Catfish in the Catfish in the Mainstream:Mainstream:

Social Marketing and Social Marketing and ChangeChange

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

is a pilot public education program through the is a pilot public education program through the Middle Tennessee State University (MTSU) Center Middle Tennessee State University (MTSU) Center for Environmental Education designed to promote for Environmental Education designed to promote clean water in Tennessee through:clean water in Tennessee through:

A series of public service announcementsA series of public service announcements Up-to-date brochures focusing on practices that Up-to-date brochures focusing on practices that

affect water qualityaffect water quality A recognition program for youth/ school groupsA recognition program for youth/ school groups A watershed map planned to be interactive, with A watershed map planned to be interactive, with

stormwater information, county/city contacts, etc.stormwater information, county/city contacts, etc. A state-wide surveyA state-wide survey A website to showcase public service A website to showcase public service

announcements, youth projects, act as announcements, youth projects, act as clearinghouse and link to water-related sites in clearinghouse and link to water-related sites in TNTN

Social Change Social Change MarketingMarketing

Public Attitudes, Public Attitudes, Awareness & MotivationsAwareness & Motivations

AwarenessAwareness BeliefsBeliefs Motivational factorsMotivational factors MessageMessage MediaMedia

Awareness Awareness members of 20-25 age members of 20-25 age

group:group:

Lack environmental informationLack environmental information

Lack information on agencies Lack information on agencies and programs for clean waterand programs for clean water

Are unaware of behavioral Are unaware of behavioral impactimpact

BeliefsBeliefs

Only 35% of Tennesseans feel water Only 35% of Tennesseans feel water quality in streams is good or excellentquality in streams is good or excellent

60% rate drinking water quality as 60% rate drinking water quality as excellentexcellent

Younger groups feel technology Younger groups feel technology should solve pollution problemsshould solve pollution problems

Overall, 82% believe human behavior Overall, 82% believe human behavior can improve water qualitycan improve water quality

Motivational FactorsMotivational Factors

Many citizens:Many citizens: Will respond to messages of Will respond to messages of

personal responsibilitypersonal responsibility Are influenced by childrenAre influenced by children Link poor water quality to Link poor water quality to

adverse health effectsadverse health effects Link poor water quality to loss of Link poor water quality to loss of

recreational opportunitiesrecreational opportunities

MessageMessage

• Must be consistentMust be consistent

• Must clearly show cause and Must clearly show cause and effecteffect

• Must show how personal Must show how personal behavior creates problem AND behavior creates problem AND can solve problemcan solve problem

MediaMedia

T.V. and radioT.V. and radio Print media (brochures, Print media (brochures,

newspaper, magazines, newspaper, magazines, billboards)billboards)

InternetInternet

MediaMedia

Use musicUse music Younger audiences respond to “in-Younger audiences respond to “in-

your-face” creativeyour-face” creative Use mass media to promote Use mass media to promote

inquiries for detailed informationinquiries for detailed information We produced several television and We produced several television and

radio commercials that promoted radio commercials that promoted water quality in our state (TN)water quality in our state (TN)

Message DevelopmentMessage Development

Changing Public OpinionChanging Public Opinion People tune out information contrary to People tune out information contrary to

existing beliefsexisting beliefs People generally want affirmation of People generally want affirmation of

existing beliefsexisting beliefs Start the process of change by appealing to Start the process of change by appealing to

existing beliefs, not challenging existing existing beliefs, not challenging existing beliefsbeliefs

Bridge from existing beliefs (and Bridge from existing beliefs (and opposition arguments that are believed) to opposition arguments that are believed) to your messageyour message

Message DevelopmentMessage Development

Focus on three or four key messages Focus on three or four key messages Use simple languageUse simple language Define the issue on your terms, based Define the issue on your terms, based

on your objectiveson your objectives Use compelling images and symbolismUse compelling images and symbolism Develop catchy sound bites that appeal Develop catchy sound bites that appeal

to the media AND tell your storyto the media AND tell your story

Talking PointsTalking Points Focus on audience needsFocus on audience needs Offer a solutionOffer a solution PithyPithy PowerfulPowerful ConciseConcise Appropriate for multiple delivery Appropriate for multiple delivery

methodsmethods

Proposed Talking PointsProposed Talking Points Water pollution is a real and present Water pollution is a real and present

threat to the quality of life in Tennesseethreat to the quality of life in Tennessee Water pollution is NOT the other guy’s Water pollution is NOT the other guy’s

problemproblem WaterWorks helps citizens take WaterWorks helps citizens take

responsibility for clean water by responsibility for clean water by focusing on the impact of individual focusing on the impact of individual actionaction

WaterWorks has formed an effective WaterWorks has formed an effective working partnership with local and working partnership with local and state agencies and citizens groups to state agencies and citizens groups to protect Tennessee’s waterprotect Tennessee’s water

Water pollution is a real Water pollution is a real and present threat to the and present threat to the

quality of life in Tennesseequality of life in Tennessee

Diversity of aquatic lifeDiversity of aquatic life Human healthHuman health Recreation and tourismRecreation and tourism

Water pollution is not the Water pollution is not the other guy’s problemother guy’s problem

Individual knowledgeIndividual knowledge Impact of individual actionsImpact of individual actions Accumulated ‘community’ costsAccumulated ‘community’ costs

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

individual actionindividual action Increase awareness through a Increase awareness through a

consistent message and multiple consistent message and multiple mediamedia

Increase knowledge with a Increase knowledge with a website, website, www.tennesseewaterworks.comwww.tennesseewaterworks.com, to , to serve as a reference pointserve as a reference point

Increase action by awarding youth Increase action by awarding youth projects that improve water qualityprojects that improve water quality

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

and citizen groupsand citizen groups

State agenciesState agencies Stormwater officials in Phase I Stormwater officials in Phase I

and Phase II MS4s and Phase II MS4s Watershed groupsWatershed groups

Stream SaversStream SaversLewis County 4-HLewis County 4-H

I know I I know I should…should…

I want to…I want to… I can…I can… It’s worthwhile…It’s worthwhile… It’s easy…It’s easy… I’m joining in…I’m joining in… SUCCESS!SUCCESS!

TAB ProgramTAB Program

State Broadcasters’ Association State Broadcasters’ Association helping WaterWorkshelping WaterWorks

Ads placed on all member stations as Ads placed on all member stations as “non commercial sustaining “non commercial sustaining announcements”announcements”

Up to 10-to-1 return on investmentUp to 10-to-1 return on investment

TAB ProgramTAB Program

Used by organizations such as Used by organizations such as the National Guardthe National Guard

Distributes tapes and tracks Distributes tapes and tracks usage by stationsusage by stations

TAB can regionalize placementsTAB can regionalize placements

TAB Program StipulationsTAB Program Stipulations

WaterWorks spots cannot be WaterWorks spots cannot be placed as paid advertising on placed as paid advertising on radio, television or cableradio, television or cable

Spots must be clearly tagged for Spots must be clearly tagged for sponsor identificationsponsor identification

CONTACT US!CONTACT US!

www.tennesseewaterworks.comwww.tennesseewaterworks.comwww.mtsu.edu/waterworkswww.mtsu.edu/waterworks

Karen HargroveKaren Hargrove

MTSU Center for Environmental MTSU Center for Environmental EducationEducation

khargrov@mtsu.edukhargrov@mtsu.edu

(615) 898-2660(615) 898-2660