Using Weed to Rewire the Brain

Abstract

Noxious weeds represent a complex and intractable environmental problem. In addition to the significant financial cost of managing weeds, the problem is compounded by the often competing management strategies adopted by landholders, and diversity of land uses between properties. In this instance, ultimately weeds management represents a collective action problem. While there has been recognition and action around grassroots community involvement in weeds management, few authors have used Community Based Social Marketing as a tool to encourage collective action around weeds management. Community Based Social Marketing (CBSM) has been touted as an effective tool to motivate behaviour change. The purpose of this project is therefore to design and assess the suitability of a CBSM campaign to encourage collective action around managing noxious weeds in the NSW Snowy Mountains. The CBSM framework involves determining what constitutes appropriate behaviour change; identifying barriers and benefits to the existing arrangements in the Snowy Mountains and any proposed changes; implementing a pilot project; and testing the suitability of the pilot project for broader implementation across the Snowy Mountains.