1. Social Marketing: Delivering change for the better
Presented by Professor Sharyn Rundle-Thiele

2. Education
Health Promotion policy exists but the focus of these documents are centred on counselling and rehabilitation of those who reach overweight/obese status, with these services to be administered through medical officers and trained health personnel [2-4].
Nutrition guidance can be found in the Defence Catering Manual, and in a variety of other sources across the DEFWEB.
Nutrition information and education is often distributed and conducted through physical training instructors (PTIs) in the course of their instruction.

3. Effectiveness of education?
A meta-analysis assessing 48 studies conducted by Snyder et al. (2004) concludes education campaigns have tangible effects changing behaviour of 8% of the population in the anticipated direction

4. So where are the other 92%?

5. Law
Health Promotion policy exists but the focus of these documents are centred on counselling and rehabilitation of those who reach overweight/obese status, with these services to be administered through medical officers and trained health personnel [2-4].
Nutrition guidance can be found in the Defence Catering Manual, and in a variety of other sources across the DEFWEB.
Nutrition information and education is often distributed and conducted through physical training instructors (PTIs) in the course of their instruction.

9. Show me, help me, make me
Credit to Nancy Lee

10. The behaviour change trinity
Law
Education
Social Marketing

11. MARKETING IS EFFECTIVE

12. Commercial Marketing
Marketing is often criticized for promoting needless consumption
Have you or your partner ever bought:
Something you didn’t need?
Shoes you wore once?
Golf club that would make you hit better?
Latest mobile phone?

13. Let’s take a look at the effectiveness of marketing

14. SOCIAL MARKETING

15. TIME TO GET SOCIAL

16. Social marketing benchmark criteria
Is strategic
Focuses on behaviour
Theory
Consumer focused
Creates value (exchange)
Uses segmentation
Looks at the competition
Applies marketing tools
Access PDF here:

17. EXCHANGE

18. Imagine a world where coke only communicates

19. And they had nothing to sell
Santa – 1931
Coke Hilltop – It’s the Real Thing

20. But that is not how they play the game

21. Coke is available everywhere

22. The commercial value exchange
1) Understand
The commercial value exchange
Commercial marketer
Profit
ROI
Sales
Customer gains
Taste
Convenience
Cold
Refreshing

23. More benchmark criteria = more effectiveness

24. Social marketing’s effectiveness
Subset
Number of studies
SMBC Used
Positive change (not always behaviour)
Studies utilising a marketing mix 16 5
100%
Communications only campaigns 18 3
67%

25. More scorecards are available

26. CASE 1: SAY YEAH NAH

27. Say Yeah Nah (NZ) Peer pressure contributes to binge drinking
Social permission needed to say no to alcohol
Gives a verbal shorthand people can use to refuse a drink or say no to another drink
Integrated Marketing Campaign launched in 2013

28. Say Yeah Nah (NZ)

29. Say Yeah Nah (NZ) AdMedia ad of the month
24% increase in calls to alcohol help lines
25% of high risk drinkers and 30% of medium risk drinkers said the campaign had helped or encouraged them to start drinking less – an increase of 18% and 5% respectively from 2013.
IMC campaign : Posters, TV and billboards
Cost $NZ 1.2 million
Campaign extended to offer branded water

30. CASE 2: GIVE ME 5

31. Give me 5

32. Give me 5 - outcomes Average 100 minutes of exercise per week
Paid $25.00
39% participation in 25 sessions
43% would sign on for a second program

33. A typical education approach: inform

34. A typical commercial marketing approach

35. Social Marketing4Change.com
Free Online Course

36. Professor Sharyn Rundle-Thiele
Griffith Business School
Department of Marketing Business 1 (N63), Room 1.16B Nathan campus, Griffith University, 170 Kessels Road, Nathan QLD 4111, Australia Phone: Fax:
Griffith Business School seeks to excel as a provider of high quality, cross-disciplinary and internationally relevant business and public policy education and research, emphasising the relationship between business and society in promoting sustainable enterprises and communities.