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Environmental Social Marketing – Changing Behavior to Protect Water Quality

Environmental Social Marketing – Changing Behavior to Protect Water Quality. Proposition 13 Pesticide Research and Identification of Source and Mitigation (PRISM) Grant Program GRANT NO. 04-017-559-0. Information Based Campaigns Often:.

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Environmental Social Marketing – Changing Behavior to Protect Water Quality

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  1. Environmental Social Marketing – Changing Behavior to Protect Water Quality Proposition 13 Pesticide Research and Identification of Source and Mitigation (PRISM) Grant Program GRANT NO. 04-017-559-0

  2. 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

  3. Why Social Marketing? • Proven results • Complements information based campaigns • Pragmatic Approach

  4. 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.

  5. 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)

  6. 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

  7. 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

  8. 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

  9. 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

  10. Research The IPM Team • Primary Research – Not been conducted before • Secondary Research – Information and research data that already exists

  11. What is IPM?Preventing pests before they become a problem! IPMis 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.

  12. Step 2: Approach • Regional Campaign – Umbrella • Two Pilot Watersheds – Point of Purchase/Workshops • Focused Community Outreach – Chollas Creek Watershed

  13. 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

  14. 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

  15. 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

  16. 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

  17. The Vision HEALTHY GARDEN HEALTHY HOME It’s the water that connects us! ٥ Es el agua que nos enlace

  18. 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

  19. 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

  20. 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.

  21. Local Recognition/Contact Information

  22. 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

  23. Assessment CHOLLAS CREEK WATERSHED • Focused Group Studies • Water Quality Monitoring Component • Annual Residential Survey • Advertisement Placement Evaluations

  24. Assessment Regional Program/Point of Purchase Pilot • Participation Rates • Retail Staff/Consumer Surveys • Surveys – Implementation Rates • Surveys – Material Evaluation

  25. Resources The National Environmental Education & Training Foundation, Kevin Coyle, Environmental Literacy in America, PDF Report, October 2005. McKenzie-Mohr, D., Smith, W., Fostering Sustainable Behavior, Gabriola Island, BC, Canada: New Society Publication, 1999. Kathleen Grace-Bishop’s Presentation: http://www.ecnh.unh.edu/socmarket04.ppt

  26. Contacts • Dr. Cheryl Wilen, UCCE IPM Advisor • 619-694-2846 • cawilen@ucdavis.edu • Michele Stress, County of San Diego • 858-694-2794 • michele.stress@sdcounty.ca.gov

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