In 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. Our campaign is designed to communicate relevant, scientifically-supported information that will motivate and empower consumers to make choices that are more sustainable without threatening their 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 and behavior change that will help create a better future for all.

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