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1、 1 ? ? ?Social?Behavior?Change?Communication?2022 ? ? 2 ?.?3? ?.?5?1.1 ?.?5?1.2?.?6?1.3?.?6? ? SBCC? .?7?2.1 ? SBCC?.?7?2.2?.?7?2.3? SBCC ?.?9? SBCC ? .? 11?3.1?.?11?3.2 ?.?20?3.3?.?24?3.4?.?28?3.5?.?38?3.6?.?41? ?.? 48? 3 ?务?务?！?ESG ?务?匹?匹?务?务?务?SBCC ?务?务?务?撑练? 4 ?务? ? ? SBCC ?务? ? ?够?！?SBCC ?务?务?模

2、? ?！? ? ? ? 5 ? ?1.1 ? ? ? ? ? ? ? ? ? ? Social? Behavior?Change?Communication,? ?SBCC?Social?Norm?1?SBCC ?Campaign?2? 1970 ?3?SBCC ?的?务?务? ?Social?Marketing? ? ?研?1971 ? ?4? (Phillip?Kotler)?Gerald?Zaltman?(Social?Marketing)? ?够? 1? ?告?告?2? Integrating?Application?of?Media?Effects,?Persuasion,?and?

3、Behavior?Change?Theories?to?Communication?Campaigns:?A?Stages-of-Change?Framework?https:/ The?Transtheoretical?Model?(Stages?of?Change),?https:/sphweb.bumc.bu.edu/otlt/mph-modules/sb/behavioralchangetheories/behavioralchangetheories6.html?务?5?模?研?务?研?务?2002 ?Daniel?Kahneman?prospect?theory?4? ?Geral

4、d?Zaltman ? 1971 ?Broadening?the?Concept?of?Marketing? 1969 ? 1 ?Social?Marketing:? An? Approach? to? Planned? Social? Change? ? 1971 ? 7?A?Generic?Concept?of?Marketing? 1972 ? 4 ? 14 ? 2012 ? 8 ? 2015? 1 ? 2015 ? 8 ?5? Kotler,? P.,? Zaltman,? G.,? (July? 1971),? ?Social? Marketing:? An? Approach? t

5、o?Planned?Social?Change,?Journal?of?Marketing,?Vol.35,?pp.3-12.? 6 ? 3.4.5 ?务? ? 2017 ?H?Richard?H.?Thaler?务?SBCC ? SBCC ?尼?/? ?/? ?SBCC ? ?science?fact? ?够?SBCC ?够?群?务? ? SBCC ? SBCC ?够?研?1.2? ? SBCC ?SBCC ? 6 ?务? SBCC?1.3? ? ?/? SBCC ?撑练?务?l ? 7 ?够?l ?CSR ?够?l ?务?够?/? ? SBCC?2.1 ? SBCC?！?SBCC?SBCC

6、 ?尼?/? ? ? ? ?务?2.2? ?SBCC ?匹? ? NGO? ? ? ?愿 1? ? 1.? ? ?务? ? ? ?务? 8 SBCC ?务? ?The? Transtheoretical? Model? and?stage?Of?Change,?TTM)6?愿 2? 2.?TTM ?TTM ? 6? Toward?a?Comprehensive?Model?of?Change,?James?O.?ProchaskaCarlo?C.?Diclemente,?https:/ ?1.? ? 6 ?2.? ? 6 ?3.? ?够?4.? ? 6 ?5.? ?导撑?够?导撑?撑?6.?

