Social marketing applications in public policy programs: key learnings and applications

Satyam Mishra and Bikramjit Rishi

Social Responsibility Journal, 2021, vol. 17, issue 6, 741-755

Abstract: Purpose - Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy. Design/methodology/approach - The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs. Findings - This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution. Originality/value - This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

Keywords: Public policy; Social marketing; Social impact; Marketing programs; Social marketing campaigns (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-03-2020-0087

DOI: 10.1108/SRJ-03-2020-0087

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