USS New Hampshire Flora & Fauna Arctic Arctic Ice

1. Alaska, Subarctic Flora And
Fauna Are Migrating Northward.
... the Arctic holds so much promise has to do with the governments surrounding it. Most have relatively
healthy fiscal balance sheets and, with the exception of Russia, predictable laws that make it easy to do
business and democratic values that promote peaceful relations. The Arctic countries have also begun making
remarkably concerted efforts to cooperate, rather than fight, as the region opens up, settling old boundary
disputes peacefully and letting international law guide their behavior. Thanks to good governance and good
geography, such cities as Anchorage and Reykjavik could someday become major shipping centers and
financial capitals -- the high-latitude equivalents of Singapore and Dubai.
U.S. Navy safety swimmers stand on the deck of the USS New Hampshire after it surfaced through thin ice in
the Arctic Ocean. (Lucas Jackson / Courtesy Reuters)
The Coming Arctic Boom As the Ice Melts, the Region Heats Up
By Scott G. Borgerson July/August 2013
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2. USS New Hampshire
●
June 26 2013 U.S. Navy safety swimmers stand on the deck of the USS New Hampshire after it
surfaced through thin ice in the Arctic Ocean. (Lucas Jackson / Courtesy Reuters)
● "Arctic sea ice has lost half its area and 3/4's of its volume"," in just the past three decades," 30 thirty years,below surface
icebergs depth. The movie Titanic shows an iceberg on the surface reaching to the sky and it shows larger pieces underneath,
3 to over 10 times the volume seen, the Arctic ice is now three quarters volume less under the sea
● ...since record keeping began in 1979, shrinking by 350,000 square miles (an area equal to the size of Venezuela) since the
previous summer. All told, in just the past three decades, Arctic sea ice has lost half its area and three quarters of its volume.
● Hi-Fi FM Transmitters - Decade Transmitters Inc www.decade.ca/The new CM-10 FM transmitter brings the legendary Decade
sound quality in a new consumer grade product especially designed for in-house or small rooms ...
● ACE DECADE's sounds on SoundCloud - Hear the world's sounds soundcloud.com/ace-decade AKA Take5
www.facebook.com/take5lovesyou | Explore the largest community of artists, bands, podcasters and creators of music & audio.
● http://www.foreignaffairs.com/articles/139456/scott-g-borgerson/the-coming-arctic-boom?cid=emc-jul13promob-content-
062613&sp_mid=41897084&sp_rid=
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

3. USS New Hampshire
●
June 26 2013 U.S. Navy safety swimmers stand on the deck of the USS New Hampshire after it
surfaced through thin ice in the Arctic Ocean. (Lucas Jackson / Courtesy Reuters)
● "Arctic sea ice has lost half its area and 3/4's of its volume"," in just the past three decades," 30 thirty years,below surface
icebergs depth. The movie Titanic shows an iceberg on the surface reaching to the sky and it shows larger pieces underneath,
3 to over 10 times the volume seen, the Arctic ice is now three quarters volume less under the sea
● ...since record keeping began in 1979, shrinking by 350,000 square miles (an area equal to the size of Venezuela) since the
previous summer. All told, in just the past three decades, Arctic sea ice has lost half its area and three quarters of its volume.
● Hi-Fi FM Transmitters - Decade Transmitters Inc www.decade.ca/The new CM-10 FM transmitter brings the legendary Decade
sound quality in a new consumer grade product especially designed for in-house or small rooms ...
● ACE DECADE's sounds on SoundCloud - Hear the world's sounds soundcloud.com/ace-decade AKA Take5
www.facebook.com/take5lovesyou | Explore the largest community of artists, bands, podcasters and creators of music & audio.
● http://www.foreignaffairs.com/articles/139456/scott-g-borgerson/the-coming-arctic-boom?cid=emc-jul13promob-content-
062613&sp_mid=41897084&sp_rid=
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

4. What’s inside? The guide
breaks planning into eight
steps, one chapter per step.
The Dashboard Overview
provides a one-page summary
of all eight planning steps.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

5. ● 1. Form a Planning Team looks at rallying
colleagues (staff, volunteers, consultants) to
benefit from their expertise, experience,
networks and future support.
● 2. Determine the Focus, Behaviours and
Audiences helps you concentrate your efforts
where they will produce the greatest impact.
● 3. Gather Information discusses the types of
information you’ll want to find, in order to
identify and prioritize the audience segments,
benefits and barriers on which to focus.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

6. ● 4. Set Objectives provides a framework for
developing realistic and measurable targets.
● 5. Develop the Strategy looks at how to
methodically overcome key barriers and make
particular travel behaviours more fun, easy and
popular.
● 6. Establish Partnerships discusses partnering
with organizations that share the same interests
and goals, to reduce barriers, increase benefits,
improve the credibility of your messages, and
facilitate access to your audiences.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

7. ● 7. Pre-Test and Pilot Test describes ways to
keep checking with reality as you develop your
program, to ensure it will work and improve its
cost-effectiveness.
● 8. Implement and Improve Continuously looks
at how to ensure your program stays on track,
evaluate impact and lessons learned, and
increase cost-effectiveness over time.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

8. ●
Piece Together Your Social Marketing
Plan contains blank planning
worksheets for your convenience.
●
The Resources chapter at the back of
the guide recommends both online and
print sources for further information on
each step.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

9. ●
Worksheets
●
Filling in the blank worksheet(s)
associated with a planning step is one of
the easiest and fastest ways to work
through that step, record your insights
and conclusions, and share them with
others.
Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca

10. Changing Transportation Behaviour
A Social Marketing Planning Guide
November 2010
Transport Canada TP 15092 E
●
AUTHORS
●
» Jay Kassirer MBA CMRP Social marketing consultant, trainer and web-publisher
●
» François Lagarde MA Social marketing consultant, trainer and adjunct professor (University of
Montreal)
●
Recommended citation: Kassirer, J. & Lagarde, F. (2010). Changing transportation behaviours - A social
marketing planning guide. Ottawa (Canada): Transport Canada.
●
© Cullbridge Marketing and Communications, 2010
●
The permission from the Canadian Blood Services to reproduce or adapt parts of a guide written by
François Lagarde for the Council for Donation and Transplantation (CCDT) is much appreciated.
●
PERMISSION TO REPRODUCE Cullbridge and Transport Canada grant permission to copy and/or
reproduce the contents of this publication for personal and public non-commercial use. Users must
reproduce the materials accurately, identify both Transport Canada and Cullbridge as the source and
not present theirs as an official version, or as having been produced with the help or the endorsement
of either Transport Canada or Cullbridge.
●
To request permission to reproduce materials from this publication for commercial purposes, contact:
●
Jay Kassirer kassirer@cullbridge.com (613) 224-3800
PAZ – Paddon Development Constitution Tunnel Email: ConstitutionTunnel@live.ca