The Application of Social Marketing to Promoting Men's Health: A Brief Critique

This article introduces a critical view of some social marketing approaches in men's health policy and practice. The key concepts of social marketing are introduced, and the application of marketing approaches to men's health reviewed with specific examples. From a men's health perspective, we suggest social marketing becomes problematic if it uses homogenised images of hegemonic masculinity consistently as a promotional tactic to influence individual men's behaviour, in place of rigorous social marketing planning procedures, critically informed by current men's health research. The article concludes with a call to develop a critical social marketing practice more consistent with current men's health research, and more closely aligned with current models of health literacy, and for further research on sophisticated SM strategies promoting alternative models of masculinity.