Cherry L, Redmond S P
Social Marketing and Communications Consultant, 27998 Fallbrook Drive, 94542, Hayward, California.
J Prim Prev. 1994 Jun;14(4):289-310. doi: 10.1007/BF01324451.
A program for preventing alcohol-related problems at the community level using environmentally-focused, public health approaches sought to involve a new segment of the community. That segment consisted of recently-immigrated Afghans from a traditionally abstinent culture. Social marketing research was employed to elicit value-based benefits to be used in promoting the product (involvement with environmental change efforts) to the target audience. While the channels of distribution for promotional messages were easily identified, special attention was required relative to effective spokespersons. Much was also learned about the immigration experience of Afghans in a San Francisco Bay Area community that has significance for other fields.
一个旨在通过以环境为重点的公共卫生方法在社区层面预防与酒精相关问题的项目，试图让社区中的一个新群体参与进来。这个群体由来自传统上禁酒文化的新移民阿富汗人组成。采用社会营销研究来找出基于价值观的益处，以便用于向目标受众推广该产品（参与环境改善工作）。虽然促销信息的传播渠道很容易确定，但对于有效的代言人需要给予特别关注。在旧金山湾区一个社区中，人们还了解到许多与阿富汗人移民经历相关的情况，这对其他领域也具有重要意义。
