Moving knowledge into action: applying social marketing principles to crime prevention

Trends & issues in crime and criminal justice no. 381

Peter Homel and Tom Carroll
ISSN 1836-2206
Canberra: Australian Institute of Criminology, September 2009

Abstract

This paper considers the potential application of social marketing principles to crime prevention. Social marketing has been a significant force in the public health field in Australia for more than two decades. It is a key component in the promotion of engagement in health protection behaviours, early detection programs and the promotion of individual health behaviour change. It is built on the application of evidence-based strategies and often, dual consumer/provider communication strategies. The process works to translate evidence-based knowledge about effective practice for key target groups in a way that enables them to take action to modify their own behaviour to achieve the most efficacious outcomes. The approach places a strong focus on formative research to gain a thorough understanding of the audience’s perspective on the issue being addressed and to frame what is being promoted in a way that engages this audience and meets their needs. Careful consideration of environmental mediators and potential facilitators of the promoted behaviour are also strong features of social marketing strategies. The potential for the social marketing approach to be applied to crime prevention is examined through examples of older people and crime, and online grooming of young people using social networking sites.