Social Marketing for Public Health: Global Trends and Success Stories

Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prevention; from promotions for health lifestyle to battles against obesity; and from public educational campaigns on hepatitis B to contraceptive social marketing. Contributing authors include leading social marketing scholars, seasoned social marketing practitioners, and longtime public health professionals. Ideal for upper-level undergraduate and graduate courses in social marketing, public health, health communication, international marketing, international advertising, consumer behavior, and social change, it is also an inspirational resource for current public health practitioners. Discussion questions and PowerPoint slides are designed for each chapter to engage the reader in learning.

Preface
Chapter1 Social Marketing for Public Health: An Introduction
A Head Social Marketing: A Brief Overview
A Head Social Marketing and Public Health
A Head Using Social Marketing for Public Health: Global Trends
A Head Social Marketing for Public Health: Chapter Highlights
A Head Developing a Social Marketing Campaign: Step by Step
A Head Questions for Discussion
A Head References
Chapter2 Reducing Tobacco Use in the United States: A Public Health Success Story . . . So Far
A Head United States: A Country Overview
A Head Case Study 1: The truth® Campaign
A Head Case Study 2: Washington State's Tobacco Quit Line
A Head Concluding Note: We Have the Know-How, But Will We Do It?
A Head Questions for Discussion
A Head References
Chapter3 Saskatchewan in Motion: A Community-Based, Provincewide Social Marketing Initiative in Canada to Promote Physical Activity
A Head Canada: A Country Overview
A Head Social Marketing as a Strategy to Address Public Health Issues
A Head Case Study: Saskatchewan in Motion
A Head Conclusion
A Head Questions for Discussion
A Head References
Chapter4 Love, Sex, and HIV/AIDS: Using Social Marketing to Redefine Gender Norms Among Mexican Youth
A Head Mexico: A Country Overview
A Head HIV/AIDS Enters the Picture
A Head Making a Case for Social Marketing
A Head Case Study: Gender Norms Redefined in an Anti-HIV/AIDS Campaign 87 Summary
A Head Questions for Discussion
A Head References
Chapter5 Tuberculosis: Keys to Success in Peru
A Head The World's Tuberculosis Problem
A Head Peru: A Country Overview
A Head Case Study: Tuberculosis Prevention and Treatment in Peru
A Head Summary and Implications
A Head Questions for Discussion
A Head References
Chapter6 Increasing School Meal Uptake in a Deprived Region in England: Overcoming the Barriers
A Head United Kingdom: A Country Overview
A Head Social Marketing in England
A Head Case Study: School Meals in England
A Head Summary
A Head Questions for Discussion
A Head References
Chapter7 Choose Health in Food Vending Machines: Obesity Prevention and Healthy Lifestyle Promotion in Italy
A Head Italy: A Country Overview
A Head Case Study: Choose Health
A Head Summary
A Head Questions for Discussion
A Head Acknowledgment
A Head References
Chapter8 Establishing a Healthy Drinking Culture: Systembolaget--Alcohol Monopoly and Public Health in Sweden
A Head Sweden: A Country Overview
A Head Case Study: The Swedish Alcohol Retail Monopoly--Systembolaget
A Head Conclusion and Implications
A Head Questions for Discussion
A Head Acknowledgments
A Head References
Chapter9 Creating a Commercial Market for Insecticide-Treated Mosquito Nets in Nigeria
A Head Nigeria: A Country Overview
A Head Case Study: Insecticide-Treated Mosquito Nets
A Head Summary
A Head Questions for Discussion
A Head References
Chapter10 "Safe Water Saves Lives": Clean Drinking Water Reduces Diarrhea-Related Mortality in Madagascar
A Head Madagascar: A Country Overview
A Head Unsafe Water-Related Global Diarrheal Disease Burden
A Head Global Trends in Household Water Treatment
A Head The CDC-PSI Partnership
A Head Case Study: "Safe Water Saves Lives" Campaign
A Head Summary and Lessons Learned
A Head Questions for Discussion
A Head Acknowledgments
A Head References
Chapter11 Socialism Meets Social Marketing: Jump-Starting the Commercial Contraceptive Market in the Former Soviet Republic of Kazakhstan
A Head Kazakhstan: A Country Overview
A Head The Reproductive Health Crisis in Kazakhstan
A Head Case Study: The "Red Apple"
A Head Summary
A Head Questions for Discussion
A Head References
Chapter12 "Love Your Liver, Improve Your Health": A Hepatitis B Prevention and Educational Campaign in China
A Head China: A Country Overview
A Head Case Study: The "Love Your Liver, Improve Your Health" Campaign
A Head Summary
A Head Questions for Discussion
A Head Acknowledgments
A Head References
Chapter13 Integrated Corporate Social Initiatives in Japan: From Product Development to Healthcare Information
A Head Japan: A Country Overview
A Head Case Study: Terumo
A Head Lessons Learned
A Head Questions for Discussion
A Head Acknowledgment
A Head References
Chapter14 Successful Contraceptive Social Marketing Attempts in India
A Head India: A Country Overview
A Head Case Study 1: Population Services International's Emergency Contraception Campaign
A Head Lessons Learned from the PSI Campaign
A Head Case Study 2: BBC World Service Trust HIV/AIDS Campaigns
A Head Lessons Learned from the BBC WST Case
A Head Summarizing the Two Cases
A Head Questions for Discussion
A Head References
Chapter15 Social Marketing Practices: Government and Private Partnerships in Controlling Diseases and Promoting a Healthy Lifestyle in Singapore
A Head Singapore: A Country Overview
A Head Case Study 1: The Anti-Dengue Campaign
A Head Case Study 2: National Healthy Lifestyle Program
A Head Campaign Evaluations and Lessons Learned
A Head Questions for Discussion
A Head Notes
A Head References
Chapter16 Reducing Drink Driving Road Deaths: Integrating Communication and Social Policy Enforcement in Australia
A Head Australia: A Country Overview
A Head Case Study: Anti-Drink Driving Campaign
A Head Summary
A Head Questions for Discussion
A Head Acknowledgment
A Head References