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Social Marketing and Public Health: Lessons from the Field eting Second in a series of Turning Point 2 resources on social mark Social Marketing and Public Health Lessons from the Field A Guide to Social Marketing from the Social Marketing National Excellence Collaborative TurningPoint Collaborating for a New Century in Public Health TurningPoint Collaborating for a New Century in Public Health Social Marketing and Public Health Lessons from the Field A Guide to Social Marketing from the Social Marketing National Excellence Collaborative May 2003 Produced by the Turning Point National Program Office at the University of Washington. Acknowledgements The Social Marketing National Excellence Collaborative would like to thank the following for their research, writing, comments, and expertise in developing this resource. The team dedicated itself to finding relevant and valuable case studies in both the published and unpublished literature, to summarizing the cases in a way that will be useful to the readers, and to presenting the information in an easily accessible format. We hope you find this resource helpful in your efforts to implement social marketing principles and practices to improve community health. The Social Marketing National Excellence Collaborative is part of the Turning Point Initiative and funded by The Robert Wood Johnson Foundation. It consists of the following members: New York (Lead State): Tina Gerardi, MS, RN, CAE; Sylvia Pirani, MPH, MS; and Thomas Reizes, MPH Illinois: Patti Kimmel Maine: Natalie Morse, and Kathleen E. Perkins, MPA Minnesota: Deb Burns, and Danie Watson North Carolina: Christopher Cooke,MS,MA; Leah Devlin,DDS,MPH; and Mike Newton-Ward, MSW, MPH Virginia: Jeff Lake, MS; and Jeff Wilson ASTHO: Deborah Arms, PhD, RN (Ohio) CDC: May Kennedy, PhPD, MPH; and Christine Prue, PhD Tu rning Point National Program Office: Bobbie Berkowitz, PhD, RN, FAAN Researched and drafted by Richard Brooks and Sameer Deshpande of the University of Wisconsin–Madison for the Social Marketing National Excellence Collaborative Edited and rewritten by Susan D. Kirby, DrPH; Kathleen E. Perkins; and Thomas Reizes Additional editing, writing, and review by Sara Bonam, May Kennedy, Sylvia Pirani, Mike Newton-Ward, Christine Prue, and Danie Watson Expert peer review by: Rebecca Brookes—Planned Parenthood of Northern New England, Williston, VT Carol Bryant, PhD—University of South Florida, Tampa, FL Nancy Lee—Social Marketing Services, Inc., Mercer Island, WA Kelli McCormack Brown, PhD—University of South Florida, Tampa, FL For additional information on the Social Marketing National Excellence Collaborative, or for additional copies of this publication, please contact: Sylvia Pirani, Director, NY Turning Point Initiative NYS Department of Health Corning Tower, Rm. 821, ESP Albany, NY 12237 518-473-4223 518-473-8714 [email protected] Or visit http://turningpointprogram.org/pages/socialmkt.html to download a PDF version. About Turning Point and the Social Marketing National Excellence Collaborative Turning Point, started in 1997, is an initiative of The Robert Wood Johnson Foundation and the W.K. Kellogg Foundation. Its mission is to transform and strengthen the public health system in the United States by making it more community-based and collaborative. The Turning Point Initiative established the Social Marketing National Excellence Collaborative to promote the application of social marketing principles and practices to improve public health across the nation. The Collaborative’s membership includes six states (Illinois, Maine, Minnesota, New York, North Carolina, and Virginia) and two national organizations: the Centers for Disease Control and Prevention (CDC) and the Association of State and Territorial Health Officials (ASTHO). The mission of the Collaborative is to provide national leadership to achieve integration of social marketing as a routine part of public health practice at all levels. A major goal of the Collaborative is to provide state and local health professionals with the skills and tools needed to effectively apply social marketing research and practice to public health issues within their communities. Lessons from the Field is one of the tools developed to help state, local, and not-for-profit professionals apply social marketing to public health issues. For more information on Turning Point and on other tools developed by the Social Marketing National Excellence Collaborative, please go to the Web site, www.turningpointprogram.org. Table of Contents Introduction ..................................................................................... 1 Social Marketing: It’s Effective, Efficient, and Proven ....................................1 Practical Information You Can Share with Others ..........................................1 How to Use This Guide .....................................................................................1 Resources......................................................................................... 3 Chapter 1: Social Marketing Defined ............................................. 7 What Is Social Marketing .................................................................................7 Key Social Marketing Terms..............................................................................7 Chapter 2: Introduction to the Case Studies .............................. 11 Reviewing the Case Studies .......................................................................... 11 Social Marketing Strengths at a Glance .......................................................13 Chapter 3: The Case Studies ......................................................... 15 Case Study 1. Sacramento PMI: Community Members Reducing HIV Risk ..................................................................................................15 Case Study 2. Changing Traditions: Preventing Illness Associated with Chitterlings ....................................................................................20 Case Study 3. Street Vendors and Food Safety: A Community- Building Example ..................................................................................24 Case Study 4. Florida Cares for Women: A Social Marketing Approach to Breast Cancer Screening .................................................28 Case Study 5. A Social Marketing Campaign to Promote Low-fat Milk Consumption in an Inner-City Latino Community .....................32 Case Study 6. Project LEAN: A National Social Marketing Campaign .......37 Case Study 7. Make More than a Living. Make a Difference: Recruitment and Retention of Long-Term Care Workers in Kenosha County, Wisconsin .................................................................42 Case Study 8. When Free Isn’t Enough: Maine Breast and Cervical Health Program......................................................................................47 Case Study 9. Oregon’s Air Quality Public Education and Incentive Program ..................................................................................................51 Case Study 10. The National Women, Infants, and Children (WIC): Breast- feeding Promotion Program .................................................................55 Case Study 11. A Social Marketing Approach to Involving Afghan Immigrants in Community-Level Alcohol Problem Prevention .........59 Case Study 12. STOP IT NOW! VERMONT: An Innovative Social Marketing Approach to Preventing Child Sexual Abuse ....................64 Bibliography................................................................................... 70 Introduction Social Marketing: It’s Effective, Efficient, and Proven Social marketing can enhance the effectiveness of our efforts to protect and improve public health. Using marketing to conduct public health improvement campaigns can help clarify what we want to accomplish and can help us be more productive with limited public health resources. The goal of this docu- ment is to make that task easier. Practical Information You Can Share with Others This guide provides examples of how social marketing strategies have been and can be applied to everyday public health challenges. Because marketing has often been confused with advertising or promotion- only efforts, health professionals will benefit from understanding the key principles and marketing tools (the 5 Ps, see pages 8-10) involved in a social marketing approach. The examples listed here have been selected to illustrate the key concepts of marketing and to document to what extent these prin- ciples have been applied in the cases presented. It should be noted that these cases are not intended to be perceived as “best practices,” and not all of them were originally evaluated for outcome effective- ness. The cases have been evaluated to determine to what degree each case applied the key principles of marketing. Some of the cases suggest how a marketing orientation can improve program outcomes. All of the cases offer good reasons why we should more often use the principles, techniques, and tools of marketing when addressing issues of public health. Currently, the execution of social marketing programs in public health is dominated by message-based, promotion-only strategies. To most effectively integrate social marketing into the disciplines encompassed by public health, it is critical to have a strong understanding of each field. This guide is designed to give readers a good head start on learning about the social marketing field and its application to health issues. For a deeper understanding of social marketing
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