Module 1 - Topic 1.

2
Topic 1.2 Leveraging Marketing for Behaviour Change
Welcome!
In our first session together, we will discuss how marketing for behaviour change leverages 'social
marketing', delineations of social marketing and it's history. Importantly, we discuss 'what is' and
'what is not' social marketing, thus explicating how marketing for behaviour change differs from
commercial marketing.
We also overview the National Social Marketing Centre (NSMC) benchmark criteria defining 'what is
social marketing' and the social marketing planning process. This session is particularly useful as it
overviews key themes that will be expanded on throughout the course.
Learning outcomes
By the end of this Topic you should be able to: 
• What is social marketing for behaviour change and what it is not
• The NSMC benchmark criteria
• Upstream, midstream, downstream social marketing for behaviour change
• The utility of integrating partnerships within the planning process
• The 10 step social marketing for behaviour change planning process
Reading Activity
Text: Lee & Kotler, 2020
• Chapter 1 Defining and distinguishing social marketing
• Chaper 2 10 step strategic planning model

Additional readings to assist applying lecture content to assessment

• Read this article overviewing social marketing: Serrat, O. 2010, "The future of social
marketing", Knowledge Solutions, Asian Development Bank (you'll need to do this for the
learning activity below)
• Familiarise yourself with the NSMC Benchmark criteria
• Read this article overviewing the behavioural ecological view of social marketing: Brennan, 
L., Prevtie, J., Fry, M.L. (2016), "Social Marketing's consumer myopia", Journal of Social
 Marketing, 6(3): 219-239.
• This is the key seminal article that influenced the acceptance and growth of social marketing
almost 50 years ago - WOW! Kotler, P. and Zaltman, G. (1971), "Social Marketing: An
approach to planned social change", The Journal of Marketing, 35(3): 3-12. 
• Check this site out for a quick overview of 'What is Social Marketing' - has some great
examples.
(you need to log into the GU Library, search journals then find the relevant issue to access the paper,
unless a link is provided)
Topic 1.2 Lecture Video & PPT slides
Watch the 2 lecture videos below for an introduction to Marketing for Behaviour Change and an
overview of the NSMC Benchmark criterion. The PPT slides are below each lecture video.
Leveraging Social Marketing for Behaviour Change
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The National Social Marketing Centre (NSMC) Benchmark Criteria
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href="https://office.com/webapps">Office</a>.</iframe>
Embed://<iframe width="640" height="360"
src="https://web.microsoftstream.com/embed/video/af272b3f-fef2-4ee8-ab2c-c1fa455ee4dd?
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Some useful websites

Explained: The difference between commercial marketing and behaviour change marketing
Jeff Jordan is a leading social marketer & CEO of Rescue Agency - a social change organisation in San
Diego - who does some very innovative social marketing behaviour change. in this video he is at
the World Social Marketing Conference discussing the difference between social marketing and
commercial marketing. 
Check out Jeff's journey from Rescue's humble beginnings to now a serious contender in the social
change market, with his mantra of 'selling you a better you!"

Teach every child about food

Check out this Ted Talk by Jamie Oliver.... who shares his story about trying to change eating
behaviour in US schools as part of his anti-obesity project. Jamie Oliver makes the case for an all-out
assault on our ignorance of food.

More recently Jamie Oliver wants to transform his company into an obesity fighting organisation that
will deliver his "legacy" and change UK's eating habits! From big ambition comes big things!
Bite Back 2030
Young people wanting to know the truth about food, how the food system is designed and how it can
be re-designed. An amazing social movement and another BIG idea!
Some classic health behaviour change initiatives
Some of these are government awareness strategies, others great behaviour change advertising
initiatives

Sun protection initiatives - Australia

Physical exercise initiatives

Girls make your move - Australian government (physical activity)
• The conversation commentary on 'Girls make your move'
• youtube advert
'This Girl Can' - Victorian government initiative
'This Girl Can' - UK initiative
'Get Active' - Victorian initiative

Healthy eating initiatives

'Measure Up' Australian Campaign
• evaluating effectiveness of Measure Up
'Swap It, Don't Stop It'
• Swap it and effectiveness of 'Swap it, Don't stop it' campaign
Healthier Happier Queensland
• making healthy happen

Road Safety
Street Smarts - QLD initiative
Safer Roads, Safer Queensland Road Safety Strategy 2015-2021
'Get your hands off it' - NSW mobile phone campaign
'M8T it can W8' campaign - Telstra initiative

Beach safety
• 'She'll be right' won't save your life' 2020 summer Surf Life Saving QLD
• 'She'll be right' won't save your life. This summer be a Legend not a hero. Swim between the
red and yellow flags' - advertisement
NATIONAL / STATE PUBLIC HEALTH COMMUNICATIONS
QLD Department of Health public health communications
Australian Government Department of Health public health communications
Queensland Health and CheckUP public health campaigns
Top 10 public health campaigns - Public Health Association Australia
Western Australia Department of Health public health campaigns

Self-Directed Learning Activity

Activity 1: Workshop Discussion

Leveraging social marketing - what is social marketing and what it is not!

