CASE STUDY: LAKE SIMCOE AQUATIC INVASIVE SPECIES CBSM PROJECT Client: Ontario Federation of Anglers & Hunters and the Ontario Ministry of Natural Resources, Ontario, Canada OVERVIEW The Invading Species Awareness Program (ISAP) has been raising awareness of the threat of invasive species to Ontario’s biodiversity since 1992, engaging the public in preventing their introduction and spread. Recreational activities such as boating, angling and the release of live bait are some of the major pathways which allow invasive species to spread through Ontario’s waterways. The development of a Community-Based Social Marketing (CBSM) project aimed at changing behaviours to reduce the introduction and spread of invasive species in the Lake Simcoe watershed was identified as a strate

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