ShowCase

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.

Program H

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.

Sexual health and teenage pregnancy Men Young people International

Agita São Paulo

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.

Physical activity Elderly people Employees International

In Motion

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).

Sustainability Communities International

Check, Clean, Dry

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.

Sustainability Communities International

Riders for Health

Riders for Health (Riders) is an international non-governmental organisation (NGO) that works to ensure all health workers in Africa have access to reliable transportation so they can reach the most isolated people with regular and reliable healthcare.

Other public health Service providers International

Safe Water System

The Safe Water System (SWS) is a simple, inexpensive water quality intervention, appropriate for the developing world and proven to reduce diarrhoeal disease incidence in users by 22 to 84 per cent.

Infection control Children Parents International

Don’t Just SAY It Matters

‘Don’t Just SAY It Matters’ addresses ethnicity-based health inequalities in New Zealand. It aims to increase cervical screening amongst New Zealand’s Māori and Pacific women by creating an understanding of the importance of screening and enhancing the service to support uptake.

Cancer Families Service providers Women International

PSI/Kenya insecticide-treated net social marketing programme

In 2002 the UK Department for International Development in Kenya commissioned the Population Services International (PSI/Kenya) for an intensive five-year effort to implement the world’s largest insecticide-treated net (ITN) social marketing programme. The programme’s mandate was to reduce the incidence of malaria, especially among pregnant women and children under five, by creating a culture of ITN use.

Infection control Children Pregnant women International

Road Crew

Based in Wisconsin, USA, Road Crew was one of five projects funded by the National Highway Traffic Safety Administration, seeking a five per cent reduction in alcohol-related crashes in the pilot communities.

Road safety Men International

Will Balbir Pasha Get AIDS?

The ‘Will Balbir Pasha Get AIDS?’ campaign formed part of PSI India’s Operation Lighthouse, an HIV/AIDS prevention programme implemented in 12 major port communities in India. The programme aimed to reduce rates of unsafe sex by motivating people to consistently use condoms, call the confidential HIV/AIDS hotline, and use the Voluntary Counselling and Treatment services.

Sexual health and teenage pregnancy Men International