Our fundamental objective is changing individual behaviour. Our only measure of success is action: does it move the needle? Simply gaining acceptance of an idea without inducing action is not success. Not contemplation of action – not even decision to take action – but action itself.

In projects to reduce problem gambling, conserve water, enhance workplace safety, secure adequate super for retirees, and many more, all program elements at Shannon's Way are focused on behaviour change. We will not settle for changes in awareness alone, or preference, or attitudes.

Social marketing, as evolved by Shannon's Way, succeeds both for non-profit organisations and for corporate responsibility programs including community and environment issues.