SlideShare une entreprise Scribd logo

Georgina Cairns Social Marketing Gc

•
•
VIGeZ
VIGeZ
1  sur  30
Georgina Cairns Institute for Social Marketing University of Stirling & The Open University Social Marketing: A Communication Tool (and More) for Flemish Health Promotion Symposium, hosted by VIGEZ 29.10.09
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
1951 – the beginning Why can’t you sell brotherhood like soap ?
1971 – The first academic proposition
Marketing aims to understand and influence human behaviours ,[object Object]
Social marketing aims to understand and influence human behaviours ,[object Object]
Marketing and social marketing: Same, same but different ,[object Object],[object Object],[object Object]
Essential elements of social marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Marketing Planning Process Analysis of the issue: consumer characteristics, competition ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementation Monitoring and evaluation M A R K E T / C O N S U M E R R E S E A R C H
UK case study: smoking cessation in prisons Ref: MacAskill et al.(2008) Social marketing with challenging groups: smoking cessation in prisons in England and Wales. Int J Nonprofit Volunt Sect Mark. 13; 251-261.
1. Behaviour Change ,[object Object],[object Object],[object Object]
2. Consumer Research ,[object Object],[object Object],[object Object]
Consumer Orientation (Research) ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consumer Research: Setting
Consumer Research: Methodology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3. Segmentation and Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object]
Prison Study: Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Exchange ,[object Object],[object Object],[object Object],[object Object],[object Object]
Mutually Beneficial Exchange ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OR
Benefits: emotional, physical, social “ It does feel good being yourself. And it gets that easy – you get the people asking you, ‘Ah do you want a cigarette?’ ‘Nah, I’m a non-smoker’, just saying that” “ We sit down and talk about how we got on” “ It’s a bit of support in the group … So if he has a cigarette and he’s telling anybody he hasn’t, everybody knows”
5. Competition ,[object Object],[object Object],[object Object]
6. Marketing Mix ,[object Object],[object Object]
Marketing Mix for Prison Setting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Prison Senior Management NRT suppliers Health & Safety/ Health Improvement PCTs & Stop Smoking Specialists Health care Prison Pharmacy National policy makers Regional leads General prison staff Prisoners Stop smoking services for public An Additional ‘P’: Partners Prison networks
Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
International applications of social marketing practice and research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
International diffusion of social marketing research and practice 2008 First World Social Marketing Conference 2009 Declaration of intent to establish Global Association of Social Marketing 1980 1990 2000 Overseas aid & development – especially condom distribution Growing academic interest in USA Critical scrutiny of tobacco marketing
Conclusions ,[object Object],[object Object],[object Object],[object Object]
More information and case studies
Georgina Cairns [email_address] ; [email_address] Website www.ism.stir.ac.uk Thank you for your attention. Questions ?

Recommandé

Social Marketing for Health, by Sarah Toy for Sustrans
Social Marketing for Health, by Sarah Toy for SustransSocial Marketing for Health, by Sarah Toy for Sustrans
Social Marketing for Health, by Sarah Toy for SustransSustrans
 
Social marketing in health and family welfare
Social marketing in health and family welfareSocial marketing in health and family welfare
Social marketing in health and family welfareADESH MEDICAL COLLEGE
 
Social Marketing & Health Promotion 1
Social Marketing & Health Promotion 1Social Marketing & Health Promotion 1
Social Marketing & Health Promotion 1Giuseppe Fattori
 
Social marketing in health
Social marketing in healthSocial marketing in health
Social marketing in healthAmandeep Kaur
 
Social Marketing
Social Marketing Social Marketing
Social Marketing Azad Khan
 
Social Marketing Is The Practice Of Utilizing The
Social Marketing Is The Practice Of Utilizing TheSocial Marketing Is The Practice Of Utilizing The
Social Marketing Is The Practice Of Utilizing TheAnkit Saxena
 
Mixing Alcopops and Politics: Social Marketing and Social Change in Australia
Mixing Alcopops and Politics: Social Marketing and Social Change in AustraliaMixing Alcopops and Politics: Social Marketing and Social Change in Australia
Mixing Alcopops and Politics: Social Marketing and Social Change in AustraliaStephen Dann
 
