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Turtle Workshops

2010       Social Marketing and Chelonian Sustainability Workshop

2008       Turtle Stewardship and Management Workshop

2007       Roads and Ecopassages Forum

2010 Social Marketing and Chelonian Sustainability Workshop.
Agenda and Presentations


March 22nd
CLOSED MEETING
10am-5pm
Ontario Multi Species Turtle at Risk Recovery Team Meeting
OMSTARRT Members Only
Toronto Zoo Boardroom
Administrative Building
361A Old Finch Ave
Scarborough, Ontario


March 23rd and 24th
Social Marketing and Chelonian Sustainability Workshop:
Changing Minds to Change the Fate of Turtles


WORKSHOP AGENDA

DAY 1: Tuesday, March 23rd
8am-9pm
8:00-8:45 Registration and beverages (Education Auditorium, Front Entrance)
8:45-9:00 Opening remarks

Session 1:

Natural history: Setting the framework for conservation
9:00-10:00 Justin Congdon
How to explain the differences between short-lived chickens and long-lived Blanding's turtles to those that need to know
Senior Research Ecologist/Professor Emeritus
University of Georgia Savannah River Ecology Lab ABSTRACT
Justin D. Congdon, Savannah River Ecology Laboratory, Drawer E, Aiken, South Carolina, USA, and Institute of Ecology, University of Georgia, Athens, GA.

Compared to most organisms, turtles are all long-lived. The life histories of chicken and Blanding's turtles are both suites of co-evolved trait values that in combination result in average age-specific survivorships (lx) and fecundities (mx) that allow long-term population persistence. However, very few chicken turtles will live to reach the age at which the youngest Blanding's turtle will reach maturity. The large difference in maximum longevities of chicken and Blanding's turtles (< 25 yr vs. > 75 yr, respectively), provides an opportunity to explore the relative impact of values of different traits (e.g., age at maturity, fecundity, reproductive frequency, and age specific survivorships) have on population dynamics, constraints, and stability. And in extension, results of such comparisons should demonstrate how among species variation in life histories can result in different conservation problems.
10:00-10:15 James Paterson
Blanding's Turtle hatchling survivorship and spatial ecology
Department of Biology
Laurentian University
ABSTRACT
James Paterson(1), Brad Steinberg(2), Jacqueline Litzgus(1)
(1) Department of Biology, Laurentian University, Sudbury, ON, P3E 2C6,
(2) Algonquin Park, PO Box 219, Whitney, ON, K0J 2M

Management plans should incorporate vital statistics and habitat requirements for all life stages. However, until recently, technological limitations and the cryptic nature of hatchling turtles have presented limitations on our understanding of juvenile ecology. We monitored the survivorship and movements of 24 hatchling Blanding's Turtles (Emydoidea blandingii) using radio telemetry during the fall of 2009 as part of a one-year telemetry study of hatchling turtles in Algonquin Park. Turtles were caught emerging from nests in the fall, outfitted with radio-transmitters, and tracked every 1-3 days from September to October 15, at which time all turtles were at over wintering sites. The mortality rate was high, with only 33% of individuals surviving the autumn. Major sources of mortality include predation (24%) and road mortality (5%). A large number of individuals (40%) were also lost due to either radio malfunction or predators destroy ing the transmitter. Hatchlings made relatively large terrestrial movements to reach aquatic habitats, but some remained in upland habitats adjacent to their nests. In addition, the eight hatchlings that survived the autumn chose overwintering sites that may expose them to anoxic conditions and sub-freezing temperatures. Differences in habitat use between adult and hatchling life stages have huge implications for management strategies for this at-risk species. Finally, understanding the basic ecology of hatchling turtles represents one of the last links in a basic understanding of the natural history of turtles in Ontario.
10:15-10:30 Katherine Yagi
The effect of flooding on the spatial ecology of Spotted Turtles
Department of Biology
Laurentian University
ABSTRACT
Katharine Yagi, Jacqueline Litzgus
Department of Biology, Laurentian University

