HomeMy WebLinkAboutRegion Pulbic Health Report PH-07-056 - 2007 Non-Essential Pesticide Reduction Social Marketing CampaignReport: PH-07-056
~ ~ REGION OF WATERLOO
~~ ~ PUBLIC HEALTH
~~~ Environmental Health and Lifestyle Resources
A~90F • PROSQER`'S~
TO: Chair Sean Strickland and Members of the Community Services Committee
DATE: November 6, 2007 FILE CODE: P07-20
SUBJECT: 2007 NON-ESSENTIAL PESTICIDE REDUCTION SOCIAL MARKETING
CAMPAIGN
RECOMMENDATION:
For Information.
SUMMARY:
The Regional Municipality of Waterloo endorsed a plan for continuing the Non-Essential Pesticide
Reduction Social Marketing Campaign in 2007 (PH-07-028). This report provides an overview of the
campaign.
The design and implementation of the 2007 campaign was guided by the Pesticide Reduction Task
Force which is comprised of representatives from Region and Area Municipality staff, the lawn care
industry, and the community. As compared to last year, the 2007 campaign utilized less mass-
marketing tactics and more face-to-face communication opportunities to reduce overall pesticide use
and promote good cultural practices for lawn care. Strategies included displays at community
events, staffed booths at garden centres, neighbourhood visits, and community workshops. The
campaign was developed collaboratively with the Pesticides By-Law education efforts.
As previously, the Non-Essential Pesticide Reduction campaign wasjointly funded by the Region of
Waterloo and the Area Municipalities. The campaign was accomplished within the approved budget
of $68,544 for 2007.
REPORT:
This report summarizes the 2007 Non-Essential Pesticide Reduction Social Marketing Campaign.
The campaign was approved to continue for the period from 2007 to 2010 (PH-06-069) based on
the funding formula of 50 percent Region of Waterloo funding and 50 percent funding from Area
Municipalities on a per capita basis. A campaign plan for 2007 was presented and approved in April
of this year (PH-07-028).
The 2007 campaign plan was developed through regular meeting of the Pesticide Reduction Task
Force and was based on lessons learned from 2005 and 2006. As previously, the campaign
focused on decreasing pesticide use while improving the uptake of effective lawn care practices.
However, the 2007 campaign placed greater emphasis on face-to-face opportunities to influence
lawn care behaviours.
Campaign components:
• Community workshops. These were held at several locations in the spring and fall including
the Kitchener Public Library, Waterloo Public Library, Woolwich Community Health Centre, and
DOCS #425630 Page 1 Of 7
November 6, 2007 Report: PH-07-056
Sheridan Nurseries. Anew partnership was arranged with the Kitchener Master Gardeners to
provide the workshops. The presentations focused on both pesticide-free lawn care and
replacing lawns with low maintenance and drought resistant plant species. The season, kick-off
event took place at Doon Heritage Crossroads and featured Home and Garden TV host Denis
Flanagan. Evaluations of the workshops indicated that attendees felt the presentations were
effective and that they would apply several of the lawn care methods discussed.
• Community events. Staff set up booths and interactive displays at numerous community
events throughout Waterloo Region. These included: Sunoco Earth Day, City of Waterloo Open
House, Canada Revenue Environment Day, Children's Groundwater Festival, Fresh Ayr
Festival, KW Multicultural Festival, Kidspark, Mill Race Festival, Busker Festival, Cambridge Fall
Fair, and Car Free Day. Additionally, staff were present at two Child Health Fairs and twice set
up displays at the Kitchener Market. Over 1,100 people were engaged through these events.
• Neighbourhood visits. Door-to-door visits were used to distribute the information packages
and to tailor lawn care information to residents' needs during face-to-face conversations. Staff
provided residents with pesticide reduction materials and Pesticide By-Law information. Recycle
box stickers were given to homeowners that commited to practicing natural lawn care methods
and served as a means for residents to communicate to their neighbours their intention to
reduce pesticide use. Visits occurred in neighbourhoods in Cambridge (Hillcrest/Cooper),
Kitchener (Brigadoon, Grand River North), Waterloo (Clair Hills, Eastbridge, Westvale), Elmira
and Roseville. In all, materials were left at 2,318 homes and staff spoke with 918 residents.
