The "PEAC" Council was created to design
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ABOUT “PEAC”:
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THE WMPEAC: CREATED IN 1998. . . The Colorado Wildlife Management Public Education Advisory Council (Council) was created by the Colorado legislature in 1998 within House Bill 1409. The legislation was sponsored by S. Johnson & G. Dennis. The legislation created the Council’s mission in statute. The mission as stated is to design and develop a comprehensive media program to educate the public, especially the urban public, about the values of wildlife, wildlife management and how hunting and fishing are important in the wildlife management equation. HB-1409 was created in part because of the grass roots efforts of the Colorado Wildlife Conservation Coalition (CWCC), a nonprofit, political action committee and corporation, formed in 1997, composed of sportsmen, wildlife and agriculture/livestock organizations. THE COUNCIL IS MADE UP OF NINE MEMBERS REPRESENTING VARIOUS INTERESTS THROUGHOUT COLORADO. . . The Council is constructed of nine members:
HB 1409 specified that the Council write a formal action plan that required the approval of the Director of the CDOW. The Council completed that “plan” which was submitted to the Director and approved in late 1998. The plan outlines the objectives of the Council and lists the types of information that they felt necessary to communicate to the public. That plan is public information and available through the CDOW. EDUCATION PROGRAM FUNDING MECHANISM: (Click this link to go to the actual legislation.) In 1999 Senate Bill 214 (G. Dennis/ S. Johnson) provided the first vehicle for funding the Council’s education program by creating a “check off” contribution mechanism on CDOW limited license applications. Additionally the legislation provided free limited advertising space in all CDOW license brochures for Council information, news, updates, solicitations, etc. The Council hired consultant firm Pearson/Hawkins to aid in the development of the limited license application “check off” program and the brochure advertising campaign. Council advertising appeared in over one million CDOW license brochures, each year, in 2000 and 2001 including Big Game, Fishing, Sheep and Goat and Turkey. In its first two years of implementation the program generated almost $135,000 in contributions from over twenty thousand hunters and anglers. Since inception the license check off fundraising has generated $221,686.68, according to CDOW records. This indicates the support that sportsmen and women have for the Council and their program. Two other Council efforts deserving recognition in 1999/2000 included the successful application and receipt of the “Save Our Heritage” grant ($25,000) from the Archery Manufacturers Association (AMO) and receipt of $25,000 from the Colorado Wildlife Commission’s Discretionary Fund. The Council was provided with spending authority of $140,000 for 99/2000. After 98/99 expenses the Council had approximately $70,000 remaining in its “Fund”. The CDOW committed to ensuring that the Council would be able to spend all of the funds authorized to it in fiscal 2000/2001. The Council requested spending authority of $250,000 for fiscal year 2001/2002, which began in July 2001. In late 2000 and early 2001 the Council used another public relations consultant E. Wittry to develop an “advocacy” campaign to further reach and educate hunters, anglers, and related groups as to the Council’s mission, program and action. This resulted in continued exposure in specific CDOW license brochures, the improvement of the limited license “check off” program and expanded public relations efforts to over 200 groups targeted by the Council. A “power point” presentation contained on a compact disk, outlining the Council’s history, mission, programs and future plans, was constructed and distributed to select sportsmens and conservation groups statewide. The effectiveness of this type of communications tool is in the process of being evaluated by the Council. To verify that the public education program was a valid idea the Council hired the Muir Agency, as consultants, to construct and implement a “pilot” to test the concept. This pilot began in the spring of 2001 and was completed by October 1st, 2001. The cost to conduct this pilot study was $200,000. A final Muir Pilot Research Report and a Summary Report were compiled. The results were positive and scientifically significant indicating that the program design and messages were effective and could raise the level of public knowledge on key wildlife issues. BROAD BASED SUPPORT FOR A COMPREHENSIVE MEDIA EFFORT: To develop additional credibility for the program and to determine if sportsmen would financially support a comprehensive media effort the Council hired a post doctoral consultant to conduct a study of Colorado hunters and anglers. This random survey study (Gillette Report) clearly indicated sportsmens’ support for the program and their willingness to pay an annual license surcharge of between $1.00-3.00 that would be dedicated to funding the program. Another less formal survey was conducted with members of the Colorado Bowhunters Association (CBA). The results as might be expected with a dedicated group of hunters was even stronger than the Gillette survey. 86.2% of CBA members responding strongly supported or supported a surcharge to fund the Council’s public education program. The Council intends to implement permanent funding for its comprehensive program by creating legislation that would authorize the license surcharge described. The CDOW requested that the Council postpone this legislative effort until the CDOW constructed resident license fee legislation. That legislation appears to be going forward in 2005. The legislation will include a $.75 surcharge per license that will be dedicated to the Council’s public education program. The CDOW and the Colorado Wildlife Commission illustrated their support for the Council’s programs by including a specific recommendation in the CDOW’s Draft Strategic Plan, December 28, 2001; “Integrate the Wildlife Management Public Education Council (PEAC) into related Division efforts and actively encourage and provide funding of PEAC consistent with the law.” The postponement of permanent financing legislation forced the Council to seek alternative, interim funding, so that its program could be initiated earlier, using the successful media “spots” developed for the pilot. The Muir Agency developed a report that included a spending budget for the comprehensive program indicating how media dollars should be invested to attain the best results. An important sideline benefit of the successful Pilot was that at least 90% of any new dollars invested can be used to purchase TV, radio and print space. This is because the pilot already accounted for the initial research and media development expenses that are required for such a program. No significant interim funding was secured so the Council had to rely on the voluntary license check off program for continued financing in 2003. $45,498. was contributed by hunters and anglers. The permanent financing was delayed in 2004 because the CDOW’s license fee legislation was not passed. Legislation in 2005 authorized a $0.75 surcharge on most hunting and fishing licences. Funds from this surcharge will be available as early as mid 2006 but certainly not later than 2007. The Council believes that our program will be on the “cutting edge” of what will evolve to be a national model for other states. THE IMPORTANCE OF TAKING ACTION NOW! Sportsmen, hunters, anglers; all wildlife conservationists must take action to counter the misleading “emotionally biased” misinformation the general public is receiving about wildlife, wildlife management and the values of hunting and fishing. State agencies have been reluctant to or restricted from taking action. The Council’s program will illustrate that the public can be professionally informed and educated about the values of wildlife, wildlife management, and especially hunting and fishing, using the truth and facts presented in entertaining, stimulating and effective messages via modern media vehicles. The time has come for those of us who believe in the values of wildlife, wildlife management and hunting and fishing to become proactive regarding public education and public relations. Increasing public and federal demands are being placed upon our wildlife agencies. The hunting and angling public, who pay the lion’s share for wildlife management, can no longer rely solely upon our wildlife agencies to preserve our hunting and fishing heritages. The challenge is ours if we want the future complete with hunting and fishing opportunities and abundant wildlife, because it is the future of wildlife that is truly at stake.
Prepared by Bob Radocy
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