Senseless Census Policy

There is a lot of debate in Canada about the census as the federal government moves to replace the mandatory long form census with a new voluntary approach. With 15 years of experience developing and delivering community-based social marketing (CBSM) programs, I have developed a strong opinion on information-based decision making. And my experience in […]

Biggest Avoidable Mistake

The most frequent mistake made by new CBSM strategy designers is assuming that they know everything about their target audiences. They believe that they already know the motivators, barriers, and attitudes of their target audience. They then design a strategy based on their own beliefs rather than those of the people they are trying to […]