Word limit: 

2000 words (+/- 10% including appendices, but excluding the table of content,
executive summary and references)
Community Based Social Marketing
TASK: Apply the Consumer-Based Social Marketing framework to design a program
that would encourage you to adopt a new environmentally friendly behaviour at home
When purchasing goods or services, or just doing things in our life, we have the opportunity
to do so in a way that is environmentally sustainable, or not so sustainable. Environmental
sustainability issues are pervasive in business, and in our world. Social marketing provides a
framework to bring about necessary changes in behaviour for societal and environmental
wellbeing. The study of consumer behaviour provides a solid foundation for the application
of social marketing efforts. The Community-Based Social Marketing (CBSM) approach
provides both a process and toolbox for Marketers to use to bring about improved
environmental outcomes by influencing behaviours that support more environmentally
friendly outcomes.
Your task
Draw upon your knowledge of CBSM to design a program that would encourage you to
change your own behaviour, and which may influence the behaviour of others in your
household, towards an improved environmentally friendly behaviour at home. To complete
this task, you thus need to reflect upon yourself and the things that influence and motivate
your behaviour and share these reflections alongside your analysis of the CBSM.
You will need to use the CBSM framework (first 3 steps) and the tools for influencing
behaviour change to complete this task. Be sure to first think about ‘what’ you want ‘people
like you’ to do!

1. Decide on the behaviour you want to target

2. Identify any barriers and benefits to this behaviour
3. Using the toolbox, design a program that would help overcome these barriers and thus
motivate you, and others in your household, to adopt the new behaviour

Write this as though you are doing this work for a client – so imagine that your local council
has commissioned you to do this work. Be sure to provide them with clear recommendations
on what should be involved in your CBSM program.
You need to produce a well-articulated, succinct business-style report containing:

 Cover Page (Title and name, date etc)

 Executive Summary (no more than 1 page)
 Table of Contents (no more than 1 page)
 Introduction and background: provide the purpose of the report, who it is for (your
client), briefly overview the key environmental issues in Melbourne, introduce the CBSM
framework, segment the market and choose the target market (people like you).
 Identify the behaviour you want to change and why (significance should be drawn
from the environmental issues identified in the Introductions) and which group (segment
of people) you, or your household, belong to.
 Identify the barriers and benefits of this behaviour: the barriers of why you do not
already adopt the behaviour, and the benefits that would ensue if you started to adopt the
behaviour.
 Using the CBSM toolbox, provide three sound Social Marketing recommendations for
your client to implement that you feel will best bring about the change in your behaviour.
 A brief conclusion
 Full reference list
 Appendices if required (note: these should be supplementary reading only and not form a
substantive part of your report)
 Please follow up with rubric so that get HD.