Social Change Media - Social Marketing guides


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Social Marketing guides

If you're looking for manuals abour Social Marketing, you don't need to go to a bookshop. There are quite few available free, online.

A most useful online guide is 'A Short Course in Social Marketing', on the Novartis Foundation web site http://foundation.novartis.com/social_marketing.htm

The other key online guide to social marketing is 'Making Health Communication Programs Work - a planners guide', a 131-page crash course in how to plan and execute a social marketing campaign, prepared by the US Department of Health and Human Services in 1992.

It's on the net at the US National Cancer Institute web site: http://oc.nci.nih.gov/services/HCPW/HOME.HTM

Social Change's own Les Robinson has put his 'Seven Step Social Marketing Approach' up on this very web site, at http://media.socialchange.net.au/strategy/

Les has also written a short paper 'On Making Social Change'. You can download it in pdf format from here.

The UK Centre for Social Marketing at the University of Strathclyde in the UK is worth a look.

In particular check out their "Social Marketing - A Synopsis", at http://www.marketing.strath.ac.uk/csm/about/synopsis.htm

Health Canada has put up an interesting collection of papers about Social Marketing in health promotions, at http://www.hc-sc.gc.ca/hppb/socialmarketing/resources/somarhpe/smhp01e.htm

The Canadian Tools for Change project has quite a useful guide to social marketing at http://www.toolsofchange.com/english/introductions/social.asp

Sutton Social Marketing has a good PDF on 'Consumer-based Health Communications' at http://www.suttonsm.com/publications.html

Weinrich Communications, a California-based social marketing company, provides some useful introductory papers by Nedra Kline Weinreich at http://www.social-marketing.com/building.html

Weinreich has also published a full length book on the topic, 'Hands-On Social Marketing: A Step-by-Step Guide', Sage Publications, June 1999.

A handy fact sheet about Social Marketing is available on the Ontario (Canada) Ministry of Agriculture web site http://www.gov.on.ca/OMAFRA/english/rural/facts/92-097.htm

Some definitions of Social Marketing:

http://www.social-marketing.org/sm.html
http://www.social-marketing.com/whatis.html

Pages of Social Marketing links and resources:

http://foundation.novartis.com/atoz/social_marketing.htm
http://www.social-marketing.org/papers.html
http://www.social-marketing.com/SMLinks.html

A more academic paper on Social Marketing:

http://www.social-marketing.org/papers/intersectortransfer.html

The following NGO sites were suggested by the National Center for Children In Poverty:

Benton Foundation
Seeks to shape the emerging communications environment in the public interest. The Benton Foundation demonstrates and promotes the use of digital media to engage, equip, and connect people to alleviate social ills.

Berkeley Media Studies Group
The Berkeley Media Studies Group works with community groups, journalists, and public health professionals to use the power of the media to advance healthy public policy.

Communications Consortium Media Center (CCMC)
A public interest media center dedicated to helping nonprofit organizations use media and new telecommunications technologies for public education and policy change.

Fenton Communications
A strategic communications firm that works to help clients achieve a vast array of communications goals, including message development, media outreach, issue advertising, and design and graphics.

FrameWorks Institute
Advances nonprofit communications by identifying, translating, and modeling scholarly research for framing public discourse about social problems. The FrameWorks Institute designs, commissions, manages, and publishes communications research to prepare nonprofit organizations to expand their constituency base, to build public will, and to further public understanding of specific social issues.

The Southern Institute on Children and Families
A regional partnership organization that spotlights health, social, education, and economic issues of regional significance to the 17 southern states and District of Columbia. It works to encourage public/private sector collaboration on behalf of children and families.

Spin Project (Strategic Press Information Network)
Provides media technical assistance to nonprofit public interest organizations that want to influence debate, shape public opinion, and garner positive media attention. SPIN offers public relations consulting, including comprehensive media training and intensive media strategizing and resources to a broad range of social policy, advocacy, and grassroots organizations across the country.

Other links about Social Marketing that may be of interest:

Social Marketing magazine - subscription is US$30 a year
http://www.hc-sc.gc.ca/hppb/socialmarketing/
http://www.mkt4change.com/adventures.htm

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