Case Studies
CDC's Division of Nutrition and Physical Activity provides technical assistance in social marketing for nutrition and physical activity. Real-life examples are particularly helpful to organizations that are going through the social marketing planning process. These case studies are meant to provide detailed information on the “how” of planning a social marketing intervention by people who actually went through the process. They are written about programs and interventions that are currently in the field, and thus are works in progress, always undergoing revisions and changes. They will be updated with new information as time passes.
Georgia
(PDF-755k)
Georgia has used the entire social marketing process, step-by-step. Their
case provides an example of how the social marketing process can be used
to design a new intervention. They are working to influence African
American tweens’ behaviors around active play outside of school and
choosing healthy snacks and beverages.
Kentucky (PDF-971k)
Kentucky adapted a national media campaign to influence tweens’ physical
activity. This case emphasizes their social marketing process and how they
tailored national resources to develop their VERB Summer Scorecard
program.
Missouri (PDF-931k)
Missouri used creative formative research strategies to inform their
intervention development. They focused on fruit and vegetable intake and
physical activity for middle- to older-aged women. This case describes the
process Missouri used to develop their intervention strategies and their
commitment to assuring the target audience was heard.
Washington (PDF-884k)
Washington used social marketing principles to develop community action
plans in two local communities — Moses Lake and Mount Vernon. This case shows
how they used social marketing’s guiding principles, especially in getting
coalition members to participate and obtaining community input.
Wisconsin (PDF-927k)
Wisconsin conducted some preliminary formative research on healthy eating
and physical activity with elementary aged children, and then changed
their target audience to parents based on the results. This case describes
the initial formative research that led to the change in target audience
as well as additional formative research focused on family meals and
physical activity to inform the intervention.
How to Use the Case Studies
Throughout the cases are boxes with additional information on the following topics:
- Apply it. Practical advice on how to apply a certain principle of social marketing to an intervention.
- Lesson Learned. Examples of lessons learned while going through the social marketing process.
- Challenge. Examples of difficulties with a particular part of the process, along with the methods used to overcome these difficulties.
- Saving Money. Tips for more efficient use of funds.
- Creative Ideas. Creative and/or innovative ideas for formative research or other parts of the social marketing process.
At the end of each case is a summary table that explains each
organization’s process and contact information for additional information.
Because each organization went through the process in a different manner,
the table is not complete for all cases. Grey boxes indicate places where
information either didn’t apply or is not available.
An important note: The term “formative research” within the cases is used to
describe a process for the collection of information and insights from a
potential target audience for program planning purposes. The results
obtained are not meant to be generalized or extrapolated to any other
population.
Please note: Some of these publications are available for download only as *.pdf files. These files require Adobe Acrobat Reader in order to be viewed. Please review the information on downloading and using Acrobat Reader software.
* Links to non-Federal organizations found at this site are provided solely as a service to our users. These links do not constitute an endorsement of these organizations or their programs by CDC or the Federal Government, and none should be inferred. CDC is not responsible for the content of the individual organization Web pages found at these links.
Page last updated: May 22, 2007
Content Source: Division of Nutrition and Physical Activity, National Center for Chronic Disease Prevention and Health Promotion
