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In the past decade internal communication began to take on a new identity as it supports the many change efforts underway in organizations today. Change communication – how internal messaging effects individual behavior change – is a key element for an organization undergoing transformation. Although research points to the need to communicate during change, very little information is available on what the outcomes are of an internal communication strategy that can positively influence individual behavior change during transformation. This chapter enhances current knowledge on this topic by investigating the relationship of awareness and understanding of change messages to individual behavior change through the case study examination of the intentional organizational transformation experienced in a large, consumer packaged goods (CPG) company.

This paper aims to investigate the impacts of a science-based environmental communication campaign at a university dining hall. The impacts are assessed in terms of student attitudes toward sustainability, food consumption choices and perceptions and understanding of the campaign and the information it communicated.

A communication campaign was designed to convey the water footprint of food entrées available at a university dining hall. This campaign was tested during a three-week field experiment in which students at the dining hall were exposed to information about the sustainability of their food. To measure behavior and attitude change, sales and production data were collected before, during and after the campaign, and pre- and post-test surveys were administered. To better understand perceptions, the authors conducted in-depth interviews with undergraduate students who frequented the dining hall.

Consumption patterns did not change significantly as a result of the campaign, and students’ attitude scores actually became slightly less positive toward choosing low water footprint foods. Interview data helped explain these results by showing that the ability and desire of students to choose sustainable food were overwhelmed by convenience and time pressures; other food attributes often outweighed sustainability; limited food source information could not verify the benefits of sustainable food; and the science of water footprints was disconnected from students’ subjective concepts of sustainability.

This paper empirically examines how students understand and interpret an environmental change campaign focused on sustainable food. It addresses an important gap in the literature by augmenting experimental and survey results with in-depth interview data, which help explain the often ineffective outcomes of behavior change campaigns. The research was conducted in the novel setting of a university dining hall.

Management attempts to transform organizations seldom succeed. This paper aims to describe seven common communication behaviors accompanying those failures.

This paper integrates material from three recent communication and organizational change studies, recent change theory, and complexity theory to model communication and change processes. All the studies employed traditional ethnographic methods, but one study employed quantitative methods as well as part of a mixed methods design.

Data describe six common communication behaviors during failed organizational change efforts. The combination of these behaviors suggests a seventh pattern. Communication during failed efforts seldom involves enough communication opportunities, lacks any sense of emerging identification, engenders distrust, and lacks productive humor. These problems are compounded by conflict avoidance and a lack of interpersonal communication skills. Members decouple the system, sheltering the existing culture until it is safe for it to reemerge later.

The integration of data from three studies with theory improves transferability, but more studies would improve the veracity of the results. Only one study employed quantitative data along with qualitative data. Organizational change research may need to employ mixed methods and augment results through simulations to understand time‐dependent processes.

Results point to the limitations of management and impersonal communication. Change is a messy business, and transformational change will not happen unless management is willing to tolerate the ambiguity and the sense that emerges in communication. Results also point to the importance of communication skills in hiring practices.

Few essays integrate results from several studies. This paper challenges accepted management practices and extends the growing understanding of the limits of individuals to control social change; it also adds to the literature on and application of complexity theory.

By applying ecological models of health behaviour to marketing communications to achieve behaviour change, this paper aims to illustrate the importance of taking into account various economic, environmental and social influences.

A two-part study was undertaken. Part one involved exploring the lived worlds of the targeted population. Part two explored how the needs of the target audience informed a social marketing communications strategy. This was illustrated through Childsmile, a Scottish Government funded oral health institution.

A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complementing this was how these needs are incorporated into an ecological social marketing communications campaign. Although the long term effects of the ecological social marketing campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour.

The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government.

Behaviour change, through social marketing communications, is possible among socio-economic deprived groups. Change supported with face to face interactions with health professionals.

Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, the paper also answers calls for research into ecological models of social marketing communications to understand how influences affect its applicability.

