There is increasing evidence that, with the right approach, people can be encouraged to change. From recycling, composting, and picking up pet waste to saving water, the public is adopting new behaviors and giving up old ones. The tools to do this can be found in Community Based Social Marketing (CBSM). This 6-page fact sheet was written by Paul Monaghan and Martha Monroe, and published by the UF Department of Agricultural Education and Communication, September 2013.
Andreasen, A. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development and the Environment. Washington, D.C.: Jossey Bass, 1995.
Bryant, C. A., McCormack Brown, K.R., McDermott, R. J., Debate, R., Alfonso, M.L., Baldwin, J.A., Monaghan, P., Phillips, L.M. (2009). Community-Based Prevention Marketing: A New Framework for Health Promotion Interventions. In Emerging Theories in Health Promotion Archival copy: for current recommendations see http://edis.ifas.ufl.edu or your local extension office. Improving Behavioral Outcomes in Extension Using the Tools of Community-Based Social Marketing ... 6 Practice and Research. DiClemente, R.J., Crosby, R.A., and M.C. Kegler, eds. San Francisco: Jossey Bass.
Kotler, P., Roberto, N., and Lee, N. (2002). Social Marketing: Improving the Quality of Life. Thousand Oaks, California: Sage Publications.
McKenzie-Mohr, D., Lee, N., Schultz, P.W., and Kotler, P. (2012). Social Marketing to Protect the Environment: What Works. Thousand Oaks, California: Sage Publications. https://doi.org/10.4135/9781483349466
Monaghan, P., Bryant, C.A., Baldwin, J.A., Zhu,Y., Ibrahimou, B., Lind, J.D., Contreras, R.B., Tovar, A., Moreno, T. & McDermott, R.J. (2008). Using Community-based Prevention Marketing to Improve Farm Worker Safety. Social Marketing Quarterly 14(4): 71-87. https://doi.org/10.1080/15245000802477607
Monaghan, P., Forst, L., Tovar-Aguilar, J., Bryant, C., Israel, G., Galindo-Gonzalez, S., Thompson, Z., Zhu, Y., McDermott, R. (2011). Preventing Eye Injuries among Citrus Harvesters: The Community Health Worker Model. American Journal of Public Health, December, Vol. 101 (12): 2269-2274. https://doi.org/10.2105/AJPH.2011.300316
Rogers, E., (2003). Diffusion of Innovations, fifth ed. New York: The Free Press.
Rothschild, M., Mastin, B., and Miller, T. (2006). Reducing Alcohol Impaired Driving Crashes Through the Use of Social Marketing. Accident Analysis and Prevention Vol. 38 (6): 1218-1230. https://doi.org/10.1016/j.aap.2006.05.010
Weinreich, N.K. (2011). Hands-on Social Marketing: A Step-by-Step Guide to Designing Change for Good, Second Ed. Thousand Oaks, California: Sage Publications.
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