9.0 Understanding our audience
The survey conducted by GDAWR helped to better understand the primary audiences that a social marketing campaign -- focusing on invasive, feral and nuisance animal eradication -- would need to target. From the surveys conducted, we now have greater understanding about their levels of KAP, who they trust as information sources and what kinds of media they like. This information will be used to focus outreach objectives, as well as to determine the messages that we will use (see also section 12: Campaign Design).
TARGET AUDIENCE – YOUTH
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What do we know about this group?
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Between 16-20 yrs old
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Have some High School education completed
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Primarily go to school, do not have a full-time job
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From observation, they are “mainstream”. There is great influence from mainland US/Western culture
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Family-oriented
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Active in church community
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Knowledge
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In general, they have a better understanding than the general public of invasive species, feral animals, pet control and reporting methods.
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Refer to Survey Question 43, 44, 45, 49, 50, and 51.
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Attitude
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They want to report invasive species but may not know how.
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They may not be protecting or maintaining protected habitat because of inability to stop deforestation.
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Do not spay or neuter pets possibly due to cultural practices.
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Still release pets in the wild possibly due to social stigma.
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Possibly do not eradicate rodents due to financial reasons.
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Refer to Survey Question 37,40,41, 42, 44,47, Question group 8
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Practice
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According to the surveys, youth are more likely to change their behavior in relation to reporting invasive species, pet control, and feral animals.
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Refer to Survey Question 39,45,48, 51
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Comments
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Important sources
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Media sources
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printed media, radio, television
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TARGET AUDIENCE – GENERAL PUBLIC
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What do we know about this group?
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Use protected areas
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Would report nuisance animals
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Are pet owners
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Can be part of Indigenous groups
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Encompasses all ages beyond age 20
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Work in a variety of sectors anywhere from self employed to government positions
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Can encompass a variety of backgrounds including Chamorro, Filipino, Caucasian and a diversity of Micronesian ethnicities
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Family oriented and Catholic by majority
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Supportive of Military endeavors on the island and abroad
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Cultural heritage very important.
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Knowledge
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A large percentage have not spayed or neutered their pets and have neutral tendencies toward the release of unwanted pets harm and spaying and neutering wildlife
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Most know not to litter and recycle
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Most know to alert authorities regarding invasive species.
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Refer to Survey Question 43, 44, 45, 49, 50, 51
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Attitude
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The majority of people know there is something they can do to protect wildlife
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They want to report invasive species but may not know how.
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Do not spay or neuter pets possibly due to cultural practices.
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Still release pets in the wild possibly due to social stigma.
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Possibly do not eradicate rodents due to financial reasons or believe that conventional methods are better than new technology.
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Refer to Survey Question 37,40,41, 42, 44,47, Question group 8
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Practice
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According to the surveys, adults rarely spay/neuter their pets, would reporting invasive species to someone not necessarily an authority, and are neutral toward implementing pet and feral animal control measures.
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Refer to Survey Question 39,45,48, 51
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Comments
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Some are very distrustful of the federal government due to past discrepancies with the military. There is much pride in Chamorro culture and language. There can be discrepancies between “outsiders” and “locals”.
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Important sources
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Governmental environmental officials, people on TV or radio, friends and family
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Media sources
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Television, newspaper, radio
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