Social Marketing for Social Change
Influencing opinion and changing behavior is becoming increasingly important. Social marketing seeks to influence and change behavior to benefit the target audience and society at large. This session will provide an overview of social marketing principles and share some examples of effective campaigns.
Anya Karavanov, PhD
Anya Karavanov is a professor of Public Communication. She is a seasoned marketing communications professional with nearly 20 years of experience creating and implementing social change campaigns for government agencies, nonprofits, and private foundations. She specializes in developing strategies to engage the public on social issues and encourage behavior change. She develops comprehensive strategic plans and builds messaging and dissemination tactics based on technical information and audience based research. Karavanov also has extensive knowledge of research methodologies; her qualitative and quantitative research has informed a number of national communication initiatives. She provides consultation, workshops, and trainings to develop effective social change communication campaigns to improve health, protect the environment and reform public education system. Recent clients include: The General Electric Foundation, AARP Foundation, US Department of Health and Human Services, Smithsonian Institution, National Association of Chronic Disease Directors, Rare, National PTA, Kidsave, and United States Agency for International Development.