Fostering Sustainable Behavior

Fostering Sustainable Behavior Workshop
An Introduction to Community-Based Social Marketing
June 13-14, 2012  

The cornerstone of sustainability is behavior change. Sustainability requires individuals and businesses to act (e.g., reduce waste, increase water and energy efficiency, and prevent pollution). To date, most programs to achieve these changes 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 promoting sustainable behavior.

About the Workshop: 

Presented by Pacific Agenda, Inc. and taught by Doug McKenzie-Mohr, PhD, the Fostering Sustainable Behavior Workshop provides a comprehensive introduction to community-based social marketing and how it is being applied throughout the world to foster sustainable behavior. Attendees will learn the five steps of community-based social marketing (selecting behaviors, identifying barriers, developing strategies, conducting pilots, and broad scale implementation) and be exposed to numerous case studies illustrating its use. As such, this workshop provides participants with the knowledge they need to design and evaluate their own community-based social marketing programs.

About the Presenter: 

Dr. McKenzie-Mohr is the founder of community-based social marketing and has written and presented extensively on the topic. His work has been featured in the New York Times and his book, “Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing,” has been recommended by Time magazine.

Workshop Details:

The workshop is being held at the Sheraton Sand Key Resort (Clearwater Beach, Florida) June 13-14, 2012. To register or to find more information, please follow this link.

The workshop precedes the 22nd Annual Social Marketing Training Academy & Conference: Ideas Beyond Borders, sponsored by USF Health. Workshop attendees will be emailed further information on the annual conference as well as a code that can be used to obtain a reduced rate for staying at the Sheraton Sand Key Resort. Online conference registration now available at!

Training Academy: June 13-14, 2012
Main Conference: June 15-16, 2012
Sheraton Sand Key Resort
Clearwater Beach, FL
Sponsored by USF Health

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