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Strategic Social Marketing


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Table of Contents

Section A: Why? Chapter 1: The importance of social marketing for social policy Chapter 2: The nature of social marketing Chapter 3: Marketing social good Section B: What? Chapter 4: The social marketing mix Chapter 5: Strategic social marketing Chapter 6: Creating value through social marketing Section C: How? Chapter 7: Systems thinking and social marketing Chapter 8: Using theory in social marketing Chapter 9: Research approaches in social marketing Chapter 10: Research methods in social marketing Chapter 11: Social marketing and social programme design Chapter 12: Planning social marketing interventions Chapter 13: Embedding social marketing within social programmes Chapter 14: Critical social marketing

About the Author

Jeff French is a global thought leader working in the fields of behavioural influence, Social Marketing, social communication and citizen focused programme planning and evaluation. Jeff has published over 100 academic papers and five books plus numerous guides and tool kits on these subjects. Jeff is a visiting Professor at Brighton University and a Fellow at Kings College London University and teaches at Southbank Cambridge university on a regular basis. Previously Director of Policy and Communication at the UK Health Development Agency and a senior civil servant in the UK Department of Health. In 2004 Jeff headed the UK government review of Social Marketing and set up the National Social Marketing Centre in 2005. In 2009 Jeff became the CEO of Strategic Social Marketing. Strategic Social Marketing works with Governments, NGOs and some of the world's biggest private companies, Jeff has also worked with WHO, the UN and the European Centre for Disease Control as a consultant on the development, implementation and evaluation of programmes that aim to influence positive social and health behaviour. Jeff is the co-author of the ECDC technical guidance on social marketing planning. Jeff is a member of several national and international policy committees including the national Public Health England sponsored National HIV prevention advisory board Jeff is also a member of the Editorial Boards of five professional Journals and a board member of the European Social Marketing Association. Jeff is also a member of the UN UNITA working group on road safety. Jeff has worked in over thirty countries with NGO's, private sector companies, government departments and agencies on behavioural programmes related to: health promotion, infection control, transport, road safety, fire safety, drug and alcohol misuse, sexual health, gambling, forestry, environmental issues, public sector responsiveness, sustainable fishing, financial literacy, public sector recruitment, volunteer recruitment, obesity prevention, smoking, school health, animal health and public service reconfiguration. Jeff is a sought-after keynote speaker at international conferences and also offers training and mentoring services. Jeff chairs the conference planning committees for both the European and World social marketing conferences. Jeffs book; 'Social Marketing and Public Health: Theory and Practice, 2nd edition' (2018), was highly commended in the Health and Social Care category of the 2018, BMA Medical Book Awards and Jeff's Book Strategic Social Marketing 2nd edition co-authored with Ross Gordon is a standard text book on many university reading lists. Jeff has made a number of significant professional contributions to the fields of social marketing and health promotion. Jeff was the Chair of the UK Health promotion association 1996- 1999, and conference organiser of the UK health promotion confrence between 1993- 1998. Jeff was Chair of the MSSSB UK National Occupational Standards for Social Marketing group responsible for developing the world's first set of national occupational standards for social marketing published in June 2009 and revised in June 2020. Jeff was in 2009 a Member of the UK government Department for Culture Media and Sport England Awards Committee and the evaluation committee for the biggest single public health intervention every funded, the GBP300 million Healthy Living Centre programme. In 2014 Jeff acted as a WHO consultant developing marketing and communication strategies for the Greek Government, and facilitated the European Region WHO pandemic preparedness forum in Strasbourg. Jeff was a member of the European obesity EPODE Help Programme technical advisors board responsible for advising on social marketing, one of the key pillars in the EPODE programme. Between 2011 - 2017 Jeff managed the work of the E-Com EU review of pandemic communication and behaviour change research programme funded as part of the EU Work Programme 7 research and development programme. Academic and Professional Qualifications Rachel Macmillan College University of London, Sept. 1974 - July. 1977 Certificate in Education (Qualified UK biology teacher) Open University, January 1979 - November 1981 BA South Bank University, September 1981 - July 1982, Post-graduate Diploma in Health Education. Kings College University of London, September 1982 - July 1984 - M.Sc. Health Promotion. Durham University Business School: 1992 - December 1994. MBA. Leeds Metropolitan University. 1993 - December 1999. PhD. Kings College University of London awarded the status of Fellow 2001. Graduated from the Cambridge University Judge Institute for Management World Health Leadership programme April 2002. Brighton University appointed to status of visiting Professor 2007. Contact details: Jeff.French@strategic-social-marketing.org www.strategic-social-marketing.org Twitter: Twitter.com/jefffrenchSSM or @jefffrenchSSM, Linkedin: http://uk.linkedin.com/pub/professor-jeff-french/14/998/582, Academia.edu: http://vpweb.academia.edu/JeffFrench Skype: jeff.french15 Mobile: 07883894802, Office: 01428 751 896. Post address: SSM. Attabara, Conford, iphook, Hants. UK, GU307QW. Ross Gordon is a Professor at Queensland University of Technology in Brisbane. He is also President of the Australian Association of Social Marketing (AASM). Ross is an interdisciplinary social change activist with degree qualifications in marketing, public policy, and politics and history. His work focuses on social issues and social change, through a critical, reflexive and multi-perspective lens. His discipline expertise lies in social marketing, consumer cultures, and critical marketing teaching and research. He works across various social change topic areas including energy efficiency, environmental sustainability, alcohol and alcohol marketing, gambling, tobacco control, mental health, and workplace bullying. He is also interested in critiques of neoliberalism and related social activism. Ross uses interdisciplinary and multi-method approaches to his work and has extensive experience using methodologies including longitudinal quantitative surveys, systematic reviews and meta-analyses, focus groups, depth interviews, ethnography, content analysis, and cognitive neuroscience. He also has considerable experience in research, designing, implementing and evaluating behaviour and social change programmes. He has been a principal or named investigator on projects attracting over $7.1 m in research funds in Australia, UK, Europe and India. He has acted an expert advisor to the Australian Government, the UK and Scottish Governments, the European Commission, WHO, Energy Consumers Australia, NSW Health, and a range of other stakeholders on various topics relating to behaviour and social change. Ross is also currently a Visiting Fellow at the Open University, Honorary Research Fellow at Coventry University, a Visiting Academic at London School of Economics and Political Science, and an Honorary Professor at the University of Wollongong, and Macquarie University. He has published over 70 academic journals, book chapters and conference papers including in outlets such as European Journal of Marketing, Journal of Business Research, Marketing Theory, Journal of Services Marketing, Journal of Macromarketing, Journal of Social Marketing, Journal of Environmental Management, Energy Policy, and BMC Public Health. He has also written numerous client reports and regularly gives invited presentations. Ross is a keen player and follower of sports including playing football for Macquarie University, some tennis and cycling, loves travelling, enjoys current affairs, and is a big music fan and occasional techno DJ.


