Please join the Behaviour Change CoP and the Social Protection and Labour Global Practice for:

The role of strategic social marketing in public policy

Thursday , May 19 | 12:30 pm  – 2 pm |  World Bank J Building, Room 701, 1818 H St NW Washington DC 20433
*Lunch will be served

“Social marketing” shares a similarly rigorous approach to commercial marketing – applying a set of evidence and experience-based concepts, but with the aim of influencing behaviours in a way that they will benefit individuals, communities and the greater social good. At this lunchtime event with Prof. Jeff French you will learn about his recent work in the field, key principles of strategic social marketing, and how they can be effectively applied in a wide range of sectors, including health, environment and government.



For more information and ways to join please contact Behavior Change CoP

Join via WEBEX Meeting password: p5vmKXiB | Meeting number:  734 343 243
AUDIO CONNECTION | Toll: 1-650-479-3207  | Access code: 734 343 243



Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The goal is to influence how people behave in order to create individual and social value. To achieve this, deep understanding of people is needed in order to help them and then build policies, campaigns and programs around those people, rather than what we think people need from our own perspective.

Strategic social marketing involves working with policy makers, organisations and community groups to define, select and apply the optimum mix of strategies to bring about positive social behaviour. The event will explore the four main ‘Forms’  and the five man ‘Types’ of intervention and how they can be used together in a systemic and strategic way. The session will also demonstrate ways in which social marketing can help engender social good via the effectiveness and efficiency of social programs in areas such as Health, Environment, Governance and Public Policy.


Margaret Miller
Lead Economist
Finance & Markets Global Practice

Prof. Jeff French
CEO, Strategic Social Marketing

About the speaker

jeffProf. Jeff French is CEO of Strategic Social Marketing, a UK company providing strategic behaviour change and social marketing advice to a range of public NGOs and private sector organizations within the UK and internationally. Jeff has extensive experience of designing developing, researching and evaluating behavioural change and social marketing programs. He is a recognised leader in the fields of behaviour modification program design and evaluation, social marketing and health promotion.

Jeff was previously Director of the National Social Marketing Centre. The centre’s work was focused on developing and embedding good practice in social marketing. It did this through developing standards of best practice, capturing and disseminating evidence and delivering a major capacity building program.