What is Social 
Change Marketing?

Social marketing or also known as social purpose/social change/purpose marketing/cause marketing  has many definitions and is often confused with social media marketing. 
The following definition provides an understanding of the strategic approach behind social change marketing.
 “Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society (public health, safety, the environment, and communities) as well as the target audience.” 
- Philip Kotler, Nancy Lee, and Michael Rothschild, 2006 

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Social 
Change Approach 

The first step entails clearly identifying the scope of the social change problem to  determine the single most important objective  and measure of success. 

Human behaviour is extremely complex. Through various research methods, a deep understanding of the target audience is conducted to uncover key insights. 

A strategy  is developed that combines methods of commercial marketing underpinned by an evidence-based behavioural theory to ensure the likelihood of effective, sustainable behaviour change.

When the right key insight is uncovered, it often translates into the golden nugget for a creative idea. This ideas then come to life through a variety of tactics that are then executed.  

Measuring a behaviour change initiative is the most important step. Evaluation is conducted by measuring outputs, outcome and impact. The results then inform opportunities to improve and optimize.