Nedra is a social marketing consultant, author and speaker who works with nonprofits and government agencies for positive health and social change using social media, transmedia storytelling and entertainment education approaches at Weinreich Communications.Want to work together or book Nedra as a speaker?
A Colorado city ban on smoking at workplaces and in public buildings may have sparked a steep decline in heart attacks, researchers reported on Monday.This policy led to 108 fewer heart attacks in Pueblo in an 18-month period, likely as a result of a decrease in the effect of secondhand smoke as a triggering factor for heart attacks, according to the AHA.
In the 18 months after a no-smoking ordinance took effect in Pueblo in 2003, hospital admissions for heart attacks for city residents dropped 27 percent, according to the study led by Dr. Carl Bartecchi, a clinical professor of medicine at the University of Colorado School of Medicine in Denver.
"Heart attack hospitalizations did not change significantly for residents of surrounding Pueblo County or in the comparison city of Colorado Springs, neither of which have non-smoking ordinances," said the American Heart Association, which published the study in its journal Circulation.
The association said this was further evidence of the damage wrought by secondhand smoke.
Bottom line: Your theoretical or philosophical model for how behavior comes to be, is maintained and can be most effectively modified or changed determines how you use the principles and tools that social marketing provides. This was always the central point of people like Larry Wallack and other proponents of a social determinants point-of-view who criticized social marketing for ‘blaming the victim.’ Individual theories of behavior change will lead you down that path, whether you utilize a social marketing approach or some other model. The rise of social ecological models, policy interventions and environmental change approaches to public health are all attempts to reorient how ‘we’ view the world and interact with it in our professional capacities. In the way I think about social marketing, it provides a systematic and strategic way to think about issues of being audience-centric, aware of and responsive to larger trends and competition in the environment, using research to guide and inform program development, and applying the 4Ps. The more theoretical models we have in our toolboxes to bring to the task, the more successful, I believe, we will be.Before you invest lots of money in a media campaign or other communications (i.e., Craig's 4 Ps of communication - posters, pamphlets, PSAs and publicity events), think about how you can change the environment rather than just how you can change behavior.
I hope this "US baby wig craze" is just a hoax that a British paper took a little too seriously. Has anyone seen a baby with a wig anywhere in the US? Seems like a choking/strangling hazard to me.
It's never too long before the latest craze to sweep America makes its way to the UK but most would wish this one really hadn't.
Celebrity wigs designed for babies up to nine months old and are set to hit the market, to the outrage of children's charities.
There's a Bob Marley style dreadlock wig, a Samuel L Jackson afro as seen in movie Pulp Fiction and a Donald Trump comb-over - perhaps for that mature look.
For the girls there's flowing pink locks based on singer Lil' Kim.
11. Change-oriented - The brand must support your program's overall behavior change goal. A cool brand that has nothing to do with the health or social change you are promoting is useless. The Back to Sleep campaign has been so successful in preventing SIDS because the name and logo tell you exactly what to do.Would you add anything more to the Cs of branding for social marketing? Have I or William Arruda missed any key pieces by limiting ourselves to words that start with the letter C? Let me know what you think.
12. Competitive - There are a lot of brands out there - belonging to both for-profit businesses and nonprofit organizations. Your brand needs to be perceived as being of sufficient quality to compete against the others in your category. Guidestar lists about 850,000 nonprofits, many of which are competing for your audience's attention. And depending upon the issue you are addressing, you may also be competing against big-name brands like McDonalds, Budweiser or Marlboro. Make sure your brand is at least as appealing as the competition's.
13. Compatible - Your brand image must be compatible with the cause it is promoting. The truth campaign's gritty cynicism would probably not be appropriate for a campaign on dental health or arthritis. Consider the characteristics of the issue, the target audience(s) and the context in which the brand will be operating.
14. Caring - Give your target audience reasons to care about your brand. How does using it benefit them or others? Building an emotional connection to the brand comes from the words, images, fonts, channels, and music you use in the campaign. It comes from the interactions your audience has with your organization and its staff members, from its perceptions of your chosen spokesperson to the things that their friends and family have to say about your brand. Do they feel like your brand cares about them?
15. Culturally Appropriate - Some brands cut across cultures with no problem -- Coke is an excellent example of this. But when you're dealing with an issue like domestic violence or family planning that has a strong cultural component to it, creating the brand can be tricky. How you frame the issue, how you depict the product users/nonusers, and even the shape and color of the logo can either enhance the brand or make it less desirable, depending upon the cultural lens of the viewer. Testing the key pieces of the campaign with the intended audience can help to take this into account.
