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Social Marketing Resources

"With social marketing, you can have some truly improved outcomes. Because it is evidence-based, based on what works, you have more effective use of resources."

— Leah Devlin,
State Health Director
Division of Public Health
North Carolina Department of Health
and Human Services



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The Power of Social Marketing

Fasten your seat belt.
Stop smoking.
Get a mammogram.
Pull over to talk on your cell phone.
Eat more vegetables.

  • If you have a small budget and a tough health problem…
  • If you want the skills for getting closer to your audience…
  • If you want to integrate communication and services…
  • If your work involves convincing people to change personal behaviors…
    …then you need to learn the principles of social marketing.

A CUSTOMER-FOCUSED MODEL FOR YOUR WORK
Social marketing starts and ends with your target audience. Social marketing provides a framework for understanding their behavior and where best to intervene to help create positive behavior change. You don't need to be a marketing expert to integrate social marketing into your work. The Turning Point Social Marketing National Excellence Collaborative's resources will guide you through the basic principles.

A STRATEGY FOR POSITIVE BEHAVIOR CHANGE REGARDLESS OF BUDGET
Does social marketing work? YES!

  • Florida's "Truth" campaign — 19% decrease in cigarette use among middle school students after one year
  • N. Carolina's "Click it or Ticket" campaign — 17% increase in seat belt use in 13 months
  • Lessons from the Field contains other case studies and success stories, including campaigns done on low budgets

A LOGICAL PROCESS FOR PROGRAM PLANNING
Follow the six phases of the social marketing process.
They guide you through:

  • defining the public health problem being addressed;
  • conducting market research; crafting a marketing strategy;
  • planning the intervention;
  • planning program monitoring and evaluation;
  • and implementing and evaluating the intervention.

The process is described in detail on CDCynergy - Social Marketing Edition