Feel confident about choosing to communicate through major public media and education campaigns because, if each goal is specifically addressed they can have a demonstratable effect on attitudes, knowledge, behavior intentions, and behavior change.

Individual 
The learning experience: Presents a new behavior or skill by• Demonstrating its similarity to a current behavior or skill.• Relating the new behavior to current social practices.• Demonstrating ease of adoption in terms of time, effort and money.

Community 
The learning experience: Builds effectiveness through linkages to other communities, partners, and resources.
The learning experience: Reaches people in multiple ways.

Citation: Watson, R. K., M. H. Murphy, et al. (1999). An Opportunistic Field Experiment in Community Water Conservation. Population and Environment 20(6): 545-560.
Citation Type: Research