ABSTRACT
This chapter discusses how the tools of marketing communications and an integrated approach can be used by a range of not-for profit organisations. Social marketing has existed for several decades but came into focus in the early years of this century with the release of a UK government white paper Choosing Health. This paper specifically advocated the adoption of social marketing strategies when attempting to address public health issues. For example, social marketing campaigns to increase healthy eating may be ineffective because consumers are faced with much larger, intensive campaigns from producers and brands of unhealthy food. In addition to using logos to provide a visual form of differentiation, political organisations can also help voters decode the complex offering that underpins the political product by using marketing communications to create a clear brand identity.
