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[http://www.brandweek.com/bw/news/spotlight/article_display.jsp?vnu_content_id=1003553675] - - public:weinreich
social_change, theory - 2 | id:79352 -

Updated link: http://www.adweek.com/news/advertising-branding/scientist-influencer-theory-bogus-105981 Don't worry about finding the influential people when trying to bring about social change, but rather look for the easily influenced people.

[http://suzannehawkes.wordpress.com/2007/03/04/mapping-it-out-social-change-approaches/] - - public:weinreich
social_change, theory - 2 | id:79354 -

Divides approaches out by direct service, social marketing/education, business/consumerism, policy advocacy (i.e., government and corporate), and politics (i.e., via elections).

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