Executive Summary


Background
Goals,Objectives & Methods
Findings & Conclusions
Recommendations
Conclusions
 

Background

The Maui’s dolphin is one of the many critically endangered species endemic to New Zealand with only 55 adults remaining in the wild. The species’ population can only sustain one human-induced death every 10-23 years, but the current rate is 5.27 human-induced deaths per year (Currey et al., 2012). If the number of Maui’s dolphin deaths caused by human interactions does not decrease, it is likely that the species will be extinct by 2025.

Since trawl fishing and set net fishing are the primary threats to Maui’s dolphins, the species’ population will not be sustainable until the extent of the dolphins’ range is protected. In 2003, the first ban on set net fishing was placed on the west coast of the North Island. Since then, the original ban has been extended and most recently, in November of 2013, the New Zealand Government extended the fishing ban under the Maui’s dolphin Threat Management Plan. Extensions to existing fishing bans are controversial because conservationists urge more protected areas, while fishermen argue that fishing bans affect their livelihoods. With the controversy surrounding protected areas, Conservation Minister Nick Smith is hesitant to extend the fishing bans without evidence of the species’ range.

DOC has been working to protect the Maui’s dolphin since it was discovered as a subspecies of the endangered Hector’s dolphin in 2002. A concrete understanding of the species’ range would allow DOC to recommend effective legislation aimed at protecting the species’ entire range. DOC relies heavily on publicly reported sightings to learn more about the extent of the Maui’s dolphin’s range. DOC’s system is undermined by the low frequency of sighting report submissions, in part because of the small population size of the dolphin, but also because of a lack of public knowledge about the Maui’s dolphin and related reporting services.

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Goals, Objectives, and Methods

The ultimate goal of this project is to help the New Zealand Department of Conservation raise awareness about conservation efforts to protect the Maui’s dolphin (Cephalorhynchus hectori maui) through providing recommendations for creating effective educational resources and by utilizing available technology to increase the frequency of sighting reports. In order to accomplish this, our team conducted background research and surveyed 384 respondents at several locations in Whanganui and Wellington. Our surveys established that lack of knowledge about the dolphin prevents all but 5% of residents from reporting sightings. Figure i outlines the process by which we progressed from objectives to data collection and analysis to recommendations.

Figure 1 2014 Project 5Figure i: Methodology employed to fulfill our project recommendations and deliverables

The blue boxes at the top of the figure represent the information we needed to assess and evaluate before moving forward with our project. We determined this information by following the methodology shown in the yellow boxes. Once we analyzed the resulting data, we were able to make recommendations to DOC regarding new educational resources and resource accessibility, as shown in the green boxes. Our recommendations were formed based on data analysis. These recommendations included the development of two posters, a bumper sticker, and a tackle box sticker, as well as the design of a smartphone application and creation of a contact list.

The three project objectives that helped us arrive at our final recommendations are as follows:

Objective 1: Assess and evaluate public awareness and knowledge of the Maui’s dolphin and available sighting report services

Our first objective was to establish what the public already knows about the Maui’s dolphin. To assess this, our survey included a question asking respondents if they had ever heard of the Maui’s dolphin. If the respondent was aware of the dolphin, they were asked several questions probing for specific knowledge about the species’ population status, home range, and identifying characteristic. This information would ultimately be used to form our recommendations concerning the content of educational resources.

The second part of this objective was to determine if the public knows that DOC has services to report Maui’s dolphin sightings. To assess this, our survey asked respondents who were aware of the dolphin whether they knew that DOC had services to report Maui’s dolphin sightings. This information would also be used to form recommendations about the content of educational resources.

Objective 2: Recommend approaches to raise awareness about the Maui’s dolphin and sighting report services

Survey data was analyzed for insight into topics such as public awareness and knowledge of the Maui’s dolphin, public knowledge of available sighting report services, and the most prominent sources used by the public to obtain information on the Maui’s dolphin. In recommending approaches for raising awareness about conservation efforts to protect the Maui’s dolphin we also consulted with DOC employees and had several correspondences with primary and secondary educators from the west coast of the North Island regarding the extent to which Maui’s dolphins are covered in school curriculums. We also observed public reactions to proposed educational materials at Seaweek in Auckland.