Social marketing
Social marketing Social marketing
Social marketing PhaneenDra Mallekaavu
 

Recommandé

Social Marketing for Health, by Sarah Toy for Sustrans
Social Marketing for Health, by Sarah Toy for SustransSocial Marketing for Health, by Sarah Toy for Sustrans
Social Marketing for Health, by Sarah Toy for SustransSustrans
 
Social marketing in health and family welfare
Social marketing in health and family welfareSocial marketing in health and family welfare
Social marketing in health and family welfareADESH MEDICAL COLLEGE
 
Social Marketing & Health Promotion 1
Social Marketing & Health Promotion 1Social Marketing & Health Promotion 1
Social Marketing & Health Promotion 1Giuseppe Fattori
 
Social marketing in health
Social marketing in healthSocial marketing in health
Social marketing in healthAmandeep Kaur
 
Social Marketing
Social Marketing Social Marketing
Social Marketing Azad Khan
 
Social Marketing Is The Practice Of Utilizing The
Social Marketing Is The Practice Of Utilizing TheSocial Marketing Is The Practice Of Utilizing The
Social Marketing Is The Practice Of Utilizing TheAnkit Saxena
 
Mixing Alcopops and Politics: Social Marketing and Social Change in Australia
Mixing Alcopops and Politics: Social Marketing and Social Change in AustraliaMixing Alcopops and Politics: Social Marketing and Social Change in Australia
Mixing Alcopops and Politics: Social Marketing and Social Change in AustraliaStephen Dann
 
Social marketing
Social marketing Social marketing
Social marketing PhaneenDra Mallekaavu
 
Social marketing
Social marketingSocial marketing
Social marketingAmany El-seoud
 
Social marketing
Social marketingSocial marketing
Social marketingDrPEPPER4
 
Social marketing lecture module 1
Social marketing lecture module 1Social marketing lecture module 1
Social marketing lecture module 1Chowdhury Kibria
 
Social marketing 1 2 3 mod
Social marketing 1 2 3 modSocial marketing 1 2 3 mod
Social marketing 1 2 3 modPOOJA UDAYAN
 
Social marketing in health
Social marketing in healthSocial marketing in health
Social marketing in healthShalli Bavoria
 
Social marketing in healthcare ppt
Social marketing in healthcare pptSocial marketing in healthcare ppt
Social marketing in healthcare pptDr.Deepak Rajendiran
 
Social Marketing Definition
Social Marketing DefinitionSocial Marketing Definition
Social Marketing DefinitionStephen Dann
 
Consumer behavior-to-health-care-products
Consumer behavior-to-health-care-productsConsumer behavior-to-health-care-products
Consumer behavior-to-health-care-productsmanugeorge
 
Social marketing
Social marketingSocial marketing
Social marketingDr. Nazar Jaf
 
Social and societal marketing
Social and societal marketing Social and societal marketing
Social and societal marketing Amr Hosny
 
Social Marketing
Social MarketingSocial Marketing
Social Marketingginavergara
 
Ethical Issues in Marketing Research
Ethical Issues in Marketing ResearchEthical Issues in Marketing Research
Ethical Issues in Marketing ResearchAnglo - American University
 
Evaluating Social Marketing Campaigns
Evaluating Social Marketing CampaignsEvaluating Social Marketing Campaigns
Evaluating Social Marketing Campaignsguestc6f406
 
Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...Giuseppe Fattori
 
Survey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social ChangeSurvey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social ChangeBen Matthews
 
Social Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An IntroductionSocial Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An IntroductionCTSI at UCSF
 
Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...Raymond Kusorgbor
 
A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.Raymond Kusorgbor
 
Social marketing communications
Social marketing communicationsSocial marketing communications
Social marketing communicationsStephen Dann
 
Social Marketing
Social MarketingSocial Marketing
Social MarketingTulaneMCH
 
Voluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous ConsumptionVoluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous ConsumptionStephen Dann
 
