Florida Cares for Women Social Marketing Campaign: A Case Study
Source: American Journal of Health Behavior, Volume 24, Number 1, January 2000 , pp. 44-52(9)
Publisher: PNG Publications
Abstract:Objective: To describe the application of the social marketing approach to promoting breast cancer screening services. Methods: The Florida Cares for Women project is used to illustrate to the social marketing plan based on the concept of the 4 Ps, product, place, price, and promotion. Results: The 6 phases of social marketing are discussed with specific project examples: (a) initial planning, (b) formative (consumer) research, (c) strategy development, (d) campaign development, (e) implementation, and (f) evaluation. Conclusion: Using a social marketing approach, a campaign was developed to promote breast cancer screening services in Florida.
Document Type: Research Article
Affiliations: 1: University of South Florida, College of Public Health, Florida Prevention Research Center, Tampa, FL. 2: National Training Center for Social Marketing, Tampa, FL. 3: Best Start Social Marketing, Inc., Tampa, FL.
Publication date: January 1, 2000
- The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.
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