Guahan Project Plan Part 1 V 2

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GUAHAN RARE PRIDE

PROJECT PLAN

Presented by:
Cheryl M. Calaustro
Guam Department of Agriculture
Division of Aquatic and Wildlife Resources

May 2008

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TABLE OF CONTENTS

List of Acronyms p. 2

Executive Summary p. 3

SECTION A: PROJ ECT SITE, TEAM & SCOPE
1.0 Site Summary p. 10
2.0 Project Team and Other Stakeholders p. 20

SECTION B: DEVELOP CONCEPT MODEL
3.0 Concept Modeling p. 26

SECTION C: THREAT ANALYSIS
4.0 Threat Ranking p. 31

SECTION D: FORMATIVE RESEARCH
5.0 Focused Conversations p. 35
6.0 Objective Themes p. 41
7.0 Establishing a Baseline p. 43
8.0 Survey Results p. 45

SECTION E: PRIDE CAMPAIGN DESIGN
9.0 Understanding Our Audience p. 59
10.0 Barrier Removal Partner p. 62
11.0 Campaign Design (work plan) p. 63
12.0 Target Species (Guam rail, koko) p. 78

SECTION F: BUDGET & TIMELINE
13.0 Budget & Timeline p. 83

Artwork p. 85

Acknowledgements & References p. 87

APPENDICES
A: Maps p. 89
B: Guam Species Lists p. 94
C: Guam Department of Agriculture p. 101
D: Focal Group/ Conversation Questions p. 102
E: Rules for Interviewers p. 103
F: Guam Pre-campaign (Baseline)Survey p. 104
G: Guam Pre-campaign (Baseline) Survey Results p. 111
H: Chamorro Legend p. 146

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LIST OF ACRONYMS

BSP Bureau of Statistics and Plans
BTS Brown treesnake
CI Confidence interval
CITES Convention on International Trade of Endangered Species
ESA Endangered Species Act
GAIN Guam Animals In Need
GCMP Guam Coastal Management Plan
GCWCS Guam Comprehensive Wildlife Conservation Strategy
GDAWR Guam Division of Aquatic and Wildlife Resources
GEPA Guam Environmental Protection Agency
GISAC Guam Invasive Species Advisory Council
GTA Guam Telephone Authority
GVB Guam Visitors Bureau
IUCN International Union for Conservation of Nature
KAP Knowledge, Attitude, Practice
MIC Micronesians in Conservation
PILN Pacific Invasives Learning Network
USDA United States Department of Agriculture
USFWS United States Fish and Wildlife Service

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EXECUTIVE SUMMARY

COUNTRY (UN) & Site name US Territory of Guam, Guahan

Campaign Manager name Cheryl M. Calaustro, Wildlife Biologist III

Lead Agency Wildlife Section, Division of Aquatic and Wildlife Resources,
Guam Department of Agriculture

CAMPAIGN THEORY OF CHANGE

In order to reduce the threats of invasive species and feral animals on the terrestrial native species of
Guam, the Pride campaign conducted by Cheryl M. Calaustro and the Guam Department of Agriculture,
Division of Aquatic and Wildlife Resources, will change behaviors of the local community including the
youth.

To inspire this change the campaign will employ several proven strategies for social change, including:
demonstrating the cultural benefits to protecting native species, helping the community to protect native
habitats, and promoting/creating biosecurity protocols that help to protect native species.

To achieve this we will participate in community events such as fiestas, monitor phone hotlines, and offer
school and civic presentations or workshops.

The campaigns impact will be measured by comparing results of pre and post campaign surveys to
measure environmental knowledge, attitude and self-reported behavior. The use of Guam Department of
Agriculture reports on levels of captured feral animals, local veterinary statistics of animals spayed or
neutered, and shelter population numbers will monitor success of outreach regarding animal control.
The efficacy of outreach regarding invasive species will be monitored via the increased use of existing
hotlines and adherence to biosecurity protocols. School quizzes will check effectiveness among the
youth.

Ultimately, in order to be a true success, the campaign will maintain status quo or decrease the amount
of invasive and nuisance animal species on Guam in suitable areas to prepare for future reintroduction of
native species.

SITE INFORMATION
Site description

The US Territory of Guam is located at 1328' N, 14445' E and is the southernmost and largest island in
the Mariana Archipelago. Guam has an area of 210 square miles (544 km2). Guam has a range of
habitats including: limestone forest, savanna, coral reef, mangroves, seagrass beds, seaweeds and
wetlands.

The northern portion of the island is a limestone plateau, rising nearly 200 meters above sea level. The
southern half of the island is volcanic material with a cap of limestone prominently seen on the
Mt.Lamlam-Alifan ridge. The highest point of the island is Mt. Lamlam, in the south, rising to an elevation
of 406 meters. Guams has a tropical climate with daily temperatures ranging from 75-86F and an
average annual rainfall of approximately 218 cm (86 in). The island has a wet season that runs from
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June to November and a dry season from January to April, with December and May being transitional
months.
Terrestrial Ecosystem types (IUCN)

IUCN 1.5
IUCN 1.6
Subtropical/Tropical Dry
Forest - Subtropical/Tropical Moist Lowland
IUCN 2.1 Savanna Dry
IUCN 3.5 Shrubland - Subtropical/Tropical Dry
IUCN 4.5
IUCN 7.1
Grassland - Subtropical/Tropical Dry
Caves
IUCN 12.1 Rocky Shoreline
IUCN 12.2 Sandy Shoreline and/or Beaches, Sand Bars, Spits, Etc.
IUCN 13.1 Sea Cliffs and Rocky Offshore Islands
IUCN 14.2 Artificial/Terrestrial Pastureland

Site map (topographical) See Appendix A

GPS Co-ordinates (Google-Earth) Guam - 1328' N, 14445' E

Biodiversity Hotspot Polynesia-Micronesia (Conservation
International)

Other protected area status 5 Marine preserves, 3 conservation areas, 2
ecological reserve areas, also Guam National
Wildlife Refuge run by US Fish and Wildlife
Service at Ritidian. See Appendix A.

CRITICAL SPECIES
Description of flagship species

The Guam rail is a flightless species that was widely distributed in most habitats on Guam, including
forest, savanna, scrub, secondary grassland, fern thickets and agricultural areas. It foraged close to
cover along field edges and roadsides for snails, slugs, insects, geckos, and also the introduced giant
African snail, Achatina fulica. Vegetable matter, seeds and flowers were also browsed from low grasses
and shrubs. It breeds throughout the year (birds attain sexual maturity at four months) with a peak period
during the rains in July-November. Nests are located on dry ground in dense grass, and clutch-size is 1-4
eggs (2007 IUCN Red List of Threatened Species).

Species name (common) Guam Rail, koko

Species name (scientific) Gallirallus owstoni

# of species on IUCN Red Data list Guam has 143 species listed on the IUCN
Red Data list. Refer to Table 1 in Appendix
B. The status of these species was
evaluated by BirdLife International, Mollusc
Specialist Group, and Chiroptera Specialist
Group the official Red List Authority for
birds, mollusks and bats for the IUCN.

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# of endemic species Guam has over 550 terrestrial species
including 26 endemic species. Please refer
to Table 2 in Appendix B.

THREATS
Threats (IUCN)

The following are threats that impact Guams terrestrial environment and the Guam rail in particular:

IUCN 1.4
IUCN 2.2
Habitat loss/degredation (human induced) due to infrastructure development
Invasive alien species (directly affecting the species) - Predators (ongoing)
Decline and extinction in the wild is the result of predation by the introduced brown
treesnake.
IUCN 7 Natural Disasters storms, flooding, extreme precipitation and/or wind events such as
typhoons
IUCN 10.5 Human disturbance fires destroy native habitat
Threats addressed (IUCN)
IUCN 2 - Invasive alien species This plan will address control and eradication of invasive species such
as brown treesnake.

IUCN 5 Persecution Pest control in regards feral cats and rodents and the prevention of their re-
invading after eradication measures.

POPULATION
Population at site

In July 2007, the population of Guam was estimated to be 173,456.
Population summary

The population of Guam is divided among 19 villages with densities highest around the two military
bases, Anderson Air Force Base in the north and the Navy base in the center of the island. The most
populated villages include Dededo and Yigo. The 2000 Census broke down the population according to
the following ethnicities: Chamorro 37.1%, Filipino 26.3%, other Pacific Islander 11.3%, white 6.9%,
other Asian 6.3%, other ethnic origin or race 2.3%, mixed 9.8%. Eighty-five percent of the population is
Roman Catholic with the other 15% ascribing to other religions. The official language of Guam is English
and Chamorro with the following breakdown of languages spoken on the island: English 38.3%,
Chamorro 22.2%, Philippine languages 22.2%, other Pacific island languages 6.8%, Asian languages
7%, and other languages 3.5%. Guam has a high rate of literacy with 99% of the total population over
the age 15 having the ability to read and write.

The main industry on Guam besides government and military is tourism.
Key targets

The key target of this plan is the general public, in particular the youth and specifically those segments of
community where breaches in biosecurity can take place (i.e. boat operators, resort workers).

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PROJECT SUMMARY
Executive summary of project

Ultimately, the Guam Pride Campaign will be deemed successful if areas on Guam can be identified for
reintroduction or release and native species increase in numbers. The campaign will be successful if no
new invasive species establishes itself on Guam and established invasive species do not spread to
others parts of Micronesia. Success of the Pride campaign will also be indicated by the reduction or
elimination of nuisance species populations such as rodents and feral cats in areas deemed suitable for
native species recovery or reintroduction such as Cocos Island. It is understood that the goals of this
project are long-term in range and scope but short-term successes, such as rodent eradication and
maintenance of biosecurity of proposed reintroduction sites, are obtainable.

The general public and youth will be approached to conserve native species by increasing their vigilance
and adherence to biosecurity protocols for invasive species and nuisance wildlife. The importance of
biosecurity and increased use of associated reporting methods such as hotline numbers and
spaying/neutering of pets will greatly enhance the environment for native species survival.

SMART Objectives and Monitoring strategy

Knowledge points to stress:
Know why there are few native species left on Guam.
Know what invasive species are and how they affect the native environment.
Know that feral animals can negatively affect native species.
Know how pet control can positively affect native species.

Awareness Change Objectives:

YOUTH
By the end of February 2009, increase from 25% to 45% (a 20 percentage point increase) the
number of youth (ages 16-20) who strongly agree that spaying/neutering pets helps native
wildlife. See question 56.
number of youth (ages 16-20) who state Invasive species are harmful to wildlife. See question
50.
By the end of February 2009, increase from 4% to 24% the number of youth (ages 16-20) who
state that predation by feral cats is a threat to the koko (a 20 percentage point increase). See
question 43.

GENERAL PUBLIC
number of respondents who know Guam rails are only found on Guam. See question 40.
number of respondents who report invasive species to the Department of Agriculture. See
question 50.
By the end of February 2009, decrease from 13% to 3% (a 10 percentage point decrease) the
number of respondents who believe there is a threat to the koko but cannot identify what it is.
See question 43.

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Attitudes to stress:
Feel sad due to the loss of native habitat/species.
Feel good when important habitat is protected for native species.
Pet control is important for the survival of native species.
Pet owners have a responsibility to protect native species via their actions.
We all have a responsibility to report nuisance or unfamiliar species to the local authorities.
We all have the power to make a difference.

Attitude Change Objectives:

YOUTH
number of youth (ages 16-20) who associate the koko with Chamorro life, culture and
ancestry. See question 37.
number of youth (ages 16-20) who state that the koko are only found on Guam. See question
40.
state that there is something they can do to protect native wildlife. See question 44.

GENERAL PUBLIC
number of respondents who believe the koko is just a bird, nothing special. See question 37.
number of respondents who feel Neutral when asked if they can stop the spread of invasive
species by telling the proper authorities. See question group 8.
number of respondents who are not sure they can do something to protect native wildlife. See
question 44.

Behaviors to stress:
Use reporting methods to report invasive or nuisance species to the appropriate authorities.
Spay and neuter pets.
Dont release unwanted pets in the wild.
Follow biosecurity protocols in proposed areas of eradication and reintroduction efforts.
Protecting habitat can start small scale such as plant a tree in their backyard; join island clean-up
efforts.

Behavior Change Objectives:

YOUTH
number of youth (ages 16-20) who will report invasive species to the Dept. of Agriculture. See
question 50.
number of youth (ages 16-20) who do not release unwanted pets in the wild. See question 45.
number of youth (ages 16-20) who did not spay or neuter their pets. See question 48.

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GENERAL PUBLIC
number of respondents who alert authorities of invasive/ foreign
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species. See question 45.
number of respondents who do not release unwanted pets into the wild. See question 45.
number of respondents who spay or neuter their pets. See question 45.

Summary of Key messages
Native species are best suited for native habitat.
Invasive species can dominate native landscapes and harm natives species.
Spaying/neutering your pet benefits native species.
Feral animals, such as cats and rodents, are a threat to native species.
You can help native species by doing simple things.
Be proud of native species, Guams natural heritage.

Monitoring the campaign

The campaign will be continually monitored using existing reporting methods, records or reports, the use
of a pre and post campaign survey and on-site quizzes where applicable. Additionally, collaboration with
key partners, such as GAIN and USDA will facilitate monitoring especially where barriers to behavior
change are present.

Conservation benefit (interim success) by 2009
Maintenance of current conservation areas.
Eradication of rodents on offshore islands such as Cocos Island.
Appearances of new invasive species detected through increased use of reporting methods such
as hotlines.
Decrease of potential predators, specifically feral cats/dogs and rodents, of native species.

Sustained Conservation (ultimate success) ground truthed by 2011
Rodents completely eradicated and re-invasion prevented from Cocos Island, as determined by
rodent surveys, snap traps, sticky boards, and bait stations.
Secure koko population in reintroduction areas as determined by periodic transect surveys.
Identification of additional areas on Guam suitable for native species reintroduction.
Possible long range benefits

There are a number of possible conservation benefits for a social marketing campaign on Guam. The
island is in need of the basics, such as raising awareness of the importance of Guams natural
environment. The native bird species and the habitat are almost totally lost. Most native birds have
been extinct on Guam for 20 years. Coral reefs are impacted by erosion due to off-roaders,
deforestation and other sources. Raising the community consciousness is important to stem further
environmental degradation.

Another avenue that social marketing could eventually target is public policy. Public policy on Guam is
driven by public perception. The size of the island allows for a more direct impact on the leaders
decisions. If we can raise the public perception of the importance of native species, habitat and how
invasive or nuisance species impact the island, policy changes could follow. The impacts on the

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Invasive/ foreign species refers to non-native species that can have detrimental impact to the environment such as BTS,
Coqui frog and Coconut Rhinoceros beetle.
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legislature could be measured by an increase in the number of environmentally friendly policies
implemented within the first two years following the initiation of the program.

A more specific benefit would be to provide educational materials and/or training to Guams public school
teachers. The benefit would be measured in the number of teachers that participate in the program
and/or the number of teachers that incorporate materials into the daily curriculum. Guams public
schools are under-funded and many teachers are supplementing their instructional needs with their own
funds. It is not easy for teachers to afford off-island training opportunities. Bringing conservation
opportunities to Guam benefits teachers and in turn, benefits the students.

Finally, a social marketing campaign on Guam can provide opportunities to highlight and encourage
advantageous partnerships among the public and private sectors working to conserve Guams natural
resources. Partnerships such as a Safe Harbor Agreement in which private landowners manage their
lands for endangered species without added penalties or restrictions is a positive relationship currently
utilized to supplement habitat conservation efforts. A Safe Harbor Agreement works to benefit both
stakeholders and conservation programs and bring together the community for environmental causes.

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SECTION A: PROJECT SITE, TEAM & SCOPE
1.0 Site Summary

The Rare Pride Campaign will encompass the entire island of Guam and associated offshore islands.
1.1 Background: Guam (as described by the Guam Comprehensive Wildlife Conservation
Strategy)

The U.S. territory of Guam is the southernmost island in the Mariana archipelago and is the largest island
in Micronesia located at 1328' N, 14445' E. It has an area of 210 square miles (544 km). See map in
Appendix A.

The island chain was created through the collision of the Pacific and Philippine tectonic plates. The
Marianas Trench, a deep subduction zone, lies beside the island chain to the east. The island
experiences occasional earthquakes as it lies on the edge of the Pacific Plate. In recent years, quakes
with epicentres near Guam have had magnitudes ranging from 5.0 to 8.2. Unlike the Anathan volcano in
the northern Marianas, Guam is not volcanically active. However, due to wind direction and proximity,
volcanic ash activity does occasionally affect Guam.

The climate is characterized as tropical marine. The weather is generally warm and humid with little
seasonal temperature variation. The mean high temperature is 86F (30 C) and mean low is 74F (23
C) with an average annual rainfall of 96 inches (2,439 mm). The dry season runs from December
through June. During the dry season, humidity is relatively low and the island experiences northeasterly
trade winds (Engbring and Ramsey 1984). The remaining months constitute the rainy season. During the
wet season, humidity is high and weak southerly or southeasterly winds occur.The highest risk of
typhoons is during October and November although typhoons can and do occur at anytime during the
year. Humidity ranges from 65-90%.

The northern part of the island is a forested coralline limestone plateau. The northern areas have more
intact forest but need management actions such as ungulate control and out planting to enhance the
quality of the habitat. The southern half of the island is primarily volcanic with large areas of highly
erodible lateritic soils. The highest point of the island is Mt. Lamlam in the south, rising to an elevation of
406 meters. Vegetation in the south is characterized by grasslands, ravine forests and wetlands
(Fosberg 1960). Areas in the southern part of Guam have habitat in dire need of restoration to replace
dominant grasslands with suitable native forest habitat. A fringing coral reef surrounds most of the
island, except in areas where bays exist that provide access to small rivers and streams that run down
from the hills into the Pacific Ocean and Philippine Sea.

Rivers are found primarily in the southern part of the island. No naturally occurring lakes can be found
on Guam however there are several man-made reservoirs mostly built after World War II (Best and
Davidson 1981). Many of these reservoirs are no longer used for their original purpose. Fena Lake is the
largest and most valuable reservoir for its supply of fresh water and its surrounding habitats. These
freshwater habitats support freshwater plants and animals, including the Mariana common moorhen.
Conservation areas under local control, including Anao, Cotal, and Balonos, as well as conservation
areas under federal control can serve as areas for recovering terrestrial species.

