leading audiences to take action! - arbnet
TRANSCRIPT
LeadingAudiencestoTakeAction!
ANewApproachfromtheFieldofConservationPsychology
FrederiqueLavoipierreAmericanPublicGardensAssociation
June22,2017
Mission&VisionMission• TheSantaBarbaraBotanicGardenfosterstheconservationofCalifornia'snativeplantsthroughourgardens,research,andeducation,andservesasarolemodelofsustainablepractices.
Vision• TheSantaBarbaraBotanicGardenenvisionsaworldwheresocietyunderstandstheinterdependencybetweenpeopleandplants,andactstopreservethenaturalworld
“Educationisnotthefillingofapail,butthelightingofafire”Plutarch
BackcountryAdventure
ConservationPsychology
Thescientificstudyofthereciprocalrelationshipsbetweenhumansandtherestofnature,withthegoalofencouraging conservation ofthenaturalworld
• Combinesfieldsofpsychologyandsocialmarketing• FosteringSustainableBehavior:Anintroductiontocommunitybasedsocialmarketing,DougMacKenzie-Mohr
• AntiochUniversityConservationPsychologyInstitute
Enabletransformativeexperiencesbyinspiring
theappreciationofnativeplants
ChangeContinuum
Pre-Contemplation•Iwasinvitedtoattendafriend’sbirthdayinthislovelysetting- Ineverreallythinkaboutplants– they’rejustpartofthebackground.
Contemplation•Whatagreatplace!Ihadnoideanativeplantsweresocool- IamamazedtolearnthatalmostallthebeautifulplantsinthisstunningConservationCenterlandscapearefromtheChannelIslands.
Preparation•Checkoutthisclassongrowingnativeplants–signmeup!Iamgoingtolearnhowtobringsomeofthisbeautyhome,andthenstopbytheGarden’snurserytobuyafewplants.
Action• Howcool!IcanparticipateintheGarden’seffortstosavenativeplants.TheSeedsforSuccesscitizenscienceprojectsoundslikeagreatfitforme.
Maintenance•Iplantednativeplantsbuttheyalldied.Itissodiscouraging.WhatdoIdo?I’msogladIcanvisittheGardenNurserytogetsomeadvice(andafewmoreplants!)
Transformation
Pre-contemplation:Nothingneedstobechanged
“Botanic garden?IcametoseethegiantRubik’scube!”“Mykidbroughthomeafamilypass.Whynotcheckitout– it’sfree fun!”“Iheardtherewasacoolartexhibit atthatnewConservationCenter.”
Contemplation:Maybesomethingneedstobechanged“Whatagreatgarden!Ididn’tknowaboutallthesebeautifulnativeplants.Theysureareworthprotecting.”“Maybewecouldaddafewofthesefantasticeasytogrowdrought-tolerantnativeplantstoourhomegarden.”
Preparation:I’vegottodosomethingaboutthis
– butwhat?“Thisclassaboutgrowingnativeplantslooksgreat!I’msigningup!”“Howcooltoseewhatishappeningintheconservationlab.IcouldvolunteerandlearnmoreabouthowtoprotectCalifornianativeplants.”“Thissoundsfun:I’llgotoa CitizenSciencemeet-up andseehowIcanparticipateinoneoftheseintriguing projects.”
Action:I’mworkinghardtochange
“I’mtakingtheplantphenologytrainingattheGarden.I’llbecontributingtodatacollectionaboutclimatechange.”“I’mtakingoutmyfrontlawn,andreplacingitwiththesebeautiful,native,drought-tolerantplants.”“I’mgoingtojointheX-StreamScienceteam,collectinformationabouttheplantsandanimalsofMissionCreek,andstaffaDiscoveryStation!”
Maintenance:Ineedaboostrightnow
“Iplantednatives,buttheydied.I’msogladtheGardennursery staff offersadviceandencouragement,orImightgiveup!”“It’sgreattheGardenofferssuchmemorabletripstotheChannelIslands– itmotivatesmetocontinuevolunteeringforrestorationeffortstoremoveinvasiveplants.”
ConnectingtheDots:Education&Interpretation
GardenInterpretiveMasterPlan
“Educationisthemostpowerfulweaponthatyoucanusetochange
theworld.”NelsonMandela
TheChallenge
• HowdoweMOVEpeoplealongthebehaviorchangecontinuum,fromoneleveltothenext?
• Noprogramcantakepeoplethroughallthestages.
• Handout– Whatareyoudoingineachchangecategory?
• Someactivitiescanbeinmorethanonecategory
– KEY:Whataresomestrategiestomovepeoplealongthechangecontinuum?
Behaviorchangehandoutonthebacktable.Iftheyrunout(thanksforyourenthusiasm!),pleaseemailmeforacopy.Pleaseput‘change’in
thesubjectline.