More space for place: Envisioning the third “P” of the social marketing mix for behaviour change strategies
Wednesday, November 6, 2024 at 1:55 PM–2:15 PM CET add to calendar
White Hall 2
Proposed Conference Track
5. Theories and methods
Session Theme
Future direction
Programme Listing
This conceptual presentation proposes a framework to better understand and utilise 'place', the 3rd P of the social marketing mix. The current confusion of 'place' has limited its intentional application to effect behaviour change. Drawing from multi-disciplinary perspectives of the understanding of place and other sociospatial constructs, it is proposed that 'place' moves from being a mere convenient mnemonic, to fully encapsulate its role and to enable social marketers to better realise sustained behaviour change.
Primary Contact
Claire Naidoo, PhD Candidate (University of Witwatersrand, South Africa)
Job Title
Social and behaviour change practioner and PhD candidate
Presenters
Claire Naidoo, PhD Candidate / SBC practitioner
Job Title
Social and Behaviour Change Practitioner