To assist the then fledgling Green Communities initiative
(GCI) in engaging
ordinary citizens to adopt more sustainable actions.
CULLBRIDGE served as a social
marketing advisor for the GCI until the Ontario Government ended its role in the
initiative, and continues to serve in this capacity for a number of individual
We also helped the Green Communities Association
in developing its new Well Aware program.
We worked co-operatively with the 23 Green Communities and their province-wide
marketing working group to identify the needs of the communities.
We revised the social marketing section of the provincial GCI training curriculum for
home advisors, blending tools from traditional social marketing and sales training with
the community-based ones being identified at St. Thomas University by Dr. Doug McKenzie
Mohr. We were the primary social marketing trainer for the GCI communities,
developed a social marketing toolkit for their use, and provided
ongoing planning and implementation assistance. In addition, we developed the
initial marketing plan for Ottawa-Carletons initiative.
For the Well Aware program, we conducted research,
established a baseline, and developed and pilot tested a strategy for mapping
existing wells and promoting well stewardship. The research phase of this work
included interviews with potential partners, focus groups held across Ontario,
expert interviews, a literature review, and a survey of 400 well owners.
Energy Matters, Green Community Association, Conservation Ontario, South Nation
The Green Communities have continued to thrive despite tough political and economic
changes. A key factor factor has been their recognized strength in delivering
successful social marketing programs to households.
"Before Cullbridge worked with us, our social marketing skills were
inconsistent and generally very rudimentary. This lack of expertise had been
stumbling block. We knew we had to reach individuals in their homes and persuade them to
take action and change behaviors, but we didn't know how to make that approach
needed a new way of thinking about things, but had not yet been able to articulate our
needs very clearly."
"Cullbridge worked with us in a very creative and innovative manner, to help
Green Communities define our requirements and apply social marketing in a practical way.
They helped us understand community-based social marketing concepts and apply them to the
Green Communities' programs so that we could affect the everyday actions of
"Cullbridge was very responsive to our needs, and worked well with the
strong-minded individuals at each of the independent Green Community initiatives involved.
The net result is that our project moved much further ahead, more quickly than originally
Wendy Walker, Ontario Ministry of
Environment and Energy (MOEE)
The first 50,000 copies of the resulting Well Aware booklet
were so popular that in 2003 the Green Communities Association printed another