Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #112774

Jennifer Messenger Heilbronner¹, Laura K. Lee Dellinger¹, and Roger Valdez, MA². (1) Metropolitan Group, 519 SW 3rd Ave, Ste 700, Portland, OR 97204, (503) 223-3299, ldellinger@metgroup.com, (2) Tobacco Prevention Program, Public Health-Seattle & King County, 999 3rd Avenue, Suite 900, Seattle, WA 98104

Achieving long-term change around public health issues requires: * Changes in individual attitudes and behavior, * Overhaul of institutional policies and practices, and ultimately * New community norms that drive demand for sustained behavior change.

As an approach to triggering these changes, social marketing is severely limited. At its heart it is still marketing—one-way communication designed to motivate our target audiences to change behaviors. However, by combining social marketing with social change and social movement-building theory we can build the infrastructure needed to trigger and support long-term social change. This interdisciplinary approach—public will building—is about impacting where people rank an issue in their priority of compelling social causes. It creates a long-term or permanent attitudinal shift manifested in peoples' commitment to taking action to create change in individuals, systems and communities.

The workshop will explore public will building and use examples to enrich the discussion, including: * Public Health – Seattle & King County Tobacco Prevention Program's campaign to encourage business owners to make their establishments smoke-free. * Healthy Kids Learn Better, a Coordinated School Health program in Oregon, that makes student health relevant for administrators, and creates a personal conviction and pathways for action.

Learning Objectives: At the conclusion of this session the learner will be able to

• Understand and assess the strengths and limitations of social marketing.
• Understand the public will building model as an inclusive and comprehensive approach to achieving long-term social change.

Keywords: Health Promotion, Health Advocacy

Related Web page: www.metgroup.com

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commertial supporters WITH THE EXCEPTION OF I work for Metropolitan Group, a strategic communication and fundraising consulting firm providing professional services to public agencies, nonprofits and foundations on health advoacy and promotion campaigns and projects.

Recorded presentation