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Purpose – This article aims to propose that increased guidance on the implementation of social marketing principles for sustainability issues can advance both implementation and empirical evaluation. The primary goal of this paper is to ignite further empirical investigation of social marketing for sustainability by first presenting benchmark criteria for one social marketing model – community-based social marketing (CBSM) – and second, applying this framework to the case study of musician Jack Johnson’s “All at Once” (AAO) campaign. Design/methodology/approach – The research design is twofold. First, based on Doug McKenzie-Mohr’s CBSM model, a series of 21 benchmarks for assessing the key components of an effective CBSM initiative was developed. Second, this tool was applied to information gathered from Jack Johnson’s extensive outreach promoting AAO initiatives including reports, videos as well as interviews and in-person meetings with the Jack Johnson team. Findings – Application of the benchmark criteria to the Jack Johnson case study showed that seven out of the 21 benchmarks were integrated into the AAO campaign; seven were partially integrated and seven were not integrated in the program’s design. In particular, the use of commitments, incentives, norms and social diffusion was clearly present as was a final evaluation of the full-scale implementation of the campaign. Originality/value – The CBSM benchmarks are meant as a starting point to further assess and compare the effectiveness of CBSM initiatives. Further research should be done to explore how criteria should be weighted and which of the 21 principles need to be present in the design and implementation of an effective CBSM program.

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Geochemistry permits distinction of two broad groups of volcanic rocks distinguished from the Avalon zone of southeastern NewEngland. An alkalic suite is relatively enriched in K, Rb, Y, Zr, Nb, Zn, La, Ce, but lower in Al, Sr, and Ba compared to a calc-alkaline suite. The alkalic suite is compositionally similar to plutonic rocks that range in age from Late Ordovician to Devonian, whereas the calc-alkaline suite is similar to late Proterozoic plutonic rocks. Geochemical discriminant criteria developed in this chapter indicate that a number of the volcanic units previously have been incorrectly grouped and misinterpreted.The late Proterozoic igneous rocks are compositionally compatible with rocks formed by arc-building processes, and may represent outboard terranes of Africa formed during Pan-African orogenic events. In contrast, the alkalic igneous rocks probably reflect anorogenic or extensional regimes, following earlier crustal thickening processes and removal of first melts from such thickened crust; these rocks may reflect subsequent foundering and break-up of outboard Pan-African terranes that occurred episodically throughout much of the Paleozoic.The presence of alkalic bimodal volcanic rocks within the Narragansett Basin suggests that alkalic igneous activity in southeastern New England was more prolonged than previously recognized, and intermittently continued beyond the Devonian into Carboniferous time, perhaps accompanying the early stages of basin formation. These bimodal volcanics, the only known example of Carboniferous volcanism in the Appalachians of the U.S., are reminiscent of Late Devonian to Early Carboniferous volcanism that preceeded and accompanied the early stages of the Magdalen Basin in the Canadian maritimes.

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