Post on 17-Jan-2015
description
Jenn Alvarez, Green Campus Lead
How to Turn Attitudes Into Action!
Community Based Social Marketing
Traditional Marketing
• Information campaigns = education/advertising
• Education/advertising = change attitudes
• Information alone has little effect on changing
behaviors
Traditional Marketing
Why do some adopt behaviors and
others do not?
• People do not know about the activity or its benefits
• People who know about the activity may see barriers to
change
• People who may feel there are no significant behaviors to an
activity, may think current activity is more beneficial
To influence what people do…
Understand the barriers and benefits of an ACTION!
• High benefits, few barriers
• Perceived barriers and benefits vary dramatically among
individuals
• Behavior competes with behavior
What is CBSM?
Behavior change is most
effectively achieved
• Delivered at the community
level
• Focuses on removing barriers
• Enhances the activities benefits
Based on the book:
Fostering Sustainable
Behavior
4 Major Steps
1. Identify the barriers and benefits to an
activity
2. Use behavior change “tools” to design more
effective programs
3. Pilot test program
4. Evaluate the impact of broadly implemented
program
Step 1: Identifying barriers and
benefits
• Literature review
– Articles/reports
• Obtain qualitative info
– Focus groups
– Observation
– Survey
Do your homework…
RESEARCH
• Articles
• Reports
• Studies on similar
programs
Helps identify issues and
barriers
Obtain Qualitative Info
Focus groups
• Small group
• Random
• Focused questions
Observational studies
• Investigate actual
behavior
Qualitative Data
Survey1. Clarify the objective
2. List items to be
measured
3. Write the survey
4. Pilot survey
5. Select the sample
6. Conduct the survey
7. Analyze the data
Identify External Barriers
• Identify External Barriers
• How to Address Barriers?
• How have other programs
been successful?
• Realistic to overcome?
• If not, change your focus
Step 2: Use effective psychological
“tools”
Psychological “tools” of
behavior change
• Commitment – Agreement to a small
request
• Prompts – Consistent reminders
• Norms – Socially acceptable
behavior
• Communication – Publicity/Marketing
• Incentives - Any factor that enables
or motivates a particular course of
action
Tools of Behavior Change
Commitment• Emphasize Written over Verbal
• Ask for Public Commitments
• Seek Group Commitments
• Actively Involve the Person
• Consider Cost-Effective Ways
• Use Existing points of Contact
• Help People to View
Themselves as
Environmentally Concerned
• Don’t use coercion (commitments
must be freely volunteered)
“Tools” of Behavior Change
Examples: Commitment
Energy Conservation
• Invite community to participate – audit/replacing
incandescent with CFL
• Set deadline
• Follow-up, provide solutions
“Tools” of Behavior Change
Prompts• Noticeable
• Self-explanatory
• Close proximity
• Encourage positive behaviors
Examples: Prompts
Energy Conservation
• Light switch stickers
• On washing machines/dishwashers
use cold water setting and wash full
loads
• Post information about the amount
of energy an appliance uses
“Tools” of Behavior Change
Norms• Make the Norm Visible
– Provide ongoing
feedback
• Use Personal Contact
“Tools” of Behavior Change
Example: Norms
Energy Conservation
• Post-up energy savings results throughout a competition, and
provide tips for doing better
“Tools” of Behavior Change
Communication• Use captivating information
• Know your audience
• Use a credible source
• Frame your message
• Carefully consider threatening messages
• Make your message easy to remember
• Provide personal or community goals
• Emphasize Personal Contact
• Provide feedback
Examples: Communication
Energy Conservation
• Households were mailed monthly letters that indicated the
extent to which they had been able to reduce energy use over
the same month during the previous year. 5% reduced
increased their energy use
• Households who received daily feedback on the amount of
electricity they consumed, lowered energy use by 11%
relative to physically identical households who did not receive
feedback.
“Tools” of Behavior Change
Incentives• Pair the incentive with the
behavior
• Reward positive behavior
• Make it visible
• Be cautious about removing
incentives
• Prepare for people’s attempts to
avoid the incentive
• Non-monetary
Examples: Incentives
Energy Conservation
• Introduce electricity rates that increase with use.
