Social Marketing

National Partnership Programs
Some national programs that used outreach to create partnerships include:
The Healthy Mothers/Healthy Babies Coalition – this ten-year-old program includes government,
professional, voluntary and state groups. It was started to develop a “critical mass” of groups
involved in maternal and child health issues. The coalition now supports a range of issues,
training, materials, and technical assistance.
The Prevention Marketing Initiative – PMI was a community-based pilot effort to establish and
support HIV prevention programs around the country during the early 1990s. The Centers
for Disease Control and Prevention relied on community-based coalitions to recommend and
implement behavior change programs in their communities. These programs reflected the
unique features of the communities and garnered support and participation of key community
groups.
The Office of Drug Control Policy Media Program – the Administration’s current drug-use-prevention
media program targets kids and their parents. The campaign goes beyond television
and radio advertising to involving organizations and groups involved with the Web, schools,
churches, workplaces, and leisure settings. Its behavior change strategy is designed to create
opportunities for people to adopt campaign messages into their daily lives and extend them
into their communities. The campaign is also undertaking tailored programs and outreach to
resonate with diverse populations.