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dc.contributor.authorStead, Martine-
dc.contributor.authorArnott, Lisa-
dc.contributor.authorDempsey, Emma-
dc.description.abstractAlthough 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.en_UK
dc.relationStead 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.-
dc.rightsThe 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.-
dc.subjectsocial marketingen_UK
dc.subjectcommunity developmenten_UK
dc.subjectcommunity engagementen_UK
dc.titleHealthy Heroes, Magic Meals and a Visiting Alien: Community-led Assets-based Social Marketingen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreasonThe publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.-
dc.citation.jtitleSocial Marketing Quarterly-
dc.type.statusPublisher version (final published refereed version)-
dc.contributor.affiliationInstitute for Social Marketing-
dc.contributor.affiliationPilton Community Health Project-
dc.contributor.affiliationSouth Edinburgh Healthy Living Initiative-
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

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