Developing more effective social marketing strategies
Developing more effective social marketing strategiesDeveloping more effective social marketing strategies
Developing more effective social marketing strategiesmehmood123456
 

Contenu connexe

Tendances

Social marketing
Social marketingSocial marketing
Social marketingDrPEPPER4
 
Social marketing lecture module 1
Social marketing lecture module 1Social marketing lecture module 1
Social marketing lecture module 1Chowdhury Kibria
 
Social marketing 1 2 3 mod
Social marketing 1 2 3 modSocial marketing 1 2 3 mod
Social marketing 1 2 3 modPOOJA UDAYAN
 
Social marketing in health
Social marketing in healthSocial marketing in health
Social marketing in healthShalli Bavoria
 
Social marketing in healthcare ppt
Social marketing in healthcare pptSocial marketing in healthcare ppt
Social marketing in healthcare pptDr.Deepak Rajendiran
 
Social Marketing Definition
Social Marketing DefinitionSocial Marketing Definition
Social Marketing DefinitionStephen Dann
 
Consumer behavior-to-health-care-products
Consumer behavior-to-health-care-productsConsumer behavior-to-health-care-products
Consumer behavior-to-health-care-productsmanugeorge
 
Social and societal marketing
Social and societal marketing Social and societal marketing
Social and societal marketing Amr Hosny
 
Social Marketing
Social MarketingSocial Marketing
Social Marketingginavergara
 
Evaluating Social Marketing Campaigns
Evaluating Social Marketing CampaignsEvaluating Social Marketing Campaigns
Evaluating Social Marketing Campaignsguestc6f406
 
Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...Giuseppe Fattori
 
Survey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social ChangeSurvey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social ChangeBen Matthews
 
Social Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An IntroductionSocial Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An IntroductionCTSI at UCSF
 
Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...Raymond Kusorgbor
 
A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.Raymond Kusorgbor
 
Social marketing communications
Social marketing communicationsSocial marketing communications
Social marketing communicationsStephen Dann
 
Social Marketing
Social MarketingSocial Marketing
Social MarketingTulaneMCH
 

Tendances (20)

Social marketing
Social marketingSocial marketing
Social marketing
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Social marketing lecture module 1
Social marketing lecture module 1Social marketing lecture module 1
Social marketing lecture module 1
 
Social marketing 1 2 3 mod
Social marketing 1 2 3 modSocial marketing 1 2 3 mod
Social marketing 1 2 3 mod
 
Social marketing in health
Social marketing in healthSocial marketing in health
Social marketing in health
 
Social marketing in healthcare ppt
Social marketing in healthcare pptSocial marketing in healthcare ppt
Social marketing in healthcare ppt
 
Social Marketing Definition
Social Marketing DefinitionSocial Marketing Definition
Social Marketing Definition
 
Consumer behavior-to-health-care-products
Consumer behavior-to-health-care-productsConsumer behavior-to-health-care-products
Consumer behavior-to-health-care-products
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Social and societal marketing
Social and societal marketing Social and societal marketing
Social and societal marketing
 
Social Marketing
Social MarketingSocial Marketing
Social Marketing
 
Ethical Issues in Marketing Research
Ethical Issues in Marketing ResearchEthical Issues in Marketing Research
Ethical Issues in Marketing Research
 
Evaluating Social Marketing Campaigns
Evaluating Social Marketing CampaignsEvaluating Social Marketing Campaigns
Evaluating Social Marketing Campaigns
 
Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...Compilation of Social Marketing Evidence of Effectiveness - International Soc...
Compilation of Social Marketing Evidence of Effectiveness - International Soc...
 
Survey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social ChangeSurvey: Social Marketing Driving Social Change
Survey: Social Marketing Driving Social Change
 
Social Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An IntroductionSocial Marketing Strategies in Health Care: An Introduction
Social Marketing Strategies in Health Care: An Introduction
 
Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...Social marketing consultancy on giving up smoking in pregnant women by raymon...
Social marketing consultancy on giving up smoking in pregnant women by raymon...
 
