This presentation was delivered live on August 4, 2009, to a seminar of Edith Cowan University staff and students. Audio tracks is from the day's presentation. The project made possible by funding from the ANU College of Business and Economics

1. Evidence Based or Ideologically Driven? The dividing line between Social Marketing and Political Marketing Dr Stephen Dann School of Management Marketing and International Business Australian National University

2. Background

5. Preliminary Outcomes

8. Social marketing within the evidence sphere Using a ‘neutral’ toolkit “Social Good” Evidence based intervention Achieving Societal Outcomes

9. Social marketing within a political sphere Using a ‘neutral’ toolkit Ideological framework Evidence based intervention Achieving Political Outcomes

14. BMI 2009 26.1 27.5 Midpoint BMI 149.9 185.2 Pounds 63.54 68.82 Inches 2.37 2.08 Ratio 68kg 84 kg Weight (kg) 161.4 174.8cm Height (cm) Average female height Average male height

17. The Seaside Fort

18. Back to the original question Evidence Based or Ideologically Driven?

41. And now a word from our sponsors… The Governing Political Party

43. Drawing the dividing lines Political versus Social… Change?

45. Ideological Evidence based intervention What constitutes evidence?

46. Social Marketing as ideological intervention Evidence based government social marketing is purporting to “be above political considerations”

47. So where are heading?

49. Should marketing metrics count as evidence? Does reach, frequency and recall have a role in benchmarking ‘socially negative’ advertising?

50. International Non Profit and Social Marketing Conference Hosted in Queensland * Thurs 15th and Friday 16th July 2010 * Brisbane, Sunshine Coast or Gold Coast are tendering for the location

51. Questions and discussion