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Community-Based Prevention Marketing: The Next Steps In Disseminating Behavior Change

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Objective: To develop and evaluate a new community-based social marketing (CBPM) model. Methods: CBPM is being piloted to prevent the initiation of smoking and alcohol consumption among middle-school students. The project's impact on behavioral outcomes and the community's ability to use CBPM to solve public health problems are being evaluated. Results: Community members have demonstrated an unexpected level of interest in learning CBPM and applying its principles to program planning. Conclusion: Community control of the social marketing process has the potential to enhance program integration into existing community structures, making them more effective and sustainable.

Document Type: Research Article


Affiliations: 1: Florida Prevention Research Center, University of South Florida, Tampa, FL. 2: University of South Florida, Tampa, FL. 3: Florida Prevention Research Center, University of South Florida, University of South Florida College of Public Health, Tampa, FL. 4: Department of Community and Family Health, & Director, Florida Prevention Research Center, University of South Florida, Tampa, FL.

Publication date: January 1, 2000

More about this publication?
  • 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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