Marine habitats include fringing, patch, submerged and barrier reefs, offshore banks, seagrass beds, and
mangroves. The combined area of coral reef and lagoon is approximately 69 km2 in nearshore waters
between 0-3 mi, and an additional 110 km2 in waters greater than 3 mi offshore (Hunter 1995). Sea
surface temperatures range from 27-30C, with higher temperatures measured on the reef flats and in
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portions of the lagoons (Paulay 2003a). There are five marine preserves that provide refuge for many
marine species.

Given its small size, the entire island of Guam has been designated, both locally and federally, as coastal
zone. Guam is divided into 19 watersheds in the southern half of the island. The Northern Guam sub-
watershed has no clearly defined drainage ways.
1.3 Biodiversity of Guam

Over the last 50 years Guam has experienced tremendous domestic growth and suffered significant
environmental degradation island-wide. Guams native flora and fauna have been impacted by various
threats, such as the introduction of invasive species, poor land management practices, and
overexploitation. These anthropogenic threats are exacerbated by the frequency with which the island is
impacted by typhoons. In the last decade, Guam has been hit directly by four storms with sustained
winds greater than 150 miles per hour and suffered high wave and winds from large systems passing
near Guam (Guard et al. 2003). The various resource agencies of the Government of Guam continue to
address these issues, knowing that economic prosperity and preservation of the Chamorro culture are
dependent on the successful recovery and sustainable use of the islands natural resources.
1.3.1 Flora

For generations, the Chamorros used plants to enhance their lives for health, comfort, and safety.
There are plants that produce fragrant flowers and trees
with edible fruit. Plumeria, ginger, and jasmine landscape
the island and provide food for a variety of butterflies. The
staples of traditional Chamorro diets include: papayas,
bananas, coconuts, breadfruit, mangoes, guavas, mountain
apples, limes, and tangerilles. These plants grow well in
the island's ideal tropical climate.
There are more than 600 species of tropical plants on
Guam, of which 100 are trees. Iron wood and banyan trees
provide shade and shelter. Many trees and smaller plants
produce medicinal substances while others are used for
timber. The ifil tree, famous for its rich-grained timber, is
the official tree of Guam. The wood is a favorite of local carvers, who fashion tables, clocks,
commemorative plaques, and other decorative items of practical use.
However non-native species such as Guam's territorial flower, the bougainvillea, and African tulip trees
also decorate the island and can overwhelm native vegetation (Fosberg 1960).
Guam has more than 320 native plant species of which six deserve greater conservation attention.
Unfortunately only one, Serianthes nelsonii, is eligible for funding under the Endangered Species Act
(Fosberg 1960).
1.3.2: Fauna
Like other islands in Micronesia, most of Guam's biodiversity is marine life. Approximately 300 forms of
hard coral and 50 soft coral inhabit Guam's reefs (GCWCS 2006). In addition, Guams marine
environment includes more than 5000 known species (Paulay 2003).
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Nevertheless, despite its isolation from major land masses, Guam has a number of forms of terrestrial
wildlife. Most notably invasive or non-native wildlife including introduced deer and wild pigs as well as
domesticated water buffalo.
Over 100 species of birds have been documented on the island including migrant, wetland, seabird,
grassland, and forest birds (Reichel and Glass 1991, Engbring and Fritts 1988). Every spring migratory
shorebirds, such as the American golden plover, Gray-tailed tattlers, and the Mongolian dotteral come to
Guam. However native birds such as the Mariana fruit dove, Micronesian kingfishers, and the Guam rail,
are endangered species or extinct in the wild. Today, wild chickens and other introduced bird species are
numerous.
Three native mammals were also known to Guam, including the Marianas fruit bat, little Marianas fruit
bat and Pacific sheath-tailed bat. Today only the Marianas fruit bat remains on Guam. Despite their
historical use as a food item, the fanihi as the endangered Mariana fruit bats are locally known, dwell in
forests on the northern tip of the island.
There are six native reptiles; five skink species, and one gecko species that are still found in the wild.
Additionally, anoles and monitor lizards, known locally as iguanas, can be seen throughout the island.
Coconut crabs and several native tree snail species as well as exotic African land snails exist on Guam.
Two species of snails, Samoana fragilis and Partula radiolata, have been on the candidate list of the
Endangered Species Act of 1973 for more than 10 years and currently do not receive federal protection.
Historically, Guam hosted a unique biodiversity.
Unfortunately, the brown treesnake (Boiga irregularis, BTS),
accidentally introduced to the island sometime during WWII
by cargo ships has become an unwelcomed predator and
pest. Indigenous to Papua New Guinea and the Solomon
Islands, the brown treesnake caused the extirpation of many
native bird species such as the Guam rail as it spread
throughout the island (Savidge 1987). The Government of
Guam and the US Federal Government have spent millions
of dollars in research and control of brown treesnake in
order to protect Guams natural resources and prevent the
spread to other locations (Vice 2000).

Currently with help from US mainland zoos, Guam Division of Aquatic and Wildlife Resources (GDAWR)
maintain captive breeding programs for remnant populations of native species. It is hoped that these
individuals can one day be reintroduced to Guam.

The hope for reintroduction of native species may lie with isolated outer islands such as Cocos Island.
Cocos Island supports several native species that have been extirpated from Guam. Seasonally, there
may be thousands of seabirds nesting on the island. Cocos Island houses approximately 50 or more
pairs of Guams remaining population of Micronesian starlings. Surveys conducted in the mid 1990s
showed Cocos Island supported 12 lizard species, more than any other island in the Marianas. Nesting
green sea turtles frequent Cocos Island. The relative richness of Cocos biodiversity is due to the lack of
brown treesnakes, feral deer, pigs, and cats. However, introduced rodents have become abundant and
may be impacting bird, lizard and nesting sea turtle populations on the island. The large rodent
population also makes detection of BTS virtually impossible (GDAWR 2005).

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1.4 Land Tenure and Property

Land traditionally was owned by familial clans as a corporate group. During the reoccupation by the U.S.
military, almost half the island was taken by the American government. These acts dispossessed many
Chamorros, who had few assets other than their ancestral lands (Pomeroy 1951). The United States
Congress later established private ownership of land (PSECC 1994). A lottery regulated by the
Chamorro Land Trust gives Chamorros the opportunity to own property on Guam.
Today the US Federal Government owns approximately one third of the island (326ha) in the operation
of two military bases on Guam; Anderson Airforce Base in the north and the US Naval Base in the
central part of the island. The Government of Guam owns another one third (353 ha) in the form of
parks, recreation and conservation areas. The remaining third is owned privately either by foreign or
native-born landowners (Crocombe et al. 1987).
With the advent of military build-up in the next 6 years, many once vacant lots are now for sale and the
construction of new homes is rampant.
1.5 Demography

Guam is divided into 19 villages. The population of approximately 173,456 is comprised mainly of
peoples of Chamorro, Filipino, Caucasian, Chinese, Japanese, Korean, and Micronesian descent
(Bureau of Statistic and Plans 2004). The main industry on Guam besides government and military is
tourism.

The demography of Guam is greatly influenced by the presence of a large number of transient military
personnel and construction workers. Guam's economy is highly dependent on military spending. In 1980
the population was composed of 20,000 military personnel and their dependents. With the impending
move of the US Marines from Okinawa to Guam by 2014, the population of Guam is estimated to grow
by one third its current status. The age and sex composition of Guams population is influenced by
fluctuations in the size of the military population. Guams population has a relatively young age structure.
Mean age at marriage was 27.8 for males and 25.0 for females. The island is characterized by a high
immigration rate, high emigration rate, high fertility rate, and a low mortality rate (Bureau of Statistic and
Plans 2004).
1.6 Threats to Guams Biodiversity (as described in literature)

Many studies have been conducted on Guam regarding its biodiversity or the threats that impact it,
especially in regards to invasive species. Five key pieces of literature reviewed for this plan include:

Extinction of an Island Forest Avifauna by an Introduced Snake. Julie A. Savidge Ecology, Vol. 68, No. 3 (Jun.,
1987).

Natural History of the Guam Rail. Mark J. Jenkins The Condor, Vol. 81, No. 4 (Nov., 1979).

Guam Comprehensive Wildlife Conservation Strategy. Guam Department of Agriculture, Division of Aquatic
and Wildlife Resources (2006).

Cocos Island Restoration Plan. Guam Department of Agriculture, Division of Aquatic and Wildlife Resources
(2005).

Cocos Island Biosecurity Plan. US Department of Agriculture APHIS/Wildlife Services (2007).

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The main conservation threats on Guam stem from introduced invasive species and loss or degradation
of habitat. The brown treesnake or kulepbla as it is locally referred to, was accidentally introduced to
Guam following WWII and is responsible for decimating the islands forest bird populations. Additionally,
introduced ungulates destroy the understory within the forest and make it difficult for released captive-
bred rails to escape feral cat predation.

Native trees do not propagate without protection from rooting pigs and browsing deer. Many introduced
plants are not palatable to the ungulates and are therefore able to take over native forest areas and form
monotypic stands. Typhoon conditions exacerbate the problem; wind-damaged native tree stands do not
recover due to the proliferation of invasive vines. Either the forest remains a mass of dead stumps
covered in vines or introduced tree species invade the area (GDAWR 2005).

To establish Guam rails, colloquially know as koko, in the
wild on Guam, captive-bred birds need a release site that is
predator-controlled and provides forest habitat without the
damages caused by feral deer and pigs. Although the koko
are able to reproduce in the presence of low snake densities,
past efforts to reintroduce birds to the wild have been met with
limited success. Maintenance of physical barriers, damage by
typhoons, and feral animals have been hard obstacles to
overcome. Presently GDAWR is looking to off-shore islands to
aid recovery of native species. One of these areas is Cocos
Island, an atoll-like island lying 2.5 km southwest of mainland
Guam. Cocos Island provides a unique opportunity for
recovery of Guams native flora and fauna, as it is ungulate
and cat free and few snakes have been reported there. However, the high density of rodents on Cocos
Island poses a risk of predation for rail eggs and prevents the detection and removal of any incipient
brown treesnake populations (GDAWR 2005).

Another major conservation threat to Guam is wildfires. Wildfires resulting from poachers, arson or by
accident wreak havoc on reforestation efforts and result in heavy erosion on coral reefs. Four-wheelers
operating in cleared areas also increase erosion and subsequent impacts to coral reefs.

Native flora and fauna are in jeopardy due to both civilian and military development. Forested areas are
being cleared throughout the island for housing, facilities and training activities to support the impending
increase in military presence on Guam.

Furthermore, native species survival is also threatened by the lack of natural history information and
resulting conflicts in captive propagation management programs (GDAWR 2006).
1.8 Management of Guams Natural Resources

As a territory of the United States, Guam has an elected Governor who oversees control of the island
through local government. There are separate legislative and judicial branches in the forms of an elected
Senate and Supreme Court system that oversee policy making. However local government agencies are
tasked with overseeing natural resource enforcement and regulation.

The Guam Department of Agriculture was established under Public Law (P.L.) 3-103, to protect and
promote the agricultural resources and economy of the Territory of Guam by research, quarantine,
control and conservation. GDAWR is equivalent to a U.S. State Fish & Game Agency. It is responsible
for the control and regulation of fish and game in and about Guam and the administration of laws
pertaining to them (5 Guam Code Annotated (GCA), Chapter 63, 63102). The Department is also given
regulatory power over endangered species (Title 5 GCA, Chapter 63, 63205). It has the authority to
15

promulgate a list of endangered species to be adopted through the Administration Adjudication Act and
approved by the Guam Legislature. Title 5 GCA, 63205 also authorizes the Department to enter into
agreements with federal, or public agencies, or any person for the purpose of administration, research or
management of these resources. The Department, in cooperation with the Department of Parks and
Recreation and other agencies of the Government of Guam, also has the authority to control and
manage conservation reserves (Title 5 GCA, Chapter 63, 63401).

Pursuant to Section 6 of the Endangered Species Act, a cooperative agreement exists between the
Department of Agriculture and the USFWS. This agreement obligates the Department to protect US
listed species. It also provides for funding and implementation of programs for endangered species
research and recovery activities. The Department is also required to enforce other Federal laws such as
the Migratory Bird Treaty Act of 1918, Marine Mammal Protection Act of 1972 and Lacey Act of 1981.

Guam Department of Agriculture is also tasked with reducing the number of stray animals in the
community and providing education on proper and lawful animal importation, exportation and pet care.

The divisions of the Department of Agriculture include the Division of Aquatic & Wildlife Resources,
Forest and Soil Resources, Agricultural Development Services, the Plant Inspection Station, and Animal
Control. Refer to Appendix C for details on departmental organizational structure.

Other Government of Guam resource agencies have mandates related to management of natural resources.
Public Law 11-191 established the Guam Environmental Protection Agency (GEPA). GEPAs mission is to
provide a united, integrated, and comprehensive island wide program of environmental protection and to
provide a framework to fulfill that task (Title 10 GCA, Chapter 45, 45102). The Government of Guams
Bureau of Statistics and Plans (BSP) administer the Guam Coastal Management Plan (GCMP) through the
Coastal Zone Management Act of 1972 (PL 92-583, as amended; PL 94-370). The GCMP guides the use,
protection, and development of land and ocean resources within Guams coastal zone.
1.8.1 Guam Comprehensive Wildlife Conservation Strategy (GCWCS)

Guams Comprehensive Wildlife Conservation Strategy identifies 65 species, including 31 terrestrial, 7
freshwater and 27 marine organisms as species of greatest conservation need. A conservation table is
devoted to each summarizing their status, goals, objectives, and action plans. In addition to identifying
actions necessary for each species, other conservation actions that affect general groups of species
were identified and included the development of memoranda of understanding, rehabilitation of habitats,
public education, and law enforcement.

The GCWCS presents the location and relative conditions of habitats and conservation areas important
to the conservation and recovery of Guams species of greatest conservation need.

Guams CWCS suggests utilizing existing survey programs to develop the information base for
monitoring the status of the species; such as sampling plots, and bird, reef, and aerial surveys. The plan
identifies local action strategies that address human activities that impact freshwater and marine
ecosystems. Programs to monitor these activities and their impacts must be implemented. Information
gathered by this effort will be used to address changes in the status of species, and will be incorporated
in the five and ten year review.

The GCWCS incorporates a holistic approach by including public education and law enforcement as vital
components of the plan. While implementing actions to improve the status of species of greatest
conservation need, it is key to involve the public in the stewardship resources (GCWCS 2006).

The entire CWCS document can be downloaded from www.guamdawr.org.
16

1.8.2 Forestry & Wildlife Legislation
The following is a summary of legislation authorizing natural resource management on Guam and
associated proposed conservation areas such as Cocos Island.
Federal Laws and Executive Orders
Animal Damage Control Act and the Rural Development Agriculture and Related Agencies
Appropriations Act authorize and direct federal agencies to reduce damage caused by wildlife in
cooperation with other agencies.
Coastal Zone Management Act to encourage coastal states, Great Lake states, United States
territories and commonwealths to develop comprehensive programs to manage and balance
competing uses of and impacts to coastal resources.
Convention of International Trade of Endangered Species of 1975 (CITES) - an international agreement
between governments that ensures international trade in specimens of wild animals and plants does
not threaten their survival.
Endangered Species Act a federal policy that all federal agencies shall seek to conserve endangered
and threatened species and shall utilize their authorities in furtherance of the purposes of the ESA
(Sec.2(c)). Sec. 7 consultations with the USFWS are conducted to use their expertise to ensure that
any action authorized, funded, or carried out by such an agency...is not likely to jeopardize the
continued existence of any endangered or threatened species. Each agency shall use the best
scientific and commercial data available (Sec. 7 (a) (2)).
Sec. 10 gives non-Federal entities such as states, counties, local governments, and private
landowners the ability to conduct an otherwise lawful activity that might incidentally, but not
intentionally, "take" a listed species permitted by an incidental take permit (ESA section 10(a)(1)(B)).
To receive a permit, the applicant must submit a Conservation Plan or Habitat Conservation Plan that
meets the criteria included in the ESA and its implementing regulations. This also provides an
opportunity to develop strong partnerships with local governments and the private sector.
Executive Order 12898 Impacts on Minority and Low Income Persons or Populations requires federal
agencies to make environmental justice part of their mission and to identify and address
disproportionately high and diverse human health and environmental effects of federal programs
policies and activities on minority and low income persons or populations.
Executive Order 13045 Protection of Children from Environmental Health and Safety Risks Children
may suffer disproportionately from environmental health and safety risks including their
developmental physical and mental status. Legally available and approved damage management
methods should be utilized in situations or under circumstances where it is likely that children would
be adversely affected.
Executive Order 13112 Invasive Species directs federal agencies to use their programs and
authorities to prevent the spread or to control populations of invasive species that cause economic or
environmental harm, or harm to human health.
Federal Insecticide, Fungicide, and Rodenticide Act requires the registration, classification and
regulation of all pesticides used in the United States. The Environmental Protection Agency is
responsible for implementation and enforcement.
17

Lacey Act of 1981 has implications for regulating introductions of invasive species. This law
administered by the Secretaries of the Interior, Commerce, and Agriculture makes it unlawful for any
person to import, export, transport, sell, receive, acquire or purchase (or attempt to commit any such
act) in interstate or foreign commerce of any fish, wildlife, or plant taken, processed, transported, or
sold in violation of any federal, tribal, state or foreign law. Thus, while the statute does not
substantively grant authority to regulate the importation, transportation, exportation, or possession of
any species, violation of another federal, state, tribal or foreign law governing these activities would
become a violation of federal law and subject to particular civil and criminal penalties. The
Secretaries of the Interior and Commerce have the authority to enforce laws involving fish and
wildlife, while the Secretary of Agriculture has the authority to enforce laws involving plants.
Marine Mammal Protection Act of 1972 - protects marine mammals in US waters and from US citizens
on the high seas and regulates the importation of marine mammals and marine mammal products
into the US.

Migratory Bird Treaty Act of 1918 - affords protection to specifically listed migrant species.

National Environmental Policy Act requires that federal actions be evaluated for environmental impacts,
that these impacts are considered by the decision makers prior to implementation, and that the public
be informed.
National Historic Preservation Act of 1966 requires federal agencies to: 1) evaluate the effects of any
federal undertaking on cultural resources; 2) consult with the State Historic Preservation Office
regarding the value and management of specific cultural, archaeological and historic resources; and,
3) consult with appropriate American Indian tribes or Native Hawaiians to determine whether they
have concerns for traditional cultural properties in area of these federal undertakings.
Guam Organic Act of 1950 - a federal law that redesignated the island of Guam as an unincorporated
territory of the United States; established executive, legislative, and judicial branches; and transferred
Federal jurisdiction from the United States Navy to the Department of the Interior. The Organic Act
established a measure of limited self-governance for the people of Guam.

