Social marketing uses the persuasion techniques normally used to sell potato chips, fashion, detergent, cars, and endless other consumer products, but for social good campaigns.
Listen to the audio podcast version of this episode (#34) on Apple Podcasts or any podcast app.
Knowing how to do social marketing right is important to nonprofits, socially responsible corporations, and all other purpose-driven organizations — but all too often, it’s done wrong. You hear a lot about “sharing information,” “educating the public,” and “conducting outreach.” But none of those is likely to have much effect on people’s beliefs and behaviors, which are what count in creating social change.
In this episode, I show a five-step model for creating social marketing that has an impact.
Links
The Ad Council — Examples of effective social marketing campaigns.
AdoptUS Kids — Excellent ads that are the result of a similar social marketing design framework.