Sudden changes in habitat may have negative consequences for species at risk whose natural history is dependent upon specific seasonal conditions. Spotted turtles (Clemmys guttata) are listed as endangered in Ontario; their declines have been attributed to habitat loss, pollution, and collection for the pet trade. Spotted turtles are found in many different habitat types, including swamps, bogs, fens and marshes. An extracted peat land located near Port Colborne, Ontario was mined for its peat from the 1930s to the late 1990s. During this time drainage ditches were placed within the site, effectively removing most standing water, thus becoming the main source of water in the bog. The extracted area was purchased by the OMNR (Ontario Ministry of Natural Resources), Nature Conservancy of Canada, and Niagara Peninsula Conservation Authority in 1997, at which time radio telemetry studies on resident species at risk were initiated. In 2005, b eavers re-established in the site and caused significant flooding to the dry extracted interior. The purpose of this project is to determine the effect of flooding on the spatial ecology of spotted turtles in the bog. Using radio telemetry, 19 turtles were tracked throughout their active season to determine daily movements, home ranges, and habitat selection during the flooded conditions. These data will be compared to data from before flooding, collected by OMNR. Understanding the response of spotted turtles to a sudden change in habitat will help biologists determine the best long-term course of action to take to maintain populations.
10:30-10:45 Break (Snacks)

Session 2:

It’s a long way up the mountain: Understanding some of the major challenges and constraints to species at risk conservation in Ontario
10:45-11:45 Ron Brooks
How and why the SNTU got listed by COSEWIC: Should SAR emphasize “common” over “rare” species and refocus our marketing narrative?
University of Guelph
ABSTRACT
PRESENTATION
Ron Brooks
Professor Emeritus, University of Guelph

From Assessment to Recovery, the focus of SAR activities is on species that are uncommon, have restricted distributions and are declining. The listing of the SNTU by COSEWIC was disturbing to some, because the species is not rare and is still widespread, and although snappers are declining, the decline is not quantified or documented and is rarely acknowledged. In these attributes, snapping turtles are similar to many listed marine fishes (e.g., northern cod), the butternut and some birds. Unlike these other species, the snapper is not yet a valued or charismatic species and lacks “quantitative” data on abundance. How then did it get listed? The short answer lies in good narrative. The long answer is more difficult and is the topic of this conference. In essence, the facts pointing to SNTU being at risk are overwhelming, but the vernacular perception of imperturbable abundance is emotionally powerful. I will argue that one needs to market a good story for the former to overpower the latter. I address two facets then of “weeds” at risk. First, how does one deal with the conflict between at risk deniers and the scientific data, especially when many deniers are stakeholders who benefit from denial? Secondly, and more importantly, are there facts showing that protection of widespread, common species is as important or even more important than saving rare, ecologically restricted species? The common snapping turtle is a poster example. It infests every muck hole, pond and lake in southeast Canada, it is not “tracked” by CDC’s, and, despite a COSEWIC and COSSARO listing, it is still hunted, harvested and persecuted and lacks even the right of a Recovery Strategy. Many “Special Concern” species face similar lack of concern, special or otherwise. Is the philosophy to wait until they are decimated before paying attention, to ignore areas where the snapper is still “common” and “healthy” and to be concerned only with DUs that are “in trouble”? A wide-ranging discussion will ensue with many daggers launched.

Biography
Ron obtained his BSc and MSc at the University of Toronto. His MSc thesis was on information content and individual recognition by song in White-throated Sparrows. He received a PhD in ecology and ethology at the University of Illinois with a thesis on ecology and acoustic communication in Richardson’s Collared Lemming. Since those halcyon days he has worked at the University of Guelph, retiring in 2006 and serving as Prof. Emeritus since then. Ron has published over 100 papers in peer reviewed journals, more than 250 reports for various organizations and ~ 20 book books and chapters in books. He has advised ~ 75 graduate students. His research has focused on the ecology, behaviour and conservation of a diversity of animal taxa, including birds, mammals, frogs, toads, salamanders, arachnids, insects, fish, turtles, lizards and snakes. For the past 15 years he has been co-chair of Amphibians and Reptiles on COSEWIC. He is also a member of COSSARO, a board member of CARCNET and former president of the CAH
11:45-12:15 Justina Ray
Implementation of the new ESA in Ontario: a gold standard?
Wildlife Conservation Society
ABSTRACT
PRESENTATION
Justina Ray
Wildlife Conservation Society Canada

