(Re) Introducing Social Change

Mar 27

For many years, Ogilvy Public Relations has used the term “social marketing practice” to refer to our team of experts in human behavior who are dedicated to helping people live healthier, safer, more secure, and happier lives.

Now, we are Ogilvy Social Change. Why?

In all honestly, it’s partly because I became exhausted by the need to constantly explain that, while social media is a key channel that we use in social marketing, I don’t simply “do Facebook and Twitter” all day long.

But much more importantly, Social Change is a term that looks outward towards the world, rather than internally at what we do. It describes the ultimate objective of our work and is better understood by clients and partners of all types. And, it encompasses the full range of client engagements that we support, including:

  • Working both upstream (policy, environmental and systems change) and downstream (individual change);
  • Employing multiple approaches: communications, marketing, earned, owned and paid media, stakeholder and partner engagement, and more;
  • Influencing the entire spectrum of social change: awareness to knowledge to interest/engagement to behavior; and
  • Developing initiatives across a wide range of disciplines: public education, social and behavioral change, health education, risk communications, cause related marketing, cause branding, corporate social responsibility, and more.

Hey, Vince Vaughn thinks it’s a good move, and we’re excited about it too!


About Social Change
Ogilvy Public Relations has worked with clients at the forefront of social change for nearly three decades. Our Social Change team members are experts in human behavior who are dedicated to helping people live healthier, safer, more secure, and happier lives.

We understand behavioral economics, behavioral science, and social science, and put that knowledge to work on behalf of brands, associations, non-profits, and government agencies that are seeking to make a positive impact on society’s most pressing challenges. We have deep and wide-ranging experience across public health, wellness, safety, preparedness and mitigation, financial security, and energy and the environment.

This entry was posted on Friday, March 27th, 2015 at 11:10 am and is filed under Behavior Change, Behavioral Economics, Corporate Social Responsibility, Ogilvy Washington, Public Health, Public Safety, Social Marketing. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

4 Responses to “(Re) Introducing Social Change”

  1. Mike Newton-Ward says:

    I understand your frustration! I like that the company has renamed these functions as “social change,” inasmuch as it is a description of the larger work and it points people away from the tendency to focus on individual level change.

    For myself, I will continue to use the term “social marketing.” It does have brand equity, at least in the “do-gooder” community, that I don’t want to dilute. More than that, though, I often find that those discussions with others about what real social marketing is often leads to an aha moment in which they want to learn more about strategic change using marketing principles. These moments (about 80% of my conversations) make worthwhile the frustrations and sore throats that come with having to explain again…

  2. Good move, as a “Social Behavior Change Communications” practitioner, I have used Social Change Marketing or Coms for that very reason: if you have to explain to your target audience what you mean then you’re using the wrong message! Cheers.

  3. Jennifer Wayman says:

    Thanks for your comment, Virginia!

  4. Jennifer Wayman says:

    Thanks, Mike. I appreciate you sharing this post on the listserv and I’m posting some follow up thought shortly.