This paper will focus on Social Marketing with concentration in the field of health in the United Kingdom. A smoking cessation campaign within the UK will be critically analyse to determine the factors that creates a successful social marketing campaign in health. I will focus on the ‘Give Up Before You Clog Up’ smoking cessation campaign.
Working with the British Heart Foundation (BHF),Health Education Broad for Scotland (HEBS) and the British Broadcasting Corporation, this award-winning campaign targeted smokers who had proved particularly resistant to previous efforts to quit with uncompromising images based on what smoking can do to arteries. Utilising the similarity in shape between cigarettes and arteries, the advertisements graphically portrays the build up of fatty deposits caused by smoking – directly linking cigarettes with the damage they cause to arteries. See appendix.
What is social marketing? Social marketing was first introduced as a concept in 1971 and was later defined by Lazer and Kelly (1973) as having to do with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic outcomes. They further stated that it is also concerned with the analysis of the social consequences of marketing policies, decisions and activities. A more recent definition was coined by the board of iSMA, ESMA, and AASM (2013), which stated that; social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefits individuals and communities for the greater social good.
SOCIAL MARKETING AND HEALTH CAMPAIGNS
The introduction of Social marketing opened up new areas for public health advocates. Acc...
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ensure that they have a clear target audience and understand different cultures and develop campaigns that rely on people’s culture as a means to change undesirable behaviours.
British Heart Foundation website – www.bhf.org.uk
Cancer, R. U. (2012, April 25). Let's beat cancer sooner. Retrieved from http://www.cancerresearchuk.org/cancer-info/cancerstats/types/lung/smoking/lung-cancer-and-smoking-statistics
iSMA. , ESMA, , & AASM (2013, October 05).Consensus definition of social marketing. Retrieved from http://www.i-socialmarketing.org/about-us-ftr
Lazer, W., Kelley, E.J. (1973). Social Marketing: Perspectives and Viewpoints. Homewood: Richard D. Irwin
Wolburg, J. M. (1999). Misplaced marketing – why television is the ‘wrong’ environment for public service advertising campaigns. Journal of Consumer Marketing, 18, 471-473.
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