EVALUATION OF THE EASTERN MASSASAUGA RATTLESNAKE PUBLIC EDUCATION AND OUTREACH PROGRAM IN THE BRUCE PENINSULA AND EASTERN GEORGIAN BAY REGION

Transcription

1 EVALUATION OF THE EASTERN MASSASAUGA RATTLESNAKE PUBLIC EDUCATION AND OUTREACH PROGRAM IN THE BRUCE PENINSULA AND EASTERN GEORGIAN BAY REGION FINAL REPORT October 25, 2004 Contact: Martha McGuire 672 Dupont St., Suite 400 Toronto, Ontario M6G 1Z6 Telephone: Fax:

2 EVALUATION OF THE EASTERN MASSASAUGA RATTLESNAKE PUBLIC EDUCATION AND OUTREACH PROGRAM IN THE BRUCE PENINSULA AND EASTERN GEORGIAN BAY REGION EXECUTIVE SUMMARY Parks Canada engaged Cathexis Consulting to conduct an evaluation of the Public Education and Outreach Program of the Recovery Strategy for the Eastern Massasauga Rattlesnake (EMR). The primary purpose of this evaluation is to assess the effectiveness of the public education and outreach process to date, and to establish a foundation for conducting an impact assessment at a future point. The objectives of this evaluation are to: 1. Create a baseline of the current level of knowledge about the Eastern Massasauga Rattlesnake among permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas; 2. Create a baseline of current attitudes towards the Eastern Massasauga Rattlesnake among permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas; 3. Determine which education and communication methods have been most effective in informing permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas about the Eastern Massasauga Rattlesnake. 4. Develop a framework for conducting an impact assessment to evaluate the success at changing behaviours. The program has a number of components located at the Toronto Zoo, the Ojibway Prairie Complex in Windsor, the Wainfleet Bog near Port Colborne, the Bruce Peninsula National Park, and eastern Georgian Bay. This evaluation focuses on the Bruce Peninsula National Park and eastern Georgian Bay. Overview of Findings Information was gathered from a number of sources including interviews with staff involved in delivering the education and outreach program, a survey of the residents in the two areas, a review of newspaper articles for the past four years, and a number of documents including an opinion survey and education materials. The following findings emerged: A significant percentage of the population is being provided with information that is accurate and provides useful information. There is a range of information which is appropriate for different audiences: o The articles in newsletters provide interesting information that is current to the situation; o The posters (large and small) are attractive and appreciated by many of those who receive them. A number of residents commented about having the poster on a wall in their home Massasauga Rattlesnake Recovery Evaluation Final Report Executive Summary i Cathexis Consulting Inc. October 25, 2004

3 and seeing it in the homes of others. This information resource helps to maintain the profile of the EMR o The brochures provide quick information in a format that people can take with them. The Massasauga brochure provides more in-depth information than do the brochures from the GGRAP. On the other hand, the GGRAP brochures put the EMR in a broader ecological context. None of the brochures emphasize stewardship and preservation of the natural habitat; o The Stewardship Guide is attractive and informative. It is the one information source that addresses stewardship and the importance of preserving the natural habitat. The Recovery Team has been very successful in reaching the residents and in conveying the message of importance of preservation. The Recovery Team has provided a number of consistent messages: o EMRs are shy timid animals; o EMRs are not dangerous if properly respected; o The dangers associated with EMRs can be readily addressed through appropriate clothing and behaviour o EMRs should not be killed o EMRs should not be moved long distances o Residents should strive to preserve the natural habitat of EMRs Discussions with the Steering Committee indicates that loss of habitat is the single greatest danger to EMRs whether through building of roads, creating groomed lawns or building on the land. While the information provided is excellent as far as it goes, it does not emphasize this aspect sufficiently. The messages in the Stewardship Guide need to be re-enforced in the brochures, newsletters and on posters. The message that it is illegal to kill EMRs also has not been emphasized until this past summer. Once a person was charged, the newspapers carried a number of articles that were quite positive about EMRs and emphasized the $250,000 fine and potential time in jail. This is a message that is important to those who entrenched in their perceptions of the EMR as a dangerous creature. There is not strong evidence that links the public education and outreach activities to that change. However, the Recovery Team is the primary source for developing new information through research and disseminating that information through the public education strategy. While residents may not attribute the change in knowledge, attitudes and behaviours to the work of the Recovery Team, there is no other impetus for change in the area. It is highly likely that it is the work of the Recovery Team that has resulted in the positive changes that have occurred. The Recovery Team has achieved many of its objectives in relation to the residents of the area. They now need to focus on parts of the population that are more challenging. And they may need to use different tactics. While the brochures and posters are giving an important message, they are soft on two key points: Massasauga Rattlesnake Recovery Evaluation Final Report Executive Summary ii Cathexis Consulting Inc. October 25, 2004

