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Social Marketing as a Childhood Obesity Prevention Strategy
Author(s) -
Evans W. Douglas,
Christoffel Katherine K.,
Necheles Jonathan W.,
Becker Adam B.
Publication year - 2010
Publication title -
obesity
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.438
H-Index - 199
eISSN - 1930-739X
pISSN - 1930-7381
DOI - 10.1038/oby.2009.428
Subject(s) - social marketing , childhood obesity , health promotion , context (archaeology) , ecological psychology , active living , social ecological model , promotion (chess) , agency (philosophy) , public relations , public health , medicine , environmental health , psychology , obesity , sociology , political science , social psychology , overweight , nursing , geography , social science , archaeology , pathology , politics , law
Social marketing is one of many tools available for changing behavior; it applies commercial marketing principles to achieve socially desirable goals. Seven overarching communication principles should be considered before designing a social marketing campaign. Key marketing principles are: \u22getting the right message» and \u22getting the message right\u22 for different target markets; the 4Ps-Product, Place, Price, Promotion, and a 5th P: Partnerships. The innovative French EPODE program addressing childhood obesity is used as a cas\u27e study throughout this chapter to illustrate principles and process