Tim is a program officer for the Think Blue program in San Diego. In an effort to address coastal bacteria pollution, Tim is developing a social marketing campaign to prevent litter from entering the storm drains in the Chollas Creek business area. He began by conducting observations in a retail location to identify the sources of litter. From these observations, Tim noted a high percentage of intentional littering behavior by shoppers in the retail areas. Nearly half of the individuals who disposed of items in these areas littered. The most frequently littered items were cigarette butts, food remnants, plastic wrappers from purchased items, and food wrappers. Tim wants to conduct a social marketing campaign to reduce litter. Using the findings from his observations and your knowledge of social marketing, how would you proceed? What next steps would you recommend?