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16 CHAPTER 1 ■ Social Marketing for Public Health: An Introduction

downstream efforts (focused on reaching high-risk TB groups), midstream efforts
(aimed at those who could influence high-risk TB groups, such as family members,
neighbors, co-workers, and healthcare providers), and upstream efforts (geared to-
ward policy makers, the media, and the commercial sector) were integrated in the
national anti-TB campaign in Peru.
In Chapter 6, Rowena Merritt, Aiden Truss, Lucy Reynolds, and Emma
Heesom demonstrate how social marketing is used to increase school meal up-
take in “a deprived region” in northeast England. Given the complex nature of
school meal uptake, the campaign has adopted “a multipronged approach” that
involves head teachers, parents, and schoolchildren. Details on the setup of a
steering committee for the campaign are also provided in the early part of the
chapter.
In Chapter 7, Giuseppe Fattori, Paola Artoni, and Marcello Tedeschi direct our
attention to food vending machines in Italy. After an overview of public health is-
sues and the application of social marketing in dealing with those issues in Italy,
the authors focus on the Choose Health campaign. Designed for obesity preven-
tion and healthy lifestyle promotion, this campaign is an experiment, as the au-
thors call it, on how to transform vending machines into a tool to achieve these
purposes. Although the creation of a healthy food portfolio, a reasonable pricing
strategy, and an easily recognizable healthy product identity are pivotal to the cam-
paign success, a good definition of good purchasing behaviors and habits at vend-
ing machines is essential, according to the authors.
Karin Ekström and Lena Hansson’s Chapter 8 focuses on Systembolaget, the
alcohol retail monopoly in Sweden. The authors first review Swedish alcohol policy
and give necessary background information on Systembolaget. Then they provide
a detailed examination of two recent pro-alcohol monopoly campaigns, showing
how the Swedish public’s understanding and positive attitude toward
Systembolaget were successfully increased through store atmosphere, quality as-
sortment, and customer service, as well as advertising.
In Chapter 9, Willard Shaw tells the story of how a commercial market for
insecticide-treated mosquito nets has been created in Nigeria. He first reviews how
severe malaria, largely carried by night-biting anopheles mosquitoes in Africa, is as
a public health issue. Then he discusses how public–private partnerships helped
achieve sustainable malaria prevention in Nigeria. He particularly emphasizes the
importance of having a catalyst for this partnership to bring the two sectors to-
gether and help them create a win–win situation for both sides. The Nigeria case
also indicates the need for a close implementer–client relationship. As Shaw elabo-
rates in his chapter, the best scenario is when the implementer and the client func-
tion as a team, both focusing on their overall goals and constantly and frankly
discussing the steps ahead in the campaign.