Case Studies

This section contains over 200 case studies of social marketing / behavior change programs from around the globe, making it the largest open-access collection in the world. It includes a broad sampling of programs to offer a wide variety of approaches and tools used, locations, types of organizations and participants, activities being promoted and problems being addressed. Most of these case studies illustrate approaches that have worked. However, examples of potential pitfalls are also included to provide you with a realistic map of the terrain ahead.

All the Case Studies and examples are described in the past tense, including programs that are still operating. If the program is still operating, the Case Study summary is written in the present tense.

Landmark Case Studies: In three topic areas - climate change, energy, and transportation - we use a peer review and selection process to recognizes behavior change approaches and programs considered to be among the most successful, innovative, replicable and adaptable. Their cases studies are designated Landmark and indicated by the gold and teal-blue compass icon below. Nominate your favorite program! See our Landmark page for further details. 

 

We are actively looking for new case studies for all our topic areas (not just Landmark case studies). If you know of any that might make good additions to this site, please let us know.

By Topic Area: Are you looking for case studies in particular topic areas? View Topic Resources

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20/20 The Way to Clean Air  EnvironmentHealth

20/20 The Way to Clean Air involved individuals in the Greater Toronto Area in reducing home energy use and vehicle use by 20%. It asked participants to make a small commitment (some easy-to-do activities done for a period of two weeks), leading to a larger commitment (longer-term, greater cost savings actions), and connected them with programs and services that helped them succeed.

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Action By Canadians / Count Me In  Environment

The Action By Canadians (ABC) and Count Me In! programs were designed to communicate the issue of climate change to the Canadian public through workshops delivered to individuals at their place of work. The climate change workshop focused on action by providing participants, at the end of the workshop, an opportunity to make a commitment to reduce greenhouse gases by adopting specific measures in their personal lives. By October 2000, over 3,500 Canadians had participated in these workshops. The Ontario Society of Training and Development awarded the ABC program with the Best External Training Program Award.

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AIDS Peer Education Program  Health

The goal of this peer education program was to reduce the incidence of sexually transmitted diseases (STD) and AIDS among teenagers, by the postponement of sexual involvement or by condom use. A group of trained students (ages 15-16) created skits, videos, games and posters, then made presentations for their younger peers (ages 12-15).

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Alameda County’s Community Commutes Day  Environment

Community Commutes Day used game-based competition, community based social marketing techniques, crowd-sourced graphic design to save costs, and peer-to-peer information sharing via trained “Clean Commute Champions” to get employees to adopt cleaner commute options.

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Alameda’s Green Purchasing Program  Environment

This innovative green purchasing program engaged hundreds of event planners and over 18,000 event participants to build a new county culture of sustainable and healthy gatherings in Alameda County, California. In only six weeks, its promotion competition enrolled 192 events and meetings, reaching over 9,200 attendees with model green & healthy practices.

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