PREMIER
Tools of Change is the most extensive, freely-accessible collection of full-length voluntary behavior change, social marketing and cbsm case studies available on the web. You will also find some great planning tools and resources here.
Resume & Projects
Check out our Landmark case studies, which have been chosen through a peer selection process that recognizes programs and social marketing approaches considered to be among the most successful, innovative, replicable and adaptable in the world. They cover a range of programs related to (1) climate change adaptation and mitigation, (2) building energy conservation, and (3) active / sustainable transportation.
318 Comments
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Call for Nominations: energy and/or climate change related behavioral programs
2026-05-16 14:16:58 UTC
Suggest an energy- or climate-change-related behavioral program. We’ll recognize, write up, and publish the best ones.- By June 5, 2026 suggest a behavior change program others can learn from related to (1) climate change mitigation and/or
adaptation, and/or (2) sustainable energy consumption. - We will research and write case studies of the strongest, best
evaluated programs suggested. These will then be scored by
our peer-review panels, based on impacts, innovation,
replicability and adaptability. - The highest scoring case studies will earn our Landmark
designation and will be further strengthened in response to panelists’ questions and comments. - New abbreviated nomination form.
- By June 5, 2026 suggest a behavior change program others can learn from related to (1) climate change mitigation and/or
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Reducing Commercial Food Waste in Europe
2026-05-16 14:03:54 UTC
Providing kitchen managers and staff with personalized feedback on the amount and types of food being wasted has been shown to reduce the amount of food wasted. However, existing food waste tracking systems took time and disrupted workflows - a significant barrier to long-term adherence. This intervention used a newly developed, fully automated food waste tracking system to reduce this barrier by automatically weighing and recognizing food waste items and categories. It reduced food waste at four of five locations by 23 to 51% and cut the cost of wasted food by up to 39%. This was largely due to changes to how meals were produced and served.
Tool used include:
For more detail click here. -
Kingston’s High School Transit Pass Program
2026-05-16 13:57:57 UTC
Kingston’s High School Transit Pass Program is an exceptionally well evaluated program that provides high school students with training on and free passes for riding the bus, with the aim of instilling a lifelong habit of using public transit. It helped increase total bus ridership by 70% over six years. The approach illustrates the value of focusing on a time when habit formation occurs. It was designated a Tools of Change Landmark case study in 2026.
Tools used include:- Building Motivation Over Time
- Financial Incentives and Disincentives
- Overcoming Specific Barriers
- Vivid, Personalized, Credible, Empowering Communication
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Call For Nominations: model energy or climate change programs
2026-04-28 16:41:35 UTC
Suggest a model energy or climate change behavioral program. We’ll research, write and publish case studies of the best ones.- By June 5, 2026 suggest a behavior change program others can learn from related to (1) climate change mitigation and/or adaptation, and/or (2) sustainable energy consumption.
- We will research and write case studies of the strongest, best evaluated programs suggested. These will then be scored by our peer-review panels, based on impacts, innovation, replicability and adaptability.
- The highest scoring case studies will earn our Landmark designation and will be further strengthened in response to panelists’ questions and comments.
- New abbreviated nomination form
- By June 5, 2026 suggest a behavior change program others can learn from related to (1) climate change mitigation and/or adaptation, and/or (2) sustainable energy consumption.
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Nominate your CBSM Program for Landmark Designation by June 7, 2025
2025-02-19 18:25:14 UTC
Tools of Change is soliciting nominations for its 2025 Landmark-designated behavior change case studies in two topic areas – (1) sustainable transportation and (2) climate change mitigation and adaptation. We are also accepting nominations for (3) building energy conservation behavior change case studies, to be reviewed and designated in 2026. The deadline is June 7, 2025.
If you know of a particularly effective or innovative approach for changing related behaviours, it can even be your program, please consider nominating it. All nominations must include measured impact results.
Designation as a “Landmark” (best practice) case study through this peer selection process recognizes behavior change programs and approaches considered to be among the most successful, innovative, replicable and adaptable in the world. Designated programs gain exposure and credibility, and we prepare and post detailed on-line program case study materials, which may help them attract customers and investors, and maintain or increase program funding.
Nominations are screened by Tools of Change staff and then the most promising are rated by peer selection panels based on a standard scoring grid. Designated programs are highlighted in our written case studies. Program organizers get a Landmark designation logo for use on websites and in electronic newsletters, providing click-through access to the program’s case study materials.
