Social Marketing: Next Steps for a New Discipline
	Fran Cooper, PhD
	Promoting Nutrition and Physical Activity Through Social Marketing: Current Practices and Recommendations
	Rina Alcalay, PhD, Dr. Robert Bell, PhD
	The Social Marketing Mix on the Hoof - What's Working for Nutrition and Physical Activity in California
	Susan Foerster, MPH, RD
	Lessons Learned from Evaluations of Nutrition and Social Marketing Campaigns
	Sarah E. Samuels, DrPH, Amy Carroll, MPH
	Similarities and Differences Between Social Marketing and For-Profit Marketing
	Dr. Michael Hagerty, Ph.D
	Technology Improves Society?
	Trinette Beauchemin
	Project Salsa: Nutritional Health Promotion in a Mexican American Border Community
	John Elder, PhD
	Translational Research: The Link to Better Nutrition Programs for CommunitiesJuly - August: No Lectures Scheduled
	Elaine Bratic Arkin

---

Social Marketing: Next Steps for a New Discipline

Fran Cooper, PhD

This lecture examines the successes, challenges, and frustrations in contemporary social marketing and its application to nutrition and physical activity. The major focus outlines pertinent research questions and addresses barriers to advance social marketing as a viable discipline.

Fran Cooper, PhD has more than 15 years of social marketing experience, including the design, evaluation, and/or implementation of social marketing campaigns in teen pregnancy prevention, breast cancer, arthritis, HIV/AIDS, nutrition, smoking, and other issues. Dr. Cooper works with the Communications Sciences Group, a San Francisco-based consulting group offering a wide range of research, planning, and training services.

 

Promoting Nutrition and Physical Activity Through Social Marketing: Current Practices and Recommendations

Rina Alcalay, PhD
Dr. Robert Bell, PhD

This lecture highlights key findings of a literature review which examined the planning, design, implementation, and evaluation of 50 social marketing campaigns intended to promote better nutritional practices and increased physical activity. Drs. Alcalay and Bell critically summarize the practices of these community-based promotion campaigns, and offer recommendations for improving future interventions.

Rina Alcalay, PhD is an Associate Professor in the Department of Communication, and an expert in planning, designing, and evaluating mass communication campaigns for health education and promotion. Dr. Alcalay's research has dealt with perinatal care, smoking cessation and prevention, heart disease prevention, child welfare, and wellness issues in multicultural populations. She is a member of the National Heart Lung Blood Institute, National Institute of Health Advisory Council, and has done extensive work with national and international organizations in the design of media interventions with disadvantaged populations.

Dr. Robert Bell, PhD is a Professor in the Department of Communication. Dr. Bell's broad area of interest is health communication. Recent projects include studies of social influence strategies for health promotion, the dynamics of physician-patient interaction, and investigations of the content and impact of direct-to-consumer prescription drug advertising. Dr. Bell has also worked with various organizations and foundations to evaluate the impact of health promotion interventions.

 

The Social Marketing Mix on the Hoof - What's Working for Nutrition and Physical Activity in California

Susan Foerster, MPH, RD

Susan Foerster describes the theory behind and practice of social marketing now being applied in partnership with over 300 organizations and approximately 150 intervention projects throughout the state. She demonstrates how the eight components (advertising, public relations, promotion, personal sales, community development, consumer empowerment, partnership and systems, environment and policy change) are woven together and delivered, and describes the evaluation framework planned to inform the ongoing process.

Susan Foerster, MPH, RD is Chief of the Cancer Prevention and Nutrition Section for the California Department of Health Services. For the past 15 years, she has worked specifically in cancer prevention during her 27-year career with CDHS. Ms Foester was integral in establishing the California 5 a day Campaign in 1988, which became a national program in 1991. She was also key in establishing the California Nutrition Network in 1995, which now has 125 funded projects throughout the state. Her main role is in developing programs that use dietary change for chronic disease prevention in the adult population.

