Planning education to care for the earth - IUCN Knowledge Network

Social marketing• Perceived benefits. What advantage do people think they willget by adopting a new practice?• Perceived barriers. What do people worry about, think theywill have to give up, suffer, put up with or overcome in orderto get the benefit they decide they want from a new action?• Social norms. Whom does the audience care about and truston this topic, and what do they think that person/group wantsthem to do?• Skills. Is the audience able to perform the new actionwithout embarrassment or without failing?Applied Behavioural Change (ABC) FrameworkThe Academy for Educational Development (AED) has developed aframework for programme design and implementation that offers a way totranslate social science into practical programmes that help people to behavein environmentally sound ways. This is the Applied Behavioural Change(ABC) Framework.The ABC Framework is intended to help programme managers to design,develop and evaluate interventions which lead to large-scale behaviourchange. It helps managers who wish to influence human behaviour to answerthree practical questions:• What do I do first?• What do I manage at each stage to ensure a comprehensiveprogramme?• What milestones do I monitor and evaluate?The framework has three components: participatory programmedevelopment (a sequential process for organizing and conducting large-scalebehaviour change interventions); social marketing (a strategic system forpeople centred decision making); and a behavioural constellation (whichdescribes the priority behavioural targets to assess, monitor and evaluate).Participatory programme developmentProgramme development is built on the premise that people must shape andcontrol their own transformation and that participatory processes bestachieve this goal.The process is cyclical, constantly reframing interventions to correctmistakes or to address changes in the target audience. All systemsintermingle participatory research with programme action (fig. 1).The first step is to assess the problem, the community’s current behaviour,11