Social Marketing training

Published: 23 July 2015
Last edited: 25 May 2018

A series of Social Marketing Lite Workshops trains local government units and non-governmental agency partners in social marketing concepts and techniques. This enables them to develop and implement individual campaigns in their own communities. Five workshops tackle the principles of social marketing and behaviour change. These include developing objectives and a research plan, conducting and analyzing Knowledge, Attitude and Practice (KAP) Surveys, developing a marketing strategy and materials to communicate climate-change impacts. Exchange of experiences and cross-visits between different campaigns support the learning process.

Classifications

Category
Education, training and other capacity development activities
Scale of implementation
Local
Phase of solution
Inception phase

Enabling factors

  • Presence/identification of lead agency or organization in the area
  • Willingness of the local government unit
  • Availability of funding for materials and activities
  • Well-coordinated local government unit
  • Efficient and motivated staff

Lessons learned

The training needs to be practical and within the conceptual reach of the intended beneficiaries, implementers, communities and local governments units. The scientific background needs to be communicated in a simple and understandable manner to be appreciated by the people. Adequate explanations must be provided, including identifying all possible scenarios that would or would not lead to campaign success. Guidance on next steps helps ensure long-term sustainability of efforts. Encouraging creativity and inventiveness will allow the communities to accomplish the objectives with minimal cost and effort. Cross-visits and inter-community sharing of experiences have greater impact than lectures.