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Face-to-Face Social Marketing Workshops and Talks

In collaboration with the Tools of Change Educational Institute, Cullbridge provides popular social marketing workshops and presentations that are based on the Tools of Change materials.  Available world-wide.

Social marketing is recognized as one of the most effective voluntary methods for promoting a wide range of desired behaviours, from composting and bicycling to proper nutrition and safe sex. Community-based social marketing offers a particularly pragmatic approach that stresses the reduction of barriers to taking the desired actions, direct contact among community members, the use of proven tools of change, and continuous program improvement.

Face-Face Workshops: Description

Our interactive workshops walk participants step-by-step through selected stages of planning and implementing a social marketing program, including use of specific social marketing tools, while supporting them in planning out aspects of their own programs. At each step, participants briefly review related theory and guidance, view best-practice examples, and then apply the learning to their situations. 

We can provide participants with both knowledge and practice in three key areas: (1) Identification and reduction of barriers to taking the desired actions, (2) Use of proven tools of change, and (3) Continuous program improvement, from pilot testing to program evaluations (even when funding is short term and funding priorities keep changing!) 

We usually use a variety of teaching / learning approaches including: lectures, interactive large group discussions, small group discussions, role playing, and small group exercises for applying what is being learned to the planning of participants’ own programs.

Participants will receive a copy of the Tools of Change workbook, co-authored by Jay Kassirer MBA and Doug McKenzie-Mohr PhD - the founder of community-based social marketing. They will also have access to personal coaching immediately afterwards and at a distance, to help them apply what they have learned and to reinforce and ensure proper use of the techniques. In addition, they will become familiar with the ongoing support tools provided by the Tools of Change website (, which uses the same framework and terminology as the workshop.

Our talks and workshops complement and use the same conceptual framework as the community-based social marketing books and workshops by Doug McKenzie Mohr, as well as the concepts and terminology of traditional social marketing. However, no prior social marketing knowledge or experience is required. 

Why have a workshop?

There are many ways a workshop on social marketing can benefit your community and/or organization. Our training sessions have helped participants to:

  • Better engage the public, stakeholders and staff in social change efforts

  • Use proven tools and approaches for making those efforts more effective, and for increasing their impact and return on investment

  • Establish a common language and understanding of social marketing approaches and their value, so that community organizations / team members can better support one another

  • Gain consensus and buy-in for, and develop aspects of a shared outreach strategy (when teams of participants, such as staff and/or other stakeholders work on the same project during the workshop)

  • Develop and strengthen support from management and colleagues who attend



What Topics Are Covered?

Choose from:

  •  Introduction  to Social Marketing, including Community-Based Social Marketing. You’ll learn about the evolution of Social Marketing and Community-Based Social marketing, when and why to focus more on behaviours than attitudes, and mass media vs. face-to face approaches.  You’ll also get an overview of social marketing planning stages and tools of change.

  • Identification and prioritization of barriers and motivators for taking action

  •  Step-by-step instruction in the stages of planning. You’ll get clear, step-by-step guidelines on how to: set measurable objectives, conduct background research, develop partnerships, target your key audiences, choose the right tools of change, finance your program, pilot test it, and measure and evaluate your achievements.

  • Step-by-step instructions on how to use extensively researched and ‘field’ proven tools and approaches. You’ll learn and practice how to: build motivation over time; get and use feedback; incorporate financial incentives and disincentives; make best use of communication vehicles; enhance norm appeal; obtain a commitment; overcome specific barriers; use peer support groups; employ prompts; create vivid, personalized, credible communication; draw on word-of-mouth; and set up work-based and school-based programs. 

  • Cost-effective  evaluation methods. You’ll be introduced to different evaluation methods, how evaluation can be carried out with limited resources, and how to incorporate the results of the evaluation to make a better program. 

  • Best practices. You will see a variety of case studies, custom-selected for your audience’s interest, that illustrate the very best in program design, implementation, evaluation and impact.   


Book a Workshop Now

Contact: Jay Kassirer, (613) 224-3800,

Sign Up for our Workshop Mailing List

Your Email:


Book a Workshop Now

Contact: Jay Kassirer, (613) 224-3800,

Sign up for our Workshop Mailing List


Workshop Reviews

“Jay is one of the finest workshop leaders I have worked with during my many years of involvement with training and capacity-building.  He has a deep understanding of and passion for social marketing. He illustrates points using relevant, real world examples drawn from his rich experience and case study collection. In addition, he knows how to engage participants in a meaningful, fun and enlightening manner. His workshop opened our eyes and provided us with great tools to work with afterwards. I have since recommended it to many colleagues.” 

Peggy Warren
Public Works and Government Services Canada  


"The workshop was exceptional for us in a number of ways. It got team members from different parts of the country, people who hadn’t met face-to-face before, talking about common issues using the same 'language', exchanging best practices, and working together more effectively afterwards. Those with a marketing background learned to apply their expertise in new ways, while those who were novices got a strong introduction. Although we received a lot of information, the course actually felt light at the same time. The bottom line? While we obviously can't attribute it to the workshop alone, our team's performance continued to increase rapidly afterwards." 

Louis Dumulon
Health Canada


“Takes the concept of environmental citizenship and brings it down to earth.  One of the most practical, action-oriented workshops available on the topic.”  

Pat Dolan
Environment Canada

Workbook and Website

Tools of Change Workbook

Our workshops are based on the Tools of Change workbook and website

Workbook: Covers environmental topics. View or order it on-line from Renouf Publishing.   After entering the bookstore, use the Search button at the top to search for the title 'Tools of Change'.

Website: Covers environmental, health and safety topics. 

Website Reviews

“The Tools of Change website is an invaluable resource for those planning a community-based social marketing project. The site provides an online guide to assist with the development of projects.  This guide can be tailored so that the provided examples are highly relevant to the program being designed.  Finally, the site provides in-depth case studies that demonstrate the utility of community-based social marketing tools. Highly recommended.”

Doug McKenzie-Mohr, Ph.D.
McKenzie-Mohr Associates


"A unique, practical resource...(an) important addition to Canada's inventory of innovative and well-researched tools for achieving sustainable development goals"

Elizabeth Crocker, Chair of the Education Committee
Canada's National Round Table on The Environment and the Economy


"I surveyed my students and they loved using Tools of Change. Planning their own outreach programs made the course more than just an academic exercise. In particular, I found the planning guide extremely effective … I know I wouldn't have gotten such good program proposals without Tools of Change. In my use of it over time, I expect there to be a small army of environmental science students better equipped to deal with human behavior."

Rick Brooks, who uses the website in his graduate course on human behavior and environmental planning at the University of Wisconsin

Best Practices

Why re-invent the wheel? One of the best ways of giving your program a head start, is to build on past success.  Cullbridge is routinely carrying out this sort of research so we can easily integrate our findings into your workshop or talk.  We have on-file recent best practice reviews covering the following outreach topics:

  • Active transportation

  • Home  energy conservation

  • Pesticide reduction

  • Program evaluation

  • Road safety

  • Sustainable transportation

  • water conservation / efficiency

  • Well stewardship

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