River Keepers currently is undertaking a project similar to your social marketing concept. The Red River of the North is the focus of our organization. We are an advocacy group that promotes sustainable development of the river. The work I have done here mimics the information I just uncovered through your pre-assessment paper. It was good to see that the greater social science community thinks of this method as sound. It is yielding solid results, and I have found that the identification of barriers and the pilot program or some sort of focal point for the community to use and reference as an example of success or failure are essential in the altering of public and attitude and more importantly behavior.