For over three decades Dr McKenzie-Mohr has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programs. He is the founder of community-based social marketing and the author of three books on the topic. One of these books has been recommended by Time Magazine and become requisite reading for those who deliver programs to protect the environment, promote public health and prevent injuries.
This two-day workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable and healthy behaviour. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs.
The two-day advanced workshop provides an in-depth exploration of how community-based social marketing can be used to foster behavioural changes and provides attendees the opportunity to apply this approach to their own programs. Building on the introductory workshop, participants will be exposed to advanced topics regarding fostering behavioural changes, with a particular focus on the formation of habits that protect the environment or foster public health and safety; accurately determining the barriers to a behavioural change; and program evaluation and determining return on investment. The workshop also addresses the effective use of social media, apps and websites.