Our Approach: Community-Based Social Marketing

The One Change engagement and marketing approach is holistic – combining the best of traditional methods like advertising and public relations with newer, innovative approaches designed specifically to focus on behaviour change.  We regularly incorporate into our programs tools and tactics based on the principles of community-based social marketing (CBSM), which focusses on identifying and overcoming the barriers that limit the reach of traditional awareness-raising campaigns. CBSM acknowledges the necessity of speaking to the interests, concerns and motivations of the individual as a member of a community, and the importance of using community networks to drive action and lasting behaviour change.

Our turnkey community engagement programs bring CBSM-based tactics to life and generate measurable results for program sponsors.

Driving Program Participation

One Change often uses free simple tools, such as a water conservation device or energy efficient bulb, to engage customers in their communities and introduce program messages and recommended actions. Through our developed and tested process, we are able to drive participation in four easy steps:

• A moment of reciprocity: One Change programs often rely on the concept of reciprocity to generate successful person-to-person interaction. By introducing a free simple tool early in the conversation, our staff and volunteers are creating a moment of exchange – the customer has received a free item on behalf of the sponsor and is encouraged to reciprocate by taking action.

• Introducing a trusted source of information: One Change works with community leaders, local organizations and neighbourhood residents to help deliver our programs and messages. When delivered by a trusted source, a simple tool acts as a conversation starter that enables a volunteer, community influencer, or One Change staff member to discuss important issues, program incentives and messages.

• Targeting  and measurement: One Change works with its clients to ensure we are designing programs that will resonate with audiences and encourage them to act. By incorporating data analysis and research into our program design we can help clients reach the most appropriate audiences for their message.  Using our campaign tracking system we can record activity in the field and record interaction with residents.

• Driving results in related programs: While distributing a free simple tool, our volunteers and staff become ambassadors and can introduce messages and information about other programs.

Our data-driven community engagement approach starts conversations and stimulates behaviour change, promotes sponsor messages,  and educates customers through programming uniquely designed to meet a funder’s needs.

For more information on community-based social marketing and its applications, please visit the following resources:

Fostering Sustainable Behaviour

Tools of Change