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Grow wild

Grow wild

Sowing the seeds of a movement: building nature connection through wild horticulture

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Forest Research

October 18, 2017
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  1. Connections Bianca Ambrose-Oji, Jack Forster, Liz O’Brien, Forest Research Philip

    Turvil, Julia Willison, Royal Botanic Gardens Kew Sowing the seeds of a movement: building nature connection through wild horticulture
  2. Grow Wild objectives Transform local spaces through the involvement of

    significant numbers of individuals, community groups and community projects through sowing, growing and enjoy native wild plants and through this to build: Enduring engagement with local nature Connection with community and social cohesion Target: 16-25 year olds, disadvantaged and “disengaged” 17/06/2017 2
  3. Grow Wild 2014-16 17/06/2017 3 • Community Projects • circa

    250 • max £4,000 • Flagship projects • One in each country of UK • max £135,000 • Seed Packets • 750,000 distributed to households between 2014-2016 • Seed Kits • 250,000 (1.25 million seed packets) distributed to group leaders between 2014-2016
  4. Distribution (Seed Kits) 17/06/2017 4

  5. Evaluation Framework • What happened, involving who, what changed and

    why • Multiple outcomes • Range of impacts and potential behaviour changes • Framework and indicators to provide coherent “read-across” 17/06/2017 5
  6. Five Ways to Wellbeing 17/06/2017 6 Make connections to the

    natural world, other people around them and their communities. Become active by doing something positive outdoors Take notice of beautiful and inspirational things in their neighbourhoods and of new opportunities Keep learning about nature and community Share resources, time, enthusiasm and knowledge
  7. Seed Packets 17/06/2017 7

  8. On-line Surveys • Direct email (Charity Mail) • Incentive –

    prize draw • Invitation sent to 435,005 individuals • 18.6% response rate (n=63,271*) • Closed and scaled questions 17/06/2017 8 Year Not attributable Attributable Total 2014 6,300 12,400 18,700 2015 10,653 20,480 31,133 2016 4,156 9,282 13,438 Total 21,109 42,162 63,271
  9. Who sowed the seeds? 17/06/2017 9 n=63,271 includes attributable and

    non-attributable
  10. Impacts: Attributable only 17/06/2017 10

  11. Action for Nature – 24% 17/06/2017 11 0 500 1,000

    1,500 2,000 2,500 3,000 3,500 4,000 > 1,000 individuals > 100 individuals ≤ 100 individuals Number of individuals carrying out actions for nature, by action (positive n = 15,284; 24% of respondents (total n = 63,253).
  12. Action for community – 3.1% 17/06/2017 12 0 100 200

    300 400 500 > 100 individuals ≤ 100 individuals Number of individuals carrying out actions for the community, by action (positive n = 1,923; 3.1% of respondents (total n = 61,227).
  13. Seed Kits 17/06/2017 13

  14. Short term On-line Surveys • Direct email (Charity Mail) •

    Incentive – prize draw • Invitation sent to 42,188 group leaders • 17% response rate (n=6,811*) • Closed, scaled and open questions 17/06/2017 14 Year Not attributable Attributable Total 2014 110 395 505 2015 836 2496 3332 2016 672 2302 2974 Total 1618 5193 6,811
  15. How did groups sow? 17/06/2017 15 Proportion of groups planting

    seed packets in different ways: (n = 5,589). Note: some groups planted with more than one category, such that the sum of all proportions>100%
  16. 17/06/2017 16 Impacts: Attributable only

  17. Action for nature - 36% 17/06/2017 17 0 50 100

    150 200 250 300 350 400 450 500 > 100 groups > 10 groups ≤ 10 groups Number of groups carrying out actions for nature, by action (positive n = 2,022; 36% of all groups (total n = 5,592)).
  18. Action for community – 14% 17/06/2017 18 0 20 40

    60 80 100 120 140 > 100 groups > 10 groups ≤ 10 groups Number of groups carrying out actions for the community, by action (positive n = 749; 14% of all groups (total n = 5,218)).
  19. Long term evidence 17/06/2017 19 • 2016 legacy survey (n=1,830)

    • Compares group leaders perceptions at 6-12 months with 18-24+ months • Analysis undertaken by campaign cohort, age group, IMD, group type, country, ethnicity
  20. Enduring impacts? 17/06/2017 20 “Spread! The interest and knowledge developed

    and spread through the activities to the range of community members. The enthusiasm that spread for the environment, an interest in nature, and a desire to help. Connections that spread through people coming to events, joining up with other people and organisations. The flowers that were spreading, literally. Not just at our venues and events but later as gifts to friends and neighbours, everyone went home with seeds to sow themselves and a pot of seeds to give to someone. So SPREAD, the flowers, the knowledge, the connections, the gains.” (2014 cohort leader, Wales)
  21. Conclusions 17/10/2017 21 • Little things can mean a lot!

    • Cumulative impact significant (spatial, temporal) • Large part of the programme focused on: • Relationship building • Partnership managers, Engagement Officers, Volunteer mentors • Social media (e.g. blogs, vlogs, Twitter, FB) • Supporting materials • Web-based resources (guides, ideas, news) • Celebration • Arts and creative events • Awards and prizes • Messaging
  22. Implications 17/06/2017 22 Source: Pascual et al. 2017 • Sense

    of being connected to something bigger – community, programme – movement, nature • But able to take action in local contexts • Perceptions of connection change through action and emotion, underpinned by learning (social as well as individual) and awareness • Relational and shared values emerge as key consideration in connection
  23. Find out more about social research at FR: https://www.forestry.gov.uk/fr/peopleandtrees Find

    out more about Grow Wild https://www.growwilduk.com 17/06/2017 23