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. 

Being Honest about the Challenges

Being honest about the challenges

Vignette: ‘Ann Smokers’: Smoking-Cessation Service Taster Sessions

Key Word: Building Supportive Environments

It is fair to say that, though effective, stop-smoking services can labour under an unattractive image in many people's minds. As part of a comprehensive project to reduce smoking prevalence in Portsmouth, in the UK, NHS Portsmouth City Primary Care Trust worked with local smokers to develop innovative solutions to overcome entrenched service-delivery issues identified through scoping research.

In the UK, Ann Summers is a national retail chain selling women's lingerie. As part of their sales strategy they hold lingerie parties in people's homes. The party concept was used to improve awareness of local stop-smoking services was the ‘Ann Smokers Party’, which borrowed elements from the Ann ...

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