A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.A social marketing consultancy on how pregnant women could give up smoking.
A social marketing consultancy on how pregnant women could give up smoking.
 
Social marketing communications
Social marketing communicationsSocial marketing communications
Social marketing communications
 
Social Marketing
Social MarketingSocial Marketing
Social Marketing
 

Similaire à Georgina Cairns Social Marketing Gc

Voluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous ConsumptionVoluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous ConsumptionStephen Dann
 
Developing more effective social marketing strategies
Developing more effective social marketing strategiesDeveloping more effective social marketing strategies
Developing more effective social marketing strategiesmehmood123456
 
The Australian Social Marketing Situation
The Australian Social Marketing SituationThe Australian Social Marketing Situation
The Australian Social Marketing SituationStephen Dann
 
social marketing 2
social marketing 2social marketing 2
social marketing 2Noor Samir
 
Big pocket guide
Big pocket guideBig pocket guide
Big pocket guiderealtop466
 
Improving Policy Implementation (Short Mix)
Improving Policy Implementation (Short Mix)Improving Policy Implementation (Short Mix)
Improving Policy Implementation (Short Mix)Stephen Dann
 
Health & Social Marketing Workshop 1
Health & Social Marketing Workshop 1Health & Social Marketing Workshop 1
Health & Social Marketing Workshop 1Stephan Dahl
 
social marketing.pdf
social marketing.pdfsocial marketing.pdf
social marketing.pdfaidamohamed12
 
A study of Planning and developing strategies for effective social marketing....
A study of Planning and developing strategies for effective social marketing....A study of Planning and developing strategies for effective social marketing....
A study of Planning and developing strategies for effective social marketing....Prof. Ambar Beharay
 
Behaviour change massey presentation v3
Behaviour change massey presentation v3Behaviour change massey presentation v3
Behaviour change massey presentation v3Michael Field
 
Insight And Overview Of Social Marketing
Insight And Overview Of Social MarketingInsight And Overview Of Social Marketing
Insight And Overview Of Social MarketingStephen Dann
 
Chapter one
Chapter oneChapter one
Chapter oneresmawa
 
Slideshare presentations from esrc seminar three
Slideshare presentations from esrc seminar threeSlideshare presentations from esrc seminar three
Slideshare presentations from esrc seminar threeBSMC_UWE
 
How to understand social marketing ?: By Uttam Raj Regmi
How to understand social marketing ?: By Uttam Raj RegmiHow to understand social marketing ?: By Uttam Raj Regmi
How to understand social marketing ?: By Uttam Raj Regmiuttamrregmi
 
Social marketing:Improving Policy Implementation
Social marketing:Improving Policy ImplementationSocial marketing:Improving Policy Implementation
Social marketing:Improving Policy ImplementationStephen Dann
 

Similaire à Georgina Cairns Social Marketing Gc (20)

Voluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous ConsumptionVoluntary Choice And Dangerous Consumption
Voluntary Choice And Dangerous Consumption
 
Developing more effective social marketing strategies
Developing more effective social marketing strategiesDeveloping more effective social marketing strategies
Developing more effective social marketing strategies
 
The Australian Social Marketing Situation
The Australian Social Marketing SituationThe Australian Social Marketing Situation
The Australian Social Marketing Situation
 
social marketing 2
social marketing 2social marketing 2
social marketing 2
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Big pocket guide
Big pocket guideBig pocket guide
Big pocket guide
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Improving Policy Implementation (Short Mix)
Improving Policy Implementation (Short Mix)Improving Policy Implementation (Short Mix)
Improving Policy Implementation (Short Mix)
 
Introduction
IntroductionIntroduction
Introduction
 
Health & Social Marketing Workshop 1
Health & Social Marketing Workshop 1Health & Social Marketing Workshop 1
Health & Social Marketing Workshop 1
 
social marketing.pdf
social marketing.pdfsocial marketing.pdf
social marketing.pdf
 
A study of Planning and developing strategies for effective social marketing....
A study of Planning and developing strategies for effective social marketing....A study of Planning and developing strategies for effective social marketing....
A study of Planning and developing strategies for effective social marketing....
 
