Community-Based Social Marketing

Traditional social marketing utilizes social/behavioral psychology and marketing techniques to influence behaviors that benefit individuals and the community for the greater social good.  Community-based social marketing (CBSM) is a relatively new variation to social marketing, pioneered by the Canadian psychologist Dr. Doug McKenzie-Mohr, as a systematic way to foster more sustainable behavior and ensure more successful program outcomes.  CBSM deviates from traditional approaches by realizing that programs that are focused solely on information dissemination and/or economic incentives does not necessarily change behavior.

HOK is applying CBSM strategies in Hawaiʻi through our residential storm water pollution prevention program.  The steps of our CBSM program include selecting behaviors; identifying barriers and benefits; developing strategies; conducting a pilot; broad-scale implementation; and follow up evaluation.  Currently HOK is working on upfront research to understand the barriers and benefits to specific behaviors that contribute to residential non-point source pollution.  We will be circulating a survey within the next few weeks aimed at gathering information that will help us develop our CBSM program aimed at better lawn and home care practices.  

HOK is looking to connect with other organizations that are implementing CBSM programs or are interested in learning more about CBSM.  Contact [email protected] if you are interested in connecting about CBSM.

Also, the Hawaii Conservation Alliance will be hosting a CBSM workshop presented by Dr. McKenzie-Mohr on March 31, 2014.  For more information, visit:

http://www.hawaiiconservation.org/events/community-based-social-marketing-workshop