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04 January 2011

Comments

Peaceforsale

really like your what -ifs - very bottom up/social justice approach - which i think falls more in line with social marketing rather as opposed to treating people like clients in commercial marketing. I am interested in using social marketing to sell peace, doing a couple of projects now at Brandeis University - any thoughts?
good work thanks and for your posts

Rachael Randal

Craig, I read this post with much interest and decided to take up your challenge – I've posted a referral to your What Ifs on my blog (http://healthypi.blogspot.com/) and added some thoughts of my own. Thanks for your insights as always!

Craig

Glad to hear you have the 'innovation bias' bug too! Your description of the literature as 'more of the same' is exactly what I mean by the echo chamber comments. I have to go far and wide of the social marketing field to get any inspiration myself (and hopefully bring some of that back here).

Last January I taught an 'advanced social marketing course' and the number one comment I received from the students - several with many years of social marketing experience - was how 'liberating' it was in allowing them to think about other ways of 'thinking about and dong' social marketing. A sad commentary on what should be more exciting and rewarding work.

Hopefully the book will point down some new paths. In the meanwhile, stay tuned here.

Kelly Evans

Thanks Craig for this blog post. I agree with your comments and enjoyed your "what ifs". I think there is a need for leaders in the field to 'innovate'. Much of the reading I have come across over the last year has been much of the same. Great for a beginner - but for those who are more advanced in the field there is very little to 'boost' or inspire different ways of working.I do hope that in 2011 we can see more 'innovation'. As social marketers if we don't, we are at risk of being swept away by cynics and others who question the value of social marketing as a discipline. I look forward to reading your book when it is published!

Craig

Thanks for your comment Nedra and your ability to take the social marketing approach to so many others.

Nedra

Thanks for sharing your thoughts on the book, Craig. Your points are excellent, and you are correct that this book is not intended to innovate the field, but to provide a solid introduction to the overall process for those who are relatively new to social marketing. I'm very much looking forward to seeing your forthcoming book, because you always help us look at the field from a different perspective by asking challenging questions like these.

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What is social marketing?

A Few of My Publications

  • Health communication campaigns to drive demand for evidence-based practices and reduce stigma in the HEALing communities study
    Describes the development of five communication campaigns that focused on naloxone, MOUD, and stigma reduction as part of a community intervention study (n=65) to reduce opioid deaths.
  • Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
    This book weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."
  • SAGE: Social Marketing: Six-Volume Series
    Bringing together seminal texts from diverse sources, this six-volume set organizes the field of social marketing, highlights its global scope and empirical contributions, and present its current growth and dynamism. Each volume addresses specific themes: conceptual frameworks and common ground, social marketing in the developed world, social marketing in developing countries, applications for sustainable behavior and environmental protection, and deepening and expanding its impact.
  • An integrative model for social marketing
    The model pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model gives social marketers more latitude in how to use price and place in the design of programs and how to approach social change and public health in the years ahead through market‐based reform.
  • Transformative social marketing: Co-creating the social marketing discipline and brand
    The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice to develop a model for transforming social marketing thought, research and practice.
  • The new technology: The consumer as participant rather than target audience
    The original argument against social marketers having "target audiences."
  • Consumer-based health communication
    The foundational work behind the creative brief as used today.
  • Social marketing and public health intervention
    The first widely cited article on using marketing for public health programs that focused on its application in community approaches to preventing heart disease. The essential principles still hold.
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