Nick presented at the World Social Marketing Conference held in Toronto, Canada. His paper showed how to support social and behaviour change through the use of change agents. It will be useful for those designing and implementing social marketing programs and research. How we select change agents – e.g. peer educators, opinion leaders, community health workers and counsellors – helps determine the effectiveness of a program. While there is evidence to support the use of change agents, there are limitations to current methods to select effective ones. This paper examined new evidence from the field for a method to help find effective change agents. It will draw on several case studies, including alcohol use in Australia and an Indonesian community based sanitation program.
Making social and behaviour change goodGoodwin Collaboration provides international services in research, strategy, design, management, teaching, fundraising and evaluation. We provide proven expertise to help our clients communicate change, improve behaviours, market solutions and strengthen communities.
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