Mixing Alcopops and Politics: Social Marketing and Social Change in Australia. Presented to the ANU MMIB School Staff Seminar on October 15, 2009 as part of the Social Marketing Benchmark Project The project made possible by funding from the ANU College of Business and Economics

1. Mixing Alcopops and Politics: Social Marketing and Social Change in Australia Dr Stephen Dann School of Management Marketing and International Business, Australian National University

2. My History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition” Three part

5. A word from my sponsors ANU Outreach Grant

12. Where does social marketing fit?

13. Change Options Government Marketing Political Marketing Social Marketing

14. Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?

15. Change Agents Society Politics Medicine Commerce Science Future

16. Why social marketing?

21. Where are the research opportunities in our community?

22. Fundamental social marketing theory Historical analysis ‘Landmark articles’ Developmental milestones, Social Marketing’s SDL moment

23. Immediate Challenges Barriers, Road blocks and unexpected outcomes

26. Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising? But wait! There’s more…

27. National Preventative Health Agenda Australia: The healthiest country by 2020

33. Anyone else see a problem?

35. Further reading