Social (Behavioural) Marketing Proposal

SOCIAL MARKETING

a) Background to the organization and the social marketing problem

1) Background of organization

a) The Danish Cancer Society (Kræftens Bekæmpelse) is the largest cancer-fighting organization in Denmark. It focuses on research, education and patient support, as well as speaking out for patient matters and concerns by addressing government bodies.

b) The project “Turn Down the Sun” (Skru ned for solen) is a 10-year national health-care campaign between the Danish Cancer Society and the National Board of Health. Since the Danish Cancer Society has offices in all municipalities in Denmark, the campaign is a part of the health-care policy of the municipality of Middelfart, Region South, Denmark.

1) Social marketing problem

a) Skin cancer is becoming the most frequent cancer type and both skin cancer and malignant melanoma incidents have been doubled the past 20 years (Lavætz and Philip, 2008). Please refer to Appendix 1 and 2 for melanoma and non-melanoma incidences in Nordic countries.

b) Overall, any use of tanning devices is associated with odds ratios of 2.5 for squamous cell carcinoma and 1.5 for basal cell carcinoma (Margaret et al, 2002).

c) The campaign Turn Down the Sun heavily targets children, disregarding the young people of Middelfart. They can unperturbedly continue their excessive use of sun beds and lacking use of sunscreen. The 07-16 and 16-25 year-olds in Middelfart compose 5,229 and 3,451 inhabitants respectively, of a total population of 37,625, as of Jan 1st 2009 (Knudsen, 2009).

d) The lacking use of sunscreen and increasing use of sun beds is an apparent problem in all of Denmark, however the social marketing plan is focusing on the municipality of Middelfart as a pilot project.

b) Situation analysis

1) Macro-environment - Threats

Political/legal

a) Government attitudes towards legislation

b) Lack of education about the dangers of...