1. Aquatic Bio-security Campaign Check, Clean, Dry
Emma Kiddle, Defra Campaigns and Marketing, 18th May 2011

2. Background
Non-native Species Media and Communications strategic plan highlighted freshwater users as key target audience
Following the success of Be Plant Wise, the Non-native Species Media and Communications Working Group in January 2010 agreed to engage anglers as the next priority
And then...

3. The Killer Shrimp Found on 3rd Sept 2010 at Grafham Water, Cambs.
Also found in November 2010 at two locations in Wales.

4. Background
Killer shrimp Dikerogammarus villosus found at Grafham water in September 2010 and at two locations in Wales in November
One of the most damaging and invasive species in Europe
Significant media interest in the subject – including piece on Countryfile
Package of measures being developed with Ministerial support, including communications campaign
Campaign led by communications group working as part of overall EA chaired Task Group

5. Campaign objectives Draft messages:
Raise awareness of and encourage behaviour change:
Aquatic non-native invasive species and the impact they can have on the environment
The practical steps that can be taken to stop the spread through good bio-security practices
Local campaign
Support local activity with information and resources
In particular, target waterways with specific issues e.g. Killer shrimp
Good bio-security practises = Make it 2nd nature to clean down and check equipment before and after getting involved in recreational water activity.
Draft messages:
Check and wash equipment and clothes before and after water based activity
Stop waste water entering any watercourse
Thoroughly dry equipment and clothing. The shrimp can survive up to 5 days in damp areas
Check areas that retain water, remain damp or are hard to inspect (for example water that collects in bilges or inside kayaks and canoes)
How to report an invasive species...

6. Include other invasive animals, plants, diseases, parasites and pathogens
Fish diseases – picture of fish with “Spring viraemia” - one of two really problematical virus diseases of fish (particularly in carp species, such as koi)
Picture bottom left is of Salmon fluke – “Gyrodactylus”
Picture bottom middle is of frog with Chytrid fungus
Bottom right is Zebra Mussel

7. Target audience and channels
Primary audience
Boating and angling community and other users of water bodies such as rowers and canoeists – key audience groups identified in the Media and Communications strategic plan
Conservation organisations
Channels
PR/Media; toolkit; events; website and digital advertising
Possible promotion with boat and rod licences

8. Partner support
Building on communications already produced by partners

9. Communications approach and messaging
Developed overarching brand to unify aquatic bio-security information
Broad appeal including fit with Be Plant Wise
Three easy to follow actions: Check, Clean, Dry
Relevant to all possible aquatic invasive non-native species

10. Poster and factsheet

11. Media launch Monday 28th March at rowing club in London
Minister Richard Benyon accompanied by Olympian rower Ben Hunt Davies and Mark Owen from the Angling Trust
Coverage included BBC London news and Guardian editorial

12. Partner support
Articles on all our partner websites and in newsletters. For example:
Angling Trust e-newsletter to15,000 anglers
British Rowing club mailing
Local NNS action groups distributing leaflets
Water UK newsletters
EA handing out 10,000 leaflets during the Whitsun Bank Holiday

13. Websites: www. direct. gov. uk/checkcleandry Detail on www
Websites: Detail on
772 views of campaign landing page in two days
1,088,893 have seen our Google sponsored links
684 clicked through to our landing page.

14. Next steps
Websites remain available at Directgov and
Focus on working with existing partners and building new relationships, i.e. with chandlers & tackle shops, to communicate messages
Regular updates when new information is available
Attending events to engage target audience
Working with LOCOG to ensure information included in packs going to Olympic teams
£92m recently announced by Defra’s Secretary of State to improve the status of our waterways, part of this funding will be used to support INNS activity