The Iliahi Foundation of Hawai'i

INTRODUCTION

Hahai no ka ua i ka ulula `au." (Rains always follow the Forest)

---------` Olelo No`eau (Ancient Hawaii proverb)

The Hawaiian islands -- an isolated archipelago with high mountains, tropical climate, and abundant rainfall, provided a remarkable opportunity for the first plant and animal visitors that arrived on its shores. Together these plants and animals grew over the thousands of years to form complex ecosystems of incredible beauty. The native Hawaiian forests represent one of our planet's magnificent treasures, including lowland and montane rain forests and some of the world's most unique examples of tropical biodiversity, much of it endangered with no where else to go. The first stakeholders for Hawaii's forests.

The early Polynesian settlers brought plants and animals with them for food and medicinal use on their long discovery voyage to Hawaii over 1000 years ago. They quickly learned about and used the forest resources for clothing, medicine, shelter, and as part of their culture. Although they impacted the lowland forests, they understood the rains always follow the forests --- without the rains, there is no water, and with no water, there is no life. The second stakeholders for Hawaii's forests.

The advent of the white man brought more impact and different stakeholders for Hawaii's forests. The oily heartwood of the sandalwood tree resulted in the islands' first cash crop. Cattle were introduced to the islands in 1794. The damage to the forest brought by the sandalwood trade was substantial but insignificant in comparison to the damage wrought by the cattle and other animals who multiplied unchecked in numbers and spread throughout the forest. Hawaii's forests were also use to fuel local households, sugar mills, and even traveled as railroad ties to California. Rains still followed the forests, but the forests were disappearing.

In the late 1890's, the sugar industry and the growing population of Hawaii realized that their abundant supply of high quality water was being threatened by the destruction of the forested mountain watersheds. They began to understand the proverb and became stakeholders for Hawaii forests. Act 44, approved by the Territorial Legislature on April 25, 1903, created Hawaii's forest reserve system, which became the largest public-private partnership in the history of the State. Forests reserves were established and fenced, damaging animals were removed, and millions of trees were planted - trees from all over the world. Rains always follow the Forest.

Today we are all enjoying the benefits that the Hawaii’s forests provide us. The forest reserves and much of the watershed within the conservation districts are in good hydrologic condition. Hawaii's long‑standing policy of watershed protection has resulted in dramatic improvements from the degraded conditions that prevailed at the turn of the century. Management activities, such as protective zoning, fencing, removal or control of feral animals, reforestation, and fire protection have reduced excessive erosion and loss of vegetative cover.

In spite of these achievements, much work is still needed. Due to human impacts, cattle grazing, feral animals and invasive plants, half of Hawaii’s unique tropical forests are gone. And with the forests have gone many of our Hawaiian plants and animals. In fact, nearly 75% of the nation’s documented plant and bird extinctions are from Hawaii. Invasive weeds such as the dreaded Miconia are taking over critical forested watersheds on Maui and Hawaii. And Hawaii faces a situation where we may run out of drinking water in the next 25 years if we stay on the course we are on. On Oahu, the window of time may be shorter. Yet, Hawaii spends less than 1% of the state budget to protect and manage all the land and natural resources of our islands.

We are fortunate that Hawaii’s people, landowners, and government had the foresight a century ago to protect and manage Hawaii’s forests and watersheds. There is an urgency today to reconnect Hawaii’s economy and its people with the health of its natural resources and environment. The Hawaii State Legislature has declared Year 2003 as the Year of the Hawaiian Forest to celebrate the centennial anniversary of Hawaii’s forest reserve system. This could be a great opportunity to reach out to many sectors of our society and commit ourselves to assure that future generations will have a chance to have that same celebration 100 years from now.

Michael G. Buck - State Forester

STRATEGY

Through broad media campaigns, education programs, special events, traveling displays and other activities, the Year of the Forest (YOF) celebration will heighten public awareness about the special qualities and value of Hawaii’s forests; the threats facing its survival; and what the public can do to help.

The initiative will ask the public to consider:

· What’s special about Hawaii’s forests / what’s its value?