4 o It is illegal to destroy EMRs and can get you a fine and/or jail o Development is the greatest destroyer of EMRs and many other parts of our eco-system. It must be done responsibly. Recommendations 1. That the Recovery Team develop a formal public education and outreach plan that establishes a three-pronged approach integrating the public education and outreach strategy with advocacy and enforcement. 2. That the advocacy efforts be aimed at decreasing the habitat loss rate by educating those involved in the development process including developers, land use planners, elected officials and other appropriate government officials. 3. That the enforcement efforts are highlighted in the education and outreach activities in order to provide a message that will reach the residents who fear and want to kill rattlesnakes. 4. That the Recovery Team establish a media strategy that supports provision of a consistent message to the media, encourages articles about EMRs and other threatened species and educates the media. 5. That the Recovery Team establish a monitoring system that includes continuing to track activities, a periodic survey to assess changes in knowledge, attitudes and behaviours, preand post- tests for all formal education events, an annual media review, tracking EMRs if possible and tracking habitat. Massasauga Rattlesnake Recovery Evaluation Final Report Executive Summary iii Cathexis Consulting Inc. October 25, 2004

5 EVALUATION OF THE EASTERN MASSASAUGA RATTLESNAKE PUBLIC EDUCATION AND OUTREACH PROGRAM IN THE BRUCE PENINSULA AND EASTERN GEORGIAN BAY REGION FINAL REPORT TABLE OF CONTENTS I. INTRODUCTION Background Evaluation Approach and Methodology... 4 II. SUMMARY OF FINDINGS Summary of Interview Findings Summary of Findings from Documents Summary of Findings from Education Materials Summary of Media Review Findings Summary of Survey Findings III. INTERPRETATION OF THE FINDINGS Reaching the Appropriate Audience with Appropriate Information Consistency of Messages Differences in Knowledge, Attitudes and Behaviours Implications for the Future IV. MOVING TOWARDS AN ONGOING MONITORING SYSTEM V. RECOMMENDATIONS Appendix A: Evaluation Methodology Appendix B: Logic Model Appendix C: Performance Measurement Framework Appendix D: Detailed Interview Summary Appendix E: Detailed Newspaper Summary Appendix F: Detailed Survey Response Summary Appendix G: Evidence Matrix Massasauga Rattlesnake Recovery Evaluation Final Report i Cathexis Consulting Inc. October 25, 2004

6 I. INTRODUCTION EVALUATION OF THE EASTERN MASSASAUGA RATTLESNAKE PUBLIC EDUCATION AND OUTREACH PROGRAM IN THE BRUCE PENINSULA AND EASTERN GEORGIAN BAY REGION Parks Canada engaged Cathexis Consulting to conduct an evaluation of the Public Education and Outreach Program of the Recovery Strategy for the Eastern Massasauga Rattlesnake (EMR). The primary purpose of this evaluation is to assess the effectiveness of the public education and outreach process to date, and to establish a foundation for conducting an impact assessment at a future point. The objectives of this evaluation are to: 1. Create a baseline of the current level of knowledge about the Eastern Massasauga Rattlesnake among permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas; 2. Create a baseline of current attitudes towards the Eastern Massasauga Rattlesnake among permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas; 3. Determine which education and communication methods have been most effective in informing permanent and seasonal landowners in the Georgian Bay and Bruce Peninsula areas about the Eastern Massasauga Rattlesnake. 4. Develop a framework for conducting an impact assessment to evaluate the success at changing behaviours. This report provides background to this evaluation, an overview of the methodology, a summary of findings regarding the knowledge, attitudes and behaviours about the Eastern Massasauga Rattlesnake (EMR) in order to establish a baseline, provides information about the effectiveness of the communication methods thus far and provides a framework for conducting an impact assessment to evaluate the success at changing behaviours. 1.1 Background The Public Education and Outreach Program is one element of a National Recovery Plan for the Eastern Massasauga Rattlesnake which is intended to achieve viable populations of Massasaugas in tallgrass (Ojibway Prairie, Windsor) and peatland ecosystems (Wainfleet Bog, Port Colbourne)and retain the current distribution, structure and connectivity among the local subpopulations in the Bruce Peninsula and Eastern Georgian Bay areas. Accompanying strategies include: scientific research; monitoring and management; shelter areas network; communications and coordination; Ojibway Ecosystem Restoration; and Wainfleet Ecosystem Restoration. Massasauga Rattlesnake Recovery Evaluation Final Report 1 Cathexis Consulting Inc. October 25, 2004

