Time to Move Beyond Awareness in Public-Sector & Non-Profit Marketing & Communications

Back by popular demand , The Centre of Excellence for Public Sector Marketing (CEPSM) returns with an exclusive one day workshop in Ottawa: Social Marketing Planning for Attitude and Behaviour Change

Date: May 29th 2019

Location: 343 Preston Street, Ottawa, ON, Canada

Seminar Leader: Jim Mintz Managing Partner and Senior Consultant at the Centre of Excellence for Public Sector Marketing  Read full bio

Register: http://bit.ly/2AgWGZx

Awareness, awareness, awareness are you getting tired of hearing that word, don’t you want to move to something more substantial like changing people’s attitudes and behaviours. Surely it is time for public sector and non-profit organizations to move from public education and awareness/information campaigns to social marketing campaigns. It’s time to move beyond awareness and getting people to act. If you work in the government or non-profit sector, you’ll have heard a bubbling frustration with traditional public awareness campaigns.

When it comes to many areas like health, the environment and other social issues, people are “awareness’ed out.” It’s time those in the public and non-profit sectors take a page from commercial marketers and start running campaigns that are results driven and have as the ultimate result attitude and behaviour change.

So many times, in our experience working with organizations, we find that they think people’s “awareness” of their program, or message will spur them to act. If only that were true! But it’s not.

The brutal fact is awareness alone does not always lead people to change their attitudes or behaviours. If you want a target audience to adopt a specific lifestyle, buy a product or service, or support your program or cause, you have to go beyond simply making people aware. You need to start using components of behavioural psychology and strategic social marketing to stimulate attitude and behaviour change.

Raising awareness about something that wasn’t known before can be a useful tactic when it’s part of a larger effort to drive change. But to truly drive change, public sector and non-profit marketers & communicators have to consider the science that shows there is a more strategic, effective, and focused way to drive social change. In fact, research suggests that not only do campaigns fall short and waste resources when they focus solely on raising awareness, but sometimes they can actually end up doing more harm than good. https://lnkd.in/eBuZGTA

Too many organizations concentrate on raising awareness about an issue without knowing how to translate that awareness into action, by getting people to change their attitude and behavior. It’s time for governments and non-profit organizations & associations to adopt a more strategic approach to communications and marketing.

And what better time than now. We are  living in an over-communicated society and  it’s important to ensure maximum impact for your marketing and communication dollars.


The CEPSM social marketing workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours.

By attending this workshop, you will save countless hours of planning time and learn proven techniques for launching a successful campaign to change attitudes and behaviours. You will learn:

  • How to use a step-by-step structured approach to prepare a social marketing plan: that is actionable; has maximum impact and leads to successful implementation;
  • How to present and “sell” your social marketing strategy to management;
  • How to implement a social marketing program on a very tight budget and still have maximum impact on changing attitudes and behaviours;
  • How to monitor and evaluate your inputs/outputs, outcomes and impacts;
  • How social marketing gives you a single approach: for mobilizing communities; influencing the media; activating key stakeholders; and building strategic alliances with

The  Social Marketing Planning to Change Attitudes and Behaviours Workbook you will receive at the workshop will guide you through the process for creating your own Customized Social Marketing Action Plan.

Come join us on February 26 in Ottawa. The number of participants for this workshop is limited so register early.

For more information on all of our marketing and communication training go to http://cepsm.ca/services/training/


CEPSM’s private, tailored workshop option is well-suited for organizations with groups working on joint initiatives, issues and/or programs. This option allows for the provision of a customized training approach uniquely adapted to your organization’s needs. CEPSM can deliver the training at your location or at one of our facilities.

To learn more about our customized in-house training and private tailored workshops contact jimmintz@cepsm.ca or go to Easy Affordable Marketing Training for Public Sector & Non-Profit Organizations