Influencing health behaviours through social marketing: case study based on the National Institute for Health Development
MetadataShow full item record
Excessive alcohol consumption is a big problem in Estonian society. In order to alleviate the negative effects of alcohol consumption the National Institute for Health Development (TAI) has undertaken numerous social marketing efforts. The main purpose of this thesis was to evaluate the implementation process of these social marketing campaigns conducted by TAI. Andreasen (1994) proposed that genuine social marketing campaigns can be recognized using six benchmark criteria. The main research question of this thesis was: Have Estonian public health marketers implemented campaigns that reflect the basic principles of social marketing? The first part of this thesis provided a theoretical background and defined key concepts which were necessary to understand the topic of social marketing. Definition of social marketing was provided and typical components of social marketing campaigns were explained in detail. The second part of the thesis gave a brief overview of TAI and described the social marketing campaigns undertaken by them in detail. In order to find out how social marketing campaigns are implemented in Estonia, a qualitative research needed to be conducted. Case study approach was used and data was collected using semi-structured interviews, with TAI representative and marketing experts. Deductive thematic analysis was used and data were analysed and interpreted using predetermined theoretical framework. It was found that the campaigns conducted by TAI had clear behavioural goals and were based on consumer research. Different target audience segments were identified and suitable marketing methods were tailored to the selected segments. Motivating exchanges were provided and all the elements of the marketing mix were used for the product/service development. Competing messages were identified and actively countered in order to ensure the target audience’s attention. Shortcomings were found in the areas of pre-testing and defining secondary target groups. In conclusion it can be said, that the campaigns were implemented in a way that reflected the basic principles of social marketing.