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A selection of Australian social change campaigns measured against the Carrots, Sticks and Promises framework (law, education and social marketing) The project made possible by funding from the ANU College of Business and Economics
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Billboards of Social Change
Dr Stephen DannSchool of Management Marketing and
International Business, Australian National University
Social Marketing Defined
“the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”
Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013
Behavioural Change
Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience, and which results in benefit to the social change campaign’s recipients, partners and the broader society at large
Definition
Where does social marketing fit?
Change OptionsEducation
LegislationSocial
Marketing
NHRMC (2001) Guidelines
Education outreach involves face-to-face visits by trained personnel to clinicians in their practice settings to provide information about an intervention...It appears to be particularly effective when combined with a social marketing approach that identifies barriers to change
How to put the evidence into practice: implementation and dissemination strategies, Handbook series on preparing clinical practice guidelines, Endorsed February 2000, National Health and Medical Research Council
Social marketing plus education
NHMRC 2001 Recommended Practice
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
Law
Education
Marketing
When the message goes astray
It’s not a bug, it’s a feature
Conclusion
Social marketing provides the motivations, motives and behavioural elements (The Why)
Education provides the technical knowledge, skill sets and instructions (The How)
Further reading…Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement, Marketing
Theory 9(2) 243-256
Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013
Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing, Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739
Dann, S (2007) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390
Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php], DOI: 10.2104/mbr07023
Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17
Further reading…Dann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline, World
Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008
Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008
Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast
Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane
Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6.
Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006
Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006
Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005.
Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.
Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4
Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998
Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September
Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte)
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