Behaviour change massey presentation v3
Behaviour change massey presentation v3Behaviour change massey presentation v3
Behaviour change massey presentation v3
 
Insight And Overview Of Social Marketing
Insight And Overview Of Social MarketingInsight And Overview Of Social Marketing
Insight And Overview Of Social Marketing
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Social marketing
Social marketingSocial marketing
Social marketing
 
Chapter one
Chapter oneChapter one
Chapter one
 
Slideshare presentations from esrc seminar three
Slideshare presentations from esrc seminar threeSlideshare presentations from esrc seminar three
Slideshare presentations from esrc seminar three
 
How to understand social marketing ?: By Uttam Raj Regmi
How to understand social marketing ?: By Uttam Raj RegmiHow to understand social marketing ?: By Uttam Raj Regmi
How to understand social marketing ?: By Uttam Raj Regmi
 
Social marketing:Improving Policy Implementation
Social marketing:Improving Policy ImplementationSocial marketing:Improving Policy Implementation
Social marketing:Improving Policy Implementation
 

Plus de VIGeZ

Motiverende gespreksvoering, Jean-Pierre Hoengenaert
Motiverende gespreksvoering, Jean-Pierre HoengenaertMotiverende gespreksvoering, Jean-Pierre Hoengenaert
Motiverende gespreksvoering, Jean-Pierre HoengenaertVIGeZ
 
Motiverende gespreksvoering, Kathleen Massart
Motiverende gespreksvoering, Kathleen MassartMotiverende gespreksvoering, Kathleen Massart
Motiverende gespreksvoering, Kathleen MassartVIGeZ
 
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne Gabriëls
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne GabriëlsTelefonische rookstopbegeleiding bij Tabakstop, Suzanne Gabriëls
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne GabriëlsVIGeZ
 
Rookstopkliniek in een algemeen ziekenhuis,Danny Van Laethem
Rookstopkliniek in een algemeen ziekenhuis,Danny Van LaethemRookstopkliniek in een algemeen ziekenhuis,Danny Van Laethem
Rookstopkliniek in een algemeen ziekenhuis,Danny Van LaethemVIGeZ
 
Uitgerookt? Françoise Roelandts
Uitgerookt? Françoise RoelandtsUitgerookt? Françoise Roelandts
Uitgerookt? Françoise RoelandtsVIGeZ
 
Rookstop in de psychiatrie, Nicole Brants
Rookstop in de psychiatrie, Nicole BrantsRookstop in de psychiatrie, Nicole Brants
Rookstop in de psychiatrie, Nicole BrantsVIGeZ
 
Rookstop tijdens de zwangerschap, Katrien De Wilde
Rookstop tijdens de zwangerschap, Katrien De WildeRookstop tijdens de zwangerschap, Katrien De Wilde
Rookstop tijdens de zwangerschap, Katrien De WildeVIGeZ
 
De aanpak van passief roken bij kinderen, Ariane Lievens
De aanpak van passief roken bij kinderen, Ariane LievensDe aanpak van passief roken bij kinderen, Ariane Lievens
De aanpak van passief roken bij kinderen, Ariane LievensVIGeZ
 
Studenten stoppen met roken, Hilde Vandecasteele
Studenten stoppen met roken, Hilde VandecasteeleStudenten stoppen met roken, Hilde Vandecasteele
Studenten stoppen met roken, Hilde VandecasteeleVIGeZ
 
3 jaar campagne '24 uur niet roken' Guido Van Hal
3 jaar campagne '24 uur niet roken' Guido Van Hal3 jaar campagne '24 uur niet roken' Guido Van Hal
3 jaar campagne '24 uur niet roken' Guido Van HalVIGeZ
 
Erwin De Clerck: Rokers passen zich aan
Erwin De Clerck: Rokers passen zich aanErwin De Clerck: Rokers passen zich aan
Erwin De Clerck: Rokers passen zich aanVIGeZ
 
