Social Marketing module
The desired behaviour.
Refers to any additional objects/services that will be included and promoted to the target audience
What is highlighted in a social marketing campaign, it outlines what benefits the audience can expect from performing the targeted behaviour
Where the target audience will be encouraged to perform the desired behaviour
what the target audience will “pay” for adopting the target behaviour
Determines what the key messages are, selecting appropriate messengers and formats for communication, creates communication elements and implements communications
The systematic application of marketing, alongside other concepts and techniques to achieve specific behavioural goals, for a social good
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- Ad Council: https://www.youtube.com/watch?v=OTvtYwI9BvQ
- Preventable: http://preventable.ca
- Preventable: https://www.youtube.com/watch?v=n5qyNJQ5ifw
- NHTSA: https://www.youtube.com/watch?v=L62ueMB0E5E
- ON GOV: https://www.youtube.com/watch?v=bNGtPI3AQLo
- Pike I, Richmond S, Rothman L, Macpherson A (eds.) (2015). Canadian Injury Prevention Resource. Parachute, publisher: Toronto, ON.
- French, J., Balir-Stevens, C., McVey, D., Merritt, R. (2010). Social marketing and public health: Theory and practice. Oxford, Oxford University Press.
- Smith, W. A. (2006). Social marketing: an overview of approach and effects. Injury Prevention, 12: i38-i43. doi: 10.1136/ip.2006.012864
- Storey, J.D., Saffitz, G.B., & Rimón, J.G. (2008). Social marketing. In K. Glanz, B.K. Rimer, & K. Viswanath (Eds.), Health behaviour and health education: Theory, research and practice fourth edition (pp. 435-464). San Francisco, CA: Jossey-Bass A Wiley Imprint.