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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.”


Food Waste

Resource Type



Douglas McKenzie Mohr


McKenzie-Mohr & Associates, Inc.

Date published