#7 Overview of the Stakeholder Process and …projects.vhb.com/stormwaterseminars/presentations/7 Overview of the...From Nancy Lee, Social Marketing Services, Inc. Learn What Barriers

PREPARED UNDER

The 319 Nonpoint Source Pollution Grant Program

FUNDED BY

MA Department of Environmental Protection

PREPARED BY

Boston, MA

Vanasse Hangen Brustlin, Inc.Watertown, MA

Horsley Witten Group, Inc.Sandwich MA

The Center for Watershed ProtectionEllicott City, MD

Stacey DePasquale Engineering, Inc.Lawrence, MASandwich, MA Lawrence, MA

Month XX, 2011Month XX, 2011

Location here

Session Overview

Why is Stormwater Education Important? Review of Regulatory Requirements

Eff ti St k h ld I l t Effective Stakeholder Involvement Developing Successful Stormwater Education Program Exercise Exercise Resources

Why is it Important?

It effectively prevents or reduces stormwater pollution:pollution:• Greater support for programs• Increase manpower for

implementationimplementation

It is required:M i i l S t St S• Municipal Separate Storm Sewer (MS4) Program

Review of Phase II Requirements for MS4s

Implement a public education program to distribute educational materials

OROR

Conduct outreach activities on the impacts of and stepson the impacts of and steps to reduce stormwater pollution

Other Benefits of Public Involvement and Education

Can help satisfy ALLminimum control measures:1. Public Education and Outreach2 Public Participation/Involvement2. Public Participation/Involvement3. Illicit Discharge Detection and Elimination4. Construction Site Runoff Control5 P C i R ff C l5. Post Construction Runoff Control6. Pollution Prevention/Good Housekeeping

Audience Quiz

How does your community currently engage and educate the public?

A Fi t I’ h d f itA. First I’ve heard of itB. Bought our subscription last yearC Just getting startedC. Just getting startedD. Some experience, but could use help expanding our programE. Doing well, in fact – I should be teaching this session instead of g , g

you

Stormwater Education Challenges

1. The public is still only dimly aware of what stormwater is2. Many pollutant producing behaviors are fairly common and

there are a lot of minds to changethere are a lot of minds to change3. Many programs have inadequate stormwater education

resources4. The most affordable marketing techniques don’t reach many

people

The Public is Not Really Sure What Stormwater Is

Stormwater Education Challenge #1:

The Public is Not Really Sure What Stormwater Is


There Are a Lot of Minds to Change

Conservative Estimates of U.S. Polluters

Hosers 15 million

Bad Mechanics

Pesticide Sprayers 43 million43 million

3 million

Chronic Car Washers

Septic Slackers 15 million

27 million

ili

Bad Dog Walkers 16 million

38 illiOver‐Fertilizers 38 million

Results of the CWP Survey of Chesapeake Bay Resident Behaviors

The next series of slides looks at five common pollutant‐producing behaviors:

Frequent FertilizersPoor Pooch ScoopersPoor Pooch ScoopersChronic Car Washers

Septic SlackersBad Mechanics

Frequent Fertilizers

There are 20‐30 million acres of lawn in the U S There are 20‐30 million acres of lawn in the U.S. If lawns were a crop, they’d rank fifth on the basis of

area Nutrient runoff from lawns can cause

eutrophication in streams, lakes & estuaries 52% of people who fertilize OVER‐fertilizep p Only 10‐20% of lawn owners perform soil tests first

