Marketing Social Change

10
Marketing : Social Change Selling Peace H ow to use marketing m ethods in p eacebuilding and conflict transformation interventions

description

How to promote positive attitudes and behaviors for peace? slides explore theory and practice in the application of strategic communications to peace and social change

Transcript of Marketing Social Change

Page 1: Marketing Social Change

Marketing : Social Change

Selling Peace

How to use marketing

methods in peacebuilding

and conflict transformation

interventions

Page 2: Marketing Social Change

The What Factor?

Page 3: Marketing Social Change

Stages of ChangeIntervention typology

Page 4: Marketing Social Change
Page 5: Marketing Social Change

10 Steps of Marketing Social Change

Kotler, P. & Lee, N. (2008) Social Marketing: Influencing Behaviors for Good (3 rd Addition). Los

Angeles, Ca: Sage Publications.

Page 6: Marketing Social Change

Marketing Matrix

Page 7: Marketing Social Change

Peace Products

Most peacebuilding interventions only offer augmented products: leaving

The user unprepared to continue the behavior.

Problem:

Page 8: Marketing Social Change

“Turn Mines into Vines” Class exercise

Social Problem?:

Desired behavior change?:

Matrix: Product? Place? Promotion? Price?

Target Audience?:

What does the audience want in exchange for adopting new behavior?

What is the competition offering (spoilers and opponents of change)?

Does the roots of peace campaign deliver? http://www.takepart.com/videos/roots-of-peace-landmine-psa/33958

http://www.takepart.com/videos/roots-of-peace-landmine-psa/33958
Page 9: Marketing Social Change

When should Social

Marketing be used?

You are trying to change

the behaviour of a large

number of people.

You are trying to change

behaviour over a long

period of time.

You have the resources

necessary to manage a

comprehensive effort.

 

Page 10: Marketing Social Change

How to achieve most favorable results?

Himelfarb, S. & Chabalowski, M. (Oct. 2008) Media, Conflict Prevention and Peacebuilding: Mapping the Edges. USIP

any targeted media project’s impact is proportional to the number of media strategies it uses. Maximummedia impact on conflict prevention and peacebuilding will occur when all five of the following strategies are employed.


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