Process

From experience we believe that people want the best for themselves and for their communities, but we actively need to engage them on their terms. Social Marketing requires a specific understanding and approach to make it work. It is flawed to believe that socially motivated campaigns will be successful by simply providing the right information. “It would be easy to give the public information and hope that it would change behaviour, but we know it doesn’t work. Otherwise none of us would be obese, none of us would smoke and none of us would drive like lunatics”. Ian Potter, Director New Zealand Health Sponsorship Council New Zealand Herald, June 2007