Community health social marketing program

The CPSTF finding is based on evidence from a systematic review of 22 studies search period - The review was conducted on behalf of the CPSTF by a team of specialists in systematic review methods, and in research, practice, and policy related to health communication and social marketing. Health communication campaigns apply integrated strategies to deliver messages designed, directly or indirectly, to influence health behaviors of target audiences.

Messages are communicated through various channels that can be categorized as:. Drawing on concepts from social marketing, a health communication campaign can be combined with other activities such as distribution of products to further influence health behaviors. The current review was devised to evaluate the effectiveness of the combination of health communication campaigns that meet specific criteria with the distribution of health-related products that also meet specific criteria.

Twenty-two studies with 25 study arms qualified for the review. An overall conclusion about the economic merits of the intervention cannot be reached because available economic information and analyses were incomplete.

The economic review is based on evidence from 15 studies search period January —December Included studies provided limited economic information on health communication campaigns to increase use of child booster and car seats 1 study , pedometers 1 study , condoms 4 studies , recreational helmets 5 studies , and nicotine replacement therapy 4 studies.

There were no studies of interventions that promoted use of sun protection products. Results suggest that health communication campaigns that include mass media, and product distribution interventions are applicable to:.

CPSTF identified several areas that have limited information. Additional research and evaluation could help answer the following questions and fill remaining gaps in the evidence base. What are evidence gaps?

When starting an effectiveness review, the systematic review team develops an analytic framework. The analytic framework illustrates how the intervention approach is thought to affect public health. It guides the search for evidence and may be used to summarize the evidence collected. The analytic framework often includes intermediate outcomes, potential effect modifiers, potential harms, and potential additional benefits. The number of studies and publications do not always correspond e.

Use of child booster seats in motor vehicles following a community campaign: a controlled trial. JAMA ; 7 Evaluation of community-based programs to increase booster seat use. Accid Anal Prev ;40 1 Developing, implementing, and evaluating a condom promotion program targeting sexually active adolescents.

Increasing condom use among adolescents with coalition-based social marketing. AIDS ;14 12 A community level syphilis prevention programme: outcome data from a controlled trial. Sex Transm Infect ;80 2 Effects of "10, steps Ghent": a whole-community intervention. Am J Prev Med ;33 6 J of Physic Act and Hlth ; Bicycle helmet use by children. Evaluation of a community-wide helmet campaign.

JAMA ; 16 Helmets for skiers and snowboarders: an injury prevention program. Fig 3. Can social marketing change health behaviour? Implications for healthcare practitioners This brief overview indicates that social marketing practices can be useful in healthcare practice.

Notes Contributors and sources: WDE's research focuses on behaviour change and public education intervention programmes designed to communicate science based information. Competing interests: None declared. References 1. Andreasen A. Marketing social change. Borden N. The concept of the marketing mix. J Advertis Res ; 4 : Communication and persuasion: central and peripheral routes to attitude change.

New York: Springer-Verlag, Designing health communication campaigns: what works? Newbury Park, CA: Sage, Hornik RC. Public health communication: evidence for behavior change. Mahwah, NJ: Erlbaum, National Cancer Institute. Making health communication programs work: a planner's guide.

Tailored health messages: customizing communication with computer technology. Healthy people understanding and improving health. Stages of change in the modification of problem behaviors.

PACT Agencies. PACT: positioning advertising copy testing. J Advertis ; 11 : Aaker D. Building strong brands. Community-based social marketers therefore begin by conducting the research that will help them identify these barriers. It is not unusual for this research to uncover multiple barriers quite specific to the activity being promoted. Once the barriers have been identified, community-based social marketers develop a program that addresses each of the them.

Personal contact, the removal of structural barriers, and the use of proven tools of change are emphasized in the program. To ensure that the program will be successful, it is piloted in a small segment of the community and refined until it is effective.

The program is then implemented throughout the community and procedures are put in place to monitor its effectiveness on an ongoing basis. The tools and detailed case studies provided in this website will help you incorporate into your program the techniques of community-based social marketing. The steps comprising community-based social marketing are simple, but effective.

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.

The next section of this chapter will help you decide the answer to just this question. Social Marketing Manual. The Social Marketing Network of Canada.

Social Marketing Place. Andreasen, A. Marketing social change: Changing behavior to promote health, social development, and the environment. Goldberg, M. Social marketing : Theoretical and practical perspectives. Washington, D. Herron, D. Marketing nonprofit programs and services: Proven and practical strategies to get more customers, members, and donors. Kotler, P. Social marketing: Strategies for changing public behavior.

Manoff, R. Social marketing: New imperative for public health. New York, NY: Praeger. Ogden, L. Applying prevention marketing. Request publication D Skip to main content. Toggle navigation Navigation. Chapter Chapter 45 Sections Section 1. Conducting a Social Marketing Campaign Section 3. Supporting and Maintaining Behavior Change Section 8. The Tool Box needs your help to remain available. Toggle navigation Chapter Sections. Section 1. Learn about the concept of changing people's behavior, the basis of social marketing as a whole, and why it can be of use to your organization.

What is social marketing? Who can do social marketing? Why is social marketing important? Basic principles of marketing: The "4 Ps" Stages of a successful social marketing effort Community groups do many different things to solve the issues that interest them.

What is the difference between social marketing and commercial marketing? What is involved in social marketing? In a nutshell, when conducting a social marketing campaign, you'll do the following: Identify what behavior you want to change for example, increase prenatal counseling among expectant mothers. Identify your audience: Whose behavior do you want to change? It may be that you want to change the behavior of several different groups; in that case, you may want to influence them in different ways to bring them closer to the desired behavior.

Such groups are often separated, or segmented, by age, gender, level of education, or race. Identify the barriers to change : through interviews, surveys, focus groups or other methods, you'll want to find out what makes it difficult or unattractive for people to make these changes. Do pregnant women feel uncomfortable at the area clinic, or are they made to feel stupid when they talk to the doctor?

Is the clinic too far away? Can they not take the time away from their jobs? Reduce the barriers to change.