Liverpool's Challenge: Using Social Marketing to Address Obesity

Liverpool's Challenge: Using Social Marketing to Address Obesity

  • Case
Abstract

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.

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