Thanks @smcdonald. It was a really good webinar jam packed (maybe a bit too jam packed) with good information!
The webinar was presented in four parts:
- Behaviour change roots - science and social marketing
- Fundamental principles of a behaviour change campaign
- Measuring impact - Theory of Change and key indicators
To be honest, because there was so much to present in the first couple of parts, the third part - measuring impact - which was really of most interest to me (not that the other stuff wasn’t good - it was…it just wasn’t necessarily new for me and I was most interested in the impact evaluation part) was done very quickly - though I believe there is interest in possibly doing a follow-up webinar just focused on that aspect (all recognized that this was breezed over due to time constraints).
In the first couple of parts, there was a clear recognition that at the end of the day, most environmental problems are human-focused and involve human behaviour, so the social science/behavioural science aspect is critical. This was stressed for even traditional conservation (e.g., species/habitat stuff) - so that it is increasingly important to bring social scientists and behavioural scientists to the table.
In regard to principles of a behaviour change campaign - the following was stressed:
Principle 1 - People get overwhelmed when faced with too many choices… so…focus on one behaviour at a time. Create one ask or action to avoid ‘distraction paralysis’
Principle 2 - People are really different… so… define your target audience based on shared characteristics.
Principle 3 - Knowledge is NOT enough…so…use multiple strategies to influence your target audience
Principle 4 - People’s behaviours are influenced by others…so…create opportunities for social reinforcement and ADVERTISE (e.g., everyone is doing it).
As mentioned, the Part of TofC was done very quickly and really a teaser to what hopefully will be explored in more depth in the future.
A recording of the webinar, along with links to additional resources, can be found here.
If anyone else was on the webinar, or has something to add - please feel free to do so!!