) on Serena Island. Use of
bait stations will negate the risk to domestic pets.
The camp site will be located in an area long used for overnighting. No fixed
structures will be erected and all litter and other articles will be removed from the islet
after the study has been concluded. Water and other supplies will be brought from
the mainland. Line clearing will be minimal.
The Andrea Quail Dove is endemic to Andrea and a granivorous species. To minimize
the risk of accidental poisoning, Protecta bait stations will be used. These preclude
entry by this species. A captive breeding population of Quail Doves survive in
Bayleigh Zoo.
Use of Protecta bait stations should preclude most species. Some bait may be taken
by land Crabs, lizards and invertebrates, but adverse effects at the species level are
minimal.
Timing the bait release (December) to coincide with seasonal movements and
migrations of non-target species: Baiting will take place outside bird breeding
seasons when migratory birds are away from sites and seabirds forage offshore. Bait
will be wrapped in plastic cling film to minimize intake by invertebrates.
The use of bait stations should minimize the possibility of runoff. Brodifacoum
degrades rapidly in soil and water.
47
Type of Risk
and marine
environments
Soil
contamination
Other forms of
contamination
Risks & Mitigation Strategies For Rodent (Ship Rat) Eradication On Serena Island
Brodifacoum (Talon WD50) Using Protecta Bait Stations
Cause of Risk
Likelihood Severity
Risk Management Strategy
(1-5)
(1-5)
Accidental spillage and
leaching
Surplus/spoiled bait
1
1
1
1
Brodifacoum is relatively immobile in soil and the potential for groundwater and
surface water contamination is low. Trials have shown that there is no significant
transfer of this rodenticide from soils to vegetation even at very high application
rates.
Bait which is surplus or spoiled and the containers which it was sold in will be disposed
of by returning them to the mainland and burying them in the hazardous waste
section of the Andrea
Likelihood – Almost Certain: 5, Likely: 4, Possible: 3, Unlikely: 2, Rare: 1. Severity – Severe: 5, Major: 4, Moderate: 3, Minor: 2, Negligible: 1
Note: The following alternatives were considered but rejected:



No action: If no action is taken to remove Ship Rats from Serena Island, they will increase in number threatening not only the remnant
population of Andrea Ground Doves on Serena, but also any hope of translocating the surviving mainland population there. The species
will become extinct.
Captive breeding of Ground Doves: Bronxville Zoo has tried for more than a decade to breed Andrea Ground Doves to no avail.
Fencing using rodent excluder fencing for either mainland or Serena Island Dove populations: Fencing is deemed impractical due to the
expense which will exceed A$150,000.
The actual eradication of rats is only one part of managing an effective invasive rodent eradication program. Follow-up monitoring to check for
reinvasions is an equally important component. Post-broadcast monitoring encompasses two very different kinds of monitoring:


Monitoring the efficacy (and safety) of the eradication effort
Monitoring the site to ensure rodent reinvasions do not take place and that strategies are in place to minimize the chances of them doing
so.
In the first instance, the Forestry Department will want to monitor the success of the eradication program. Monitoring the efficacy of the
eradication program also means conducting periodic post-eradication trapping sessions to ensure that complete eradication has occurred. This
means resetting traps, tracking boards, and chew sticks in areas where rodents were formerly abundant to ensure that the program has indeed
eradicated them all!
The Forestry Department will also need to monitor the safety of the eradication program to determine if other populations will be affected either
positively or negatively over time. It will monitor any sudden declines (from baseline) in a species like land crabs or corvids (crows) that are prone
to poisoning. Similarly, over time the Department will track increases in species (fauna and flora) that have rebounded because of the
eradication of rodents that formerly impacted them.
48
Rodent eradication is likely to result in significant short- and long-term changes in fauna and flora. These need to be monitored to record the
effects of the eradication program. Likely changes include:
Short-term responses:
 Invertebrate (insects, land crabs, etc.) abundance
 Seedling abundance
 Abundance of annual plants
Medium-term responses:
 Invertebrate diversity (newly successful colonization from nearby islands)
 Bird, reptile abundance
 Changes in general vegetation community structure
Long-term responses:
 Bird diversity (new species colonization, breeding attempts)
 Secondary ecological impacts (stemming from changes in vegetation structure, organism abundances/diversity).
In the second instance, the project team will need to be ever-vigilant against reinvasions of commensal rodents. These are most likely to occur
from boat landings, cargo unloading etc. It is proposed that a Rare Pride campaign be launched to encourage local fishers to set snap traps on
their vessels to trap those rats that might “stow-away” in the holds of their boats (see section 10).
Impact Assessment
The Forestry Department will need to have eradicated every single rodent before it can declare success. That’s 100%, not 99%! Because rodents
are very hard to detect at low population levels, the Forestry Department will need to monitor Serena Island for several years before it can be sure
that all rats have indeed been eradicated. If rodents have survived, they will breed rapidly and signs of a failed eradication program will quickly
become evident.
To help reduce the chance of this, the Forestry Department will place permanent bait stations10 in “vulnerable” locations on Serena, particularly
around known landing areas, heavily-used beaches, and near buildings. Similarly it will strive to prevent reinvasion from external sources. As
Serena Island lies outside the swimming range of commensal rodents, the most likely route for rodent reinvasion will be with the unwitting aid of
man, most often by fishing boats offloading visitors and/or supplies.
