Don’t Move Firewood Campaign Evaluation 2020

The Nature Conservancy’s Don’t Move Firewood (DMF) educational campaign is the most widely recognized firewood outreach campaign in the USA and Canada. The Nature Conservancy conducts its own nationwide campaign of forest pest and firewood outreach while supporting hundreds of partnering entities in conducting their own efforts. To gain a better understanding of the perception and sentiment of the various methods DMF employs, two online surveys and a series of eleven one-on-one interviews were conducted with a wide variety of partners from June 2019 through March 2020.

The survey and interviews were structured to address; what current (within the past five years) campaign aspects and efforts are viewed positively by stakeholders, where do any negative feelings about the current campaign stem from, and what actions or changes are desired within two future time ranges (one to two years, and within five years).

  • The most common responses for the positive aspects of the current campaign were; the reliable website, engaging and turnkey education materials, and the clear message at the heart of the campaign.
  • The most common responses for what is “not liked” and “not useful” were; insufficient circulation of materials, inadequate awareness of existence of campaign by partners, and excessive variety of choices for outreach.
  • Most recommendations for the immediate (one or two years) were themed on; updating outreach materials with greater intention in partner distribution, updating materials to be pest- specific and include economic impact language, new media production, and better distribution of existing products to new and existing partners. Long-term project suggestions that may become part of the next five years of DMF work include; greater regional engagement in targeted areas and potentially developing an educational

The Nature Conservancy manages the DMF campaign as part of their larger goal to protect the forests of North America from the damaging effects of invasive insects and diseases. This goal would not be possible without the continued financial support of USDA APHIS and the US Forest Service to the Forest Health Program of The Nature Conservancy.

Click here to download: Don’t Move Firewood Campaign Evaluation and Report 2020.