Applying social marketing principles
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Programme managers and practitioners using this guide will gain a better understanding of how social marketing can help them develop and implement behaviour change interventions. For those already familiar with social marketing concepts and approaches, this guide will serve as … Read More

When should social marketing be used?
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Ethical guidelines Social marketing, like other forms of public health interventions, is also guided by ethical considerations. Whenever a decision is made that will directly influence the behaviour of people, even if adopting that behaviour is likely to protect them … Read More

Method mix in social marketing – The 4 Ps
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Key concept 6: Method mix A social marketing programme will normally consist of a mix of interventions, some appealing to logic and others focused on emotions and mindless choosing. To select the optimal mix of interventions it is important to … Read More

Key social marketing concepts and principles – Competition, Behaviour, Audience segmentation
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Key concept 3: Competition Competitive factors are those that get in the way of positive behaviours; e.g. like not using condoms for HIV prevention because they are perceived as ‘unmanly’, thought to reduce pleasure and/or not affordable or easily available. … Read More

Key social marketing concepts and principles – Exchange
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The concept of exchange as well as that of value creation is a central concept in social marketing. Exchange is based on observations that we tend to change our behaviour when we perceive that it is in our interest to … Read More

Key social marketing concepts and principles – Insight
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The social marketing ‘customer/citizen triangle’ [15] is a visual way to highlight the key features of social marketing. Six key concepts are emphasised: Insight, Exchange, Competition, Audience Segmentation, Behaviour and Method Mix. The citizen/customer/patient is in the centre of the … Read More

What is social marketing?
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Social marketing is a set of evidence and experience-based concepts and principles drawn from the field of marketing that provide a systematic approach to influence behaviours that benefit individuals and communities for the greater social good (see Figure 1). Like … Read More