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Creating a Marketing Plan

The most effective social marketing programs are targeted, local, and responsive to the cultural context of each community. Different groups have different definitions of child abuse and neglect, different ways of approaching the issue, and will respond differently to various communication methods. Use the following resources to learn more about developing social marketing programs for child abuse and neglect prevention.

Discipline and Development: A Meta-Analysis of Public Perceptions of Parents, Parenting, Child Development, and Child Abuse
Prevent Child Abuse America/FrameWorks
An evaluation of existing research available to Prevent Child Abuse America against the findings from new research that identified promising ways to engage people in prevention, motivate them to prioritize proven policies and programs, and overcome existing mental roadblocks.

Hands-On Social Marketing: A Step-by-Step Guide
Weinreich (1999)
A comprehensive guide to the social marketing process for professionals who wish to influence health or social behaviors using effective techniques of this emerging field.

Implementing a Social Marketing Effort
University of Kansas Community Tool Box WorkStation
A framework and supports for conducting a social marketing campaign.

Marketing Sexual Abuse Prevention: Stop It Now! Uses Marketing Concepts and Research to Reach Potential Abusers
Pollard
Behavioral Healthcare, 26(5), 2006
View Abstract
Describes the social marketing techniques used by Stop It Now! for prevention of child sexual abuse.

Reframing the Issue: A New Child Maltreatment Prevention Message (PDF - 92 KB)
Prevent Child Abuse North Carolina
North Carolina Medical Journal, 66, September/October 2005
Traces the history of public service campaigns designed to prevent child maltreatment and explains different types of public campaigns and strategies, including strategic framing and social marketing.

Social Marketing Institute
The Institute helps to advance the field of social marketing by disseminating research on best practices and training nonprofit organizations, government agencies, and foundations to help them achieve their social objectives.

Updated on February 12, 2008