This study aims to present a communication model for promoting value co-creation between citizens and policymakers and to draw out proposals on the rationale in implementing nudge effect as well as key policy implications. The paper also revisits the close relationship between information senders and receivers (citizens) from the perspective of “citizen behaviour change” and focuses on the nudge effect, which strengthens the communication skills of policymakers (information senders) and accelerates the behaviour change of citizens (i.e. the recipients of information). Based on the study, the authors propose a conceptual framework to explain the spontaneous incentive structure of citizens.

This study uses a conceptual discussion based on a literature review. It examines the nudge effect on citizen behaviour based on information and communications models and theories. From critical discussions of literature, it proposes an analytical model that focuses on the nudge effect put forward in behavioural economics and takes into account the importance of measures to increase the sensitivity and empathy of the recipients of information.

The authors revisited the relationship between information senders and receivers from the perspective of citizen behavioural change and focus on the nudge effect, which strengthens the communication power of policymakers and accelerates the behavioural change of citizens (i.e. the recipients of information). According to the study, the authors propose a conceptual framework to explain citizens' spontaneous incentive structure. The dual perspective of policymakers and citizens should be central to the collaboration between citizens and policymakers to enhance the effectiveness of social policies, where the scope and type of value generated and the perspective of social value are essential.

This paper bridges the interdisciplinary research fields of behavioural economics and social policy. It is hoped that the model proposed in this paper will be an effective discussion framework for relevant researchers and practitioners when considering human resource training and system building related to information dissemination. In addition, it is hoped the model will be an effective tool for deepening discussions on topics that help to facilitate information transfer and communication within organisations.

The realisation of policy intentions within the core elements of the social policy process, such as the definition of key objectives, policy mechanisms and legislation, are central elements of policy formation and are said to be highly similar across countries. The framework proposed in this study is a valid resource that can be applied in other countries and can be expected to act an effective guidepost for policy makers and other stakeholders engaged in social policy.

Up to this point, in examinations of encouraging behavioural change in information recipients, attention has been focussed on the aspect of increasing the sender's ability to transmit information. Interventions, such as increasing the energy of the delivery, increasing the frequency and diversifying the media to make a strong impression on the receiver's consciousness, have been considered and implemented. However, this study suggests that, in addition to such efforts on the part of the sender, it is important to increase the sensitivity and affinity of the receiver to the message as preliminary preparation to receiving it.

In this essay, two purposes are of importance. One is to frame anti consumption as a social marketing issue on micro and macro levels. The second is to set forth dance as a persuasive element in anti consumption social marketing strategy, which heretofore has been under utilized and under theorized.

This essay draws from relevant existing literature in social marketing and builds and extends dance theory in television ads to conceptualize dance as a viable consumer culture aesthetic in anti consumption social marketing campaigns.

Effectively employing dance images in anti consumption social marketing campaigns may contribute to redesigning of the self-image and identity of consumers. Moreover, through linkages of positive behaviors to dance celebrations and rituals, aligned with an overall social marketing campaign, dance may facilitate reduction of negative consumption behaviors.

Social marketers’ strategic success in high involvement behavior change depends in part on the target audience’s favorable response to message processing. The social marketing field encompasses a variety of such behaviors that if changed, improves both society as a whole, and the lives of individuals.

There are three aspects of value and originality in this contribution. They include forwarding anti consumption as a social marketing issue in consumer culture; theorizing dance as a somato-visceral and kinesthetic approach to anti consumption social marketing behavior change; and demonstrating dance as a positive persuasive element that can reside within the boundaries of social marketing ethics.

A 100+ year old organization was facing an enterprise-wide, multi-billion dollar transformation. A new, cross-functional team was brought together to spearhead this change, but faced challenges because of organizational siloes and lack of cross-functional communication. Following an in-depth assessment of the leadership team’s behaviors and their leadership presence, the president realized the team would need to change their communication strategies to drive the transformation.

