The Australian Social Marketing Situation

The Australian Social Marketing Situation Dr Stephen Dann School of Management Marketing and International Business, Australian National University [email_address]

Social Change Let’s just take a minute…

Rothschild’s (1999) Triangle

Law Education Marketing

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

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

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 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

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 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

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.