Officers from the Provincial Environmental Management Office (PEMO) of South Cotabato committed to make headway in creating impactful environmental campaigns during the workshop on social marketing for behavior change hosted by USAID Protect Wildlife project.
The three-day comprehensive workshop gave the PEMO participants a fresh take on conceptualizing and executing campaigns that go beyond their usual information, education and communication (IEC) activities. They learned the principles of behavior change communication, the importance of developing a concept model and theory of change for their campaigns, and the methods of segmenting their target audiences.
Using what they learned, the participants were able to flesh out a proposed campaign that tackles various problems in waste management and pollution, which directly threaten important natural habitats in South Cotabato. They agreed on target audiences—including households, industries and businesses—and were able to narrow these audiences down to specific key influencers. The whole workshop process gave the PEMO participants helpful insights as to why people do what they do and how behavior change communication can turn negative practices into positive ones.
Towards the end of the workshop, the participants began conceptualizing an initial communication plan for their campaign that hinges on PEMO’s proposed eco-caravan activity, which would be launched later this year and be carried on until 2019. (PWP/ Lawrence San Diego)