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Perspect Public Health. 2012 Jan;132(1):26-30.

'No decision about me, without me': a place for social marketing within the new public health architecture?

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Finnamore Ltd, 6th Floor; Marble Arch Tower; 55 Bryanston Street, London W1H 7AA.


July 2011 marked the 40th anniversary of social marketing. However, while the previous Labour administration dedicated sustained resources and support to developing the field of social marketing, this was followed by a time of uncertainty during the Coalition Government's ascent to power. This paper explores the potential future position of social marketing within David Cameron's evolving public health landscape, outlining areas of synergy between social marketing's key features, and the coalition's emergent public health architecture. The paper concludes with an exploration of the development opportunities nascent within social marketing, suggesting that support for the new commissioners (GP and local authority), and an enhanced emphasis on evaluation of financial and social outcomes, will be required if the evidence base for strong practice is to continue to grow and evolve.

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