Hi there
I am currently researching a book chapter on Social Marketing and behaviour change - with a particular emphasis on changing environmentally damaging behaviours. As the academic and case study research on environmental programs is quite far behind the analysis of health promotion campaigns, I would love to hear from programmers, organisations and education institutes who have implemented behaviour change programs aimed at changing specific behaviours and who have measurable and quantifiable results. I am also interested in hearing from those whose programs did not do as well as they would have expected.
Regards
Janet MacDonald
JM Communications Ltd
p: 0064 9 817 5884
m: 0064 21 58945
f: 0064 9 816 8059
e: [email protected]
PO Box 60-093, Titirangi.
Level 2, Lopdell House,
Titirangi, Auckland, New Zealand
Information on Successful Behavoiur Change Campaigns
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THe most successful US campaign I know about is Portland, Oregon's SmartTrips campaign, which has achieved about a 10% mode shift. It is based on the Socialdata project out of Munich. Both Socialdata and the Portland website have lots of great inf0. We are hoping to emulate it here in Cambridge, MA.
Hi Janet,
You may find the book Social Marketing, Improving the Quality of Life a good resource. Written by Philip Kolter, Ned Roberto and Nancy Lee, they effectively outline the twelve elements to a successful social marketing campaign. Last month US Water News published a case study on the Water - Use It Wisely water conservation outreach program that follows this best practices model, demonstrating the campaigns success through the best-practices model for successful social marketing campaigns. Let me know if you would like the complete case study.
Best regards,
Kim Bridges
Program Director
Water - Use It Wisely
602-682-0608
[email protected]
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