Minimizing alcohol harm: A systematic social marketing review (2000-2014)

Abstract

This study sought to review social marketing interventions and their evaluations published between 2000 and 2014 to identify role and use of key elements of social marketing interventions: behavioral objective, audience segmentation, formative research, exchange, marketing mix and competition. A systematic literature search was undertaken examining nine databases and 23 interventions were identified. None of the interventions seeking to minimize harm from alcohol employed all six of the aforementioned benchmark criteria. Social marketing interventions were found to be largely effective in creating positive effects through changing behaviors and policies to affect short term or immediate changes, and also attaining longer term change via attitude, behavioral intention, and/or raising awareness. However, the absence of complete benchmark criteria was also identified and this may be limiting effectiveness indicating further potential for social marketing's reputation as an effective change agent to be enhanced via more comprehensive application of social marketing benchmark criteria.