Regional Residential Insecticide & Herbicide Use

80

60

70Pe

40

50rce Warm Regions

20

30

40nta

Mid‐AtlanticCold Regions

0

10

20ge

0Use Insecticides Use Herbicides

Poor Pooch Poop Scoopers

41% of people own dogs 41% of people own dogs Of dog walkers, 41% admit they rarely or never

clean upclean up Of these, 44% would not clean up even with a fine,

complaints, collection or disposal methods However, 63% agreed that pet wastes contribute to

water quality problems

Chronic Car Washers

55 70% of households wash their own cars 55‐70% of households wash their own cars 60% are “chronic car washers” who wash their car at least once

a month 70‐90% report that their wash water drains directly to the street

and eventually, the storm drain

1 in 4 U S households has a septic system

Septic Slackers

1 in 4 U.S. households has a septic system Septic system failure rates are 5‐35% 50% of owners are “septic slackers” who 50% of owners are septic slackers who

have not cleaned or inspected their system in the last three years

12% have no idea where their system is located on their property

Bad Mechanics

Only 30% of car owners change their ownOnly 30% of car owners change their own fluids

Of these 80% claim to dispose/recycle theirOf these, 80% claim to dispose/recycle their fluids properly

Only 1‐5% dump oil and antifreeze into theOnly 1 5% dump oil and antifreeze into the storm drain


Inadequate Resources Available for Stormwater Education

Small stormwaterSmall stormwater programs with limited

budgets often see education as the

proverbial six-hundredproverbial six-hundred pound gorilla.

Annual Budget for Nutrient Education Programs

< $1 000 A survey of 50 < $1,0006%$100,000+

10%$50,000‐$100,000

6%

yprograms devoted to watershed

education andeducation and nutrient outreach shows that

$25,001‐$50,00026%

$1,000‐$25,000

many are poorly funded.

$1,000 $25,00052%

Source: Swann, 1999

Staff Time Devoted to Nutrient EducationStormwater education

> 1.0 Years17%

often occupies only a small portion of a

stormwater manager’s time.

0 ‐.25 Years49%

17%

.50 ‐ 1.0 Years

time.

.26 ‐ .50 Years

14%

.26 .50 Years20%

Source: Swann 1999Source: Swann, 1999

Audience Quiz

What Percent of Your Annual MS4 Budget is used for education?

• What budget?• What budget?• >20%• <20%


Current Outreach Methods May Not Be Most Effective

Outreach Methods Used vs. Those Preferred by ResidentsTraining Workshops

Internet

ConsultationsUsed by managers

Preferred by residents

h

Cable TV

Demonstration Projects

Community Newsletters

Video

Brochures

Television

Newspapers

y

0 2 4 6 8 10

Developing an Effective Stormwater Education Program

Based on EPA’s DocumentBased on EPA s Document ‘Getting in Step: A Guide for Conducting Watershed O treach Campaigns’Outreach Campaigns’ (2003)

Step 1:Id tif D i iIdentify Driving Forces, Goals,

d Obj tiand Objectives

h i h ll f d hi h h iWhat is the pollutant of Concern and which Behaviors are linked to the Pollutant of Concern?

Bacteria Nutrients

S di t Sediment Trash and Debris Metals Metals Pesticides

Tools to Identify Pollution Sources and Pollution Prevention Opportunities

Within the Stream Corridor Municipal Operations

Neighborhoods Hotspot Operations

These manuals contain guidance on conducting investigation of These manuals contain guidance on conducting investigation of g g gg g gsources of pollution in your watershedsources of pollution in your watershed

What are the pollutants of concern here?…

And Here?And Here?

What is the problem here?What is the problem here?

What are Hotspots?

Transportation Related OperationsTransportation‐Related OperationsCommercial Operations Industrial Operations Industrial Operations Institutional Operations Municipal Operations

Produce higher levels of pollutantsAND / ORAND / OR

Present higher potential risk for spills, leaks, or illicit discharges

Neighborhood Source Assessment

Yards and Lawns Driveways Sidewalks Driveways, Sidewalks,

and Curbs Rooftopsp Common Areas

www.composters.comp

Step 2: Identify and Analyze the Target Audience

Based on the pollutant, who is your target audience?

