1. SARA WICKS Communications Coordinator Dufferin County Waste Services
Making social marketing work at
the door
SARA WICKS
Communications Coordinator
Dufferin County Waste Services

2. AGENDA Current research Social marketing and behaviour change
Community-based social marketing

3. Outlining the Problem P&E efforts & costs add up!
misapplied strategies
“raising awareness”
preaching to the choir

4. Research says… Modelling compost behaviour Handbill Study
Sussman, R. & Gifford, R. (2013). Be the Change You Want to See: Modeling Food Composting in Public Places. Environment and Behavior. 45(3) 323–343
Ciadini, R.B. & Reno, R.R. (1990). A Focus of Normative Conduct: Recycling the Concept of Norms to Reduce Littering in Public Places. Journal of Personality and Social Psychology. 58(6)

5. What happened is that people who entered the littered environment, were much more likely to litter. Over half of the people who entered the parking garage littered if they witnessed someone else doing so.
The psychology literature describes these as descriptive norms and injunctive norms.
Descriptive norms refer to the perception of what is (the environment that they experienced). Injunctive norms refer to what you OUGHT to do – what is approved or disapproved by others. Injunctive norms guide what is then referred to as a social norm. They’re culturally and socially driven, and it’s the area where lasting behaviour change occurs. Social norms is a term that I’ll come back to later.

6. Takeaways from the research
Limitations of “raising awareness”
Social and relational aspect to behaviour change is very powerful
Power of innovators influencing social norms

7. Social marketing
Communication must be
Persuasive
Relevant
Emotional

8. Paths to behaviour change
Knowledge
Policy
Culture

9. Social norms Modelling behaviour Social diffusion
Social responsibility

10. Community-Based Social Marketing
Quick backgrounder: Doug Mackenzie-Mohr

11. Five Steps of CBSM Select behaviour Identify barriers and benefits
Identify target audience(s)
Consider impact, and probability of the behaviour
Make sure behaviour is non-divisible
Identify barriers and benefits
Use lit review, surveys, focus groups etc.
Develop strategy
Enhance benefits, reduce barriers
Commitment, prompts, norms, social diffusion
Conduct a pilot
Collect baseline measurements
Implement strategy
Collect follow-up measurements
Evaluate broad scale implementation
Compare with baseline measurements
Communicate results

12. Five Steps of CBSM Select behaviour Identify barriers and benefits
Identify target audience(s)
Consider impact, and probability of the behaviour
Make sure behaviour is non-divisible
Identify barriers and benefits
Use lit review, surveys, focus groups etc.
Develop strategy
Enhance benefits, reduce barriers
Commitment, prompts, norms, social diffusion
Conduct a pilot
Collect baseline measurements
Implement strategy
Collect follow-up measurements
Evaluate broad scale implementation
Compare with baseline measurements
Communicate results

13. Five Steps of CBSM Select behaviour Identify barriers and benefits
Identify target audience(s)
Consider impact, and probability of the behaviour
Make sure behaviour is non-divisible
Identify barriers and benefits
Use lit review, surveys, focus groups etc.
Develop strategy
Enhance benefits, reduce barriers
Commitment, prompts, norms, social diffusion
Conduct a pilot
Collect baseline measurements
Implement strategy
Collect follow-up measurements
Evaluate broad scale implementation
Compare with baseline measurements
Communicate results

14. Five Steps of CBSM Select behaviour Identify barriers and benefits
Identify target audience(s)
Consider impact, and probability of the behaviour
Make sure behaviour is non-divisible
Identify barriers and benefits
Use lit review, surveys, focus groups etc.
Develop strategy
Enhance benefits, reduce barriers
Commitment, prompts, norms, social diffusion
Conduct a pilot
Collect baseline measurements
Implement strategy
Collect follow-up measurements
Evaluate broad scale implementation
Compare with baseline measurements
Communicate results

15. Five Steps of CBSM Select behaviour Identify barriers and benefits
Identify target audience(s)
Consider impact, and probability of the behaviour
Make sure behaviour is non-divisible
Identify barriers and benefits
Use lit review, surveys, focus groups etc.
Develop strategy
Enhance benefits, reduce barriers
Commitment, prompts, norms, social diffusion
Conduct a pilot
Collect baseline measurements
Implement strategy
Collect follow-up measurements
Evaluate broad scale implementation
Compare with baseline measurements
Communicate results

16. Conclusion
Stop focusing on simply awareness – that doesn’t create behaviour change
Stop targeting everyone – be strategic about audience and messaging
Stop preaching to the choir – the right audience is the one that doesn’t want to hear you… yet.

17. SARA WICKS swicks@dufferincounty.ca