National Social Marketing Centre

The first collection of fully-researched case studies to enhance social marketing success, ShowCase features projects that have used social marketing to achieve real changes in behaviour.

Case Studies

Denise Ong
By sharing good practice we hope to encourage a culture of collaborative learning, thereby enhancing the effectiveness of behaviour change initiatives and saving valuable costs.

Denise Ong, The NSMC


As a Centre of Excellence for social marketing, The NSMC has developed this online case study database as a valuable resource for practitioners and commissioners looking to showcase their work, gain and share learning and network with others. The database includes initiatives aimed at influencing a range of behaviours (from smoking to active travel) and target audiences (from young people to health professionals).


Each case study has been assessed against The NSMC’s benchmark criteria and demonstrates clear behavioural outcomes. Case studies are structured around the six stages of the planning process. This way users can follow the journey teams took and find detailed information on the ‘how’ of delivering a social marketing intervention, as well as outcomes achieved. This helps to inform future work and avoid duplication of efforts, particularly in lengthy scoping research.

As no real-world project is a complete success or failure and valuable learning can be gained from both positive and negative experiences, we seek to provide candid accounts of interventions that acknowledge challenges faced and lessons learned along the way. Through conversations with those closely involved in the projects, the case studies provide honest reflections and practical tips so that users may capitalise on others’ achievements and avoid similar mistakes and barriers.
We hope you enjoy using ShowCase and that it will continue to inspire good social marketing practice.

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Latest News & Events

30 March 2016

The NSMC Level 4 Social Marketing Award Course

We are currently planning the date of our next Level 4 Social Marketing Award. Keep on eye on our website for details of this course, or alternatively contact us directly and we will then let you know when the date has been organised.

The course is the only introduction to social marketing course accredited by the Chartered Institute of Marketing (CIM) and has been created from The NSMC's nine years' experience of delivering social marketing training courses with input from the accreditation unit at the CIM.

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12 April 2015

NSMC is commissioned by SNV Netherlands to evaluate a water and sanitation programme in Cambodia

The NSMC has just won a major contract with the Netherlands Development Organisation SNV to evaluate one of their major water and sanitation programmes in southern Cambodia.  The WASH programme is aiming to reduce the incidence of infectious diseases through a combination of institutional capacity building and behaviour change interventions.  The evaluation project will begin in late April and will be conducting both qualitative and quantitative research in the southern part of the country to evaluate the impact of the WASH programme on rural communities.

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23 February 2015

NSMC wins new project in Kent to develop a social marketing plan to reduce the number of expectant mothers who smoke

The NSMC has just been awarded a new project helping Kent County Council to develop a social marketing plan to reduce smoking rates in pregnant women.  We will be working over the next months to co-develop a behaviour change intervention that resonates with our target audience and helps them to quit smoking for good.  We will keep you informed of how this exciting project is developing throughout March and April. 

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18 March 2014

Guest blog - Best practice for research programmes by Rachel Cope of MRUK

With a trend towards social marketing increasingly being used to inform policy and development of strategy, the need for actionable research has never been more important.  Here, I outline best practice to ensure that your research programmes can be put into action.

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21 February 2014

The Chartered Institute of Marketing New Social Marketing Award


What do young people crossing railways safely, stopping smoking for October, voting for a country to join FIFA, not using accident and emergency services and enrolling more students on a course have in common?


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View the case study archive