Effectively engaging people Interviews with social marketing experts About The NSMC

Established by the Department of Health in England and the National Consumer Council in 2006, we are a centre of excellence for social marketing and behaviour change.

Our mission is to maximise the effectiveness of behaviour change programmes.

We do this for a growing list of public sector organisations through a broad range of strategic analysis, advice, support and training across all levels of the social marketing process.

World leaders in our fi eld, we draw on expertise from the UK, USA, Europe, Asia and the Pacifi c and adapt it to meet the needs of UK and international audiences. Contents

i Introduction

2 Nancy Lee

4 Iain Potter

6 Professor Gerard Hastings

8 Bill Novelli

10 Dr Rowena Merritt

12 Dr William Smith

14 Dr Stephen Dann

16 Sameer Deshpande

18 Professor Michael Rothschild

20 Dr Sue Peattie

22 Dr Jay Bernhardt

24 Doug McKenzie-Mohr, PhD

26 John Bromley

28 James H. Mintz

30 Professor Philip Kotler

32 Francois Lagarde

34 Professor Alan Andreasen

36 Sudha Tewari

38 Mike Newton-Ward

40 Professor Jeff French

42 Craig Lefebvre, PhD

44 Resource centre Introduction

Welcome to the At the fi rst Social Marketing World We hope you will enjoy such diverse Conference in September 2008, opinions as Iain Potter’s views on the new edition of we brought together the leading challenge of collaboration, Stephen ‘Effectively thinkers and practitioners in the Dann’s call to arms to the marketing Engaging People’. sector. Two years on, we still feel that profession, Rowena Merritt on social marketers should promote the dilution of social marketing in best practice and develop the England – and Bill Novelli’s favourite evidence base. haiku!

We know that social marketing works, and we must continue to work to convince policy makers to produce people-centred programmes and strategies.

We hope that the wealth of social John Bromley marketing expertise we present here Director, The NSMC will help. Luminaries such as Philip Kotler are joined by a host of expert voices from the social marketing world. We are delighted to bring you interviews with Bill Novelli, Jay Bernhardt, Sue Peattie and Alan Andreasen, among many others. We have also included a resource centre, where you can fi nd details of all publications, articles and resources referred to by our contributors.

Nancy Lee

President, Social Marketing Services, Inc., USA www.socialmarketingservice.com

help reduce tobacco use; decrease What advice would you give to an infant mortality; stop the spread organisation with limited funds of HIV/AIDS; make wearing bike to invest in a social marketing helmets a social norm; decrease intervention? littering; increase recycling; • Do a pilot and persuade pet owners to licence • Look for partners who do have their pets and ‘scoop their poop’. funding and have something in it for them to support the effort What advice would you give to • Use social media channels someone developing their fi rst • Before spending money on new social marketing intervention? creative development, consider Focus on a single, simple, doable existing campaign materials and behaviour and understand what branding barriers your target audience has to that you might be able to How did you become involved adopting it. borrow or ‘tweak’, to make in social marketing? it your own I read Philip Kotler’s book, How can we build capacity in ‘Marketing Management’, in social marketing? What book would you recommend graduate school. It proclaimed that Make it a required or core course to people to help them marketing can contribute to the for degrees in public health, social understand social quality of life - that it can be used work, public administration, political marketing? to infl uence public behaviours that science, environmental studies ‘Fostering Sustainable Behavior’ by will contribute to alleviating social – maybe even medical school. Doug McKenzie-Mohr and Bill Smith. issues. Then, as marketing director of our region’s children’s hospital, Social marketing increasingly developed a campaign to increase encompasses people from both use of life vests among children. I fell marketing and the social sciences. in love with marketing behaviours What are the challenges in and decided that’s what I wanted to bringing together the expertise? do with the rest of my life. The challenge is that those without a marketing background are often What is social marketing? not comfortable or familiar with Social marketing is a distinct the other three crucial tools in marketing discipline, one that has the marketing mix: product, price been labelled as such since the early and place. My experience has 1970s. It is focused on infl uencing been that many come with a bias behaviours for good – ones that against commercial marketing, will improve health, prevent primarily because they are equating injuries, protect the environment, marketing with sales and advertising, and contribute to communities. which they fi nd annoying at best. Fundamental principles at the core of this practice have been used to

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 1 Iain Potter

Chief Executive, Health Sponsorship Council, New Zealand www.hsc.org.nz

“It is the application How did you become involved in profound need to understand what social marketing? those needs, expectations and of the skills, As part of increased controls on contexts are. experience and tobacco promotions in New Zealand, the HSC was tasked, during the What one thing have you learnt practices of the 1990s, with replacing tobacco that you wish you knew 20 years commercial sector to sponsorships and promoting ago? health. In taking over a number of That money spent on research the achievement of prominent tobacco sponsorships, (and research personnel) gaining social, environmental my staff and I gained considerable consumer understanding is the most insight into how tobacco companies important part of your programme. and health benefi ts.” made the most of sponsorships to It should not be bypassed in favour market their products. This led us of ‘doing’. into the marketing world and the discovery of literature on social If you had to choose a single marketing. From approximately example of social marketing to 1995, it became the way we frame highlight its potential, what would our thinking and programmes. it be? I am tempted to say tobacco control, What is social marketing? but in reality this has included many, It is the application of the skills, many elements, including campaigns experience and practices of the addressing quitting, second hand commercial sector to the smoke, youth initiation, smokefree achievement of social, environmental environments and so on. However, and health benefi ts. At its core is the total shift in attitudes and the necessity to provide ‘offerings’ prevalence in New Zealand is a great to consumers that meet their needs example of what can be achieved. and expectations and recognise For example, the 2006 to 2007 New their contexts. There is therefore a Zealand Health Survey shows that the prevalence of smoking has These are actions that are enabled This makes the planning and decreased – from 25.2 per cent in by providing something, as opposed implementation of a programme 1996 to 1997 to 19.9 per cent in to ‘don’t drink and drive’ and a much longer and more diffi cult 2006 to 2007. The decline over this ‘eat more fruit and vegetables’, process than it is in a command period was evident for both men messages that only inform. We need and control structure. When it and women. to fi nd better alternatives to the works it produces great results, problems we are aiming to counter, but it requires much facilitation, In alcohol moderation, I very much and fi nd strategic alliances that take cooperation, negotiation and liked the ‘Host Responsibility’ us beyond the health and social patience. Related to this in terms campaign undertaken by The sectors. of taking risks, the government Alcohol Advisory Council in the mid- sector usually aims to reduce risk. 1990s. It’s an example of positive What other question should we In doing so, it sometimes misses change that linked to and involved have asked? opportunities or designs something the commercial sector. A major challenge in implementing so risk-free that it has little benefi t. social marketing campaigns What are the most challenging is the general need to work in aspects of creating a social collaborative arrangements, where marketing intervention? risk is not a comfortable concept. Developing the ‘offering’, or Unlike the commercial sector, we product. We tend to offer a range generally don’t have a network we of communications that provide can command. We instead rely hope, a threat, support, information on a series of intermediaries and and persuasion. But they are short stakeholders, each of whom has their on tangible offerings - things like own needs and expectations (and a quitline or making NRT (nicotine are in need of being understood, replacement treatments) available, just like the end consumer). walking buses (children walking to school in groups), recycling bins and so on.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 5 Prof. Gerard Hastings

Director, Institute for Social Marketing, University of Stirling, Scotland, www.ism.stir.ac.uk

We changed title to the Centre of they build relationships with people Social Marketing in the early 1990s, in the community, they can be great broadening our client base. social marketers.

