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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Social marketing with challenging target groups: smoking cessation in prisons in England and Wales
Author(s): MacAskill, Susan
Lindridge, Andrew
Stead, Martine
Eadie, Douglas
Hayton, Paul
Braham, Mark
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Keywords: smoking cessation
Issue Date: Aug-2008
Date Deposited: 11-Mar-2013
Citation: MacAskill S, Lindridge A, Stead M, Eadie D, Hayton P & Braham M (2008) Social marketing with challenging target groups: smoking cessation in prisons in England and Wales. International Journal of Nonprofit and Voluntary Sector Marketing, 13 (3), pp. 251-261.
Abstract: Smoking levels among prisoners are much higher than amongst the UK population as a whole. Our research focuses on the development and implementation of a pilot smoking cessation project: - Using a social marketing process combined with the Health Behaviour Model, 159 participants, drawn from four prisons, undertook a smoking cessation programme. - Data was collected using a case study approach, with a variety of research methods: primarily depth individual and mini-group qualitative interviews, but also document analysis and observation. - The findings draw on prisoners' perspectives in the context of the marketing mix in elements of the strategy design, implementation and evaluation. - The discussion identifies the need to maintain a consumer perspective, feeding into the marketing mix, and to identify and promote aspects of mutually beneficial exchange over and above basic health and monetary costs. The positive outcomes and insights gained show that using a social marketing strategy, as part of a smoking cessation programme, has important policy and practice implications. Lessons could be applied to other health issues and in similar settings such as forensic mental health.
DOI Link: 10.1002/nvsm.327
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