Task objective: Complete the following:
1. Watch the National Social Marketing Center (NSMC) case study video below over-viewing what is
'social marketing for behaviour change' and review the NSMC benchmark criteria (you may have
downloaded the NSMC Benchmark Criteria from the 'Reading Activity' section). 
2. Watch the “Operación Navidad” (Operation Christmas) & "Rivers of Light" advertisements (below)
by the Colombian Defense Ministry in an attempt to encourage demobilization of guerrilla fighters in
the jungles of Columbia Jordan. The aim was premised on 'that if Christmas can come to the jungle,
you can come home. Demobilize. Everything is possible  at Christmas'.
3. Read the Serrat article (under readings section) to review what is social marketing, the utility of
the NSMC benchmark criteria and the social marketing planning process. 

Process: Consider the following:

1. How does social marketing for behaviour change align with marketing, and how is it different?
2. Discuss why social marketing for behaviour change is not simply communications, legislation or
education. 
3. Do you consider “Operación Navidad” and "Rivers of Light" as a social marketing for behaviour
change initiative or not? Discuss

Outcome:  We'll discuss your perspectives this activity in the Workshop meeting for Topic 1.1 and 1.2
discussion (See Study Plan)
Activity 2: Deciding on your behaviour change topic

You need to make a decision on your behavioural issue! You may choose from a myriad of
social/problem issues that exist! However you need to think about accessing literature, statistics etc
that will inform you on the severity of the problem issue. 

Here's a few tips to consider when choosing a topic:

• ensure you choose a topic that an individual can change their behaviour NOT government
policy or upstream initiative
• you will be developing a behaviour change strategy (Assess 3) for a small group of people
NOT all those in a country, or state or even a city. SO..... think NICHE, small group of
individuals eg: first year students at a local school, a unit block of individuals
• as such... consider the positive behavioural actions that the TA could adopt to assist in
solving the behavioural issue - you will choose one behavioural action for the behavioural
change FOCUS.
• So... when thinking about your topic think also about where the strategy will be
implemented and who is the target audience.

Stumped for a topic! Then consider the following:

• reducing obesity - positive actions: exercising 30 minutes per day, walking/exercising 30
minutes a day with a buddy, reducing food fat intake - positive actions: counting calories,
learning to cook healthy meals, packing a healthy lunchbox)
• donating blood
• reducing skin cancer - positive actions: applying sunscreen as part of morning ritual
• reducing water accidents - with positive actions: learning to swim for adults, water safety in
lakes/rivers
 • conserving water - with positive actions: reducing time spent in showers
• You might also consider leveraging a national strategy and create a targeted solution for a
specific target audience (eg Get Moving - Healthier Happier)
What to do now that you've chosen your social issue?
• collect as much current information regarding the social issue via government reports,
national statistics, 
• conduct a literature review of current academic journal articles, particularly investigating
consumer perceptions regarding policy, attitudes to pro-social behaviours etc 
• collect information on recent social change campaigns/interventions addressing your topic.
Collect advertising, social media sites, branding etc - critically evaluate the campaigns
positioning, specific behaviour, branding strategy etc - is there a gap. You will need this
information for your competition analysis section of Assessment 1. 

Outcome:
1. We'll discuss topic choice also in Workshop meeting for Topic 1.1 and 1.2 discussion (See
Study Plan)
Review and Reflect

Digging a little deeper ... Consider behaviour change initiatives you are familiar with; critically
consider how they influence, or not, your attitudes, values, motivation and behaviour. 

Your achievements
Take a moment to reflect on what you've achieved for this Topic. You may want to create a mindmap
or visual representation of the key concepts, ideas and learning for the Topic which summarises your
notes from reading, participation in the workshops etc.
You have:
• Harnessed understanding of marketing for behaviour change as a social change technique,
complimenting health and other strategies
 • Understood the linke between marketing for behaviour change and social marketing, what is
social marketing and what it is not
• Reviewed and considered the NSMC benchmark criteria
• Reviewed the behaviour change planning framework underpinning this course  
• Understood requirements for academic referencing
Where to from here:  
From Topics 1.1 and 1.2 you have a solid foundation of what is marketing for behaviour change, its
link to social marketing and the planning framework underpinning this course. The next topic
commences discussion of the 1) value of scoping the behavioural issue prior to developing strategy
and 2) outlines the value of specifying the behaviour change PURPOSE and FOCUS.