Social marketing is a discipline unfamiliar to many policymakers, often confused with the more frequently applied and studied fields of social media, behavioral economics, or social change. Social marketing is a growing field and methodology, however, that has been successfully applied to improve public health, prevent injuries, protect the environment, engage communities, and improve financial well-being. Policymaking for Citizen Behavior Change is designed to demonstrate the ways in which social marketing can be an effective and efficient tool to change citizens’ behavior, and how to advocate for and support its appropriate application.
Providing a 10-Step Planning Model and examining a variety of social marketing cases and tools, including more than 40 success stories, Policymaking for Citizen Behavior Change is core reading for current policymakers, as well as all those studying and practicing social marketing, particularly in the public sector. It’s also worthwhile supplementary reading for those studying public policy, public administration, environmental justice, public health, and other programs on how to effect social change.
Table of Contents
1. Citizen Behavior Change for Good: Three Options
2. More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success
3. Social Marketing to Improve Public Health: 10 Success Stories
4. Social Marketing to Reduce Fatal and Nonfatal Injuries: 10 Success Stories
5. Social Marketing to Protect the Environment: 10 Success Stories
6. Social Marketing to Engage Communities: Six Success Stories
7. Social Marketing to Enhance Financial Well-Being: Six Success Stories
8. Social Marketing to Increase Academic Performance: Six Success Stories
9. Decision Criteria and Assessment Tools
10. Supporting a Successful Social Marketing Approach: The Policymaker’s Role
Appendix A: Social Marketing Plan Example: Youth Suicide Prevention
Appendix B: Social Marketing Plan Example: Emergency Preparedness
Nancy R. Lee, MBA, has more than 30 years of professional marketing experience and is a teaching associate at the University of Washington, where she teaches social marketing in the Evans School of Public Policy and Governance.
"As a city mayor, I really appreciate the book’s practical, example rich nature. It makes it clear that the social marketing approach to citizen behavior change may provide our best return on investment of resources." – Bruce Bassett, Mayor of City of Mercer Island, Washington, USA