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A presentation of the state of play for Australian Social Marketing featuring the new definition, the Preventative Health Task Force, and some key issues for debate in the social change social marketing sector, as part of the Social Marketing Benchmark Project The project made possible by funding from the ANU College of Business and Economics
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The Australian Social Marketing Situation
Dr Stephen DannSchool of Management Marketing and
International Business, Australian National [email protected]
Social Change
Let’s just take a minute…
Rothschild’s (1999) Triangle
Law
Education
Marketing
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Australian Social Marketing Agenda
An Australian Definition
The National Preventative Health Agenda
The Debates
(An) Australian Social Marketing Definition
The definition
“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
The Parts
Induce: a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action
Targeted audience: Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population
The Parts
Social goal: the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers
Behavior Change: process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience.
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
Sub parts
competitive social marketing offer: an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products.
National Preventative Health Agenda
Australia: The healthiest country by 2020
Preventative Health Report
101 mentions of social marketing
2010Encourage people to improve their levels
of physical activity and healthy eating through comprehensive and effective social marketing
2013Implement new phases of comprehensive,
sustained social marketing strategy to increase healthy eating and physical activity
Future
Where does the gov’t see our role?
Ensuring effective implementation• induce behavioral change in a targeted
audience
Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing – Develop and work with Australian, state and territory
governments to implement a comprehensive, sustained social marketing strategy to
• increase healthy eating, • physical activity and • reduce sedentary behaviour,
– building on Measure Up and state campaigns such as Go for 2&5, Find Thirty and Go for Your Life.
East Coast Roadshow
The National Social Marketing Agenda Research Project
The Project (thus far)
• 20 Universities• 25 academic interviews thus far.• 15 hours of interviews• 6 weeks• 4 states• 2 time zones• A very broad definition of “East Coast”
Who are Australia’s social marketing academics?
PhD studentsLecturersSenior LecturesAssociate ProfessorsProfessorsDeansHeads of School
What brings us to SocMktg?• Personal drive• Marketing convert• Family • Intellectual Challenge• Legacy• Faith in marketing• Ambition
Two camps summary
Health• Tobacco• Obesity• Road safety• Injury prevention• Cardiac• Cancer• Nutrition• Breast feeding• Alcohol
Not Health• Gambling• Terrorism• Road safety• Crime• Women in comics• Environment• Social network• Bullying• Consumption
Where does social marketing fit?
Change OptionsGovernmentMarketing
PoliticalMarketing
SocialMarketing
Change OptionsGovernmentMarketing
PoliticalMarketing
SocialMarketing
Evidence or ideology?
Change or campaign?Compliance
or choice?
Change AgentsSociety
Politics
MedicineCommerce
Science
Future
The Debates
Politicised Social Marketing
When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.
New Zealand Social Marketing Academic
Should marketing metrics count as evidence?
Does reach, frequency and recall have a role in benchmarking ‘socially negative’
advertising?
What counts as “evidence” in evidence based intervention?
• Marketing inputs are not evidence– Investments, plans, processes and intentions do
not demonstrate behaviour change
• Marketing metrics are not evidence– Recall, awareness, reach, frequency do not
demonstrate behaviour change
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