Transcript Mod26-A Fostering Community Involvement

FOSTERING COMMUNITY
INVOLVEMENT AND
SUPPORT
based on the work by McKenzie-Mohr D. and Smith W. 1999. Foster Sustainable Behavior– An
Introduction to Community-Based Social Marketing. New Society Publishers, Gabriola Island
B.C., Canada.
Module 26, part A – Program Development
Objectives
Students will be able to:
 compare and contrast conventional social marketing
and community based social marketing.
 describe the relationship between education and
behavior.
 evaluate the role of advertising in promoting awareness
and behavior change.
 describe methods used to identify barriers to behavior
change.
 describe behavior change tools that are used to design
programs to foster community involvement and
support.
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Lecture Outline
 Why foster community involvement?
 Conventional outreach - does it change
behavior or just increase awareness?
 Community based social marketing
 identifying barriers
 design program using behavior change tools
 pilot program
 implementation and evaluation
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Why foster community involvement?
 To provide a mechanism for changing
behaviors.
 Behaviors include the actions we take day-today in regard or disregard to natural resources.
 Recycling vs. creating landfills
 Landscaping with native plants vs. lawn
chemicals for just “grass”
 Greater area of rooftops, driveways, streets,
parking vs. less hard surface and more
infiltration
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Is it knowledge or behavior change?
 Does education
provide the stimulus
needed to foster a
change in behavior?
 community-based
social marketing has
explored this
question and argues
that it does not
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Conventional versus community-based
social marketing
 Conventional social marketing
 relies heavily on media advertising
 can be effective in creating public awareness and
understanding of issues
 does not foster change
 Community-based social marketing
 initiatives promote behavior change.
 most effective when carried out at the community
level and involve direct contact with people.
 draws heavily on research in social psychology.
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Studies show education has little or no
effect on behavior change
 6-day environmental issues workshop for high
school found them to be no more likely to have
engaged in pro-environmental actions 2
months later (Jordan et al).
 10-week water use study where households
received detailed methods for conserving water
in the home found to have no impact upon
consumption (Geller et al).
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What effects behavior?
 While environmental attitudes and knowledge
have been found to be related to behavior,
frequently the relationship is weak or
nonexistent.
 A variety of barriers can deter individuals from
engaging in a sustainable behavior
 For example, you may be supportive of
composting and relatively knowledgeable of
what to do, but the inconvenience walking out to
the compost bin in the dead cold of winter alone
can moderate your behavior that inhibits the
practice.
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Value of advertising to promote awareness or
behavior change?
 The failure of mass
media campaigns to
foster sustainable
behavior is due in
part to the poor
design of the
messages, but more
importantly to an
underestimation of
the difficulty of
changing behavior.
(Costanza, 1986)
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Value of advertising to promote awareness
or behavior change?
 Advertising is often an
extremely expensive way
of reaching people. In
one case, a California
utility spent more money
on advertising the
benefits of installing
insulation in low-income
housing than it would
have cost to upgrade the
insulation in the targeted
houses. (Pope, 1982)
Where to Insulate - Adding
insulation in the areas shown
here may be the best way to
improve your home's energy
http://www.pueblo.gsa.gov/cic_text/h
efficiency.
ousing/energy-savers/insulation.html
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Value of advertising to promote awareness or
behavior change?
 Altering consumer preferences involves altering an
existing behavior not creating new ones.
 For example, encouraging individuals to engage in
a new activity, such as walking or biking to work, is
much more complex.
 A variety of barriers exist, such as concerns over
time, safety, weather, and convenience.
 The diversity of barriers which exist for an activity
means that information campaigns alone will rarely
bring about behavior change.
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Behavior change tools
 Social science
research has
identified a variety of
"tools" that are
effective in changing
behavior.
 Techniques used are
carried out at the
community level.
 Frequently involve
direct personal
contact.
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Community-based social marketing
 An attractive alternative to information
intensive campaigns.
 Approach involves:
 identifying barriers
 design program using behavior change tools
 pilot program
 implementation and evaluation
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Identifying barriers
 Each form of sustainable behavior has its own
set of barriers and benefits.
 3-step process to identify barriers:
 Conduct literature review
 Conduct focus groups to explore in-depth
attitudes and behaviors of community residents
regarding the activity.
 Conduct a phone survey with a random sample
of residents that builds on the information
obtained from the focus groups.
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Literature Review
 Be clear on your mandate.
 Four sources of information to tap into
1. Trade magazines and newsletters.
2. Reports written on the topic by other
communities.
3. Search the databases of your local university
for related academic articles.
4. Call the authors of studies of particular interest.
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Focus Groups
 Explore identified issues further with residents
of your community through focus groups.