What is social marketing? If you were trapped in a In the UK, I think we are trying to lift for ten minutes with the Prime do the same job as Tesco, but in Minister, what would the social sector. People are very you ask him? familiar with how marketing works I would tell him that there is a lot to in the commercial sector. They now learn from Tesco about infl uencing understand terms like ‘brands’. behaviour, and that partnerships When I started, people in public are the way forward, the way to health did not know what brands pull people together to get some How did you become involved in were. I would ask them to tell me action to improve public health. social marketing? about marketing and I would say that I would try and sell him the idea It goes back a long way - over is what social marketing is, but in a of having a semi-independent 25 years - when I took a research social context. I would ask audiences organisation headed by someone assistant position at the University to think about what they bought like Sir John Krebbs, a key scientist of Strathclyde‘s advertising research recently and think and talk about it. and independent thinker. This would unit. It was then funded by the It is a very engaging and lively topic pull together key stakeholders on an Scottish Health and Education Group, of discussion. We are very much a equal footing, like the British Heart a government agency doing health consumer society. Foundation and Cancer Research promotion. We pre-tested campaign UK, on a ten to 25 year basis, and advertisements, everything from Social marketing increasingly with an agreed budget. The aim rickets to obesity, which gave me a encompasses people from both would be to improve public health very good insight. marketing and the social sciences. by getting people more engaged. What are the challenges in One thing that was very apparent at bringing together the expertise? What one thing have you that time was that communications In reply, I’ll mention the old learnt that you wish you knew alone were insuffi cient to effect Churchill quote about the British 20 years ago? behaviour change: other levers were and Americans being divided by a People are people. They are necessary. At the end of the 1980s, common language. People don’t complex and do stupid things but the head of the unit, Douglas Leather, mean the same thing. There are this doesn’t mean they are stupid. died. I took over and ended up land mines to be looked out for. For running it by default. There was a lot example, it could trigger a degree of reorganisation going on, and of professional jealousy, particularly we had to create a business plan for if people think it could supersede the research centre which resulted in public health. But what it does a far wider range of clients. It was very do is bring insights to interested benefi cial, because it made us think practitioners, like GPs. They have to about what we were trying to achieve. be everything to everyone, and as

6 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Bill Novelli Former Chief Executive, AARP and Distinguished Professor of the Practice, McDonough School of Business, Georgetown University, USA www.aarp.org msb.georgetown.edu

What one thing have you What are the most challenging learnt that you wish you knew aspects of creating a social 20 years ago? marketing intervention? Back then my focus was largely on There are many, including: insightful individual behaviour change. I also research; creative messages; realised that environmental change dealing effectively with coalitions (especially of social norms) was and partnerships; organising necessary. But I did not appreciate resources; surviving the politics the value of social policy to both (often dealing with governments); environmental and individual and good evaluation. But the change. Now I do. biggest problem is usually resource acquisition, to begin and sustain the Why should limited resources go intervention at the appropriate scale, to social marketing programmes, over the needed timeframe. rather than to reducing a budget defi cit or to other tools? What are you most proud to have How did you become involved in It depends on the social problem achieved in social marketing? social marketing? and what is needed to solve it. There I am proud of having contributed I co-founded Porter Novelli, a fi rm are times when budget defi cits must to the genesis and development of designed to apply marketing to be addressed. But for the long term, the discipline; to having succeeded health and social issues. This was social change is often necessary. For with a number of programmes; and back in 1972, and we were making example, in the U.S., our healthcare especially to have mentored many it up as we went along. It wasn’t spending is unsustainable and our outstanding individuals who are until I encountered Phil Kotler, healthcare system is broken. If we successful practitioners today. Alan Andreasen and Paul Bloom that don’t engage in comprehensive, I discovered the new fi eld of social strategic health promotion and What other question should we marketing. They were developing disease prevention, anything else have asked? theories and frameworks for a new will just be stopgap measures and Should social marketers be (or derivative) discipline, and I was will postpone the inevitable. aggressive and be risk takers? YES. an in-the-trenches practitioner. There’s no other way to tackle the It was a good combination. If you had to choose a single tough, intractable problems we face. example of social marketing to My favourite haiku is: ‘Problems What is social marketing? highlight its potential, what worthy of attack, prove their worth It is the application of marketing would it be? by attacking back’. principles and practices to positive Tobacco control in the U.S. It is social change, to improve society working, and brings into play all the and enhance the health and/or social components of marketing, status of individuals within society. plus legal, regulatory and legislative advocacy.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 9 Dr Rowena Merritt

Research Manager, The NSMC, England www.thensmc.com

What is social marketing? Also, think about your supply chain. I would say that it is just commercial You would never have a commercial marketing techniques, but instead company selling their products in of making profi t for a company or an outlet where they did not know increasing brand recognition, social how many of their target audience marketing is done for ‘social good’. shopped there. Focus your efforts Of course, ‘for a social or public on the outlets where your target good’ raises ethical questions – audience go. Don’t waste your who is defi ning the social good? efforts, say, training up a GP to screen young people for STIs if the The model of social marketing we GP only sees a few young people a use in England seems more aligned week; go to the GP who sees 100. to health promotion, whereas the Know your footfall! model I used to use was more aligned to commercial marketing How can we promote social (the US model). For anyone who has marketing to practitioners and How did you become involved worked in the commercial marketing decision-makers? in social marketing? world (and I don’t mean just in the I have lost count of the number During the placement year of my communications and advertising of times I am asked to comment fi rst degree, I worked as a Marketing side of things), I am sure they would on ‘social marketing interventions’ Offi cer for a mental health charity. I say that marketing is different from which are simply advertising had the idea to use what I had learnt health promotion. But in England, I campaigns aimed at raising in my marketing lectures to try and feel we have diluted social marketing awareness and increasing increase the number of people with and lost some of the elements that knowledge. I think more training depression seeking treatment and make it effective. is desperately needed at the complying with their treatment plans. workforce and senior management In my fi nal year of university, I wrote What advice would you give to levels, so people can fully a proposal to further this idea at PhD someone developing their fi rst understand what social marketing level. During my PhD studies, Philip social marketing intervention? is, but just as importantly, what it Kotler bought out his book on social Marketing considers all the ‘four is not! marketing – my ‘green bible’, as I Ps’ – don’t even think about your used to call it. After reading it, promotional strategy until you have I suddenly realised that my idea was a product that the target audience in fact nothing new! It was great to will value, at the correct price, and in discover a whole group of people in a convenient place. Then promote America doing the same work as me. that offering.