The passage of the Ontario ESA in 2007 received many accolades and is widely regarded as one of the strongest Acts of its kind in North America. Coming into effect in mid-2008, the ESA replaced a badly outdated act in Ontario from 1971. Designed as a regulatory, rather than enabling piece of legislation, the formulation of this law was able to take advantage of lessons learned from existing legislation elsewhere in Canada, and 35 years of history of the US Endangered Species Act to directly confront challenges related to scientific listing, habitat protection, and stewardship. Almost two years later, the challenges and constraints facing implementation of this law in the manner it was designed are becoming increasingly apparent. This presentation will explore some examples of such implementation realities, focusing on the listing of species, the formulation of species-specific habitat regulations, and the role of science.
12:15-12:30 Question/Discussion Period
12:30-1:30 Lunch (Assorted pizza)

Session 3:

Dealing with threats: Threats to Ontario's turtles and approaches to mitigation.
1:30-1:50 Marie-Andree Carriere
Recreational power boating causes a significant threat to Northern Map Turtles
Ontario Ministry of Natural Resources
ABSTRACT
Marie-Andrée Carrière, Grégory Bulté and Gabriel Blouin-Demers
Department of Biology, University of Ottawa, 30 Marie-Curie, Ottawa, ON, K1N 6N5, Canada

Recreational power boating is known to have lethal and sub-lethal effects on aquatic wildlife. Freshwater turtles may be particularly sensitive to this activity because they regularly come to the surface to breathe and will often bask while floating at the surface of the water. Power boating is rapidly growing in popularity in North America and therefore a careful examination of its impact on freshwater turtles is needed to help us understand the scope of this threat. We examined patterns of traumatic injuries inflicted by powerboat propellers to northern map turtles (Graptemys geographica) in the St. Lawrence River and Lake Opinicon in Ontario, Canada. The relative vulnerability of turtles was assessed, in light of seasonal patterns in boat traffic, as a function of sex- and age-specific movement patterns, habitat use, and basking behaviour obtained by radio-telemetry. Using population viability analyses (PVA) we evaluated the potential demographic consequences of mortality induced by powerboats. The occurrence of propeller injuries was two to nine times higher in adult females compared to adult males and juvenile females. Adult females appear to be more exposed to collisions with boats due to their movement patterns, difference in habitat use and aquatic basking behaviour. The PVA indicated that a boat induced mortality rate greater than 10% (which corresponds to one adult female being killed by a boat every 3 years) could lead to rapid population extinction. Recreational power boating is a serious threat to northern map turtles, even under moderate boat traffic. Conservation measures such as restricting speed or prohibiting power boating in important turtle habitats could reduce injuries and mortality caused by boating and promote population persistence.
1:50-2:10 Jolene Laverty
Impacts of water-based recreation on turtles in an Ontario provincial park
Department of Biology
Laurentian University
ABSTRACT
Jolene Laverty(1), Burke Korol(2), and Jacqueline D. Litzgus(1)
1 Department of Biology, Laurentian University, Sudbury, ON, P3E 2C6
2 Ontario Parks, 451 Arrowhead Park Road, Huntsville, ON, P1H 2J4

