Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Improving lives together - Harnessing the best behavioural intervention and social marketing approaches

Improving lives together - Harnessing the best behavioural intervention and social marketing approaches

|Views: 232|Likes:
Prof Jeff French
Clive Blair-Stevens

Copyright SSM ltd and Westminster City Council
Prof Jeff French
Clive Blair-Stevens

Copyright SSM ltd and Westminster City Council

More info:

Published by: Professor Jeff French on Feb 10, 2011
Copyright:Traditional Copyright: All rights reserved


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF or read online from Scribd
See more
See less



Improvinglives together
Prof Jeff FrenchClive Blair-StevensHarnessing the best behavioural interventionand social marketing approaches
This booklet provides a short guide to understanding and applying the latestthinking on effective behavioural intervention and social marketing approaches.PagePreface04Summary051. Introduction062. Inuencing peoples behaviour073. What is social marketing?084. Social marketings key features: The customer triangle105. Social marketings national 8 point benchmark criteria116. The de-CIDESbehaviour framework187. Using social marketing strategically (as well as operationally)21
8. Total Process Planning (TPP) framework – managing complexity
24• Scoping• Developing• Implementing• Evaluating• Following-up9. Useful resources and further reading44
Improving our impact and effectiveness
Informing, empowering and assisting people to change behaviour sits at theheart of Westminster City Council’s key strategic challenges. Issues such asthe uptake of services, recycling, active transport, health, crime preventionand civic engagement all require that we engage in planned programmes thatseek to inform or inuence behaviour.There is a need to inform, engage and support both staff and the people weserve, for reasons of open and transparent service delivery but also becausewe know it is more effective and efcient.To do this, we need to ensure that we have developed clear insights aboutthe people we serve, clear objectives, systematic programmes of action andways of measuring progress.Communications staff have a key role to play in this approach to developingcitizen-centric approaches to service design and delivery. Our real challengeis to support all council staff to use insights and develop evidence anddata-driven approaches, sustaining behaviour that will enhance the livesof our residents.There is also a need to demonstrate value for money and make savings.This can be done by applying the systematic social marketing approachset out in this booklet.
 Alex Aiken
Director of Communications and Strategy,Westminster City Council
Social Marketing is the approachwe use to inuence the behaviourof audiences for the public good.It’s about helping people livehappier, healthier lives.It starts from the perspective of thecustomer or service user, segmentsthe audience and uses interventionsthat run with the behaviour of thegroup, seeking in many campaignsto encourage good behaviour ratherthan censure bad habits.In this booklet we set out someof the core tools of social marketing.There is an explanation of whatsocial marketing is, but also aneight point checklist that you canuse to apply the theory to audiencesthat you are seeking to inuence.This will allow you to identify whichtactics are right in a given situation.This assessment should be setin the context of the ve ways toinuence behaviour – the de-CIDESframework which allows you to seewhat sort of strategy is necessary toachieve your objective.The checklist and the de-CIDESframework provide the toolsto identify the right approach.Once this is achieved the socialmarketing ‘Total Planning Process’is the framework for delivering acampaign, from scoping the projectthrough testing and implementationto evaluation and follow through.
This booklet also stresses that socialmarketing should be part of anorganisation’s strategic frameworkto analyse and address problems.This is because the principles ofresearching, responding to andinuencing the people we serve,to help them, should be central tothe values of any public authority.
The social marketing processshould bring rigour and results tothe sort of campaigns that localgovernment runs every year tosupport our communities.

Activity (7)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
USFMFP liked this
windua liked this
Susan Abad- Defensor liked this
Raghu Nayak liked this
pushpashree liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->