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. 

Working with Local Services
Working with local services
Vignette: ‘Love Your Mouth’
Key Word: User-Friendly Services

Mouth cancer kills one person every five hours in the UK. Survival rates are low due to late presentation of symptoms. ‘Love Your Mouth’ was a pilot initiative to promote early detection of oral cancer in the North East of England. The aims of the intervention was to create a user-friendly service where people at risk from oral cancer could have their mouth examined by a competent clinician.

‘Love Your Mouth’ developed a voucher system, which enabled holders to receive a free soft-tissue mouth check at a participating dental practice. Two-thousand vouchers were printed and distributed in booklet form to pharmacies, smoking-cessation services, health trainers, NHS walk-in centres and medical practices.

The pilot had ...

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