Principles and Practice of Social Marketing: Case study: the Act–Belong–Commit campaign promoting positive mental health
The Act–Belong–Commit community-based social marketing campaign targets individuals to engage in activities that enhance mental health. It simultaneously encourages community organisations offering such activities to promote their activities under the Act–Belong–Commit banner. The campaign provides a simple framework for mental health promotion professionals to communicate with, and gain the co-operation of, potential partners and stakeholders within and outside the health system. The campaign was developed as an upstream or primary prevention intervention. However, the campaign messages are also appropriate for at-risk individuals and groups (secondary prevention), and for people recovering from a mental illness (tertiary prevention). Hence, as it evolves the campaign is developing a number of programme components and partners for secondary and tertiary prevention. The campaign is conducted by Mentally Healthy WA, a group based within the Faculty of Health Sciences at Curtin University in Western Australia (WA). This chapter draws on a number of publications available from the website (e.g., Donovan, James and Jalleh 2007; Donovan et al . 2003a, 2006a; Jalleh et al . 2007).
Community-Based Prevention Marketing
This article describes the application and refinement of community-based prevention marketing (CBPM), an example of community-based participatory research that blends social marketing theories and techniques and community organization principles to guide voluntary health behavior change. The Florida Prevention Research Center has worked with a community coalition in Sarasota County, Florida to define locally important health problems and issues and to develop responsive health-promotion interventions. The CBPM framework has evolved as academic and community-based researchers have gained experience applying it. Community boards can use marketing principles to design evidence-based strategies for addressing local public health concerns. Based on 6 years of experience with the “Believe in All Your Possibilities” program, lessons learned that have led to revision and improvement of the CBPM framework are described.
Analysis: The Agenda 2007 Proposals: Evolution or Revolution?
On 10 February 2004 the Commission published its proposal for the financial perspective 2007-2013. A week later it adopted the third report on economic and social cohesion. These two documents form the basis of the so-called ‘Agenda 2007 reforms’. They will be the greatest challenge for the enlarged EU after the intergovernmental conference, since they will determine the financial basis for EU policy-making until the middle of the next decade. The Agenda 2007 proposals certainly hint at courageous reforms, because they place a previously unheard-of emphasis on performance and quality. Under the proposals, structural operations should generate value for money, and the funds should focus on projects which generate added value at a European level. Overall the Commission’s proposals point in the right direction, because they balance, on the one hand, solidarity for the new Member States and weak regions in the old Member States with, on the other hand, investments in future tasks. Moreover, they constitute a paradigm shift. For the first time, the Common Agricultural Policy will not be the dominant expenditure category. Now it is up to the Member States to examine the proposals politically and find a compromise between sometimes very divergent interests. It is to be hoped that, during the debate over expenditure limits and division of funds, national interests do not outweigh European interests.