7 Focus of the Public Education and Communication Strategy From its inception, public education and communication has been integral to the EMR recovery plan. The strategy is aimed primarily at residents focusing on the stewardship that allows them to protect the habitat and species on their land. It also includes those who work, visit, cottage or camp in the areas. Goals of the Strategy The goals of the public education and outreach program are: To increase the knowledge about the Eastern Massasauga Rattlesnake and what to do if you see one; To change people s attitudes towards the Eastern Massasauga Rattlesnake; To change people s behaviours towards Eastern Massasauga Rattlesnake; and To maintain and where necessary, restore viable populations of the Eastern Massasauga Rattlesnake. Components of the Recovery Program The EMR Recovery Program consists of a number of components as outlined below. 1. Toronto Zoo - The Metropolitan Toronto Zoo was instrumental in the formation of the recovery team in the early 1990 s and continues to play a significant role as other partners have become involved. As outlined on the zoo s website: The aim of this program is to provide outreach resources about living with the threatened Eastern Massasauga Rattlesnake and to contribute to educational objectives outlined in the Recovery Plan for this species. A new Snakes of Ontario poster, companion Snake Identifier and two new posters "Focus on Conservation" and "Born to be Wild" were printed and distributed to cottagers, police departments, marinas, hospitals and humane societies. A new Stewardship Guide provides information on living with rattlesnakes and stewardship activities that encourage Canadians to take voluntary actions to protect species at risk and their habitats. Public education materials include information on management and conservation strategies; a rattlesnake conservation booklet, and co-ordination of the rattlesnake school curriculum guide. The Zoo is assisting the National Recovery Team by providing veterinary diagnostic expertise, care for snakes used by other interpretative centres and disease screening of wild populations. One of its primary contributions has been the development of common education and outreach products. 2. The Ojibway Prairie Complex (Windsor) The Ojibway Nature Centre contains a live exhibit of the Eastern Massasauga Rattlesnake designed to provide information regarding the snake. A public outreach program, Living with Rattlesnakes has been presented at local schools and libraries. It promotes the recovery project through media coverage and participation in local events and by encouraging local residents to report rattlesnake sightings and allow researchers access to their properties. Massasauga Rattlesnake Recovery Evaluation Final Report 2 Cathexis Consulting Inc. October 25, 2004

8 3. Wainfleet Bog (Port Colborne) - Its public education and outreach initiatives include community awareness through workshops, volunteer programs and outreach to residents to encourage habitat maintenance and enhancement. 4. Bruce Peninsula National Park - The Eastern Massasauga Rattlesnake Stewardship Program has four main target groups: park visitors, permanent/seasonal residents, businesses and elementary and secondary schools. The program includes a number of activities including: Rattlesnake Ramble Interpretive Hike Brake for Snakes Interpretive Station Live and Let Slither Evening Program/to Community Groups Rally for Reptiles Interpretive Station Door-to-door visits to residents and businesses It also includes promotional products such as a power point presentation and a video. 5. The Eastern Georgian Bay Public education and outreach regarding eastern massasauga rattlesnakes includes: Interpretive tours in Killbear Provincial Park Self-guided tour in Six Mile Lake Provincial Park Activities in Georgian Bay Island National Park Greater Georgian Bay Reptile Awareness Program (GGBRAP). GGBRAP includes promotional products such as a promotional poster, introductory brochure, information guide, website, junior grade education kit, photo display for use at workshops and a newsletter. It also includes presentations with a focus on the eastern massasauga rattlesnake. The model is premised on the following diagram which demonstrates the theory of change underlying the program. Public Education and Outreach Flow Chart Determine Audience Determine Message Determine Method Implement Residents Visitors Workers Recognition Endangerment of species Bite prevention Bite care Good that snakes do Direct contact Brochures, posters, etc Media articles Displays Behaviours Change Attitudes Change Knowledge Increased Receives Intended Message Takes precautions Protects rattlesnakes and their habitat Sees value in rattlesnakes and habitat protection Reduced fear Understands message Actively learns Attends sessions/workshops Reads materials Talks with conservationists Attends school programs Massasauga Rattlesnake Recovery Evaluation Final Report 3 Cathexis Consulting Inc. October 25, 2004

9 1.2 Evaluation Approach and Methodology This evaluation was conducted using a collaborative approach that engaged those involved in the delivery of the program in conducting the evaluation. This was been achieved through regular meetings with an evaluation committee and inclusion of two members of the committee as active participants on the evaluation team. Data was collected through the following methods: 14 interviews with individuals directly involved with public education and outreach Review of program and promotional documents Review of local and national newspapers A telephone survey directed at 305 residents in the Bruce Peninsula and Georgian Bay area, with 114 completed An survey to members of the Georgian Bay Association, with 12 completed. One focus group Details of the methodology are attached in Appendix A. II. SUMMARY OF FINDINGS This summary of findings presents information from each of the data collection methods and consolidates the findings from all sources into an evidence matrix that allows for comparison of information from the various sources. 2.1 Summary of Interview Findings A detailed summary of the interview findings is attached in Appendix D. All of the fourteen interviews were with people who have had some responsibility regarding the Eastern Massasauga Rattlesnake as part of their job. For six of the people interviewed, this is a primary focus of their work. For two people, it was the primary focus of their previous position. The types of activities that people carry out include: Answer questions re EMR Give presentations/workshops Research Member of Recovery Team Outreach/door-to-door Prepare materials Resource to Recovery Team Involved in evaluation Initiated interest in EMR Interpretation of legislation/ regulations Management/planning Provide care for snakes Everyone interviewed believed that knowledge about rattlesnakes has increased and that attitudes have improved. All but one person (who was not certain) indicated that behaviours have changed. Interviewees expressed concern that there are still significant numbers of people who Massasauga Rattlesnake Recovery Evaluation Final Report 4 Cathexis Consulting Inc. October 25, 2004

