Social Marketing for Public Health

Transcription

1 Social Marketing for Public Health Global/Trends and Success Stones Hong Cheng, PhD Associate Professor of Advertising E. W. Scripps School of Journalism^ Ohio University EDITED BY Philip Kotler, PhD S, C. Johnson Distinguished Professor of International Marketing Kellogg School of Management Northwestern University Nancy R. Lee, MBA President Social Marketing. Services Inc. Adjunct Faculty Evans School of Public Affairs University of Washington College of Public Health University of South Florida JONES BOSTON AND BARTLETT PUBLISHERS Sudbury, Massachusetts TORONTO LONDON SINGAPORE

2 Contents Preface About the Editors About the Contributors xi xv xvii CHAPTER 1 Social Marketing for Public Health: An Introduction 1 Hong Cheng, Philip Kotler, and Nancy R. Lee Social Marketing: A Brief Overview 1 Evolution and Definition 1 Applications 3 Social Marketing and Public Health 4 Defining Public Health 4 Social Marketing for Public Health 4 Using Social Marketing for Public Health: Global Trends 5 Trend 1: Going Global for Public Health 5 Trend 2: Integration of Downstream, Midstream, and Upstream Efforts 7 Trend 3: Building Partnerships 8

3 iv Contents Trend 4: Corporate Social Initiatives to Support Social Marketing Efforts 8 Trend 5: Integration of the 4Ps 9 Trend 6: Integration of Various Communication Formats and Media 10 Trend 7: Edutainment 12 Trend 8: Paying Attention to Social, Cultural, and Regulatory Environments 12 Trend 9: Valuing Marketing Research 13 Trend 10: Focusing on Behavior Changes 14 Social Marketing for Public Health: Chapter Highlights 14 Developing a Social Marketing Campaign: Step by Step 18 Step 1: Define the Problem, Purpose, and Focus 19 Step 2: Conduct a Situation Analysis 19 Step 3: Select Target Audiences 20 Step 4: Set Marketing Objectives and Goals 20 Step 5: Identify Factors Influencing Behavior Adoption 20 Step 6: Craft a Positioning Statement 21 Step 7: Develop Marketing Mix Strategies: The 4Ps 21. Step 8: Outline a Plan for Monitoring and Evaluation 24 Step 9: Establish Budgets and Find Funding Sources 24 Step 10: Complete the Plan for Campaign Implementation and Management 25 Questions for Discussion 28 References 28 CHAPTER 2 Reducing Tobacco Use in the United States: A Public Health Success Story... So Far 31 Nancy R. Lee United States: A Country Overview 31 The Tobacco Problem in the United States 32 Reducing Tobacco Use: Major Milestones and Strategies 33 Further Reductions in Tobacco Use: "A Blueprint for the Nation" 34 Case Study 1: The truth Campaign 34 Case Study 2: Washington State's Tobacco Quit Line 44 Concluding Note: We Have the Know-How, But Will We Do It? 52 Questions for Discussion 54 References 54

4 Contents 3 Saskatchewan in Motion: A Community-Based, Provincewide Social Marketing Initiative in Canada to Promote Physical Activity 57 Francois Lagarde, Cathie Kryzanowski, and James H. Mintz Canada: A Country Overview 57 Healthcare System 57 Public Health Issues 58 Social Marketing as a Strategy to Address Public Health Issues 59 Case Study: Saskatchewan in Motion 60 Conclusion 78 Questions for Discussion 79 References 79 CHAPTER 4 Love, Sex, and HIV/AIDS: Using Social Marketing to Redefine Gender Norms Among Mexican Youth 83 Ruth Massingill Mexico: A Country Overview 84 HIV/AIDS Enters the Picture 85 Making a Case for Social Marketing 86 Case Study: Gender Norms Redefined in an Anti-HIV/AIDS Campaign 87 Summary 103 Questions for Discussion 104 References Tuberculosis: Keys to Success in Peru 107 Nancy R. Lee The World's Tuberculosis Problem 108 Peru: A Country Overview 109 Case Study: Tuberculosis Prevention and Treatment in Peru 110 Summary and Implications 123 Questions for Discussion 124 References 124

