Public health branding: Applying marketing for social change

Evans & Hastings synthesize theory and case studies to demonstrate how branding strategies—central in commercial marketing—can effectively shape public health behaviors. They discuss key marketing principles such as the 7Ps, methods for brand evaluation, and present powerful examples like successful youth anti-smoking campaigns and impactful global health initiatives. The book argues convincingly that strategic investment in branding significantly enhances the effectiveness and scalability of social marketing efforts for widespread health and behavior change.