Mixing Alcopops and Politics: Social Marketing and Social

Change in Australia

Dr Stephen DannSchool of Management Marketing and

International Business, Australian National University

My History

1995Honours Today

1997Griffith UniSocial Mktg

1998PhD

2004AMA defn

2004QLD Gov’tMonograph

2007AMA defn

2008World Social

Marketing Conference2005QUT

2006ANU

SMQ“Neutrality”

SMQ“Adapt/Adopt”

1998Diana &

Roadsafety

SM & “Direct Benefit”

JBR“Definition”

Three part

Social Marketing Defined

“the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioral change in a targeted audience on a temporary or permanent basis to achieve a social goal”

Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research, doi:10.1016/j.jbusres.2009.02.013

Behavioural Change

Behavioral change is achieved through the creation, communication, delivery and exchange of a competitive social marketing offer that induces voluntary change in the targeted audience, and which results in benefit to the social change campaign’s recipients, partners and the broader society at large

Definition

A word from my sponsors

ANU Outreach Grant

The ANU Connection

College of Business and Economics Outreach Grants• Grants operation for the purpose of raising the

profile of the ANU

• Positioning the ANU as a lead player in social marketing

• Establish a reputation in our community of practice, and community of scholarship

Outreach Grant Project

• 20 Universities• 30 academics• 19 hours of interviews• 6 weeks• 4 states• 2 time zones• A very broad definition of “East Coast”

Bonus level

August – October• Organising Committee, International Non

Profit and Social Marketing Conference 2010

• Social Network Development Sub Committee, Global Social Marketing Assocation

• Foundation Member, Australian Association of Social Marketers

Themes

Who are Australia’s academic social marketers?

Where does social marketing fit into the landscape and toolkit of social change?

Where are the research opportunities in our community?

Where are we?1. UQ2. QUT3. GRIFFITH4. University of the Sunshine Coast5. Macquarie University6. The University of Newcastle7. The University of New England8. The University of Sydney9. University of Technology Sydney10. University of Wollongong11. La Trobe University12. Monash University13. RMIT14. Swinburne University of Technology15. The University of Melbourne16. Victoria University17. Curtin University of Technology18. Edith Cowan University19. The University of Western Australia20.The Australian National University

Who are we?

PhD studentsLecturersSenior LecturesAssociate ProfessorsProfessorsDeansHeads of School

What brings us to SocMktg?• Personal drive• Marketing convert• Family • Intellectual Challenge• Legacy• Faith in marketing• Ambition

Where does social marketing fit?

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Change OptionsGovernmentMarketing

PoliticalMarketing

SocialMarketing

Evidence or ideology?

Change or campaign?Compliance

or choice?

Change AgentsSociety

Politics

MedicineCommerce

Science

Future

Why social marketing?

Social Marketing versus…

Ultimately, the alcohol beverage industry and their SAPROs are commercial entities designed to maximise profit [11], a purpose which, in the case of marketing psychoactive substances, is incompatible with the public health. The industry would presumably argue that of course they are obliged to make a profit for shareholders and that their SAPRO-related activities show they wish to do this in a ‘socially responsible way’, for example, by helping create a climate in which moderate drinking becomes the norm.The position relies on the notion that moderate drinking enhances health, a claim which is increasingly difficult to sustain given new methodological research revealing systematic biases in the epidemiological studies which gave rise to this belief [12].

[11] Anderson P. Consulting with the alcohol industry. Drug Alcohol Rev 2008;27:463–5.[12] Fillmore KM, Stockwell T, Chikritzhs T, Bostrom A, Kerr W. Moderate alcohol use and reduced mortality risk: systematic error in prospective studies and new hypotheses. Ann Epidemiol 2007;17(5 Suppl):S16–23

Disclaimer: I am on the Social Marketing Advisory Committee.

Education doesn’t work…

Rothschild (1999) Triangle• Law• Education• Social Marketing

NHRMC (2001) Guidelines

Education outreach involves face-to-face visits by trained personnel to clinicians in their practice settings to provide information about an intervention...It appears to be particularly effective when combined with a social marketing approach that identifies barriers to change

How to put the evidence into practice: implementation and dissemination strategies, Handbook series on preparing clinical practice guidelines, Endorsed February 2000, National Health and Medical Research Council

Intra-or-Extra?

Social marketing fits within• Health education• policy communication• tactical implementation

Incorporated/Integrated

Actions which are marketing are not necessarily labeled as “social marketing”

Social marketing informs• public health• lobbying• customer focused intervention

External and Identified

Actions labeled as “marketing” “advertising” “Social marketing”

Where are the research opportunities in our

community?

Fundamental social marketing theory

Historical analysis‘Landmark articles’

Developmental milestones,Social Marketing’s SDL moment

Immediate Challenges

Barriers, Road blocks and unexpected outcomes

Politicised Social Marketing

When the Government said they wanted less regulation interfering with people’s lives, we never thought they meant social marketing campaigns for healthy eating would be withdrawn...We thought they just meant stuff about the banks.

New Zealand Social Marketing Academic

What counts as “evidence” in evidence based intervention?

