Community-based Social Marketing is a process developed by Dr Doug McKenzie-Mohr. It is based upon research in the social sciences that demonstrates that behaviour change is often most effectively achieved through initiatives delivered at the community level. These initiatives need to focus on removing barriers to an activity while simultaneously enhancing the activity’s benefits. (Doug McKenzie-Mohr: Fostering Sustainable Behaviour – An Introduction)
Throughout 2016-2017 Jen assisted Glenelg Hopkins CMA with a strategy to employ the Community Based Social Marketing process to help remove the barriers preventing landholders from protecting grasslands and wetlands. The project included facilitating a farmer-based reference group to guide the process of broader consultation.