Alexander Witpas: Rookstop in het Vlaams actieplan
Alexander Witpas: Rookstop in het Vlaams actieplanAlexander Witpas: Rookstop in het Vlaams actieplan
Alexander Witpas: Rookstop in het Vlaams actieplanVIGeZ
 
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepen
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepenMinister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepen
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepenVIGeZ
 
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met roken
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met rokenPauline Dekker en Wanda De Kanter: Vlaanderen stopt! met roken
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met rokenVIGeZ
 
Paul Van den Meerssche: Het succes van het rookvrije café
Paul Van den Meerssche: Het succes van het rookvrije caféPaul Van den Meerssche: Het succes van het rookvrije café
Paul Van den Meerssche: Het succes van het rookvrije caféVIGeZ
 
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappij
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappijP1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappij
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappijVIGeZ
 
P2 Nico De Witte : De senior bestaat niet
P2 Nico De Witte : De senior bestaat nietP2 Nico De Witte : De senior bestaat niet
P2 Nico De Witte : De senior bestaat nietVIGeZ
 
P4 Jef Breda: Betaalbare verwachtingen
P4 Jef Breda: Betaalbare verwachtingenP4 Jef Breda: Betaalbare verwachtingen
P4 Jef Breda: Betaalbare verwachtingenVIGeZ
 
S1 Stellingen bij Met goesting aan het werk blijven
S1 Stellingen bij Met goesting aan het werk blijvenS1 Stellingen bij Met goesting aan het werk blijven
S1 Stellingen bij Met goesting aan het werk blijvenVIGeZ
 
S1-1 Lieve de lathouwer
S1-1 Lieve de lathouwerS1-1 Lieve de lathouwer
S1-1 Lieve de lathouwerVIGeZ
 

Plus de VIGeZ (20)

Motiverende gespreksvoering, Jean-Pierre Hoengenaert
Motiverende gespreksvoering, Jean-Pierre HoengenaertMotiverende gespreksvoering, Jean-Pierre Hoengenaert
Motiverende gespreksvoering, Jean-Pierre Hoengenaert
 
Motiverende gespreksvoering, Kathleen Massart
Motiverende gespreksvoering, Kathleen MassartMotiverende gespreksvoering, Kathleen Massart
Motiverende gespreksvoering, Kathleen Massart
 
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne Gabriëls
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne GabriëlsTelefonische rookstopbegeleiding bij Tabakstop, Suzanne Gabriëls
Telefonische rookstopbegeleiding bij Tabakstop, Suzanne Gabriëls
 
Rookstopkliniek in een algemeen ziekenhuis,Danny Van Laethem
Rookstopkliniek in een algemeen ziekenhuis,Danny Van LaethemRookstopkliniek in een algemeen ziekenhuis,Danny Van Laethem
Rookstopkliniek in een algemeen ziekenhuis,Danny Van Laethem
 
Uitgerookt? Françoise Roelandts
Uitgerookt? Françoise RoelandtsUitgerookt? Françoise Roelandts
Uitgerookt? Françoise Roelandts
 
Rookstop in de psychiatrie, Nicole Brants
Rookstop in de psychiatrie, Nicole BrantsRookstop in de psychiatrie, Nicole Brants
Rookstop in de psychiatrie, Nicole Brants
 
Rookstop tijdens de zwangerschap, Katrien De Wilde
Rookstop tijdens de zwangerschap, Katrien De WildeRookstop tijdens de zwangerschap, Katrien De Wilde
Rookstop tijdens de zwangerschap, Katrien De Wilde
 
De aanpak van passief roken bij kinderen, Ariane Lievens
De aanpak van passief roken bij kinderen, Ariane LievensDe aanpak van passief roken bij kinderen, Ariane Lievens
De aanpak van passief roken bij kinderen, Ariane Lievens
 
Studenten stoppen met roken, Hilde Vandecasteele
Studenten stoppen met roken, Hilde VandecasteeleStudenten stoppen met roken, Hilde Vandecasteele
Studenten stoppen met roken, Hilde Vandecasteele
 
