Compilation of
Social Marketing
Evidence of Effectiveness:
Key references 2018
International Social Marketing
Association (ISMA)
and affiliated national and
regional associations
Introduction
The following list of
key evidence citations for Social Marketing was compiled with the Support of
the International Social Marketing Association (ISMA) and all its affiliated
national and regional associations around the world. This list was compiled by
asking leading Social Marketing experts from the fields of academia, policy and
practice to recommend evidence citations that they have found most persuasive
and helpful. Descriptive and qualitative studies of social marketing practice
have not been included, but some of the review do comment on the utility of
applying social marketing principles and concepts. To keep the review
manageable, reviews and meta reviews of individual intervention elements of
social marketing, such as communication campaigns, have not been included. A
full list of those who contributed to this paper can be found in appendix one.
This document does not
represent a systematic review or a narrative synthesis of all available
relevant citation, rather it is intended to act as a starting point for such
reviews. The paper is intended to also act as a quick reference guide for those
interested in further investigating the state of the evidence base of Social
Marketing. It is hoped that this compilation of key reference material will be
updated on a regular basis by the ISMA and its affiliated associations.
The citations given in
the compilation are organised under the following categories:
1. Generic
published peer reviewed papers
2. Topic
/ issue / intervention type specific published peer reviewed papers
3. Generic
policy papers and good practice reviews / guidance documents
4. Books,
book chapters and websites that include examples of effective and efficient
case studies
All
comments and suggestions regarding this paper should be sent to:
Doug
Evans (wdevans@email.gwu.edu)
1. Generic
published peer reviewed papers
The
effectiveness of social marketing in global health: a systematic review. Rebecca FirestoneCassandra
J RoweShilpa N ModiDana
Sievers. Published In: Health Policy and Planning. Vol 32 Issue 1 Feb 2017. Key findings / conclusions:
97 studies reported on changes in behaviour. Programmes with
positive, statistically significant findings were more likely to apply:
audience insights and cost-benefit analyses to motivate behaviour change.
A Systematic Review of Social Marketing Effectiveness. Martine
Stead, Ross, Gordon, R., Kathryn Angus, & Laura McDermott. Published in: Health Education, Vol. 107 Issue2,2007, pp.
126 - 191.Key findings / conclusions: (p. 126) “The paper shows that social marketing can
form an effective framework for behaviour change interventions and can provide
a useful “toolkit” for organisations that are trying to change health
behaviours”.
Evidence review: social marketing for the
prevention and control of communicable disease. Insights into health
communication. MacDonald, Laura., Cairns, Georgina., Angus,
Kathryn., Stead, Martine. Published in: European Centre for Disease
Control; Stockholm: 2012. Key findings /
conclusions: “The international evidence base indicates that social
marketing can be an effective approach to behaviour change for the prevention
and control of communicable disease. The European evidence is limited, but
promising, with social marketing principles having been successfully applied in
hand hygiene and sexual health interventions.” (p.1
A
systematic review assessing the extent of social marketing principle use in
interventions targeting children (2000-2014). Kubacki K, Rundle-Thiele S,
Lahtinen V, and Parkinson J. Published
in: Young Consumers, 16 (2), 2015,
pp.141-158. Key findings /
conclusions: 23 social marketing interventions targeting children under the
age of 12 years as their main audience were identified; “Sixteen of the studies
reported positive behavioural outcomes… social marketing is emerging as an
effective approach to increase physical activity and healthy eating, which in
turn may assist to lower obesity.”
A systematic review of sports
sponsorship for public health and social marketing. Kubacki K, Hurley E and Rundle-Thiele S. Published in; Journal of Social Marketing, 8 (1), 2018, pp.24-39. Key findings /
conclusions; This paper provides a systematic review of the use of
sports sponsorship in public health and social marketing indicating that the
sport sponsorship can be very effective in influencing policy and raising
awareness.