Citizens, the public Students and others in academia

P t ti l l t t Potential volunteers or partners Business and industry MS4 community MS4 community Elected and other public officials Non‐governmental organizationsg g

Who do we target?g

How Can you get them to change?Research Options

• Focus groups• Phone interviewsE i ti• Existing survey instruments

• Public agencies• Public agencies• Community leaders• Trade associations

Existing Public Surveys

Survey of Central Ohio Public Attitudes Toward Growth andDevelopment by the Mid‐Ohio Regional Planning Commission

Target Audience for Rain Barrels

Based on surveys conducted for Seattle Public UtilitiesSeattle Public Utilities those most interested:

•Avid gardeners•Interested in natural gardening

•Have compost binsHave compost bins

From Nancy Lee, Social Marketing Services, Inc.

Learn What Barriers Prevent Behavior Change

Physical BarriersToo hard to do Takes too long

Economic BarriersEconomic BarriersAdded costs; Start‐up costsNo cost savingsNo financial incentive to change; no tax breaksNo financial incentive to change; no tax breaks

Education BarriersDon’t know how to do it/Need Training

Social/Psychological BarriersIs the new behavior against social norms: fear of doing something differentNOBODY ELSE IS DOING IT!

Step 3: pMessage

Craft Messages that Show Benefits

What’s in it for them?• Real Benefits

Save money/make money̶ Save money/make money̶ Save time̶ Protect health

P i d B fi• Perceived Benefits̶ Fit in with others (It’s cool)̶ People expect it̶ Everyone else is doing it̶ I’ll get rewarded

Brochure and door hanger offering FREE rain garden installation with Reverse Auction

Craft Messages to Overcome Barriers

We’ll teach you how We ll teach you how to do it

Save money/get moneyy g y It takes 5 minutes or less It’s the cool thing to do You’ll get a reward if you do it

Barrier: Can’t see how to pick up pet waste at night.

Overcome it: Hand out poop‐spotting flashlights—no excuse now!

Barrier: Homeowners like their big, green lawns, but they like Maryland crabcakes even more.

Craft Messages to Promote Single, Simple Doable Behaviors Ones that will make a difference

Ones your audience will d t dunderstand

Ones you can observe/measure


Huron River WatershedCouncil Ad

Single simpleSingle simple behavior

Washington Dept of Ecology

Results:• 17% believe that they are not at all likely to get caught and fined (Down from 27% who

Washington Dept of Ecology

• 17% believe that they are not at all likely to get caught and fined. (Down from 27% who believed they are not likely to get caught in the benchmark study.)• 42% of respondents would say that fines for littering are very severe or severe. (Up from 31% in the benchmark study. ) From Nancy Lee, Social Marketing Services, Inc.

A Little Humor Goes a Long Way


Step 4:What is the

ff imost effective technique?

Include Tangible Objects & Services That Support Behavior ChangeSupport Behavior Change Rain gauges Bug ID cardsBug ID cards Pet poop flashlights Soil test kits Include message and URL


Tangible Objects to Keep Good BugsTangible Objects to Keep Good Bugs


Considerations for Messages and Formats

Social norms (conformance/compliance)

Commitments (pledges, signups)(pledges, signups)

Prompts (storm drain markers, in‐store shelf talkers)

I ti /di i ti Incentives/disincentives (rewards/fees)

Ready‐to‐use Formats

EPA’s Nonpoint Source OutreachSource Outreach Toolboxwww.epa.gov/nps/toolbox

Don’t reinvent the wheel.

Use what someone else has already done!

DOG BEEP Radio PSA: California State Water Resources Control BoardWater Resources Control BoardDogbeep.mp3

TV PSAs: Chesapeake Bay Club TV PSA campaign

CBAYappetizer.mpg

h k lTV PSAs: Think Blue San Diego; replicated by Maine DEP

TBMaine_30.mpg

Step 5: Distribution

How will you distribute your materials? Who will distribute the message?

Distribution

D li i hDelivering the message . . .

