Breaking Through Barriers: Using Peer-to-Peer Networking to Promote Voluntary Land Stewardship
Presentation Abstract
Traditional approaches aimed at changing behavior have left us short of achieving our pollution reduction goals from livestock operations. Whatcom Conservation District has dramatically increased the number of landowners they assisted with desired conservation practices by employing social marketing strategies, in combination with these more traditional strategies, over the last 5 years. Multimedia communication tools include our Landowner Spotlight photo essays, Virtual Pasture Series video tours, and our partnerships with Community Based Organization. These strategies build normative behavior and a culture of stewardship in the agricultural community. In this session, we will explore lessons learned, adaptive management, and results of a robust peer-to-peer social marketing program in the Whatcom County Pollution Identification and Correction (PIC) program. This presentation will specifically highlight our Virtual Pasture Series. These digital farm tours ran from March to October showcasing how various local farms adapt their management seasonally. Seven, 3-6 minute videos showcase how Whatcom County farmers manage their pastures to increase yields, improve soil health, grow high quality forage for their animals, and illustrate how they are preparing their farms for the winter. By highlighting different farmers and their pasture stewardship, we are normalizing conservation behaviors by using trusted messengers of information to highlight incentives and support tools available through the PIC program.
Session Title
Behavior Change Through Engagement and Outreach
Conference Track
SSE6: Human-Nature Systems
Conference Name
Salish Sea Ecosystem Conference (2022 : Online)
Document Type
Event
SSEC Identifier
SSE-traditionals-381
Start Date
28-4-2022 8:30 AM
End Date
28-4-2022 10:00 AM
Type of Presentation
Snapshot
Genre/Form
conference proceedings; presentations (communicative events)
Subjects – Topical (LCSH)
Environmental responsibility--Washington (State)--Whatcom Conservation District--Citizen participation; Social marketing
Geographic Coverage
Whatcom Conservation District (Wash.)--Conservation
Rights
Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this document for commercial purposes, or for financial gain, shall not be allowed without the author's written permission.
Type
Text
Language
English
Format
application/pdf
Breaking Through Barriers: Using Peer-to-Peer Networking to Promote Voluntary Land Stewardship
Traditional approaches aimed at changing behavior have left us short of achieving our pollution reduction goals from livestock operations. Whatcom Conservation District has dramatically increased the number of landowners they assisted with desired conservation practices by employing social marketing strategies, in combination with these more traditional strategies, over the last 5 years. Multimedia communication tools include our Landowner Spotlight photo essays, Virtual Pasture Series video tours, and our partnerships with Community Based Organization. These strategies build normative behavior and a culture of stewardship in the agricultural community. In this session, we will explore lessons learned, adaptive management, and results of a robust peer-to-peer social marketing program in the Whatcom County Pollution Identification and Correction (PIC) program. This presentation will specifically highlight our Virtual Pasture Series. These digital farm tours ran from March to October showcasing how various local farms adapt their management seasonally. Seven, 3-6 minute videos showcase how Whatcom County farmers manage their pastures to increase yields, improve soil health, grow high quality forage for their animals, and illustrate how they are preparing their farms for the winter. By highlighting different farmers and their pasture stewardship, we are normalizing conservation behaviors by using trusted messengers of information to highlight incentives and support tools available through the PIC program.
