Weekly Social Marketing Sighting by Nancy R. Lee
President, Social Marketing Services, Inc.
Affiliate Instructor, University of Washington
Strategic Advisor, C+C
Social Issue: Litter
Social Marketing Strategy: Highlight Potential Harm
Where Sighted: Case Study Winning SMANA Award
Behavior: Toss Cigarette Butts in Containers
A case study provided by Pinnacle Communications Resource Company highlights the inspiration and impact that audience research had on a campaign with a Purpose to decrease cigarette butt litter, and a Focus on the lack of awareness that cigarette waste can pollute soil, beaches, and waterways, harming fish and wildlife, and a Desired Behavior to dispose of cigarette butts in nearby containers.