Social marketing targeting indigenous peoples: a
systematic review. Kubacki
K and Szablewska N. Published in; Health Promotion International, 7 September
2017. Key findings ‘conclusions; 20 articles covering 13 social
marketing interventions targeting Indigenous peoples were identified; “they
appear to have been effective in challenging some of the issues faced by
Indigenous peoples”.
Mass media health communication campaigns combined with health-related
product distribution: a community guide systematic review. Robinson, M.
Tansil K, Elder, R. Soler R. Labre P. Mercer S. Eroglu D. Baur C.
Lyon-Daniel K., Fridinger F. Sokler L. Green L. Miller T. Dearing J. Evans W.
Snyder L. Kasisomayajula K. Viswanath D. Beistle D. Chervin D. Bernhardt J.
Rimer B. Published in; American journal of preventive medicine 47(3):
360-371. 2014. Key conclusions / findings; Of the eight self-identified studies as, social
marketing interventions seven had 9.6% (IQI=4.3, 15.0) median percentage point change in desired health behavior.
2. Topic
/ issue / intervention type specific published peer reviewed papers
Social
marketing interventions aiming to increase physical activity among adults: a
systematic review. Kubacki K, Ronto R, Lahtinen V, Pang B and
Rundle-Thiele S. Published in; Health Education, 117(1), 2017, pp.69-89.
Key findings / conclusions; 94 articles covering 26 social marketing
interventions aiming to increase physical activity among adults were
identified; “The results of the current study indicate that increasing the
number of benchmark criteria used in an intervention to at least four increases
the chances of achieving positive behavioural outcomes”.
Effectiveness of Social Marketing
Interventions to Promote Physical Activity Among Adults: A Systematic Review. Xia *Y. Deshpande S, Bonates T. Published in; Journal
of Physical Activity & Health, Volume: 13 Issue: 11 Pages: 1263-1274. Key findings / conclusions; Findings
revealed that the presence of more social marketing benchmarks in interventions
increased the likelihood of success in promoting physical activity. The
presence of more than 3 benchmarks improved the success of the interventions;
specifically, all interventions were successful when more than 7.5 benchmarks
were present. Further, primary formative research, core product, actual
product, augmented product, promotion, and behavioural competition all had a
significant influence on the effectiveness of interventions.
Eating for the
better: a social marketing review (2000–2012). Carins,
Julia, E. and Rundle-Thiele, Sharyn, R. Published in: Public Health Nutrition, 17
(7), 1628-1639, 2014.
Key findings / conclusions: “Social
marketing is an involved process and it is important that studies identifying
as social marketing adopt social marketing benchmark criteria. Social marketing
when employed to its full extent offers the potential to change healthy
eating.” (p.1628)
Health communication and social marketing campaigns
for sexually transmitted disease prevention and control: What is the evidence
of their effectiveness? Allison
Friedman, Rachel Kachur, Seth Noar & Mary McFarlane.Published in: Sexually Transmitted Diseases, Vol 43, Supplement 1, February 2016, pp.
S83 – S101. Key findings/ conclusions: (from p. S83) “The review yielded 26 articles representing 16 unique STD
testing and/or prevention campaigns. Nearly all campaigns found differences
between exposed and unexposed individuals on one or more key behavioural
outcomes”.
Addressing
vaccine hesitancy: The potential value of commercial and social marketing
principles and practices. Glen
Nowak, Bruce Gellin, Noni MacDonald & Rob Butler. Published in: Vaccine,
Vol 33, Issue 34, 2015, pp. 4204-4211.Key findings / conclusions. (p. 4206) “Social marketing not only
helps immunization programs identify and understand the physical, social, and
economic environmental factors that play a major role in determining vaccine
acceptance; it also calls attention to the need to examine immunization
convenience”.
