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(8) Applying Community-Based Social Marketing in Extension Natural Resource Programs
John Haack, University of Wisconsin-Extension, Spooner, WI
Bret Shaw, University of Wisconsin-Extension, Madison, WI; Elaine Andrews, University of Wisconsin-Extension, Madison, WI; and Kendra Axness, University of Wisconsin-Extension, Green Bay, WI
Session: Skills Building Workshop - Concurrent Session V
Many Extension natural resource educational programs seek behavior change to bring about improved water quality, land stewardship or other environmental benefits. Recognizing that sharing information and raising awareness about an issue are often not sufficient to achieve this goal, educators are seeking new approaches to program design. One such approach is Community-Based Social Marketing (CBSM) as described by Douglas McKenzie-Mohr and William Smith in their book, “Fostering Sustainable Behavior.”
This approach has been successfully used in many programs but it raises certain challenges for Extension educators. Are CBSM techniques equally effective for different types of behavior change? Can they be applied effectively when financial resources are limited? Can the approach be modified from the “textbook” and still achieve results? Discussion in this session will begin with an example of CBSM concepts applied in a shoreland education program in Northwest Wisconsin. Roundtable participants will reflect on the experiences of this program and further explore the challenges of CBSM application through discussion about their own Extension programs.
John Haack
University of Wisconsin – Extension
Agriculture Research Station
W6646 Highway 70
Spooner, WI 54801-9468
Phone: 715-635-7406
Fax: 715-635-6741
Email: john.haack@ces.uwex.edu
Bret Shaw
University of Wisconsin
107 Agricultural Journalism
440 Henry Mall
Madison, WI 53706
Phone: 608-890-1878
Fax: 608-265-3042
Email: brshaw@wisc.edu
Elaine Andrews
University of Wisconsin – Extension
445 Henry Mall
Madison, WI 53706
Phone: 608-262-0142
Fax: 608-262-2031
Email: eandrews@wisc.edu
Kendra Axness
University of Wisconsin – Extension
101 N. Ogden Road
P.O. Box 208
Peshtigo, WI 54157
Phone: 715-582-1002
Fax: 715-582-5005
Email: kendra.axness@ces.uwex.edu