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

Katherine C. Lafreniere () and Michael D. Basil ()
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Katherine C. Lafreniere: University of Alberta
Michael D. Basil: University of Lethbridge

Chapter Chapter 22 in Social Marketing in Action, 2019, pp 327-338 from Springer

Abstract: Abstract 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.

Keywords: Social marketing; Shoreline cleanup; Canada; Litter; Marine debris (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_22

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DOI: 10.1007/978-3-030-13020-6_22

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