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‘Take the Lead’ – Engaging dog walking / owning audiences

SDLMG Summer Meeting 11 June 2014. ‘Take the Lead’ – Engaging dog walking / owning audiences. Introduction. One third of all visitors to the countryside accompanied by a dog Dogs can disrupt people without dogs, disturb wildlife, foul in public areas, cause harm to livestock

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‘Take the Lead’ – Engaging dog walking / owning audiences

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  1. SDLMG Summer Meeting 11 June 2014 ‘Take the Lead’ – Engaging dog walking / owning audiences

  2. Introduction • One third of all visitors to the countryside accompanied by a dog • Dogs can disrupt people without dogs, disturb wildlife, foul in public areas, cause harm to livestock • SDNPA PMP Policy 16 -Engage with dog walkers to encourage responsible behaviour, especially around livestock and ground nesting birds • To engage requires communication based on audience insight and understanding

  3. Responsible dog walking campaign • Aims – to promote responsible dog walking and encourage positive public attitudes towards responsible dog walkers in the countryside • Use audience insight e.g. from Understanding the Psychology of Walkers With Dogs – new approaches to better management, published by University of Portsmouth funded by Hampshire County Council, The Kennel Club, Countryside Agency and Hampshire Countryside Access Forum (2006)

  4. Key ideas / approaches • Evidence-based communication • An irresponsible minority ruin it for the majority • It is always the owners’ responsibility not the dogs’ • Dog owners see their dogs as a member of the family – emphasise negative consequences to the dog too • Dog owners see themselves as a distinct social group – use peer-to-peer communication and ‘ambassadors’ / case studies • Use humour (respectfully) to attract new audiences & build a bridge

  5. Key idea / approaches • 7/10 of Youtube’s most popular videos were funny

  6. So what have we done? • Survey of 1000 local dog walkers – e.g. 90 per cent of dog walkers are frustrated for themselves or others when they see people not picking up after their pet or not having the dog under proper control. 95 per cent believe that the reputation of responsible dog owners and their dogs are unfairly damaged by the actions of a minority. • Media coverage e.g. Eastbourne Herald • Youtube campaign video – 17,000 views to date • Facebook competition to find the ‘faces of the campaign’ – 23 entries • Partnerships with Arden Grange & The Kennel Club • Local activity e.g. South Downs View, Woolbeding Dog Fun Day • Local stakeholder channels e.g. Brighton & Hove City Council

  7. What are we doing next? • Creating four case study short documentary style films • Engaging dog walking companies • Second media push for summer

  8. Final thought… “Communication leads to community, that is, to understanding, intimacy and mutual valuing” ~ Rollo May Thank-you Nick Stewart Campaigns & Identity Project Manager South Downs National Park Authority nick.stewart@southdowns.gov.uk

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