The Narrow Search tool makes it easier to find campaigns based on behaviors, audience, state and campaign status.
Social diffusion, when an idea or behavior spreads from the individual level to a much larger population, plays a prominent role in successful campaigns.
Make sure that people who adopt the behavior are rewarded in a very visible manner.
Target well-known people within the population and convince them to publicly speak about adopting the behavior.
Convince people to commit to making small behavior changes, and then gradually encourage them to make larger changes.
Normative social influence can be used to make individuals adopt the desired behaviors of a group. People like to feel accepted by a group and will alter their behaviors to conform with the group norms.
Ex.) Reducing the use of plastic bags in stores by making them harder to find and requiring people to ask for them publicly, which is embarassing. Soon people will stop using plastic bags in order to avoid the public embarassment.
Science of habit: to increase a person's likelihood of embracing a new habit, try pairing it with an existing habit that they have, or an environmental cue.
Ex.) Advertising a free trial of SiriusXM radio during a daily commute will encourage people to buy a subscription to SiriusXM when the free trial runs out, because they have gotten so used to listening to it while they are driving.
Prompts are a simple, effective way to inspire behavior changes initially, but they do not create long term change; combine prompts with a more enduring incentive for lasting change.
The Get Rooted in Cumberland Program (North End Tree Planting Project) utilizes Doug McKenzie-Moar's model for Community Based Social Marketing (CBSM) to determine the perceived tree planting benefits and barriers for residential communities in Cumberland, as well as how to increase tree planting behavior. The North End neighborhood was the focus of this project because it has a high potential for tree planting upon residential property and is an important area to the Chesapeake Bay watershed, as there are four nearby points of combined sewer overflow into Will's Creek. The demographics of North End are fairly representative of the City of Cumberland, so we can assume data collected there could be used to help guide the design of city-wide residential tree planting program.
Audiences: Detached single family homeowners/renters
We engaged developers in the early stages of creating a residential neighborhood to determine the developers' perceived barriers and benefits to incorporating LID/green infrastructure practices in new homes. Likewise, a pre- and post-message survey of new home buyers informed product desire and acceptability. Analysis of this information helps to determine the type and extent of LID practices installed at new homes and the message and signage realtors utilize in selling these homes within the target neighborhood. Ultimately, our goal is to begin to alter the social norms whereby LID/green infrastructure and "green" lawn care practices become an expectation- that protecting St. Mary's River is one of the responsibilities of area homeowners. By understanding our target audiences, home builders and home buyers, and beginning to integrate LID practices into model homes in the watershed, we hope to alter perceptions of the current social norms.
MD: St. Mary's
Audiences: Businesses, Detached single family homeowners/renters
This project will lead to an increase in the number of homeowners in the Muddy Branch watershed (Montgomery County) who install conservation landscaping, rain barrels and rain gardens on their properties. It will increase effectiveness of homeowner outreach by using research to identify both barriers/solutions and effective messages/methods of message delivery. The project includes a literature review, audience segmentation, focus groups, a pilot communications strategy and project evaluation.
Audiences: Agricultural landowners, Waterfront/riparian landowners, Rowhome/town home/condo owners/renters, Detached single family homeowners/renters
Behaviors: Install a rain garden, Rain barrel installation and use, Conservation landscaping