Case Studies

This section contains over 200 case studies of social marketing / behavior change programs from around the world, primarily from North America. It includes a broad sampling of programs to offer a wide variety of approaches and tools used, locations, types of organizations and participants, activities being promoted and problems being addressed. Most of these case studies illustrate approaches that have worked. However, examples of potential pitfalls are also included to provide you with a realistic map of the terrain ahead.

We are actively looking for new case studies with measured impact results. Do you know of any that might make good additions to this site? Please let us know.

All the Case Studies and examples are described in the past tense, including programs that are still operating. If the program is still operating, the Case Study summary is written in the present tense.

Are you looking for case studies in particular topic areas? View Topic Resources.

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Landmark Case Study Co-Ownership of Wind Farms  Environment

What if you want to move away from gas and oil, but rent, are about to move, or can’t afford solar panels? If your energy supplier has not already pledged to go green, you have few options. The co-ownership of wind farms engages and makes it practical for more homeowners and renters to buy wind-generated power.

This case study is currently being edited before being posted.


Landmark Case Study Cool Food  EnvironmentHealth

The Cool Food program encourages food providers to sell more low-carbon plant-based dishes and create enabling environments for diners to make climate friendly choices.



Landmark Case Study Liftshare and Mobilityways, U.K.  Environment

Liftshare is a social enterprise that has worked with over 700 of the UK’s largest employers to reduce the number of single occupancy vehicle trips using carsharing, active transportation and public transit when commuting for work.. With an online community of over 1 million members, it is estimated that Liftshare members have avoided the release of 300 million kg / 300,000 tonnes of commuter carbon emissions (averaging 50 million kg / 50,000 tonnes per year). In 2020, Liftshare launched Mobilityways, a sister platform that enables employers to evidence, track, plan and change their commuter emissions via a set of tools / modules that work seamlessly together.

This case study is currently being edited before being posted. 


Landmark Case Study Southern Nevada Water Authority's Water Smart Landscapes Program  Environment

As climate change leads to more drought situations, it will be important to understand how to best promote water conservation. Southern Nevada Water Authority’s Water Smart Landscapes (WSL) program pays homeowners to replace their non-native, ornamental lawns with plants and landscapes that use less water because they are better adapted to their dry climate. It is one of the longest running “cash for grass” policies. Designated a Landmark case study by our climate change peer review panel in 2022.


Landmark Case Study Reduce Your Juice: Meaningful Gamification Motivates and Empowers a Challenging Consumer Segment to Save Money and Energy  Environment

This innovative social marketing approach changed the energy use behaviours of low-income renters in Brisbane, Australia, through meaningful gamification. The gamified experience promoted desired behaviours and reduced undesired ones, all carefully chosen using McKenzie-Mohr's cbsm guidelines for selecting behaviors. The Reduce Your Juice program was designed to be fun, easy and impactful. On the exterior, it appears as a simple, fun and easy experience of games and gamified activities, communications, community, and rewards. However, below the surface lies a sophisticated intervention developed through the application of formative research and theory and implemented by a team of multi-disciplinary experts from the energy, social marketing, behaviour change, digital insights & technology, research, and social sectors. Designated a Landmark case study by our Building Energy peer review panel in 2022.

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