california integrated waste management board 1 summary of community- based social marketing (cbsm)...

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California Integrated Waste Management Board

Summary Of Community-Based Social Marketing

(CBSM) Pilots to Increase Used Oil Recycling Rate (FY

2003/2004 Used Oil Recycling Fund Contract C2056)

Dana Stokes and Dr. Wesley Schultz October, 2005

Agenda Item #

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UOP Implementation Plan

• 7 major implementation strategies approved by Board as Used Oil Program’s Implementation Plan

• Strategy #7: Actively Promote Program Improvements Through Transfer of Best Practices

• CBSM is “best practice”

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Why Use the CBSM Approach?

• Most programs use Information and Awareness Campaigns

• Knowledge correlates with behavior, but does not change behavior

• CBSM is based on scientific study of behavior change

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Information Campaigns

• Media messages to inform people about a behavior or program

Education Knowledge Behavior

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Why are Info Campaigns Used?• Public image—we’re doing something!

• Cost—relatively inexpensive & can be done by staff or marketing firms

• It WILL work for us (because we already care!)

• Lack Evaluation--Effectiveness of info campaigns rarely evaluated, so agencies don’t know they don’t work

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What is Community Based Social Marketing or CBSM?

• Alternative Approach to Changing Behavior –Identify barriers–Design intervention strategy to overcome

barriers–Pilot-test intervention strategy on small

scale–Evaluate results

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Why CBSM?• People act for reasons

• Successful campaigns require an understanding of the individual and situational factors that motivate and/or constrain behavior

• Typical Information campaigns ignore the motives for people’s behavior

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• March 2002-2003: CBSM training for Staff & Grantees

• Contract for pilot studies

• Provide incentives for “testing” CBSM through grant criteria

• Projects featured at bi-monthly meetings & annual conferences

• Technical assistance provided

Transferring CBSM

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CBSM PilotsDr. Wesley Schultz, Ph.D

California State University, San Marcos

• Urban Project in Los Angeles with CCC collection events

• Rural Project in Madera County CCCs

• Suburban Project in Napa County with curbside oil collection

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Social Marketing--Madera County

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Social Marketing--Madera CountyParticipants: 90 DIYers at Napa AutopartsExperimental conditions: Free funnel,

commitment, control

Procedure: Complete short survey– sign commitment card (affixed to a free

funnel)– answer questions about their disposal

intentions– All conditions received information about

disposal locations

Follow-up: Mail survey one month later

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Social Marketing--Madera CountyQ: The next time I change the oil on my car, I will recycle myused oil and filter. 1 (strongly disagree) to 5 (strongly agree)

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Intervention Follow-Up

ControlFunnelCommitment

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Social Marketing--Napa County• Oil recycling in Napa County

– Target population: 5,400 households service by curbside collection

• Curbside oil collection for residents in four areas of the county served by hauler

• Underutilized– 1026 potential users (based on 19% DIY rate)– Only 339 enrolled in the program (steady decline over past 5

years)– Potential oil collection of 8,593 gallons per year, but only 600

(7%) was collected last year through the program.

• Barrier survey showed:– 1. Lack of knowledge– 2. Belief that others in the community don’t use it

• Designed direct mail brochure

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Social Marketing--Napa County

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Social Marketing--Napa County

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Psychology?

• Scientific study of behavior

• People act for reasons

• Successful behavior change strategies require an understanding of the individual and situational factors that motivate and/or constrain behavior

• Many examples of failed (or not tested) and even boomerang effects

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Common Practice

• Information campaigns (education campaigns)– Media messages intended to inform people

about a behavior, program, or problem.

• Awareness campaigns– Media messages intended to convey to

people the severity of a specific problem or issue.

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The Information Campaign1. Knowledge will correlate with behavior.--

YES!2. Educational efforts will lead to an increase

in knowledge. -- YES!3. Increasing knowledge will cause a change

in behavior. -- NO!

• Knowledge-deficit model ignores the motives for behavior.

• Assumes that people don’t know (often they do know)

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Knowledge-Deficit Model

• Why is it so widely used?1. No data is collected to evaluate the

intervention, so agencies don’t realize that it doesn’t work

2. Public image-- “we’re doing something”

3. It’s relatively inexpensive and can be done by staff (or cheaply by a marketing firm)

4. It would work for us (because we already care)

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Social Marketing--Los Angeles• Population of 10 million.

– 1.9 million DIYers generating nearly 16 million gallons of used oil

– Procedural information distributed regularly through radio, television, print, and billboards

• More than 600 certified collection centers• Weekly special collection events• Barrier survey and focus groups (existing

data)– Inconvenience and lack of time– 69% of respondents lacked proper storage

container

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Social Marketing--Los Angeles

• Data from 16 certified collection centers in Los Angeles

• Free oil container give-away (15 quart storage container). Retail value: $12

• Two matched pairs: – Container (informational sticker) - control– Container (motivational sticker) - control

• Results from quarter during intervention

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STANDARD CBSM

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CONTROLEXPERIMENTAL

Results from first quarter following intervention.

6% gain 23% gain

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Social Marketing--Madera County

• Oil Recycling in Madera County– Rural, difficult behavior because of distance,

high rates of improper disposal– Population = 126,000– 8 active certified collection centers– Estimate 265,000 gallons generated by DIYers,

but in 2002 only 39,000 (~15%) collected– No existing data– Primary barriers: difficulty using CCC (distance,

hours, effort), social norms (other people don’t), motivation to do it.

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Social Marketing--Madera

Two-fold intervention– Increase CCC network to reduce distance– Develop intervention to increase motivation

1. Increase network– GIS software to map county and identify underserved– 46 potential new collection sites– Contacted each, offered to initiate and run the program for 1

year– 12 interested– None agreed– Liability, costs, government infringement

2. Motivational pilot (commitment)

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CONCLUSIONSCBSM can be an effective approach to changing

behavior. Los Angeles: 22% increase in volume of oil

collected in quarter following CBSM intervention

Madera: Increased intentions, and proper disposal, using commitment. Reduce improper disposal from 19% to 0%.

Napa: 248% increase in number of calls for oil pick-up in the month following our intervention.

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Transferring CBSM

• Results of pilot studies shared at conference• Grant criteria provide incentive to adopt

CBSM • Grantee CBSM projects featured at bi-

monthly meetings & annual conference• Technical assistance

california integrated waste management board 1 summary of community- based social marketing (cbsm)...

Documents

agreesocial marketing

marketing firmsit

social marketing cbsm

madera countysocial

cbsm approach

yearspotential oil collection

testing cbsm

cbsm training