I would like to support that as well--educating youth in our community, as well as educating individuals. Engaging and reaching out to the public and involving them in this process has been vital to the success of the actions outlined in our local action plan.
A number of key implementation tools have been identified as a result of that. One of the most important is something called community-based social marketing, or CBSM. It's changing how we behave, and this is true whether you're talking about waste reduction, recycling, making homes more energy efficient, using modes of transportation other than the private automobile, or eliminating pesticides on lawns and gardens. What community-based social marketing does is remove the barriers out there that exist to prevent somebody from moving forward with a positive action.
In many of our projects we've incorporated CBSM tools. We've worked with an international expert by the name of Doug MacKenzie-Mohr. Many of you who are familiar with him will be familiar with his book, called Fostering Sustainable Behaviour. He does workshops worldwide.
We see a great value in recognizing that education and awareness alone will not necessarily lead to behavioural change. It's implementing community-based social marketing strategies to identify the issues, remove the barriers, and put programs and mechanisms in place to get the desired result or change or action. I think that a campaign, a national backdrop that would support local initiatives, must include elements such as that.