8. Campaigns. Goal. Prioritize conservation actions to promote, and engage people broadly and effectively in saving energy.

Transcription

1 8. Campaigns Goal Prioritize conservation actions to promote, and engage people broadly and effectively in saving energy.

2 Example tier assessment Yes (Y) = 1 Point In Progress (P) =.5 Points o () = 0 Points Tier Rating = Total Points/44 Tier 1 Tier 2 Tier 3 Tier 4 Program management Points % 1. Planning Y Conduct Energy Wise etwork planning with BC Hydro contact & facilities department. Get sign off from all stakeholders on energy plan (including communications). Engage Conservation Governance Committee (senior managers of the stakeholders, including HR) in planning. Present to Executive for feedback on Energy Wise etwork program. 1 25% 2. Partnerships Y Develop partnerships to deliver the program. Y Engage at least one Executive Champion who is active and visible. Y Establish program personnel and budget. Y Incorporate energy conservation goals into three department s business plans % 3. Reporting P Report quarterly on campaign results in Green Champions. Report quarterly on estimated energy savings to Green Champions and Executive Champion. Report quarterly on energy savings to Champions and Conservation Governance Committee. Make energy savings publicly available % 4. Awareness Demonstrate that 33% of the target audience is aware of the conservation campaigns (aided recall). Y Demonstrate that 50% of the target audience is aware of the conservation brand (aided recall). Demonstrate that 33% of all people at the organization are aware of the conservation brand (aided recall). Demonstrate that 50% of all people at the organization are aware of the organization s energy conservation achievements (aided recall). 1 25% Engagement 5. Target audience Y Identify and prioritize target audiences and include at least 25% of organization (by energy-use or people) in campaign. P Include at least 50% of organization in campaign plan. Ensure at least 75% of employees are/or sites are included in energy conservation. Ensure everyone and all departments are involved in energy conservation % 6. Champions Y Establish a Green Champions network that meets four times per year. Develop formal guidelines for Green Champions. Develop policies to support employee efforts on energy conservation. Include conservation responsibilities in job descriptions in non-energy related positions. 1 25% 7. Recognition P Communicate Green Champions work and achievements to the organization. Y Communicate achievements to Green Champions managers at least twice per year. Establish formal recognition (awards) for employee conservation efforts. Y Earn external sustainability award for employee engagement initiatives % Strategies 8. Campaigns Y Develop a calendar of conservation campaigns. Y Develop campaign toolkits, if applicable, and integrate lessons learned. Translate campaign actions into policies, training and standard operating practices. Develop/test new conservation campaign approaches and opportunities. 2 50% 9. Results Y Establish baselines for campaign targets and establish method for determining energy savings. P Track campaign results. Demonstrate measurable energy savings from campaigns. Decrease energy use by at least 2% from behavior changes % 10. Communications Y Create campaign communication materials. Establish program branding for conservation. Develop a communications strategy to make everyone aware of campaign results. Publish article on conservation success in external publication. 1 25% 11. Fresh ideas Y Attend Energy Wise etwork workshops and connect with sector conservation groups (if applicable). Solicit employee conservation ideas & best practice ideas. Establish resources to evaluate, prioritize, and implement employees and best practice ideas. Present case studies of energy savings from employee engagement efforts to BC Hydro. 1 25% Points 9 82% 5 45% 1 9% 2 18% Completed 1 Yes In progress.5 In progress ot started 0 o Overall Points Achieved: 17 Total possible points overall: 44 Total possible points per Tier: 11 Sample Client Date: September 2014 Completed by: John Smith Overall tier: 1.5

