Hello all,
I was wondering if anyone has information concerning what social marketing methods have been successful when trying to encourage newcomers (be they immigrants or refugees) to support sustainability initiatives. I'm looking forward to reading about best (or better) practices from our truly global listserv.
Best,
Kelven Goodridge
Toronto and Region Conservation Authority
- Diversity Network
416-576-5041
Social Marketing to Newcomers
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This new research from an Australian state government EPA may be of interest. http://www.environment.nsw.gov.au/whocares/ethniccom.htm
Cameron
Dr Cameron Tonkinwise
Director, Design Studies Co-ordinator,
Postgraduate Design Program
School of Design University of Technology,
Sydney Room: Building 6, Level 6, 626
Phone: (61 2) 9514 8928
Fax: (61 2) 9514 8787
www.dab.uts.edu.au
Convenor, Society for Responsibile Design Director, Change Design
[email protected]
Kelven:
Might want to contact James Conway ([email protected]) in Santa Monica, CA, In collaboration with city staff a base line survey was designed by a hired company "Lodestar", which also collected 300 surveys from Pico Residents in order to inform the city's planned community based Social Marketing Intervention Program in the Pico neighborhood. The gathered information formed the first phase of the community based Social Marketing outreach and intervention program. A major challenge initially was that some of the assumptions about the Pico Neighborhood did not turn out to be accurate once surveys were conducted. Among the findings were: *There were no cohesive and separate groups of Latino residents. They were well integrated into other community groups in the City. *No identification of specific cultural conclaves of Latino residents within the neighborhood *Residents in the area were fairly transient. *DIYers did not have a specific cohesive network in the neighborhood *Few if any shade-tree mechanics in the neighborhood *"Children and family" theme struck deepest "cord" as a motivating factor with majority of residents when presented in graphic design as compared to themes of neighborhood or the environment. *No real self-affinity with the term "Pico Neighborhood" Grantee responded by revising scope of project: *The target area was expanded beyond the initially defined boundaries *Outreach to retail stores were expanded from auto-related stores to all retail stores in the new target area *Partnerships with churches and schools were added to extend the reach of the message *Media relations were conducted to work with community newspapers to write articles on the campaign and to publicize the used oil recycling community event.
Hope this helps
Spencer