This post is an excerpt of an article by Puget Sound Institute, commissioned by the Habitat Strategic Initiative Lead. Click here to view the original post and read the entire story.
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Are you interested in responding to a Request for Proposals from the Puget Sound Strategic Initiative Leads with a project that involves behavior change? Curious about why or how to incorporate “social marketing” into your proposal? This overview explains social marketing and describes a few key concepts using examples from three local social marketing campaigns. Included at the end are some resources to help you get started with your own project.
What is social marketing?
Traditional education and outreach programs aim to increase awareness of a problem. Behavioral science tells us that a small percentage of people will change their behavior once they learn about an issue, but most do not act when simply provided with information. Most people need to receive some type of benefit that outweighs any obstacles to a preferred action or practice. Social marketing is a structured approach to identify barriers and motivators for a specific behavior from the perspective of the intended audience. This information is then used to design a suite of incentives that promotes the target behavior. Social marketing—often wrongly conflated with social media—is a discipline that has delivered lasting social change for decades.
Here, we illustrate a few steps in the social marketing campaign development process using examples from three local efforts supported by Habitat Strategic Initiative Lead funding: Start Here!, Shore Friendly, and the Regional Forestry Stewardship Program.
Click here to read the full article.
Did you know?
The Habitat Strategic Initiative has three open Request for Proposals (RFPs). These RFPs include funding for up to two-year projects that accelerate Puget Sound recovery by improving the health of the rivers, forests, shorelines, estuaries, and marine vegetation through advancing Habitat Implementation Strategy outcomes. More information is available on the Habitat SIL funding webpage.