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

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


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.


Social marketing Shoreline cleanup Canada Litter Marine debris 


  1. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, 350–362.CrossRefGoogle Scholar
  2. Chan, E., & Sengupta, J. (2010). Insincere flattery actually works: A dual attitudes perspective. Journal of Marketing Research, 47(1), 122–133.CrossRefGoogle Scholar
  3. Gordon, R. A. (1996). Impact of ingratiation on judgments and evaluations: A meta-analytic investigation. Journal of Personality and Social Psychology, 71(1), 54–70.CrossRefGoogle Scholar
  4. Granovetter, M. S. (1982). The strength of weak ties. American Journal of Sociology, 78(May), 1360–1380.Google Scholar
  5. Rogers, E. M. (1983). Diffusion of innovations. New York: Free Press.Google Scholar

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

Personalised recommendations