Social

 Marketing  &  Other  

Mass  Communication  
Techniques
Nutrition  in  Public  Health:
Principles,  Policies,  and  Practice,
2nd edition
Marketing  Game
How  successful  is  branding  and  marketing?  
Health  Communications  &  
Campaigns
• Health  communications
• The  study  and  use  of  communication  strategies  to  inform  and  
influence  individual  and  community  decisions  around  health.    
• Contributes  to  improving  the  public’s  health  through  public  
education

• Campaigns
• Public  education  campaigns
• create  awareness  in  individuals
• change  attitudes  in  individuals
• motivate  individuals  to  adopt  recommended  behaviors
• alter  the  social  climate
Social  Marketing  (1971)
• Marketing  for  social  benefit,  not for  
commercial  profit

• Uses  commercial  marketing  strategies  to  

increase  acceptability  of  a  social  idea  or  
elicit  behavior  change  to  improve  the  
welfare  of  targeted  individuals  or  their  
society
The  social  marketing  campaign
• A  social  marketing  campaign  is  also  known  as  a  health  
promotion  campaign
• It  includes  six  stages
1. Planning  the  approach
2. Defining  the  program’s  messages  &  channels
3. Developing  &  pretesting  program  materials
4. Implementing  the  program
5. Evaluating  the  program
6. Using  the  evaluation  to  refine  the  program  &  plan  for  
sustainability
How  social  marketing  works
1.    Know  the  fundamental  elements  of  a  social  marketing  
campaign  (the  4  P’s)
• product  being  promoted
• price-­‐ its  cost  to  the  target  audience  (what  the  target          
audience  must  give  up  to  get  the  product)
• place-­‐ channel  in  which  the  product  is  communicated
• promotion-­‐ communication  (strategy  to  promote  the  
product)

2.    Start  with  a  formative  evaluation  process,  including:  

• literature  review  
• focus  groups
• discussions  w/  experts  who  have  experience  and  expertise  in  
this  area
Communication  Channels
Using  multiple  channels  ensures  greater  coverage  
of  the  issues  and  improved  reach  to  the  target  
population.  

Typical  media  channels  are:

• Television,  radio,  newspapers  and  other  print  media

• Bulletin  boards  in  supermarkets,  churches,  
neighborhood  centers,  and  other  places  where  people  
congregate
• Internet,  email,  texting  and  social  media  platforms    
 Approaches  to  Prevention
Public  health  approach  to  prevention
Acknowledges  that  problems  arise  through  the  interaction  of  a  
host(s),  an  agent,  and  the  environment.  Prevention  programs  that  
focus  only  on  the  host  may  overlook  influences  in  the  
environment  or  community,  such  as  advertisements  for  unhealthy  
foods.  

Ecological  approach  to  prevention

Effective  programs  take  a  comprehensive,  ecological  approach,  
addressing  in  addition  to  individual  risk  factors,  community  
norms,  local  policies,  the  built  environment,  mass  media,  and  
other  factors.  The  ecological  model  of  public  health  emphasizes  
relationships  among  multiple  factors  (or  determinants)  affecting  
health.    
Public  Health  Foundation.  Council  on  Linkages:  Ecological  Model  of  Public  Health.  
http://www.phf.org/resourcestools/Pages/ecological_Model_publichealth.aspx
Health  Communication
• Health  communication  can  be  tailored  to  offer  individuals  health  
information  and  behavior  change  tips  based  on  their  unique  
characteristics.

• Generally,  however,  health  communication  focuses  on  community-­‐

centered  prevention.  Our  focus  shifts  from  encouraging  the  individual  
to    make  desirable  changes  to  group-­‐level  change.  

• Changes  occur  on  multiple  levels—the  individual,  the  community,  and  

society.