The Public Health Communication & Marketing Program at The George Washington University School of Public Health and Health Services is delighted to announce the launch of a quarterly lecture series focused on cutting-edge issues at the intersection between theory and practice. Each seminar will be a one hour lecture and discussion with a provocative speaker whose work is helping to refine the practice of public health communication and marketing.It sounds like a worthwhile way to spend your lunch hour!
The seminars will be scheduled for the second Wednesday of every quarter during the noon hour (except in the case of holidays or other special circumstances). They will be held on the GWU medical campus in Ross Hall, and webcast live.
Our inaugural speaker – September 27 at noon – will be Dr. Craig Lefebvre, an internationally renown expert in social marketing. Craig will address the implication of "social media" (e.g., MySpace) for social marketing and public health. An overview of his topic is below. Future seminar topics and lecturers will be identified on the basis of nomination.
To nominate topics or speakers for future seminars, and for additional information about the seminar series, please contact Dr. Ed Maibach (firstname.lastname@example.org).
The Implications of "Social Media" for Social Marketing and Public Health
Craig Lefebvre, PhD
"Social media" is the use of media to facilitate collaboration and interaction among people. These media can be seen as mere digital extensions of older forms of communication ( e.g. promotional campaigns based on word-of-mouth, viral marketing, "narrowcasting," or "slivercasting"). However, thinking about these new media as just new promotion channels misses the essence of what the new media revolution is all about...using media to do new things, not using new media to do old things differently. These new technologies have implications for how we think about the public health behaviors, products and services we market; the incentives and costs we focus on; and the opportunities we present and places where we interact with our audience and allow them to try new things. The implications of social media are not confined to how we should think about our target audiences, but also includes how we should think about our colleagues, our information and inspiration sources, and the resources we attempt to cultivate to do our jobs bigger and better.
Dr. Lefebvre is one of the nation's leading experts in social marketing and public health communication. For over a dozen years, he directed the Social Marketing and Health Communication group at Prospect Associates and American Institutes of Research, and before that he was Director of Interventions for the groundbreaking Pawtucket Heart Health Program. Craig is particularly known for his innovative and insightful thinking about how to enhance the impact of investments in public health.
Fear of being stigmatized by one's HIV status (or perceived HIV status) also appears to have at least some relationship to people's decisions about whether or not to get tested for HIV. About one in five say that if they were to be tested for HIV, people they know would think less of them.In this way, a social marketing campaign promoting HIV testing could backfire by increasing the perception of stigma and thus reducing the number of people who get tested.
Selling Us to Ourselves:I suspect that this forum is a response to this HIV campaign that was pulled in Philadelphia after concerns arose among the target audience that the campaign stigmatized black men. A similar forum was held in West Hollywood, Calif. recently when a backlash by HIV-positive men arose against the HIV (not fabulous) campaign because they felt it stigmatized them.
Is Social Marketing Effective HIV Prevention?
Tuesday, September 26th
6:30 - 8:00PM
LGBT Community Center
208 West 13th Street (btwn 7th/8th aves.)
New York City
Free and open to the public
From bus shelter ads to give-aways in our communities, social marketing is becoming a larger part of community HIV prevention efforts. But is marketing an effective public health tool, or is it just another facet of consumer culture that sells our lives back to ourselves? Is it a vital means for reaching those who are not in the loop of community organizations, a way of refreshing the messages on AIDS after decades of efforts? Do some social marketing efforts have unintended consequences of stigmatizing community members?
Presenters will show recent social marketing campaigns that they have
produced or critiqued, and participate in a vibrant discussion with the audience on the pros and cons of these approaches.
Refreshments will be provided.
Liz Losh, University of California, Irvine
Anthony Morgan, New York State Black Gay Network
Les Pappas, Better World Advertising, San Francisco
Kevin Trimell Jones, Black Gay Men’s Leadership Council, Philadelphia
Moderated by: Julie Davids, CHAMP
Black Gay Men’s Leadership Council, Community HIV/AIDS Mobilization Project (CHAMP), Gay Men’s Health Crisis (GMHC), LGBT Community Center, New York State Black Gay Network (list in formation)
For more information or to be added as a co-sponsor, contact
The end of the Verb campaign comes just as data are trickling in showing that it was surprisingly effective at boosting physical activity among school children. A recent study of more than 2,700 school kids published in the medical journal Pediatrics showed that 9- and 10-year-old kids who had seen the Verb campaign reported one-third more physical activity during their free time than kids who hadn't seen Verb. Among girls ages 9-13, the ad campaign boosted free-time physical activity by nearly 27%.Awareness of the Verb campaign was extensive, with 70-80% of school kids knowing about the program. Apparently awareness among adults was much lower, resulting in the decision by Congress to take away funding. And this at a time when obesity, which starts in childhood, has reached epidemic proportions. I guess we'll just go back to having the health teachers droning "Exercise is good for you. You should do it."
