Social Marketing as a Childhood Obesity Prevention Strategy
William Douglas Evans, Katherine Kaufer Christoffel, Jonathan Necheles, A Becker · Obesity · 2010
Social marketing is one of many tools available for changing behavior; it applies commercial marketing principles to achieve socially desirable goals. Seven overarching communication principles should be considered before designing a social marketing campaign. Key marketing principles are: "getting the right message» and "getting the message right" for different target markets; the 4Ps-Product, Place, Price, Promotion, and a 5th P: Partnerships. The innovative French EPODE program addressing childhood obesity is used as a cas'e study throughout this chapter to illustrate principles and process.