Social Marketing

Internet

Resources

Suggested

Reading List

Ad Council
www.adcouncil.org/
The Advertising Council is a private, nonprofit organization of volunteers who conduct advertising campaigns for the public good. It is the largest source of public service advertising in the United States and is credited with inventing the category of public service advertising. The Ad Council has helped create some of the country's most memorable slogans, including "Friend's Don't Let Friends Drive Drunk" and "A mind is a terrible thing to waste." They've also introduced some of the most well-known characters, including Smokey the Bear, McGruff the Crime Dog, and, most recently, Polyp Man.

Community Tool Box
ctb.ku.edu
The Community Tool Box Web site, created by the University of Kansas Work Group on Health Promotion and Community Development and AHEC/Community Partners in Amherst, Massachusetts, contains numerous "how-to tools" designed to help practitioners with the different tasks necessary for community health and development. The chapter on social marketing includes a step-by-step guide to conducting a campaign, as well as information on market segmentation, identifying relevant costs and benefits, supporting and maintaining behavior change, and monitoring progress.

CSAP Training Library
http://preventiontraining.samhsa.gov
The materials in the CSAP Training Library are intended as curriculum for face-to-face workshops. However, much of the information can be valuable stand alone resources—although users will have to skim each workshop to identify these materials. Training curricula relevant to social marketing include the following:

Applying Health Communications and Social Marketing to Alcohol, Tobacco, and Other Drug Problem Prevention
Media Relations

Field Guide to Designing a Health Communication Strategy
www.jhuccp.org/pubs/fg/02/index.shtml
Published by the Center for Communication Programs at Johns Hopkins Bloomberg School of Public Health, this book is designed to ensure that behavior change communication efforts are developed strategically—with participation from all stakeholders, clear goals, segmented audiences, and effective messages based on sound research and credible theory.

HealthComm KEY
http://cfusion.sph.emory.edu/PHCI/Users/LogIn.cfm
HealthComm KEY is a database of health communication literature, focusing on communication research and practice in the context of public health. The database, developed by the Centers for Disease Control and Prevention's Office of Communication, is designed for researchers and program staff within CDC, and also for professionals, students, and others outside of CDC who are interested in health communication.

Making Health Communications Work
www.cancer.gov/pinkbook
This comprehensive guide on designing and implementing health communication campaigns was developed by the National Cancer Institute. Appendices include tools for strategic planning, message development and testing, and evaluating a campaign.

National Clearinghouse for Alcohol & Drug Information Publications Catalog
http://ncadistore.samhsa.gov/catalog
Among many other resources, this catalog contains a number of publications relevant to social marketing, including publications on increasing media coverage, developing culturally competent materials, and using pretests, focus groups, and experts to help ensure your materials are effective and appropriate to you audience. To locate these materials, click on the Pubs in Series link, then click on the Technical Assistance Bulletins link. Bulletins available on-line are indicated by a blue URL underneath their title on their description page.

PSA Research Center
www.psaresearch.com/
This online information center on public service advertising was created by Goodwill Communications, a public service advertising firm. Resources include:

Articles, monographs, evaluation techniques, and media placement advice
Case studies
Information on the media, including a glossary, statistics, and links to media association websites
FAQs on PSAs

Social Marketing: A Synopsis by the Centre for Social Marketing www.ism.stir.ac.uk/pdf-docs/social_marketing.pdf
This short publication describing the history and development of social marketing and how it differs from commercial marketing.

Social Marketing.Com
www.social-marketing.com/library.html
This site contains a collection of very basic introductions to various aspects of social marketing, including What Is Social Marketing? and Integrating Qualitative and Quantitative Methods in Social Marketing. Materials were created by Weinreich Communications, a private communications and marketing firm.

Social Marketing Institute
www.social-marketing.org/sm.html
Directed by social marketing expert Alan Andreason, this site offers a menu of "success stories" about effective social marketing campaigns throughout the world. It also includes papers and conference proceedings on the topic, as well as a calendar of upcoming conferences and events.

Social Marketing Network
www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/index_e.html
Created by Health Canada (the Canadian government’s public health agency), this comprehensive web site contains a wealth of information, including Seven Steps to Social Marketing, an online tutorial designed to help users make strategic decisions about social marketing activities. The tutorial's step-by-step, question and answer format guides users through the process of developing a social marketing plan.

