“…Most campaign types were targeted towards a specific audience (55%; e.g., Hands et al 2018) rather than directed at the general public (37%; e.g., Norman-Burgdolf & Rieske 2021). Furthermore, targeted audiences included anglers (e.g., Azzurro et al 2016), beekeepers (Cerri et al 2022), boaters (e.g., Shaw et al 2014), children (e.g., Skukan et al 2020), farmers (Li et al 2021), field workers (Shannon et al 2020), landowners (Santo et al 2015), pest control operators (Walter et al 2009), professionals (e.g., Gupta 2010), policymakers (e.g., Davis et al 2018), residential gardeners (Hands et al 2018) and store owners (Oele et al 2015). The most targeted audience was anglers (25%).…”