This document discusses social marketing approaches for influencing behaviors related to "dangerous consumption". It argues that prescriptive regulatory approaches are ineffective and can lead people to substitute one risky behavior for another. Instead, it advocates using marketing principles like understanding consumer motivations, identifying barriers to change, and offering viable alternatives to satisfy needs in a healthier way. The goal is to facilitate voluntary behavior change through respectful engagement with consumers rather than compulsion.

1. Voluntary choice and dangerous consumption Social marketing as an ideological and infrastructural device for engagement with “misbehaving” consumers Dr Stephen Dann, Australian National University

2. Parameters

6. Sponsorship it's a tax on companies who can't do math on ROI

7. The Diffusion of Innovation Ultimate aim is: Change in Behaviour Diffusion of innovation model, Rogers (1995)

8. Fitting into the social change agenda One technique, not the technique

10. Sometimes, it’s without recognition Sport Panel - Independent Sport Panel Report (Crawford Report) http://www.sportpanel.org.au/internet/sportpanel/publishing.nsf/Content/crawford-report

12. Three macro alternatives Education Persuasion Compulsion (legislation)

15. What do we want? When do we want it? (How are we going to get it?)

22. Innovation Adoption Innovators. 5% 13% Early adopter Early majority 30% 35-40% 12% Late Majority Laggard

26. Marketing methods Two overlooked methods

27. The Product Dangerous Consumption Idea Practice Object Belief Attitude Value Act Behaviour

30. The Footnote Risk perception

31. Making risk work…