evaluating social marketing in the context of financial literacy and education programs
DESCRIPTION
Presentation as part of the "Evaluating Social Marketing, including Media Campaigns and Soaps" panel at The World Bank and OECD Workshop on Measuring Financial Capability and the Effectiveness of Financial Education. Washington, DC 12-13 November 2009.TRANSCRIPT
Evaluating Social Marketing in the Context of Financial Literacy and
Education ProgramsWorkshop on Measuring Financial Capability and
the Effectiveness of Financial EducationWorld Bank, Washington, DC
13 November 2009
R. Craig Lefebvre, PhD Research Professor, George Washington
Universitychief maven, socialShifting
What is Social Marketing?
What is social marketing?
Viewing ideas, practices, and social causes in the context of markets.
Applying marketing thought and techniques to public/social goods.
Markets Are the Context for Risk – Not People
…someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.
How Effective are Health Communication Campaigns?
5%
What is Social Marketing?
What Should Be Measured?
Monitor relevant intermediate effects
Equity
Market share
Market efficiencies
Cost effectiveness
Access
Long-term behavior change
How Should They Be Interpreted?
How does it improve the program?
Is the audience perspective incorporated?
What is the relationship of the audience to the program?
Were exposure targets met?
Has there been enough time to see measurable change?