the area of social marketing research, the work of Five
E's Unlimited with others produced a music-video, A
Better Future, to
help consumers embrace sustainability and ultimately transform
sustainability into a national and international priority.
The structure of our social marketing program is to change
the ratio of benefits to barriers, so that the target behavior
becomes more attractive to the audience than its alternative,
and consumers will voluntarily change their own behavior.
This project introduces or reinforces specific behaviors
that support a more healthy, humane and environmentally
sustainable world, whose wildland ecosystems are protected.
is designed to communicate relevant, scientifically-supported
information that will motivate and empower consumers to
make choices that are more sustainable without threatening
lifestyle, thereby avoiding the pitfalls of trying to “tell
people what to do.” The campaign is coherent and
compelling, leading to an outcome of increased mutual understanding
behavior change that will help create a better future for
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and Awareness Programming