Some people struggle with social marketing definition.  In simple terms, social marketing is a framework for delivering positive behavioural change across the UK. 

With successes in the healthcare industry, education, sports and leisure markets and local government, it’s an extremely powerful marketing technique that improves lives, tackles social issues, and creates community cohesion and cooperation.

But there is a myth that social marketing campaigns can be costly and time-consuming.  Is that really true?  Can a behaviour change scheme be delivered in say, 12 months? 

Long term goals, fuelled by short-term successes

For a social marketing venture to be successful, it needs to be focused on motivating people to change – and that requires a detailed appreciation of why individuals behave in certain ways, make decisions, react to certain situations etc.  These are known as behavioural insights and help social marketers to break down the barriers to change, deal with underlying issues and problems, and then to find incentives that motivate people to act.

Once an agency has established key behavioural insights and goals, the aim is always to change and maintain the way people behave – not what they think, or how aware they are about an issue.

It can take time before an intervention has an effect on a person’s behaviour

From initial contemplation of an issue, to preparing, acting and eventually making a positive response, people go through different phases of change. This is why evaluation and review of each phase of a social marketing campaign is important – it sets the parameters for future phases and defines the next step.

Review and evaluation set the parameters for future social marketing phases

Yes, some social marketing projects can be delivered in 12 months and degrees of positive behaviour change can be achieved in that time, but sustaining that change might take longer.  Be prepared to commit to a series of short-term goals, but don’t shortcut the potential for success – a long-term strategy may be required.

We’re Perfect Circle – an open and honest social marketing agency that delivers life changing behavioural change campaigns.  Visit us online at perfect-circle.co.uk

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