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. 

Community-Based Social Marketing
Community-based social marketing
Vignette: Way to Go!
Key Word: Community-Based Social Marketing

Car emissions have a large impact on children's health. Research indicates that parents are concerned when they learn about the impacts of cars on children, however, they are currently unaware of these impacts. Way To Go! is a programme that has been developed to reduce the impact of cars on the environment through a strategic approach for fostering sustainable behaviour through community-based social marketing. The Way To Go! school programme is designed to encourage children to walk, bike, ride-share and take public transport to school rather than driving. When an individual signs up for this programme they receive a Way To Go! kit. This kit provides environmental facts, statistics and the rationale for ...

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