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Social Marketing and Public Health: Effective Campaigns and How they Work

September 16, 2009
(Johns Hopkins Bloomberg School of Public Health, Baltimore MD)

Presented by:
MidAtlantic Public Health Training Center
Maryland Department of Health and Mental Hygiene

W. Douglas Evans, PhD, MA
Professor, Prevention & Community Health, and Global Health
Director, Public Health Communication & Marketing
The George Washington University

Terry Long
Former Communications Director
National Heart, Lung, and Blood Institute


These training materials are available to you free of charge; no payment is necessary.




Dr. Evans presentation provides an overview of the theories behind social marketing, social marketing strategies, ?how it works, and examples of effective campaigns:

  • What is social marketing?
  • Social marketing theories and strategies
  • Principals and evidence of effectiveness
  • Examples: Truth campaign, VERB, mHealth, text4baby?
  • Evaluation

Terry Long discusses the National Heart Lung Blood Institute's Heart Truth campaign as an example of an effective social marketing campaign, how it was developed, and why it worked. Highlights include:

  • Using social marketing to reach women with the Heart Truth Campaign
  • Brand Power: The Red Dress
  • News, Entertainment, Social Media Strategies
  • Community Action
  • Campaign Impact

Click here to download a copy of Terri Long's Power Point



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