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2019 | OriginalPaper | Buchkapitel

26. Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change

verfasst von : Christine Domegan, Patricia McHugh, Veronica McCauley, Kevin Davison

Erschienen in: Social Marketing in Action

Verlag: Springer International Publishing

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Abstract

Sea Change was a European campaign (www.seachangeproject.eu) designed to bring about a fundamental transformation, a “Sea Change” in the way European citizens experience their relationship with the sea, by empowering them as “ocean-literate” citizens. With Sea Change using co-creation behavioral change theory principles across a number of campaigns, e.g., citizen science initiatives, youth camps, crab watching, marine litter with policy makers across Europe, and blue schools, this case study concentrates on one of the collaborative and cooperative campaign for a digital interactive tool in the educational sector.

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Titel: Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change
verfasst von: Christine Domegan
Patricia McHugh
Veronica McCauley
Kevin Davison
Verlag: Springer International Publishing
Buch: Social Marketing in Action
Print ISBN: 978-3-030-13019-0

Electronic ISBN: 978-3-030-13020-6

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-13020-6_26