Liverpool's challenge [electronic resource] : using social marketing to address obesity / Jane Thomas

Author: Thomas, Jane
Published: [London] : SAGE, 2016.
Physical Description: 1 online resource : illustrations (black and white, and colour).

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Summary

Liverpool's Primary Care Trust (PCT) initiated a strategy in 2008 to encourage healthy eating habits and end obesity. After incorporating strong social media strategies, it launched a 15-month programme that took the form of a challenge to people in Liverpool to collectively pledge to lose a million pounds (in weight). In order to design the programme, several behavioural theories were used to a selected segmented audience, and CRM (Customer Relationship Management) techniques helped collect and analyse peoples' lifestyle choices.

Subject(s)

Weight loss—Social aspects—England—Liverpool—Case studies
Social marketing—Case studies
Obesity—Social aspects—England—Liverpool—Case studies

Genre(s)

Electronic books

ISBN

9781473933828 (ebook)

Note

Originally Published in: French, J., Merritt, R., & Reynolds, L. (2011). Liverpool's Challenge: Using Social Marketing to Address Obesity. In Social marketing casebook (pp. 77-88). London: SAGE Publications Ltd. Print. ISBN: 9780857025449.

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