Analysis of Social Marketing Strategies for Illegal Dumping Prevention

This report delves into the application of social marketing principles, particularly within the context of addressing illegal dumping issues in Queensland. It begins with an introduction to social marketing, outlining its core concepts and tools, including the 'P's of marketing and the importance of understanding the target audience. The report then examines a pilot study focused on illegal dumping, presenting research findings from expert interviews and co-design workshops. These insights reveal root causes for illegal dumping, such as cost, convenience, and seasonal demand. The study explores various strategies to combat this behavior, including increasing effort, risks, and reducing rewards. The report includes examples like ACTIVATE Pendle and Responsible Drinking campaigns and concludes with recommendations for primary care trusts, local authorities, and public health observatories. The analysis incorporates policy context, evidence, and the use of geo-demographics for population segmentation, offering a holistic approach to social marketing campaigns.