Examining Protective Effects of Brand
Equity in the keepin' it REAL Substance Use Prevention Curriculum. Lee,
J. K., & Hecht, M. L. Published
in: Health Communication, V. 26, Issue 7, Oct 2011. Key findings / conclusions; Brand equity mediates effects of the
keepin’ it REAL curriculum on substance use.
Systematic Review of Physical
Activity Interventions.Xia Y, Deshpande S, & Bonates T. Published in: J Phys Act Health. 2016 Nov;13(11):1263-1274.
doi: 10.1123/jpah.2015-0189. Epub 2016 Aug 24. Key findings / conclusions: Social marketing is an effective
approach in promoting physical activity among adults when a substantial number
of benchmarks are used and when managers understand the audience, make the
desired behaviour tangible, and promote the desired behaviour persuasively
Effectiveness of social marketing
strategies to reduce youth obesity in European school-based interventions: A
systematic review and meta-analysis
Aceves-Martins
et al. Published in; Nutrition Reviews
(2016). Vol 74 Issue 5 pp. 337-351. Key
conclusions / findings; Evidence indicates that the inclusion of at least 5
Social Marketing Benchmark Criteria domains in school-based interventions could
benefit efforts to prevent obesity in young people.
Impact of the California Project LEAN School Board
Member social marketing campaign. McDermott,
R.J. et al. (2005). Published
in; Social Marketing Quarterly, 11(2), 18-40. Key conclusions / findings; As part of the California
Project LEAN (Leaders Encouraging
Activity and Nutrition), a social marketing campaign was directed at California
school board members to motivate them to advance nutrition-related policy
issues at school board meetings, and to enact and enforce school policies that
support healthy eating. In less than two years after implementing the campaign,
a significant increase in nutrition-related issues on school board meeting
agendas occurred, more favourable nutrition-related policies became enacted,
and school board members reported greater readiness to support school
nutrition-related issues.
Minimising alcohol harm: a
systematic social marketing review (2000-2014).
Kubacki K, Rundle-Thiele S, Pang B and Buyucek N. Published in: Journal of Business Research, 68 (10), 2015, pp.2214-2222. Key findings / conclusions: 23 social
marketing interventions aiming to minimise harm from alcohol consumption were
identified; “Social marketing interventions were found to be largely effective
in creating positive effects through changing behaviours and policies to affect
short term or immediate changes, and also attaining longer term change via
attitude, behavioural intention, and/or raising awareness”.
Effectiveness
of a Communication for Behavioural Impact (COMBI) intervention to reduce salt
intake in a Vietnamese Province based on estimations from spot urine samples. Do,
H.T.P., Santos, J.A., Trieu, K., Petersen, K., Le, M.B., Lai, D.T., Bauman, A.
and Webster, J., 2016. Published in: The Journal of Clinical
Hypertension, 18(11), pp.1135-1142. Key
findings / conclusions: Participants
showed improved knowledge and behaviours following the intervention. The COMBI
intervention was effective in lowering average population salt intake and
improving knowledge and behaviours. https://onlinelibrary.wiley.com/toc/17517176/18/11
Using social marketing tools to
increase fuel-efficient stove adoption for conservation of the golden
snub-nosed monkey, Gansu Province, China. DeWan A, Green K, Li X, and
Hayden D. Published in; Conservation Evidence. Volume 10, p. 32-36, 2013.
Key findings / conclusions; This study reports on the
effectiveness of a social marketing campaign in aimed at augmenting the usage
of energy efficient stoves. The project’s impact evaluation revealed a 28%
increase in stove usage after year 1 and a 43.1% increase in stove usage after
year 2. This transition in stove design decreased rates of felling and forest
destruction significantly.
Social marketing of water and
sanitation products: a systematic review of peer-reviewed literature. “Evans
W, Pattanayak S, Young S, Buszin J, Rai S, and
Bihm J. Published in; Social Science and Medicine. Volume 110, p.
