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Social Marketing for Public Health: Chapter Highlights 15

country, the major public health challenges the country is facing, and its govern-
ment policies and regulations on public health. The major part of each chapter
goes to an in-depth case study, including campaign background and environment;
campaign target audiences; campaign objectives and goals; campaign target audi-
ence barriers, motivations, and competition; and campaign strategies, implemen-
tation, and evaluation. At the end of each chapter, a concise summary is provided,
with a focus on the “lessons learned,” followed by a few questions for discussion.
All case studies represent recent social marketing campaigns for public health.
Some of them are even still ongoing.
As mentioned earlier in this chapter, the hallmark for a successful social mar-
keting campaign is always behavior change. The most important criterion for se-
lecting cases for this book has been measurable and documented changes in
target audience behavior. Each chapter devotes considerable space to the report
of such changes.
In Chapter 2, Nancy Lee reviews the tobacco problem in the United States and
major milestones and strategies in the reduction of tobacco use in the country. She
presents two case studies. The first one is about the truth® Campaign, “the largest
national youth smoking prevention campaign” in U.S. history and “the only na-
tional prevention campaign not directed by the tobacco industry.” The next case
study is about a local campaign, focusing on the Tobacco Quit Line Campaign in
Washington State. Both cases document the success of the two anti-smoking social
marketing campaigns.
Chapter 3, by François Lagarde, Cathie Kryzanowski, and James Mintz, de-
scribes a community-based, provincewide social marketing campaign in Canada.
Called “Saskatchewan in motion,” this campaign promotes physical activity among
the people of a Western province in the country. The authors give a thorough ex-
amination of the campaign, after a review of the healthcare system, major public
health issues, and the current status of social marketing as used to address those is-
sues in Canada.
In Chapter 4, Ruth Massingill reviews how social marketing is used in Mexico
to achieve HIV/AIDS prevention through redefining gender norms among youth.
In the early part of the chapter, Massingill takes a look at how HIV/AIDS entered
the picture of public health issues in the country and how social marketing was de-
termined to be an appropriate tool to deal with this public health issue. After an
analysis of two successful companion campaigns—Programas Hombres and
Mujeres, the author concludes that it is critical in HIV prevention targeting young
men and women to address unequal gender norms, especially machismo attitudes.
In Chapter 5, Nancy Lee examines how social marketing is used successfully in
Peru’s prevention and treatment of tuberculosis (TB). She first highlights the TB
problems in the world and in Peru. In her in-depth case study, she discusses how