social marketing is often defined as "the systematic application of marketting concepts and techniques to achieve specific behaviourial goals relevant to a social good". In order to offer the ‘consumer’ something they want to do - a behavioural change - clients needs to know what motivates and influences them. It is crucial to the development of the social marketing campaign is an in-depth understanding of the audience. These are some of the projects where TCC has applied social marketing techniques. We will be starting a range of projects in 2008 with Hackney Council, Shoreditch Trust, North Fulham NDC and Southend Council on initiatives designed to ensure that people will lower their carbon footprint. A social marketing approach underpins this work.

Brighton Council: baby friendly Brighton campaign

EC1 NDC: community recycling
Kirklees PCT: alcohol abuse
Lewisham Council: young mayor 4 lewisham

Brighton Council: baby friendly Brighton campaign
We are working with Brighton Council on developing a campaign to increase "baby-friendly" practices (eg breast-feeding, nappy-changing, etc) in public areas and in the workplace.

EC1 NDC: community recycling
We worked with EC1 NDC (New Deal for Communities) to deliver a community recycling project to its extensive network of high density social housing. This involved gathering residents’ opinions as to the current problems and priority areas for improvement.

Kirklees PCT: alcohol abuse
We are working with Kirklees PCT on a project seeking to tackle alcohol abuse amongst young women.

Lewisham Council: young mayor 4 lewisham
A range of political and social marketing techniques were applied to change behaviour amongst young people in Lewisham, engaging them in the political process.