Behaviors around seatbelt use had been advertised for some 30 years, but people were still dying and being injured from non-use of seatbelts…Something was missing. Something needed to change.
Neil Hopkins, previously of the Sussex Safer Roads Partnership, joins the podcast to discuss the viral Embrace Life campaign and its legacy since being released over five years ago.
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About Neil Hopkins
Aged 33, Neil’s work history is a little unusual. At 14, he sold his first article to a UK high street magazine. At 18, he was working for an editorial agency, writing marketing pieces for a national readership of around 3.5million people. In his early 20s, he worked in call centres – managing high pressure teams, training new recruits and establishing a new satellite centre. He then entered Local Government in 2004, moving between authorities before re-emerging into a small private sector consultancy focusing on economic regeneration and business development in 2006.
As the global recession bit in 2008, he moved back into local government, this time working to reduce deaths and injuries on the roads through a small organisation called the Sussex Safer Roads Partnership – from where, less than a year later, Embrace Life emerged.
After five behaviour-focused years at the Partnership, Neil has moved into another Local Government Authority to lead the development of their communications function in a rapidly changing social and political environment.
We are a community of social marketers. I think it’s important to remember that we need to support each other in the work that we do and offer that support in a number of ways. One way is through mentorship, another way is by collaborating with each other.
Dr. Nadia Zainuudin from the University of Wollongong joins the podcast to discuss mentorship and the academic path in social marketing.
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About Dr. Nadia Zainuddin
Nadia Zainuddin is a Researcher and Lecturer in Marketing at the Faculty of Business, University of Wollongong. She is a specialist in the area of value creation, particularly in the fields of health, wellness, and wellbeing. Nadia also works in related research areas such as Transformative Service Research, technology and its use in service and social change, and branding in social marketing. She is an Editorial Advisory Board member for the Journal of Services Marketing, Guest Editor of the World Social Marketing Special Issue for the Journal of Social Marketing, and Co-Chair of the upcoming International Social Marketing Conference 2016.
Rhetoric is how we use symbols, whether images or language, to make sense of the world around us and communicate our particular perspectives to each other.
Teacher, scholar, and writer Dr. Christine Seifert joins the podcast to discuss rhetoric, how it both reflects and reinforces culture, and how rhetorical analysis can benefit social marketers and communication professionals.
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About Dr. Christine Seifert
Christine Seifert is an Associate Professor of Communication at Westminster College where she is the Director of the Master of Strategic Communication Program. She has a PhD in English with specializations in rhetoric and professional writing. In addition to teaching graduate and undergraduate classes, she does corporate training and consulting on persuasion, change management, and project management. Christine is the author of three books: The Predicteds, a YA novel (2011); Virginity in Young Adult Literature after Twilight, an analysis of sex and virginity in YA literature published in the last 5 years (2015); and Whoppers: History’s Most Outrageous Lies and Liars, a YA nonfiction book about lying (due out in September 2015). Christine also publishes articles regularly in Bitch magazine and in other publications, including the Journal of Business Communication and Inside Higher Ed. Her articles have been republished in multiple readers and textbooks. She is scared of bees and avalanches.
When done well, social marketing programs really can be effective in creating large-scale change.
Nedra Weinreich of Weinreich Communications joins the podcast to provide an introduction to social marketing and to illustrate how social marketing campaigns manifest in the real world.
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About Nedra Weinreich
Ever since Nedra heard about this thing called “social marketing” a quarter century ago, her mission has been to help as many organizations as possible put it into action. And she’s done just that through Weinreich Communications, which she founded in 1995; through her book Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good; and with the trainings she’s conducted via Social Marketing University® and other events, through which she has trained thousands of professionals. For years, she’s been the CDC’s conference go-to gal for social media training. She also instills her passion for social marketing into the next generation, teaching a graduate course at the UCLA Fielding School of Public Health for many years.
As if that weren’t enough social marketing in her life, she is also on the board of directors of the International Social Marketing Association and on the editorial board of the Social Marketing Quarterly. Nedra earned her Master’s degree in Health and Social Behavior from the Harvard School of Public Health and her Bachelor’s degree in Conservation and Resource Studies from the University of California at Berkeley.
You can follow her on Twitter at @Nedra and visit her website at social-marketing.com.
Your introduction to the project, this episode gives you all the information you need to listen to and engage with the Re-Quilibrium conversations.
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