Several decades ago, Kotler and Zaltman (1971) first used the term “social marketing” to describe the application of marketing theory to solve social- and health-related issues. Since then, social marketing has grown in popularity and usage within the public health community, including within national agencies such as the Centers for Disease Control and Prevention (CDC) and state and local health departments. Some of the factors responsible for the success of national social marketing campaigns are the efficient use of financial resources to develop marketing strategies, consistent messages across geographic boundaries, and uniform evaluation measures.
Respond to the following discussion points in relation to social marketing campaigns:
What challenges might you expect when adapting a national social marketing campaign in your local community?
Recommend ways in which your local health department may address these challenges.