What Next for Social Marketing - Developing ‘Superman’ or a Sustainable System?

Social marketing is being increasingly used within the UK health system to address a range of health inequality issues. The Department of Health for England plans to increase the use of social marketing at both national and local levels. However, this can only be achieved if the correct resources are in place. Currently we have a shortage of skilled social marketing practitioners within the UK. The Department of Health is therefore looking to academia to help increase capacity and skills to fill this gap. Presently, capacity and capability within the academic system are limited. This article is aimed at promoting debate about how academic capacity is grown within the UK. It also aims to reflect the main challenges we are facing in the UK, which may or may not be reflected in other countries.