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. Kotler and lee 2008 define social marketing as process that applies marketing principles and techniques to create. 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 role of digital and social media marketing in consumer behavior andrew t. Apr 28, 2011 this document sets out the dhs three year social marketing strategy for changing healthrelated lifestyle behaviours and improving health outcomes. 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 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. Social marketing as a childhood obesity prevention. Changing behaviors for good is the definitive textbook for the planning and implementation of programs designed to influence social change.
Strategies for social marketing campaigns what works in. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. Pdf the term social marketing was introduced by philip kotler and. Describe the key constructs of four theories that are often used in public health. Changing behavior to promote health, social development, and the environment.
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 aims to develop and integrate marketing concepts with other approaches to, in turn, influence behaviors that benefit individuals and communities for the greater social good. This document sets out the dhs three year social marketing strategy for changing healthrelated lifestyle behaviours and improving health outcomes. In ancient greece and rome, campaigns were launched to free slaves. Believes the advantagesbenefits outweigh disadvantages of performing the behavior 5. 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. The book shows readers how to turn the wish to make the world a better place into action. 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. 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.
Intensive information intended to reach everyone not particularly effective. Health communication, social marketing, and advocacy what. In social marketing the product is a behavior change or a shift in attitude. Define what theory is and identify two key types of social and behavioral science theory that are relevant to public health interventions. Despite this growth, many public health professionals have an incomplete understanding of the field. Public behavior was published, and one more year before. Social marketing definition social marketing is an excellent tool for promoting public health activities.
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. Social marketing not to be confused with social media marketing smm. Andreasen social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. Social marketing uses commercial marketing strategies to change individual and organizational behavior and policies. Strategies for changing public behavior was published, and one more year before we saw tbe first readings book on social marketing. Social marketing is no less than a shift in how you view and run your program or organization. These agencies hope that social campaigns may be the way to achieve social goals without repressive legislation, costly incarceration, or the resigned acceptance of. 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. Has no environmental constraints for the behavior to occur 3. Introduction to social marketing for behavior change to address complex issues, we need to. Social marketing is not a new phenomena as its roots can be seen in development strategies, social reform campaigns in olden days. 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. Social marketing also combines the four ps of marketing product, price, promotion and place towards public communication campaigns 22. I was interested in social marketing, but had never studied it before.
The core of social marketing is its audience orientation it. 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. Social marketing of public health goods is also finding its place on this environment. For example, it shows that atrisk teenagers are consumers who decide whether or not to buy safe sex practices. Social marketing definition social marketing is an excellent tool for. Social marketers focus on the audience and use a variety of tools to understand it. Stephen loreal professor of marketing university of oxford, said business school park end street, oxford ox1 1hp, united kingdom email. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and costeffective way.
Bell,brian flay, and roberta paikoff introduction currently, the major risks to health are the result of engaging in risky behavior. Pdf social change, social marketing and social representations. In ancient greece and rome antislavery campaigns were launched. But social marketing is more than just building awareness. Social marketing made simple social marketing made simple is a lighter version of the cdcynergy. For a full example of a very successful nationwide social marketing plan, see the examples section at the end of the main text.
Effectiveness of social marketing strategies to reduce. It has been effective on a population level across a wide range of public health and health care domains. Some social marketing strategies can be seen as a form of nudging. The problem with social marketing, however, is that changing human behaviour involves a lot more than a communication campaign. 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. Marketing social marketing in the social change marketplace. For example, a campaign may be designed to increase condom use or to convince adolescents that spreading rumors is harmful or dangerous. In public health, many social marketing campaigns include a specific behavior change component. Risky behaviors include not seeking treatment for psychiatric disorders, engaging in unsafe sex, escalating interpersonal conflicts, and abusing drugs.
Social and behavioral theories office of behavioral and. 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 for public health social marketing has been widely used in solving public health problems, has fast. The less people need to go out of their way to make a change, the more likely they are to make it. The target audience is the individual or group whose behavior should change. Perceives that behavior is consistent with selfimage and personal standards 7. Social marketing and social change is a wonderful book for anyone exploring the field of social marketing. They aim to change behavior and do not forbid undesirable behavior. 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.
I am so glad that i read this book to get an overview of the subject. What are the ten steps to developing a strategic social marketing plan. As both a practice and a field of academic study, social marketing is a process. Philip kotler and eduardo roberto, social marketing. Pdf developing more effective social marketing strategies. 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. As bill smith of the academy for educational development, a washington, dcbased. Kotler, philip and eduardo roberto 1989, social marketing strategies for changing. Having a strong brand identity what the brand is about and brand image. Each of these points will be discussed in detail later in this section, and in section four of this chapter. 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. The concept of social modeling has long been understood by psychologists and commercial marketers. Most of the literature on social marketing regards change of public. There is limited evidence of the effectiveness of social marketing in changing health care consumer behavior.
Introduction to social marketing for behavior change. A learning package for social and behavior change communication sbcc communication for change c. To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings. Bringing social influence to bear and enhancing selfcontrol. In addition, social marketing offers a model that can help systematize organizational responses to address public health challenges. In social marketing, price is the cost of changing behaviors. This tool is based on best practice social marketing principles, and assists in developing, implementing and evaluating an effective social marketing plan. 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. 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. The authors focus on the methods and tools needed to market social change efficiently.
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. Promoting the causes of public and nonprofit organizations fine 1990. 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. Changing behavior through social marketing anhdai lu. Social marketing frequently relies on social cognitive theory sct, and thus often uses social modeling as a behavior change strategy. Social marketing, social modeling, and obesity prevention. Perceives more social pressure to perform than not to perform the behavior 6. Effectiveness of social marketing strategies to reduce youth. Literacy campaigns, family planning, and programs to combat teenage pregnancy, drug abuse, and aids represent only a fraction of the social campaigns launched by agencies throughout the world in an effort to change public behavior. The tool takes you stepbystep through the process, giving you. As phil kotler points out in his book social marketing strategies for changing public behaviour, campaigns for social change are not a new phenomenon. There has been a shift from a sales to a marketing orientation in recent years. Agency for international development, the national cancer institute, the united way of america.
In this paper diana walsh and colleagues explore the potential of social marketing as an approach to changing behavior and thus improving public health. We believe in the power of social marketing to change behavior. 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. Theory and principles of public communication campaigns. A lot of people confuse social marketing with one of its components. 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.
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