by ESMA | May 25, 2016 | Voices From the Field
Segmentation is one of the first critical decisions a social marketing or health communication program must make – even if it is to not segment and use the ‘field of dreams’ strategy (“If we build it, they will come”). Even when decisions...
by ESMA | May 25, 2016 | Voices From the Field
Social marketers should always be on the lookout for new ideas about changing behaviors. This is the reason I spend time talking about different theories and models of behavior change. In workshops that I facilitate, I use this slide to illustrate some of the main...
by ESMA | May 25, 2016 | Voices From the Field
Scarcity is more than an economic idea of there being limited resources to meet everyone’s every need. Having less than what we perceive we need – whether it is food, money, friends or time – is having less than we feel we need. What makes scarcity an important idea...
by ESMA | May 25, 2016 | Voices From the Field
The 3rd biannual World Social Marketing Conference is coming up 19-21 April 2015 in Sydney, Australia. Jeff French, the Conference Chair, has developed a Top 10 list for why you should be there: 1. Hear the most up-to-date evidence and thinking about how and...
by ESMA | May 25, 2016 | Voices From the Field
I find that there are five fundamental approaches to how people approach solving wicked social problems and pursuing social change. They are distinguished by the first question each of them asks when thinking about possible solutions and approaches.I was reading a...
