Resources: Social Marketing

*A few curated resources in English on Social and Behaviour Change (SBC). These resources complement our “Intro Guide to Social and Behaviour Change.” French Version is here. Portuguese version is here. Spanish version is here.

1. New! (May 2023) Short and adaptable Pocket Guide on Social Marketing. In 10 slides we’ll walk you through the “Four Ps” (Product, Price, Place and Promotion) and how social marketing has evolved.
2. [Extract] Social Marketing in Action (6 pages). This extract provides an overview of the classic components of the social marketing approach: The “Four Ps”: 1) product; 2) price; 3) place; and 4) promotion.
3. Fostering Sustainable Behaviour: Community-Based Social Marketing. This 77-page digital guide is foundational in the application of “community-based” social marketing. We are big fans of the checklists (Commitments, p. 23, Prompts, p. 28, Norms, p. 35)
4. Your Quick Guide to Community-Based Social Marketing. The University of Pennsylvania has synthesized in four pages the essence of McKenzie-Mohr’s book Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing.
5. Understanding Social Marketing. The online Community Toolbox by the University of Kansas, Center for Community Health and Development provides a good overall understanding of social marketing.

Checklist on using prompts from Fostering sustainable behaviour (p. 28)

Do you have suggestions for this list? We welcome your ideas and any general feedback. Click here to share input. (Leave anonymous feedback or name and email if you would like a response). Best regards, UNICEF West and Central Africa Social and Behavior Change Team, Dakar Senegal.

Short and adaptable Pocket Guide on Social Marketing (UNICEF 2023)