BrainTrust Canada Launches New 'protectyourhead' Social Marketing Campaign
BrainTrust Canada, a community rehabilitation organization dedicated to being a leader in injury prevention, is launching a hard-hitting social marketing campaign in BC [British Columbia, Canada] targeted at the highest risk group for brain injury, males 16-24 years of age. This is the only social marketing campaign of its kind in Canada focused on brain injury…
The new multi-media campaign includes a new website ... [that] includes a series of interactive and entertaining simulators that demonstrate what everyday social situations may be like after sustaining brain injury. The new website will be followed by various other campaign elements including television, print, outdoor advertising, event marketing and non-traditional lifestyle promotions to help raise awareness of the issue of brain injury with the target audience.
Recycling Is Not Enough; We Need To Consume Less, Experts Urge
Recycling rates have risen, and the UK is on schedule to meet EU targets, but the key to dealing with our escalating waste problem lies in changing our buying habits and our attitudes to consumption, according to the authors of a new Economic and Social Research Council (ESRC) publication…
Professor Ken Peattie, Director of the ESRC Centre for Business Relationships, Accountability, Sustainability and Society (BRASS), Cardiff University, describes three projects which are linked to different aspects of waste reduction at the production stage and in consumption. He says the key tool in the development and implementation of consumption reduction policies is 'social marketing,' which involves using commercial marketing techniques to influence their behaviour for the benefit of society as a whole.
Ken Peattie explains that social marketing can be successful because it focuses on the target audience's point of view, taking account of any emotional or physical barriers that may prevent people from changing their behaviour. 'Guilt messages are ineffective. A focus on the benefits of a greener lifestyle has been shown to be a better way to encourage people to reduce their consumption,' the report says.