SOCIAL MARKETING: BUILDING A TOOL KIT TO MOTIVATE ENVIRONMENTAL ACTION:
Promoting conservation requires changing behavior. Unfortunately, most conservation programs are based on assumptions about human behavior-assumptions that often turn out to be incorrect. As a result, efforts to change behavior and promote conservation often fail. This webinar will provide an overview to the principles of social marketing, particularly as they are applied to environmental programs and highlight several case examples. The webinar will describe specific techniques for effective behavior change, pitfalls to avoid and marketing programs that contribute toward collective practices for successful recycling campaigns. Participants will take away from the webinar specific techniques that can be incorporated into program development or marketing interventions designed to promote behavior change.