Declare or dispose: protecting New Zealand’s border with behaviour change

Sherring, Phill

doi:10.1108/jsocm-09-2018-0103

Cited by 8 publications

(11 citation statements)

References 11 publications

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“…The intervention logic behind the border compliance social marketing program is largely based on mapping their key segments' journeys to New Zealand. MPI have mapped the entire passenger journey a visitor would take to arrive in the country, breaking down their individual steps and processes (Sherring, 2020). This mapping is similar to customer journey mapping commonly found in services marketing, showing visually how a customer would interact with a service organization (Rosenbaum et al, 2016).…”

Section: Interventions Through Customer Journey Mappingmentioning

confidence: 94%

“…New Zealand is an island country with unique and rare flora and fauna which need to be protected from pests and diseases. If new pests and diseases were to find a way into the country and establish, it could severely impact the country's export of horticulture and agriculture products (Sherring, 2020). New Zealand's biosecurity (sometimes known as quarantine) laws exist to protect the country from pests and diseases that are not currently found in the country.…”

Section: Biosecurity Contextmentioning

confidence: 99%

“…MPI's journey maps were largely influenced by ethnographic research, a form of observational research to better understand how people live their lives (Andreason, 2009). By both observing recent arrivals in the airport environment and how they respond to biosecurity prompts plus contextual interviews, MPI gained an in-depth understanding of travelers' behaviors before they departed, while travelling, and when they arrived (Sherring, 2020).…”

Section: Interventions Through Customer Journey Mappingmentioning

confidence: 99%

“…The program is heavily influenced by quantitative research and ethnography in the form of observational research and contextual interviews (Sherring, 2020).…”

Section: Engaging the Communitymentioning

confidence: 99%

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Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change

Sherring

2021

Social Marketing Quarterly

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Background: New Zealand’s Ministry for Primary Industries (MPI) manages the “declare or dispose” biosecurity border compliance social marketing program. Its aim is to protect the country’s important horticulture and agriculture industries from imported pests and diseases, and its environment. The program encourages visitors to New Zealand to leave potential biosecurity risk items at home or dispose in specially marked bins on arrival. An important part of this is having New Zealand ethnic communities advocate on MPI’s behalf to friends and family overseas to follow the biosecurity rules. To fully engage the community to be advocates, it was felt that the community should be involved in the creation of this aspect of the program. Focus of the article: The article is a case study explaining how MPI used co-design methodology to create an advocacy program with a local community to assist behavior change in overseas visitors. The article focusses on the process and planning (including following a six-step co-design model) from a practitioners’ perspective to develop a program co-created with the target audience, rather than the final interventions developed. Program design/approach: The “declare or dispose” program had been solely “expert led” and designed by social marketers and researchers. The program is heavily influenced by a mix of quantitative and ethnographic research. These feed into customer journey mapping where interventions are inserted to influence audiences’ behavior. To assist in advocacy from the New Zealand Indian community to friends and family overseas, a customer led co-design process was developed to create community engagement and advocacy. Methods: MPI ran three co-design sessions involving members of local Indian community groups. The sessions used a mixture of card sorting and open discussion within small groups. The card sorting was used to review, and rate current interventions used in the behavior change program (including interventions both overseas direct to visitors and locally to community members). The open discussion asked participants to generate new ideas for potential new interventions to reach visitors. Results: Through the ranking of existing tools and participant suggestions of new ideas—MPI has developed an advocacy program that spans expert-led and user-led interventions. As hoped, the user-led suggestions were at a community-based level, resulting in a stronger buy-in from the community to deliver advocacy messages to overseas friends and family. Recommendations for practice: The article is useful for practitioners by detailing how to not only use co-design for creating new ideas, but also to evaluate existing ones to create a program blending both expert- and user-led interventions. MPI followed a six-step co-design process to organize its co-design program. This ensured that the right preparation was followed, sessions were effective, and the desired results of the program were achieved.

