Table of Contents

Social Marketing and Behaviour Change

Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.

Chapter 14: Case study: micro-meso-level theory – DrinkWise: investing in generational social change

Josephine Previte, Linda Brennan and John Scott

Subjects: business and management, marketing, politics and public policy, public policy


This case study illustrates how multi-sector partnerships contribute to social change programmes. Discussion focuses on a collaborative, social marketing approach, which involves the participation of industry and government in the development of a social marketing strategy to address Australia’s excessive drinking culture. Deploying influential partnerships that focus on establishing social alliances to affect change is needed in Australia because alcohol use plays a role in the everyday lives of many Australians through a range of rituals, customs, symbols and signs. Whilst responsible use of alcohol is the norm, misuse of alcohol remains a challenge in Australia – particularly amongst certain cohorts. In this context, a behaviour that gives and augments cultural meaning also underpins some damaging behaviours such as binge drinking, risk taking, alcohol use during pregnancy, aggression and violence and so on. Implementing social change to modify these damaging aspects of culture is a complex process that calls upon individuals and communities to alter or abandon behaviours they enjoy, or rituals and practices that are associated with personal beliefs and values. This approach proposes that people act differently in response to planned interventions – such as policy and regulation, social marketing, programmes and campaigns. Partnerships offer an opportunity to develop policies and social marketing solutions that reflect the values of society as whole. Multi-sector partnerships in particular, and those that leverage the knowledge and resources of (government and industry) decision-makers as well as insights from local community representatives, have real possibility of effecting social change.

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