The application of community-based social marketing principles contributed to the success of a family nature clubThis paper presents a case study of a newly-formed family nature club (FNC) organized and coordinated by one of the authors. A unique aspect of this research is the application of community-based social marketing (CBSM) principles to the design and analysis of the club’s functioning. FNCs, which regularly bring groups of families together to enjoy nearby natural areas, are encouraged and supported by the Children & Nature Network (C&NN), a social movement organization founded by Richard Louv and others concerned with the growing disconnection between children and nature.
The Columbia Families in Nature (CFIN) -- a FNC in Columbia, Maryland – was the focus of this case study. During the 9-month study period, the CFIN held 31 outings to nearby natural areas, such as parks, gardens, and wildlife sanctuaries. Most of the outings included some form of environmental education, including naturalist-led hikes. At times, the outings included such stewardship activities as planting trees and establishing butterfly gardens. Time for exploration and free play in nature were also typically included during the outings.
The researchers used multiple methods to document how CFIN functioned, including pre- and post-surveys, interviews, and observations documented through field notes, photos, and journal entries. A separate survey was used to collect information about families who completed an event registration form but never attended an event. Responses to this survey allowed the researchers to compare families who participated in one or more CFIN events with families who did not participate.
Data analysis revealed seven broad categories of significant changes experienced by the families participating in CFIN events: learning opportunities, nature connections, family connections, social connections, meaningful experiences, enhanced well-being, and reduced barriers to family time in nature. Parents stated that their primary motive for participating was to learn about places to take their children in nature. Other reasons included having fun, having quality time with their children, staying active as a family and supporting their children’s health and well-being. All of the respondents reported learning something new; 97% reported an enhanced sense of connection with nature; 80% felt a greater sense of connection with their family; and 76% said that they had opportunities to get to know new people. While the post-survey invited parents to share negative as well as positive effects, all reported effects were positive.
Some of the CBSM principles applied to CFIN which helped make it successful in encouraging and maintaining family involvement included (1) making desired behaviors as easy as possible, (2) offering incentives, (3) highlighting social norms and social modeling, and (4) providing educational activities. This research suggests that the application of CBSM to a social movement organization can enhance that organization’s ability to influence people’s values and lifestyle behaviors. This study also invites the literature on CBSM to recognize ways in which intrinsic as well as extrinsic incentives can influence changes in behavior.
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