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.
Chapter 15: Creating Access to the Right Products
West End and Ashington (two deprived wards in the city of Newcastle, UK) suffer high levels of heart disease, cancer and mental illness, and some of the lowest life expectancy levels in the UK. In 2009, Newcastle United Foundation (which is funded by Newcastle United Football Club) employed two new health trainers to use football as a way of engaging dads who wanted to improve their health. Following focus groups to understand customer ‘wants and needs’, an appealing ‘service product’ was developed to help dads change their health habits. The service consisted of twice-weekly football/multi-sports sessions, to support dads in programmes to gain football/sports-coaching qualifications, ...