Evaluation of Social Marketing Campaigns
The Institute of Social Marketing (ISM) (external link) at Stirling University and the Open University were commissioned to undertake research on social marketing within health improvement.
The above research was aimed at developing a more sophisticated understanding of previous achievements in marketing and communications on health improvement and reducing inequalities. It was carried out with a view to developing an integrated marketing strategy for health improvement. You can download the final report here:
Research to Inform the Development of a Social Marketing Strategy for Health Improvement in Scotland
Five objectives were established for the research, namely:
- To describe the nature of social marketing and briefly review its previous applications in the field of health improvement;
- To critically review previous approaches to health improvement through a social marketing lens, and to identify key learning from them;
- To review current health improvement activities in Scotland through a social marketing lens, and to identify key learning from them;
- To disseminate the key learning about best practice in the social marketing of health improvement to a wider group of stakeholders and engage them in the process of strategy development;
- To develop an integrated social marketing strategy for health improvement in Scotland.
Last updated: 10th July 2008
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