evaluating social marketing in the context of financial literacy and education programs

Evaluating Social Marketing in the Context of Financial Literacy and

Education ProgramsWorkshop on Measuring Financial Capability and

the Effectiveness of Financial EducationWorld Bank, Washington, DC

13 November 2009

R. Craig Lefebvre, PhD Research Professor, George Washington

Universitychief maven, socialShifting

What is Social Marketing?

What is social marketing?

Viewing ideas, practices, and social causes in the context of markets.

Applying marketing thought and techniques to public/social goods.

Markets Are the Context for Risk – Not People

…someone who has a personal or situational disadvantage in the marketplace that might create negative outcomes for the individual or society.

How Effective are Health Communication Campaigns?

5%

What is Social Marketing?

What Should Be Measured?

Monitor relevant intermediate effects

Equity

Market share

Market efficiencies

Cost effectiveness

Access

Long-term behavior change

How Should They Be Interpreted?

How does it improve the program?

Is the audience perspective incorporated?

What is the relationship of the audience to the program?

Were exposure targets met?

Has there been enough time to see measurable change?