10 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE How can we build capacity in constantly set short term targets, “Focus your efforts social marketing? since these can divert attention For long-term sustainable capacity from the long term strategy, and on the outlets where development, I think integrating thus interfere with the professionals your target audience social marketing modules into in their attempts to achieve the academic courses is vital. Social objective. go. Don’t waste marketing should be a key element your efforts, say, on a variety of courses: public health masters, undergraduate and training up a GP postgraduate business and to screen young marketing courses, and medical and nursing degrees. people for STIs if the GP only sees a What book would you recommend to people to help them few young people a understand social marketing? week; go to the GP Kotler et al. 2002 – it is a fabulous book from the original social who sees 100. Know marketing guru, and has great your footfall!” examples which illustrate social marketing clearly.

If you were trapped in a lift for ten minutes with the Prime Minister, what would you ask him? I would ask the Prime Minister to see the difference between setting a strategic objective and the tactical means of achieving it. While the former is the role of government, I believe the latter is the province of the professional in the relevant fi eld. I would also ask him not to Dr William Smith

Editor, Social Marketing Quarterly, USA www.socialmarketingquarterly.com

“You cannot What is social marketing? I still think the ‘four Ps’ are the understand social simplest and best description. marketing unless Social marketing is about creating products and services that help you understand the people solve social problems. difference between Then it prices, places and promotes those products and services in ways self-interest that motivate their widespread and selfi shness. and correct use. It’s a practical and very effective way of tapping into Self-interest is people’s legitimate self-interest often defi ned in (not selfi shness) to infl uence their behaviour for everyone’s benefi t. social marketing You cannot understand social as consumer marketing unless you understand the difference between self-interest orientation.” and selfi shness. Self-interest is often How did you become involved defi ned in social marketing in social marketing? as consumer orientation. I came from community organising and was frustrated by the Recognising that social marketing dependence on charismatic is understood (and misunderstood) leadership and the lack of in a range of ways, The NSMC measurable success. And yes, developed the eight-point Social I needed a job. There was one marketing benchmark criteria, available in social marketing. I building on previous work by had never heard of it until the job Alan Andreasen. How useful do announcement. I was young and you fi nd them? inexperienced and thought I knew I think they are helpful as checklist everything, but social marketing for experienced marketers. Methods was a wonderful way to learn mix is important because too often about people. we focus on promotion only. Insight seems a bit redundant with customer orientation, but it’s helpful to stress that point. I’m

12 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE not crazy about the discussion of What book would you recommend behaviour because it opens itself to people to help them to this nonsense about ‘individual understand social marketing? behaviour versus social behaviour’. There are so many. It depends All behaviour is individual. There on your goal. As an introduction, are powerful social infl uences, I like the materials that The NSMC but they still infl uence individual has developed. behaviour. I prefer to talk about this as internal and external infl uences If you’re looking for managerial on behaviour. This is so hard to get insight, I like ‘Reinventing people to understand. My favourites Government’ by Osborn and in the list are exchange and Gaebler. competition, because I think they are new ideas social marketing brings to If you want practical everyday advice the social change table. you can use on Monday, ‘Made to Stick’ by Heath and Heath is one of Social marketing increasingly my favourites. encompasses people from both marketing and the social sciences. What other question should we What are the challenges in have asked? bringing together the expertise? Why do The NSMC believe so Social marketing, like commercial deeply in self-interest as the key marketing, is an eclectic practice. It to voluntary behaviour change? assimilates other professions. That is Because I am an old-fashion populist one of its greatest strengths. As long who believes that people deserve as the goal is voluntary behaviour what they want. I have great faith change on a large scale, I am very in the ability of people to know open about tactics. I worry more what they need and in their right to about missed opportunities, when have fun, choose the best course of people come to social marketing action and enjoy the praise of their from long careers in advertising, family and friends. Sounds a little like health promotion or environmental making social change fun, easy and education, or even advocacy, popular for them. and don’t understand what else marketing can bring to the table. Where can people fi nd out more about your work? Social Marketing Quarterly is a good place to look, and the AED website.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 13 Sameer Deshpande

Associate Professor of Marketing, Centre for Socially Responsible Marketing, University of Lethbridge, Canada www.uleth.ca/management/faculty-research/ research-centres/centre-socially-responsible- marketing

How did you become involved in should have been initiated with the social marketing? importance of the ‘comprehensive During my previous career in exchange’ in social marketing, commercial marketing, I liked followed by exposure to the the hammer called ‘marketing’ but individual concepts of product, I was unhappy promoting healthy price, and distribution management. hair. Once I discovered social marketing, I felt both passionate and What example of social marketing satisfi ed. I guess it was this desire would you choose to highlight its to use my passion, marketing, to potential? do something good that led me to The microcredit lending service social marketing. offered by Muhammad Yunus’s Grameen Bank (GB). What is social marketing? Although Dr. Yunus does not call Social marketing is a behaviour- himself a social marketer, his work transforming framework with utilises many of the tools that social which a manager offers benefi ts marketers employ. that supersede barriers. Managers address primarily those benefi ts and GB offers credit to the rural barriers that their audience really poor, primarily women, without cares for. While this may sound too collateral, thereby reducing barriers. rational and boring, the execution Borrowers use these loans to of this exchange offer is infused with fi nance enterprises, education, positive and high emotionality. housing, and so on. This service is available in every village and town What one thing have you learnt of Bangladesh. GB emphasises the that you wish you knew 20 years promotion of this microcredit service ago? over communication on fi nancial I consider the marketing mix as a independence. Private money bouquet of fl owers. As a student, lenders exploit the rural poor with I received only a couple of fl owers high interest and commercial banks (promotion mix) rather than learning refuse to offer any credit. the entire bouquet. Ideally, I

16 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE “I liked the hammer called ‘marketing’ but I was unhappy promoting healthy hair”

On the other hand, GB makes them and scared, large sections of society framework is fl exible enough to work bankable, fi nancially independent on negative health consequences with both community and media. and self-confi dent. and legal penalties. These efforts Most importantly, this fl exibility infl uenced few, and the majority allows social marketers to implement This movement is innovative, home- remained indifferent. We felt there campaigns within a reasonable grown and community-backed. GB was an extra room in the house of budget. These are dollars/pounds/ works. It has ‘funds available for social change’, euros/rupees well spent! experienced high recovery rates and social marketing deserved and delivered a positive impact that space. on development indicators and psychological health. This is business In the current climate, we should at work, not ‘free’ fi nancial aid. replace the education-only approach with social marketing. The house What advice would you give to has shrunk a bit, the extra room someone developing a social is lost, but social problems have marketing initiative? not disappeared, and individuals’ Total commitment to audience motivations and abilities have orientation. This would force not improved. Social marketing managers to carry out research at is committed to delivering every stage and produce strategies behaviour change results, and it is that remain consistent with what comprehensive, multi-faceted and the audience desires or what moves fl exible. them. First, in the initial phase of Why should limited resources go implementation, the social to social marketing programmes, marketing framework attempts rather than to reducing a budget to create awareness and change defi cit or to other tools? attitudes in the same manner as Previously, when times were good, education, but later it goes further. our argument was centred on adding Second, it employs marketing social marketing to the arsenal of principles to convince an upstream social change tools. We claimed audience as well. Third, the that previous efforts had educated,

