Community Based Social Marketing Free Book
This online guide proposes community-based social marketing as an alternative to information-based campaigns or the economic self-interest approach. According to McKenzie-Mohr, CBSM involves: “selecting the behavior to be promoted; identifying the barriers and benefits associated with the selected behavior; designing a strategy that utilizes behavior-change tools to address these barriers and benefits; piloting the strategy with a small segment of a community; and, finally; evaluating the impact of the program once it has been implemented broadly.”