Social marketing emerged from the realization that marketing principles can be used not just to sell products but also to "sell" ideas, attitudes and behaviors. The purpose of any social marketing program, therefore, is to change the attitudes or behaviors of a target population-- for the greater social good.
In evaluating social marketing programs, the true test of effectiveness is not the number of flyers distributed or public service announcements aired but how the program impacted the lives of people.
Rebecca Firestone, a social epidemiologist at PSI with area specialties in sexual and reproductive health and non-communicable diseases, walks us through some best practices of social marketing and offers suggestions for improvement in the future. Chief among her suggestions is the need for more and better evaluation of social marketing programs.
Program evaluation may include measuring awareness of the service or product, determining how knowledge and experience of the product or service has shifted, appraising attitudes and perceptions around the issue being addressed, and assessing how behaviors have changed.
In the first installment of the Social Marketing Master Class, Rebecca spoke to us about the importance of designing programs that do not just operate in a market but which actively facilitate the market.
You can watch this video and others like it from leading voices in the development field at the Public Sphere YouTube Channel.
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