2004CSP017
Attachment 1
PUBLIC EDUCATION TOWARD
REDUCED PESTICIDE USE IN EDMONTON
Within an Integrated Pest Management Program
PROPOSED
IMPLEMENTATION STRATEGY
Prepared By:
The City of Edmonton
Community Services Department
Parkland Services Branch
to
Community Services Committee
January 23, 2004
CONTENTS
1. Introduction
2. Public Education Goal
3. Public Education Objectives
4. Research - Key Conclusions
5. Public Education Implementation
6. Structure/Staff Resource
7. Timelines
8. Measurement and Evaluation
9. Financing the Program
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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1. Introduction
At its September 23, 2003 meeting, City Council directed the Administration
to “prepare an implementation strategy based on Section 1 of the Pesticide
Advisory Committee Final Report, as outlined in Attachment 1 of the May
12, 2003 Community Services Department report, including costing, for
consideration by Community Services Committee in February 2004.”
This implementation strategy outlines key steps to build upon and formalize
the Integrated Pest Management (IPM] and Plant Health Care (PHC)
practices of the City of Edmonton.
Developing a comprehensive and sustainable IPM Program is necessary to
meet a number of City supported recommendations resulting from the
Pesticide Advisory Committee Report. A formal City of Edmonton IPM
Program will incorporate both:

The City’s approach to pest management on public parkland, including
the proposed policy before City Council, and

The public education activities that would be delivered in partnership to
inform citizens about alternatives to pesticides, promoting natural and
healthy lawn and garden care.
This document focuses on public education implementation as per City
Council’s motion. Part of this strategy, too, identifies the need for dedicated
resources to establish and coordinate implementation of an IPM Program for
the City of Edmonton.
Municipalities are looked to for leadership to ensure a healthy urban
environment. Plan Edmonton aspires to: Enable Edmonton to become a
leader among municipalities in maintaining and enhancing local and global
environments.
Also key strategies in the Environmental Strategic Plan 1999 to continue
to minimize exposure to pesticides include:
4.4.3
Partner in education and awareness initiatives on proper
handling and application of pesticides and available
alternatives to pesticide application.
4.4.4
Monitor overall trends in pesticide usage.
By the City of Edmonton continuing to reduce its use of pesticides on
parkland and committing to coordinate informative and practical public
education activities, leadership at the municipal level can be realized.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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2. Public Education Goal
Effective awareness and education on alternatives to using pesticides on
residential lawns and garden results in less domestic use of pesticides by
citizens of Edmonton.
3. Public Education Objectives
1/ That citizens become aware that alternatives to pesticide use offer the
better choice for a healthy environment.
2/ That citizens are aware of the City of Edmonton’s commitment to reduce
pesticide use on public parkland and are informed about the
opportunities and benefits of its IPM Program.
3/ That over time more residential homeowners reduce or eliminate their
reliance on pesticides for lawn and garden care.
4. Research – Key Conclusions
Use of Pesticides in Edmonton
The City of Edmonton Parkland Services’ herbicide use constitutes a small
portion of the total usage within Edmonton. Most herbicide volumes are
applied on private property, both residential and commercial.
According to Alberta Environment 1998 data, private use of pesticides is
almost three times as much as City of Edmonton usage. Edmonton
residents used a total volume of about 13,000 kg of pesticides (this did not
include residential pesticide use by commercial service providers).
Comparably, in 1998 the City of Edmonton total parks volume usage was
about 4,000 kg.
To provide a more comprehensive database as IPM programs are
implemented in municipalities, Alberta Environment is now collecting data
from lawn and garden vendors (retail sales), commercial pesticide service
providers and golf courses for 2003. It intends to collect data annually for
Edmonton and Calgary over the next five years. Preliminary results may be
available as early as April with final results compiled at the end of 2004.
This data will serve as a baseline measurement to evaluate the IPM Program
in Edmonton, complementing market research.
Other jurisdictions have noted that 70% of all herbicides are applied on
private property.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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Pesticide Omnibus Survey Research Results
An Omnibus Survey was conducted through Hargreaves and Associates in
June of 2003. The survey assessed:




Whether or not respondents maintain a yard or garden (if so, do they use
chemical pesticides – if yes, which kinds – if not, why not).
How harmful they feel chemical pesticides are to the environment and
people.
Their interest in learning about ways to reduce use of chemicals.
The extent to which they support the City’s use of pesticides.
Margin of error
While 400 Edmontonians were surveyed in this June 2003 Omnibus Survey,
only 263 (65.8%) of the respondents reported they maintained a yard or
garden. This means that results from questions directed to these
respondents are accurate  6.1%, 19 times out of 20. Because of the small
sample size of respondents maintaining a yard, it is statistically unsound to
examine results by specific demographics (age, gender, income, education).
Are chemical pesticides used?
44.8% of survey respondents who maintain a yard or garden report they
USE chemical pesticides. Of those, 23% use weed and feed products, 18%
use weed control sprays, and 20% report they use insecticides to control
ants and other nuisance insects.
55% of survey respondents who maintain a yard or garden reported they DO
NOT use chemicals. Chief reasons stated include: “no need,” … “pesticides
are harmful to people and the environment,” … “they pull weeds out,” … and
“they don’t believe in them.”
Are chemical pesticides harmful?

78.6% of respondents agreed or strongly agreed with the statement that
chemical pesticides are harmful to the environment.

69.6% of respondents agreed or strongly agreed with the statement that
chemical pesticides are harmful to people.
Interest in public education

42% of respondents (50% of those who maintain a garden) expressed
interest in learning about alternative ways by which to reduce use of
chemical pesticides in gardens.

58.6% of gardeners currently using chemical pesticides suggested they
are interested in learning about alternatives to using chemical pesticides.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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Support for City’s use of pesticides
Respondents were asked about the extent to which they support or oppose
the use of pesticides by the City of Edmonton to control broadleaf weeds
such as dandelions in public parks, sports fields, boulevards along roads,
and boulevards next to sidewalks.
Public Parks
Sports Fields
Boulevards along roads
Boulevards next to sidewalks
Oppose or
Strongly Oppose
42.5%
48.8%
41.8%
44.1%
Support or
Strongly Support
30.3%
28.8%
33.6%
31.3%
Incidence of having a lawn to mow
As an added note, gleaning from a November 2002 Waste Management
Public Perception Survey (600 random telephone interviews with Edmonton
residents), the majority (60%) of respondents report having a lawn to mow.
Respondents living in single-family residences (91%) have a higher
incidence of lawns to mow than those living in multi-family residences
(23%).
Implications for a Public Education Campaign
A targeted public education program has great potential to positively
influence many gardeners in Edmonton who are currently using chemical
pesticides for two chief reasons:

A large majority of survey respondents agree that chemical pesticides are
harmful to the environment and people, and

A significant number, 58.6% of gardeners currently using chemical
pesticides suggested they are interested in learning about alternatives to
using chemical pesticides.
Additional market research with a larger sample of Edmontonians who
maintain a garden (both those who do and do not use chemical pesticides)
will be helpful in:

Determining our priority target audiences.

Building an increased understanding of these target audiences.