Sikes Act of 1960 - promotes effectual planning, development, maintenance, and coordination of wildlife,
fish and game conservation and rehabilitation on military reservations.
Territory of Guam Laws
Endangered Species Act of Guam provides authorization for the protection and conservation of
resident endangered or threatened species. The Act authorizes the Guam Department of Agriculture
to annually promulgate a list of endangered species and to conduct research and management
actions in cooperation with federal or other local agencies for the conservation, protection and
enhancement of listed species. Guam Department of Agriculture is authorized to issue permits for
actions that lead to the enhancement, conservation and survival of listed species.
Fish, Game, Forestry and Conservation, 5 GCA, 63101-63117 - laws protecting Guams fish resources.

Game, Forestry and Conservation, 5 GCA, Chapter 63, PL 6-85 - describes the authority of the
Department of Agriculture to manage Guams natural resources.

Guam Pesticides Act - authorizes the GEPA to regulate the importation, production, sale, distribution,
use and application of pesticides used on Guam that are registered with the U.S. EPA. The Act also
authorizes GEPA to implement and enforce such regulations.

18

Protection of Wild Animals, 5 GCA 63121 - list species that are considered protected in Guam.

Other Relevant Plans and Agreements

Brown Tree Snake Control Activities Environmental Assessment - US Department of Agriculture, Wildlife
Services issued a Finding of No Significant Impact for BTS control activities on Guam.

Memorandum of Understanding with USDA signed agreements that contracts rodent eradication work
to be conducted on Cocos Island as well as the development and implementation of a biosecurity
plan.

Native Forest Birds of Guam and Rota of the Commonwealth of the Northern Mariana Islands Recovery
Plan. USFWS issued a final recovery plan which included the establishment of Guam rails in the
wild on Guam as a recommended recovery action.

Safe Harbor Agreement - to establish rails on Cocos Island; is intended to support the recovery action,
and rodent control of the island.

USFWS Cooperative Agreement - an agreement that allows Guam to implement endangered species
recovery programs.
1.8.3 Department need and allocations for awareness

The GCWCS identified the need to foster an informed population in regard to conservation and the
importance of natural resources to the island. This is critical to the success of any long-term
conservation efforts. GDAWR and its partners in the GCWCS have identified a lack of public awareness
as a priority threat to many of the Department of Agricultures conservation actions.

To increase the awareness of the general public and private industry, the following objectives must be
implemented:

Develop, implement and utilize existing programs to increase public awareness of natural
resources and issues pertaining to them.

Develop outreach campaigns; educate the public and private industry of the value of preserving
Guams wildlife and habitats.

Develop a plan to address public awareness and education of conservation issues - to include the
development of websites, posters, presentations, and public service announcements.

It was identified at the 2007 Guam Strategic Planning Session organized by The Nature Conservancy
that public awareness was an area in which the department was lacking. Among the reasons for this gap
in outreach included lack of funding and insufficient staff to run programs. GDAWRs Wildlife Section
receives yearly appropriations from Pittman Robertson, Endangered Species Section 6, State Wildlife
Grant and Office of Insular Affairs Brown Treesnake Grant. However, expenditures for environmental
education or public outreach efforts are restricted. The departments ability is limited to funding
associated with Endangered Species Section 6. Furthermore, due to US legislative decisions and
wartime efforts, existing funding for conservation has dramatically decreased.

Currently there is funding for awareness associated with the Koko for Cocos project through a Safe
Harbor Agreement or non-traditional Endangered Species Section 6 and Aquatic Nuisance Species
grants. The implementation of the Koko for Cocos project will develop regional expertise and provide
a model environment to develop strategies for future reintroductions of Guam rails and other native bird
19

habitat restoration efforts on Guam, other Pacific islands and offshore islets. Moreover, Cocos Island
provides a public venue for outreach activities regarding conservation of Guam rails, invasive species
control, and successful partnerships between the public and private sectors (GDAWR 2005).

Sustainability of outreach efforts

The Department of Agriculture is committed to the sustained impact of this project. Cheryl M. Calaustro
has a salaried position and will be in post after this initial project has concluded in mid 2009. It is the
Departments intention that Cheryl will used the skills learned from attending Rares Diploma Course and
its practical application in the project to train additional Department staff. It is anticipated that her work
will extend to mitigating additional threats to Cocos Island, as well as to those on mainland Guam. The
department recognizes that most threats facing Guam are human-induced and that education plays, and
will continue to play, a critical role in their mitigation. At the present time, Guam Department of
Agriculture is forced to look for alternatives to fund public outreach for long term projects.

20

2.0 Project Team and other Stakeholders

The project team will be comprised of GDAWR and its cooperating federal and local agencies and other
various stakeholders both from the public and private sector.
2.1 Lead Agency and Project Manager

In order to address key conservation elements of the GCWCS, GDAWR has decided to focus efforts on
available restoration sites such as Cocos Island. This work plan aims to:

Build upon past research work and identify threats to Guams biodiversity in general and its
endemic koko in particular;

Garner public support for rodent eradication programs at restoration sites such as Cocos Island.

In early 2007, GDAWR approached Rare for assistance in training Cheryl M. Calaustro to conduct a
Pride Campaign to focus public attention on Guams areas with a vision to mitigate threats posed to the
Guam rail. In an MOU signed by the Governor of Guam, Guam Department of Agriculture, agreed to:

Identify a suitable Campaign Manager (Cheryl M. Calaustro) who meets eligibility criteria as
determined by Rare, including payment of any and all costs associated with making this
assessment (e.g. the costs of ILETS/TOEFL English-language proficiency tests).

Assign the Campaign Manager to the Pride Campaign full time for the duration of the project, not
less than 18 months, including the University Components and Field Based Component.

Pay the full-time salary and any other benefits duly owed to the individual during the 18 months of
the Pride Campaign, at locally approved rates and within the Guam Department of Agricultures
existing salary ranges.

Provide full-time access to suitable local transportation for the Campaign Manager during the
Field-Based Component of the Pride Campaign.

Cover internet and telephone costs incurred by the Campaign Manager while maintaining the
distance-learning component of the Project, and other miscellaneous administrative costs such as
photocopying, faxing, phone calls, and mail.

Assign a mentor (Diane Vice) to help guide the Campaign Manager (during the Field-Based
Component of the Pride Campaign). The mentor will review important project documents
(including this project plan), as well as monthly reports from the Campaign Manager and the
Pride Campaigns financial reports. The mentor will serve as a source of support to the Campaign
Manager during the Project, and may contact Rare at anytime with any questions or concerns.

Finance any visa fees, airport departure taxes or local fees that are not specified specifically
under Rares contribution.

Provide Campaign Manager transportation to and from the airport of departure

Finally, Diane Vice has committed to identifying resources to support the program in its follow up phase
including the production of additional materials if required. This Project Plan provides documentary
evidence of the first phase of the Guahan Pride Project outlining how threats to Guam where identified
and ground-truthed, how the sources of these threats were validated and prevailing behaviors identified.
21

It describes the processes used to develop concept models and rank threats, as well as how and why the
audience was segmented and messages created. The project objectives set out in this plan and the
monitoring strategies outlined have been reviewed by key stakeholders and the entire plan has been
read and approved by the Director of Guam Department of Agriculture.
2.2 Other groups working on (or having an interest in) Guam and proposed conservation
areas:

To coordinate wildlife restoration efforts on Guam, GDAWRs Wildlife Section works closely with other
agencies, including:

Funding sources and/or technical assistance such as: US Department of Interior, US Fish and
Wildlife Service, US Dept of Agricultures Natural Resource Conservation Service, Fisheries
Section of GDAWR, Guam Division of Forest and Soil Resources, US Dept of Agriculture APHIS/
Wildlife Services, US Geological Survey.

Landowners and Signatories on the Safe Harbor Agreement for Koko for Cocos Project
including Cocos Island Resort, Guam Department of Parks and Recreation and US Fish and
Wildlife Service.

Regulatory agencies such as Guam Environmental Protection Agency.

In-kind donations and support by Guam Visitors Bureau, Guam Telephone Authority, GuamCell.

Guidance and cooperation on captive breeding programs via the American Zoological
Association.
2.3 Stakeholder Analysis Matrix

The research conducted for the background section of this Project Plan helped to identify stakeholders
who might provide additional insights into the threats facing Guam and who might play a valuable role in
developing an outreach campaign to build awareness, as well as change attitudes and behaviors.
Stakeholders are defined as those individuals or groups that may positively, negatively, directly or
indirectly affect the campaign site in some significant way or another.

In general, past experience has shown that conservation efforts without public input have not been as
successful as expected. Without the involvement of key stakeholders, conservation projects were
ultimately more costly and less productive. Soliciting views and defining together through dialogue and
collaboration helps managers become familiar with the various stakeholders positions regarding issues
and activities that could have an impact on the site. Individuals were identified that could contribute to
such dialogue. This matrix was used to identify participants who were invited to an initial planning
meeting where threats to Guams native terrestrial wildlife were identified and discussed. The following
stakeholders were identified and invited.

22

Table 1 Stakeholder Matrix
No
Participant/
Stakeholder
Organisation/
Affiliation
Sector:
(Private, NGO,
Government,
Individual,
Education etc.)
Name
Key Issues of
organization/
person
Stakeholders
Contribution
(what the stakeholder
may bring to the
meeting)
Stakeholders
Interest/Motive
(what the meeting can
give to stakeholder)
1
Project Lead,
Guam Captive
Breeding Program
Local
Government
Suzanne
Medina

Native wildlife
restoration,
grant funding
issues
potential for buy
in/endorsement,
knowledge in
government structural
issues, budget for
development project
alternatives in creating
government proposal/
project for developing the
area, get input directly
from community level
2 Biologist
Local
Government
Caplan
Anderson
Captive breeding Biological concerns for
the species
Captive and wild Welfare
issues of species and
habitat
3
NOAA Coral Reef
Management
Fellow
Federal
Government
Elaina Todd
Aquatic issues
regarding,
People, Integrity,
Excellence,
Teamwork, and
Ingenuity
Science, Service,
and Stewardship
To understand and
predict changes in
Earths environment
and conserve and
manage coastal and
marine resources to
meet our Nations
economic, social, and
environmental needs
comprehensive
understanding of the role
of the oceans, coasts,
and atmosphere in the
global ecosystem to make
the best social and
economic decisions
4 Forester
Local
Government
Bel Soliva
Knowledge of
reforestation
techniques and
native plants
potential for buy
in/endorsement,
knowledge in
government structural
issues, budget for
development project
area
5
Guam Visitors
Bureau
Local
Government
Amy
Pangelinan
Maximizing
tourism and
conservation
efforts,
Tourism
endorsement, future
prospects, community
outlook
6
Chief
Conservation
Officer
Law
Enforcement
Mike Reyes
Law enforcement
regarding
conservation
issues
knowledge in law
enforcement and
conservation in the
area
support and cooperation
in finding ways to reduce
destructive practices
7
Marianas Audubon
Society
NGO Pat Rankin
community
access to nature
resource,
community
participation,
nature resource
management
potential for
collaboration,
knowledge on key
contacts in media and
community in each
village,
project benefit for the
birding community
8 NOAA
Federal
Government
Chuck
Retorman
Aquatic issues
regarding,
People, Integrity,
Excellence,
Teamwork, and
Ingenuity
Science, Service,
and Stewardship
understand and
predict changes in
Earths environment
and conserve and
manage coastal and
marine resources to
meet our Nations
environmental needs
informed society that
uses a comprehensive
the best social and
economic decisions
9 GAIN NGO
Karon
Johnson
Feral animal
issues,
environment
destruction/
degradation,
legalities within
the area
Legal advice on
current laws and
legislation
Insight regarding
causation and community
impression of feral animal
problems, legalities
10
The Nature
Conservancy
NGO
Trina
Leberer
knowledge of
community
empowerment
program
buy in, knowledge on
community's problem,
skills and experience
in community
gathering/mobilization
alternative in creating
project proposal, might
get new perspectives on
project planning and
implementation

23

No
Participant/
Stakeholder
Organisation/
Affiliation
Sector:
(Private, NGO,
Government,
Individual,
Education etc.)
Name
Key Issues of
organization/
person
Stakeholders
Contribution
may bring to the
meeting)
Stakeholders
Interest/Motive
11
Guam Visitor
Bureau
Marketing Officer
Felix S.
Reyes
visitor number,
new business
prospect
trend in tourist
visitation and itinerary
nature resources as
tourism attraction,
expanding markets
12 Private Consultant Individual

Peggy
Denny
Recycling/
composting
issues
Knowledge of public
outreach, contacts,
networking with
communities
Recycling specific
education materials and
activities
13 Fisherman/Hunter Individual Chris Jones
fishing and
hunting issues
fishing technology
and tools, traditional
insight
improve tools and
technology in fishing,
alternative food
technology, traditional
resources usage
14
Guam Costal
Resources
Management
Government
Romina
King
Knowledge of
coastal issues
and procedures,
community
organization
knowledge in
environment issues in
the area, environment
perspectives from
young generation,
potential collaboration
for youth activities
ideas and design for
youth activities, increase
young generation role in
nature conservation
15 NOAA
Federal
Government
Valerie
Brown
Aquatic issues
regarding,
People, Integrity,
Excellence,
Teamwork, and
Ingenuity
Science, Service,
and Stewardship
understand and
predict changes in
Earths environment
and conserve and
manage coastal and
marine resources to
meet our Nations
environmental needs
informed society that
uses a comprehensive
the best social and
economic decisions
16 Private Contractor Individual
Anne Marie
Gawal
Local community
input
Military insight incorporate traditional
knowledge and practices
in this project
17 Teacher Individual Jen Farley
school
curriculum,
conservation/env
ironment
material, quality
of educational
tools, quality of
public education
educational quality
and condition at
present
education material and
activity
18
National Park
Service
Federal
Government
Allison
Palmer
helps
communities
preserve and
enhance
important local
heritage and
close-to-home
recreational
opportunities
provides a living
model for other
nations wishing to
establish and manage
their own protected
areas
sharing what we've
learned, and gaining
knowledge from the
experience of others
19 Individual
Roland
Quitugua
Local community
input
Local community
input
incorporate traditional
knowledge and practices
in this project
20 Teacher Individual
Linda
Tatreau
school
curriculum,
conservation/env
ironment
material, quality
of educational
tools, quality of
high school
educational quality
and condition at
present
activity
21 Biologist
Federal
Government
James
Standford
Federal
government
agency
endorsement
Knowledge of current
invasive species
research, rapid
response procedures

Interagency cooperation,
capacity building
24

No
Participant/
Stakeholder
Organisation/
Affiliation
Sector:
(Private, NGO,
Government,
Individual,
Education etc.)
Name
Key Issues of
organization/
person
Stakeholders
Contribution
may bring to the
meeting)
Stakeholders
Interest/Motive
22
Director, Northern
Soil & Water
Local
Government
Frank
Eclaven
Environmental
terrestrial issues
innovative approach
for addressing the
Island's water
resource issues
Interagency cooperation,
capacity building, public
awareness, Establishing
executive and legislative
support, landowner issues
23 Military US Navy
Mark
Defley
Military issues Military agenda and
perspective
Coordination of efforts
especially regarding
restoration on military
lands
24 Student Individual
Ashley
Martinez
Student
involvement in
environmental
issues
Youth perspective Stewardship for youth
25 Professor
University of
Guam
Ross Miller
school
curriculum,
conservation/env
ironment
material, quality
of educational
tools, quality of
graduate
students
Knowledge, research
of invasive species,
educational quality
and condition at
present
activity
26
Dept. of Parks &
Rec.
Local
Government
Joseph W.
Duenas
representing
stakeholder of
Cocos Island
Cultural/historic
preservation issues
Maintains Dano Park,
public side of Cocos
Island, logistical
assistance
27
National Park
Service
Federal
Government
Mark
Capone
helps
communities
across America
preserve and
enhance
important local
heritage and
close-to-home
recreational
opportunities
provides a model for
other nations wishing
to establish and
manage their own
protected areas
sharing what we've
learned, and gaining
knowledge from the
experience of others

28
Biologist/Resource
user
Local
Government
Jeffrey
Quitugua
Wildlife
restoration
Technical expertise,
local perspective
Capacity building,
cooperation
29
Cocos Island
Resort
Employee
Representative
Private company
Larry
Mullikin
Representing
stakeholder of
Cocos Island
Logistical support and
access
Technical expertise on
environmental issues in
the area, increased
tourism
30
Cocos Island
Resort General
Manager
Private company
Renny
Loren
Representing
stakeholder of
Cocos Island
Logistical support and
access
Technical expertise on
environmental issues in
the area, increased
tourism
31 Teacher Individual Ellen Petra
school
curriculum,
conservation/env
ironment
material, quality
of elementary
education
Elementary
educational quality
and condition at
present
Elementary education
material and activity
32
Village Head &
Staff
Community
Representative

Mayor
Sherry
Chargulaf
Merizo
community
concerns
Local community
input
33 Chamorro Nation Individual Trini Torres
Chamorro rights Local community
input
from community level,
use of traditional methods

25

No
Participant/
Stakeholder
Organisation/
Affiliation
Sector:
(Private, NGO,
Government,
Individual,
Education etc.)
Name
Key Issues of
organization/
person
Stakeholders
Contribution
may bring to the
meeting)
Stakeholders
Interest/Motive
34 teacher Individual
Kathy
Candaso
school
curriculum,
conservation/env
ironment
material, quality
of elementary
education
Elementary
educational quality
and condition at
present
Elementary education
material and activity
35 Retiree Individual Buck Cruz
Merizo
community
concerns
Local community
input
36 Retiree Individual
Tom
Barcinas
Merizo
community
concerns
Local community
input
37 Guam Legislature
Community
Representative
Senator
Jimmy V.
Espaldon
Community and
legislative
concerns
regarding
Judiciary,
Natural
Resources,
Infrastructure,
and Cultural
Affairs
Legislative
experience, insight
into tourism,
maritime, military,
veterans and foreign
affairs
Insight into
environmental issues on
the community level
38 Individual Viqui Gayer
Animal
rights/welfare
Local community
input

Absent/Held Focal Conversation

Invited & Attended
26

SECTION B: DEVELOP CONCEPT MODEL
3.0 Concept Model

On Thursday, February 7, 2008 a stakeholder meeting to discuss the threats to Guams native wildlife
was held in the conference room of Guam Department of Agriculture. A total of 20 participants from
various sections of Guam society worked together to build a concept model to illustrate the relationships
between direct, indirect and contributing factors of Guams declining natural resources. The projects
scope (Guams terrestrial environment) formed the context for these discussions. Diane Vice, Rare
project supervisor and project lead for Brown Treesnake Program for GDAWR and Suzanne Medina,
Acting Wildlife Supervisor and project lead for the captive breeding program, assisted during the first
meeting.
3.1 Methodology

Direct threats were identified, and then written on cards that were placed onto a sticky wall and linked to
the appropriate target(s) using arrows. Participants then discussed the contributing factors (indirect
threats) that led to, or exacerbate, the direct factors. Contributing factors were then placed on the sticky
wall and linked to direct threats by arrows. The result is a simple map of what is impacting the target.
After the stakeholder meeting, Miradi software (www.miradi.org) was used to develop and articulate the
model into a standardized nomenclature using a threat taxonomy developed by the IUCN.

