Social Marketing - a strategy to integrate ergonomics into leadership in energy and environmental design (LEED) projects

Abstract

In Canada, individuals spend more than 90 percent of their time indoors and are becoming more aware of their environment and how it affects their health (Hancock, 2002). Evidence suggests that where we live and work can be clearly linked to our health (Srinivasan, O'Fallon, & Dearry, 2003). With this growing awareness, a demand has risen to independently evaluate buildings for their environmental and health impacts (CaGBC, n.d.). One rating system used extensively in North America is the Leadership in Energy and Environmental Design rating system (LEED). To date, research shows that post-occupancy findings in LEED buildings are mixed (Lee & Guerin, 2009; Birt & Newham, 2009). To ensure that occupant needs are met, it is important that ergonomics is incorporated into the design, construction, and operation of LEED buildings. To encourage LEED project teams to incorporate ergonomics in future LEED projects, a social marketing campaign will be developed. "Social marketing is the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of a target audience "(Andreason, 2003, p. 296). Social marketing has been used successfully in the past to address a number of public health issues and therefore appears suitable for this application (Luca & Suggs, 2010; Andreason, 2003; Lavack, Basil, Basil, Deshpande, & Mintz, 2008). To ensure that the campaign is effective, the campaign will be designed reflecting the needs, wants, and barriers of the target audience encourage participation.