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 17 Prof. Michael Rothschild

Emeritus Professor, University of Wisconsin, USA [email protected]

How can we build capacity in What are the challenges faced by social marketing? an organisation with limited funds We need to do more training. This to invest in a social marketing can be through university courses, intervention? and workshops for those who are The challenge is to fi nd funds. beyond university. We also need to We must fi nd partners with self- show commercial practitioners that interested goals that overlap with they can have a richer life by working ours. We need to convince them that with us. We need to show them they the best use of their discretionary can ‘do well by doing good’. funds is to become our partners. To do this, the challenge is to convince What advice would you give them that we are a better choice to someone trying to make a than any other option competing business case for developing a for these resources. This requires us social marketing strategy? to market to prospective partners in It is generally much cheaper to the same way that we market to our How did you become involved in prevent a bad outcome than it is to target audiences. social marketing? fi x one. For example, in Road Crew, Back in the early 1970s, I was we have data showing that it is more What are the key ethical issues working in commercial advertising than 30 times as costly to clean up in trying to infl uence people’s and thought there should be better after an impaired driving crash than behaviour? things to do with marketing than it is to implement a crash prevention The key issue is that we have an merely selling another pair of shoes programme. We can document that ethical obligation to try to change or another bottle of beer. When I got we help avoid crashes and save lives. behaviours that impose large costs to Stanford for my PhD, I discovered If we carefully collect data, we should on others, but we have no right to social marketing and began to work be able to show the costs and change behaviours that do not harm with Chuck Weinberg, who was benefi ts of our programmes. To do others. To me, it is therefore ethical developing one of the fi rst social this, we need to defi ne our targets to reduce obesity, which leads to marketing courses. and our behaviour goals specifi cally, increased costs for the healthcare and then measure outcomes against system and taxpayers. I also try to be What is social marketing? those goals. utilitarian in my evaluations, so that It’s the use of commercial marketing I look for the strategy that provides techniques to manage behaviour the greatest good for the greatest with respect to non-business issues, number of people. In this such as public health. It’s also way, Road Crew can accept allowing the application of the theories of a few people to drink more, if the behavioural economics. roadways become safer because we are giving them rides.

18 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE What book would you recommend “It is generally much to people to help them understand social marketing? cheaper to prevent a ‘Nudge’, by Thaler and Sunstein, is bad outcome than it an easy but important book about behavioural economics that can is to fi x one.” profoundly inform our views of social marketing.

If you were trapped in a lift for ten minutes with the US President, what would you ask him? We are fortunate to now have a US President with a senior staff who understand and practice behavioural economics. I would fi rst describe social marketing as applied behavioural economics, and then ask how we as practitioners of social marketing can help him further his agenda.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 19 Dr Sue Peattie Lecturer in Marketing, Cardiff Business School, Cardiff University, Wales www.cf.ac.uk/carbs/mark/speattie.html

“Something that What advice would you give to someone developing their fi rst may seem logical social marketing intervention? and rational from Stand in the ‘shoes’ of your target audience, to really understand the your perspective costs and benefi ts of alternative may be perceived behaviours as they see them. Something that may seem logical very differently and rational from your perspective by your target may be perceived very differently by your target audience. Do not assume audience. Do not anything! assume anything!” How we can build capacity in social marketing? We must create more awareness in What is social marketing? business schools of this untapped It is about using the best of demand for social marketing commercial marketing to tackle education and training. In the UK, social issues such as health and the some universities are struggling for environment. It is about recognising student recruitment on traditional that sometimes education or even courses like the MBA. There is law are insuffi cient alone to change expertise in many of the essential behaviour. It is about discovering skills that need to be taught in social how to offer something that marketing which could be used to would be more appealing to the build capacity. We should organise target audience than their current work placements for social marketing behaviour. or business students to gain practical experience, and facilitate ‘sabbaticals’ for those in commercial marketing or academia who would like to lend their skills to real-life social marketing interventions.

20 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Social marketing increasingly What is the best way to coordinate encompasses people from both effective partnerships between the marketing and the social sciences. public and private sector? What are the challenges in The private sector often has the bringing together the expertise? skills and resources that we need A common perception of non- to be successful, but we need to marketers is that marketing is often use an ‘upstream’ social marketing manipulative and primarily involves approach and uncover their just ‘promotion’, such as advertising. perceived barriers and benefi ts for Similarly, there is a misperception by entering into a partnership. Do not some marketers that those in other be over-suspicious of commercial disciplines do not involve the target companies’ motives – many do want audience or conduct research, but to ‘do good’, although some of simply ‘tell’ the target audience how course just want the PR! they should behave. Forums that bring together those in marketing What are the most challenging and those from other relevant aspects of creating a social disciplines to discuss ideas and marketing intervention? develop holistic solutions would be I am currently involved in developing invaluable. a social marketing intervention to reduce the incidence of deliberate How can we better engage grass fi res in the Welsh Valleys. One high level decision-makers in of the most challenging aspects is understanding the benefi ts of the project management – getting social marketing? all parties involved to keep Use examples to illustrate the to timescales and meet deadlines. power of social marketing. We need to celebrate, highlight and What book would you recommend disseminate best practise at every to people to help them occasion. ShowCase, The NSMC’s understand social marketing? case example database, is a fantastic Gerard Hastings, ‘Why should the resource to demonstrate not only devil have all the best tunes?’. It is the process of social marketing insightful and very readable, with interventions, but also the outcomes lots of examples. that can be achieved by using a social marketing-informed approach.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 21 Dr Jay Bernhardt US Centers for Disease Control and Prevention (CDC), USA www.cdc.gov/healthmarketing

