communications and can potentially have a greater impact on changing behaviors. He said that people often confuse the two approaches. To explain health communications, he referred to the Centers for Disease Control and Prevention (CDC) “wheel” (see Figure 3-1). The approach involves analyzing and segmenting target audiences, identifying message concepts, selecting communication channels, and creating and pretesting message materials. But, Lefebvre said, “When we’re thinking about breastfeeding, we need to think about a lot more than what our materials look like and what our communications look like.” And that brought him to an explanation of social marketing.

Social marketing starts with an understanding of a target audience’s


FIGURE 3-1 Health communication approach.
SOURCE: Roper, 1993. Reprinted with permission from the Association of Schools of Public Health. March–April 1993. 108(2):181. Copyright © Association of Schools of Public Health. All rights reserved.

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