• Charge variable rates based upon time of use.
• Provide loans, grants or rebates for home energy retrofits.
Step 3 & 4: Design and Evaluate
Design & Evaluation• Identify and Prioritize Barriers
• Select Tools that Match Identified Barriers
• Scrutinize your Design with Focus Groups
– Control/Test group
– Random Assignment
• Make further refinements
• Pilot the strategy
– Measure behavior change
• Introduce to larger community
• Evaluate the Community Implementation
– Measure your impact
Conclusion
1. Literature Review: Build your program on the
work of others
2. Focus groups/Survey: Determine barriers you
need to overcome
3. Pilot the Strategy: Test impact and further
refine effectiveness
4. Evaluation: Talk about impact and share
results
Adrienne SpitzerHSU Green Campus Program Coordinator
CBSM Techniques Case study: HSU Green Campus Projects
Tabling/Marketing Campaign
• Give away free CFLs and power strips
• Focus on educating people about the devices first
Simple and straightforward
Offer facts about them
Teach them how to use power strips properly
Tabling/Marketing Campaign
• Incentives for using them:
Simplicity
Monetary savings
Helping to conserve energy/protect
environment
Tabling/Marketing Campaign
• Students need to be reminded about energy efficiency
• Email contact list of people who receive CFLs used for:
Volunteer opportunities
Remind them about GC
Keep energy efficiency on their mind
Library Display
• Passive advertising to active marketing
• Every semester GC creates a display in the library for a week
• The fall display showed that HSU gets its electricity from both renewable and nonrenewable sources Pie chart showed percentage of a
certain type of energy production HSU uses
Library Display
• Showed why nonrenewable energy is bad and how it affects the earth
Power plants pollute air/water
Emphasize why using renewable energy is better
Highlighted direct correlation between energy production and its effect on our world
Library Display
• While the display was up:
Informal surveys
People were asked for their thoughts
Comments showed a positive response
• The display was effective because:
Educated about something not previously considered
Promoted an attitude change that could sponsor positive behavioral changes
Made passive publicity active
Future Applications
• A more formalized evaluation
More personal interactions
Interns ask and record questions
Leave a comment sheet
Compile and analyze data to improve future campaigns
Adrienne SpitzerHSU Green Campus Program Coordinator
ars72@humboldt.edu
Poly Canyon Energy Competition
Community Based Social Marketing
Ravi Sahai, Project Intern, Cal Poly SLO
Poly Canyon
• Apartment style
housing for 2nd, 3rd
and 4th year students
• 9 apartment buildings
• 2700 students
• Each building has 4-8
Community Advisors
(equivalent to RA’s in
residence halls)
• Greater potential for
savings
Poly Canyon Village
Energy Competition
Emphasize personal contact and accountability
• Competition between buildings
• Encourages people to change behavior, not
just attitude
• Offers incentives and rewards: Stainless Steel
Water Bottles for residents and sweatshirts for
CA’s
• Students able to see quantitative results of
behavior change
Energy Competition
Lessons learned?
Prizes
Embroidered
sweatshirts for CA’s
Stainless steel water
bottles for residents
Advertising
• Community Advisor meeting
• Tabling Events- handing out CFL’s
• Sandwich board
• Weekly update emails
• Mid competition activity (Dance in Dark)
• Fliers in target areas (laundry rooms)
• Website- tips for green living
Advertising
Fliers
Fliers and magnets handed out during tabling
Sandwich Board
After the Competition
• Survey:
Did you alter your behavior during the competition in order
to be more sustainable?
81% Yes
19% No
Will you continue your sustainable behavior patterns now
that the competition is over?
78% Yes
22% No
Send right after competition instead
• Meter readings- continue to track usage
• Interviewed residents, a CA, and learning community
coordinator for feedback
Post Competition
Strategies for a successful competition:• Begin advertising early
• Get RA’s/CA’s involved
• Make standings/data visible
• Offer incentives and rewards
• Keep students updated
• Tabling- face to face advertising
• Follow up after competition
Lessons Learned
Thank you
Contact Information
Ravi Sahai, Green Campus Intern
rsahai@calpoly.edu
Thank You!