The first collection of fully-researched case studies to enhance social marketing success, ShowCase features projects that have used social marketing to achieve real changes in behaviour.
In Motion was developed by King County’s public transportation agency, Metro Transit. It applies community-based social marketing techniques to encourage residents to choose alternative modes of transportation instead of drive-alone travel (single occupancy car use).
Following the detection of the invasive algae, didymo, in New Zealand’s South Island, the Ministry of Agriculture and Forestry’s biosecurity communications team developed a social marketing campaign aimed at preventing its spread.
Choose How You Move was a council-run initiative to encourage the widespread take-up of sustainable transport options, with the aim of reducing congestion and car dependency, alongside the added benefits of improved health and fitness.
Seeding Sustainable Communities was a three-year project that sought to introduce environmentally friendly behaviours to new home owners, using the move to a new house as a catalyst for further behavioural changes.
Travel Sutton aimed to encourage a whole community to cycle, walk or use public transport for some of their trips. Funded by Transport for London and delivered in partnership with Sutton Council, the 3-year programme challenged the 184,500 residents of the London Borough of Sutton to reduce car use and traffic congestion.
The Academy for Educational Development, a non-profit organisation specialising in social change communications, implemented a campaign to reduce nutrient pollution flowing into the Chesapeake Bay from residential sources in the greater Washington D.C. area.
Run as a partnership between the London Sustainability Exchange and Thames Water, Hinduism and H2O aimed to promote water conservation with Hindu communities in East London, by making the link between scripture and sustainable consumption.
The World Wildlife Fund UK (WWF-UK) Community Learning and Action for Sustainable Living (CLASL) project aimed to develop an innovative methodology to enable local communities to define and work towards new patterns of sustainable living.
EcoTeams originated in the Netherlands in the 1990s and since then over 150,000 people have participated worldwide. This case study examines EcoTeams’ development in the UK between 2005 and 2008, which tested three models of delivery: standalone, semi-facilitated and fully-facilitated.