• Marketing inputs are not evidence– Investments, plans, processes and intentions do

not demonstrate behaviour change

• Marketing metrics are not evidence– Recall, awareness, reach, frequency do not

demonstrate behaviour change

Should marketing metrics count as evidence?

Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising?

But wait! There’s more…

National Preventative Health Agenda

Australia: The healthiest country by 2020

Preventative Health Report

101 mentions of social marketing

2010Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing

2013Implement new phases of comprehensive, sustained social marketing strategy to increase healthy eating and physical activity

Future

Where does the gov’t see our role?

Ensuring effective implementation• induce behavioral change in a targeted

audience

Encourage people to improve their levels of physical activity and healthy eating through comprehensive and effective social marketing – Develop and work with Australian, state and territory

governments to implement a comprehensive, sustained social marketing strategy to

• increase healthy eating, • physical activity and • reduce sedentary behaviour,

– building on Measure Up and state campaigns such as Go for 2&5, Find Thirty and Go for Your Life.

Three areas of interest

• Tobacco (Cessation)

• Alcohol (Reduction)

• Active living– Obesity down– Exercise up (and down and up and down and

up)– Healthy living

What does the gov’t plan to measure?

Enabling infrastructure measures / indicators relevant to:– workforce, – investment in social marketing campaigns and– investment in prevention research including

• understanding of social determinants of health behaviour,

• modelling of health impact policy options and• evaluation of programs.

What the gov’t wants…

• Sufficient frequency, reach and intensity of mass media components over time, accompanied by adequate funding

• Key action area 2: Increase the frequency, reach and intensity of social marketing campaigns

Anyone else see a problem?

The Challenge

1. Bringing the whole of the marketing tool kit to the government

2. Measurements that match the specifications

3. Sustained change through applied marketing

Further reading

Journal ListHughes, A and Dann, S (2009) Political Marketing and Stakeholder Engagement, Marketing

Theory 9(2) 243-256

Dann, S “Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline”, Journal of Business Research (2009, in print) doi:10.1016/j.jbusres.2009.02.013

Dann, S. (2008) Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing, Social Marketing Quarterly, 14(2) 1-9, DOI: 10.1080/15245000802034739

Dann, S (2007) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns” Social Marketing Quarterly 13(1) 54-62, DOI: 10.1080/15245000601158390

Dann, S (2007) "Lifestyle sponsorships and player lifestyle breaches: Opportunity, not loss" Monash Business Review, Volume 3, No. 2, July 2007 [Full Paper online at http://www.buseco.monash.edu.au/gsb/mbr/full-papers.php], DOI: 10.2104/mbr07023

Graham P, and Dann S 1997 "Banning Tobacco Advertising: The Australian Example" Journal of Contemporary Issues in Business and Government 3(2): 11–17

Conference ListDann, S. (2008), Redefining Social Marketing: Adapting and adopting contemporary commercial marketing thinking into the social marketing discipline, World

Social Marketing Conference, Brighton and Hove City, England, 29-30 September 2008

Dann, S. (2008) A Leximancer analysis of social marketing definitions versus social marketing literature, Australian and New Zealand Marketing Academy Conference, Sydney, 1-3 December 2008

Dann, S, (2008) Lifestyle Sponsorships: Social Change through sports sponsorship, Sixth Sports Marketing Association Conference, University of Southern Queensland, 16-19 July, Gold Coast

Fry, M L and Dann S (2007) "(Near) Enough is (Good) Enough: When to rethink the zero tolerance level in road safety campaigning?" International Nonprofit and Social Marketing Conference 27 – 28 September Brisbane

Dann, S. and Fry, M. L. (2006) “When is good enough, near enough? Examinations of “success” in social marketing intervention in road safety” , Australian and New Zealand Marketing Academy Conference, QUT, Dec 4-6.

Dann, S. (2006) “Social Marketing in the Age of Direct Benefit and Upstream Marketing” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S. (2006) “Reaffirming the Neutrality of the Social Marketing Tool Kit: Social marketing as a hammer, and social marketers as hired guns” Third Australasian Non-profit and Social Marketing Conference, 10-11 August, 2006

Dann, S (2005) " Social change marketing in the age of direct benefit marketing – where to from here?" Social Change in the 21st Century, QUT Carseldine 28 October 2005.

Dann, S & Dann, S (2005) "Lifestyle Sponsorship and Player Lifestyle Breach: Opportunity, Not Loss?" Second Australasian Nonprofit and Social Marketing Conference, Melbourne, 25 September 2005.

Dann, S & Dann, S (2002) “High–Speed Car Advertising and Road Safety” Australia New Zealand Marketing Academy Conference, December 2 - December 4

Dann, S & Dann, S (1998) "Celebrity Endorsement in Social Campaigns: Attitudes Towards the Use of Diana, Princess of Wales in Road Safety Campaigns", Australia New Zealand Marketing Academy Conference, November 29 - December 2, 1998

Dann, S & Dann, S (1998) "Marketing in the New Media in the Not for Profit Sector", British Academy of Management Conference, Nottingham, 13-16 September

Dann, S, Previte, J. & Dann, S (1996) "Social marketing in cyberspace: One step forward or two steps back?", Marketing Educators Group Conference, Academy of Marketing, 1996, Glascow University of Strathclyde (with Susan Dann and Josephine Previte)

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