Objective 3: Improve accessibility of resources available to the public

 

Our third objective was to utilize available technologies to facilitate the sighting report process. We began by assessing DOC’s current services for reporting Maui’s dolphin sightings including the online report form and the DOC HOTline. We also discussed the possibility of a smartphone application at length with DOC employees. Drawing on background research and global examples including Australia’s Coastal Walkabout application, we designed a smartphone application that incorporated all of the available reporting services in one user-friendly mobile interface. A graphical user interface (GUI) mock-up of the application was brought to Seaweek in Auckland so we could receive feedback from the public.

In order to improve the accessibility of educational resources we also identified local organizations for the compilation of a contact list that DOC could use to distribute Maui’s dolphin information and broadcast conservation alerts. Our survey had a question asking respondents if they were a member of any water-based organizations or clubs. A preliminary list was created by compiling responses to this survey question, conducting additional online research, and emailing DOC rangers about existing contacts. We then contacted these organizations via email and phone, asking if they were interested in receiving informational materials on the Maui’s dolphin for distribution to their members or visitors.

In another attempt to improve accessibility of Maui’s dolphin information, we spoke with DOC employees about possible methods for reporting back to the public about conservation efforts and the significance of publicly reported sightings. Background research confirmed the importance of reporting back to participants on the significance of their efforts in furthering conservation campaigns. Discussions with DOC employees led us to make recommendations for the content of feedback material and potential vehicles for distributing the report.

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Findings and Conclusions

The information gathered from conducting surveys led our team to several findings and conclusions. First, although most respondents claimed to have heard of the Maui’s dolphin, not many knew specific details about the species. Respondents often answered confidently that they had heard of the Maui’s dolphin, but admitted that they would be guessing if they tried to answer any of the specific knowledge questions including the species’ population status, home range, and identifying characteristic.

Second, of the survey respondents who knew of DOC’s services for reporting Maui’s dolphin sightings, very few could accurately report a sighting. Overall, only 5% of the survey sample could report a sighting because most respondents have not heard of the Maui’s dolphin, are unaware of DOC’s reporting services, or do not know how to identify the dolphin.

Third, older age groups (35+) were on average 27% more aware of the existence of the Maui’s dolphin than younger age groups. Compared to respondents between the ages of 18 and 34, a greater number of respondents over the age of 35 reported having heard of the Maui’s dolphin. Although younger generations have a reputation for being involved in conservation efforts, our survey data and background research showed that this is a common misconception. This age group could benefit from education on conservation efforts to protect the Maui’s dolphin.

Fourth, respondents who have lived within 10 km of the west coast of the North Island were more aware of the Maui’s dolphin and in general more knowledgeable about specific characteristics of the species than those who have never lived within 10 km of the west coast of the North Island. Most respondents who have lived within 10 km of the west coast of the North Island have heard of the Maui’s dolphin. In addition, more respondents who have lived within 10 km of the west coast of the North Island were able to identify the species’ population status and home range than respondents who had never lived within 10 km of the west coast of the North Island.

Fifth, few respondents aged 18 to 24 reported learning about the Maui’s dolphin in a school setting. Because the Maui’s dolphin was not discovered as a distinct subspecies of the Hector’s dolphin until 2002, only a portion of the population surveyed could have actually learned about the dolphin in primary or secondary school. Of the respondents who could have learned about the dolphin in school, most respondents did not report having learned about the dolphin in a school setting. Although it could be a good outlet for informing a large population about the Maui’s dolphin, it appears that education is not being used to its full potential.

Sixth, of the representative sample, most respondents obtained any knowledge they have of the Maui’s dolphin through media, followed by education/school and word of mouth. When asked to rank the top three sources from which they obtained any knowledge of the Maui’s dolphin, respondents most often ranked media either first, second, or third. Media is an outlet that reaches a large number of people with information regarding the Maui’s dolphin. Contrary to our expectations, DOC publications were infrequently ranked first, second, or third by respondents. Perhaps DOC publications are not highly accessible to the general public.

