Social Marketing in Action - Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks

Last modified: 
June 7, 2019 - 3:40pm
Type: Book Chapter
Year of publication: 2019
Authors: Katherine Lafreniere, Michael Basil
Publisher: Springer International Publishing
City: Cham
Pages: 327 - 338
ISBN: 978-3-030-13019-0
ISSN: 2192-4333

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.

Freely available?: 
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Approximate cost to purchase or rent this item from the publisher: US $29.95
Summary available?: 
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