What is social marketing? to achieve a very small change in Put simply, social marketing is the market share, but they still see this application of the sciences and as an enormous success. Social strategies of commercial marketers spend far less, but are marketing in order to help people expected to deliver much more. and communities. ‘Marketing for The other key challenge is to the Greater Good’ is my bumper institutionalise work. Just because sticker version. I would also stress you have money at the outset, it the need to focus on the principles doesn’t mean it will always be there. of being customer-centred, working It is important from day one to for both individual and community work towards mainstreaming and level impact, and focusing on institutionalising the work. behaviour change. How can we promote social What book would you recommend marketing to practitioners and to people to help them decision-makers? understand social marketing? Social marketing is still very much Fortunately, there are many excellent How did you become involved in hidden, even in the health fi eld. books from which to choose so social marketing? Awareness and understanding I’ll leave it up the reader to make Social marketing, like public health, among health professionals and a selection. I prefer the scientifi c is a discovery profession. Many other stakeholders can be very low. journals, such as Social Marketing people, like me, start of on different People often dismiss it because they Quarterly and the Journal of paths, only to discover the power don’t really understand it. Health Communication, as valuable and promise of social marketing. resources for the latest in research After serving as a peer health We need to do a better job and practice fi ndings. educator at Rutgers University, I of communicating what social was hired to work in student health. marketing is, and what it can and What one thing have you learnt During this time, I developed a print can’t do. We have to deliver and that you wish you knew 20 years media campaign about preventing demonstrate results every time ago? acquaintance rape, before I had ever we get a chance. And we have Interpersonal relationships and heard of health communication or to be persistent and patient in employee development are the social marketing. I then went back these efforts. most important characteristics for a to school to complete Master’s and successful organisation. doctoral degrees, but these early What are the challenges faced by experiences coalesced my interests an organisation with signifi cant Where can people fi nd out more around social marketing and health funds to invest in a social about your work? communication, including teaching, marketing intervention? You can search for my academic research, practice – and links into Unrealistic expectations: the sense writings through PubMed or government. that if you have more money, you Google Scholar by searching for should have a correspondingly ‘J.M. Bernhardt’, or go to greater impact. Commercial www.jaybernhardt.com. marketers spend billions to move the needle a few percentage points,

22 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Doug McKenzie-Mohr, PhD President, McKenzie-Mohr & Associates, Canada www.cbsm.com

What advice would you give to site combines fi ve resources (our someone developing their fi rst book; over 1,000 articles related to social marketing intervention? environmental behavioural change; Carefully select which behaviour(s) case studies; discussion forums, to target and conduct formative which include a daily digest that research regarding the barriers and reaches over 6,000 practitioners; benefi ts to these behaviours. and an online journal, ‘Journal of If these fi rst two steps of community- Fostering Sustainable Behavior’). based social marketing are skipped, We need a similar effort on the programmes have a low likelihood broad set of behaviours addressed of success. by social marketing.

How can we build capacity What are the challenges faced by in social marketing? an organisation with limited funds Demand that governmental to invest in a social marketing behavioural change programmes intervention? use social marketing approaches. The challenge of doing formative How did you become involved research with a small budget. We in social marketing? What needs to be done to build need to see state and federal efforts I wrote a book in the early 90s, the workforce in social marketing? to provide barrier and benefi t ‘Fostering Sustainable Behavior’, Encourage governmental and research to those who are unable that merged knowledge from social nongovernmental agencies to hire to do this work themselves. marketing with knowledge from social marketing staff, and promote psychology. those who develop their social What book would you recommend marketing skill base. to people to help them What is social marketing? understand social marketing? From my perspective, social What are the key ethical issues Kotler and Lee’s recent edition of marketing involves fi ve steps: in trying to infl uence people’s ‘Social Marketing’. selecting behaviours; uncovering the behaviour? barriers and benefi ts to the selected Knowledge on the part of the What other question should behaviours; developing strategies recipient that they their behaviour we have asked you? that address these barriers and is being shaped. It is useful to consider the level of benefi ts; piloting the strategy; and penetration that social marketing then, when the strategy is found to What should we be doing to has reached within different be cost-effective, implementing it support the development of a domains. While social marketing broadly. This process can be utilised robust shared evidence base? is fairly broadly used – for example, to foster a wide range of behaviours. Please see my website for an to foster health-related behavioural example of an attempt to do this changes – it is rarely used to with respect to environmental foster environment-related behavioural change. The new behavioural changes.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 25 John Bromley Director, National Social Marketing Centre, England www.thensmc.com

achieve specifi c behavioural goals How can social marketing enhance for a social good. For me, at its core, government policy and strategy? social marketing is all about listening There are still too many government and understanding the people you delivery programmes that are want to help, and then working with developed in isolation from the them to build programmes that communities they are trying to refl ect the realities of their lives. help. Social marketing provides a methodology that ensures Why should limited resources go that people are involved in the to social marketing programmes, development of programmes rather than to reducing a budget throughout the whole planning and defi cit or to other tools? implementation process. This works If social marketing tools and at all levels, from local to national. processes are used widely and effectively in the public sector, How can we promote social we will be able to target public marketing to practitioners and resources where they are needed decision-makers? What got you involved in social most. For example, The NSMC We need to ensure that social marketing? estimates that preventable illness, marketing projects that are currently In my fi rst role in the Public Health caused by things like alcohol misuse being developed Directorate in England’s Department and smoking, cost the English are implemented effectively of Health, the Deputy Chief Medical taxpayer £187 billion in 20051 – that’s and achieve the desired Offi cer asked me to investigate approximately 19 per cent of GDP. results. The best form of promotion whether social marketing would be The fi gure speaks for itself. is to prove that an effective tool in helping people social marketing works! to make healthy lifestyle choices. How can we build capacity in I rapidly came to the conclusion social marketing? Where will social marketing be in that it could, and we should By ensuring that all levels in public 20 year’s time? be involved in developing and service understand the benefi ts that Hopefully, the majority of our work at sponsoring the development of social marketing can bring to their the NSMC will be done, and social social marketing throughout all work area. The NSMC has worked marketing tools and processes will parts of the public sector. hard over the last three years to train be embedded in the development and develop people in the health and delivery of all government What is social marketing? sector. However, we now need to public-facing programmes. It There are many defi nitions of what look past health and into other would also be great to see a large social marketing is. The NSMC’s sectors such as fi nance, environment, and successful trade association, formal defi nition is that it is the transport and social issues. made up of clients and companies application of marketing, alongside delivering social marketing projects other concepts and techniques, to to all sectors.

1. Source: ‘It’s our health!’, NSMC, 2006

26 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Dr Stephen Dann Senior Lecturer, Australian National University, Australia www.stephendann.com www.stephendann.net

What advice would you give to Blogger and Wordpress, Twitter, someone developing their fi rst Livejournal, Vox, Facebook and social marketing intervention? Myspace are free hosts where the Don’t cheat. If the market won’t time you spend is worth more than adopt voluntarily, ask why; assess the dollar value of any purchase. If the product’s benefi ts and value; you have an offl ine target market, go and keep working on developing out to it in person. Use ethnographic a viable alternative. Don’t auto- research to learn about the needs matically fall back on legislation and and wants, then co-create a product- force if the market rejects the offer. solution with the people who are That’s cheating, that’s disrespecting most going to need it. Use local the market. resources and tie into what local groups have at their disposal, or Social marketing increasingly could conceivably use themselves. encompasses people from both marketing and the social sciences. What are the key ethical issues How did you become involved in What are the challenges in bringing in trying to infl uence people’s social marketing? together the expertise? behaviour? I inherited the teaching duties for Convincing the outsiders to shut Every part of it. Social marketers social marketing at Griffi th University up about ‘dropping the “m” word’. are inherently prone to utilitarian after the subject’s founder, Dr Susan We’re one form of change, one ethics, based on the idea of social Dann, moved to a new school. Since that uses marketing. If there’s no marketing being about improving then, I’ve been actively engaged marketing, it’s not social marketing, the welfare of society and the target in the teaching and research and it’s not what we do. individual. No social marketing community on the SOC-MKTG social campaign sets out to do evil, yet evil marketing listserv, and applying What are the challenges faced by can easily be done in the name of our principles into practice with an organisation with limited funds improving society. DrinkWise Australia. to invest in a social marketing intervention? What one thing have you learnt What is social marketing? Thinking that budget equates that you wish you knew 20 years The adaptation and adoption of to success. A world of good can ago? commercial marketing for social be done with time, effort and How effective a simple ‘hold the change. (For the more complex understanding, by one individual line’ strategy can be for building the defi nition, see my paper ‘Redefi ning talking to another and getting self-confi dence of the marketing social marketing with contemporary genuine understanding between discipline to stand up, claim and commercial marketing defi nitions’ them. If you have an online target reclaim the name of marketing in the Journal of Business Research). market, the cost of going online from the people who are misusing, is internet access costs, plus time. misapply or mismanaging it.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 27 James H. Mintz

