Social Marketing

Social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing.

It is increasingly recognised as an effective tool to achieve long term behavioural change. The aim of Social Marketing is to move people to action, not just give them information. It uses the tools and techniques from commercial marketing to stimulate voluntary behavior change, helping individuals to achieve and sustain positive and healthier lifestyles. It focuses on achieving a social benefit, rather than making a financial profit.

Social Marketing’s success comes from the principle of starting with the consumer -  developing a comprehensive understanding of real people in real situations.

Successful social marketing will, therefore, be consumer led and customer-focused and this is why research and consultation are the key starting points for any successful project.