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Section: Interventions Through Customer Journey Mappingmentioning

confidence: 94%

Section: Biosecurity Contextmentioning

confidence: 99%

Section: Interventions Through Customer Journey Mappingmentioning

confidence: 99%

“…The program is heavily influenced by quantitative research and ethnography in the form of observational research and contextual interviews (Sherring, 2020).…”

Section: Engaging the Communitymentioning

confidence: 99%

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Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change

Sherring

2021

Social Marketing Quarterly

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“…A particular educational need in the case of entry to New Zealand is the matter of biosecurity in that many elsewhere innocuous items are strictly regulated. Sherring (2019) describes the efforts put into changing the behavior of international travelers to comply with biosecurity regulations. Airport signage is an important part of this effort.…”

Section: Education In the Airportmentioning

confidence: 99%

Information, Education, and Language Policy in the Linguistic Landscape of an International Airport in New Zealand

Cunningham¹,

King²

2021

Linguistic Landscapes Beyond the Language Classroom

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The study of linguistic landscapes initially centered on public signage in multilingual environments (Landry & Bourhis, 1997;Spolsky & Cooper, 1991). The many studies in this field have examined both signage produced by public authorities ("informative signs," Spolsky, 2009) and privately produced advertising signs. Cenoz and Gorter (2006) connected the linguistic landscape of public spaces to the official language policy of the setting. Alongside these studies there have been many studies on the purposes and information in linguistic landscapes associated with semi-public environments, including the classroom environment. In a recent article, Gorter (2018) offers an overview of schoolscape research and points out that signage can have a pedagogical application and also be relevant for language learning. Aiestaran, Cenoz, and Gorter (2010) found that signs in schools are related to the teaching of subject content and language, but also intercultural awareness, establishing behavioral rules, as well as practical or commercial information.This chapter expands the study of multilingual signs in (semi-)public places by examining signs in an airport. Since the 1970s as airports worldwide have increasingly become private companies, there has been a move toward commercial branding of the airport as a destination (Castro & Lohmann, 2014). Airports are on the one hand semi-public spaces but as they are increasingly administered by private companies the larger airports have a strong branding and commercial focus. The most recent example of this is the opening in April 2019 of Changi Airport's Jewel shopping mall, which is a landside attraction (Jameson, 2019). Spolsky (2009: 34) outlines eight major types of sign distinguished by Spolsky and Cooper (1991): 1. Street signs 2. Advertising signs 3. Warning notices and prohibitions 4. Building names 5. Informative signs (directions, hours of opening) 9781350125360_txt_prf.indd 7/29/2020 8:42:43

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Networks of risk: international tourists as a biosecurity pathway into national parks

Hulme

2024

Biol Invasions

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International tourists are recognised as vectors of alien microbes, plants, and animals into protected areas worldwide, either by introducing species from overseas or redistributing alien species within a region. Quantitative estimates of the risk from this introduction pathway have relied on surveys of invasive alien species associated with tourist clothing or transport vectors. In contrast, the large-scale movement of tourists across multiple protected areas within a region has rarely been examined. The New Zealand International Visitor Survey was used to estimate the frequency with which several thousand international travellers visited the nation’s 13 national parks. Trends in international visitor movements were compared immediately prior to the closure of international borders due to the SARS-CoV-2 pandemic and again once the border had reopened. Approximately one-third of international visitors only visited a single national park but over 20% visited five or more. The long tail in the frequency of national parks visited highlights that a small number of tourists pose a greater risk of introducing or moving invasive alien species among different protected areas. European tourists visited more national parks and were more likely to camp or stay in mountain huts while in New Zealand, potentially posing a greater biosecurity risk than other nationalities. The largely montane nature of most national parks imposes a strong bioclimatic filter on alien species establishment and combined with border controls, suggests international tourists pose a greater risk by disseminating already established alien species more widely among and within national parks. Network analyses highlighted geographic clustering of national parks based on tourist movements that might facilitate regional spread of alien species. Greater investment in the education of international tourists about the biosecurity risks they pose through spreading alien species into national parks is needed to address Target 6 of the Global Biodiversity Framework.

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Declare or dispose: protecting New Zealand’s border with behaviour change

Cited by 8 publications

References 11 publications

Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change

Using Co-Design to Create Community Advocacy for Biosecurity Behavior Change

Information, Education, and Language Policy in the Linguistic Landscape of an International Airport in New Zealand

Networks of risk: international tourists as a biosecurity pathway into national parks

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