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Keywords:

  • Behavioural ecological model;
  • social communication theory;
  • healthy eating;
  • integrated marketing communications;
  • multi-levelled/multimedia strategy

Abstract

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.