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Social marketing with challenging target groups: smoking cessation in prisons in England and Wales

MacAskill, Susan; Lindridge, Andrew; Stead, Martine; Eadie, Douglas; Hayton, Paul and Braham, Mark (2008). Social marketing with challenging target groups: smoking cessation in prisons in England and Wales. International Journal of Nonprofit and Voluntary Sector Marketing, 13(3) pp. 251–261.

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DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1002/nvsm.32
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Abstract

� 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 andmini-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.
ISSN: 1479-103X
Academic Unit/Department: Open University Business School
Item ID: 26885
Depositing User: Andrew Lindridge
Date Deposited: 24 Jan 2011 14:50
Last Modified: 26 Oct 2012 04:41
URI: http://oro.open.ac.uk/id/eprint/26885
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