The goal of social marketing is to change the behaviour of a group of people (e.g. high school students, elderly, sedentary people, etc) to help them as individuals or the society as a whole (e.g. to stop people from littering to make the environment cleaner, or to reduce the amount of time children watch TV to improve their health). 

Social marketing is not focused on profits like commercial marketing is.

Social marketing involves input from the group of people who the intervention is targeted towards. This is important to make sure that the messages and materials of the intervention are appropriate for that group of people. For example, the people who are designing the intervention may have discussions with the target group to find out their level of knowledge on the topic, their attitudes, and/or the barriers to changing their behaviour.

Social marketing campaigns address the 4 Ps of marketing. The 4 Ps are:

Price— includes

• Monetary costs such as fees
• Monetary incentives such as coupons or rebates
• Monetary disincentives such as fines
• Nonmonetary incentive such as public recognition
• Nonmonetary disincentives such as negative publicity

Product— describe core, actual, and augmented product levels: 

• Core product benefits the target audience will experience from the campaign
• Actual product desired behaviour in specific terms
• Augmented product anything you will use to promote your offer

Promotion—describe:

• What  you want to communicate
• Messengers -  who/how messages will be communicated
• Where your will messages will appear

Place—where and when the target market will perform the desired behaviour and/or receive the campaign related tangible objects or services associated with the campaign.

An example

The following is an example of the 4Ps in a social marketing intervention aimed at reducing the amount of time children spend watching the screen (TV/ DVDs/ computers).

1. Price- to reduce the amount of screen time. This may be an activity that they really enjoy.
2. Product- healthy activities will be encouraged such as physical activities, social events as an alternative to screen time.
3. Promotion- an intervention toolkit will include posters, brochure, challenge sheet, promo Frisbee, competition and prizes
4. Place- Secondary schools

Application Forms are available at your school. Download an example of an application form [pdf 213kb].

Want to know more?

More information about social marketing campaigns and social issues can be found at:

• http://www.healthykids.nsw.gov.au/kids-teens/stats-and-facts-teens.aspx
• Think Feet First”, “Water. The Original Cool Drink”,
  “Give the screen a rest. Active play is best” &
  “Make it a fresh snack” http"//www.opal.sa.gov.au
  http://aqium.com.au/hand-gel-cuts-sickness-rate-at-cardiff-school
• http://www.schoolaid.org.au
• http://swapit.gov.au/
• http://www.bullyingnoway.gov.au/
• http://www.cybersmart.gov.au
• http://www.healthyactive.gov.au/internet/healthyactive/publishing.nsf/Content/campaign

If you’d like more information about the Healthy Schools Illawarra Competition which is being run by the Centre for Health Initiatives (UOW) please contact Laura Robinson at laurar@uow.edu.au or phone 4221 5035.

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