Community Based Social Marketing

Using Community Based Social Marketing to implement new environmental programs in a community can be very helpful. This technique is particularly helpful in bringing about change in a community’s behavior. Community Based Social Marketing includes key points such as identifying barriers and benefits to establishing limits on the use of pesticides, behavior change tools that can be used, piloting the plan in a part of the community and evaluation of its impacts.
To begin, identification of potential barriers and benefits of the program need to be outlined. This is achieved through research of the community of interest. Types of barriers include internal and external, which need to be addressed and resolved. Once barriers have been addressed then the benefits of such change can be defined and more easily appreciated by the community. These barriers and benefits can be outlined through surveying the community.
The next step in a CBSM is establishing a behavioral change within the community. This is what will ensure that the process is a success. Ensuring that the members of the community are committed to the cause can develop behavioral change. Sometimes the most effective way of developing this commitment is through personal contact and communication with the community. Having people walk door to door within the community and personally teaching people of the benefits of implementing the project could help to gain their commitment.
To ensure the project will be a success a pilot project needs to be implemented. Through doing this, new barriers may be outlined and eradicated. This also allows for the identification of new strategies that can help in the development and implementation of the new program. It also encourages more commitment from community members once they are able to see that their positive contributions can really make a difference.
Evaluation of the program’s success is one of the final steps. This includes the evaluation of the community’s commitment to the program. This can be done through observation of people’s activities and through surveys.