Liverpool's Primary Care Trust (PCT) initiated a strategy in 2008 to encourage healthy eating habits and end obesity. After incorporating strong social media strategies, it launched a 15-month programme that took the form of a challenge to people in Liverpool to collectively pledge to lose a million pounds (in weight). In order to design the programme, several behavioural theories were used to a selected segmented audience, and CRM (Customer Relationship Management) techniques helped collect and analyze peoples' lifestyle choices.
Liverpool's Challenge: Using Social Marketing to Address Obesity
- Publisher:SAGE Publications Ltd
- Publication year:2011
- Online pub date:
- Discipline: Consumer Behavior, Customer Relationship Management, Social Marketing
- Length:3,717 words
Region:Northern EuropeIndustry:Human health activitiesOrganization:Liverpool Public Health Intelligence Team (PCT)Organization Size:Originally Published In:2011). Liverpool's Challenge: Using Social Marketing to Address Obesity. In Social marketing casebook (pp. 77– 88). London: SAGE Publications Ltd. Print. ISBN: 9780857025449., , & (Type:Online ISBN:9781473933828Copyright: © Jeff French, Rowena Merritt, Lucy Reynolds 2012