The financial case for a more effective social marketing strategy in the public sector has never been stronger. 

At a time of unprecedented squeeze on budgets, understanding what can influence positive, long- term behavioural change could be the vital weapon needed in tackling some of the costliest issues facing central and local government today like alcohol abuse, obesity, violence and climate change. Examining the way we design and implement those interventions has a proven track record in throwing up innovative solutions that don’t involve large budgets but do save money.

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Along the way, traditional methods of communication are being redrawn. Current thinking about how to influence is going beyond merely communicating a message or telling people what is best for them to more subtle approaches and understanding the ‘science’ of social marketing offers a cost-effective solution to long-standing and resource- greedy problems.

And there is a financial imperative to getting this right. The Scottish Government has already halved the amount of money it can spend on marketing budgets from £10.8 million to £5 million and it has invited the private and Third Sector to think differently about how messages that can change behaviour are designed. Rising to that challenge throws up opportunities that have not yet been fully explored.