Thesis presentation for a master of marine affairs from the School of Marine & Environmental Affairs, University of Washington.
Abstract: While the surface of the water always reflects the sky in any weather, the story below the surface is increasingly cloudy. Urban estuaries such as Puget Sound suffer from a heavy influx of pollution from the growing human population and human development around them. The most efficient method to interrupt the stormwater pollution process in Puget Sound is to address human behaviors. Social marketing, the application of marketing techniques to “sell” behaviors which benefit society as a whole, is a powerful tool for changing behaviors. While it has been used extensively in the public health sector, it is gaining popularity in addressing environmental issues. A communications and outreach campaign under the tagline “Puget Sound Starts Here” has been designed with strong influence from the social marketing realm to address non-point source pollution in Puget Sound. While still midstream, the campaign has great potential to positively affect the human behaviors which contribute to stormwater pollution in Puget Sound, and can serve as a model for use in other regions.