Jan Aceti Brookline November 28, 2009

As one of the individuals with responsibility for preparing cases for the case study section of the Fostering Sustainable Behavior website, I'm pleased to inform you that a new case, "The Check, Clean, Dry Campaign" is now available. A summary of the case follows, as well as a link to the full case study.

The Check, Clean and Dry campaign was created in 2005 to slow the spread of didymo in New Zealands waterways. Didymo is an invasive microscopic algae that can form massive blooms on the bottom of streams, rivers and lakes, turning sparkling waterways into ugly, murky soups. It impacts organisms that require the waterways to eat, breed and shelter. It also poses a severe threat to New Zealands way of life and tourism economy, to which world class water-based recreation and sport swimming, fishing, boating, canoeing and kayaking are central.

The Check, Clean and Dry campaign asks waterway users to check, clean and dry equipment and clothing when moving between waterways. New Zealands Ministry of Agriculture and Foresty BioSecurity group (MAFBNZ) designed a campaign that combines the use of credible messengers, social norms and the media to target different types of waterway users in ways most likely to reach them. MAFBNZ has also taken steps to make the check, clean and dry behavior more convenient for waterway users. Research conducted in 2009 concluded that the Check, Clean, Dry campaign has been successful in changing the attitudes and behaviours of New Zealands fresh waterway users.

Access the full case study at the following link: http://www.cbsm.com/cases/the+check+clean+dry+campaign_171

JanĀ Aceti
Aceti Associates
United States