Beyond Brochures: Working on Social Marketing

Posted by on February 28, 2004

Beyond Brochures

The cornerstone of sustainability is behavior change. If we are to move toward a sustainable future we must encourage individuals and businesses to engage in a multitude of actions (e.g., waste reduction, water and energy efficiency, pollution prevention, etc.). To date, most programs to encourage such activities have relied upon disseminating information. Research demonstrates, however, that simply providing information has little or no effect on what people or businesses do. But if not ads, brochures or booklets, then what? Over the last several years a new approach — community-based social marketing — has emerged as an effective alternative for delivering programs to foster sustainable behavior.

This spring, a one day workshop will be presented in Baltimore (Monday, April 19). We invite you to attend this session as we are confident that the introduction it provides to community-based social marketing will fundamentally change the way you think about program delivery.

The Workshop

Over the last decade more than 15,000 program managers have attended workshops delivered by the founder of community-based social marketing, Dr. Doug McKenzie-Mohr. Here are a few evaluations:

* For my part, and without exaggeration, I have never attended such a thoroughly expert, provocative, while at the same time practical day of sharing understandings. Thank you for an excellent instruction in finding a better way. Craig Yeo, Communications

* The entire presentation was tremendous. The information was excellent and well prepared. I thought our entire communications department would have benefited from this. Doug is a very good speaker and his responses to questions were informative and seamless. The information and suggestions, particularly regarding one-on-one contact, will definitely become part of our strategies in encouraging water conservation and recycling. . . This was a very worthwhile day. Edmonton Workshop Attendee

* I benefit from an extensive network of contacts and colleagues and yet Doug’s work stands alone in its depth and breadth in answering the questions we ask. Glen Pleasance, Water Efficiency Coordinator

This full-day workshop introduces community-based social marketing and provides participants with the knowledge they need to deliver effective programs. It covers how to: identify the barriers to a desired behavior, such as proper disposal of hazardous waste or reducing lawn watering; use behavior change ?tools? to design more effective programs; pilot test a program; and evaluate the impact of a program once it has been broadly implemented. Case studies are used to make social marketing concepts < such as gaining commitment or using prompts < concrete, and frequent opportunities are provided for discussion. The emphasis is on ensuring that participants feel confident in using community-based social marketing within their own work contexts. Who Should Attend? If you design or fund programs to encourage individuals or businesses to engage in environmentally beneficial behaviors -- such as those involved in waste reduction, water and energy efficiency, watershed protection, pollution prevention or transportation changes -- you?ll find this workshop invaluable. This workshop will also be useful for environmental education professionals who work in settings such as zoos, aquariums and parks. Public health professionals who work to foster sustainable lifestyle changes will also benefit from attending. About the Presenter For over a decade Dr. McKenzie-Mohr, an environmental psychologist, has been working to incorporate scientific knowledge of behavior change into the design and delivery of community programs. A professor at St. Thomas University, he has assisted in the development of Canada?s public education efforts on climate change. He has also served as a member of Canada?s National Round Table on the Environment and the Economy. As the founder of community-based social marketing, he has repeatedly illustrated its utility in his writing, workshops and consulting. Workshop and Conference Location Wyndham Baltimore - Inner Harbor: April 19 (9:00 am to 5 pm, with registration beginning at 8:00 am) 101 West Fayette Street Baltimore, Maryland 21201 (877) 999 3223 For more information regarding this venue, see http://www.wyndham.com/hotels/BWIIH/main.wnt#

Registration

$125 U.S.

Registration includes a copy of Dr. McKenzie-Mohr?s book, ?Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.? Lunch is not included in the registration fee.

To register, please visit http://www.p2.org/summit2004/

If you have questions please email: summit2004@p2.org or call 202.299.9701. Hope to see you in the spring!