Having found his book very clearly written, with great action-oriented strategies, it seems only reasonable that Mr. McKenzie-Mohr would have been called upon to help design some of these social marketing projects. I'm wondering if he has, where and with what outcome.
Rhoda Metcalfe
freelance journalist
Canada
Projects in which Doug McKenzie-Mohr has been Directly Involved as Consultant
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I am not in a position to comment in the range of social marketing projects and you will find many more competent people to answer this specific question. However the one social marketing project of note that is of direct interest to me as a sustainable and active transportation advocate in Canada is Dr. McKenzie-Mohr's involvement in with Bicycle Victoria. Bicycle Victoria credits McKenzie-Mohr with providing the theoretical and applied statistical methodology upon which they base their phenomenal success. BV is the world's largest and most effective bicycle advocacy group. It has an annual budget of ten million dollars 70% of which is generated from the membership in fees and tour revenue and has fifty full-time staff. In its 2006-2007 fiscal year it added ten thousand new members and they pay one of the highest fees in the world to belong to a cycle advocacy group. It now has 40,000 members.
Here are the stats for Canada:
Velo Quebec 3,500
Bike to the Future, Winnipeg (memberships given away free) 600
Vancouver and Area Cycling Coalition 600
Toronto Cyclists Union 500
Edmonton Bicycle Commuter Society 350
Greater Victoria Cycling Coalition a few hundred?
Citizens for Safe Cycling (Ottawa) -- not that many
Halifax Cycling Coalition -- not that many
Calgary tour de nuit Society (incorporated 2009) 30
Canadian national cycling promotion/advocacy organizations 0
In a true Canadian fashion, McKenzie-Mohr is relatively unknown in his own country and is definitely not a household name; furthermore he is unknown in media circles.
Despite his record with the world's largest cycling organization, Toronto cycling activists invited and organized a training session led by the American advocacy group Alliance for Biking and Walking only two days before McKenzie-Mohr held a training seminar in Toronto. (I am always a proponent of utilizing local, home-grown resources particularly when the resource is internationally recognized in his or her field.) Not one Ontario cyclist attended 'community-based social marketing' training nor did the American experts stick around to learn effective long-term behavioural changes in their target populations.
Gary Beaton
Calgary tour de nuit Society
Canada