Great Lakes Forever

Organisers drew on a participatory research and evaluation (R&D) process to develop the campaign's communication strategy. This phase included a large-scale public opinion research project in the Great Lakes states, a review of current public education activity and investments in the region, and interviews with Great Lakes policy leaders. Then, in the fall of 2003, the Biodiversity Project convened an advisory group comprised primarily of leaders from Great Lakes policy groups, who reviewed a draft campaign strategy developed by project staff. The recommendations they offered were incorporated into a paper that served as a guide for the campaign's longer-term goals, as well as for the 2004 pilot. Key strategies to emerge involved branding the Lakes (not the coalition), focusing on common threats, and raising concern as a means of supporting multiple policy efforts (rather than a single policy).

Informed by this process, organisers developed an informational, interactive website designed to educate and engage site visitors - and to inspire locally-based action to protect and preserve the Great Lakes. Amongst the offerings here are information about the Lakes ("Meet the Lakes"), why they matter, and why they might be endangered. Links and resources on various pages of the website are offered for those seeking to learn more; for example, a Great Lakes Teacher Guide incorporates education into the project so that citizens of all ages can be reached by the campaign. Amongst the other offerings are a free subscription to an email "Lookout List", an interactive forum inviting people to share information about local efforts to restore the Great Lakes, and a series of household, lakeside, and community action tips.

Fostering advocacy - based on the ideas of citizens - has been a key part of this campaign. One visitor to the website was moved to take action, and communicated her concerns online. In response, working with more than 40 partner groups in Wisconsin, Great Lakes Forever organised a communications coalition around the issue that concerned her: the pending Great Lakes Basin Water Resources Compact Agreement (Annex 2001). Then, Clean Wisconsin, Sierra Club, and Wisconsin Wildlife Federation helped Biodiversity Project craft and distribute a targeted mailing designed to raise awareness about public hearings on Annex 2001. The mailing also included a comment card that recipients could sign and return to the Governor. (More than 5,000 cards were returned, a 25% action rate, which organisers attributed to the message and image, the presentation of easy ways to take action, the quality of the lists, concurrent media coverage, and latent concern about Great Lakes issues in these organisations' memberships).

In addition to these targeted mailings related to the Annex agreement, Great Lakes Forever has also brought messages directly to the public through radio and print advertisements. Public events were also held: Families in various cities turned out to learn (from scientists and activists) about Great Lakes habitat and aquatic issues in gatherings that were designed to connect localised efforts to broader Great Lakes issues. Signs were also developed and erected in state parks. Finally, organisers launched a Great Lakes Photo Contest in 2007, which led 65 amateur and professional photographers to entre 150 photos. Six photos were selected for online voting; based on those results, the images produced by the first-place winners in each category were featured on Budweiser-sponsored drinking coasters which were distributed in August 2007. These 6 photos were also featured on a Great Lakes awareness poster.

Natural Resource Management, Environment.

Consisting of Lakes Superior, Michigan, Huron (or Michigan-Huron), Erie, and Ontario, the Great Lakes are home to more than 37 million people. Water flows into the Lakes from all of the lands and waterways within the basin. Organisers say that "The Great Lakes' natural bounty have played a defining role in the region's history and still support its primary economic activities, including agriculture, industrial manufacturing, steel production, shipping, commercial and sport fisheries, recreation and tourism. Yet this incredible natural resource is threatened. Pollution is closing our beaches and contaminating our fish. Invasive species and irresponsible development are threatening the survival of our native wildlife. And special interests are pushing to actually buy and sell Great Lakes water for a profit."

The Great Lakes Forever Wisconsin pilot reached more than 1 million Wisconsin residents and visitors, and generated more than 40 Great Lakes-related stories in the Wisconsin media - including newspapers, magazines, radio, and television stories.