10 are resistant to change. It was pointed out that although there is case law for supporting fines for killing snakes, none of the cases have involved a rattlesnake. There is some uncertainty about the position a judge would take if a convincing argument was made that fear motivated the killing. One person pointed out that the recovery team s attitude has changed somewhat over the years; that team members take a more understanding and less judgmental approach. Table 1 outlines the responses the question: What do you believe is the most effective way of educating the public? Table 1: Effective Ways of Reaching the Public # who believe Mechanism it is effective* One-on-one 6 (43%) Direct exposure/experiential 4 (29%) TV/media 3 (21%) Venues drawing people 2 (14%) Direct presentations 2 (14%) Cottage assn. meetings 1 (7%) *Total is greater than 100% because people provided more than one response Almost everyone indicated that the educational material is excellent support in the context of a specific presentation method. It was also noted that presentations get better attendance in the parks, where there may be up to 100 people, compared to Parry Sound, where attendance is often less than 25 people. There was concern that the messages were still not getting though to people who did not want to change their negative attitude. The concept of segmentation of the audience was raised. There are three main types of audiences: Fearful audience: requires a quick and consistent message to promote awareness and improve understanding perhaps through material being dropped off and information stations. This audience is more likely to see killing a snake as necessary for their own protection. They may also need information about potential legal consequences. People open to change: often need help dealing with specific situations, more open to influence and might be more likely go out and learn through the stewardship program or an information line. Enthusiasts: want to be involved and have active role. They actively seek out opportunities to learn more. The key informants had numerous ideas regarding activities to carry out the public education and outreach strategy. All of the people interviewed felt that the messages given to date have had some positive effect. A number of people interviewed indicated that they did not know much about communications and hoped that more information would be available regarding what works and what does not work from the findings of this evaluation. All of the key informants were interested in exploring how they could become more effective in getting messages across Massasauga Rattlesnake Recovery Evaluation Final Report 7 Cathexis Consulting Inc. October 25, 2004

11 that would result in fewer rattlesnakes being killed. Further discussion with the Steering Committee indicated that the greatest danger to rattlesnakes and other species is not from individuals, but rather from the loss of their habitat through development. In general there was agreement on the following: The public education and outreach strategy needs to continue to be an integral part of the overall recovery program; That the message of preservation of habitat as set out in the stewardship guide is extremely important and needs to be emphasized more; That the effort to date has taken a prolonged strategic approach and this needs to be continued; and That a three-pronged approach that includes education, advocacy and enforcement is required. 2.2 Summary of Findings from Documents A number of documents were reviewed to determine the type and level of public education and outreach activities and whether there is any evidence regarding the effect of those activities, to obtain a sense of people s attitudes towards natural heritage and to determine the numbers of people accessing the various education opportunities. Of note is the lack of a written public education and outreach plan Website Availability and Usage The following websites provide information on the Eastern Massasauga Rattlesnake specifically for this area: All of the websites are informative and very positive in their approach. The massasauga site is the only one that deals specifically with the Eastern Massasauga Rattlesnake. This particular site provides information on identification and stewardship as well as links to resources. The complete Stewardship Guide in available in electronic format on this site. It also provides a link to the gbayreptiles site. Graph 1 indicates the number of unique individuals visiting the website each month. 1 This is the only website for which we have activity information. This tells us that 12,736 unique individuals visited the site between February, 2003 and January, Not surprisingly, the winter months of December, January and February have the lowest numbers. The difficulty with information regarding visits to a website, is that without some kind of identification information that is collected as part of the visit to the site, it is impossible to know who is actually visiting the site and what information they are receiving. However, the level of interest in the site is encouraging. 1 The Greater Georgian Bay Reptile Awareness Program Massasauga Rattlesnake Recovery Evaluation Final Report 8 Cathexis Consulting Inc. October 25, 2004

12 Graph 1: Number of Unique Individuals Visiting the GGRAP Website Unique Individuals Feb M ar Apr M ay June Jul Aug Sept Oct Nov Dec Jan 2003 Months Opinion Poll Reports In 2002, Parks Canada undertook a Canada-wide opinion survey to learn more about Canadians thoughts on a number of subjects including the current attitudes of respondents towards the natural environment. The findings are presented through area-specific reports. Table 2 outlines the findings for the Bruce Peninsula and Georgian Bay areas in relation to attitudes about the natural environment. Attitudes about the environment are similar in both the Bruce Peninsula and Georgian Bay areas. There is substantial difference of opinion regarding whether more protection is needed, with only 5% of respondents from Georgian Bay indicating that more protection is not needed compared to 58% in the Bruce Peninsula. The Steering Committee indicated that this difference may be a result of there being greater protections in place in the Bruce Peninsula. Table 2: Attitudes About the Natural Environment Strongly Agree Attitude Bruce 2 Georgian Bay 3 I am currently upset about threats to Canada s natural environment. 48% 51% Issues about the natural environment do not affect the quality of my day-to-day life 6% 6% Learning about Canada s natural environment has a positive impact on my life 58% 50% Canada s natural environment does not need more protection than it already has today 58% 5% 2 Parks Canada Public Opinion Poll: Bruce Peninsula National Park and Fathom Five National Marine Park Sub-sample, OSC Social Science Research and Application, April, Parks Canada Public Opinion Poll: Georgian Bay Islands National Park Sub-sample, OSC Social Science Research and Application, May, Massasauga Rattlesnake Recovery Evaluation Final Report 9 Cathexis Consulting Inc. October 25, 2004

