Bio

I work with nonprofits/NGOs, public agencies, start-ups, and socially minded organizations around the world to create positive change on health and social issues through social marketing and behavioral design. By strategically designing programs that draw on state-of-the-art behavioral science, digital media approaches and the power of stories, I help you make a difference for the people you serve. (See my list of top-tier clients in the "Experience" section below.)I'm the author of the widely used book "Hands-On Social Marketing: A Step-by-Step Guide to Designing Change for Good" (now in its 2nd edition) and published the Spare Change blog for many years. As a lecturer at the University of California at Los Angeles (UCLA) School of Public Health for almost 10 years, I taught a graduate-level course on social marketing, and I am the founder of the Social Marketing University training series.I'm the founder of the Transmedia for Good Network, and active in the area of transmedia storytelling and entertainment education. I am also on the Editorial Board for "Social Marketing Quarterly" and was a member of the Board of Directors of the International Social Marketing Association.Some of the services I offer include:в—† BEHAVIOR DESIGN – applying behavior science and psychology to program and digital/app design, message framing, gamification and behavioral economics-based "nudges" that influence behaviorsв—† PERSUASIVE COMMUNICATIONS – devising copy that leads to action for marketing materials, brand names, websites, apps, video scripts and moreв—† TRANSMEDIA STORYTELLING – working across media with a research-proven approach to craft stories, comics and educational games about your issue that lead to behavior changeв—† STRATEGY DEVELOPMENT – clarifying goals and objectives, segmenting the audience and their needs, specifying the marketing mix, crafting program design, branding and messagingв—† FORMATIVE RESEARCH – understanding your priority audiences and the competitive environment in which the program will be carried out, through methods like literature reviews, surveys, interviews, social media analysis and ethnographyв—† EVALUATION – designing an evaluation plan, setting up metrics and tracking mechanisms, conducting research, and providing results and recommendations in action-focused reportsв—† TRAINING – in-person and virtual training sessions, conference workshops and keynote speeches related to social marketing, behavior design, storytelling for change, and social media strategy