Sustainability has long been considered an important component of program development, and varying approaches to sustainability exist. When tight budgets get even tighter—or are cut altogether—program sustainability can become a significant challenge. Creative thinking may be required by social marketers who wish to keep their programs running effectively. Best Bones Forever!, a campaign developed by the U.S. Department of Health and Human Services’ Office on Women’s Health (OWH) and its contractor Hager Sharp, confronted this exact problem. This article reviews key factors in ensuring sustainability and documents the process and methods OWH and Hager Sharp took to allow the campaign to live on.
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