Assessing what will prove the most effective communication messages
and mediums for motivating their attitude and behaviour change.
Baseline measures will be determined, and evaluated annually to monitor
effectiveness of public education and the trends relating to pesticide use.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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5. Public Education Implementation
The public education objectives to reduce pesticide use, ultimately asks
Edmontonians to change their behaviour in how they choose to look after
their lawn and garden. Affecting positive and sustainable behavioural
change calls for a long-term commitment. Consistent, credible and targeted
messages delivered through various mediums over a long period of time
proves to be most successful in achieving behaviour change.
The first stage in any change behaviour or social marketing endeavour is
simply creating awareness of the idea or practice. However, while mass
media information campaigns heighten awareness and understanding, a
variety of other tools and vehicles such as hands-on educational
experiences, neighbourhood coaching, sample incentives, or practical
prompts such as a reminding lawnmower decal should round out public
education activities.
In recommending a social marketing framework for public education the
Pesticide Advisory Committee identified four target audiences, listed here in
the priority order of the committee:
Target Audiences
1)
2)
3)
4)
Residential homeowners
Schools, teachers, students, parent advisory councils
Consumers at the point of purchase
Media
Main Messaging
There is a wealth of material to help develop detailed messages about
effective alternatives to pesticides and healthy lawn gardening care
practices. For instance, Health Canada’s Healthy Lawns Initiative offers a
great resource toolkit. All opportunities to gain from this resource and
reduce duplicating efforts will be explored. As well, other municipalities
present some excellent and creative ideas. Plus, there is expertise within
Parkland Services. All messages will align with the PAC input and its
recommended messages. The over-arching message is:
The City of Edmonton is committed to reducing the amount of
pesticides used on public parkland. Here’s how you, too, can
reduce or eliminate use of pesticides in your yard … all toward a
healthier environment.
Marketing/communications agency or freelance services will be sought to
develop and test the creative concepts and messaging that is grounded in
the audience research.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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Building Partnerships
The Pesticide Advisory Committee Report and the Community Services
Department response emphasizes the importance of partnerships to deliver
a successful IPM Program. In establishing the program, a good deal of time
will need to be dedicated to exploring and confirming potential partnerships.
Whether it’s liaising with Alberta Environment, talking to retailers, or finding
the right fit in the school curriculum, the many good partnership ideas
generated through the PAC report require time and effort to secure and
maintain.
An internal partner that should not be over looked is the Asset Management
and Public Works Department (AMPW). Its efforts to inform citizens about
the benefits of composting and grasscycling promote some of the same
healthy lawn practices involved in pesticide free alternative lawn and garden
care. Also from a pollution prevention perspective both the ECO Stations
and Drainage Services are interested in the reduction of pesticide use in
Edmonton and promoting safer alternatives as pesticides are categorized as
hazardous household waste.
The Community Services Department will follow up on its preliminary
discussions with AMPW in looking for ways to combine or complement
efforts in both public education activities and measurement.
Public Education Activities
A formal IPM Program for the City of Edmonton is only at the very beginning
of development. Given the ideal window to talk to Edmontonians is April
through September … the growing season … and the lead time available,
public education activities identified for year one need to be realistic in how
much can be accomplished in 2004.
Implementation will take a phased approached and as the IPM program
becomes established, public education activities will expand. Activities for
2004 will concentrate on increasing awareness and could include:

Additional research to determine target audience demographic profile
and motivators to behaviour change.

A direct mail piece to single-family residences in Edmonton.

Creation of an adult education session to be offered at the John Janzen
Nature Centre, similar to the Grass Be Gone class.

Print advertising through the dailies and the Community Services’
PEOPLE, PARKS & PLACES page, which is an ongoing partnership with
the Edmonton Examiner.

Radio media buy airing healthy lawn and garden tips/where to go for
more information.
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Implementation Strategy
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
City web page – one-stop to a wide a variety of technical and educational
information with local and national IPM related links.

Frequent public service announcements during the spring/summer,
pitches to media for feature stories, and broadcast appearances.
Additional tools and vehicles to reach residential homeowners will be
researched and considered for subsequent years (e.g., identifying target
newsletters, home & garden shows, neighbourhood opportunities, etc.).
Public education activities relating to school and point-of-purchase
opportunities require partnerships to be built, which takes time. 2004
efforts will endeavor to increase local awareness about alternative lawn and
garden care. Once a dedicated IPM resource is in place, a comprehensive
social marketing/public education plan will be built that can be delivered
and evaluated on an annual basis.
6. Structure/Staff Resource
IPM Coordinator
It is recommended that the City of Edmonton establish an IPM coordinator
position to lead the development and implementation of a comprehensive
IPM Plan. Under the direction of a Parkland Services Branch Service Area
Director, the Coordinator of Integrated Pest Management Services would
oversee both the technical and public education elements necessary for a
complete and successful IPM Program. The position would be created by
modifying an existing Parkland Services Team Leader position to a yearround position.
Duties and Responsibilities:






