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Grow wild

Grow wild

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

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

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  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”
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    2

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  3. Grow Wild 2014-16
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    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

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  4. Distribution (Seed Kits)
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  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”
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  6. Five Ways to Wellbeing
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    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

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  7. Seed Packets
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  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
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    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

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  9. Who sowed the seeds?
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    n=63,271 includes attributable and non-attributable

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  10. Impacts: Attributable only
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  11. Action for Nature – 24%
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    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).

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  12. Action for community – 3.1%
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    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).

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  13. Seed Kits
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  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
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    Year Not attributable Attributable Total
    2014 110 395 505
    2015 836 2496 3332
    2016 672 2302 2974
    Total 1618 5193 6,811

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  15. How did groups sow?
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    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%

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  16. 17/06/2017
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    Impacts: Attributable only

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  17. Action for nature - 36%
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    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)).

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  18. Action for community – 14%
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    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)).

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  19. Long term evidence
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    • 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

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  20. Enduring impacts?
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    “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)

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  21. Conclusions
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    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

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  22. Implications
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    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

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  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
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