13 Table 3 outlines the responses to the question: Thinking about your values and attitudes regarding the environment, who or what most influences your opinion? Table 3: What or Who Influences Opinion Strongly Agree Mechanism Bruce 4 Georgian Bay 5 News/media 25% 28% Personal experience 11% 9% Television 6% 9% Government/politicians 6% 3% Surroundings 4% 3% State of environment 3% 3% Parents 3% - Specific organization 3% 2% Their children 3% 2% Library/books 3% 3% Peers 2% - Family/relatives 2% 3% Environmentalist/Naturalist/Ecologist - 2% Do not know 13% 11% Based on this information, it seems that a significant number of respondents saw newspapers, as the strongest influencers of their opinions. Table 4 outlines the responses to the question: Please tell me which of the following sources of information would be very useful to you for learning more about Canada s natural environment and history. Table 4: What is Useful for Learning Strongly Agree Source Bruce 6 Georgian Bay 7 TV/Video 67% 63% Visiting historic or natural areas 62% 62% Teachers/schools 56% 64% Internet 51% 56% Newspapers/magazines 48% 49% Travelling exhibits 38% 52% 4 Parks Canada Public Opinion Poll: Bruce Peninsula National Park and Fathom Five National Marine Park Sub-sample, OSC Social Science Research and Application, April, Parks Canada Public Opinion Poll: Georgian Bay Islands National Park Sub-sample, OSC Social Science Research and Application, May, Parks Canada Public Opinion Poll: Bruce Peninsula National Park and Fathom Five National Marine Park Sub-sample, OSC Social Science Research and Application, April, Parks Canada Public Opinion Poll: Georgian Bay Islands National Park Sub-sample, OSC Social Science Research and Application, May, Massasauga Rattlesnake Recovery Evaluation Final Report 10 Cathexis Consulting Inc. October 25, 2004

14 Based on this response, it seems that all of the above sources are seen as providing useful learning opportunities. This survey does not explore the extent to which people feel the various sources provide accurate information Summary of Public Education Activities and Attendance Table 5 outlines the number of different type of learning activities provided by the Georgian Bay Reptile Awareness Program. Table 5: Education and Public Awareness Activities and Numbers GGBRAP Type of Activity Events Attended Events Events Attended General Workshops School Groups Rally for Reptiles Festival Conference 1 55 Workshop for Volunteers 1 16 Booths at Existing Events Media releases 8 8 Newsletters Media interviews 8 4 Total In 2001, the Reptile Awareness Program also produced a number of promotional materials including a poster, brochure, information guide, website, junior grade education kit, and a photo display. In 2002, they produced a Grade 10 education package, signage at the Parry Sound Tourist Information Centre and Waterfront Fitness Trail. In 2003, they produced a Brake for Snakes exhibit. Table 6 provides similar activity information from the Bruce Peninsula. As with Georgian Bay, the number of events and activities has increased over the years. Table 6: Education and Public Awareness Activities and Numbers Bruce Peninsula Type of Activity Events Attended Events Attended Events Attended Interpretive Programs Guided Hike Amphitheatre Program Interpretive Stations Outreach Programs Guided Hike Landowner Visits Landowner Workshops Outreach Station Translocation Calls Community Presentations Business Contacts School Programs Massasauga Rattlesnake Recovery Evaluation Final Report 11 Cathexis Consulting Inc. October 25, 2004

15 TOTAL Figures for the 2004 programming are not included because it had not been completed at the time of this report. However, the plans in both the Bruce and Georgian Bay areas were for a higher level of activity than in 2003, with every indication that such activity was being implemented as planned. The Bruce Peninsula has kept a summary of the response to their door-to-door efforts. Sixtythree (70%) of the 90 available residents were highly receptive to receiving information and 23 (25%) were somewhat receptive indicating that approximately 95% of residents had some receptivity to receiving information. Only 4 (4%) were not receptive at all. Of the 86 residents who gave an indication of knowledge levels, 83 (96%) had some knowledge of EMR. 2.3 Summary of Findings from Education Materials The EMR Team uses various brochures, posters and information documents to provide information to the public. The following outlines the evaluation team s perspective on the education materials provided to them, in terms of ease in locating rattlesnake information, usefulness of the information, ease of reading, provision of pictures that would assist with identification and overall tone. Table 7 summarizes our perspectives on the material. Table 7: Summary of Promotional Material Material Highlights EMR info Useful Easy to Read Pictures Provided Consistent with EMR Recovery Goals Stewardship Guide Focus on Conservation Poster Toronto Zoo Snakes Poster (small) Video Parks Canada Massasauga Rattlesnake Brochure Bruce Peninsula National Park Visitor s Guide GGBRAP Newsletter Reptiles Need Your Help Brochure GGBRAP Booklet GGBRAP Poster There is substantial material, providing information in various forms. The Stewardship Guide is the most comprehensive. It provides the fundamental thinking regarding the recovery program and is an excellent reference guide. While it is not something that one can read quickly, its articulation of the recovery strategy makes it an important document for sharing more in-depth information with others. The brochures provide an easy read and are quite informative. The Parks Canada brochure provides the most information on the rattlesnake, while the other brochures provide information in the context of the need to preserve other reptiles. The posters, while not quite as informative, provide material that can be hung a wall for everyone to see. The only information that was not at interesting or useful in relation to the EMR is the Bruce Peninsula National Visitor s Guide. The video was particularly useful in providing a clear picture of the EMR. Massasauga Rattlesnake Recovery Evaluation Final Report 12 Cathexis Consulting Inc. October 25, 2004

