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An initiative of Social Marketing @ Griffith.
Using Social Marketing to Change Behaviour for Good


Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.

Social Marketing practice is guided by ethical principles.

It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.


  • UNDERSTAND

    Comprehensive formative research with the aim to understanding the target audience and the environment they are living in. What drives and motivates them to change their behaviours?

  • HUMAN-CENTRED DESIGN

    Design a consumer-driven social marketing program based upon the generated insights from the formative research phase.

  • DELIVER & ITERATE

    Implement the program and ensure that you have a control group that you can compare the effectiveness against.

  • ASSESS, REDEVELOP, SCALE, AND SUSTAIN

    Monitor and evaluate the campaign. Use these insights to make adjustments along the way or use them to begin the process from the start.

What social issues can social marketing solve?

Social marketing can assist in changing behaviours. Examples include:

  
Social issues   Environmental issues   Economic issues
 
  • Tobacco use
  • Binge drinking
  • Obesity
  • Breastfeeding
  • Domestic violence
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  • Recycling
  • Waste reduction
  • Forest destruction
  • Air pollution
  • Water conservation
  •  
     
  • Financial skills
  • Bankruptcy
  • Fraud
  • Identity theft
  • Insurance coverage
  •