Social Marketing Place
www.social-marketing.com/
Developed by Weinreich Communications, this Web site includes a set of helpful articles and case studies that address various aspects of social marketing, both for beginners and those who already work in the field. Topics include building social marketing into your program, getting your message out through the media, and integrating qualitative and quantitative methods in social marketing research.

Social Marketing Skills Training
www.ccapt.org/sm_skills.html
Developed by the Central CAPT, this web-based, self-paced training experience offers participants the opportunity to understand, learn and actually practice social marketing skills and concepts. Workshop content includes:

Evolution and definition of social marketing
How social marketing differs from commercial marketing
Research basis for consumer and audience analysis
Designing messages and strategies
Social marketing in the context of a comprehensive prevention approach
Assessment and evaluation

Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems
www.higheredcenter.org/pubs/soc-marketing-strat.html
Developed by the Higher Education Center for Alcohol and Other Drug Prevention at Education Development Center, Inc., this publication examines how social marketing draws on the lessons learned from commercial marketing and how the two differ. Using the experiences of ten colleges and universities, it illustrates the benefits of a social marketing campaign.

Thinking Like a Marketer
www.ntcsm.org
Developed by the National Collaborative for Social Marketing, this online course is designed to improve the integration of social marketing strategies into public health initiatives. Topics addressed include knowing an audience, identifying behavior, formative research, message design, designing a market strategy, and evaluation. The website also includes text transcripts of the lectures and PowerPoint presentations.

Turning Point Program
Social Marketing National Excellence Collaborative
www.turningpointprogram.org/Pages/socialmkt.html
This initiative, supported by the Robert Wood Johnson and W.K. Kellogg Foundations, has produced a variety of social marketing trainings and materials, including the Social
Marketing Resource Guide and accompanying PowerPoint presentation. The guide offers an introduction to social marketing and its basic principles of implementation. Contents include:

Factors that influence behavior
In-depth case study complete with overview, audience profiles, and background articles
Social marketing definition
References

Examples of Social Marketing Campaigns

These examples are all from the Social Marketing Network of Canada's Web site, www.hc-sc.gc.ca/ahc-asc/activit/marketsoc/index_e.html.

Academy for Educational Development
www.aed.org/
The Academy for Educational Development (AED), is an independent, nonprofit organization committed to addressing human development needs in the United States and throughout the world. This site features links to various AED clients, many of whom utilize social marketing techniques in their campaigns.

Campaign For Our Children
www.cfoc.org/Home
This innovative Web site is part of the Campaign for Our Children, a joint effort of Maryland's public and private sectors, which seeks to reduce the incidence of teenage pregnancies in Maryland. The site features commercials and supporting materials.

Health Sponsorship Council
www.www.hsc.org.nz/
This site describes three New Zealand social marketing campaigns aimed at teens: Smokefree, SunSmart, and Street-Skills.

KidsCampaigns
www.connectforkids.org/
KidsCampaigns is a program of the Benton Foundation. The site contains several campaigns targeting kids, including a national public service campaign produced by the Advertising Council, called Whose Side Are You On? It also provides original resources for children's rights social marketing.

Media/Materials Clearinghouse
www.m-mc.org/
A project of Johns Hopkins University Population Information Program, the Clearinghouse is an international resource for health professionals who seek media or materials that promote family planning and reproductive health. The Clearinghouse publishes What's New in the Media/Materials Clearinghouse, a semi-annual newsletter that provides an annotated, illustrated listing of the most recent media/materials, topically.

Social Marketing at Constella Futures
www.tfgi.com/
Constella Futures, formerly Futures Group, is a strategic planning, marketing, and management company that specializes in social marketing. This site profiles a selection of campaigns, which are implemented in more than 40 countries in collaboration with the world's largest international communication agencies, such as Ogilvy and Mather. They specialize in HIV/AIDS prevention and family planning.

Tools of Change
www.toolsofchange.com/English/firstsplit.asp
This Web site contains an extensive database of case studies of community programs from across North America, representing a wide variety of approaches, locations, types of organizations and participants, activities being promoted, and problems being addressed. Most of the case studies illustrate approaches that have worked; however, examples of potential pitfalls are also included. The database can be searched by topic and/or location.