Social Marketing: Three Concepts and Three Principles
by Professor Jeff French
Social Marketing concepts and principles are not of themselves a process or recipe for success; rather they are the ingredients necessary for successful social programs that seek to influence behavior. It is important that they are not confused with ‘process planning models’ i.e. how to plan and deliver or do social marketing such as the STELa social marketing planning model. There are specific process planning models for this purpose. Instead, the concepts and principles of social marketing are essentially the key elements that indicate if a programme is applying a social marketing approach. It is also important to recognise that these concepts and principles are not a random or arbitrary collection; rather they are derived from an evidence and experiential base about what works and what does not in the development and delivery of public sector programmes designed to deliver measurable change in behavior.
Last Updated on Thursday, November 19, 2015 11:28 AM
The International Social Marketing Association (iSMA) webinar series provides timely, widely relevant and ‘newsworthy’ information on evidence-based social marketing advances and resources worldwide. Next up is:
March 14/15, 2017
Adding Social Marketing to Health Risk Communications
with Jose M. Sanchez (Mexico)
Can Social Marketing and Risk Communications play on the same team? How can Social Marketing tools be effectively integrated into risk communications to optimize both communications and behaviour change when a population is under stress? Jose Sanchez will outline social marketing's contributions to a disaster management program during Mexico's 2009 H1N1 influenza outbreak, when social marketing tools functioned as key components supporting the strategies of other social programs such as "Healthy Communities." He will discuss the barriers Social Marketing encountered in this scenario, and present how social marketing was used to develop specific communications, with messages like "the correct way to sneeze" and "wash your hands properly", that lowered rates of infection further than had been anticipated by the World Health Organization.
Last Updated on Sunday, February 05, 2017 10:37 AM