Director, Centre of Excellence for Public Sector Marketing, Canada www.publicsectormarketing.ca www.twitter.com/jimmintz www.jimmintz.ca

“There is tendency How did you become involved in What is social marketing? social marketing? Social marketing uses marketing by managers to I was hired to bring a marketing principles and techniques to hire people with approach to the federal health infl uence a target group to change department in the early 1980s. I had their behaviour to improve health, similar backgrounds the opportunity to read articles from prevent injuries, protect the to themselves. If Jack Porter, Bill Novelli and later environment and so on. Social Phil Kotler, and was convinced that marketing is not only used to I could do it all the social marketing approach was change behaviours for the benefi t of over again, I would just what the doctor ordered. At the individuals, but for groups and, more time, no-one in Canada was importantly, society as a whole. probably hire people involved in social marketing in any with very different major way, so my information came What advice would you give to from the USA. someone developing their fi rst backgrounds than social marketing intervention? mine.” I started up a social marketing Do your homework. Too often, division at Health and Welfare social marketing interventions are Canada 28 years ago, and after developed with insuffi cient primary running hundreds of campaigns, and secondary research. This is a the organisation still exists today. big mistake. We still see campaigns It is a legacy of which I am very developed with poor research and proud. Before leaving the intelligence, and when they don’t government, I developed a social have much impact, an organisation’s marketing e-learning tool based management blames the social on our many years of experience. marketing, rather than the fact that I have recently developed a social the campaign was poorly conceived. marketing workbook which is available on our website.

28 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE What are the most challenging aspects of creating a social marketing intervention? • The biggest challenge is to secure suffi cient funds to create and implement the intervention • The promotional tactical options are very complex these days, with 300 television channels and over 1,000 radio stations in Canada. Also, social, digital media, and online marketing tactical options, are very diffi cult to master What needs to be done to build • Reaching hard-to-reach groups, the workforce in social marketing? such as aboriginal people, We need to start with universities people who live in isolated and encourage students, especially communities, and of course low in marketing, to get involved in socio-economic status people social marketing. We need to • Working with communications convince senior management, and suppliers (especially advertising in the case of government, political agencies) who tend to masters of the merits of the social recommend high marketing approach. Many still think cost tactics such as advertising, it is ‘fl uff’. Finally, we need to retrain when there are much more cost- many existing social marketers who effective and effi cient options are running social communications for running targeted campaigns, or public relations campaigns such as digital and face-to- face and think they are running social marketing, strategic alliances marketing programmes. with other sectors, database marketing, public relations and What one thing have you publicity, and so on learnt that you wish you knew 20 years ago? What other question should There is tendency by managers to we have asked? hire people with similar backgrounds If you look into the future, what do to themselves. If I could do it all over you believe will be the state of social again, I would probably hire people marketing 20 years from now? with very different backgrounds than mine, as they bring a tremendous ‘added value’ to your organisation. I did learn this eventually, but wish I had started earlier.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 29 Prof. Philip Kotler

S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA www.kellogg.northwestern.edu/Faculty.aspx

What is social marketing? What book would you recommend Social marketing is the application to people to help them of marketing concepts and tools to understand social marketing? infl uence the behaviour change of In addition to our third edition of a target audience in ways that Social Marketing (Sage, 2008), I create net benefi ts for the would recommend Alan Andreasen’s individual, community, and society book, ‘Social Marketing in the 21st at large. Typically, social marketing Century’. centres on such problem areas as health, environmental protection, If you were trapped in a lift for better education, family planning ten minutes with the US President, and others. what would you ask him? We are at a stage in time, Mr What advice would you give to President, where we are beginning someone developing their fi rst to have a methodology which is How did you become involved in social marketing intervention? cost-effective and could help us social marketing? Frame the problem carefully and resolve many of the social problems In the early 1970s, I realised that be realistic in the results that that have plagued society. That tool marketing concepts and tools you are seeking. Conduct the is social marketing. could be applied to areas beyond intervention with clear performance goods and services. Marketing measurements so that cause and could be applied to market any effect can be easily identifi ed, and organisation, person, place, cause the impact can be measured in or idea. My colleague Gerald fi nancial terms and/or other metrics. Zaltman and I wrote an article called ‘social marketing’. We chose What needs to be done to build the name to show that not all the workforce in social marketing? marketing is commercial. Marketers We need to educate business and could address public concerns non-profi t managers and politicians and contribute to their resolution. in the meaning of social marketing Subsequently, I published the fi rst and the major steps and processes book on social marketing with Ned it uses. We must avoid confusing Roberto. Some years later, Nancy it with social advertising or corporate Lee, Ned Roberto and I published social responsibility. We have a much-updated version, with new formulated a distinct set of ten theory and case examples. The book steps which has received high is now in its third edition. agreement on how to develop a social marketing plan. If we can educate social marketing users in social marketing methodology, the interventions are likely to be successful.

30 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE François Lagarde Social Marketing Consultant and Trainer, University of Montreal, Canada www.francoislagarde.com

What advice would you give to What are the challenges faced by someone developing their fi rst an organisation with limited funds social marketing intervention? to invest in a social marketing Invest in formative research and intervention? audience analysis to see what people If an organisation sees social are thinking and doing. marketing as an isolated budget item or intervention, it faces a How can we build capacity in signifi cant challenge! If it sees social marketing? social marketing as a framework Through training and ongoing for planned change, it will see its coaching for those interested in it. whole budget as a social marketing Also, by providing regular summaries budget. of insights on a variety of audiences and subjects, and highlighting What book would you recommend possible implications for strategies. to people to help them understand social marketing? How did you become involved in What are the key ethical issues Kotler, P. & Lee, N.R. (2008), ‘Social social marketing? in trying to infl uence people’s marketing: Infl uencing behaviors for Through my work in public health behaviour? good’. – I was looking for a pragmatic The legitimacy of the social change and non-traditional framework to agent and agenda; how the encompass the many facets of issues ends being pursued and priority with rigour, creativity and ethics. audiences have been selected; raising anxiety unnecessarily What is social marketing? with messages that use ‘scare Social marketing is about tactics’; what is ‘not’ said; the use encouraging people to adopt of resources; and unintended behaviours for their personal benefi t consequences. and for that of society in general. You will have a much better chance What should we be doing to of infl uencing people to voluntarily support the development of a adopt a behaviour if you: robust shared evidence base? • Know more about them Evaluate initiatives that have used • Understand that not all social marketing as a framework are likely to be at the same (for a variety of issues in a variety of starting point settings) and publish them in the • Consider your competition most credible journals. • Actually make it attractive and easy for people • Partner with infl uential people • Communicate effectively • Are in it for the long run.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 33 Prof. Alan Andreasen McDonough School of Business, Georgetown University, USA msb.georgetown.edu

