Social marketing for social change

What is it about?

The paper discusses the limitations of downstream interventions aimed at achieving individual behaviour change. Using obesity as a public health example, it is argued social marketers should take a socio-ecological approach, based on understanding the systemic influences on behaviour. Furthermore, a focus on child and family development would enable social marketers to be much more effective in helping bring about positive life outcomes and reducing health and social inequality.

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Why is it important?

Inequality underlies most behavioural issues; we need to address the causes not the symptoms of this inequality if we are to achieve social change for social good.

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