Retail store information. In March, a forum was held with retail store and garden centre staff
to inform them of the campaign and consult them regarding ways in which their customers could
be informed of products that supported pesticide reduction. Through this consultation, in-store
education materials were developed. These included: lawn care shopping lists designed to
hang in product aisles, pesticide reduction education brochures, and pocket information cards
for store staff to assist them in providing lawn care information to customers. See Attachments
A, B and C for examples of these materials.
Staff setup information booths at several retail locations to educate customers about pesticide
reduction and to promote available in-store products. Staff made 24 store visits at locations
including Home Depot, Home Hardware, Rona, Canadian Tire, Wal-Mart, Grand Valley Garden
Centre and York Nurseries. Over 400 customers were engaged during these visits.
• Website. The Let's Curb Pesticides ( i~tg ^° ar_b~esticides.ca) website was completely
redesigned in March, 2007 to include improved educational features such as demonstration
videos and an interactive lawn care illustration. The website also includes a question and
answer feature where answers to residents' lawn care questions are posted. The Kitchener
Master Gardeners provided support in responding to over 50 resident inquiries. Additionally, the
website features a testimonial section where local residents' pesticide-free lawn care practices
are profiled. The website received a total of 16,031 visitors between April 1 and October 1, with
an average of 87 visits per day. The site attracted international attention with visitors from
Australia (58), Netherlands (34), the United States (31) and Germany (28).
• Collaboration with Pesticides By-Law education. To maximize resources and compliment
the Pesticides By-Law education efforts campaign materials were distributed along with
Pesticide By-Law information at community workshops, retail outlets, and as part of
neighbourhood visits. Conversely, pesticide reduction information was available at many of the
locations where Pesticide By-Law notification signs were distributed. The new Let's Curb
Pesticides website prominently featured By-Law information. Also, in April, a postcard
Page 2 of 7
November 6, 2007 Report: PH-07-056
containing both Pesticides By-Law and pesticide reduction information was mailed out to every
home in Waterloo Region.
• Mass media communications. Due to a reduced budget for 2007, mass media
communications were limited. However, funds from the Let's Curb Pesticides campaign and the
Pesticide By-Law education program were pooled to purchase two weeks of radio advertising in
the spring. Two advertisements were developed, one related to pesticide reduction and the
other to the Pesticides By-Law. These were aired on alternate days on all major radio stations.
Evaluation
The 2005 and 2006 Pesticide Reduction Social Marketing Campaigns were evaluated using a
region-wide random telephone survey to collect data on residents' pesticide use and lawn care
practices. However, with a reduced budget for 2007, it was not feasible to fund the cost of such an
evaluation for this year.
An alternate form of evaluation is currently being conducted using the RRFSS (Rapid Risk Factor
Surveillance System) survey modules related to pesticide use. These survey modules will be
administered to 100 local respondents per month for five months between 2007 and 2008. The
modules will collect data about residents' pesticide use, natural lawn care methods, and attitudes
toward pesticides. The results will be available in March, 2008.
A series of interviews with retail store staff are planned to determine their perspectives regarding the
effectiveness of the in-store customer education efforts. Through these interviews, changes for
2008 such as additional in-store materials or lawn care training for retail staff will be explored.
Next Steps
The Pesticide Reduction Task Force will continue to meet to assess and develop the
implementation of the Pesticide Reduction Social Marketing Campaign. This group will also
continue to seek opportunities to collaborate with the Pesticides By-Law education program.
CORPORATE STRATEGIC PLAN:
To review current Public Health policies to enhance community health and social well being.
FINANCIAL IMPLICATIONS:
A request for four years of funding (2007-2010) was approved by the Budget Committee of the
Whole.
The funding for this campaign would continue to be cost-shared by the Region and all Area
municipalities, according to the previous funding arrangement. The Region of Waterloo would fund
50% of the cost while the area municipalities would share the other 50% of the cost, pro-rated on the
basis of population size. The total request for the campaign includes $73, 497 in 2008, $75,700 in
2009, and $50,225 in 2010, for which the Region would pay half.
