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Social Marketing Training Workshop:
How to Get People to Act for Species at Risk

We are now accepting new registrations. To register, send an e-mail to Hélène Gaulin at helene.gaulin@ec.gc.ca. Registration closes January 27.

Objectives

This workshop will enable practitioners who work for the recovery of species at risk to engage their publics in conservation actions and to foster lasting behaviour change.

More specifically, at the end of the workshop, participants will be able to:

Apply social marketing principles to wildlife and habitat conservation;
Use appropriate methods to understand their targeted audiences and the motivations for their actions;
Use appropriate methods to identify barriers in their targeted audience and to overcome them;
Use proven behaviour change methods;
Design their own social marketing program for their conservation issue.

Content

The workshop will be interactive in format: short presentations on theory will be accompanied by practical activities, where participants can apply what they have learned to their reality.

Module 1 – What is social marketing?
Module 2 – Choosing the behaviour(s) to promote
Module 3 – Identifying barriers to action
Module 4 – Designing strategies that work

Why take social marketing training?

To reach our conservation goals, we often need to convince certain target audiences to adopt specific behaviours. Let’s just think about private landowners, farmers, ranchers, municipalities, land developers, etc.

Social marketing can help us facilitate this change. In a nutshell, social marketing is marketing applied to people, to help them adopt certain behaviours for the common good. This approach falls midway between outreach/environmental education and coercion/law enforcement. The social marketing approach has proven efficient in areas like health and environment. This careful, analytic approach, based on behavioural sciences, allows you to better use your communication and outreach funds.

In social marketing, we first identify the behaviour change objectives, then we put ourselves in the shoes of our target audiences and try to understand what the barriers to adopting the behaviour could be. We design strategies to lower these barriers.
Biologists and outreach specialists will improve their practice by learning about this approach. This social marketing training workshop has been offered by Environment Canada across the country since 2005. More than 500 people from governments and NGOs took it.

Who should register?

This workshop is for you if:

You work hands-on trying to convince audiences to do certain conservation actions to benefit wildlife and habitat
You design policies that impact audiences

The workshop is opened to all affiliations, whether it is government (federal, provincial, territorial, municipal), universities, NGO, etc.

Dates, location and cost

Cost	The workshop is free. Participants pay for their travel and accommodation.
Dates	February 25
Hours	1 pm to 5 pm (the workshop ends on time for you to join the PCESC reception cocktail at 6 at the Delta Winnipeg)
Location	Hotel Delta Winnipeg, Ballroom C

Registration