Example 2: ANR Programs: Reforestation Priority Group Or Influencing Behavior Group Determinants Bridges To Activities Activities Targeted Priority Group: Adult farmers, Perceived positive 1. Reinforce the 1. Work with municipal farmers farming men and women, who farm on consequence: perception that the officials to begin on sloped land hilly land eventual benefits of promoting fruit trees Believe that planting plant trees on planting trees are rather than Neem trees; Minimal literacy trees leads to future the hillsides of worth the effort today. provide awards to families firewood and building Make their living from their land. who plant/maintain a 2. Increase the perception material, controls subsistence farming and certain number of trees that if they know how erosion and landslides, seasonal migration to labor on until they are to properly plant and prevents climate plantations of export crops (also could be care for trees that they change, and can Own less than 4 hectares of done at the community will not die. increase fruit land, but some of it is hilly and level); and assure there is production 3. Decrease the individual some of the land is eroded a long-range plan for time needed to plant Want their children to have a financing and maintaining trees Perceived negative better life and work off the the municipal tree 4. Reduce the threat to consequences: farm nurseries that provide crop production by Believe they will lose free or low-cost seedlings, Want to end the seasonal identifying other places investment of time and including those for fruit migration to plant trees. effort because saplings trees. Want stable supply of staple die 2. Conduct short foods Believe tree planting demonstrations on tree Believe that it will take too diverts time from planting in each sector, long to see the fruits of their planting food crops including appropriate labor if they spend the time to technology containers for Believe the trees will plant trees drip irrigation. Repeat the hinder crop production Know that their farms are demonstrations in the by making shade and providing fewer harvest results schools when they plant taking water each year trees. Some have planted trees, but 3. Mobilize families to spend most feel it is a waste of time, one day a year planting on effort and resources
Example 2: ANR Programs: Reforestation Behavior Priority Group Or Influencing Group Determinants Bridges To Activities Activities Targeted farmers farming on sloped land plant trees on the hillsides of their land. Priority Group: Adult farmers, men and women, who farm on hilly land Minimal literacy Make their living from subsistence farming and seasonal migration to labor on plantations of export crops Own less than 4 hectares of land, but some of it is hilly and some of the land is eroded 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 Believe that it will take too long to see the fruits of their labor if they spend the time to plant trees Know that their farms are providing fewer harvest results each year Some have planted trees, but most feel it is a waste of time, effort and resources Perceived 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 Perceived 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 trees are worth the effort today. 2. Increase the perception that if they know how to properly plant and care for trees that they will not die. 3. Decrease the individual time needed to plant trees 4. Reduce the threat to crop production by identifying other places to plant trees. 1. Work with municipal officials to begin promoting fruit trees rather than Neem trees; provide awards to families who plant/maintain a certain number of trees until they are (also could be done at the community level); and assure there is a long-range plan for financing and maintaining the municipal tree nurseries that provide free or low-cost seedlings, including those for fruit trees. 2. Conduct short demonstrations on tree planting in each sector, including appropriate technology containers for drip irrigation. Repeat the demonstrations in the schools when they plant trees. 3. Mobilize families to spend one day a year planting on
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