Title

Social marketing to prevent childhood obesity

Document Type

Book Chapter

Publisher

Blackwell Publishing

Faculty

Business and Law

School

Marketing, Tourism and Leisure/Centre for Applied Social Marketing Research

RAS ID

10600

Comments

This chapter was originally published as: Henley, N. R., & Raffin, S. (2010). Social marketing to prevent childhood obesity. In Waters, E., Seidell, J.C., Swinburn, B., Uauy, R (Eds.). Preventing Childhood Obesity: Evidence, policy and practice (pp. 243-252). Location: Blackwell Publishing. Original book available here.

Abstract

Social marketing is one of many tools available for changing behavior; it applies commercial marketing principles to achieve socially desirable goals. Seven overarching communication principles should be considered before designing a social marketing campaign. Key marketing principles are: "getting the right message» and "getting the message right" for different target markets; the 4Ps-Product, Place, Price, Promotion, and a 5th P: Partnerships. The innovative French EPODE program addressing childhood obesity is used as a cas'e study throughout this chapter to illustrate principles and process.

DOI

10.1038/oby.2009.428

 

Link to publisher version (DOI)

10.1038/oby.2009.428