EconPapers    
Economics at your fingertips  
 

The Coulee Clean-Up: A Social Marketing Program for Litter Pickup in Lethbridge, Canada

Katherine C. Lafreniere () and Debra Z. Basil ()
Additional contact information
Katherine C. Lafreniere: University of Alberta
Debra Z. Basil: University of Lethbridge

Chapter Chapter 24 in Social Marketing in Action, 2019, pp 359-377 from Springer

Abstract: Abstract This case from Lethbridge, Alberta, Canada, details a social marketing program called The Coulee Clean-Up, initiated by the Helen Schuler Nature Centre (HSNC) to encourage litter clean-up and an anti-littering orientation. The program encourages participation in an event-style litter clean-up whereby participants form groups with colleagues, friends, and/or family to clean an assigned section of the local coulees, which are ravines around the riverbed, and surrounding hillsides during the designated clean-up period. The program offers a fun, social experience to encourage participation. It has a secondary goal of instilling long-term anti-littering behavior change by sensitizing participants to the impact of litter, enhancing anti-littering social norms, and offering social proof against littering. Business employee groups, friend groups, and families are the key target markets for the program. The program provides volunteers with all necessary supplies, a month-long window of opportunity for flexible scheduling, and a fun barbecue at the end of the clean-up period to enhance program attractiveness. The program began in 2008 and has successfully grown over the past 10 years thanks to attention to volunteer needs and long-term corporate partnerships.

Keywords: Social marketing; Litter; Litter removal; Social norms; Theory of planned behavior; Social proof (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_24

Ordering information: This item can be ordered from
http://www.springer.com/9783030130206

DOI: 10.1007/978-3-030-13020-6_24

Access Statistics for this chapter

More chapters in Springer Texts in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-06-08
Handle: RePEc:spr:sptchp:978-3-030-13020-6_24