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In these days there are several tools and techniques to conduct the health promotion in an effective manner. Social marketing is one of the famous and effective applications in the sector of public health promotion to run a qualitative campaign or programme. According to French J. ( 2010) social marketing is the use of marketing techniques of business and principles design for the implication and evaluation of health and social behavior change programs. Furthermore, it is centralized on the target groups within the public and coordinate the campaigns and awareness, with the goals of betterment of public health and has a great influencing volunteer to decrease the unhealthy behavior such as smoking, tranquilize utilize and eating habit. Social marketing expects behavior changes for more prominent benefit of the population and has been appeared to decidedly influence learning, mindfulness, demeanors and conduct in various regions. (Gordon et. al 2006 )
Social marketing is widely used to influence health behavior and it follows the transtheoretical model of behavior change. Social marketers use a wide range of health communication strategies based on mass media; they also use mediated (for example, through a healthcare centre), interpersonal, and other modes of communication such as online media like facebook, you tube and marketing methods such as message placement (for example, in clinics), promotion, dissemination, and community level outreach. Social marketing encompasses all of these strategies.
The transtheoretical model has been used to understand different stages of individual progress through and the cognitive and behavior change process for health. Transtheoretical Model of behavior change comprises six stages of change: precontemplation, contemplation, preparation, action, maintenance, and termination along with self-efficacy and temptation. This stages are not always go in a linear way can also go in cyclic manner, sometimes individual may take several attempts to change behavior until to get goals. Recent research explore a rule of thumb for at risk public; 40 percent in precontemplation, 40 percent contemplation, 20 percent preparation (James o. Prochaska, and Wayne F. Velic 2006). The transtheoretical model work on the theory of individual behavior change for a new healthier life style with strategies and the guided procedure.
Public health action on drinking culture is the program governs by the VicHealth with an interest in shifting drink cultures to minimize alcohol related harm and diseases. This program mainly focused on whole of population and family and individual to reduce alcohol related harm. Rules are not consistent about liquor consumption. 67 percent of young Victorians drink at level which put them at risk of injury in a single occasion (VicHealth 2014). This framework target efforts at the subpopulation level, such as setting or sub-culture approaches which compliment whole of population strategies such as regulation through online research. Online researches segmented in two phases. The phase one is expected to involved the target audience, identifying the group who are directly involved in attempt to reshape it. The website asked visitors names and asked to identify the point in the night “Where clear thinking becomes clear drinking”. This program runs for a year, getting 45,000 visits, over 143,000 hits on YouTube and received about 2,000 submissions (VicHealth inpress). The phase two is popular as a No Excuse Needed which was developed by using key findings from the earlier phase. It was run from September 2014 to March 2015, utilizing traditional and digital media to stimulate and empower the target audience reject to drink in social events if they don’t want to continue drinking anymore. 61 percents of young Victorians join the humour who won’t drink to be drunk. Similarly it used further marketing efforts on different events like Christmas, New Years, Summer Music Festivals, and Spring Racing Carnivals. One third of populations claimed that they were consuming less alcohol as a result and the same proportion of the respondents took direct action after seeing the campaign, who had seen the campaign. Discussing the advertisement with family friends and also searched more information on VicHealth or alcohol consumption. The main impact of this campaign was change the behavior with positive attitude to avoid alcohol or limiting the alcohol drinking culture or practice (VicHealth 2016).
In 2005, Thurl conducted a programmme on social media: smoking cessation, intervention on facebook which examined engagement generated by content which is based on the transtheoretical model of behavior change in a motivationally tailored smoking cessation intervention on facebook. The main objective of this study engaged the highest participation for quit smoke in pre-action stage i.e. first three stages of behavior change of transtheoretical model. Out of 79 participants, 20 percent of female with average ages of 20.8 years shows strong willings to quit smoking. And the finding supports tailoring intervention to quit the smoke and was effective in generating maximum participants on social media.
VicHealth Promotion conducts the review of communication components of social marketing and public education campaigns focusing on violence against women. In this project women violence includes domestic violence, workplace violence, intimate violence and dating violence. Furthermore this campaign also implicit the children who is suffering directly in violence or as a witness. The main aim of the this programme is to improving understanding attitudes to support women to live free from violence, prevent premature death, mental health, smoking and drinking habit, obesity, stress, depression and anxiety. Methodology used to identify campaign were online searching, telephone or E-mail discussion with practitioners.
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