March 27, 2009

I will be delivering introductory and advanced Fostering Sustainable Behaviour workshops in Calgary on May 14th and 15th. Please note that these sessions are the only workshops I have planned for this region until the spring of 2010. I have provided below a detailed description of the two workshops as well as a link to the online registration for these sessions. While registration closes on May 11th, please note that it is likely that the workshops will fill before that date.

Online Registration:

If you are not interested in attending yourself, I hope that you will consider forwarding this announcement to colleagues who may be interested. Thank you in advance for considering this request.

Best, Doug

Doug McKenzie-Mohr, Ph.D.
Environmental Psychologist

(506) 455 5061 voice


Workshop Description

The cornerstone of sustainability is behavior change. If we are to move toward a sustainable future we must encourage individuals and businesses to engage in a multitude of actions (e.g., waste reduction, water and energy efficiency, pollution prevention, etc.). To date, most programs to encourage such activities have relied upon disseminating information. Research demonstrates, however, that simply providing information has little or no effect on what people or businesses do. But if not ads, brochures or booklets, then what? Over the last decade a new approach -- community-based social marketing -- has emerged as an effective alternative for delivering programs to foster sustainable behaviour.

This May Dr. McKenzie-Mohr, an environmental psychologist, will be presenting introductory and advanced community-based social marketing workshops in Calgary (May 14th and 15th -- please note that these sessions are the only the training sessions being offered until the spring of 2010 in this region). Dr. McKenzie-Mohr is the founder of community-based social marketing and has written and presented extensively on the topic. We invite you to attend either or both of these workshops, as we are confident that the training they provide will fundamentally change the way you think about program delivery.

The Workshops

Over the last decade more than 40,000 program managers have attended workshops on community-based social marketing that Dr. McKenzie-Mohr has delivered internationally. Here are several anonymous evaluations from workshops held in 2008:

"Fantastic. Simply invaluable."

Easily the most valuable workshop I've ever attended.

Outstanding presentation style. Expertise is obvious.

Best social marketing workshop that I have attended to date.

Great workshop. Lots of useful tools and information.


Much, much better than expected.

Great information. Speaker was wonderful.

Introductory Workshop (May 14th): The one-day introductory workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behaviour. Those who attend the introductory workshop will learn the five steps of community-based social marketing (selecting behaviours, identifying barriers, developing strategies, conducting a pilot, and broad scale implementation) and be exposed to numerous case studies illustrating its use.

Advanced Workshop (May 15th): The one-day advanced workshop builds on knowledge gained from the introductory workshop. It provides an in-depth exposure to community-based social marketing and provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs. Participants will have extensive opportunity to discuss the application of community-based social marketing to actual programs.

Who Should Attend?

If you design or fund programs to encourage individuals or businesses to engage in environmentally beneficial behaviours -- such as those involved in waste reduction, water and energy efficiency, watershed protection, pollution prevention or transportation changes -- you will find these workshops invaluable. The workshops will also be useful for environmental education professionals who work in settings such as zoos, aquariums and parks. Public health professionals who work to foster sustainable lifestyle changes, such as being more active, will also benefit from attending.

Online Registration:

Please visit to register for these sessions. Please consider forwarding this email to colleagues who might benefit from attending. Hope to see you in May.