The challenge of sustainability is an increasingly pressing one, offering
opportunities to contribute and benefit from appropriate
assisted a wide range of governments, NGOs
and businesses with their
marketing and communications.
This work has given us rich experience
with such topic areas
change, energy conservation, sustainable transportation, active living,
biodiversity, water efficiency, pesticide reduction and other areas related to promoting a
The following projects are separated into two categories:
Industry, and (2) Social Marketing
and Market Transformation. Click on the links below to find out more about each project.
(Canadian) Markets for Indoor Environment Products and Services Conducted
the first characterization study of the Canadian Indoor Environment Industries.
Envirodesic™ Certification Program.
Provided a variety of market research, strategic alliance development, and media
relations services for a certification program for buildings, products and
services that reduce indoor emissions.
Prioritized export markets for clean air technologies, including building
technologies that produce cleaner indoor air.
Cullbridge helped birth and provides ongoing Executive Director services to the
Healthy Indoors Partnership, a
not-for-profit organization that promotes healthier indoor environments in
Canada through multi-stakeholder collaboration.
Environment Workshops Organized full day multi-stakeholder workshops in six
cities across Canada to communicate recent and upcoming advances in the indoor
environment marketplace, and to strengthen working relationships among its
Metal recovery Co-authored “Waste Reduction
Strategies for the Printed Circuit Board Industry” and “A study of the
Economic Factors Relating to the Implementation of Resource Recycling or
Zero-Discharge Technologies for Heavy Metal Generating Industries in Canada”
Pilot Phosphorus Trading Program Currently
conducting an external evaluation of South Nation River Watershed’s Pilot
Total Phosphorus Management Program. This is a leading edge initiative for
applying economic incentives (a phosphorus trading system) for surface water
Created trade awareness through advertisements, articles and case studies,
conference sessions, and trade show exhibits, to support the launch of a new
chemical waste treatment system from a young Canadian company into the U.S.
Advised the Ontario and Quebec trade associations for grain corn producers on
'building bridges' with the environmental community.
Viability Study for Icynene Insulation in Central
America Helped Icynene Insulation (a Canadian-based firm) apply for
and obtain a CIDA grant to study the potential for manufacturing and selling
Icynene insulation in Central America. This full viability study included market
studies of selected promising countries; environmental and physical viability
studies; potential impacts on minimizing the purchase and use of air
conditioners, and increasing energy conservation; liaison with potential
partners; and an assessment of social impacts and equal opportunity employment.
In collaboration with Small and Flemming.
Social Marketing and Market Transformation
Practices in Reducing the Cosmetic Use of Pesticides on Residential Property
Researched the relative effectiveness of outreach approaches being used in
Canada, USA and Europe for reducing the cosmetic use of pesticides on
residential property, both with and without legislative intervention (e.g.
Practices in the Monitoring and Evaluation of Program Impacts
Contacted well over 100 ‘experts’ from all six of the world’s major
continents, and reviewed fifteen international examples of best practices in the
Car Heaven Evaluated the Clean Air Foundation’s Car Heaven
program, which promotes earlier retirement of older, more polluting vehicles.
Toronto 20/20 Conducted
a best practice and market research literature review for 20/20
The Way to Clean Air –
a campaign to reduce greenhouse gas emissions from homes and personal
vehicles in Greater Toronto. Our project report summarized, for each of twelve
high potential opportunities:
target audiences and their current perceptions, motivators, barriers, and best
practices. Helped pilot test
Updated and revised the
“Connector” section of the participants’ Planner to increase its ease of
use and impact, and to extend its reach to cover all of the Greater Toronto
Clean Air Day
Environment Canada and the Clean Air Day Steering Committee assess past
performance and future options
for Clean Air Day.
Clean Air Public
Engagement Programs Conducted
an inventory and assessment of public engagement activities in support of clean
air across Canada.
Social Marketing Tool Kit Developed, tested and disseminated
practical information on community-based social marketing tools for promoting
City of London Prepared
a chapter for the City's Waste Management Plan Identifying attractive social
Public Education and Outreach. Developed various research and strategy
papers for the Public Education and Outreach (PEO) and Municipalities
Issue Tables of Canada's National Climate Change Process.
Survey Provided recommendations on how to better support member
school boards in making energy efficiency improvements through the Energy
Program Provided a variety of market research, strategic alliance development, and media relations services for a
program that certifies products and services promotes healthier new company developing a new market.
Served as a social marketing advisor and trainer, developed a social
marketing toolkit for
use by the communities, and provided ongoing planning and implementation
assistance. We also conducted the initial public research and strategy recommendations
for the Green Community Association's new well stewardship program.
Assisted Nortel Networks in developing a program for engaging its employees
to carpool, telecommute, walk, bike and/or skate to work more often.
Helped Canada Mortgage and Housing Corporation (CMHC) develop a national
communication strategy for its Healthy Housing initiative, and increase
awareness of CMHC as an information company.
Ottawa's transit corporation pilot, for the first time in North America, a
home visit program for increasing ridership and improving its public
Community Planning Developed a national strategy for our client to use,
in cooperation with its partners, to engage consumers in adopting more
sustainable community planning alternatives. Five product concepts
were tested, and strategic directions for each were recommended.
Synthesis of the
Community Animation Program (CAP) Provided a national synthesis of the
approaches taken and lessons learned from CAP, a community-based
environmental health animation program, run cooperatively by Environment
Canada and Health Canada.
Tools of Change Web
site Founded on the principles of community-based social
marketing, this site links a growing bank of case studies and ‘lessons
learned’ with planning guides and worksheets, to help program planners and
implementers learn more quickly from their collective experience. It
highlights approaches that have been particularly successful so that they
can be replicated and built upon, as well as "turnkey" programs
that have been ‘pre-packaged’ for use by others. The site is full of
examples that are presented to each user in a customized manner, according
to his or her interest profile. Users can save their planning work between
sessions, and can download the resulting draft plans and work summaries to
common word processors for further refinement.
the inaugural strategic plan for the
global Clearing-House Mechanism operated by the United Nations Environment
Program's Convention on Biological
Diversity, and conducted an independent
evaluation of its pilot phase. We also conducted an an independent
evaluation of the OzonAction
Clearinghouse, which supports implementation of the Montreal Protocol on ozone
a survey of dealers, manufacturers and other industry representatives in the
provinces of Ontario, British Columbia and Quebec, to help scope out the possible development of a wood burning appliance change
out program. Reviewed the
performance of past residential wood stove change-out / education programs, and
served as a key strategist for assessing the feasibility of and then planning
for a national residential wood combustion program.
One study was in collaboration with the
Clean Air Foundation; the other was in collaboration with the Canadian
Centre for Pollution Prevention and Action