What is the Value of Social Marketing? This New Tool Can Tell you

Mar 30

In partnership with the Department of Health in the U.K., The National Social Marketing Centre (NSMC) is developing a tool which will calculate the cost-effectiveness of social marketing and behavior change interventions to improve health. This should be considered when planning, developing, and evaluating any new project. Up until now, according to the NSMC, there has been no recognized method or guidance on how cost-benefit should be calculated for multifaceted social marketing initiatives to improve health.

Over the past year, the U.K. based National Social Marketing Centre has been working alongside the Institute for Health and Clinical Excellence (NICE) and an advisory committee, as well as leading health economists, to develop a suite of online tools which will help practitioners and commissioners calculate the value for money of their social marketing and behavior change programs. The tools, which will be available for all, free of charge, are downloadable, so they can be personalized by teams to reflect local issues, audiences, and costs.

Five tools have been developed, piloted, and are in the final stages of development. They focus on the following public health topics:

  • Smoking
  • Breastfeeding
  • Alcohol: Harmful and hazardous drinking
  • Obesity
  • Bowel cancer

The smoking tool will be the first to debut on the NSMC Web site this Friday. The other tools are slated to launch between April and August of this year.

The National Social Marketing Centre was established by the UK Government in 2006 as a centre of excellence for social marketing and behavior change. Their mission is to maximize the effectiveness of behaviour change programs for organizations through strategic analysis, advice, support and training across all levels of the social marketing process.

This entry was posted on Wednesday, March 30th, 2011 at 9:04 am and is filed under Behavior Change, Resources, Social Marketing. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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