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Social marketing guide A Guide to Health Promotion through Social Marketing A Guide to Health Promotion through Social Marketing An initiative of the Australian Sports Commission The views in this publication are those of the author and not necessarily th

A Guide to Health Promotion through Social Marketing A Guide to Health Promotion through Social Marketing An initiative of the Australian Sports Commission The views in this publication are those of the author and not necessarily the Australian Government Contents Introduction What is social marketing Why is behaviour change important The basics of social marketing steps to developing social marketing strategies materials Step De ?ne the issue Step Know your audience Step Understand the situation Step Work with others Step Choose who to target Step Outline your behavioural goals Step Choose your communication channels Step Develop strategies and communication messages Step Plan how to track progress and measure impact Step Prepare an action plan Step Create materials Step Seek feedback pre-test and adjust Step Deliver and monitor Step Measure impact and make adjustments Online resources Resources and guides provided by the Australian Sports Commission References Active Introduction This guide will assist you to understand social marketing and to use various strategies that support and motivate healthy behaviours among certain groups of people You may like to inform particular groups about non-communicable diseases NCDs and encourage them to be more physically active to reduce their risk Or you may want to advertise a local sporting event in the community a new facility or service or to boost membership in a sporting organisation to make participation in sport or other physical activities easier This guide will assist you achieve these goals by o ?ering a simple step-by-step process to develop strategies and communication materials that support and motivate healthy behaviors through TV radio posters brochures social media or whatever other creative methods you might want to employ Unfortunately it's common for people to think social marketing is beyond their skills resources budgets and timelines The aim of this guide is to emphasise that regardless of the challenges you or your organisation face applying e ?ective social marketing strategies is always possible It can even make your work more productive e ?ective and rewarding This guide provides a basic introduction to o ?er guidance and support for your social marketing e ?orts to set you in the right direction and to place a few simple concepts tips steps and prompts in your back pocket to help you along the way What is social marketing Social marketing is one way of understanding why people act as they do and then using this knowledge to motivate and support them to modify or maintain positive behaviours Adopting a social marketing approach involves combining a range of strategies to make healthy behaviours easier and more appealing as well as developing communication materials that motivate and support these healthy behaviours Google 'social marketing' and you will get a confusing array of de ?nitions concepts and terms enough to scare anyone away But it helps to know that most of us are exposed for better or worse to some form of marketing almost every day Coca-Cola McDonalds and Nike for example all use sophisticated and well- tested marketing techniques