Marketing Public Services

This article is part of a series of articles on marketing public services. Read more.

It's notable that 2016 was a watershed year for mobile-enabled behaviour change. Government, charities and brands alike focused on putting the means to change lives, and the world, into the hands of the people. As smartphone penetration has reached a tipping point and user acceptance of the exchange of data for utility has grown, we've seen an explosion in mobile-enabled social change.

The public and non-profit sector is required to take on some of the toughest challenges. The span of issues reflects not just the human condition but that of society as a whole – from health improvement to tourism, from road safety to voter engagement and social justice. Communicators in this space are at the sharp end of behaviour change – encouraging people to start or stop behaviours that are often individually hardwired and difficult to change.