Reinvasion can be minimized by:
1. Identifying possible reinvasion routes and then taking action to mitigate against them.
Leaving in place permanent bait stations (193) provides both a secure reservoir of bait to kill rats that attempt reinvasion and an early warning that reinvasion may have taken
place. Stations need to be checked regularly – at least monthly.
10
49
The Forestry Department has pledged to launch a complementary program of action to provide all fishers with Victor snap traps
(estimated two traps per boat x 70 boats) and train fishers in their usage. 100% compliance means that every boat will use a simple
Victor snap trap (provided free by the Forestry Department) every day. Compliance will be monitored by the Forestry Department
through inspection of boat holds and by counting carcasses collected. Snap traps are simple to use. Fishers will be taught how to
use them by the Campaign Manger during hisor her community visits.11 The Forestry Department has confirmed their commitment
to this complementary initiative and all funding is in place (see attached correspondence).
2. Launching a publicity campaign to generate community “Pride” in the successful eradication program and to alert the public as to the
adverse effects of reinvasion, the channels by which this may occur, and what they can do to help.
A Pride campaign has been approved and funded by Rare (see attached correspondence). It is proposed that this focus on:
a. Building awareness of the health and environmental impacts of invasive rodents
b. Encouraging Andrean citizens to petition the Government to support and approve an eradication program
c. Encourage fishers to monitor their boats for invasive rodents and to use snap traps consistently.
3. Monitoring the Quail Dove population
The Andrea Naturalists Society have pledged to monitor Quail Dove population bi-annually for the next decade using transect
surveys conducted during the species’ breeding season (August-November). These surveys will be conducted by knowledgeable
volunteers from ANS who have been screened and approved by the Ministry of Natural Resources. (See attached
correspondence.)
Other Risk Factors
Risk Factors
Government does not
approve eradication
plan
Consequence
Eradication program not allowed. Rodent
populations on Serena Island will continue
to impact Quail Dove population. Species
extinction deemed probable.
Some fishers refuse to
employ snap traps
Reinvasion may occur, rendering
eradication ineffective and the need for a
re-eradication program
Government cuts
Forestry Department
funding
Compliance and other forms of monitoring
may cease. Risk of return to previous
normative behaviors increased.
Mitigation Strategies
Ensure broad-based public support for the program through a Pride campaign that
emphasizes the need for action and the lack of risks involved with the eradication plan.
This strategy (and the petition that will result from it) will place significant pressure upon
government officials to authorize permitting.
Lobby key political leaders who are likely to be receptive to environmental activism and
encourage them to drive the plan through the legislative process.
Collaborate with the government on a system of “sticks and carrots” that will incentivize
usage. For example, offer free traps, training on how to use the traps, and waiving of
fishing fees. If the fishers do not comply, establish a ban on landing on the island as a last
resort.
Secure other sources of funding for traps, such as nonprofit organizations or private
donors.
To use a Victor snap trap, you 1: Remove small staple holding locking bar to wood base; 2: Place bait inside curl found at end of bait pedal; 3: Remove excess bait protruding from
pedal; 4: Pull back bow and hold down with thumb; 5: With other hand, engage curved portion of the locking bar under small, V-shaped lip on bait pedal; and 6: Place trap against
wall with bait pedal facing the wall. Fishers will also be taught how to handle dead rodents.
11
50
Reaching the Audience: Creative Brief & Marketing Mix
Marketing Mix is the set of tools that marketers use to pursue their objectives in their target markets. It is commonly known as the the 4Ps: Product,
Price, Promotion, and Place.12
A creative brief is a document used by professionals and agencies to develop deliverables: Visual design, copy, and collateral, such as posters
and bumper stickers, as well as other written and audio-visual material. The Creative Briefs produced below will provide the strategy for the
creative and conceptual direction for the campaign to those individuals and businesses that will partner with the project to produce collateral.
Fishers
Problem Statement:
Conservation issue
and campaign
goal(s)
Target Audience
12
Recreational Visitor
Rats frequently get into fishing boats. When they do, they
destroy nets and equipment, eat and contaminate the catch,
bite fishers and expose them to diseases that may affect their
families. Additionally, these rats eat the eggs and young of the
endemic Serena Quail Dove which is a point of Pride for local
fishers.
Serena Island is home to the rare and endangered Andrea Quail
Dove, which has recently declined in population (fewer than 100
birds remain) due to the introduction of rodents, which prey on
adults, nests and eggs. A Rare Pride campaign is launching on
Andrea with the goal of eradicating existing rats and preventing
the reintroduction new ones to preserve the population of the
Andrean Quail Dove.
A Rare Pride campaign is launching on Andrea (the mainland
where the people live) with the goal of eradicating rats and
preventing their reintroduction to preserve the population of
the Andrean Quail Dove by getting fishers to always use rat
traps.
The Ministry is reticent in granting a permit for rodent eradication. It
is afraid recreational visitors and picnickers to Serena may
disapprove, costing them votes in an upcoming election
Predominantly male
45-60 years old, fishing is their sustenance.
Traditional in outlook, and very religious
Low levels of literacy and/or knowledge about biodiversity
When overnighting on Serena, they use the time to
clean/repair their nets and socialize with other fishers.
 They know that rats are a problem, but consider it more of a
nuisance and not a threat -- pests that damage their nets.