She was a true pleasure to have in class: always doing every homework, carrying class discussions (especially in Money and Banking!), and such a hard worker.After graduating, she moved to New York City into her first apartment and worked for Cantor Fitzgerald, an international securities firm with offices on floors 101-105 of the north tower of the World Trade Center.
To Amy O'Doherty, in her first job and apartment, Manhattan's streets emanated excitement and its air, promise — of new friends and smart conversations over steaks at Morton's, and of unlimited success. Of what Geraldine Davie, her mother, called "the largeness of life." Ms. O'Doherty, 23, loved her job as a broker's assistant at Cantor Fitzgerald. "Financing, trading, bonds," said Liz Gallello, a childhood friend. "She wanted to take it – the career, the city woman lifestyle – as far as far it could go."On September 11, 2001, Amy managed to place a call to her mother in the moments after the crash. But she and a thousand more of her colleagues were never heard from again.
She was delighted with her five-story walk-up — so small, said Ms. Davie, that "Lilliputians should live in it." She filled it with dozens of framed photos of friends from Pelham, N.Y., where she grew up, and from camp, college and work.
"She was soaking up that great New York style," said Ms. Davie. "Picking up that New York language. She didn't know it but she was living her bliss."
Just as the sunflowers you loved you were bright and cheery in every way,We must never forget. I rented United 93 to watch tonight. Let the hurt begin.
You loved your colleges and your job that was well displayed.
You had a kind, generous heart that never strayed.
You felt life should be savored not just lived from day to day.
A master disciplinarian with both gentleness and firmness conveyed.
You were always smiling and laughing just a beautiful person surveyed.
You had a great sense of humor, upbeat so full of fun and play.
You implanted heart prints on many hearts that love will never stray.
Shopping for yourself and your mother was always a great thrill and okay.
If mom Geraldine wanted something you indulged her without delay.
You were happy when mom accepted your gifts, they were like beautiful bouquets.
You were and forever are her precious daughter, a true gift of love so to say.
Beloved sister to Maura you shared a close friendship so fine,
you continue to guide her with your spirit of love that is very well defined.
Loving daughter to James he misses the times you intertwined,
He sees your love living on in each twinkling star that brightly shines.
There is a beautiful star in Heaven that to him alone has been assigned.
You live on in your family forever dwelling in their hearts and minds.
you're their guardian angel and their greatest hero and gift divine.
I'm a solid column one person: social marketing is using commercial marketing strategies to promote positive behavior or attitudinal change.Francois Gossieaux of Emergence Marketing does not like the new usage of the term social marketing, and he's concerned that these new "social marketers" are going to focus on the hype without including the critical ethical considerations and understanding of the fundamentals:
To be honest, I can't believe this is even a topic of debate -- it makes the social media folks who are pushing the issue look a little idiotic. You're capable enough to respond effectively to a revolution in what it means to be a customer and you can't come up with your own name? It's like picking a URL for your new site, kids. This one's already registered.
And Tara Hunt of HorsePigCow gets it and has an interesting idea for our social marketing community to consider.
Using "social marketing" as a catch-all category for the (not-so-new) marketing techniques which include viral marketing, word-of-mouth marketing, community marketing, consumer-generated-content-based marketing, and other social media-based marketing "techniques," not only "hypes up" the value of those methods unnecessarily - it also engenders the danger for misuse, abuse and the ultimate destruction of those marketing techniques for everyone.Many clueless and panicky marketers, who have witnessed the decline of marketing programs like email marketing and other interrupt-based marketing methods - which incidentally they destroyed in the first place - will now jump on this latest craze and screw it all up! As usual, they will throw dollars and especially technology at the issue without understanding the underlying fundamentals and ethical considerations that allow those methods work in the first place.
On first glance, you may say, what's the big deal? Well...I looked into this idea of Community Marks, which is a concept Chris Messina came up with to protect the integrity of a non-commercial brand that is created collaboratively by a loose volunteer community, such as Bar Camp or Spread Firefox. It's not quite a trademark, but more formal than doing nothing. The community itself is responsible for enforcement of the mark. An interesting idea for the social marketing community to consider -- we are not as a whole technically savvy enough to enforce this as a community but ideally members of our community will speak out when they see the term being misused.
