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. 

Changing Behaviours Holistically
Changing behaviours holistically
Vignette: ‘Hull Pct – Strategic Social Marketing for Public Health Commissioning’
Key Word: Holistic Social Marketing

Hull Primary Care Trust (PCT) oversees public-health services and healthcare provision for Hull, UK. The PCT has taken a large-scale, strategic approach to social marketing, applying its principles to the development of all public-health programmes for the area, and developing a commissioning organisational structure that is built around social marketing principles.

Senior commissioning leads and public-health staff have undertaken social marketing training, and consumer insight findings have been used to inform strategic planning and commissioning of services such as smoking cessation, weight management and alcohol. In addition, senior policy leads have mapped key performance indicators, target audiences, and activity across inter-connected public health work streams, to streamline ...

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