Table Of ContentSocial Marketing
Social Marketing shows how marketing techniques can be used to social ends and tackle the
immense challenges humankind faces. Social inequalities have driven popular revolts, from
Black Lives Matter to Brexit, the climate is in crisis, and COVID-19 has highlighted power imbal-
ances across the globe. In these turbulent times, this fourth edition will arm you with:
• Fresh content on climate breakdown, inequality and diversity, public health and poverty
• The critical capacity to analyse the origins, workings and future of our economic system
• Contemporary case studies from around the world demonstrating how change happens
• Reflective questions and critical thinking tasks to aid understanding
This popular introductory textbook has been fully updated to enable you to challenge the bad,
champion the good and enact meaningful change. If you already have marketing know-how, then
it will help you apply this in a health, social and ecological context. If you come from a social sci-
ence, public health or ecological background, and have little knowledge of marketing, it will intro-
duce you to its key principles and give you the chance to apply these ideas in familiar settings.
Gerard Hastings is a Professor Emeritus at Stirling University, where he founded the Institute for
Social Marketing and Health (ISMH). His research and teaching focus on the impact of marketing
on society – both for good and ill. This has involved him in advising government and civil society
nationally and internationally and publishing widely in both academic and non-academic out-
lets. His latest book Hyperconsumption is published by Routledge. In 2009 he was awarded the
OBE for services to health care. In 2014 he accepted the Queen’s Anniversary Prize on behalf of
the University of Stirling for ISMH’s critical marketing research.
Christine Domegan, B.Comm, MBS, PhD, is a Personal Professor of Social Marketing at the
University of Galway, Ireland. Christine is an Honorary Professor at Stirling University in Britain
and Adjunct Professor of Marketing at Griffith University in Australia. Christine is the Research
Leader for the Applied Systems Thinking investigating systems-thinking social marketing for
systemic change and stakeholder engagement through a multidisciplinary lens and leading an
EU LIFE IP grant for climate action with national partners in relation to large-scale regenera-
tive peatlands, people and policies. She teaches sustainable marketing and social marketing at
undergraduate and postgraduate levels, including extensive PhD supervision, as well as topics
such as marketing research. Award-winning publications appear in Journal of Macromarketing,
Canadian Medical Association Journal, BMJ open, Marketing Theory and European Journal of
Marketing. Christine is European Editor of Journal of Social Marketing.
S o c i a l M a r k e t i n g
Principles and Practice
for Delivering Global
Change
Fourth Edition
Gerard Hastings and
Christine Domegan
Designed cover image: Tina Claffey
Fourth edition published 2023
by Routledge
4 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2023 Gerard Hastings and Christine Domegan
The right of Gerard Hastings and Christine Domegan to be identified as
authors of this work has been asserted in accordance with sections 77 and 78
of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilised in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in
any information storage or retrieval system, without permission in writing
from the publishers.
Trademark notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identification and explanation
without intent to infringe.
First edition published by Butterworth-Heinemann 2007
Third edition published by Routledge 2018
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging-in-Publication Data
Names: Hastings, Gerard (Professor), author. | Domegan, Christine, author.
Title: Social marketing: principles and practice for delivering global change/
Gerard Hastings and Christine Domegan.
Description: Fourth Edition. | New York, NY: Routledge, 2023. | Includes
bibliographical references and index.
Identifiers: LCCN 2022043902 | ISBN 9781032059662 (hardback) | ISBN
9781032059679 (paperback) | ISBN 9781003200086 (ebook)
Subjects: LCSH: Social marketing.
Classification: LCC HF5414. H37 2023 | DDC 658.8–dc23
LC record available at https://lccn.loc.gov/2022043902
ISBN: 978-1-032-05966-2 (hbk)
ISBN: 978-1-032-05967-9 (pbk)
ISBN: 978-1-003-20008-6 (ebk)
DOI: 10.4324/9781003200086
Typeset in Utopia
by KnowledgeWorks Global Ltd.
Access the Support Material: www.routledge.com/9781032059662
For Sarah, whose wisdom and diligence did so much to make this book possible.
In fond memory of Roger Layton.
Cover Photo
The picture is of Abbeyleix bog in County Laois, a community-owned peatland in Ireland’s
Hidden Heartlands.
