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aasm.org.au June 2014
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I recently attended the AMA SERVSIG conference where I presented at a Special Session called “Social Marketing and Transformative Service Research: Exploring the Similarities and Differences of the Two Research Approaches”. The session was well-attended and it was a pleasure introducing social marketing to a group of service marketers. Many of them research in the health services area and it was nice to engage in discussions afterwards about the relevance and applicability of social marketing in their work. My flight back to Sydney was via Amsterdam, where I made a stopover to break the long journey. Amsterdam has a strong bicycling culture; everyone has their own bicycle and the most prevalent crime is bicycle theft. The streets in Amsterdam usually have three lanes – one for bikes, one for cars, and one for trams. It was hard enough remembering to look in the right direction when trying to cross the road! It made me think of how Australia still has a long way to go with building a real culture of cycling as a form of sustainable transportation. One of the issues is the current infrastructure, or lack of it. Although state governments are currently investing heavily in building cycleways, such as in Sydney, many cities are still far from ideal places to cycle. In the meantime, cycling programmes are being offered to citizens by organisations such as Sydney Cycleways. Funded by the City of Sydney, free cycling courses are provided for all experience levels on developing their skills to be effective bike riders. They also provide resources on how to ride safely, information about gracious cycling, and a “bike bus” service that teaches
commuters the best routes to cycle to work. However, as with all effective social marketing programmes, making our roads a safer place requires effort in multiple areas at multiple levels. While much of the existing effort has been diverted towards cyclists, and developing cycling infrastructure, there are other areas that also require action. Drivers as well as pedestrians require education about road sharing and responsibilities and laws need to be introduced to encourage safe road practices, such as the recent introduction of minimum safe passing distances for cyclists in Queensland. Laws must then be enforced by police officers who are appropriately trained about such situations, such as in Victoria, where many police officers patrol on bikes, not cars. Appropriate penalties should be applied to fit the severity of road crimes and negligence. This year, a 73-year-old male cyclist was killed by a Mercedes driver in the Sydney suburb of Mosman over the Easter long weekend. In March, a Nissan X-Trail hit seven experienced cyclists on Southern Cross Drive, also in Sydney. What was more disturbing was the backlash against the cyclists once the accident was broadcast. While
the exceedingly negative attitude from motorists appear to be from a minority, some of their comments are incredibly disturbing with drivers like “Normie” who says he will “never give way to a bicycle rider, I really don’t care what the law state [sic], you have no rights in my book, and if you are in my way I will definitely give you a helping hand…stay the f**k off our road you leotard wearing f*****s”. The animosity towards cyclists among motorists is frightening and using police data, the Centre for Automotive Safety Research at the University of Adelaide found that in 79% of cases, the driver was at fault. Certainly, the use of social marketing is quite appropriate in building a culture of sustainable transport through cycling and a multi-faceted approach is required in allowing everyone to share our roads safely. With effective strategy development and programme implementation, the necessary cultural shifts in our attitudes towards road safety can be achieved.
Follow us on Twitter @Dr_NadZ @AASM_Aus
Editorial
Dr Nadia Zainuddin Editor, AASM Newsletter
A City of Sydney initiative: Sydney Cycleways
I swerve to hit cyclists – “Luke”
Amsterdam: bicycles & canals
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June 2014
The latest issue of the Journal of Social Marketing features a collection of 5 articles as part of a Special Issue from the World
Social Marketing Conference 2013 with an editorial by Guest Editors Debra Basil and Michael Basil. All members of the AASM
receive complimentary access to the Journal of Social Marketing (individual subscription costs $679).
