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JOURNAL OF NONPROFIT & PUBLIC SECTOR MARKETING

SPECIAL ISSUE

SOCIAL MARKETING INNOVATION
CALL FOR PAPERS

Over the past two decades, the global demand for social marketing as a mechanism to solve complex social problems has led to its prolific application within government and voluntary sector organisations. Social marketing is focussed on enabling, encouraging and supporting behavioural change across a variety of issues as diverse at HIV, obesity, smoking, alcohol misuse, environmental protection, energy conservation, climate change and crime. As a discipline, social marketing has innovated beyond simply focussing on changing individual’s ‘bad behaviour’ to acknowledging that social change depends not only on the choices of the individual, but also on the pressures in the environment in which individuals live. There is an increasing emphasis on relational exchange context in which risky behaviour occurs so that individuals may more easily comprehend the value in changing behaviour. Integral to taking a relational approach has been the necessary adaptation and innovation in the development of beneficial exchange offerings and application of strategy to solve risk situations. For example, a recent development in the clarification of what is and what is not social marketing the UK National Social Marketing Centre extended Andreasen’s (2002) six point process for social marketing behaviour change into an eight point set of benchmark criteria. Taking a consumer orientation by scoping ‘bad behaviours’ , researchers are extending formative research techniques beyond traditional focus group interviews applying extensive research strategies such as narrative theory, mixed method projective techniques or network analysis. These examples are but a few illustrations of innovation and adaptation of social marketing.

The focus of this special issue aims to explore innovations that have occurred in applying social marketing to influence behaviour – especially in focal areas such as youth risky behaviour (binge drinking, safe sex, recycling, drug-free driving). Furthermore, this call for papers not only acknowledges the development of social marketing, but enables a forum to debate the merits, assumptions and fundamental underpinnings of the practice of social marketing. Papers are welcomed that cover any of the following topics:

• Innovation in behaviour change strategies
• Theory building / adaptation / testing in social marketing contexts
• Innovation in research methodologies, for example to scope youth ‘risky’ behaviour
• Social value creation for at-risk customers
• Application of consumer resistance anti-consumption perspectives to social marketing
• Leveraging technology to facilitate positive behaviour change

The deadline for submission is April 30 2011. The special issue is scheduled to be published in Issue 4 2011.

Prospective contributors are welcome to contact Dr Marie-Louise Fry, Special Issue Editor, Griffith Business School, Griffith University, Australia. E: m.fry@griffith.edu.au – to clarify questions about the potential suitability of topics. Please submit your papers for review for the Special Issue by April 30 2011 to Dr Fry with a copy to the Editor of JNPSM Professor Gillian Sullivan Mort, La Trobe University, Melbourne, Victoria, Australia. E: g.sullivan-mort@latrobe.edu.au

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