Social marketing:Improving Policy Implementation This is the powerpoint presentation to accompany the launch of the coauthored Dann and Dann monograph on social marketing. The powerpoint covers basics of social marketing, introduces a couple of models, and explains how social marketing can be used to improve government performance in delivering changes promised by policy, and delivered by changing individual behaviours Monograph: Dann and Dann (2005) Social Marketing and Behavioural Change Strategies. Queensland Department of Premier and Cabinet, Available at: http://stephendann.net/articles/thematic/socialmarketing.htm

1. Social marketing: Improving Policy Implementation Dr Stephen Dann Dr Susan Dann

6. Behaviour change model Targets adopt the alternative behaviour long term as their “normal” behaviour Maintenance Targets trial the alternate behaviour Action Targets determine what they need to know or do to change their behaviour Preparation Targets become aware of the issue and start to consider it in light of their lives Contemplation Potential targets are unaware of issue Pre contemplation Characteristics Stage

7. Stages of behavioural change Reinforce changes, reminder communications Maintenance Facilitate action Action Educate Preparation Persuade and motivate Contemplation Create awareness; change values and beliefs Pre contemplation Marketing & Communication Tasks Stage

10. Social product Social Product Idea Practice Tangible object Belief Attitude Value One off Ongoing

11. Childhood Obesity “product” Contraception Idea Practice Tangible object Obesity is avoidable Healthy Outdoor exercise is a safe and fun activity to undertake After school sports Dietary change Fresh fruit Low fat food Water to replace softdrinks

14. Improving Policy Implementation through Social Marketing