Involving the Critical and the Cultural in Promoting Education

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This chapter sets out the argument for the need for the promotion of education and introduces critical cultural social marketing. Critical cultural social marketing is a new approach that adapts techniques from the discipline of social marketing for use in the promotion of educational futures in communities and places where there is educational disadvantage. The chapter outlines why a critical cultural social marketing approach to promoting education is important and explains how this involves bringing an engaged attitude of critique together with engaged respect and awareness of the cultural. As the chapter sets out, this means looking at education and learning in ways that privileges the cultural and brings a heightened awareness of the cultural and of diverse knowledges, experiences and practices of learning. The chapter introduces the in-depth research used in this book. This research led to the creation of the Lead My Learning campaign, which was devised using a critical cultural social marketing approach. This Australian education promotion campaign involved Aboriginal and non-Aboriginal people, and paying attention to the cultural, took an Aboriginal guided approach to cross-cultural work. The chapter outlines how these Australian Aboriginal Protocols were used in the critical cultural approach that produced Lead My Learning.