“Health-related social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to improving health and reducing health inequalities.” The Department of Health
diva has developed a model of communication based on the principles of Social Marketing (or Social Justice Marketing), which essentially focuses on the individual when looking at encouraging positive behavioural change, applying commercial marketing practices within a social agenda.
This approach has proved an effective methodology when approaching commissions that aim to encourage a shift in understanding and practice by the target audience (eg quitting smoking), and are based on providing positive motivational messages to encourage positive lifestyle change, rather than relying on a more didactic (traditional) approach. This model is now being adopted at government level, and the Department of Health in particular are leading on developing a number of social marketing campaigns.
Social Marketing Presentation (Flash) download
Breast Screening Presentation (Powerpoint) download
To see examples of social marketing campaigns that diva has been involved in click here to visit our campaigns page.