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3 Third in a series of Turning Point resources on social marketing The Basics of Social Marketing How to Use Marketing to Change Behavior from the Social Marketing National Excellence Collaborative
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The Basics of Social Marketing is one of several social marketing resources available for public health professionals from Turning Point, and the Turning Point Social Marketing National Excellence Collaborative, funded by The Robert Wood Johnson Foundation. It is intended as a stand-alone tool to help you apply effective social marketing to your public health programs and practices. It may be integrated with other social marketing resources, many of which are available free of charge. Visit www.turningpointprogram.org or check the More Resources For You section at the end of this publication for more information. THE BASICS OF SOCIAL MARKETING
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Acknowledgements The Basics of Social Marketing was developed under the auspices of the Turning Point Social Marketing National Excellence Collaborative, one of five national collaboratives working to strengthen and transform public health as part of the Turning Point Initiative. Seven states and two national partners participated in this project: Illinois, Ohio, Maine, Minnesota, New York, North Carolina, Virginia, the Association of State and Territorial Health Officials, and the Centers for Disease Control and Prevention. The Robert Wood Johnson Foundation provided financial support for this endeavor. We would like to acknowledge the following individuals for their contributions to this work. Contributing Consultant: Rebecca Brookes, Director of Social Marketing, Planned Parenthood Federation of America, Inc. Contributing Members of the Turning Point Social Marketing National Excellence Collaborative: Deborah Arms, Chief, Division of Prevention, Ohio Department of Health Debra Burns, Director, Office of Public Health Practice, Minnesota Department of Health Patti Kimmel, Chief, Division of Health Policy, Illinois Department of Public Health Mike Newton-Ward, Social Marketing Consultant, North Carolina Division of Public Health Sylvia Pirani, Director, Office of Local Health Services, New York State Department of Health Danie Watson, President, The Watson Group Marketing Communications, Minneapolis, Minnesota About Turning Point Turning Point began in 1997 as an initiative of The Robert Wood Johnson Foundation. Its mission is to transform and strengthen the public health system in the United States by making it more community-based and collaborative. For more information contact: Turning Point National Program Office University of Washington School of Public Health and Community Medicine 6 Nickerson Street, Suite 300, Seattle, Washington 98109-1618 (206) 616-8410; (206) 616-8466 (fax) [email protected] Or visit our Web site at www.turningpointprogram.org
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TABLE OF CONTENTS Social Marketing For Behavior Change . . . . . . . . . . . . . . . . . . . . . . . . 3 Social Marketing: Definition and Basic Elements . . . . . . . . . . . . . . . . 4 • Understanding the Marketing in Social Marketing • Change on the Installment Plan • What It Is; What It Isn’t
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