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GUIDELINES- CASE STUDIES: Social Marketing Social Marketing: Case Study Choose one Case Study The absenteeism rate at the local hospital has been steadily increasing and is the highest on Mondays. You are consulting with the hospital manger to help reduce the absenteeism through a social marketing campaign. A) There have been 15 injuries in the past year on the campus of Bachman Middle School. You are consulting with the school to reduce the incidence of such injuries and to develop a social marketing program. B) The Social Workers of the Department of Children and Families have complained about work stress and burnout. You are consulting with the director to investigate this issue and develop a social marketing program. C) The employees at the Pharmaceutical Company are often taking breaks to go outside t smoke cigarettes. There is conflict between the smokers and non-smokers regarding breaks, productivity and equity. You are consulting with the management regarding this issue to develop a social marketing program. · Write a plan to assess the problem (survey, focus groups, key informants, etc.) · Outline the stages of organizational change particular to this case · Describe the possible obstacles and how you might overcome them · Describe the strengths of the organization that will enable the change · Describe some possible communication channels you will use. 1. Use the Four P’s to outline a plan for a healthy vending machine campaign. 2. How would you segment an audience for a large industrial worksite fitness program? How would you identify those who need the services the most? Running head: SOCIAL MARKETING CASE STUDY ANALYSIS1 Social Marketing Case Study Analysis 2 Social Marketing Case Study Analysis Student Name Professor Name National University Social Marketing Case Study Analysis Denmark U-Turn Project The first equity case study to be analyzed is titled “Denmark U-Turn Project-Improving young people’s lives” this case study was obtained from National Social Networking Centre’s website (http://www.thensmc.com/content/health-equity-social-determinants/Casestudies#denmark) which is based in the United Kingdom. The U-Turn Project is a government funded intervention program that focuses on younger adults between 15 to 23 years of age. The purpose of the U-Turn Project is to significantly reduce, and or end drug use among young adults by increasing their self-efficacy by incorporating a variety of positive reinforcement techniques. Examples of such techniques are: proper nutrition, and its benefits to making one’s body healthier, encouragement, and support in academics, positive methods in redirecting one’s resentment, work ethics, and reinstating a strong bond with the individual’s family (National Social Networking Centre, 2010a). The program chooses to concentrate their intervention efforts towards young adults for the reason that, individuals referred to this program are coming from unstable households, and are already at a vulnerable stage in their lives, given their age, and background. The philosophy behind the U-Turn Project, is focusing on each individual by building helpful, and supportive relationships, while providing them with the tools of redirecting their addictive behaviors towards life benefiting objectives. One strong indicator of the U- Turn Project, is that participation is purely voluntary, so the participant attending already has the desire in wanting to change his, or her behavior. Participants are referred to the U-Turn Project from other organizations. Once an individual has successfully completed the U- Turn Project, hopes are that the individual will be able to maintain their healthy behavior, with the tools provided by the program (National Social Networking Centre, 2010a). There are a variety of social marketing approaches implemented in the U-Turn Project, which are made by replacing harmful addictive behaviors with healthy ones. Interventionists in the program are aware that they must first focus on the primary causes, and reasons why the participant has turned to abusing drugs. Once they are familiar with the participants’ stressors, fears, and triggers towards wanting to abuse drugs they are able to better work and tailor their intervention program specifically for that individual. From there, the next step is trying to build up the participants’ self-efficacy. The Project also concentrates on educating the participant on the importance of maintaining a healthy body, both nutritionally, and physically, which is a positive route of redirecting an individual’s stressors. The program, and its activities have proven to be very effective, with a success rate of 75 percent of participants either significantly reducing, and or stopping drug use (National Social Networking Centre, 2010a). Slovenia-Lets Live Healthy The second equity case study to be analyzed is titled “Slovenia-Lets Live Healthy” program, this case study information was obtained from the National Social Networking Centre’s website (http://www.thensmc.com/content/health-equity-social-determinants/Casestudies#slovenia), which is based in the United Kingdom. The Lets Live Healthy program originated in the town of Pomurge, in the county of Slovenia. The goals of the program are to aid in improving, and preventing non-communicable diseases by targeting stress, poor diets, and sedentary lifestyles; because these are all factors that impact social determinants of health. The public health initiative was developed at the local level, and is made to target participants of all ages, and backgrounds. The area of Pomurge is considered to be a rural region, and was known for having one of the highest mortality rates in all of Slovenia. Prior to the implementation of the Lets Live Healthy program, eighty percent of all deaths were attributed to non-communicable disease such as diabetes, obesity, and stress (National Social Networking Centre, 2010b). The Lets Live Healthy initiative has reached out to their target audience by offering a variety of