The nomination form, which can be downloaded from www.toolsofchange.com/en/landmark/, must be submitted by Friday, June 7, 2025.
To view Landmark case studies designated in past years, go to www.toolsofchange.com/en/landmark/
BACKGROUNDER
ABOUT TOOLS OF CHANGE
Tools of Change was first published as a workbook in 1994, co-authored by Jay Kassirer and Doug McKenzie-Mohr. The website, sections of which are based on the workbook, was launched in January 2000 as a collaborative effort between Cullbridge™, the Federation of Canadian Municipalities, Health Canada, Natural Resources Canada, the International Institute for Sustainable Development, Environment Canada, and Canada's National Round Table on the Environment and the Economy. Founded on the principles of community-based social marketing, Tools of Change engages program planners and facilitators from around the world to share and learn from their collective experiences. Its mandate is to build the capacity for planning and implementing more successful health, safety, and environmental promotion programs.
The website currently hosts over 200 full-length case studies. An impact evaluation of site users found that most returned to the site many times, had improved their programs as a result, and had used the site to help explain and justify their ideas to colleagues and decision makers. Many had replicated ideas found on the site.
RECENT LANDMARK DESIGNATIONS
The following are some recent examples of programs that have been designated.
Climate Change- Better Cotton. This program has changed farming techniques (behaviors) that in turn, among other social benefits, has decreased the amount of water used per hectare when cultivating cotton. Water use dropped by 10-14% at participating farms in China, India, and Pakistan. Annual water use dropped by 1.1 billion cubic meters of water in India alone. Better Cotton recently set a target for also reducing greenhouse gas emissions per ton of Better Cotton produced. Designated a Landmark case study in 2024.
- Carbon Cure. To meet global greenhouse gas targets, we will need to remove carbon dioxide (CO2) from the atmosphere, not just slow down emissions. Carbon Cure has promoted the rapid adoption by concrete plants of a new type of concrete – one that in its manufacturing process, removes and permanently stores significant amounts of carbon from the atmosphere. By 2021, over 300 concrete plants around the world supplied 10 million cubic yards of Carbon Cure concrete that captured 142,046,000 lb. of CO2 over nine years, an average of 15,782,889 lb. / year. Designated a Landmark case study in 2024.
- Coolfood. World Resources Institute’s (WRI) initiative for curbing diet-related emissions – provides the food service industry with the tools and expertise to reduce emissions by 25% by 2030, in line with the goals of the Paris Agreement. Designated a Landmark case study in 2023.
- Liftshare and Mobilityways, U.K. Liftshare is a social enterprise that has worked with over 700 of the UK’s largest employers to reduce the number of single occupancy vehicle trips using carsharing, active transportation and public transit when commuting for work. With an online community of over one million members, it is estimated that Liftshare members have avoided the release of 300 million kg / 300,000 tonnes of commuter carbon emissions (averaging 50 million kg / 50,000 tonnes per year). In 2020, Liftshare launched Mobilityways, a sister platform that enables employers to evidence, track, plan and change their commuter emissions via a set of tools / modules that work seamlessly together. Designated a Landmark case study in 2023.
- Southern Nevada Water Authority's Water Smart Landscapes Program. As climate change leads to more drought situations, it will be important to understand how to best promote water conservation. Southern Nevada Water Authority’s Water Smart Landscapes (WSL) program pays homeowners to replace their non-native, ornamental lawns with plants and landscapes that use less water because they are better adapted to their dry climate. It is one of the longest running “cash for grass” policies. Designated a Landmark case study in 2022.
- Chicago’s Building Energy Rating System. Chicago was the first U.S. city to require building owners to prominently post a building’s energy performance rating, and to share that that rating with potential buyers and/or renters. While the rating system was being introduced, ComEd and Peoples Gas ran extensive complementary incentive and rebate programs that enabled building owners and managers to make energy improvements at little to no cost. Designated a Landmark case study in 2022.
- Climate Matters trains and supports American TV weathercasters to report on the local impacts of climate change while reflecting current scientific knowledge and concerns. The program provides participating newscasters with weekly story packages with local data and broadcast-quality graphics that visualize the data. Because of an overt conflict in the meteorology community about opposing views of climate change, the program engaged a conflict mediator who worked with small groups of opinion-leading weathercasters to surface and work through the entrenched conflicts. As climate reporting became increasingly normative, the program ensured that everyone in the weathercasting community knew the behaviors were gaining in popularity. As of 31 October 2020, there were 968 participating weathercasters in 483 local TV stations, in 92% of all US media markets and 99 of the top 100 media markets. Viewers exposed to their climate education became more likely to understand that climate change is already a 'here, now, us' problem. Designated a Landmark case study in 2021.