They associate rats with health risks (disease), not
environmental ones.
 They don’t know that rats eat Quail Dove eggs. They do not
know that they, themselves, are a part of the problem.
 They do not know why one would bother to stop more rats
from coming to the island when there are already rats on the





The campaign has a specific objective with regard to this target
audience: To encourage recreational users to sign a petition urging
the Andrean Government to approve a rodent eradication
program to keep the island, and the Andrean Quail Dove, safe
from the rats.
 These are young, married couples with an average of two
children. Target audience is well educated (high school or
above). Many have domestic pets that they bring to the beach
with them. They view family trips to Serena Island as a means of
spending quality time together, away from life’s daily distractions.
They care about the Island and would like to protect it.
 They rarely venture into the interior of Serena (where the doves
are) and stick to beaches and shoreline
 They mostly respect park regulations but will sometimes let their
dogs off the leash or leave litter.
 They have heard of and discussed the key issues around rodent
eradication, but have not fully understood their role or the benefit
of these actions.
Kotler, Philip “Marketing Management – the Millennium Edition” page 15.
51
Fishers
Desired Action: What
do we want target
audience to do?
Barriers to Action:
What might prevent
the audience from
taking the desired
action? Note this may
also be the same as
“Price” (below)
BenefitExchange/Reward:
What reward(s)
should the message
promise the
consumer?
Support: How can we
make the promise
credible?
Product
island. They are not against getting rid of the rats, but are
concerned about poison seeping into water and killing fish.
 Their lives are full of obligations; the main one is providing
food for their families. They face many competing demands,
which are perceived to be more important than saving
biodiversity or eradicating rats.
 Set traps in their boats and check their holds for rats before
landing on Serena Island, thereby preventing rodent
reintroduction after on-island eradication has occurred.
 Fishers’ main concern is providing for their family. They would
be willing to check their nets for rats and to put traps on the
boats to get rid of rats but they are not willing to pay for the
traps.
 It will take time to set traps and check holds and remember
to do it every single day
Knowing that they are “smart” fishers. By adopting rodent
monitoring and trapping strategies, they will be:
o Protecting their nets (and, the costs of nets has
increased significantly)
o Receiving traps for free
o Saving $100 on their fish license renewal fees
o Avoiding sizable ($1,000) penalties for introducing
invasive species
 Feeling like they are protecting their own health and health
of their families by minimizing the risk of bringing an illness
spread by rats home
 By adopting rodent monitoring and trapping strategies, they
will be protecting/saving national identity – the Andrea
Quail Dove and a place they love and cherish – their fathers
and grandfathers have used Serena for generations.
 Ministry of Natural Resources believes that the proposed rat
eradication is essential.
 Faith leaders say it is important.
 Forestry Department assures them that rat poison used in
eradication will not seep into the water and kill fish.
 Community leaders and peers support the initiative.
 There will be stiffer fines for people found to be introducing
invasive species and there will be increased patrols by
Forest Officers. Potentially, if the problem is not resolved, the
Government may ban anyone from going to Serena.
The literal product is rat traps. The campaign is asking fishers to

Recreational Visitor
Sign the petition to approve rodent eradication
 Most would likely support eradication program, but are
concerned about possible restricted access to the beach and
the consequences of using poison to remove the invasive rats.
 Their lives are full of obligations to their jobs, their spouses, their
parents, and their children. They face many competing
demands, which are perceived to be more important than
saving biodiversity. These people are pressed for time, so the
petition signing must be made “convenient.”
 Knowing that they are being good parents by protecting their
children from the rats which spread disease
 Feeling like responsible adults/good citizens
 They are protecting the Island for the sake of their family and
future generations
 Protecting/saving national identity—the Andrea Quail Dove
 Scientific data indicates that rats present a serious health and
environmental threat (including damaging native fauna).
 Ministry of Natural Resources believes that the proposed rat
eradication is safe and necessary.
 The proposed eradication plan won’t inconvenience the
recreational visitors as it would take place during “off season”
time.
 Community leaders and peers support the initiative.
For this audience the product is the petition in support of the rat
52
Fishers
check their boats and set traps for rodents before landing on
Serena Island.
At a higher level the product is a solution to allow fishers to
protect their gear and catch while protecting their country’s
heritage.
Price
Promotion
Although fishers are not opposed to setting traps, they are not
willing to purchase them, so the Forestry Ministry will provide the
traps to fishers at no cost. Fishers will be trained in using the
traps and will be provided with an incentive to use the traps,
i.e., savings on license renewal to compensate for their time.
Furthermore, government will be petitioned to amend the
Wildlife Protection Act to increase penalties for introducing
invasive species and Forestry Ministry patrols to check for
compliance will be increased prior to eradication.
The other cost associated with the new behavior is the worry
whether the eradication program is going to have negative
impact on their daily catch by poisoning the water. This barrier
will be addressed by providing testimonials from trusted sources
(e.g., religious leaders) about safety of the proposed program.
The campaign is going to promote the fishers’ sense of being
good businessmen. By adopting rodent monitoring and
trapping strategies, they will be: protecting their nets; saving
money on their fish license renewal fees; and avoiding sizable
($1,000) penalties for introducing invasive species. The
campaign will also stress that by adopting the new behaviors
(setting traps and checking boats for rats), the fishers will be
protecting their own health and health of their families by
minimizing the risk of bringing home an illness spread by rats. In
addition, the campaign will emphasize that adoption of rodent
monitoring and trapping strategies will help to protect/save
national identity – the Andrea Quail Dove.
