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Beyond social: Transformative social marketing


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Presentation to the Public Health Capacity and Communication Unit at the European Centre for Disease Prevention and Control. For some text to go with the slides, see 'Co-creating the social marketing discipline and brand' at

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Beyond social: Transformative social marketing

  1. 1. Beyond ‘social’:<br />Transformative marketing for public health<br />R. Craig Lefebvre, PhD<br />Research Professor<br />University of South Florida<br />chief maven<br />
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  6. 6. Harnessing the power of markets and marketing to improve well-being and save lives.<br />
  7. 7. Ensure fair allocation and access to the means of maximizing well-being.<br />
  8. 8. Develop and enhance marketing systems that support consumer well-being.<br />
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  11. 11. Social Innovation: a novel solution to a social problem<br /> that is more effective, efficient, sustainable or just <br />than existing ones.<br />
  12. 12. The Market SystemMarket Players: Delivering & Resourcing Different Functions<br />
  13. 13. Social Marketing<br />
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  16. 16. Transformative Marketing<br />Design<br />
  17. 17. So What?<br />
  18. 18. What If We?<br />Were co-creators of value<br />Created places where people could play <br />Designed research to fit the puzzle and people <br />Sought empathy and insight into people's motivation and values <br />First assumed that something might be wrong in people’s environment (marketplace)<br />
  19. 19. What If We?<br />Focused on creating exchanges<br />Measured how, when and how often we touched people<br />Served people <br />Offered people new ways to solve problems, meet their needs and reach for their dreams<br />Made sustainability as important as evaluation<br />
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  21. 21. R. Craig Lefebvre, PhD<br />College of Public Health<br />University of South Florida<br />On Social Marketing and Social Change<br /><br />