9. marketing
alongside other
concepts and
techniques…
Fattori 2011 - modified from French, Blair-Stevens 2006
“SOCIAL GOOD”FOR
WHO decides?
HOW decides?
Who are social marketers?
What is it?
Social marketing
POLICIES - Social marketing / Social Good
11. Health
promotion
Social
marketing
Health promotion as the overaching concept, including
and incorporating social marketing
Social marketing for health and specialised health promotion
J. Griffiths, C. Blair-Stevens, A. Thorpe - 2008
15. Councils
School
University
Third Sector
Regional Agency
for Environmental
Prevention
Entrepreneurs
Sport
sector
Cultural
sector
Social
construction
of health =
SOCIAL
GOOD
Health promotion
Department:
•Health Education
•Social marketing
•Health communication
•Budget
•Professional training
• Evaluation
Citizens
Trade
Unions Local
Health Unit
Examples:
• Publications
• Events/Fairs
• Internet/Intranet
• Web 2.0
• Radio
• TV
•…
Values – Objectives
Laws
Nations – Regions
Organization
Laws
Nations - Regions
Activities
Local Health Units
Councils
ORGANIZATION - Social marketing
Health Promotion Organization
19. Evaluation - Social marketing / S-ROI
Social-ROI
LISTER, G., MCVEY, D., FRENCH, J., BLAIR-STEVENS, D., & MERRITT, R. (2007)
For every £1 spent on preventative
health promotion, the state could
save from £34 to over £200
in health spending
20. Evaluation - Social marketing / Time
Time
Modified from: Cugeilman 2010
Although social marketing has been shown to work in various studies, this
does not mean that it offers a cost-effective solution. It is one thing to know
whether social marketing works, and another to know whether this
approach offers a good return on investment, in terms of social outcomes.
22. Evaluation - Social marketing
Nancy Lee, 2011
Where’s the beef?
Social marketing in
tough times
23. Evaluation – Where is the beef?
Lee 2011
INPUTS OUTPUTS OUTCOMES IMPACT ROI
24. Evaluation
Fattori 2012: modified from: Nutbeam
What do you expect from this intervention?
%achievements
time
AWARENESS
BELIEFS
BEHAVIOR
5 a day (fruits, vegetables)
CHANGE IN HEALTH DISEASE
30. ORGANIZATION
Conference
of Mayors
District
Coordination
Proposals Objectives
Objectives Evaluation
Priorities:
1 – Smoke
2 – Alcohol
3 – AIDS/STD
4 – Nutrition
5 – Physical Activity
6 – Dependencies
……….
Health & Social
Welfare Local Plan
Social Policies, Health
Policies, Education…
Local Health Unit
Departments
Third Sector
Local Health Plan of Modena
Activities
Technical
Commission
(Public Health
Professionals)
33. “A vision without
action is a dream.
Action without vision
is nonsense.
A vision with action
can change the world”
Joel Arthur Barker
If interested: fattori@marketingsociale.net