Recreational Visitor
eradication program and declaring Serena Island a National Park.
The campaign is asking residents of Andrea who participate in the
political process (i.e., vote) and visit Serena Island for recreational
purposes to sign the petition. The campaign is going to appeal to
audiences’ desire to be good parents and their sense of being
responsible citizens. By signing the petition they will be: protecting
their children from the health risks associated with rats and
protecting the Island for the sake of their family and future
generations. The campaign will also emphasize that rat eradication
program will help to protect/save national identity – Andrea Quail
Dove.
Essentially, the cost to signing the petition is the time out of the
person’s day to locate and sign the petition. The other cost is
worrying whether the eradication program is going to harm their
children by poisoning the environment. These costs will be
minimized by: Placing the petition in places frequented by
audience members and testimonials from Health and Forest Ministry
officials and other credible sources about the fact that the
program is safe and all precautions will be made to minimize any
negative consequences of the eradication program. Individuals
who sign the petition will receive a colorful button as a token of
appreciation (which will also foment interpersonal
communications).
Research shows that TV and radio are preferred media channels for
recreational visitors. Visitors are well educated, mobile, and
generally supportive of environmental issues. They are
geographically spread throughout Andrea. Communication
strategies will focus on tailoring messages for recreational visitors to
their stage in the behavior-change process. For those in early
stages, proactive media relations strategies (including TV, radio
and RV & Camping magazine) as well as an island-wide poster
campaign will be used to explain the threat posed by rats and
benefits of the eradication program. All materials will feature the
call to action -- “Sign the petition.” For those in later stages,
messages will emphasize where to find a petition
Research shows that radio is the preferred media channel.
Fishers also have low levels of literacy. They are religious, have
a keen sense of community, and rely heavily on peer-to-peer
networks. Communication strategies will focus on tailoring
messages for fishers to their stage in the behavior-change
53
Fishers
Recreational Visitor
process.
For those in early stages, radio talk shows, billboards and bush
theater will be used to explain the threat posed by rats and
benefits of new behaviors. For those in later stages, messages
emphasizing how to acquire traps and necessary skills will be
promoted using the same media with addition of religious
sermons and one-on-one community meetings between fishers
and Forestry Ministry staff. Messages targeting fishers at final
stages of the behavior change process will urge them to
action.
Placement (aka
Openings) What
communication
openings and
vehicles should be
used?
Image and Tone:
What image should
distinguish the
action? What is the
voice of the
campaign?
At this point, additional support (e.g., training, compliance
certificates) for the new behavior will also be provided. Forestry
Ministry staff will train fishers in using traps as well as provide
guidance on how to check the nets for rodents. In addition, the
Campaign Manager will work with owners of businesses
frequented by the fishers to help promote the traps and new
behaviors. In this later stage, channels will shift from impersonal
(e.g., media) to interpersonal (face to face).
Campaign Manager and Forestry Department staff will
distribute the traps at various landing sites, popular gathering
places and through the fishers’ association. Forestry staff will
also distribute traps right on Serena Island during the evening
hours when fishers relax.








Mandatories: What
are some creative,
message and/or
campaign elements
that MUST be








Routine
Common sense
Responsibility
Urgency
Ease of doing
Empowering/inspiring – this a simple action that you can take
(at relatively low cost) to help your “business” and your Island
Other fishers are doing it and, if you don’t, your peers might
start questioning your practices.
Include image of Andrea Quail Dove
Good to include national coat of arms or flag and logo, if
possible, as the target population represents one specific
region and culture
Must give credit to the organizations that financed the
posters by including their logos at the bottom of the poster










When they are visiting the Island
When they are visiting/going to drop off or pick up kids at school
When they listen to the radio (while doing housework, in car, etc.)
When they see others like themselves signing the petition
When they see the petition in places they frequent (e.g., grocery
store, church, schools)
When talking to someone they trust, whether a peer, their spouse,
or a friend about this issue
When they hear about impact of humans on nature
Common sense
Urgency
Caring
Empowering/inspiring – this is such a simple action that you can
take (at such a little cost) to help your family and your Island
Everybody is doing it and, if you don’t, your friends might start
questioning your values
Signing the petition and protecting the island is a “responsible”
thing to do as parents and citizens of Andrea
Include image of Andrea Quail Dove
Good to include national coat of arms or flag and logo, if
possible, as the target population represents one specific region
and culture
Must give credit to the organizations that financed the posters by
including their logos at the bottom of the poster
54
Fishers
included in creative
execution?
Campaign Materials:
What materials do we
want the creative to
produce?
Recreational Visitor
 Universal campaign theme/slogan
 Forestry Department contact information




 Universal campaign theme/slogan
 Forestry Department contact information
Poster
Bumper sticker
Flyer/factsheet
Sermon sheet




Poster
Bumper sticker
Fact sheet
Song
Note to Regions
Some regions may prefer to present this information more graphically – either as a message box or as flow charts. So long as the information is
there, the presentation is not standardized.
Messaging Framework
Our messaging strategies for fishers and recreational visitors will help guide all messaging to achieve our campaign goals. These strategies include
the target audience, desired action (and competing behavior), reward, and support.
