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Social marketing campaigns aim to make long-term positive change to society. A successful social marketing campaign can empower and educate, improve individual well-being, and change social norms. Why is it important for marketers to listen to consumers when developing effective social marketing campaigns? Discuss the consumer’s role in social marketing by drawing on concepts from consumer behaviour (e.g., value, culture, personality). Pick a contemporary social marketing campaign to support your argument. Make sure to clear your choice with your tutor before beginning. Some examples include the ‘War on Waste’ movement, Australian government anti-smoking campaigns, Close the Gap, Movember, and Kony2012.



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