Initial Concept Model as drawn by key stakeholders February 2008

27

Figure 1 - Concept Model in MIRADI

Key: Pink boxes = direct threats, Orange boxes = Indirect threats and contributing factors

3.2 Initial Concept Model narrative

The biodiversity of Guams terrestrial environment can be directed to one key target, the Guam rail.
This target is threatened by a complex of one or more direct threats.

After the stakeholder meeting was conducted, the following environmental direct threats affecting the
terrestrial environment were identified as:

erosion/ run-off IUCN 6. Pollution (affecting habitat and/or species)
feral/ nuisance animals IUCN 8. Changes in native species dynamics
pollution/ litter IUCN 6. Pollution (affecting habitat and/or species)
invasive species IUCN 2. Invasive alien species (directly affecting the
species)
habitat loss IUCN 1. Habitat Loss/Degradation (human induced)
over-harvesting IUCN 3: Harvesting (hunting/gathering)
cultural hunting IUCN 3: Harvesting (hunting/gathering)
wildland arson IUCN 10: Human disturbance

All were identified as human-induced threats. An explanation of the threats identified is as follows:

28

DIRECT FACTORS

Erosion/run-off Deforestation results in sedimentation of coral reefs. Runoff is a result of poor solid
waste management, sewage and garbage control, and the lack of awareness.

Feral animals The lack of knowledge leads to rampant feral dog and cat populations existing
throughout the island. This past year children as well as wildlife have been victims of feral animal
attacks.

Invasive species As the transportation hub of Micronesia, Guam is susceptible to invasive species of all
types not just brown treesnake. Current threats include the Coconut Rhinoceros beetle, Coqui frog,
invasive vines and snakehead fish. Early detection is highly dependent on the amount of public
knowledge.

Tourists Guams economy heavily relies on tourism. With the impending build-up of military forces,
Guam tourism economy is expected to boom. Ecotourism should be promoted since some Asian foreign
visitors already come to Guam to enjoy Guams reefs and see wildlife. Additionally analogous species
such as the Okinawan rail face similar challenges of the Guam rail More opportunities to educate
tourists on the plights of native wildlife should be utilized if Guam is to be promoted as an ecotourism
destination.

Pollution/litter Guam is in the process of identifying a site to open a sanitary landfill. The existing Ordot
dump is full and overflowing. The stakeholders identified the pollution/litter on Guam as a result of lack
of awareness and chemical pollution. The greenhouse effect is seen as a cause of environmental
pollution. Furthermore personal choices regarding littering such as using a garbage can and not
throwing things out the window can be emphasized.

Habitat loss The impending military build-up is causing a boom in real estate on Guam. Land is being
cleared for development. Existing lands suitable for conservation measures tend to be on military lands
that have restrictive access. Habitat loss is also a result of Guams local growing population and lack of
awareness of family planning. Stakeholders stated that mitigation can be done to offset loss of habitat
(i.e. tree planting of Sella Bay by military).

Over-harvesting Over fishing of reef fish populations and illegal deer and pig hunting were considered
detrimental to native species. Traditional practices and lack of awareness were factors also leading to
over-harvesting.

Cultural hunting Subsistence hunting of deer, pig, fish, game birds and bats is referred by the
stakeholders as cultural hunting; This is usually a result of traditional practices.

Wild-land arson - This is a practice occurs in conjunction with cultural hunting but can also be an act of
nature or man either pre-meditated or not. This practice can leads to erosion and run-off.

Off-roading Favored by tourists and locals, this activity directly destroys habitat and increases erosion.

CONTRIBUTING FACTORS

Lack of awareness There is a lack of environmental education in formal and informal settings.
Environmental education can prevent damage to wildlife and habitats.

Lifestyle choices The stakeholders identified traits such as greed and laziness as detrimental
characteristics of those in prominent positions, visible in the public eye (i.e. government officials).
Personal choices influences lack of awareness, population size and corruption in government.
29

Increased population Related to the military build-up and visitors but also the various minority
populations within the larger Guam community. Some stakeholders mentioned the lack of birth control
knowledge in the poor. Increased population directly influences habitat loss as more space is needed for
housing.

Urban development and construction Military build-up, sprawl of villages and observed lack of zoning
laws increases development of the island and directly results in habitat loss.

Lack of money Regarding poor minority groups, the lack of money results in a more hunter/gatherer or
traditional lifestyle. Sometimes resources are overexploited. The lack of funds can also be referred to
the lack of funding for specific conservation projects.

Cultural migration The wealth or poverty of surrounding islands in Micronesia can be the reason for
migration to Guam. Often traditional practices influence how resources are used by migrants.

Traditional practices Cultural observances and traditions can influence how one hunts or harvests their
resources. These practices can be sustainable or unsustainable.

Corruption in government Dishonest leaders in government have been a source of financial loss but
also legislative shortfalls. Often conservation efforts take the brunt of these deficiencies.

Unemployment Without a job, many are left with little money and few choices. Often those choices
most appealing have negative effects on the environment such as over-harvesting and wildland arson as
a hunting technique.

Legislative and legal directives When written, proposed and supported by corrupt officials, legislation
has very little positive effect for conservation. Poorly written laws encourage over-harvesting, pollution
and habitat loss.

Military build-up and national security Guam houses both the US Navy and Air Force. The increased
US military efforts in the Pacific have the potential to increase the population of Guam exponentially.
This will put a dramatic strain on already dwindling resources.

Mitigation Easements are a positive way to counteract environmental degradation by businesses or the
military. It includes actions such as tree planting and coral reef conservation.

Greenhouse/gas emissions Atmospheric changes are caused by rising world temperatures and the use
of less gas efficient vehicles. Increased gas emissions are a cause of environmental pollution.

Chemical pollution Stakeholders recognized the bioaccumulation of pesticides in vegetables and deer
or pigs that browse upon such vegetation as a threat. The pollution is also observed in the aquatic
environment. It contributes to the overall problem of pollution.

Smoke The stakeholders attributed smoke to forest fires, diesel engines, personal burning of trash and
possibly even VOG from the neighboring Anatahan volcano in the CNMI. Poor air quality ultimately
leads to pollution.

Changes in the light cycle Changes in photoperiod have effected growth cycles of plants and animals.
These changes are also thought to influence global warming.
War Increased military efforts in the Middle East has increased the number of military personnel on
Guam.

Weather events Random events such as typhoons and earthquakes can be detrimental to habitat and
sensitive species populations. Weather can positively or negatively influence the tourism economy.
30

Global warming This is an over-arching cause of decline in habitat and loss of species. The increasing
trend of rising temperatures is thought to lead to more greenhouse/gas emissions.

Sewage load/spills Poor management and structural design of aging and overloaded sewage systems
results in unintentional sewage leaks and directly causes run-off.

Further discussions

Through comments of the community during public meetings and focal conversations, the following
clarifications to the concept model were made:

Tourism initially thought of as a direct threat was in fact a positive factor and not a negative one.
The increase of tourism and subsequent increase of economy would be beneficial to Guam. It
was stated that ecotourism can be an impetus for conservation both in funding and changing
attitude.

Off-roading, which was originally listed as an indirect factor, was redefined as a direct factor
because it directly impacts Guams environment.

Greenhouse gas emissions was corrected to be listed as an indirect factor caused by global
warming and both identified to be contributing factors to the degradation of Guams terrestrial
wildlife and environment.
31

SECTION C: THREAT ANALYSIS
4.0 Threat Ranking

Participants at the key stakeholder meeting provisionally ranked the direct threats that they identified.
This work was subsequently ground-truthed by Guam Department of Agriculture. A threat ranking survey
was distributed to the biologists and technicians of GDAWR, Wildlife Section. The following are results
from returned threat ranking surveys.
4.1 Scope, Severity & Irreversibility of threats

First threats are ranked by the area of the site they affect (scope), by the severity or level of damage
caused by the threat, and by the level of irreversibility (if not preserved it is likely to be eliminated with
little or no chance of regeneration). See key below.

Table 2 Threats ranked according to scope, severity, irreversibility

KEY TO THREAT CRITERIA (Based on Miradi definitions)

A: SCOPE (Area)
4 = Very High: The threat is likely to be very widespread across all or much of your site.
3 = High: The threat is likely to be widespread in its scope, and affect conservation targets at many locations at your site.
2 = Medium: The threat is likely to be localized in its scope, and affect the conservation target at some of the targets locations at the site.
1 = Low: The threat is likely to be very localized in its scope, and affect the conservation target at a limited portion of the targets location at the
site.

B: SEVERITY The level of damage to the conservation target that can reasonably be expected under current circumstances (i.e., given the
continuation of the existing situation).
4 = Very High: The threat is likely to destroy or eliminate the conservation target over some portion of the targets occurrence at the site.
3 = High: The threat is likely to seriously degrade the conservation target over some portion of the targets occurrence at the site.
2 = Medium: The threat is likely to moderately degrade the conservation target over some portion of the targets occurrence at the site.
1 = Low: The threat is likely to only slightly impair the conservation target over some portion of the targets occurrence at the site.

C: IRREVERSIBILITY The importance of taking immediate action to counter the threat.
4 = Very High: The effects of the direct threat are not reversible (e.g., wetlands converted to a shopping center).
3 = High: The effects of the direct threat are reversible, but not practically affordable (e.g., wetland converted to agriculture).
2 = Medium: The effects of the direct threat are reversible with a reasonable commitment of resources (e.g., ditching and draining of wetland).
1 = Low: The effects of the direct threat are easily reversible at relatively low cost (e.g., off-road vehicles trespassing in wetland).

THREAT( FACTOR) RANKING CUMULATIVE SCOPE,
SEVERITY, IRREVERSIBILITY
INVASIVE SPECIES IUCN 2.2 HIGH
FERAL/ NUISANCE ANIMALS IUCN 2.5 HIGH
POLLUTION/LITTER IUCN 6.2/6.3 MEDIUM
TOURISTS IUCN 10.1 MEDIUM
INCREASED POPULATION IUCN 10.6 HIGH
WILDLAND ARSON IUCN 1.7 HIGH
HABITAT LOSS IUCN 1.4 HIGH
EROSION/ RUN-OFF IUCN 6.3 MEDIUM
OVER-HARVESTING IUCN 3.1.1 MEDIUM
CULTURAL HUNTING IUCN 3.5 MEDIUM
32

4.2 Ability to influence & impact

A second screening of threats was then conducted to determine GDAWRs ability to influence each of them. The
Department recognizes that while it is always desirable to focus on the threats ranked highest in the previous
exercise, there is little point focusing on one for which the agency has no competence or resources in mitigating.
See key.

Table 3 Threats ranked according to organizational ability, social practicality, and political
feasibility

KEY TO ABILITY TO INFLUENCE & IMPACT THE THREAT

A: Organizational ability: Does your group (or a partner) have the technical competencies and/or resources to address this threat.
Does it have experience with the issue at hand?
4 = Very High: Organization (or partner) has the technical competences and resources on hand to address threat or remove barrier to threat
mitigation
3 = High: Organization (or partner) can access the technical competences and resources to address threat or remove barrier to threat mitigation
2 = Medium: Organization has some technical competency and/or resources to address threat or remove barrier to threat mitigation
1 = Low: No competency or resources available

B: Social practicality: What barriers need to be removed to truly mitigate the threat. How difficult will it be to remove these barriers
with the resources you have at hand, recognizing the prevailing, cultural, socio-economic climate?
4 = Very Easy: Barriers to behavior change easy to adopt, at little cost, and minimal disruption
3 = Easy: Barriers to behavior change require some expense, some disruption to the normal way of doing things
2 = Moderate: Barriers to behavior change require significant sacrifice, cost, loss of profits, new learning
1 = Difficult: Barriers to behavior change very high. New behavior requires high cost to adopt, new skills to be learned, traditional concerns
overcome

C: Political feasibility: How supportive might the local political environment be. (This might include government, community
leadership etc)
4 = Very Feasible: Government or community leadership already articulated strong support
3 = Somewhat feasible: Government or community leadership expressed support
2 = Unsure or unknown: The threat probably will need to be countered in the next 5-10 years, but does not need to be dealt with before then.
1 = Likely unfeasible: High socio-political barriers to overcome. Government or communities unlikely to support or endorse initiative

The ability of Guam Department of Agriculture to address these threats has been varied in response.
Some issues, such as the impending military build-up and consequent urban development and
construction, are of great biological and social concern but out of agency reach to halt or mitigate.
However, the agencys ability to positively change the communitys behavior regarding litter, invasive
species and feral/nuisance animals seems feasible. Prioritizing and focusing in on these issues will also
support current on-going projects such as the Cocos Island Restoration Project. This would entail
educating the community on invasive and feral/nuisance species and biosecurity protocols. A recycling
THREAT FACTOR RANKING CUMULATIVE
ORGANIZATIONAL ABILITY, SOCIAL
PRACTICALITY, POLITICAL FEASIBILITY
INVASIVE SPECIES IUCN 2.2 MEDIUM
FERAL /NUISANCE ANIMALS IUCN 2.5 MEDIUM
POLLUTION/LITTER IUCN 6.2/6.3 MEDIUM
TOURISTS IUCN 10.1 LOW
INCREASED POPULATION IUCN 10.6 LOW
WILDLAND ARSON IUCN 1.7 MEDIUM
HABITAT LOSS IUCN 1.4 MEDIUM
EROSION/ RUN-OFF IUCN 6.3 MEDIUM
OVER-HARVESTING IUCN 3.1.1 MEDIUM
CULTURAL HUNTING IUCN 3.5 MEDIUM
33

campaign called iRecycle launched the autumn of 2007 and engages schools and the public to collect
aluminum cans. A littering campaign on Cocos Island may be advantageous in controlling rodent
populations but efforts on Guam may be redundant.

The research conducted to date is built upon the foundation of a literature review and a stakeholder
meeting that designed a Concept Model and ranked the factors that appeared in it. The result is based
upon a number of assumptions that need to be tested before the launch of a campaign.
34

SECTION D: FORMATIVE RESEARCH

Assuming that the information gathered from the review of literature and from the stakeholder meeting is
accurate, the threat of highest priority is determined to be invasive species and feral/nuisance species.
Identified were 2 key target groups (the youth and general public). This was achieved by working
backwards along the causal chain beginning with the target (Guam rail) and the direct threat of invasive
species and feral/nuisance species. We can see from the causal chains illustrated below taken from
the Miradi software used to generate our Concept Model - which segments of the general public are
linked to the threat and how.

Figure 2 - Causal chain with isolated invasive species threat

Figure 3 - Causal chain with isolated feral/nuisance animal threat

35

5.0 Focused conversations

The project assumes that the general public and youth could continue to play a key role in the spread
and prevention of invasive species and feral/nuisance wildlife. For example, with the Koko for Cocos
project, unless the visitors and employees of Cocos Island modify their existing behaviors and comply
with biosecurity guidelines, there is a chance of accidental reintroduction of rodents and other invasive
species.

Focal conversations with representatives of the community were held and those who could not attend the
stakeholder meeting were sought. In general, each group or person was asked the causes/threats and
solutions regarding Guams native terrestrial wildlife. From these conversations and meetings, the
following community truths were established.

See Appendix D for focus group/conversation questions specifically asked.
5.1: Focus conversations with key target audiences gathered from public and private meetings
and telephone conversations

Discussions with community elders
Discussions with the manamko, or community elders including Buck Cruz, former mayor of Merizo and
Tom Barcinas, a retired educator, led to discussions on ways people can help native wildlife.
Furthermore, the senior citizens were more than welcoming in sharing their stories and local knowledge
and stated that they probably know native species, such as the koko, best. Main points included:
The need to develop a recycling plan for the island.
The community supports the reintroduction of the koko but in places where it is conducive to
its survival.
The need to develop a better feral animal control plan.
Dont use poisons on Cocos Island.
Encourage native wildlife by providing nestboxes in areas adjacent to conservation areas.
Discussions with indigenous rights activists
Discussions with Chamorro Nation, including Trini Torres, Debbie Kanata, and Rose resulted in the
following main points:
We want to make pride in Chamorro culture.
The koko is ours give it to the people to raise.
Why is the koko on Rota? It should be on Guam.
Dont use rat poison, use traps on Cocos Island.
The local people have been building and using traps successfully for years.
Introduce the koko somewhere on Guam.
The brown treesnake was not the cause of the disappearance of native birds DDT, spraying
during WWII; etc resulted in decrease of bugs for wildlife to eat.
They stated that native species, such as the koko are the Chamorro peoples heritage. More
opportunities should be given to the local people to participate in conservation efforts. Whether it is in
manpower or local knowledge, the people should be able to give input. The issue of restricted access to
common lands was brought up but not made into a huge issue.

Discussions with Politicians
Discussions with Senator James V. Espaldon from the Guam legislature:
He is not opposed to GDAWRs efforts to promote native species.
36

We need to give the community a sense of ownership.
The Senator was concerned that information was not being passed in a timely manner. The community
needs to be a part of the process and given ownership. Talking with the community can be trying at
times but it is necessary. Keeping communication open should eliminate the awkwardness of
misinformation. Patience and persistence and thick skin is needed when working with outspoken
community members.

Discussions with Veterinarians
Discussions with animal control and territorial veterinarian Dr. Tom Poole:
Animal control has been a constant topic in the news especially since a child was mauled by a
pack of dogs at the beginning of the 2008.
Animal control is hard to do on an island, even if youd think it should be easy.
Due to cultural and social beliefs, the control of feral animals is hard to do. Inexpensive burglar
alarms, dog fighting and apathy are reasons why some community members continue to feed and
encourage strays.
Animal Control via the Guam Department of Agriculture is underfunded and therefore the staff is
overworked and lacking in needed supplies and manpower.
In addition, GAIN (Guam Animals in Need), the only animal shelter on Guam, is lacking in proper
space and funding.
There is much the average citizen can do such as spaying and neutering pets and not feeding strays.

