PSY435H1 Lecture Notes - Lecture 2: Apple Event, Compact Fluorescent Lamp, Malnutrition
Document Summary
Assignment: use a social marketing approach to design a campaign with your social network in order to change an environmental behaviour: usually, we try to promote pro-social behaviour this is not the focus of our campaign. Take a strict behavioural approach: you have to design what behaviours that need to be changed, and for each of these behaviours, you have to do a specific analysis of each behaviour. In order for the change to happen, you have to change the top. In order to change the top, you have to change the bottom. What do you think activism is?? (the foundation) Joining an organization, signing petitions, protesting in the streets, etc. The more challenging level (what makes it awesome): how do you get activism to go viral. How do you get people talking to one another in order to get the message to pass on. This is something a lot of people are doing (e. g. obama)
