California Integrated Waste Management Board 1 Summary Of Community- Based Social Marketing (CBSM) Pilots to Increase Used Oil Recycling Rate (FY 2003/2004.
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California Integrated Waste Management Board
Summary Of Community-Based Social Marketing
(CBSM) Pilots to Increase Used Oil Recycling Rate (FY
2003/2004 Used Oil Recycling Fund Contract C2056)
Dana Stokes and Dr. Wesley Schultz October, 2005
Agenda Item #
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California Integrated Waste Management Board
UOP Implementation Plan
• 7 major implementation strategies approved by Board as Used Oil Program’s Implementation Plan
• Strategy #7: Actively Promote Program Improvements Through Transfer of Best Practices
• CBSM is “best practice”
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California Integrated Waste Management Board
Why Use the CBSM Approach?
• Most programs use Information and Awareness Campaigns
• Knowledge correlates with behavior, but does not change behavior
• CBSM is based on scientific study of behavior change
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California Integrated Waste Management Board
Information Campaigns
• Media messages to inform people about a behavior or program
Education Knowledge Behavior
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California Integrated Waste Management Board
Why are Info Campaigns Used?• Public image—we’re doing something!
• Cost—relatively inexpensive & can be done by staff or marketing firms
• It WILL work for us (because we already care!)
• Lack Evaluation--Effectiveness of info campaigns rarely evaluated, so agencies don’t know they don’t work
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California Integrated Waste Management Board
What is Community Based Social Marketing or CBSM?
• Alternative Approach to Changing Behavior –Identify barriers–Design intervention strategy to overcome
barriers–Pilot-test intervention strategy on small
scale–Evaluate results
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California Integrated Waste Management Board
Why CBSM?• People act for reasons
• Successful campaigns require an understanding of the individual and situational factors that motivate and/or constrain behavior
• Typical Information campaigns ignore the motives for people’s behavior
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California Integrated Waste Management Board
• March 2002-2003: CBSM training for Staff & Grantees
• Contract for pilot studies
• Provide incentives for “testing” CBSM through grant criteria
• Projects featured at bi-monthly meetings & annual conferences
• Technical assistance provided
Transferring CBSM
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California Integrated Waste Management Board
CBSM PilotsDr. Wesley Schultz, Ph.D
California State University, San Marcos
• Urban Project in Los Angeles with CCC collection events
• Rural Project in Madera County CCCs
• Suburban Project in Napa County with curbside oil collection
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California Integrated Waste Management Board
Social Marketing--Madera County
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California Integrated Waste Management Board
Social Marketing--Madera CountyParticipants: 90 DIYers at Napa AutopartsExperimental conditions: Free funnel,
commitment, control
Procedure: Complete short survey– sign commitment card (affixed to a free
funnel)– answer questions about their disposal
intentions– All conditions received information about
disposal locations
Follow-up: Mail survey one month later
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California Integrated Waste Management Board
Social Marketing--Madera CountyQ: The next time I change the oil on my car, I will recycle myused oil and filter. 1 (strongly disagree) to 5 (strongly agree)
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
"The n
ext
tim
e I c
hange t
he o
il o
n m
y
car,
I w
ill re
cycl
e m
y u
sed o
il a
nd fi
lter"
Intervention Follow-Up
ControlFunnelCommitment
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California Integrated Waste Management Board
Social Marketing--Napa County• Oil recycling in Napa County
– Target population: 5,400 households service by curbside collection
• Curbside oil collection for residents in four areas of the county served by hauler
• Underutilized– 1026 potential users (based on 19% DIY rate)– Only 339 enrolled in the program (steady decline over past 5
years)– Potential oil collection of 8,593 gallons per year, but only 600
(7%) was collected last year through the program.
• Barrier survey showed:– 1. Lack of knowledge– 2. Belief that others in the community don’t use it
• Designed direct mail brochure
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California Integrated Waste Management Board
Social Marketing--Napa County
0
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Jan-
06
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-06
Sep-0
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Sep-0
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Month and Year
Nu
mb
er
of
Oil
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rag
e
Co
nta
ine
rs D
eli
ve
red
InterventionControl
INTERVENTION
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California Integrated Waste Management Board
Social Marketing--Napa County
0
5
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2002 Feb
Mar
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ayJu
ne July
Augus
t
Septe
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Octob
er
Novem
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Decem
ber20
03
Febru
ary
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ilM
ayJu
ne July
Augus
t
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Octob
er
Novem
ber
Decem
ber20
04
Febru
ary
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ayJu
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ber
Decem
ber20
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Febru
ary
Month and Year
Nu
mb
er o
f C
urb
sid
e P
ick-
up
s
InterventionControl
INTERVENTION
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California Integrated Waste Management Board
Psychology?
