Community-Based Prevention Marketing: The Next Steps In Disseminating Behavior Change

Carol A. Bryant, PhD; Melinda S. Forthofer, PhD;
Kelli R. McCormack Brown, PhD, CHES; Danielle C. Landis, MPH;
Robert J. McDermott, PhD, FAAHB

Objectives: To develop and evaluate a new community-based social marketing (CBPM) model. Methods: CBPM is being piloted to prevent the initiation of smoking and alcohol consumption among middle-school students. The project's impact on behavioral outcomes and the community's ability to use CBPM to solve public health problems are being evaluated. Results: Community members have demonstrated an unexpected level of interest in learning CBPM and applying its principles to program planning. Conclusions: Community control of the social marketing process has the potential to enhance program integration into existing community structures, making them more effective and sustainable.

Am J Health Behav 2000;24(1):61-68