165518 A Brief Introduction to the Joys of Social Marketing

Monday, November 5, 2007: 2:50 PM

Michael Rothschild, PhD, MBA , Emeritus Professor, School of Business, University of Wisconsin, Madison, WI
Social marketing is a citizen-centric framework of behavior change. It “creates, communicates, and delivers value in order to influence behaviors that benefit both the target and society”. In general, people make self-interested choices from existing alternatives, and practitioners have little power over these choices. For any health issue, people will fall along a continuum from those “who are prone to behave as we wish” to those “who are resistant”. Messages work well when people are prone; laws may be necessary when people are resistant. When people are at neither extreme, there may be a disconnect between positive awareness/attitude/motivation and a lack of behavior. Social marketing can serve by changing the environment, so that the benefits of the desired behavior are increased and/or the barriers inhibiting behavior are decreased.

Road Crew has given over 65,000 rides to potentially drunk drivers in rural Wisconsin. A year of in-depth research led to the development of a paid service that takes people from their homes to bars, between bars, and home again in limousines. Each community's service becomes a self-sufficient non-profit operation that has reduced drunk driving without increased drinking. With Road Crew , it costs less than 1/3 as much to avoid, rather than clean up after, an alcohol-impaired driver crash. The service accommodates self-interest, provides more benefits than the competitive choice of self-driving, provides an opportunity for people who are aware and motivated to behave as desired, and reduces the barriers keeping people from behaving appropriately.

Learning Objectives:
1. Participants will understand the relevance and potential of health marketing for public health organizations 2. Participants will learn how non traditional elements of marketing can be leveraged for public heath 3. Participants will examine examples to learn about the details of social marketing campaigns and evaluation 4. Participants will learn through examples how marketing principles can be used to launch new public health interventions

Presenting author's disclosure statement:

Any relevant financial relationships? No
Any institutionally-contracted trials related to this submission?

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.