The first collection of fully-researched case studies to enhance social marketing success, ShowCase features projects that have used social marketing to achieve real changes in behaviour.
The Asgard (advice, support, guidance, advocacy, referral and direction) project aims to reduce the number of 16- to 19-year-olds in North East Lincolnshire who repeatedly use the Accident and Emergency (A&E) service.
Program H aims to prevent and reduce the prevalence of HIV/STIs by questioning male gender norms. There is a strong link between gender attitudes toward sexuality and HIV risk behaviours, such as non-condom use.
The Agita São Paulo programme was developed in 1996 to combat the low levels of physical activity amongst residents of the Brazilian state of São Paulo.
In Motion was developed by King County’s public transportation agency, Metro Transit. It applies community-based social marketing techniques to encourage residents to choose alternative modes of transportation instead of drive-alone travel (single occupancy car use).
In 2006, Brent Council was spending approximately £450,000 a year cleaning up graffiti. A review by Brent’s Anti-Social Behaviour Steering Group led to the formation in 2007 of the Brent Graffiti Partnership Board, a multi-agency partnership aimed at reducing graffiti in the borough.
To tackle higher rates of smoking common in more deprived areas of Southwark borough, NHS Southwark sought to recruit smokers from these areas into the Stop Smoking Service, where they would be more likely to quit successfully than if they went cold turkey.
The Worklessness Collaborative Programme, funded through the Working Neighbourhoods Fund and managed locally by North East Lincolnshire Council, aimed to reduce overall levels of unemployment in two deprived areas of Grimsby.
In 2005/06 Tower Hamlets had one of the lowest breast screening rates in England. To tackle this, NHS Tower Hamlets took a whole systems approach to ensure that the breast screening process was client-focused.
Following the detection of the invasive algae, didymo, in New Zealand’s South Island, the Ministry of Agriculture and Forestry’s biosecurity communications team developed a social marketing campaign aimed at preventing its spread.
NHS Kensington and Chelsea (NHS KC) worked with social marketing consultancy Lamerton Swales on a project to increase self-referral rates to NHS dental services and improve overall oral health in under 18s and adults.
