The key to effective social marketing on a shoestring is to start by thinking like a marketer. This means thinking of the customer and being systematic in your planning. It does not mean worrying about not having enough money to run a big, flashy campaign on television or the newspapers. One of the real strengths of the social marketing approach is that it can be adapted and used by almost anyone who wants to help people to change some form of behaviour in such a way that will help the individual or their wider community. This chapter offers examples of how people with limited or no budgets can still apply a social marketing mindset and procedures to the issues they are concerned with. It also gives details of sources of free help and support for anyone who has access to the Internet.
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