Center for AIDS Prevention Studies, University of California, San Francisco, USA.
Am J Public Health. 2010 Oct;100(10):1828-30. doi: 10.2105/AJPH.2009.181982. Epub 2010 Aug 19.
Social marketing involves applying marketing principles to promote social goods. In the context of health behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation and repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behavioral intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HIV infection in more than 130 countries worldwide.
社会营销涉及应用营销原则来推广社会公益。在健康行为方面，它已成功地用于减少与酒精相关的车祸、青少年吸烟和疟疾传播等目标。社会营销的特点，如受众细分和反复接触预防信息，使其有别于传统的健康促进计划。最近的一项审查发现，10 项严格评估的社会营销干预措施中有 8 项负责改变与艾滋病毒相关的行为或行为意向。我们研究了 479 名注射吸毒者，以评估在加利福尼亚州萨克拉门托市开展的一项基于社区的社会营销运动，以减少吸毒者的注射风险行为。在全球 130 多个国家，注射毒品与艾滋病毒感染有关。
