Associate Professor Sharyn Rundle-Thiele said industry-funded health campaigns ultimately end up serving the company that pays for it, not the public who pays for the consequences.
Associate Professor Thiele said it’s just one of many thorny issues that are discussed in the launch edition of the Journal of Social Marketing, which is available free online until the end of May.
“Social marketing involves the use of marketing tools and tactics to influence behaviour to benefit individuals and society, covering a wide range of issues such as road safety, environmental protection, alcohol and obesity,” she said.
“Social marketers are typically faced with a scenario where they are marketing an alternative that is less appealing to people, or in the cases of alcohol and tobacco, actively encouraging people to reduce or even stop consuming something they may really enjoy,” she said.
“Moreover social marketers are working on budgets that are dwarfed by alcohol, fast food and tobacco company budgets.
“While the underlying marketing process and environmental issues remain the same, social marketing faces unique challenges.”
“Marketing has long been able to influence behaviour. For example, through the use of ‘product placement’, marketers were able to sell out a night gown worldwide after Angelina Jolie was pictured in one following the birth of her twins,” Associate Professor Thiele said.
Social marketing workshops will be run in Brisbane on July 14 and 15 at South Bank and at Coolongatta on July 18. Email: [email protected] for details.
For free access to the Journal of Social Marketing visit: http://info.emeraldinsight.com/new_launch/index.htm