Discover how we set up ten demonstration projects to show how social marketing can address a range of public health challenges.

The Problem

The NSMC was created by the Department of Health in England in late 2006 with the aim of improving the competency of the health sector in using social marketing to address a range of health challenges. Prior to this, social marketing was relatively unheard of in the UK and the programme was therefore an opportunity to increase knowledge and teach health practitioners skills to achieve effective behaviour change in their fields of expertise.




What We Did

1. Training

At the outset we provided training to each project team, backed up by ongoing free consultancy support and access to resources, to help them use social marketing principles to bring about the desired behaviour change.

2. Empowerment

Each project used local resources and was self managed with all key decisions made locally. This approach developed local leaders, built experise and skills and ensured that each initiative left a lasting legacy.

3. Coordination

We coordinated the work across the ten sites and ensured that each agreed with national policies. We also organised events for local project teams to discuss their work, share learning and network with key stakeholders.

What Our Clients Say

  • "We have all learnt a lot from working together and now have a better idea of how we would approach social marketing work in the future."

    Project Leader

    NHS Brighton & Hove Breastfeeding Project

What We Achieved

This project was important in terms of gaining recognition and providing supporting evidence for social marketing practices as well as demonstrating their practical uses and beneftis through the ten projects implemented. As pilot projects, not all of the projects achieved all their objectives, although a number of notable results were achieved:

In the Great Yarmouth area of Norfolk, pharmacies saw a 300% increase in the number of young people accessing chlamydia screening services.

In the Lewisham area of London, the number of people quitting smoking doubled as a result of the pilot project.

In North Tyneside, the pilot project to reduce underage kerbside drinking led to a 50% reduction in the number of girls who reported drinking on the street, as well as fall in the number of binge drinkers.

A number of pilot projects produced long term impacts on the structure and approach to healthier eating in schools in Gateshead, Dudley and Kirklees.