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This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.

Purpose - Unlike other sub-areas of marketing, such as sports marketing, business-to-business marketing or even religious marketing, social marketing attracts a very diverse group of disciples, many of whom have little or no background in the discipline of commercial marketing. At the same time, many with a commercial marketing background have a limited understanding of the social and environmental determinants of health and well-being and tend to be focused on consumer marketing techniques for a situation where there is wide distribution of product and service offerings and where most target audiences have enough money to make a purchase. These circumstances have resulted in a number of myths and misunderstandings being expressed by \"social marketers\" which could negatively impact on the practice of social marketing and hence the effectiveness of campaigns described as such. The aim of this paper is to describe and dispel eight \"mythunderstandings\" commonly expressed by social marketing practitioners and others.Design methodology approach - The paper presents Ad hoc observations on issues that arise from time to time on the social marketing listserv (listserve.social.marketing@uis-listproc-1.georgetown.edu) and at social marketing conferences.Findings - It is suggested that those wishing to operate in the domain of social marketing could benefit from a look at the history of marketing and some of the basic textbooks to help dispel some of these myths.Originality value - Eight commonly expressed mythunderstandings are listed, including definitional issues, the roles of education, law and advocacy in social marketing and whether the sought behaviour change must be voluntary. While others have looked at outsiders' misunderstandings of social marketing, this paper looks at the mythunderstandings of social marketers themselves.

Issue addressed: People's perceptions of risk may influence health-related behaviours. The aim of this study was to investigate the perception of cancer risk factors among Western Australian adults in order to inform health promotion policies. Methods: Cross-sectional surveys of 2094 adults were undertaken in 2007/2008 in which respondents were asked whether they thought factors increased or decreased the risk of cancer. Factors included both established and unestablished risk factors for cancer. The distribution of perceptions was compared according to age and sex. Results: The study found high levels of endorsement for some unestablished risk factors (74-91%) and comparatively lower levels of endorsement for many established risk factors (33-80%). The established risk factors of smoking and asbestos received high levels of endorsement (94-98%).Conclusion: It appears that the alignment between scientifically established risk factors and the Western Australian public's perception of cancer risk factors could be improved. So what? Health promotion strategies are needed to improve the public's awareness of cancer risk factors. The high levels of endorsement attributed to unestablished risk factors highlight the need to dispel myths surrounding cancer and to reinforce the key factors in cancer prevention. Ongoing assessment of the alignment between community perceptions of cancer risk and the scientific evidence for cancer risk is important for guiding prioritisation within public health organisations.

Glycosyltransferases mediate changes in glycosylation patterns which, in turn, may affect the function of glycoproteins and/or glycolipids and, further downstream, processes of development, differentiation, transformation and cell-cell recognition. Such enzymes, therefore, represent valid targets for drug discovery. We have developed a solid-phase glycosyltransferase assay for use in a robotic high-throughput format. Carbohydrate acceptors coupled covalently to polyacrylamide are coated onto 96-well plastic plates. The glycosyltransferase reaction is performed with recombinant enzymes and radiolabeled sugar-nucleotide donor at 37 degrees C, followed by washing, addition of scintillation counting fluid, and measurement of radioactivity using a 96-well beta-counter. Glycopolymer construction and coating of the plastic plates, enzyme and substrate concentrations, and linearity with time were optimized using recombinant Core 2 beta1-6-N-acetylglucosaminyltransferase (Core 2 GlcNAc-T). This enzyme catalyzes a rate-limiting reaction for expression of polylactosamine and the selectin ligand sialyl-Lewis(x) in O-glycans. A glycopolymer acceptor for beta1-6-N-acetylglucosaminyltransferase V was also designed and shown to be effective in the solid-phase assay. In a high-throughput screen of a microbial extract library, the coefficient of variance for positive controls was 9.4%, and high concordance for hit validation was observed between the Core 2 GlcNAc-T solid-phase assay and a standard solution-phase assay. The solid-phase assay format, which can be adapted for a variety of glycosyltransferase enzymes, allowed a 5-6 fold increase in throughput compared to the corresponding solution-phase assay.

Issue addressed: People's perceptions of risk may influence health-related behaviours. The aim of this study was to investigate the perception of cancer risk factors among Western Australian adults in order to inform health promotion policies. Methods: Cross-sectional surveys of 2094 adults were undertaken in 2007/2008 in which respondents were asked whether they thought factors increased or decreased the risk of cancer. Factors included both established and unestablished risk factors for cancer. The distribution of perceptions was compared according to age and sex. Results: The study found high levels of endorsement for some unestablished risk factors (74-91%) and comparatively lower levels of endorsement for many established risk factors (33-80%). The established risk factors of smoking and asbestos received high levels of endorsement (94-98%).Conclusion: It appears that the alignment between scientifically established risk factors and the Western Australian public's perception of cancer risk factors could be improved. So what? Health promotion strategies are needed to improve the public's awareness of cancer risk factors. The high levels of endorsement attributed to unestablished risk factors highlight the need to dispel myths surrounding cancer and to reinforce the key factors in cancer prevention. Ongoing assessment of the alignment between community perceptions of cancer risk and the scientific evidence for cancer risk is important for guiding prioritisation within public health organisations.

This thesis maintains that Victorian social cohesion depended to a significant degree on drink. In Norwich and other urban centres, population growth led to an expansion of the supply of alcoholic drink. Inadequate sanitation and water supply problems meant that beer answered a dietary need for a liquid that was safe to drink. Alcohol provided depressant comfort in the face of poverty and squalor for the working class. In these circumstances, most social and political functions were connected with the public house. Most public houses in Norwich experienced sufficiently long periods of publican stability to have played an important role in the development of working-class communities. At a time of acute housing problems, the public house provided both a public space and relief from squalor. In Norwich and elsewhere, the urban elite used working-class dependence on drink to their own political advantage at election time through bribery, treating, and the control of organised gangs of `roughs'. These traditional practices were eventually proscribed by the government at Westminster but proved difficult to eradicate in Norwich. There was little overt interference with the infrastructure of drinking in Norwich. Although Norwich had the highest density of drinking places to population in England, the city could boast the lowest rate of drunkenness. This infrastructure was effective not least because brewers were key members of the urban elite and were influential in the Watch Committee that controlled the policing of the city. However, the Temperance Movement developed as a consequence of the challenge to traditional Christian ethics presented by the consumption of drink in this new urban context. By 1901, Norwich was becoming a more sober, compassionate and just society, but this was not due to the victory of Temperance but rather to a shift in the `structure of feeling' that placed more emphasis on social responsibility.

As defined in Chapter 1, social marketing is the application of the concepts and tools of commercial marketing to the achievement of socially desirable goals. Marketing is characterised by things like a consumer orientation, segmentation and targeting, advertising and sales promotions, and much research with customers and potential customers to ensure that things like packaging and pricing are appropriate for the product, and that the advertising is believable, relevant and motivating. Research and negotiations are also undertaken with intermediaries such as retailers, and with stakeholders such as unions and government, to ensure that making the product attractive, available and affordable will be facilitated by distributors and not hampered by structural and regulatory restrictions. In all these areas, the notion of an exchange process between the ‘buyer’ (target) and the ‘seller’ (marketer) forms a platform of operation.