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(p. 383) Using Social Marketing Strategies to Enhance Program Reach 

(p. 383) Using Social Marketing Strategies to Enhance Program Reach
Chapter:
(p. 383) Using Social Marketing Strategies to Enhance Program Reach
Author(s):

Leanne Wilkinson

DOI:
10.1093/med-psych/9780190629069.003.0035
Page of

date: 19 February 2018

This chapter examines the role of social marketing in the implementation of a population-level system of parenting programs, Triple P. In particular, the chapter considers the range of factors and circumstances affecting uptake of parenting interventions, including the role of commissioning bodies, the readiness of implementing and supporting organizations, and the many complicating factors surrounding parental behavior change. A nuts-and-bolts, real-world example of a public health population approach to parenting interventions is presented that both explains and highlights the interdependence of a program implementation framework and a well-resourced social marketing strategy in ensuring successful program outreach. The chapter also discusses the implications of cultural models of parenting and culturally based community norms in terms of gaps in understanding, relevance, and resistance to the concept of seeking parenting “help.”

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