Social Change Tools & Publications
Going to SCALE: System-wide Collaborative Action for Livelihoods and the Environment
Authors: The GreenCom project (Social Change Group)
This guide presents the SCALE framework as an effective combination of methodologies and tools that include civil society participation and mobilization, advocacy, social marketing, organizational development, mass communication, education, and conflict resolution. It provides information on how to map context, catalyze collations and partnerships, and create sustainable solutions.
Heating Up Society to Take Environmental Action: A Guide to Effective Environmental Education and Communication
Authors: AED's Center for Environmental Strategies
This handbook covers theory, tools, and practices designed for education and communication planners. It focuses on how human behaviors and practices can create a more environmentally sustainable world, drawing on the experience of the GreenCom project's four disciplines: education, communication, social marketing, and public participation.
Long-term Contributions to Health in a World of Short-term Commitments and Shrinking Funds: Seven Innovations
Authors: Renata Seidel
Creating lasting change is the goal of every development-oriented organization. However, governments and donors offer support in increments of three to five years and prescribe changes within that limited time span. This document highlights just a few examples of efforts by AED to contribute to long-term improvements in health in a world of short-term commitments and shrinking funds. It focuses on seven major innovations designed to significantly change the way we do development. AED's efforts focus on how individuals change, how societies change, and how community solutions can be applied at a scale that will improve the health of large populations.
Starting with Behavior: A Participatory Process for Selecting Target Behaviors in Environmental Programs
Authors: Elizabeth Mills Booth (Social Change Group)
This paper describes a process to promote biodiversity conservation developed by the GreenCom project in cooperation with the SUBIR (Sustainable Uses of Biological Resources) project in Ecuador. The intervention defines, in a participatory manner, what specific behaviors need to be achieved to reach environmental goals, and how to best promote these behaviors.


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