· The threats facing Hawaii’s forest resources.

· Why we, as a community, should protect and manage our forests.

The initiative will seek to answer for the public:

· What makes these issues relevant to my life?

· Why should I care about this now?

· What can I do?

The YOF’s awareness campaigns will be designed to elicit widespread public support and commitment by our political leadership to help protect and manage Hawaii’s forests and the quality of life it provides for all her residents and visitors. The YOF will seek the assistance of communications, public relations, marketing and advertising agencies in Hawaii to develop and market statewide mass media campaigns that will move the public into action to help protect and care for Hawaii’s forests. The YOF will work through its partners and communications professionals to solicit sponsorships to help pay for signature projects, paid advertising campaigns, and other related materials.

KEY MESSAGES

t The protection and management of Hawaii’s forests are critical to Hawaii’s water supply of the quality of our near shore ocean waters.

t Hawaii native forests represent the vast majority of America’s tropical forests and habitat for some of the world’s most unique and threatened biodiversity.

t Hawaii’s native culture (legends, dance, music) is inextricably linked with its forests.

t Invasive plants and animals have the capacity to change Hawaii’s forests forever. A healthy forest is no accident.

t We are fortunate that Hawaii’s people, landowners, and government had the foresight a century ago to protect and manage Hawaii’s forests and watersheds. This was a special time in Hawaii’s history

t Private land owners own one-half of Hawaii’s forests and played a key role in the history of Hawaii’s forest reserves.

t Hawaii’s urban forest is a crucial link to our mountain watershed forests and are part of a modern day ahupuaa of forests from the mountain to the sea.

AUDIENCE

Like the messages, the target audiences will vary. For example, in a paid advertising campaign, target audiences would be determined through market research and would utilize paid media -- radio, television and print-- to reach specific communities according to age, interest, geography, education, issue, and interest. Specific outreach activities such as news conferences, publications, and events would likely target decision-makers, opinion leaders, funders, and educators. Community events, free media solicitation, displays, etc. would reach out to the general public. Methods would range and overlap, perhaps reaching multiple audiences at the same time.

Audiences will include:

• decision-makers and opinion leaders

• funders

• private sector

• media

• geographic communities and landowners

• residents and visitors

• educators and students

• native Hawaiian community

• other ethnic communities

• military

What we need to do to make this happen

ü The YOF needs a human resource to coordinate and manage events, preferably placed in the private sector, possibly within or attached to a marketing and/or advertising firm

ü The YOF needs a high profile steering committee to draw attention to the YOF as well as the ability to attract sponsors and participants across a wide sector of Hawaii’s society

ü The YOF needs a few larger sponsors up front to develop core staff and administrative momentum

ü The YOF needs to attract other sponsors by developing signature projects that fit into their specific agendas.

ü The YOF needs to have organized and target messages specifically targeted toward sectors

ü The YOF needs partnerships to develop a range of retail opportunities such as shirts, posters, and publications

HOW WILL WE MEASURE OUR SUCCESS?

The YOF will measure its success utilizing the following gauges:

« An informed public, including decision-makers, that understand the history and importance of managing forested watersheds.

« A motivated public that takes action by donating money, volunteering time, or becoming involved in policy.

« An increase in the numbers of communities directly involved in conservation.

« An increase in the acreage of forest that are properly cared for.

« An increase in the funds for on-the-ground conservation projects.

« An increase in political support for supporting sustainable forest management

« Integrated public awareness efforts among partner organizations to promote and develop support for common forest conservation goals.

Ø Traveling display of old photographs showing reforestation (e.g. Nuuanu, Manoa)

Ø Official tree plantings (counties and colleges): Arbor Day or Earth Day events

Ø Forests as themes for cultural events and festivals (e.g. Merrie Monarch Festival, Canoe Racing Regatta, Aloha Festival)

Ø Writers’ Forum - Artistic expression (essay, chant, song, story, poem, etc.) contest culminating in a celebratory publication of the meaning of the Hawaiian forest