Social Marketing and the Creative Process

Abstract

Developing the promotional strategy is often the most exciting and enjoyable part of the social marketing plan. Health communication and social marketing campaigns that combine mass media with the distribution of health-related products, such as child safety restraints and sun protection products, have shown strong evidence of effectiveness for producing intended behavior changes (Guide to Community Preventive Services, 2010). This article discusses the promotional aspect of social marketing plans—the fourth P in the marketing mix that includes product, place, and price—and how public health practitioners can work with creative professionals to be sure that the creative development and execution of promotional messages and materials stay “on strategy” and support their objectives.