South Okanagan-Similkameen Conservation Program--Community-based Social Marketing Project.

Abstract

Many scientists working toward conservation in the South Okanagan-Similkameen (SOS) agree that environmental problems are social problems, and threats to species and their habitats in the SOS are, for the most part, human caused. There is also a growing awareness that the solutions to environmental issues are based on social as much as natural sciences. One of the approaches of the South Okanagan-Similkameen Conservation Program (SOSCP) is to foster sustainable human behavior as a way to recover species at risk and their habitats through conventional outreach activities. Community-based social marketing draws on the methodology of social science research and applies it to fostering, maintaining and evaluating behaviour change. The South Okanagan-Similkameen Community-based Social Marketing Project was designed to enhance the success of SOSCP outreach efforts by uncovering the barriers to effective behavioral change and identifying the most effective set of tools needed to move individuals to act for species at risk recovery. The research gathered qualitative and quantitative data on perceptions of conservation of species at risk through facilitated focus groups and surveys. The resulting increase in understanding of the individual beliefs, perceptions and awareness levels within the community enabled the framing of recommendations for future positioning of messages and use of tools for outreach activities. The survey revealed some interesting information regarding the perception of wilderness and levels of concern for its protection. Only by having this ground-level information on public attitudes to, and aspirations for, the environment can we monitor the effectiveness of efforts to foster sustainable behaviour.

De nombreux scientifiques oeuvrant dans le domaine de la conservation dans la region de South Okanagan-Similkameen (SOS) s'entendent pour dire que les problemes environnementaux sont egalement des problemes de societe, et que les menaces pour les especes et leur habitat sont, dans la region de SOS, pour la plupart attribuables aux activites des humains. Il y a egalement une hausse du niveau de sensibilisation au fait que les solutions aux problemes environnementaux doivent se fonder autant sur les sciences sociales que sur les sciences naturelles. L'une des approches du programme de conservation South Okanagan-Similkameen Conservation Program (SOSCP) consiste a encourager des comportements humains durables comme moyen de retablir les especes en peril et leur habitat, par le biais d'activites de sensibilisation conventionnelles. Le marketing social communautaire s'inspire de la methodologie de recherche en sciences sociales, et l'applique a la promotion, au maintien et a l'evaluation des changements de comportement. Le projet de marketing social communautaire de la region de South Okanagan-Similkameen a ete concu afin de mettre en valeur des efforts de sensibilisation du SOSCP, en mettant en lumiere les obstacles qui s'opposent a des changements de comportement utiles, et en designant les ensembles d'outils les plus efficaces pour inciter les gens a agir de maniere a assurer le retablissement des especes en peril. Cette recherche a permis de recueillir des donnees qualitatives et quantitatives sur les perceptions relativement a la conservation des especes en peril, par le biais de groupes de discussion diriges et de sondages. Les resultats ont permis une meilleure comprehension des croyances, des perceptions et des differents niveaux de sensibilisation dans la communaute, qui a ensuite servi a elaborer des recommandations quant au positionnement des futurs messages et a l'utilisation des outils de sensibilisation. L'enquete a mis en lumiere certains renseignements interessants concernant la perception du milieu sauvage et le niveau de preoccupation quant a sa protection. C'est seulement en ayant acces a cette information fondamentale sur les attitudes du public et sur ses aspirations relativement a l'environnement que nous pouvons evaluer l'efficacite des efforts visant a encourager des comportements humains qui soient <> pour l'environnement.

Key Words

Community-based social marketing, habitat conservation, species at risk, outreach

Introduction: Richness, rarity and risk in the South Okanagan-Similkameen

The South Okanagan and Similkameen Valleys of British Columbia are a unique landscape of international importance. Known as Canada's "hotspot" for species richness and rarity, the region is an ecological link for plants and animals between the interior grasslands of British Columbia with the Great Basin and dry desert ecosystems to the south. It is a diverse and complex landscape of grasslands, shrub-steppe, dry forest, rugged terrain, wetlands, lakes, rivers, and streams in close proximity to each other. A moderate climate and rich soils left by glacial activity contribute to a landscape with one of the highest rankings for biodiversity in the country. Some species here are not known to exist anywhere else in Canada, or in some cases, the world. Unfortunately, this is not the area's only distinction. The human population of the Okanagan-Similkameen (SOS) river basin is growing faster than any of the 23 other major river basins in Canada (Statistics Canada 2003). Human population growth and associated agricultural, rural and urban development continue, leading to accelerated loss and fragmentation of habitat, increased threats to species, and the overdrawing of natural services provided by our ecosystems. Now, it is recognized as having the greatest concentration of species at risk in the country.

