Beyond Awareness: Moving Communities to Action Suzanne Etgen WSA Certification Course December 1, 2016

Source: Schultz, P.W. May 2010. Social Marketing: A Community-Based Approach. Presentation prepared for the USEPA, RCC Web Academy. May 20, 2010.

Why do people change their behavior? They learn something which changes their attitudes and beliefs. What’s in it for me? Economic Self Interest. They perceive the benefits outweigh the barriers. They feel their actions will have a real and positive effect on a greater good. Tell My bag story

5 Steps to a changing a behavior in your community. Step 1: Select a Behavior & Identify your Target Audience Step 2: Measure the Behavior Baseline Step 3: Identify Barriers and Benefits Step 4: Develop and Implement a Strategy Step 5: Measure Behavior Change

Step 1: Select a Behavior Behavior should be a single, end state (results in pollution reduction) behavior. Purchase a Rain Barrel Pick up Pet Waste Using a Bay Friendly Lawn Care Regime (Soil testing, organic fertilizer, mowing at the correct height, fertilizing in fall only) Have a Household Energy Audit Dispose of Household Hazardous Wastes at a County Disposal Site

Step 1: Select a Behavior Behavior should be a single, end state (results in pollution reduction) behavior. Purchasing a Rain Barrel Picking up Pet Waste Using a Bay Friendly Lawn Care Regime (Soil testing, organic fertilizer, mowing at the correct height, fertilizing in fall only) Getting an Household Energy Audit Disposing of Household Hazardous Wastes at a County Disposal Site

Step 1: Select a Behavior Behavior should be a single, end state (results in pollution reduction) behavior. Bacteria:  Picking up - and disposing of  - pet waste while your pet is on a leash  or while your pet is not on a leash  

Step 1: Select a Behavior Behavior should be a single, end state (results in pollution reduction) behavior. Properly disposing of organic matter and trash from storm drain inlets and/or curbs in your neighborhood.

Step 1: Select a Behavior Behavior should be a single, end state (results in pollution reduction) behavior. Lawns: For those who self-care for turf: Fertilize in the Fall if at all. For those who use a lawn care company: Purchase a Clean Lawn Care Regime

Step 1: Select a Behavior for Rolling Hills Ivy Removal Tree planting Adopt a stormdrain – clean them Clean Lawn Care service Rain Barrels Leaves off of hard surfaces Pet waste

Step 1: Select a Behavior Willingness How willing is your target community to do this? Impact How much will this contribute to improving water quality? Market Opportunity How many in the target audience are not doing this? ADAPTED FROM DOUG-MCKENZIE MOHR

PRIORITIZING BEHAVIORS Scale of 1 (lowest) – 10 (Highest) IMPACT WILLINGNESS MARKET OPPORTUNITY SIMPLE AVERAGE WEIGHTED AVERAGE English Ivy 10 4 24 1 Pet Waste 8 3 5 16 Plant Trees 9 2 19 3 CATEGORIES ADAPTED FROM DOUG-MCKENZIE MOHR

Step 2: Identify Your Target Audience Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley This slide demonstrates well the population segment that social marketers were “born” for! Relative to any behavior that we might be trying to influence, there are 3 major groups. The first, on the left, is a group that is eager to do the behavior and just needs to be told what you want them to do. We call them the “Just Show Me” group. The second group, in the middle, and often the largest group, is one who is interested in doing the behavior, but has some barriers. This is the group for the social marketer to concentrate on. We call them the “Please Help Me” group. The last group isn’t at all interested in doing the behavior and won’t unless we use laws and fines. We call them the “Make Me” group.

