Changing Social Norms to Improve Water Quality: Getting the Masses to Choose Fish and Water Friendly Actions

Abstract

Keys to getting the masses to be fish and water-friendly: 1. Be clear about your real goal - Bennett’s Hierarchy. 2. You don’t need to reach EVERY person – Roger’s Diffusion of Innovation. 3. Remember that humans change one step at a time - Outreach Continuum & Stages of Change. 4. ID Target Audience, Benefits, Barriers - Social Marketing.