Episode 11: Social marketing and behavior change in conservation

Marketing is both a powerful and positive tool for shaping our perceptions, actions, and social norms. I encourage anyone who’s working in any cause-based mission to embrace social marketing as an important tool, especially those working in conservation.

Brooke Sadowsky and Kevin Green from Rare join the podcast to discuss how working in conservation informs their social marketing and behavior change approach.

Listen now.


Don’t let the conversation end here. Discuss this episode in the comments section below or on Twitter any time using #ReQPod11. And don’t forget to follow us on Twitter and Facebook. Our name for all accounts is @ReQPod.

About Brooke Sadowsky

Brooke Sadowsky spent nearly a decade working in commercial advertising, helping clients such as British Airways, Pfizer, and American Express reach key consumer audiences in an effort to build brand awareness, change preferences, and sell products. Desiring to have her work match her personal passion for wildlife conservation, Brooke joined Rare in 2007 – an organization that specializes in using commercial marketing techniques to inspire local communities to better protect and preserve their natural resources. During her time at Rare, Brooke has partnered with local NGOs and Local Government Units to develop and implement social marketing campaigns in Mongolia, Thailand, Lao PDR, Bahamas, Madagascar, Guam, and in the Philippines targeting a variety of human-induced threats to species conservation. Brooke now serves as Rare’s global lead on evolving and applying social marketing methodology for Rare’s two global initiatives in rights-based fisheries management and in improved agriculture for forest protection and water quality in freshwater ecosystems.

Contact Brooke at: brookesadowsky@gmail.com

About Kevin Green

Kevin is interested in how and why humans cooperate to achieve common goals. As Senior Manager, Behavioral & Social Science at Rare, he collaborates with field staff and partners across Latin America and Asia in using social research methods and tools in the field, designing strategic social marketing campaigns, and driving on-the-ground application of the constantly growing body of research in the behavioral sciences about how human beings are motivated. He previously led the development of Rare’s social impact monitoring framework and co-authored the Principles of Pride, a guide to the fundamental principles of Rare’s ‘Pride’ social marketing methodology. Kevin has researched payments for environmental services  and other incentive mechanisms for conservation and development, and is a faculty member of the Kinship Conservation Fellows program and a former fellow of the Emerging Wildlife Conservation Leaders (EWCL) program. Before Rare, Kevin was a research fellow at the Nature Conservancy and a research assistant at the Worldwatch Institute. He holds an MA in international development and economics from Johns Hopkins University and a BA in anthropology and sociology from Washington and Lee University.

Contact Kevin at: kgreen@rare.org

Resources mentioned in this episode:




Episode 10: Social marketing and the super wicked problem of climate change

You’ve got to look at what people do about climate change, not what they think about it…Ultimately we’re going to be judged on how effective we are, not on whether people remember the brand or message of a program.

David Meiklejohn joins the podcast to discuss wicked problems, super wicked problems, and climate change. David discusses his work with these topics and provides recommendations for how social marketing might address them in the future.

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Don’t let the conversation end here. Discuss this episode in the comments section below or on Twitter any time using #ReQPod10. And don’t forget to follow us on Twitter and Facebook. Our name for all accounts is @ReQPod.

About David Meiklejohn

David has more than 16 years experience in developing and implementing social marketing programs in both Australia and the UK. He has worked with governments in Australia and New Zealand to build their capacity to deliver behaviour change projects. He has developed and delivered climate change social marketing programs to households in Melbourne, achieving a 26 percent reported drop in greenhouse gas emissions. He has conducted reviews for state governments into the effectiveness of climate change social marketing programs, and as a result of this is currently researching what makes such programs effective. His research examines the target audiences reached by these programs, why they sometimes fail and how they can be better designed in the future to better meet the challenges of climate change.

He also works as as executive officer for a network of nine local governments in Melbourne (www.naga.org.au) working together to develop effective climate change responses.

Follow David:

Website: www.meiklejohn.com

Twitter: (@swingdog46)

Resources mentioned in this episode:


Episode 9: How do we really define social good?

Governments and other social actors need to take an ambidextrous approach—they have to try to eliminate [ill-being] while at the same time creating conditions for people to flourish and reach their potential.

Hamilton Carvalho joins the podcast to discuss how we define social good and how social marketers can best take steps to facilitate it.

Listen now.


Don’t let the conversation end here. Discuss this episode in the comments section below or on Twitter any time using #ReQPod9. And don’t forget to follow us on Twitter, Instagram and Facebook. Our name for all accounts is @ReQPod.

About Hamilton Carvalho

Hamilton Carvalho is passionate about understanding human behavior. A PhD candidate in Marketing from the University of Sao Paulo and a public servant working for the Sao Paulo state tax agency in Brazil, Carvalho holds a a master’s degree in marketing from the University of Sao Paulo, serves as board director for the International Social Marketing Association, and is a member of the System Dynamics Society.

Resources mentioned in this episode: