I’ve been a social marketeer for a while now, and I’m really starting to get into the principles behind Social Marketing. It sounds cliche, but my approach to design and creativity has shifted tremendously since leaving University. I always thought that I wanted to be an Advertiser, but since working for a Social Marketing firm, I’ve really begun to embrace the ‘good’. Think about it — we’re talented people with a real passion for design — Why shouldn’t we use our ideas, skills, and commitment to creativity to make our little island that much better?
I try to view life as one big opportunity for positive change. It’s sad to say, but my approach to client work has had a tendency of spilling over into my private life, it’s infectious. So, it’s a relief to see that I’m not alone in my battle for a Greater Britain. Flicking through the TV guide last week, it was a joy to see that floppy haired, housewives favourite, Jamie Oliver was back with his latest crusade for a healthier nation. Jamie’s Ministry of Food is Oliver’s latest baby, he’s travelled to Rotherham in a bid to teach a town the basics of healthy cooking, so that we might trade in our margherita’s for a mousaka.
All this sounds great (Social Marketing in action), however, its Oliver’s grasp of the concept of ‘peer to peer’ transmission which has really left an impression on me as a Social Marketeer. The campaign uses one of the fundamental principles that I try to live by, ‘each one must teach one’.
Social Marketing isn’t just about engaging audiences, it’s about empowering people. Social marketeers believe that the most effective way to bring about positive behaviour change is to create the conditions that allow people to take control of their lives. As such, the strength of the ‘Ministry of Food’ campaign lies in its core message. ‘Pass-it-on’.
Oliver, speaking on Radio 1 today, described the concept as ‘romantic’, I agree, but just because an idea is romantic, doesn’t mean it isn’t realistic. We’ve seen the power of peer-to-peer influence and wish Oliver the very best of luck.
A lesson for all of us perhaps? Making a change is only half the battle, be a peer, pass it on.
Jamie’s Ministry of Food airs on Channel 4, Tuesday’s at 9pm and is repeated on Wednesday at 11pm. Set the Sky+ and get cooking.
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