STEP 5: Choosing Tools of Change
In this section you will identify Tools of Change that might assist your program in achieving its objectives.
You will:
- Consider how to motivate people to make the desired changes.
- Choose ways to help them remember to do the new actions.
- Find ways of making it easier for people to take each next step.
- Decide how you will build motivation and social momentum over time.
- Create an effective marketing mix by carefully choosing appropriate combinations and sequences of the tools.
For a definition of each tool and tips on when to use it, see the Tools of Change referred to below.
Note for Health Promoters
Examples
The AIDS Peer Education Program engaged students to influence slightly younger students.
Go Boulder arranged with local businesses to buy transit "eco passes" to give to their employees.
The Environment Network pilot tested the use of starter kits designed to reduce the use of household hazardous wastes and promote sustainable landscaping practices. About one quarter of the participants with the sustainable gardening kit reported using the discount coupons provided, saying that the coupons had strongly influenced their decision to buy the alternatives.
Pacific Gas and Electric trained home assessors to appeal to concerns about heat loss, energy costs and comfort, as follows:
You know, if you were to add up all the cracks around these doors here, you'd have the equivalent of a hole the size of a football in your living room wall. Think for a moment about all the heat that would escape from a hole that size. That's why I recommend you install weather-stripping. And your attic totally lacks insulation. We professionals call that a naked attic. It's as if your home is facing winter not just without an overcoat, but without any clothing at all.
Your Program
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Use incentives -- see the Tool Financial Incentives and Disincentives) |
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Appeal to norms -- see the Tool Norm Appeals |
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Use vivid, personalized messages -- see the Tool Vivid, Personalized Communication |
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Involve individuals personally -- see the Tool Building Motivation Over Time |
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Involve school children as change agents -- see the Tool School Programs that Involve the Family | |
Approach people through their work places -- see the Tool Work Programs that Influence the Home |
Examples
The Get in the Loop - Buy Recycled campaign used "shelf talkers" to identify specific recycled-product choices on the store shelf. A "shelf talker" is a simple marker placed on the edge of a standard retail shelf, below the product.
Many waste reduction programs have successfully promoted recycling by making it easy to put recyclables at the curb for collection at the same time as garbage. In addition, Quinte Regional Recycling linked composting with recycling by putting decals on people's Blue Boxes that said, "We compost too."
The Montreal Dietary Dispensary encouraged clients to drink sufficient milk to feed their baby. To reinforce this habit, women were encouraged to write B for baby on bottles of milk.
At Marley Station Mall, a sign was placed on an easel beside the escalators, to remind people to take the stairs.
Your Program
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Provide reminders (decals, tags, etc.) in places where the action, or the decision to take action, occurs -- see the Tool Prompts |
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Make a link to activities people are already doing -- see the Tool Building Motivation Over Time |
Examples
The AIDS Peer Education Program provided students with specific strategies for maintaining abstinence or regular condom use.
Go Boulder decided that it was cost effective and critical to build more bikeways, as well as overpasses and underpasses for bikes and pedestrians, gradually over a number of years. To make their business transit pass more attractive, a Guaranteed Ride Home program was devised.
The Environment Networks starter kit for household hazardous wastes (HHW) contained samples of non-toxic cleaning products - a toilet bowl cleaner, dishwashing soap and cream cleanser. It also included an information card and reminder decals provided by the Environmental Hazards Management Institute. The decals - to be placed on hazardous waste products in the home - suggested what to do with them ("use up," "recycle" or "save" for proper disposal at the HHW depot). During the visits, several decals were placed on products in the home.
Peterborough GreenUp provided ongoing workshops on sustainable gardening, and left residents with a list of repair and retrofit priorities.
Your Program
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Address the key situation-specific barriers identified in "Getting Informed" -- see the Tool Overcoming Specific Barriers |
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Provide, at each step, attractive opportunities to take further steps -- see the Tool Building Motivation Over Time |
Examples
Go Boulder arranged for an average of two stories each month in the local newspaper, featuring stories of individual success and community participation. Five video presentations were run repeatedly on the community television channel. Additional feedback was provided through promotions, special events and presentations to community organizations.
Those employees participating in The Clean Air Commute pilot, who had undertaken an activity that they were already accustomed to doing, were asked to commit to an additional activity for the three-month period. Those who had undertaken a new activity were asked if they would be willing to extend this behavior for the same period.
Many waste reduction programs have successfully promoted recycling by making it easy to put recyclables at the curb for collection at the same time as garbage. In addition, Quinte Regional Recycling linked composting with recycling by putting decals on people's Blue Boxes that said, "We compost too."
ReCAP asked residents to make an oral commitment to carrying out the list of repair and retrofit priorities residents had helped prepare.
People receiving home visits from ReCAP were simply asked: "If you are happy with the service you received, please tell others about it." This request was made orally at the end of the visit and was repeated on the recommendation sheet left with the residents.
Your Program
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Make a link to actions that people in your target groups are already doing |
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Recognize and reinforce their current motivation regarding related actions and issues, and |
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Involve them personally in further steps -- see the Tool Building Motivation Over Time. |
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Obtain an oral or written commitment to take the desired action -- see the Tool Obtaining a Commitment |
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Increase the visibility of participation -- see the Tool Norm Appeals |
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Enhance word-of-mouth communication of your participants involvement, enthusiasm, and benefits gained -- see the Tool Word-of-mouth |
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Provide recognition and feedback -- see the Tool Feedback |
Examples
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