3 jaar campagne '24 uur niet roken' Guido Van Hal
3 jaar campagne '24 uur niet roken' Guido Van Hal3 jaar campagne '24 uur niet roken' Guido Van Hal
3 jaar campagne '24 uur niet roken' Guido Van Hal
 
Erwin De Clerck: Rokers passen zich aan
Erwin De Clerck: Rokers passen zich aanErwin De Clerck: Rokers passen zich aan
Erwin De Clerck: Rokers passen zich aan
 
Alexander Witpas: Rookstop in het Vlaams actieplan
Alexander Witpas: Rookstop in het Vlaams actieplanAlexander Witpas: Rookstop in het Vlaams actieplan
Alexander Witpas: Rookstop in het Vlaams actieplan
 
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepen
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepenMinister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepen
Minister Jo Vandeurzen: Vlaanderen stopt met roken komt als geroepen
 
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met roken
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met rokenPauline Dekker en Wanda De Kanter: Vlaanderen stopt! met roken
Pauline Dekker en Wanda De Kanter: Vlaanderen stopt! met roken
 
Paul Van den Meerssche: Het succes van het rookvrije café
Paul Van den Meerssche: Het succes van het rookvrije caféPaul Van den Meerssche: Het succes van het rookvrije café
Paul Van den Meerssche: Het succes van het rookvrije café
 
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappij
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappijP1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappij
P1 Alfons Marcoen: De meerwaarde van ouderen in onze maatschappij
 
P2 Nico De Witte : De senior bestaat niet
P2 Nico De Witte : De senior bestaat nietP2 Nico De Witte : De senior bestaat niet
P2 Nico De Witte : De senior bestaat niet
 
P4 Jef Breda: Betaalbare verwachtingen
P4 Jef Breda: Betaalbare verwachtingenP4 Jef Breda: Betaalbare verwachtingen
P4 Jef Breda: Betaalbare verwachtingen
 
S1 Stellingen bij Met goesting aan het werk blijven
S1 Stellingen bij Met goesting aan het werk blijvenS1 Stellingen bij Met goesting aan het werk blijven
S1 Stellingen bij Met goesting aan het werk blijven
 
S1-1 Lieve de lathouwer
S1-1 Lieve de lathouwerS1-1 Lieve de lathouwer
S1-1 Lieve de lathouwer
 

Georgina Cairns Social Marketing Gc

  • 1. Georgina Cairns Institute for Social Marketing University of Stirling & The Open University Social Marketing: A Communication Tool (and More) for Flemish Health Promotion Symposium, hosted by VIGEZ 29.10.09
  • 2.
  • 3. 1951 – the beginning Why can’t you sell brotherhood like soap ?
  • 4. 1971 – The first academic proposition
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. UK case study: smoking cessation in prisons Ref: MacAskill et al.(2008) Social marketing with challenging groups: smoking cessation in prisons in England and Wales. Int J Nonprofit Volunt Sect Mark. 13; 251-261.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20. Benefits: emotional, physical, social “ It does feel good being yourself. And it gets that easy – you get the people asking you, ‘Ah do you want a cigarette?’ ‘Nah, I’m a non-smoker’, just saying that” “ We sit down and talk about how we got on” “ It’s a bit of support in the group … So if he has a cigarette and he’s telling anybody he hasn’t, everybody knows”
  • 21.
  • 22.
  • 23.
  • 24. Prison Senior Management NRT suppliers Health & Safety/ Health Improvement PCTs & Stop Smoking Specialists Health care Prison Pharmacy National policy makers Regional leads General prison staff Prisoners Stop smoking services for public An Additional ‘P’: Partners Prison networks
  • 25.
  • 26.
  • 27. International diffusion of social marketing research and practice 2008 First World Social Marketing Conference 2009 Declaration of intent to establish Global Association of Social Marketing 1980 1990 2000 Overseas aid & development – especially condom distribution Growing academic interest in USA Critical scrutiny of tobacco marketing
  • 28.
  • 29. More information and case studies
  • 30. Georgina Cairns [email_address] ; [email_address] Website www.ism.stir.ac.uk Thank you for your attention. Questions ?