Project Porchlight is a campaign in community-based social marketing.
Our research shows that old-fashioned advertising doesn’t make enough of a connection with people to cause meaningful change. A billboard doesn’t cut it. Coupons don’t reach everybody. What we need is communication and action at the community level.
Community-based social marketing is a grassroots approach that involves members of the community talking to other members of the community. When we see our friends and neighbours taking part in something, we want to get involved. Knowing that Canadians are already concerned about the environment, Project Porchlight puts the tools—the CFL bulbs, the distribution, the communication—in the hands of the residents of the community. The result is a group of people empowered to make positive change and a message that lasts much longer than the duration of the campaign.
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