Community based social marketing (CBSM) blends behavioral science with practical community action to reduce harmful interactions between people and wildlife. The process begins with identifying a specific behavior that creates conflict, such as feeding wildlife or improper waste disposal, and then pinpointing the social, environmental, and logistical barriers to change. In practical terms, CBSM invites residents, businesses, and organizations to co-create norms that discourage risky actions while promoting safer alternatives. By leveraging local knowledge and trusted community voices, planners can design targeted messages, choose convenient cues, and provide immediate opportunities for people to act differently. The approach emphasizes collaboration, measurable goals, and a feedback loop that keeps programs responsive to changing conditions.
An essential strength of CBSM lies in its emphasis on social diffusion—the idea that behavior spreads when people observe peers who model it, receive reinforcement, and experience visible benefits. To operationalize this, teams map out key social networks within a community and identify influential figures who can champion safe practices. Campaigns often pair informational outreach with tangible, easy steps—such as securing trash, installing wildlife-friendly barriers, or reporting problem wildlife—so that the path to change is clear and achievable. Regular events, demonstrations, and testimonials help embed new norms into daily routines, increasing the likelihood that safer practices endure beyond initial enthusiasm.
Community engagement and measured accountability sustain humane change.
The first step in CBSM is selecting a single, observable behavior to change, framed around reducing harm rather than merely elevating awareness. Researchers then examine barriers—habit, convenience, misperceptions, or fear—and design interventions that reduce friction. For example, pairing the act of properly securing garbage with a small incentive or public recognition can shift routines. The program also defines success metrics, such as reductions in reported incidents or an increase in households using wildlife-resistant containers. By focusing on attainable targets and incremental improvements, communities maintain momentum, avoid fatigue, and build a track record of progress that sustains participation over time.
A second pillar involves the use of prompts and prompts that cue action at the right moment. Visual cues placed near trash receptacles, educational signage explaining wildlife behavior, and reminders delivered through neighborhood newsletters can reinforce new habits. CBSM also uses commitments—public pledges or signed contracts—to create accountability. In practice, this means neighbors, local shops, and schools agreeing to adopt safer disposal practices and to discourage feeding or approaching wildlife. These elements help normalize safer behavior, making it a routine expectation rather than an exception, which in turn reduces the likelihood of conflict.
Norms, incentives, and evidence guide practical, durable change.
Meaningful engagement starts with listening sessions that surface local knowledge, fears, and feasible solutions. When residents feel heard, they stay engaged longer and become co-owners of the outcome. Facilitators then translate community insights into actionable projects, such as securing access points for wildlife corridors, installing appropriate fencing, or redesigning public spaces to minimize attractants. Clear roles, timelines, and resource commitments prevent drift and help participants see how their contributions connect to broader safety goals. Ongoing communication keeps participants informed about progress, adapts strategies to new wildlife patterns, and reinforces the shared responsibility for coexistence.
An important feature of CBSM is the use of incentives and social reinforcement to sustain behavior change. Tangible rewards for households that maintain secure waste practices, or public recognition for schools that implement wildlife-friendly curricula, create positive feedback loops. However, successful programs balance incentives with intrinsic motivators—pride in protecting neighbors and wildlife alike. This balance reduces dependence on external prompts and supports long-term adoption. Monitoring systems collect data on compliance and incident rates, enabling adjustments that keep the program relevant and effective as wildlife dynamics evolve.
Collaboration with local leaders builds trust and durable impact.
Crafting a compelling message in CBSM requires audience segmentation and tailoring. Different groups—families with young children, business owners, hikers, or retirees—face distinct risks and opportunities. Messages are crafted to acknowledge concerns, dispel myths, and present concrete steps aligned with each group’s routines. For instance, families may be urged to supervise outdoor meals and keep pet food indoors, while hikers learn how to store gear and avoid attractants along trailheads. By meeting people where they are, communications feel relevant rather than punitive, increasing receptivity and the likelihood of voluntary compliance.
Partnerships with local agencies, non-profits, and wildlife experts strengthen credibility and reach. When data-driven strategies are co-designed with these partners, programs gain legitimacy and access to diverse networks. Joint outreach events, training sessions for volunteers, and shared monitoring dashboards enable rapid learning and consistent messaging. Community leaders help translate scientific findings into practical guidance, while educators incorporate lessons into curricula. The collaborative framework ensures that strategies consider cultural contexts, seasonal wildlife patterns, and the needs of vulnerable residents, making interventions more just and effective.
Measurement, iteration, and shared ownership sustain safety.
A core CBSM tactic is to test and iterate, applying a cycle of plan-do-check-act to refine interventions. Small pilot projects reveal which prompts, incentives, or barrier removals work best, allowing teams to scale what succeeds and abandon what does not. The data collected from these pilots—attendance at events, behavior change rates, and incident reductions—provides evidence for broader adoption. This iterative approach helps communities avoid overcommitting to a fixed plan, instead cultivating flexibility that respects ecological shifts, new urban developments, and evolving public attitudes toward wildlife.
Evaluation in CBSM focuses on both process and outcomes. Process measures monitor participant engagement, reach, and message penetration, while outcome measures track tangible changes—fewer human-wildlife conflicts, safer waste practices, and enhanced wildlife health. Transparent reporting, including success stories and challenges, builds trust and invites continued participation. By sharing results openly, communities demonstrate accountability and reinforce the value of collective effort. Over time, demonstrable progress fuels political and financial support, enabling sustained investment in infrastructure and education that maintains safer interactions.
Sustained change arises from a culture of shared ownership. When residents, businesses, schools, and government agencies view coexistence as a common objective, responses to conflicts become coordinated rather than fragmented. Creating a central hub for resources—guides, contact points, and reporting channels—reduces frustration and speeds timely action. Regular forums, newsletters, and success showcases keep everyone informed and engaged. By reflecting on lessons learned, communities can adapt to new species, different seasons, and shifting urban landscapes while preserving the gains achieved through CBSM.
Ultimately, CBSM provides a structured path to safer, more harmonious human-wildlife interactions. Each phase—from defining the target behavior to validating outcomes—builds upon local knowledge and science-driven insights. The method emphasizes practical actions, social influence, and accountability, ensuring changes endure beyond a single campaign. When communities collaborate with clearly defined roles, meaningful incentives, and ongoing evaluation, they reduce harm, protect wildlife, and foster environments where people and wildlife can coexist with higher levels of safety and respect.
