Social Marketing Casebook brings together a dedicated collection of social marketing case studies and vignettes from around the world for the first time. Each case study is explored from the scoping and research stage to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies; an international range of cases from the health, environmental and civic sectors, from national and governmental programs to local, small-budget interventions; comprehensive coverage of the whole process, from strategy and implementation, to the challenges and lessons learned; and academic exercises, discussion questions and references to reinforce student learning. 

Using a Full Intervention Mix

Using a full intervention mix

Vignette: ‘Don't Just Say They Matter’

Key Word: Marketing Mix

‘Don't just SAY they matter’ addresses ethically based health inequalities in New Zealand. It aims to increase cervical screening amongst New Zealand's Maori and Pacific women by creating an understanding of the importance of screening, whilst enhancing the screening service in order to improve uptake. The two-phase programme launched in September 2007 and is ongoing until 2010. Phase One aims to start conversations about cervical screening, while Phase Two aims to motivate women to be screened.

The project used a variety of methods and interventions: health-education resources were developed for priority ethnic audiences; training was given to health promotion and screening staff to provide them with an opportunity to ...

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