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Contents v
CHAPTER 3
Saskatchewan in Motion: A Community-Based, Provincewide Social
Marketing Initiative in Canada to Promote Physical Activity 57
François Lagarde, Cathie Kryzanowski, and James H. Mintz
Canada: A Country Overview 57
Healthcare System 57
Public Health Issues 58
Social Marketing as a Strategy to Address Public Health Issues 59
Case Study: Saskatchewan in Motion 60
Conclusion 78
Questions for Discussion 79
References 79
CHAPTER 4
Love, Sex, and HIV/AIDS: Using Social Marketing to Redefine Gender
Norms Among Mexican Youth 83
Ruth Massingill
Mexico: A Country Overview 84
HIV/AIDS Enters the Picture 85
Making a Case for Social Marketing 86
Case Study: Gender Norms Redefined in an Anti-HIV/AIDS Campaign 87
Summary 103
Questions for Discussion 104
References 105
CHAPTER 5
Tuberculosis: Keys to Success in Peru 107
Nancy R. Lee
The World’s Tuberculosis Problem 108
Peru: A Country Overview 109
Case Study: Tuberculosis Prevention and Treatment in Peru 110
Summary and Implications 123
Questions for Discussion 124
References 124
