beyond social: transformative social marketing
DESCRIPTION
Presentation to the Public Health Capacity and Communication Unit at the European Centre for Disease Prevention and Control. For some text to go with the slides, see 'Co-creating the social marketing discipline and brand' at http://socialmarketing.blogs.comTRANSCRIPT
Beyond ‘social’:Transformative marketing for public health
R. Craig Lefebvre, PhDResearch ProfessorUniversity of South Florida
chief maven
Harnessing the power of markets and marketing to improve well-being and save lives.
Ensure fair allocation and access to the means of maximizing well-being.
Develop and enhance marketing systems that support consumer well-being.
Social Innovation: a novel solution to a social problem that is more effective, efficient, sustainable or just than existing ones.
The Market SystemMarket Players: Delivering & Resourcing Different
Functions
Social Marketing
Markets
Communities
Conversations
Co-creation
Scop
e
Honoring People Radiating
Value Engaging Service Enhancing
Experiences
Markets
Communities
Conversations
Co-creation
Design
Honoring People Radiating
Value Engaging Service Enhancing
Experiences
Markets
Communities
Conversations
Co-creation
Value Space
Trust
Love
Hope
Dignity
Design
Transformative Marketing
So What?
What If We?
• Were co-creators of value• Created places where people could play • Designed research to fit the puzzle and people • Sought empathy and insight into people's
motivation and values • First assumed that something might be wrong
in people’s environment (marketplace)
What If We?
• Focused on creating exchanges• Measured how, when and how often we
touched people• Served people • Offered people new ways to solve problems,
meet their needs and reach for their dreams• Made sustainability as important as evaluation
R. Craig Lefebvre, PhDCollege of Public Health
University of South Florida
On Social Marketing and Social Changehttp://socialmarketing.blogs.com