Engaging dog trainers in a city-wide roll-out of koala aversion skill enhancement: a social marketing program

Abstract

Koalas are an Australian icon, and their existence is under threat. Environmental protection efforts that centre on people are needed, ensuring the human dimension is considered in conservation efforts aiming to protect wildlife. This article reports process and outcome evaluation results for a social marketing program that aimed to reduce dog and koala interactions. This project aimed to leverage pilot study outcomes. Specifically, the program sought to embed koala aversion (the ability for a dog to avoid koalas) skills within one local government area. A total of 2013 dog owners were surveyed to assess program outcomes, with improved dog abilities observed following city-wide program implementation. Further evidence of program success was indicated in the process evaluation. Dog trainers and dog owners were satisfied, willing to recommend the program to other people, and they were willing to attend events in future. Lessons learned, implications, limitations of the current study and future directions are outlined.