Table of Contents

Social Marketing and Behaviour Change

Social Marketing and Behaviour Change

Models, Theory and Applications

Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti and Dang Nguyen

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.

Chapter 17: Case study: ‘Greenwich Get Active’ – mobilizing a whole community to get active

Matt Howick

Subjects: business and management, marketing, politics and public policy, public policy


Like many other places in the UK, the majority of adults in the Royal Borough of Greenwich (the local authority area for Greenwich in London) do not get enough physical activity. This inactivity can cause a host of avoidable health problems. ‘Greenwich Get Active’ (GGA) is a social marketing-led pilot programme to address this challenge. Targeting specific at-risk (less active) segments of the local population, the programme has been designed to give these groups the information, motivation and opportunity to get active. The programme includes: _ a comprehensive online directory/website of local physical activity provision and opportunities linked to a customer relationship management (CRM) system for ongoing contact; _ a dedicated community team to engage with people directly via a borough-wide roadshow programme and other events, handle helpline and website enquiries, and offer ongoing encouragement and support; _ a promotional campaign targeting different audience segments to stimulate interest in/trial of local physical activity opportunities and to encourage change; _ incentives and rewards for participation. In 2012, over 3000 people signed up to the programme. The key drivers for success have been a customer-focused/social marketing approach, thorough planning, a strong commitment of resources and a collaborative/inclusive community approach.

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