It is because of the qualities of richness, rarity, and risk, that the SOS has become a focal area for cooperative efforts to conserve biodiversity. The South Okanagan-Similkameen Conservation Program (SOSCP) is a partnership of 37 organizations with shared interests in conservation. The Partners are committed to sustaining the diversity of indigenous plants and animals and the continuity of this ecological corridor through a number of strategies, including habitat securement, integration of traditional ecological knowledge and western science, enhanced stewardship on private and public lands, and the promotion of ecologically sustainable land-use. Each of these strategies for achieving conservation objectives depends on expanded community support and involvement, which is fostered through outreach to almost all sectors of the community. Planning, implementation, and evaluation of outreach efforts have developed as a significant and central component of the SOSCP.

Environmental problems are often human problems. In the SOS, the greatest known threats to species at risk are loss, degradation, and fragmentation of habitat due to total conversion of land to urban and rural use, as well as agricultural developments (Bezener et al. 2006). Many of those working in the realm of environmental sciences are shifting away from a purely ecological and physical framework to include a multi-disciplinary approach that includes behavioral and social science perspectives that appear to have the potential for influencing and fostering sustainable human behavior.

Our understanding of the origins and influences of human behaviour, including how we care for our environment, have also undergone a shift. The key to steering humanity to a pathway of sustainability, some think, is to alter the course of thoughts, feelings, beliefs, tastes and expressed behaviour amongst individuals that are determined by our cultural environment (Ehrlich 2002). The SOSCP has taken steps to successfully bridge the physical and social sciences and has begun in earnest to apply these concepts on a regional scale.

Influencing behaviour at the community level through direct contact

Community-based Social Marketing (CBSM) is a practice of strategies and methods that builds on research in social psychology, education, marketing, advertising and anthropology to provide a powerful set of tools for planning, implementing and evaluating changes in behaviour. Community-based Social Marketing is suggested as a complementary approach to regulatory and information intensive campaigns (McKenzie-Mohr and Smith 1999). Compared to conventional marketing techniques that alter existing behaviour for consumer preferences, getting people to adopt new behaviours is much more complicated.

The strength of the CBSM approach lies in the power of developing social norms and having individuals' perspectives at the centre of all planning and implementation. The approach is tailored to getting at the underlying issues of why people either do, or do not adopt sustainable behaviour. Community-based Social Marketing theory conceives that people do not participate in sustainable activities because they either don't know about the activity and its benefits, or they perceive significant barriers to adopting the behaviour, or they believe they benefit more from continuing with their present behaviour (McKenzie-Mohr and Smith 1999). Further, social science findings indicate that people naturally gravitate to actions that have high benefits and few barriers and these perceived benefits and barriers differ among individuals. In order to develop effective methods for changing behaviour, those working for conservation must understand what drives behaviour within our audiences. We can then prepare strategies that increase the likelihood that benefits will occur while employing tools that are proven to foster long-lasting behaviour change. The approach is deeply focused on knowing audiences. According to McKenzie-Mohr and Smith (1999), the recipe for "doing" community-based social marketing is:

* Identify desired behaviour in target groups;

* Identify barriers and benefits to sustainable behaviour;

* Design a strategy that utilizes behaviour change tools;

* Pilot the strategy with a small segment of a target group and adapt strategy; and

* Evaluate the effect of the program during and after it has been implemented.

In the past, the ability to measure the effectiveness of outreach objectives was considered too difficult. When hard data on outcomes did not seem to be available, outreach proponents pointed to widely accepted benefits from the world of education, trickle-down theories, and begged for patience as clearly the payoff from the hard work and resources spent would soon become evident. However, conservation work requires accountability for inputs (Christensen 2005) and in a world of limited resources and evidence-based approaches, not being able to make the connections between activities, outcomes, and effectiveness casts a pall on outreach as a practice. Community-based Social Marketing and other complementary approaches such as the principles and practice of extension (Boone 1984), connect outreach activities with outcomes that are measurable and concrete; these are initially changes in human knowledge, skills, attitudes, aspirations, then changes in behaviour, and finally ultimate social or biological conditions (Leech et al. 2004).

