Lifestyles for Survival: The Role of Social Marketing in Mass Education

摘要

Lifestyle behavior -- in such areas as eating, smoking, sexual activity, and personal health care -- is the major cause of disease in the world today. The booklet describes the role that social marketing can play in the large-scale educational and motivational effort needed to help people modify unhealthy behavior. Moving beyond the ad hoc health education strategies of the past, social marketing involves a process of comprehensive research and planning, incorporating the theories and methods of several disciplines. Marketing provides a framework for selecting and segmenting audiences and for promoting products and services. Behavior analysis supplies tools for investigating existing health-related practices, defining and teaching new practices, and identifying opportunities to motivate changes. Anthropology assesses the perceptions and values that underlie existing practices and suggests mechanisms for linking new ideas to traditional values. The report contains brief descriptions of social marketing success stories from around the world.