Applying an ecological model to social marketing communications

Purpose - By applying social ecological models of health behaviour to marketing communications to achieve behaviour change, we illustrate the importance of taking into account various economic, environmental, institutional and social influences. /methodology/approach - The Social Ecological Model was evaluated through its application to Childsmile, an oral health organisation, using a variety of social marketing communication criteria. This involved evaluating the concept, process and impact of the communications campaign. - A variety of intra- and inter-personal influences where identified that encouraged or discouraged oral health. Complimenting this was how these needs are incorporated into a social ecological model that underpins a social marketing communications campaign. This campaign demonstrates the need to support individual through engaging in their ‘life path points’ (Lefebvre and Flora, 1988). limitations/implications - Although the long term effects of the Social Ecological Model and its affect on Childsmiles social marketing communication campaign will not become evident for a number of years, initial results indicate its important role in changing behaviour. implications - The importance of engaging with various groups within social marketing is shown. Specifically, the need to understand and encourage interaction between individuals, their community, health institutions and the Government. /value - Previous criticisms of social marketing research being American-centric, and avoiding issues around socio-economic deprivation are addressed. In addressing this, we also answer calls for research into ecological models of social marketing communications to understand how influences affect its applicability.