Ontario has approximately 250,000 lakes and is home to the highest number of freshwater turtle species in Canada. Several studies have been done on land-based threats to turtles, but fewer studies have been done on water-based impacts. Human activities on Ontario's waterways are increasing, and may negatively effect turtle populations. Shoreline development, boat collisions, and subsidized predators are some causes of adult turtle mortality along waterways. Our research on Georgian Bay in The Massasauga Provincial Park provides information about the population ecology and spatial ecology of turtles in response to water-based recreational activities. Data were collected over two years from three replicates of each of two site treatments: impacted bays (high human activity) and non-impacted bays (low human activity). Mark-recapture and visual surveys were used to determine the abundance, diversity, and sex ratios of turtle populations at each site. Radio telemetry and Ge ographical Information Systems (GIS) were used to estimate home range sizes and average daily movements of Stinkpots (Sternotherus odoratus) in impacted and non-impacted sites. Preliminary analyses provide information on Stinkpot home range size and movements in the park; future analyses will examine what influence human recreation is having on turtle mobility movements. We observed relatively high adult mortality with a higher mortality in impacted sites. Our study provides new natural history data about Stinkpots, increases knowledge about the impact of water-based recreational activities on turtles, and will thus assist in park management planning.
2:10-2:30 Christina Davy
Marks of success, marks of failure
Department of Ecology and Evolutionary Biology
University of Toronto
ABSTRACT
PRESENTATION
Christina M. Davy1 and Alistair Mackenzie2

1Dept. of Ecology and Evolutionary Biology, University of Toronto
Royal Ontario Museum, 100 Queens Park, Toronto, ON M5S 2C6
2Pinery Provincial Park, RR 2, Grand Bend, ON N0M 1T0

Ex situ incubation and hatching of turtle eggs in order to mitigate nest predation is a potentially powerful tool for turtle conservation. Although there is controversy about the wisdom and efficacy of this and other "head-starting" methods, they can be effective when well-designed and carefully managed. Consistent evaluation of the success of such programs is of the utmost importance. Ongoing evaluation allows researchers to adjust their methods to maximize success, and to quickly address any shortcomings as they are identified. In less fortunate cases, where a project is not having the desired effect, ongoing evaluation allows researchers to minimize the waste of resources. However, post-release monitoring can be complicated by the small size of most turtle hatchlings, which makes them difficult to permanently and safely mark. We review the pros and cons of various commonly used marking techniques for hatchling turtles, and we introduce two new techniques (i.e. new to turtles): 1) Visible Implant Elastomer, and 2) Decimal Coded Wire Tags. Both techniques are non-harmful to hatchlings. We discuss their applications, potential benefits, and potential concerns regarding their use. Our aim is to encourage marking of hatchlings in "head-start" programs, and to suggest new options for programs which may be looking for alternatives to their current marking methods.
2:30-2:40 Question/Discussion Period
2:40-2:55 Break
2:55-3:15 Mandy Karch
Raising awareness about road ecology to improve turtle management in Ontario
Ontario Road Ecology Group
ABSTRACT
PRESENTATION
Raising awareness about road ecology to improve turtle management in Ontario

Mandy Karch and David Ireland, Ontario Road Ecology Group, Toronto Zoo

A major and in some cases dominant threat to the persistence of Ontario turtle populations is the extensive road network. All Species at Risk turtle recovery teams identify the threats of roads and vehicle collisions as requiring mitigation and research attention. The Ontario Road Ecology Group (OREG) formed in early 2008 following two international symposia (2007 and 2008) about the threats of roads to wildlife (including all 8 Ontario turtle species) held at the Toronto Zoo. Increasing awareness about the science of road ecology and demonstrating the benefits of incorporating road ecology research into turtle management plans is a major objective of the OREG.

Outreach and education is necessary to raise awareness and create a cultural shift where mitigation implementation and best management practices become standards in road development. We will discuss strategies for engaging the public and government sectors through a range of methods including web-based citizen science reporting and on-the-ground data collection, participation at Public Information Centres sponsored by provincial road planners and the use of print-based “stewardship guides” or “resource manuals” as outreach tools. The latter will be the focus of the discussion, and a draft of ‘A Guide to Road Ecology in Ontario’ will be presented. A desired outcome from this Social Marketing meeting will be a critical and open discussion on strategies for engaging the public about road ecology.
3:15-3:35 Glenn Johnson
Can turtle crossing signs be an effective tool in reducing mortality of Blanding's Turtles
Department of Biology
State University of New York at Potsdam
ABSTRACT
PRESENTATION
Glenn Johnson, James Flaherty, Abbie Rupp and Angelena Ross
SUNY Potsdam and NYS Department of Environmental Conservation

