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Health Promotion Practice
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What's this?

Community-Based Prevention Marketing

Organizing a Community for Health Behavior Intervention

Carol A. Bryant

Department of Community and Family Health at the University of South Florida in Tampa, Florida

Kelli R. McCormack Brown

College of Health and Human Performance, University of Florida, in Gainesville, Florida

Robert J. McDermott

Florida Prevention Research Center at the University of South Florida College of Public Health in Tampa, Florida

Melinda S. Forthofer

Institute for Families in Society at the University of South Carolina in Columbia, South Carolina

Elizabeth C. Bumpus

Sarasota County Public Health Department in Sarasota, Florida

Susan A. Calkins

Health Promotion, Planning and Nutrition Services, Sarasota County Health Department in Sarasota, Florida

Lauren B. Zapata

Florida Prevention Research Center, University of South Florida College of Public Health in Tampa, Florida

This article describes the application and refinement of community-based prevention marketing (CBPM), an example of community-based participatory research that blends social marketing theories and techniques and community organization principles to guide voluntary health behavior change. The Florida Prevention Research Center has worked with a community coalition in Sarasota County, Florida to define locally important health problems and issues and to develop responsive health-promotion interventions. The CBPM framework has evolved as academic and community-based researchers have gained experience applying it. Community boards can use marketing principles to design evidence-based strategies for addressing local public health concerns. Based on 6 years of experience with the "Believe in All Your Possibilities" program, lessons learned that have led to revision and improvement of the CBPM framework are described.

Key Words: social marketing • community organization; adolescent health • smoking prevention • alcohol use prevention

This version was published on April 1, 2007

Health Promotion Practice, Vol. 8, No. 2, 154-163 (2007)
DOI: 10.1177/1524839906290089
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