Florida Cares for Women Social Marketing Campaign: A Case Study     

Kelli McCormack Brown, PhD, CHES; Carol A. Bryant, PhD;
Melinda S. Forthofer, PhD; Karen M. Perrin, PhD, MPH, CHES;
Gwendolyn P. Quinn, PhD; Michelle Wolper, BS; James H. Lindenberger, BA

Objective: To describe the application of the social marketing approach to promoting breast cancer screening services. Methods: The Florida Cares for Women project is used to illustrate to the social marketing plan based on the concept of the 4 Ps, product, place, price, and promotion. Results: The 6 phases of social marketing are discussed with specific project examples: (a) initial planning, (b) formative (consumer) research, (c) strategy development, (d) campaign development, (e) implementation, and (f) evaluation. Conclusion: Using a social marketing approach, a campaign was developed to promote breast cancer screening services in Florida.

Am J Health Behav 2000;24(1):44-52