Le marketing social peut-il améliorer l'efficacité des programmes prévention ?

Social marketing consists in the application of commercial marketing technologies to tackle social issues, resulting in behavior change. Its main goal is indeed to allow behavior change amongst targeted groups, whether consciously or due to a change of environment or social representations evolutions. This approach proposes a specific pathway, a method of devising prevention campaigns that are articulated around key steps - the five “Ps”: product, place, price, promotion, and partnership. Social marketing has proved to be effective in optimizing prevention campaigns devising, through promoting messages based on the target audience's adherence leverage. Also effective was the development with a long-term perspective of multichannel tactics. They are built on the mobilization and capacity improvement of peers' networks acting as community ambassadors, but also using environmental stimuli, otherwise called “nudge strategies”.