OBJECTIVES: To develop and evaluate a new community-based social marketing (CBPM) model. METHODS: CBPM is being piloted to prevent the initiation of smoking and alcohol consumption among middle-school students. The project's impact on behavioral outcomes and the community's ability to use CBPM to solve public health problems are being evaluated. RESULTS: Community members have demonstrated an unexpected level of interest in learning CBPM and applying its principles to program planning. CONCLUSIONS: Community control of the social marketing process has the potential to enhance program integration into existing community structures, making them more effective and sustainable. (Abstract Adapted from Source: American Journal of Health Behavior, 2000.
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Bryant et al. (2000) studied this question.