7、? 6 ? 9 2.3? ? SBCC ?SBCC ? SBCC ? SBCC ?对? SBCC ? PDCA ? SBCC ? 1? 1.?PDCA ? SBCC ? 7? SBCC?FOR?EMERGENCY?PREPAREDNESS?I-KIT,?https:/sbccimplementationkits.org/sbcc-in-emergencies/courses/sbcc-for-emergency-preparedness-i-kit/?8?C-Modules:?A?Learning?Package?for?Social?and?Behavior?Change?Communica

8、tion,?https:/www.fhi360.org/resource/c-modules-learning-package-social-and-behavior-change-communication?9?Mapping?Motivations,?https:/www.traffic.org/site/assets/files/4313/understanding-motivations-summary-final-web.pdf?PDCAPDCA? ? ?SBCC?SBCC?forfor? ?E Emergencymergency? ?Preparedness?IPreparedne

9、ss?I- -KitKit7 7? ?C C- -C Changehange8 8? ?9 9? ? SBCCSBCC ? ?PlanPlan? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ? ?l ? ? ?DoDo? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?l ? ?CheckCheck? ?l ? ?l ? ?l ? ?ActAct? ?l ? ?l ? ?l ? ? 10 ? SBCCSBCC ? ?研?/? ?研? ? ?研? 11 ? SBCC ?3.1? ? ?3

10、.1.1 ?3.1.1.1? ? SBCC ?研? SBCC ?3.1.1.2? ?1.? ?2.? ?3.? ?3.1.1.3? ? 2? 2.? ? ? ?研? 12 ? 3? ?研?研?* *? ? ? ? ?研? ? ? ? ?l ?l ?务?l ? ? ? ? ?l ?l ?l ?/?/B ?l ?l ?l ?l ? ? ?l ?l ? 6 ? 10 ?l ?l ? 13 ? 3.? ?*? ?研? SBCC ?研?研?l ?研?l ?l ?l ?l ?研?l ?l ?研? 14 3.1.2 ?3.1.2.1? ?SBCC ?去?3.1.2.2? ? 3?研务?务? 3.? ? 15

11、 3.1.3 ?3.1.3.1? ? SBCC ? 5? 5.? ?10 10? ? McKee,?Manoncourt,?Chin?and?Carnegie?(2000)? 4 4? ? 4.? ? HIV ?务? 16 ?3.1.3.3 ?务?对?11? 11? ?对? ?l ?务?1) ?2) ?吗?3) ?群?l 务?务?1) ?2) ?吗?3) ?群?对?4) ?对?5) ?6) ?l ?NGO?去?务?务?1) ?吗?2) ?3) ?4) ? 17 ?务? SBCC ?够? 4? 4.? ?对? ? ? ?对?对? ? ?对?对?对? 5 5? ?对?对? ? ? ?l ?l ?l

12、 J.M.?Smucker?l O.E.S?Distrimed?l ?J.M.?Smucker ?O.E.S ?对?对? ?l ?l ?去?l ?l ? ?l ?l ?对? 5.? ?对? 18 3.1.4 ?3.1.4.1? ?务?l ?l ? ?/? ?l ?吗?吗?导?l ?l ?l ?导? 19 ? 3.1.4.2 ? 6.? ?3.1.5 ?3.1.5.1? ?模? ? ?务? ? ?3.1.5.2? ? 7.? ? ? ? ? ?/?/? ? SBCCSBCC ?务?务?1.? ?2.? ?3.?4.? ? ? ?5.? ? ? ?SBCC ?务? 20 3.2 ? ?3.2.1?

13、 ?3.2.1.1? ?务? SBCC ? ? ? ? ? ?够? ? ? ? ? ?3.2.1.2 ? 6?务? ? ? 12? ? OSullivan?Yonkler?Morgan ? Merritt?2003? 6.? ?3.2.1.3? ?研? 8? 8.? ?12?研? ? ? 21 ?TA ?TA ?导?TA ? TA ?务? TA ?研?3.2.2? ?3.2.2.1 ?去? SBCC ?群? SBCC ?研?3.2.2.2? ?SBCC ?务? ?/? ? 22 3.2.2.3? ? 9.? ? ?模? ? ? ? SBCC ?* *? ? 23 ?TACTAC? 1 10 0