Blanding's turtles, a Threatened Species in New York State, are notorious for suffering high levels of road mortality caused by terrestrial migrations to breeding, wintering or summering habitat. Loss of just a few adult female Blanding's turtles from a local population can have huge negative impacts on population viability. Mitigation measures designed to reduce the impact of roads on wildlife populations, such as barriers and ecopassages over or under roads, are very expensive. Warning signs designed to alter driver behavior by reducing speed or increasing awareness may be effective to reduce mortality. Here we present data on hotspots of Blanding's turtle road mortality in northern New York detected over the period 2003-2008 and results of comparisons of mortality rates, average driving speed and traffic volume before and after installation of turtle crossing signs at 10 areas of concern.
3:35-3:55 Fred Schueler
Evaluating traditional ecological knowledge and a priori landscape models of the threat of road mortality for turtles in Southeastern Ontario
ABSTRACT
PRESENTATION
Frederick W. Schueler and Kari Gunson

Evaluating 'traditional ecological knowledge' and a priori landscape models of the threat of road mortality for Turtles in southeastern Ontario. Frederick W. Schueler1 and Kari Gunson2 1 Research Curator, Bishops Mills Natural History Centre, 30 Main Street, Bishops Mills, Ontario, K0G 1T0 2 Geospatial Road Ecologist, Eco-Kare International, P.O. Box 51522, Toronto, Ontario, M4E 1C0 We use 20 years of on-road encounter data for Turtles in combination with two landscape-based models in south-eastern Ontario to seek seasonal and secular patterns of vulnerability to road mortality. The two models are 1) A GIS-based road-kill predictive model constructed by mapping wetland and forest habitat using the southern Ontario land classification system, 2) A GIS-based habitat model constructed by mapping the habitat characteristics surrounding roads marked by Turtle Crossing signs in the South Nation River drainage basin in eastern Ontario (these signs erected on the basis of unquantified traditions of hotspots of Turtle mortality). We compare values of these models at the location of on-road observations of Turtles by the Schueler household from 1990-2009, with values of the models at random points along the same road, in order to both compare the models, and to find species and seasonal movements which the models don't adequately predict. This modeling and ongoing analyses are required steps towards achieving a landscape-level strategy to alleviate the threat of road mortality of these "at risk" Turtle species.
3:55-4:10Discussion Period
4:10-4:15Ottawa Update (5 mins)
PRESENTATION

Session 4:

Promoting the "coolness of conservation": Engaging people in turtle stewardship
4:15-4:45 Joe Starinchak
Advancing blended value and unleashing America’s entrepreneurs - Defining government roles to affect change and position biodiversity conservation as part of the emerging global sustainability paradigm
4:45-5:00 Question/Discussion Period
Evening Agenda
5:00-6:00 Guests free to tour zoo
6:00-7:00 Social hour (Atrium)
7:00-7:45 Dinner in Zoo Atrium (steak and vegetarian options available)
7:45-8:45 Keynote Speaker: Kathleen Martin, Canadian Sea Turtle Network
8:45 Day end
_____________________________________________________
DAY 2: Wednesday, March 24th
8am-4:30pm
8:00-8:20 Registration, beverages (Education auditorium, front entrance)
8:20-8:30 Opening remarks

Session 4 Cont’d:

Promoting the “coolness of conservation”: Engaging people in turtle stewardship and conservation
8:30-9:00 Scott Gillingwater
Stuck Between a Shell and a Hard Place: A multi-disciplinary Approach to Turtle Conservation in Southwestern Ontario

Session 5:

ideas for a new world: Establishing new approaches to marketing for Canada’s turtles
Session Coordinator: Bob Johnson
9:00-9:30 Chris Bellemore
Recovery of freshwater turtle populations in the Thousand Islands Region through community engagement
St.Lawrence Islands National Park
ABSTRACT
PRESENTATION
Chris Bellemore
St.Lawrence Islands National Park

