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Liverpool's challenge : using social marketing to address obesity / Jane Thomas.

By: Material type: TextSeries: Publisher: [London] : SAGE, 2016Description: 1 online resource : illustrations (black and white, and colour)Content type:
  • text
  • still image
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781473933828 (ebook) :
Subject(s): DDC classification:
  • 362.196398 23
Online resources: 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.
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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.

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.

Description based on online resource; title from home page (viewed on April 8, 2016).

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