Discussions with animal rights advocates
Discussions with animal rights advocate, Viqui Gayer concluded with:
There were several misconceptions that she had that needed clarification.
The issue of past mistakes - the introduction of game birds, biological controls
Placement, use, duration of rodenticides on Cocos Island.
There are other native animals to take care of such as monitor lizards and other smaller
native lizards.
Basic natural history of native species.
The tourists love the monitor lizards. We must insure that if we are going to restore habitat for one
species that it does not hurt another species. We should look to see if there are alternatives to what is
already being done, since it seems like what is being done now is not working.

Discussions with NGOs, such as the Marians Audubon
Discussions with members of the Marianas Audubon concluded with:
How do we protect native species?
The brown treesnake is a virulent animal. If rails are reintroduced how do we keep them safe
from predators?
Natural occurrence are also a liability but cannot be avoided.
What will be done to keep species safe? Will birds raised in captivity be able to survive in the
wild?
Will their needs be met? Is there a suitable place on the mainland where native species can
survive despite the presence of feral animals and snakes?
Conservation efforts on Guam should consider all native species. Whole ecosystem restoration will
benefit native species.

37

Discussions with iRecycle Program Coordinator
Discussions with Peggy Denny:
Many different facets of the community must be involved, everyone from aquaculture to golf-
course maintenance crews.
Recycling will do much for this island.
Schools are starting to recycle and we must support them.
Many people should be catalyzed to spread the news on invasive species. People in industries not
normally approached should be approached. Also, the input of locals such as Roland Quitugua should
be sought. Recycling on the island will aid to create suitable habitats for native species and for the
community. There is much to be done and recycling is a good way to start.

Discussions with local school representatives
Discussions with local school teachers, Kathy Candaso:
Reintroduction efforts are good for Guam we need more opportunities for kids to see native
animals.
Only older generations have had personal experiences with the koko. The younger generations
have not had this luxury. The children need and deserve this opportunity.
Middle-aged residents have also been robbed of this opportunity to experience native wildlife.
Many things have caused a decline in native species but we can work and educate the youth to
become stewards.
More outreach and educational opportunities need to be available for students. With our shrinking
island, due to technology and military build-up more opportunities need to be given for students to learn
about their surrounding environment. Guam is unique and we want to share that with students. There is
much we all can learn from our environment. If we can bring the students somewhere to show them how
Guam used to be, to hear birds no longer seen and walk within a pristine forest that lesson would be
priceless.

Discussions with Cocos Island employees
Discussions with anonymous Cocos Island employees:
What will happen to monitor lizards?
The koko is confused with other birds. Many did not even know what a koko looked like. It was
confused with migratory species such as the golden plover or yellow bittern.
Something should be done for native wildlife but most were unsure of exactly what should be
done.
There is work that can be done on Cocos Island but there is some fear as to what that may entail. The
employees care about the safety of the koko. If they were released on Cocos Island, they fear that
monitor lizards may eat them. Monitor lizards are fierce. Many have watched them climb trees and rip
birds to shreds. Most believe that bringing the koko back into the wild could be a risk but one that is
generally worth taking. (Koko are able to defend themselves and chicks from lizards).

Discussions with a Military representative
A short conversation with Mark Defley, from US Navy, revealed:
Working with the community is very important.
From his previous experience with similar conservation projects in Hawaii, a community advisory
board may be helpful in executing future projects.
Personal relationships with the community were very important to build community support. This
process usually takes some time to build.
38

Community support is very important since you do not want negative feelings to persist from one project
to another.

Additional information

Distrust of the government, especially the federal government was apparent. The general plan to restore
native birds to Guam has not been opposed but the methods have been questioned. The decision to
use rodenticides has been controversial. In most cases, trying to convince the public to support offshore
island conservation was met with some resistance or hesitation. However, the reintroduction of rails and
problems preventing reintroduction on mainland Guam were readily discussed. Precursors to creating
suitable areas on Guam for reintroduction were identified and included the need for recycling and feral
animal control. Local ownership of the species was suggested as a plan to increase captive population
numbers.

Some individuals chose not to believe or hear what science has proven to be correct, such as the mass
extinction of native bird due to the introduction of the brown treesnake. History and personal experience
have influenced peoples beliefs.

Tourism was seen as generally a good thing for Guam, a source of income, employment and economy
for the territory. Attraction to places like Cocos Island is the native wildlife. Monitor lizards, which are not
a native species but one that was introduced in pre-colonial times, is a draw for some tourists. Guams
unique natural flora and fauna should be utilized to attract more visitors. More must be done to support
ecotourism.
5.2 Benefits & Barriers

The benefits of invasive, feral and nuisance animal eradication on Guam and offshore islands, such as
Cocos Island, extend beyond simply helping the islands biodiversity to include benefiting the lives and
livelihoods of target groups (Youth, General Public). Behavior change is far more likely if targets see a
personal benefit to behavior change, rather than simply one that revolves around biodiversity in its
abstract sense.

The following table summarizes how the targeted behavior changes, barriers to change and how target
groups will benefit:

By increasing vigilance, communities will aid the in the detection of newly arrived species and
protect Guams remaining wildlife. The lack of awareness regarding invasive species, their
impacts on native species, how people can report invasive species will be mitigated by the Pride
Campaign with the help of schools, local business and local and federal governments. The pre
and post campaign survey as well as departmental reports will be used to monitor success of the
campaign by the spring of 2009.

By increasing the occurrences of spaying/neutering among pet owners, communities will aid the
in the decrease of predatory species on Guam and protect Guams remaining wildlife. The lack of
awareness regarding animal control, their impacts on native species, how people can support
animal control will be mitigated by the Pride Campaign with the help of GAIN, veterinary clinics,
pet shops and Animal Control. The pre and post campaign survey as well as departmental
reports will be used to monitor success of the campaign by the spring of 2009.

By decreasing the amounts of unwanted pets released in the wild, communities will aid the in the
decrease of feral animals and predatory species on Guam and protect Guams remaining wildlife.
The lack of awareness regarding animal control, their impacts on native species, how people can
39

support animal control will be mitigated by the Pride Campaign with the help of GAIN, veterinary
clinics, pet shops and Animal Control. The pre and post campaign survey as well as
departmental reports will be used to monitor success of the campaign by the spring of 2009.

By supporting the eradication or control of nuisance wildlife, communities will aid the in the
creation of a safe environment for people and native wildlife. The lack of awareness regarding
nuisance wildlife such as rodents, their impacts on native species, how people can assist in
habitat improvement will be mitigated by the Pride Campaign with the help of schools, local
businesses and local and federal governmental agencies. The pre and post campaign survey as
well as departmental reports will be used to monitor success of the campaign by the spring of
2009.

40

Table 3 Barriers and Benefits to Behavior Change

Behaviour Change Benefit of Behaviour
Change
Barrier to Behaviour
Change
Barrier Removal
Techniques
Barrier Removal
Partner
Monitoring Success Target Completion Date
Increasing vigilance and
adherence to biosecurity
protocols
Increased rate of detection
of invasive species,
preservation of remaining
native wildlife.
Lack of awareness about
reasons for protecting
native species from
invasive species
Pride Campaign Schools Pre and Post
Campaign survey

Quizzes

March 2009
People dont know how to
report invasive species or
to whom.
Pride Campaign GuamCell, GTA Pre and Post
Campaign Survey,
DAWR reports

March 2009
People are unable to
identify an invasive
species.
Pride Campaign Local & state
government, GISAC
Pre and Post
Campaign survey.
Reports from
veterinary clinics and
GAIN

March 2009
Spaying or neutering pets
Decreasing number of
predatory species on
Guam
People dont know where
to spay or neuter their pets
Pride Campaign

GAIN, vet clinics, pet
shops
Pre and Post
Campaign survey.

March 2009
People are unaware of the
effects of pets on native
wildlife
Pride Campaign GAIN, vet clinics, pet
shops
Pre and Post
Campaign survey.

March 2009
Local tradition/beliefs of pet
control
Pride Campaign GAIN,
Elders
Pre and Post
Campaign survey.
Reports from GAIN,
vet clinics
March 2009
Lack of resources Provide alternatives
financial support
Local & state
government,
Local veterinary clinics.
Reports from
GAIN, vet clinics,
March 2009
Not releasing unwanted
pets into the wild
Decrease the amount of
feral animals
People are unaware of the
effects of feral animals on
native species
schools
Pre and Post
Campaign survey,
Reports from GAIN &
Animal Control

March 2009
Local tradition/beliefs of pet
control
Elders
Reports from GAIN March 2009
People dont know where
to bring unwanted pets
Pride Campaign GAIN, Animal Control Pre and Post
Campaign survey,
GAIN reports, Animal
control reports
March 2009
Lack of resources to
spay/neuter pets
Spay/neuter clinic GAIN,
Local veterinary clinics
Reports from GAIN,
vet clinics
March 2009
Support for eradication or
control of nuisance
species
Cleaner, safer environment
for all.
People are unaware that
nuisance species can be
harmful to native wildlife
Pride Campaign Schools Pre and Post
Campaign survey
March 2009
Lack of resources to
eradicate or control
nuisance wildlife
Provide alternative free
traps
USDA Pre and Post
Campaign survey
March 2009
Local tradition/beliefs Pride Campaign Elders Pre and Post
Campaign survey
March 2009
41

6.0 Objective Themes
GDAWR recognizes that to reduce the threat of invasive species on Guams terrestrial biodiversity they
must do the following:

1. Promote the use of reporting tools of nuisance animals (invasive species and pests) in Guam.
2. Protect the areas in which native species are found.
3. Create areas for reintroductions of native species.
4. Reduce the number of feral animals.
5. Eradicate of nuisance animals, specifically control rodents.

However, these objective themes have several possible ways of accomplishing them:

Objective Theme
#1
Promote the use of reporting tools of nuisance animals (invasive species and pests) on
Guam.
Option 1 (Preferred) Island-wide marketing campaign advertising reporting methods TV, radio, and newspaper.
Option 2 Workshops with high risk groups: vendors to Cocos Island, Cocos Resort security guards & employees
Option 3 Civic presentations to Mayors Council, Rotary clubs, Chamber of Commerce etc., schools
Option 4 Outside advertising: billboards, posters, signs.

Objective Theme
#2
Protect the areas in which native species are found.
Option 1 (Preferred) Increase access to protected areas (military owned).
Option 2 Petition with local people to hand over military land to the local environmental agencies.
Option 3 (Preferred) Work with military to help conserve lands currently used by endangered species.
Option 4 (Preferred) Work with private landowners of areas where native species are found or could be reintroduced.

Objective Theme
#3
Create areas for reintroductions of native species.
Option 1 (Preferred) Utilize appropriate offshore islands.
Option 2 (Preferred) Work with military to create more refuges on base.
Option 3 (Preferred) Work with Guam National Wildlife Refuge to create a suitable area.
Option 4 (Preferred) Fence-in suitable existing park/conservation areas on Guam.

Objective Theme
#4
Reducing the number of feral animals.
Option 1 (Preferred) Increase number of people who spay and neuter their pets.
Option 2 (Preferred) Increase number of people who do not release unwanted pets into the wild.
Option 3 (Preferred) Work with GAIN to publicize effects of feral animals on native wildlife.
Option 4 (Preferred) Periodic catch and cull program.

Objective Theme
#5
Control of invasive and nuisance animals, especially brown treesnakes and rodents.
Option 1 Use rodenticides and traps to eradicate rodents in areas slated for conservation work.
Option 2 Increase community awareness on the effects of rodents on native wildlife.
Option 3 (Preferred) Integrated species specific pest management plans for specific areas on Guam.
Option 4 Use bounty to call attention to nuisance species.
6.1 Prioritizing themes

The Department recognized the need for additional research to decide which approach or approaches
represent the best use of limited resources. At the present time, access to military lands is limited and
with the current plans for joint basing, the US Navy will have authority over all Department of Defense
lands on Guam. Future access and land used is unknown or tentative. Therefore the ability to protect
and create new areas for reintroduction of native species is limited. It would be advantageous for the
Department of Agriculture to focus efforts and resources on promoting the use of reporting methods for
invasive species and reducing the number of feral and nuisance animal species on Guam. This effort will
42

support current restoration projects objectives such as the need for biosecurity for Cocos Island. Finally
with a decrease of predatory species on Guam, areas can be identified for possible restoration and
reintroduction of native species.
43

7.0 Establishing a Baseline

GDAWR conducted a 68-question quantitative survey to establish a baseline for Knowledge, Attitudes,
and Practices (KAP) and to help better understand and test assumptions about their audiences for the
Pride Campaign. Three hundred and eighty-four respondents were sampled systematically in faceto-
face surveys. Questions (see Appendix F) were closed and open-ended, prompted and unprompted.
The survey solicited information on prevailing levels of knowledge, attitude and behavior toward Guams
terrestrial environment and the threats it faces in particular. There were also questions regarding media
preferences, willingness to change behaviors and trusted information sources.
7.1 Survey Methodology

Using the current total population estimate and the web site (http://www.surveysystem.com/sscalc.htm) a
sample size of 383 was calculated. This will guarantee a confidence level of 95% at a confidence
interval of 5% which is acceptable for most Pride campaigns as per Rare guidelines.

Randomization of the sample population was accomplished through stratification of the sampling area,
which is the entire island of Guam. Current census information was collected for Guams 19 villages. By
using Table 4 below, the number of interviews conducted in each village was approximated by
calculating what percentage of the villages population contributed to the total island population. This
percentage was then used to calculate the number needed to survey from each village within the sample
population.

Example

Population of Agana Heights 4336 = x = 2.5% percentage
Population of Guam 173,456 100 of total population

2.5% = x = 9.5 number needed to survey within Agana Heights
100 383 target sample size

Additionally, systematic sampling was accomplished by randomly picking a household or group, and then
sampling every 5
th
household or person moving throughout the village until the quota is complete. If a
household or group had more than one person who fits the sample criteria (age etc), one eligible
respondent was randomly selected.

Six volunteer enumerators were utilized to administer the survey to a sample population of 384 random
individuals. Volunteers canvassed specific villages according to the breakdown in Table 4 below. No
one below the age of 14 was surveyed for legal reasons. Interviews took place during the day or early
evening at a time when most people are not working. Due to deadline constraints, places where large
numbers of individuals congregated were targeted. These locations included laundry shops, public
parks, schools and dense neighborhoods. Questions were read aloud by the enumerators, who were
trained by the campaign manager. See Appendix E for Rules for Interviewers. Answers were carefully
recorded and written on the sheets by the enumerators themselves. Surveys were checked carefully
before sampling the next person.

One volunteer failed to return any surveys. This contributed to discrepancies in actual and target number
of individuals surveyed per village. The original goal was to complete 598 surveys to increase accuracy
to within 4%. It was not attained due to the lack of cooperation from one volunteer.

44

Table 4 Geographical Distribution of Survey

Village
Population REQUIRED
# to survey
for target
Confidence
Interval
ACTUAL #
surveyed
DIFFERENCE
between CI @
5 and actual #
surveyed
Name of
Enumerator
responsible
for village
According to
2007 Census
CI @ 5
GUAM 173,456 383 384 +1
Agana Heights 4336 10 11 +1 S. Larkin
Agat 6418 14 14 0 S. Larkin
Asan
2428 5 8 +3 S. Larkin, C.
Calaustro
Barrigada 9714 21 30 +7 L. Tatreau
Chalan Pago/Ordot 6591 16 19 +3 L. Tatreau
Dededo
48,221 106 75 -31 C. Calaustro,
M. Blas
Hagatna 1214 3 3 0 S. Larkin
Inajaran 3469 8 8 0 C. Calaustro
Mangilao 14917 33 33 0 L. Tatreau
Merizo
2428 5 10 +5 P. Rankin, V.
Sayers
Momgmong/Toto/Maite 6591 15 18 +3 L. Tatreau
Piti 1908 4 6 +2 C. Calaustro
Santa Rita 8326 18 6 -12 C. Calaustro
Sinajana 3122 7 9 +2 S. Larkin
Talofofo 3643 8 8 0 C. Calaustro
Tamuning 20,294 45 48 +3 E. Petra
Umatac 1041 2 6 +4 C. Calaustro
Yigo 21,855 48 48 0 C. Calaustro
Yona 7285 16 16 0 C. Calaustro
Preferred to not reply 8 +8

7.2 Guahan Pride Campaign Pre-Campaign (Baseline) Survey

The survey was designed and analyzed using Survey Pro. See Appendix F for the Guam Pre-Campaign
(Baseline) Survey.
45

8.0 SURVEY RESULTS

The 384 questionnaire surveys were returned by the enumerators and loaded into Survey Pro. A
summary of the results are included in this section of the project plan. For a complete analysis, please
refer to Appendix G.

8.1 Summary of bio-data

Please refer to Table 4 in Survey Methodology.

50.5% of 380 respondents surveyed were male and 49.5% were female. This is almost a 50:50,
male to female ratio.

More than half of the respondents (57.3%) were ages 21 and older. The remaining 42.7% was
comprised of respondents age 16-20 or high school aged children.
Two teachers were recruited as enumerators and may have biased the data by interviewing only
high school aged children.

46

8.2 Media preference by key segment

86.9% of respondents surveyed watch television at least once a week.

86.4% of respondents surveyed read newspapers or magazines at least once a week.

86.2% of respondents surveyed listen to the radio at least once a week.
47

8.2.1 Analysis Radio, Newspaper and Television

The majority of local communities on Guam are tuned into their local media either through television,
newspaper or radio.

The preferred television stations of respondents included cable/satellite stations and KUAM, a local NBC
affiliate with news, local programming and sports being chosen as favorite programs to watch. Of those
respondents who watched television, most showed an affinity for watching television after 6:01pm but
there were also many that did not have a preferred watching time or watched on and off all day.

The top three publications read on Guam include: the Pacific Daily News, the Marianas Variety and
Marine Drive Magazine. Of those respondents who read that paper, headline news, feature stories and
comics were favorite sections to read.

The three most popular radio stations are: Hit Radio 100, Power 98, and I94 with local and international
music being favorite genres. Of those respondents who listened to the radio, the majority did not have a
preferred listening time or listened on and off all day. However 26% of respondents did listen to radio
between 6am and 10am.

See Appendix G cross tabulation section for analysis of media preference according to targeted age
group.

8.3 Trusted Sources

The majority of respondents, 43.2%, trust government environment officials with environmental
information.
48

8.4 Knowledge and attitude about key issues

72.7% of respondents know that Guam rails are only found on Guam.
Since 43% of respondents were youth (aged 16-20) surveyed by teachers, they may have had
pre-existing knowledge of native species and contributed to the high percentage of respondents
knowing about the Guam rail.

49

53.7% of respondents know that the brown treesnake is a threat to the koko.

