Co-Investigator and Research Professor, College of Public HealthUniversity of South Florida

Research Interests: Health communication, public health and social change

R. Craig Lefebvre, PhD is an architect and designer of public health and social change programs. He is chief maven of socialShift, a social design, marketing and media consultancy, Lead Change Designer at RTI International, and Research Professor at the College of Public Health, University of South Florida. An internationally recognized expert in social marketing, Craig has been involved with several hundred projects in global, national, state and community contexts.



Personal web site
RTI web page:

Address: Sarasota, Florida


R. Craig Lefebvre, PhD, is an architect and designer of public health and social change programs who blends empirical research and consumer experience to engage people’s imagination and passions in the design, implementation, and evaluation of communication and marketing programs to improve health, financial literacy, and social well-being. His interests and responsibilities include digital media and social marketing strategy, mobile technology research, noncommunicable disease prevention and control, and health communication. During his career he has planned, launched, and evaluated several hundred communication and marketing programs across a diversity of public health issues with state, national, and international agencies, several health ministries, and private sector companies.

Dr. Lefebvre is the author of more than 125 publications 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 and a six-volume series on Social Marketing for the SAGE Library in Marketing. He currently serves on the Editorial Boards of Journal of Services Marketing, Social Marketing Quarterly and Journal of Social Marketing.

Dr. Lefebvre was the recipient of the 2014 Phillip Kotler Social Marketing Distinguished Service Award, is a Senior Fellow in the Society for New Communications Research, a member of the American Academy of Health Behavior, and Fellow in the Council on Epidemiology and Preventive Cardiology, American Heart Association. His work has earned him numerous industry awards, including the William D. Novelli Award for Innovations in Social Marketing and a Silver Anvil from the Public Relations Society of America.


PhD, Clinical Psychology, North Texas State University

MS, Experimental Psychology, North Texas State University

BA, Psychology, Roanoke College

post-doctoral fellowships in behaviorial medicine, University of Virginia and University of Pittsburgh


Marketing for public health and social change programs
People-centered research and planning
Social technologies for innovation and learning
Organizational learning and redesign

Selected Publications


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