the australian social marketing situation

The Australian Social Marketing Situation

Dr Stephen DannSchool of Management Marketing and

International Business, Australian National UniversityStephen.dann@anu.edu.au

Social Change

Let’s just take a minute…

Rothschild’s (1999) Triangle

Law

Education

Marketing

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Australian Social Marketing Agenda

An Australian Definition

The National Preventative Health Agenda

The Debates

(An) Australian Social Marketing Definition

The definition

“the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013

The Parts

Induce: a social leadership approach which involves the deliberate use of influence and persuasion to move a target market towards a specific course of action

Targeted audience: Use of the customer orientation by targeting social marketing activity on specific, identifiable and reachable market segments within a broader community population

The Parts

Social goal: the objective of the campaign to change or maintain society in accordance with the long term objectives of the campaign’s organizers

Behavior Change: process of altering, maintaining or encouraging the cessation of a specific activity undertaken by the targeted audience.

Behavioural Change

Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience, and which results in benefit to the social change campaign’s recipients, partners and the broader society at large

Sub parts

competitive social marketing offer: an alternative product offering that has been developed through the identification or anticipation of a market need for a socially beneficial alternative behavior that satisfies the same needs an individual in the targeted audience is currently meeting through the consumption or use of less socially desirable products.

National Preventative Health Agenda

Australia: The healthiest country by 2020

Preventative Health Report

101 mentions of social marketing

2010Encourage people to improve their levels

of physical activity and healthy eating through comprehensive and effective social marketing

2013Implement new phases of comprehensive,

sustained social marketing strategy to increase healthy eating and physical activity

Future

Where does the gov’t see our role?

Ensuring effective implementation• induce behavioral change in a targeted

audience

Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing – Develop and work with Australian, state and territory

governments to implement a comprehensive, sustained social marketing strategy to

• increase healthy eating, • physical activity and • reduce sedentary behaviour,

– building on Measure Up and state campaigns such as Go for 2&5, Find Thirty and Go for Your Life.

East Coast Roadshow

The National Social Marketing Agenda Research Project

The Project (thus far)

• 20 Universities• 25 academic interviews thus far.• 15 hours of interviews• 6 weeks• 4 states• 2 time zones• A very broad definition of “East Coast”

Who are Australia’s social marketing academics?

PhD studentsLecturersSenior LecturesAssociate ProfessorsProfessorsDeansHeads of School

What brings us to SocMktg?• Personal drive• Marketing convert• Family • Intellectual Challenge• Legacy• Faith in marketing• Ambition

Two camps summary

Health• Tobacco• Obesity• Road safety• Injury prevention• Cardiac• Cancer• Nutrition• Breast feeding• Alcohol

Not Health• Gambling• Terrorism• Road safety• Crime• Women in comics• Environment• Social network• Bullying• Consumption

Where does social marketing fit?

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Evidence or ideology?

Change or campaign?Compliance

or choice?

Change AgentsSociety

Politics

MedicineCommerce

Science

Future

The Debates

Politicised Social Marketing

When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.

New Zealand Social Marketing Academic

Should marketing metrics count as evidence?

Does reach, frequency and recall have a role in benchmarking ‘socially negative’

advertising?

What counts as “evidence” in evidence based intervention?

• Marketing inputs are not evidence– Investments, plans, processes and intentions do

not demonstrate behaviour change

• Marketing metrics are not evidence– Recall, awareness, reach, frequency do not

demonstrate behaviour change