Example 2 for Agriculture and Natural Resource Management (ANRM) Programs: Reforestation Priority Or Influencing Behavior Group Determinants Bridges To Activities Activities Targeted male Demo: Positive consequence: 1. Reinforce the 1. Municipal officials promote and female perception that the fruit trees rather than farmers, men and women, Believe that planting farmers farming eventual benefits of Neem trees; provide who farm on hilly land trees leads to future on sloped land planting are worth awards to families who firewood and building Minimal literacy plant trees on the effort today. plant/maintain a certain material; controls Make living from the hillsides of number of trees until they erosion and landslides; subsistence farming and their land. are well-established (also prevents climate seasonal migration to could be done at the change; and can labor community level); and increase fruit Own less than 4 hectares assure there is a production of land, but some of it is range plan for financing Negative consequences: hilly and some of the land and maintaining the Believe they will lose is eroded municipal tree nurseries investment of time and Common Desires: that provide free or effort because saplings Want their children to cost seedlings, including die have a better life and those for fruit trees. Believe tree planting work off the farm 2. Conduct diverts time from Want to end the 2. Increase the perception demonstrations on tree planting food crops that decreasing soil planting in each sector. seasonal migration Believe the trees will erosion is important to Repeat the Want stable supply of hinder crop production production and land demonstrations in the staple foods by making shade and management. schools when they plant Common Practices: taking water trees. Believe that it will take 3. Mobilize families to spend too long to see the fruits one day a year planting on of their labor if they 3. Decrease the individual communal mountainside spend the time to plant time needed to plant land as a social event. trees now that their and maintain trees. Organize families to take farms are providing fewer turns watering and harvest results each
Example 2 for Agriculture and Natural Resource Management (ANRM) Programs: Reforestation Behavior Priority Or Influencing Group Determinants Bridges To Activities Activities Targeted male and female farmers farming on sloped land plant trees on the hillsides of their land. Demo: farmers, men and women, who farm on hilly land Minimal literacy Make living from subsistence farming and seasonal migration to labor Own less than 4 hectares of land, but some of it is hilly and some of the land is eroded Common Desires: Want their children to have a better life and work off the farm Want to end the seasonal migration Want stable supply of staple foods Common Practices: Believe that it will take too long to see the fruits of their labor if they spend the time to plant trees now that their farms are providing fewer harvest results each Positive consequence: Believe that planting trees leads to future firewood and building material; controls erosion and landslides; prevents climate change; and can increase fruit production Negative consequences: Believe they will lose investment of time and effort because saplings die Believe tree planting diverts time from planting food crops Believe the trees will hinder crop production by making shade and taking water 1. Reinforce the perception that the eventual benefits of planting are worth the effort today. 2. Increase the perception that decreasing soil erosion is important to production and land management. 3. Decrease the individual time needed to plant and maintain trees. 1. Municipal officials promote fruit trees rather than Neem trees; provide awards to families who plant/maintain a certain number of trees until they are well-established (also could be done at the community level); and assure there is a plan for financing and maintaining the municipal tree nurseries that provide free or seedlings, including those for fruit trees. 2. Conduct demonstrations on tree planting in each sector. Repeat the demonstrations in the schools when they plant trees. 3. Mobilize families to spend one day a year planting on communal mountainside land as a social event. Organize families to take turns watering and cost range