Fostering Sustainable Behaviour Workshops (June, 2021)
Note: Both the introductory and advanced workshops are being held virtually over Zoom and each workshop consists of three four-hour sessions spread over three days. The virtual workshops are identical in content to Dr. McKenzie-Mohr’s in-person trainings, without the cost, inconvenience and emissions associated with in-person training. To accommodate attendees from across North America, the workshops begin at 8:30 am Pacific Time (UTC-7) and finish at 12:30 pm on each day. We encourage you to register early as space is limited and we expect both workshops to fill. Each participant will receive a certificate of completion following the workshop(s). Prices are in USD.
About the Speaker
For over three decades Dr. Doug McKenzie-Mohr has been working to incorporate scientific knowledge on behavior 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. His work has been featured in the New York Times and he is the recipient of the American Psychological Association’s inaugural award for innovation in environmental psychology and the World Social Marketing conference’s inaugural award for contributions to the field of social marketing. He is a former Professor of Psychology at St. Thomas University (Canada) and currently an adjunct professor at the University of Victoria and Royal Roads University (Canada). Over 75,000 program managers have attended his workshops internationally.
Who Should Attend
If you design or fund programs to encourage individuals or businesses to engage in environmentally beneficial behaviors — such as those involved in conservation, controlling invasive species, waste reduction, water and energy efficiency, transportation, and watershed protection, — you will find these workshops invaluable. The workshops will also be invaluable for professionals working to foster a wide variety of health and safety behaviors (e.g., active lifestyles, healthy eating, smoking cessation, sun protection, immunization, blood donations, fire and work safety, etc.).
The introductory workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster behaviors that protect the environment and promote health and safety. Those who attend the workshop will learn the five steps of community-based social marketing (selecting behaviors, 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. Further, attendees will have extensive opportunities to discuss the application of community-based social marketing to the design of actual programs. This workshop, or another introductory workshop delivered by Dr. McKenzie-Mohr, is a mandatory prerequisite for attending the advanced community-based social marketing workshop that follows this workshop one week later.
The advanced workshop provides an in-depth exploration of community-based social marketing. In this training, you will have the opportunity to apply this approach to your programs. Building on the introductory workshop, which is a mandatory prerequisite, participants will be exposed to advanced topics regarding fostering behavioral changes, with a particular focus on the formation of habits that protect the environment or promote public health and safety. You will also learn how to: 1) carefully select and “un-pack” the behaviors that you plan to target in your programs; 2) conduct barrier research that is representative of the audience you plan to target; 3) optimize the behavior change tools that you utilize in your programs; and 4) evaluate your programs, including calculating return-on-investment.