I am interested in social marketing within technical professional groups. I am aware of the Green Chemistry movement as one example. Green Engineering has joined in as well. A key item seems to be finding a mechanism to trigger a deeply reflective moment for these technical experts, and then sustaining that moment until a valuable idea surfaces. This generally is through some sort of "case study" approach, such as is common in business schools, law and clinical practice. My question to the group is how do we use "reflective practices" in social marketing campaigns. Is reflection itself the key ingredient? And, if so, how can we spice it up?
Tom Flanagan
Green Light Foundation, Inc.
http://home.gwi.net/~greenlight/index.html
Chemists Teaching Chemists Sustainable Practices
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Afternoon Tom,
I can strongly agree with the value of reflection in any process of education and I would go further and add that imagination is perhaps even more valuable. After all, I feel that if we can not think of or imagine something then it can not become a reality. Other thoughts I offer are. The first experience of anything is usually very strong so if participants can be guided to reflect on their very first awareness of or experience with something, this is what anchors them to that process, system, product or place. Next, they might be facilitated to imagine possible different scenarios or ways to change whatever they are focusing on, with some element of their involvement in the change that occurred. They could also be assisted to even visualise how they might arrive at the optimum situation and what part they have played in this process. If someone is 'touched' by the subject/topic, then they are able to tap into their own 'spice' and that is surely the most relevant ingredient there is. I perceive that the personal connection creates the lasting buy-in and ownership and without it an exercise is academic rather than 'real' and the reflection is hypothetical. An interesting read is Thomas Moore in his book 'Re-enchanting the Everyday Life' in which he raises the value of imagination and extends this into the realm of magic and enchantment, both he purports to form the basis of our life to energise our actions and ignite our passion. For me, more acknowledgment and inclusion of these elements, as well as allowing for the unknown in education for sustainability, brings a new chemistry to the sustainability framework and transitioning.
Kind regards,
Paul Payten
EcoSTEPS - Sustainability Partner
www.ecosteps.com.au