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Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change

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Social Marketing in Action

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

Sea Change was a European campaign (www.seachangeproject.eu) designed to bring about a fundamental transformation, a “Sea Change” in the way European citizens experience their relationship with the sea, by empowering them as “ocean-literate” citizens. With Sea Change using co-creation behavioral change theory principles across a number of campaigns, e.g., citizen science initiatives, youth camps, crab watching, marine litter with policy makers across Europe, and blue schools, this case study concentrates on one of the collaborative and cooperative campaign for a digital interactive tool in the educational sector.

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Author information

Authors and Affiliations

  1. Marketing Discipline, NUI Galway, Galway, Ireland

    Christine Domegan & Patricia McHugh

  2. School of Education, NUI Galway, Galway, Ireland

    Veronica McCauley & Kevin Davison

Authors
  1. Christine Domegan
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  2. Patricia McHugh
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  3. Veronica McCauley
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  4. Kevin Davison
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Corresponding author

Correspondence to Christine Domegan .

Editor information

Editors and Affiliations

  1. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Debra Z. Basil

  2. Faculty of Economy, Business and Tourism, University of Las Palmas de Gran Canaria, Las Palmas de Gran Canaria, Spain

    Gonzalo Diaz-Meneses

  3. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Michael D. Basil

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Domegan, C., McHugh, P., McCauley, V., Davison, K. (2019). Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change. In: Basil, D., Diaz-Meneses, G., Basil, M. (eds) Social Marketing in Action. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-13020-6_26

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