Page 3 of 7
November 6, 2007 Report: PH-07-056
2007 - 2010 Non-Essential Pesticide Reduction Social Marketing Campaign Funding
Municipality POP. Percentage 2007 2008 2009 2010
Region N/A 50% $34,272.00 $36,748.50 $37,850.00 $25,112.50
City of 197,900 21.10% $14,462.78 $15,507.87 $15,972.70 $10,597.48
Kitchener
City of 115,000 12.20% $8,362.37 $8,966.63 $9,235.40 $6,127.45
Cambridge
City of 104,000 11.10% $7,608.38 $8,158.17 $8,402.70 $5,574.98
Waterloo
Woolwich 18,660 2.00% $1,370.88 $1,469.94 $1,514.00 $1,004.50
Township
Wilmot 15,380 1.60% $1,096.70 $1,175.95 $1,211.20 $803.60
Township
Wellesley 9,700 1.00% $685.44 $734.97 $757.00 $502.25
Township
North 9,050 1.00% $685.44 $734.97 $757.00 $502.25
Dumfries
TOTAL:
$68,544 $73,497 $75,700 $50,225
Funding formula: 50% Region of Waterloo, 50% shared between Area Municipalities on per
capita basis
OTHER DEPARTMENT CONSULTATIONS/CONCURRENCE:
Corporate Resources, Council and Administrative Services and Licensing and Regulatory Services
were involved in reviewing this report and their comments included where appropriate.
ATTACHMENTS:
Attachment "A" Lawn care shopping list
Attachment "B" Pocket cards for store staff
Attachment "C" Let's Curb Pesticides brochure
PREPARED BY: Tom Bird, Public Health Planner
Doug Quibell, Manager, Environmental Health
APPROVED BY: Dr. Liana Nolan, Commissioner/Medical Officer of Health
Page 4 of 7
November 6, 2007 Report: PH-07-056
Attachment "A"
Lawn care shopping list
~~ ','
'4ryis~ 8~;,~~'~! 6~';'tl't. >~ f~ti?~l~ic d~~~5 ~er~°~.'<~''~n~l. ;..~_x.d~~ ~T~f` ~~~~ .~t`
;~di~t"i~9[ ~.~ Pik T.:di ..~ d~: ~k r~.iC.ps~(~ ~dt~;:3~'!6l~' i<3VI~~dI $"i~~~~
d"~;1$~4d;1I!Y,~ I'>9r~~r ~,i#
I ,°:~:dtlyi ~1.d?'';3 `;d
~"f'd.44fL~:`I -
s;,ardd f4€
~I T;l ~f~~a~id~:~t i~": ~€`, ,'od~C~ irate+'.f~`=.
-~':~ f I :':'~", '~ ~~~'~.',I~~ i -il -~i-:'; :li I I~.,;;
-li~ _::I_ I+ :I {.:.1 I .t''~.~ I I. l(If. '. ~r ~~Il
_I 1i1 I t t
,x:11 I ~
~_~
l
: t
~-
~
{:.'iJ ~1 Ep.~i.}:xl~ I I
'
~ -
I
-
1 i I
I -~. il_I ~-l".,11 t~_, -i ;il.l l~I~.I' II ll~ ••r'_i;i
{ ;~;i III '.'ll ~ 11 I li I-I _.
f.&-:-E `o-^!:"-f~
I
L~ ?~''~ F'6fii-'i" f :.~1 '.l II i i='.~ I I .':: i i":;..I III it ii'.I
I~~~~ f'.~ It I-'•. ;III ~ I ~`~~ t ~ I ~.r`II
--I ~:I ~~I -III :i li-~:I -: :I~ :I.I t..ltlll_:''I
Ll ~"r'•t-4.`if ---- T
p~Yfddltll# 6"V~}d '1 ~::, I i-.I it ,)IJ ~ III I I I I jr r._ 1'.:,
(~ rTa~~~:~ 11
Il =~ [I 1~ fih,,± I 'Ill ~~, tl il~rl :C: I 1 II I;':
i I
i. i;~l
'~
'
:'
I I
II III !I
itll
~III
~
'
1
i 14'Yi {:4 II ;.~){u~1~' .
.
_~.
.
.
_
.
.
.
I
.
