The field of social marketing currently boasts a large number of independent
programs that are diverse in size, scope, geographic range, reach and goals. The
majority of these programs report their progress and are managed on the basis of
their internal processes and outputs, and not on their outcomes. Our client,
Environment Canada, wanted to understand current theory and best practices
around measuring and tracking program outcomes
CULLBRIDGE contacted well over 100 ‘experts’ from all six of
the world’s major continents, and reviewed fifteen international examples of
best practices in the area.
Our primary partner on this project was Glenn Pothier of GLPi. The final
report was reviewed by Doug McKenzie-Mohr.
We introduced our client to others doing similar
exploratory work (a team within the US EPA), and they are now collaborating in
Our report provided Environment Canada with a solid
foundation for this work.
"I think you have done an admirable job in
putting this report together. It will provide Environment Canada with assistance in moving
forward on encouraging effective environmental evaluations."
Dr. Doug McKenzie-Mohr