Social marketing to prevent childhood obesity

Social marketing is one of many tools available for changing behavior; it applies commercial marketing principles to achieve socially desirable goals. Seven overarching communication principles should be considered before designing a social marketing campaign. Key marketing principles are: getting the right message» and getting the message right for different target markets; the 4Ps-Product, Place, Price, Promotion, and a 5th P: Partnerships. The innovative French EPODE program addressing childhood obesity is used as a cas\u27e study throughout this chapter to illustrate principles and process