The healthy ecosystems, healthy people project: using social marketing to promote environmentally active living

• Autores: Janine R. Drummond, S. Joan Wharf Higgins, Edwin Hubert
• Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 6, Nº. 2, 2009, págs. 167-180
• Idioma: inglés
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• Resumen

  • Beyond the health benefits of physical activity and exposure to nature alone, there are even greater benefits when participating in physical activity while being engaged with nature. Also, there are additional benefits to participating in environmental stewardship activities. Despite this, surprisingly few individuals participate in such activities. This paper describes the British Columbia (BC) Healthy Ecosystems, Healthy People Project (HEHPP) and its social marketing resource, as an initiative that works to address these issues. The resulting social marketing resource included: a glossary of social marketing terminology; a definition of seven BC target market sections, in terms of product, price, place, promotion, and competition; tips and a table on how to select a priority audience; general and community-based volunteer recruitment strategies; and information on conducting an evaluation of group activities. The document is currently being reviewed by environmental stewardship groups for consideration as part of their ‘stewardship series’ resources in order to effectively recruit volunteers.