Preface
Chapter 1 Social Marketing for Public Health: An Introduction
Hong Cheng, PhD, Philip Kotler, PhD, Nancy Lee, MBA
Social Marketing: A Brief Overview
Social Marketing and Public Health
Using Social Marketing for Public Health: Global Trends
Social Marketing for Public Health: Chapter Highlights
Developing a Social Marketing Campaign: Step by Step
Questions for Discussion
References
Chapter 2 Reducing Tobacco Use in the United States: A Public Health Success Story . . . So Far
Nancy Lee, MBA
United States: A Country Overview
Case Study 1: The truth® Campaign
Case Study 2: Washington State’s Tobacco Quit Line
Concluding Note: We Have the Know-How, But Will We Do It?
Questions for Discussion
References
Chapter 3 Saskatchewan in Motion: A Community-Based, Provincewide Social Marketing Initiative in Canada to Promote Physical Activity
François Lagarde, Cathie Kryzanowski, James Mintz
Canada: A Country Overview
Social Marketing as a Strategy to Address Public Health Issues
Case Study: Saskatchewan in Motion
Conclusion
Questions for Discussion
References
Chapter 4 Love, Sex, and HIV/AIDS: Using Social Marketing to Redefine Gender Norms Among Mexican Youth
Ruth Massingill
Mexico: A Country Overview
HIV/AIDS Enters the Picture
Making a Case for Social Marketing
Case Study: Gender Norms Redefined in an Anti-HIV/AIDS Campaign 87 Summary
Questions for Discussion
References
Chapter 5 Tuberculosis: Keys to Success in Peru
Nancy Lee, MBA
The World’s Tuberculosis Problem
Peru: A Country Overview
Case Study: Tuberculosis Prevention and Treatment in Peru
Summary and Implications
Questions for Discussion
References
Chapter 6 Increasing School Meal Uptake in a Deprived Region in England: Overcoming the Barriers
Rowena Merritt, Aiden Truss, Lucy Reynolds, Emma Heesom
United Kingdom: A Country Overview
Social Marketing in England
Case Study: School Meals in England
Summary
Questions for Discussion
References
Chapter 7 Choose Health in Food Vending Machines: Obesity Prevention and Healthy Lifestyle Promotion in Italy
Giuseppe Fattori, Paola Artoni, Marcello Tedeschi
Italy: A Country Overview
Case Study: Choose Health
Summary
Questions for Discussion
Acknowledgment
References
Chapter 8 Establishing a Healthy Drinking Culture: Systembolaget—Alcohol Monopoly and Public Health in Sweden
Karin Ekström, Lena Hansson
Sweden: A Country Overview
Case Study: The Swedish Alcohol Retail Monopoly—Systembolaget
Conclusion and Implications
Questions for Discussion
Acknowledgments
References
Chapter 9 Creating a Commercial Market for Insecticide-Treated Mosquito Nets in Nigeria
Willard Shaw
Nigeria: A Country Overview
Case Study: Insecticide-Treated Mosquito Nets
Summary
Questions for Discussion
References
Chapter 10 “Safe Water Saves Lives”: Clean Drinking Water Reduces Diarrhea-Related Mortality in Madagascar
Steve Honeyman
Madagascar: A Country Overview
Unsafe Water-Related Global Diarrheal Disease Burden
Global Trends in Household Water Treatment
The CDC–PSI Partnership
Case Study: “Safe Water Saves Lives” Campaign
Summary and Lessons Learned
Questions for Discussion
Acknowledgments
References
Chapter 11 Socialism Meets Social Marketing: Jump-Starting the Commercial Contraceptive Market in the Former Soviet Republic of Kazakhstan
Donald Ruschman, Randi Thompson, Tatiana Stafford
Kazakhstan: A Country Overview
The Reproductive Health Crisis in Kazakhstan
Case Study: The “Red Apple”
Summary
Questions for Discussion
References
Chapter 12 “Love Your Liver, Improve Your Health”: A Hepatitis B Prevention and Educational Campaign in China
Hong Cheng, PhD, Jun Qiao, Huixin Zhang
China: A Country Overview
Case Study: The “Love Your Liver, Improve Your Health” Campaign
Summary
Questions for Discussion
Acknowledgments
References
Chapter 13 Integrated Corporate Social Initiatives in Japan: From Product Development to Healthcare Information
Morikazu Hirose
Japan: A Country Overview
Case Study: Terumo
Lessons Learned
Questions for Discussion
Acknowledgment
References
Chapter 14 Successful Contraceptive Social Marketing Attempts in India
Sameer Deshpande, Jaidev Balakrishnan, Anurudra Bhanot, Sanjeev Dham
India: A Country Overview
Case Study 1: Population Services International’s Emergency Contraception Campaign
Lessons Learned from the PSI Campaign
Case Study 2: BBC World Service Trust HIV/AIDS Campaigns
Lessons Learned from the BBC WST Case
Summarizing the Two Cases
Questions for Discussion
References
Chapter 15 Social Marketing Practices: Government and Private Partnerships in Controlling Diseases and Promoting a Healthy Lifestyle in Singapore
Kavita Karan
Singapore: A Country Overview
Case Study 1: The Anti-Dengue Campaign
Case Study 2: National Healthy Lifestyle Program
Campaign Evaluations and Lessons Learned
Questions for Discussion
Notes
References
Chapter 16 Reducing Drink Driving Road Deaths: Integrating Communication and Social Policy Enforcement in Australia
Samantha Snitow, Linda Brennan
Australia: A Country Overview
Case Study: Anti–Drink Driving Campaign
Summary
Questions for Discussion
Acknowledgment
References
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