A compendium guide for applying social marketing to the development of health interventions

Communication strategies are one of the World Health Organization´s best buys for the prevention and control of noncommunicable diseases (NCDs), particularly to reduce risk factors such as tobacco use, unhealthy diets, physical inactivity and alcohol consumption, however, capacities for developing and implementing effective communication and behavior change campaigns remain low. The Pan American Health Organization, in collaboration with the University of South Florida, PAHO/WHO Collaborating Centre for Social Marketing and Social Change to Address NCDs developed and implemented the Social Marketing Program for Public Health to respond to this pressing need in developing country capacities. Social marketing is the application of commercial marketing principles to influence behaviors that benefit society and public health and uses traditional marketing tools to promote sustainable and positive social change. Unlike traditional communication-based initiatives, social marketing employs comprehensive strategies based on research and marketing principles to achieve measurable behavioral outcomes. The Program on Social Marketing for Public Health includes modules on social marketing essentials, case studies, initial planning in social marketing, developing, implementing, monitoring and evaluating social marketing and communication strategies. This Compendium provides an overview of the social marketing approach informed by program implementation, using salt reduction as the primary focus for behavior change, and it includes learning activities and lessons learned by the country-led teams participating in a tutor-led component. This guide aims to enhance the knowledge and skills necessary for managing communication and behavior change-based programs and policies, bolstering the capacity of public health practitioners to use social marketing in Latin America and the Caribbean, by demonstrating how social marketing principles translate into effective interventions in real-life situations.