Journal of Social Marketing Volume 4 Issue 2 2014
Introduction to the Special Issue from the World Social Marketing Conference 2013
Debra Basil, Michael Basil
Editorial
Cultural capital and strategic social marketing orientations
Tanja Kamin, Thomas Anker
Developing benchmark criteria for assessing community-based social marketing programs: a look into Jack
Johnson’s “All at Once” campaign
Jennifer Lymes, Stephanie Whitney, Dan Murray
The taboo question: condom retailing in Vietnam and social marketing implications
Dang Hong Hai Nguyen, Lukas Parker, Linda Brennan, Alica Clements
Best practices in social marketing among Aboriginal peoples
Judith Madill, Libbie Wallace, Karine Goneau-Lessard, Robb Stuart MacDonald, Celine Dion
Identifying Upstream Factors using the Community Readiness Model: The Case of Reducing Alcohol Use among
College Students
Kathleen J Kelly, Linda Stanley
aasm.org.au news
Dr Cheryl Leo
Cheryl is marketing lecturer with the School of Management and Governance, Murdoch University. She obtained her PhD from
Queensland University of Technology and her research interests are in social marketing and services marketing, specific to
service employee and customer interactions. Cheryl joined the AASM committee as an appointed member in February 2014
and holds the position of secretary.
Lelde McCoy
Lelde is the founder and Managing Director of the Reputation Group, a Melbourne-based agency that specialises in social
marketing, stakeholder engagement and strategic communications. She has more than 20 years’ experience in developing
and implementing award-winning behavior change campaigns for governments, not for profit organisations and the private
sector. Lelde has been on the AASM committee since 2011 and is currently the Vice-President.
Dr Joy Parkinson
Joy is a research fellow with Social Marketing @ Griffith, Griffith University. Her research examines the influence of emotions
and experience on decision-making for social behaviours such as breastfeeding and food choice. She has over 10 year’s
experience in direct marketing and ran her own fashion business for 15 years. Joy has been on the AASM committee since
2012, initially in the role as student representative and then as an appointed committee member in 2014.
Dr Lyn Phillipson
Lyn is a research Fellow with the Centre for Health Initiatives at University of Wollongong. Lyn has a research interest in
consumer empowerment and the way that stigma associated with health conditions affect people’s willingness to seek help
and assistance from health and social services.
Pippa Rendel
Pippa is social marketing practitioner with extensive experience predominately in the scoping and delivery of public health
related social marketing interventions the UK. She is currently managing the Research and Evaluation team within the
screening and prevention division of the NSW Cancer Institute.
Luke Van Der Beeke
Luke is a Co-Founder and the Managing Director of Marketing for Change, a values-driven social enterprise that works
collaboratively to influence behaviours, improve lives and deliver positive social change. He has over 15 years senior
marketing and general management experience in the non-profit, government and private sectors. He’s also worked as a
journalist and freelancer for publications including The West Australian and The Independent Newspaper (Dhaka). Luke is a
former Director of The National Social Marketing Centre (UK). Luke joined the AASM committee as an appointed member in
February 2014 and is the leader of the AASM Perth Hub.
Current Committee members:
President: Rebekah Russell-Bennett; Treasurer: Kevin Luten; Public Officer: Wayne Binney; Publications Officer: Ross
Gordon; Committee members: Sharyn Rundle-Thiele and Lynne Eagle; Student representative: Kathleen Chell
What’s new at AASM? 2014 AASM Elections: New Committee Members
Latest issue of Journal of Social Marketing FREE to AASM Members
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June 2014
news
aasm.org.au
World Social Marketing Conference 2015 Sydney, Australia
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June 2014
news aasm.org.au
Sydney & Brisbane Hubs Lunchtime Seminars
Sydney Event
Tuesday 15th July 2014
Time: 12.30pm – 1.30pm
Venue: University of Wollongong
Sydney Business School Level 8
Gateway Building 1 Macquarie Place
Circular Quay, Sydney NSW 2000
RSVP: by 6 July at
https://www.eventbrite.com.au/e/jeff-jordan-seminar-sydney-tickets-11671554935
Brisbane Event
Tuesday 22nd July 2014
Time: 12.30pm - 2.00pm
Venue: Z Block, Level 10 Boardroom
School of Advertising, Marketing and Public Relations,
Queensland University of Technology
George Street, Brisbane, QLD 4000
RSVP: by 14 July at
https://www.eventbrite.com.au/e/jeff-jordan-seminar-brisbane-tickets-11671705385
Jeff Jordan
Most downloaded Journal of Social Marketing articles by AASM Members
Article - Article Citation (Australian Association of Social Marketing)
