Apache Junction is a thriving community east of the Phoenix Metropolitan Area. With a rich history and variety of natural attractions, the community serves as the gateway to the Superstition Wilderness. The community attracts residents and visitors alike to enjoy close proximity to parks, hiking trails, and camping areas, providing ample outdoor recreation and tourism opportunities. In recent years, invasive plant species, such as stinknet and buffelgrass, have begun growing abundantly in these recreation areas. Invasive species threaten community ecosystems by choking out local plants and diverting resources from wildlife. Additionally, invasives threaten residents and visitors to Apache Junction by increasing fire hazards, as invasive species burn at hotter temperatures and spread faster than their native counterparts. This is a critical challenge to address as Arizona’s fire season has become longer and more dangerous than in previous years. As the City contends with this growing challenge, the City’s Parks and Recreation Department has expressed interest in developing messaging related to the harmful effects of buffelgrass and prompting residents and visitors to mitigate the spread and safely remove buffelgrass.
Students from Nicole Lee’s CMN 520 Communication Campaigns course collaborated with Apache Junction’s Parks and Recreation Department to develop research-informed messaging about the importance of invasive species removal and management. Drawing on behavioral theories and communication best practices, the students developed three campaigns targeting various audiences on the education and removal of buffelgrass. The students were guided by two goals in their campaigns:
- Develop communication campaigns to inform Apache Junction audiences including: residents, park and public land users, and potential volunteers on what invasive species look like, how to stop the spread of invasive species, and how to safely remove them.
- Develop communication campaign strategies to recruit volunteers to engage in regular invasive species removal activities, such as removal, monitoring, and further community outreach.
Based on a review of successful community campaigns, the students identified several key messages and strategies for their target audiences. Key messaging includes emphasizing the safety hazard that buffelgrass poses to community members, mobilizing a feeling of community “togetherness” to target the issue, and the benefits of buffelgrass removal for homeowners. Through cohesive communications with Apache Junction residents, visitors, and public space users, the City can effectively educate community members about buffelgrass removal and the effects of invasive species on the ecosystem.