Richard K. Delano

Mr. Richard Delano is a social marketing practitioner. His specialty is helping funders maximize social change potential inherent in specialized social marketing "channels". For instance, he is an acknowledged authority in reaching students, teachers and parents through schools. He is exploring other social marketing venues like the pharmacist channel. He has broad-based experience in taking social change programs "to scale" and integrating school-based interventions with media and community interventions...a major objective of most programs targeting youth.

Mr. Delano assists a variety of public and private sector organizations develop strategies to promote social initiatives like improved youth health, drug-use prevention and smoother transition to the world of work. For instance, he co-founded Scholastic Social Marketing Solutions to help Scholastic exploit the social marketing potential of its unique communication channels through schools. Examples of recent social marketing programs he has directed include:

• Scholastic’s Tobacco-use Prevention School Plan for settlement and excise tax states
• Census 2000’s "Census in Schools" – kids promote Census participation
• TAX-Interactive, IRS teen site (http://www.irs.ustreas.gov/prod/taxi/index.html)
• "Imagine our Future" community communication program for US Dept. of Labor
• National Highway Traffic Safety Administration’s "Campaign to Reduce Teen Impaired Driving"
• AT&T’s "Learning Network" program to help schools access the information super highway
• USDA’s "TEAM Nutrition" teaching materials now used in over 30,000 K - 6 schools
• Georgia’s "Safe Schools, Safe Streets" campaign to address youth violence and substance abuse

Mr. Delano co-founded and is marketing director for LifeCourse Associates with authors Bill Strauss and Neil Howe (Generations, 13 Gen and 4th Turning). LifeCourse Associates helps marketers, human resource staff and policy markers understand how generations form unique and predictable personalities as youth that define attitudes and behaviors at each stage of life. His special interest is Millennial Generation, children born since 1981. LifeCourse clients include: the US Marine Corps, Ford Motor Company, Census Bureau, P&G among others.

Mr. Delano served on the expert panel for the White House’s $175 million Youth Anti-drug Media Campaign, is a member of the State Commission for a Healthy New York and the New Jersey Breathes Coalition. He serves on the board of the Safe America Foundation.

This current activity builds on over twenty-five years in the publishing industry. Mr. Delano directed Scholastic Marketing Partners, founded DMS Publishing, Inc. to serve the mass communication needs of corporations like McDonald's, Clorox and Procter & Gamble as well nonprofit groups like the National PTA and Planned Parenthood. Before starting DMS Publishing, Inc., he held management and development positions within Time Inc., Scientific American and consulted for Hearst and Knapp Communications Magazines.