The Social Marketing National Excellence Collaborative: Changing Unhealthy Behaviors

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Synopsis of the Work: Turning Point: Collaborating for a New Century in Public Health, a national program of the Robert Wood Johnson Foundation (RWJF) and the W.K. Kellogg Foundation, defined its mission as to "transform and strengthen the public health system in the United States to make the system more effective, more community-based and more collaborative." The two foundations partnered to support 22 states and 41 local communities in those states. RWJF also supported five National Excellence Collaboratives that allowed states to work together on important public health infrastructure challenges.

Story Told: "Social marketing can be used to help you achieve your public health goals by focusing on behavior change in an audience you want to reach," said Sylvia J. Pirani, M.P.H., M.S., director of New York Turning Point, which led the Social Marketing Collaborative. "It's a planned approach that focuses on evidence."

One of five National Excellence Collaboratives established under Turning Point, the Social Marketing Collaborative focused on helping public health professionals learn about social marketing and providing them with the tools they needed to use it.

In addition to New York, collaborative members included Illinois, Maine, Minnesota, North Carolina and Virginia.