Beyond ‘social’:Transformative marketing for public health

R. Craig Lefebvre, PhDResearch ProfessorUniversity of South Florida

chief maven

Harnessing the power of markets and marketing to improve well-being and save lives.

Ensure fair allocation and access to the means of maximizing well-being.

Develop and enhance marketing systems that support consumer well-being.

Social Innovation: a novel solution to a social problem that is more effective, efficient, sustainable or just than existing ones.

The Market SystemMarket Players: Delivering & Resourcing Different

Functions

Social Marketing

Markets

Communities

Conversations

Co-creation

Scop

e

Honoring People Radiating

Value Engaging Service Enhancing

Experiences

Markets

Communities

Conversations

Co-creation

Design

Honoring People Radiating

Value Engaging Service Enhancing

Experiences

Markets

Communities

Conversations

Co-creation

Value Space

Trust

Love

Hope

Dignity

Design

Transformative Marketing

So What?

What If We?

• Were co-creators of value• Created places where people could play • Designed research to fit the puzzle and people • Sought empathy and insight into people's

motivation and values • First assumed that something might be wrong

in people’s environment (marketplace)

What If We?

• Focused on creating exchanges• Measured how, when and how often we

touched people• Served people • Offered people new ways to solve problems,

meet their needs and reach for their dreams• Made sustainability as important as evaluation

R. Craig Lefebvre, PhDCollege of Public Health

University of South Florida

On Social Marketing and Social Changehttp://socialmarketing.blogs.com