Day 1 of the Workshop material on Health & Social Marketing at Middlesex University Business School, London

1. Workshop 1 Health & Social Marketing Dr Stephan Dahl Middlesex University - London

5. It’s in the family… Health Promotion Health Education Social Marketing

6. History Advertising Communi- cation Social Marketing Information Driven: mass-media Promotion driven: media, pr and selling Commercial methods “4 Ps” 1950s 1960s 1980s Social IMC? Personalised Relevant Information?

18. (Source: Kotler, 2002) Issue Magnitude Alcohol use during pregnancy Estimated 5,000 infants born with fetal alcohol syndrome each year Sexually transmitted diseases 40% of sexually active high school students report not using a condom Diabetes About 1/3 of the nearly 16 million people with diabetes are not aware they have the disease Skin cancer Approximately 70% of American adults do not protect themselves from the sun’s dangerous rays Breast cancer More than 20% of females aged 50 and over have not had mammograms in the last two years Prostrate cancer Only about half of all prostrate cancers are found early Colon cancer Only about 1/3 of all colon cancers are found early Seat belts An estimated 30% of drivers and adult passengers do not always wear their seat belts Fires Almost 50% of fires and 60% of fire deaths occur in the estimated 8% of homes with no smoke alarms

28. Some Theory Examples

29. Health Belief Model Individual Perceptions Modifying Factors Likelihood of Action Perceived susceptibility to disease Perceived severity of disease Perceived threat of disease Cues to Action Education | Symptoms | Media Age, sex, ethnicity Person ality Socio econo mics Know ledge Self- efficacy* Perceived benefits of behaviour change Perceived barriers to behaviour change minus Likelihood of behaviour change Key interventions *added in 1988 to recognise one-time vs sustained change

33. Social Learning/ Cognition Theory Personal Factors Environ- ment Behaviour (Bandura, 1977) Reciprocal Determinism Self-efficacy

35. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control

36. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs