2 Social Marketing and conception
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This document discusses social marketing techniques for behavior change including designing interventions that change the environment, provide information and education, use incentives and disincentives, and support people to change. It also discusses defining audience personas, campaign conception, advocacy approaches like lobbying and alliance building to change policies, practices and attitudes. Finally, it mentions the policy making process of translating political visions into programs and actions to achieve outcomes, and knowing when existing materials can be built upon rather than reinventing approaches.
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2 Social Marketing and conception
- 2. Intervention Mix DESIGN Change something in the environment INFORM/EDUCATE Provide information CONTROL Incentives / Disincentives SUPPORT Give people the means to change
- 4. Conception
- 5. Campaign A series of activities designed to produce a particular result.
- 6. Advocacy Advocacy describes a method or approach used to: change policies and practices reform institutions alter power relations change attitudes and behaviours give project work a broader impact “Advocacy is putting a problem on the agenda, providing a solution to that problem and building support for acting on both the problem and the solution” i.e. lobbying, camping, alliance building…etc
- 7. Policy making The process by which governments translate their political vision into programmes and actions to deliver ‘outcomes’ – desired changes in the real world.
- 8. Reinventing the wheel Knowing when and how