 Focus groups provide an opportunity to
discuss in-depth the perceptions and present
behaviors of community residents relevant to
the activity you are planning to promote.
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Phone Survey
 Phone surveys further refined information upon which
to base a social marketing plan.
 Phone surveys have several advantages over mailed
surveys and person-to-person interviews.
 higher response rates
 more accurate assessment of current attitudes and
behavior.
 opportunity to get a refusal survey consisting of three to
four questions that are found in the complete survey.
 random-digit dialing
(cell phones impact this however).
 access to otherwise difficult-to-reach
populations
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What do barriers help define?
 Goals - general statements that express the
broad focus of the entire outreach effort
 Objectives - developed to achieve a goal. They
are specific, measurable, action-oriented, and
time focused.
 Target audience - group of people you want to
reach with your message and whose barriers
are most similar.
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Design program using behavior change tools
 Tools for design strategies include:
 commitment
 prompts
 norms
 communication
 incentives
 convenience
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Commitment: intention to action
 Agreeing to a small request leads people to
subsequently agree to a much larger one? Note
the following example:
 A sample of registered voters were approached
one day prior to a U.S. presidential election and
asked: "Do you expect you will vote or not?" All
agreed that they would vote. Relative to voters
who were not asked this simple question, their
likelihood of voting increased by 41%
(Greenwald, A.G. et al).
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Commitment: intention to action
 Placement of this sticker in a window
not only enhanced commitment to
waste reduction, but also served to
build community norms for waste
reduction.
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Prompts: remembering to act
 A prompt is a visual or auditory aid which
reminds us to carry out an activity that we
might otherwise forget.
 Purpose is not to change attitudes or increase
motivation, but simply to remind us to engage
in an action that we are already predisposed to
do.
 Studies support the notion that to be effective,
a prompt should be delivered as close in space
and time as possible to the target behavior.
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Prompts: remembering to act
 This decal makes it easy for residents to
identify what items are recyclable.
 Substantial advantages
over flyers
 cannot be lost or misplaced
 provide information on what
can be recycled directly on
the container itself.
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Norms: building community support
 Studies have shown that people have been
found to alter their answers to be in line with
the norm of answers, even if these people are
clearly incorrect.
 People looked to the behavior of those around
them to determine how they would respond.
 People play an important role upon our own
behavior.
 To date, too little attention has been given to
the significant impact that norms can have
upon the adoption of sustainable behavior.
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Norms: building community support
 Residents of Annapolis, Nova Scotia were
asked if they composted. Those who
composted were asked if they would place this
sticker on their garbage or recycling container.
 Helped enhance household
commitment to recycling,
develop community norms
that supported composting,
and prompt personal
conversations regarding
composting.
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Communication: effective messages
 Much of human communication involves
persuasion.
 Aim is to influence our attitudes and/or our
behavior.
 Capture attention by presenting information
that is vivid, concrete and personalized.
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Incentives: enhancing motivation
 Incentives (i.e., financial, social approval), can
provide the motivation for individuals to
perform an activity that they already engage in
more effectively, such as recycling, or to begin
an activity that they otherwise would not
perform, such as composting.
 The introduction of bottle deposits has been
associated with a 68% reduction in litter in
Oregon, a 76% reduction in Vermont, and an
82% reduction in Michigan (Institute of Applied
Research, 1980).
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Incentives: enhancing motivation
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Convenience: making it easy to act
 No matter the tools in place, if you have not




overcome the barriers, the work will be in vain.
Strategies for removing barriers will have to be
tailored to each situation.
Identify barriers and seek information from other
communities on how they have dealt with the
barriers identified.
Determine if resources are available to implement
similar initiatives. If not, seriously reconsider
options.
Community-based social marketing initiatives that
ignore external barriers is a recipe for failure.
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Pilot program
 A “test run" serving as an opportunity to work
out the "bugs" before committing to carrying
out a strategy across a community.
 Allows a program to be refined until it is
effective.
 Allows alternative methods for carrying out a
project to be tested against one another and
the most cost-effective method to be
determined.
 A crucial step in demonstrating to funders the
worthiness of implementing a program on a
broad scale.
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Implementation and evaluation
 On-going evaluation of a program once it has
been implemented in a community.
 Emphasizes the direct measurement of
behavior change over less direct measures
such as self reports or increases in awareness.
 Used to further refine the marketing strategy as
well as provide evidence that a project should
receive further funding.
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References
 McKenzie-Mohr D. and Smith W. 1999. Foster
Sustainable Behavior – An Introduction to
Community-Based Social Marketing. New
Society Publishers, Gabriola Island B.C.,
Canada
 McKenzie-Mohr & Associates. Guidebook on
Foster Sustainable Behavior.
http://www.cbsm.com
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