Environmental Social Marketing – Changing Behavior to Protect Water Quality Proposition 13 Pesticide Research and Identification of Source and Mitigation (PRISM) Grant Program GRANT NO

Information Based Campaigns Often: Assume that information alone will result in the desired behavioral change Assume that the desired behavioral change will result in pollutant load reduction Assume that the public will grasp a multi-step process Do not address the complexity of human behavior

Why Social Marketing? Proven results Complements information based campaigns Pragmatic Approach

Social Marketing Definition: The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.

Factors that Encourage Environmental Stewardship (NEETF) Remove barriers to behavioral change Motivate by social or community context Have a feeling of control (defined as access and convenience)

Fostering Sustainable Behavior (McKenzie-Mohr & Smith) Primary objective is behavior change Need to have a specific behavior objective in mind Identify the specific barriers and benefits related to the behavior objective Pilot the strategy using appropriate tools Measure results Adjust strategy – feedback loop

The Problem A Case Study Rainfall and irrigated landscape can transport residential land-applied pesticides into receiving waters Pesticides (diazinon) routinely exceeds water quality standards in most of the region’s watersheds Diazinon TMDL for Toxicity – Chollas Creek Watershed

Planning Process Team Members University of California Cooperative Extension County of San Diego Department of Agriculture City of San Diego Stormwater Program County of San Diego – Principal Copermittee Regional Stormwater Copermittees

Planning Process Goals and Objectives Goal – Reduce pesticide loads in the region’s waterways Behavior Objective – Adoption of IPM methods by residents that land apply pesticides

Research The IPM Team Primary Research – Not been conducted before Secondary Research – Information and research data that already exists

What is IPM? Preventing pests before they become a problem! IPM is a comprehensive, environmentally sensitive approach to pest control that includes a combination of strategies that pose the least hazard to people, property, and the environment. IPM includes biological, cultural, physical, mechanical, educational, and chemical methods for solving pest problems. If chemicals are necessary, then the least toxic product, in combination with other methods, is appropriate.

Step 2: Approach Regional Campaign – Umbrella Two Pilot Watersheds – Point of Purchase/Workshops Focused Community Outreach – Chollas Creek Watershed

Step 2: The Plan Develop branded mass media campaign Develop regional IPM program – includes Master Gardener element Design– Point of Purchase/ IPM workshops in two pilot watersheds – include Master Gardener participation Design- Outreach for diverse, urbanized Chollas Creek watershed

Incorporate Social Marketing Concepts Promote IPM as health based issue Behavior Objective – Modify pest control behavior to choose less pesticide, non- chemical methods and least-toxic products Tools – Norms (promoting benefits), incentives, communication (removing barriers), prompts

Effective Communication (McKenzie-Mohr & Smith) Vivid, personal & concrete Delivered by credible individual/organization Frame to indicate what one is losing by not acting If use threatening message, couple with a specific suggestion for action to take Make desired behavior clear & specific Make is easy for the what, how and when to perform the behavior

Regional IPM Program Training – Nursery Staff and Master Gardeners Educational Materials – Tip cards, nursery newsletter, landscape materials, 5-pest materials, POP tear-off sheets, video Outreach – Community events, retail centers, community workshops, media activities

HEALTHY GARDEN HEALTHY HOME It’s the water that connects us! ٥ Es el agua que nos enlace The Vision

Incorporate Social Marketing Concepts Ant Control – Accounts for greatest amount of pesticide applied in residential areas Ant Control – Often pesticide applied to impervious surfaces Behavior Objective - Modify ant control behavior from sprays to baits Target – Public at large

IPM Education Project Media Campaign Consistent Branding and Thematic approach 15, 30 and 60 second PSAs One 3 minute and one 22 minute training video ( 1 half hour program) PSA Airtime on CTN and features on CTN “Down To Earth” program. Media Event – “Kick-off” of the program

IPM Education Project Deliverables Capacity building for UCCE Master Gardeners Program IPM Workshops for the general public and retail nursery staff in 2 watersheds Pilot Point-Of-Purchase Campaign in 2 Watersheds Focused outreach in Chollas Creek watershed Model IPM Educational & Outreach Materials in English, Spanish and possibly one other language Model IPM Education Assessment Strategies.

Local Recognition/Contact Information

Project Value Comprehensive and Sustainable IPM Approach Strong Assessment Component Incorporates IPM into existing educational programs and retail outlets Integrates with non-stormwater programs Fulfills and goes beyond Stormwater Permit objectives pertaining to IPM

Assessment Focused Group Studies Water Quality Monitoring Component Annual Residential Survey Advertisement Placement Evaluations CHOLLAS CREEK WATERSHED

Assessment Participation Rates Retail Staff/Consumer Surveys Surveys – Implementation Rates Surveys – Material Evaluation Regional Program/Point of Purchase Pilot

Resources The National Environmental Education & Training Foundation, Kevin Coyle, Environmental Literacy in America, PDF Report, October McKenzie-Mohr, D., Smith, W., Fostering Sustainable Behavior, Gabriola Island, BC, Canada: New Society Publication, Kathleen Grace-Bishop’s Presentation:

Contacts Dr. Cheryl Wilen, UCCE IPM Advisor Michele Stress, County of San Diego