3 Tier 1 Campaigns DEVELOP A CALEDAR OF COSERVATIO CAMPAIGS. Energy Wise etwork requirement Develop a two year plan of conservation campaigns that: Engage target audiences and specifies what percentage of the organization they represent Identify the key barriers for the behaviours and strategies for reducing those barriers Include SMART goals for behaviour change Establish behaviour baselines and methodology for measuring savings DETERMIIG CAMPAIGS Ensure your campaign targets will ensure your energy savings targets (see 9. Targets Resource). Keep in mind that at Tier 1, you are probably aiming to have 25% of the organization included in the target audience. This can be either energy use or number of people (see 5. Target Audience Resource). Create a full list of conservation behaviours to prioritize that are relevant to your organization (see Appendix 1 for some sample behaviours). Consider which behaviours need to be linked (for instance asking occupants to dress for the weather needs to be linked with the building operators adjusting set points in order to have energy savings associated with the behaviour). Use a stakeholder group to rate and rank the behaviours. For suggestions about who to include in the stakeholder group, refer to the 1. Planning Resource. It is best to ask each person to rank and rate the behaviours independently to avoid others influencing their answers. Rate the behaviours based on high/medium/low on criteria including: i. Impact on energy use How much energy is saved from doing that behaviour? ii. Reach How many people could it involve? iii. Potential How many people are already doing it? iv. Ease of adoption How easy is it for someone to do? Prioritize the behaviours using a weighting based on the criteria developed (see Appendix 1). Usually you want to start with actions that are high energy impact, relatively easy adoption and lower reach in order to demonstrate results within a more manageable target audience. As you progress through the tiers, the higher reach behaviours will engage more people in energy management. 3

4 Ensure you establish SMART (specific, measurable, achievable, relevant, time limited) goals for your campaign. Ensure your campaign targets align with your energy savings targets (see 9. Targets Resource). Use community-based social marketing techniques to: Identify the barriers to a behaviour Develop and pilot a program to overcome these barriers Implement the program across an organization Evaluate the effectiveness of the program Refer to Appendix 2 the steps to developing a social marketing campaign. Refer to Appendix 4 for resources on community-based social marketing. 4

5 Tier 2 Campaigns DEVELOP CAMPAIG TOOLKITS AD ITEGRATE LESSOS LEARED. Energy Wise etwork requirement 1. Develop a two year plan of conservation campaigns that: Engage target audiences and specify what percentage of the organization they represent Include SMART goals for behavioural changes Track campaign results on behaviour change and associated energy savings 2. Provide campaign toolkits Ensure your campaign targets align with your energy savings targets (see 9. Targets Resource). Keep in mind that at Tier 2, you are probably aiming to have 50% of the organization included in the target audience, this can either be energy use or number of people (see 5. Target Audience Resource). DEVELOPIG COSERVATIO CAMPAIG TOOLKITS Ensure campaign kits make implementation easy for Green Champions and others, and enables campaign planners to focus on other aspects. Create step by step instructions, one action for each step. Ensure consistent messaging and conservation branding integrity by providing templates and communications materials and key speaking points. Include context, campaign goal, tracking required, timing and key contacts. See Example in Appendix 3. 5

6 Tier 3 Campaigns TRASLATE CAMPAIG ACTIOS ITO POLICIES, TRAIIG AD STADARD OPERATIG PROCEDURES. Energy Wise etwork requirement 1. Develop a two year plan of conservation campaigns that: Engage target audiences and specify what percentage of the organization they represent Include SMART goals for behaviour changes Demonstrate measurable energy savings from the campaigns 2. Show policies developed for conservation action as a result of campaigns 3. Provide training materials on conservation and the number of people trained Ensure your campaign targets will ensure your energy savings targets (see 9. Targets Resource). Keep in mind that at Tier 3, you are probably aiming to have 75% of the organization included in the target audience, this can either be energy use or number of people (see 5. Target Audience Resource). COSIDERATIOS FOR COSERVATIO POLICIES AD TRAIIG Work with the managers of relevant departments to integrate conservation action into relevant policies. Look at a broad range of policy options, such as training for building operators, new employee training, health & safety training, sustainability presentations, office protocols, new office orientations, change management training packages, IT services policies, design guidelines. Work with Human Resources on integrating with training content and delivery. Work with Facilities and Building Operators for any policies for building occupants, office protocols, janitorial protocols, occupancy schedules, training for after hour operations (to enable shorter occupancy schedules), turning off lights and equipment in common areas. 6

7 Tier 4 Campaigns DEVELOP AD TEST EW COSERVATIO CAMPAIG APPROACHES AD OPPORTUITIES. Energy Wise etwork requirement 1. Develop a two year plan of conservation campaigns that: Engage target audiences, specify what percentage of the organization they represent Include SMART targets for behaviour changes Collectively decrease energy use by 2% from behaviour changes 2. Provide details and results of new campaign approach tested and lessons learned Ensure your campaign targets align with your energy savings target of 2% of energy use of participating sites (see 9. Targets Resource). Keep in mind that at Tier 4, you are probably aiming to have everyone in the organization included in the target audience (see 5. Target Audience Resource). COSIDERATIOS Best practice always advises to pilot new campaigns, start with a small group to learn best approaches and tweak the campaign. Talk directly to target group representatives when developing a new campaign or adapting an existing campaign from another department or organization ensure you have kept the key elements of success and addressed unique aspects of your particular target group or organization. Ask for direct and candid feedback from participants. 7

