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. 

The Importance of Evaluation

The importance of evaluation

Vignette: Road Crew

Based in Wisconsin, USA, Road Crew is one of five US projects funded by the National Highway Traffic Safety Administration, seeking a 5 per cent reduction in alcohol-related crashes in the pilot communities. Pioneered in several rural Wisconsin counties, it represents an innovative approach to drink-driving.

Before drinkers go out for the evening, they arrange a ride with Road Crew. Vehicles pick up customers at their home, drive them around from bar to bar, then deliver them home safely at the end of the night. Rather than asking people not to drink, or not to drive, Road Crew provides a service solution, which keeps communities safe from drink-drivers whilst adding to the fun of a night out ...

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