R. Craig Lefebvre, PhD is an architect and designer of public health and social change programs. He is the chief maven at socialShift, the social|design, marketing and media consultancy located in Sarasota, FL. His framework blends empirical research and consumer experience to engage people’s imagination and passions in the design, implementation and evaluation of purpose-driven marketing programs. His recent projects have included serving on the Translating Health Communications Scientific Advisory Panel for the European Centres for Disease Prevention and Control; social marketing consultation and training workshops for the Ministry of Health, Brunei Darussalam; and conducting an analysis and making recommendations for enhancing suicide prevention programs among military personnel. Dr. Lefebvre is also Lead Change Designer at RTI International where his responsibilities include senior advisor to the development of a Digital Media Strategy group; founding member of the institute's Noncommunicable Disease initiative responsible for developing strategic priorities in communication and behavior change; lead for developing an organizational research agenda for the Mobile Technology Initiative; and senior counsel on health communication and social marketing strategy for various domestic and international projects. He also holds an appointment as Research Professor at the University of South Florida College of Public Health where he developed the online course in advanced social marketing, the social marketing in transportation certificate program, and is involved with research projects at the Florida Prevention Research Center examining community-based marketing approaches to obesity prevention policy, social marketing education and training experiences offered by schools of public health, and the use of social marketing in health promotion and disease prevention programs implemented by state departments of health.
Prior to these positions, he was the Chief Technical Officer at Population Services International (now PSI) and was responsible for technical quality and impact of health projects in 60 countries for the $320+ million NGO. His technical reporting relationships included the Research & Evaluation group; Technical Directors for Maternal and Child Health, Clean Water, HIV, Malaria and Reproductive Health programs that involve social marketing, distribution and promotion of subsidized commodities (condoms, family planning products, long-lasting insecticide treated nets), health communications and total market approaches to health; a Division for global staff capacity-building activities; and quality assurance initiatives for social marketing activities of country programs. He has also been the Chief Technical Officer at Prospect Associates and Managing Director of Health Communication and Social Marketing Programs at the American Institutes for Research where he managed creative services, marketing and research and evaluation staff in supporting numerous programs for public, private and nonprofit clients including the Agency for International Development, Burroughs-Wellcome, Centers for Disease Control and Prevention, National Cancer Institute, Pfizer, DHHS Office of Disease Prevention and Health Promotion, US Department of Agriculture and numerous state heath departments. He began his career as the Intervention Director of the Pawtucket Heart Health Program, one of the world's first community-based research programs for the prevention of cardiovascular disease.
Craig is the author of over 125 publications in the areas of community health promotion, social marketing, social and mobile media and public health and has made more than 300 presentations at professional meetings and invited venues around the world. His recent books include Social marketing and social change: Strategies and tools for improving health, well-being and the environment [San Francisco: Jossey-Bass, 2013] and a six-volume series on Social Marketing for the SAGE Library in Marketing [London: Sage Publications, 2013]. His professional service includes serving as a Founding Board Member for the International Social Marketing Association; participation on two National Cancer Institute Special Emphasis Review Panels for Centers of Excellence in Cancer Communications Research; Advisory Board of the Social Marketing Institute; the Editorial Boards of Social Marketing Quarterly and Journal of Social Marketing; and program advisory committees for the Digital Health Communication Extravaganza and the National Conference on Health Communication, Marketing and Media. His other faculty appointments have been at Brown University, George Washington University, Johns Hopkins University and the University of Virginia.
Dr. Lefebvre was the recipient of the 2017 Outstanding Contributions to Social Marketing award at the World Social Marketing Conference and the 2014 Phillip Kotler Social Marketing Distinguished Service Award. He is a Senior Fellow in the Society for New Communications Research, and was elected a member of the American Academy of Health Behavior in 2003 and a Fellow in the Council on Epidemiology and Preventive Cardiology, American Heart Association in 1988. His work has earned him the William D. Novelli Award for Innovations in Social Marketing with the NCI’s 5 A Day media campaign and a Silver Anvil from the Public Relations Society of America for the USDA Team Nutrition program. He received his Ph.D. in Clinical Psychology from North Texas State University and completed post-doctoral fellowships in Behavioral Medicine at the University of Virginia and the University of Pittsburgh. He also produces and writes the blog On Social Marketing and Social Change [http://socialmarketing.blogs.com].