On the Road to Change: The Difficulties of Evaluating Social Marketing Campaigns in Public Health
2018
This case study describes the Vision Zero Network, an initiative dedicated to saving lives by reducing fatalities and serious injuries on Canadian roads to zero. The case details the importance of social marketing in public health; it is a mechanism that draws on marketing concepts to elicit behavioral change in a target population. The case elucidates the challenges in evaluating an evidence-based social marketing campaign and all considerations that must be made for its implementation. This case would be suitable for use in classroom discussions about community health, program evaluation, road safety and injury prevention, health promotion, public policy, and marketing in public health.
The case contains guidance for instructors, including learning objectives and discussion questions. It is part of a 17-case collection written by students in the MPH class of the Schulich Interfaculty Program in Public Health at Western University, Canada. The cases may be freely copied and used for educational purposes by an accredited educational institution.
On the Road to Change: The Difficulties of Evaluating Social Marketing Campaigns in Public Health
Source:
Johnpillai P et al. On the Road to Change: The Difficulties of Evaluating Social Marketing Campaigns in Public Health. Western Public Health Casebook. Public Health Casebook Publishing 2018. https://www.schulich.uwo.ca/publichealth/cases/Casebook%202018.html.