The SOSCP has established several technical working teams to accomplish strategic goals. One of these teams is responsible for planning and executing outreach. In a recent attempt to evaluate outreach accomplishments it became obvious that in this world of branding and competition for the market share of human attention, from a marketing perspective, outreach as an approach had violated the first cardinal rule of commerce.

Never mind what you are "selling," what does your customer want?

The South Okanagan-Similkameen Social Marketing Research project attempted to improve the quality and effectiveness of the Outreach Program by applying a new concept in marketing techniques to the realm of conservation outreach. Tracking process outcomes related to our activities was easily done, but evaluation of higher level changes in knowledge, attitudes, aspirations, skills and behaviour was needed (Suvedi and Morford 2003). In order to do that, we required a baseline of information to identify these things in each of the audiences identified as important. There was also little information to identify whether our past outreach messaging was being effective, or was using appropriate language, framing, imagery, pathways to communication, or approaches to key audiences. From a CBSM perspective, there was no clear idea about the barriers or incentives that would be important to address to change behaviour.

The research was developed to inform outreach activities, messaging and materials, and to determine the most expedient placement of these messages within the community. Further, the research was designed to also communicate the values and attitudes expressed by residents to decision-makers as well as to individuals in the community. The purpose of this was to follow the central tenet of CBSM which relies on the importance of social norms in establishing acceptable values and behaviours, and the diffusion of new ideas, attitudes, and behaviours from one person to another. Social science has indicated that the most likely reason that people will change their behaviour is because of direct appeals or social support from others (McKenzie-Mohr and Smith 1999). Social norms are shared beliefs of what is normal and acceptable within a particular society in a given situation, and they are recognized as significant forces that shape and enforce the actions of individuals. Further, the creation of social norms and the spreading of these ideas, attitudes and behaviour throughout societies have been shown to be powerful influences on others to follow or adopt them. The transmission of ideas, attitudes and behaviours within society through networks of media and social connections is what Ehrlich suggested as a "critical component to influencing cultural evolution" and therefore sustainability (Ehrlich 2002).

Methodology: Poll and Focus Groups

The Outreach Team of the SOSCP commissioned Suzanne Hawkes, co-founder of the Institute for Media, Policy and Civil Society (IMPACS) Communications Centre to conduct the research and provide strategic counsel. The research took place in two phases: qualitative research (focus groups) and quantitative opinion research (a poll) conducted on November 2nd and 3rd, 2004. A total of 300 random telephone interviews were conducted by Synovate Research, based on a survey written by the IMPACS and partners on the Outreach Team of the SOSCP. The opinion poll focused on issues related to conservation of species and habitats at risk, as well as gathering demographic information. Interviewees aged 18+ were randomly polled from areas of the SOS selected as priority areas with known species at risk locations and remaining habitat. All interviewing was conducted from Synovate's fully supervised telephone facility in Vancouver. The data was weighted by age to the actual population proportions of the region. At the 95% level of confidence, the maximum margin of error on the total sample of 300 is +/-5.7%. The margins of error on smaller sub-samples are proportionately wider. The purpose was to identify trends within awareness, understanding, beliefs and attitudes towards conservation as well as demographic information about the profile of greatest supporters within the community and how respondents access and receive information.

To gather more deeply detailed qualitative information, two 1.5-hour focus groups with 8 people each were conducted in Penticton. The purpose of these facilitated discussions was to get more information on underlying beliefs, values, attitudes and perceptions of conservation for species at risk, top-of-mind environmental issues, and reactions to some outreach materials and activities. Groups were recruited by Consumer Research through both random-dialing and print advertising using industry standard screening for focus groups. A trained facilitator conducted the focus group sessions, using the same discussion guide for both focus groups. The discussion topics were consistent with the subjects covered in the poll. The groups were guided through general conversation about quality of life in the region, the natural environment, and species at risk. The dialogue moved into more detailed explorations of awareness of specific species at risk through images (photos), a guided visualization exercise to uncover deeper values and attitudes towards the environment, ranking of conservation messages for effectiveness, and review and critiques of images and creative stimulus (posters). As well, participants provided their opinions as to what might be the most effective strategies and calls to action to engage their support or action for the environment.

Results

Although the frequency of comments or support for any one idea in any one focus group cannot be extrapolated to the larger populations, the insights provided give a sense of the views and beliefs that exist in the region, but not their frequency, and not the whole range. The qualitative findings help to provide a further depth of understanding behind the quantitative results, and as such, are presented together.

