Billboards Of Social Change


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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

  1. 1. Billboards of Social Change Dr Stephen Dann School of Management Marketing and International Business, Australian National University
  2. 2. Social Marketing Defined <ul><li>“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 ” </li></ul><ul><ul><li>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 </li></ul></ul>
  3. 3. Behavioural Change <ul><li>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 </li></ul>Definition
  4. 4. Where does social marketing fit?
  5. 5. Change Options Education Legislation Social Marketing
  6. 6. NHRMC (2001) Guidelines <ul><li>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 </li></ul><ul><li>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 </li></ul>
  7. 7. Social marketing plus education NHMRC 2001 Recommended Practice
  8. 8. Law Education Marketing
  9. 9. Law Education Marketing
  10. 10. Law Education Marketing
  11. 11. Law Education Marketing
  12. 12. Law Education Marketing
  13. 13. Law Education Marketing
  14. 14. Law Education Marketing
  15. 15. Law Education Marketing
  16. 16. Law Education Marketing
  17. 17. Law Education Marketing
  18. 18. Law Education Marketing
  19. 19. Law Education Marketing
  20. 20. Law Education Marketing
  21. 21. Law Education Marketing
  22. 22. Law Education Marketing
  23. 23. Law Education Marketing
  24. 24. Law Education Marketing
  25. 25. When the message goes astray It’s not a bug, it’s a feature
  26. 27. Conclusion <ul><li>Social marketing provides the motivations, motives and behavioural elements (The Why) </li></ul><ul><li>Education provides the technical knowledge, skill sets and instructions (The How) </li></ul>
  27. 28. Further reading… <ul><li>Hughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement , Marketing Theory 9(2) 243-256 </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S (2007) &quot;Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss&quot; Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at ], DOI: 10.2104/mbr07023 </li></ul><ul><li>Graham P, and Dann S 1997 &quot;Banning Tobacco Advertising: The Australian Example&quot; Journal of Contemporary Issues in Business and Government 3(2): 11–17 </li></ul>
  28. 29. Further reading… <ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast </li></ul><ul><li>Fry, M L and Dann S (2007) &quot;(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?&quot; International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane </li></ul><ul><li>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. </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>Dann, S (2005) &quot; Social change marketing in the age of direct benefit marketing – where to from here?&quot; Social Change in the 21st Century, QUT Carseldine 28 October 2005. </li></ul><ul><li>Dann, S & Dann, S (2005) &quot;Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?&quot; Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005. </li></ul><ul><li>Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4 </li></ul><ul><li>Dann, S & Dann, S (1998) &quot;Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns&quot;, Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998 </li></ul><ul><li>Dann, S & Dann, S (1998) &quot;Marketing in the New Media in the Not for Profit Sector&quot;, British Academy of Management Conference, Nottingham, 13-16 September </li></ul><ul><li>Dann, S, Previte, J. & Dann, S (1996) &quot;Social marketing in cyberspace: One step forward or two steps back?&quot;, Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte) </li></ul>
  29. 30. <ul><li>This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit </li></ul>