Community-based social marketing
Our programs use a positive, practical approach to change known as community-based social marketing. CBSM looks beyond education and promotion to address real-world barriers and incentives to action.
So, for example, when we want to increase walking to school we don’t just trumpet the health benefits. We work with the school community to address legitimate parental concerns such as poor crosswalks and sidewalks, and dangerous driver behaviours.
When we want to promote investments in home energy efficiency, we don’t just talk about environmental gains. We address individual “hot buttons” – home comfort, bill savings, etc. We provide credible science-based advice on the best investments, and financial incentives for completing the work.
Community-based social marketing engages people where they live, work, and play, through trusted channels and a web of partnerships.