Social Marketing for Sustainability: developing a community of practice for co-creating behavioural change campaigns
Lead Research Organisation:
University of Exeter
Department Name: Geography
Abstract
Abstracts are not currently available in GtR for all funded research. This is normally because the abstract was not required at the time of proposal submission, but may be because it included sensitive information such as personal details.
Publications
Barr S
(2016)
Low Carbon Mobility Transitions
McCabe, Scott
(2013)
The Routledge Handbook of Tourism Marketing
| Description | This project aimed to explore the potential for establishing a collaborative 'community of practice' between academics and practitioners and using this community to develop a series of applications for existing technologies (e.g. on mobile telephones and on the Internet) for promoting responsible environmental behaviour, focusing on reducing travel and tourism's impacts on climate change. Tourism and travel pose a major challenge for those seeking to reduce carbon emissions because of the high levels of mobility in contemporary societies and the value associated with travel and holiday taking. The applicants sought to develop their academic research on travel and the use of 'social marketing' as a potentially effective tool for promoting environmental behaviours. Social marketing aims to use conventional marketing techniques to promote a 'social good' and has been used extensively for tackling health challenges such as smoking, alcohol and drug abuse. Through drawing on both academic and practitioner expertise, the project explored the potential for using social marketing to promote rail travel as an alternative to short haul (domestic and European) flights for holidays. The project focused on two particular segments of the population that have been shown to have a higher propensity to take short haul flights more frequently: young professionals (aged 18 to 35) and 'Empty Nesters' (retired people whose children have left home). Through co-creation workshops, stakeholder meetings and the commissioning of an App developer, the project has developed a prototype App for public download that will promote rail as an alternative to air transport for holidays. |
| Exploitation Route | The project has provided a case study of how to utilise co-creation as a technique for encouraging behavioural change and could be developed across a range of areas. |
| Sectors | Digital/Communication/Information Technologies (including Software),Energy,Environment,Transport |
| URL | http://geography.exeter.ac.uk/prost/ |
| Description | This collaborative project created a community of practice for travel professionals and behavioural change practitioners and has been used to generate public debate on the issue of climate change and personal mobility and has resulted in the development of a sustainable travel planner app. The award has also been used as the basis for developing a successful Innovate UK application to work with commercial partners to develop interventions for promoting positive 'real time' travel decision making for sustainability. |
| First Year Of Impact | 2012 |
| Sector | Digital/Communication/Information Technologies (including Software),Energy,Environment,Transport |
| Impact Types | Economic |
| Description | Co-producing Flood Knowledges: a catchment based approach |
| Amount | £5,168 (GBP) |
| Organisation | Exmoor National Park Authority |
| Sector | Public |
| Country | United Kingdom |
| Start | 11/2013 |
| End | 01/2014 |
| Description | ESRC Knowledge Exchange Opportunities Scheme |
| Amount | £25,907 (GBP) |
| Funding ID | ES/L009234/1 |
| Organisation | Economic and Social Research Council |
| Sector | Public |
| Country | United Kingdom |
| Start | 08/2014 |
| End | 08/2015 |
| Description | Social Marketing for Sustainability |
| Organisation | CAG Consultants |
| Country | United Kingdom |
| Sector | Private |
| PI Contribution | Leadership of the project. |
| Collaborator Contribution | Full engagement in the project and development of the final outputs. |
| Impact | The development of a travel app: trainaway |
| Start Year | 2010 |
| Description | Social Marketing for Sustainability |
| Organisation | Hyder Consulting |
| Country | United Kingdom |
| Sector | Private |
| PI Contribution | Leadership of the project. |
| Collaborator Contribution | Full engagement in the project and development of the final outputs. |
| Impact | The development of a travel app: trainaway |
| Start Year | 2010 |
| Description | Social Marketing for Sustainability |
| Organisation | Strategic Social Marketing Ltd |
| Country | United Kingdom |
| Sector | Charity/Non Profit |
