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Extension Behavior Change: Introduction to Social Marketing Principles for Extension

Presenters: Laura Warner, Lisa Krimsky, and Laurie Albrecht

Social marketing is a research-based approach to bringing about behavior change that benefits the community and the individual. It is proven to be effective in a number of fields but is underutilized by Extension. In many cases, social marketing could help participants take the final step toward adopting best practices informed by emerging research (i.e., healthy lifestyle measures, water conservation techniques).

This training presents social marketing as an approach to creating behavior change in Extension programming. The speakers will present participants with an overview of this approach, followed by a discussion of the role of this strategy within the Extension system. Tools from the "social marketing toolbox" will be discussed, and examples from real UF/IFAS social marketing projects will be shared. Participants will also play a role in planning for future trainings on this topic.

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Agriculture Extension grant no. 2020-41595-30123 from the USDA National Institute of Food and Agriculture and membership funding. Any opinions, findings, conclusions, or recommendations expressed in the content are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. For more information, please visit You can view the terms of useat

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