Abstract

This paper is part of work contributing to the independent National Review of healthrelated programmes and social marketing campaigns that was first announced as
part of the Public Health White Paper ‘Choosing Health’. The work was undertaken
by the National Social Marketing Centre and was published in June 2006.
The discussion and consultation that fed into the development of that White Paper had highlighted a number of concerns. Two of particular relevance to this work were:
• A growing realisation that continuing with existing methods and approaches
was not going to deliver the type of impact on key health-related behaviours
that was needed.
• Other comparable countries appeared to be achieving more positive impacts
on behaviours by using and integrating a more dynamic customer-focused
social marketing approach into their methods.
As a result, it was agreed that a National Review should be undertaken to examine the potential of social marketing approaches to contribute to both national and local
efforts, and to review current understanding and skills in the area among key professional and practitioner groups.
The National Consumer Council was asked to lead this work as they had been key advocates for a more consumer-focused approach. It was also recognised that an independent aspect to the review would be important so that existing practice across the Department of Health could be considered and recommendations developed.
To inform the National Review a range of research methods and approaches were used. This report is one of a range of research and review reports that have informed the
National Review.