As both a practice and a field of academic study, social marketing is a process. But social marketing is more than just building awareness. Apr 28, 2011 this document sets out the dhs three year social marketing strategy for changing healthrelated lifestyle behaviours and improving health outcomes. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and costeffective way. Agency for international development, the national cancer institute, the united way of america. Intensive information intended to reach everyone not particularly effective. Kotler, philip and eduardo roberto 1989, social marketing strategies for changing. I am so glad that i read this book to get an overview of the subject. The core of social marketing is its audience orientation it. To help strengthen the use of effective social marketing strategies, the social marketing benchmark criteria smbc were developed by the national social marketing centre in the united kingdom. Social marketing as a childhood obesity prevention.
Some social marketing strategies can be seen as a form of nudging. Social marketing uses commercial marketing strategies to change individual and organizational behavior and policies. Managing a social marketing campaign might look fairly simplelike youre just putting up more posters to raise awareness of the lead poisoning problem in your community, for example. Social marketing made simple social marketing made simple is a lighter version of the cdcynergy. As phil kotler points out in his book social marketing strategies for changing public behaviour, campaigns for social change are not a new phenomenon. Social marketing campaigns are those that borrow from commercial marketing techniques for social engagement influencing a target audience to change their social behaviours and to benefit society. Social marketing plans tend to be for longterm projects, when you are trying to change peoples behavior permanently, or over a long period of time. There is limited evidence of the effectiveness of social marketing in changing health care consumer behavior. Introduction to social marketing for behavior change. Strategies for social marketing campaigns what works in. A lot of people confuse social marketing with one of its components. Social marketing for public health social marketing has been widely used in solving public health problems, has fast.
Lee in the august issue of pa times online, i introduced the definition of social marketing and the benefit for public agencies to adopt this strategic approach that uses marketing principles and techniques to influence citizen behaviors that benefit individuals. In ancient greece and rome, campaigns were launched to free slaves. Changing behavior to promote health, social development, and the environment. This important book offers a revolutionary approach to solving a range of social problemsdrug use, smoking, unsafe sex, and overpopulationby applying marketing techniques and concepts to change behavior. Behavior change marketing, also known as social marketing, is the term public health professionals use to refer to marketing that builds awareness about a social issue, like wear your seatbelt, dont smoke, get a mammogram and recycle. Mar 26, 2016 to help strengthen the use of effective social marketing strategies, the social marketing benchmark criteria smbc were developed by the national social marketing centre in the united kingdom. Health communication, social marketing, and advocacy what is. Generally speaking, if you are asking people to perform a particular action once, efforts to convince them to do so wouldnt use a social marketing campaign.
Social marketing of public health goods is also finding its place on this environment. Define what theory is and identify two key types of social and behavioral science theory that are relevant to public health interventions. Believes the advantagesbenefits outweigh disadvantages of performing the behavior 5. Pdf developing more effective social marketing strategies. Social marketing also combines the four ps of marketing product, price, promotion and place towards public communication campaigns 22. Social marketing design, implementation and control of programs aimed at increasing acceptability of a social idea, practicebehavior or product in one or more groups of target adopters actively involves the target population does not focus on a profit margin, but recent efforts build in a sustainability margin. The tool takes you stepbystep through the process, giving you.
In social marketing the product is a behavior change or a shift in attitude. Describe the key constructs of four theories that are often used in public health. In social marketing, price is the cost of changing behaviors. In public health, many social marketing campaigns include a specific behavior change component. Social marketing is not a new phenomena as its roots can be seen in development strategies, social reform campaigns in olden days. Social and behavioral theories office of behavioral and. The authors focus on the methods and tools needed to market social change efficiently. Part 2 analyzing the environment and designing the social marketing strategies. Changing behavior through social marketing anhdai lu. In this paper diana walsh and colleagues explore the potential of social marketing as an approach to changing behavior and thus improving public health. Social marketing is an approach used to develop activities aimed at changing or maintaining peoples behaviour for the benefit of individuals and society as a whole. To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings. What are the ten steps to developing a strategic social marketing plan.
Most of the literature on social marketing regards change of public. The role of digital and social media marketing in consumer behavior andrew t. Despite this growth, many public health professionals have an incomplete understanding of the field. In addition, social marketing offers a model that can help systematize organizational responses to address public health challenges. Social marketing as a childhood obesity prevention strategy. Bell,brian flay, and roberta paikoff introduction currently, the major risks to health are the result of engaging in risky behavior. Each of these points will be discussed in detail later in this section, and in section four of this chapter. The underlying premise is that there are many activities that an organization can use to influence behavior change, and for maximum effect they should be carefully designed in an integrated. Philip kotler and eduardo roberto, social marketing. Theory and principles of public communication campaigns. Strategies for changing public behavior was published, and one more year before we saw tbe first readings book on social marketing.