It's almost an issue of trademarking (which she may consider doing...maybe a community mark?). If someone came along tomorrow and said that Pinko Marketing was the practice of painting everything pink or creating viral campaigns, I would take issue, too. Especially if it was someone with a far reach like Jupiter Research.
Some have argued that the traditional notion of Social Marketing has lost its umph because the emergence of social media has muddied the semantic waters. To a certain extent, I agree. Others trivialize Social Marketing because, to date, its successes have come in under the radar when compared with the long touted product campaigns of Nike and Apple. With the emergence of the CDC’s National Center for Health Marketing and the organized push they are about to embark upon to meet the goals of HealthyPeople 2010, things are about to change for the better.
However, if my thoughts are right– which they may not be and everyone is welcome to help me refine them through civil discussion— all marketers are going to be utilizing the new technologies and social media platforms. Perhaps it is then wise if we all work diligently to be more clear about what we say we do.
|Social Marketing||"Social Marketing"|
|AKA||Social Marketing||Social Media Marketing|
|Usage Started||1971||Approx. 2005|
|Definition||The use of marketing techniques to promote the adoption of healthy or pro-social behaviors||Marketing via online tools and platforms that people use to share information with each other, such as blogs, social networking sites, wikis, podcasts and shared media sites|
|Purpose||Changing individual behaviors to improve their own health or well-being, or to help society for the greater good ||Involving consumers in marketing efforts designed to generate positive word of mouth or personal investment in the brand|
|Who Uses It||Nonprofit organizations, government agencies, other organizations working toward health or social change||Companies or other organizations that want to add an online peer-to-peer or participative component to their marketing|
|Who "Profits"||Individuals or society||The organization doing the marketing|
|Target Audiences||Individuals at risk for a particular health or social problem, those who are likely to adopt positive behaviors to help society||Tech-savvy consumers who are already using social media tools, whether as a creator or consumer of content|
|Related Fields/Terms||Nonprofit marketing, cause marketing, health marketing||Social media optimization, social network marketing, word of mouth marketing, viral or buzz marketing, citizen marketing, community marketing|
|Examples||Verb Campaign, truth Campaign||Snakes on a Plane, Chevy Tahoe|
|For More Info||Wikipedia, Squidoo, Social Marketing Wiki||Wikipedia, SEOMoz blog, Marketing with Social Media |
If we find over time that the term loses its relevance in our industry we'll revisit it. We have renamed coverage areas in the past. But for now, and with no disrepect to those who have worked at the other social marketing for years, whose efforts I applaud, I think the name for our coverage area is appropriate in our context and will stick with it.Perhaps they already ordered the letterhead and don't want to have to change it. Perhaps they don't want to appear to be backing down to bloggers again after an earlier controversy. I'm afraid they see this as just an issue of us trying to defend our turf, when it should be about helping their customers find them and avoiding confusion when faced with pages of completely irrelevant (to them) search results for social marketing.
Is this true? With advertising we can get people to eat candy bars. But we can’t get them to drive the speed limit. Neuter their pets. Stop using meth.
Or, as Wiebe asked about 50 years ago, "why can't you sell brotherhood like you sell soap?" Yes, we can use the same tools, but people do not change their complex health and social behaviors as easily as buying a $3 carton of milk. Advertising is only one piece of what needs to be considered in a social marketing program, and if the other necessary components are not there to back up the advertising, the campaign will not be successful.
Why is this? We did a direct mail piece recently, which included a coupon for a dollar off a gallon of milk and 5 cents off each gallon of gas. It got a 60 percent response. That’s phenomenal. It changed the behavior of hundreds of people. They went to stores and purchased milk and gas.
Couldn’t “social marketing,” as it’s called in the nonprofit world, change behavior equally well?
The important role that advertising can play is in raising awareness that there is a problem that needs to be addressed, or in helping an individual realize that they are personally at risk if they do not adopt the behavior being promoted. Advertising can create an environment in which the target audience develops a favorable impression of the “product” (ie the behavior) and begins to see it as socially acceptable and desirable.
But for an everyday lifestyle change (e.g., eating in a healthy way) or even an occasional but emotionally difficult behavior (e.g., getting an HIV test), advertising does not always offer enough personal support to lead someone to take action. That usually takes interpersonal communication from an influential person like a doctor, friend, family member or even a knowledgeable and caring person on the other side of a telephone hotline.
Advertising can lead the horse to water, but whether the horse drinks 8 glasses a day is another question.
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