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 Service ‘Pull’ to Complement Customer ‘Push’
Using service ‘pull’ to complement customer ‘push’
Vignette: ‘Cleanyourhands’, National Patient Safety Agency
Key Word: Service ‘Push’

‘Cleanyourhands’ is a national initiative in England and Wales to combat preventable healthcare associated infection (e.g. MRSA), by encouraging healthcare staff to clean their hands at the right time, every time, during their care of patients. Campaign messages promote hand-cleaning behaviour but, importantly, this is physically enabled through provision of alcohol hand rub at the actual point of care.

This service element is the system change needed to make optimal hand hygiene possible, and to overcome traditional difficulties around access to hand-cleaning facilities. It also means patients can see healthcare staff cleaning their hands before every contact, giving them confidence in the care they receive. ...

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