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Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks

  • Katherine C. LafreniereEmail author
  • Michael D. Basil
Chapter
Part of the Springer Texts in Business and Economics book series (STBE)

Abstract

Shoreline litter is one of the most widespread pollution problems today. Since shorelines represent very sensitive and large geographical areas, any organized cleanup event requires considerable manpower in order to be successful. This case study illustrates how Vancouver Aquarium and World Wildlife Foundation recruited, organized, and retained tens of thousands of volunteers in order to build a shoreline cleanup movement across Canada.

Keywords

Social marketing Shoreline cleanup Canada Litter Marine debris 

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Alberta School of BusinessUniversity of AlbertaEdmontonCanada
  2. 2.Dhillon School of BusinessUniversity of LethbridgeLethbridgeCanada

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