An introduction to social marketing, including an overview of the marketing mix in social marketing, and a case study on one of Australia's most influential social marketing campaigns - Freedom from Fear

1. Social marketing communications Dr Stephen Dann

9. Social marketing and behaviour change

10. Behaviour change model Targets adopt the alternative behaviour long term as their “normal” behaviour Maintenance Targets trial the alternate behaviour Action Targets determine what they need to know or do to change their behaviour Preparation Targets become aware of the issue and start to consider it in light of their lives Contemplation Potential targets are unaware of issue Pre contemplation Characteristics Stage

11. Stages of behavioural change Reinforce changes, reminder communications Maintenance Facilitate action Action Educate Preparation Persuade and motivate Contemplation Create awareness; change values and beliefs Pre contemplation Marketing & Communication Tasks Stage

14. Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing

15. Family planning “product” Contraception Idea Practice Tangible object Pregnancy can be planned Smaller families are “better” Preventing pregnancy is morally acceptable Sterilisation Reversible contraception Condoms Diaphrams Contraceptive pill

25. Freedom From Fear Case Western Australia campaign against domestic violence

31. Adverts