Public and private organizations are often tasked with implementing programs and outreach campaigns to promote environmentally responsible behaviors. These programs are typically developed to address an identified problem or meet an adopted policy or mandate. Without exception, the success of these programs hinges on community participation. Achieving change in a designated outcome (e.g., organics diversion) requires behavior change on the part of individuals.

Typically, outreach campaigns aim to promote behavior change by raising awareness and educating the community about the program and the problem it addresses. Although these information-based campaigns can positively increase knowledge attitudes about a specific behavior or problem, they are largely ineffective at creating lasting changes in behavior.

In recent years, community-based social marketing (CBSM) has emerged as an effective approach for developing, implementing, and revitalizing environmental programs. Unlike traditional information-based campaigns, CBSM is an evidence-based process that leverages established psychological principles to remove barriers, increase motivation, and ultimately change behavior.

This VORS 2022 presentation provides an overview of the steps of community-based social marketing along with illustrative case studies demonstrating its efficacy in fostering behavior change.

Presenters and Video time stamps:

• 00:00 VORS introduction, Natasha Duarte

• 03:09 Jennifer Tabanico, Action Research

• 1:05:00 Q&A and Discussion with Jennifer Tabanico and Lori Large