Making healthy eating messages more effective: combining integrated marketing communication with the behaviour ecological model


Emma Dresler-Hawke, Massey University, Private Bag 22111, Palmerston North, New Zealand. E-mail:


Encouraging healthy living involves a complex set of factors that interact with each other. Effective social communication strategies and conceptual models are needed in order to plan and maintain a desired level of societal change. More understanding is needed as to how different levels of society are affected by social communication messages. This paper examines how a social marketing strategy should be targeted in order to maximize societal change. In this paper the Multi-levelled/Multimedia Model of Social Change is presented. This amalgamates integrated marketing communication principles and the Behavioural Ecological Model. It provides a basis for understanding how consistent messages and methods of communication affect long-term behavioural or attitudinal change at the individual and societal levels.