Core
Message
Summary
of Key
Campaign
Objectives
Messaging
Strategy
Supporting
Points
Fishers
Recreational Visitors
Based on our messaging strategies, we were able to create core messages that sum up our campaign while making compelling
cases for the target audience. With these messages we included potential slogans that help summarize our message in
memorable phrases. More slogans will be developed during the creative development phase and tested with key audiences
before choosing a final version.
By the end of the Rare Pride campaign, the target audience will believe that:
Rat eradication is safe and necessary
 Support rat eradication
 Use rat traps
 Rats will be eradicated
If I set up traps on my boat and check for rats instead of just
If I take a moment to sign the petition instead of rushing past
disembarking, then I will feel like I’m a good fisherman and a
then I will feel like I’m a good parent and a responsible citizen
responsible adult because:
because:
 People I respect and scientists say this is important and it is safe  Scientists and people I respect say this is important and it is
 My peers do it
safe
 There are financial incentives
 My friends who lead busy lives like me do it
 It is easy to do – petition signing can be done in places that
I visit on a regular day
Solution messages
Solution messages
 Rat eradication program is safe.
 Rat eradication program is safe.
 Preventing reinvasion is necessary.
Action messages
55
Fishers
Action messages
 Receive FREE rat traps from Forestry Department.
 Set rat traps on your boat every day.
 Check your boat for rats before disembarking on Serena.
 If you overnight on Serena, take special care to check your
gear for rats.
 Seek information from the Andrea Forestry Department on
setting rat traps.
Threshold messages
 Rodents have been introduced to Serena Island through the
many fishing boats that dock on the island and accidentally
carry rats in their cargo holds with their nets and equipment.
 Rodents carry disease and pose serious health risks.
 Because of the rats, the symbol of our island – Andrea Quail
Dove – is at threat of extinction.
Proposed
Slogans
Targeted
Message
Reinforcement messages
 Ministries of Health and Natural Resources, faith leaders, and
community leaders say that rat eradication is important.
 Rat poison will not seep into water and kill fish.
 There will be stiffer fines for people found to be introducing
invasive species to Serena.
 Fishing license renewal fees will be reduced for fishers who set
rat traps on a daily basis.
 “Do your part to keep Serena rat free!”
 “Why are YOU saving Serena?”
 “Protect your family. Protect your trade. Protect our Serena.”
 “Do the Rat Trap”
 “Don’t take the Serenity out of Serena – Remove the Rats!”
 “Stand firm on Serena – Remove the Rats now.”
Be a smart, successful fisherman. Protect your nets and tackle
from rats, while also protecting Serena’s heritage. If you set rat
traps daily on your boat, you can save $100 on fishing license
renewal. Your FREE traps are available at Joe’s Bait Shop.
Recreational Visitors
 Sign the petition
 If there are not enough signatures on the petition, the island
may be declared off limits.
Threshold messages
 Rodents have been introduced to Serena Island through
the many fishing boats that dock on the island and
accidentally carry rats in their cargo holds with their nets
and equipment.
 Rodents carry disease and pose serious health risks
 Because of the rats, the symbol of our island – Andrea Quail
Dove – is at the threat of extinction.
Reinforcement messages
 Establishment of protected areas will not stop visitation but
allow an access zone ensuring success of rat eradication
and continued protection of endangered species.
 Rat eradication will take place during “off season” times to
cause minimal inconvenience.
Be a good parent and responsible citizen by getting rats off
Serena Island. You can protect your family’s health, while also
protecting Serena’s heritage. Sign the petition today at your
local grocery store to eradicate rats on Serena.
56
Managing for Impact: Measures of Success
Note to Campaign Managers
This section is completed in phases:
The qualitative research helps you to create questions that will help to prove your Theory of Change. From
those you write draft SMART objectives without baseline data. Then, after conducting quantitative research
(i.e., a KAP survey) and a review of historical trends from Rare, you set your final campaign objectives.
The baseline biological monitoring should also be conducted in the Planning Phase.
This section of the Project Plan should be largely done before returning to the University so that you can
validate the key points with your colleagues and Pride Program Manger.
57
Measures of Success
The Theory of Change is the cornerstone of the monitoring plan. The ultimate goal is to
enable a stable Andrea Quail Dove population of at least 250 by 2010. However, each
stage of the Theory of Change will be monitored for success showing the campaign’s
progress, long-term community support, and likely impact.
Note to Campaign Managers
This can be copied and pasted, with only minor
adjustments, from Tab 1 (Set Objectives) of your
Work Plan.
Monitoring Plan: Fishers
Category
SMART Objectives
By May 2009, 70% of fishers
overnighting on Serena Island will
be aware of its biodiversity
importance (up from 19% in the
pre-project survey)
By May 2009, 100% of fishers will
know that rats pose a health risk to
them (up from 48%).
By May 2009, 100% of fishers will
know that rats pose an economic
risk to them (up from 62%).