- Day Zero. Fear appeals must be carefully considered as they can too-easily backfire and discourage people from taking in and acting on our messages. And why spread fear unnecessarily? This case study illustrates an appropriate and effective use of a fear appeal to reduce water consumption in Cape Town South Africa. It tracks 30 years, from the time the City predicted severe water shortages to the point where the taps nearly ran dry and this city of four million people reduced water use enough to avoid disaster. Designated a Landmark case study in 2021.
- Chicago’s Building Energy Rating System. Chicago was the first U.S. city to require building owners to prominently post a building’s energy performance rating, and to share that that rating with potential buyers and/or renters. From 2017 to 2020, the program saved 7,293.6 million Btu (2.1 million kwh) per year. Designated a Landmark case study in 2024.
- Home Energy Labels in Oregon. This is one of the first and best evaluated implementations of the U.S. Department of Energy’s Home Energy Score TM. The Score was developed to provide homeowners, buyers and renters with credible and directly comparable details about a home’s energy consumption. The ultimate goal was for homeowners to implement energy efficiency renovations. In all, 464 households saved 840,973 kWh per year, due to upgrades conducted over six months. Households that received a Home Energy Report were 11 times more likely on average than non-participating homes to have undertaken energy efficiency upgrades. Designated a Landmark case study in 2024.
- Co-Ownership of Wind Farms. What if you want to move away from gas and oil, but rent, are about to move, or can’t afford solar panels? If your energy supplier has not already pledged to go green, you have few options. The co-ownership of wind farms engages and makes it practical for more homeowners and renters to buy wind-generated power. Designated a Landmark case study in 2023.
- Reduce Your Juice: Meaningful Gamification Motivates and Empowers a Challenging Consumer Segment to Save Money and Energy. This innovative social marketing approach changed the energy use behaviours of low-income renters in Brisbane, Australia, through meaningful gamification. The gamified experience promoted desired behaviours and reduced undesired ones, all carefully chosen using McKenzie-Mohr's cbsm guidelines for selecting behaviors. The Reduce Your Juice program was designed to be fun, easy and impactful. On the exterior, it appears as a simple, fun and easy experience of games and gamified activities, communications, community, and rewards. However, below the surface lies a sophisticated intervention developed through the application of formative research and theory and implemented by a team of multi-disciplinary experts from the energy, social marketing, behaviour change, digital insights & technology, research, and social sectors. Designated in 2022.
- Opting Out in Germany for Non-Renewable Energy. While many people in Germany say they would use green energy if presented with a choice, very few consumers do so. In contrast, most people have been using green energy in a few German municipalities where citizens have had to opt out for non-renewable energy supplies rather than having to opt-in to get renewable ones. This case study also illustrates the connection between green power choices and clean air / environmental health, and the value of randomized control trials (RCTs) for measuring program impacts. Designated in 2022.
- Solarize is a group purchase program designed to simplify and reduce the cost of investing in solar energy. The campaign organizes a volunteer committee of residents to competitively select a solar installer who agrees to set pricing. At a series of free educational workshops participants can learn about the technology, incentives, and financing options. Interested, participants can then sign up for a free site assessment and are guaranteed the Solarize price, if they sign a contract within the campaign timeline. Customers can save as much as 25% of the total cost of installation. This approach enables grassroot and other solar advocates to build motivation and engagement over time, reduce key barriers to action, convert “interest” into “action”, and permanently transform the market for solar installations in their communities. Designated a Landmark case study in 2021.
- WaterSense Adds Up to Big Water and Energy Savings. This partnership program sponsored by the U.S. Environmental Protection Agency (EPA), seeks to protect the future of the nation’s water supply by offering Americans a simple way to use less water with water-efficient products, homes, and services. WaterSense labeled products, which are independently certified to use at least 20% less water and perform as well or better than standard models, have been on the market since 2007. As of 2021 there are more than 30,000 labeled models, including products used in residential and commercial bathrooms, and outdoor irrigation. EPA’s WaterSense program has also certified over 3,000 homes with WaterSense labeled fixtures and water-efficient features. By 2020, the program had saved 603 billion kWh of electricity. Designated a Landmark case study in 2021.
