Learn how to bridge the gap between environmental awareness and environmental action
Behavior Design Workshop
November 6 & 13, 2019
Scholze Park Center, 280 Dickman Drive, Monterey, CA 93940
November 6 & 13, 2019
9 a.m. – 5 p.m.
Scholze Park Center
280 Dickman Drive
Monterey, CA 93940
frequently Asked Questions (FAQs)
Are you a:
Program manager working to promote uptake of a sustainable behavior? (e.g. avoid single-use plastics, reduce energy use)
Funder that wants to help your grantees use behavior change to make their projects more effective
Communications manager seeking to craft messages that move your audience to action?
Solo practitioner or academic interested in incorporating behavior change techniques into your work?
Curious individual motivated to learn more about how to promote pro-environmental behaviors in your community?
If any of these sound like you, we invite you to join us at our practical 2–day workshop that will show you how to use a human-centered design approach to move from analyzing your audience’s barriers to igniting wide-scale environmental behavior change
We offer a 20% discount for groups of 2 or more.
We also have limited scholarships and work-trade options available.
Attendees can pay via check, rather than through Eventbrite. Contact us at email@example.com and let us know that you would like to purchase your ticket via check.
If you can’t attend this training, but are interested in future trainings or want to learn about the other services we offer, sign up for our newsletter or send us an email at firstname.lastname@example.org.
We will offer a full refund up to 7 days prior to the event.
That’s OK! We will help you figure out what behavior change will have the most impact, as well as how to get there most effectively.
Yes. Someone else from your organization may attend in your place if you can no longer make it.
WHAT YOU WILL LEARN
Our 2-day human-centered-design-based workshop introduces you to behavior design and teaches you how to employ it to promote lasting, impactful pro-environmental behaviors within your target audiences.
Initiation & Ideation:
We’ll start by giving you an overview of our environmental human-centered design approach. In the first phase, we’ll teach you how to identify and understand the appropriate audience, strategically select which behavior(s) to target, and how to determine barriers and motivators to those behaviors.
In the second phase, we’ll move into an overview of the ten Behavioral Building Blocks and show you how to use combinations of those building blocks to design effective behavioral interventions.
We are big believers in real-world application and learning by doing!
Throughout the workshop, we’ll incorporate real-world examples of behavior design in action, from the environmental field and beyond. We share case studies for each behavioral intervention strategy that we introduce, so that you get a vivid understanding of its real-world potential.
Hands-on Application in a Small Group Setting:
Our small group setting of approximately 20 participants also provides you with ample opportunities to participate in hands-on activities to “test-drive” behavior design principles. Through individual and group work, you will have the opportunity to practice applying the concepts to challenges that your own organization may be facing. At the end of the two days, you’ll be equipped with the straightforward tools that you need to implement behavior design in your own work.
The knowledge and tools you need to conduct a barriers analysis to reveal your audience’s barriers, beliefs, values, motivations and more!
We will show you how to complete a low-cost, barriers analysis so that you can identify the barriers facing your audience. This becomes your roadmap for choosing the most impactful behavior interventions.
The ability to accurately segment your audience and communicate more effectively with them.
You can’t communicate effectively to your audience if you don’t understand them and successful initiatives and campaigns are rarely one-size-fits-all. After we help you segment and better understand your audience, we will show you how to use that information to communicate most effectively with them. We will share our own tips as well as other helpful external resources.
The know-how to choose which specific behaviors to target for maximum impact.
It can be difficult to choose which specific behaviors your organization wants to change through your campaign. Some behaviors are easier to change, but don’t make a huge impact, while others would make a substantial impact, but seem near impossible to change. We’ll share our worksheets and other tips for navigating this complex behavior selection process.
Root Solutions’ Behavioral Building Blocks framework – We’ll give you the background you need to design and execute effective behavior change campaigns.
Once you’ve selected the behaviors you want to change, it’s time to start the process of planning which behavioral intervention strategies you are going to use to get the behavior change you seek!