.1~.'ll'f~ I'.; .' X11 I'.l t 'I'.; '.i +I 11'.:
a4dPo-lBB S~d`Jd:t; i l~~'_Izil l TII 1 r1f~ II .' S~_f I ' :I ~~~i ll.~,
~,';
C I1t~d ° ~'I.kl ~i -_-1.fi1 II, _i -=:i.ll I I _. +I f II ~_
p }
Ir'Rde1h1 e Eytsd~,4 d~i. i"':- I'-~'" III ~:~ '. I -:i i~ ~.-I i~l,-i'-
-111'_1 1 ~.I,P'.
', r I I ;
I~----------------------
1 ~`,'r~6 4 ;:ii,t~p~`~fdV ,
,
--- --------------------------------------------
~:I~ I I~I;':II •~rl IJ1 :;',.1 I•~I j,
I~:il : i l 11 +.': I`I! 1 III',~l I I II {'; fl.'il l I I i
i:i ~ III If ,::'_ I ':..
I~~ ~
,, M ~
i 1:.
~S r'
l
1~~.~L'81*'~P~7 C3 l
~
~
`
~
Page 5 of 7
Iii '. -~. ~ :. it ~ ~: .1 ::. ~- !.II I ~11 _; i. !. ;I, I ~. -~I ~~. :. ~~i:'~ f~~'•--~ l.:i '.t ~f~~~„if1`~ li
s ,... ~. II~~~: III.:I
' ....I ~. ~-~:
:. ~'.I ~. III r.:
.. -I~t~ I,
.".I ~. .-i.. -:.I it ~.•?li-I f-
' _.`. ~II :" ~I, - :
I'
I II I .: . :. II-i: ~
: r i.i ., Ii ~ I II r i "i. I- •. .I III I;.~ ~~
"~:.. .... .I: '.I ., ...I ..I' -.t
I-. i i.- II ~
I - Il:;l: 1-~. II.~.
e
~I.'~S~I. .._ .I .+. :.li ~~. I."f •_
I"~':9 11! '?i: ~. ..,... .I.. I ...,..
I .. :I.- I. .: ! i~
it I ~'E -i ~ . I f ~
- II...i:l! ... I ,i1.:: III ii~ii- I~II•.
~::. I~-: f' I ~ :'::
.. i II: IE I.. ...
I ~. i sell
f .::II I ~: Jil~::.
.III ..: -..~1 II ....I~':II.I....
.,I .~ 1..- i._. ,.'.I
I-I i il.:.
I..I~. ! _ F .: .. I : ~,'.,.I ..I. I..f ~~.
I - i;- ''-III ~.. II :_
1 ... ..:
-~ -
iF ~ :I ~ ~~~!
I :jai.. I'....I
° rr~~ d ':~I I~ JI?i~~1i111~i:; 'i, ~'.til.~~l:.
~i
/
~,
DOCS #425630 p1g0 6 Of 7
November 6, 2007 Report: PH-07-056
Attachment "C"
Let's Curb Pesticides brochure
' ,~ ~ ~:
.~
~ ;;,
' f~~`
S4'. )1{II ~ ~~15~i '1
I ~•w
~~
~ .I 5~~.;~,
,,~~~,
i , ,~ a'.~ i i ,~! ~I~i,, i i ,
I ~..I. (.1 I s? ~ I l.:li: I
ri j~,. ~:
i ~ ~, i t
r: ~ ~ :
v '
.
.
- ~^
,.
_ ~~ ~° ,~
~, „
~,
,.~` ~,
~,
~ ~
~:
,°
~ ;c:
y .
~
,_
~ ,~
Y, I l i ~. ~ I ~' I F I r
i!, li ~, I 1. ~.i•_, ii e~.'_il
, .
Y i ~~C "
'~ ~
u'~
' ,,
~"
i
.... ;.. .
,,,;", /Y;b~; ~. a.,.aua~4S4' ,_,-:.a~~~~~w.mei'kr~~,... `;{<„ ati }41y~i~tl~stij+
i i ~~t1t~,. H.. ,,,. tt°"~
~~
~4~,.
M~
i I
I
~. I ~ ~ i, I
1 ~ I i
goes #4as63o Page 7 of 7