50

The top 3 actions as identified by respondents that people can do to protect native wildlife include
not littering (71.7% of respondents), recycling (59.1% of respondents), and planting a tree (48.1%
of respondents).

51

68% of respondents can name an invasive species.
52.5% of respondents know that invasive species are harmful to wildlife.
43.4% of respondents know that invasive species originate from other places.
38.7% of respondents know to contact Guam Department of Agriculture regarding invasive
species.

60.9% of respondents surveyed strongly agree that litter harms wildlife and 45.4% of respondents
surveyed disagree that rodents are not attracted to litter.
28.8% of respondents surveyed strongly disagree that releasing unwanted pets into the jungle
does not harm wildlife. Additionally, 45.9% of respondents surveyed are neutral whether spaying
and neutering with help native wildlife.
31.5% of respondents surveyed believe invasive species are harmful to native wildlife and 31.7%
of respondents surveyed believe they can stop the spread of invasive species by telling the
proper authorities.
ATTITUDES
52

8.5 Analysis of control

Establishing a control group was considered an important aspect of the project, but unfortunately not
possible as media to be used (radio, press) would likely reach everyone on Guam and possibly even to
nearby islands in the CNMI, where a concurrent Pride campaign is occurring. It would be difficult to
isolate a single control (comparison) population. The pre-project (baseline) survey will be repeated after
the project to determine changes in knowledge, attitude and practice. Respondents will be asked where
they gained new information, and information that may have resulted in modified behaviors in an attempt
to attribute changes to our campaign.

Some questions were added to the survey to monitor the level of knowledge, attitudes and practice
before and after the Pride Campaign. Some questions referring to media outlets will gauge where
people are hearing their information and how much has been heard. Other questions will show how
many people know Chelu the proposed mascot for Guams Pride Campaign.

Respondents of the pre-campaign survey chose newspapers (60%), posters (41.7%) and
advertising spots (19.4%) as the top 3 recent sources of native species information.

14

4.0%
53

44.4% of respondents surveyed know Chelu.

However of these respondents, only 5.4% associate the name Chelu with GDAWRs koko
mascot.

5.4% 9
54

8.6 Cross tabulation
By utilizing the SurveyPro software, the data was manipulated to stratify responses of specific questions
according to age group. Youth (aged 16-20) were identified as an integral target audience. Therefore it
was imperative to isolate results from this age group. More detailed analysis of the survey can be found
in Appendix F. The results are as follows:

The majority of respondents, (48.37%), aged 16 - 20 were neutral when asked if they thought
spaying or neutering pets will help native wildlife.

The majority of respondents, (50.0%), aged 16 - 20 believe predation by brown treesnake is the
most important threat to the koko.

55

When shown a picture of the koko, the majority of respondents, (26.14%), aged 16 - 20
associated the koko as being endangered.

The majority of respondents, (66.88%), aged 16 - 20 know that the koko are only found on
Guam.

56

The majority of respondents, (75.32%), aged 16 - 20 believe there is something they can do to
protect the native wildlife of Guam.

The majority of respondents, (68.83%), aged 16 - 20 know examples of invasive species are
brown treesnake, rhinoceros beetle, strangling vines and snakehead fish on Guam.

57

The majority of respondents, (75.32%), aged 16 20 know not littering protects or encourages
native wildlife.

The majority of respondents who own pets, (36.77%), aged 16 20 did not have them spayed or
neutered.

58

8.7 Flagship species

As the territorial bird of Guam, the koko is a natural choice as a flagship species for an inaugural Pride
Campaign. The questionnaire survey conducted as part of this study solicited respondent input
regarding knowledge of the Guam rail. 85% of those polled replied that they have heard of the koko
(Question 38). 73% of those polled knew the species was endemic to Guam (Question 40) and 77% of
respondents know that the koko are in danger of dying out (Question 41). 54% of respondents can cite
the brown treesnake as the cause of species extinction (Question 43) and 71% believe there is
something they can do to protect native wildlife (Question 44). Finally when questioned, only 11% of
respondents replied nothing or I dont know when asked what does the koko mean to you (Question
37). Therefore, since a large part of the population have knowledge of the koko, its threats, and believe
they can help native wildlife, the Guam rail is best to represent current conservation efforts and can be
used as a symbol of Guahan pride.

When shown a picture of the Guam rail, 28.1% of respondents stated that the bird is endangered
and 17.2% of respondents stated that bird is a representation of the island and is the territorial
bird of Guam.
10.9% of respondents associate it with Chamorro life, culture, and ancestry.
5.2% of respondents believe the koko is going extinct.
Smaller percentages of respondents have associated the species with personal
experiences/significance and with native environment and wildlife.

4

1.2%
59

SECTION E: PRIDE CAMPAIGN DESIGN
9.0 Understanding our audience

The survey conducted by GDAWR helped to better understand the primary audiences that a social
marketing campaign -- focusing on invasive, feral and nuisance animal eradication -- would need to
target. From the surveys conducted, we now have greater understanding about their levels of KAP, who
they trust as information sources and what kinds of media they like. This information will be used to
focus outreach objectives, as well as to determine the messages that we will use (see also section 12:
Campaign Design).

TARGET AUDIENCE YOUTH
What do we know about this group?
Between 16-20 yrs old
Have some High School education completed
Primarily go to school, do not have a full-time job
From observation, they are mainstream. There is great influence
from mainland US/Western culture
Family-oriented
Active in church community

Knowledge In general, they have a better understanding than the general public
of invasive species, feral animals, pet control and reporting
methods.
Refer to Survey Question 43, 44, 45, 49, 50, and 51.
Attitude They want to report invasive species but may not know how.
They may not be protecting or maintaining protected habitat
because of inability to stop deforestation.
Do not spay or neuter pets possibly due to cultural practices.
Still release pets in the wild possibly due to social stigma.
Possibly do not eradicate rodents due to financial reasons.
Refer to Survey Question 37,40,41, 42, 44,47, Question group 8
Practice According to the surveys, youth are more likely to change their
behavior in relation to reporting invasive species, pet control, and
feral animals.
Refer to Survey Question 39,45,48, 51
Comments
Important sources Teachers, government environmental officials, family and friends,
people on television.
Media sources printed media, radio, television

TARGET AUDIENCE GENERAL PUBLIC
What do we know about this group?
Use protected areas
Would report nuisance animals
Are pet owners
Can be part of Indigenous groups
Encompasses all ages beyond age 20
Work in a variety of sectors anywhere from self employed to
government positions
Can encompass a variety of backgrounds including Chamorro,
Filipino, Caucasian and a diversity of Micronesian ethnicities
Family oriented and Catholic by majority
Supportive of Military endeavors on the island and abroad
Cultural heritage very important.
Knowledge A large percentage have not spayed or neutered their pets and have
60

neutral tendencies toward the release of unwanted pets harm and
spaying and neutering wildlife
Most know not to litter and recycle
Most know to alert authorities regarding invasive species.
Refer to Survey Question 43, 44, 45, 49, 50, 51
Attitude The majority of people know there is something they can do to
protect wildlife
They want to report invasive species but may not know how.
Do not spay or neuter pets possibly due to cultural practices.
Still release pets in the wild possibly due to social stigma.
Possibly do not eradicate rodents due to financial reasons or believe
that conventional methods are better than new technology.
Refer to Survey Question 37,40,41, 42, 44,47, Question group 8
Practice According to the surveys, adults rarely spay/neuter their pets, would
reporting invasive species to someone not necessarily an authority,
and are neutral toward implementing pet and feral animal control
measures.
Refer to Survey Question 39,45,48, 51
Comments Some are very distrustful of the federal government due to past discrepancies
with the military. There is much pride in Chamorro culture and language.
There can be discrepancies between outsiders and locals.
Important sources Governmental environmental officials, people on TV or radio, friends and
family
Media sources Television, newspaper, radio

9.1 Results Chains

The Pride campaign is shown to have causal impact (arrows) on each of the behavior change stages that
people pass through on their way to the adoption of a new behavior.

Figure 4 - Stages of Behavior Change

61

The Pride social marketing campaign is shown to have causal impact on each of the behavior change
stages that youth and the general public pass through on their way to the adoption of a new behavior,
reporting invasive/nuisance species, to prevent the incursion of new invasive species and spread to other
islands in Micronesia. GDAWR will seek partners such as GuamCell and GTA to assist in procuring
resources to support later stages in the theory-of-change model, the reporting of invasive species to
authorities.

The Pride social marketing campaign is shown to have a causal impact on each of the behavior change
stages that youth and the general public pass through on their way to the adoption of a new behavior,
increasing and maintaining protected native habitat, to increase the current amount of land available for
conservation efforts such as reintroduction of native species. GDAWR will seek to improve relations
between landowners, especially the military, to procure access and possible acquisition of properties with
suitable habitat for conservation efforts.

stages that youth and the general public pass through on their way to adoption of a new behavior,
spaying/neutering pets, to decrease the amounts of predatory species on Guam. The Pride campaign is
shown to be responsible for building ownership within the community, while Rare's partners, GAIN and
local veterinarians, will assist by providing resources and the capability to spay/neuter pets.

stages that youth and the general public pass through on their way to adoption of a new behavior, not
releasing unwanted pets in the wild, to decrease the amount of feral animals and ultimately the amount
of predatory species in the wild. The Pride campaign is shown to be responsible for building ownership
within the community, while Rare's partners, GAIN and local veterinarians, will assist by providing
supplemental information regarding native species.

stages that youth and the general public pass through on their way to adoption of a new behavior,
eradicating nuisance species, to decrease the amount of predatory species and prey items in the wild
especially in current restoration projects such as Koko for Cocos. The Pride campaign is shown to be
responsible for building ownership within the community, while Rare's partners, USDA APHIS/WS, are
responsible for implementing and monitoring the rodent eradication program.

62

10.0 Key barrier removal partner

Due to the overwhelming complexity of socioeconomic factors surrounding the prevention and spread of
invasive, feral and nuisance species the following collaborations may benefit and facilitate behavior
change:

The use of a mediation center/facilitator, such as Inafa Maloek, will help the public overcome its
mistrust of government.

Working with NGOs, such as the Marianas Audubon Society and The Nature Conservancy, will help
to overcome the publics mistrust of government. However, these groups usually aggravated causes in
the past.

Partnering with a Teacher / Education Authority will aid the building of a curriculum to be used during
school visits that incorporate both the objectives of DAWR and the school system.

Collaboration with Guam Animals in Need (GAIN) will maximize visibility for the shelter and its
activities such as its spaying/neutering clinics.

The enthusiastic youth of Marine Mania can possibly help to catalyze the formation of other youth
groups with a terrestrial emphasis.

Professors at the University of Guam and Guam Community College can be utilized to lend support
and credibility to GDAWR efforts. Creating ownership in students will be advantageous.

Cushing Zoo has native species on exhibit. By collaborating with them to create signage and
informational brochures, this may be a vehicle to increase awareness in both the local and tourist
community.

Collaboration with veterinary clinics and animal hospitals to increase the knowledge regarding the
effects of feral/nuisance wildlife on native species will support native wildlife restoration efforts.

Increase vigilance of Cocos Island vendors and employees will aid in keeping Cocos Island
biosecure especially after rodent eradication.

Contracting USDA will help DAWR reach conservation objectives by providing the necessary staff
and resources to complete projects such as rodent eradication of Cocos Island.

Partnering with local businesses and autonomous agencies GuamCell, GTA, and Guam Visitors
Bureau will help set an example for the community by in creating visible ownership and pride in native
species.

Communicating with groups such as GISAC (Guam Invasive Species Advisory Council), PILN
(Pacific Island Learning Network) and MIC (Micronesians in Conservation) can create synergistic
relationships that can further the research, funding and outreach capabilities.

63

11.0 Campaign design

The data collected and the results chains outlined on page 60-61 of this plan were used to refine the
original objective themes (see page 32-33) ensuring they are aligned with key targets, that they are
SMART and to see if GDAWR is in fact impacting people to move along the behavior change
continuum. If attained, these objectives will, through shifting the knowledge, attitudes and practice of key
resource user groups (as well as their peers and influencers), create a constituency supportive of
reporting invasive species, pet control and nuisance wildlife (rodent) eradication and comply with
biosecurity protocols. The activities linked to these objectives will provide the knowledge needed and
support required, thereby promoting the benefits of changed behavior while removing the barriers for
doing so. It will move key target groups along the behavior change continuum from pre-contemplative
(not knowing or thinking about the issue) through contemplative (thinking about changed behavior and
weighing the options) to action. Action in this campaign will be active support for native species through
the reporting of invasive species to authorities, spaying/neutering and control of pets, the eradication of
nuisance species, as well as mitigating the possible routes of rodent reinvasion through self compliance
with biosecurity guidelines.

Thus, the aim of the Pride campaign will be to simultaneously move the two key audience segments
along the behavior change continuum by building awareness of critical issues. These include: the
reasons for lack of biodiversity on Guam, the importance of offshore island such as Cocos Island, the
environmental and anthropogenic threats posed by invasive species, how rodents can reach Cocos
Island, and how the increase of invasive, feral, and nuisance species might be stopped simply, safely
and effectively. If the campaign is successful it will inspire action in youth and the general public -
invasive species will be reported to authorities, pet owners will control their pets, and biosecurity will be
maintained to preserve the remaining native biodiversity on Guam and offshore islands to eventually
create habitat for future reintroductions of captive-bred species.

64

TARGET AUDIENCE 1 YOUTH

What do we want YOUTH to know
(Moving from pre-contemplation to contemplation)

1. Know the importance of protected habitat for native species.
2. Be aware of the effects of pet control on native species.
3. Be aware of the effects of feral animals on native species.

Barriers to knowledge: Ignorance of parents to importance of protected habitat. Lack of awareness or education
regarding threats to native species being taught in schools. Pet and nuisance species control subject to cultural
norms and practices.
Benefits: Can educate others, have pride in having knowledge.

SMART Objective 1
number of youth (ages 16-20) who strongly agree that spaying/neutering pets helps native

SMART Objective 2
number of youth (ages 16-20) who state Invasive species are harmful to wildlife. See question
50.

SMART Objective 3
state that predation by feral cats is a threat to the koko (a 20 percentage point increase).
See question 43.

ACTIVITIES: PRIMARY AUDIENCE YOUTH

Activity 1
Channel: Radio
Why do this task? The pre-project survey showed that 85% of
youth listen to the radio at least once a week. See question 32.
Vehicle: Talk show, popular song, PSAs
How will the activity be delivered? The campaign manager
will solicit the assistance of Malafunction and other DJs.
Key messages:
Native species need unpolluted, good habitat.
Take ownership of your pets to protect native wildlife.
Invasive species harm native wildlife.
Who will be in charge of this activity? The campaign
manager, Cheryl M. Calaustro
Who will be the target audience? Youth radio listeners
Where will this task take place? Hit 100, Power 98, and I94
When will this task take place? Airing PSAs throughout the
day, according to the survey, the youth do not have a specific
favorite listening time and listen on and off all day.
Popular song played throughout the day.
Popular morning shows
Pre-requisites: Moderator, permission from GovGuam,
promotional items (t-shirts, stickers)
Budget: None required (donated air time)

65

Activity 2
Channel: Printed media
Why doing this task? The pre-project survey showed that 89%
of youth read printed media at least once a week. See question
29.
Vehicle: interview, article, school newspaper story
will solicit the assistance of newspaper editors, reporters and
possibly write article herself.
Key messages:
Who will be the target audience? Youth readers
Where will this task take place? PDN, Marine Drive
Magazine, Marianas Variety, Guahan Magazine, VIBE
When will this task take place? At least once a month
Pre- requisites: Permission from GovGuam, moderator
Budget: None required (donated space)

Activity 3
Channel: television
of youth watch television at least once a week. See question
25.
Vehicle: interview, commercial PSA
will solicit the assistance of news editors, reporters and possibly
report herself.
Key messages:
manager, Cheryl M. Calaustro.
Who will be the target audience? Youth viewers
Where will this task take place? FOX, KUAM
When will this task take place? Throughout the year,
especially before media events.
Pre- requisites: Permission from GovGuam, moderator

Activity 4
Channel: Internet
Why doing this task? Although it was not officially survey,
through focus conversation, the Internet was found to be a
popular source of information.
Vehicle: Social networking sites: MySpace, Facebook
will solicit the assistance of other social networking site users.
Key messages:
Who will be the target audience? Youth
Where will this task take place? MySpace, Facebook
When will this task take place? ASAP
Pre- requisites: Working knowledge of sites
Budget: None required

66

What do we want YOUTH to think/feel
(Moving from contemplation to preparation)

1. Feel sad due to the loss of native habitat/species.
2. Feel good when important habitat is protected for native species.
3. Pet control is important for the survival of native species.
4. Pet owners have a responsibility to protect native species via their actions.
5. They have a responsibility to report nuisance or unfamiliar species to the local authorities.
6. They have the power to make a difference.

Barriers to attitude: Parents/mentors do not see loss of habitat as problem and so the people they look up to are
not passing on good messages. Cultural norms allow pet control practices that harm native wildlife and so it is
difficult to encourage responsible behaviors. Fear or mistrust of government, the perception of uncoolness/peer
pressure and laziness are barriers to reporting unfamiliar or nuisance species. Lack of self-esteem or low pride in
culture.
Benefits: Increase self-esteem and pride in cultural heritage. Becoming or feeling like a responsible adult.

SMART Objective 1
number of youth (ages 16-20) who associate the koko with Chamorro life, culture and
ancestry. See question 37.

SMART Objective 2
number of youth (ages 16-20) who state that the koko are only found on Guam. See
question 40.

SMART Objective 3
By the end of February 2009, increase from 75% to 95% the number of youth (ages 16-20)
who state that there is something they can do to protect native wildlife. See question 44.


Activity 1
Channel: Face to face meetings
of youth trust government environment officials with
environmental information. 17% of youth trust teachers with
environmental information. See question 24.
Vehicle: School presentations
will solicit the assistance school teachers to coordinate class
presentations
Key messages:
Koko are an important part of Chamorro history & culture.
Everyone has the responsibility to ensure the survival of
native species.
Pet owners must take responsibility of their pets to ensure
native species are safe.

Who will be the target audience? School classes
Where will this task take place? In school class room
When will this task take place? Throughout the school year
Pre- requisites: Permission from schools and teachers to
present.
Budget: Free

67

Activity 2
Channel: Media
listened to international music and 48% listened to local music.
See question 34.
Vehicle: Music concert
will solicit the assistance of musical talent, DJs,
vendors/sponsors, and Guam Visitors Bureau.
Key messages:
We can make a difference in our environment.
Keep invasive species out of Guam.

