A national social marketing approach to prevent and minimise gambling harm in Aotearoa New Zealand

Abstract

Social marketing is described as the application of commercial marketing concepts and tools to achieve socially desirable goals (Donovan, 2005). Over the last decade social marketing has become a popular tool for achieving positive behaviour changes amongst New Zealanders, with campaigns such as Like Minds Like Mine (Ministry of Health), Smokefree Homes (HSC), Push Play (SPARC), The Big Clean Up (Auckland Regional Council), Land transport safety campaigns (Speed, drink driving, safety belts, etc) and so forth. The Health Sponsorship Council (HSC) is a crown entity responsible for promoting health and encouraging the adoption of healthy lifestyles amongst New Zealanders. The HSC specialises in the use of all available communication tools to promote health brands and programmes (such as Smokefree/Auahi Kore, SunSmart) and communicate key messages to priority audiences. The HSC has been contracted by the Ministry of Health to develop and deliver a national social marketing campaign to prevent and minimise gambling harm in Aotearoa New Zealand. The HSC's approach to this contract involved undertaking a literature review, establishing a marketing framework, and implementing a stakeholder engagement process that informs and guides the development of a national social marketing campaign. This presentation will discuss the concept of social marketing, describe the social marketing campaign development process undertaken by the HSC, and outline the proposed implications for developing marketing approaches to prevent and minimise gambling harm in Aotearoa New Zealand.

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