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.
In 2000 the UK Department for Transport (DfT) developed a marketing and communications programme to reduce the number of deaths and injuries on the roads. This broad suite of campaigns, each with its own specific behaviour change objective, was developed under the unifying ’THINK!’ brand, which formed part of the Government’s 2000 road safety strategy, Tomorrow’s Roads: Safer for Everyone.
The cleanyourhands campaign was a national initiative in England and Wales to combat preventable healthcare associated infection by improving the hand hygiene of healthcare staff.
Change4Life is England’s first ever national social marketing campaign to reduce obesity. In designing it, the Department of Health and its agencies drew on academic and commercial sector expertise, behaviour change theory and evidence from other successful behaviour change campaigns, and commissioned a substantial and ongoing programme of research among the target audiences.
