Using Community-Based Social Marketing Strategies to Increase Recycling Participation in Campus Recycling Programs

Original Stream Date: June 20, 2013

Webinar Summary:

Community-based social marketing (CBSM) can be a powerful tool to motivate behavior change and improve recycling on college campuses. This two-part program includes a presentation from leading CBSM expert, Jay Kassirer, describing each of the five CBSM steps, followed by an in-case study showing how the University of Alberta’s utilized CBSM strategies and tools to successfully improve waste diversion at one of its residential communities.


Jay Kassirer, B.Sc. MBA CMRP, Tools for Change
Emily Dietrich, Sustainability Coordinator, Office of Sustainability, University of Alberta
Shannon Leblanc, Sustainability Coordinator, Energy Management and Sustainable Operations, University of Alberta


Audio/Video File: [.wmv]

University of Alberta’s Additional Resources

The following downloadable items were developed by the university to support its “Take Action on Waste” campaign. These items are referenced in the presentation and made available here as support resources.
Sample – Focus Group Script & Questions [PDF] Handbill Example [PDF]
Sample – Survey [PDF] Compost Magnet Prompt [PDF]
Sample – Survey Report 2012 [PDF] Thought Bubble Sign Example [PDF]
Tough Guys Video
Shannon Leblanc, MSc, BSc
Sustainability Coordinator, Energy Mgt. and Sustainable Ops.
Tel: 780.248.1489
Connect with the College and University Recycling Coalition on Facebook!