Communities often expect government agencies to provide education, influence non-conforming audiences, supply funding and impose protection measures. There is an assumption that governments and NGOs will lead initiatives and do all of the work on the landowners' behalf. In other words, the issues are our problems and not theirs. As government employees, we often make decisions regarding how and what we communicate with the public based on our own values systems. When working with private landowners around issues such as the recovery of turtles, we need to be able to demonstrate to the public the value of a community approach to recovery, be dedicated to implementing such an approach and, ultimately, be willing to share decision-making responsibilities. This presentation will look at the successes and challenges of planning and implementing community-based turtle recovery initiatives and related projects in the Thousand Islands region.
9:30-10:00 Duncan Smith
Stewardship in the Southwest Nova Biosphere Reserve: The chance to leave your mark on conservation
Kejimkujik National Park
ABSTRACT / BIOGRAPHY
Abstract
Duncan Smith
Kejimkujik National Park and National Historic Site

When thinking about recovering species at risk or getting people excited about conservation issues, one starts to see solutions in words like ‘science’, ‘research’ and ‘stewardship’, and more recently in words like ‘marketing’ and even ‘branding’. These are all very useful tools that exist, but they need to be used with the right approach. In Kejimkujik and Southwest Nova Scotia, we have been growing a program with a grass roots approach, with the philosophy that science, research and stewardship are complimentary, even synonymous. Even more recently we have been experimenting with the power of marketing and branding. The program is built around citizen involvement, with a large focus on species at risk, including Blanding’s Turtles, Eastern Ribbonsnakes, Piping Plover and Monarch Butterfly. The strength of the program is the combination of researchers, volunteers, landowners and staff working towards species recovery – real contributions. Through partnerships we facilitate engagement of park visitors and local communities in the area and in the last three years, our volunteers have contributed more than 10,000 hours of their time annually. Building on the successes, we are currently experimenting with marketing, brand power and experiential tourism, to grow the program and target new audiences.

Our stewardship program directly involves volunteers in conservation activities, fostering a culture of conservation. We are developing advocates for environmental conservation through real, authentic, meaningful citizen involvement, where volunteers leave their mark on conservation and recovery.

Biography
Duncan is Stewardship Biologist, working out of Kejimkujik National Park and National Historic Site, where he is helping spear-head a stewardship movement. He often says that Stewardship is simply another way of saying “the balance between real science and education”, as his background is in both science (MSc Acadia University) and communications (Parks Canada Interpretation).
10:00-10:20 Heather Reed
Insight vs. Assumption: How social science and social marketing can change the future of conservation
Kejimkujik National Park/Acadia University
ABSTRACT
PRESENTATION
ABSTRACT Heather Reed
Parks Canada/Acadia University

Social marketing can be a powerful tool to engage the public in stewardship initiatives and to influence conservation decision-making, but only if used effectively. Social science is the necessary first step to designing an effective social marketing campaign for enduring conservation with measurable outcomes. It provides insights, where otherwise assumptions may lead one astray. As an example, a survey conducted to gain insight into driver behaviour and turtle road mortality will be reviewed. This study demonstrates that people may not be thinking what you think they are! Additionally, the outline of a future project will be discussed. The concept is to build a stewardship framework using social science and social marketing, to assist with the recovery of multiple species at risk, including the Snapping and Blanding's turtles.
10:20-10:30 Discussion/Question Period
10:30-10:45 Break (Snacks)

Session 6:

The end of the brochure era?: Effective messaging and communication
10:45-11:15 James Baxter-Gilbert
Using science communication techniques to engage the public
ABSTRACT
PRESENTATION
James Baxter-Gilbert
Department of Science and Communication, Laurentian University,
935 Ramsey Lake Road, Sudbury, Ontario
Science North, 100 Ramsey Lake Road, Sudbury, Ontario