8 APPEDIX 1 CAMPAIGS SAMPLE EERGY COSERVATIO BEHAVIOURS Low/Medium/High Impact potential for energy savings Reach percentage of people in the target group (out of all people at organization) Potential number of people who are not doing it Easy to do how willing or easy is it for people to do this Behaviour Impact Reach Potential Easy to do Target audience Lighting Turn off lights at the end of the day L M H L M H L M H L M H Occupants Turn off lights in common areas when not being used L M H L M H L M H L M H Occupants Turn off task lights when not being used/end of day L M H L M H L M H L M H Occupants Use daylight instead of electric light when possible L M H L M H L M H L M H Workstations/areas with natural light Turn office lights off when leaving for more than a few minutes L M H L M H L M H L M H Occupants Use task lighting instead of ambient lighting L M H L M H L M H L M H Occupants Optimize lighting scheduling L M H L M H L M H L M H Building operators Turn janitorial lights off when not being used L M H L M H L M H L M H Janitorial staff HVAC Optimize temperature set points L M H L M H L M H L M H Building operators Optimize occupancy scheduling L M H L M H L M H L M H Building operators Optimize HVAC settings L M H L M H L M H L M H Building operators Reduce Make Up Air Temperature setpoint where possible L M H L M H L M H L M H Building operators Dress for the season (to enable optimizing set points) L M H L M H L M H L M H Building occupants Ensure heat sources like printers and coffee pots are not below thermostats L M H L M H L M H L M H Building occupants Close blinds at end of day: workstations & common areas L M H L M H L M H L M H Building occupants Use revolving doors instead of swing doors L M H L M H L M H L M H Building occupants Keep doors & windows shut as much as possible to help keep the building air systems in balance L M H L M H L M H L M H Building occupants Close bay doors L M H L M H L M H L M H Building occupants, truck drivers Install radiant tube heaters where bay doors are often open L M H L M H L M H L M H Building occupants, truck drivers 8

9 Behaviour Impact Reach Potential Easy to do Target audience Plug loads L M H L M H L M H L M H Activate power management L M H L M H L M H L M H Computer users Use a power bar for equipment, easily accessible (on desk, lab area) and shut off at end of day L M H L M H L M H L M H Office people Turn the computer off at the end of the day L M H L M H L M H L M H Computer users Turn the computer monitor off when away from desk L M H L M H L M H L M H Occupants Turn off personal space heaters when not at desk L M H L M H L M H L M H Occupants Remove personal space heaters L M H L M H L M H L M H Occupants Turn off all tools, office machines and portable appliances when not in use L M H L M H L M H L M H Occupants Remove extra appliances (hot plates, fans, extra task lights) L M H L M H L M H L M H Occupants Turn off computers, printers, tools, office machines and portable appliances during holidays L M H L M H L M H L M H Occupants Residences Reduce laundry L M H L M H L M H L M H Housekeeping/students in dorms Install low flow faucets and showerheads L M H L M H L M H L M H Housekeeping/students in dorms Reduce shower times L M H L M H L M H L M H Housekeeping/students in dorms Wash in cold water L M H L M H L M H L M H Housekeeping/students in dorms Wait for full load to do clothes or dish washing L M H L M H L M H L M H Housekeeping/students in dorms Reset room thermostats to recommended temperatures L M H L M H L M H L M H Housekeeping Turn off lights when leaving L M H L M H L M H L M H Occupants Turn off lights, tv and other appliances in common areas L M H L M H L M H L M H Occupants Turn lights off when finished cleaning a room L M H L M H L M H L M H Housekeeping Turn off check list before vacating for holidays, season L M H L M H L M H L M H Housekeeping/students in dorms Food service operations Create an start-up/shutdown schedule for equipment to optimize energy efficiency L M H L M H L M H L M H Food service manager (with employees) Determine cook schedules for energy efficiency (when use ovens vs rotisseries, griddles vs broilers) L M H L M H L M H L M H Food service manager (with employee input) Turn kitchen equipment off when not being used (e.g. heat lamps, soup warmers, fryers and large ovens) L M H L M H L M H L M H Employees Keep sandwich grills and griddles closed L M H L M H L M H L M H Employees Use lids on pots and TurboPot L M H L M H L M H L M H Employees Keep freezer doors closed L M H L M H L M H L M H Employees Set timer to make ice in off-peak hours L M H L M H L M H L M H Food service manager Report maintenance issues (leaky freezer gaskets, doors that do not shut properly) L M H L M H L M H L M H Employees Create preventive maintenance schedule for all equipment L M H L M H L M H L M H Food service manager Review temperature set points (esp on freezers) and ensure maintained L M H L M H L M H L M H Food service manager Turn off check list before vacating for holidays, season L M H L M H L M H L M H Food service manager (with employees) Review kitchen layout to ensure energy efficiency and cook line optimization L M H L M H L M H L M H Food service manager 9 Turn off kitchen exhaust fan and MUA unit when not needed L M H L M H L M H L M H Food service manager

