Social Marketing in the Field of Health in the United Kingdom Essay

Social Marketing in the Field of Health in the United Kingdom Essay

Length: 1539 words (4.4 double-spaced pages)

Rating: Powerful Essays

Open Document

Essay Preview


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.

The introduction of Social marketing opened up new areas for public health advocates. Acc...

... middle of paper ...

...d to
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 –

Cancer, R. U. (2012, April 25). Let's beat cancer sooner. Retrieved from
iSMA. , ESMA, , & AASM (2013, October 05).Consensus definition of social marketing. Retrieved from
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.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay Stop Wasting Time And Start Marketing

- Stop Wasting Time and Start Marketing. After high school, students in the United States have various career choices to choose from. College is a place composed of numerous facets and activities, which offer a variety of avenues for the career-minded to explore, while offering growth and opportunities for advancement. A fine career choice for students to pursue in college in is marketing: planning, directing, and the coordination of marketing policies and programs. Marketing dates back to 1450, when Gutenberg’s metal movable type production led to the mass-production of flyers and brochures....   [tags: Marketing, Marketing management, Business]

Powerful Essays
1154 words (3.3 pages)

Essay on Social Workers And Social Work

- STATEMENT OF PURPOSE Social workers see people within their environment—as part of a family, an employee in an organization, or a community member. The primary focus of social work practice is on the relationship networks between individuals, their natural support resources, the formal structures in their communities, and the societal norms and expectations that shape these relationships. This relationship-centred focus is a demarcating feature of the profession. Using individual, group or family counseling, clinical social workers are skillful in enabling people to gain an understanding of their problems and in alleviating major stresses that impact daily life....   [tags: Social work, Sociology]

Powerful Essays
1229 words (3.5 pages)

Essay on Marketing: Neutrogena Products in the United Kindgdom

- ... The best way to promote any development in anti-wrinkle products is the media, because they are able to show the confidence and the predisposition in the usage of the anti-wrinkle products. Now with Neutrogena being an American based corporation the business would need to expand into the Asian markets. That is because the United Kingdom marketing strategies are in comparison to the United States strategies, therefor the desires for females in the Asian countries might be higher or less likely similar and that would determine the amount of work that needs to be placed into the advertising campaign of this product to become effective....   [tags: success, anti-aging products]

Powerful Essays
1167 words (3.3 pages)

Marketing Strategies for Businesses Essay

- Marketing Strategies for Businesses Introduction: Samuel Whitbread established Whitbread plc in 1742, originally as a beer producing company. Since then, Whitbread has moved from strength to strength incorporating wider varieties of businesses under its wing with each growth. Today, Whitbread owns and operates some of the most popular business in restaurants, hotels and leisure and health. Beefeater Vision 'To make Beefeater the first choice as a great place to eat and drink.' The Lydiard Travel Inn, Beefeater restaurant, Pub and Touchbase is situated just off junction 16 of the M4, beside the Hilton International....   [tags: Business Marketing Essays management]

Powerful Essays
7546 words (21.6 pages)

Components of a Legally Astute Social Media Marketing Manager Essay

- Due to technological advancements and the mainstream culture of the United States, businesses are looking for more proficient ways to advertise and sell their goods to consumers. Since the internet and social media have taken off in popularity, consumers are noticing that social media can lead them to better sources for purchasing goods. Just as consumers are realizing the importance of social media, businesses have turned to using social media as a filter to reach their business and marketing goals....   [tags: mainstream culture, consumers, internet]

Powerful Essays
1394 words (4 pages)

The Social Norms of Energy Sving Behaviors Essay

- Research Outline The Social Norms of Energy Saving Behavior and the UK Energy Market Introduction: Several studies have been carried out to investigate the power of social norms and how they could be used to activate energy conservation behavior. According to Dietz et al. (2009), behavioral interventions could reduce household direct emissions by 20%. However, some are quite skeptical of the sustainability of behavioral change achieved through social behavioral interventions rather than policy changes or more efficient technology production....   [tags: social research, United Kingdom, Energy Market]

Powerful Essays
2415 words (6.9 pages)

Corporate Social Responsibility Essay

- Chapter I: Introduction 1.1 Background Corporate social responsibility according to Henderson (2001) can be defined as the commitment of organizations to help society by improving working and living conditions of employees, their families, and the community as a whole. The use of CSR as a discipline has its foundation on past centuries, when some kind of social awareness was practiced by companies at the time, nevertheless most authors concur that from the 1960’s onwards, the developmental pace of the subject increase considerably and it became the real basis in which CSR stands in current times, each of the last five decades has played an important role for the discipline, especial...   [tags: Social Responsibility Essays]

Powerful Essays
1275 words (3.6 pages)

Social Justice: The Role of Higher Education, Criminality and Race Essay

- The ways in which our society envisions higher education, criminality and race have been an ongoing challenge throughout history. The current views on these matters have been changing as time passes by and has greatly progressed. Unfortunately, some views still remain slightly the same. These views have only been reinvented to keep up with the times. How do the views of higher education, criminality and race interrelate to my personal experience at the State University. My experience at the State University, the concept of higher education, criminality and race all contribute social justice by allowing individuals to realize their full potential....   [tags: Social Justice Essays]

Powerful Essays
2725 words (7.8 pages)

Essay on A Report On The Marketing Strategy Of Samsung

- Samsung did some really unique experiences with near-field communications. The put NFC-enabled posters at bus stops, and when people waved their Samsung phone across the poster, they got free content such as music delivered right to their phone. Another great experience is augmented reality. If you haven 't tried it you should. Go and get yourself an IKEA catalog. IKEA has AR enabled every single one of their catalogs, and if you hover the IKEA app over the catalog page, you then can superimpose and see what that couch or that table is going to look like in your house before you even buy it....   [tags: Mobile phone, Text messaging, Instant messaging]

Powerful Essays
1556 words (4.4 pages)

Learning about Marketing Essays

- The dynamic nature of the economy, which has forced companies and even countries to file for bankruptcy, is very un-nerving for a person who plans to begin his business endeavor. The volatile environment did heighten my caution to an extent, yet my drive to be an entrepreneur did not quaver. Like many youngsters, my ambition was to set up my own business with the ever-real cause of money making. A realization to broaden the reason to further my ambition soon drifted from just monetary benefits to a passion....   [tags: Education]

Powerful Essays
1084 words (3.1 pages)