Waterways users hold key to stopping didymo

Biosecurity New Zealand (BNZ) is using research to understand waterways users in its effort to stem the spread of didymo.


Fly fishers are among the most highly motivated to stop didymo
from spreading

BNZ needs everyone who uses lakes and rivers to ‘Check, Clean, Dry’ when they move between waterways.

That means they should thoroughly clean every piece of clothing and equipment that has come into contact with the water or dry it for at least 48 hours.

It’s a big ask for water users, so the starting point for planning a successful campaign is to get the perspectives of the users themselves.

BNZ has employed ACNielsen to do research that helps it to understand the barriers water users have towards ‘Check, Clean, Dry’ and what would motivate them to comply.

MAF’s Biosecurity Communications Manager Jeremy Lambert says the findings are informing planning for BNZ’s communications around didymo, to make the call to action as compelling as possible.

ACNielsen has recently presented to BNZ the findings of focus group research undertaken in both the North Island and South Island with high-risk water-using groups – boaties (pleasure boats and fishing boats), fly fishers, kayakers and jet boaters.

All of the focus group members were regular users of fresh waterways and owned or had access to boats or equipment.

The findings showed that most waterway users know about didymo or ‘rock snot’ and have some awareness of the ‘Check, Clean, Dry’ message.

The focus group research also found that, across the different groups, water users take pleasure in interacting with the natural environment, believe that New Zealand offers world-class water recreation and that clean, clear water is important for both emotional and practical reasons.

However, the different groups were widely disparate in their understanding and acceptance of didymo and the actions they need to take to stop it spreading.

The research shows compliance with ‘Check, Clean, Dry’ is highest in the South Island and among kayakers and fly fishers. Meanwhile, the message hasn’t caught on in the North Island, where didymo is seen as a ‘South Island problem’ across all of the user groups.

The researchers found that kayakers, river jetboaters and fly fishers are the most highly motivated to stop didymo from spreading because it has the potential to impact most heavily on their sports. However, they often feel pessimistic about their ability to stop the spread and question whether cleaning is effective enough.

Pleasure boaties/jet boaters are less likely to be motivated to ‘Check, Clean, Dry’ because they do not believe their sport will be affected much. According to the researchers, boaties and jet boaters need simple rules that they see everyone else is complying with too.

Jeremy Lambert says the focus group findings will enable BNZ to tailor communications to recognise the differences between the groups.

The findings also help BNZ to identify some common needs across all waterways users that the campaign will need to respond to. The campaign will need to show all of the groups that:

  • Didymo is a mainstream problem and not just a problem for recreational waterways users – everyone has a role to play.
  • The Government acknowledges that didymo is serious and is committed to tackling the problem.
  • Didymo will have personal consequences.
  • A sensible approach is advocated – it needs to be easy for waterways users to do their bit.
  • Together we can make a difference.

According to the researchers, the findings showed that the campaign needs to shift more towards showing the magnitude of the problem through, for example, worst-case scenarios and before-and-after images – and that ultimately all user groups need to see what they have to lose if didymo is not contained.

Jeremy Lambert says that ACNielsen’s conclusions and recommendations will be central to planning the next phases of the didymo campaign, ensuring that BNZ is able to deliver the most effective messages to high-risk groups and ultimately stem didymo’s spread.

Page last updated: 30 April 2008