Example 2: Agriculture and Natural Resources Programs: Reforestation Priority Group Or Influencing Behavior Group Determinants Bridges To Activities Activities Targeted Priority Group: Adult farmers, Perceived positive 1. Reinforce the 1. Plan with municipal officials farmers farming men and women, who farm on consequences: perception that there to promote fruit trees on sloped land hilly land are several benefits of rather than Neem trees; Believe that planting plant trees planting trees (i.e., provide awards to families Minimal literacy trees leads to: firewood, building who plant/ maintain a future firewood Make their living from materials, erosion and certain number of trees and building subsistence farming and landslide prevention, until they are material seasonal migration to labor on fruit production). established (also could be plantations of export crops controls erosion done at the community 2. Increase the ability to and landslides Own less than 4 hectares of level); and assure there is a properly plant, care for land, but some of it is hilly and can increase fruit long-range plan for and protect trees (so some of the land is eroded production financing and maintaining they survive). Want their children to have a Perceived negative the municipal tree 3. Reduce the perceived better life and work off the consequences: nurseries that provide free threat to crop farm or low-cost seedlings, Believe they will lose production by showing including those for fruit Want to end the seasonal investment of time and farmers the best trees. migration effort because saplings placement identifying die 2. Conduct short other places to plant Want stable supply of staple demonstrations on tree foods trees. Believe the trees will planting in each sector, hinder crop production Believe that it will take too including appropriate by making shade and long to see the fruits of their technology containers for taking water labor if they spend the time to drip irrigation. Repeat the plant trees demonstrations in the Know that their farms are schools when they plant providing fewer harvest results trees. each 3. Mobilize families to spend Some have planted trees, but one day a year planting on most feel it is a waste of time, communal mountainside effort, and resources land as a social event. Most are aware of the problem Organize families to take of erosion turns watering and
Example 2: Agriculture and Natural Resources Programs: Reforestation Behavior Priority Group Or Influencing Group Determinants Bridges To Activities Activities Targeted farmers farming on sloped land plant trees 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 Some have planted trees, but most feel it is a waste of time, effort, and resources Most are aware of the problem of erosion Perceived positive consequences: Believe that planting trees leads to: future firewood and building material controls erosion and landslides can increase fruit production Perceived negative consequences: Believe they will lose investment of time and effort because saplings die Believe the trees will hinder crop production by making shade and taking water 1. Reinforce the perception that there are several benefits of planting trees (i.e., firewood, building materials, erosion and landslide prevention, fruit production). 2. Increase the ability to properly plant, care for and protect trees (so they survive). 3. Reduce the perceived threat to crop production by showing farmers the best placement identifying other places to plant trees. 1. Plan with municipal officials to promote 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 communal mountainside land as a social event. Organize families to take turns watering and established
advanced_workshop_on_designing_for_behavior_change.docx