Each leader was assessed using a research-based model of executive presence, the ExPI™, which is designed to measure specific behaviors of executive presence and leadership communication; the qualities of leadership that engage, align, inspire and move people to act. The team developed a “profile of success” highlighting their desired future state as a team, and compared that with the collective data on their strengths and gaps as a team. The comparison and insights from the comparison formed the roadmap for improving their behaviors as a team.

The leadership team ultimately became champions for the enterprise-wide change by improving communication streams and winning buy-in from their own teams and other stakeholders critical to the change. They’ve transitioned from seeing their role as protecting their vertical siloes to connecting their functions into a horizontal, integrated pipe that delivers fast, seamless value to the company and the customers.

This case study highlights the importance of creating culture change through leadership behavior. When an organization is faced with high-stakes transformation, change ultimately starts at the top. Leadership teams who invest in the hard work of changing their siloed actions, and hold themselves accountable for a new way of working, will be able to drive change more effectively and more quickly.

This chapter discusses the significance and effectiveness of communication strategies in empowering marginalized communities. With a specific focus on reproductive health, this chapter examines the diverse scope of these strategies and their transformative potential. It explores the use of mass media as a dynamic tool for information dissemination and the adoption of information, education, and communication (IEC) approaches to enhance knowledge and awareness. Furthermore, this chapter highlights the catalytic role of social and behavior change communication (SBCC) in driving substantial transformations in behaviors and attitudes. An integral part of the discussion is the customization of communication strategies to effectively reach and empower marginalized communities in Bangladesh. Through these strategies, this chapter illuminates the path toward empowering marginalized communities.

The Coronavirus pandemic in South Africa resulted in negative effects with high infection rates, health care shortages, increases in death rates, plus a collapsing economy. There was an urgent need for precautionary health promotional campaigns to educate populations about the virus. However, with South Africa’s diverse population cultural beliefs, socio-cultural aspects needed to be catered for. Health literacy also had to be considered for effective positive behaviour change patterns to occur. Social barriers such as misinformation, stigma, myths, anxiety and prejudice resulted into infodemics emerging in the population. Media representation about the pandemic needed to ensure truthful and authentic information reached target audiences. Specific examples related to religious beliefs (the Chief Justice Mogeng Mogeng) and cultural remedies (Madagascar’s artemisia or “green gold”) are included in this chapter, to elaborate examples of such cases in South Africa, with no audience engagement analysed. Two health promotional campaigns, Count Me In and We will beat this are analysed via a qualitative multimodal analysis. Behaviour change communication theories are included to triangulate and validate the findings. Findings indicated that health campaigns need to cater for socio-cultural diversities and be audience specific in order for adequate behaviour change to occur, via clear health messages.

Social marketing has evolved differently in the developing and developed worlds, at times leading to different emphases on what social marketing thought and practice entail. This paper aims to document what those differences have been and provide an integrative framework to guide social marketers in working with significant social and health issues.

An integration of views about social marketing is proposed that is focused on the core roles of audience benefits; analysis of behavioral determinants, context and consequences; the use of positioning, brand and personality in marketing strategy development; and use of the four elements of the marketing mix to tailor offerings, realign prices, increase access and opportunities; and communicate these in an evolving media environment.

Ideas about branding and positioning, core strategic social marketing concerns, have been better understood and practiced in developing country settings. Social marketing in developing countries has focused much more on products and services, with a concomitant interest in pricing and distribution systems. In developed countries, social marketing has too often taken the 1P route of using persuasive communications for behavior change. The integrative framework calls for an expansion of social marketing to product and service development and delivery, using incentives and other behavioral economic concepts as part of the price element, and extending place as both an access and opportunity idea for behaviors, products and services.

The framework pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model also gives social marketers more latitude in how to use price and place in the design of programs. Finally, it also provides a platform for how we approach social change and public health in the years ahead through market‐based reform.

Five challenges to social marketing are identified – achieving equity, influence of social networks on behaviors, critical marketing, sustainability, scalability and the need for comprehensive programs – that may serve to focus and coalesce social marketing research and practice around the world.