1. Elaina Todd Guam Southern Watersheds Campaign CRITICAL ANALYSIS PRESENTATION

2. Site: Southern Guam Guam’s beautiful coral reef ecosystems are home to over 400 species of coral and over 4,000 species of other marine invertebrates and fish making it one of the most diverse in the United States. CRITICAL ANALYSIS PRESENTATION ADD MAP

3. Guam’s Coral Reefs Guam Watersheds Pride Work Plan

4. Guam’s Southern Watersheds Guam Watersheds Pride Work Plan

5. Guam’s Southern Watersheds Guam Watersheds Pride Work Plan The blue boxes represent the watersheds that were originally in the Pride application. The green boxes represent the watersheds that only have one municipality in which it may be easier to set up watershed based monitoring. The campaign will take place in all of Southern Guam

6. Guam Watersheds Pride Work Plan The Threats Sedimentation & Erosion Pollution Invasive Species Over Harvest of Water Removal of Vegetation Typhoons and Earthquakes

7. The Social Marketing Strategy As a result of the Threat Ranking… The Pride campaign will focus on sedimentation and erosion being caused by wildland fires. The target audiences are… Hunters and Southern Communities Guam Watersheds Pride Work Plan

8. The Theory of Change 2010 CR Baseline CRITICAL ANALYSIS PRESENTATION An equation for change.. Assess where audiences are, and how to move them along the continuum. Knowledge Attitude Interpersonal Communication Barrier Removal Behavior Change Threat Reduction Conservation Result K + A + IC + BR BC TR CR

9. The Strategy in SOUTHERN GUAM To eliminate the threat of sedimentation on Guam’s diverse coral reefs, wildland fires caused by illegal hunting practices in Southern Guam must be prevented and community members must report wildland fires and adopt responsible fire use practices. CRITICAL ANALYSIS PRESENTATION

10. SOUTHERN GUAM Target Audiences CRITICAL ANALYSIS PRESENTATION 1. General Community 2. Hunters

11. SOUTHERN GUAM Theory of Change Results & Critical Analysis CRITICAL ANALYSIS PRESENTATION

12. CR Conservation Result Goal By 2015 coral reefs in monitoring sites should begin to show improved reef health by a 5pp increase in coral cover in monitoring sites. Baseline: 3.03% in fixed sites; 4.34% in random sites CRITICAL ANALYSIS PRESENTATION

13. K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results 71% of hunters disagree that wildland fires are not a serious threat to Guam’s reefs, a 255% increase. 51pp increase from 20%; SOA: 340%

14. A Attitude K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results 80% of hunters agree that individuals starting wildland fires must be prosecuted, a 40% increase. 23pp increase from 57%; SOA: 177%

15. IC Interpersonal communications A Attitude K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results Hunters will talk to others about wildland fires. Survey data was not statistically significant but other data indicated hunters are speaking about fires and alternatives.

16. IC Interpersonal communications A Attitude K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Critical Analysis - Fiesta displays, hikes, community events were most effective. - Messaging needs to include information about causes of fires. - Partnerships must be sustained.

17. Barrier Removal BR IC Attitude A K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results 75 hunters attended hunter expos in September, and 37% of hunters said they had spoken with someone about deer attractants. Critical Analysis Deer attractants were well received Relationship established with hunters

18. Barrier Removal Deep Dive 1.Three hunter expos- taught hunter safety, impacts of fires, and the alternatives to using fire. 2. Distributed deer attractants and taught them to make their own. 3. Hunters requested more training, more expos! CRITICAL ANALYSIS PRESENTATION

19. BC Behavior Change BR Barrier Removal IC Attitude A K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results Data is not yet available due to timing of BROP. Critical Analysis 80 deer attractants were distributed. Distribution of next set of tools will allow more data to be collected.

20. BC Attitude TR Threat Reduction BR Barrier Removal IC Attitude A K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results Fire data for the year indicates less average fires per month (from 147 to 96). Sediment data is being collected and monitored. Critical Analysis Guam’s worst drought since 1998.; DOD Buildup Other barrier removal needed- enforcement.

21. BC Attitude TR Threat Reduction BR Barrier Removal IC Attitude A K Knowledge CR Conservation Result CRITICAL ANALYSIS PRESENTATION Results Coral reefs will be continue to be monitored and data will be shared over the next several years. Critical Analysis In addition to threat reduction, work must be done to mitigate damage to watersheds to see full conservation results.

22. How we monitored success? 2009 Qualitative & Quantitative Results Constituency Partnerships Engagement of key audiences CRITICAL ANALYSIS PRESENTATION

23. How we monitored success? 2009 Lead Agency Partner Perspective “The Rare campaign filled in the gap needed for the management of reforestation/mitigation efforts. Any reforestation efforts cannot be successful without addressing issues related to fire.” What do you feel has been the greatest outcome of this campaign? “Expansion of the partnership with the southern community, exposure of the GCMP with other communities, partnerships with other agencies such as the Fire department.” CRITICAL ANALYSIS PRESENTATION

24. Where are we and where are we going? 2010 CR Baseline CRITICAL ANALYSIS PRESENTATION Where are your target audiences at on the Theory of Change? What are your future goals to move them along the Theory of Change? Continuing to work with hunters and southern communities to address the barriers and adapt our strategy as needed to move our community to behavior change and to achieve our conservation results. K + A + IC + BR BC TR CR General Community Hunters

25. Please Support Pride in Guam xx Xx xx www.rareplanet.org/guam-watershed-campaign Guam Watersheds Pride Work Plan

26. Si yu’os ma’ase