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 6: Using Theory to Develop Effective Interventions
Asking pregnant women to stop smoking is a difficult challenge – especially if they find quitting stressful, and will be alienated from their peer group if they become a ‘non-smoker’. ‘Give It Up For Baby’ counteracts these barriers, by offering an incentive of £12.50 per week in supermarket vouchers, for every week a woman demonstrates she is smoke-free (via a carbon-monoxide test).
This uses the principles of Reinforcement Theory, which proposes that behaviour can be shaped by controlling the consequences of that behaviour, either by rewarding good behaviour, or by punishing bad.
‘Give It Up For Baby’ uses positive reinforcement (financial reward), at fixed interval schedules (once a ...