Knowledge
Attitude
By May 2009, 70% of fishers
overnighting on Serena Island will
know that rats are a serious threat
to native wildlife (up from 33% in
the pre-project survey)
By May 2009, 90% of fishers
overnighting on Serena Island will
know how rodents get to SI
(up from 4% in pre-project survey)
By May 2009, 80% of fishers
overnighting on Serena Island will
agree that rats pose human and
environmental problems (up from
40% in the pre-project survey)
By May 2009, 80% of fishers
overnighting on Serena Island will
support rodent eradication (up
Baseline
(Treatment)
19%
Target
(Treatment)
Fishers
Baseline
(Comparison)
Target
(Comparison)
N/A
N/A
Pre/post KAP
survey
70%
N/A
48%
33%
4%
80%
Enumerators
N/A
Aug
08 to
April
09
Aug
08 to
April
09
Aug
08 to
April
09
Enumerators
Enumerators
Aug
08 to
April
09
Pre/post KAP
survey
Enumerators
Aug
08 to
April
09
Pre/post KAP
survey
Enumerators
Aug
08 to
April
N/A
N/A
When
Aug
08 to
April
09
Pre/post KAP
survey
N/A
33%
Pre/post KAP
survey
N/A
90%
80%
Enumerators
N/A
70%
40%
Pre/post KAP
survey
Pre/post KAP
survey
N/A
Enumerators
N/A
100%
N/A
Who
N/A
100%
N/A
62%
Method
58
Interpersonal
Communications
Barrier Removal
Barrier Removal
Barrier Removal
Behavior
Change
from 33% in the pre-project survey)
By May 2009, 80% of fishers
overnighting on Serena Island will
have talked to one another about
rat issues and solutions
By June 2009 the Government will
have authorized a rat eradication
program on Serena island
By Mid April 2009, 100% of fishers
overnighting on Serena Island will
have been taught how to check
their holds and set traps for rats
(up from 0% in pre-project survey)
0%
80%
N/A
N/A
Directed
conversation
Jacob
Parker
0
1
N/A
N/A
Decree
passed
Jacob
Parker
09
Aug
08 to
April
09
April
09
0%
100%
Observation
and
discussion
Forestry
Officers/
Enforcement
Staff
Aug
08
April
09"
By Mid April 2009, 100% of fishers
overnighting on Serena Island will
have access to free rat traps (up
from 0%)
0%
100%
Observation
and
discussion
Forestry
Officers/
Enforcement
Staff
"Aug
08
April
09"
By Mid April 2009, 100% of fishers
overnighting on Serena Island will
have been taught how to check
their holds and set traps for rats.
By end of June 2009, 100% of
fishers will check their boats and
set snap traps (daily) for rodents
before leaving Andrea and before
landing on Serena Island.
By end of June 2009, fishers will
report the location of rodent
sightings to the Forestry
Department
0%
100%
N/A
N/A
Observation
and
discussion
5%
100%
N/A
N/A
Observation
and
discussion
Forestry
Officers/
Enforcement
Staff
Forestry
Officers/
Enforcement
Staff
Aug
08 to
April
09
Aug
08 to
April
09
0
10/mo
N/A
N/A
Forestry
Department
log book
Forestry
Officers/
Enforcement
Staff
Aug
08 to
April
09
59
Monitoring Plan: Recreational Visitors (RV)
Category
Knowledge
Attitude
Interpersonal
Communications
BR Metrics
Behavior
Change
Baseline
Target
Baseline
(Treatment) (Treatment) (Comparison)
Recreational Visitors
Target
(Comparison)
By May 2009, 60% of RV to SI will
be aware that rats are a major
threat to biodiversity & health (up
from 28%)
By May 2009, 70% of RV to SI will
be aware of the critical steps
needed to protect SI for future
generations including need for
rodent eradication & NP
declaration (up from 32%)
By March 2009, at least 70% of RV
to Serena Island will support
rodent eradication and its
declaration as a National Park
(up from 33%)
By May 2009, at least 70% of RV
to SI will have talked to one
another about rats and the steps
needed to protect SI (up from
21%)
By mid March 2009, 5,000 RV’s will
have signed a petition to the
Minister of Health supporting a
carefully planned and
implemented rodent eradication
program
28%
60%
N/A
32%
70%
33%
By June 2009 the Government will
have authorized a rat
eradication program on Serena
island
By mid April 2009, 100% of RV
boat owners) will check their
boats and set snap traps (daily)
for rodents before landing on SI
and will report rodent sightings to
the Forestry Department (up
from 0)
SMART Objective
Method
Who
When
N/A
Pre/post KAP
survey
Enumerators
N/A
N/A
Pre/post KAP
survey
Enumerators
70%
N/A
N/A
Pre/post KAP
survey
Enumerators
Aug
08 to
April
09
21%
70%
N/A
N/A
Dedicated
conversations
Enumerators
Aug
08 to
April
09
0
5,000
signatures
N/A
N/A
Petition
(5,000
signatures)
March
09
-
1
N/A
N/A
Legal Decree
Collected
by
Volunteers,
presented to
PM and
Minister of
Health
Jacob
Parker
0
All
N/A
N/A
Observation
& Discussion
Forestry
Officers/
Enforcement
Staff
From
April
09
Aug
08 to
April
09
Aug
08 to
April
09
April
09
60
Monitoring Plan: Measures Common Across Both Audiences
Category
SMART Objective
Eliminate invasive rodents from
Serena Island
Baseline
(Treatment)
Target
Baseline
Target
(Treatment) (Comparison) (Comparison)
Both Audiences
N/A
Permit
approved
N/A
N/A
N/A
Complete
eradication,
0 rats
N/A
N/A
NP
Declaration
approved
N/A
N/A
250
N/A
N/A
Threat
Reduction
Declaration of Serena Island as a
Protected Area
Conservation
Result
13
To secure the population of the
endemic and endangered Andrea
Quail Dove such that its numbers
increase from 100 to 25013 by 2010
100
Method
Who
When
Permit
approved
in Gazette
Post
eradication
survey of
rodent
numbers
on Serena
Island using
snap traps
and stick
boards
NP
Declaration
approved
in Gazette
Transect
surveys on
Serena
Island
Forestry Dept
to confirm
By April 09
Forestry Dept
trained by
Rodent
Eradication
International
Quarterly
from July
09
Forestry Dept
to confirm
By
December
09
Forestry Dept
in
collaboration
with Andrea
Naturalist
Society
Bi-annually
during
breeding
season
(AugNov).
