Social Marketing
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National Partnership Programs<br />
Some national programs that used outreach to create partnerships include:<br />
The Healthy Mothers/Healthy Babies Coalition – this ten-year-old program includes government,<br />
professional, voluntary and state groups. It was started to develop a “critical mass” of groups<br />
involved in maternal and child health issues. The coalition now supports a range of issues,<br />
training, materials, and technical assistance.<br />
The Prevention <strong>Marketing</strong> Initiative – PMI was a community-based pilot effort to establish and<br />
support HIV prevention programs around the country during the early 1990s. The Centers<br />
for Disease Control and Prevention relied on community-based coalitions to recommend and<br />
implement behavior change programs in their communities. These programs reflected the<br />
unique features of the communities and garnered support and participation of key community<br />
groups.<br />
The Office of Drug Control Policy Media Program – the Administration’s current drug-use-prevention<br />
media program targets kids and their parents. The campaign goes beyond television<br />
and radio advertising to involving organizations and groups involved with the Web, schools,<br />
churches, workplaces, and leisure settings. Its behavior change strategy is designed to create<br />
opportunities for people to adopt campaign messages into their daily lives and extend them<br />
into their communities. The campaign is also undertaking tailored programs and outreach to<br />
resonate with diverse populations.