« Fostering Sustainable Behavior, CBSM.

MMA Registration

Doug McKenzie-Mohr, Ph.D.

Community-Based Social Marketing Workshops


Should you attend?

If you design or fund programs to encourage individuals or businesses to engage in environmentally beneficial behaviours -- such as those involved in waste reduction, water and energy efficiency, conservation, watershed protection, pollution prevention or transportation changes -- you will find these workshops invaluable. The workshops will also be useful for environmental education professionals who work in settings such as zoos, aquariums and parks. Public health professionals who work to foster sustainable lifestyle changes will also benefit from attending.

Introductory Workshop (2 days)

    This 2-day workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs. Further, attendees will have extensive opportunities to discuss the application of community-based social marketing to the design of actual programs. At the end of the two days participants will have acquired sufficient knowledge to use community-based social marketing to develop successful programs to foster sustainable behaviour. This workshop, or another introductory workshop delivered by Dr. McKenzie-Mohr, is a mandatory prerequisite for attending an advanced community-based social marketing workshop.

Advanced Workshop (2 days)

    The 2-day advanced workshop provides an in-depth exploration of how community-based social marketing can be used to foster sustainable behaviour. The session will introduce leading-edge material on selecting behaviours, identifying barriers and benefits to selected behaviours (including topics such as market segmentation, selecting random samples, and survey construction), utilizing behaviour change tools (some exciting new developments regarding the use of commitments, norms, communication, social diffusion, and goal setting in increasing the adoption of sustainable behaviours will be covered). In addition, the workshop will address the effective use of social media, smart phone apps and websites in the promotion of behavioural changes (in particular, we will explore why the use of social media and websites often fail to produce changes in behaviour and how you can use these resources more effectively). The session will also address advanced topics regarding the design and evaluation of programs as well as the calculation of return-on-investment for programs. Further, participants will be coached in making community-based social marketing presentations to their agency or community and will receive PowerPoint and Keynote presentations for this purpose. Having attended an introductory community-based social marketing workshop with Dr. McKenzie-Mohr is a mandatory prerequisite for this workshop.

Note: Registrants for an "Advanced Workshop" must have previously attended Dr. McKenzie-Mohr's "Introductory Workshop" on community-based social marketing. If you have not previously attended an introductory workshop, we recommend registering for both the Introductory and Advanced Workshops together when they are offered in tandem in the following locations: Auckland, Brisbane, Canberra, Melbourne and Perth. Registration for both workshops is offered at a reduced price.