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Senior Researcher Michael Hallsworth, from the Institute for Government,  has spoken at the Chartered Institute of Marketing (CIM) about how social marketing relates to the current government’s agenda.

In a speech to the CIM's Social Marketing Interest Group on 7 October, Michael argued that social marketing carried out by government faced challenging times:

"It's clear that the government has embraced the goal of behavioural change. But it's not clear that government is sold on social marketing as the means of fulfilling this goal. The challenge for public sector social marketing right now is a marketing one."

Michael suggested three main ways that public sector social marketing could market itself:

1. Make its theoretical basis clear - tap into the interest around "nudging"
2. Link social marketing with the decentralisation agenda - many of the most effective campaigns take place at a local level
3. Show how social marketing can help achieve the Big Society - government can help community groups carry out their own campaigns.

Finally, Michael noted that that social marketing by private companies plays a big part in the government's agenda: business is seen as a key partner in the fight against obesity. But how far can government hold companies to account for their promises? Can this just be done by creating public expectations, or is something stronger needed? Michael pointed out that the EU Platform on Diet, Physical Activity and Health may offer valuable lessons on the way forward.

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