Pdf the term social marketing was introduced by philip kotler and. Promoting the causes of public and nonprofit organizations fine 1990. Social marketing definition social marketing is an excellent tool for. Effectiveness of social marketing strategies to reduce youth.
Perceives more social pressure to perform than not to perform the behavior 6. A learning package for social and behavior change communication sbcc communication for change c. Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community. Introduction to social marketing for behavior change to address complex issues, we need to. As bill smith of the academy for educational development, a washington, dcbased. Bringing social influence to bear and enhancing selfcontrol. Marketers seek to influence consumer behaviour, yet much ill. Public behavior was published, and one more year before. The problem with social marketing, however, is that changing human behaviour involves a lot more than a communication campaign. The less people need to go out of their way to make a change, the more likely they are to make it. The process of effectively influencing the beliefs, attitudes, and actions of individuals relies on communicating the right kinds and mix of offers, facilities, information, and promotion to target markets. In ancient greece and rome antislavery campaigns were launched. This tool is based on best practice social marketing principles, and assists in developing, implementing and evaluating an effective social marketing plan.
Social marketing and social change is a wonderful book for anyone exploring the field of social marketing. Pdf social change, social marketing and social representations. Social marketing frequently relies on social cognitive theory sct, and thus often uses social modeling as a behavior change strategy. The concept of social modeling has long been understood by psychologists and commercial marketers. For example, a campaign may be designed to increase condom use or to convince adolescents that spreading rumors is harmful or dangerous. I was interested in social marketing, but had never studied it before. Having a strong brand identity what the brand is about and brand image. Social marketing, social modeling, and obesity prevention. Its about working to change peoples behaviors or attitudes for the public good. For example, it shows that atrisk teenagers are consumers who decide whether or not to buy safe sex practices. The target audience is the individual or group whose behavior should change. Change project version 3 may 2012 this publication is made possible by the generous support of the american people through the united states agency for international.
Social marketing definition social marketing is an excellent tool for promoting public health activities. Social marketing not to be confused with social media marketing smm. They aim to change behavior and do not forbid undesirable behavior. Social marketing is the application of marketing principles to those situations in which one group attempts to persuade others to accept, modify or abandon certain ideas, attitudes, practices or behavior. Whether its to convince families in africa to use insecticidetreated nets to prevent malaria, to reduce drunk driving, increase family planning in developing countries, or convince people to use public transportation, the objective in each case is to influence behavior change.
The book shows readers how to turn the wish to make the world a better place into action. Social marketing and focus on behavior as the bottom line the main purpose or aim of social marketing is to bring about positive behavior change within individuals, families and societies. Marketing social marketing in the social change marketplace. This framework focuses on how message appeals are packaged in terms of gainframe promotion of positive behavior versus lossframe prevention of negative behavior, especially for audiences likely to display reactance. Social marketing efforts make it easier to change behavior by making sure the necessary supports are not only available, but also easily accessible to the most people possible. Effectiveness of social marketing strategies to reduce. Has no environmental constraints for the behavior to occur 3. Social marketers focus on the audience and use a variety of tools to understand it. We believe in the power of social marketing to change behavior. Calls for social campaigns to change public attitudes and behavior have been at the core of strategies to solve teenage pregnancy drug and alcohol abuse poor. Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals, for social or public good, national social marketing centre, 2006.
This document sets out the dhs three year social marketing strategy for changing healthrelated lifestyle behaviours and improving health outcomes. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. There has been a shift from a sales to a marketing orientation in recent years. Changing behaviors for good is the definitive textbook for the planning and implementation of programs designed to influence social change. These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of. Social marketing is no less than a shift in how you view and run your program or organization. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Health communication, social marketing, and advocacy what. Kotler and lee 2008 define social marketing as process that applies marketing principles and techniques to create. For a full example of a very successful nationwide social marketing plan, see the examples section at the end of the main text. Perceives that behavior is consistent with selfimage and personal standards 7.
585 815 12 919 1602 1373 1116 1452 584 1481 1393 859 461 865 1351 1371 1155 1517 224 1463 1126 1456 1309 941 550 1198 1107 1052 13 1269 691 1288 281 1164 789