Community Health: Marketing an Anti-Smoking Campaign

610 Words2 Pages
The public health department in my community has been aggressively marketing an anti-smoking campaign for the past five years. Unlike the anti-childhood obesity campaign that it recently launched, the anti-smoking campaign has been remarkably successful in preventing young people from starting the habit of using tobacco. Dietz, Delva, Wollley & Russello (2008) note that the campaign specifically targeted young people between the ages of 12 and 17. Although the campaign did not address smoking among adults, it did achieve results among the target population. The example of the Florida campaign does show that public health marketing is like any other marketing endeavor. The target market must be identified, and advertisements and promotional programs should be specifically tailored to attract the attention of that target group. Health-related behaviors can change only when the messages are meaningful to the target market. The anti-smoking campaign can be contrasted with the anti-obesity campaign, which has been less visible and therefore less successful. For example, there are no billboard advertisements for the anti-obesity campaign. There are three billboards within a twenty-mile radius championing the anti-smoking cause. The billboards themselves are not sufficient to change behaviors, but they do raise awareness of the problem. Raising awareness gets not just the children involved in thinking critically about their health-related behaviors and smoking in particular.
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