- Portland’s Transportation Wallet in Parking Districts Program. This is a demand management strategy that encourages people to drive less and try alternative travel modes, while reducing the use of single-occupant vehicles, the demand for on-street parking, and the burdens of transportation costs for people with low-incomes. Users see it as a package of valuable travel options at a deep discount, or at no cost when trading in a parking permit or meeting income criteria. The program is funded by charging for choosing the ‘competition’ (i.e. making it more expensive to drive / park a car.) Designated a Landmark case study in 2024.
- Norway’s Promotion of Electric Vehicles. Several policies / incentives, in place over an extended period, have made Norwegians more likely to purchase electric vehicles (EVs) than people in any other country. These incentives have included: exemption from vehicle registration and high purchase taxes, reduced road tolls, free parking, and access to some bus lanes. A similar long-term approach could be adapted for other big-ticket purchasing behaviors where the impact justifies the expense – for example energy-efficient home / building retrofits and appliances. Designated a Landmark case study in 2024.
- Smart Trips Austin. This program encourages residents of Austin Texas, USA to take multi-modal transportation options (walk, bike, ride transit, and share rides) more often, rather than drive alone. The program focuses on personal interactions — educating individuals on their options and overcoming barriers to multi-modal travel. It averaged a participation rate of 5-10% of households contacted, a 5-10% reduction in drive-alone trips among participants (about 41,000 vehicle trips per year), and a corresponding 5-10% increase in active and shared trips. Designated a Landmark case study in 2023.
- Carpooling Promotion in Paris. France provides financial incentives to local travel authorities (LTAs), employers and employees to promote carpooling. It also funds the development of carpooling infrastructure, ridesharing platforms that make it much easier to carpool, and fraud prevention mechanisms. This case study covers the formative research and early implementation in Paris of France’s National Daily Carpooling Plan. Designated in 2023.
- How Copenhagen Became a Cycling City. What makes a great cycling city? How did the medium-sized City of Copenhagen get its citizens to cycle to work / school 49% of the time? While topography and climate are significant influencers, safety, supportive infrastructure, and promotion also played key roles. Copenhagen increased cycling by making it safer, easier, and more convenient. This case illustrates the power of piloting alternative enhancements on an ongoing basis to further reduce barriers and increase benefits, based on regular surveys, traffic data and safety data. It also features a transparent planning process - the Bicycle Account – a research, evaluation, promotion, and citizen engagement tool used every two years since 1996. Designated in 2022.
- Paris Reduces Car Use, Boosts Walking and Cycling. Paris is an inspiration for large cities around the world, having reduced car traffic in its core (Ile de France) from a mode share of 12.8% in 2010 to 6% in 2020. How did Paris get to be one of the cities in the world with the lowest mode share for single occupant vehicles? The city is comparatively dense and has one of the top subways in the world. But what is most striking about its transformation is the increase in cycling and walking during this period – they increased from 55.4% in 2010 to 68% in 2020. Numerous programs offered by three levels of government explicitly prioritized bicycles over cars and reduced on-street car parking to make room for bike lanes. They taxed and restricted more polluting vehicles, and gradually phased them out, while providing a conversion bonus for the purchase or lease of electric-assisted bicycles and cargo bikes. In addition, car ads had to include messages promoting greener methods of transportation, and incentives were provided for bike repairs and tune-ups. Designated in 2022.
- Virgin Atlantic Airways (VAA) conducted an eight-month pilot in 2014 to test the potential roles and impacts of monitoring, performance information, personal targets, and prosocial incentives on the fuel-use behavior of their captains. All 335 of VAA’s captains were part of the pilot, and they were randomly assigned to four separate treatment groups. Since the pilot, the approach has become business as usual at VAA, and the technology was commercialized through Signol and updated to a web-app and email rather than post. Designated a Landmark case study in 2021.
- Seattle Children’s Hospital has operated a widely recognized trip reduction program since 1995. This program is an early and successful example of providing drivers with cash incentives to offset losing free parking (“parking cash out”). It is also one of the few ongoing examples of a program that pays people if they take a non-SOV way to work. Between 1995 and 2017, the percentage of employees who drive to work alone dropped from 73% to 33%. Further, the program’s commuting perks have helped attract & retain quality employees, and the program has enabled the hospital to avoid spending $20 million to build new parking facilities. Designated a Landmark case study in 2021.
