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Social marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann
Introduction and Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Definitions ,[object Object],[object Object]
Framework of social marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some characteristics of social marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
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
Marketing mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing mix: Product ,[object Object],[object Object],[object Object]
Social product Social Product Idea Practice Tangible  object Belief Attitude Value One off Ongoing
Childhood Obesity “product” Contraception Idea Practice Tangible  object Obesity is avoidable Healthy Outdoor exercise is a safe and fun activity to undertake After school sports Dietary change Fresh fruit Low fat food Water to replace softdrinks
Competition ,[object Object],[object Object],[object Object]
Competition: Example ,[object Object],[object Object],[object Object],[object Object]
Improving Policy Implementation through Social Marketing
Components of Successful Social Marketing ,[object Object],[object Object]
Social Marketing for Effectiveness and Efficiency ,[object Object],[object Object],[object Object]
Problems for Marketing ,[object Object],[object Object],[object Object]
Unrealistic Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Funding and Sponsorship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Countering funding ,[object Object],[object Object],[object Object],[object Object],[object Object]
Uncertain outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Summary ,[object Object],[object Object],[object Object]

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Social marketing:Improving Policy Implementation

  • 1. Social marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann
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  • 6. 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
  • 7. 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
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  • 10. Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing
  • 11. Childhood Obesity “product” Contraception Idea Practice Tangible object Obesity is avoidable Healthy Outdoor exercise is a safe and fun activity to undertake After school sports Dietary change Fresh fruit Low fat food Water to replace softdrinks
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  • 14. Improving Policy Implementation through Social Marketing
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