Social Marketing In The Field Of Health In The United Kingdom

1762 words - 8 pages

INTRODUCTION

This paper will focus on Social Marketing with concentration in the field of health in the United Kingdom. A smoking cessation campaign within the UK will be critically analyse to determine the factors that creates a successful social marketing campaign in health. I will focus on the ‘Give Up Before You Clog Up’ smoking cessation campaign.
Working with the British Heart Foundation (BHF),Health Education Broad for Scotland (HEBS) and the British Broadcasting Corporation, this award-winning campaign targeted smokers who had proved particularly resistant to previous efforts to quit with uncompromising images based on what smoking can do to arteries. Utilising the similarity in shape between cigarettes and arteries, the advertisements graphically portrays the build up of fatty deposits caused by smoking – directly linking cigarettes with the damage they cause to arteries. See appendix.

SOCIAL MARKETING

What is social marketing? Social marketing was first introduced as a concept in 1971 and was later defined by Lazer and Kelly (1973) as having to do with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic outcomes. They further stated that it is also concerned with the analysis of the social consequences of marketing policies, decisions and activities. A more recent definition was coined by the board of iSMA, ESMA, and AASM (2013), which stated that; social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefits individuals and communities for the greater social good.

SOCIAL MARKETING AND HEALTH CAMPAIGNS
The introduction of Social marketing opened up new areas for public health advocates. According to Lazer and Kelly (1973), the expansion of the marketing concept joined with a shift in public health policy towards prevention has cleared the way for the development of social marketing in the health field. Not only did it provide powerful new tools, but it had a kind of graceful justice in borrowing from marketers the very discipline that was aggressively promoting such harmful products as cigarettes, alcohol, and fast food, against which public health educators tried to fight. Early health applications of social marketing emerged as part of the international development effort and were implemented in a variety of different cultures across the globe during the 1960s and 1970s. Some examples of these implementation were programs promoting immunization, family planning and abstinence messages to prevent HIV infection in Uganda.

CASE STUDY
‘Give up before you clog up’ campaign

BACKGROUND
Based on research conducted by Cancer Research UK (2000), it is estimated that 102,000 people die each year from smoking-related diseases. The Department of Health (DoH) research showed that there was a group of smokers who knew they should quit but kept putting off the decision and needed a further motivational push. The...

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