Examining policy assumptions regarding public-private partnerships in contested social marketing domains: the case of alcohol moderation

Eagle, Lynne, McDowell, Ray, and Bird, Sarah (2011) Examining policy assumptions regarding public-private partnerships in contested social marketing domains: the case of alcohol moderation. In: World Non-Profit and Social Marketing Conference. pp. 1-11. From: The 2nd World Non-Profit and Social Marketing Conference, 11-12 April 2011, Dublin, Ireland. (Unpublished)

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Abstract

Recent government policy documents treat public-private partnerships aimed at addressing behaviours seen as contrary to individual or societal health and well-being as not only central to achieving government policy, but also as unproblematic. Using the example of alcohol moderation promotion, we review the assumptions underlying these policies and suggest that greater clarification is needed in terms of roles and responsibilities for all stakeholders involved in partnerships. Assumptions regarding key communications strategies, signalled as 'social marketing', resulting from such policies are also examined. Not only is there evidence to challenge the assumed effectiveness of these strategies, but 'boomerang' effects suggest that this activity may be counter-productive. We conclude with a recommended research programme that may guide the refinement of public policy in this area.

Item ID: 20338
Item Type: Conference Item (Presentation)
Keywords: health information, government sponsor, trust
Date Deposited: 01 Mar 2013 01:30
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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