Page 9 - Social Marketing for Public Health Global Trends and Success Stories

57977_FMXX_final.qxd:Cheng 11/6/09 11:31 AM Page viii

viii Contents

Questions for Discussion 276
References 276

CHAPTER 12
“Love Your Liver, Improve Your Health”: A Hepatitis B Prevention
and Educational Campaign in China 279
Hong Cheng, Jun Qiao, and Huixin Zhang
China: A Country Overview 279
General Information 279
Major Public Health Achievements and Issues 281
Public Health Strategies and Reform 282
Case Study: The “Love Your Liver, Improve Your Health” Campaign 284
Summary 300
Questions for Discussion 301
Acknowledgments 302
References 302

CHAPTER 13
Integrated Corporate Social Initiatives in Japan: From Product
Development to Healthcare Information 305

Morikazu Hirose
Japan: A Country Overview 306
Public Health in Japan 306
Emerging Health Problems 307
Healthcare Policy in Japan 307
Health Information Shows 309
Food Faddism and the Media 310
Case Study: Terumo 310
Lessons Learned 322
Questions for Discussion 323
Acknowledgment 324
References 324

CHAPTER 14
Successful Contraceptive Social Marketing Attempts in India 327
Sameer Deshpande, Jaidev Balakrishnan, Anurudra Bhanot, and Sanjeev Dham
India: A Country Overview 327
Major Public Health Issues 328
Trends in the Use of Social Marketing and Health Communication 328