10 Behaviour Impact Reach Potential Easy to do Target audience Labs Shut the sash when fume hoods are not in use L M H L M H L M H L M H Lab users Run autoclaves when full L M H L M H L M H L M H Lab users Consolidate freezers L M H L M H L M H L M H Lab managers Periodically defrost freezers L M H L M H L M H L M H Lab managers Unplug lab equipment when not in use L M H L M H L M H L M H Lab users Run experiments at ambient temperature and pressure when possible L M H L M H L M H L M H Research managers Create and follow a preventative maintenance schedule to ensure equipment runs efficiently L M H L M H L M H L M H Lab managers Use de-ionized and distilled water only when necessary L M H L M H L M H L M H Lab users Use catalytic systems rather than stoichiometric processes L M H L M H L M H L M H Lab users IT services Use and activate power management software, have periodic resets L M H L M H L M H L M H IT manager, computer users Turn off computers at night L M H L M H L M H L M H Computer users Do not use screen saver L M H L M H L M H L M H Computer users Select top tier energy efficient models L M H L M H L M H L M H IT managers Maximize number of laptops L M H L M H L M H L M H IT manager, computer users Optimize data centre management to decrease PUE (temperature settings, cooling, air flow) L M H L M H L M H L M H IT managers Use server virtualization, cloud and other technologies to minimize energy use L M H L M H L M H L M H IT managers Consolidate printers L M H L M H L M H L M H IT managers Consolidate photocopiers L M H L M H L M H L M H IT Managers, building occupants Select energy efficient photocopiers L M H L M H L M H L M H IT managers Implement power saving mode on photocopiers L M H L M H L M H L M H IT Managers, building occupants Minimize printing L M H L M H L M H L M H Occupants 10

11 APPEDIX 2 CAMPAIGS STEPS TO DEVELOPIG A SOCIAL MARKETIG CAMPAIG Refer to Social Marketing: Influencing Behaviors for Good by Philip Kotler and ancy R. Lee for details on each of these steps. Step 1. Provide background, purpose and focus for plan Summarize key background information leading to the development of this plan (e.g., increase in number of space heaters). What is the campaign purpose, the intended impact (benefit)? (e.g., energy efficiency). What is the campaign focus? (e.g., reduced number of space heaters or more energy efficient models). Step 2. Conduct a situation analysis ITERAL FORCES What internal strengths will your plan maximize? (e.g., resources, expertise, management support, internal publics, current alliances and partnerships, distribution channels). What internal weaknesses will your plan minimize? (e.g., resources, expertise, management support, internal publics, current alliances and partnerships, distribution channels). EXTERAL FORCES What external opportunities will your plan take advantage of? (e.g., external publics and cultural, technological, demographic, natural, economic, and political/ legal forces). What external threats will you plan prepare for? (e.g., external publics and cultural, technological, demographic, natural, economic, and political/legal forces). PRIOR AD SIMILAR EFFORTS What findings from prior and similar efforts are noteworthy, those of yours or others? Step 3. Select target audiences Describe the primary target audiences for your program/campaign in terms of size, problem incidence and severity, and relevant variables, including demographics, psychographics, geographics, behaviors, and/or stages of change. List is you have additional important target audiences that you will need to influence as well (building operators, facility managers). 11