18-25, 2014. Key findings /
conclusions; This study reviewed 117 articles focused on
commercially-motivated social marketing in developing countries, determining
that companies leverage marketing to spur “consistent improvements in
behavioural mediators. The report concludes that “interventions have
successfully used social marketing following widely recommended strategies”
Effects of condom social marketing on condom use in developing
countries: a systematic review and meta-analysis, 1990-2010. Sweat, M. Denison J. Kennedy C. Tedrow V. and
O'Reilly K. Published in; Bulletin of the
World Health Organization, Vol 90, Issue 8, pages: 613-622A, 2012. Key
conclusions / findings; “Six studies with a combined
sample size of 23,048 met the inclusion criteria. Whilst the evidence base for
the effect of social marketing on condom use is small because few rigorous
studies have been conducted this meta-analyses showed a positive and
statistically significant effect on increasing condom use, and all individual
studies showed positive trends.
A review of current practices to increase Chlamydia screening in the community--a consumer-centered social marketing perspective. Phillipson, L. Gordon R. Telenta J Magee C and Janssen M. Published in: Health expectations: an international journal of public participation in health care and health policy 19(1): 5-25. 2016.
Key conclusions / findings; 18 interventions were identified,
Assessment against social marketing benchmark criteria found that interventions
incorporating social marketing principles were more likely to achieve positive
results. Whilst the quality of evidence remains low this
review suggests the potential utility of strategic community-based social
marketing interventions across a range of settings to promote screening at
higher rates than currently exist in this target group.
A meta-analysis of the evaluations of social marketing interventions
addressing smoking, alcohol drinking, physical activity, and eating. Hung C. Published in; Ph.D. Dissertation,
Indiana University, 2017. Key conclusions / findings; “Results: Interventions
using social marketing principles were effective at bringing about statistically
significant behavior changes. Interventions designed to effectively change
eating, physical activity, and smoking behaviors were effective; those
addressing drinking alcohol were not. Interventions that tackled multiple
behavior objectives usually failed to succeed. This review showed that
marketing mix, exchange strategies, and use of theory were significant factors
of program effectiveness.
Changing Wild Meat Consumption:
An Experiment in the Central Amazon, Brazil. Chaves A, Valle D, Monroe M, Wilkie D,. Sieving K, &
Sadowsky B. Published in; Conservation
Letters, 11(2), e12391. Key conclusions
/ findings; Coupons increased chicken consumption, as expected, but did not
reduce wild meat consumption. In contrast, social marketing without the price
incentive reduced wild meat consumption by 62%. This study demonstrates how
social marketing and price incentives may be effective at reducing demand for
meat and other wildlife products.
Online
interventions for social marketing health behavior change campaigns: a
meta-analysis of psychological architectures and adherence factors. Cugelman
B. Thelwall M. Dawes P. Published in; Journal of medical Internet research 13, no. 1 (2011). Key conclusions / findings; 30 interventions were
reviewed in this meta-analysis which focuses on the effectiveness of online
health related interventions. It found a small but significant difference in
effectiveness of online interventions compared with offline interventions. With
shorter online interventions having higher impact than longer.
Effect of large-scale social
marketing of insecticide-treated nets on child survival in rural Tanzania.
Armstrong Schellenberg J, Salim Abdulla, Nathan R, Mukasa O, Marchant T,
Kikumbih N, Mushi A, Mponda H, Minja H, Mshinda H, Tanner M, Lengeler C. Published in; The Lancet, Vol. 357,
April 2001. Key conclusions / findings;
A large-scale social marketing intervention led to strong results in terms of
preventing children from being infected by malaria in Africa. The increase in
the use of insecticide-treated nets led to 27% reduction in the risk of
post-neonatal child death.
Healthy Heroes,
Magic Meals, and a Visiting Alien: Community-Led Assets-Based Social Marketing.Stead
M, Arnott L, Dempsey E. Published in; Social
Marketing Quarterly, Vol 19 Issue 1, p. 26-39. Key conclusions / findings; By
using a community approach and social marketing and having a low budget, within
an 18 months period 2 community-led projects were successfully established
engaging the community in co-creating materials for tackling effectively
obesity problems among children and families.
