I was in the Tower of London for our social marketing conference recently. The event brought together a series of demonstration sites across England which are using social marketing to good effect for behaviour change on issues as diverse as teenage drinking, breast feeding and smoking.
As the team from Stoke said, the most important lesson was to “stop guessing what people want”. By starting from where people are, you have more of a chance of persuading them to act voluntarily.
Not that voluntarism was what Kings, Queens and Regents had in mind when you went to the Tower of London.
Social marketing – less guesswork and no need for torture….