Social Marketing in Public Health

Grier, Sonya A.; Bryant, Carol A.

doi:10.1146/annurev.publhealth.26.021304.144610

Cited by 731 publications

(621 citation statements)

References 30 publications

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“…People who participated in this formative phase of research were divided into six attitudinal segments based on their measured desirability and possibility of change as part of predicting how various parts of the target audience would respond to a social marketing campaign on "obesity" (GFKBM 2007(GFKBM , 2009). Such segmentation is typical of market research as a way of identifying different groups to target for marketing efforts (Grier and Bryant 2005). These attitudinal segments were given the names "Defiant Resisters," "Quiet Fatalists," "Apathetic Postponers," and "Help Seekers."…”

Section: The Formative Researchmentioning

confidence: 99%

“…They adopt the language and methods of commercial marketing, resting on the belief that behaviors associated with a "social good," such as good health or emotional wellbeing, may be advertised to consumers as if they were products or services (Grier and Bryant 2005). Such campaigns involve many months of pre-research and planning in their development and frequently cost large sums of public monies in their generation and execution (Tulloch and Lupton 1997).…”

Section: Introductionmentioning

confidence: 99%

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“How do you Measure up?” Assumptions About “Obesity” and Health-Related Behaviors and Beliefs in two Australian “Obesity” Prevention Campaigns

Lupton

2014

Fat Studies

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This article presents an analysis of two related Australian government-sponsored "obesity" prevention campaigns, including documents produced by commercial social research companies reporting the formative research and evaluation of these campaigns. This material is critically analyzed for its underlying assumptions about weight "obesity" and the public's health-related behaviors and beliefs. These include the following: the concept of "good health" has meaning and value that is universally shared; to be "overweight" or "obese" is to be physically unfit and at risk of higher levels of disease and early death; individuals are responsible for their own health status; they lack appropriate information about health risks and providing this information leads to behavior change; and information should be provided in a way that arouses concern and a belief that individuals should make a change. These assumptions are challenged from a critical sociological perspective.

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Section: The Formative Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“How do you Measure up?” Assumptions About “Obesity” and Health-Related Behaviors and Beliefs in two Australian “Obesity” Prevention Campaigns

Lupton

2014

Fat Studies

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“…Narrowcasting campaigns are based on social marketing principles of extensive audience, market, and formative research conducted within population segments (Andreasen & Kotler, 2003;Bloom & Novelli, 1981;Grier & Bryant, 2005;Kotler et al, 2002;Maibach, Rothschild, & Novelli, 2002). As people become dependent on media for setting social norms (McQuail, 1987;Rubin, 2002), campaigns achieve objectives if persons are exposed and pay attention to materials, a phenomenon that can occur when a person has been exposed to materials three to six times (Andreasen & Kotler, 2003;Hornik, 2002;Paisley, 2001;Stewart et al, 2002).…”

mentioning

confidence: 99%

Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns

Glik

Prelip²,

Myerson³

et al. 2008

Health Promotion Practice

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Preventing fetal alcohol syndrome (FAS) by encouraging pregnant women to abstain from drinking alcohol competes with commercial alcohol marketing. Two FAS-prevention campaigns using a narrowcast approach among young women of childbearing age in two disadvantaged Southern California communities are compared. The design, implementation process, and degree to which campaigns reached the priority populations are the focus of this article. Formative research shows that young women in disadvantaged communities receive mixed messages about dangers of drinking during pregnancy. A social norms approach using positive role models was the most acceptable message strategy based on materials pretesting. Differences in campaign implementation and distribution strategies between communities were documented through program monitoring. Survey research indicated the more viable messaging and implementation strategies. Findings show that low-cost community campaigns are feasible; however, variations in messaging, distribution strategies, and saturation levels determine whether such campaigns succeed or fail to reach priority populations.

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“…It has been utilized effectively in public health 26 and specifically with older adult populations 27,28 . French and Blair-Stevens 29 outline eight essential elements for social marketing programs: segmentation, insight, methods mix, customer orientation, behavior, theory, exchange, and competition.…”

Section: The Health Belief Model (Hbm) and Social Marketing In Healthmentioning

confidence: 99%

The asthma knowledge and perceptions of older Australian adults: Implications for social marketing campaigns

Evers

Jones

Caputi

et al. 2013

Patient Education and Counseling

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Objective: The purpose of this research is to gain an understanding of the asthma perceptions of older adults and identify gaps in their asthma knowledge. Methods: In regional New South Wales, Australia, a stratified, random sample of 4066 adults, aged 55 years and over, both with and without an asthma diagnosis, completed a survey based on the Health Belief Model about asthma knowledge and perceptions. Results: Almost half of the sample had experienced symptoms of breathlessness in the past four weeks. Breathlessness was a predictor of lower health ratings and poorer mood. Older adults reported low susceptibility to developing asthma. The sample demonstrated poor knowledge of key asthma symptoms including shortness of breath, tightness in the chest and a cough at night. Conclusion: There is a general lack of asthma awareness in this age group. This could result in not seeking medical help, and thus a reduced quality of life. Practical Implications: Older adults should be made aware of key symptoms and the prevalence of asthma in the older adult population, and be empowered to take control of their respiratory health. Audience segmentation for an intervention should be based on recent experience of breathlessness and asthma diagnosis. AcknowledgementsThe study was supported by the Australian Research Council, in collaboration with the Asthma Foundation NSW. The electoral roll data was supplied by the Australian Electoral Commission in conformity with sections 91(4 A)(e) and 91(2 A)(c) of the Commonwealth Electoral Act 1918 and regulation 10 of the Electoral and Referendum Regulations. The asthma knowledge and perceptions of older Australian adults: Implications for social marketing campaigns AbstractObjective: The purpose of this research is to gain an understanding of the asthma perceptions of older adults and identify gaps in their asthma knowledge.Methods: In regional New South Wales, Australia, a stratified, random sample of 4,066 adults, aged 55 years and over, both with and without an asthma diagnosis, completed a survey based on the Health Belief Model about asthma knowledge and perceptions.Results: Almost half of the sample had experienced symptoms of breathlessness in the past four weeks. Breathlessness was a predictor of lower health ratings and poorer mood. Older adults reported low susceptibility to developing asthma. The sample demonstrated poor knowledge of key asthma symptoms including shortness of breath, tightness in the chest and a cough at night. Conclusion:There is a general lack of asthma awareness in this age group. This could result in not seeking medical help, and thus a reduced quality of life.Practical Implications: Older adults should be made aware of key symptoms and the prevalence of asthma in the older adult population, and be empowered to take control of their respiratory health.Audience segmentation for an intervention should be based on recent experience of breathlessness and asthma diagnosis.1

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Social Marketing in Public Health

Cited by 731 publications

References 30 publications

“How do you Measure up?” Assumptions About “Obesity” and Health-Related Behaviors and Beliefs in two Australian “Obesity” Prevention Campaigns

“How do you Measure up?” Assumptions About “Obesity” and Health-Related Behaviors and Beliefs in two Australian “Obesity” Prevention Campaigns

Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns

The asthma knowledge and perceptions of older Australian adults: Implications for social marketing campaigns

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