INFORMATION RESOURCES ON SOCIAL MARKETING, INSIGHT AND SEGMENTATION
< National policy context | Methodologies >
Key resources
National Social Marketing Centre
As a result of the finding of the ‘It’s Our Health’ and the ‘Choosing Health’ findings, the government decided to develop a National Social Marketing Strategy for Health. Its chief strategic aim was to increase the impact and effectiveness of health-related programmes and campaigns by ensuring that social marketing principles are adopted and systematically applied. One of the key recommendations for implementing this strategy was the establishment of a National Social Marketing Centre.
Formally launched in December 2006, it's the centre's mission, alongside our strategic partners in Consumer Focus and the Department of Health, to build capacity and skills in social marketing at strategic and operational levels.
Institute of Social Marketing
The Institute for Social Marketing (ISM) brings 29 years' experience to the study and dissemination of social marketing theory and practice. We began work in 1980 as the Advertising Research Unit at the University of Strathclyde, with a particular interest in mass media communications and their impact on public health. In 1992, our broadening interest in the whole marketing process led us to create the Centre for Social Marketing. In 1998 our work on tobacco was recognised by Cancer Research UK, who helped us establish the Centre for Tobacco Control Research. The Institute was established in 2004-5 at the University of Stirling under a joint venture with the Open University. Our partnership with both institutions enables us to exploit the increasingly international focus of our work and to build on synchronicities within both universities.
Department of Health social marketing page
"Health-related social marketing is the systematic application of marketing concepts and approaches to achieve behavioural goals relevant to improving health and reducing health inequalities. Choosing Health sets out the importance of using a social marketing approach to encourage positive health behaviour."
Alcohol Learning Centre social marketing page
The ALC is an on-line one-stop-shop which collates, co-ordinates and disseminates learning and promising practice from across the NHS and the Third Sector. It contains alcohol specific policy documents, guidance and tools and provides training resources to support frontline practitioners and commissioners in delivering Identification and Brief Advice (IBA) and the High Impact Changes for Alcohol.
Alcohol Social Marketing for England
Guidance for social marketers within PCTs. It aims to help you to develop your own social marketing activity to tackle higher risk drinking in your area. It will also be of interest to commissioners and decision-makers who are responsible for commissioning alcohol services.
Other links
Market Segmentation and Targeting
< National policy context | Methodologies >
PAGE CREATED: 17 November 2009