Marketing PHN Programmes, HND-513

Marketing PHN
Programmes
By
Dr. Anam Aman

Social Marketing
Social marketing describes the application and adaptation of commercial
marketing concepts to the design, implementation, and control of
programs designed to increase the acceptability of a social idea or bring
about behavior change to improve the welfare of targeted individuals or
their society.
• It is, marketing for societal benefit rather than commercial profit.

• It is the need to influence consumers, program developers,
policymakers, and others.
• Ability to change people’s lifestyles through improved diets and
increased physical activity is intimately connected to ability to influence
behavior supporting good nutrition
• Social marketing include publicity campaigns through the mass media,
such as news stories and advertisements on television, radio, and in
newspapers
• Public service advertisements and paid advertising
• Editorials
• Food demonstrations and taste tests at a variety of community sites;

and supermarket shelf labeling initiatives to draw attention to the
program’s message.
Importance of Social Marketing
• Effective social marketing and communications can increase
knowledge; influence attitudes
• Show benefits of behavior change
• Reinforce the desired knowledge, attitudes, and behavior
• Demonstrate skills
• Increase demand for services
• Refute myths and misconceptions
• and influence norms.
Campaigns to Prevent Osteoporosis
• Osteoporosis is the most prevalent of the bone diseases

• As it is largely preventable, public and private organizations have mounted
campaigns to promote bone health through increased intake of calcium and
increased physical activity
• Milk Matters was a campaign in America and its goal was to increase
calcium consumption among America’s children and teens.
• It was designed to teach parents, children, and healthcare professionals
about the importance of calcium for children and adolescents.
• Channels of information dissemination include brochures, booklets, coloring
books, stickers, posters, public service announcements, and press releases.
• The National Bone Health Campaign is another example to promote optimal
bone health in girls 9–12 years old and thus reduce their risk of osteoporosis
later in life.
National Folic Acid Education Campaign
• Studies have shown that folate supplements taken around the time of
conception significantly reduce occurrence of neural tube defects (NTDs) in
infants.
• To lower the risk of NTDs, women are advised to consume 400 micrograms a
day of folate prior to conception and 600 micrograms during the first
trimester of pregnancy.
• all refined grain products bread, cereal, corn, flour, pasta, rice are fortified
with folate. Folate in fortified foods and supplements is absorbed almost
twice as well as folate naturally available in green leafy vegetables, citrus
fruits, whole grain breads, or legumes.
• CDC’s National Folic Acid Education Campaign targets all women of
childbearing age, healthcare providers and other health professionals who
care for women.
• National Breastfeeding Promotion Project They provide information
through counseling and breastfeeding educational materials.
• Campaigns to Prevent Overweight and Obesity

Dietary Intervention Study in Children (DISC) indicated that children
and their parents can be taught to make lifestyle changes that result in
a diet low in saturated fat and dietary cholesterol and children and
their families can learn to enjoy healthy foods and maintain these
healthy habits for up to 3 years.
The children in the DISC experimental group reported consuming more
servings per day of grains, dairy, meats, and vegetables compared with
children in the usual-care group
• In 2005 “We Can!’’ (Ways to Enhance Children’s Activity and Nutrition), was
launched in USA: a national education program from the National Institutes
of Health (NIH) to help prevent overweight and obesity among youth ages 8
through 13 years.
• It provided print and online educational materials to help parents teach their
children to:
• Eat a sufficient amount of a variety of fruits and vegetables per day • Choose
small portions at home and at restaurants
• Eat low amount of high-fat, energy-dense foods such as french fries, bacon,
and doughnuts that are low in nutrient value
• Substitute water or fat-free or low-fat milk for sweetened beverages such as
sodas
• Engage in at least 60 min of moderate physical activity on most, preferably all,
days of the week
• Reduce recreational screen time to no more than 2 h per day

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Marketing PHN

Dr. Anam Aman

• It is, marketing for societal benefit rather than commercial profit.

• Public service advertisements and paid advertising

• Food demonstrations and taste tests at a variety of community sites;

• Osteoporosis is the most prevalent of the bone diseases

• Campaigns to Prevent Overweight and Obesity

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