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“Societal Outreach and Campaigns” (SOC)
roadmap of societal outreach and campaigns
The Stages of Change
“Societal Outreach and Campaigns” (SOC) is the broad umbrella term used to refer to this approach in recognition of the variety of education efforts and communication tactics that may be used to engage large target audiences to raise awareness and support achievement of behaviour change outcomes.
While not as empowering as working directly and more intensively with communities as other approaches such as the Community Engagement or Community Development Approach, awareness-raising approaches and outreach campaigns can provide a cost-effective method for reaching broad numbers of people to support the improvement of animal welfare when:
- animal-owning community members and their animals are too geographically scattered to regularly meet or reach (e.g. in rural areas)
- the population is too large to work with everyone at the same time (e.g. in urban areas)
The SOC approach is best suited to reaching broad sectors of society to support behavioural change through:
- Raising awareness of issues
- Improving knowledge or capabilities, and/or
- Influencing social norms and values e.g. to promote compassion for animals and reduce the harmful animal husbandry and management practices, or raising awareness of animals’ value and role in people’s lives amongst society at large in contexts where animal welfare problems are associated with society’s low perceived status or value of animals as sentient beings.
- Providing reminders or encouragement to support the action and maintenance of desired behaviours.
This approach can be undertaken concurrently in support of broader behaviour change initiatives, such as those using the Community Engagement or Community Development approach, to aide development of necessary preconditions for behaviour change related to awareness, knowledge, skills, or the creation of social norms. Use this guide to support you in either all or some stages of the SOC approach, for instance, if just raising general awareness about animal welfare, then concentrating efforts on gaining audience insight to ensure your messaging is framed effectively would be your focus, but it would be unnecessary to undertake further participatory activities as you would not need to identify target behaviours.
Although the SOC approach can be effective in changing knowledge, awareness, and social values, it is often insufficient for delivering sustainable change in behaviours. This is because increasing individuals’ knowledge, skills, and awareness or changing social values are often only part of what is needed to change a person’s behaviour towards their animals. However, the SOC approach’s broad focus on both reach and awareness raising may be particularly useful in contexts where the risks to animal welfare are relatively low and more intensive animal welfare improvement efforts are not necessary.
Using the SOC approach can be an important element in assisting people to move through the stages of change. It is particularly useful in supporting people to progress through the pre-contemplation, contemplation, and preparation stages of change, where awareness of an issue needs to be developed, which is supported by knowledge, and which in turn can generate motivation to act.
IMPORTANT
When implementing any strategy to change behaviour ensure to:
• investigate actual reasons particular behaviours are performed, and the barriers to performing target behaviours
• research and keep an open mind, and
• avoid the use of your own or others’ theories and assumptions about why existing behaviours are performed, and the barriers to the adoption of desired behaviours.
Core principles that should guide implementation of this approach include:
- Respect for all those involved: respect the autonomy and self-determination of participants, and protect those who lack autonomy, are vulnerable or marginalised.
- Compassion and empathy: safeguard the welfare of all involved, risks must be minimised, benefits must outweigh any risks.
- Integrity: fair distribution of benefits and burdens to ensure all those involved are treated fairly and that no groups or individuals are discriminated against during the SOC process [75]
In addition, refer to the section on Essential Ethical Considerations for Working with Communities for guidance on working ethically with communities on animal welfare improvement projects.
A summary overview of the entire SOC approach contained within this resource is mapped in the figure below, including each phase and its associated steps. Although the diagram shows a simple summary different contexts and communities will progress through these phases at different rates, and timelines indicated are only rough estimates and not prescriptive. Arrows highlight that the process is non-linear, and you may find you have to revisit previous phases as the project develops.
Figure 49: Overview of Societal Outreach and Campaigns (SOC) Approach
The diagram below illustrates the general progression through stages of change in the different phases of the SOC approach. As change is a process, community members can progress or relapse through the stages of change at any time during the project. As such, it is recommended that facilitators pay careful attention to where individuals are in their change process and adapt as needed to support people’s continued progress through the stages of change. Refer to the Human Behaviour Change Learning Module Part 3 for an introduction to the stages of change.
Figure 50: The Stages of Change Linked with the Phases of the Societal Outreach and Campaigns Approach (SOC)
Follow the steps outlined in this approach and ensure animal owning communities are consulted, involved and/or collaborate in the design, planning, and/or implementation of the outreach and campaign activities undertaken in this approach. Through this approach, important discussions can be initiated, understanding of issues and the consequences for animal welfare, and the associated desired behaviours and practices; perceptions and assumptions challenged or changed, and harmony created between welfare friendly practices and people’s values and norms. As a result, this approach can be effective in increasing capability and motivation for improving animal welfare.
Ensure you read and consider the content in Essential ethical considerations for working with communities and 1. Gender mainstreaming checklist throughout all phases of the project.
