Social Marketing
Never a Bother shines bright with GOLD and SILVER at the 2024 SMANA Social Marketing Awards!
For a campaign as urgent and life-saving as youth suicide prevention, it’s vital to not only consult with youth but also co-create with them. Involving diverse youth ensures their voices are reflected and that the campaign can engage and maintain their attention. That was the reality of our Never a Bother campaign for the California…
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Celebrating Growth and Impact: Civilian Agency Signs Third Statewide Contract in 2023
We are excited to announce a significant milestone in our journey of growth and impact at Civilian. Our unwavering dedication to purpose-driven marketing has led us to secure our third statewide contract this year. These contracts address critical societal issues, including youth suicide prevention, adverse childhood experiences (ACEs), and providing concrete support to individuals impacted…
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How Social Marketing Differs from Commercial Marketing
Civilian opened its doors in 1999. Back then, we called ourselves AdEase. We promoted local restaurant chains, residential developments, and insurance firms. But soon our focus shifted. We began to use our marketing, advertising, and community outreach tools to promote public health, conservation, transportation equity and economic development. With the shift came a renewed passion…
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Creating Opportunities for Better Health in a Post-COVID World
These days, we are exposed to increasing data and stories proving that individuals most vulnerable to COVID-19 are disproportionately from communities that already suffer from inequitable rates of pre-existing health conditions, poor housing, and low-paying or unstable employment with limited, if any, benefits. And yet many of these individuals are risking their lives to provide…
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Coronavirus and Behavior Change: 3 Lessons for Your Next Campaign
While there will be many lessons to learn from the Coronavirus pandemic for years to come, anyone interested in behavior changes can now see the fundamentals on display every day. For context, here are three best practices for changing individual behaviors: Build Knowledge: Educate people about what behavior is important and why.Increase Self-Efficacy: Develop skills…
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How Social Marketing Differs from Commercial Marketing
Civilian opened its doors in 1999. Back then, we called ourselves AdEase. We promoted local restaurant chains, residential developments, and insurance firms. But soon our focus shifted. We began to use our marketing, advertising, and community outreach tools to promote public health, conservation, transportation equity and economic development. With the shift came a renewed passion…
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The Rise of Stories in Social Media
Social media marketing is a moving target. As new platforms come to the surface, well-established players must continue to increase their paid advertising offerings by introducing new features, ad formats, and targeting options. Marketers are in a constant race to update their strategies to keep up with these changes—and right now, many are scrambling to…
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Our New Year’s Resolution: “B” a Force for Good
As a newly Certified B Corporation, Civilian is making a resolution this year to live up to the B Corp motto to “use business as a force for good.” We’re proud to join more than 2,600 B Corps around the world who have made the pledge to redefine success in business, including Ben & Jerry’s,…
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Live Well San Diego: Creating Social Change Through Collective Impact
Stacey Nelson Smith, President and CEO, Civilian The recent Sustainable Brands conference was a fitting stage to share the success story of Live Well San Diego, a visionary partnership that’s creating measurable progress toward a region that’s healthy, safe, and thriving. While San Diego is known for its beautiful beaches, perfect weather, and an active…
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The Business of Behavior Change: Why Brands Are Motivating Action Through Social Marketing
With Earth Day 2017 quickly fading in the rearview mirror, I’m reminded of the challenge we face every other day of the year: maintaining high awareness and action on sustainability issues. Government agencies and nonprofits have traditionally shouldered the greatest responsibility for year-round efforts aimed at influencing behaviors that benefit individuals and society. But a…
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