Seventh, respondents who ranked media as their primary source of information regarding the Maui’s dolphin were more knowledgeable about the dolphin’s status, home range, and identifying characteristic than respondents who did not rank media as their primary source of information. Our findings show that media is an effective method for informing respondents about the Maui’s dolphin. Because our survey did not ask respondents which form of media they obtained information about the Maui’s dolphin form, a future study could determine which sources are most widely used and which sources are more effective at informing the audience.

Eighth, the representative sample believes that conservation of endemic species is significant both on a personal level and on a national level. On a scale of 1 to 5 (5 being ‘most important’) most respondents rated either a 4 or a 5 when asked how important saving New Zealand’s native species is to them. The majority of respondents also rated either a 4 or a 5 for the importance of saving New Zealand’s native species on a national level. This finding validates the significance of our project and shows that perhaps lack of public involvement in conservation efforts is not due to lack of interest, but rather another cause.

Ninth, respondents who identified as Maori ranked the personal importance of saving New Zealand’s native species higher than non-Maori respondents did. This finding reveals a reason to target Maori audiences, by playing into the fact that New Zealand’s native species are culturally significant to the Maori people.

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Recommendations

Our findings, background research, and experiences throughout the completion of our project informed our recommendations to DOC. We strongly recommend that:

    1. To increase the likelihood of sighting reports, DOC produce and distribute educational resources aimed at educating the public about the Maui’s dolphin in general in conjunction with outreach material regarding available sighting report services.

    2. DOC tailor the content, distribution location, and vehicle of educational resources to effectively target various audiences with information about services to report Maui’s dolphin sightings and about the Maui’s dolphin in general.
    3. DOC distribute a “Maui’s dolphin story” poster that can be used to inform the reader of the Maui’s dolphin in a relatable way and gain the reader’s empathy for the dolphin.
    4. DOC consider targeting younger generations by providing primary and secondary school educators with Maui’s dolphin information and sample lesson plans that can be included in a school curriculum.
    5. DOC further inform the public about the value of reported Maui’s dolphin sightings submitted through DOC’s services.
    6. DOC uses the slogan “Rounded fin? Send it in!” in new educational resources.
    7. DOC distribute a poster featuring simple, step-by-step instructions on how to report a sighting.
    8. DOC distribute a bumper sticker with the “Rounded fin? Send it in!” slogan.

    9. DOC distribute to anglers a tackle box sticker with the “Rounded fin? Send it in!” slogan and more detailed instructions for reporting a sighting.

    10. DOC regularly publish a newsletter to report back to the public on the importance of Maui’s dolphin sightings and distribute it using an automated email, the community contact list, and a regular online publication.
    11. As well as distributing educational resources at DOC Visitor Centres, DOC distribute educational materials in other locations not associated with DOC to more broadly reach the public.

  1. DOC continue with the development of a smartphone application that allows users to report Maui’s dolphin sightings.
  2. DOC use a community contact list to spread awareness about conservation efforts to protect the Maui’s dolphin and to broadcast important conservation alerts.

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Conclusions

The final recommendations and deliverables produced provide an approach to educating the public about the Maui’s dolphin and sighting report services using educational resources tailored to target various audiences. By effectively educating the public about both available reporting services and the species in general, DOC could increase the population that is capable of reporting a Maui’s dolphin sighting. Coupled with more accessible reporting services, increasing the public reporter base through education could lead to a higher frequency of sighting report submission, thus allowing DOC to gain a better understanding of the extent of the Maui’s dolphin’s range. With more concrete information on the species’ range, DOC will be able to more effectively propose extensions to current fishing bans. This project has implications beyond protecting the Maui’s dolphin. Our methodology can be applied to develop future programs to inform the public about other threatened species in New Zealand, allowing people to participate in various conservation efforts.

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