1. Catfish in the Mainstream: Social Marketing and Change

2. Tennessee Department of Agriculture, Non-Point Source Program Tennessee Department of Agriculture, Non-Point Source Program Center for Environmental Education, Middle Tennessee State University Center for Environmental Education, Middle Tennessee State University

3. is a pilot public education program through the Middle Tennessee State University (MTSU) Center for Environmental Education designed to promote clean water in Tennessee through: is a pilot public education program through the Middle Tennessee State University (MTSU) Center for Environmental Education designed to promote clean water in Tennessee through: A series of public service announcements A series of public service announcements Up-to-date brochures focusing on practices that affect water quality Up-to-date brochures focusing on practices that affect water quality A recognition program for youth/ school groups A recognition program for youth/ school groups A watershed map planned to be interactive, with stormwater information, county/city contacts, etc. A watershed map planned to be interactive, with stormwater information, county/city contacts, etc. A state-wide survey A state-wide survey A website to showcase public service announcements, youth projects, act as clearinghouse and link to water-related sites in TN A website to showcase public service announcements, youth projects, act as clearinghouse and link to water-related sites in TN

4. Social Change Marketing

5. Public Attitudes, Awareness & Motivations Awareness Awareness Beliefs Beliefs Motivational factors Motivational factors Message Message Media Media

6. Awareness members of 20-25 age group: Lack environmental information Lack environmental information Lack information on agencies and programs for clean water Lack information on agencies and programs for clean water Are unaware of behavioral impact Are unaware of behavioral impact

7. Beliefs Only 35% of Tennesseans feel water quality in streams is good or excellent Only 35% of Tennesseans feel water quality in streams is good or excellent 60% rate drinking water quality as excellent 60% rate drinking water quality as excellent Younger groups feel technology should solve pollution problems Younger groups feel technology should solve pollution problems Overall, 82% believe human behavior can improve water quality Overall, 82% believe human behavior can improve water quality

8. Motivational Factors Many citizens: Will respond to messages of personal responsibility Will respond to messages of personal responsibility Are influenced by children Are influenced by children Link poor water quality to adverse health effects Link poor water quality to adverse health effects Link poor water quality to loss of recreational opportunities Link poor water quality to loss of recreational opportunities

9. Message Must be consistent Must be consistent Must clearly show cause and effect Must clearly show cause and effect Must show how personal behavior creates problem AND can solve problem Must show how personal behavior creates problem AND can solve problem

10. Media T.V. and radio T.V. and radio Print media (brochures, newspaper, magazines, billboards) Print media (brochures, newspaper, magazines, billboards) Internet Internet

11. Media Use music Use music Younger audiences respond to “in-your- face” creative Younger audiences respond to “in-your- face” creative Use mass media to promote inquiries for detailed information Use mass media to promote inquiries for detailed information We produced several television and radio commercials that promoted water quality in our state (TN) We produced several television and radio commercials that promoted water quality in our state (TN)

12. Message Development Changing Public Opinion People tune out information contrary to existing beliefs People tune out information contrary to existing beliefs People generally want affirmation of existing beliefs People generally want affirmation of existing beliefs Start the process of change by appealing to existing beliefs, not challenging existing beliefs Start the process of change by appealing to existing beliefs, not challenging existing beliefs Bridge from existing beliefs (and opposition arguments that are believed) to your message Bridge from existing beliefs (and opposition arguments that are believed) to your message

13. Message Development Focus on three or four key messages Focus on three or four key messages Use simple language Use simple language Define the issue on your terms, based on your objectives Define the issue on your terms, based on your objectives Use compelling images and symbolism Use compelling images and symbolism Develop catchy sound bites that appeal to the media AND tell your story Develop catchy sound bites that appeal to the media AND tell your story

14. Talking Points Focus on audience needs Focus on audience needs Offer a solution Offer a solution Pithy Pithy Powerful Powerful Concise Concise Appropriate for multiple delivery methods Appropriate for multiple delivery methods

15. Proposed Talking Points Water pollution is a real and present threat to the quality of life in Tennessee Water pollution is a real and present threat to the quality of life in Tennessee Water pollution is NOT the other guy’s problem Water pollution is NOT the other guy’s problem WaterWorks helps citizens take responsibility for clean water by focusing on the impact of individual action WaterWorks helps citizens take responsibility for clean water by focusing on the impact of individual action WaterWorks has formed an effective working partnership with local and state agencies and citizens groups to protect Tennessee’s water WaterWorks has formed an effective working partnership with local and state agencies and citizens groups to protect Tennessee’s water

16. Water pollution is a real and present threat to the quality of life in Tennessee Diversity of aquatic life Diversity of aquatic life Human health Human health Recreation and tourism Recreation and tourism

17. Water pollution is not the other guy’s problem Individual knowledge Individual knowledge Impact of individual actions Impact of individual actions Accumulated ‘community’ costs Accumulated ‘community’ costs

18. WaterWorks helps citizens take responsibility for clean water by focusing on the impact of individual action Increase awareness through a consistent message and multiple media Increase awareness through a consistent message and multiple media Increase knowledge with a website, www.tennesseewaterworks.com, to serve as a reference point Increase knowledge with a website, www.tennesseewaterworks.com, to serve as a reference point www.tennesseewaterworks.com Increase action by awarding youth projects that improve water quality Increase action by awarding youth projects that improve water quality

19. WaterWorks has formed an effective working partnership with local and state agencies and citizen groups State agencies State agencies Stormwater officials in Phase I and Phase II MS4s Stormwater officials in Phase I and Phase II MS4s Watershed groups Watershed groups

20. Stream Savers Lewis County 4-H I know I should… I know I should… I want to… I want to… I can… I can… It’s worthwhile… It’s worthwhile… It’s easy… It’s easy… I’m joining in… I’m joining in… SUCCESS! SUCCESS!

21. TAB Program State Broadcasters’ Association helping WaterWorks State Broadcasters’ Association helping WaterWorks Ads placed on all member stations as “non commercial sustaining announcements” Ads placed on all member stations as “non commercial sustaining announcements” Up to 10-to-1 return on investment Up to 10-to-1 return on investment

22. TAB Program Used by organizations such as the National Guard Used by organizations such as the National Guard Distributes tapes and tracks usage by stations Distributes tapes and tracks usage by stations TAB can regionalize placements TAB can regionalize placements

23. TAB Program Stipulations WaterWorks spots cannot be placed as paid advertising on radio, television or cable WaterWorks spots cannot be placed as paid advertising on radio, television or cable Spots must be clearly tagged for sponsor identification Spots must be clearly tagged for sponsor identification

24. CONTACT US! www.tennesseewaterworks.com www.mtsu.edu/waterworks Karen Hargrove MTSU Center for Environmental Education khargrov@mtsu.edu (615) 898-2660