Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning. 

Using Enforcement in the Methods Mix
Using enforcement in the methods mix
Vignette: ‘Don't Mess with Texas’
Key Word: Enforcement

Back in 1985, the US state of Texas had a big problem with litter. To battle this large and expensive roadside mess, the Texas Highway Commission launched an extensive public education campaign, ‘Don't Mess With Texas’, which has been running ever since and helping to keep litter off the roads. As well as awareness raising and practical litter-tackling programmes, such as Campus Cleanups and ‘Trash Off’ (the state's largest single-day roadside clean-up), ‘Don't Mess With Texas’ also builds enforcement into its intervention mix.

‘Report A Litterer’ is a sub-programme of ‘Don't Mess With Texas’, which encourages people who witness road littering to report the perpetrator via a dedicated website ...

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