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E N D Presentation Transcript The Role of Social Marketing in Tobacco Control: An Overview of Australias National Tobacco Campaign Jenny Taylor Jodie Grieve Introduction Role of Social Marketing Context of National Tobacco Strategy Background to the National Tobacco Campaign Campaign Strategy, Implementation & Evaluation International Use of the Campaign Principles of social marketing Social marketing is the adaptation of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the behaviour of target audiences in order to improve their physical and mental well-being and that of the society of which they are a part. (Andreasen, 1995) Social marketing differs from commercial marketing in a number of ways: the products are more complex the demand is varied target audiences are more challenging to reach consumer involvement is more intense competition is more subtle and varied Social Marketing.particularly appropriate: - when new information and practices need to be disseminated