Social Marketing: Improving Policy Implementation Shorter version of the social marketing presentation to launch the Social Marketing Monograph Reference: Dann and Dann (2005) Social Marketing and Behavioural Change Strategies. Queensland Department of Premier and Cabinet, Available: http://stephendann.net/articles/thematic/socialmarketing.htm

1. Social Marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann

8. Social Marketing Changing attitudes and behaviours by using marketing tools and techniques

9. Behaviour change model Targets adopt the alternative behaviour long term as their “normal” behaviour Maintenance Targets trial the alternate behaviour Action Targets determine what they need to know or do to change their behaviour Preparation Targets become aware of the issue and start to consider it in light of their lives Contemplation Potential targets are unaware of issue Pre contemplation Characteristics Stage

10. Stages of behavioural change Reinforce changes, reminder communications Maintenance Facilitate action Action Educate Preparation Persuade and motivate Contemplation Create awareness; change values and beliefs Pre contemplation Marketing & Communication Tasks Stage

13. Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing What you need to achieve the behaviour

14. Sunsafe “product” Safe sun exposure Idea Practice Tangible object Tanning is not “healthy” Tans are not attractive Tans are not an inevitable outcome of a wholesome lifestyle Wear a hat at an event Slip, slop, slap at all events Shirt Sunscreen Hat

19. The biggest competitor in social marketing is the target client

20. Improving Policy Implementation through Social Marketing

32. Commercial marketers target the people most likely to respond to the campaign Social marketers target the people in most need who also tend to be those who are least likely to respond