14、? ? ? ? ? ? ? 40 ?-? ?-? ?-? ?-? ?-? ?纸?-? ?-? ?-? ?40 ? x ?FP?RH?-? ? FP ? RH ?-? ?-? ?-? ?-? ?-? ?纸?-? ?-? ? FP ? RH ? x%? ? FP ? RH ?x%? 10.? ?TAC? 24 3.3? ? ?3.3.1? ?3.3.1.1? ? SBCC ? SBCC ?3.3.1.2? ? SMART ? SBCC?务?告? SMART ?太? ? ?历? ? ?3.3.1.2.1?SMART ?太?历?SpecificSpecific? ? ? ? ?MeasurableMe

15、asurable? ?岁? ?AttainableAttainable?务?/? ?RelevantRelevant?够?匹?睫?TimeTime- -boundbound? SMART? ? ?a) ?务?/?b) ?c) ?够?太?d) ?够? 25 3.3.2? ?13?3.3.2.1? ?SMART? ?/?/? 13? Social?and?Behaviour?Change?Communicaion?for?Emergency?Preparedness?Implementation?Kit.?l ?Input? SBCC ?l ?Output?SBCC ? ? ?l ? ?Outco

16、me? ? ? SBCC ? ? ? SBCC ?太? SBCC ?研?务?12? 13? 14? SMARTSMART ? 1 11 1? ? ? ? ?X ?包?X ? 55%? 95%?X ?包? 11.? ? 26 ? 12.? ? SBCC ? SBCCSBCC ? ?- SBCC ?- ? SBCC ?- ? SBCC ?- ? SBCC ?盟?- ?/? 13.? SBCC ? 14.? SBCC ? SBCCSBCC ? ? ? ? ?- ?知?- ?- ?- ?睫?- ?- ?- ?睫?纸?- ?- ?- ?- ?知?- ?- ?睫? SBCCSBCC ? ?- ? SBCC

17、 ?睫?- SBCC ?- ?- ?- ?导?- ?盟? SBCC ?- ? 27 ?研? 15? 15.? ?SBCC ?14?SBCC ?务睫? 16? 14? Lakin?N,?Scheubel?V.?(2017).?Corporate?community?involvement:?The?definitive?guide?to?maximizing?your?business?societal?engagementM.?Routledge.? ? ? ?研? ?研?研? ?研?告?研? ?务? ? 28 ?3.4? ? ? SBCC ?务? SBCC ?纸?务? ? 1 1? ? ?

18、? 1.? ?模?模?模?务?婴? 2.? ? 3.? ?1./2./3.? 16?SBCC ? 29 3.4.1 ?的?Diffusion?of?Innovations? ?3.4.1.1 ?的?务吗?的? 2.5%?粉?13.5%?粉?粉? 34%? 51%?34%? 15%?15?愿 10? 10.? ?的?16? 15? Rogers,?E.M.? ?2003?.?Diffusion?of?Innovations? ?5th?ed.?.?New?York?Free?Press?16? https?/sbccimplementationkits.org/sbcc-in-emergenci

19、es/diffusion-of-innovations/?Innovators:? ?Early?Adopters:? ?Early?Majority:? ?Late?Majority:? ?Laggards:? ?1 1?APPAPP ? KOLKOL ?2 2? ? APP ?务? KOL ?QQ ?吗? APP ? KOL ?务?务? KOL ? APP ? KOL ?务? PK? APP ?KOL ?KOL ? APP ?1? SBCC?2?https:/ 30 3.4.1.2 ? ? ? KOL?务?务?吗?务吗?吗? SBCC ?吗? 1950 ?去?络? ?3.4.2 ?Moti

20、vation-Opportunity-Ability?MOA?3.4.2.1 ?纸?纸?MOA?愿?Intention?Ability?纸?(Opportunity)? ? ?17? ? ? ? ? ? ? ? ? ? ? belief?evaluation?吗?愿太? ?纸 ?Motivation? ?纸?纸?导?愿 11? 11.?MOA ?18? 17? Vlek,?C.?(2000).?Essential?psychology?for?environmental?policy?making.?International?Journal?of?Psychology,?35?2?,?153