Step 2: Identify Your Target Audience Brainstorm Groups in Rolling Hills Pet owners Lawn care service users Victims of flooding People who have lost mature trees HOA People who live near the stream People with Ivy on trees Desire for a beautiful property DPW Garden Club Green Committee Kids Parents Stay at home Moms Scout leaders Home schoolers boaters

Step 1: Select a Behavior and Identify Your Target Audience 2. Rank your potential target audiences by: SIZE: As a segment of a population, what is the actual or relative size of this segment? PROBLEM INCIDENCE: How significant is the contribution that this audience makes to the behavior? (i.e. are homeowners with small waterfront lawns making a larger or smaller impact than homeowners with large lawns far from the waterfront? )   READINESS TO ACT: How concerned is the target audience with the problem issue/behavior? ABILITY TO REACH: Can we identify them and do we have efficient ways to reach them?

PRIORITIZING Target Audiences Scale of 1 (lowest) – 10 (Highest) SIZE PROBLEM INCIDENCE READINESS TO ACT ABILITY TO REACH AVERAGE OR WEIGHTED AVERAGE HOA members 10 7 4 Retirees 3 Gardeners 2

Step 3: Develop and Implement a Strategy Select the right tools for the job.

Southgate, The Highlands- Glen Burnie, MD Pet Waste Campaign Southgate, The Highlands- Glen Burnie, MD The neighborhood chosen for this project was Southgate, a community near the Baltimore Washington Medical Center, formally known as North Arundel Hospital. This neighborhood is in the Patapsco Tidal watershed. The creek is Marley Creek Erin Duffy, John Kagiri, Jacqueline Murray, Stephanie Siemek, Carmera Thomas

Tool: FEEDBACK Water Quality Testing (The test sites are the blue circles) This tool was used as our measurement. Water samples were taken from the sites in blue. The results were sent out via “The Poopy Times” newsletter.

Date & Inches of Rainfall CFU (Colony Forming Unit) Suitable levels for enterococci in waters are 104 cfu/100mL for a single sample.1 Red numbers indicate readings that are unsafe for human contact.2 Enterococci CFU/100mL Station Date & Inches of Rainfall   3/30/2014 (3" rain) 4/7/2014 (0.48" rain) 4/26/2014 (0" rain) 6/5/2014 (0.55" rain) 11/6/14 (0.3" rain) 11/26/14 (0.55” rain) 1 7400 300 108 6250 13700 7180 2 7200 220 120 10000 24900 9820 3 7500 240 116 10750 32550 7600 4 4100 740 88 11900 10200 10040 5 2800 820 84 10700 3520 9000 CFU (Colony Forming Unit) The numbers indicate that there actually was not a decrease in colony forming units of bacteria. ¹United States Environmental Protection Agency, E.coli and enterococci. Clean Water Act Reporting Requirements. 7/16/2009: epa.gov 2The water samples were collected by the group and tested by Sally Hornor (Anne Arundel Community College).

Tool: COMMUNICATION “The Poopy Times” The first tool, Communication, was used to inform the neighborhood about the group, remind them to pick up their pets’ waste and give general facts about how bacteria can negatively affect water quality. Erin created this newsletter and did a great job using the target list to mail out the information.

Tools: PROMPT & COMMITMENT Magnet Door Hanger The tools Prompt & Commitment overlapped a little. The prompt tool is simple. It reminds the audience to do something. The magnet is a quick reminder to pick up the waste with simple instructions, SCOOP IT, BAG IT, TRASH IT. The door hanger was also a prompt and a communication tool, by giving information about human health and water quality and how pet waste bacteria is a problem when left on the yard. These were given out door-to-door while gathering pledges. Some residents actually committed to changing their behavior on a pledge. This can be very effective when people believe that their behavior change will make a difference.

Tools for YOU WSA Website: Behavior Change Pages Fostering Sustainable Behavior

Community Assessment Presentations February 2, 2017 5-7 minutes per person, in small groups You do NOT have to do a presentation, but you do have to have a visual aid, or hands on component. You will get feedback and ideas from your classmates.

Community Assessment Presentations What to include? Identify your community Share the results of your community assessment Identify your target audience Identify a behavior How will you engage your audience?

How to bring your presentation to class If using a PPT, please upload your presentation to Chesapeake Network, no later than Feb 1. Contact Brad for technical assistance if you need it.