Harnessing the Science of Social Marketing and Behaviour Change for Improved Water Quality in the GBR: a documentary analysis of Reef Trust Tender (Burdekin) and Reef Programme

Hay, Rachel, and Eagle, Lynne (2016) Harnessing the Science of Social Marketing and Behaviour Change for Improved Water Quality in the GBR: a documentary analysis of Reef Trust Tender (Burdekin) and Reef Programme. Report. Reef and Rainforest Research Centre Limited, Cairns, QLD, Australia.

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Abstract

The intention of the documentary analysis is to assess the way that messages to land managers about water quality in the Great Barrier Reef are presented in terms of their readability, message framing and message tone. Two programmes were selected: (1) the Reef Programme; and (2) the Reef Trust Tender (Burdekin). The programmes selected for evaluation had been marketed within both the wet and the dry tropics, and they had been designed for both graziers and cane farmers.

The readability analysis has shown all three programmes to be written at a similar level well above the recommended reading level of grade / year 9. The documents associated with the Reef Programme (Burdekin), with a SMOG score of 13, were slightly more readable than documents associated with the Reef Trust Tender (Wet Tropics) (17) or the Reef Programme (Burdekin) (18).

Item ID: 46849
Item Type: Report (Report)
ISBN: 978-1-925514-04-9
Keywords: documentary analysis, water quality, burdekin, wet tropics, sugarcane, grazing, nitrogen, erosion, cattle
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A report to the National Environmental Science Programme.

© James Cook University, 2016. Harnessing the science of social marketing and behaviour change for improved water quality in the Great Barrier Reef: A documentary analysis of Reef Trust Tender (Burdekin) and Reef Programme is licensed by James Cook University for use under a Creative Commons Attribution 4.0 Australia licence. For licence conditions see: https://creativecommons.org/licenses/by/4.0/

Funders: National Environmental Science Programme (NESP)
Date Deposited: 16 Jan 2017 02:51
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory @ 50%
SEO Codes: 96 ENVIRONMENT > 9607 Environmental Policy, Legislation and Standards > 960703 Environmental Education and Awareness @ 50%
97 EXPANDING KNOWLEDGE > 970107 Expanding Knowledge in the Agricultural and Veterinary Sciences @ 50%
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