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Meet Rebecca Wear Robinson


Rebecca Wear Robinson is uniquely qualified to interpret and integrate both the ‘social’ and the ‘marketing’ aspects of social marketing.  She earned her first master’s in Marketing, International Management, and Economics at the Kellogg School of Management at Northwestern University, and her second master’s in Organizational and Social Psychology at the London School of Economics where she focused on group dynamics and gender.  

Becoming an expert in a field is more than just studying the books, it takes experience.  Rebecca’s journey has been a blend of following her passions, driven by a never-outgrown tendency to ask ‘why?’, and supported by her rhino-like tenacity.  

She has been an outspoken advocate for children her entire life and strongly believes we have a responsibility to make the world a better place for all children.  Rebecca is a freak-of-nature when it comes to analytical and organizational skill levels, which have served her well in over a decade as a consultant and in her current profession.  

Having itchy feet, she has been traveling the world regularly since she first studied overseas in Austria and backpacked solo around Europe, eventually leading to traveling extensively on 6 continents and living in the UK, France, and the U.S.  

Travel and her consulting work fueled her fascination for different cultures, exploring how people think and act, and examining how these factors are integrated into business, government, and social change.  Nine years ago it all came together for her when she learned about the hidden global epidemic of child drowning, and she found  her raison d’être.  

Since then Rebecca has been analyzing, researching, and working within the drowning prevention field globally, focusing on integrating social marketing into our approach.

The social marketing approach is not limited to ending drowning.  Social marketing can, and should, be applied to any social change issue.  Rebecca feels strongly that positive, cost-effective, and sustainable social change will make the world a better place for all our children and that social marketing can make this happen.  

This book was born out of Rebecca’s experiences and research in the hope that it will make social marketing accessible to all who are working for positive change in the world, no matter what your personal passion.


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