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Social marketing best practice database launched

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The first collection of case studies showing that social marketing is effective in changing people’s health behaviours has been launched by the National Social Marketing Centre (NSMC)

‘ShowCase’ features around 30 examples of successful social marketing interventions, including the National Patient Safety Agency’s cleanyourhands campaign.

Launched in September 2004, the cleanyourhands campaign used a variety of social marketing techniques, including posters and videos, to educate healthcare staff about the importance of hand hygiene in combating healthcare associated infections.

Every NHS acute trust in England and Wales has now signed up to the campaign, along with more than 90% of PCTs and mental health trusts.

Speaking at the launch of ‘ShowCase’ at the King’s Fund in London last week, King’s Fund chief executive Niall Dickson said: ‘Social marketing has a vital role to play in keeping people healthy, but we need evidence of what works.

‘We need a strong evidence base of which combinations of which intervention work best to change which behaviours. There is a really urgent need to ensure that projects are robustly evaluated so that we can start to learn from them and spread the word,’ he added.

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