Reducing alcohol-impaired
driving crashes through the use of social marketing. Rothschild
M, Mastin B, Miller T. Published in;
Accident analysis and prevention Vol 38, issue 6 Nov 2006. 1218 -1230. Key conclusions
/ findings; Results
showed a significant shift in riding/driving behaviour, especially among
21–34-year olds, a projected 17% decline in alcohol-related crashes in the
first year, no increase in drinking behaviour, and large savings between the
reactive cost of cleaning up after a crash and the proactive cost of avoiding a
crash. Programs have become self-sustaining based on fares and tavern
contributions, and have become part of the life style in the treatment
communities.
The
Florida “truth” anti-tobacco media evaluation: design, first year results, and implications for planning future state
media evaluations. David F Sly, Gary R Heald, Sarah
Ray. Published in: BMJ
Website. Key findings / conclusions: Evaluation of this insight-driven
approach to reducing tobacco consumption amongst young people resulted in high
rates of recall, significant changes in attitudes/beliefs, and reduced rates of
smoking behaviour among the youth targeted.
Getting to
the Truth: Evaluating National Tobacco Counter Marketing Campaigns.
Farrelly M, Healton C, Davis K, Messeri P, Hersey J, Haviland M. Published
in; American Journal of Public Health Vol 92 Issue 6 June 2002. Key conclusions
/ findings; The research compares two anti-smoking campaigns for young
people, one from the field of social marketing called the Truth Campaign and
the other one from Philip Morris. The research shows how the Truth campaign had
significant impact whist the PM campaign did not.
http://journals.sagepub.com/doi/abs/10.1080/15245004.1999.9961076
Social marketing as a
childhood obesity prevention strategy. Evans D, Christoffel K, Necheles J,
Becker a. Published in; (2010).. Obesity,
18(S1), S23-S26. Key conclusions
/ findings, This is a narrative review of existing social marketing based
interventions that concludes “At the community level, social
marketing shows evidence of effectiveness in promoting nutrition and physical
activity among parents and children”(p.S25) https://onlinelibrary.wiley.com/doi/abs/10.1038/oby.2009.428
A social marketing analysis of 20 years of hand
hygiene promotion. Mah, M., Tam, Y.C., & Deshpande, S. Published in ; Infection
Control and Hospital Epidemiology, 29(3), 262-270. 2008. Key conclusions / findings; A systematic analysis included articles that
describe multifaceted interventions and evaluated them with predefined social
marketing benchmark criteria. Of 53 interventions analysed in this review, 16
(30.2%) employed primary formative audience research, 5 (9.4%) incorporated
social or behavioural theories, 27 (50.9%) employed segmentation and targeting
of the audience, 44 (83.0%) used components of the “marketing mix,” 3 (5.7%)
considered the influence of competing behaviours, 7 (13.2%) cultivated
relationships with the target audience, and 15 (28.3%) provided simple behavioural
messages. Thirty-five (66.0%) of the interventions demonstrated a significant
improvement in performance, but only 21 (39.6%) were considered to have a
strong evaluative design
Evaluation of a National Physical Activity Intervention
for Children VERB™ Campaign, 2002–2004. Huhman M, Potter L, Duke J, Judkins D, Heitzler
C, Wong F. Published in; American
Journal of Preventive Medicine 38 - 43.2007 (32)1. Key conclusions / findings, directed to all U.S. children aged 9 to
13 years. After 2 years, a dose–response
effect was detected in the study population. Children aware of VERB reported
engaging in significantly more physical activity than children unaware of VERB.
