You can also emulate a marketing strategy used by tobacco and beer companies-the official sponsorship of sporting events, concerts, and other entertainment activities. Emphasize the solution as well as the problem, and call upon your target audience to take some form of action. Accordingly, campaign messages should emphasize the modeling of new skills, demonstrating how various barriers to behavior change can be overcome, and teaching self-management and social support techniques for maintaining change. The resources listed below can help you and others on your campus, including college officials, faculty, and students, get started in developing a social marketing program. Local advertising councils are also a source of professional expertise.
Some firms are often willing to provide pro bono services for worthy causes.
A Planner's Guide , Office of Cancer Communications, National Cancer Institute. This manual offers guidance for planning a health communication program that is based on social marketing principles. Walsh et al. This article describes the field of social marketing as it is used to improve public health. Tampa, FL 33612-4799.