How did you become involved in How can we build capacity in You have to recognise that you can’t social marketing? social marketing? go after everyone. The more ‘micro’ It was some years ago, and it I think that the more we can you can be in your objectives and was the opportunity to get involved develop, and be seen to have target audience, the more likely the with the Futures Group and Porter developed, good off-the-shelf tools, budget will be well spent. Novelli. Both faced social marketing checklists, examples, frameworks challenges. With the Futures and so on, that people can easily What book would you recommend Group it was family planning in use, the more success we will have. to people to help them the developing world, and with Also, providing methods for social understand social marketing? Porter Novelli it was the high blood marketers to communicate with each There’s a very good one by Rob pressure challenge in the US. other, through blogs, listserv and Donovan and Henley based on their other media, can be very helpful in work in Australia. The book by Kotler What is social marketing? advancing the fi eld. and Lee gives lots of examples and My short answer would be the is valuable for application of marketing concepts, What needs to be done to build that. Gerard Hastings’ book is very many of them drawn from the the workforce in social marketing? recent and especially private sector, that can be helpful in I am frustrated by the dearth good at giving examples from developing programmes to infl uence of academic training in social a European perspective. target audiences to adopt socially marketing. At the very least, desirable behaviours. I would like to see more courses or What other question should we interesting programmes in schools have asked? What advice would you give to of public health; in programmes One question I don’t know the someone developing their fi rst involving the environment; and in answer to is how consistent we all social marketing intervention? business schools, in order to develop need to be in using the same basic My advice would be to make sure a future workforce. approach right now; we don’t have that you are trying to infl uence a the same frameworks. If a client very precise behaviour or set of What are the challenges faced by was to hire me or someone from behaviours, and know exactly who an organisation with limited funds The NSMC, we would come at it your target audience is and what to invest in a social marketing in different ways. This may lead to they think about the behaviour. intervention? confusion. Why? Because a lot of campaigns Try to fi nd allies to work with so tend to try to tackle too much, or you can develop some level of worry about attitude change or scale. Another solution is to be as infl uence. They create what are narrow as possible in your behaviour really education programmes, rather objectives and in your selected than focusing on things that actually target market. infl uence behaviour.

34 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE “Be as narrow as possible in your behaviour objectives and in your selected target market. You have to recognise that you can’t go after everyone.”

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 35 Mike Newton-Ward Social Marketing Consultant, North Carolina Division of Public Health and Turning Point; Social Marketing National Excellence Collaborative, USA www.socialmarketingcollaborative.org

What advice would you give to • An appreciation from those someone developing their fi rst with a marketing background social marketing intervention? that those in health and human Forget communication: think barriers service have much smaller to and benefi ts of behaviour, and budgets with which to effect address them. behaviour change • Making sure that those with a How can we build capacity marketing background know in social marketing? that marketing is more than just First, we need to talk about it— promotion! everywhere! Then, see whose eyes light up, and provide or What are the key ethical issues link these people with opportunities in trying to infl uence people’s to learn how to do social marketing. behaviour? How did you become involved in If people cannot do all of the Ensuring that one honours social marketing? process, encourage them to start their dignity and right to self- I realised that the health education where they are, and do what they determination. Balancing the right of materials I was creating did not can. Encourage them to develop a people to make ‘bad’ choices (in our lead to the behaviour change that marketing mindset. eyes), with the interests of the state my organisation desired. Even after to mitigate the impact these choices people were ‘educated’, they still Social marketing increasingly have on the larger whole. faced barriers to acting on their encompasses people from both knowledge. Social marketing gave a marketing background and What book would you recommend me a way to address these barriers the social sciences. What are the to people to help them and offer people something that challenges in bringing together understand social marketing? they valued. the expertise? Kotler and Lee’s ‘Social Marketing: • An appreciation that social Infl uencing Behaviours for Good’. What is social marketing? marketing often asks people to Social marketing is about reducing give up something that benefi ts What other question should we the barriers people experience them now for the promise of have asked? to changing their behaviour, and benefi ts in the future How do we best fi ght the growing making the behaviour ‘fun, easy and • A visceral aversion by some in onslaught of mis-defi nition and popular’. social sciences to the idea of misunderstanding of what social marketing health marketing really is?

38 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Prof. Jeff French Director, Strategic Social Marketing, England www.strategic-social-marketing.org

builds evidence and data-driven how they should be addressed, is solutions that people will buy into. probably the best way of ensuring I would also want to say something that people are not manipulated about what social marketing is not, or forced into behaviours that, as a as there are many misconceptions. collective, we would oppose. Social marketing is not about developing smart communications This does mean that some people programmes. It’s about developing will have certain freedoms curtailed, services and products that people or may be penalised if they behave in want, and making the benefi ts of certain ways. For example, smokers’ socially responsible behaviours rights to smoke may be restricted outweigh the costs of not changing. in certain places. Personally, I include interventions such as legal What should we be doing to restrictions and fi nancial incentives develop a robust shared evidence as part of social marketing. They base? can be used to great effect to We all have a responsibility to record encourage or discourage behaviour, and learn from what we are doing. In How did you become involved and providing there is popular social marketing this is key, so that in social marketing? support for these measures, arrived we can refl ect on what has worked I fi rst got into social marketing in at through democratic means and and what hasn’t, and build better 1988 after a long career in both the good evidence, such restrictions or interventions. private and public sectors. incentives should be used. I was working in the health sector Everyone has a responsibility to at the time with a management What book would you recommend share as widely as possible what they role in public health, which also to people to help them have learned, especially when things was responsible for corporate understand social marketing? do not go as planned. communications and public I would recommend Max DePree’s involvement. When I discovered ‘Leadership is an art’. It’s not about What are the key ethical issues there was something called social social marketing, but it is a great in trying to infl uence people’s marketing I had a ‘eureka’ moment: little book that I fi rst read many years behaviour? this is what I’d been looking for! ago, that convinced me that if you It seems to me that the key issue is want to help people you need to fi rst who defi nes what a particular socially What is social marketing? understand them and then positive behaviour or outcome is. For me, social marketing is about serve them. If you are lucky, as we are, to live being led around by the nose by the in a democracy, people vote for people you are seeking to serve. administrations that set out policies It’s about applying best practice that have political support. So I think evidence for what we know works a collective decision about what in helping people to change. It’s a issues need to be addressed and systematic process that rigorously

