A Social Marketing Approach to Changing Mental Health Practices Directed at Youth and Adolescents

Abstract

The mental health problems of children are of increasing social concern. Many best practices have been developed but often not implemented. Social marketing has been suggested as an innovative, useful approach to this challenge-along with others in the health care field. However, much confusion exists over what the approach entails, where it has been applied and how it can be adapted to significant social challenges such as changing mental health practices directed at youth and adolescents. This article defines key terms, offers historical perspective and provides a specific approach and set of models to implement an effective social marketing strategy in a range of contexts.

Key Words:

• Social marketing
• mental health practices
• youth and adolescents
• behavior change
• stages of change