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

the Washington, DC–based Population Services International (PSI); the other is
BBC World Service Trust’s anti–HIV/AIDS campaign. Among the lessons to be
learned from the successful PSI campaign are the importance of interpersonal com-
munication in the behavior-change process and the value of mass media in provid-
ing credibility to ground-level campaign activities. The edutainment approach and
the appropriate media selection for campaign messages are two valuable lessons
from the successful BBC campaign.
In Chapter 15, Kavita Karan discusses how the Singapore government, private
companies, schools, and communities partner in disease control and healthy
lifestyle promotion. These partnerships are demonstrated through an anti–dengue
fever campaign and a national healthy lifestyle program. Important lessons learned
from these two successful campaigns include effective strategies and tactics that the
Singapore government has used in preventing the spread of dengue fever in the
country, the importance of using new media techniques in health communication,
and the impact of cultural factors on campaign success.
In Chapter 16, the last but by no means the least chapter, Samantha Snitow and
Linda Brennan take us to Australia. They first review the drink driving (yes, drink
driving, as Australians say; not merely drunk driving) problem in Australia and pro-
vide prior anti–drink driving efforts and major milestones in the country. Then
they demonstrate how the integration of legislation, law enforcement, and social
marketing (especially public service advertising) has significantly reduced drink
driving road deaths.
Through the following 15 chapters, you will be exposed to the breadth and
depth of social marketing as successfully practiced in various countries to change
target audience public health–related behaviors. These campaigns differ in their
specific objectives due to different public health issues, and they vary in specific
campaign designs and implementations due to different campaign environ-
ments—social, cultural, economic, regulatory, and media, to mention a few. They
all have one thing in common: namely, they all share the key elements of social
marketing campaigns, which are highlighted in the next section of this chapter.

D EVE L O PI N G A S O C I AL MAR KETI N G CAM PAI G N :
STE P BY STE P 1

In Social Marketing: Influencing Behaviors for Good, Kotler and Lee (2008) divided
the development of a typical social marketing campaign into 10 steps and illustrated

1 This section is adapted from Kotler & Lee (2008) with permission from SAGE Publications.