Designing for Social Marketing

Social Marketing is a powerful tool that gives us the ability to tackle deep-rooted social issues and empower people to break negative patterns and embrace change today, and for the future. At Raw, we believe in the power of creativity to help bring about these positive social changes.

Over the past two years we have worked closely with a range of public and private sector organisations - including the NHS, local councils and Premier League football clubs – to create innovative and effective marketing solutions, and resources that encourage behavioural change.

Our flexible approach to social marketing means we can bend and stretch to our client’s needs. We can join your project team to deliver the creative element of the campaign, producing powerful, relevant and effective concepts. Or, by joining with partner organisations and professionals we can collectively deliver full social marketing campaigns, including market research, strategy, creative, implementation and evaluation. As a small, specialist agency we believe in the integrity, independence and objectivity that collaborative working brings.

Our extensive experience in this area - see our award-winning campaigns below - means we bring a wealth of experience and insight to any social marketing project.

Our Approach

• Define the brief. Question and probe everyone involved, from clients and colleagues, to partners and other stakeholders. Identify the desired behaviour change and aim to effect.
• Focus on real lives and discover the audience. The target audience is much more than a collective label, so we seek to understand the people that make up the audience – by talking, debating and, crucially, listening.
• Engage the target audience throughout – pre, during and post campaign. Utilise insight and market research to inform the visual and creative narrative of the campaign.
• Create concepts and visual styles that speak to the audience and address their views. Offer the benefits in a compelling way– outline with clarity the benefits of the behavioural change.
• Focus test whenever possible -empower the audience and encourage interaction with the material.
• Work collaboratively. Independent market researchers, photographers, illustrators, copywriters and marketers can help to push the boundaries.
• Measure the results. Quantify and evaluate the impact of the campaign and use the feedback to learn lessons for future projects.

Recent Social Marketing Projects

Children & Young People Engagement Campaign

Best Use of Illustration, IPA Best of Health Awards 2009

Silver Award, Best Mixed Media Campaign, IPA Best of Health Awards 2009

BADHealth.nhs.uk

Bronze Award Winner, Best New Media, IPA Best of Health Awards 2009

Highly Commended, Association of Healthcare Communicators, Best Website

Wakefield Foster Care – Room

Barking & Dagenham Enterprise - Bold & Dynamic