workshops which all address health, diet, and physical activity. Due to such high participation rate, and approval from the community, the Lets Live Healthy program has not only maintained, but expanded the program to other regions of Slovenia. Originally, the target audience were the people residing in Slovenia, but word of the success of the program has traveled to the neighboring country of Croatia, whom also take part in portions of the program (National Social Networking Centre, 2010b). The Lets Live Healthy program has used a variety of social marketing approaches in changing the behavior of the residents in Pomurge. Aside from offering cooking, and nutrition workshops, the program has aided the people of Pomurge in turning a non-occupied piece of land into a community garden. The community garden offers people to get out of their homes, tend to the garden, and have the opportunity of conversing with other members of their community, which offers many therapeutics benefits; which helps in reducing stress. At the start of the program, public health promoters encouraged groups walks once a week, so that individuals would incorporate more physical activity into their way of living. The group walks were so successful, now resulting in hundreds of families, and friends meeting up every Sunday to take part in the exercise. The program, and its activities have proven to be very effective, and accepted by the community which encourages the residents of Pomurge to continue their positive helath behaviors taught by the program (National Social Networking Centre, 2010b). Compare and Contrast of both Case Studies Overall, both the Denmark U-Turn Project, and the Slovenia Lets Live Healthy intervention programs has proved to be highly successfully, and appreciated by its participants. Both intervention programs have, and continue to target the negative socio-economic factors that disturb the social determinants of health in individuals. The U-Turn Project is a well-rounded intervention program that targets the primary causes of a participants, and their reasons in abusing drugs. A significant 75 percent of participant leaving the U-Turn Project have either stopped, or reduced their drug use, which gives the individual more opportunities in living a healthier lifestyle, in turn benefitting the people of Denmark. One of the factors that may affect the programs effectiveness is the cost in sustaining the program. Keeping the program active is expensive, due to maintaining qualified staff on a full time basis, and resources for the participants (National Social Networking Centre, 2010a). The Lets Live Healthy program is another well-structured program, which is highly successful due to the program being developed on a local level, and its cultural appropriateness to the target audience. The program has changed 52 percent of how residents in Pomurje, by improving their nutritional practices, increasing physical activity, and reducing their consumption of calorie dense, high fat, and high sodium choices in foods. These positive changes have been steadily decreasing mortality rates attributed to diabetes, heart disease, and obesity the communities of Slovenia. Due to the programs’ success, and positive notoriety, government leaders, and stakeholders have insured the programs continual funding (National Social Networking Centre, 2010b). References National Social Networking Centre. (2010a). Cookie support required | The NSMC. Retrieved July 24, 2014, from http://www.thensmc.com/content/health-equity-social-determinants/Casestudies#denmark National Social Networking Centre. (2010b). Cookie support required | The NSMC. Retrieved July 24, 2014, from http://www.thensmc.com/content/health-equity-social-determinants/Casestudies#slovenia Week Three_ Social Marketing Case Study...otion Strategies - National University 7/16/22, 3:50 AM Week Three: Social Marketing Case Study - COH618 Health Promotion Strategies - National University https://nationalu.brightspace.com/d2l/lms/dropbox/user/folder_submit_files.d2l?db=150934&grpid=0&isprv=0&bp=0&ou=33077 1/4 Case Study Rubric COH 618 Course: COH618 Health Promotion Strategies Criteria OUTSTANDIN G ACHIEVEMEN T COMMENDA BLE ACHIEVEMEN T MARGINAL ACHIEVEMEN T UNSATISFAC TORY FAILING Criterion Score Compared Social Marketing and Commercial marketing / 15.000001 Case Study / 30.000002 15.000001 points Student clearly defines social marketing and makes a clear comparison with commercial marketing 13.500001 points Student defines social marketing and makes a comparison with commercial marketing 10.5 points Student somewhat defines social marketing and makes a weak comparison with commercial marketing 9 points Student slightly defines social marketing and makes a very weak comparison with commercial marketing 0 points missing 30.000002 points Study clearly summarizes the case study and chooses the most significant components 27.000002 points Study clearly summarizes the case study 21 points Study summarizes the case study 18 points Study marginally summarizes the case study 0 points missing 7/16/22, 3:50 AM Week Three: Social Marketing Case Study - COH618 Health Promotion Strategies - National University https://nationalu.brightspace.com/d2l/lms/dropbox/user/folder_submit_files.d2l?db=150934&grpid=0&isprv=0&bp=0&ou=33077 2/4 Criteria OUTSTANDIN G ACHIEVEMEN T COMMENDA BLE ACHIEVEMEN T MARGINAL ACHIEVEMEN T UNSATISFAC TORY FAILING Criterion Score Recommen dations / 40 Writing Style / 10 40 points Student describes limitations and provide social marketing recommenda tions that could have improved the outcomes of the case study. Uses current evidence to support views. 36 points Student describes limitations and provide social marketing recommenda tions that could have improved the outcomes of the case study. 28 points Student describes most limitations and provide social marketing recommenda tions that could have improved the outcomes of the case study. 24 points Student describes few limitations and provide social marketing recommenda tions that could have improved the outcomes