For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy. -- Dan Metcalfe
The fields of behaviour change are at a crossroads. Do we continue to work in silos or do we start to work together? Social marketing is also at a crossroads: do we stick to the old paradigms or do we embrace new ways of thinking? As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. In my opinion French and Gordon really get to grips with these questions - and provide some answers. They do this by embracing the idea that social marketing can work in new ways, and they are not afraid to take on some marketing 'sacred cows' along the way. If you want your assumptions questioned - read this book. -- Alan Tapp

It forces us all, social marketers, to think broad (in terms of systems), to think big and deep, to be ambitious and systematic. Here are some adjectives that I associate with your book: Insightful, visionary, provocative, relevant, useful, unique, different (added-value). The book puts words and further structure to my own evolution as a practitioner and trainer... I really think your book is a major milestone in the evolution of social marketing.

-- Francois Lagarde
Strategic Social Marketing by Jeff French and Ross Gordon provides a well-rounded view of social marketing that will broaden each reader's understanding of the concept. In a refreshing take on social marketing, they focus on strategic social marketing, which is defined as: ''The systemic, critical and reflexive application of social marketing principals to enhance social policy selection, objective setting, planning and operational delivery'' (p. 45). Taking a more macro view, this is different from other books on social marketing that focus on individual level behavior change almost exclusively.

Overall, this book is a phenomenal depository of postmodern thinking on social marketing. It has a refreshing viewpoint on social marketing and is sure to become the core reader for those interested in the broader macro-level issues with social marketing. -- Ann-Marie Kennedy, Auckland University of Technology, New Zealand
Strategic Social Marketing is a great read. It offers social marketing principles in a strategicas well a critical way to help engender social good in a wide range of sectors, including health, environment, and government. The book should appeal to all readers -the practitioner, who might be looking for the right tools in his or her profession; the casual reader looking for insights to solutions for addressing evolving behavior change; and most importantly, the student seeking to gain the most up-to-date knowledge of the field in the twenty-first century. None of them will be disappointed. -- Abhijit Roy, Professor of Marketing, University of Scranton

This book, if I paraphrase Brecht, is a useful weapon for anyone who wants to create and to make social changes. It is not just another book about social marketing, offering formulas and recipes for how to design programs and interventions that will persuade people to eat more fruit and vegetables, recycle well, and do not drink and drive...The book leads us through different phases of social-market thinking about social problems and finding their solutions, through the structure of WHY social marketing, WHAT is social marketing and HOW to act in accordance with social-marketing principles.

-- Marko Ribac

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