Community-Based Prevention Marketing: Organizing a Community for Health Behavior Intervention

¹ co-director of the Florida Prevention Research Center and a professor in the Department of Community and Family Health at the University of South Florida in Tampa, Florida.
² a co-PI of the Florida Prevention Research Center and professor of public health and health education at the University of South Florida College of Public Health in Tampa, Florida.
³ professor of public health and health education and co-director of the Florida Prevention Research Center at the University of South Florida College of Public Health in Tampa, Florida.
⁴ director of the Institute for Families in Society at the University of South Carolina in Columbia, South Carolina.
⁵ director of health promotion and planning, Sarasota County Public Health Department in Sarasota, Florida.
⁶ graphics/marketing supervisor and Believe In All Your Possibilities project coordinator, Health Promotion, Planning and Nutrition Services, Sarasota County Health Department in Sarasota, Florida.
⁷ graduate assistant at the Florida Prevention Research Center, University of South Florida College of Public Health in Tampa, Florida.

^* To whom correspondence should be addressed.

	Abstract

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

First published on August 21, 2006, doi:10.1177/1524839906290089

Health Promotion Practice 2007;8:154.

A more recent version of this article appeared on April 1, 2007


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