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Big Pocket Guide to using social marketing for behaviour change
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uch has changed since the 2007 edition – although it’s still unlikely that you will have a pocket big enough to fit it in!
We want to show you what a social marketing approach to behaviour change can achieve. It is a process that does more than help you tackle a wide range of behavioural issues. The principle that underpins it – putting people first – can benefit you and your organisation in a number of ways, as well as those you serve. While creating safer, healthier, greener societies, incorporating social marketing into your business practices can lead to more cost-effective, impactful
and sustainable policies, programmes and campaigns. Whatever your role or sector, you can do social marketing.