LANDMARK PANEL MEMBERS
Climate Change Panel, 2025
This panel includes members from on-the-ground programs (including Anna Kelly from Power TakeOff; Kathy Kuntz from the Dane County Office of Energy & Climate Change; Madeleine Lemaire, a Water Conservation officer for the City of Coquitlam; Dan Reed from the Center for Climate Change Communication; and Michele Smith who is the WasteSmart behavior change team leader for the City of Brisbane Australia), academics (Amjad Alghamdi from George Mason University Department of Communication), and some of North America’s most proactive social marketing consultants supporting climate change mitigation and adaption professionals (including Doug McKenzie-Mohr, Susan Schneider and Brooke Tully.)
Transportation Panel, 2025
This panel includes members from on-the-ground programs as well as some of North America’s most proactive consulting, NGO, and government organizations supporting sustainable transportation professionals including Aaron Gaul from Alta Planning and Design, Nathalie Lapointe from the Federation of Canadian Municipalities, David Levinger from the Mobility Education Foundation, Nicole Roach and Charlotte Estey from Green Communities Canada, Jessica Roberts from Alta Planning + Design, Lisa Kay Schweyer from Foursquare ITP, and Sara Hendricks from CUTR and the University of South Florida.
Building Energy Conservation Panel, 2026
This panel is now reviewing nominations every second year. The next year will be 2026. It includes members from on-the-ground programs (including Arien Korteland from BC Hydro and Lester Sapitula from the Pacific Gas and Electric Company) as well as some of North America’s most proactive consulting, NGO and government organizations supporting energy conservation professionals (including Kady Cowan from Sustainability Studio, Kathy Kuntz from Dane County Office of Energy & Climate Change, Doug McKenzie-Mohr from McKenzie-Mohr Associates, Sea Rotmann from Sustainable Energy Advice Ltd., and Reuven Sussman from the American Council for an Energy-Efficient Economy.)
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Re: Flashfood - New Case Study Posted on the Tools of Change Website
2025-02-11 16:54:18 UTC
Thanks for highlighting this, Julie.
Cheers, Jay -
Money Saving Boiler Challenge - New Case Study Posted to the Tools of Change Website
2025-02-10 16:00:47 UTC
This campaign focused on hot water heaters that provide water on demand for heating a home and also for cooking and cleaning. Lowering the water flow temperature from 80°C to 60°C could save a 9% reduction in total gas use, but only one in ten households had adjusted their water flow temperature in the previous year. Nesta developed and pilot tested an online tool to help occupants lower their own water flow temperatures. In 2022 and 2023, over 214,000 people used the online tool and indicated that they had turned down their water flow temperatures. Based on Nesta’s research, that would save around 200,304,000 kWh and £20 million on energy bills and would avoid the release of 37,000 tonnes of CO2 per year. The campaign created £33 of savings for every £1 spent on marketing. https://toolsofchange.com/en/case-studies/detail/767/
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Cool Block - New Case Study Published on the Tools of Change Website
2025-02-10 15:55:27 UTC
Cool Block promotes over one hundred actions that can help make households, neighborhoods and entire cities more sustainable. It has been saving 20 billion pounds (9.07 million metric tons) of greenhouse gasses per year. More details are here: https://toolsofchange.com/en/case-studies/detail/768/ -
Google Maps - New Case Study Posted to the Tools of Change Website
2025-02-10 15:50:19 UTC
In 2021, Google introduced a feature in Google Maps to help drivers lower their greenhouse gas emissions through their route choices. As a result, between the feature’s launch in October 2021 and December 2022, Google Maps users reduced their greenhouse gas emissions by 1.2 million metric tons using this new option. https://toolsofchange.com/en/case-studies/detail/769/ -
Flashfood - New Case Study Posted on the Tools of Change Website
2025-02-10 15:48:38 UTC
According to Second Harvest, almost 60% (35.5 million metric tonnes) of food produced in Canada is wasted annually. Roughly 32% (1.2 million tonnes) is still edible. This app informs users about local food in surplus or nearing its best before date, discounted by 50% or more. While some items should be consumed within a day or two, others can last for weeks – especially if frozen or cooked. The Flashfood app enables food stores to sell food that would otherwise be thrown out, while reducing their carbon footprint. Consumers are able buy food that they would otherwise deem too expensive. https://toolsofchange.com/en/case-studies/detail/763/
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