Awareness of "at risk" plants and animals

Awareness of particular plant or animal species "at risk" in the poll results was relatively higher compared to the focus groups. Unprompted poll responses indicated highest awareness levels for species at risk, and mostly vertebrates that could be considered charismatic fauna. These are the species with popular appeal for various reasons including their inspirational, fuzzy or dangerous dispositions, which included burrowing owls and rattlesnakes. These species received 20% of the responses each, while California bighorn sheep were the next most frequently mentioned species. However, poll respondents also mentioned, in low numbers, but with very specific and accurate names, two rare invertebrates (butterflies) and two rare plants that are inconspicuous on the landscape but that have had focused outreach campaigns and public events in the past. When prompted, the focus groups also mentioned species that are also magnetic for various reasons such as owls, California bighorn sheep, rattlesnakes, bats and black widow spiders. Focus group comments indicated that dangerous species such as black widow spiders and rattlesnakes elicited less protective feelings than other animals such as mountain goats which may present as a barrier to engage the public on the less than charismatic species. Neither group indicated awareness levels for risk categories, such as Endangered, or Threatened, nor ranking systems developed by Federal or Provincial bodies. Some of the species mentioned were common, and some included species that either do not exist or do not occur in the region.

The environment; past, present and future

The poll asked residents what they thought the status of the environment is now, compared to the past. Figure 1 indicates that residents are split in their views about whether the natural environment has worsened or stayed the same. The view that the environment has deteriorated was more prevalent among women versus men (43% versus 32%), and among respondents between 18 and 44 yrs old (46%, vs. only 23% of those 65+ years), and long-time residents of >20 yrs (43%, compared to 26% of newcomers of <10 yrs).

Focus group responses indicate a strong, mostly negative feeling that future urban growth and development is inevitable. Negative impacts mentioned include reduced water levels and pollution, spreading urban development encroaching on orchards (1) and hillsides, population increase, reduced wilderness and access to hunting and fishing opportunities as well as traffic, congestion and poorer air quality. Growth is believed to bring more urban parks and more jobs, but most feel these will cost the environment, quality of life and the small-town feel of the region.

What matters most to you?

Top environmental concerns for residents (Figure 2) are drinking water, fire protection and water shortage/drought. Safety of drinking water is the major concern for most residents, including those who prefer development over environmental protection.

[FIGURE 1 OMITTED]

Those most concerned for water safety are residents of Osoyoos and Oliver (66%), mid-term residents of 10-19 years (62%) and "baby-boomers" of 45-64 years old (63%). When asked, loss or deterioration of ecosystems and loss or extinction of species are major issues. Eighty four percent of residents are concerned (either 'somewhat' or 'very') about loss or deterioration of ecosystems. Most likely to be 'very' concerned are daily internet users (51%) compared to non-internet users (39%). Interestingly, residents seem to value rare and unique ecosystems in their own right, even slightly more than individual species. A significant percentage of residents (81%) are concerned about the loss or extinction of wildlife species than of ecosystems. Women are slightly more concerned than men about water safety, shortage, and poor development. In addition, as a community, Keremeos expressed the most concern for both ecosystem and species loss over all areas. Although species at risk were not top-of-mind for the focus group participants, when prompted most care deeply about the protection of plant and animal species, and expressed reasons why they believe they were important. These reasons included "because everything has a purpose," "we have an ethical and spiritual responsibility," "our children deserve to experience species in the wild," "everything is interconnected," "we depend on nature for medicine," and "we just don't know enough and humans tend to make mistakes."

[FIGURE 2 OMITTED]

Tradeoffs

Residents of the South Okanagan-Similkameen show overwhelming support for protecting species and their habitats--even if that means slowing down economic development (Figure 3). Support was almost consistent among all residents including women and men, youth, "baby-boomers, seniors, non-homeowners, home-owners, new or non-voters, regular/past voters, daily and occasional internet users and non-internet users.

Focus group participants indicate that the region is a "backyard paradise," especially in contrast to Kelowna and Vancouver, and the quality of life is so special because of the lakes, mountains, rivers and wilderness, beauty, clean air, low buildings, little to no heavy industry, low population density, and small-town feel. In addition, comments indicated that focus group participants were optimistic and hopeful that planning will become more thoughtful about the environment in the next 20 years, lessening these negative impacts. They seem dissociated from that process however, as they were unclear of the role and the level of government that is responsible for the environment and planning that deals with quality of life issues.