21、-167.?18? http:/www.cres.gr/behave/pdf/Motivation_Opportunity_model.pdf 31 3.4.2.2 ?纸?愿?SBCC ? SMART ?纸?牌?务?纸?务? ?illegal?wildlife?trade?,? ?纸? ?TRAFFIC? 3D ? TRAFFIC ? Markus?Burgener ? 3D ? ? ?1? ? ? ? ?吗?2020 ? 9 ?吗? ? 务? 4 ?吗? 1.3 ?务?确?级?级?2?2021 ? 4 ? 22 ? TRAFFIC?WWF?IFAW?匹?务?睫? ? ?盟纸? ? ?吗?纸?

22、1?http:/www.trafficchina.org/node/503?2?http:/www.trafficchina.org/node/501? 32 ?务?牌?愿?研?务?bias? SMART ?3.4.3? ?Cue?Routine?Reward?3.4.3.1? ?19?纸?纸?cue?routine?reward? ? ?盟?愿 12? 12.? ? 19? Charles?Duhigg?The?Power?of?Habit? ?2012? 33 3.4.3.2 ? ?cue? ? ?务?务导?/? ? ?纸?纸? ?牌?纸?纸?1 1? ?尽?睫?够?纸?尽?睫?尽?睫?务

23、?导?睫?野?野? ?务?野? ?野? ?野? ?cue?routine?憾?务?太?reward?1? ? (2007)? 34 3.4.4 ?Nudge?Cognitive?Dissonance?3.4.4.1 ?睫? 20? Festinger,?L.? ?1957?.?A?theory?of?cognitive?dissonance.?Stanford?University?Press.?20? ? ?1 1?Festinger ? 1957 ?务? ? 告?历?研 Festinger ?Festinger ?2 2? ? ? Tortuguero ?务?20 ? 60 ?去?Cari

24、bbean?Conservation?Corporation? 1970? ? Tortuguero? ?告?CCC? ?络?络?络?Tortuguero ?1?1?https:/ 35 3.4.4.2 ?太?务? 21? Kahneman,?D.,?&?Tversky,?A.? ?2013?.?Prospect?theory? An?analysis?of?decision?under?risk.?In?Handbook?of?the?fundamentals?of?financial?decision?making? Part?I?pp.?99-127?.?3.4.5 ?Nudge?Los

25、s?Aversion?3.4.5.1 ?21?睫? 36 ?3.4.5.2 ? ? ? ? ?模?务?务?尽? ?尽?去? ? ? ? ?尽? ?1? ? ?尽? 1958 ?纸?尽?务? 2012 ?1 ? 20 ? 100%?粉?睫?2?1?https:/ 37 3.4.6 ?The?theory?of?Planned?Behavior?3.4.6.1 ?够?22?睫?愿?对?岁?纸?纸?纸?愿 13? 13.? ? 22? Ajzen,?I.? ?1991?.?The?theory?of?planned?behavior.?Organizational?behavior?and?huma

26、n?decision?processes,?50?2?,?179-211.?Basen-Engquist ? Parcel ? 1992 ? ? 790 ?研? ? ?务?务?对?1?1?https:/doi.org/10.1111/j.1559-1816.2007.00285.x? 38 3.4.6.2 ?对?务?牌?告?睫?勒?愿? 告? ? ?3.5? ? ?3.5.1? ?吗?告?盟?务?吗?吗?的?盟?盟?吗?盟?纸? APP ?吗?务?导?23?3.5.2? ?1.? ?2.? ?3.5.3? ?太? SBCC?for?Emergency ? 17? 23? ? http:/www

27、.thehealthcompass.org/how-to-?guides/how-develop-channel-mix-plan.? 39 ? ? ?&? 17.? ? SBCC?for?Emergency ?24?3.5.4? ? ? 24? SBCC?FOR?EMERGENCY?PREPAREDNESS?I-KIT,?https:/sbccimplementationkits.org/sbcc-in-emergencies/courses/sbcc-for-emergency-preparedness-i-kit/? ?吗? ? ?练?匹? 40 ? ? ?太?吗?盟? APP ? ?

