This document discusses social marketing strategies for bringing about behavioral change. It explains that social marketing focuses on influencing individual attitudes and behaviors through understanding motivations, values, habits, and social norms. The document outlines several approaches and stages of change that social marketing can utilize, including supporting small steps towards change, finding new reinforcers of positive behavior, and engaging commitment through incentives. It also provides a 10 step framework for developing a social marketing plan, including conducting a situation analysis, defining target markets and desired behaviors, developing marketing objectives and strategies, and creating an evaluation plan.

2. focus on the individual and his
motivations for change based on values,
habits and social/institutional norms
Social Marketing- is a strategy
for bringing about change
Focus is on attitudes and
behaviours of individuals and
groups.
Social marketing specifically
targets the personal, relational
and structural dimensions of
change.
Normative-Re-Educative approach

3. Stages of Change
• Support repetition of positive reinforcements to
behavior
• Troubleshoot strategy plan if relapse occurs
• Deliver on incentives or disincentives5
• support small steps towards change
• Help find new reinforcers of positive change
• Encourage/facilitate/supply social support for action4
• Engage commitment thru incentives or disincentives
• Promote and support ownership of behavioral
change
• Negotiate handles3
• Values vs. actions (cognitive/emotional dissonance
• Support process
• Minimize costs/ maximize benefits2
• Creative problem solving
• Building trust
• Inform1
Intervention typology

4. Methods of Change
Command or tell them what to do
Offer open safe space to talk
about concerns
MORE?

5. 10 Steps of Marketing Social Change
• Purpose
• Focus
Background:
• SWOT Analysis
• Past or similar efforts: activities, results, and lessons learned
Situation/Conflict Analysis:
• Size, Demographics, geographics, related behaviours, psychographics,
• Stages of change (readiness to buy)
Target Market Profile:
• Social marketing objectives: behaviour, knowledge and beliefs
• Goals that are measurable and time sensitive
Marketing objectives and Goal:
• Perceived barriers to desired behaviour
• Potential benefits to desired behaviour
• Competing behaviours
Target Market Barriers, Benefits and Competition:
• How we want our target audience to see the desired behaviour relative to competing behaviours.
Position Statement:
• Product:
• Core: benefit to target market of desired behaviour
• Actual: desired behaviour
• Augmented: tangible objects and services
• Price: Monetary fees, incentives, disincentives; nonmonetary incentives and disincentives
• Place: Where and when to promote that the target market will perform behaviour. Where and when to acquire any tangible products or services
• Promotion: Messages, messengers, communication channels
Marketing Strategies:
• Purpose and audience for evaluation
• What will be measured: outcome and impact measures
• How and when measures will be taken
Evaluation Plan:
• Costs for implementing marketing plan, including evaluation
• Any anticipated incremental revenues or cost savings
Budget:
• Who will do it? When?
Implementation Plan:
Kotler, P. & Lee, N. (2008) Social Marketing: Influencing
Behaviors for Good (3rd Addition). Los Angeles, Ca: Sage
Publications.

6. Marketing Matrix
Product:
• Core: benefit to
target market of
desired behaviour
• Actual: desired
behaviour
• Augmented:
tangible objects and
services.
Price:
monetary fees,
incentives,
disincentives;
nonmonetary
incentives and
disincentives
Place:
Where and
when to
promote that the
target market
will perform
behaviour.
Where and
when to acquire
any tangible
products or
services
Promotion:
Messages,
messengers,
communication
channels

7. Most peacebuilding interventions only offer augmented products: leaving
The user unprepared to continue the behavior.
Problem:

8. “Turn Mines into Vines”
Class exercise
Social Problem?:
Desired behavior change?:
Matrix: Product? Place? Promotion? Price?
Target Audience?:
What does the audience want in exchange for adopting new
behavior?
What is the competition offering (spoilers and opponents of
change)?
Does the roots of peace campaign deliver?
http://www.takepart.com/videos/roots-of-peace-landmine-psa/33958

9. When should
Social
Marketing be
used?

10. How to achieve most favorable
results?
Conflict-sensitive and peace journalism
Peace-promoting citizen media
Peace-promoting entertainment media
Advertising or social marketing for conflict prevention and
peacebuilding
Media regulation to prevent incitement of violence.”
Himelfarb, S. &Chabalowski, M. (Oct. 2008)
Media, Conflict Prevention and
Peacebuilding:
any targeted media project’s impact is proportional
to the number of media strategies it uses. Maximum
media impact on conflict prevention and peacebuilding
will occur when all five of the following strategies are employed.