Social Marketing

The Nature Conservancy leaders aren't coming out and saying so, but they may have just announced the first concrete step toward answering Dr. Mac Chapin's critique of TNC & other BINGO's and their dealings with indigeneous people. TNC announced today it is teaming with RARE to launch "social marketing" campaigns in 30 key International areas. RARE, which is also based in Arlington, VA specializes in unorthodox campaigns to build awareness and support for environmental causes. Among its arsenal of marketing techniques is radio novellas... soap opera for radio. It also uses grass roots organizers to get its message out to the people in the areas it's targeting. Here's a profile from Fast Company.