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The Promotion of Education pp 95–129Cite as

Palgrave Macmillan

Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education

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Abstract

This chapter describes in detail what is meant by critical cultural social marketing. This new approach is illustrated by explaining what occurred when we engaged a critical and cultural emphasis in our approach to create Lead My Learning, an education promotion campaign. This is the first of the chapters in the book that brings together an overview of how a critical cultural social marketing approach was drawn on to create the Lead My Learning campaign (see also Chapters 5 and 6). The objectives in this chapter are to discuss a critical cultural social marketing approach and secondly, to share the Lead My Learning campaign. Thirdly, we describe how we employed a critical cultural social marketing approach to produce the educational promotion campaign—Lead My Learning. The chapter includes discussion of: how we engaged in social marketing with a critical and cultural priority; how we brought critique and a cultural emphasis to campaign conception; Yarning and Critical Cultural Yarning Sessions; and the conceptualisation of segmentation, the exchange and the marketing mix.

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Authors and Affiliations

  1. Sydney School of Education and Social Work, The University of Sydney, Sydney, NSW, Australia

    Valerie Harwood & Nyssa Murray

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  1. Valerie Harwood
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  2. Nyssa Murray
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Correspondence to Valerie Harwood .

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Harwood, V., Murray, N. (2019). Engaging a Critical and Cultural Emphasis to Create a Campaign That Promotes Education. In: The Promotion of Education. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-25300-4_4

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  • DOI: https://doi.org/10.1007/978-3-030-25300-4_4

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  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-030-25302-8

  • Online ISBN: 978-3-030-25300-4

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