1. R. Craig Lefebvre (2011), "An integrative model for social marketing", Journal of Social Marketing, Vol. 1, No.
1, pp 54-72
2. Tom Beall, Jennifer Wayman, Heidi D'Agostino, Angie Liang, Cara Perellis (2012), "Social marketing at a
critical turning point", Journal of Social Marketing, Vol. 2, No. 2, pp 103-117
3. Walter Wymer (2011), "Developing more effective social marketing strategies", Journal of Social Marketing,
Vol. 1, No. 1, pp 17-31
4. Gerard Hastings, Kathryn Angus (2011), "When is social marketing not social marketing?", Journal of Social
Marketing, Vol. 1, No. 1, pp 45-53
5. Sharyn Rundle-Thiele (2012), "Editorial", Journal of Social Marketing, Vol. 2, No. 3
6. Ann-Marie Kennedy, Andrew Parsons (2012), "Macro-social marketing and social engineering: a systems
approach", Journal of Social Marketing, Vol. 2, No. 1, pp 37-51
7. Matthew Wood (2012), "Marketing social marketing", Journal of Social Marketing, Vol. 2, No. 2, pp 94-102
8. Sela Sar, George Anghelcev (2013), "Perceived risk mediates the impact of mood on the effectiveness of
health PSAs: Implications for public health marketing", Journal of Social Marketing, Vol. 3, No. 1, pp 78-101
9. Andrew McAuley (2014), "Reflections on a decade in social marketing", Journal of Social Marketing, Vol. 4, No.
1, pp 77-86
10. Janet Hoek, Sandra C. Jones (2011), "Regulation, public health and social marketing: a behaviour change
trinity", Journal of Social Marketing, Vol. 1, No. 1, pp 32-44
11. Rob Donovan (2011), "Social marketing's mythunderstandings", Journal of Social Marketing, Vol. 1, No. 1, pp
8-16
12. (2013), "Special issue on 2013 World Social Marketing Conference", Journal of Social Marketing, Vol. 3, No. 1
13. R. Craig Lefebvre (2012), "Transformative social marketing: co-creating the social marketing discipline and
brand", Journal of Social Marketing, Vol. 2, No. 2, pp 118-129
The Sydney and Brisbane Hubs of the AASM will be hosting a social marketing seminar by Jeff Jordon, President of Rescue
Social Change Group from the US titled, “Debunking the myths: When commercial marketing and social marketing work
differently. Jeff will be presenting in both Sydney and Brisbane. Tickets include lunch and cost $45 for AASM members &
students, $55 non-members.
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June 2014
aasm.org.au news
AASM VIEWPOINT
The latest issue of Viewpoint is by Dr Cheryl Leo of Murdoch University. Dr Leo discusses the role of customer orientation in social marketing, particularly through the provision of services intended for individual and social betterment. AASM Viewpoint is available for access to members of the AASM on the members section of the association website and will also be available as a compiled booklet complete with editorial on the hot topics and issues in social marketing for that year. The annual booklet will have an ISSN number and will be available for purchase electronically from the AASM website. If you would like to contribute to Viewpoint, please contact Viewpoint Editor Dr Ross Gordon at [email protected]
Social marketing gone wrong
These pencils were developed for use in primary
schools in the US to discourage drug use. The design
flaw was discovered by a 4th
grade student and the
pencils have since been recalled and the design re-
worked. Thanks to Marketing for Change
@mktgforchange for sharing on Twitter!
New video series for AASM Members: Social Marketing Snapshots
We have developed a series of videos that prvide a short snapshot of social marketing issues. If you are interested in providing a 5-10 minute video on a social marketing issue, please contact Rebekah Russell-Bennett at [email protected]
The first two in the Shapshot Series are now online and relate to two chapters in the newly released book, “Contemporary Issues in Social Marketing” (2014).
