Engaging Action : A Systemic Approach to Communication Design of Social Marketing Campaigns for Behaviour Adoption

• Main Authors: Dahl, Rebecca, Metanchuk, Larysa, Marshall, Steve
• Format: Others
• Language: English
• Published: Blekinge Tekniska Högskola, Sektionen för ingenjörsvetenskap 2010
• Subjects: behaviour; social marketing campaign; communication; sustainability; Framework for Strategic Sustainable Development (FSSD); planning process; Social Sciences Interdisciplinary; Tvärvetenskapliga studier inom samhällsvetenskap
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:bth-4206

Shifting towards sustainability in environmental, social and economic systems is an urgent concern for society today. In order to contribute to this, the thesis focuses on behaviour orientated social marketing campaigns, which can complement the broader changes required. This study adds knowledge to communication design for social marketing campaigns to improve the conversion of information to action helping move society towards a more sustainable future. Results, drawn from the literature, case studies and interviews, demonstrated the need for a shared vision, detailed knowledge of both the audience and behaviour, development of a network to support the campaign and better use of behavioural psychology and social media. Overall it was found that a more strategic approach is needed during the design and implementation of social marketing campaigns. The Framework for Strategic Sustainable Development (FSSD) was used to structure findings and provide context for campaigners. In practice the FSSD would be used to inform The Strategic Planning Process (SPP), proposed for development of social marketing campaigns that move society towards sustainability.