Behaviour change, social marketing and black and minority ethnic groups

Abstract

Increasingly, the potential of a social marketing approach to tackle complex and challenging health priorities is being realised for black and minority ethnic (BME) groups. Social marketing is the application of marketing concepts and techniques to achieve behavioural goals for social good. For BME groups, which often have worse health outcomes than the general population, social marketing can be an effective method to support targeted interventions for improved health and well‐being and reduced health inequalities. This paper describes some examples of social marketing approaches aimed at improving the health and well‐being of BME communities. The examples show positive outcomes overall and provide some key learning points for future work in this area.