Adapting social marketing for use in Education: Promoting Educational Futures

Year: 2016

Author: Harwood, Valerie, Murray, Nyssa

Type of paper: Abstract refereed

This proposal is to present current work on the Getting an Early Start to aspirations: Understanding how to promote educational futures in early childhood, a Future Fellowship project funded by the Australian Research Council. The overarching aim of the project is to understand how LSES children and their families imagine and aspire to educational futures and to develop and assess a social marketing intervention targeting promotion of educational futures in early childhood settings. For families without experience of higher education it can be difficult to know how to encourage young children's aspiration for educational futures. The project seeks to improve knowledge about higher education in low socio economic status early childhood settings. It will use a social marketing intervention to assist parents, families and caregivers to become better informed about how to support their young children. In this presentation we will focus on our work to develop and produce a social marketing campaign to promote educational futures in communities experiencing educational disadvantage. The presentation will include theoretical discussion of how, using a critical post-structural sociological approach (Harwood, Hickey-Moody, McMahon, O’Shea, in press), together with ongoing attention to learning Aboriginal protocols (Murray & Harwood, 2016), we have adapted and utilised social marketing approaches for application in an education context. The presentation will include demonstration and discussion of the materials and approaches in our campaign that have been developed in consultation with stakeholders in our social marketing campaign. ReferencesHarwood, V, Hickey-Moody, A., McMahon, S. & O’Shea, S. (2016 in press). The politics of widening participation: Making educational futures. Oxford: Routledge.Murray and Harwood (2016). The importance of Aboriginal Protocols in Promoting Educational Futures. Access on 20 May 2016 from