Communicating about air quality-lessons from Canada's AQHI

Abstract

This chapter outlines the social marketing challenge of increasing personal and collective awareness, understanding and action related to air quality and its effects on health. It provides an overview of some of the key lessons learned through Air Quality Health Index outreach programs implemented in Canada. The power of outreach partnerships is explained, and illustrated, through a case study of one social marketing campaign implemented in western Canada. The chapter explores the role of social media within social marketing about air quality and concludes with some future gazing and samples of new opportunities to encourage people to care about the air.