Social Marketing as a Tool in Primary Prevention
This course has been developed for practitioners in the work to prevent sexual assault and domestic violence. It is based on the concepts of social marketing as described and utilized in recent educational and community organizing models of primary prevention. Further, it is designed to help you, the participant, apply these concepts in your own work in your local communities. It is written with the assumption that you are familiar with general concepts related to primary prevention. New learners should complete the Building Blocks of Prevention course before proceeding.
This lesson teaches the concepts of social marketing as described and utilized in recent educational and community organizing models of primary prevention. It provides examples of successful social marketing campaigns and guides you through the steps of utilizing this strategy.
How can marketing strategies help us to prevent sexual and domestic violence? To answer that question, we first have to think about what it is we’re trying to achieve. We are trying to promote healthy, positive behaviors around sexuality and relationships. Social marketing helps us to “sell” these behaviors to our intended audience. Advance through this lesson to learn how.
The overall goal of this course is to support you as you incorporate social marketing into your prevention practice, through the following educational and skill objectives.
- Understand the purpose and techniques used in social marketing and the way it is applied to primary prevention.
- Know some of the ways that other successful prevention programs have adopted social marketing as a way to support their prevention strategy.
- Be able to incorporate principles of social marketing into general social ecological theory.
- Develop locally specific strategies that hold promise for prevention, based on local demographics, organizational goals, and community assets.
- The Health Communicator’s Social Marketing Toolkit
- Course Booklet
- Course Workbook
- Gateway to Health Communication and Social Marketing Practice
- Engaging-Bystanders-Workbook SAAPM-Toolkit2012
- Social Marketing to Prevent Sexual Violence on Campus – PreventConnect podcast
- Building California’s MyStrength Campaign – PreventConnect Podcast
- Engaging Men to Prevent Sexual Violence Through Social Marketing
- Developing Comprehensive Prevention Strategies Using Social Marketing
- Using Social Marketing to Prevent Violence Against Women
- PreventConnect Wiki Page on this topic
Click on the button “TAKE THIS COURSE” to enroll, listen to the materials, and view summary documents.
- Lectures 2
- Quizzes 2
- Duration 1.5 hours
- Skill level All levels
- Language English
- Students 2
- Certificate Yes
- Assessments Yes