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Published in:
The Big Picture in Social Marketing Read chapter Read first chapter

2019 | OriginalPaper | Chapter

22. Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks

Authors : Katherine C. Lafreniere, Michael D. Basil

Published in: Social Marketing in Action

Publisher: Springer International Publishing

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Abstract

Shoreline litter is one of the most widespread pollution problems today. Since shorelines represent very sensitive and large geographical areas, any organized cleanup event requires considerable manpower in order to be successful. This case study illustrates how Vancouver Aquarium and World Wildlife Foundation recruited, organized, and retained tens of thousands of volunteers in order to build a shoreline cleanup movement across Canada.

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previous chapter Akureyri on the Verge: Carbon Neutral and Beyond Through Targeted Social Marketing
next chapter A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See
Literature
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Gordon, R. A. (1996). Impact of ingratiation on judgments and evaluations: A meta-analytic investigation. Journal of Personality and Social Psychology, 71(1), 54–70.CrossRef
Granovetter, M. S. (1982). The strength of weak ties. American Journal of Sociology, 78(May), 1360–1380.
Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press.
Metadata
Title
Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks
Authors
Katherine C. Lafreniere
Michael D. Basil
Copyright Year
2019
Book
Social Marketing in Action

Print ISBN: 978-3-030-13019-0

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

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-13020-6_22