The Theories and Principles of Community-based Social Marketing
(http://www NULL.beyondattitude NULL.com/wp-content/uploads/2011/08/timthumb NULL.php_ NULL.jpg)Community-Based Social Marketing (CBSM) is the application of behavioural psychology to foster preferred behaviours. Unlike traditional social marketing approaches that rely on media advertising and materials distribution, CBSM focuses on removing the barriers that prevent people from changing their behaviour, while also stressing the benefits to the desired behaviour change. To be effective, CBSM programs must be carried out at the community level and involve direct contact with people.
We offer a course to introduce the founding principles and theory of CBSM. Offered as a comprehensive one-day seminar, or as a 1-hour webinar primer, this course has been developed to provide training to people who are interested in understanding CBSM or planning on developing a CBSM campaign.
Seminar
The seminar focuses on the steps involved in designing a CBSM program, the theory behind each of the steps, and provide examples of successful CBSM campaigns. Some of the topics to be examined include:
• Introduction to CBSM
• Identifying the desired behaviour change
• Identifying the barriers and benefits associated with the behaviour
• Developing a CBSM strategy
• Piloting the program
• Evaluating the program
• Reviewing successful CBSM campaigns
Webinar
(http://www NULL.beyondattitude NULL.com/wp-content/uploads/2011/08/webinar NULL.jpg)The 1-hour webinar is available for those who would like an introduction to CBSM, or a refresher on the theory. The webinar explores the theory behind CBSM and each of the tools in the CBSM tool box. This is a great option for those who are unable to attend a full day event, want to learn what CBSM is all about or who are preparing for the CBSM 2.0 Beyond Theory to Application (http://wp NULL.me/PP0aq-5D) seminar.
The Instructor
Ken Donnelly has been developing CBSM strategies for clients since 1993. He has worked with Doug McKenzie-Mohr on many campaigns. Doug has described Ken as “one of Canada’s foremost Community-based Social Marketing practitioners.” Ken has conducted CBSM training seminars across Canada, Trinidad, England and in Scotland, where he works in partnership with the Sustainability Centre at Caledonian University.
Interested?
To find out when the next seminar is scheduled, or if you would like to schedule a seminar or webinar for your group, please email Ken Donnelly ( ken null@null beyondattitude NULL.com).