16 2.4 Summary of Media Review Findings Table 8 summarizes the findings from a review of local and national newspapers for 2001, 2002, 2003 and 2004 through September, using ProQuest a newspaper database service. Tone and accuracy were assessed by the same person for each of the articles so there is no issue of interrater reliability. An article was seen as positive if it actively supported the preservation of rattlesnakes, negative if it promoted fear or destruction, and neutral if neither occurred. In some instances, we found that articles were generally positive, but also promoted a fear. These were given a mixed rating. Accuracy was based on a comparison with the information provided in the EMR information documents. We also reviewed the site at to obtain information regarding articles prior to All but 2 of the 33 articles written between 1992 and 2001 were very accurate. Almost all had input from an EMR researcher. Twenty-seven of the 33 articles were quite positive in tone. This site, while providing good information about rattlesnakes was not useful in determining whether the tone and accuracy has changed over time. A detailed summary of the newspaper articles reviewed can be found in Appendix E. Table 8: Summary of Tone and Accuracy of Newspaper Articles Tone Year Total Articles EMR Accuracy Input Positive Mixed Neutral Negative Very Somewhat Not No Yes No Yes No Yes No * 10 Yes *Up to September 30, 2004 It is interesting to note the following: All but three of the 18 (93%) articles into which Recovery Team has had input were deemed to very accurate ; Of the articles into which the Recovery Team has had input 8 (44%) are positive, 1 (6%) was mixed, 7 (39%) were neutral and 2 (11%) were negative This compares to 24 negative articles into which EMR did not have input. Of the 23 articles considered to be positive in tone, EMR had input into eight of those In 2002 there were triple the number of articles than in other years. This was the summer in which there were nine rattlesnake bites. Only one article was totally inaccurate. Another article, written by Stephanie Cesca and initially published by the Toronto Star was neutral and somewhat accurate when first published. The Massasauga Rattlesnake Recovery Evaluation Final Report 13 Cathexis Consulting Inc. October 25, 2004

17 article was later published in the Windsor Star, the Ottawa Citizen, the Sudbury Star and the Kingston Whig Standard. Through editing and use of negative headlines, the article took on more negative tones in the later publications. The Toronto Star used a sub-heading that neutralized the more dramatic headlines: Georgian Bay rattlers biting more often Timid, threatened species may be on the rise, expert says. The Ottawa Citizen used a more dramatic headline: Public warned about snake bites; Rattlesnakes have bitten six around Georgian Bay this year. The Kingston Whig used an even more negative headline: Potentially deadly snakes bite six. None of the articles were totally accurate from the outset. 2.5 Summary of Survey Findings A telephone survey was conducted in the Bruce Peninsula and Georgian Bay areas. As well a similar survey was sent by through the Georgian Bay Association. The Steering Committee indicated the areas where public education and outreach activities had been occurring and a random sample was taken from the telephone directory. Since there was no significant difference in responses between permanent and seasonal residents, we did not separate the responses in presenting the data. One of the challenges with a survey, is knowing how to interpret responses. Information from the interviews and focus group are needed to set a context for the survey responses. A detailed summary of the survey findings is presented in Appendix F. Some of the interesting information emerging from the findings are: 70% of the people interviewed had seen information on EMR. However, fewer Bruce Peninsula residents (50%) have seen information on EMR There is significant differences in the level of knowledge in different parts of the Bruce Peninsula: o In the Wiarton area 30.4% have heard or seen EMR information o In the Tobermory area 83.3% have heard or seen EMR information o In the Lionshead area 63.6% have heard or seen EMR information It is interesting to note that the Wiarton area received the least outreach coverage. The most frequent sources of information that respondent say they have seen are brochures, newsletters, television, posters and guided tours or workshops in that order. The Stewardship Guide was mentioned only twice. However, input from the focus group indicates that many of the residents are unaware of the title of the book. All of the people at the focus group indicated they had read the guide, once they understood what it referred to. The most frequently seen information is about EMR in its environment and that it is a threatened species. No one indicated that their attitude around the importance of protection of habitat had changed, but 5% of the respondents indicated a behaviour change indicating that they have become more protective of the rattlesnakes habitat. Massasauga Rattlesnake Recovery Evaluation Final Report 14 Cathexis Consulting Inc. October 25, 2004