Edited by Krzysztof Kubacki & Sharyn Rundle-Thiele, contributors include: Denni Arli, Julia Cairns, Peter Case, Sameer Deshpande, Timo Dietrich, Mayo Djkaria,
Christine Domegan, Lynne Eagle, Jeff French, Danielle Gallegos, Robyn Hamilton, Tim Harries, Charmine Hartel, Stephen S Holden, Jeff Jordan, Katie Lafreniere, Cheryl Leo, David Low, Ray Lowry, Patricia McHugh, Julia Meaton, Jo Previte,
Ruth Rettie, Audrey Robinson-Maynard, Rebekah Russell-Bennett, Lisa Schuster, Geoff Smith, Natalia Szablewska, Scott Turner, Lisa Weir, and Jo Williams.
The first two snapshots are by Professor Jeff French, From the Periphery to the
Core: Embedding Social Marketing in the Strategic DNA of All Social Programmes [Chapter 1], and Dr Josephine Previte, Service thinking in social marketing
[Chapter 7].
To buy the book, go to http://www.cambridgescholars.com/contemporary-issues-in-social-marketing-16
Contemporary Issues in Social Marketing
Sydney Hub Launch
On Tuesday 20th May 2014, the Sydney Hub of the AASM was launched at Café del Mar, Cockle Bay Wharf. The networking event
featured VIP Guest Tom Carroll, Director of Carroll Communications, who entertained guests with stories of his experiences
working in social marketing over the past 30 years. Attendees included practitioners Pippa Rendel and Will Tregoning, academics
Cynthia Webster, Ross Gordon (both Macquarie University), Nadia Zainuddin and Lance Barrie (both University of Wollongong),
as well as other practitioners, academics, as well as students working in the social marketing space.
If you are interested in attending Sydney events in the future or have suggestions for events you would like to see in NSW, please
contact Sydney Hub Lead, Nadia Zainuddin at [email protected]
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aasm.org.au June 2014
news
Case Study: Speed camera campaign cuts through with facts By Simon Troeth, Director of Strategic Communication, Department of Justice
Registration for the International Social Marketing Conference 2014 is still available.
The conference program includes a number of Key Note Speakers, Discussion Panellists, and
session presenters representing academic researchers and practitioners who will provide insight
into a diverse range of social marketing issues, across an array of contexts. Presenters include:
David Patterson, Chief Innovation Officer, World Vision
Professor Simone Pettigrew, Distinguished Research Professor, Curtin University
Jeff Jordan, President and Executive Creative Director of Rescue Social Change Group
Joan Young, CEO, Colmar Brunton
Tom Carroll, Director, Carroll Communications
Bill Shannon, Founder, Behaviour Change: The Shannon Company
Topics covered in the conference program include:
Improving the health behaviours of Australians
Transforming consumption and entrepreneurship in subsistence market places
Understanding the relevance of social marketing in addressing consumer vulnerability
Exploring social marketing initiatives in the developing world
Addressing issues associated with gambling, healthy eating, alcohol consumption and
driver anger
Registrations are also open for half-day pre-conference workshops on 16 July 2014 in the
Mornington Peninsula, Melbourne. Some workshops you can look forward to include those by
the following social marketers:
Joan Young, CEO Colmar Brunton
Jeff Jordan, President and Executive Creative Director of Rescue Social Change Group
Rob Donovan, Professor of Behavioural Research in the Faculty of Health Sciences at
Curtin University, Adjunct Professor in the School of Sport and Exercise Science at the
University of Western Australia, and Principal of Mentally Healthy WA’s Act-Belong-
Commit campaign.
Visit the AASM website at http://www.aasm.org.au for more information. We look forward to
seeing you in Melbourne!
International Social Marketing Conference 2014
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aasm.org.au June 2014
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Call for Papers: Social Marketing Quarterly
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news June 2014
aasm.org.au
