1 / 13

Angelika Wilhelm-Rechmann, Richard M. Cowling

Social Marketing as a Tool to Apply Conservation Psychology for the Implementation of Systematic Conservation Plans in the Eastern Cape, South Africa. Angelika Wilhelm-Rechmann, Richard M. Cowling. What is Conservation Psychology?. What is Social Marketing ?.

madison
Download Presentation

Angelika Wilhelm-Rechmann, Richard M. Cowling

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social Marketing as a Tool to Apply Conservation Psychology for the Implementation of Systematic Conservation Plans in the Eastern Cape, South Africa Angelika Wilhelm-Rechmann, Richard M. Cowling

  2. What is Conservation Psychology?

  3. What is Social Marketing ? The application of commercial marketing technologies to the analysis, planning, execution, & evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society. In short: Use marketing FOR SOCIAL BENEFIT instead of commercial gain

  4. What is Social Marketing ? The application of commercial marketing technologies to the analysis, planning, execution, & evaluation of programs designed to influence the voluntary behaviour of target audiences in order to improve their personal welfare and that of their society.

  5. Attitudes Knowledge Awareness Values Social factors Beliefs Culture ? ? Economic factors Political factors Habits ? What drives human behaviour? BEHAVIOUR

  6. How does marketing tackle this? • Define and strategically choose one key behaviour • Segment “the market” (target audience) • Find out the core barriers – empathise! • And the benefits !! • Competitor analysis Formative research THEN: • Elaborate strategy • Perpetuate & Evaluate

  7. Using Psychology- Strategy • Most effective channel for message • Commitment: Foot-in-the-door technique • Group dynamics • Prompts • Norms • Communication !!!

  8. Application in the Eastern Cape • Key behaviour: LUP’s to use Biodiversity maps • Segmentation: LUP’s!, local/provincial, capacitated, training, … • Barriers: overworked, influence, no perception of responsibility • Benefits: compliance, time, status • Competitors: habits, econ. development • Strategy:

  9. Summary • Behaviour is core for implementation • Social marketing is apractical and strategicapproach to influence behaviour • Available and applicable to individual conservation projects • Systematic, flexible approach • Proven success in health policy (UK!!)

  10. Ana Rodrigues, "Are Global Conservation Efforts Successful ?“ Science Vol 313, 8/06

  11. Abstract A number of systematic conservation plans (SCPs) encompass the Eastern Cape Province. However, local municipalities rarely integrate the SCP-products in their land use planning and decision making processes. To enhance the implementation of the SCPs, social marketing is used to persuade local land use planners to meaningfully integrate the maps in their work processes. Social Marketing is a tool that explicitly targets the voluntary behavior of individuals and groups. It relies on techniques developed by commercial marketing and switches the perspective from the conservationist’s to the one of the land use planner. Based on psychological and sociological instruments, the various barriers to as well as possible benefits of the desired behavior are investigated and subsequently strategically addressed. Social Marketing has been used successfully in the health domain and for environmental behaviors like recycling. The ongoing project presents an instance of applying conser-vation psychology to enhance conservation implementation where the legal and cultural contexts have proven insufficient to address biodiversity loss.

  12. Ref’s • Cartoon Nr 1996-11-10 by Mark Parisi from www.offthemark.com • Illustration by Ana Rodrigues, "Are Global Conservation Efforts Successful ?“ in Science Vol 313, 8/06 • “It's our health!” UK national review of health-related campaigns and social marketing in England, available at www.nsms.org.uk • Allan R Andreasen, Doug McKenzie-Mohr

More Related