18 Almost half of the telephone survey respondents indicated that the information had not changed their attitudes. At the same time, most respondents indicated that their attitude and behaviour have changed in some way over the past 10 years. It is likely that most people are not aware of what has change their attitudes. Only one person reported becoming more fearful of being bitten Most people gave correct response to most of the quiz questions: o 77% knew that the EMR was a threatened species o 80% knew that EMRs do not jump o 87% knew that EMRs are important to the eco-system o 70% knew that one should move quietly away o 95% knew the EMRs should be respected and not killed o Only 41.2% knew that anti-venom serum could not be carried with you o 64% were aware that the Recovery Team wants to hear about sightings 72 (57%) of the respondents reported seeing a rattlesnake, 17 (13%) reported seeing one within the past six months Only 3 (2%) of respondents indicated they responded in a way that would harm the EMR. Two (1%) people reported trying to kill a rattlesnake; 5 (4%) respondents believe rattlesnakes should be killed The information regarding the best way to receive information was not definitive. Thirtythree (26%) respondents indicated newspapers are the best way to receive information. Twenty-six (21%) indicated a brochure delivered to the house is the best way. Approximately the same percentage of people in the Parks Canada opinion poll indicated that newspapers influence their opinions. III. INTERPRETATION OF THE FINDINGS The table in Appendix F summarizes the information relating to each of the evaluation questions for each of the sources. Not all sources provide information for all questions. This section provides analysis and interpretation of the findings in relation to the evaluation questions. 3.1 Reaching the Appropriate Audience with Appropriate Information The survey, the interviews and the focus group all indicate that a significant percentage of the population is being provided with information that is accurate and provides useful information. There is a range of information which is appropriate for different audiences: Massasauga Rattlesnake Recovery Evaluation Final Report 15 Cathexis Consulting Inc. October 25, 2004

19 The articles in newsletters provide interesting information that is current to the situation; The posters (large and small) are attractive and appreciated by many of those who receive them. A number of residents commented about having the poster on a wall in their home and seeing it in the homes of others. This information resource helps to maintain the profile of the EMR The brochures provide quick information in a format that people can take with them. The Massasauga brochure provides more in-depth information than do the brochures from the GGRAP. On the other hand, the GGRAP brochures put the EMR in a broader ecological context. None of the brochures emphasize stewardship and preservation of the natural habitat; The Stewardship Guide is attractive and informative. It is the one information source that addresses stewardship and the importance of preserving the natural habitat. The information has reached residents, park visitors and school-age children in the Bruce Peninsula and Eastern Georgian Bay. The survey responses indicate that a significant proportion of residents have looked at the information in sufficient depth to know that it is about EMR and the preservation of the species. But has it reached all of the people who need to be reached? Based on the document review, interviews and discussions with the Steering Committee, the following are the groups being least effectively reached: Those involved with developing land (developers, residents, land use planner, elected officials, Ministry of Transportation officials, hydro officials). Residents are the primary group that has been targeted. There have been 5 workshops with Ontario Hydro. The Ministry of Natural Resources has been working with the Ministry of Transportation. Since development is acknowledged as being the greatest threat to EMRs because of the loss of habitat, this seems to be an important area for future focus. Those who are very fearful of EMRs and believe the snakes should become extinct. One of the challenges is that this audience does not take in and respond to the message in a rational manner. Consequently the normal modes of communication are not likely to be effective. While it would be nice to think that over time a gentle supportive approach will reach people, it often takes the threat of strong sanctions to change behaviour. With this group the logical progression of increased knowledge positive attitude positive behaviour does not occur. The behaviour may change because fear of penalties is greater than fear of the EMR. Once the behaviour changes, there may be opportunities for the person to increase his/her knowledge which in turn can lead to more positive attitudes. It will be important to keep the allies that have been developed over the past ten years. It may also require getting some of the people who are allies to accept a different level of responsibility in preserving the EMR. The message of not killing a snake and respecting it in the immediacy is often more easily received that messages related to limiting development in order to preserve the habitat. Massasauga Rattlesnake Recovery Evaluation Final Report 16 Cathexis Consulting Inc. October 25, 2004

20 The opinion poll, interviews and survey all raise the question of what is the most effective way to get information to people? There is not any easy answer to that. Different audiences need different communication strategies. Respondents in the opinion poll and survey indicated newspapers as an important vehicle for providing information and changing opinions. One of the difficulties is ensuring that the information provided by newspapers is accurate. The newspaper review revealed how frequently articles are inaccurate. The inaccuracies can be mixed in with correct information, making it difficult for the naïve reader to sort through. At this point, it seems that the Recovery Team has been very successful in reaching the residents and in conveying the message of importance of preservation. The next challenge will be getting some of the same audience and a different audience to understand true stewardship of the earth. This is particularly difficult when there is potential loss or gain of money involved, which there is when development is restricted. It will also require the Recovery Team to become more knowledgeable about land use planning and the tools that are available for restricting development. 3.2 Consistency of Messages The Recovery Team has provided a number of consistent messages: EMRs are shy timid animals; EMRs are not dangerous if properly respected; The dangers associated with EMRs can be readily addressed through appropriate clothing and behaviour EMRs should not be killed EMRs should not be moved long distances Residents should strive to preserve the natural habitat of EMRs While there are not conflicting messages, the emphasis placed on the importance of preserving the natural habitat is inconsistent. Discussions with the Steering Committee indicates that loss of habitat is the single greatest danger to EMRs whether through building of roads, creating groomed lawns or building on the land. While the information provided is excellent as far as it goes, it does not emphasize this aspect sufficiently. The messages in the Stewardship Guide need to be re-enforced in the brochures, newsletters and on posters. The message that it is illegal to kill EMRs also has not been emphasized until this past summer. Once a person was charged, the newspapers carried a number of articles that were quite positive about EMRs and emphasized the $250,000 fine and potential time in jail. This is a message that is important to those who entrenched in their perceptions of the EMR as a dangerous creature. 3.3 Differences in Knowledge, Attitudes and Behaviours Interviews, documents, the newspapers and the survey all provided evidence that knowledge, attitudes and behaviours have changed. There is not strong evidence that links the public education and outreach activities to that change. However, the Recovery Team is the primary source for developing new information through research and disseminating that information through the public education strategy. While residents may not attribute the change in Massasauga Rattlesnake Recovery Evaluation Final Report 17 Cathexis Consulting Inc. October 25, 2004

