Marketing to the unemployed: three health-related case studies

Virginia Matthews

This article describes three case studies of public health campaigns targeting unemployed and low-income consumers.

Marketing to the unemployed: three health-related case studies

Virginia Matthews

"Give It Up For Baby" is an incentive scheme in Scotland to encourage pregnant women on state benefits to stop smoking. It offers successful quitters £12.50 (US$20) a week in vouchers for ASDA, the Wal-Mart-owned UK supermarket but, in doing so, has faced claims of "bribing" people to change behaviour.While the campaign has already been deemed a success - by the end of it first year, more than 140 expectant mothers in the target area had quit the habit for the long-term - the three case studies below suggest...

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