Mail Piggybacking or leveragingMail Piggybacking or leveragingPhone MediaDoor‐to‐door Stakeholder‐stakeholderE t C f / k hEvents Conferences/workshopsPresentations Targeted businesses

Who is your messenger?

Who does your audience trust?

Who does your audience Who does your audience believe?

Conservation Cowboy from Grapevine, Texas.

Step 6:E l t th t h iEvaluate the outreach campaign

??

Why evaluate? Program success justificationProgram success justification

• Shows a cost‐effective program• Show impacts and benefits

Understand the good bad and uglyUnderstand the good, bad and ugly• What went right? What went wrong?

Program refinements and improvements• Adaptive management• Adaptive management

SW Permit Measurable goals Helps with your annual report and reports to funders!

Evaluation Tools Assessment tools include:

• Focus groups• Surveys• Interviews• Water quality data

Tools may be part of before/after approach• Remember to get your baseline data so you can measure successg y y

Lake Harriet Watershed Awareness Project

This billboard ad was one component of an program of intensive outreach for the

residents of an urban

Source: Minnesota Department of Agriculture

residents of an urban watershed in the

Minneapolis‐St. Paul area.

Pesticide Reductions From the Lake Harriet Watershed Awareness Campaign

Annual EMC (µg/l) Percent Decrease

Pesticide 1992 1993 1994 1995 1992‐1995

Dicamba 0.5 0.4 0.4 0.2 59%

2,4‐D 1.5 1.6 0.6 0.6 58%

MCPP 1.1 1.2 0.8 0.5 56%

MCPA 2.4 1.4 0.7 0.3 86%

Source: Stormwater Strategies, NRDC, 1999

Action!Once you’re done, do it again…

Awareness

Key Resources Stormwater Webcasts on Outreach – www.epa.gov/npdes/training Nonpoint Source Outreach Digital Toolbox – www.epa.gov/nps/toolboxNonpoint Source Outreach Digital Toolbox www.epa.gov/nps/toolbox Getting In Step: A Guide for Conducting Watershed Outreach Campaigns

www.epa.gov/owow/watershed/outreach/documents Getting in Step: A Guide for Conducting Watershed Outreach Campaigns –Webbased

training module based on the guidetraining module based on the guidewww.epa.gov/watertrain/gettinginstep

Getting in Step: Engaging and Involving Stakeholders in Your Watershed www.epa.gov/owow/watershed/outreach/documents/stakeholderguide.pdf

Stormwater Outreach Materials and Reference DocumentsStormwater Outreach Materials and Reference Documents www.epa.gov/npdes/stormwatermonth

Stormwater Case Studies on Public Education www.epa.gov/npdes/stormwater/menuofbmps/publiceducation

Mass DEP Nonpoint Source Education WebsiteMass DEP Nonpoint Source Education Websitehttp://www.mass.gov/dep/water/resources/nonpoint.htm

CONTACT INFORMATION

Bethany E. EisenbergDirector of Stormwater Services

| li

Deb CaracoCenter for Watershed Protectioni ld ffi hVHB | Vanasse Hangen Brustlin, Inc.

101 Walnut StreetWatertown, MA 02472Phone: 617.924.1770 x1229 | Fax: 617.924.2286 Direct: 617.607.1852 beisenberg@vhb com

Field Office: 606 N. Aurora St., Ithaca, NY 14850Main Office: 8390 Main Street, 2nd Floor, Ellicott City, MD 21043 [email protected] cwp [email protected]

www.vhb.com

Richard A. Claytor, Jr., P.E.Principal EngineerHorsley Witten Group

www.cwp.org

Stacey A. DePasquale, P.E.PresidentSDE354 M i k S S i 20090 Route 6A, Sandwich, MA 02563

508‐833‐[email protected]

354 Merrimack Street, Suite 200Lawrence, MA 01843‐1755978‐975‐0500sdepasquale@sde‐inc.comhttp://www.sde‐inc.com/

www.vhb.com/stormwaterseminars