Social marketing targeting Indigenous peoples: a systematic review
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Social marketing is a discipline focused on the application of marketing principles to induce socially desirable behaviour change. As social marketing remains one of the main behaviour change approaches pursued by governments and international organisations, it is important to consider its use in relation to vulnerable groups that are particularly exposed to discriminatory practices, marginalisation, exclusion and destitution. The aim of this systematic review is to identify the extent to which Andreasen’s (2002) six social marketing benchmark criteria were reported in social marketing interventions targeting Indigenous peoples. A total of 20 articles covering 13 social marketing interventions were identified for review. Although none of the interventions gave evidence that they addressed all six of the benchmark criteria, they appear to have been effective in challenging some of the issues faced by Indigenous peoples. However, the criteria of segmentation, exchange and competition remain underused in the identified interventions. Social marketing interventions targeting Indigenous peoples tend to rely on television and radio advertising, showing potential for more use of product, place and price to influence, facilitate and maintain socially desirable behaviour change.
Health Promotion International
© 2017 Oxford University Press. This is a pre-copy-editing, author-produced PDF of an article accepted for publication in Health Promotion International following peer review. The definitive publisher-authenticated version Social marketing targeting Indigenous peoples: a systematic review, Health Promotion International, Pages 1-11, 2017 is available online at: DOI 10.1093/heapro/dax060.
This publication has been entered into Griffith Research Online as an Advanced Online Version.
Public Health and Health Services not elsewhere classified