Community Mobilization Plan

& Key Influencer Plan

Learning Objectives

Use Target Audience Plan to determine strategy for mobilizing community to support the new behavior and to create new social norms.

Create your Community Mobilization Plan

Create your Key Influencer Plan

Community MobilizationWhy we need to target more than

just the fishers

Community Mobilization

Your target audience IS a member of the community

While a subset of your materials will need to specifically target the actual desired behavior change that you want and the specific benefits that will accrue the fishers or farmers; many of your materials will focus on the wider benefits of behavior change and will be seen by both the resource users and everyone else in the community

Destructive fishing affects more than just fishers:1. Depletes fish stocks reducing

community food security and increases prices

2. Damages reefs leaving coastal areas prone to erosion

Upland deforestation affects more than just farmers:3. Destroys watershed resulting

in reduced flows downstream

4. Results in organic pollution of waterways, turbidity and siltation

Sports – Pride of Place

Four Major Benefits of Community Mobilization

• Support / Driver of Primary Behavior Change

• Sustainability of Behavior Change

• Changes the Benefits Exchange to Positive – Why - Pride of Place

• Supports both the target audience behavior and the Barrier Removal changes

Community Mobilization also supports BR

Community Mobilization supports:• Target Audience

behavior change• Key Influencer

involvement• Barrier Removal

Audiences – like political leaders

Latest Trends in Marketing•Movements tend to form around a

compelling “idea on the rise”•Movements spread like wildfire•Movements can spread digitally -

BUT still need a REAL WORLD presence•Nothing like a “provocation” to give

a movement traction•Once a movement gets started it is

hard to predict where it will go, control it, or know how it will evolve or change, when it will end

So you are saying we have to reach the entire community and the targeted

individual?

= IC

Create waves of materials that saturate a community creating mobilization and the

perception that something important is in the air

Key Influencers

Your Key Influencers

You identify your key influencers in two ways

• From your third qualitative research question

• From those you have identified in your Barrier Removal Plan (which are small in number)

Questions