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 Gunpowder Valley Conservancy (GVC) and its partners will conduct a behavior
change campaign to promote three residential stormwater BMP’s within the Middle River
(MR), Tidal Gunpowder (TG), and Bird River (BR) watersheds. The three BMP’s are:
• Install, use and maintain rain barrels.
• Install, use and maintain rain gardens.
• Replace unneeded lawn areas with beds of low maintenance native vegetation, especially
near waterways. (Bayscaping)
The specific objectives of the project are:
• Install 50 rain barrels.
• Install 8 rain gardens.
• Install 6 Bayscapes.
Audiences: 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
The goal of this project is to develop a social marketing campaign to encourage proper disposal of household waste, with the ultimate goal of reducing sanitary sewer overflows (SSOs) caused by disposal of improper materials into the sanitary system. We will target residents of multi-family apartment buildings and restaurant staff to develop our social marketing campaign. Of all SSOs reported to MDE to date, 40% were caused by blockages resulting in 15.7 million gallons of untreated sewage discharges. This project will use advanced social marketing to achieve significant water quality improvements and results will be directly transferable to municipalities Bay-wide.
Using the behavior change plan developed under our 2014 grant, Prettyboy Watershed Alliance (PWA) seeks to implement and pilot test a riparian forest buffer recruitment strategy, emphasizing a "buffer ambassador" approach to reaching prospective participants. Doubling our recruitment rate, our goal is to recruit up to 27 landowners and plant up to 20 acres of buffers. We will carefully document all aspects of our campaign and share our results widely to enable other watershed organizations to replicate the successful aspects of our approach.