[FIGURE 3 OMITTED]

Messages and media

Residents polled were asked if they agreed or disagreed with a number of statements regarding conservation in the South Okanagan-Similkameen. Results indicate:

* 81% of residents feel regional and local governments should do more to protect species at risk and their habitats. A full 44% feel this strongly, compared to only 6% that strongly disagree. Focus group results show that residents are unclear as to the role and level of government that is responsible for the environment. This question referenced local and regional government specifically to provide local government with information about support for conservation of ecosystems and species to inform an upcoming regional growth planning process.

* 85% of residents agree with the notion that the real estate and agriculture industries should be controlled if they harm habitat for endangered or threatened wildlife or the environment. Of those, a full 58% strongly disagree, compared to only 2% that strongly agree.

* A full 93% feel that it is important to protect the natural ecosystems, plant and wildlife species in the South Okanagan in order to maintain quality of life here.

* 71% disagree with the statement that we have protected too much land in the South Okanagan already; of those, 36% strongly disagree.

Polled residents indicate high support for government responsibility and controls, whereas focus group respondents indicated that responsibility was shared at all levels--from "individuals, to business, to government." Also expressed was the legitimate role and obligation of conservation groups to lead conservation activities.

When asked, focus group residents indicated that they care, but also feel uneducated and helpless about conservation. Most were unaware about the unique biodiversity and risk status of the region. Both focus groups also responded very positively to simple, clear do-able "calls to action" that most people said they could imagine doing, and feel good about. (2) One of the calls to action the Outreach Team had identified in materials was for people to become more involved in the political process, however 69% of polled residents had never written or telephoned their local or regional government official regarding an issue that concerned them.

Focus group participants also rated messages for effectiveness. Those messages that refer to our "natural environment and/or species as unique," "our responsibility to protect it before it is gone, and for future generations" were evaluated by these groups as highly effective and persuasive messages. Making the case for species based on "risk" listing schemes are not effective. Residents understood "endangered" or "at risk" but are confused and unconcerned about the differences or details between global, federal or provincial listing schemes.

The research indicates that local newspapers are the most common source of news (Figure 4) and this path, in addition to local television and radio may therefore be the most effective way to reach South Okanagan-Similkameen residents, more so than national newspapers, television, and internet or radio stations.

[FIGURE 4 OMITTED]

Discussion and Conclusions

The results indicate a significant level of concern, belief and support for sustain-ability and environmental health, as well as some of the drivers, top-of-mind interests, and media pathways which may need to be considered when developing communications materials and outreach activities. The research was not exhaustive, nor does it provide enough detail to be able to adequately connect the effectiveness of outreach activities with behaviour change outcomes. What we have now is a first step towards the CBSM approach, and a baseline, or pulse, regarding some of the attitudes, values and concerns of the residents we seek to engage on conservation for species and habitats at risk. The results of the poll and focus group research have been, and will be in the future, considered as part of the development of outreach activities. The project results have been presented in local media and to local and regional government leaders, funders, the provincial Ministry of Environment Outreach and Stewardship Strategy Committee and many of the highlights have been incorporated into recent regional growth strategy documents.

Suzanne Hawkes, strategic counsel from the Institute for Media, Policy and Civil Society developed recommendations based on the poll and focus group results:

Awareness: Awareness of species and environment is needed. Most recognized icons of SOS species at risk are burrowing owls, rattlesnakes, and bighorn sheep. Images of these are likely to engender more support initially.

Beliefs/Values: Residents strongly support protection of species and their habitats, even at the expense of short-term economic development.

Supporters: Strongest support exists among women, baby boomers (45-64 years of age) and "youth" (18-44 years of age), and among "mid-term" residents of 10-19 years in area. Most supporters use the internet. In some cases support is strongest in Keremeos.

Actions: Most residents believe governments should do more, industries should be curtailed if necessary, and that there is ample room for additional protected areas.

Messages: Link to quality of life, loss of ecosystems, and the protection of safe drinking water and adequate water supplies. "Okanagan Pride": the unique nature of the South Okanagan is extremely salient. "Quality of life," "unique in Canada" and "future generations" are all powerful drivers. Scientists and conservationists are credible messengers, as long as they are moderate in tone and "armed with facts."