Who will be the target audience? High school students
Where will this task take place? YPAO beach park or other
area where Koko road race is occurring.
When will this task take place? Late autumn 2008. To
conincide with Koko Road Race, Micronesian Cup?
Pre- requisites: Permission from GovGuam, Guam Visitors
Bureau, Dept. of Parks and Recreation
Budget: Advertising - $1000, Rentals - $5000

Activity 3
Channel: Media
Vehicle: Button badges
will solicit the assistance of teachers.
Key messages:
native species.
Native wildlife can benefit from small actions.

Where will this task take place? In school classroom or place
of presentation
present.
Budget: Production of buttons - $700

Activity 4
Channel: Media
Vehicle: Flagship mascot
will solicit the assistance of teachers.
Key messages:
native species.

Where will this task take place? In school classroom or place
of presentation
present.
Budget: Production of costume $7000-$8000.

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Activity 5
Channel: Face to face meetings
of youth believe there is something they can do to protect native
Vehicle: Onsite visit to conservation area (Cocos
Island)
will solicit the assistance landowners and teachers.
Key messages:
native species.
Who will be the target audience? High school aged students
Where will this task take place? To be determined possibly
an area where a release may happen Cocos Island.
When will this task take place? Before release of koko
Pre- requisites: Permission from landowner where exercise
would take place.
Budget: Possibly transportation - $1000
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What do we want YOUTH to do
(Moving from preparation to action)

1. Use reporting methods to report invasive species or nuisance species.
2. Protecting habitat can start small scale such as plant a tree in their backyard.
3. Spay and neuter pets or encourage their family to.
4. Dont release unwanted pets in the wild.

Barriers to practice: Fear of reprisals. Peer pressure and confusion of hotline numbers. Financial constraints.
Cultural norms and practices.
Benefits: Protecting habitat and species and so increasing pride in cultural heritage. Less boonie animals
running around/ less attention from boonie animals. Increase and protect number of native species.

SMART Objective 1
number of youth (ages 16-20) who will report invasive species to the Dept. of Agriculture. See
question 50.

SMART Objective 2
number of youth (ages 16-20) who do not release unwanted pets in the wild. See question 45.

SMART Objective 3
number of youth (ages 16-20) who did not spay or neuter their pets. See question 48.


Activity 1
Channel: Printed materials
Why doing this task? The pre-project survey showed that
48% of youth have neutral feelings whether spaying/neutering
will help native wildlife. See question 56.
Vehicle: Feral animal specific bookmark
will solicit the assistance of pet store owners, breeders, clinics
and kennels.
Key messages:
Pet owners must take responsibility for their pets.
Feral animals can harm native wildlife.
Where will this task take place? Placed at GAIN, veterinary
clinics and pet stores, kennels.
When will this task take place? Throughout the year.
Pre- requisites: Permission from store, clinic and kennel
owners.
Budget: Printing - $1500

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Activity 2
Channel: Volunteer opportunity
75% of youth believe there is something they can do to protect
native wildlife. See question 44.
Vehicle: Onsite habitat restoration/cleanup
will solicit the assistance landowners and teachers.
Key messages:
native species.

Who will be the target audience? High school aged students
Where will this task take place? To be determined possibly
an area where a release may happen Cocos Island.
When will this task take place? Before release of koko
Pre- requisites: Permission from landowner where exercise
would take place.
Budget: Possibly transportation, snacks for volunteers and
supplies - $1000

Activity 3
Channel: face-to-face meeting
48% of youth have neutral feelings whether spaying/neutering
will help native wildlife. The pre-project survey showed that
41% of youth trust government environment officials with
environmental information. See question 56 & 24.
Vehicle: civic presentation
and kennels.
Key messages:
Where will this task take place? Kids social groups: Island
Girl Power, Girl/Boy Scouts, Kennel clubs, University school
groups
Pre- requisites: Permission from teacher, group executive
director.
Budget: Free

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TARGET AUDIENCE 2 GENERAL PUBLIC

What do we want GENERAL PUBLIC to know
(Moving from pre-contemplation to contemplation)

1. Know the importance of protected habitat for native species.
2. Be aware of the effects of pet control on native species.
3. Be aware of the effects of feral animals on native species.

Barriers to knowledge: Ignorance to importance of protected habitat, possibly perpetuated by expected financial
gains of military buildup. Lack of awareness or education regarding threats to native species. Pet and nuisance
species control subject to cultural norms and practices.
Benefits: Have pride in having knowledge. Have pride in native species. Can pass on cultural heritage to
younger generations.

SMART Objective 1
number of respondents who know Guam rails are only found on Guam. See question 40.

SMART Objective 2
number of respondents who report invasive species to the Department of Agriculture. See
question 50.

SMART Objective 3
number of respondents who believe there is a threat to the koko but cannot identify what it is.
See question 43.

ACTIVITIES: PRIMARY AUDIENCE GENERAL PUBLIC

Activity 1
Channel: Radio
of the general public listen to the radio at least once a week.
See question 32
Vehicle: Talk show, popular song, PSAs
will solicit the assistance of DJs such as Malafunction.
Key messages:
Who will be the target audience? General radio listeners
Where will this task take place? Hit 100, Power 98, and I94
When will this task take place? Airing PSAs throughout the
day, according to the survey, the youth do not have a specific
favorite listening time and listen on and off all day.
Popular song played throughout the day.
Popular morning shows
Pre- requisites: Moderator

72

Activity 2
Channel: Printed media
of the general public read printed media at least once a week.
See question 29.
Vehicle: interview, article, monthly article, trade
newspapers
will solicit the assistance of newspaper editors, reporters and
possibly write article herself.
Key messages:
Who will be the target audience? General readers
Where will this task take place? PDN, Marine Drive
Magazine, Marianas Variety, Guahan Magazine,
When will this task take place? At least once a week
Pre- requisites: Approval from GovGuam and specific editors

Activity 3
Channel: television
86.9% of the general public watch television at least once a
week. See question 25.
Vehicle: interview, commercial PSA
will solicit the assistance of news editors, reporters and possibly
report herself.
Key messages:
Who will be the target audience? General viewers
Where will this task take place? FOX, KUAM
When will this task take place? Before and after scheduled
conservation efforts.
Pre- requisites: Approval of GovGuam and producers.

Activity 4
of youth trust teachers with environmental information. See
question 24.
Vehicle: teacher workshop
will solicit the assistance of teachers and school administration
Key messages:
Who will be the target audience? Teachers
Where will this task take place? At schools or possibly at a
conservation area
When will this task take place? Before and after scheduled
conservation efforts.
Pre- requisites: Approval of GovGuam and school system
Budget: Teaching materials - $1500

Activity 5
Channel: Internet
Why doing this task? Although it was not officially surveyed,
through focus conversation, the Internet was found to be a
popular source of information.
Vehicle: Website
will solicit the assistance of website developer
Key messages:
Feral and nuisance animals can harm native wildlife.
Rodents can have negative impact on native bird species.
Who will be the target audience? General public
Where will this task take place? In cyberspace
Pre- requisites: Permission from GovGuam,
Budget: Website development - $5000

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TARGET AUDIENCE 2 GENERAL PUBLIC

What do we want GENERAL PUBLIC to think/feel
(Moving from contemplation to preparation)

1. Feel sad due to the loss of native habitat/species.
2. Feel good when important habitat is protected for native species.
3. Pet control is important for the survival of native species.
4. Pet owners have a responsibility to protect native species via their actions.
5. They have a responsibility to report nuisance or unfamiliar species to the local authorities.
6. They have the power to make a difference.

Barriers to knowledge: Adults do not see loss of habitat as problem and so do not pass on good messages.
Cultural norms allow pet control practices that harm native wildlife and so it is difficult to encourage responsible
behaviors. Fear or mistrust of government and the lack of a bounty/reward can be barriers to reporting unfamiliar
or nuisance species. Lack of self-esteem or low pride in culture.
Benefits: Increase self-esteem and pride in cultural heritage. Being a responsible adult.

SMART Objective 1
number of respondents who believe the koko is just a bird, nothing special. See question
37.

SMART Objective 2
number of respondents who feel Neutral when asked if they can stop the spread of invasive
species by telling the proper authorities. See question group 8.

SMART Objective 3
number of respondents who are not sure they can do something to protect native wildlife. See
question 44.


Activity 1
Channel: Outdoor media
73% of the general public know that koko are only found on
Guam. See question 40.
Vehicle: signage
will solicit the assistance of landowners
Key messages:
Keep invasive species out of Guam and restoration areas.
native species.
Guam has unique natural history.
Where will this task take place? Around public and private
parks, piers
Pre- requisites: Permission from GovGuam, Dept. of Parks
and Recreation, Cocos island
Budget: Advertising - $2000

74

Activity 2
28% of the general public associate the koko with the island
and Chamorro cultural history. See question 37.
Vehicle: Manamko (Senior citizen) interviews to
compile oral history of personal experiences with
koko (possible article, book,TV special?)
will solicit the assistance of Mayors Council and Senior
Citizens groups
Key messages:
native species.
Who will be the target audience? Senior citizens
Where will this task take place? At senior citizens centers or
mayors office
When will this task take place? Throughout the year
Pre- requisites: Permission from GovGuam, Mayors Council,
Senior Citizens center
Budget: Recording materials - $500

Activity 3
Channel: media
43% of the general public trust government environmental
officials with environmental information. See question 24.
Vehicle: Conservation area specific brochure (ex.
Cocos Island, Masso Reservoir, etc.)
will solicit the assistance of department project leaders.
Key messages:
native species.
Where will this task take place? Around public and private
parks, piers, mayors offices
Pre- requisites: Permission from GovGuam, Dept. of Parks
and Recreation, Cocos Island
Budget: Printing - $1500

Activity 4
43% of the general public trust government environmental
officials with environmental information. See question 24.
Vehicle: fiesta (or participation in other public events
Liberation Day parade)
will solicit the assistance of Mayors Offices
Key messages:

Where will this task take place? In specific villages (Merizo)
or at public functions
When will this task take place? Concurrent with village
fiestas, public events
Pre- requisites: Permission from GovGuam, Mayors office,
production of materials and mascot
Budget: none

75

TARGETAUDIENCE 2 GENERAL PUBLIC

What do we want GENERAL PUBLIC to do
(Moving from preparation to action)

1. Use reporting methods to report invasive species or nuisance species.
2. Protecting habitat can start small scale such as plant a tree in their backyard.
3. Spay and neuter pets or encourage their family to.
4. Dont release unwanted pets in the wild.

Barriers to knowledge: Barriers to practice: Fear of reprisals. Peer pressure and confusion of hotline numbers.
Financial constraints. Cultural norms and practices.
Benefits: Protecting habitat and species and so increasing pride in cultural heritage. Less boonie animals
running around/ less attention from boonie animals. Increase and protect number of native species. Can
prepare suitable areas for reintroduction of native species.

SMART Objective 1
number of respondents who alert authorities of invasive/ foreign
2
species. See question 45.

SMART Objective 2
number of respondents who do not release unwanted pets into the wild. See question 45.

SMART Objective 3
number of respondents who spay or neuter their pets. See question 45.


Activity 1
of the general public know that feral cats kill native wildlife
(birds). See question 43.
Vehicle: Pet control/Feral animal specific
brochure/poster
and kennels.
Key messages:
Where will this task take place? Placed at GAIN, veterinary
clinics and pet stores, kennels.
Pre- requisites: Permission from store, clinic and kennel
owners.
Budget: Printing $1500

2
Invasive/ foreign species refers to non-native species that can have detrimental impact to the environment such as BTS,
Coqui frog and Coconut Rhinoceros beetle.
76

Activity 2
Why doing this task? The pre-project surveys showed that
0.3% of the general public know that rodents can impact native
birds. See question 43.
Vehicle: biosecurity workshop
will solicit the assistance of USDA.
Key messages:
In areas, where reintroductions of endangered species
take place, it is important to minimize its predators.
Checking for rodents and BTS is easy and effective.
Check boats for signs of rats, snakes, cats.
Keep litter contained.
Who will be the target audience? Boat operators
Where will this task take place? Merizo and Agat (public and
private) piers, parks
Pre- requisites: Biosecurity brochure
Budget: Free

Activity 3
of the general public trust government environmental officials
with environmental information. See question 24.
Vehicle: Biosecurity checklist
will solicit the assistance of USDA.
Key messages:
In areas, where reintroductions of endangered species
take place, it is important to minimize its predators.
Checking for rodents and BTS is easy and effective.
Who will be the target audience? Boat operators
Where will this task take place? Merizo (public and private)
and Agat piers
Pre- requisites: Knowledge of biosecurity protocols.
Budget: Printing $1500

Activity 4
of the general public trust government environmental officials
with environmental information. See question 24.
Vehicle: Resort/Hotel Employee workshop
will solicit the assistance of Cocos Island Resort.
Key messages:
native species.
Check area for signs of rats, snakes, cats.
Who will be the target audience? Cocos Island employees
Where will this task take place? At Cocos Island
Pre- requisites: Permission from GovGuam, Cocos Island
Resort, biosecurity brochure
Budget: free

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11.1 Measuring the Success of the Campaign

To measure the success of the campaign, monitoring must be done throughout the progression of the
campaign. Monitoring will enable one to accurately and reliably assess the on-going impact of a projects
interventions to determine whether it has achieved its goals and objectives, and what needs to be done
to improve efficacy. A number of techniques will be utilized. Refer to Table 3 for details on exact
measures and timelines.

Short term measures include:

Pre and Post Campaign survey - to monitor changes in KAP
Number of calls to hotlines both the Coqui frog and Koko hotlines will be utilized to measure
changes in usage by the community
Number of feral animals being picked up by Animal Control records from Animal Control
Number of pets being spayed/neutered - records from vet clinics and GAIN
Number of animals brought to GAIN (Guam Animal in Need) animal shelter
Pre and post quizzes at schools/community meetings during campaign
Long term measures include:

Reintroduction of flagship species - increase in population sizes, taken from DAWR reports
The maintenance or possible increase in number of maintained protected areas taken from
DAWR reports

Other information to be collected includes:

Number of volunteers engaged
Number of schools visited
Numbers of children/ community members spoken to
Number of community meetings held
Number resort/vendors spoken to
Number radio/tv spots broadcasted
Number posters/brochures distributed
Number newsprint articles
Number stickers or other promotional materials distributed
78

12.0 Target species

A successful Rare Pride campaign requires the identification and use of an appropriate flagship species.
This inaugural Guam campaign intends to elevate the status of the Guam Rail and make it a visible
symbol of native wildlife conservation.
12.1 The process of flagship species selection

As the territorial bird of Guam, the Guam rail or koko as it is colloquially
called, is a natural choice for a flagship species. Likenesses of the bird
have already been used in the community for advertising and recognition
3
.
As the authority on Guams natural resources, the Guam Department of
Agriculture has used the bird to symbolize endangered native wildlife.
Whenever possible, a live bird mascot has accompanied biologists to
presentations to not only expose the public to the species but also raise
awareness and support for current conservation projects on Guam.

A Rare Pride campaign in support of the koko will not only clarify the threats and issues surrounding its
demise but also threats to other remaining endangered native species of Guam. By focusing on a well
known icon, it will rally island-wide support for conservation on a grand, uniform scale that has yet to be
witnessed. With backing from the territorial Governor and leadership by the GDAWR, the Guahan Pride
campaign will indubitably be successful in changing knowledge, attitudes and behaviors in support of
protecting the koko and its conspecifics.
12.2 Biological characteristics

Gallirallus owstoni as the koko is referred to in scientific
literature is unique. It is endemic to Guam within the Mariana
Islands. As part of the order Gruiformes, it belongs to one of
the older lineages of modern birds and is one of the last
remaining flightless rails in the Pacific region. Currently no
closely related species occur in Micronesia though remains of
ancient rails were found in Rota (Steadman 2006). This
ancestral lineage can be used to highlight its significance and
uniqueness in evolutionary history. This is a focal point to
emphasize in a flagship species.

The body of a koko is elongated and laterally compressed,
allowing the bird to move rapidly through dense vegetation. The plumage of both sexes is similar;
however males are often larger in size. Their coloration of varying shades of brown, grey, black and
white, combined with their ability to move and sit silently makes detection in the wild difficult (Jenkins
1979). The manamko or community elders of Guam compare their WWII experiences of hiding in the
jungles from Japanese invaders to the stealth movements and camouflage abilities of the koko (Buck
Cruz, personal communication March 2008).

As members of the family Rallidae, the species exhibits considerable diversity in both prey and habitat
preferences. This species is a generalist, preferring animal over vegetable matter. Guam rails use its
beak to kill prey but when confronted, can also kill predators such as the brown tree snake. In an
anthropogenic sense, the protective nature of rails can be seen as an admirable attribute. Historically,
koko were common throughout the island in all habitat types except wetlands although Jenkins

3
Koko Road Race logo courtesy of Guam Visitors Bureau. Koko Kidz Klub logo courtesy of Outrigger Guam Resort.
79

considered both savanna and mature limestone forest marginal habitat (1979). Observations from an
experimental population on Rota show koko like to live in brushy areas mixed with grassland or forest
(Paul Wenninger, personal communication, November 2007). Once again, the adaptability of the
species is seen as an characteristic worth emulating especially by the elders of Guams community.

Having evolved without predators, the flightless Guam rail is easy prey for dogs, cats, rats and monitor
lizards brought by the various peoples who colonized the island. The species builds a shallow nest on
the ground, making it easy for these predators to catch the ko'ko' and its chicks. The ease of predation
can stimulate sympathy in the public and incite the need for protection from invasive or feral species.

Guam rails are naturally fecund and successfully breed in captivity, making individuals available for
future reintroductions economically and logistically feasible. They mature at six months of age and have
been known to produce up to 10 clutches per year in captivity. Ko'ko' lay up to four large, freckled eggs
and young fledge when they are only one day old (Jenkins 1979). The animal has the attraction of
rearing cute, robust chicks which need minimal human intervention. This characteristic facilitates the
ease of setting up captive breeding programs. From the medias perspective, the use of photogenic,
charismatic animals are an added benefit for an intense marketing campaign such as the Rare Pride
program. Captive raised Guam rails have been known to exhibit distinct characteristics and personality.
They can be charismatic which deems them good for public, promotional, and educational opportunities.
The public will be able to relate to personable animals.