| PI Contribution | Leadership of the project. |
| Collaborator Contribution | Full engagement in the project and development of the final outputs. |
| Impact | The development of a travel app: trainaway |
| Start Year | 2010 |
| Description | Social Marketing for Sustainability |
| Organisation | Uscreates |
| Country | United Kingdom |
| Sector | Private |
| PI Contribution | Leadership of the project. |
| Collaborator Contribution | Full engagement in the project and development of the final outputs. |
| Impact | The development of a travel app: trainaway |
| Start Year | 2010 |
| Title | Trainaway App |
| Description | Plan your perfect train trip in Europe with TrainAway. There's no need to fly when you can choose from 80 top destinations within easy reach by rail. Developed in collaboration with Exeter University, TrainAway has been designed to make it as easy as possible for you to lower your travel carbon footprint, with simple train booking just a tap away. The TrainAway app is free and easy to use. - Discover 80 top European destinations and how to reach them by train - Step-by-step guides walk you through your journey - Find logical routes, convenient connections and the cheapest prices - Browse information and pictures of the trains you'll be travelling on |
| Type Of Technology | Webtool/Application |
| Year Produced | 2013 |
| Impact | New booking system for rail-based holidays for UK travellers. |
| URL | https://itunes.apple.com/gb/app/trainaway/id727047262?mt=8 |
| Description | Aston University Sustainability Seminar Series |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | Local |
| Primary Audience | Professional Practitioners |
| Results and Impact | A one-off seminar on knowledge co-production and resilience Interest by professionals and practitioners in research project. |
| Year(s) Of Engagement Activity | 2014 |
| Description | Desk review: social marketing for sustainability |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Professional Practitioners |
| Results and Impact | Presentation of desk review of background research. A presentation to the project partners. The basis for developing a sustainable travel app. |
| Year(s) Of Engagement Activity | 2012 |
| Description | Exe Estuary Partnership Annual Forum |
| Form Of Engagement Activity | A talk or presentation |
| Part Of Official Scheme? | No |
| Geographic Reach | Local |
| Primary Audience | Public/other audiences |
| Results and Impact | A talk to the members of the Exe Estuary Partnership on promoting community resilience. Interest in the research approach. |
| Year(s) Of Engagement Activity | 2014 |
| Description | RGS-IBG Annual Conference |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | International |
| Primary Audience | Participants in your research and patient groups |
| Results and Impact | Annual meeting of the Royal Geographical Society (with IBG). Paper presented: Co-learning and Community Resilience: pedagogies of climate change and flood risk in Devon, UK Interest in the research project and potential publication activities. |
| Year(s) Of Engagement Activity | 2013 |
| Description | Scottish Government Climate Change Seminar Series |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Policymakers/politicians |
| Results and Impact | A series of academic-led workshops on issues relating to climate change policy. |
| Year(s) Of Engagement Activity | 2013 |
| Description | Sustainable travel co-design |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Professional Practitioners |
| Results and Impact | A workshop presentation held at the head offices of Uscreates, London, 11 July 2012 with the community of practice for the project. The formation of a Travel App, which has been developed on the basis of insights from this exercise. |
| Year(s) Of Engagement Activity | 2012 |
| Description | The psychology of governing sustainable tourism mobility: Bridging the science-policy gap |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | International |
| Primary Audience | Participants in your research and patient groups |
| Results and Impact | International conference on governing tourism mobility. Contribution to key debates in the tourism field. |
| Year(s) Of Engagement Activity | 2014 |
| Description | What Makes Us Green? |
| Form Of Engagement Activity | Participation in an activity, workshop or similar |
| Part Of Official Scheme? | No |
| Geographic Reach | National |
| Primary Audience | Participants in your research and patient groups |
| Results and Impact | ESRC-funded workshop on environmental attitudes and behaviours. Further interest in the research approach. |
| Year(s) Of Engagement Activity | 2013 |