Community-Based Social Marketing: State of Play 2012



Michelle Vigen, Research Analyst, Behavior & Human Dimensions Program, ACEEE; Susan Mazur-Stommen, Director of Behavior & Human Dimensions Program, ACEEE; Stuart Hickox, founder and President of One Change; Chris Granda, Principal, Grasteu Associates.


Community-based social marketing (CBSM) is a concept that has received a lot of attention lately, but may not be particularly well understood across the entire energy efficiency community. In this webinar, we unpack and describe the core concepts and application of CBSM generally, citing specific and recent examples of its use within energy efficiency and demand-side management programs.

This webinar was co-hosted by staff from the One Change Foundation, who discussed details of their High 5 philosophy for mounting CBSM campaigns in support of home energy retrofits. High 5 is one of the approaches discussed in the recent ACEEE white paper, "Reaching the “high hanging fruit” through behavior change: How Community-Based Social Marketing puts energy savings within reach."

This white paper, on which this webinar is based, is available for download here.

Download a flash video of the webinar (186 MB file). This video requires a player capable of playing FLV-format videos. If you don't have one, try the free VLC Player.