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Social Marketing

Academic literature

Ahuvia, A. (2012) “The Social Marketing of Peace: Grassroots Movements, US Foreign Policy and the Israeli-Palestinian Conflict” Israel Affairs. 18 (1) pp. 54-73. 

Andreasen, A.R. (1995). Marketing social change: changing behavior to promote health, social development. Jossey-Bass.

Berridge, V. (2007) Marketing Health: Smoking and the Discourse of Public Health in Britain, 1945-2000.Oxford: Oxford University Press.

Corner, A. & Randall, A. (2011) “Selling Climate Change? The Limitations of Social Marketing as a Strategy for Climate Change Public Engagement” Global Environmental Change. 21 (3) pp. 1005-1014. 

Donovan, R and N Henley (2004) Social Marketing: Principles And Practice Social Marketing Quarterly

Dooley, Jennifer A., Jones, Sandra C. & Desmarais, Kendra. (2009). Strategic Social Marketing in Canada: Ten Phases to Planning and Implementing Cancer Prevention and Cancer Screening Campaigns. Social Marketing Quarterly, 15(3), 33-48.

French, J. (2009). "The nature, development and contribution of social marketing to public health practice since 2004 in England." Perspectives in Public Health 129(6): 262-7.

Gagnon, M., J. D. Jacob, et al. (2010). "Governing through (in)security: a critical analysis of a fear-based public health campaign." Critical Public Health 20(2): 245-256.

Griffiths, J., C. Blair-Stevens, et al. (2009). "The integration of health promotion and social marketing." Perspectives in Public Health 129(6): 268-271.

Kotler, P and E Roberto Social Marketing: Strategies for Changing Public Behavior
- Free Press

Kotler, P and G Zaltman Social Marketing: An Approach to Planned Social Change - Journal of Marketing, 1971 - JSTOR

Kotler, P. and Eduardo L. Roberto (2002). Social Marketing: Strategies for Changing Public Behavior. Free Press.

Kotler,P,  NR Lee, NL Roberto (2002) Social Marketing: improving the quality of life 

Lefebvre, R. C. (1994). Health Reform in the United States: A Social Marketing Perspective. Journal of Public Policy and Marketing, 13(2), 319-322.

Lombardo, Anthony P. & Leger, Yves A. (2007). Thinking About "Think Again" in Canada: Assessing a Social Marketing HIV/AIDS Prevention Campaign. Journal of Health Communication, 12(4), 377-397.

Lowry, R. J., A. Billett, et al. (2009). "Increasing breastfeeding and reducing smoking in pregnancy: a social marketing success improving life chances for children." Perspectives in Public Health 129(6): 277-280.

Berridge, Virginia (2007) Marketing Health: Smoking and the Discourse of Public Health in Britain, 1945-2000. Oxford University Press, Oxford

McKenzie-Mohr, D. and W. Smith (1999). Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Gabriola Island B.C., Canada: New Society Publishers.

Merritt, R. (2010). "Forget the Stick; It's All About the Carrot Now." Social Marketing Quarterly 16(4): 155-157.

Omona, J. (2009). "Social marketing and the fight against malaria in Africa: population services international (PSI) and insecticide treated nets (ITNS)." East African Journal of Public Health 6(3): 317-25.

Raftopoulou, E. and M. K. Hogg (2010). "The political role of Government-sponsored social marketing campaign." European Journal of Marketing 44(7/8): 1206-1227.

Rose, Jonathan "Selling the GST: Government Advertising and Public Discourse" (with A. Roberts),Canadian Journal of Political Science, June 1995, (28:2).

Rose, Jonathan (2001) ‘The Advertising of Politics and the Politics of Advertising' in Benjamin Singer and Craig McKie (eds.), Communication in Canadian Society (Toronto: Nelson,).

Scriven, A. (2009). "Social Marketing: a toolkit, a profession or a political diversion?" Perspectives in Public Health 129(6).

Smith, B. and K. H. Schneider (2009). "What Is So Special About Social Marketing? I Mean, Really." Social Marketing Quarterly 15(4): 127-133.

Walsh, DC, RE Rudd, BA Moeykens, TW Moloney Social marketing for public health - Health Affairs, 1993 -

Wymer, W. (2010). "Rethinking the Boundaries of Social Marketing: activism or advertising?" Journal of Business Research 63(2): 99-103.

Wymer, W. (2011). "Developing more effective social marketing strategies." Journal of Social Marketing 1(1): 17-31.

Young, Sally (2005) Theories for understanding government advertising in Australia Democratic Audit of Australia-August 2005

Young, Sally (2006) 'The Convergence of Political and Government Advertising: Theory Versus Practice',Media International Australia Incorporating Culture and Policy, vol. 119, pp.99-111

Young, Sally (2007) "The regulation of government advertising in Australia: the politicisation of a public policy issue", Australian Journal of Public Administration. 66 (4): 438-452.

Audio-visual links


US White House Let's Move campaign 2014

First Lady and Will Ferrell

Obama and Biden take part in lets move at the White House

Public health campaigns - Australia

2009 Australian slip slop slap

Focus on the Positive - Anti-Smoking PSA (2002)

Make Anti-smoking Advocacy Cool SWAT Students Working Against Tobacco

Information-focused centrelink ad:

Australian Government Quit Smoking 2010 Ad

Australian Government Measure Up 2010 Ad

Generic discussion of government and advertising

Can the government and the ad industry work together



Spanish anti child abuse campaign

UK media discussion of UK govt campaigns


United States

Centers for Disease Control and Prevention: Helicobacter pylori and Peptic Ulcer Disease (Nationwide, USA)
How we lost our stomach pains and regained our love for chili.

Click It or Ticket (State of North Carolina, USA)
Why North Carolina has one of the highest seat belt usage rates in the US.

Florida "Truth" Campaign (State of Florida, USA)
How Florida's anti-smoking campaign is getting kids to trade tar-stained fingers for healthy pink lungs.

SWAT Students Working Against Tobacco: Big Tobacco P1v3 [5m]

Mass Media and Health Practices Project (Honduras)
Honduran mothers are mixing salt, water, and sugar to fight dehydration: their leading cause of infant mortality.

National Diabetes Education Program Hispanic/Latino Campaign (Nationwide, USA)
Switching languages reversed trends and increased knowledge about diabetes in Hispanic and Latino/a America.

National WIC Breastfeeding Promotion Project (Various States, USA)
From Health Issue to Heart Issue: Increasing breastfeeding rates by focusing on mother-child bonding at meal times.

PeachCare for Kids (State of Georgia, USA)
Georgia guarantees affordable health care for the children of working parents, and parents know about it.


Stop AIDS (Switzerland)
The world's longest running HIV/AIDS prevention program succeeds by working to change both private behavior and public attitudes.

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