Social Marketing Social marketing is a people-centred approach to marketing which aims to initiate and sustain behavioural change. It combines marketing techniques from the private sector with research and expertise from the public and voluntary sectors to engaging the target audience. Lean East has used a number of social marketing techniques such as parent focus groups, interviews and citywide health reports. The insight gained from these has helped shape Lean East and ensure that it is a fun and family orientated campaign. Many of the issues raised from the focus groups are being pursued and enacted on and we will be feeding back on this in the weeks and months ahead. The star of the campaign is Belta the Bunny. Belta was 'created' following work with children in the East End of Newcastle. He was named following a competition of children which attracted over 250 name entries. The winning name of Belta came from six year old pupil at Walkergate School. It is a good Geordie name and represents the energy of the Lean East bunny. Belta will be providing children and families with the best food and exercise advice - look out for him in the months ahead! |
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