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 41 Craig Lefebvre, PhD

Research Professor in preventive and community health at GWU School of Public Health and Health Services and chief maven, socialShifting, Social Marketing Services, Inc., USA socialmarketing.blogs.com

How did you become involved in What is social marketing? social marketing was adopted in a social marketing? Using the techniques of marketing programme in signifi cant and very I came into this area with a PhD in to improve people’s health and basic ways and the improvements clinical psychology and post-doctoral social conditions. And by that I in reach, service and benefi ts that work in behavioural medicine. My would also say that the everyday resulted. It’s that kind of narrative fi rst position was with the Pawtucket examples of marketing (such of before and after, helping people Heart Health Programme, a National as product innovations; pricing see and understand how social Institutes of Health-funded heart and distribution strategies; and marketing approaches apply to disease prevention programme advertising and promotions) that and change practice and policy in Rhode Island, that brought help and encourage people to buy development. together the worlds of public health various products and services, are and behavioural health. This very the same types of techniques we What needs to be done to build quickly led to me exploring the can use to encourage people to the workforce in social marketing? world of marketing for population adopt healthy and environmentally- It’s open to everybody. Right now, behavioural change. From there, it friendly behaviours. a short history of social marketing was tripping over the early social would show it has lived and thrived marketing writing, and thinking that What advice would you give to with the links to public health – and it sounded similar to what I was someone developing their fi rst there is much that needs to be trying to do. social marketing intervention? done to bring it into public health Listen to the audience. Don’t assume as a discipline, not just a practice. I started talking about social you know what is best for solving or One of the frustrations I have is marketing with June Flora at addressing a problem – listen to and that it doesn’t earn much value in Stanford University, who was already talk with a lot of people. academia. We need to give it more using social marketing principles in value as an academic discipline in the Five-City Project. We worked How can we promote social both marketing and public health. I together, doing some thinking and marketing to practitioners and want to see incentives to encourage exploring and experimenting with decision-makers? more people to enter and pursue an different ways of using marketing This is not so much an empirical academic career in social marketing principles in community-based heart or evidence-based question of within the public health and disease prevention programmes. highlighting to them what studies marketing fi elds. have shown social marketing to be effective at doing, although that is important. For practitioners and decision makers, it’s about being able to tell stories about how

42 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE “Listen to the audience. Don’t assume you know what is best for solving or addressing a problem – listen

What book would you recommend to and talk with a lot to people to help them of people.” understand social marketing? Text books are all probably equally as good – they all have their own strengths. I like ‘Truth, Lies and Advertising’ by Jon Steele. It is good at developing the audience insight and translating that into practice, which I think is the essence of good social marketing. If you don’t understand the core value of listening, use what you learn to generate the insight and then translate this into practice, the other marketing skills will do you very little good. This is missing from most work I review.

THE NSMCNSMC EFFECTIVELYEFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE 43 Resource centre

Books and reports Articles Alan Andreasen, ‘Social Marketing in the 21st Century’, Alan Andreasen,‘Marketing Social Marketing in the Sage Publications, 2005 Social Change Marketplace’, Journal of Public Policy & Max DePree, ‘Leadership is an art’, Bantam Doubleday Marketing, Vol. 21 (1) Spring 2002, 3–13 Dell Publishing Group, 1990 Stephen Dann, ‘Redefi ning social marketing with Robert J. Donovan and Nadine Henley, ‘Social Marketing: contemporary commercial marketing defi nitions’, Principles and Practice’, IP Communications, 2003 Journal of Business Research, 2009 doi:10.1016/ j.jbusres.2009.02.013 Gerard Hastings: ‘Social Marketing: Why should the Devil have all the best tunes?’, Butterworth- Heinemann, 2007 Philip Kotler and Gerald Zaltman, ‘Social marketing: an approach to planned social change’, Journal of Centre for Excellence in Public Sector Marketing, Marketing, 35(3): 3-12, 1971 ‘Social Marketing Workbook’, CEPSM, 2007 (available at www.publicsectormarketing.ca/rs/rs_workbook_sm_e.html) Mike Newton-Ward, ‘Building social marketing capacity at the state level: North Carolina’s Social Marketing Matrix Chip Heath and Dan Heath, ‘Made to Stick: Why Some Team’, Eta Sigma Gamma Health Education Monograph Ideas Survive and Others Die’, Random House, 2007 Series 2004 on Social Marketing, 21, 1, 2004 Jeff French, Clive Blair-Stevens, Dominic McVey and Mike Newton-Ward, ‘Carolina’s Social Marketing Matrix Rowena Merritt, ‘Social Marketing and Public Health’, Team: Using social marketing concepts to institutionalize Oxford University Press, 2009 social marketing capacity in a state health department’, National Social Marketing Centre, ‘It’s our health!’, Journal of Nonprofi t and Public Sector Marketing, 17, The NSMC, 2006 1-2, 2007 Philip Kotler and Kevin Keller, ‘Marketing Management (13th Edition), Prentice Hall, 2008 Resources Philip Kotler and Nancy Lee, ’Social marketing: Health Canada social marketing e-learning tool, Infl uencing Behaviors for Good’, Sage Publications, 2008 www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/tools-outils/ Philip Kotler, Ned Roberto and Nancy Lee, ‘Social index-eng.php) Marketing: Improving the Quality of Life’, Sage PubMed, U.S. government database of over 19 million Publications, 2002 citations for biomedical articles, www.pubmed.gov Doug McKenzie-Mohr and Bill Smith, ‘Fostering ShowCase, The NSMC’s social marketing case example Sustainable Behavior’, New Society Publishers, 1999 database, www.thensmc.com/showcase-case-studies.htm David Osborne and Ted Gaebler, ‘Reinventing Social Marketers Global Network, Government: How the Entrepreneurial Spirit is www.socialmarketers.net Transforming the Public Sector’, Addison-Wesley, 1992 Social Marketing ListServ, run by Alan Andreasen Jon Steel, ‘Truth, Lies, and Advertising: The Art of at Georgetown (send an email to listproc@listproc. Account Planning’, John Wiley & Sons, 1998 georgetown.edu with a message saying ‘subscribe Richard Thaler and Cass Sunstein, ‘Nudge’, Yale soc-mktg your name’ with your own name in place of University Press, 2008 Journals ‘your name’) William Smith and Lynne Doner Lorenber (ed) Social The NSMC’s Social marketing planning guide and Marketing Quarterly, www.socialmarketingquarterly.com toolbox, www.thensmc.com Scott Ratzan (ed) ‘Journal of Health Communication’, www.gwu.edu/~cih/journal

44 THENSMC NSMC EFFECTIVELY EFFECTIVELY ENGAGING ENGAGING PEOPLE PEOPLE Acknowledgements

Editing: Toby Hopwood

Design: Greg Stevenson (www.digshot3.com)

First published in December 2009. Updated in August 2010. Contact The NSMC c/o Consumer Focus 4th Floor, Artillery House Artillery Row London SW1P 1RT

020 7799 7900 www.thensmc.com

The NSMC is a strategic partnership between the Department of Health and Consumer Focus.