Didymo: Freshwater users getting the message
The Check, Clean, Dry message is getting through. New research carried out for MAF Biosecurity New Zealand (MAFBNZ) by The Nielsen Company shows increasing numbers of New Zealand freshwater users are aware of the risks of the invasive alga didymo. And more importantly, they're doing something about it.
The research was carried out to measure the effectiveness of last summer's Check, Clean, Dry campaign, and to inform MAFBNZ's communications strategy for this summer. Some 1,550 freshwater users who enter multiple fresh waterways were interviewed. Those who move between waterways present a greater risk of spreading didymo than those who only use one lake or river.
The overwhelming majority (89 percent) agreed that didymo is a serious threat for New Zealand. A large majority also recognised didymo as a threat to their sport (79 percent) or to their region (72 percent).
Perhaps not surprisingly, those living in the South Island, where didymo has invaded many rivers and lakes, were more likely (85 percent) to see it as a threat to their region compared with 65 percent for the North Island, where live didymo has not been detected.
Users taking action to stop spread
While the high levels of awareness are encouraging, so too is the fact that freshwater users are modifying their behaviour to help stop the alga from spreading. Three-quarters of those surveyed said they had taken different actions to avoid spreading didymo, well up from the 29 percent who were changing behaviours in 2006 (although it should be noted that the 2006 survey was conducted amongst all fresh waterways users, unlike the 2007 survey that targeted those most at risk of spreading didymo).
In the 2007 survey, about two-thirds of respondents said they always make an effort to check, clean and dry, with another quarter sometimes making an effort (see Figure 1).
Among the freshwater users interviewed, jet boaters and anglers were slightly more concerned about the threat posed by didymo to their sport than kayakers and recreational boaties.
The Check, Clean, Dry message has been widely recognised, particularly in areas where didymo has become established, the survey showed.
There were signs that those taking part in sports (e.g., kayaking) or areas (e.g., North Island) perceived to be low risk were less likely to regularly check, clean and dry. One misconception of concern that emerged in respondents' comments – and something to be addressed in future communications – was that it was not necessary to take precautions if there was no visible didymo in the waterway.
Overall, though, the 2007 didymo communications campaign has been extremely successful, the survey concluded. Most high-risk freshwater users have been made aware of the risks, and encouraged to take action to prevent the spread of the alga.
Communications strengthened
In response to the survey findings, MAFBNZ intends to broaden the Check, Clean, Dry campaign to show that it is not just about preventing the spread of didymo, but about protecting a way of life.
Communications will also be refined to give greater relevance to specific activities and regions. This will be achieved through new regional and community partnerships to localise and personalise the message, and contacting freshwater users in a timely way through channels they trust.
While target audiences will continue to be high-risk waterways' users – jet boaters, pleasure boaters, kayakers/canoeists and anglers – other groups who could potentially spread didymo will also be targeted. These include trampers, hunters, drivers and swimmers (see photo in sidebar on this page to see how easily didymo is picked up on footwear).
The continued spread of didymo within the South Island may be discouraging for some, but MAFBNZ will be emphasising New Zealanders' success in keeping didymo out of the North Island altogether, while slowing its spread in the South.
The posters, brochures, information packs, stickers and spray bottles that successfully carried the Check, Clean, Dry message last summer will be used again during the 2007/08 season, but supplemented with more detailed information. This will include a compact 'pocket guide', to be made available this month.
Import risk remains
We may never know how didymo got into New Zealand, and we now have our hands full containing and managing the alga within our borders. The risk remains, however, that further introductions could come from overseas – for example, in fishing equipment that has not been properly checked, cleaned and dried.
To help manage this ongoing risk, MAFBNZ has strengthened the import health standard for equipment associated with animals or water, especially items with absorbent material, such as felt-soled waders.
MAFBNZ border staff are now required to treat equipment they deem to be a risk – that is, not completely dry or free of debris (inside and out), regardless of whether it has been cleaned before coming to New Zealand. This measure is additional to the requirement for passengers to declare on their arrivals card any used fishing equipment they are bringing into New Zealand.
Information about this change was distributed via domestic and international fishing networks and tourism organisations (Tourism New Zealand and Tourism Association of New Zealand) in September. Information about the change/requirements is on the MAFBNZ website.
Return to:
Page last updated: 30 April 2008