28、? ?务? ?吗?/?2008?盟?盟?让?群?让? ? ?务?愿?让?告?研?对?让?愿? HIV ?VCT ?让?够?对?对?对?让?导?l ?历?l ? SBCC ?够?吗?PMTCT? SBCC ?吗? 41 3.6? ? ?3.6.1? ?SBCC ?Monitoring?&?Evaluation,?M?E? SBCC ?/?研? SBCC ?岁?够?务?睫?睫? SBCC?岁? SBCC ?岁?务?3.6.2? ?1.?够?2.?3.?3.6.2.1 ? SBCC ?务? ? ?够?匹?研?盟/? ? ?告? ? ? ?/? ?吗? ? ? ? ? ?研? 18? 42 ?研?研?

29、Q Quantitativeuantitative? ?D Dataata? ?研?研?Q Qualitativeualitative? ?D Dataata? ?研? ? ?历?研? ? ?/? ? ?盟? ?研?导?历?研? ? ? ? ? ? ?确? 18.? ?3.6.2.2? ?练?够?务?够?模?够? ? ?够? ? ?研? ? ?研?盟?纸? ?够?够? SBCC ?够?太?够? ?太?/? SBCC ?岁?研?研?太?覆?务?研?研?盟?纸?研? ? 43 ?够?-? ?-? ?名?-? 愿?愿?研?-? ?导?牌?盟?纸? ?名?研? ?研? ?研?够/?够?务?SBCC ?

30、 19? 44 ? ? ? ? ? ?研? ?够务? ?吗? ?研? ? ? ?吗? ?吗? ?吗? ?吗?研? ? ? ?研? ? ?研? ?岁? 19.? ?SBCC ?3.6.2.3 ?睫?粉? ? ?岁?岁? ? SBCC ?岁? ?岁?够? ?岁? ?SBCC ? ?睫? ? ?历? ?历? 45 ?SBCC ?纸? 5 5 ?够?够?纸?纸?1 1? ? 5 ?够? 5 ?务? 3 ? 5 ? ?去? ?务? ? ? ? ?研? H5 ?吗?研?研? ? ?/?导? 5 ?纸? ?纸? ?务?务? ?务?盟?导?务?研?研?1?https:/www.gywx.org/article

31、/2541? 46 3.6.3? ? SBCC ?25? ? ? ? ? ? ? ? SROISROI ? Social? Return? on?Social? Return? on?Investment?Investment? ?盟盟? ?SROI ? ? ?滋?纸?纸?盟?SROI?滋? ?滋?滋?SROI ? 6 ?愿 7? 7.?SROI ?26? SROI ?太?愿 8? 8.?SROI ? 25? ? The?Center?for?Corporate?Citizenship?at?Boston?College.?Determining?the?Value?of?Corporate?

32、Community?Involvement.?26 社会投资回报评估指南（2011） 47 SROI ? SBCC ?盟?睫?睫?睫?睫?27?Logical?Framework?Logical?Framework?ApproachApproach? ? ?Logical?Framework?Approach?够?愿?愿 9? 9.? ? 27? ?https:/ 48 ? ?SBCC ?告?务?SBCC ?吗? SBCC ?太? SBCC ?务?务? ? SBCC ?务? SBCC ? ?送?务?务?太? SMART ? ? CSR ?够?岁?岁?模?岁?务? SBCC ?够?研?睫?睫? ?模?2? ?务?务?务?睫?睫?睫?名?2022 ? 1 ?