One Change: Engage Ottawa-Community Based Social Marketing Training
Type of Community Impact Project
Title Engage Ottawa - Community Based Social Marketing Training
Brief Since 2005, One Change has refined a community mobilization methodology that is based on the
Description principles of community-based social marketing (CBSM) and the premise that Simple Actions Matter.
One Change proposes to offer training workshops and on-site mentoring to community
organizations, associations and government/municipal offices that will allow each to amplify the
effectiveness of its community outreach initiative. We believe strongly that by raising the skillset of
community organizations of all types in this area, Ottawa could become a model of organic,
interconnected sustainability initiatives.
CBSM is a social science-based approach that builds on traditional social marketing by first
identifying and then overcoming barriers to change. It’s a people-focused approach that harnesses
the power of person-to-person communication and generates a sustained commitment to
measurable community action. CBSM acknowledges the necessity of speaking to the interests,
concerns and motivations of the individual as a member of a community, and of using community
networks to drive program outreach. Key CBSM-based principles:
A moment of reciprocity: Using the concept of reciprocity to generate successful person-to-
person interaction. By introducing a free simple tool early in the conversation, you create a
moment of exchange
A public commitment: Asking for a person to commit to taking the action and them
agreeing publicly increases the likelihood the action will be taken
Introducing a trusted source of information: Working with existing community leaders,
volunteers and neighbours to deliver programs and messaging. When messages are
delivered by a trusted source, the likelihood of positive engagement increases.
Social norming: When people see that other people in their neighbourhood are taking the
action and that it is part of a broader movement, they are more likely to adopt the action as
it appears to be the new social norm.
Benefits Greater knowledge sharing in Ottawa
Capacity-building training in social science-based outreach approach applicable to
programs in many areas including environmental sustainability
Potential for increased campaign effectiveness and new partnerships
Development of more action-oriented sustainability programs in Ottawa
Skills development for individuals/organizations in Ottawa
Increased communication between groups/individuals involved
Inclusion of diverse communities
Fostering meaningful and lasting relationships in Ottawa
Status as of Many organizations have expressed an interest in this training/mentoring, but lack resources.
April 1, 2012 Training materials exist but would need to be adapted for Ottawa.
Key needs Determine business model that would allow One Change to offer training/mentoring at low cost to
participant organization (where funds are limited). Foundation core funding?
Obtain funding to assist with program/materials development – potentially co-branding with
corporate partner or foundation
Identify potential partners willing to assist with program promotion
Contact Stuart Hickox email@example.com