In 2016 Social Marketing @ Griffith is a team of 30 social marketing researchers, practitioners, professionals and higher degree research students from 21 countries working on a diverse range of projects including reducing alcohol drinking, lowering tobacco smoking, increasing physical activity, encouraging healthy eating and understanding how we can prevent human trafficking. Our government and industry partners in 2016 include Department of Environment and Heritage Protection, Queensland Police Force, Australia University Sports, Department of Defence, Defence Science Technology Group, VicHealth, Queensland Catholic Education Commission, Bendigo Bank, and DonateLife.
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?
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.
Developing the ‘DonateLife’ App
Go Food, Defence Force Eating
This research project has developed and tested two social marketing programs in currently operating military dining facilities, exposing more than 6,800 personnel to the GO FOOD programs, and measuring their food choices as a result. The programs involved social marketing communications and environmental changes, and food selections were measured using observational and photographic techniques. The results have found significant improvement in food selections under both programs (meaning personnel were choosing more healthful foods after implementation of the GO FOOD programs).
Saving the Great Barrier Reef