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04 February 2014

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Stephen Hamill

While I don't find the materials all that inspiring - then again I am not the target audience! - I hope that these are foundational materials for a well-coordinated effort that brings together stakeholders and resources from other government agencies, NGO's etc. I can certainly see these being adapted to more specific audiences in order to address segmentation issues - a Spanish language, Latino version for Los Angeles youth groups, for instance. I'm surprised, and maybe a little disappointed that, given the media consumption habits of this demographic, we aren't seeing a more social media-focused attempt - tools that cause these images to become a source of conversation, ways to provoke sharing or re-interpretation/re-purposing. Maybe that's too experimental and risky for government . . .

TahirTturk

Excellent overview on Tobacco control social marketing efforts and the importance of synergies to further leverage limited resources. The idea of segmentation can also be a good one although many reviews identify that cessation campaigns directed to the broader audience of tobacco users usually perform as well in supporting prevention as campaigns to specific youth audience segments. Worth noting when trying to get the best bang for your campaign funds.

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A Few of My Publications

  • Health communication campaigns to drive demand for evidence-based practices and reduce stigma in the HEALing communities study
    Describes the development of five communication campaigns that focused on naloxone, MOUD, and stigma reduction as part of a community intervention study (n=65) to reduce opioid deaths.
  • Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment
    This book weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help."
  • SAGE: Social Marketing: Six-Volume Series
    Bringing together seminal texts from diverse sources, this six-volume set organizes the field of social marketing, highlights its global scope and empirical contributions, and present its current growth and dynamism. Each volume addresses specific themes: conceptual frameworks and common ground, social marketing in the developed world, social marketing in developing countries, applications for sustainable behavior and environmental protection, and deepening and expanding its impact.
  • An integrative model for social marketing
    The model pulls together social marketing ideas and practices from the diversity of settings in which they have been developed and allows practitioners and academics to use a common set of concepts to think about and design social marketing programs. The model gives social marketers more latitude in how to use price and place in the design of programs and how to approach social change and public health in the years ahead through market‐based reform.
  • Transformative social marketing: Co-creating the social marketing discipline and brand
    The paper reviews new insights and understandings from modern social marketing practice, social innovation, design thinking and service design, social media, transformative consumer research, marketing theory and advertising practice to develop a model for transforming social marketing thought, research and practice.
  • The new technology: The consumer as participant rather than target audience
    The original argument against social marketers having "target audiences."
  • Consumer-based health communication
    The foundational work behind the creative brief as used today.
  • Social marketing and public health intervention
    The first widely cited article on using marketing for public health programs that focused on its application in community approaches to preventing heart disease. The essential principles still hold.
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