The invasive brown treesnake is the cause of Guams dramatic loss of endemic avian species (Savidge
1987). Today only two native forest bird species remain in precariously low numbers due to the
hardiness of this invasive snake. Attempts to establish koko in snake-reduced areas utilizing traps and
barrier technology on mainland Guam have had limited success. In low snake densities, reintroductions
of koko are feasible. Almost immediately, rails breed and chicks can be successfully reared within 6
months. Past experiments prove that with effort and continued support, gains against invasive species
and feral animals are possible. The Guam rail is a species that can be brought back from the brink of
extinction.

The existing flock cannot be penned in protected facilities indefinitely. To escape the threat of stochastic
events such as disease and natural disasters, the flock should be separated into multiple populations.
Future plans anticipate that community supported reforestation measures will aid in the identification of
additional suitable habitat for endangered species reintroduction. Free-roaming birds will cultivate innate
wild behaviors susceptible to the effects of selective breeding and time. It should be stressed that the
secret to the species interesting and important biology lies in its relationship to its habitat. Koko' are
best suited to native habitat, free from invasive and feral animals and plants. Therefore to be able to
reintroduce the koko in the wild, whole ecosystem restoration must take place. The outcome will benefit
not only the koko but other endangered species and the community as well.
12.3 Social or cultural characteristics

The koko is part of Chamorro cultural heritage. It is thought to have lived on the island since ancestral
times and used as a source of food and companionship. A Chamorro legend tells how the ko'ko' got its
stripes (see Appendix H). Historically, the ko'ko' was so common that local hunters were able to hunt
them for sustenance. This fact connects the species to human history and cultural inheritance.

Monogamy and dedication of parents to young are attributes that are seen as admirable to the local
community and biologists. From a scientific standpoint, management of a captive breeding program is
logistically simple, with pairs mating easily and consistently for seasons or years at a time. From the
viewpoint of a Roman Catholic dominated society, Guam residents can identify with the admirable
characteristic of a committed relationship to one spouse and family.

80

Guam Department of Agriculture hopes to provide more accessible viewing of this species to the general
public. Currently efforts to release Guam rails on Guam have failed due to feral cat and brown treesnake
predation. Most releases occurred on military lands where access for the general public is restricted. On
the island of Rota in the Commonwealth of the Northern Mariana Islands where environmental conditions
are similar to Guam and there are no brown treesnakes, an experimental wild population of rails is being
established. Annually, approximately 100 ko'ko' are released. High mortality primarily due to feral cat
predation slows population establishment and may be the primary cause of population decline (Paul
Wenninger, personal communication November 2007). Exact rates of survival are difficult to determine.
However credible sightings of koko are made periodically by both locals and birders interested in
seeing the species in a natural setting. Here, the public has the opportunity to experience the species on
a personal level, an experience one cannot have on Guam.

Before the boom in brown treesnake population, the numbers of rails on Guam was estimated in the
thousands (Jenkins 1979). Primarily, only the elderly have had personal experiences with the bird
species. Many of the manamko can recall tales of when koko were plentiful on Guam and often relate
stories of easily observing koko running along roadsides in tall grass or of birds bathing in the morning
dew. Now, generations of have grown up only experiencing the bird in books and legends or limited
interaction when a tame koko is provided during an educational visit. Those that can remember, state
Guam rails are quite vocal and active during the early and late hours of the day. Since the introduction of
the brown tree snake, Guams forests have been silent. Successful reintroduction of the species will fill
the silence with a cacophony of calls and song not yet heard by the young people of Guam.

Sometimes seen as dejected or defeated because of its hunched stance, the koko has persevered like
the Chamorro people who have withstood the onslaught of time and colonization. Hope in the face of
almost total extinction should be focused upon and emphasized as relatable analogies can be easily
drawn to touch the heartstrings of both the young and old to conserve Guams natural heritage.
12.4 Economic benefits and considerations

The Guam rail is now one of the most critically endangered rails in the world; it was federally listed as
endangered in 1984 and currently listed as extinct in the wild (IUCN 2007). Since the koko are few in
numbers, it is worth 'cherishing' in the eye of the public. This fact can help generate local pride and a
sense of ownership of the species. Alternatively, the koko can be deemed destined to extinction and
seen as a possible waste of resources. The pre-project survey suggests that the majority of the public
believe there is something that can be done to protect the species thereby projecting that community
support of conservation will override the sense of ecological doom.

An avian flagship species is advantageous as birds are a typical focus of conservation and likely to
attract funding and in-kind support. The Government of Guam and the US Federal Government have
spent millions of dollars in research and control of brown treesnake in order to protect Guams resources
and prevent the spread to other locations (Vice 2000). Without these measures, millions in lost revenue
is possible in locales unprepared to handle such an invasion. Furthermore, snake-induced power
outages have damaged transformers, electrical substations and subsequently have become a drain on
the local economy. Neighboring islands can learn from Guams mistakes. Prevention and monitoring of
invasive species is cheaper than eradication and control once the invasive species is established.
In 1983, the remaining 21 koko were successfully brought into captivity to establish a captive breeding
program ensuring that the species does not become extinct. Currently, the captive population stands at
over 200 birds on Guam and in various zoos throughout the continental United States (Suzanne Medina,
personal communication November 2007). For mainland zoos, exhibiting rare species such as the koko
are a draw for professional conservationists and wildlife enthusiasts alike that bring profit and prestige to
zoological institutions.
81

Due to the high cost of barrier maintenance and nuisance animal removal, offshore areas without these
limitations are being groomed for future native species reintroductions. Although the koko are able to
reproduce in the presence of low snake densities, they cannot withstand the presence of feral cats in an
environment where deer and pig eat and trample the vegetation (Wiles et al. 2003). Safe Harbor
Agreements signed between the landowners and regulating authorities will ensure land management
practices will benefit endangered species without added restrictions to the landowner. With successful
restoration and positive results, partnerships between the public and private sectors can prove beneficial
for wildlife. The landowners will gain a sense of ownership and possibly even prestige. While monetary
benefits are not emphasized, there may be some small financial gains for persistence of the species in
the form of ecotourism opportunities.

Easily recognizable, effigies of the koko are used by local businesses and the tourist industry to
promote the islands natural heritage on a local and international scale. At present, tourists from
primarily Asia come to Guam to not only shop but experience wildlife and nature related activities. The
Guam Visitors Bureau has made a committed effort to market Guam as an ecotourism locale (Amy
Pangelinan, personal communication, June 2008). By increasing conservation efforts and restoring
native species and habitats, new opportunities for the tourism sector will be available thereby
strengthening the economy of Guam.
12.5 Other species considered for flagship status

Brown treesnake As a non-native, invasive species, a negative campaign must be planned to ensure
compliance to eradication and biosecurity measures to prevent
(re)colonization of the snake or its prey. While it is plausible that
increased knowledge can rally support for native wildlife protection against
this virulent species, increased media exposure may cause unwarranted
panic in the local community. Emphasis of its biological characteristics (its
aggressive, prolific, persistent and adaptable nature) could be detrimental
for the tourism industry. Guams economy may suffer as most tourists
may not want to visit an island with extremely high snake densities.
Furthermore, reiteration of the bleak outlook for Guams wildlife is not
encouraging for the morale of the local community and the professionals
that work to eradicate the snake.

Marianas Fruit Bat Historically this species was an important food source. Like the koko only elders
have memories of the abundance of this species. Currently, low population numbers are a result of
human persecution and loss of habitat. Since this species is capable of becoming critically endangered
or even extinct in a very short time period, the fruit bat would be an unsuitable flagship species because
conservation efforts might be doomed to failure (IUCN 2007). The existing colony is restricted to military
lands which are hard to physically and logistically access. Community support of this species may be
hard to gather as many may feel disconnected due to the lack of visibility. Alternatively, increased
knowledge of roosting sites could cause poaching to occur.

Serianthes nelsonii Due to invasive plant species and the browsing of feral ungulates, native plant
species are extremely rare. Only one solitary tree exists on Guam in a remote, inaccessible area. The
inability to visit the tree may result in feelings of disconnection within the community. Furthermore, plants
used as a mascot may not be received as well as a charismatic animal mascot. Plants can seem one-
dimensional, not personable, and difficult to relate to. Regeneration efforts of this species have had little
or no success. The difficulty in propagation harms this species chance at flagship status as it may be
fated for extinction. Finally, since cultural belief marks these trees as the traditional homes of the spirits
of the ancestors (the Taotaomona) locals may fear association with this species altogether.

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12.6 Justification

The latest trend within environmental education has encouraged all facets of community to cooperate to
identify and resolve socio-ecological problems (Palmer 1998). All interested parties should work together
to create environmental literacy which will ultimately result in environmental behavior change. The koko
would be an ideal Rare Pride flagship species as it is already identified as a familiar, existing icon for
science, commerce, and Chamorro culture. It can unify not only the vision but also the agencies
conducting conservation and species restoration. By increasing pride in Guams natural and cultural
resources, awareness and positive action for Guams environmental problems will increase and
economic gains will rise accordingly. Additionally, other threatened or endangered species will benefit
from ecosystem restoration. Both the local community and native species of Guam will not only benefit
but hopefully prosper and multiply.

83

SECTION F: BUDGET & TIMELINE
13.0 Project budget & timeline
The sum of $20,000 in core funds will be used during FY 2008-2009.
13.1 Project budget

This budget includes the donation of core funds and associated equipment package pledged under the
Pride Program, approximately $25,000. It is understood that expenditure from these funds is restricted to
covering the production of materials, and other items as defined in the MOU. It is not, and will not be
spent on salaries or transportation. The budget also does not reflect the funds donated by the Fish and
Wildlife Safe Harbor Grant to support the eradication work on Cocos Island ($30,000).

Table 5 - Estimated Budget for Guahan Rare Pride Campaign FY 2008/2009

Estimated Costs Subtotals Grand total
CONTRACTUAL
Reprinting of bird posters

$4,500
$17,000
(core
funds)
$25,000
(core funds
&
equipment
package)
Printing - pet control bookmark, invasive
species brochure, Conservation area specific
brochure

$2,500
PSA: 1. pet control 2. invasive species

$1,500
Advertising

$1,500
Rentals (chairs, sound system, venue)

$1,500
Website Development

$5,000
Making photocopies $500

SUPPLIES
Supplies for island restoration/clean-up (garbage
bags, gloves)

$1,000
$3,000
(core
funds)
Poster board display

$1,000
Office supplies (paper, ink, CDs) $1,000

EQUIPMENT
desktop printer/copier/scanner

$550
$5,000
(equipment
package)
Video camera

$1,000
Computer & associated accessories

$2,000
Software

$1,000
Digital Camera

$300
Digital Voice Recorder

$75
Microphone $75

red = already paid and received in UK

84

13.2: Project timeline (Gantt)
ESTIMATED GUAHAN PRIDE PROJECT TIMELINE

Project/Activities
Pre-
project
Mo 1 Mo 2 Mo 3 Mo 4 Mo 5 Mo 6 Mo 7 Mo 8 Mo 9 Mo 10 Mo 11
Final
Phase

mid-Dec
to mid
May 08
Jun 08 Jul 08 Aug 08 Sept 08 Oct 08 Nov 08 Dec 08 Jan 09 Feb 09 Mar 09
Apr
09
May
09
Project preparation:
1
st
Stakeholder meeting Feb. 7, 08
Pre-project survey May 3, 08
2
nd
Stakeholder conversations Aug. 08
Project Plan Completion June 2, 08
Project implementation:
Printed materials draft
Final,
implement
implement implement implement implement implement implement implement implement
Button badges design
Final,
implement
implement implement implement implement implement implement implement implement
Mascot order implement implement implement implement implement implement implement implement
Website canvass design launch implement implement implement implement implement implement implement
Social networking sites
design &
launch
implement implement implement implement implement implement implement implement implement
Television draft canvass KUAM H&G implement implement implement implement implement implement
Radio draft canvass 89.3 implement implement implement implement implement implement implement
Newspapers/magazines draft canvass implement implement implement implement implement implement implement implement
Workshops draft implement implement implement implement implement implement implement implement implement
Presentations: School, Civic design implement implement implement implement implement implement implement implement implement
Popular song design canvass canvas planning planning planning
Radio, tv
play
Radio, tv
play
Radio, tv
play
Radio, tv
play

Koko oral histories design canvass implement implement implement implement implement implement implement implement
Music concert canvass planning planning planning planning planning planning planning planning
Chamorro
Month

Fiestas/ parades etc.
design
display
Liberation
Day
Parade
Village
Fiesta:
Agat/Piti
Melesso
Fiestan
Tasi
Koko fun
Run/Road
Race
Akimatsur
a Autumn
Festival
Christmas
Holiday
Festival
Village
Fiesta:
Tumon/ C.
Pago
Village
Fiesta:
Yigo
UOG
Charter
Day

Post project questionnaire
survey

Do
survey
Back
to UK
85

ARTWORK

From previous projects, artwork has already been created. It would be advantageous to utilize existing
artwork to save time and money. To create an overarching theme in which specific conservation projects
can associate with would be useful in maintaining support and visibility of various GDAWR efforts. A
general brand would provide longevity and usefulness for other projects.

86

Brooke Sadowsky from Rare HQ suggested how to assimilate previous projects with the Rare Pride
campaign:

Keep same font and cartoon style mascot but change the slogan (e.g. Go Native Protect
Guams Wildlife or something similar) and the colors so that they are brighter maybe Guam
territory colors or rail feet yellow.
Media options go for wider exposure than the Koko for Cocos Project this may entail
utilizing large billboards, big stuff and not stickers, t-shirts like the Cocos Project.
Distribution keep Koko for Cocos materials localized, in the region of the south and the Pride
Campaign materials should be Guam wide.
When coordinating with the Koko for Cocos project use the example of Budweiser & Bud Light
one umbrella brand with a sub-brand.
Use the same design company as the Koko for Cocos project and ask for brand guidelines e.g.
font and colors (CMYK) to be able to have a play at designing materials.

The graphics designers used for the Cocos Island campaign have been contacted and details regarding
the specific colors and fonts previously used were obtained. Brooke Sadowsky is currently assisting in
the creation of the logo. The slogan and tag line to be used is tentatively:

Go Native! Prutehi I Islan Guahan

87

ACKNOWLEDGMENTS
GDAWR would like to acknowledge the assistance given by Diane Vice (BTS Project Lead) and Suzanne
Medina (Captive Breeding Project Lead), as well as all the various stakeholders who participated in the
drafting of this document. GDAWR also acknowledges the financial assistance provided by the US
Department of Interior Office of Insular Affairs and Rare who are the principal sponsors of this project, as
well as Cocos Island Resort who donated countless ferry hours and visitation privileges. Finally, the
Department must acknowledge the generosity of the US Department of the Interior and appropriations
from the Aquatic Nuisance Species, Safe Harbor and Endangered Species grants that has pledged
funds to support outreach of current restoration work. GDAWR is thankful for the technical support and
in-kind contributions from cooperating agencies and local business such as: USFWS, USDA, GEPA,
GVB, GTA, GuamCell, and Guam Parks and Recreation. It is GDAWRs sincere hope that the campaign
outlined here will not only garner support for native species conservation but also approval for invasive,
feral, and nuisance species eradication programs, such as the Koko for Cocos project, and the
prevention of reinvasion once removal in commensal settings occurs. The departments use of social
marketing techniques is expected to continue in tandem with future conservation projects.

REFERENCES

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Marianas Archipelago. University of Guam. Technical Report Number 75.

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2008.
Bureau of Statistical & Plans, Office of Governor Felix P. Camacho, 2005. 2004 Guam Statistical
Yearbook. Hagatna, Guam.

Crocombe, R.G. (ed.). 1987. Land tenure in the Pacific. South Pacific University, Institute of Pacific
Studies, Fiji. 3. ed., p. 211-225.

Cunningham, L.C. 1992. Ancient Chamorro Society. Honolulu, HI: Bess Press, Inc

Engbring, J., and T. H. Fritts. 1988. Demise of an insular avifauna: the brown tree snake on Guam.
Transaction of the Western Section of the Wildlife Society 24: 3137.

Engbring J., and F. L. Ramsey. 1984. Distribution and abundance of the forest birds of Guam: results of
a 1981 survey. United States Fish and Wildlife Service FWS/OBS-84/20.

Fosberg, F. R. 1960. The vegetation of Micronesia. Bulletin of the American Museum of Natural History
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Guam Division of Aquatic & Wildlife Resources. 2005. Cocos Island Restoration Plan. Mangilao, Guam.

Guam Division of Aquatic & Wildlife Resources. 2006. Guam Comprehensive Wildlife Conservation
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Guard, C., A. N. L. Chiu, and M. A. Lander. 2003. NOAA/NWS meteorological assessment for Typhoon
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88

Hunter, C. L. 1995. Review of coral reefs around American flag Pacific islands and assessment of need,
value, and feasibility of establishing a coral reef fishery management plan for the western Pacific
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Jenkins, J. M. 1979. Natural history of the Guam rail. Condor 51:404-408.
Palmer, J.A. 1998. Environmental Education in the 21st Century - Theory, Practice, Progress and
Promise. London and New York: Routledge Falmer.

Paulay, G. 2003. Marine biodiversity of Guam and the Marianas: overview. Micronesica 35-36: 563-
583.

Paulay, G. 2003a. The Bivalvia (Mullusca) of Guam. Micronesica 35-36: 218-243.

Political Status Education Coordinating Commission (PSECC). 1994. Hale-ta: I ma gobetna-a Guam,
governing Guam: Before and after the wars. Agana, Guam: Political Status Education
Coordinating Commission.

Pomeroy, E. S. 1951. Pacific outpost: American strategy in Guam and Micronesia. Stanford, CA:
Stanford University Press.

Reichel, J. D, and P. O. Glass. 1991. Checklist of the birds of the Mariana Islands. Elepaio 51: 3-10.
Savidge, J. A. 1987. Extinction of an island forest avifauna by an introduced snake. Ecology 68:660-
668.
Steadman, D. W. 2006. Extinction & Biogeography of Tropical Pacific Birds. Chicago, IL: University of
Chicago Press.
UNEP ISLANDS Web Site. UN SYSTEM-WIDE EARTHWATCH Web Site ISLAND DIRECTORY Islands
of Guam (United States) http://islands.unep.ch/ILI.htm Downloaded on 06 May 2008.

USDA APHIS/Wildlife Services. 2007. Cocos Island Biosecurity Plan. Barrigada, Guam.

Vice, D. S. and M. E. Pitzler. 2000. Brown treesnake control: Economy of Scales. USDA National
Wildlife Research Center Symposia Human Conflicts with Wildlife: Economic Considerations.
Lincoln: University of Nebraska.
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Patterns of Decline and Species Persistence in Guam's Avifauna". Conservation Biology, vol. 17,
no. 5, pp. 1350-1360.

All photos courtesy of the author unless otherwise specified.

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