Making social
marketing
work at
the door
SARA WICKS
Communications Coordinator
Dufferin County Waste Services
MWA Spring Workshop
May 2017
AGENDA



Current research
Social marketing and
behaviour change
Community-based social
marketing
MWA Spring Workshop
Outlining the
Problem
 P&E
efforts & costs add up!
misapplied
“raising
strategies
awareness”
preaching
to the choir
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Research says…
Modelling
compost
behaviour
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
Handbill
Study
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) 1015-1026.
MWA Spring Workshop
MWA Spring Workshop
Takeaways from the
research
 Limitations
of “raising
awareness”
 Social and relational aspect to
behaviour change is very
powerful
 Power
of innovators influencing
social norms
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Social marketing
Communication must be
Persuasive
Relevant
Emotional
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Paths to behaviour
change
Knowledge
Policy
Culture
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Social norms
Modelling
behaviour
Social diffusion
Social responsibility
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Community-Based
Social Marketing
Quick
backgrounder:
Doug Mackenzie-Mohr
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Five Steps of CBSM
Consider
impact, and
probability of
the behaviour
Select behaviour
Identify target
audience(s)
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
Evaluate broad
scale
implementation
Compare with
baseline
measurements
Communicate
results
Make sure
behaviour is
non-divisible
Collect followup
measurements
MWA Spring Workshop
Five Steps of CBSM
Consider
impact, and
probability of
the behaviour
Select behaviour
Identify target
audience(s)
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
Evaluate broad
scale
implementation
Compare with
baseline
measurements
Communicate
results
Make sure
behaviour is
non-divisible
Collect followup
measurements
MWA Spring Workshop
Five Steps of CBSM
Consider
impact, and
probability of
the behaviour
Select behaviour
Identify target
audience(s)
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
Evaluate broad
scale
implementation
Compare with
baseline
measurements
Communicate
results
Make sure
behaviour is
non-divisible
Collect followup
measurements
MWA Spring Workshop
Five Steps of CBSM
Consider
impact, and
probability of
the behaviour
Select behaviour
Identify target
audience(s)
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
Evaluate broad
scale
implementation
Compare with
baseline
measurements
Communicate
results
Make sure
behaviour is
non-divisible
Collect followup
measurements
MWA Spring Workshop
Five Steps of CBSM
Consider
impact, and
probability of
the behaviour
Select behaviour
Identify target
audience(s)
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
Evaluate broad
scale
implementation
Compare with
baseline
measurements
Communicate
results
Make sure
behaviour is
non-divisible
Collect followup
measurements
MWA Spring Workshop
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.
MWA Spring Workshop
SARA WICKS
[email protected]
MWA Spring Workshop
May 2017