Tools, tools, tools!
We’ve mentioned this throughout this page, but it’s worth reiterating: Our mission is for every non-profit to be able to implement effective behavior change campaigns in-house. Success for us would mean that every non-profit can do this work on their own, and would no longer need us to train or consult with them! That is why every participant at our training will walk away with tangible, practical, easy-to-use tools (worksheets, spreadsheets and more).
Root Solutions has translated decades of behavioral research into ten easy-to-understand behavioral building blocks, based on thousands of real-world case studies, and years of our own experience. Each building block is made up of time-tested behavioral interventions and powerful examples of how each intervention can be applied.
By attaching benefits – or disincentives – to specific behaviors or behavioral outcomes we can catalyze action or help reinvigorate pre-established goals. You will learn when to reward specific behaviors versus behavioral outcomes, best practices for applying incentives, and how to make your limited resources go a long way.
Make it EASY
Any kind of barrier to action, whether mental or physical, discourages us from a behavior. You will learn best practices in behavioral economics and choice architecture for removing barriers to desired actions and erecting barriers to deleterious actions.
Hopelessness leads to avoidance and inaction. In order to feel motivated, we need to be confident that we have the ability to positively affect our planet and that our efforts actually make a difference. You will learn the major steps for empowering your audience to take environmental initiative.
Frame for the appropriate ASSOCIATIONS
We process each piece of new information we receive through our pre-existing values, beliefs, and experiences. You will learn how to frame messages to better fit mental models and to influence message uptake, agreement, and willingness to act.
Design it to be VIVID
Because we are constantly bombarded by information, effective calls to action need to stand out, be original and vividly capture attention! We will walk you through tested methods to make your call to action stand out.
Encourage consistent IDENTITY
We all have a way we see ourselves and a way we want to be perceived of by others, and it is important to us to behave consistently with this identity. Therefore, we are intrinsically motivated to match our beliefs to our behaviors, and will exert effort to do so. Among other things, in this module you will learn how to design an effective commitment campaign.
Demonstrate what is ORDINARY
As busy individuals making thousands of choices each day, we save time by modeling our choices off of the values, expectations, and practices of our community, neighbors, and friends. You will learn how to tap into the power of social norms – a powerful driver of human behavior.
Craft it to be RELATABLE
We care about things more when they relate to our own lives. You will learn how to align your message with what your audience cares about, how to reduce the gap between the individual and the environmental problem, and how to better engage your audiences to act.
We want groundbreaking change, but we often move through the day on auto-pilot, compromising our environmental principles with thoughtless actions. Mindful awareness offers us the power to make conscious decisions in line with our environmental goals. By learning to practice awareness and impart our wisdom onto our audiences, we can foster and sustain behavior change.
Construct it to be LASTING
Although many one-time behavioral interventions can reap lasting benefits to the environment, as environmental practitioners we mostly strive to effect environmental habits. In our final module you will learn how to support long-term change by helping your audiences build and shape pro-environmental habits.
Meet the trainers
Nya co-founded Root Solutions with Rod Fujita in 2014 and has served as the nonprofit’s Executive Director since its inception. Nya’s conservation work has focused on the application of research in institutional design, sociology, economics, and other fields to create policies and design principles that facilitate rational environmental decision-making, namely in service of preserving the world’s oceans. Nya has created educational and outreach materials for the National Science Foundation and the National Geographic Society on the fragility of earth’s coral reef ecosystems. As a fisheries specialist at Environmental Defense Fund (EDF), she provided sustainable fishery management expertise through workshops, trainings, and resource development.
During her five-year tenure at EDF, Nya met and worked closely with Rod Fujita. Together they led the introduction of decision science to their colleagues. Nya has co-authored two books published by EDF: Catch Share Design Manual, Volume 1: A Guide for Managers and Fishermen, and Catch Share Design Manual, Volume 2: Cooperative Catch Shares, as well as several scientific articles. Nya holds an M.A. from the School of Human Evolution and Social Change at Arizona State University and a B.A. in Anthropology and in Geography from the University of California, Berkeley.
