Social marketing
The HSC promotes health and encourages healthy lifestyles.
To help people make healthier lifestyle choices, social marketing is one of the disciplines HSC draws on (as well as public health and health promotion).
Key features of the HSC’s social marketing work:
- A lot of importance is put on understanding our key audiences.
- Helping people choose healthier behaviours is the goal.
- There is always an element of mutual and beneficial exchange.
- Programmes must be evidence based and cost-effective.
- Interventions involve a number of ‘p’s - price, product, place, promotion, and people, are examples.
- Research and evaluation are essential for designing, pretesting, and evaluating initiatives.
- Markets are carefully segmented to ensure the offering is meaningful for the group concerned.
- It acknowledges that people have choices so we need to make healthier behaviours the easiest and most attractive.
Latest research
New Zealand’s society is dynamic and there are constant changes in our way of life, attitudes, social and economic conditions.
HSC does research so we can follow these changes and act on the most up-to-date information.
