Evaluating social marketing: lessons from ShowCase.
In April 2009, the National Social Marketing Centre launched its new case study resource, ShowCase: a collection of 40 best practice social marketing programmes, predominantly from the UK. The process of collecting and researching these case studies has provided a unique opportunity to look at the current state of 'evaluation' within the field of social marketing. This paper shares some of the observations made during the review, exploring common challenges faced when evaluating social marketing. It also provides recommendations for improving this process to guide future social marketing delivery.
Christopoulos
Alex
A
National Social Marketing Centre, 20 Grosvenor Gardens, London, SW1W ODH, UK. a.christopoulos@nsmcentre.org.uk
Reynolds
Lucy
L
D055317:Evidence-Based Practice; D007722:Health Knowledge, Attitudes, Practice; D006291:Health Policy / Q000191:economics*; D006293:Health Promotion / Q000191:economics*; D006801:Humans; D015397:Program Evaluation; D011634:Public Health / Q000191:economics*; D011640:Public Policy; D040241:Social Marketing; D013222:State Medicine; D006113:United Kingdom