Catfish in the Mainstream: Social Marketing and Change

1
Catfish in the MainstreamSocial Marketing and
Change
2

• Tennessee Department of Agriculture,
  Non-Point Source Program
• Center for Environmental Education, Middle
  Tennessee State University

3

• is a pilot public education program through
  the Middle Tennessee State University (MTSU)
  Center for Environmental Education designed to
  promote clean water in Tennessee through
• A series of public service announcements
• Up-to-date brochures focusing on practices that
  affect water quality
• A recognition program for youth/ school groups
• A watershed map planned to be interactive, with
  stormwater information, county/city contacts,
  etc.
• A state-wide survey
• A website to showcase public service
  announcements, youth projects, act as
  clearinghouse and link to water-related sites in
  TN

4
Social Change Marketing

5
Public Attitudes, Awareness Motivations

• Awareness
• Beliefs
• Motivational factors
• Message
• Media

6
Awareness members of 20-25 age group

• Lack environmental information
• Lack information on agencies and programs for
  clean water
• Are unaware of behavioral impact

7
Beliefs

• Only 35 of Tennesseans feel water quality in
  streams is good or excellent
• 60 rate drinking water quality as excellent
• Younger groups feel technology should solve
  pollution problems
• Overall, 82 believe human behavior can improve
  water quality

8
Motivational Factors

• Many citizens
• Will respond to messages of personal
  responsibility
• Are influenced by children
• Link poor water quality to adverse health effects
• Link poor water quality to loss of recreational
  opportunities

9
Message

• Must be consistent
• Must clearly show cause and effect
• Must show how personal behavior creates problem
  AND can solve problem

10
Media

• T.V. and radio
• Print media (brochures, newspaper, magazines,
  billboards)
• Internet

11
Media

• Use music
• Younger audiences respond to in-your-face
  creative
• Use mass media to promote inquiries for detailed
  information
• We produced several television and radio
  commercials that promoted water quality in our
  state (TN)

12
Message Development

• Changing Public Opinion
• People tune out information contrary to existing
  beliefs
• People generally want affirmation of existing
  beliefs
• Start the process of change by appealing to
  existing beliefs, not challenging existing
  beliefs
• Bridge from existing beliefs (and opposition
  arguments that are believed) to your message

13
Message Development

• Focus on three or four key messages
• Use simple language
• Define the issue on your terms, based on your
  objectives
• Use compelling images and symbolism
• Develop catchy sound bites that appeal to the
  media AND tell your story

14
Talking Points

• Focus on audience needs
• Offer a solution
• Pithy
• Powerful
• Concise
• Appropriate for multiple delivery methods

15
Proposed Talking Points

• Water pollution is a real and present threat to
  the quality of life in Tennessee
• Water pollution is NOT the other guys problem
• WaterWorks helps citizens take responsibility for
  clean water by focusing on the impact of
  individual action
• WaterWorks has formed an effective working
  partnership with local and state agencies and
  citizens groups to protect Tennessees water

16
Water pollution is a real and present threat to
the quality of life in Tennessee

• Diversity of aquatic life
• Human health
• Recreation and tourism

17
Water pollution is not the other guys problem

• Individual knowledge
• Impact of individual actions
• Accumulated community costs

18
WaterWorks helps citizens take responsibility for
clean water by focusing on the impact of
individual action

• Increase awareness through a consistent message
  and multiple media
• Increase knowledge with a website,
  www.tennesseewaterworks.com, to serve as a
  reference point
• Increase action by awarding youth projects that
  improve water quality

19
WaterWorks has formed an effective working
partnership with local and state agencies and
citizen groups

• State agencies
• Stormwater officials in Phase I
  and Phase II MS4s
• Watershed groups

20
Stream SaversLewis County 4-H

• I know I should
• I want to
• I can
• Its worthwhile
• Its easy
• Im joining in
• SUCCESS!

21
TAB Program

• State Broadcasters Association helping
  WaterWorks
• Ads placed on all member stations as non
  commercial sustaining announcements
• Up to 10-to-1 return on investment

22
TAB Program

• Used by organizations such as the
  National Guard
• Distributes tapes and tracks usage by
  stations
• TAB can regionalize placements

23
TAB Program Stipulations

• WaterWorks spots cannot be placed as paid
  advertising on radio, television or cable
• Spots must be clearly tagged for sponsor
  identification

24
CONTACT US!

• www.tennesseewaterworks.com
• www.mtsu.edu/waterworks

• Karen Hargrove
• MTSU Center for Environmental Education
• khargrov_at_mtsu.edu
• [phone]