Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
4 - Advocacy and environmental change
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
Following on from our discussion in the previous chapter about the need to address social determinants with upstream strategies, in this chapter we look more closely at how social marketers can use advocacy to achieve change, and, specifically, how advocacy can be and is being used to address the world’s challenges relating to environmental change. As Margaret Mead is reported to have said: ‘Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that ever has.’ However, Hubert (2000) pragmatically reminds us that most successes by NGOs result from strategic alliances with positive governments or politicians.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 70 - 87Publisher: Cambridge University PressPrint publication year: 2010