Social marketing is an approach used to develop activities aimed at changing or maintaining people’s behaviour for the benefit of individuals and society as a whole. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and cost-effective way.
Social marketing is a systematic and planned process. It follows six steps:
We have extensive experience and comprehensive training in social marketing as communications manager of the Tower Hamlets Healthy Borough Programme from 2009 to 2010.
- Tower Hamlets Healthy Borough Programme started as part of the national Healthy Towns pilot programme funded through the Cross Government Obesity Unit between 2009 and 2011. NHS Tower Hamlets was the accountable body and the programme was delivered in partnership with London Borough of Tower Hamlets, Tower Hamlets voluntary sector and other partners. The programme has now been mainstreamed.