These results were considerably stronger than the effects after Year 1, which
were only for physical activity among
subpopulations. The VERB campaign continued to
positively influence children’s attitudes about physical activity and their
physical activity behaviours and expanded the effects to more children. With
adequate and sustained investment, health marketing shows promise to affect the
attitudes and behaviour of children’s
3. Generic
policy papers and good practice reviews / guidance
What Works
in Social Marketing to Young People? Thornley L and
Marsh A. Published in; Wellington, Ministry of Youth Development, July 2010. Key
conclusions / findings; A
systematic review of social marketing campaigns to youth in the US, Australia
and New Zealand. Gives examples of positive behaviour change for tobacco and
marijuana use as well as sexual and physical health. Success factors include
target market research, effective use of commercial marketing techniques
including branding, multiple channels and inclusion of public policy and
sustained funding.
It’s Our Health a strategy for
social marketing. French J. Mayo E. Published in; National
Consumer Council, for Department of Health England. 2006.Key conclusions / findings; International review of social
marketing evidence, and policy implementation. Concludes that social marketing principles
should be used across government to improve efficiency, effectiveness and
engagement in social policy delivery. Make 38 recommendations about imbedding
and applying social marketing principles across government. Report and all recommendations
accepted by UK government leading to the development of subsequent government
social marketing strategy which is ongoing.
Marketing
Review Final Report. Stead
M. McDermott L. Angus K, Hastings G. Published in; NICE National Institute for Clinical Evidence. nice.org.uk. Key conclusions / findings;
The report demonstrates how commercial marketing and social marketing can help
build effective interventions to influence health behaviour. This meta review
is based on three existing reviews (Stead
et al 2006, Gordon et al 2006, McDermott et al 2006), see; McDermott,
L. M., M. Stead, G. B. Hastings, R. Kent and S. Banerjee (2005). "Social
marketing interventions for changing nutrition behavior: a systematic
review." Prevent Med.
Gordon, R., L. McDermott, M. Stead and K. Angus (2006). "The
effectiveness of social marketing interventions for health improvement: what's
the evidence?" Public health 120(12): 1133-1139. + Stead,
M., R. Gordon, K. Angus and L. McDermott (2007). "A systematic review of
social marketing effectiveness." Health Education 107(2):
126-191. + Evans, W. D., J. Blitstein, J. C. Hersey, J. Renaud and A. L. Yaroch
(2008). "Systematic review of public health branding." Journal of
health communication 13(8): 721-741.
Developing
world-class social marketing standards: a step in the right direction for a
more socially responsible marketing profession. Fourali C. Published in; Social Marketing
Quarterly, 15(2), 14–24. (2009). Key conclusions / findings; This review sets out the conclusions and process
of the development of the first world-class social marketing competence and
best practice occupational standards for the UK National
Occupational Standards system. http://journals.sagepub.com/doi/pdf/10.1080/15245000902957334
Effects of Communitywide Education on
Cardiovascular Disease Risk Factors: The Stanford Five-City Project. Farquhar J, Fortmann S,
Flora J; et al . Published in; JAMA. 1990;264(3):359-365. 1990. Key
conclusions / findings; One of
the first major, comprehensive, and rigorously evaluated public health/(social
marketing) interventions in two
treatment cities (N = 122 800) and two control cities (N = 197 500) Treatment
cities received a 5-year, low-cost, comprehensive program using social learning
theory, a communication—behaviour change model, community organization
principles, and social marketing methods. After 30 to 64 months significant net
reductions in community averages favouring treatment occurred in plasma
cholesterol level (2%), blood pressure (4%), resting pulse rate (3%), and
smoking rate (13%) of the cohort sample. These risk factor changes resulted in
important decreases in composite total mortality risk scores (15%) and coronary
heart disease risk scores (16%). Thus, such low-cost programs can have an
impact on risk factors in broad population groups.
