Making South Africa better

KNOWLEDGE for change is the apt slogan of the second annual social marketing boot camp. It will take place at Gallagher Estate, Gauteng tomorrow and Friday.

KNOWLEDGE for change is the apt slogan of the second annual social marketing boot camp. It will take place at Gallagher Estate, Gauteng tomorrow and Friday.

It is presented by CorpTrain and Ochre Active, with media and publicity by Sowetan and supportive participation by matchboxology, Soul City Institute, Love Life, GetOn Marketing, Heartlines, It Begins With You, Health & Development Africa and Social Media IQ.

It is expected to encourage greater and more cohesive efforts by individuals, groups, companies and organisations to participate more actively in social marketing campaigns aimed at making South Africa a better country.

Social marketing is commonly known as the systematic application of marketing concepts and techniques to achieve specific behavioural goals for the social good.

This could include highlighting the advantages of an alcohol-free life, adhering to the rules of the road, respecting the rights of others or adopting good social habits, especially when this approach is buoyed by a preparedness to learn and listen to the needs and desires of the people themselves.

According to the organisers, the power of social marketing and associated methodologies are increasingly recognised as a discipline that is more suited to achieving positive attitudinal and behavioural change.

Apt illustrations of mass media social media interventions include Soul City, the televised and printed versions of the HIV-Aids messages produced by the Soul City Institute, Kwanda, the social make-over shows by the same institute and Penguin Films' fine voter education shows Khululeka on SABC TV, which starred award-winning comedian Joe Mafela.

The boot camp brings together leading social marketing practitioners and strategists, including:

lOchre Active's Krisen Pather and Stan Joseph on Innovative Strategies for Individual Change.

lGeOn Marketing's Melissa Attree, on Utilising Social Media to Develop and Manage OnLine Communities;

lHealth Development Africa's Saul Johnson, on Designing Effective Communication Strategies for Behaviour Change - The Health Development Africa Experience.

lMatchboxology's Carol Bruns, on New Media and Social Change -The Power that Brands have in Societies.

lLove Life's Botha Swart and Trina Dasgupta, on Creating Relevant, Hip and yet Effective Messages to Influence Behaviour Change Among Young People.

lRhodes University New Media Lab's Harry Dugmore, on Using Mobile Phones As A Developmental Communications Tool.

Other speakers include Seynabou Mbengue from the Agency for the Development of Social Marketing in Senegal, respected social media practitioners and consultants Indra de Lanerolle and Anton Burggraf, Angela Stewart-Buchanan and Fabian Lojede from the African Broadcast Media partnership on HIV and Aids, Sue Goldstein of the Soul City Institute, and Social Media IQ's Peter du Toit and Lisa Breedt. Ideal attendants include government communicators and marketers, non-governmental organisations, communication specialists, commercial marketers, charities, social marketing practitioners, researchers, academics and students.

l To register, call Dona at 011- 888 9810 or Gugu at 011-639-0052 or e-mail: or visit