Red Imported Fire Ant (RIFA)

A government funded surveillance and eradication programme was implemented after the discovery of a single red imported fire ant nest at Whirinaki, north of Napier in 2006. A social marketing/communication campaign was implemented which focussed on gaining the co-operation of the local community. This has been achieved by providing regular updates on activities such as aerial baiting, restricted movement area information to mailboxes and the convening of regular community meetings. Focus group research carried out in 2007 showed these activities have paid off with local communities remaining well engaged and pro-active in providing another set of eyes, as well as managing the risks they may pose to biosecurity as they move around the area.

The social marketing/communications programme identified and established relationships with schools, sports clubs, garden centres, community groups, visitor information centres and local authorities to encourage and support surveillance and eradication activities. Information materials and educational tools tailored to their needs were distributed to ensure 100% coverage of the area. Horticulturists, farmers, waste industry companies, regional councils and local government are also actively involved in behaviours that support surveillance and eradication.

The tight geographic focus for the RIFA programme has meant communications are able to be targeted to those who live in, have work in, or are visiting the Whirinaki and Eskdale/Bayview areas. The campaign has drawn attention to the role all these groups can play in protecting their communities by reporting suspect pest organisms to MAFBNZ through the free phone 0800 80 99 66.

Page last updated: 19 June 2008