March 3, 2005 | Read Time: 1 minute
Selling Healthy Lifestyles: Using Social Marketing to Promote Change and Prevent Disease shows grant makers how they can use commercial marketing techniques to encourage healthy living. The report, the product of a meeting last year of grant makers, researchers, and health-care workers coordinated by Grantmakers in Health, provides tips for conducting research on audiences that are the targets of health messages and shaping marketing efforts that will persuade people to adopt healthy behavior. It cites the American Legacy Foundation’s campaign against smoking among teenagers, which appealed to young people’s sense of independence with messages suggesting the tobacco industry was attempting to manipulate them. The report also provides advice on how grant makers can communicate with the news media, politicians, and the public about health risks and concerns.
Publisher: Grantmakers in Health, 1100 Connecticut Avenue, N.W., Suite 1200, Washington, D.C. 20036; (202) 452-8331; fax (202) 452-8340; http://www.gih.org; 30 pages; available free for download on the publisher’s web site.
