What did our readers like best in 2017? A blog that wrestled with the definition of behavior change marketing as a discipline topped the charts (and not just because I assigned it as homework when I guest lectured at a Public Interest Communications class at the University of Florida). Readers also widely viewed and shared posts about finding new allies for advocacy campaigns, as well as posts on two hot topics: drug prevention and water conservation.
Here are our top performing blogs for 2017.
- For anyone who is at all interested in behavior change marketing (a.k.a. social marketing) as a discipline of social science, Why Clever is King in Social Marketing is a must read. This post by guest blogger Rob Gould of One Degree Strategies explores the evolution of the discipline over the past five decades, and develops a new definition that moves beyond the 4Ps.
- Advocacy groups are starting to get it. Stirring the base up into a lather can be a great way to drive donation dollars and angry emails to lawmakers. But it also can limit who feels welcome in your club. We’ve developed a new approach –– something we call Ally Acquisition –– that is designed to help organizations reach outside their bubbles to find new and broader constituencies. Interest in this approach drove How to Use Advocacy to Bridge the Divide to our #2 spot.
- With the deadly opioid addiction crisis unspooling across the United States, killing 64,000 Americans in 2016 –– and with millions of federal dollars pouring into messaging and treatment efforts, it’s no wonder our blog on ineffective drug campaigns ranked #3. Why We Are Addicted to Drug Campaigns That Don't Work shows why careful tracking is important to ensure your campaign doesn’t waste billions of dollars (like the infamous DARE program) or worse, create an inadvertent “reverse effect” that encourages drug use rather than avoidance.
- Advocacy, again. It’s clear it’s time to do things differently. How to Get Your Political Opponent To Care About Your Issue ranked #4.
- “Every drop counts” is a favorite slogan for water campaigns. But does it really? A recent news article by this guy I know (and happen to be married to) notes that even after a recent rate hike, municipal water in Orlando is still cheaper than dirt. Readers interested in trying a different (and more effective) approach put our post Build a Water Conservation Campaign (That Works) at #5.
Sara Isaac is Director of Strategy + Planning for Marketing for Change.
Don't forget about our most popular resource of 2017 –– 14 Factors that Determine Behavior.