Using Social Marketing to Reduce Childhood Obesity
Information
Michael Rothschild, PhD (bio)February 5, 2009
1 hour and 6 minutes
1240 Recorded video views
0 Live stream views
Social marketing uses commercial marketing techniques to solve public health and public safety problems.
By focusing on the individual whose behavior they are trying to manage, public health practitioners can gain an understanding of the barriers to the desired behavior and the benefits that are needed to accommodate self-interest.
By focusing on the environment within which the individual lives, practitioners gain an understanding of the competitive choices available and the daily hassles within which the person must function.
In this way, social marketing can be used to develop products/programs/services that will lead to the desired public health behavior. Behavior is managed through environmental change, rather than through messages or law enforcement. The presentation considers ways to use social marketing to reduce childhood obesity.