Ongoing
for ten
years
Deemed by Andrea’s scientific community to be a secure and viable population number
61
Protocol for Social Monitoring
There will be two primary methods for monitoring social change.
1. Survey - The pre-project (baseline) survey outlined in section “Understanding the Community” will be repeated after the project to
determine changes in knowledge, attitude and practice. Respondents will be asked where they gained new information and information
that may have resulted in modified behaviors in an attempt to attribute changes to our campaign. Behavior change (fishers) will be
measured by compliance in use of snap traps. The Forestry Department will conduct random checks on fishers using Serena Island. Boats
will be checked for the presence of rodents and the correct use of snap traps. Log books recording compliance and infractions will be
maintained and open to scrutiny.
2. Observation – The Forestry Department has agreed to provide attendants who will inspect boats for the usage of rat traps. Through
unannounced visits to key fishing boat docking areas, they will check whether (a) fishers have enough traps; (b) they are in use; and (c)
they are properly placed. Under Section 37C of the Wildlife Law these acts are within the full jurisdiction of the Forestry Department.
Additionally, since a major funding source of training funds for the Forestry Department is through fines, the agents have an incentive to
inspect and collect fees.
Protocol for Law Enforcement
Forest Officers will search all boats and inform fishers and other water users of new regulations and how they can help. The Forest Department will
develop log books of these inspections. Early adopters of new practices will be awarded certificates of compliance. Those found not complying
will be warned. Pending administrative approval, fishers found to be in full compliance will be able to file for a reduction in fish license fees from
$150 annum to $50 from the Department of Fisheries, and those found not in compliance may be fined. The outcome of this will be checking the
level of compliance per visit.
Additionally, the Forest Officers will track enforcement laws regarding introducing invasive species. Their records will track: accused, found guilty,
found guilty and pay fine.
Protocol for Biological Monitoring
Monitoring for Presence of Rodents
Snap traps, sticky boards and chew sticks will be used to monitor rodent reinvasion on Serena Island. These will be placed randomly along the bait
station transects and checked at the same time as bait station monitoring occurs. The absence of dead rats, consumed bait, or evidence of
rodent presence from chew marks or footprints will be indicative of successful eradication. Monthly rodent monitoring reports will be available
from the Forestry Department.
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Monitoring Andrea Quail Dove Populations
Line transects will be used to monitor changes in the population of Andrea Quail Doves. The Andrea Naturalists Society will set up line transects in
accordance with methodology described by Buckland et al. (1993, pp. 301-308). Transects will be walked at dawn and dusk and evidence of
doves seen or heard will be recorded. Note: Well-marked and straight lines are required for line transect surveys. Upon detection of a Quail Dove,
the observer must know the exact position of the line in order to determine the distance from the line or point to the observation. The observer will
walk slowly in dense cover and faster in open or less suitable cover, and stop frequently to observe. Surveyors can leave the centerline, provided
they record the distances to observations from the centerline of the transect. Observers will occasionally look behind in case a hidden object is
not observed. Even though it will be difficult in dense forest, observers can ensure that they are collecting reliable data by moving as quietly as
possible to avoid creating disturbance.
Role of Comparison Sites
Unfortunately it was not possible to establish a comparison group in Andrea. There is only one similar island within a reasonable distance from
Andrea, but (1) it is very different culturally from Andrea, and (2) it is logistically difficult and expensive to reach. Thus, the pre-post project survey
design is the best design that we could implement to measure the impact of the campaign on changes in knowledge, attitude and practice.
Respondents were asked where they gained new information and information that may have resulted in modified behaviors in an attempt to
attribute changes to our campaign.
Secondly, on the biological monitoring front it also was not realistic to create a comparison site largely because the species is endemic to Serena
and we could not find a comparable situation and species nearby.
That said, at the end of the cohort Rare will conduct a review of all campaigns in the cohort. This review will provide some insight into the relative
effectiveness of the campaign.
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Building Momentum through Quick Wins
Note to Campaign Managers
While the Theory of Change is our ultimate measure of success, most of those metrics
Quick Wins help you build momentum for your
cannot be easily captured and many only happen after the initial phase of campaigns.
campaign by demonstrating success is possible.
This means that our stakeholders need to wait a long time to see results. Consequently
They can either be one of your existing milestones or
we have devised some Quick Win metrics that act as the leading indicators of success
some other event you would like to use to
that we can communicate quickly to build and reinforce commitment to the
communicate to your community.
campaign. Additionally, while successful completion of these indicators is no guaranty
of ultimate impact, not accomplishing them is a sign that we are not on track to meet our objectives.
