Describing the Critical Cultural Social Marketing Approach Used in the Lead My Learning Campaign

Abstract

This chapter provides a close analysis of how a critical cultural social marketing approach was used to adapt social marketing concepts and techniques to create Lead My Learning. In this chapter we get into the ‘nitty gritty’ of how an emphasis on the critical cultural was applied to crafting the Lead My Learning campaign. A detailed description of the application of the critical cultural social marketing approach is provided, with the chapter structured as a response and analysis to how this critical cultural approach worked with, responded to, and adapted one of the well-known social marketing planning processes, the National Social Marketing Centre’s (NSMC) Six Stage Planning Process (NSMC, 2011). The chapter describes how, using the critical cultural social marketing approach, this planning process were not straightforwardly adopted, but rather, was subjected to careful analysis to create the Lead My Learning campaign. Analysis is structured into six sections: reframing ‘getting started’; reorienting ‘scoping’; recognising knowledge in ‘development’; regardful ‘implementation’; respectful ‘evaluation’; resourceful ‘follow up’, with the titles chosen to convey the emphasis we deliberately sought to place onto the adaptation of this planning process. The chapter also discusses our use of what we have termed, ‘Critical Cultural Yarning Sessions’, a technique created that could be responsive to the Aboriginal guided approach we were following.