 

Lessons Learned from Evaluations of Nutrition and Social Marketing Campaigns

Sarah E. Samuels, DrPH
Amy Carroll, MPH

The Center commissioned a review of the literature on the evaluations of nutrition and physical activity social marketing campaigns. The authors present a synthesis of key evaluation questions, methodologies, findings, and important lessons learned found in the literature. Recommendations are made on ways to improve evaluation methods in order to improve program success.

Sarah E. Samuels, DrPH, President of Samuels & Associates, has worked on public health and health policy for government, university, and philanthropic institutions for 20 years. She has designed health promotion programs and policies; social marketing and communications strategies; and multi-site program evaluations. Her expertise spans numerous public health issues including managed care, women's health, and food and nutrition. She conceived and directed California Project LEAN, is a founding member of the California Nutrition Network, is on the board of CANfit and California Food Policy Advocates, serves as an advisor to the Women's Health Collaborative, and is a member of the Center's steering committee.

Amy Carroll, MPH is an Associate with Samuels & Associates. Her expertise is in maternal and child health. She has experience in qualitative data analysis, strategic planning, and research design. For Samuels & Associates, she has designed evaluations, developed data collection systems, and conducted strategic planning.

 

Similarities and Differences Between Social Marketing and For-Profit Marketing

Dr. Michael Hagerty, Ph.D

Dr. Michael Hagerty describes the process that corporate marketers use to develop marketing plans, and points out similarities and differences with social marketing campaigns. He takes the example of the California 5 a Day for Better Health! campaign, and suggest how corporate marketers would approach it.

Dr. Michael Hagerty received his Ph.D. in Consumer Psychology at University of Illinois, and has been a professor of marketing in the Schools of Business at UC Berkeley, M.I.T., and UC Davis. His research has involved market research methods for new product development, scaling people's preferences and quality perceptions for new and modified products and services.

 

Technology Improves Society?

Trinette Beauchemin

How can the Internet get people to eat more fruit and vegetables? How can a web site change behavior? How can web-based marketing techniques complement an existing campaign? Trinette Beauchemin answers these questions and presents web-based social marketing.

Trinette Beauchemin has led marketing efforts for more than nine years, including work with the California Department of Health Services, UPS, the Discovery Museum, and CSU, Sacramento, where she taught Business Communication. Ms. Beauchemin is currently the Communication Manager for Carta, Inc., an Internet solutions company.

 

Project Salsa: Nutritional Health Promotion in a Mexican American Border Community

John Elder, PhD

Project Salsa was a health behavior change effort emphasizing a 'locality development' community organization approach for promoting nutritional health across the lifespan. Partnerships were developed with local schools, supermarkets, churches, health clinics, and advocacy organizations. Funded activities were discontinued eight years ago, but many continue to be maintained by the community. Implications for the institutionalization of nutritional health promotional programs are discussed.

John Elder, PhD is professor and head of the Division of Health Promotion in the School of Public Health at San Diego State University, and adjunct professor of pediatrics at UCSD. He is currently principal investigator on two NCI-funded grants, studying the prevention of tobacco use and nutritional health promotion in the Latino community of San Diego.

 

Translational Research: The Link to Better Nutrition Programs for Communities

Elaine Bratic Arkin

National agencies and organizations including National Cancer Institute, Centers for Disease Control and Prevention, and the American Cancer Society are investigating ways to support research designed to leap the gap between interventions effective in research settings and interventions that will work in communities. Three models for translational research from the researcher and implementer perspectives and nutrition case studies are presented, as well as challenges, opportunities, and lessons learned based on social marketing "best practice."

Elaine Bratic Arkin has worked in the fields of health communication and social marketing for more than 25 years. At the U.S. Public Health Service, she was responsible for the government's tobacco control mass media campaign, and for the development of the Cancer Information Service, a national counseling hotline. At the US Department of Health and Human Services, she served as Deputy Assistant Secretary for Public Affairs, and as National Coordinator of the Healthy Mothers, Healthy Babies Coalition. As a consultant, she works primarily with Federal agencies, national voluntary associations, and foundations on a wide variety of health issues, including nutrition.

---