Health 2020:
the European policy for health and well-being. WHO. Published in WHO Europe. Key conclusions / findings; “Drawing
on knowledge from the social, behavioural and policy sciences is proving
increasingly important, including social
marketing,
behavioural economics and neuroscience. old-style
message
communication approaches, focused on crafting information and
sending
messages, are rarely enough on their own to positively affect people’s
health
behaviour and choices. Instead, integrated learning from across the
wider
social behavioural sciences, including strategic social marketing, social
psychology,
behavioural economics and neuroscience, are increasingly
providing
practical and often cost-effective solutions to addressing the
diversity
of behavioural challenges in various populations. Moving beyond
communication
to a stronger behavioural focus and understanding in health
and
related programmes offers growing potential to achieve measurable and
sustained effects in people’s lives,
Public Health England Social
Marketing strategy 2017- 2020. Public Health England Published
in, UK government website. Key
conclusion / findings; The Public Health England (PHE) marketing strategy
describes how PHE will use marketing to support the objectives of its business
plan and England’s public health system. Social marketing is positioned as a
key integral element of all programmes aimed as assisting citizens to lead a
healthy life. Social marketing principles and planning rigor is applied to all
PHE programmes aimed at influencing and supporting positive health behaviour.
Social
marketing. A Systematic Review of Research 1998–2012.Truong, V.D. Published in; Social
Marketing Quarterly, 20(1), 15-34. 2014. Key conclusions /findings; Drawing upon journal and database
searches, 867 articles were analysed in the light of the content analysis
method. The article indicates that social marketing has captured increasing
research attention. Public health has predominantly been the research topic and
hence more articles have been published in health-related journals than in
marketing-related journals. Substantial research has focused on downstream
social marketing, while the upstream and critical dimension has been given
limited attention. Social marketing research has been dominated by qualitative
methods, although both quantitative and mixed methods are gaining prominence.
The Principles of Pride. Butler
P, Green K and Galvin D. Published in;
Rare.org. Key findings /
conclusions; A synthesis of 25 years of experience and research in
the realms of conservation and environmental science. The report details Rare’s
findings, introducing 12 principles that are fundamental to successful
behaviour change. Rare derives its conclusions from an extensive array of case
studies, experiments, and testimonies that establish the pillars’ veracity.
This paper harbours incontrovertible evidence of social marketing’s
effectiveness.
Health
Weighty Weight, Healthy Lives: Consumer Insight Study
HM
Government Published in: Department
of Health England Website. Kef findings / conclusions: Understanding
these clusters of citizens, their motivations and the opportunities and
challenges they face is an essential step towards developing interventions that
accurately target the needs of different audience groups.
Behavior
change strategies and health: the role of health systems. World Health Organization- Regional Office for Europe.
Published in; Regional Committee for Europe Fifty-eighth session;
Tbilisi, Georgia, 15–18 September 2008. Key conclusions / findings; Social marketing is one of the “building blocks”
needed to plan and deliver a comprehensive health behaviour change
interventions. Social marketing can be used as a tool to educate and empower
individuals (i.e. increase knowledge, skills and capacity; influence attitudes and levels
of confidence; change and sustain change).
Systematic
review of health branding: growth of a promising practice. Evans
W, Blitstein J, Vallone D, Post S,
Nielsen W. Published in; Translational Behavioural Medicine, Vol 5 Issue
1. P. 24-36. Key conclusions / findings; This systematic review shows
evidence about how health brands can have more impact by using evaluation,
application of theory and description of campaign strategies. A total of 311
articles (130 full reviewed) were examined.
Social marketing guide for
public health managers and practitioners. French J .Apfel F. Published
in; European Centre for Disease Prevention and Control
(2014) Stockholm: ECDC. Key conclusions
/ findings; This guide and toolkit was developed with public health practitioners
across Europe. Social Marketing is an effective and efficient set of organizing
principles. The application of social marketing principles adds value and rigor
to the development, implementation and evaluation of communicable disease prevention
and public health strategies.
