Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11408
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Healthy Heroes, Magic Meals and a Visiting Alien: Community-led Assets-based Social Marketing
Authors: Stead, Martine
Arnott, Lisa
Dempsey, Emma
Contact Email: martine.stead@stir.ac.uk
Keywords: social marketing
community development
community engagement
Issue Date: Mar-2013
Publisher: SAGE
Citation: Stead M, Arnott L & Dempsey E (2013) Healthy Heroes, Magic Meals and a Visiting Alien: Community-led Assets-based Social Marketing, Social Marketing Quarterly, 19 (1), pp. 26-39.
Abstract: Although social marketing emphasizes consumer orientation, it is only in recent years that consumers and communities have been at the center of program development and implementation. This article illustrates how, on a modest budget, social marketing and community development approaches were combined in two innovative and creative community-led projects in Edinburgh, Scotland. Community residents were integrally involved, not just as participants in research and as project beneficiaries, but as decision makers, creators, and implementers. The projects illustrate how communities have skills and assets within themselves which they can bring to bear in a social marketing framework, making it possible to apply social marketing on modest budgets, and how interventions which originate within communities and are owned by them may be more engaging and may lead to more positive health outcomes. Approaches which genuinely involve communities in development and implementation make financial, practical, and philosophical sense.
Type: Journal Article
URI: http://hdl.handle.net/1893/11408
DOI Link: http://dx.doi.org/10.1177/1524500412472493
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing
Pilton Community Health Project
South Edinburgh Healthy Living Initiative

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