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Annual Statewide Used Oil Recycling Forum—December 2002 Community-Based Social Marketing Pilot to Increase Used Oil Recycling Participation |
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BackgroundThe goal of this pilot project is to use community-based social marketing strategies to increase used oil recycling in three diverse areas of California: a rural area (Napa County), a suburban area (Madera County), and an urban area (Los Angeles County). If the social marketing strategies increase used oil recycling participation in the selected jurisdictions, the California Integrated Waste Management Board (CIWMB) used oil staff will recommend adoption of the strategies by other California jurisdictions. ObjectivesSpecific objectives in each participating jurisdiction include:
ApproachThe pilot project is being conducted under contract with the California State University, San Marcos. The contractor and each local coordinator will work together to develop an implementation plan for their community that will follow an established community-based social marketing framework as follows: Identify barriers. The first step in community-based social marketing is to select the behavior of interest and uncover the barriers to these actions. The contractor will provide local coordinators with barrier study training and guidance. Local coordinators will be given flexibility in determining the most appropriate type of study to conduct (examples include focus groups, interviews with do-it-yourselfers (DIYers) at the collection site, and interviews with consumers who purchase DIY products at local retail sites). Design intervention strategies to remove the barriers. Once the barriers to used oil recycling have been identified, the contractor will work with each local coordinator to develop a set of intervention strategies and marketing materials to remove these barriers and to motivate used oil recycling. (Examples of intervention strategies include obtaining public commitments to recycle oil, publishing lists of committed recyclers, and creating neighborhood recycling norms.) The local coordinator will pilot-test and implement their respective intervention strategies and marketing materials. Marketing materials will be developed jointly by the contractor and local coordinators with the aid of a graphic artist and will be based on current psychological research on developing effective interventions. Although marketing materials will be tailored to each jurisdiction, the primary audience will be DIYers, and the basic principles and messages used in the materials will be made available to other interested jurisdictions. Pilot test. Once the contractor and local coordinators have developed the intervention strategies and marketing materials, the local coordinators will pilot-test them with a small number of DIYers. The contractor will provide the local coordinators with training and guidance about how to conduct an effective pilot. The pilot tests will indicate the clarity of marketing materials, audience perception of how effectively the strategies/materials promote recycling, and any problems with strategy implementation. Improvements will then be made to the materials, implementation problems resolved, and pilot testing will continue until the local coordinator at each site is prepared to launch their community-based social marketing campaign. Implement and evaluate. Following the refinement of the intervention strategies/materials, each local coordinator will implement their community-based social marketing program and collect data for four months to evaluate the effectiveness of the program and materials. Local coordinators will collect post-pilot used oil recycling participation data for their jurisdiction and submit this and a summary of their social marketing campaign process and outcomes to the contractor. Contractor InformationCalifornia State University, San Marcos, is the newest of the CSU campuses. Founded, in 1989, the campus currently has more than 300 faculty serving nearly 10,000 students. The 304-acre campus is located in the foothills of northern San Diego County As a public university, CSUSM grounds its mission in the public trust, alignment with regional needs, and sustained enrichment of the intellectual, civic, economic, and cultural life of our region and state. The Cal State San Marcos Foundation provides support, service and opportunity to advance the goals of the University. Through its grant and contract services, business and financial services, receipt and administration of gifts and donations, and other entrepreneurial operations, the Foundation generates and manages additional resources and assets in support of the University's existing and emerging programs.The office of grants and contracts provides professional and timely assistance to faculty and staff in their pursuit of externally funded research and sponsored programs. The grants office serves as the administrative and financial liaison between faculty/staff and sponsors, enhancing the capability of Cal State San Marcos to generate and administer external awards for instructional, research, public service, and scholarly activities. P. Wesley Schultz is Associate Professor of Psychology at CSUSM and project director for the CIWMB used oil recycling pilot project. His areas of expertise are in applied social psychology, quantitative methodology, and the psychology of environmental issues. He is widely published in these areas, and recognized as one of the leaders in the emerging field of conservation psychology. Recent applied projects include:
In the last 5 years, Professor Schultz has published 15 articles and chapters in the areas of applied social psychology and environmental issues, and authored or edited four books. He remains an active scholar in these areas, and has served as a consultant to environmental organizations, zoos, and local cities and governmental agencies associated with the San Diego Association of Governments. |
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Last updated: December 27, 2007 Used Oil Recycling Program http://www.ciwmb.ca.gov/UsedOil/ Contact: UsedOilHHW@ciwmb.ca.gov (916) 341-6457 |
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