Channing
transport behaviour, a social marketing planning guide. Kassirer J. Lagarde F. Published by; Cullbridge Marketing and Communications,
2010. Key conclusions/ findings;
Community Based Social marketing "tools have been identified as
particularly effective in bringing about change. While each of these tools can
promote healthy and/or sustainable behaviour on its own under the right
conditions, the tools are most effective when used together. These tools
include, for example, norm appeals, obtaining a commitment, prompts, and
feedback and recognition. The five
critical elements of CBSM are: Selecting the travel options and
behaviours on which will focus Identifying the related barriers and benefits.
Developing and piloting a program to overcome these barriers and to promote
these benefits. Implementing the program across a community Monitoring,
evaluating and improving the effectiveness of the program on an ongoing basis.https://www.researchgate.net/publication/312188618_Changing_Transportation_Behaviours_A_Social_Marketing_Planning_Guide
4. Books,
book chapters and websites that include examples of effective and efficient
case studies
Social marketing and social change: Strategies and tools for improving
health, well-being, and the environment. Lefebvre C. (2013). Wiley publishing.
Principles and Practice of Social Marketing: An International Perspective. Donovan, R, Henley
N. 2010. Cambridge Uni Press.
https://www.cambridge.org/core/books/principles-and-practice-of-social-marketing/DAB769AB72511223259722AEF48803A5
Innovations in Social
Marketing and Public Health Communication: Improving the Quality of Life for
Individuals and Communities.
Wymer, W, (Ed),
Social
Marketing: From Tunes to Symphonies. Hastings, G., & Domegan, C. Abingdon:
Routledge. 2014. https://books.google.co.uk/books?id=BWhHAQAAQBAJ&printsec=frontcover&dq=christine+domegan&hl=en&sa=X&ved=0ahUKEwj15_rI_uLcAhVsD8AKHaq7DRAQ6AEIMjAB#v=onepage&q=christine%20domegan&f=false
Social Marketing and Public Health (2nd ed). French J. Oxford
University Press (2017) https://global.oup.com/academic/product/social-marketing-and-public-health-9780198717690?q=social%20marketing&lang=en&cc=gb
Strategic Social Marketing. Jeff French & Ross Gordon. Sage (2015)publishing. https://www.amazon.co.uk/d/Books/Strategic-Social-Marketing-Jeff-French/1446248615/ref=sr_1_1?ie=UTF8&qid=1495701248&sr=8-1&keywords=strategic+social+marketing
Social
Marketing. Eagle, L., Dahl, S., Hill,
S., Bird, S., Spotswood, F., Tapp, A. Pearson (2013) http://catalogue.pearsoned.co.uk/educator/product/Social-Marketing/9780273727224.page
Sociall marketing case-book.
French, J., Merritt, R. & Reynolds, L. Sage (2011). http://sk.sagepub.com/books/social-marketing-casebook
Public Health Branding:
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Appendix
1
Jeff French
(Co-coordinator)
Doug Evans
(Co-coordinator)
Krzysztof Kubacki
Rob Donovan
Jim Mintz
Jay Kassirer
Eagle, Lynne
Ross Gordon
Sally Dibb
Chahid Fourali
Hamilton Carvalho
Brian Biroscak
Chris Palmedo
Rebekah Russell-Bennett
Suzanne Suggs
Nancy Lee
Sharyn Rundle-Thiele
Matthew Wood
Domegan, Christine
Ann-Marie Kennedy
Gerard Hastings
Alan Tapp
Carlos Oliveira Santos
Francois Lagarde
Kevin Green
Marco Bardus
Diogo Veríssimo
Nadina Luca
Doug McKenzie-Mohr
Danae Manika
Michael Basil
Debra Basil
Sameer Deshpande
Robert Hornik
Leslie Snyder
Michael Hecht
Diana Gregory-Smith
Victoria Wells
Juan
Miguel Rey Pino
International Social Marketing
Association (ISMA)
and affiliated national and
regional associations
All comments and suggestions regarding this
paper should be sent to:
Doug Evans (wdevans@email.gwu.edu)