21 knowledge, attitudes and behaviours to the work of the Recovery Team, there is no other impetus for change in the area. It is highly likely that it is the work of the Recovery Team that has resulted in the positive changes that have occurred. 3.4 Implications for the Future The Recovery Team has achieved many of its objectives in relation to the residents of the area. They now need to focus on parts of the population that are more challenging. And they may need to use different tactics. While the brochures and posters are giving an important message, they are soft on two key points: It is illegal to destroy EMRs and can get you a fine and/or jail Development is the greatest destroyer of EMRs and many other parts of our eco-system. It must be done responsibly. The Recovery Team should give attention to updating their information resources to reflect the real dangers to EMRs and the real consequences if people are unable to learn from the softer messages. The Recovery Team also needs to focus its energies on those involved with development. At this same time they need to continue to educate young people (and potentially the future developers in our world) and to maintain the allies they have gained. Because media does play a significant role in bringing about change, the Recovery Team needs to establish a strong and consistent message for the media that is accurate but goes beyond the soft messages. IV. MOVING TOWARDS AN ONGOING MONITORING SYSTEM Different aspects of the Recovery Team are keeping information in different ways. One of the challenges is that the Recovery Team spans geographical and jurisdictional boundaries, involving both the federal and provincial governments and the Bruce Peninsula and the eastern Georgian Bay area. The Recovery Team has gathered more monitoring data than is usual with projects such as this. It tracks its education and outreach activities. The Bruce Peninsula collects information regarding attitudes in a semi-structured way when involved in door-to-door. This evaluation was to have established a baseline for determining changes in knowledge, attitudes and behaviours. A baseline cannot be established ten years into a process. The high degree of knowledge and the high percentage of people who know that rattlesnakes are respected rather than killed indicate that there is not much room for improvement. Having said that, it continues to be important to gather data on the key performance measures that have been established. If the Recovery Team places increased emphasis on preservation of habitat, it will want to determine how successful it is at that. The following are some mechanisms that can be used for on-going monitoring Survey Questions monitor attitudes, knowledge and behaviour using a simplified survey similar to the survey administered as part of this evaluation. It could be carried out once every two years with summer students. It would be easier to engage residents for a short survey of knowledge starting off with the quiz because it is kind of fun, then ask questions about attitudes and behaviours. It is not particularly useful to ask about views of resource material. The following options would help to reduce the cost of conducting the survey: Massasauga Rattlesnake Recovery Evaluation Final Report 18 Cathexis Consulting Inc. October 25, 2004

22 If the opinion survey that was conducted in 2002 is repeated, arrange to have 5 6 questions attached to the surveys specific to the Bruce Peninsula and Eastern Georgian Bay; or Integrate the survey with one for a number of recovery efforts Pre-post test during formal activities can provide evidence of whether people s base knowledge is changing over time as well as an indication of the immediate learning gained through a particular activity. This will allow the Recovery Team to determine which of their activities results in better leaning, but it will not indicate whether the learning is sustained. Annual media scan using the framework developed for this evaluation will provide a long-term view of whether the attitudes and knowledge are improving. It will also provide information regarding sympathetic reporters to whom information can be provided. Monitor rattlers While we recognize that this is difficult the ultimate aim is to increase the number of EMRs in the area. Monitor habitat Monitoring habitat will give a surrogate estimate of whether the numbers of rattlers are increasing, decreasing or staying the same. If the Recovery Team places increased emphasis on preserving habitat, it will be important to track the level of success achieved. With this it will also be important to set realistic goals. It will be important to determine the current level of decrease of habitat and measure whether the level of loss is decreased. V. RECOMMENDATIONS 1. That the Recovery Team develop a formal public education and outreach plan that establishes a three-pronged approach integrating the public education and outreach strategy with advocacy and enforcement. 2. That the advocacy efforts be aimed at decreasing the habitat loss rate by educating those involved in the development process including developers, land use planners, elected officials and other appropriate government officials. 3. That the enforcement efforts are highlighted in the education and outreach activities in order to provide a message that will reach the residents who fear and want to kill rattlesnakes. 4. That the Recovery Team establish a media strategy that supports provision of a consistent message to the media, encourages articles about EMRs and other threatened species and educates the media. 5. That the Recovery Team establish a monitoring system that includes continuing to track activities, a periodic survey to assess changes in knowledge, attitudes and behaviours, preand post- tests for all formal education events, an annual media review, tracking EMRs if possible and tracking habitat. Massasauga Rattlesnake Recovery Evaluation Final Report 19 Cathexis Consulting Inc. October 25, 2004