Lauren comes to Root Solutions with experience in strategic communication, fundraising, and project and event coordination for non-profits, public agencies and higher education institutions. With a background in environmental policy and economics from UC San Diego, Lauren went back to school for her Master’s degree in Environmental Behavior, Education and Communication at the University of Michigan after seeing a very real need for greater evidence-informed decision-making, programming, and communication in the non-profit space.
After three (very cold) years in Michigan studying and teaching other students about behavior change for environmental stewardship, Lauren is now applying her skills and expertise at Root Solutions by helping non-profits, campuses, and other organizations use behavioral science to increase the efficiency and effectiveness of their initiatives. While Lauren’s environmental topical interests are broad, she believes this lends itself perfectly to her role at Root Solutions, as expertise in human behavior and effective communication are needed across the issue and organizational spectrum.
“This workshop taught me so much more than I ever hoped for! I am so excited to apply this incredible new knowledge to all my programs and interactions!!! Thank you, thank you, thank you!!!”
“I feel like anyone working in environmental program design and implementation should receive this training, especially if they have a goal of changing peoples’ behavior. The training was interesting, engaging, and relevant; we came out of it with specific steps we can take to improve our programming to make it more relevant and effective.”
“This work actually gets at a process for lasting, sustainable solutions to environmental problems, and can be applied to virtually any issue or topic. These solutions/interventions are personal and direct and are therefore more effective. Decision science is the mechanism for bringing together often polarized issues and creating life-long change to better our world and strengthen human-to-human connection!"
“A great workshop for those who work in community organizing and/or engagement! The building blocks presented in the Root Solutions workshop are great tools to help you design an engagement project that targets any obstacles you might face and provides you with the tools to overcome that obstacle. Great information, great presenters, and an overall great experience! I think anybody who works in sustainability and/or environmental departments in their city or county would benefit from attending this workshop!"
"As a Sustainability Coordinator in higher education I oversee a myriad of programs and projects. I try to apply behavior change principles to these efforts but I do not always have the time, staff or resources. I have been fortunate to attend in person and web-based trainings with Root Solutions for a project I am working on. I have benefited greatly from the relevant research, engaging and interactive presentations and the supportive training. I have been provided with resources, encouragement and coaching to help make my latest project seem less daunting. I would highly recommend Root Solutions workshops for professionals that are novice or experienced in behavior change strategies."
"The Root Solutions Behavior Design Workshop is the best conference I’ve been to! The Root Solutions Behavior Design Workshop was extremely informative for addressing a milieu of questions - effectively empowering all non-profit representatives in attendance with the proven calculated methods to affect meaningful change by reaching all audiences."
“[The workshop] covers much of the science behind an articulate and well-rounded framework in ways that those doing work in conservation behavior can readily apply.”
“If you are wondering how the latest social science can be applied to help you better target and persuade your target audience, the Root Solutions workshop is a must. Nya and Lauren have done the hard work for you, reviewing and mastering the essential findings, and presenting them succinctly and convincingly in a well-crafted and effective workshop. I recommend this without reservation.”
"I feel lucky to have attended Root Solution's Behavior Change training! Even though we only had three hours to get through an enormous amount of information, Lauren and Nya were able to perfectly summarize their knowledge. Their presentations were well organized, understandable, and engaging. They offered ideas and tactics that were immediately implementable. This presentation was absolutely the highlight of a jam-packed 4-day conference. Keep up the fantastic work!"
“Root Solutions gave me hope that my small organization can amplify our voice and make change in our community -- I learned specific techniques and received tangible tools to improve our campaign messaging and achieve real behavioral outcomes.”
“This training provides incredibly useful information about designing an effective and long-lasting project aiming to change behavior. You are educated on a vast amount of tools that can be used in pretty much any setting. I will regularly reference my notes from this training and Root Solutions as a whole to help me create successful projects around environmental issues.”