Social Marketing

diva has developed a model of communication based on the principles of Social Marketing (or Social Justice Marketing), which essentially focuses on the individual when looking at encouraging positive behavioural change, applying commercial marketing practices within a social agenda.  

This approach has proved an effective methodology when approaching commissions that aim to encourage a shift in understanding and practice by the target audience (eg quitting smoking), and are based on providing positive motivational messages to encourage positive lifestyle change, rather than relying on a more didactic (traditional) approach.  This model is now being adopted at government level, and the Department of Health in particular are leading on developing a number of social marketing campaigns.

diva has developed a model of approach within the Social Marketing context which:

• Uses marketing tools and ideas to tackle health and social issues
• Develops campaign brand loyalty
• Captures and develops consumer loyalty to influence behavioural change     
• Segments the market - adults, young people, employers, employees       
• Creates a campaign brand that is consistent and appropriate and can compete with the competition
• Identifies the best way to market ideas/initiatives
• Ensures consultation with stakeholders at all levels
• Ensures that all partners are buying into the brand qualities
• Evaluates the effectiveness of the campaign

View diva’s Social Marketing presentations:

Social Marketing Presentation (Flash) download

Breast Screening Presentation (Powerpoint) download

To see examples of social marketing campaigns that diva has been involved in click here to visit our campaigns page.

Results

Case Studies of Interest:

Breast Screening: Your Health, Your Choice read more ...

Lung Cancer - Early Detection Social Marketing Campaign read more ...