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R. Craig Lefebvre, PhD is an architect and designer of public health and social change programs. He is the chief maven at socialShift, the social|design, marketing and media consultancy located in Sarasota, FL. His framework blends empirical research and consumer experience to engage people’s imagination and passions in the design, implementation and evaluation of purpose-driven marketing programs.

Dr. Lefebvre also holds appointments as a Research Professor at The George Washington University School of Public Health and Health Services, University of Maryland School of Public Health and the University of South Florida College of Public Health. His current research focuses on applying design thinking, social media and mobile technologies in social marketing and public health programs.

An internationally recognized expert in social marketing and health communication, Craig's work includes strategic and empirical work for online, mobile and social media approaches to health information and health behavior change; segmentation models for mobile phone users; the development of internet-based television (IPTv) health programming in public health clinics; increasing awareness, access and enrollment of eligible groups in publicly funded nutrition, family planning and child health insurance programs; and over 200 public health marketing and health communication programs for the Centers for Disease Control and Prevention, the National Institutes for Health and an array of State agencies, nonprofit organizations and corporations. He serves as a consultant to the US National Disease Prevention and Health Promotion objectives development process (Healthy People), the health communication and social marketing activities of the European Centers for Disease Control and Prevention and several corporate initiatives.

He began his career as the Intervention Director of the Pawtucket Heart Health Program, one of the world's first community-based research programs for the prevention of cardiovascular disease. More recently he was the Chief Maven at Population Services International (PSI) where he led PSI's Innovation teams in capacity-building, HIV, malaria, child survival and clean water programs, reproductive health, social marketing and research & metrics.

Craig is the author of over 100 publications in the areas of community health promotion, social marketing, social and mobile media and public health and has made over 250 presentations at professional meetings and invited venues around the world. His professional service includes the Technical Expert Panel – Assessment of the Healthy People Objective-setting Framework and Process; participation on two National Cancer Institute Special Emphasis Review Panels for Centers of Excellence in Cancer Communications Research; Advisory Board of the Social Marketing Institute; National Advisory Committee, University of South Florida, College of Public Health’s Prevention Research Center; Co-editor of Social Marketing Quarterly; and Founding Member of the Health Communication Focus Area Working Group, Healthy People 2010.

He is a Fellow in the Society for New Communications Research (2009-2010) and was elected a member of the American Academy of Health Behavior in 2003 and a Fellow in the Council on Epidemiology and Preventive Cardiology, American Heart Association in 1988. His work has earned him the William D. Novelli Award for Innovations in Social Marketing with the NCI’s 5 A Day media campaign and a Silver Anvil from the Public Relations Society of America for the USDA Team Nutrition program. He received his Ph.D. in Clinical Psychology from North Texas State University and completed post-doctoral fellowships in Behavioral Medicine at the University of Virginia and the University of Pittsburgh.

DISCLAIMER: This is a personal Web site, produced in my own time and solely reflecting my personal opinions. Statements on this site do not represent the views or policies of my employer, past or present, or any other organization with which I may be affiliated. All content is copyrighted.


Jazz and blues (with a little bit of everything else); great restaurants; tennis; stories about change; learning to play the guitar.