Quick Reference: Community-based Social Marketing
By Doug McKenzie-Mohr, Community-based Social Marketing (CBSM) This quick reference discusses community-based social marketing as an alternative to information-based campaigns for conservation. It is based upon research in the social sciences that demonstrates that behavior change is most effectively achieved through initiatives delivered at the community level which focus on removing barriers to an activity while simultaneously enhancing the activity's benefits. A four-step process is presented for carrying out community-based social marketing initiatives. 4.1.pdf
https://www.biodiversitylinks.org/library/resources/rmp/library/content/tools/biodiversity-conservation-tools/putting-conservation-in-context-cd/communication-and-education-approaches-resourses/Quick-Reference-Community-based-Social-Marketing/view
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Quick Reference: Community-based Social Marketing
By Doug McKenzie-Mohr, Community-based Social Marketing (CBSM) This quick reference discusses community-based social marketing as an alternative to information-based campaigns for conservation. It is based upon research in the social sciences that demonstrates that behavior change is most effectively achieved through initiatives delivered at the community level which focus on removing barriers to an activity while simultaneously enhancing the activity's benefits. A four-step process is presented for carrying out community-based social marketing initiatives. 4.1.pdf
