Evaluating Social Marketing - Final Report

The main purpose of this one-year project was to locate, monitor and evaluate health promotion interventions that are characterised and embedded in the use of social marketing techniques. This project was comprised of two phases –

The aims of Phase One were to:

Identify and prioritise those projects that have used social marketing techniques Agree an evaluation plan in collaboration with local and national experts

The completion of the scoping exercise for Phase One highlighted that the research team needed to move away from any explicit evaluation activities and towards assisting projects with conducting their own evaluation.

The revised aims of Phase Two were to:

Facilitate with the integration of robust evaluation methods into project planning and to advise on the collection and analysis of evaluation data Support the organisation in enhancing their strategic understanding of social marketing and its potential in health promotion activity Anticipate that projects using social marketing techniques successfully could be at the forefront of dissemination, providing illustrations of the practical application of techniques