NCJ Number
186738
Date Published
2000
Length
42 pages
Annotation
This manual explains the principles and steps involved in conducting social marketing initiatives related to drug prevention and violence prevention, based on social marketing theory and the author’s experience directing social marketing campaigns at the Federal, State, and local community levels.
Abstract
The manual provides background on social marketing; discusses lessons learned from previous campaigns; and provides guidelines and step-by-step instructions for planning, implementing, and evaluating social marketing initiatives. The discussion emphasizes the importance of conducting formative market research to understand the intended audience and seek their input before spending money on production. The manual explains the differences between the paying client, the end-user client, the gatekeepers, and the phantom audience and discusses the use of humor, provocation, creativity, and other strategies for promoting prevention programs and messages and for recruiting community involvement. Additional sections discuss the four P’s of social marketing: produce, price, placement, and promotion. The analysis concludes that social marketing can persuade people to be aware of health-compromising behavior and encouraged to select from research-tested, proven prevention steps they can take to minimize the likelihood of being hurt and to promote safe, healthy, legal, and more fulfilling lives. Illustrations, form, and 16 references