Community-Based Prevention Marketing for Policy Development

Abstract

Community-based prevention marketing (CBPM) is a community-driven framework for program planning, which applies social marketing concepts and techniques to the development of health behavior interventions. Whereas community members who comprise an action committee or coalition set the goals and make programmatic decisions, social marketing provides the planning framework to guide program design, implementation, and evaluation. CBPM has guided successful initiatives to promote physical activity in both youth and adults, to increase safety eyewear use in agricultural settings, and to delay alcohol and tobacco initiation among youth. However, the emergence of evidence-based policy has fostered renewed interest in “upstream” approaches to health behavior change that, in the United States, have included community partnerships as an important tool for policy development. Unfortunately, these community partnerships have had variable success because of the lack of a systematic framework for identifying, selecting, tailoring, and promoting evidence-based policies. We describe the adaptation and application of CBPM to improve community capacity for identifying and promoting evidence-based policies. The resulting framework, CBPM for Policy Development, is comprised of the following eight steps: (1) build a strong foundation for success; (2) review evidence-based policy options; (3) select a policy to promote; (4) identify priority audiences among beneficiaries, stakeholders, and policy makers; (5) conduct formative research with priority audiences; (6) develop a marketing plan for promoting the policy; (7) develop a plan for monitoring implementation and evaluating impact; and (8) advocate for policy change. We provide a description of each step and an examination of the experiences and lessons learned in applying it to youth obesity prevention.

Social Marketing and Policy Making

“…Our theory of change for CBPM for Policy Development (Biroscak et al, 2014) represents the process of coalition reorientation in a manner identical to Hovmand and Gillespie (2010) where an organization responds to a gap between its current strategic direction (e.g., program orientation) and that required by its environment (e.g., policy orientation). The story begins with a coalition's decision to use CBPM, which has two components: the strategic decision to adopt and implement the framework and the goal of improving coalition performance.…”

Роль Социального Маркетинга И Пиар В Контексте Глобализации И Интеграции Современного Бизнеса

“…Social Marketing is focused on the application of marketing principles and methods from the commercial sector -in order to achieve non-commercial goals, influencing the targeted audience, motivating it to voluntarily accept and decline certain behavior models in the interests of certain social good , groups, organizations, and society as a whole [3; 4]. Social Marketing's goal is the provision of positive social changes [5][6][7][8][9][10][11][12][13][14][15][16][17]. It might be aimed at stimulation or prevention of purchase of certain goods and services by targeted audience and thus stimulate well-being [18][19][20][21][22][23][24] Serrat offers the following criteria of social marketing and PR.…”

“…Цель социального маркетинга -обеспечить положительные социаль-ные изменения (Andreasen, 2012), (Beall et al, 2012), (Brennan and Parker, 2014), (Bryant et al, 2014), (Carvalho and Mazzon, 2013), (Crawshaw, 2012), (Desai, 2009), (Dibb, 2014), (Dibb and Carrigan, 2013), (Domegan et al, 2013), (Firestone et al, 2016), (Fry, 2014), and (Gordon, 2013). Это может быть направлено на создание условий для приобретения, или от-каза от приобретения определенных товаров и услуг целевой аудиторией и, таким образом, способствовать улучшению социальной ситуации в обществе.…”

Community-based social marketing: effects on social norms

“…Increasing the visibility of behaviour is a key principle of community-based social marketing (CBSM) (Lynes et al, 2014;McKenzie-Mohr, 2011;McKenzie-Mohr and Schultz, 2014), a form of social marketing that emphasises the role of the community in fostering individual behaviour change (Bryant et al, 2014). CBSM has been applied in several domains.…”