5 vi Contents CHAPTER 6 Increasing School Meal Uptake in a Deprived Region in England: Overcoming the Barriers 127 Rowena Merritt, Aiden Truss, Lucy Reynolds, and Emma Heesom United Kingdom: A Country Overview. 128 Social Marketing in England 129 Case Study: School Meals in England 130 Summary 145 Questions for Discussion 146 References 146 CHAPTER 7 Choose Health in Food Vending Machines: Obesity Prevention and Healthy Lifestyle Promotion in Italy 149 Giuseppe Fattori, Paola Artoni, and Marcello Tedeschi Italy: A Country Overview 149 General Information 149 Major Public Health Issues 150 Social Marketing and Health Communication in Italy 151 Case Study: Choose Health 152 Summary 167 Questions for Discussion 168 Acknowledgment 168 References 168 CHAPTER 8 Establishing a Healthy Drinking Culture: Systembolaget-Alcohol Monopoly and Public Health in Sweden 171 Karin M. Ekstrb'm and Lena Hansson Sweden: A Country Overview 172 Alcohol Consumption in Sweden 172 Swedish Alcohol Policy 173 Case Study: The Swedish Alcohol Retail Monopoly Systembolaget 174 Conclusion and Implications 193 Questions for Discussion 195 Acknowledgments 195 References 195

6 Contents vii CHAPTER 9 Creating a Commercial Market for Insecticide-Treated Mosquito Nets in Nigeria 199 Willard D. Shaw Nigeria: A Country Overview 201 Case Study: Insecticide-Treated Mosquito Nets 202 Summary 219 Questions for Discussion 220 References 220 CHAPTER 10 "Safe Water Saves Lives": Clean Drinking Water Reduces Diarrhea-Related Mortality in Madagascar 223 Steven W. Honeyman Madagascar: A Country Overview 223 Health and Social Indicators 224 Unsafe Water-Related Global Diarrheal Disease Burden 224 Global Trends in Household Water Treatment 225 The CDC-PSI Partnership 226 Case Study: "Safe Water Saves Lives" Campaign 227 Summary and Lessons Learned 243 Questions for Discussion 245 Acknowledgments 245 References 245 CHAPTER 11 Socialism Meets Social Marketing: Jump-Starting the Commercial Contraceptive Market in the Former Soviet Republic of Kazakhstan 249 Donald Ruschman, Randi Thompson, and Tatiana Stafford Kazakhstan: A Country Overview 250 A Dependence on Abortion 250 U.S. Interest in Providing Assistance to the "Evil Empire" 251 Social Marketing's Fit in the "Second World" 252 The Reproductive Health Crisis in Kazakhstan 252 Case Study: The "Red Apple" 253 Summary 273 Universal Lessons from a Once-in-a-Lifetime Setting 273 Conclusion 275

7 viii Contents Questions for Discussion 276 References 276 CHAPTER 12 "Love Your Liver, Improve Your Health": A Hepatitis B Prevention and Educational Campaign in China 279 Hong Cheng, Jun Qiao, and Huixin Zhang China: A Country Overview 279 General Information 279 Major Public Health Achievements and Issues 281 Public Health Strategies and Reform 282 Case Study: The "Love Your Liver, Improve Your Health" Campaign 284 Summary 300 Questions for Discussion 301 Acknowledgments 302 References 302 CHAPTER 13 Integrated Corporate Social Initiatives in Japan: From Product Development to Healthcare Information 305 Morikazu Hirose Japan: A Country Overview 306 Public Health in Japan 306 Emerging Health Problems 307 Healthcare Policy in Japan 307 Health Information Shows 309 Food Faddism and the Media 310 Case Study: Terumo 310 Lessons Learned 322 Questions for Discussion 323 Acknowledgment 324 References 324 CHAPTER 14 Successful Contraceptive Social Marketing Attempts in India 327 Sameer Deshpande, Jaidev Balakrishnan, Anurudra Bhanot, and Sanjeev Dham India: A Country Overview 327 Major Public Health Issues 328 Trends in the Use of Social Marketing and Health Communication 328

8 Contents ix Case Study 1: Population Services International's Emergency Contraception Campaign 329 Lessons Learned from the PSI Campaign 342 Case Study 2: BBC World Service Trust HIV/AIDS Campaigns 343 Lessons Learned from the BBC WST Case 352 Summarizing the Two Cases 353 Questions for Discussion 354 References CHAPTER 15 Social Marketing Practices: Government and Private Partnerships in Controlling Diseases and Promoting a Healthy Lifestyle in Singapore 357 Kavita Karan Singapore: A Country Overview 358 Health Care: Government Initiatives and Private Support 359 Case Study 1: The Anti-Dengue Campaign 360 Case Study 2: National Healthy Lifestyle Program 369 Campaign Evaluations and Lessons Learned 377 Questions for Discussion 379 Notes 379 References 379 CHAPTER 16 Reducing Drink Driving Road Deaths: Integrating Communication and Social Policy Enforcement in Australia 383 Samantha Snitow and Linda Brennan Australia: A Country Overview 383 The Problem of Drink Driving in Australia 385 Reducing Drink Driving: Past Efforts and Major Milestones 386 Case Study: Anti-Drink Driving Campaign 386 Summary 402 Questions for Discussion 402 Acknowledgment 403 References 403 Index 405