Plans, directs, supervises and coordinates the Integrated Pest
Management (IPM) program.
Leads the public education development and implementation including:
establishing partnerships, developing internal and external working
structures, and designing a social marketing/public education plan
together with marketing, communications and partner support.
Provides technical expertise, guidance and education to staff, outside
agencies and the general public on IPM matters.
Assists in the preparation of the IPM operating and capital budgets and
business plan.
Oversees the purchasing of pesticides, alternative control products,
acquisition of pesticide use permits and the maintenance of control
product use records for Parkland Services.
Ensures staff and public health and safety related to IPM in the parks
and open space.
Public Education Toward Reduced Pesticide Use In Edmonton
Implementation Strategy
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7. Timelines – Action Through a Phased Approach
Year 1 — 2004
February

City Council approves implementation
strategy.
February/March

Additional research for baseline data,
demographic profile.
Coordinator of Integrated Pest Management
Services position filled.

April

Detailed awareness campaign developed for
2004 activities, including creative strategy.
April/May/June

Development, production and distribution of
information tools and materials
Development of JJNC adult education class.

August/December

Year 2 — 2005




Year 3 and Beyond
Coordinator continues to build IPM Program
and develop 2005 public education plan,
determining additional budget requirements
for annual program.
Annual market research.
Program review and revision.
Core sustainable program is established.
Continuous improvement.
8. Measurement and Evaluation
1) Analysis of Alberta Environment annual data collection for Edmonton as
identified in section 4.
2) AMPW’s Drainage Services has indicated it would be willing to fund a Storm
Water Management Lake pesticide sampling study. This study would be
included as an add-on component to the 2004 Environmental Monitoring
Progam in the interest of better understanding impacts of the urban
watershed on our Storm Water Management Lakes. The budget and scope
of work needs to be developed further and finalized, but Drainage Services
could commit at least $30,000 to support the study of 18 lakes.
(To study the remaining 22 lakes would require an additional $30,000. Monitoring
levels of pesticides in the river is not considered ideal because there are too many
variables associated.)
3) Annual marketing research to evaluate Edmontonians level of awareness of
the program messages and to analyze changes in citizen’s lawn and
gardening practices.
4) Measurement methods to evaluate partner and stakeholder satisfaction
relating to the IPM Program will be developed.
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Implementation Strategy
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9. Financing the Program
IPM Coordinator Position
$20,000
Proposed Source of Funds: Community Services, Parkland Services Branch
2004 Public Awareness and Education
Estimate
Market Research
$15,000
Social Marketing Plan, Creative Development,
Design/Art Production
$25,000
Brochure/Fact Sheets Printing/Distribution
$20,000
Radio and Print Media Buy
$25,000
Adult Education Session (nominal fee)
Cost Recovery
Web Page
Staff Resources
Contingency
$ 5,000
2004 Estimated Budget Total:
$ 90,000
Additional Budget for 2005 Public Education Outreach
Additional public education activities would be
implemented in 2005, such as neighbourhood “talks”,
point-of-purchase opportunities, display, school tools,
habit change kit or lawn signs letting neighbours know
your lawn is pesticide free, etc. It is roughly estimated
that an additional $30,000 would be needed
to implement such public education elements.
$ 30,000
Total Base Budget (2005 and Beyond)
$120,000
Proposed Source of Funds: City and partnership funding to be identified.
Storm Water Management Lakes Measurement
$ 30,000
Proposed Source of Funds: Asset Management and Public Works,
Drainage Services Branch.
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Implementation Strategy
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