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Delivering a first-rate transportation system for Seattle Scott Kubly, Director

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Social Marketing Campaigns

Social marketing, developed in the 1970s and employed by an increasing number of nonprofit and public agencies, is a highly focused media campaign that appropriates commercial marketing techniques to achieve a social good by effecting specific behavioral changes (e.g., increased seat belt use, reduced smoking rates) in targeted populations (e.g., teen drivers, teen smokers). Social marketing can utilize any of the mediums available to traditional media campaigns.

Campaign Image

Sample Social Marketing Programs:

For more information on social marketing, visit http://www.social-marketing.org, or see Philip Kotler and Nancy Lee’s Social Marketing: Influencing Behaviors for Good, 3rd edition.
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