Pathways: Earned and paid media in local newspapers, combined with internet outreach (especially for youth) are likely the most effective pathways for reaching supporters.

Audiences: "Naturalist-optimists" are one major target audience. They can be characterized as requiring a moderate tone, hands-on experience, stories and basic information about species at risk. Their engagement may be minor, but important for overall public awareness. "Naturalist-pessimists" are another major audience. They are characterized as needing less information, less convincing, and can tolerate a stronger tone of urgency. They are more likely to serve as messengers to wider audiences and to take stronger actions (e.g. attending town hall meetings, participating in planning processes). Education through business partnerships and school-age children will work very well for both groups, but particularly "optimists." Parents, and long-time residents with memories of the landscape in the past, may be particularly receptive. Both men and women in these groups seemed equally receptive. In sum, the challenge for SOSCP might be to:

* Help residents first learn about and "fall in love" with the unique species and ecosystems in the SOS;

* Give them something simple to do;

* As more people become aware and concerned, draw them in further, educate them about threats, and offer tiered levels of engagement;

* Consider "trickle-up" programs that reach out to children first, then their parents; and

* Consider reaching out to businesses for sponsorship of such programs, or for employee participation.

We knew before the project that humans are the problem and source of greatest known threats to species and their habitats. What was uncovered during the research and stands out as significant is that humans also care deeply and see themselves (as individuals and through their political systems) as the solutions. What is needed now is a sustained effort to integrate information from the research and employ proven behaviour change tools to "seal the deal" and move from motherhood statements to action.

Acknowledgements:

I am very grateful to Suzanne Hawkes and IMPACS for their expertise and guidance on this opinion research project, and to Peter Ord and Judy Brock from the Okanagan Similkameen Conservation Alliance, the En'Owkin Center, and Environment Canada for assistance in achieving the SOS Community-based Social Marketing research. Thanks also to the SOS residents who took time to answer our questions and to Dr. Howie Richardson at Okanagan College for reviews of earlier versions of this paper.

References

Bezener, A.M., M. Dunn, O. Dyer, R. Hawes, T. Hayes, H. Richardson and B. White. 2006. Draft Recovery Strategy for Species at Risk in the South Okanagan and Lower Similkameen Valleys of British Columbia, Canada: Towards Integrating the Landscape-Level and Single-Species Approaches to Conservation. South Okanagan-Similkameen Conservation Program, Penticton, B.C.

Boone, E.J. 1989. Philosophical foundations of extension. In Foundations and changing practices in extension, D. Blackburn, ed. University of Guelph, Thompson Educational Publishing, Inc., Toronto, Ontario.

Christensen, J. 2003. Auditing Conservation in an Age of Accountability. Conservation In Practice 4(3): 12-18.

Ehrlich, P. R. 2002. Human Natures, Nature Conservation, and Environmental Ethics. Bioscience 52(1): 31-43.

Leech, M.S., Sutherland, A.K., and Wainwright, C. 2004. In Proceedings of the Species at Risk 2004 Pathways to Recovery Conference. March 2-6, 2004, Victoria, T.D. Hooper, ed. Victoria, B.C.: B.C. Species at Risk 2004 Pathways to Recovery Conference Organizing Committee.

McKenzie-Mohr, Doug, and Smith, William. 1999. Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Gabrioloa Island, B.C.: New Society Publishers.

Statistics Canada. 2003. Human activity and the environment: Annual statistics 2003. Website. http://www.statcan.ca/Daily/English/031203/d031203a.htm [Accessed on Dec 3, 2003].

Suvedi, M. and S. Morford. 2003. Conducting Program and Project Evaluations: A Primer for Natural Resource Program Managers in British Columbia. Forrex (Forest Research Extension Partnership), Kamloops, B.C. Forrex Series 6.

Bryn White is the Species at Risk Recovery Coordinator at Okanagan College, one of the 37 member Partner organizations working toward common conservation goals within the South Okanagan-Similkameen Conservation Program (SOSCP). Bryn has come to love the delicate beauty of the southern grasslands and pocket desert and the species that call it home, including the dangerous and the ugly. She can be reached at bwhite@okanagan.bc.ca

(1) Residents in the focus groups indicated that irrigated orchards and vineyards are part of the natural environment of the area and add to the beauty and quality of life there.

(2) "Adopt-a-bush" is one such simple action. Residents take home a shrub seedling, look after it all winter and bring it back to a habitat restoration event in the spring to plant.