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Community-Based Social Marketing: Step One and Step Two
Selecting a Behavior to Promote and Identifying the Benefits and Constraints
In the initial step of CBSM, researchers or practitioners identify the specific behaviors they wish to promote within the target community–which in our case is leashing dogs on the beach or walking around flocks of birds. It is crucial to select behaviors that are realistic, achievable, and align with the community’s values and priorities. Once the target behavior is identified, the next step involves understanding the constraints that prevent people from adopting these behaviors and the benefits associated with making the desired changes. These first two steps are essential because they lay the groundwork for the entire CBSM process. The behavior change strategies implemented during the campaign will be tailored to address the specific needs and concerns of the community identified in these steps.
The PowerPoint to the right offers an overview of the first two steps of CBSM and provides conservation professionals the opportunity to think about these steps in the context of their own site. Access the presentation below and discover resources to help you get started.
Supplemental Worksheets
We’ve developed and curated these resources and worksheets as helpful tools to guide you through the first two steps of CBSM. Use them independently or to follow along with the presentation.
Guided Worksheet
Use this worksheet as a guide to discuss your campaign. We suggest having this worksheet open or available while reading through the PowerPoint above to ensure everything is clear.
Validating Benefits and Constraints
Although time and money may be limited, identifying and validating benefits and constraints are crucial for campaign success. This document aids in validating benefits and constraints with limited resources.
What are the Perceived Benefits and Constraints to Walking Around Flocks of Birds?
Based on the results from our 2020 panel survey of 1,046 beach walkers, participants identified multiple benefits and constraints to walking around flocks of birds. Your campaign messages and behavior change strategies should increase these benefits and decrease these constraints to be effective and resonate with your target audience.
Perceived Benefits
- Viewing shorebirds in their natural state
- Avoiding bird aggression
- Avoiding defecation
Perceived Constraints
- Low awareness of coastal birds
- Convenience of walking through flocks
- Physical environment and space limitations
What are the Perceived Benefits and Constraints to Leashing Dogs?
Based on the results from our 2018 survey of 1,057 dog walkers, participants identified multiple benefits and constraints to walking around flocks of birds. Your campaign messages and behavior change strategies should increase these benefits and decrease these constraints to be effective and resonate with your target audience.
Perceived Benefits
- Preventing dogs from running into areas for beach-nesting birds
- Increased safety for dogs
- Keeping dogs away from other people and increased control by dog walkers
Perceived Constraints
- Reduced socialization for dogs
- Reduced exercise for dogs
- Disbelief that there is a need to leash dogs