• Scientific study of behavior
• People act for reasons
• Successful behavior change strategies require an understanding of the individual and situational factors that motivate and/or constrain behavior
• Many examples of failed (or not tested) and even boomerang effects
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California Integrated Waste Management Board
Common Practice
• Information campaigns (education campaigns)– Media messages intended to inform people
about a behavior, program, or problem.
• Awareness campaigns– Media messages intended to convey to
people the severity of a specific problem or issue.
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California Integrated Waste Management Board
The Information Campaign1. Knowledge will correlate with behavior.--
YES!2. Educational efforts will lead to an increase
in knowledge. -- YES!3. Increasing knowledge will cause a change
in behavior. -- NO!
• Knowledge-deficit model ignores the motives for behavior.
• Assumes that people don’t know (often they do know)
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California Integrated Waste Management Board
Knowledge-Deficit Model
• Why is it so widely used?1. No data is collected to evaluate the
intervention, so agencies don’t realize that it doesn’t work
2. Public image-- “we’re doing something”
3. It’s relatively inexpensive and can be done by staff (or cheaply by a marketing firm)
4. It would work for us (because we already care)
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California Integrated Waste Management Board
Social Marketing--Los Angeles• Population of 10 million.
– 1.9 million DIYers generating nearly 16 million gallons of used oil
– Procedural information distributed regularly through radio, television, print, and billboards
• More than 600 certified collection centers• Weekly special collection events• Barrier survey and focus groups (existing
data)– Inconvenience and lack of time– 69% of respondents lacked proper storage
container
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California Integrated Waste Management Board
Social Marketing--Los Angeles
• Data from 16 certified collection centers in Los Angeles
• Free oil container give-away (15 quart storage container). Retail value: $12
• Two matched pairs: – Container (informational sticker) - control– Container (motivational sticker) - control
• Results from quarter during intervention
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California Integrated Waste Management Board
Social Marketing--Los Angeles
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California Integrated Waste Management Board
Social Marketing--Los Angeles
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California Integrated Waste Management Board
Social Marketing--Los Angeles
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California Integrated Waste Management Board
Social Marketing--Los Angeles
500
700
900
1100
1300
1500
1700
1900
STANDARD CBSM
Gal
lons
of
Oil
Colle
cted
CONTROLEXPERIMENTAL
Results from first quarter following intervention.
6% gain 23% gain
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California Integrated Waste Management Board
Social Marketing--Madera County
• Oil Recycling in Madera County– Rural, difficult behavior because of distance,
high rates of improper disposal– Population = 126,000– 8 active certified collection centers– Estimate 265,000 gallons generated by DIYers,
but in 2002 only 39,000 (~15%) collected– No existing data– Primary barriers: difficulty using CCC (distance,
hours, effort), social norms (other people don’t), motivation to do it.
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California Integrated Waste Management Board
Social Marketing--Madera
Two-fold intervention– Increase CCC network to reduce distance– Develop intervention to increase motivation
1. Increase network– GIS software to map county and identify underserved– 46 potential new collection sites– Contacted each, offered to initiate and run the program for 1
year– 12 interested– None agreed– Liability, costs, government infringement
2. Motivational pilot (commitment)
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California Integrated Waste Management Board
CONCLUSIONSCBSM can be an effective approach to changing
behavior. Los Angeles: 22% increase in volume of oil
collected in quarter following CBSM intervention
Madera: Increased intentions, and proper disposal, using commitment. Reduce improper disposal from 19% to 0%.
Napa: 248% increase in number of calls for oil pick-up in the month following our intervention.
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California Integrated Waste Management Board
Transferring CBSM
• Results of pilot studies shared at conference• Grant criteria provide incentive to adopt
CBSM • Grantee CBSM projects featured at bi-
monthly meetings & annual conference• Technical assistance
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