Environmental Social Marketing – Changing Behavior to Protect Water
Quality
Proposition 13 Pesticide Research and Identification of Source and Mitigation (PRISM) Grant ProgramGRANT NO. 04-017-559-0
Information Based CampaignsOften:
Assume that information alone will result in the desired behavioral change
Assume that the desired behavioral change will result in pollutant load reduction
Assume that the public will grasp a multi-step process
Do not address the complexity of human behavior
Why Social Marketing?
Proven results
Complements information based campaigns
Pragmatic Approach
Social Marketing
Definition: The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole.
Factors that Encourage Environmental Stewardship
(NEETF)
Remove barriers to behavioral change
Motivate by social or community context
Have a feeling of control (defined as access and convenience)
Fostering Sustainable Behavior(McKenzie-Mohr & Smith)
Primary objective is behavior change Need to have a specific behavior objective in mind Identify the specific barriers and benefits related
to the behavior objective Pilot the strategy using appropriate tools Measure results Adjust strategy – feedback loop
The Problem A Case Study
Rainfall and irrigated landscape can transport residential land-applied pesticides into receiving waters
Pesticides (diazinon) routinely exceeds water quality standards in most of the region’s watersheds
Diazinon TMDL for Toxicity – Chollas Creek Watershed
Planning ProcessTeam Members
University of California Cooperative Extension County of San Diego Department of
Agriculture City of San Diego Stormwater Program County of San Diego – Principal Copermittee Regional Stormwater Copermittees
Planning ProcessGoals and Objectives
Goal – Reduce pesticide loads in the region’s waterways
Behavior Objective – Adoption of IPM methods by residents that land apply pesticides
Research The IPM Team
Primary Research – Not been conducted before
Secondary Research – Information and research data that already exists
What is IPM?Preventing pests before they become a problem!
IPM is a comprehensive, environmentally sensitive approach to pest control that includes a combination of strategies that pose the least hazard to people, property, and the environment. IPM includes biological, cultural, physical, mechanical, educational, and chemical methods for solving pest problems. If chemicals are necessary, then the least toxic product, in combination with other methods, is appropriate.
Step 2: Approach
Regional Campaign – Umbrella
Two Pilot Watersheds – Point of Purchase/Workshops
Focused Community Outreach – Chollas Creek Watershed
Step 2: The Plan
Develop branded mass media campaign
Develop regional IPM program – includes Master Gardener element
Design– Point of Purchase/ IPM workshops in two pilot watersheds – include Master Gardener participation
Design- Outreach for diverse, urbanized Chollas Creek watershed
Incorporate Social Marketing Concepts
Promote IPM as health based issue Behavior Objective – Modify pest control
behavior to choose less pesticide, non-chemical methods and least-toxic products
Tools – Norms (promoting benefits), incentives, communication (removing barriers), prompts
Effective Communication(McKenzie-Mohr & Smith)
Vivid, personal & concrete Delivered by credible individual/organization Frame to indicate what one is losing by not acting If use threatening message, couple with a specific
suggestion for action to take Make desired behavior clear & specific Make is easy for the what, how and when to
perform the behavior
Regional IPM Program
Training – Nursery Staff and Master Gardeners
Educational Materials – Tip cards, nursery newsletter, landscape materials, 5-pest materials, POP tear-off sheets, video
Outreach – Community events, retail centers, community workshops, media activities
HEALTHY GARDEN HEALTHY HOME
It’s the water that connects us! ٥ Es el agua que nos enlace
The Vision
Incorporate Social Marketing Concepts
Ant Control – Accounts for greatest amount of pesticide applied in residential areas
Ant Control – Often pesticide applied to impervious surfaces
Behavior Objective - Modify ant control behavior from sprays to baits
Target – Public at large
IPM Education Project Media Campaign
Consistent Branding and Thematic approach 15, 30 and 60 second PSAs One 3 minute and one 22 minute training video ( 1
half hour program) PSA Airtime on CTN and features on CTN “Down To
Earth” program. Media Event – “Kick-off” of the program
IPM Education Project Deliverables
Capacity building for UCCE Master Gardeners Program
IPM Workshops for the general public and retail nursery staff in 2 watersheds
Pilot Point-Of-Purchase Campaign in 2 Watersheds
Focused outreach in Chollas Creek watershed Model IPM Educational & Outreach Materials in
English, Spanish and possibly one other language Model IPM Education Assessment Strategies.
Local Recognition/Contact Information
Project Value
Comprehensive and Sustainable IPM Approach Strong Assessment Component Incorporates IPM into existing educational
programs and retail outlets Integrates with non-stormwater programs Fulfills and goes beyond Stormwater Permit
objectives pertaining to IPM
Assessment
• Focused Group Studies• Water Quality Monitoring Component• Annual Residential Survey• Advertisement Placement Evaluations
CHOLLAS CREEK WATERSHED
Assessment
• Participation Rates• Retail Staff/Consumer Surveys• Surveys – Implementation Rates• Surveys – Material Evaluation
Regional Program/Point of Purchase Pilot
Resources
The National Environmental Education & Training Foundation, Kevin Coyle, Environmental Literacy in America, PDF Report, October 2005.
McKenzie-Mohr, D., Smith, W., FosteringSustainable Behavior, Gabriola Island, BC, Canada: New Society Publication, 1999.
Kathleen Grace-Bishop’s Presentation:http://www.ecnh.unh.edu/socmarket04.ppt
Contacts
• Dr. Cheryl Wilen, UCCE IPM Advisor 619-694-2846 [email protected]
• Michele Stress, County of San Diego 858-694-2794 [email protected]
