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Mixing Alcopops and Politics: Social Marketing and Social Change in Australia

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Stephen Dann
Stephen Dann

Mixing Alcopops and Politics: Social Marketing and Social Change in Australia. Presented to the ANU MMIB School Staff Seminar on October 15, 2009 as part of the Social Marketing Benchmark Project The project made possible by funding from the ANU College of Business and Economics

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Mixing Alcopops and Politics: Social Marketing and Social Change in Australia Dr Stephen Dann School of Management Marketing and International Business, Australian National University
My History 1995 Honours Today 1997 Griffith Uni Social Mktg 1998 PhD 2004 AMA def n 2004 QLD Gov’t Monograph 2007 AMA def n 2008 World Social Marketing Conference 2005 QUT 2006 ANU SMQ “Neutrality” SMQ “Adapt/ Adopt” 1998 Diana & Roadsafety SM & “Direct Benefit” JBR “Definition” Three part
Social Marketing Defined ,[object Object],[object Object]
Behavioural Change ,[object Object],Definition
A word from my sponsors ANU Outreach Grant
The ANU Connection ,[object Object],[object Object],[object Object],[object Object]
Outreach Grant Project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bonus level ,[object Object],[object Object],[object Object],[object Object]
Themes ,[object Object],[object Object],[object Object]
Where are we? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who are we? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where does social marketing fit?
Change Options Government Marketing Political Marketing Social Marketing
Change Options Government Marketing Political Marketing Social Marketing Evidence or ideology? Change or campaign? Compliance or choice?
Change Agents Society Politics Medicine Commerce Science Future
Why social marketing?
Social Marketing versus… ,[object Object],[object Object],[object Object],Disclaimer: I am on the Social Marketing Advisory Committee.
Education doesn’t work… ,[object Object],[object Object],[object Object],[object Object]
NHRMC (2001) Guidelines ,[object Object],[object Object]
Intra-or-Extra? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object]
What counts as “evidence” in evidence based intervention? ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],Future
Where does the gov’t see our role? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Three areas of interest ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What does the gov’t plan to measure? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What the gov’t wants… ,[object Object],[object Object]
Anyone else see a problem?
The Challenge ,[object Object],[object Object],[object Object]
Further reading
Journal List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conference List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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