12 Step 4. Set objectives & goals Behavior objective what, very specifically, do you want to influence your target audience to do as a result of this campaign or project? (give up their personal space heater and exchange it for a more energy efficiency model). Knowledge objective is there anything you need them to know, in order to act? (heating issues can be effectively addressed by facility managers, personal space heaters impact the HVAC system which impacts occupant comfort, there are more energy efficiency alternatives available). Belief objective is there anything you need them to believe, in order to act? Goals what quantifiable, measurable goals are you targeting? Ideally, these are stated in terms of behavior change. Other potential targeted goals are ones for campaign awareness, recall and/or response, and changes in knowledge, belief, or behavior intent levels. Step 5. Analyze target audiences & the competition BARRIERS Make a list of barriers your audience may have to adopting the desired behavior. These may be physical, psychological, skills, knowledge, awareness, attitudes (building managers are not able to make my workspace comfortable). BEEFITS What are the key benefits your target audience will be motivated by? (it will be more comfortable and easier if heating issues are addressed by the HVAC system). COMPETITIO What are the major competing alternative behaviors? (personal space heater, dress warmly). What benefits do your audiences associate with these behaviors? (personal control of heating needs). What costs do your audiences associate with these behaviors? (dressing for weather does not keep you warm enough to perform office tasks). Step 6. Crafting a desired positioning POSITIOIG STATEMET Write a statement similar to the following, filling in the blanks. We want [TARGET AUDIECE] to see [DESIRED BEHAVIOR] as [DESCRIPTIVE PHRASE] and as more important and beneficial than [COMPETITIO]. Step 7. Develop marketing strategies PRODUCT: DESIG THE PRODUCT PLATFORM What is the core product, the major perceived benefit, your target audience wants from performing the behavior that you will highlight? (Choose one or a few from those identified in Step 5). What is the actual product, the features/name for the desired behavior? (Refer back to your behavior objective in Step 3 and refine/finalize here). 12

13 RELATIVE TO THE AUGMETED PRODUCT (TAGIBLE OBJECTS AD SERVICES) Are there any new tangible objects that will be included in program and campaign efforts? Are there any improvements that need to be made to existing tangible objects? Are there any new services that will be included in program and campaign efforts? Are there any improvements that need to be made to existing services? PRICE: FEES & MOETARY ICETIVES & DISICETIVES If you will be including tangible objects and services in your campaign, what, if anything, will the target audience have to pay for them? Will there be any monetary incentives for target markets (e.g. prizes)? Will there be any monetary disincentives you will highlight (cost to buy new space heater)? Will you use any nonmonetary incentives (e.g., recognition, reward)? Will you use any nonmonetary disincentives (e.g., negative visibility)? PLACE: MAKIG ACCESS COVEIET As you determine each of the following, look for ways to make locations closer and more appealing, to extend hours, and to be there at the point of decision making. Where will you encourage and support your target audience to perform the desired behavior and when? (e.g., how does the personal space heater exchange happen, what is the process?) Where and when will the target market acquire any related tangible objects? e.g., when do they put in the request for increased heat with facility management, where do they get a more energy efficiency personal space heater?) Where and when will the target market acquire any associated services? (e.g., support from facility management) Are there any groups or individuals in the distribution channel that you will target to support efforts? Promotion: what will you say, who will say it, how, and where? MESSAGES What key messages do you want your campaign to communicate to target audiences? MESSEGERS Who will deliver the messages and/or be the perceived sponsor? CREATIVE STRATEGY Summarize, describe, or highlight elements such as logo, taglines, copy, visuals, colors, Script, actors, scenes, and sounds in broadcast media COMMUICATIO CHAELS What communication channels will you use? 13

14 Step 8. Develop a plan for evaluation and monitoring What is the purpose of this evaluation? Why are you doing it? Who is the evaluation being conducted for? Who will you present it to? What goals from Step 4 will be measured? What techniques and methodologies will be used to conduct these measures? When will these measurements be taken? How will measurements be reported and to whom? Step 9. Determine budgets and find funding sources What costs will be associated with product-related strategies? What costs will be associated with price-related strategies? What costs will be associated with place-related strategies? What costs will be associated with promotion-related strategies? What costs will be associated with evaluation-related strategies? If costs exceed currently available funds, what potential additional funding sources can be explored? Step 10. Complete an implementation plan Will there be phases to the campaign? How will they be organized (i.e., by market, objectives, activities)? For each phase, what will be done, who will be responsible, when will it be done, and for how much? 14

