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Creative Marketing for Behaviour Change, Sustainability and Social Good

Learn how to apply creative marketing, visual storytelling, and filmmaking for behaviour change initiatives.

a young woman vlogging in a greenhouse
The CPD Certification Service

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies. Find out more.

Discover how to be creative in your marketing communication

Modern marketing needs to respond to increasing environmental and social challenges – like climate change – that are driving the degradation of our natural and social worlds.

On this five-week course, you’ll be introduced to the theory of creative marketing and how you can use it to encourage behaviour change for environmental conservation, sustainable development, and social change.

You’ll develop a project-driven campaign based on creative marketing strategies and content production, with a particular focus on filmmaking.

Explore sustainable marketing for the future

By developing an understanding of how to create marketing content and how to use it in a variety of contexts, you’ll gain contemporary skills that are increasingly sought-after by business, academic, and social agencies.

As you discover key video production techniques and behaviour change marketing, you’ll learn how to use these to create sustainable marketing for a better future. You’ll also delve into community-based social marketing and strategic marketing to further help your cause.

Learn from the experts at the University of Otago

Guided by the specialists at University of Otago, New Zealand, you’ll explore real-life examples of how companies have applied sustainable practice to creative marketing.

Examining New Zealand and international companies and how they work the medium of communication for social and brand-related information, you’ll gain valuable insights into creative branding and marketing to understand how to use it in your own practices.


  • Week 1

    Creative Marketing for Positive Change

    • Kia ora & Welcome

      Your educator Dr Wiebke Finkler outlines how you get the most out of the course through a marketing centric approach to creative communication for behaviour change, sustainability and social good.

    • Behaviour Change, Sustainability and Social Good

      This week you will learn about strategic marketing, behaviour change, action advertising, and foundational research. You will meet our industry partners who share their insights. Make sure to complete the exercises and quiz.

    • The Strategic Marketing Process

      Creative marketing is always part of a strategic marketing process. Here, strategy refers to a plan of action designed to achieve a long-term or overall aim. So, let's look at the strategic marketing process in more detail.

    • Behaviour Change

      Whether marketing, science or health communication most communication is about influencing behaviour in one way or another. Let's look at different approaches to behaviour change and learn from relevant case studies.

    • Action Advertising

      Learn how Action Advertising can be used for creative strategy and ideation. Merging theory with industry insights Action Advertising orientates creative communication to what really matters, actioning behaviour change.

    • The Importance of Research

      Why foundational research is so important and how to do meaningful research.

    • Test your knowledge

      Our End of Week 1 Quiz covers key skills covered including the strategic marketing process, behaviour change approaches and action advertising.

  • Week 2

    The Power of Storytelling

    • What's Up This Week

      Wiebke Finkler takes you through the content outline for Week 2 of our course. It is all about Story!

    • How to Tell Good Stories and Why

      Key lessons about story elements, story structure and story shapes. Practice your skills by writing a short story. Learn from the team @kindofabigdeal_nz about their journey and approach to storytelling for Social Media.

    • Human Stories

      Learn from our partners: a behind the scenes look of the Story of Harper Heta by ACC, the Sophia Charter by the Office of Sustainability, and the Silverline mental health campaign from @kindofabigdeal_nz

    • Visual Storytelling

      Outlines the power of visual storytelling as a communication tool. Learn key photography skills. Hear Industry Insights on how to approach creativity. Discuss visual storytelling with your peers.

    • Test your knowledge

      Have fun with this quiz to test your learning. It covers important storytelling aspects taught this week.

  • Week 3


    • Aspects of Filmmaking

      We will cover basic filmmaking techniques including soundscape design, music, lighting, head room and leading room, interviews and the 30 and 180 degree rules relating to jump cuts, smooth editing and screen direction.

    • Immersive 360° VR Experience

      Provides an immersive 360° VR experience and behind the scenes look at how this course was created and what filmmaking techniques were used.

    • Plan Your Own Video

      As part of this course students are tasked to develop their own idea for a creative video campaign and produce a first draft.

    • Test your Knowledge

      This week's quiz covers additional filmmaking techniques covered in the course.

  • Week 4

    Video Editing and Postproduction

    • Outline

      Introduction to this week's content and video editing session.

    • “Fixing it in Post”

      Janic Gorman talks about basic editing techniques that will help you create your video regardless of editing software you use. Janic uses Adobe Premiere Pro for editing videos but you can use any other software you have access to.

    • Edit Your Own Campaign Video

      Over the next week work independently to edit your own campaign video based on the key editing techniques covered this week. Use the footage you filmed last week.

  • Week 5

    Evaluation and Collaboration

    • The Importance of Evaluation

      Building on the strategic marketing process covered in Week 1 we outline the importance of evaluating creative communication content. We also learn about the importance of research and trust from the team at ACC.

    • Final Tips from Industry

      Kindly provided by Ryan Forlong and Bryn Fredheim from @kindofabigdeal_nz, Shaun Jones and Nick Farland from ACC, Sam Stuchbury and Jordan Stent at Motion Sickness and Ray O'Brien @Office of Sustainability, University of Otago.

    • Course Summary

      The final week course summary will provide an overview of learning outcomes and content covered over the last 5 weeks.

    • Further Learning at the University of Otago

      Provides further links to studying at the University of Otago including our more in-depth online paper MART449 on Creative Marketing for Behaviour Change, Sustainability and Social Good.

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Develop research skills focused on behaviour change and creative communication
  • Develop visual storytelling and production skills focused on filmmaking, creative design and copywriting
  • Apply creative marketing skills and strategies for developing creative behaviour change initiatives

Who is the course for?

This course is designed for students and working professionals interested in creative marketing and communication. The course will also cover behaviour change and creative content production skills, especially mobile filmmaking.

Business, government agencies, as well as non-governmental organisations and non-profit environmental organisations may also find this course useful.

What software or tools do you need?

To take part in this course you will need a cellphone capable of filming 1080 Video, a computer, and any available video editing software.

Who will you learn with?

Dr Wiebke Finkler is a creative marketing researcher, filmmaker and science communicator. With a background in marine biology she researches creative campaigns for positive change and sustainability.

Who developed the course?

University of Otago

As New Zealand’s first university, founded in 1869, the University of Otago has earned an international reputation for excellence in research and teaching. It is ranked in the top 1% of universities in the world and has the highest-possible rating of 5 Stars Plus in the QS global university performance ratings.

  • Established

  • Location

    Dunedin, New Zealand
  • World ranking

    Top 190Source: QS World University Rankings 2021

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime

Still want to know more? Check out our FAQs

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

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