MacAskill, Susan; Lindridge, Andrew; Stead, Martine; Eadie, Douglas; Hayton, Paul and Braham, Mark
|DOI (Digital Object Identifier) Link:||http://doi.org/10.1002/nvsm.327|
|Google Scholar:||Look up in Google Scholar|
Smoking levels among prisoners are much higher than amongst the UK population as a whole. Our research focuses on the development and implementation of a pilot smoking cessation project:
• Using a social marketing process combined with the Health Behaviour Model, 159 participants, drawn from four prisons, undertook a smoking cessation programme.
• Data was collected using a case study approach, with a variety of research methods: primarily depth individual and mini-group qualitative interviews, but also document analysis and observation.
• The findings draw on prisoners' perspectives in the context of the marketing mix in elements of the strategy design, implementation and evaluation.
• The discussion identifies the need to maintain a consumer perspective, feeding into the marketing mix, and to identify and promote aspects of mutually beneficial exchange over and above basic health and monetary costs.
The positive outcomes and insights gained show that using a social marketing strategy, as part of a smoking cessation programme, has important policy and practice implications. Lessons could be applied to other health issues and in similar settings such as forensic mental health.
|Item Type:||Journal Article|
|Copyright Holders:||2007 John Wiley & Sons, Ltd.|
|Academic Unit/Department:||Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
|Depositing User:||Andrew Lindridge|
|Date Deposited:||24 Jan 2011 14:50|
|Last Modified:||09 Aug 2016 05:13|
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