Recipe for success with Change4Life
Alison Hardy and Jane Asscher
Social marketing is complex and sophisticated and can be very effective. For example, the public sector behavioural-change campaign Change4Life, launched in January 2009, was a huge success and has lessons for the private sector Alison Hardy and Jane Asscher explain
In Late 2007,the Department of Health assembled a team of marketers charged with developing a social marketing strategy to combat the rise in childhood obesity. This would be the first and most ambitious national campaign on this issue to launch anywhere in the...