A major problem facing stewardship programs is public engagement. No matter the strength of the science behind the need for turtle conservation, the ability to communicate this information effectively to the general, and at times apathetic, public is difficult. Including the "human dimension" in conservation biology and stewardship programs is challenging and often requires a multidisciplinary approach. The goal of stewardship programs should be to not only understand the science behind turtle conservation, but also the social science behind motivating people to support your cause. This talk will address science communication techniques that will aid in creating public support and assembly of a communication plan for your organization. Techniques to be covered will include motivation methods, rhetorical devices, identifying audience characteristics, and use of narratives. The public must know that everyone has a role in this issue, and t hat scientists cannot solve the problem alone.
11:15-11:30 Jamie Richards
Alien Concepts
ABSTRACT
Videogames are arguably the most important and relevant entertainment medium in the world today. About two-thirds of Canada and the US plays videogames. One in four people over the age of 50 play videogames, a proportion that increases steadily with decreasing age. Videogames are thus an ideal or even essential vehicle for spreading information among the most active groups in society. However, organizations that aim to inform their target audience using, for example, online videogames, can run the risk of being badly out of touch with what the modern gamer expects. Ignoring the attributes of modern videogames, and consequently underestimating the sophistication even of child gamers, will lead an institution to create not an edu-game but instead what is known in popular culture as an “edu-lame,” a label whose connotations no organization can benefit from. How can institutions create educational videogames that communicate their message effectively without draining budgets or insulting their audience?
11:30-11:40 Discussion Period
11:40-12:30 Lunch (Assorted wraps and sandwiches)

Session 7:

Rolling out a campaign: Case studies of Community-Based Social Marketing projects and a practicum related to starting a program.
12:30-1:00 Hélène St. Jacques
A case study approach to understanding the effectiveness of Community-Based Social Marketing programs
ABSTRACT / BIOGRAPHY
PRESENTATION
Hélène St. Jacques
INFORMA Market Research Co. Ltd.

Biography
Hélène began her career in marketing and communication research working in the context of major advertising agencies in Canada and Australia, after completing her B.A. at University of Waterloo. Within four years Hélène became Director of Research at J. Walter Thompson in Sydney Australia, managing client assignments for the company`s four offices in Australia and New Zealand. Fortuitously, Hélène`s career in communication research evolved in the direction of social marketing, or `government advertising` as it was called at that point, when she became Research Director at Foster Advertising. In 1979 Hélène started her own consulting firm, Informa Market Research Co. Ltd. The goal was to focus on the practice of social marketing and communication research and to provide expert service to both public and private sector organizations, regardless of size. Informa`s approach provided Hélène with the desired opportunity to pursue leading edge social justice, health, and environmental policy, program and public education initiatives.
1:00-1:30 Erin Nadeau
The application of Community-Based Social Marketing to the issue of Ontario turtle conservation
Adopt-A-Pond Programme, Toronto Zoo
ABSTRACT / BIOGRAPHY
PRESENTATION
The application of Community-Based Social Marketing to the issue of Ontario turtle conservation

Conservation as a field has long been challenged by the difficulty of communicating the importance of the natural world in a way that engages and elicits change from individuals. Despite the success of scientists in making profound and interesting discoveries about turtles, much of the information learned is rarely communicated to the public in a way that triggers behaviour change and encourages the adoption of a conservation ethic. Through research, the Ontario Multi Species Turtle at Risk Recovery Team (OMSTARRT) has identified a number of key, scientifically based messages about turtles (e.g. long-lived, slow to mature) and their primary threats (e.g., habitat loss, road mortality) that must now be integrated into communication and marketing plans. Through the process of Community-Based Social Marketing (CBSM) public input can be used to guide these plans. At present, the Adopt-A-Pond Wetland Conservation program is utilizing the concepts and tools of CBSM to provide direction to future conservation initiatives. Through the use of expert probability-impact analysis, focus groups with target audiences, and surveys it will be possible for Adopt-A-Pond to market conservation in such a way that positive behaviour changes will be adopted that not only benefit turtle Species at Risk but are also viewed as advantageous for the individual.
1:30-1:40 Discussion Period
1:40-1:50 Break (Snacks)

Session 8:

Rolling out a campaign: The theory of Community-Based Social Marketing and a practicum related to starting your own program
Session Coordinator: Erin Nadeau
1:50-4:20 Hélène Gaulin
Applying Community-Based Social Marketing to SAR conservation
PRESENTATION
4:20-4:30 Closing remarks, feedback
4:30 Day end