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Social marketing in public health involves the application of commercial marketing techniques to the planning and evaluation of behavior change interventions. Social marketing is also a planning framework that can be applied to health communication, stressing the importance of the four “Ps” (product, price, place, and promotion).

For this assignment, your group will first select one of the following topics:

HPV Vaccination
Excessive Alcohol Consumption
Physical Activity
Breast Cancer Screening
Car Seat Use
HIV Testing
Blood Pressure Screening
Soda Consumption
Emergency Preparedness
Gun Safety
Next, your group will prepare a PowerPoint presentation of 7-10 slides (including a title slide and reference slide) that includes the following:

Intended audience: Which population is at highest risk for, or who is most affected by, the health issue selected?
Product: What is the behavior or practice the campaign expects to be adopted by the intended audience?
Price: What is the cost associated with adopting the behavior or practice? “Cost” can relate to the social, physical, financial, or emotional cost of adopting the behavior.
Place: What are the distribution channels or places where the intended audience is most likely to be reached with communication messages?
Promotion: How will the message be conveyed? How will you motivate the intended audience to perform or adopt the given behavior?

Sample Solution

This article asserts that physical appearance, especially being attractive, is a valuable and prominent asset in many situations of human interaction. Individuals judgements of others’ appearances are linked to body sizes which are depended on and influenced by a complex set of social and cultural values and norms. Thin bodies are appraised as they are in line with beauty norms while overweight bodies are stigmatized. The authors analyze the relationship between body weight, race and notions of attractiveness. They hypothesize that on various dimensions of attractiveness, white girls and black girls will be ranked differently based on body weights. Data for this study was drawn from the National Longitudinal Study of Adolescent Health with a sample consisting of 5947 white and black girls aged 12 to 18. Results show that white girls were more likely to be ranked physically attractive and described as having an attractive personality than black girls. The article concludes that overweight and obese girls are less likely to be perceived as attractive, well-groomed and having a likeable personality compared to thin girls. The stigmatization of overweight and obese girls was more prevalent among black girls; however, overweight white girls face more stigma than overweight black girls and this is due to the notion that all white girls are supposed and expected to be thin and beautiful. Ali et al.’s article demonstrates that physical appearance determines how an individual is perceived by others and whether this individual meets the standards of beauty. White girls are automatically perceived as more beautiful, and this even goes as far as assuming they have a more likable personality. Overweight black girls face stigmatization, however this stigma is worse for white girls because of racial beauty expectations. Therefore, this article provides support for the research question in assessing how conceptions of race and beauty are formed and related.>

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