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Florida Cares for Women Social Marketing Campaign: A Case Study

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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

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  • 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.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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