“Nothing About Us without Us”: Preventing Tokenism and Building Authentic Audience Inclusion in Social Marketing

“Nothing About Us without Us”: Preventing Tokenism and Building Authentic Audience Inclusion in Social Marketing         By: Crystal Borde When disability rights advocates marched for change in the 1960s and 1970s, they used the slogan “Nothing about us without us.” They were fighting for policies that affected their lives specifically and so naturally wanted to be included in their creation, evaluation and…

The Qualitative Perspective

The Qualitative Perspective         By: Vivianne Hiriart & Katrina Noelle Adding a qualitative component to social marketing initiatives is essential to get a broader understanding of a behavior and the factors that enable it. Behaviors are complex. They have a function and a meaning in people’s lives, and they are influenced by multiple factors.  As such, it’s important to delve into their…

P. Christopher Palmedo: Countermarketing – Can Outrage Improve Public Health?

P. Christopher Palmedo: Countermarketing – Can Outrage Improve Public Health? By: P. Christopher Palmedo, PhD, MBA Can outrage be used to improve public health? The simple answer is yes. Thirty years of research has shown that health communications campaigns generating outrage among teens against Big Tobacco helped lower teen smoking rates in the 1990’s and early 2000’s. The “truth” campaign was the exemplar of this…

Bill Novelli: The Private Sector in Social Marketing and Social Change; and How to Build a Career to Make a Difference in the World

The Private Sector in Social Marketing and Social Change; and How to Build a Career to Make a Difference in the World By Bill Novelli Founder Business for Impact, McDonough School of Business, Georgetown University I’ve been around for a while, and I’ve gone from being a commercial marketer to a social marketer to a PR maven to a general manager to a teacher. But…