Public health social marketing campaigns: Let's Do This in Seattle/King County, Washington
They have promotional videos, posters, and an advertising program, including billboards. I don't know how much civic engagement and capacity building is acctually built into the program, but it is a classic example of a social marketing campaign focused on engaging people and working with them to change their behavior. I like the relatively positive focus. And it is focused more on making structural-systemic changes which have greater cumulative impact, as opposed to individual changes.