Changing Transportation Behaviours: A Social Marketing Planning Guide


Transport Canada
Jay Kassirer

Includes Glossary, Introduction, Case Study Examples. The guide breaks planning into eight steps, one chapter per step, and the Dashboard Overview provides a one-page summary of all eight planning steps:

  1. Form a Planning Team
  2. Determine Focus, Behaviours and Audiences
  3. Gather Information (Formative Research)
  4. Set Objectives
  5. Develop the Strategy
  6. Establish Partnerships 
  7. Pre-test and Pilot Test
  8. Implement and Improve Continuously

Piece Together Your Social Marketing Plan and Resources are provided.

PDF icon Changing Transportation Behaviour

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