15 APPEDIX 3 CAMPAIGS CAMPAIG TOOLKIT Low energy tool OBJECTIVE: To reduce our electricity use and CO2 emissions. To create a work culture where employees turn off the lights, personal and shared office equipment in their work spaces when they are not in use (i.e. weeknights and weekends or during any absences greater than 15 minutes). OTE: If your work place is large and has many separate work spaces you may only be able to focus on a limited number of them. That s fine: it s better to do something about half a floor than nothing about a building! BARRIERS: People may not be acting to meet the objective because we: eed more compelling information regarding the importance of electricity conservation Believe that our boss won t think we are working if our equipment or lights are off Feel it is inconvenient May not know where all the switches are Forget Do not feel responsible for the common areas Do not know if we are the last to leave BACKGROUD: In 2014 our organization spent over $1 million on electricity and we pay 40% less for electricity than residential customers do. Our buildings consume over 50 million kwh each year, enough electricity to meet the needs of 5,000 homes. There are now 16,000 computers in our organization. Computer monitors use approximately 50 watts of power when they are on (even if their screen saver is operating) but only a few watts when they are in power save/sleep mode. Lighting accounts for approximately 40% of the total electricity use in our buildings and represents about 25% of the total utility costs. How much energy can my unit potentially save? 15

16 In general all office equipment will use around 1/4 of normal electric consumption when on stand-by or asleep. Even when turned off, some equipment still draw a few watts of power to keep a clock, a timer or something else running. Since we are in the office less than one third of the year, leaving our equipment on means that we are wasting two thirds more energy than we need while pointlessly producing harmful CO2 emissions. Steps: STEP 1 Ask all your colleagues to activate the power management settings of all the office s shared and personal equipment. When a device has this setting turned on, it automatically goes to standby mode after 5 minutes of inactivity. Speak to your IT support person or admin assistant for help on how to set the power management modes for all shared and personal equipment. This is a crucial step because currently most devices are capable of saving energy but we do not take advantage of this opportunity. STEP 2 Locate office light switches and shared equipment in your unit area. If your area of responsibility is large, divide it into smaller work spaces in a way that makes sense for you (i.e. by working group, floor, or by areas that share equipment). Ensure that these switches have Lights Out stickers on them. Computers need Power Out stickers. Stickers can be obtained from the Sustainability Office. STEP 3 Place Low Energy posters in a prominent location at all exits from all common spaces. Make sure that the posters are hard to miss. Posters can be obtained from the Energy Manager, call

17 STEP 4 Have your manager/director send out 1 asking people to take responsibility for their own space and the common areas, or, send 1 yourself. 1 Please cut and paste the text below into the appropriate spot on your To: From: Department Head Date: Subject: Being low energy is a good thing As conservation leader, our company has committed to significantly reducing electricity use. So please turn off all lights, shared and personal equipment when they re not in use. This means especially at the end of the day but even for shorter absences of more than 15 minutes. Shared and personal equipment includes computers, monitors, printers, copiers, speakers, A/V or kitchen equipment and even battery chargers in a nutshell everything that is plugged into the wall. Also, we have a number of orphan spaces in our unit that don t belong to any one person. Please adopt these spaces. Make an effort to ensure lights and equipment are off and that windows are closed when you see these spaces are not in use... especially at the end of the day and week. And, don t be surprised to find the lights off in the coffee room and washroom during the day. Let s work together to meet our company s electricity reduction target! Thank you! <ame> <Position> STEP 5 Identify people who leave each unit area last at the end of the day, or, at your next staff meeting raise the question and help generate awareness of the electricity focus. STEP 6 Ask those who are likely to be the last to leave to turn off lights and shared equipment at the end of the day. Ask those individuals to remind someone else if they re not going to be the last to leave on a particular day. Walk him/her around the area so that he/she is familiar with the location of the switches that operate the lights and equipment in the area. 17

18 APPEDIX 4 CAMPAIGS SOCIAL MARKETIG RESOURCES On-line Fostering Community Based Social Marketing cbsm.com/public/world.lasso Tools of Change website cullbridge.com/projects/cbsm.htm Books Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, Doug McKenzie-Mohr, 2011 Social Marketing: Influencing Behaviors for Good, Philip Kotler and ancy R. Lee, SAGE 2008 Social Marketing to Protect the Environment: What Works, Doug McKenzie-Mohr, ancy R. Lee, P. Wesley Schultz, Philip Kotler,