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

  • Valerie HarwoodEmail author
  • Nyssa Murray


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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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Sydney School of Education and Social WorkThe University of SydneySydneyAustralia

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