With nearly ubiquitous calls for ‘change’ and becoming part of it, the unspoken assumption is that people already know what to do – they just need ‘direction.’ Nothing could be further from the truth. Creating change requires understanding the problem you are tackling, its determinants and context; more importantly, it requires an understanding of the problem from the viewpoint of those affected by it. Then what? It requires an understanding of how to use proven principles and tools for creating large-scale change to make it happen. Otherwise, all we have are concerned people who empathize with the plight of others. Or worse, people who become frustrated and disillusioned when their efforts are blocked or fail.
Social marketing provides a strategic framework, a management process and a toolbox to more effectively address public health, environment, health care, education and other social issues faced by contemporary societies. Learning how to harness the power of marketing for good (or as Gerard Hastings puts it, Why should the devil have all the best tunes?) will equip committed individuals and organizations, regardless of their age or size, more effective and satisfied in their work.
As 2009 opens, here are three opportunities to expose yourself and your organization to what social marketing can offer you – all places I plan to be.
The 19th Annual Social Marketing in Public Health Conference in Clearwater Beach, FL, USA, 17-20 June 2009.
Social Marketing Downunder Conference in Wellington, New Zealand, 12-13 March 2009.
The Centers for Disease Control and Prevention’s Third Annual National Conference on Health Communication, Marketing, and Media in Atlanta, GA, USA, August 11-13, 2009.
Finally, research demonstrates that making public commitments can be an effective personal behavior change technique. In response to my post on effectively engaging people with social marketing, I received an email about a campaign sponsored by the Case Foundation - "Change Begins With Me" – that offers a free trip for two to the Presidential Inauguration. Go to the Case Foundation’s website and make a personal pledge to “be the change” in 2009. By finishing the sentence, Change begins with me… you can share your commitment to change your neighborhood, community or the world in 2009. No idea is too big or too small! One lucky person (and guest) will be randomly selected to attend the Inauguration of President-elect Barack Obama and related Inaugural festivities in DC. And, in the spirit of giving and active civic engagement, you will also participate in the Washington, DC Martin Luther King Day of Service (January 19th). Entries will be accepted until 3PM EST on January 12th. My submission is already done – consider making yours.
Comments