Do social marketing campaigns in health work? A critical analysis of four UK campaigns

Coope, David (2007) Do social marketing campaigns in health work? A critical analysis of four UK campaigns. [Dissertation (University of Nottingham only)] (Unpublished)

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This management project looks at four recent social marketing campaigns in the field of health in the UK to determine whether such campaigns work. The project critically analyses the marketing campaigns used, and aims to determine the range of factors that create a successful social marketing campaign in health.

There is analysis of four case studies undertaken after secondary research into social marketing campaigns run by a range of different organisations. The case studies are the 'Frank' anti-drugs campaign, the 'Give Up Before You Clog Up' smoking cessation campaign, 'Fighting Fat, Fighting Fit' which targeted obesity and the Scottish campaign to promote walking as an aid to overall better health. The amount of research that was available to support the analysis of each the campaigns varied considerably.

A range of theories and models are studied in the project including social marketing, communication and consumer behaviour. There is also an outline of the background and history of social marketing.

Overall the analysis of the case studies shows that social marketing campaigns do work effectively in raising awareness of health issues although there are some questions over the extent to which they can change population behaviour. There is still a need for greater research into this area.

Nonetheless the conclusions of the project are positive with regard to social marketing campaigns in health. Indeed as a recent report from the National Consumer Council (2006) argued the social marketing concept could help the government improve the efficiency of the NHS and achieve many of its goals in improving public health.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 21 Nov 2007
Last Modified: 22 Oct 2016 23:11

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