Peatlands play a vital role in our efforts to combat climate breakdown. These intensely carbon-
rich ecosystems, which scientists now think contain twice as much carbon as all the world’s for-
ests, formed around 12,000 years ago in high latitudes following glacial retreat at the end of the
last ice age. Unfortunately, they have been exploited by us for many decades and this destruction
causes up to 5 per cent of global greenhouse gas emissions – more than all our aeroplanes put
together. Fortunately, things are changing, and bogs that were being drained and dried out for
peat harvesting are now being rewetted and rewilded. Community bogs such as Abbeyleix are in
safe hands.
Peatlands, their local stories and national ecosystems are becoming a symbol of planetary health.
Contents
List of tables x
List of figures xi
Case study contributors xiii
Acknowledgments xxi
Preface xxii
1. Delivering global change: how social marketing can make a difference 1
2. The four social marketing orientations 17
3. The shoulders of giants: why theory matters 34
4. Strategic planning: the social marketer’s roadmap 53
5. Research: the social marketer’s satnav 69
6. How social marketers communicate: the search for compelling content 88
7. Critical marketing: addressing the commercial determinants of
ill-health and planetary harm 105
8. Alternatives: in search of new wisdom 123
9. Ethics, morality and human rights in social marketing 139
10. Systems social marketing 155
viii Contents
Social marketing case studies from around the world 175
1. Encouraging sustainable energy performance in multi-stakeholder
systemic school environment: the ENERGE project 179
Dmitry Brychkov, Christine Domegan, Edelle Doherty,
Raquel de Castro Rodrigues Lima and Eoghan Clifford
2. Trust the meat thermometer 188
Marisha Anand and Aileen McGloin
3. Acting on the climate crisis through the arts and culture:
A social innovation journey at the city of Águeda 195
Susana Marques, Ana Estima, Edson Santos, Célia Laranjeira,
Adriana Mesquita and Carla Couceiro
4. Making Australian universities culturally safe places for first nations peoples 204
Maria Raciti, Jennifer Carter, David Hollinsworth and Kathryn Gilbey
5. “What could masculinity be?”: using participatory co-design to define and support
healthier masculinities 209
Glen Donnar, Jon Hewitt, Fiona Finn, Lukas Parker, Linda Brennan and John Dingeldei
6. “Standing Strong Together”: a culturally appropriate adaptation for a social and
emotional well-being intervention in an Australian First Nations community 215
Robert J Donovan, Lesley A Murray, Julia Anwar-McHenry,
Amberlee Nicholas and Cathy Drane
7. The humble egg in Malawi 222
Puja Peyden Tshering, Kalpana Beesabathuni, Srujith Lingala and Rowena Merritt
8. Turning the tide on poor Blue Space quality through stakeholder
engagement – Lessons from PIER 234
Sinead Duane, Maeve Louise Farrell, Alexandra Chueiri, Christine Domegan,
Liam Burke and Dearbháile Morris
9. Evaluating real change in the real world: creativity, connection and
the unseen as felt evidence in aspiring communities 240
Marisa de Andrade, Colin Campbell, Jean Dobbing,
Felicity Fyall and Rilza Montgomery
10. Leaf collective: piloting a social marketing approach to remove eucalypt
leaves from stormwater drains 249
Luisa Lopez Cordova, Yue Xi, Sharyn Rundle-Thiele, Renata Anibaldi,
Aaron Tkaczynski, Cuong Pham and Vanessa Salamone
11. Logan City Council wildlife movement campaign 266
Tori Seydel, Erin Hurley and Sharyn Rundle-Thiele
Contents ix
12. Tackling gender inequality and promoting a healthy lifestyle:
the women in sport roadshow 282
Michelle O’Shea, Hazel Maxwell, Nicole Peel and Sarah Duffy
13. The role of civil society in advancing the sugar-sweetened beverages
tax policy in Mexico 288
Rafael Pérez-Escamilla
14. The Baby Killer revisited: regulating the marketing of breast milk substitutes 298
Gerard Hastings, Kathryn Angus, Douglas Eadie and Kate Hunt
15. Healthy breakfasts in Armenia 304
Rowena Merritt and Nanna Skau
16. Social marketing at multiple levels of the fashion system with fashion revolution 313
Anna Earl and Ann-Marie Kennedy
17. Autism: change your reactions 321
Sandra C. Jones, Jennifer Lowe, Nicola Edwards and Jade Maloney
18. Active play for 0–3 years old in Galway city 330
Christine Domegan, Tina Flaherty, Dmitry Brychkov,
Evelyn Fanning and Caroline Murray
Index 339