• Changes  can  be  short-­‐range,  medium-­‐ range  and  long-­‐range

Public  Health  Campaigns
Break  into  4  groups  and  identify  the  4  P’s:  

https://www.youtube.com/watch?v=IxbN4XaqeY4

https://www.youtube.com/watch?v=niftNjXn8j8

https://www.youtube.com/watch?v=Wp4BQCWbwII

https://www.youtube.com/watch?v=8UgfvaQEPX4

https://www.youtube.com/watch?v=SZU6nibG35s

https://youtu.be/ftYqENMUbM0

https://youtu.be/y3ongsEB6r0
Public  Health  Campaigns

Water:
Public  Health  Campaigns

Sodium:
Public  Health  Campaigns
Hypertension:
National  Health  Observances
• January:  National  Folic  Acid  Awareness  Week
• February:  American  Heart  Month
• March:  American  Diabetes  Alert  Day
• May:  Food  Allergy  Action  Month
• May:  National  Osteoporosis  Awareness  and  Prevention  Month
• August:  National  Breastfeeding  Month
• September:  Fruit  &  Veggies—More  Matters  Month;  and  National  
Childhood  Obesity  Awareness  Month;  National  Food  Safety  Education  
Month;  and  Whole  Grains  Month
• October:  International  Walk  to  School  Day
• October:  World  Food  Day
• November:  American  Diabetes  Month

Source: 2015  National  Health  Observances,  National  Health  Information  Center,  Office  of  Disease  Prevention  and  Health  Promotion,  
U.S.  Department  of  Health  and  Human  Services,  Washington,  DC.  For  the  current  observances,  just  change  the  year,  above.
What’s  Next?  
Branding  for  fruits  and  vegetables:  

• Brand:  FNV
• Enlisting  celebrities  for  promotion
• Combat  marketing  of  packaged  foods
• Swag
• Social  media:
• http://fnv.com/team/

• https://www.youtube.com/channel/UCb3XDd5F4Rc_mAFP3x13peA
Components  of  a  Logic  Model
Outcomes   Impact  
Resources/   Outputs  
® Activities ® ® (short-­‐term   ® (long-­‐term  
Inputs (objectives)
goals) goals)
Resources or   Activities Outputs Outcomes Impact
inputs refers   refers  to  the   refers  to   refers  to   refers  to  
to  funds,   methods  used   units   short-­‐term   long-­‐term  
staff,   to  accomplish   produced  by   indicators  of   program  
community   goals;   the  program;   progress   effects;  
support,   e.g.,  classes,   e.g.,  number   towards  the   e.g.,  
participants;   counseling,   and  type  of   goal;   economic  
e.g.,  funds   training clients   e.g.,   self-­‐
requested   served,   collaborative   sufficiency
from   number  of   partnerships
grantmaker   events  
as  well  as   planned,  
resources   number  of  
already   policies  
available  to   developed
the  
grantseeker
PLANNED  WORK INTENDED  RESULTS
 Components  of  a  Logic  Model
Impact  
Outcomes  
Resources/   Outputs   (long-­‐
® Activities ® ® (short-­‐term   ®
Inputs (objectives) term  
goals)
goals)
-­‐Funds  to   -­‐ Gather  stakeholders  to   Within  1   -­‐Within  2  years   Impact
support   coordinate  project   year  of   of  start  of   refers  to  
program activities start  of   program:   long-­‐term  
-­‐ Enlist  support  of  school   program,   No  district   program  
-­‐School   faculty  and  nurses  by   all  district   schools  will  sell   effects;  
nutrition   conducting  training   principals   candy  or  
will  agree   e.g.,  
councils sessions  to  demonstrate   sweetened  soda  
to  ban  on   economic  
the  success  of  similar   water  on  school  
campaign  in  other  school   sale  of   property
self-­‐
-­‐Dietetic   districts candy  and   sufficiency
interns  from   sweetened  
-­‐Sponsor  contests  to  find   -­‐50%  of  schools  
local  college soda  water  
alternative  funding  to   will  earn  more  
replace  revenue  from  sale   on  school  
property money  from  
-­‐Local  dental   of  foods  with  no   alternative  
association redeeming  nutritional   funding  sources  
value than  previously  
Create  calendar  of   earned  on  candy  
meetings  with  principals and  soda  

PLANNED  WORK INTENDED  RESULTS