Since 2021, we have been working with Tweed Shire Council on a behaviour change strategy to reduce the threat of dogs off-leash to wildlife, people and other pets in on-leash beach areas of the Tweed community in Northern NSW.
We designed the program using a community-based social marketing approach that involved:
The program was informed by the research and co-design stages, and combined 3 key behaviour change interventions:
A pilot program was rolled out in early 2022, and then more broadly in the community in October 2022.
We evaluated the program in early 2023 and the results showed the program had a significant positive impact on people’s leashing behaviour. The percentage of dogs observed on-leash in the four priority intervention locations increased by 30% (10% above the program target of 20% increase).
We are currently working with Tweed Council to develop the next stage of the Take the Lead, looking at the barriers and enablers for people using the existing designated off-leash areas.
The Social Deck was engaged By Tweed Shire Council in 2021 to design, implement and evaluate Take the Lead, a behaviour change program to increase the number of dog owners using leads in on-leash beach areas by 20%.