Status










Indicator
Approximate Date
Key stakeholders attend first workshops
May 2007
Public endorsement from head of Forestry Department for the campaign
June 2007
Public endorsement from head of Health Department for the campaign
July 2007
Project plan signed off by Forestry Department and REI
September 2007
Mini-market test reveal that fishers support traps
December 2007
First 500 signatures on the petition for eradication within 1 week of petition launch
March 2008
First 5000 signatures on the petition for eradication within 1 month of petition launch
April 2008
Participation of at least director-level staff from Ministries of Natural Resources, Tourism, and
Health at public events
At least 100 requests for more posters or bumper stickers
May 2008
Campaign song among Andrea’s top 10 most requested on Hit Radio 101
August 2008
June 2008
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The Budget
The total 2-year cost of the campaign will be A$28,961. A complete detail of the
budget can be found in the Campaign Work Plan, which can be found on
http://www.rareplanet.org/en/campaign/serena-island-andrea-fictitious-teachingcase/milestones. Note that these costs only reflect the costs to the Forestry
Department and do not reflect costs incurred by our partners such as Rare and REI
that are not billed back directly to the Forestry Department.
Revenue by Funder
Rare Funds
Rare (Inkind)
Peddy Funds
Forestry Department
REI
Restrictions on
Funding
Technical support
Rat Eradication
Total
Note to Campaign Managers
This budget can be cut directly from Tab 6 Track
Funders
Amount
Funded
20,000.00
249,000.00
50,000.00
2,500.00
16,000.00
337,500.00
Amounted
Budgeted
19,587
7,500
337,500
Total
Amounted
Budgeted
19,587
7,500
1,875
28,961.80
Expenses by Category
Community Outreach & Social Marketing
Monitoring
Barrier Removal
Computer, software & equipment
Project Mgt & General Admin
Regional offices
Regional networking
Other
Total
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Recurrent Costs
The Forestry Department will have to monitor compliance by fishers.14 It is proposed that the associated Pride campaign promote incentives for
compliance and disincentives for non-compliance. These might include:
Incentives



Waiving/reducing annual fishing fees (A$100) for fishers found to be in full compliance after 1 year. This can be done on a rolling basis
Providing replacement snap traps free of charge as required
Flesh this out a bit
Disincentives



Amending the Andrea Fisheries Act to include fixed penalties for non-compliance of setting traps
Threatening to close off all access to Serena Island if rodent reinvasion takes place
Flesh this out a bit
The Forestry Department has committed itself to this and increased monitoring will be included in future years’ enforcement budgets. The cost of replacement snap traps is minor
(est. A$ 20/annum).
14
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Timeline
NOTE TO CAMPAIGN MANAGERS
The first two years of the campaign are outlined below. A complete detail of the time
can be found in the Campaign Work Plan, which can be found on
http://www.rareplanet.org/en/campaign/serena-island-andrea-fictitious-teachingcase/milestones. Once this initial phase of the campaign is completed, it is expected
that we will revise our plan based on lessons learned.
The full timeline should be complete by the end of
the second university phase. This should be a very
simplified version of Tab 5 (Organize Work Plan).
Year 2008
Activities
Core Planning Activities
Core Outreach Activities
 Workshops
 Materials
 Petition Drive
Rat Eradication
 Training Fishers
 Traps for Fishers
 Bait stations on Serena Island
Monitoring
 Social Monitoring Survey
 Biological Monitoring
 Min-market tests
Q1
Q2
Year 2009
Q3
Q4
Q1
Q2
Q3
Q4
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References and Acknowledgments
1.
2.
3.
4.
5.
6.
7.
8.
Biodiversity of Serena Island; J. Biological Science; A. Martin. 2005
Margoluis, Richard A.; and Niklaus Salafsky [1998] Measures of Success, Island Press, Washington DC.
An island under threat; B. Jenks; 2001 96pp Searon Press
Andrea’s Unique Quail Dove; Alan Jackson. Article in Birdlife, 1998
Forestry Dept. Management Plan (Serena Island), 2001
Forest & Wildlife Protection Act, Andrea. 1978
Proposal to declare Serena Island a National Park (FD, memo)
Miradi Software: Courtesy of Conservation Measures Partnership
The author of this Project Plan would like to acknowledge the assistance given by Jo Smith (Chief Forest Officer) and Susan Dikins (Chief Education
Officer), Forestry & Wildlife Department, as well as all the various stakeholders who participated in the drafting of this document. The Forestry
Department acknowledges the generous assistance provided by the U.S. Fish & Wildlife Service and Rare who are the principal sponsors of this
project, as well as Jeremy Blanchore of the Silver Springs Hotel who donated refreshments for the stakeholder meeting. Finally, the Department
must acknowledge the generosity of the Stallman Foundation that has pledged more than A$200,000 to support Rodent Eradication
International’s work in eradicating Ship Rats from Serena. It is the writer’s sincere hope that the campaign outlined here will not only garner
ministerial approval for this eradication program, but will also prevent rodent reinvasion once the removal of commensal rodents occurs.
This plan has been read and approved by Jo Smith, Chief Forest Officer, Andrea Forestry & Wildlife Department
May 2008
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Appendices
FULL APPENDICES CAN BE FOUND ON RAREPLANET.ORG
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