Mixing Alcopops and Politics: Social Marketing and Social Change in Australia Dr Stephen Dann School of Management Marketing and International Business, Australian National University

My History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition” Three part

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

“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

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

A word from my sponsors ANU Outreach Grant

The ANU Connection College of Business and Economics Outreach Grants Grants operation for the purpose of raising the profile of the ANU Positioning the ANU as a lead player in social marketing Establish a reputation in our community of practice, and community of scholarship

College of Business and Economics Outreach Grants

Grants operation for the purpose of raising the profile of the ANU

Positioning the ANU as a lead player in social marketing

Establish a reputation in our community of practice, and community of scholarship

Outreach Grant Project 20 Universities 30 academics 19 hours of interviews 6 weeks 4 states 2 time zones A very broad definition of “East Coast”

20 Universities

30 academics

19 hours of interviews

6 weeks

4 states

2 time zones

A very broad definition of “East Coast”

Bonus level August – October Organising Committee, International Non Profit and Social Marketing Conference 2010 Social Network Development Sub Committee, Global Social Marketing Assocation Foundation Member, Australian Association of Social Marketers

August – October

Organising Committee, International Non Profit and Social Marketing Conference 2010

Social Network Development Sub Committee, Global Social Marketing Assocation

Foundation Member, Australian Association of Social Marketers

Themes Who are Australia’s academic social marketers? Where does social marketing fit into the landscape and toolkit of social change? Where are the research opportunities in our community?

Who are Australia’s academic social marketers?

Where does social marketing fit into the landscape and toolkit of social change?

Where are the research opportunities in our community?

Where are we? UQ QUT GRIFFITH University of the Sunshine Coast Macquarie University The University of Newcastle The University of New England The University of Sydney University of Technology Sydney University of Wollongong La Trobe University Monash University RMIT Swinburne University of Technology The University of Melbourne Victoria University Curtin University of Technology Edith Cowan University The University of Western Australia The Australian National University

UQ

QUT

GRIFFITH

University of the Sunshine Coast

Macquarie University

The University of Newcastle

The University of New England

The University of Sydney

University of Technology Sydney

University of Wollongong

La Trobe University

Monash University

RMIT

Swinburne University of Technology

The University of Melbourne

Victoria University

Curtin University of Technology

Edith Cowan University

The University of Western Australia

The Australian National University

Who are we? PhD students Lecturers Senior Lectures Associate Professors Professors Deans Heads of School What brings us to SocMktg? Personal drive Marketing convert Family Intellectual Challenge Legacy Faith in marketing Ambition

PhD students

Lecturers

Senior Lectures

Associate Professors

Professors

Deans

Heads of School

What brings us to SocMktg?

Personal drive

Marketing convert

Family

Intellectual Challenge

Legacy

Faith in marketing

Ambition

Where does social marketing fit?

Change Options Government Marketing Political Marketing Social Marketing

Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?

Change Agents Society Politics Medicine Commerce Science Future

Why social marketing?

Social Marketing versus… Ultimately, the alcohol beverage industry and their SAPROs are commercial entities designed to maximise profit [11], a purpose which, in the case of marketing psychoactive substances, is incompatible with the public health. The industry would presumably argue that of course they are obliged to make a profit for shareholders and that their SAPRO-related activities show they wish to do this in a ‘socially responsible way’, for example, by helping create a climate in which moderate drinking becomes the norm.The position relies on the notion that moderate drinking enhances health, a claim which is increasingly difficult to sustain given new methodological research revealing systematic biases in the epidemiological studies which gave rise to this belief [12]. [11] Anderson P. Consulting with the alcohol industry. Drug Alcohol Rev 2008;27:463–5. [12] Fillmore KM, Stockwell T, Chikritzhs T, Bostrom A, Kerr W. Moderate alcohol use and reduced mortality risk: systematic error in prospective studies and new hypotheses. Ann Epidemiol 2007;17(5 Suppl):S16–23 Disclaimer: I am on the Social Marketing Advisory Committee.

Ultimately, the alcohol beverage industry and their SAPROs are commercial entities designed to maximise profit [11], a purpose which, in the case of marketing psychoactive substances, is incompatible with the public health. The industry would presumably argue that of course they are obliged to make a profit for shareholders and that their SAPRO-related activities show they wish to do this in a ‘socially responsible way’, for example, by helping create a climate in which moderate drinking becomes the norm.The position relies on the notion that moderate drinking enhances health, a claim which is increasingly difficult to sustain given new methodological research revealing systematic biases in the epidemiological studies which gave rise to this belief [12].

[11] Anderson P. Consulting with the alcohol industry. Drug Alcohol Rev 2008;27:463–5.

[12] Fillmore KM, Stockwell T, Chikritzhs T, Bostrom A, Kerr W. Moderate alcohol use and reduced mortality risk: systematic error in prospective studies and new hypotheses. Ann Epidemiol 2007;17(5 Suppl):S16–23

Education doesn’t work… Rothschild (1999) Triangle Law Education Social Marketing

Rothschild (1999) Triangle

Law

Education

Social 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

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

Intra-or-Extra? Social marketing fits within Health education policy communication tactical implementation Incorporated/Integrated Actions which are marketing are not necessarily labeled as “social marketing” Social marketing informs public health lobbying customer focused intervention External and Identified Actions labeled as “marketing” “advertising” “Social marketing”

Social marketing fits within

Health education

policy communication

tactical implementation

Incorporated/Integrated

Actions which are marketing are not necessarily labeled as “social marketing”

Social marketing informs

public health

lobbying

customer focused intervention

External and Identified

Actions labeled as “marketing” “advertising” “Social marketing”

Where are the research opportunities in our community?

Fundamental social marketing theory Historical analysis ‘Landmark articles’ Developmental milestones, Social Marketing’s SDL moment

Immediate Challenges Barriers, Road blocks and unexpected outcomes

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

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

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

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

Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising? But wait! There’s more…

National Preventative Health Agenda Australia: The healthiest country by 2020

Preventative Health Report 101 mentions of social marketing 2010 Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing 2013 Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity Future

101 mentions of social marketing

2010

Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing

2013

Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity

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.

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.

Three areas of interest Tobacco (Cessation) Alcohol (Reduction) Active living Obesity down Exercise up (and down and up and down and up) Healthy living

Tobacco (Cessation)

Alcohol (Reduction)

Active living

Obesity down

Exercise up (and down and up and down and up)

Healthy living

What does the gov’t plan to measure? Enabling infrastructure measures / indicators relevant to: workforce, investment in social marketing campaigns and investment in prevention research including understanding of social determinants of health behaviour, modelling of health impact policy options and evaluation of programs.

Enabling infrastructure measures / indicators relevant to:

workforce,

investment in social marketing campaigns and

investment in prevention research including

understanding of social determinants of health behaviour,

modelling of health impact policy options and

evaluation of programs.

What the gov’t wants… Sufficient frequency, reach and intensity of mass media components over time, accompanied by adequate funding Key action area 2: Increase the frequency, reach and intensity of social marketing campaigns

Sufficient frequency, reach and intensity of mass media components over time, accompanied by adequate funding

Key action area 2: Increase the frequency, reach and intensity of social marketing campaigns

Anyone else see a problem?

The Challenge Bringing the whole of the marketing tool kit to the government Measurements that match the specifications Sustained change through applied marketing

Bringing the whole of the marketing tool kit to the government

Measurements that match the specifications

Sustained change through applied marketing

Further reading

Journal List 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

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

Conference List 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)

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)

This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/

This work is licensed under the Creative Commons Attribution-Share Alike 2.5 Australia License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/2.5/au/