Inspiring Care and Stewardship in the Fells
In the fall of 2021, we initiated an “Inspiring Care and Stewardship” project with DCR that seeks to reform the “culture of non-compliance” in the Fells (off-leash dogs, people/bicyclists going off-trail, poop bags left behind, etc.) with a new culture of care and community stewardship.
A working group was established with DCR to define the scope of the project, develop an RFP, and hire a consulting firm that specializes in behavior change messaging to advance this effort.
We believe an innovative communications strategy rooted in behavior change communication and marketing models is needed to move the needle—we’re envisioning a campaign similar in approach to anti-tobacco and distracted driving campaigns.
If you’re interested in learning more about this initiative and/or have a background and skills that could benefit the project, please contact our executive director, Chris Redfern.