- May 18, 2021
What is social marketing?
Social marketing combines concepts and techniques from social science and marketing to create programs designed to influence human behavior to benefit society. It is considered a professional craft that relies on multiple scientific disciplines. Approaches that use social marketing have found success in public health, environmental protection, and political marketing. Here at Sight and Life, we believe social marketing has tremendous power to shift behaviors toward better nutrition, and we want to teach you all we know.
Today, we are proud to announce an open call for a chance to win a scholarship to an SSPH+ Summer School course taking place virtually August 23-28, 2021. The four (4) selected winners will receive a scholarship to the 3-day course ‘Generating Demand for better public health goods and services: A systems and consumer-centered approach‘. Applicants need to apply here by submitting a one-minute video creatively answering the question ‘How you would change the world to make it a better place?’ and a recent C.V.
This course is taught by Sight and Life experts:
Rowena Merrit, Senior Advisor on Consumer Insights and Social Marketing at Sight and Life
Breda Gavin-Smith, Global Public Health Nutrition Manager at Sight and Life
Kalpana Beesabathuni, Technology and Entrepreneurship at Sight and Life
Puja Peyden Tshering, Consumer Insights Specialist at Sight and Life
The engaging course will explore the following:
– Explain the core elements of successful social marketing demand creation.
– Learn how to “pitch” social marketing demand creation ideas and sustainable business models to senior management, stakeholders, and donors to gain buy-in.
– Explore how innovations in behavioral science and consumer insights are used to create demand for better public health goods and services.
– Understand the planning process used in developing successful demand creation initiatives.
– Identify, prioritize and segment the target audience.
– Understand the importance of formative research in demand-creation work and how to ask the right questions.
– Discuss important issues related to public-private partnerships in trying to reach public health goals.
– Develop a social marketing intervention mix based on insights.
– Critically appraise at least two programs in which public-private partnerships have been used to achieve public health outcomes.
– Understand why putting on your ‘business hat’ is important when thinking of improving nutrition and public health goods and services at scale.
– Explain at least three programs in which social and behavior change was used as a tool for development and discuss the strengths of those particular applications.
The application deadline is Friday, June 25, 2021, at 23:58 ET. Winners will be announced on Thursday, July 1, 2021. Share the announcement easily on social media by visiting our Trello board.
Can’t wait to learn more?
Take a look at our social marketing and consumer insights resources here:
– In our Social Behavior Change Webinar Series features, Sight and Life experts explore, unpack, and demystify topics of interest to the global nutrition community. Check out the four-part series here.
– Watch the SSPH+ Plenary Session 2020 on Creating Demand for Public Health Goods and Services with Rowena Merrit, Senior Advisor on Consumer Insights and Social Marketing at Sight and Life, full of examples and insight here.
– Breda Gavin-Smith and Kalpana Beesabathuni share their knowledge of Public-Private Partnerships and Business Models for Public Health during the 8th plenary session SSPH+ Summer School 2020. Tune in to the full video here.
Sight and Life Magazines
Sight and Life Magazine: Consumer Insights
This edition of the Sight and Life Magazine explores the various dimensions and applications of consumer insights. We look at innovative methods and tools through these pages by using behavioral science as the foundation for generating consumer insights and identifying trends. There are examples of how consumer insights have been applied to design products and services, using different approaches such as social and behavior change communication, human-centered design and social marketing, and so much more! Flip through the full issue here.
Sight and Life Magazine: Focus on Food Culture
This Sight and Life Magazine issue focuses on food culture, and we have curated contributions that explore the social and cultural domains of food choices and food experiences more broadly. We acknowledge that this is only part of the story. We promise to explore cognition (psychology, brain) and biology (evolution, genes, biochemistry) – factors that also drive food choices – in a future issue of the magazine. For some of our readers trained in biology or chemistry, culture may seem a fuzzy, perhaps non-scientific, topic. Be assured, however, that culture is as much part of nutrition as are biology, biochemistry, chemistry, and genes, and there is a rich body of research on nutrition and culture. Read the full edition here.
Sight and Life Magazine: Product Innovation
This edition of the Sight and Life Magazine focuses on food product innovation and its huge potential to help us address key challenges in the journey to a sustainable planet free from all forms of malnutrition. Peruse through the pages here.
– In the Valuing Nutrition post by Puja Peyden Tshering, Consumer Insights Specialist at Sight and Life, she explains why we choose the foods that most commonly make it to our tables. Read this interesting perspective here.
– Another insightful post by Puja Peyden Tshering named Exchange in Behavior Change sharing the engaging journey to find a balanced exchange, one which requires exploring the individual and society, the motivations at play, and the broader environment they are all delicately balanced within. Dive into the details here.
– In our Expand your Knowledge blog post, we have collated an array of books, websites, and papers that are valuable resources. We hope these recommendations can deepen your knowledge of BCC and provide thought-provoking ideas and inspiration as they did for us.
– Puja Peyden Tshering of Sight and Life studies how some alternative protein brands have chosen to open conversations with their consumers in such a fresh, new category. In her post Alternative Proteins: Speaking to consumers, she breaks down the brands speak through the archetype lens, providing the brand a more human feel. Find out more here.
– The Role of Demand Creation in Addressing the Double Burden written by Sight and Life’s Breda Gavin-Smith and Kesso Gabrielle van Zutphen explain the increasing recognition of the role of demand creation in improving consumption of nutritious foods. Read the full post here.
– Rowena Merritt, Senior Advisor on Consumer Insights and Social Marketing at Sight and Life, and mother to an 8-year-old boy with a strong affection for ‘fizzy’ drinks, addresses the essential task of understanding your target audience in an informative and humorous style. Enjoy reading this uplifting post; It Makes Me Smile, here.
– Sight and Life’s Breda Gavin-Smith collated her recommendations for useful resources in behavior change communication (BCC) from books and websites to e-learning modules in the blog post titled Essential Reading on Behavior Change Communication (BCC).